B2B marketing professionals need to keep a close eye on website traffic and analyze it. A business may follow all the tips to design the perfect website and draw high volumes of traffic. Yet, an effective marketing strategy is not only about the number of visitors. A strong B2B campaign must also account for conversions.
Conversions refer to the number of businesses, or people, that sign up for newsletters, sales and more content, according to Startup Smart. In all, low website sign-ups, despite the high traffic, are a sign of poor content (1).
To fix this, B2B marketers must examine their content. This is usually where the first mistakes are made. In fact, according to Biz Journals, 67 percent of B2B manufacturing marketers can measure content success by website traffic. Further, 85 percent said content marketing is used to help sales, with 80 percent of content used to help generate leads (2).
To improve content that will ultimately increase conversation numbers, a B2B strategy should be refined. An organization can go about this by conducting thorough research of what works and what does not, which includes talking to business customers.
Content marketing will help a B2B campaign succeed, and it is important to have the best possible content to have high conversation rates. Remember, high website traffic does not always signal positive news.