WildWest has been working with INCo-online since the end of 2010. We have designed and built their new website and since then, we’ve been working with INCo to help them develop their online presence and get more traffic to the site, which should in turn help them to grow new business. (www.inco-online.com)
INCo's new site includes a regularly-updated blog
The fundamental for work like this is to measure what kind of traffic levels are being encountered. Only then can you move on to work on improving visibility and enquiries. Fortunately Google Analytics helps to give a very good in-depth view of how a website is being used, what kind of information is being viewed and read, and of course, how effectively the site is being found, through search engines and other means. Once this base level data is established, then it is possible to track developments, make improvements and to see exactly what kind of effects these have (if any) on visitors and their use of the site.
It has always been our view that a website should be viewed as resembling a magazine, rather than a static piece of work like an annual report. An annual report is there for a year, a solid monument to a year of achievement in financial terms. A website – at least one designed to gain traffic – should be updated regularly, added to where appropriate and continually refreshed.
We would also argue that in any dynamic business, a website should include a blog or multiple blogs, and that links to social networking sites like LinkedIn, Twitter and possibly also Facebook should be a part of the promotional package.
INCo work in a crowded field. They use telemarketing and emarketing tools and processes to help IT and Consulting firms to find opportunities to make sales.
INCo's business is about finding sales leads for IT and consulting firms through telemarketing
Now, their site includes all the information that a potential client could want, with frequently asked questions from their 9 years of achievement answered in advance of any enquiries. For new users (and potential new clients), the site helps to ‘position’ the INCo service.
INCo works with companies selling individual products (an ERP system for example) as well as with high-level consulting firms whose goals might be to be involved with the strategic planning of a major company. So there are differences in terms of the level of conversation which might lead to a sales lead developing and also in terms of the likely payback period.
But INCo has a great deal of expertise across the sales spectrum and it was important that this knowledge should be on view to potential new clients. The INCo blog (www.inco-online.com/blog) is the place that INCo can demonstrate expertise and experience in working to produce properly qualified sales leads and provide insights into current market developments. It is also a tool that enables the site to be recognised by search engines as dynamic, regularly added to, and to provide a focus for searches. Our goal is to update the blog with good quality information on a weekly basis.
The blog effectively replaces what a traditional ‘News’ section might have done, but it is structured to be updated and added to easily.
So far, it seems to be working. Traffic to the INCo site is building nicely, the company has a site that demonstrates their expertise in-depth, and the blog associates INCo with issues and developments that will be of interest to existing and potential clients. INCo staff are now using LinkedIn and Twitter and outbound email to provide more impetus to website traffic too.
Next developments will include downloadable white papers on best practice in developing sales and more pages on the site illustrating the companies INCo works with, and the kind of results that can be expected. The INCo service is continually developing and if your company has a sales development or sales lead issue, then please do take a look at what INCo has to offer.
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