Generating Leads Using the Web

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Every organization needs leads. The web provides an open opportunity to generate those leads. Learn about how to improve your lead generation with web techniques.

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Generating Leads Using the Web

  1. 1. OXIEM | 7003 POST ROAD, SUITE 416 | DUBLIN, OH 43016 | T: 866.432.8235 | W: OXIEM.COM oxiem.com
  2. 2. Sites Engaging Branding | Top Technology | Easy Manageability > Sites that perform & convert visitors to customers Search Holistic Web Marketing | Organic + Paid + QOV Metrics > Continually-managed, for traffic and conversion Social Connect | Convey | Converse With Audiences > Active dialog that creates a bond and advocacy oxiem.com
  3. 3. Illustration: The Struggling Salesperson Is Your Website a Struggling Salesperson? Who is your go-to guy for website ideas? oxiem.com
  4. 4. Illustration: The Struggling Salesperson Is Your Website a Struggling Salesperson? Are You Driving the Marketing Decisions on Your Website? oxiem.com
  5. 5. Illustration: The Struggling Salesperson Is Your Website a Struggling Salesperson? The Struggling Salesperson story can help you to regain control of your website. oxiem.com
  6. 6. Illustration: The Struggling Salesperson Paula Myers Midwest Metals Business Development The Story Meet Paula. She has been with Midwest Metals for over 4 years. She joined the team right out of college and everyone had very high expectations for her performance. She started strong, but over the last year has become somewhat listless. oxiem.com
  7. 7. Illustration: The Struggling Salesperson Paula Myers Midwest Metals Business Development Performance (What do we measure) Which Key Performance Indicators will we measure? oxiem.com
  8. 8. Illustration: The Struggling Salesperson Paula Myers Midwest Metals Business Development Performance (How do we measure) What mechanisms do we have in place to measure progress? oxiem.com
  9. 9. Illustration: The Struggling Salesperson Paula Myers Midwest Metals Business Development Performance (When do we measure) Not all measures are taken monthly, annually, etc oxiem.com
  10. 10. Illustration: The Struggling Salesperson Paula Myers Midwest Metals Business Development Tactics vs. Strategy • Tactics •Meetings with the right prospects •Integration into the ‘metals community’ •Time spent prospecting •How well is she adapting her style to the changing marketplace • Strategy •Where should she be spending her time? •What types of clients are good clients? •How does she present herself? Confidence, professionalism oxiem.com
  11. 11. “Do not confuse motion and progress.” A rocking horse keeps moving but does not make any progress. Alfred A. Monapart oxiem.com
  12. 12. Illustration: The Struggling Salesperson Paula Myers Midwest Metals Business Development Metrics vs. Intelligence • Metrics •10% year on year new sales growth •10% New Leads oxiem.com
  13. 13. Illustration: The Struggling Salesperson Paula Myers Midwest Metals Business Development Metrics vs. Intelligence • Intelligence •What is the quality of my leads? •Who are my visitors? •Who should be my visitors? •What can I do to bring the kinds of visitors I want to my site? oxiem.com
  14. 14. Illustration: The Struggling Salesperson Paula Myers Midwest Metals Business Development What are the Issues? • New Sales: Down 12% • New Leads: Flat, but most are dead-ends • She’s not getting in front of the right people • She’s not part of the ‘metals community’ • Doesn’t spend enough time knocking on doors • She’s not adapting her techniques oxiem.com
  15. 15. Illustration: The Struggling Salesperson Paula Myers Midwest Metals Business Development Supporting Your Website • How does your annual spend on your website compare to what you would spend on a quality salesperson? • How well is your website supported? • Fresh content • Up-to-date sales materials • Follow-up on web submissions • Referral feed (paid search,organic search, site referrals,etc) oxiem.com
  16. 16. Illustration: The Struggling Salesperson Paula Myers Midwest Metals Business Development Known Complaints • “Often when I call, I get transferred all over the place” • “I can never get the information I need from her” • “Often when I contact her I never hear back” oxiem.com
  17. 17. Illustration: The Struggling Salesperson Paula Myers Midwest Metals Business Development From Her Perspective • Not given enough quality leads to work with • Territory is massive (very broad) • No budget for ‘extra promotions’. Midwest spends more on just about every other initiative than on business development • Compensation is poor • Product is vast, complex, and support is dismal • Sales literature is inadequate and out of date • Often organization is sluggish to respond to questions • Tools provided are weak • No historical context for goals – very arbitrary • Lack of clerical/administrative support oxiem.com
  18. 18. Generating Leads Using the Web So Now What? Regain Control of Your Struggling Salesperson oxiem.com
  19. 19. Generating Leads Using the Web Remember the issues with Paula? • New Sales: Down 12% • New Leads: Flat, but most are dead-ends • She’s not getting in front of the right people • She’s not part of the ‘metals community’ • Doesn’t spend enough time knocking on doors • She’s not adapting her techniques • “Often when I call, I get transferred all over the place” • “I can never get the information I need from her” • “Often when I contact her I never hear back” oxiem.com
  20. 20. Generating Leads Using the Web Active Search Marketing oxiem.com
  21. 21. The Art & Science Of Search oxiem.com
  22. 22. Focus on Quality Targeted Traffic Generated Quality Of Conversion Visit oxiem.com
  23. 23. Quality of Visit oxiem.com
  24. 24. The Basics of Search oxiem.com
  25. 25. Pay-Per-Click Search Pay-Per-Click Search Marketing • Highly Targetable • Highly measurable • Cost-effective when managed Tips • Create keyword specific landing pages • Get creative with keywords – think in the mind of the searcher. This isn’t about your key messages • Use ad copy that is action oriented. “Learn More” is not an action oxiem.com
  26. 26. Organic Search Organic Search • Provides long-term benefits • Higher click-through rates • Deeper keyword results Tips • It’s all about content! • Update your local Google listing Google.com/LocalBusinessCenter • Title Tags, Anchor Tags & Anchor Text oxiem.com
  27. 27. Harnessing “People Streams” oxiem.com
  28. 28. Metrics Example: Adoption Results To-Date November 15 – January 31 Your Website • Total Page Views: 920 • Unique Page Views: 678 Experience • Average Time on Page: 00:54 • Bounce Rate: 24.65% • Contact Forms Filled Out: 15 oxiem.com
  29. 29. Focus on the Visitor! oxiem.com
  30. 30. Easy to Contact oxiem.com
  31. 31. Develop Fresh Content oxiem.com
  32. 32. Generating Leads Using the Web Convert Visitors oxiem.com
  33. 33. Focus on Targeted Conversion oxiem.com
  34. 34. Be a Resource oxiem.com
  35. 35. Focus on Targeted Conversion oxiem.com
  36. 36. Social Networking The New Frontier oxiem.com
  37. 37. Social Media It’s Not About the Sale! oxiem.com
  38. 38. Social Media It’s about Conversation! oxiem.com
  39. 39. Social Media Using Social Media for New Business • 80% Personal, 20% Business • Be a resource and share interesting content • Find ways to take the relationship offline • Think long term! oxiem.com
  40. 40. Generating Leads Using the Web Quick Re-cap • Utilize active search marketing to drive quality web traffic • Create interesting, keyword rich content on your website • Create a linking strategy to generate more referrals • Create landing pages specific to the audience • Make it easy for visitors to connect with you • Utilize social media to develop personal relationships oxiem.com
  41. 41. Generating Leads Using the Web To-Do (strategy) • No longer view your website as ‘part of your technology’ • Do an ‘annual review’ of your website • Setup some basic goals • Discover where it is falling short • Create a development plan to improve the pitfalls • Determine what, when, and how to measure • Measure, tune, repeat oxiem.com
  42. 42. Generating Leads Using the Web To-Do (tactics) • Review your site visitors. If you don’t have analytics, add Google Analytics code to your website today (less than 1 hour) • Create ‘goals’ in Google Analytics • Setup automated reports to keep you informed about your visitors • Create 3 simple goals for your website to achieve this year • Target & attract a visitor type • Identify what visitor types are coming to your site now • Create one conversion type and measure it monthly • Test something. Change something on a page and test if it helped • Encourage 5 people to link to your site (optimized links) • Discover the top 10 keywords for your space, and setup a small paid search campaign oxiem.com
  43. 43. There Is Another Option. oxiem.com
  44. 44. Questions? Billy Fischer | bfischer@oxiem.com| 614.448.1809 7003 Post Road, Suite 416 Dublin, Ohio Twitter.com/billyfischer Facebook.com/billyfischer linkedin.com/in/billyfischer oxiem.com

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