What role a functioning, well oiled online lead generation engine plays in today’s digital age.
Let’s cut to the chase. A study by Hinge Research showed that high growth companies just do a better job at online marketing than average growth companies. Wait? Did I get that right? Or is it that a better online marketing engine drives growth for companies? Anyway, the data speak for themselves.
The fact is that high growth firms generate more leads online and recruit more employees online which then results in higher profitability driven by efficiencies in led generation and recruiting.
This is driven by the changes in the market with customers, even higher up Directors and C-suite being more in tune with technology and more comfortable to just turn to their digital device to search for solutions and companies providing those. In the past executives had to put a lengthy RFP to be educated on a solution and find a possible company to help them. Today the process of being educated is done and expected for free on the internet in real time. This is cutting down time and costs.
Hinge Research also did some research on buyer behavior and motivation. They found that potential buyers of services and solutions first research issues to educate themselves and then research the companies who could be the possible best in providing those solutions.
This means that blogs and whitepapers of service providers need to address issues and the website needs to show how the company/agency is addressing those issues.
The service provider website should answer 4 main questions – this is the information a brand company and potential employees are looking for in an agency:
- Who are we? This section should include information about the company, history, people, locations, beliefs and values. A short synopsis of the company personality.
- What do we do? Services and solutions the company offers described in a very easy to understand, solution and results driven way. A framework that shows in second what the company is really good at and what makes it special.
- How do we do it? How the company works. Process described in a simple chart, pictures and videos.
- What is in it for me? The results a company can expect to achieve when working with the agency. Include case studies, clients and results all linked to services, solutions and processes.
Conclusions
The website of any company today is the most important lead generation, communication, education and sales tools all wrapped up in one. It needs to very quickly engage the visitor and intuitively lead him/her through the sections of the site that answer all questions, educate on all issues and present the best solution. The site needs to build enough trust that the visitor converts from an interested visitor into a potential customer or actual customer.
Companies need to study customer behavior in their real and digital environments, in their purchase and use occasions and then develop, design and deliver digital experiences that engage customers and are consistent across channels and platforms and therefore build brand equity and convert visitors into customers.
Spark Marketing works with companies to develop innovative marketing strategies, messaging and campaigns that help B2C companies increase sales and B2B companies generate and convert leads combining Classic Marketing knowhow and Digital Expertise delivering result that exceeded clients’ expectations.