Innovative  lead  generation using the web Bill Dotson Scott Clark
Scott’s Web Sales Funnel Image
A written definition of a  lead  (vs. inquiry) 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. Every company needs….
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 .
Conversion Rate: Average Customer Sale:  Sales Per Month: Avg Lifetime Sales Value:  Lifetime Sales:   Value / Visitor:  L...
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.) Illustration: marketingexperiments.com
7.  Customers read  20% Illustration: 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 Determini...
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: Creating fun experiences.
Fun Practical
Tactic: Hosting conversations.
Social media
<ul><li>Reward documents: handouts, whitepapers, checklists </li></ul><ul><li>Forums  </li></ul><ul><li>Videos / Video Blo...
<ul><li>Bill Dotson – </li></ul><ul><ul><li>Videos of event: http://www.webmedley.com   </li></ul></ul><ul><li>Scott Clark...
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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 for leadbait such as SEO, PPC, as well as Twitter and Social Media.

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  • Lead Generation Using The Web

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

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