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7 ways to capture more leads with your website
7 ways to capture more leads with your website
7 ways to capture more leads with your website
7 ways to capture more leads with your website
7 ways to capture more leads with your website
7 ways to capture more leads with your website
7 ways to capture more leads with your website
7 ways to capture more leads with your website
7 ways to capture more leads with your website
7 ways to capture more leads with your website
7 ways to capture more leads with your website
7 ways to capture more leads with your website
7 ways to capture more leads with your website
7 ways to capture more leads with your website
7 ways to capture more leads with your website
7 ways to capture more leads with your website
7 ways to capture more leads with your website
7 ways to capture more leads with your website
7 ways to capture more leads with your website
7 ways to capture more leads with your website
7 ways to capture more leads with your website
7 ways to capture more leads with your website
7 ways to capture more leads with your website
7 ways to capture more leads with your website
7 ways to capture more leads with your website
7 ways to capture more leads with your website
7 ways to capture more leads with your website
7 ways to capture more leads with your website
7 ways to capture more leads with your website
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7 ways to capture more leads with your website

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Slides from Marqui's Best Practices Webinar: "7 ways to capture more leads with your website"

Slides from Marqui's Best Practices Webinar: "7 ways to capture more leads with your website"

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  • Transcript

    • 1. 8/05/2009
      www.marqui.com
      Best Practice Webinar:
      7 Ways to capture more leads with your website
    • 2. GoToWebinar controls
      Click the button with the arrows to minimize your GoToWebinar controls
      Type your questions for us into the box at the bottom and press Send
      www.marqui.com
      2
    • 3. Agenda
      The 7 ways to capture more leads…
      How Marqui can help (2 mins)
      Questions (5 mins)
      8/5/2009
      www.marqui.com
      3
    • 4. 8/5/2009
      www.marqui.com
      4
      1.
      Have a clear definition of a web lead.
    • 5. “If you can not measure it, you can not improve it”
      The term “lead” is applied interchangeably to mean:
      A name on a purchased list
      Analytics goal conversion
      Somebody who fills in any web form
      Somebody who downloads a whitepaper or attends a webinar
      Somebody who passes some BANT questions
      Somebody who wants to talk to a sales rep
      8/5/2009
      www.marqui.com
      5
    • 6. Simple web lead scorecard
      8/5/2009
      www.marqui.com
      6
    • 7. 8/5/2009
      www.marqui.com
      7
      2.
      Make a good first impression.
      Q
      u
      i
      c
      k
      l
      y
      !
    • 8. 2. Make a good first impression
      What does your website say about you?
      Ask customers or prospects
      Benchmark against your competitors
      Be clear about your site’s objectives
      Build trust or lead generation engine
      Choose usability over design
      Be wary of agencies selling ‘flash’ sites
      8/5/2009
      www.marqui.com
      8
    • 9.
    • 10. 8/5/2009
      www.marqui.com
      10
      3.
      Know what your visitors want.
    • 11. 3. Know what your visitors want
      If you don’t have website analytics set up – do it today!
      Set aside an hour a week to look at your site’s web analytics
      Top questions analytics can answer:
      What was the visitor looking for?
      Which page did they arrive at and did they stay?
      What page did they leave from and is it a logical exit?
      Where should I place my calls-to-action?
      Look at site search data as well
      8/5/2009
      www.marqui.com
      11
    • 12. 8/5/2009
      www.marqui.com
      12
      4.
      Give them what they want and keep it fresh.
    • 13. 4. Ideas to make creating content easier
      Try and stick to one topic / concept per page
      Lists (like this one) are quick to write and easy to read
      How-to guides are useful and demonstrate your knowledge
      Case studies help people vizualize your product solving a problem like theirs
      Breakup text with headings
      Remember to use lots of intra-site links and make sure each page has at least 200 words
      8/5/2009
      www.marqui.com
      13
    • 14. 4. Write for your audience
      Be customer centric
      What was the visitor looking to get from this page?
      Is it easy to read? http://shop.niace.org.uk/readability.html
      Problem / solution
      Use customer centric language
      http://www.futurenowinc.com/wewe.htm
      Get ideas from your subject matter experts and combine with good copywriting skills
      8/5/2009
      www.marqui.com
      14
    • 15. Take advantage of the medium
      Keep your site current and dynamic, it’s not brochureware
      add a “last updated on xx.xx.xxxx”
      The pages that get the most visitors should change most frequently
      Make people accountable for different parts of the site
      Start a blog and ideally update daily. Weekly at worst.
      Invite guest experts from your industry
      8/5/2009
      www.marqui.com
      15
    • 16. 8/5/2009
      www.marqui.com
      16
      5.
      Make calls-to-action personal & persuasive
    • 17. Map calls-to-action to the buying process
      8/5/2009
      www.marqui.com
      17
      Diagnostic checklist, case studies
      Best practice guides, analyst reports
      Feature sheets, online demos
      ROI calculator, RFP template,
      objection handlers
    • 18. Maintain balance with call-to-action questions
      8/5/2009
      www.marqui.com
      18
      • Think of each CTA as a transaction
      • 19. Avoid unnecessary questions
      • 20. Limit distractions
      • 21. Offer to email a link
      • 22. Match number of steps to persona
      • 23. Consider a ‘briefcase’ or account
    • 24.
    • 25. 8/5/2009
      www.marqui.com
      21
      6.
      Be persuasive a little at a time.
    • 26. 6. Micro-persuasion
      People consume information across multiple channels:
      RSS feeds / Feedburner
      Blog
      Twitter
      Social bookmarking
      Encourage subscription with ShareThis and AddThis
      8/5/2009
      www.marqui.com
      22
      Trust, Credibility, Reliability, Intimacy, Self interest
    • 27. 8/5/2009
      www.marqui.com
      23
      7.
      Always be testing.
    • 28. 6. Always be testing
      Test page copy
      Test images
      Test keywords
      Test form design & questions
      8/5/2009
      www.marqui.com
      24
    • 29. Using Google Website Optimizer to test landing pages
      8/5/2009
      www.marqui.com
      25
    • 30. 8/5/2009
      www.marqui.com
      26
      32% improvement
    • 31. 7 Ways to capture more leads with your website
      Have a clear definition of a web lead
      Make a good first impression
      Know what you visitors want
      Give them what they want and keep it fresh
      Make calls-to-action personal and persuasive
      Be persuasive a little at a time
      Always be testing
      8/5/2009
      www.marqui.com
      27
    • 32. How Marqui can help - customer Funnel
      8/5/2009
      www.marqui.com
      28
      Attract
      Web Content
      Management
      Engage
      Capture
      Marketing
      Automation
      Nurture
      Campaign
      Management
      Lead score
      Sales-cycle
      CRM / SFA
      Revenue
    • 33. Questions?
      Richard Sharp, VP Marketing
      richard.sharp@marqui.com
      604.4848543
      8/5/2009
      www.marqui.com
      29

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