Lead Generation on the Web

Innovative lead generation using the web Bill Dotson Scott Clark

Every company needs…. A written definition of a lead (vs. inquiry)

Scott’s Web Sales Funnel Image

Every company needs…. An evolving system for qualifying leads.

Every company needs…. A reliable lead tracking tool.

Every company needs…. Methods to measure effectiveness of campaigns and learn from them.

Lead Generation on the Web 5 facts from the trenches.

1. Customers view your website in a wide context.

2. Customer behavior is the best resource you have for designing your business.

3. Successful lead generation systems (leadsys) are single- minded.

4. Every lost visitor carries tremendous opportunity cost.

Clicks: Conversion Rate: Average Sale: Sales: Avg Lifetime Sales Value: Lifetime Sales: Value / Visitor: Life Value / Visitor: Cost of Ads: Cost of Mgmt: Profit Per Click: Life Profit Per Click:

5. Customers are task & goal-oriented.

I just want to Get a quote!!!!

Be Unambiguous.

6. Guessing what works on the web is very expensive (and unnecessary.)

7. Customers read 20% Source: useit.com

8. Great marketing cannot overcome a broken leadsys. (Great leadsys cannot overcome a broken offer.)

9. Paid search is a fabulous way to test stuff. Design of page. Locating target market Determining market size Determining product positioning Optimizing product pitch/phrasing Capturing negative backlash Testing product pricing Testing timing of product offer Etc…

10. Dedicated lead generation paths can boost lead rates by hundreds of %.

Web Lead Generation Tactics

Tactic: SEO (for “profit” phrases)

Tactic: Precision Paid Search Marketing

Tactic: Local Search Marketing (Maps, OYP)

Tactic: Participation in the Blogosphere. (sweat equity)

(Emerging) Tactic: Twitter Outreach

Bill: More Tactics

Tactic: Make useful tools.

Tactic: High-Value Email Campaigns

Personalized Newsletter

Tactic: Answering Questions with Authority

Social media

Tactic: Create fun experiences.

Fun Practical

Tactic: Host conversations.

Social media

More Tactics…. • Reward documents: handouts, whitepapers, checklists • Forums • Videos / Video Blogs • Podcasts / Webinars – live & recorded • Slideshows with narration / Photo galleries • Pay Per Call

After the meeting… Bill Dotson – Video & Add’l Lead Gen notes: http://www.webmedley.com/blog Scott Clark - Videos, Slides, Notes, Links: http://www.buzzmaven.com/leadgen

Sample Company: HVAC

Background • What do we sell? • Is our foundation in place? – Site – able to edit it and create pages? – CRM – service dates, equipment, client since… – And…

Lead Gen Foundation • Search engines: Local and ads • Search Engine & Stats knowledge • Site Review • Integrated Marketing – where’s the URL?

Idea: Sell More Services.

http://www.buzzmaven.com	54
http://billdotson.com	37
http://www.webmedley.com	10
http://www.emageconsulting.com	10
http://webmedley.com	5
http://www.slideshare.net	5
http://emageconsulting.com	3
http://dev.andrewnorcross.com	1

Lead Generation on the Web

by WebMedley on May 07, 2009

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Lead Generation on the Web — Presentation Transcript