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All Things B2B Lead Generation, Part II
 

All Things B2B Lead Generation, Part II

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In this webinar, you'll learn about getting your site in order as well as how to increase the number of inquiries from your site and integrating your marketing.

In this webinar, you'll learn about getting your site in order as well as how to increase the number of inquiries from your site and integrating your marketing.

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    All Things B2B Lead Generation, Part II All Things B2B Lead Generation, Part II Presentation Transcript

    • All  Things  B2B  Website  Lead   Genera5on,  Part  II   April  15,  2013  
    • Agenda   •  Ge?ng  your  site  in  order   •  Ge?ng  inquiries  from  your  site   •  Integra5ng  your  marke5ng     (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Get  Your  Site  In  Order   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Website  is  Your  Storefront   •  Make  sure  the  design  is   fresh  and  updated.   •  Fix  broken  stuff.   •  Include  social  proof.   •  Give  people  stuff  they   can  “peruse”  –  content   –  in  order  to  “pre-­‐ qualify”  themselves.             (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • VNA  -­‐-­‐  Before   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • VNA  –  A[er  (vnaem.org)   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Test  Site  on  Mobile  Devices   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Drop  Downs  Don’t  Work   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Social  Icons  Don’t  Work   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Include  “Social  Proof”   Social  Proof  helps  build   credibility  and  trust  of   your  company  BEFORE   people  call  you.       If  social  proof  doesn’t   exist,  no  inquiries!   •  Client  List   •  Tes5monials   •  Success  Stories  /  Case   Studies   •  Media  Men5ons   •  Blog  Comments   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Client  List   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Success  Stories   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Media  Men5ons  /  Press  Room   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Blog  Comments   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Trust  =  Next  Step   •  Call  or  email  you  about  your  services   •  Download  a  white  paper  or  report   •  Subscribe  to  your  newslecer   •  Sign  up  for  a  demo  or  trial   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Ge?ng  Inquiries  (emails  /  calls)   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.   •  Inquiry  =  Someone  who  has  expressed   interest  (needs  to  be  qualified)   •  Two  step  process:     – Help  them  pre-­‐qualify  themselves  through   content   – Make  it  really,  really  easy  to  contact  you  
    • Prospect  Pre-­‐Qualifica5on   Your  content  should  answer  prospects’   ques5ons:   – Who  do  you  work  with?  Who  is  your  ideal   customer?   – What  types  of  services  /  products  do  you  provide?   – What’s  it  like  working  with  you?   – What’s  the  next  step?   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Enterprise  -­‐-­‐  Product   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Manufacturing  -­‐-­‐  Service   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Consultant  -­‐-­‐  Service   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Make  it  Really,  Really  Easy  to   Contact  You!   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Add  Phone  Number  to  All  Pages   •  View  each  page  as  mini   landing  page   •  Eliminate  clicks   •  Makes  it  easy  for  smart   phone  “touch  to  call”   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Royal  Label  –  Full  Size   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Can’t  “Touch  to  Call”   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Email  –  Top,  Page  Copy,  Footer   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Email  -­‐  Form   Use  form  on  Services  –   Capabili5es  pages     (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Demo  CTA  (Before)   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Demo  CTA  (A[er)   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Inquiry  =  Prospect   •  Need  to  qualify  the   inquiry     •  BANT   –  Budget   –  Authority   –  Need   –  Timeframe   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Tips  for  Solopreneurs   •  Set  up  a  call  and  talk  to  the  prospect   •  Do  some  research  before  the  call  (Google,   LinkedIn,  etc.)   •  Have  ques5ons  ready  you  can  ask   •  Always  ask,  “What  is  the  next  step?”   – Send  work  samples  and/or  references   – Do  proposal  /  quote   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • For  People  Not  Ready  to  Call   Offer  high-­‐value  content  in  exchange  for   people’s  email  addresses  –  AKA  Nurture.     •    Newslecer   •  Reports   •  Webinars   •    Toolkits         (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • E-­‐newslecer     •  Add  form  to  every  page   of  site   •  Repurpose  blog  content   –  drive  people  back  to   site  /  blog     •  Publish  regularly  for   max  benefit!   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Reports  /  White  Papers     •  Repurpose  blog  posts  or   webinars   •  Do  surveys  and  publish   results   •  Top  10  .  .  .  Mistakes,   Tips,  etc.     (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Webinars  –  Big  Company   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Webinars  -­‐-­‐  Consultant   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Toolkits     Great  way  to  build  your  list  AND  get  people  to   your  site   – Have  a  landing  page  /  URL   – Offer  lots  of  stuff   – Tie  your  e-­‐newslecer  in  with  it   – Use  it  in  direct  mail,  email,  in  blog  footers,  social   media  profiles,  just  about  anywhere     (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • HubSpot   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Total  Image  Consultants   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • My  Toolkit   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • “Secret”  Tips   •  Op5mize  the  page   •  Add  URL  to  social  media  profiles   •  Add  URL  to  blog  footer   •  Drive  people  to  the  page  on  your  site  (Hello   Bar)   •  Use  in  direct  mail  or  email  campaigns   •  Add  it  to  your  email  sig  or  business  card   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Google  (#4,  #5)   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Tried  Something  New   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • “Please  Call  Me”   •  Triggers  an  email  from  within  Infusionso[  that   has  a  link  to  TimeTrade  calendar.   •  Person  can  set  up  a  call  –  eliminates  back  and   forth  email;  call  is  automa5cally  added  to  my   iCal.   •  New  contact  record  is  formed  automa5cally  in   INFS  (saves  me  5me,  plus  now  I  can  see  what   prospect  has  clicked  on)   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Does  all  this  stuff  work?   Yes!  I  test  it  on  client  sites  and  my  site.   For  my  site  in  April  so  far:   àNine  inquires  (call  /  email)  found  via  search   or  referral  (one  used  my  Toolkit  form)   à  Five  have  gone  to  quote  stage   àTwo  have  become  sales  (projects)     (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Integrate  Your  Marke5ng   •  Create  an  abundance  of  offers   – Reports,  apps,  free  so[ware,  tools,  kits,  books,   assessments   •  Drive  traffic  back  to  your  Website  LANDING   PAGES  (versus  the  home  page)   – Direct  mail,  print  ads,  email  campaigns,  social   media,  TV,  radio   •  Nurture  those  who  aren’t  ready   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Reward  Influencers  /  Referrals   •  Influencers  –  those  who  share  your  content   – Reward  by  having  conversa5ons  w/  them,  sharing   their  content,  giving  referrals  when  possible,  etc.   Make  them  feel  special  when  possible.       •  Referral  partners  –  those  who  refer  others  to   you   – Gi[  cards,  thank  you  notes,  free  assessment  or   coaching,  etc.     (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Q  &  A     (c)  Dianna  Huff,  DH  Communica5ons,  Inc.  
    • Thank  you!   •  DH  Communica5ons,   Inc.   •  diannahuff.com   •  Follow  @diannahuff   •  Like:  Facebook/ dhcommunica5ons   •  Call:  603-­‐382-­‐8093   (c)  Dianna  Huff,  DH  Communica5ons,  Inc.