online lead generation, lead conversion, inbound marketing

What to do About Declining Online Lead Conversion Rates? Grow Organic Traffic?

Lead Conversions Declining for Five Years

Per a study of global sales organizations, lead conversions of qualified leads have been declining for the past five years.

Why?

  • Perhaps the leads weren’t as qualified as claimed.
  • Perhaps the initial pull to bring the lead in was mis-leading.
  • Perhaps we’re all submitting contact information in order to find out how other people sell (I do this).

Whatever the reason, I hear this more and more.

From small business owners whose business are still struggling to recover from the global economic downturn.

Professional sales people for medium to large firms who tell me cold calling used to work great and now works very poorly.

People who work or online marketing agencies who have access to conversion metrics inside web analytics.

While there are exceptions to this rule, there does seem to be a trend.

What Do You Do About It?

There are really only two things you can do.

Generate more leads at the top of the sales funnel or improve the conversion at every step of the funnel.

Since that second one IS the issue this blog post is about, we’ll let it go for now and focus on the first.

Is there a way to generate a higher quantity of better leads?

Yes, there is.

It’s Called Inbound Marketing

It is also known by other names:

  • Content Marketing
  • Business Blogging

What distinguishes Inbound Marketing from other forms of online marketing is the focus on making it easy for your prospects to find you.

You do this by turning your website into a repository of information your desired audience will find useful.

The key to success is the attracting of visitors to your website through organic search traffic.

When someone performs an Internet search, and through that they wind up on your website, you know they have an interest in what your site talks about.

If they did not, they would never have visited your website.

Then further, the website visitors who make contact with you in one way or another, have a clear interest in your products or services.

So the trick then becomes attracting more people to your website via organic traffic?

And how do you do that?

You publish more.

To Learn More

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