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Sales from lead generation

It is generally accepted today that a viable company cannot live without digital marketing somewhere near or at the top of its overall marketing strategy. We believe that the organic website is the most important aspect of marketing for most companies; one's that rely on an immediate need basis through an internet search, (services required asap such as plumbing, tow truck, emergency dentist) and companies that want to get an informative message to prospective customers.  There are basically four digital marketing channels available to business:
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1. Display advertising channel - Display advertising is as it sounds, selling your product via graphic or written message alongside content very much like magazine advertising we have seen over the years.  
2. Email marketing channel - You have seen this executed when downloading your emails, it can be effective as a very low-cost alternative to paid advertising but it has its drawbacks, building customer database without building a spammy system and newsletters/e-mails design can be very difficult and time consuming.
3. Social media channel- There are many ways to utilize social media through social interaction and with social media advertising methods. This can be a focused type of marketing as you build your connections and platforms like Facebook, Twitter and so on.  
4. Affiliate marketing channel - .Affiliate marketing is the practice of involving the business owner and with another website or affiliate and is usually performance based marketing.  Affiliate website owners place advertisements or proposals on their own websites with the intent of marketing the interested business owner’s product in exchange for a pay-per-lead or percentage of profits.

Landing the big fish

Generating leads and parallel on-line marketing. Landing the big fish

One of our strengths at RoughRider is lead generation through associated on-line marketing (PPC, Facebook). and should be strongly considered as part of your inbound marketing campaign for your company.  You develop wide coverage at minimal up front outlay. The best part is the exposure you would otherwise not see if you weren't affiliated to another marketing machine.

You need to consider that the associate marketing options  will make money in one or more ways:

• Pay Per Click
• Pay Per Lead
• Pay Per Sale
• A percentage of sales.

Your brand or business is advertised for little up front expense, usually with a decent upside, and your cost is based on quantifiable actions. 

The importance of goal-oriented metrics for your business. Don't take them lightly

• ROI (Return on Investment); 
• CPA (Cost Per Action); (click values are wide ranging); 
• ROAS (Return On Advertising Spend); (cost per click or %of sales) 
• Customer Retention Rate; 
• CLV (Customer Lifetime Value); (quantified by expectation of return business)

We would be happy to take you through this paradigm and all digital marketing channels as part of a free consultation.​
 

Look good,
reduce bounce rate
make it easy to
convert website visits
​to sales! ​
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I'm getting visitors to my site, now what?

It's one thing to get future buyers to your website.  It's another to keep them there long enough to guide them to the next level. You have about 8 seconds to make a compelling reason for them to stay and navigate further from the landing page, otherwise, visitors will leave for more of what they are looking for, (a competitor site).  This is called Bounce Rate, and averages about 50%; less than 40% is outstanding; more than 60% suggests the site irrelevant to visitors.  Well thought out content, value proposition(s), headline(s) and landing page quality are mandatory. With as many as 85% of your visitors not firmly set on their purchase or product decision, every aspect of the webpage must be considered and developed to encourage the desired result of a click through to your service product.  We have a strong record in 'bounce rate' with our clients and can say that most of our developed sites are less than 30% bounce, and one of our sites enjoying an extraordinary 13% bounce rate.  The more a customer reads your site, the more they will be comfortable to buy from you.   

​Bounce rate may or may not affect rankings, but it can illustrate the effectiveness of your landing page.  And in some circumstances Bounce Rate may not be detrimental, it may indicate success by such metrics as quick CTA results or they simply found what they were looking for without difficulty. 

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My website's pretty; but is it working for me?

​Landing page quality, ease of navigation and response to CTA (calls to action) and quantity are the important factors for conversion to sales.  The more landing pages you have, the more leads you might expect as your relevant information grows. More pages equals more content and more opportunity for keyword strategy that helps rankings on the SEO side of the equation, as long as written quality remains the driving force of the page content. Interesting content includes relevant information, product or service videos of action and accomplishment, interesting facts and statistics and pleasing graphics as all of the quality content can increase conversion by over 100%.  Another factor for successful conversions is web page speed; overloaded web pages that take too long to load will be exited no matter how interesting.  The objective must be the highest CTR (click through rate) possible.  

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Thoughts on sales conversion methods on Websites

There are so many concepts and 'should do's' in creating the perfect site for sales conversion. Determining factors include type of service or product.  A dentist will have a different approach than a plumber, or a seller of a home product will require a different approach than a lawyer. One thing is consistent, all of these services and products need a response from their website visits.  Price, ease of shipping if applicable, and minimal pressure should be considered.  Forcing people to sign up for something before they can view or buy is never a good idea.  We believe that viewers that aren't funneled into the system early can become customers much more often if they are allowed to be a guest and get familiar with things. In retail, many shoppers dread the upscape clothing store as the snooty sales-person approaches and is all over you in case you might leave.  Ironically, so many people leave.  

Difficult to understand business language just doesn’t work.  We write for all people, executives, kids and grandmas who should be able to buy from a site without difficulty.  Part of the attraction to any product is the value proposition and the guarantee that comes with it. People need to trust and we know that.  We make sure that the comfort level is met and that the decision to click through and convert is not a tortured one.  Ultimately, there is no point in spending time and money on search optimization if the performance of a website does not come through with acceptable bounce rates and outstanding conversion rate.     

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Doesn't everyone use mobiles

Do consumers purchase direct from their mobile devices?

Yes, in fact it's more frequent than ever, and it's become more frequent than from their home/desktop set-up. This is why the website must make it easy to make a call, or enticing to make the decision to place an order for the service / product. Local SEO focuses on this phenomenon and the page's 'calls to action' must be drop dead easy to work with.  With as few options and boxes as possible (they tend to make the choices more difficult), as necessary and people will be more inclined to respond with an inquiry or order.  Bottom line: make it interesting, simple and inviting to click through.  
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