The challenge to any business is to optimize every little piece of the eMarketing flow from website visitor to sale.
By carefully tweaking the micro elements of the flow, the macro components work better; you’ll generate more leads, more conversions, more sales, increase market share, and be primed for the future. Below is a diagram showing how the eMarketing flow works. There are three phases of eMarketing strategy: Generate Traffic, Turn Into Prospects: Turn Into Sales. Quality Content is the glue that hold the three phases together, because without content, eMarketing optimization doesn’t work.
Let’s review some of the above elements from a sales AND content perspective:
- Search Engine Optimization:
- Sales: If your site is not indexed and highly ranked on search engines; that’s less leads, less quality leads, less conversions, less nurturing, less sales
- Content: If your site is not written with proper keywords, and your meta descriptions and page titles are not keyword optimized, Google won’t match your site to a user’s query
- Sales: If your ads are not relevant to keyword queries, your click-thru rate decreases, you’re paying for poor quality traffic, your site visitors leave, and you receive poor quality leads, meaning less sales and revenue
- Content: If your ad isn’t written with a clear offer and unique benefit, you won’t get as many clicks, and your quality score goes down, then your ad positioning is affected as well as your average cost-per-click which increases when ads aren’t written properly
- Social Media:
- Sales: If you’re not engaging with potential customers properly by not participating in social media correctly, your credibility is reduced, and that means less quality leads, and less sales
- Content: If you’re not contributing quality, problem-solving content and business-solution advice towards potential buyers, those buyers won’t engage with your brand as much, and will follow and increase their likelihood of doing business with competitors
- Website/Landing Page Design Optimization:
- Sales: If the website is designed poorly from a usability, content, and navigation perspective, those potential leads will bounce from your site, not engage, and likely do business with competitors, and that means less web form submissions, less leads, and less sales.
- Content: If your website/landing page does not easily explain what you do and the benefits of buying from you are not clearly visible, website visitors will leave
- Marketing Automation/Lead Nurturing
- Sales: Once you do get a lead, if you’re not scoring them or identifying those most likely to buy as they go through the nurturing process, you won’t spend time with quality leads, and if you don’t do that, leads will leak from the funnel and buy from competitors, meaning less sales opportunities and revenue.
- Content: If you’re not nurturing prospects with additional quality content, matched to their needs, prospects will not engage with you, and will buy from competitors. Quality content drives quality leads, meaning more sales, and more revenue per deal. Marketing Automation systems work by managing content flows, measuring results, and optimizing the entire leads-to-sales cycle.
Think about this:
- Why have a website if search engines can’t find you?
- Why have compelling content if you’re not promoting it properly?
- Why have a lead generation plan if your website is not optimized for conversion and lead-capture?
- Why have an e-mail marketing plan if you’re not segmenting audiences and delivering content based on those unique buyer segments?
The bottom-line is, don’t fall short on any specific element of an eMarketing plan, or else leads and sales will be lost. You have to invest in a strategic approach to optimize each element of the visitor-to-lead-to-sale flow. There shall be no emphasis on any one phase. The Marketing and Sales departments both benefit by full eMarketing optimization, including the implementation of a Marketing Automation system. A brand new Mercedes Benz is meaningless if there’s no gas or roadmap. Think about it.