This is the second in a series we’re putting together on common B2B marketing myths, and ways a smart marketer can overcome them. Check out part one here.
MORE TRAFFIC AUTOMATICALLY MEANS MORE SALES…RIGHT?
It’s an easy assumption to make – why wouldn’t more traffic lead to increased sales? This makes sense if you own a pastry shop, where the number of people who stop in generally correlates to profit.
But many B2B or channel sales verticals lack the immediate gratification of walking into a pastry shop, seeing a delicious pastry, and purchasing that pastry for pocket change. In marketing – especially B2B marketing – just getting people to your site isn’t always enough. And we all know site traffic isn’t the best measurement.
So let’s look at it another way.
Is it more important to have a large number of undeveloped client relationships or a smaller group you can target based on their needs, building established relationships? And how can you differentiate between the two audiences? And what happens when they actually (finally?) visit your site?
It’s (inbound) strategy time!
With a pre-determined strategy to move potential clients from site visitors to qualified leads, you can properly curate content and ensure that your lead’s time spent on your site is maximized, speaking to the pain points specific to your buyer’s journey. That ensures the time spent on your site addresses their needs, creating trust that would otherwise be undeveloped without an inbound strategy.
Whew. Let’s go over that again.
Hubspot has perfect the inbound strategy and does a great job illustrating the process of turning site visitors into qualified leads.
Please note: Along the top are the four actions (Attract, Convert, Close, Delight) inbound companies must take in order to obtain visitors, leads, and customers. Along the bottom are the tools companies use to accomplish these actions. The tools are listed under the action where they first come into play, but that’s not the only place they’re applicable! Several tools, like email, can be essential in several stages of the methodology.
This simple but powerful graphic shows how to turn the right strangers of your brand into customers and eventually brand advocates. When potential customers visit your site without a road map, they’re far less likely to stick around. Hubspot’s graphic outlines the road map. Different customers are looking for different things, and tailoring the way you connect to these different needs is how you weed through visitors to find those with whom you can move forward.
QUALITY OVER QUANTITY
Tailoring begins with developing personas, “…a representation of the goals and behaviors of a hypothesized group of users…including behavior patterns, goals, skills, attitudes, and a few fictional details that make the persona a realistic character.” Developed personas allow you to tightly tailor landing pages, calls to action, forms and contact options to a specific group rather than throwing it all out there and hoping for the best.
For instance, if you’re a florist you might have two different campaigns: one targeting young men in the dating world and another targeting older, married men. These two groups are looking for different things, and they’ll be coming to your site from different points of view. Two separate landing pages can be created, one for each persona, and social posts as well as emails would have very different messaging. This is a great example of how fewer visitors with a purpose and your road map is much better for business than an influx of strangers who aren’t sure what they’re looking for visiting a site ill-equipped to cater to their specific needs.
WHERE DO I START?
Instead of focusing on getting as many visitors to your site as possible, consider the following:
- What are your goals? Who are you selling to, and why?
- What identifiable and/or measureable traits indicate success? Merely adding names to your email list, or consciously engaging potential clients and helping them grow by tailoring to the individual?
- What is your profit per client? Could you increase that number by laser-focusing on fewer client types, targeting those with the best potential to move forward in the Inbound Methodology chart?
If your company is in a place where everything is efficiently managed, all of your clients’ needs are being met and your next goal is to expand and take on more clients – go for it. Just remember that your number of clients does not define your success – quality of clients does.