0
The Ultimate Event for Small Business Success.
Lifecycle Marketing Track
Stay up to date in the ever changing
landscape of...
The Ultimate Event for Small Business Success.
Where Are All Your Leads
Hanging Out?
www.internsoverforty.com
The Ultimate Event for Small Business Success.
About: Interns Over
40
www.internsoverforty.com
www.internsoverforty.com
The Ultimate Event for Small Business Success.
“Young Women Of the Year” Age
88
Mademoiselle magazine
www.internsoverforty...
The Ultimate Event for Small Business Success.
Visited dozens of cities/coffee
shops
Result: Leading Source for Older
wo...
The Ultimate Event for Small Business Success.
My (Our) Challenge is:
Attracting New Quality Traffic
Paid
Search Organic
S...
The Ultimate Event for Small Business Success.
My Head Felt Like
Exploding
The Ultimate Event for Small Business Success.
How Do I Attract Quality
TrafficWhat I do
How I do it
Measuring Results
...
The Ultimate Event for Small Business Success.
My LinkedIn Results: 80%
new
The Ultimate Event for Small Business Success.
My Traffic Methodology:
Who is My
Audience
What is Desirable
Outcome &
Fina...
The Ultimate Event for Small Business Success.
Audience: No
Fans.
www.internsoverforty.com
The Ultimate Event for Small Business Success.
Audience: You Want Ravenous
Fans.
www.internsoverforty.com
The Ultimate Event for Small Business Success.
Targeting Your Audience: Demographics
www.internsoverforty.com
The Ultimate Event for Small Business Success.
5 Elements to Attracting Traffic In My
Pond
1. Member Profiles
2. Creating ...
The Ultimate Event for Small Business Success.
Profiles: Building The Foundation
 Profiles: industry or goal objective.
...
The Ultimate Event for Small Business Success.
Create Your Own Groups and
Subgroups
www.internsoverforty.com
The Ultimate Event for Small Business Success.
Create/Join Relevant Groups
and Subgroups
1) Group must be relevant your Au...
The Ultimate Event for Small Business Success.
Creating Groups and Subgroups
www.internsoverforty.com
The Ultimate Event for Small Business Success.
Creating Groups and
Subgroups1. Requests to join
2. Announcements
3. Levera...
The Ultimate Event for Small Business Success.
Groups and Subgroups:
Implementing
When: Post 5-8 am might not show up till...
The Ultimate Event for Small Business Success.
Posting Result- INCORRECT
METHOD
www.internsoverforty.com
The Ultimate Event for Small Business Success.
Posting Result: Correct! (More
Traffic)
www.internsoverforty.com
The Ultimate Event for Small Business Success.
Landing Pages
www.internsoverforty.com
The Ultimate Event for Small Business Success.
“Gotchas” Problems/Risks
• Group managers block you
• Banned for spamming
•...
The Ultimate Event for Small Business Success.
• Dominate a market segment
• Leverage a highly targeted Market
Place
• Cre...
The Ultimate Event for Small Business Success.
Learn the 24 Simple Steps to Attract
Quality LinkedIn Traffic
Text the word...
The Ultimate Event for Small Business Success.
How to Create Landing
Pages That Convert!
Landing Page Optimization Best Pr...
The Ultimate Event for Small Business Success.
Why Create High
Converting Landing
Pages?
The Ultimate Event for Small Business Success.
It’s money, Honey.
The Ultimate Event for Small Business Success.
The highest revenue-impacting pages
are closest to the final conversion poi...
The Ultimate Event for Small Business Success.
Conversion Science
Theory
The Ultimate Event for Small Business Success.
Focus On The End Goal
The Ultimate Event for Small Business Success.
Increase Perceived Value,
Diminish Perceived Cost to Opt-in
Perceive
d Cost...
The Ultimate Event for Small Business Success.
Primary Drivers
of Conversion
The Ultimate Event for Small Business Success.
Motivation
The Ultimate Event for Small Business Success.
Perceived Value
The Ultimate Event for Small Business Success.
Incentive
The Ultimate Event for Small Business Success.
Motivation
Friction
The Ultimate Event for Small Business Success.
Anxiety
The Ultimate Event for Small Business Success.
Tactics for
Landing Page Optimization
The Ultimate Event for Small Business Success.
Design Essentials
The Ultimate Event for Small Business Success.
Simplify Design
Don’t Decorate - Be intentional
• Clean design with clean “...
The Ultimate Event for Small Business Success.
Infusionsoft Case Study:
Feature Page Test
The Ultimate Event for Small Business Success.
Keep It Above the Fold
If They Don’t See It, It Doesn’t Exist
• The Fold is...
The Ultimate Event for Small Business Success.
The Ultimate Event for Small Business Success.
100%
25%
The Ultimate Event for Small Business Success.
The Ultimate Event for Small Business Success.
Images Focus Attention
Image Source: Conversion Conference 2013 (PayPal)
The Ultimate Event for Small Business Success.
No Exit Links
Provide Only 1 Exit Link – The Conversion
Full Website Naviga...
The Ultimate Event for Small Business Success.
Copy Essentials
The Ultimate Event for Small Business Success.
Simplify Copy
Don’t “Make” Them Read - They won’t
• Easy to Scan
• Use Bull...
The Ultimate Event for Small Business Success.
The Ultimate Event for Small Business Success.
It’s About What You Say
Conversion
Relevancy
Clarity
Urgency
Anxiety
Distra...
The Ultimate Event for Small Business Success.
… And It’s How You Say
It
Talk in Terms of What’s in It for Them
• Speak to...
The Ultimate Event for Small Business Success.
Effective Button CTAs
Put Yourself in Their Shoes
• Action-Oriented Languag...
The Ultimate Event for Small Business Success.
Infusionsoft Demo CTA
Test
CONTROL: “Watch Demo”
WINNER: “See Product Video”
The Ultimate Event for Small Business Success.
Form Essentials
The Ultimate Event for Small Business Success.
Forms: Less is more
Ask For Only What You Need
Easy Information First
The Ultimate Event for Small Business Success.
Use Top Aligned Labels
http://www.thatwebguyblog.com/post/15-steps-towards-...
The Ultimate Event for Small Business Success.
Colorful CTA Buttons
Use High Contrast Form Buttons
with an Action Oriented...
The Ultimate Event for Small Business Success.
Trust Essentials
The Ultimate Event for Small Business Success.
In Logos We Trust
• Use “Expert” Validation & Customer
Logos
• Place Above ...
The Ultimate Event for Small Business Success.
Use Emblems
• Reduces Anxiety
• Quickly Communicates Ideas
• Create Focus o...
The Ultimate Event for Small Business Success.
Utilize Customer Love
• Use Real Customer Images
• Use Customer “Quotes”
The Ultimate Event for Small Business Success.
The Ultimate Event for Small Business Success.
Landing Page
Best Practices Checklist
The Ultimate Event for Small Business Success.
Get Your
Landing Page
Best Practice
Checklist:
go.infusionsoft.com/L
PO
The Ultimate Event for Small Business Success.
Books & Tools:
Melissa
Rein
Conversion Rate
Optimization
Manager,
Infusions...
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Bobby Edelman & Melissa Rein - Attract

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Transcript of "Bobby Edelman & Melissa Rein - Attract"

  1. 1. The Ultimate Event for Small Business Success. Lifecycle Marketing Track Stay up to date in the ever changing landscape of lead attraction and conversion! Bobby Edelman Interns Over 40 www.internsoverforty.com
  2. 2. The Ultimate Event for Small Business Success. Where Are All Your Leads Hanging Out? www.internsoverforty.com
  3. 3. The Ultimate Event for Small Business Success. About: Interns Over 40 www.internsoverforty.com www.internsoverforty.com
  4. 4. The Ultimate Event for Small Business Success. “Young Women Of the Year” Age 88 Mademoiselle magazine www.internsoverforty.com
  5. 5. The Ultimate Event for Small Business Success. Visited dozens of cities/coffee shops Result: Leading Source for Older workers Website, blog and online History
  6. 6. The Ultimate Event for Small Business Success. My (Our) Challenge is: Attracting New Quality Traffic Paid Search Organic Social Media Referral Email Marketing Direct Traffic
  7. 7. The Ultimate Event for Small Business Success. My Head Felt Like Exploding
  8. 8. The Ultimate Event for Small Business Success. How Do I Attract Quality TrafficWhat I do How I do it Measuring Results Costs to Implement Adapting to Change How are you going to do it? www.internsoverforty.com
  9. 9. The Ultimate Event for Small Business Success. My LinkedIn Results: 80% new
  10. 10. The Ultimate Event for Small Business Success. My Traffic Methodology: Who is My Audience What is Desirable Outcome & Financial/Human Resources Building the Foundation: Linkedin Profiles Implementing Linkedin Lead Attraction Programs Measuring and Analyzing Effectiveness
  11. 11. The Ultimate Event for Small Business Success. Audience: No Fans. www.internsoverforty.com
  12. 12. The Ultimate Event for Small Business Success. Audience: You Want Ravenous Fans. www.internsoverforty.com
  13. 13. The Ultimate Event for Small Business Success. Targeting Your Audience: Demographics www.internsoverforty.com
  14. 14. The Ultimate Event for Small Business Success. 5 Elements to Attracting Traffic In My Pond 1. Member Profiles 2. Creating Your Groups/Subgroups 3. Joining Other Groups 4. Business page 5. Paid Sponsorship
  15. 15. The Ultimate Event for Small Business Success. Profiles: Building The Foundation  Profiles: industry or goal objective.  Connecting: Creating network 1. Tagging 2. Sending a message 3. Sharing an update 4. Building brand/reputation  Creating and Joining Discussion Groups/Sub- Groups. www.internsoverforty.com
  16. 16. The Ultimate Event for Small Business Success. Create Your Own Groups and Subgroups www.internsoverforty.com
  17. 17. The Ultimate Event for Small Business Success. Create/Join Relevant Groups and Subgroups 1) Group must be relevant your Audience. 2) Is it the appropriate size? 3) Create an organic magnetic attraction. 4) What value will you provide to members? 5) Create 10 Groups and 20 Subgroups. 6) Join 50 groups and 20 subgroups. www.internsoverforty.com
  18. 18. The Ultimate Event for Small Business Success. Creating Groups and Subgroups www.internsoverforty.com
  19. 19. The Ultimate Event for Small Business Success. Creating Groups and Subgroups1. Requests to join 2. Announcements 3. Leveraging Participants 4. Request to Join Message 5. Welcome message 6. Decline Message 7. Group Logo 8. Hero Image (cover) 9. Control editorial content 10. Group type 11. Group Summary 12. Group Description 13. Managers Features 14. Start A Discussion
  20. 20. The Ultimate Event for Small Business Success. Groups and Subgroups: Implementing When: Post 5-8 am might not show up till next day What: Pay attention to the details • Link Your posting from a website or blog • Relevant content • Layout post properly: Subject, graphics, text design www.internsoverforty.com
  21. 21. The Ultimate Event for Small Business Success. Posting Result- INCORRECT METHOD www.internsoverforty.com
  22. 22. The Ultimate Event for Small Business Success. Posting Result: Correct! (More Traffic) www.internsoverforty.com
  23. 23. The Ultimate Event for Small Business Success. Landing Pages www.internsoverforty.com
  24. 24. The Ultimate Event for Small Business Success. “Gotchas” Problems/Risks • Group managers block you • Banned for spamming • Risk your reputation • Need time and resources to post • No one joins your groups • Creating Avatar profiles to extend your reach www.internsoverforty.com
  25. 25. The Ultimate Event for Small Business Success. • Dominate a market segment • Leverage a highly targeted Market Place • Create a sustainable lead funnel • Build life time customer relationships • Create alternative communications methods • Decrease Cost of visitor acquisition The Payoff www.internsoverforty.com
  26. 26. The Ultimate Event for Small Business Success. Learn the 24 Simple Steps to Attract Quality LinkedIn Traffic Text the word “Linkedin” to 38470 (we will only text you once) Bobby Edelman Interns Over 40 www.internsoverforty.com
  27. 27. The Ultimate Event for Small Business Success. How to Create Landing Pages That Convert! Landing Page Optimization Best Practices Melissa Rein Conversion Rate Optimization Manager, Infusionsoft @reinmelissa
  28. 28. The Ultimate Event for Small Business Success. Why Create High Converting Landing Pages?
  29. 29. The Ultimate Event for Small Business Success. It’s money, Honey.
  30. 30. The Ultimate Event for Small Business Success. The highest revenue-impacting pages are closest to the final conversion point. Landing Pages E-Commerce Pages
  31. 31. The Ultimate Event for Small Business Success. Conversion Science Theory
  32. 32. The Ultimate Event for Small Business Success. Focus On The End Goal
  33. 33. The Ultimate Event for Small Business Success. Increase Perceived Value, Diminish Perceived Cost to Opt-in Perceive d Cost Perceived Value Anxiety Friction Incentive Value
  34. 34. The Ultimate Event for Small Business Success. Primary Drivers of Conversion
  35. 35. The Ultimate Event for Small Business Success. Motivation
  36. 36. The Ultimate Event for Small Business Success. Perceived Value
  37. 37. The Ultimate Event for Small Business Success. Incentive
  38. 38. The Ultimate Event for Small Business Success. Motivation Friction
  39. 39. The Ultimate Event for Small Business Success. Anxiety
  40. 40. The Ultimate Event for Small Business Success. Tactics for Landing Page Optimization
  41. 41. The Ultimate Event for Small Business Success. Design Essentials
  42. 42. The Ultimate Event for Small Business Success. Simplify Design Don’t Decorate - Be intentional • Clean design with clean “eye paths” • Think Twice About Horizontal rules • Spacing “Float” it but Keep it Tight
  43. 43. The Ultimate Event for Small Business Success. Infusionsoft Case Study: Feature Page Test
  44. 44. The Ultimate Event for Small Business Success. Keep It Above the Fold If They Don’t See It, It Doesn’t Exist • The Fold is Not “Dead”, It’s Relative • Brand, Headline, CTA, Form & Trust – Up Top
  45. 45. The Ultimate Event for Small Business Success.
  46. 46. The Ultimate Event for Small Business Success. 100% 25%
  47. 47. The Ultimate Event for Small Business Success.
  48. 48. The Ultimate Event for Small Business Success. Images Focus Attention Image Source: Conversion Conference 2013 (PayPal)
  49. 49. The Ultimate Event for Small Business Success. No Exit Links Provide Only 1 Exit Link – The Conversion Full Website Navigation is NOT necessary 100% of the time.
  50. 50. The Ultimate Event for Small Business Success. Copy Essentials
  51. 51. The Ultimate Event for Small Business Success. Simplify Copy Don’t “Make” Them Read - They won’t • Easy to Scan • Use Bulleted Copy Blocks • Clear, Sequential Thought Process
  52. 52. The Ultimate Event for Small Business Success.
  53. 53. The Ultimate Event for Small Business Success. It’s About What You Say Conversion Relevancy Clarity Urgency Anxiety Distraction
  54. 54. The Ultimate Event for Small Business Success. … And It’s How You Say It Talk in Terms of What’s in It for Them • Speak to Visitors Wants & Needs • Value Propositions • Benefit-Oriented Copy & CTAs
  55. 55. The Ultimate Event for Small Business Success. Effective Button CTAs Put Yourself in Their Shoes • Action-Oriented Language • Address Motivation for Clicking Button • Address Result of Clicking Button
  56. 56. The Ultimate Event for Small Business Success. Infusionsoft Demo CTA Test CONTROL: “Watch Demo” WINNER: “See Product Video”
  57. 57. The Ultimate Event for Small Business Success. Form Essentials
  58. 58. The Ultimate Event for Small Business Success. Forms: Less is more Ask For Only What You Need Easy Information First
  59. 59. The Ultimate Event for Small Business Success. Use Top Aligned Labels http://www.thatwebguyblog.com/post/15-steps-towards-better-form-usability/
  60. 60. The Ultimate Event for Small Business Success. Colorful CTA Buttons Use High Contrast Form Buttons with an Action Oriented CTA
  61. 61. The Ultimate Event for Small Business Success. Trust Essentials
  62. 62. The Ultimate Event for Small Business Success. In Logos We Trust • Use “Expert” Validation & Customer Logos • Place Above Fold & Near CTA Button
  63. 63. The Ultimate Event for Small Business Success. Use Emblems • Reduces Anxiety • Quickly Communicates Ideas • Create Focus on CTA / Value Proposition
  64. 64. The Ultimate Event for Small Business Success. Utilize Customer Love • Use Real Customer Images • Use Customer “Quotes”
  65. 65. The Ultimate Event for Small Business Success.
  66. 66. The Ultimate Event for Small Business Success. Landing Page Best Practices Checklist
  67. 67. The Ultimate Event for Small Business Success. Get Your Landing Page Best Practice Checklist: go.infusionsoft.com/L PO
  68. 68. The Ultimate Event for Small Business Success. Books & Tools: Melissa Rein Conversion Rate Optimization Manager, Infusionsoft @reinmelissa
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