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Pro Tip: Use Your Website to Mine for Sales Leads

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Pro Tip: Use Your Website to Mine for Sales Leads
 
November 19, 2014

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  By Tracey E. Schelmetic, TMCnet Contributor
 


If you’re looking for new ways to capture sales leads (who isn’t?), it’s worthwhile to take a look at your company’s website. Chances are good many potential customers visit it regularly, but they don’t stay, either because they don’t find the content compelling or you never knew they were there, since they weren’t enticed to leave their information behind.


Many companies today maintain a blog that contains information of interest to its marketplace. These blogs are often well read by the people who matter, but sales organizations won’t know that unless they strive harder to make the most out of the blog and the website, according to a recent article by marketing entrepreneur Sweta Patel, writing for the Times of San Diego.

“Most business owners miss out on the number one vehicle for activating the most leads. And that is placing the call-to-action on every page,” wrote Patel. “The best way to use your website and turn it into a lead-generating machine is by turning the home page into a landing page. The simpler that home page is, the better conversion will be. The home page should contain an opt-in box, one or two sentences max, and a picture that best illustrates the company.”

Patel notes that if your content is good enough, visitors will want to enter their email address in order to unlock the blog content or the rest of the Web site. Premium content such as well-targeted articles can be used as “bait” in an email campaign to lure visitors in and induce them to provide their contact information in order to unlock the rest of the content.

There is a best-practices approach to how many times you should ask a visitor to your website for their opt-in information, according to Patel. Provide something of value – premium content, for example – in exchange, and consider using a solution like LeadPages that enables you to auto-fill your subscribers’ information if they have already signed up to your Web site … this makes the process even easier for prospects.

“…Each blog post should have three opt-ins,” wrote Patel. “This should consist of one mid-way through the blog post with a value-added piece (‘Learn the 5 biggest mistakes marketers make’) and one at the end of the blog post with a downloadable offer (‘Enter your name and email to receive The Ultimate Marketing Machine eBook’). The one of at the end of blog post is usually an eBook or a report.  The last opt-in should go in the byline, right next to the author’s name,” she added.

Blog subscription and newsletter sign-ups are also great ways to induce Web site visitors to share their contact information. Chances are good that you’re missing a lot of opportunities on your Web site to engage in lead generation. You’ll need to provide compelling content to induce leads to share, but once you do, you may find that your Web site serves as a virtual gold mine. 




Edited by Rory J. Thompson

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