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<\/a><\/p>\n1. Rethink Your Call to Action<\/h2>\n
Changing your CTA to appeal to your target market can skyrocket your conversion rate. <\/span><\/p>\n Many B2B marketers unintentionally and unknowingly use a CTA (call to action<\/a>) that sounds good but doesn\u2019t actually appeal to the concerns and pain that their target market experiences. <\/span><\/p>\n Remember, you\u2019re solving a problem. This means your CTA needs to do two simple things: Identify the problem and offer a solution. <\/span><\/p>\n However, to increase your CTA\u2019s effectiveness,\u00a0 you need to understand your target market. O<\/span>ne of the best ways to better understand your target market is by understanding how your competition is using their CTA to drive leads and sales. <\/span><\/p>\n To find out, simply make a list of some of your bigger and more lucrative competitors, and then visit their homepages, looking at the CTAs they use. <\/span><\/p>\n Imagine, for instance, that you offer an email marketing service. You might go and compare yourself to <\/span>MailChimp<\/span><\/a>.<\/span><\/p>\n As you can tell, MailChimp uses a playful CTA to market their software. For some of you, that might work. But you might require a more formal voice. <\/span><\/p>\n The best way to determine the kind of voice that will work for your business is by determining who your audience is and how you resonate with them.\u00a0<\/span>In the end, clarity is far more important than creativity. <\/span><\/p>\n So err on the side of writing clear sales copy about what you offer, who it\u2019s for, and what problem it\u2019s going to solve. Similar to what Carrot \u2014 a SaaS company that builds websites for real estate investors \u2014 does with their homepage. <\/span><\/p>\n Another way to measure up what the competition is by doing a search for your competitors and taking note of what their <\/span>AdWords CTA<\/span><\/a> and corresponding sales copy look like.<\/span><\/p>\n See below:<\/p>\n Ask yourself these questions: What pain are they pushing on, and how are they offering to solve that problem for their customer? Will the same message resonate with your customers or not? <\/span>If so, simply reword the CTA to make it your own.<\/span><\/p>\n You can also use third-party directories to identify the selling points of your competitors. <\/span>After all, a CTA is simply a way to state your unique selling proposition quickly and compellingly. <\/span><\/p>\n When I searched for \u201cbest email marketing services,\u201d this Google snippet came up.<\/span><\/p>\n If you browse through this list, you can determine a few critical things. First, you can determine how each email service provider distinguishes itself from the rest. And second, you can look inward to figure out what makes you different from this list of similar companies. <\/span><\/p>\n Ask yourself, for instance\u2026<\/span><\/p>\n Here, for instance, is the end of MailChimp\u2019s section from the above result.<\/span><\/p>\n In other words, MailChimp\u2019s unique selling proposition is that it\u2019s the perfect software for nonprofits and startups \u2014 since it\u2019s inexpensive.<\/span><\/p>\n Once you understand your customer base better, you can increase your conversion rate by altering your CTA. <\/span><\/p>\n Keep in mind: Going from a 2% conversion rate to a 4% conversion rate is a lot easier than going from 20,000 organic visits a month to 40,000. But they have the same impact on your lead volume. <\/span><\/p>\n That\u2019s probably why so many marketers count conversion rate as one of their most useful metrics.<\/span><\/p>\n Another way to increase your conversion rate is by making your CTA easier to click. <\/span>For example, have you ever clicked a webinar CTA only to find out that you had to schedule a future time to watch it instead of watching it right then? <\/span><\/p>\n How did that make you feel? Did it discourage you from signing up? <\/span>If you\u2019re like most people, it did. <\/span><\/p>\n We\u2019ve found that providing a convenient CTA significantly increases conversion rates. In one case, going from a \u201cSchedule a Demo\u201d CTA to a convenient \u201cWatch a Demo Video\u201d increased conversion rates by 500%.<\/span><\/p>\n GPSTrackit discovered something similar when they changed from this\u2026<\/span><\/p>\n To this\u2026<\/span><\/p>\n And the conversion rate went from a measly 1.71% to a whopping 15.33%. <\/span><\/p>\n In other words, how you say what you have to say matters. <\/span><\/p>\n One final way to test and iterate your CTA is by looking at the lead magnet you\u2019re using. If the lead magnet isn\u2019t compelling, then your conversion rate will suffer. <\/span><\/p>\n A fresh CTA might mean offering your prospects a new resource. <\/span>Sure, it\u2019s a whole lot easier to offer a resource that you\u2019ve already made than it is to create an entirely new one. That\u2019s why many companies don\u2019t want to change their CTA. <\/span><\/p>\n But think of it as an investment. What is the lifetime value<\/a> of a new client? If developing a new resource brings in just a few new clients, it won\u2019t be difficult to achieve a high return on your investment. <\/span><\/p>\n Try something new. Go to your competitors’ websites and see what they offer as a lead magnet. If it\u2019s working for them and they have a similar audience, it will work for you. <\/span>Change the title and put your own spin on the resource. <\/span><\/p>\n One thing\u2019s for sure, though. Your ideal client will click a CTA that appeals to them specifically more than they will click a generic one. <\/span><\/p>\n If you create a CTA and lead magnet that people <\/span>actually <\/span><\/i>click, you won\u2019t just watch your conversion rate skyrocket, you\u2019ll watch your revenue surge as well. <\/span><\/p>\n If you don\u2019t know who your audience is, you can\u2019t market to them very well. <\/span><\/p>\n You know the importance of building out your customer avatar and ensuring that the pain you push on and the solution you offer are in a language that your ideal client understands. <\/span><\/p>\n Here\u2019s the reality, though. <\/span>It\u2019s all good and well to say that you want to cater to your ideal client. But every single one of your clients is a bit different. <\/span><\/p>\n Sure, you have a target audience<\/a> and they all have similar problems and require a similar solution. However, each one is going to be at a different place in the buying journey. <\/span>That means you can’t just understand your ideal clients as a whole; you need to understand them individually as well. <\/span><\/p>\n How? <\/span>Leverage behavioral segmentation. <\/span><\/p>\n Basically, this marketing and remarketing<\/a> to visitors and clients based on their interactions with your website, emails, and other outlets. <\/span><\/p>\n With behavioral marketing, rather than marketing to a large group of people who are all different, you understand where someone is at in the buying journey, based on their behavior. Pretty straightforward!\u00a0<\/span><\/p>\n Which blog posts they read, which resources they download, which emails they open, and how much time they spend on each page tells you what interests them. <\/span><\/p>\n You can then use analytics to create segmented audiences and run ad campaigns<\/a> that specifically cater to what each person is currently interested in. <\/span><\/p>\n For example\u2026<\/span><\/p>\n Maybe a visitor isn\u2019t ready to buy yet, but they <\/span>are<\/span><\/i> ready for the next piece of content you have to offer. Or maybe they are ready to buy, and you simply need to ask.<\/span><\/p>\n The point is, you can\u2019t know your audience and market to them individually if you don\u2019t run analytics to understand them.\u00a0<\/span>Your customers are different, and the way you market to them should be too.<\/span><\/p>\n In the old days of search engines, it was entirely possible for B2B companies to rank under a plural search. <\/span><\/p>\n When many of your potential clients go searching for something to help their business, they aren\u2019t searching directly for you. They are searching with a plural phrase that will give them a listicle of their best options. <\/span><\/p>\n Depending on whether or not you take advantage of those articles, you could be on that list. <\/span><\/p>\n For instance, when I searched for \u201cbest contract management software\u201d in Google, Capterra \u2014 a third-party review site \u2014 came up as the #1 result. Oh, and the three results following, all third-party review sites as well.<\/span><\/p>\n When I clicked on the link, I saw plenty of options, each with a description, star rating, logo, and link to visit the website. <\/span><\/p>\n Now you might think getting onto these kinds of articles is simply a matter of having a massive brand name for publishers, editors, and PR personnel to notice. <\/span><\/p>\n But that\u2019s where you’re wrong. <\/span><\/p>\n More often than not, getting onto these lists is a matter of putting money in the right pockets. Sure, for some people, if your name is big enough, writers will include you without thinking twice. <\/span><\/p>\n But for most of you, if you want to play, you have to pay. <\/span><\/p>\n It might seem like a bad thing to you that these directories have taken over plural Google searches, but it\u2019s actually not. With this arrangement, everyone wins. <\/span><\/p>\n It\u2019s an obvious win for the directories. It was never meant for directories to be a free way for you to get your brand in front of the world. They make money from the service they offer. \u00a0<\/span><\/p>\n This is good for Google, too. When someone enters a plural search on Google, they don\u2019t have to click back and forth between multiple sites. Google can now give them everything they\u2019re looking for in one place.<\/span><\/p>\n In the end, it\u2019s actually a win for you. If you\u2019re willing to spill some cash, these directories offer an opportunity for you to get to the top of Google results without much effort. That\u2019s huge for your traffic and conversion rate.\u00a0<\/span><\/p>\n And, since almost none of your prospects know that these directory websites live and breathe on a pay-to-play model, your business\u2019s mention will be well-trusted by people who stumble across it. \u00a0<\/span><\/p>\n Discover Your Search Engine Opportunities<\/p>\n We would love to take a look at your current search engine positioning and analyze the growth potential within your industry!<\/p>\n Free Consultation<\/a><\/p>\n<\/div>\n Many B2B marketers make a vital mistake when they advertise their product or service. <\/span><\/p>\n It all starts with a compelling advertisement. <\/span><\/p>\n The advertising drives traffic and <\/span>clicks to your website<\/span><\/a> better than any other campaign you\u2019ve run. <\/span>But, as you well know, all of that traffic is worth nothing if visitors don\u2019t convert. <\/span><\/p>\n As you glance at the analytics, they confirm your worst nightmare. While the campaign is driving lots of traffic, no one is filling out a form or purchasing your products. <\/span>More than likely, the problem lies in where you\u2019re sending them. If, for instance, you advertise email marketing <\/span>automation<\/span><\/i> and then send them to your homepage which discusses email marketing as a whole, the person might just bounce off your website right there.\u00a0<\/span><\/p>\n The reality is that the person who clicks on your advertisement wants to see exactly what your advertisement discusses. <\/span>The best way to solve this discrepancy is by sending leads to a landing page<\/a> designed specifically for the ad they clicked on. <\/span><\/p>\n Consider this. If I search for \u201cCRM software for small business,\u201d these results pop up and I click on the two I\u2019ve highlighted. <\/span><\/p>\n The Infusionsoft results takes me to a landing page made directly for small business owners. <\/span><\/p>\n The Pipedrive result, however, takes me to a landing page so similar to its homepage that I didn\u2019t even notice the difference at first. Plus, they don\u2019t mention anything about small businesses on the landing page. <\/span><\/p>\n For your reference, here\u2019s their homepage. <\/span><\/p>\n Infusionsoft\u2019s PPC advertisement corresponds directly with their landing page. Pipedrive\u2019s landing page, on the other hand, feels like a sad afterthought. <\/span><\/p>\n Why is this method of joining each advertisement with a relevant landing page so vital? <\/span>Well, one study claims that humans have attention spans that are shorter than goldfish. <\/span><\/p>\n When people land on a page that doesn\u2019t discuss what they thought it was going to, they won’t try and navigate your website to find the correct page. They\u2019re just going to leave. <\/span><\/p>\n A dedicated landing page gives a prospect what they want the moment they get to your site. This is why 68% of B2B businesses use landing pages to generate sales and leads and why with more landing pages comes more leads. <\/span><\/p>\n![\"Generating](\"https:\/\/directiveconsulting.com\/uk\/wp-content\/uploads\/sites\/9\/2017\/04\/Screen-Shot-2017-12-06-at-3.55.03-PM.png\")
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<\/p>\n2. Understand Your Audience<\/b><\/h2>\n
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3. Leverage Third-Party Directories<\/b><\/h2>\n
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<\/p>\n4. Use Dedicated Landing Pages<\/b><\/h2>\n
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