If you’re a B2B company, your website is your livelihood — not to mention one of the most important tools in your marketing arsenal. While it’s natural to want to devote 100% of your attention to redesigning your site in order to stay at the forefront of your industry, a web redesign might actually be the perfect time to consider implementing a marketing automation tool.
It sounds counterintuitive, I know. You have enough on your plate without having to think about implementing a new tool, but you can actually kill two birds with one stone by combining a web redesign and implementation into one initiative. In fact, implementing marketing automation during a redesign will enable your marketing team to track all website activities and determine the true ROI of your redesign efforts.
If you’ve been putting off implementation because you’re going through a web redesign, take a look at a few of the benefits of combining the two processes below:
1. Simpler File Hosting
A major benefit of going through a website redesign is the opportunity to organize all of your marketing materials. As time goes on and projects stack up, even the most organized content inventory becomes cluttered. Marketing automation can serve as an ideal new management system for all of your content, providing a central storage solution to upload images, documents, and other files for use in your online efforts. Not only that, but you’ll be able to track who views and downloads your content — all without extra IT assistance.
2. More Qualified Leads
Tracking your website traffic is crucial to identifying quality leads that have an interest in your product. Unfortunately, software like Google Analytics only provides a macro-level view of activity. Simply adding marketing automation tracking code during a website redesign will track all future activity on your website at an individual level.
This activity history gives great insight into exactly what your leads are interested in and allows your sales reps to tailor their phone calls or sales pitches accordingly. Providing such detailed information can all but eliminate cold calling for your sales team, giving your sales reps the intel they need to put every call in context for the customer.
3. Landing Pages and Forms
While going through a website redesign, companies should also address their online marketing efforts. Since the improved website will be able to track inbound leads, it’s important to have the ability to offer up content in exchange for valuable data. Landing page and form builders can help create a platform for this exchange, and allow you to build your database of lead information.
Many users will have their first touch point with your company through a landing page — so you’ll want to make it count. Use the landing page builder during your redesign to ensure that each landing page is built with the same template to maintain brand consistency.
4. Improved ROI Tracking
Proving the value of a website redesign can be a difficult task. What metrics should you use to define success? More visitors? Better user feedback?
To ensure that a true return on investment is achieved, you need to be able to track all stages of your marketing campaigns. Campaign tagging features in marketing automation follow a lead from their initial touch point to the sale, effectively closing the loop on your sales reporting. By equipping your new website with these capabilities, you can measure the effectiveness of each web element towards your ROI goals.
Want to learn more about implementing marketing automation during a website redesign? Take a look at our full revamped white paper for additional tips and best practices.
