Hubspot conducted a study based on data from 4,000 of their customers and analyzed the relationships between various inbound activities and the volume of traffic and leads that correlate with those factors.
The results of the study showed a staggering correlation between four factors and the business’s frequency or engagement with those factors.
Those four factors are:
2) Creating web pages
3) Creating landing pages
4) Engaging in social media such as Twitter and Facebook
Let’s take a look at each of these factors a little closer …
Blogging creates business opportunity leads
Blogging is such an important activity. If you are in business, you should be blogging. Often people don’t recognize that blogging is social media. When I do social media training and I’m asked which social media sites a business should become active on, I always recommend beginning with a blog.
A blog creates content that lives on your web site; it positions you as a thought leader; and it enhances your search engine optimization (SEO), sending you free traffic as Google crawls your web site in reward for adding fresh content. When you add new blog posts, you can then use social media to promote them. It’s like inviting the neighbors over to your backyard for a barbeque!
In its study, Hubspot found that businesses that blogged 16 to 20 times per month received more than twice the traffic than those that blogged less than four times per month. And, they received three times more leads than those who didn’t blog.
Web pages create business opportunity leads
Is your web site just a static, online brochure? How long has it been since you added content? It should be a constant work in progress.
Just like your blog, the more often you add content to your web site, the more often Google will crawl your site and the more traffic and leads your business will see. There is a variety of content you can add to your site, such as helpful articles, ebooks, testimonials, tip sheets, client stories and videos.
According to the Hubspot study, business web sites with 401 to 1,000 web pages have nine times more traffic than those with 51 to 100 and they get six times more leads.
How landing pages affect business opportunity leads
If there’s only one thing that you could do to dramatically improve your marketing ROI, it would be to use landing pages on your web site.
A landing page is a web site page that allows you to capture a visitor’s information through a lead form. Landing pages should be built to target a certain kind of traffic, such as visitors from an email campaign, an ebook or a white paper. You will convert a higher percentage of your web site visitors into leads with whom you can follow up when you provide a highly targeted campaign that provides an interesting offer behind a lead capture form.
Unfortunately, many businesses send their traffic to their home page, which is a huge missed opportunity. It’s much more effective to send traffic – say, from a Google AdWords pay-per-click campaign – to a targeted landing page with a free download of some kind behind a lead form to capture the visitor’s information.
It’s not only important to have landing pages – it’s important to have many landing pages. Hubspot’s study showed that businesses with 31 to 40 landing pages got seven times more leads than those with only one to five landing pages.
Social media increases business opportunity leads
Your business’s social media reach has a strong correlation with traffic and leads.
Hubspot found that businesses with 301 to 1,000 Twitter followers had more than five times the traffic compared to businesses that had one to 25 followers and received more than four times the leads. Businesses with 501 to 1,000 Facebook fans had 3.5 times more traffic than those with one to 25 fans and four times more leads.
However, it’s not enough just to have the social media reach – you have to regularly engage with your followers and fans! Posting content that is helpful to your audience – and not “sales-y” – is the way to engage them. Once you build trust through offering quality content, it’s fine to promote your business occasionally, but the ratio of promotion to “how to” or informational content should always remain low.
Another way to engage your followers and fans is through contests. To hold a random Twitter drawing, for example, use www.twitterdraw.com. All that’s necessary is to ask participants to include a unique hashtag in their tweets and you can pick a random tweeter by entering the hashtag into the tool. Use this tactic to promote an event, webinar, a giveaway or some other creative use related to your business. The best prizes are those that are related to your business.