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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  • 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
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  • 4. 8/5/2009
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    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
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  • 6. Simple web lead scorecard
    8/5/2009
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  • 7. 8/5/2009
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    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
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  • 9.
  • 10. 8/5/2009
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    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
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  • 12. 8/5/2009
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    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
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  • 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
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  • 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
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  • 16. 8/5/2009
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    5.
    Make calls-to-action personal & persuasive
  • 17. Map calls-to-action to the buying process
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    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
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    • 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
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    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
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    Trust, Credibility, Reliability, Intimacy, Self interest
  • 27. 8/5/2009
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    7.
    Always be testing.
  • 28. 6. Always be testing
    Test page copy
    Test images
    Test keywords
    Test form design & questions
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  • 29. Using Google Website Optimizer to test landing pages
    8/5/2009
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  • 30. 8/5/2009
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    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
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    27
  • 32. How Marqui can help - customer Funnel
    8/5/2009
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    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