Posted by Adam Britton
It’s 2015 and pretty much all companies in the country have their own website by now right? Wrong. According to a study by Google, 51% of small businesses don’t. This could be for various reasons, it could be because they don’t have the time to keep it up to date, they could just be “old school” in their approach or it might just be because they don’t want to expand any further. However, what these small business owners are doing right, which many big marketing departments with huge budgets are doing wrong, is that they haven’t wasted investment on a website that is sat there doing nothing at all.
If you employ a sales team but are not helping them by ensuring your website is optimised to the highest of its capability; shame on you. We believe all sales teams should be out selling to those with the authority to buy, so stop marketing to those that don’t. If you are employed within a sales team and your boss or marketing department isn’t doing all they can to ensure you can hit those high targets; find a new job. Sounds harsh I know, but when the technology is readily available, why not use it? As you will find that your competitors are. I’m not just talking about how the website looks on the face of it to the end user (although this is obviously mega important) I am talking about helping the sales team understand who is visiting your website, what they are engaging with most and alerting them whilst the iron is hot. Would you have a shop open all day but not talk to any of the customers that come in? Remember your website is your shop window.
There are now so many ways to drive targeted traffic to your website. This traffic should fit within your buyer profile, yet a staggering 68% of B2B organizations haven’t even identified their funnel. So how are you supposed to drive the “right” people to your website if you don’t know who the “right” people are? This is massively important. As John Wanamaker famously said “Half the money I spend on advertising is wasted; the trouble is, I don't know which half.” This was over 100 years ago, how can this still be relevant today? It shouldn’t be. Spend your budget on marketing to those that are actually interested in buying, not to those that have no bearing on the decision or those that have no need for your service or product. Otherwise you are simply wasting money that could be invested in other areas of the business.
Here at Big Brand Ideas we believe in building digital marketing campaigns that do just that, we profile your customers, target them with content that will resonate (did you know that content marketing generates 3 times as many leads as traditional outbound marketing, but costs 62% less?) and feed the contact information of those who have engaged to your sales team. The only thing we don’t do is close the deal for you (we need to give your sales team something to do don’t we!)
If you want to find out more about this service or any other service we offer drop me a line firstname.lastname@example.org and I will be happy to help. Until then, don’t settle for second best.