CASE STUDY: IS YOUR SITE BUILT FOR LEAD GENERATION?
Updated: Oct 5, 2018
I recently was approached by a company that wanted to enhance their presence and activities across social media and start a lead generation campaign through Search Engine Optimization (SEO). The goal was simple: “To generate leads and to convert these leads to customers through Social Media and SEO” in two ways:
Repurposing their own original content on social media channels (LinkedIn and Twitter) to organically drive leads to the website
Running paid search campaigns to increase leads and traffic via SEO
After reviewing their content strategy and website, I discovered a strong disconnect between the goals they had set and the results they would achieve. While the vision for their lead generation strategy was clearly defined, their current website was not aligned to successfully deliver these results. Below are a few key takeaways we discussed the client consider prior to beginning the Social Media and SEO lead generation campaign.
MAKE CONTENT ACCESSIBLE
The company had an impressive library of content they published over the last several years that they wanted to repurpose and use for their social media lead generation strategy. However, their website’s function presented two major challenges for leveraging this content across social media. The content library section of the website was built using pop-up windows to access and display full articles. Once the pop-up opened, the content sat restricted behind a Log-In Registration form, requiring users to enter their in order to view the full content.
As a result, their content could not be repurposed for Social media posts since they could not link directly to pop-up windows. Instead, social media would drive leads to the massive content library, where a user needed to manually scan pages for an article. Once a user found the content they initially sought, they were then asked to register their information to view the full article. These two obstacles were a clear challenge to their lead generation strategy that would impede and discourage visitors from successfully converting to leads.
HAVE A CLEAR CALL TO ACTION
In addition to the pop-up and log-in checkpoints that the user needed to pass, their was no visible Call To Action (CTA) on their website. The client wanted to generate new leads and convert these leads to new customers, however there was no clear direction for a user to take to action. Placing a defined CTA at the top and bottom of the page provides users with a guided next step to get in touch and connect.
KNOW YOUR USER'S JOURNEY
When embarking upon a lead generation strategy through Social media or SEO, it is critical to look at the whole picture of your user’s journey from start to finish. How will a visitor arrive at your website and how will their experience influence their actions? How easy is it for them to find information or get in contact? Is your content hidden? Does your website align with your lead generation strategy and will it gain you the results you deserve?
In conclusion, I framed their challenges in the following real-world scenario:
"Think of your website as the front door to your business in the digital world. If you met a potential client at an event and invited them to come visit your office, would you give them the street name but not the address or suite number - leaving them to find it themselves? Once they finally found your floor and office, would you then ask them for a password to enter?"
Market. Design. Connect
Thaddeus Andres is the Founder of MARQETED which specializes in providing marketing services to start-ups and small business for SEO, social media, content marketing, market research, graphic design, web design, thought leadership and more. Find more information and get in touch at marqeted.com or firstname.lastname@example.org.