It’s easy to show monthly reports that highlight an increase in site visitors, social media interaction, blog reads and, what every client wants, more leads. But 50 new leads doesn't necessarily mean 50 new customers. If you aren’t monitoring the quality of those leads, you might be spinning your wheels on a lot of noise. We certainly were.
Our most popular e-book on our website is How to Create a Rockin’ Editorial Calendar. It’s been viewed more than 3500 times, has a 27% conversion rate and lead to nearly half of the contacts in our database. It has also resulted in… zero clients. Not because the content isn’t good (we get positive feedback on it all the time), but because it wasn’t attracting our target market.
So, a couple months ago we decide to take the ebook off the site. Now, if someone happens across an old CTA for the ebook, they are directed to iTunes where a digital version exists for them to investigate directly. They get what they want, which is information about editorial calendars (not content marketing help) and our sales funnel is not filled with noise from unqualified leads.
Since making this change, our leads have dropped by 35%. The good news is that our sales have not. Our site traffic is still increasing. Our blog reads are still increasing. Our social media reach is still increasing. And, our lead to customer ratio is finally increasing.
A dip in leads – or website traffic for that matter – does not need to set off the panic button. In fact, it can mean that your inbound marketing agency is doing a good job watching the trends on your website and helping you meet your real sales goals. You don’t want your sales team or inbound marketing partner spending your time and resources nurturing the wrong leads.
When marketers see a drop in website leads, a typical response is “how do we get them back up?” Before you jump into extra blogs, landing pages and a flurry of social media, take a good look at the leads you’ve been getting to make sure they are the right ones.
- How many of our leads actually convert into customers/clients?
- Are the leads that convert coming from a particular ebook/guide/form that we should highlight more than another?
- Are any of the landing pages/inbound marketing tools bringing in leads we don’t want?
- Should we remove that extra noise?
If leads are still coming in, but the unwanted noise is gone, a dip can actually help you focus on the visitors who will ultimately increase your sales.