Digital marketing company HubSpot has recently released data that examined the importance of Lead Generation and Conversion Rate Optimization in the success of building and tracking marketing campaigns. Effective marketing brings in paying customers by way of increasing company name recognition and communicating the value of its products and services. Building loyalty, which encourages repeat business, and encouraging customer referrals are other important benefits derived from marketing activities.
If the desired objectives are not consistently being achieved then something needs to change, be it the basic approach (inbound or outbound), the type of outreach (blog, newsletter, social media posts, case studies, print ads), platforms used (LinkedIn, Facebook, SnapChat, etc.), or the messaging. The HubSpot survey found that just 22% of businesses are satisfied with the sales conversion rates of their marketing campaigns.
Calls to Action that address a solution that is meaningful to target audience readers will deliver the best quality leads and enhance the sales conversion rate produced by the sales funnel. The most effective calls to action incorporate popular search terms and increase sales funnel conversion rates by 87%. Anchor Text, i.e., highlighted and often paragraph heading text, that includes a search- friendly call to action can increase leadGen by 93%.
On the other hand, sounding too sales-y is a turn-off. Remember best practices as you create headlines and anchor text that deliver information and maybe a surprising statistic, too.
The Pareto Principle, commonly known as the 80/20 Rule that was introduced by Italian economist Vilfredo Pareto in 1896, continues to hold up. First, when writing articles titles matter and the data revealed that 80% of online visitors get no farther than the article’s title and just 20% delve in to read.
Note to content marketers—-do key word searches and help yourself create clever article titles and anchor text to present calls to action that address problems your readers want to solve. BTW, 36% of readers are drawn to headlines and Anchor Text that includes a number.
Videos continue to be valuable marketing tools because they deliver results. Marketers reported that their companies received 66% more qualified leads when videos are used in marketing tactics. Most video platforms will allow a copy-paste-embed of your leadGen form into the video. Lead conversion rates derived from video content are about 40%. Furthermore, 54% of consumers of digital marketing content reported that they’d like to see more video content and 88% of marketers reported that they’re satisfied with the leadGen and sales conversion performance associated with video marketing tactics.
Oh, and you can ignore your English comp or journalism professor and communicate with your content readers in the second person—-you! Readers want to be spoken to, they respond to personal appeals.
Finally, HubSpot survey data officially verified that marketers want more followers and subscribers for online content, as a way to increase the number of leads (and conversion to sales). HubSpot recommends that you create a Feature Box to guide reader eyes to your company’s opt-in offer and when you do, that metric will increase by 51%.
Thanks for reading,
Photograph: Kim Clark