Corporate websites (23%) are the clear leader in online lead generation, according to a new study by Demandbase. In it, the percentage of respondents citing corporate sites as their top lead source is 64% higher than the 14% citing email, the second-most-popular online lead source. In addition, respondents cited corporate sites at a rate more than seven times the 3% who cited social media.
Undiscovered Gold for SMBs
This echoes another finding from a separate survey. Eden Platform found that a standard web page can deliver more advertising value than many companies realize.
During the one-month measurement period, which began on August 1st 2011, Eden Platform measured pages and visitors for a sample of more than 100 small business websites. The findings showed that each page on a small business website produced an average of 55 unique visitors during the measurement period. Small businesses often pay between $2.00 and $3.00 per website visitor using other online advertising methods like paid search engine ads and banners. This means that an average website page generates $137.50 of advertising value each month, or $1,650 of advertising value each year.
Adding one new page of content to a business website each week can be as effective as having a $90,000 advertising budget, the study concluded.
The Missing Link
For most sites, though, more is required before such numbers are realized. The Demandbase survey, in fact, delves into that as well. In short once consumers make it to the corporate site, they often aren't being properly engaged with content and information. "Regardless of its origin–social media or e-mail, banners or search–traffic driven from online marketing initiatives always intersects at the website," says Chris Golen, CEO, via BizReport. But "while businesses are investing heavily in their sites, the study shows that they are then ignoring the very audience they worked so hard to attract."
Despite the popularity of corporate sites as a lead source, only 20% of respondents said they feel like their business leverages its corporate website to its maximum potential. The rest of these firms don't, for example, track and report on unregistered user or know where they are losing on-site consumers.
No Social Integration Either
More than likely they also don’t integrate their social media campaigns across all channels, online and offline. This is an important step, a survey by Gallup recently found - but one that few companies take.
