They Ain’t Coming Just Because You Built It!

According to a recent survey by eMarketer, 75% of respondents consider their website to be one of the most effective lead generation tactics. When I saw this stat, I cringed. It beholds every incorrect marketing myth out there. “If I build it, they will come” is not an effective marketing technique. Yes, it’s imperative that you have a complete, interactive, engaging and informational website. But, prospects are not just going to magically come to your site and decide to buy your product or service. And if they do magically come to your site, do you even have a way of knowing?

Effective lead generation techniques will reach out to your appropriate targets and, via a relevant and interesting call-to-action, lure them to a special landing page within your website that will then capture their information so you can follow-up with them in a timely manner. Or, partner with a reliable and trusted media source to embark on an effective campaign. For example, we recently did an extremely effective lead-gen campaign for a client of ours in the new media space targeting marketing executives. We partnered with a well known marketing industry association to do a Webcast which was promoted to its membership base. The result? Over 700 leads, the majority which were already pre-qualified due to them being members of the association and, further, because they registered for our Webcast which was covering a particularly niche subject. The cost-per-lead was under $25.

Other effective, measurable ways to get folks to your site include search, email campaigns, direct mail, online surveys, etc. And as with everything, results are most effective when part of an integrated, repeatable campaign. So, please, please, please get rid of that “If I build it, they will come” mentality! Otherwise you’ll be missing out on proven ways to generate qualified leads.


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