Does All Your Marketing Either Generate Revenue or Leads?

One of my clients recently asked me to run an analysis of how effective its web site was. Although the site was very well written and informative, it failed in two key areas:

1. Nearly every “featured” promotion (i.e., case studies, new releases, white papers) promoted on the home page in the form of links or banner ads were NOT leading directly to revenue-generating opportunities. In other words, the client basically featured things its prospective customers could NOT buy.
2. Worse yet, NONE of these promotions actually captured leads. In other words, prospective customers could see white papers, case studies, webinars, etc., with NO registration required.

Just for fun, I went through this exercise with some other companies I have been following closely. Nearly 99% of the time, the same thing was true.

TIP: Your web site needs to perform two primary functions:

1. Directly or indirectly generate revenue.
2. At the very least, generate leads that your sales organization can follow-up with that will ultimately result in revenue.

Without these two functions being your primary web site design and content goals, you’re missing out on huge revenue and lead generation opportunities.

If you want to learn how I can help you with revenue-generating and lead-generating marketing activities, contact me at 303-494-0682 or at jeffwiss@jeffwiss.com. Find out why such companies as MySQL, webMethods, Borland, Newsweek, ABC News, The Washington Post, Hitachi Telecom, Microsoft, as well as many of the most innovative startups, have all been clients of mine.