You’ve surely heard the quote from hockey legend, Wayne Gretzky, “You miss 100% of the shots you don’t take.” This saying really could be attributed to most things in life. If you don’t take a chance or a risk, you’re never going to know what could have been. And it’s certainly true with marketing as well, especially when it comes to online lead generation.
Here’s the thing—as inbound marketers, we spend a lot of time creating compelling and optimized content, building campaign strategies and promotional plans, and driving potential customers to our website and brand. All of this is critical for any lead gen plan. But what happens all too often is that your website isn’t effectively set up to actually convert those visitors into real leads. It’s not designed to convert prospects at every stage of the sales funnel. It’s not making it easy for someone who isn't ready to talk to Sales but wants to do research on your products or services—and they're willing to take some type of action that would allow you to capture their information and engage later. And it’s possibly not even making it easy for those that DO want to talk to Sales, to find a way to do that that appeals to them.