ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE
-
Upload
highroad-solution -
Category
Marketing
-
view
52 -
download
1
Transcript of ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE
![Page 1: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/1.jpg)
Turn Your Website
into a Lead Gen
Machine
Adam Higgins
MarTech Consultant
HighRoad Solution
![Page 2: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/2.jpg)
Today’s buyer makes 70%
of their purchase decision
based on the content on
your website.
![Page 3: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/3.jpg)
• Inbound Marketing
• What is Interactive Content
• Interactive Content Examples
– Self-Assessments
– Calculators
• Buyer’s Journey
• Closing Tips
Agenda
![Page 4: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/4.jpg)
Inbound
Marketing
![Page 5: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/5.jpg)
• Using Content to Drive Conversions
or Sales
• Content is Contextual
• Automated Marketing Messages
based on Prospects Actions
• One-to-One Conversation with the
Prospect
• Build a Connection
Inbound Marketing
![Page 6: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/6.jpg)
Inbound Method
![Page 7: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/7.jpg)
“56% of all customer interactions
happen during a multi-event, multi-
channel journey”
Research by McKinsey & Company
Digital Relevance, Ardath Albee
![Page 8: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/8.jpg)
Buyer’s Journey
![Page 9: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/9.jpg)
• There are Several Touchpoints
Before the Buyer Purchases
• Marketing Automation Programs
Tracks the Touchpoints
• Trigger Contextual Content Based
on the Touchpoints
• Context Drives the Purchase
• Marketing Automation Provides ROI
on Activity
Buyer’s Journey is Not Linear
![Page 10: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/10.jpg)
“Buyers view 8 content assets on
average during their buying
process”
IDG Customer Engagement Study
Digital Relevance, Ardath Albee
![Page 11: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/11.jpg)
Attract: Search
Fundraising advice and tips
![Page 12: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/12.jpg)
Attract: Read Blog
Enter email…
SUBSCRIBE
![Page 13: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/13.jpg)
Connect: Subscribes
Enter email…
SUBSCRIBE
![Page 14: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/14.jpg)
Engage: Contextual Ads
![Page 15: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/15.jpg)
Engage: Contextual Emails
![Page 16: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/16.jpg)
What is
Interactive
Content?
![Page 17: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/17.jpg)
• Interactive Content Components
– Self - Assessments
– Calculators
– Quizzes / Trivia / Gamification
– Polls / Surveys
• Can add to any program to create a
stand-alone experience or work into
existing content
Interactive Content
![Page 18: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/18.jpg)
• Content that results in prospect
engagement
– Beyond the action of just reading
content
– Beyond the action of viewing content
Engaging
![Page 19: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/19.jpg)
• What type of engagement?
– Something that results in value for the
prospect
– Creates a two-way channel – shift from
Push Marketing to Pull Marketing
Value
![Page 20: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/20.jpg)
• Marketers are creating more content
today than they were a year ago
• Educate the Buyer
• In user-centric view, have to address
the “what’s in it for me?” factor
• Move towards Pull Marketing
• Gather more insights!
Why?
![Page 21: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/21.jpg)
Educating the Buyer
![Page 22: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/22.jpg)
Self-Assessments
![Page 23: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/23.jpg)
• Certification / Degree
• Where You Are in Your Career?
• Find the Right Career Path
• Is the Annual Conference the Right Event to
Attend?
• Am I a Good Fit for a Committee / Chapter /
Volunteer Position?
Ideas for Associations
![Page 24: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/24.jpg)
• People rank themselves via assessments
• Natural curiosity to see where they rank
amongst peers or in industry
• Add data to better profile the prospects
• Build a persona
WHY?
![Page 25: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/25.jpg)
Self-Assessments
![Page 26: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/26.jpg)
Self-Assessments
![Page 27: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/27.jpg)
Self-Assessments
![Page 28: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/28.jpg)
Self-Assessments
![Page 29: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/29.jpg)
Self-Assessments
![Page 30: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/30.jpg)
Self-Assessments
![Page 31: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/31.jpg)
Calculators
![Page 32: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/32.jpg)
• What You Save as a Member
• How Much More You Would Earn with a
Certification?
• How Much of an Impact Your Participation
Makes in the Community?
Ideas for Associations
![Page 33: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/33.jpg)
• Prospects identify specific parameters when
using a calculator
• Detailed numbers to aggregate across all
prospects
• Quickly identify the persona
Why?
![Page 34: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/34.jpg)
Calculators
![Page 35: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/35.jpg)
Calculators
![Page 36: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/36.jpg)
Buyer’s
Journey
![Page 37: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/37.jpg)
1. Searched Google
2. Read Blogs
3. Completed Calculator
4. Clicked Ad
5. Read Email
6. Click CTA in Email
7. Viewed Product Page
Touchpoints
![Page 38: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/38.jpg)
8. Added Product to Cart
9. Viewed Payment Form
10. Submitted Payment Form
11. Viewed Confirmation Page
12. Lead Converted to Customer
Touchpoints
![Page 39: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/39.jpg)
“Organizations using lead
scoring experience a 77%
increase in lead generation
ROI”Sharpspring
![Page 40: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/40.jpg)
• Attribute each touchpoint to a weighted
scoring system.
• Find where leads fall on the bell curve
• Setup triggered messages based on a lead’s
score
• Helps to identify lead’s ready to buy
Lead Scoring
![Page 41: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/41.jpg)
1. Searched Google (0)
2. Read Blogs (+10)
3. Completed Calculator (+15)
4. Clicked Ad (+20)
5. Read Email (+10)
6. Click CTA in Email (+15)
7. Viewed Product Page (+10)
Score Each Touchpoint
![Page 42: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/42.jpg)
8. Added Product to Cart (+30)
9. Viewed Payment Form (+40)
10.Submitted Payment Form (+50)
11.Viewed Confirmation Page
12.Lead Converted to Customer
Score Each Touchpoint
![Page 43: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/43.jpg)
Find Engaged Leads
![Page 44: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/44.jpg)
• Going beyond the click, and
determine if the email generated
revenue.
– Email Campaign Generated $1400.
– Email Types of Fundraising Generated
$20,000 over the last Year
Attribute Revenue to Content
![Page 45: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/45.jpg)
• Attribute campaigns to organization and
departments goals
• Organization Goal
– Grow Products Sales by 5% in the next Year
Campaigns Align with Goals
![Page 46: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/46.jpg)
Tips
![Page 47: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/47.jpg)
• Use Interactive Content Components to
engage with a prospect
– Start the dialogue
– Collect actionable insights
– Identify / Optimize your personas
Engage
![Page 48: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/48.jpg)
• Be inspired by Retail / For Profit approach
– Many ideas to extrapolate and apply to
association programs
Be Inspired
![Page 49: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/49.jpg)
• Remember value of Personalization when
creating interactive content
– Context
– What’s In It for Me?
Personalization
![Page 50: ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE](https://reader031.fdocuments.us/reader031/viewer/2022022415/5a6513e37f8b9aa2548b6b3d/html5/thumbnails/50.jpg)
Marketing Technology for Associations
Contact us: HighRoad Solution
Name: Adam Higgins
Phone: 703.297.8254
Email: [email protected]
www.highroadsolution.com
www.highroadu.com