You just redesigned your website.
It is now on a WordPress template that is easy to navigate and simple enough for your team to do much of the editing. It is responsive - which means that no matter whether your prospects visit the site on their iPhone, or iPad / tablet, or desktop, your website looks great, the text is big enough to read without zooming in, and they can navigate it easily. Finally, your new website has all new, updated language and messaging about what your company does, who you are targeting, and why prospects should do business with you.
If you were thinking about planning a celebration, buying your team lunch and thanking them for all of their hard work, think again. Their work - and yours - has just started.
You've taken the first step. Now it is time to transfrom your website from an attractive digital brochure to an inbound marketing website - and a lead generation machine.
Give Visitors a Call-To-Action (CTA). A digital brochure is a one-way communication tool. A website with multiple CTAs targeted towards the many different personas you are trying to attract begins a conversation. They are also measurable ways to find out what your visitors are interested in. Make sure each CTA, when clicked, goes to a landing page and requires they fill out a simple form - name, email address, basic description of their role or responsibility. This gives you the ability to nurture the prospect and measure what is working with who.
Add a Blog. Writing blog posts on your website serve many different, important purposes. Use the blog to educate your prospects about your industry, product, or service. Think of questions that each of your personas might have and answer them in a post or article. Think of problems that your customers are having in their businesses and write about how you help them solve that problem.
Invest in SEO. Sorry, there is no getting around this fact: Google is here to stay. It is the primary source of information for the vast majority of people. If you think your business can survive and thrive while being invisible to Google, then think again. Get smart about search engine optimization (SEO) and search engine marketing (SEM), acquire expertise, and increase your budget to invest in it. Find the money or bury your head in the sand.
Want to learn more about SEO? Download our eBook '10 SEO Mistakes to Avoid During Your Next Website Redesign'
Update the site regularly. Regularly means at least weekly. Once again, you have built an attractive digital brochure. Your sales team - your business - needs a dynamic, lead generation machine. That requires you do all of the above, PLUS update the content regularly. Track and measure what is driving traffic and engagement, and do more of that. If it's not working, then tweak it and keep adding new content and CTAs.
One final point: don't confuse overall marketing strategy with an online inbound approach. While regularly updating and tweaking the CTAs, your blog, and the SEO tactical focus on your website, don't alter your positioning or overall B2B marketing strategy.
The core of what you do, how you do it, and who you do it for should not change. Inbound marketing just becomes another important tactic in addition to what you are already doing.
For an introduction to the kind of B2B marketing strategy that follows this approach, download our eBook, 'What is Inbound Marketing?'
In this download, you'll gain valuable insight into the basics of Inbound Marketing such as:
- 5 stages of buyers in the inbound process
- 4 reasons why the 'old' marketing playbook is broken
- the elements of inbound marketing