Even the most beautifully designed website can’t drive lead generation without the right content strategy, centered around a clear understanding of the needs and problems of your target market (i.e. brand story) and optimized for search to reflect the solutions they are searching for. Without that, you can waste a lot of time and energy on what are essentially random acts of marketing.
Brand storytelling is a powerful tool for connecting with your target market and a commonly missed opportunity to communicate the value of your goods and services to your audience. It’s built around understanding their challenges and your role in solving them, positioning your prospects as the hero of their story and you as their guide.
Simply asking, “How did you hear about us?” during calls and on website forms will help you attribute what generates leads and sales. Once you calculate how much sales is attributable to marketing and divide by the amount of that marketing investment, you will have your marketing ROI calculation. Learn more with the Innovaxis marketing ROI calculator.
Many so-called “SEO specialists” tend to cloak what they do as highly technical. There’s a “you couldn’t possibly understand it” insinuation to their pitches. However, successful search engine optimization is far more dependent on understanding buyer psychology and strategic copywriting than making complex technical adjustments to your website.
A strategy-led approach can produce results almost immediately compared to a website design-led approach. It’s not unusual to see an ROI of as much as 300% within the first 12-18 months.
Sustainable growth is built on a thorough understanding of your prospects' problems. They won't stick around if your content doesn’t resonate with them and provide education throughout their buying journey. A strategic marketing audit can help you pinpoint where your marketing is missing the mark.
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