7 Tips to Get More Leads from Your Website

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A recent survey* of B2B marketing executives revealed that corporate websites are the #1 online source of new leads and yet 80% of marketers felt that their websites are not delivering on their potential.

In this webinar, we will share 7 simple tactics to help you turn more of your website visitors into qualified leads, based on Marqui's experience working with many leading B2B businesses. You should attend if you are…

• VP or Director of Marketing
• Digital Marketing Manager
• Responsible for website content

Published in: Business, Technology
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  • Dan Biggs - Digital Strategist, Station X Communications Dan has been marketing and building websites for over 12 years. His expertise lies in web analytics and online marketing campaigns with a focus on user experience and information architecture. Dan has an extensive background in a wide range of web marketing disciplines, including paid search, email and affiliate marketing. He has also engineered mobile websites and social media applications for custom and existing platforms. Over the course of his career, Dan has held the role of Online Marketing Manager at 1-800-GOT-JUNK, North America’s premier junk removal franchisor, as well as Website Production Manager at WH Smith, one of the U.K’s leading news, magazine and stationery retailers.----------Adam Koebel, Client Success Specialist at MarquiAdam Koebel is a wearer-of-many-hats. As a Client Success Specialist at Marqui, he envisions, enables and collaborates with clients on projects big and small. He's had experience planning complex drip-marketing email campaigns, social media integrated multi-channel engagements and whole-site redesigns and rebuilds. Adam prides himself on creative implementations with strong analytical backings, marrying the science of data with creative and fresh implementation plans.
  • Your website is a communication tool, not a brochure!
  • - Think like a user -Envision your journey- Move beyond testing -Don’t become myopic about your process-Know when to pull the trigger Give incentive for going from"anonymous user” to “contact”
  • - Ensure that all calls-to-action are clearBe transparent about your use of their info, with clearly written privacy / communication policiesGive users a way to customize their engagement – options for various levels of communicationThink broadly, not binary
  • Think about your site and all its extension as a living thing, evolving to patterns as they emerge from the experiment
  • Q & A - need a few planted questions
  • 7 Tips to Get More Leads from Your Website

    1. 1. Webinar: 7 Tips to Get More Leads from YourWebsiteNovember 23, 2011 www.marqui.com
    2. 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. 3. About the Presenters • Dan Biggs, Digital Strategist at Station X Communications • Adam Koebel, Client Success Specialist at Marqui www.marqui.com 3
    4. 4. Agenda• Introduction• 7 Tips to Get More Leads from Your Website• Summary• Q+A www.marqui.com 4
    5. 5. Introduction – B2B Marketing It’s All About Priorities! Facebook Slideshare twitter CRM SEO content marketing Blogging microsite www.marqui.com 5
    6. 6. Introduction – B2B Marketing• Lead Generation = HIGH PRIORITY. Yet, differing perceptions of lead Slideshare twitter across the business can create confusion and misalignment• Marketers : “Leads refer to those who express a general interest in CRM SEO your products or services”• Sales: “A lead refers to those who are ready to have a conversation with a sales representative” microsite www.marqui.com 6
    7. 7. Introduction – Before You Begin…• With your organization, ensure you have a clear definition of what constitutes a lead, and put it in writing! www.marqui.com 7
    8. 8. 1. Know What Your Current Situation Is• Track your site’s conversion rate• Understand industry benchmarks and compare your site’s performance• Ask yourself: o Where are my site visitors coming from? o What marketing sources drive the most leads? www.marqui.com 8
    9. 9. 2. Know What Your Visitors Want• Walk a mile in their shoes: o Gather as much direct intelligence as you can from your customers o Use customer feedback tools (i.e survey) to gather deeper insight• Use analytics tools to find the most-searched keywords• Based on their needs, understand what content drives the most leads o Types of content (i.e blog posts vs. whitepapers) o Topics of interest www.marqui.com 9
    10. 10. 3. Make a Good First Impression• Establish a sense of legitimacy• Copy, images or video should communicate why your prospect can’t live without your product/service• Deliver content that aligns with keywords that your prospects are using to find you www.marqui.com 10
    11. 11. 4. Content – A Guiding Principle Lisa Horner, Director of Campaigns at Citrix Online gives the following advice when it comes to content creation: “ Develop content to help customers be successful in their businesses. Prospects don’t care about your products or services. They care about what your products and services can do for them in their business.” *eMarketer, 2011 www.marqui.com 11
    12. 12. 4. Content – The Reward• Think of your content as a reward for visiting your site and converting• Your promise to your potential leads = a useful and rewarding visit. The more intentionality you have in creating and updating content, the better a position you’ll be in to fulfill your promise. www.marqui.com 12
    13. 13. 4. Content – In All Its Glorious Forms • Content marketing is what fuels the lead gen engine of today • KEEP IT FRESH! New content means higher traffic, higher return to the site and increased loyalty www.marqui.com 13
    14. 14. 5. Control the Conversion Path – Some TricksThink like a user Move beyond testingKnow when to pull the trigger QUESTIONS TO ASK How hard is it to convert? Where does the call to action fall in that process? www.marqui.com 14
    15. 15. 5. Control the Conversion Path - CTAs• Be transparent - privacy and communication policies• Customize their engagement• Repeat CTAs need different, valuable rewards, but don’t repeat yourself www.marqui.com 15
    16. 16. 5. Conversion - A Fool-Proof RecipeOne part INFORMATIONOne part TARGETED INTERESTOne part BRIBERY = CONVERSION www.marqui.com 16
    17. 17. 6. Cast Your Net Over Multiple Channels • People consume info across channels, and all can serve as extensions of your marketing process • Keep content unique to the channel www.marqui.com 17
    18. 18. 6. Multiple Channels – Don’t Isolate, Invite!• Give people an easy path into your site• These other tools are as valid start points as Google, for example www.marqui.com 18
    19. 19. 7. Experiment and Test The most exciting tools in a marketer’s toolbox!• Be willing to experiment, and most importantly, willing to fail• Keep an open mind – you might be surprised www.marqui.com 19
    20. 20. 7. Put it to the Test• Learn from EVERYTHING (ie. analyze everything)• Some things to test: o Platforms - multichannel o Content - headers, text, offerings, presentation o Design - where to put the CTA, how much to “give away” www.marqui.com 20
    21. 21. Summary1. Know What Your Current Situation Is2. Know What Your Visitors Want3. Make a Good First Impression4. Build Strong Content and Update it Frequently5. Control the Conversion Path6. Cast Your Net Over Multiple Channels7. Experiment and Test www.marqui.com 21
    22. 22. Q+ADan Biggs, Digital StrategistStation X CommunicationsDan.Biggs@stationx.coAdam Koebel, Client Success SpecialistMarquiAdam.Koebel@marqui.com Feedback? Questions? Connect directly or DM us on Twitter at http://www.twitter.com/Marqui_CMS www.marqui.com 22

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