How to Use Your Website to Get More Leads
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Transcript of How to Use Your Website to Get More Leads
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How to Use Your Website to Get More Leads
Sales & Marketing Society
July 17, 2013
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Steve Phipps - @MemPhipps
• Work with business owners and marketers• Web marketing strategy, inbound marketing,
lead generation• Running/marketing business 15+ years• Active on several non-profit boards• Lived in Memphis for 15+ years• Husband & father of 3 energetic kids• Sang on David Letterman show• Rookie coffee roaster• Aspiring cyclist
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About LunaWeb
• Designing, developing, marketing, and supporting business websites for 18 years in the Memphis community.
• Services include web design/development, marketing, enterprise level development, and web support.
• Clients range from sole proprietors to publicly traded companies.
• Community involvement includes: LaunchMemphis, GEEKMemphis, and TechCampMemphis.
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Overview
• Why traditional sales and marketing techniques aren't as effective as they used to be.
• How your website can support sales/lead generation efforts.
• How to evaluate your website's performance in terms of lead generation.
• What tools you can use to ramp up your website as a lead generation tool.
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Your Goal
Get more leads
Get more sales
bplanet / freedigitalphotos.net
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Why traditional sales and marketing techniques aren't as effective as
they used to be.
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Observations
• Cold-calling and other traditional sales tactics don’t work like they used to.
• People are overloaded with noise, don’t want to be “sold” or “interrupted”, and they expect personalization.
• The web, social media, and immediate access to information has changed the way people research and buy.
• Mobile matters because it is changing the way people consume information.
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Observations
• The web isn’t conducive to hard selling because the buyer is in control.
• There is no longer a lack of information.– Some people know enough to be confused.
– Opportunity for you to help educate and inform them.
• People consume information differently.
• Bottom line: People don’t buy like they used to.
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We Buy Differently
“Many Americans begin their purchasing experience by doing online research to compare
prices, quality, and the reviews of other shoppers. They start their fact-finding and decision-making
on the Internet.”
-Jim Jansen, Pew Research Center’s Internet & American Life Project, September, 2010
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The Old Buying Process
Circa 1898
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The New Buying Process
LatitudeCirca 2013
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Over 70% of individuals consult websites in each stage of the pre-
purchase buying process. (Latitude)
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Old Marketing Model
• Mass media
– Newspaper/print
– Radio
– TV
• Direct mail
• Cold calling
• Trade shows
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Marketers are spending less on traditional media in 2013 and more on digital (i.e., online) marketing. (Emarketer)
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A Better Marketing Model
Inbound Marketing = A more effective way to bring people to you via the
Web when they are interested in the products and services offered by your
company.
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Inbound Marketing Elements
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Inbound vs. Outbound
Inbound
• Educates
• Personal
• Measurable
• Pulls
• Customers come to you
• At time of need
• Average cost / lead: $36
Source: HubSpot
Outbound
• Interrupts
• Impersonal
• Difficult to measure
• Pushes
• You go to customers
• When the ad runs
• Average cost / lead: $41
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How your website can support sales/lead generation efforts.
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Plan Your Strategy
• Define your goals.
• Develop personas for customers and influencers:– Decision maker
– Influencer
• Determine the status of your current sales pipeline.
• Decide what resources you’ll commit and how long you’re willing to commit.
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A good plan, violently executed now, is better than a perfect plan next week.
- General George S. Patton
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Funnelize Your Website…
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Funnelize Your Website…
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Getting Found
• Optimize your website.
• Plan for search marketing:– Search engine optimization (SEO)
– Pay per click ads (PPC)
• Blog regularly.
• Be social (LinkedIn, Twitter, etc.).
• Update site content with keywords.
• Keep your audience in mind.
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“B2B companies that blog generate
67% more leadsper month than those who do not.”
-HubSpot
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Converting Leads & Customers
• Offer e-books, whitepapers, guides, webinars, free assessments, samples, etc. targeted to various stages in the buying process.
• Create landing pages for your offers.
• Use calls to action throughout your site and blog to invite visitors into the sales funnel.
• Use email to nurture leads and to cultivate existing clients through email.
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Offer something of value.
Give people a good reason to put themselves into your sales funnel.
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Measure the Results
• Use website analytics.– Track total visits
– Measure conversions• Visitor to lead
• Lead to customer
• Leverage CRM software.
• Track keyword phrases.
• Review campaigns.
• Determine ROI.
• Monitor goals.
• Adjust as needed.
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“Not everything that can be counted counts, and not everything that counts can be counted."-Albert E.
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How to evaluate your website's performance in terms of lead generation.
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Know Where You Are
• Review analytics.
• Review your current sales funnel.
• Audit your website.
Google Maps
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Review Key Data
• Total number of unique visitors
• Number of conversions:
– Contact form completions
– Phone calls generated through the website
– Transactions on the website
– Offer downloads
– Email newsletter subscriptions
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Review Key Data
• Conversion rates:
– Visitor to Lead
– Lead to Customer
• Source of visitors/leads/customers:
– Search
– Paid ads
– Social media
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Audit Your Website
• How are people getting to your site?
• How long are they staying?
• What are they reading?
• Are they converting?
• How is your site/marketing doing in terms of the marketing funnel?– HubSpot’s Marketing Grader
– SEMrush.com
– Third party evaluation
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What if you don’t have the data?
• Start gathering it.
• Setup Google Analytics. It’s free.
• Setup goals inside Google Analytics to track lead conversions.
• Utilize a CRM program to help with lead and sales tracking.
• Remember what they say, don’t assume.
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Now what?
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Tools you can use to ramp up your website as a lead
generation tool.
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digitalart / freedigitalphotos.net
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Getting Started
1. Evaluate where you are.
2. Set measurable/meaningful goals.
3. Plan your strategy.
4. Know your audience and how they buy.
5. Create great content.
6. Execute consistently.
7. Evaluate results and adjust as needed.
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Essential Tools
• Written strategy• Blog• Relevant content• Offers / Calls to action• Analytics• Commitment to implementation• Available resources• CRM• Marketing software/tools
– Landing pages– Automation– Email– Inbound– Social media management
spinster cardigan / flickr.com
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Remember…
• This is a long-term process that requires a commitment of time and resources which will vary based on your goals, your timeline, and the actions needed to succeed.
• Your content will help qualify your leads.• Your results will be influenced by:
– where you’re starting from.– how aggressively you go after it.– the quality of your content.
• Experiment, experiment, experiment.• Do something!
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In Follow Up
• Email me or give me your card for:
– Copy of the presentation
– Links to additional resources
– Free 30 minute website/marketing assessment
• Catch me after lunch.
• Get a copy of our planning worksheet to help you get started.
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Questions?