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: 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.) 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 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: Creating fun experiences.

Fun Practical

Tactic: Hosting conversations.

Social media

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….

Reward documents: handouts, whitepapers, checklists

Forums

Videos / Video Blogs

Podcasts / Webinars – live & recorded

Slideshows with narration / Photo galleries

Pay Per Call

Partnerships/Affiliate programs

Bill Dotson – Videos of event: http://www.webmedley.com Scott Clark - Videos, Slides, Notes, Links: http://www.buzzmaven.com/leadgen After the meeting…

Bill Dotson –

Videos of event: http://www.webmedley.com

Scott Clark -

Videos, Slides, Notes, Links:

http://www.buzzmaven.com/leadgen