Did you know that your buyers are now in control of the buying process? If this is news to you, then welcome to the 21st century, where “interruption blocking” rules.
Your prospects can (and do) tune out your sales and marketing efforts with caller ID, spam filters and voice mail. In fact, 80% of all buyers search online for reviews and product information to educate themselves before buying. Let me share some important statistics with you.
A recent Hubspot study conducted by social media guru Dan Zarrella analyzed 40,000 customer landing pages. It reveals that those that use sales-oriented or contact type words (quote, price, request, services, contact, questions) had lower conversion rates than more content-oriented (webinar, whitepaper, download, chapter, tools, report).
When evaluating content-focused words (having value to the consumer of your content), the chart below shows how the conversion rates rise dramatically. The study strongly suggests that consumers will care about what you have to say if what you have to say is helpful to them.
Websites are no longer useful as digital company brochures that highlight your products and services. Frankly, nobody really cares about you. Landing pages must provide targeted and compelling content to convert web site visitors to leads.
Provide your future customers with the knowledge they need early in their buying cycle. You win loyalty and build credibility as you showcase your expertise. In other words, if you build it, they will come.
To learn more from the master himself, register for Dan’s Science of Lead Generation webinar, Tuedsay, October 12, 2010 at http://www.hubspot.com/webinars/the-science-of-lead-generation.
Chart graphics courtesy of Hubspot