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Lead Generation Using The Web
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Lead Generation Using The Web

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In this presentation, we go through some of the lessons from the trenches of web marketing that, if you internalize can give new life to your lead generation plans. Also discussed are some tactics …

In this presentation, we go through some of the lessons from the trenches of web marketing that, if you internalize can give new life to your lead generation plans. Also discussed are some tactics for leadbait such as SEO, PPC, as well as Twitter and Social Media.

Published in Business , Technology
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Transcript

  • 1. Innovative lead generation using the web Bill Dotson Scott Clark
  • 2. Scott’s Web Sales Funnel Image
  • 3. A written definition of a lead (vs. inquiry) Every company needs….
  • 4. An evolving system for qualifying leads. Every company needs….
  • 5. A reliable lead tracking tool. Every company needs….
  • 6. Methods to measure effectiveness of campaigns and learn from them. Every company needs….
  • 7. Lead Generation on the web 5 facts from the trenches.
  • 8. 1. Customers view your website in a wide context .
  • 9.  
  • 10. 2. Customer behavior is the best resource you have for designing your business.
  • 11.  
  • 12. 3. Successful lead generation systems (leadsys) are single-minded .
  • 13.  
  • 14. 4. Every lost visitor carries tremendous opportunity cost .
  • 15. Conversion Rate: Average Customer Sale: Sales Per Month: Avg Lifetime Sales Value: Lifetime Sales: Value / Visitor: Life Value / Visitor: Cost of Ads: Cost of Mgmt: Profit Per Click: Life Profit Per Click:
  • 16. 5. Customers are task & goal-oriented.
  • 17. I just want to Get a quote!!!!
  • 18. Be Unambiguous .
  • 19. 6. Guessing what works on the web is very expensive (and unnecessary.) Illustration: marketingexperiments.com
  • 20. 7. Customers read 20% Illustration: useit.com
  • 21. 8. Great marketing cannot overcome a broken leadsys. (Great leadsys cannot overcome a broken offer.)
  • 22. 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…
  • 23. 10. Dedicated lead generation paths can boost lead rates by hundreds of %.
  • 24.  
  • 25. Web Lead Generation Tactics
  • 26. Tactic: SEO (for “profit” phrases)
  • 27. Tactic: Precision Paid Search Marketing
  • 28. Tactic: Local Search Marketing (Maps, OYP)
  • 29. Tactic: Participation in the Blogosphere. (sweat equity)
  • 30. (Emerging) Tactic: Twitter Outreach
  • 31.  
  • 32.  
  • 33. Bill: More Tactics
  • 34. Tactic: Make useful tools.
  • 35.  
  • 36.  
  • 37.  
  • 38.  
  • 39. Tactic: High-Value Email Campaigns
  • 40. Personalized Newsletter
  • 41. Tactic: Answering Questions with Authority
  • 42. Social media
  • 43. Tactic: Creating fun experiences.
  • 44. Fun Practical
  • 45. Tactic: Hosting conversations.
  • 46. Social media
  • 47.
    • Reward documents: handouts, whitepapers, checklists
    • Forums
    • Videos / Video Blogs
    • Podcasts / Webinars – live & recorded
    • Slideshows with narration / Photo galleries
    • Pay Per Call
    • Partnerships/Affiliate programs
    More Tactics….
  • 48.
    • Bill Dotson –
      • Videos of event: http://www.webmedley.com
    • Scott Clark -
      • Videos, Slides, Notes, Links:
      • http://www.buzzmaven.com/leadgen
    After the meeting…