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. OXIEM | 7003 POST ROAD, SUITE 416 | DUBLIN, OH 43016 | T: 866.432.8235 | W: OXIEM.COM
oxiem.com
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. Illustration: The Struggling Salesperson
Is Your Website a Struggling Salesperson?
Who is your go-to guy for website ideas?
oxiem.com
4. Illustration: The Struggling Salesperson
Is Your Website a Struggling Salesperson?
Are You Driving the Marketing Decisions on Your
Website?
oxiem.com
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. 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. 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. 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. 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. 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. “Do not confuse motion
and progress.”
A rocking horse keeps moving but
does not make any progress.
Alfred A. Monapart
oxiem.com
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. 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. 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. 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. 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. 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. Generating Leads Using the Web
So Now What?
Regain Control of Your Struggling Salesperson
oxiem.com
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
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. 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
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. 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. 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. 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
