LMI BLOG

Root Causes of Underperforming Reseller Websites

Posted by LMI Dealer Content Team on Fri, Mar 11, 2016 @ 10:08 AM

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1. THE “SET IT AND FORGET IT” MENTALITY 

In the olden days we’ll call the early 2000s, it may have been fine to set up a website and move on to the next business priority – no longer! You probably used some fancy flash motion or videos and were pleased with how your digital storefront looked. Today’s top performing websites are a living and breathing extension of a business that should offer ongoing updates and insights on topics that matter most to your customers or those you want to attract. An outdated website is easy to spot with tired information, outdated social channels, lack of mobile readiness and a heavy focus on pushing products instead of providing answers to business problems.

2. WE HIRED A "KID" TO DO OUR SOCIAL MEDIA

Social media management can be confusing for middle-aged business people who grew up before the Internet. Often it’s easy to hand the social reigns of your business to a Millennial that is up to speed on the latest social outlets to showcase your brand. Be sure that your Millennial has a firm understanding of the business challenges and relevant content that would be of interest to your target audience. Posting pictures of the recent corporate luncheon is fine, but there is an 80/20 rule that most social strategists follow. Eighty percent of the social posts should be knowledge sharing (not a product push or company promo) and the remaining twenty percent of your social posts can be more about you! Maintaining the right balance will grow your social circles and position your company as the “thought leader” you want to be!

 3. NOT "KEEPING UP WITH THE JONES'S" 

Have you checked your competitors’ websites lately? If you haven’t, this should be a staple exercise each quarter. In today’s online world, it’s estimated that 9 out of 10 of your prospects will be looking at your website before buying from you. And if they’re shopping around, they will likely be comparing your site against your competition as well. Maybe it’s time to see what the Jones’s are up to?

4. THE "CONTACT US" FORM IS YOUR ONLY FISHING LURE

If a customer was interested in what you sell, would the only form on your website be a “Contact Us” form? If the answer is yes, think about how many contact forms you have filled out on vendor websites. Top performing websites have a strategic content offer strategy that presents an eBook or a report that would be of interest to their target audience behind a form. In other words, if you want that information from us, we will need you to tell us who you are. This gives salespeople the opportunity to follow up on “leads” generated from the content offers on their website.

5. NOT RIDING THE "YOUTUBE"

Video can be shot and uploaded for free with a smartphone these days. In fact, some of the most viewed videos on the Internet are “how to” videos people searched to find an answer to a question. Of course there is a definite difference between raw and professional video, but the cost of video has come down and the appetite for video continues to soar over text. YouTube continues to explode in appeal and if you’re trying to catch the attention of today’s busy, short attention-spanned decision maker, a short video may be your best chance!

6. YOU CAN'T MANAGE WHAT YOU CAN'T MEASURE

Are you able to track who is coming to your website, how many visitors you are getting each month, or what pages people are viewing most? These types of stats are readily available with today’s website analytics software. Some are free, such as Google Analytics and others, like HubSpot, cost a little bit but provide tremendous insight on specific prospect activities and metrics to help you determine what’s working and what isn’t driving ROI on your marketing spend.

7. PRODUCT PUSH VS. KNOWLEDGE SHARING

There’s a saying in the online marketing space – “jab jab jab, then punch”. This refers to the ration of what you communicate. The “jab” refers to providing your audience with knowledge sharing information to draw them in, and then the “punch” refers to asking them to take action on your product or service. If you look at your company’s social streams or the content you provide customers, how much of the content is creating a pull (the jabs) versus the push (the punch)? Maybe you need to recalibrate your content formula. Most companies are the inverse; the worst ones never stop punching their points in to the customers they are hoping to attract! 

8. MOBILE READINESS

A recent survey showed that roughly 70% of people now sleep within reach of their smartphone. This alone should be a good indication of where your site visitors are coming from. Most websites see approximately 50% of their traffic coming from cell phones and the trend is rising. If you haven’t looked at your website on your cell phone, try it now. See what at least half of your customers and prospects are seeing when they arrive at your website.

 If you don’t like your current website as much as you did when you started reading this article, maybe now is the time to review your website strategy before the Jones’s get too far ahead!

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Tags: Sales strategies, LMI Solutions, how to grow MPS business, sales tips for MPS, website optimization, managed print marketing