Optimizing Lead Generation & Inbound Marketing


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This is the ultimate guide to generating leads and optimizing inbound marketing tactics. You get over 100 pages of best practices, tips, and tools that contribute to an optimized internet marketing strategy. Author and NuSpark Marketing founder Paul Mosenson is a nationally renown digital marketing and media strategist, with over 25 years of optimization success. After downloading and reading the eBook, you’ll have a better understanding on the multi-faceted lead generation process, with tips that will optimize your internet marketing performance; meaning more leads and conversions.

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Optimizing Lead Generation & Inbound Marketing

  1. 1. Optimizing Lead Generation & Inbound Marketing: A Compilation of Tips Paul Mosenson, February 20131
  2. 2. Contents  About the author  Introduction  Optimization preparation  Optimize your website design  Optimize your website content  Optimize your content marketing  Optimize your pay per click campaigns  Optimize your online display campaigns  Optimize your social media ads and engagement  Optimize your SEO  Optimize your email marketing  Optimize your landing page & conversion rate  Optimize your analytics2
  3. 3. About Paul Mosenson and NuSpark Marketing3
  4. 4. About NuSpark Marketing • Founded in 2010; Team members average 25 years of experience • Philadelphia based; virtual team of experts, project-managed by Paul Mosenson • Provides the process, consultation, strategy, tactics for firms that need optimized internet marketing, lead generation, lead nurturing, social media, and conversions • Flexible Approach: Consultation to Execution4
  5. 5. Organization Paul My Team•Digital Strategist •Writers•Conversion Tactician •Designers•Project Manager •Videographers•Media Director •SEO Tacticians•Pay-Per-Click Tactician •Blog Outreach Managers•Social Media Manager •Social Media Content Posters•Lead Generation•Analytics Guru
  6. 6. More on Paul Mosenson  Founder Paul Mosenson is a long-time Media Director at Ad agencies and has been managing digital campaigns for 15 years successfully, and media campaigns for over 25 years  Publisher of multiple eBooks on lead generation and digital marketing  Nationally renown speaker on digital media and lead generation  Recognized as on of the country’s top practitioners on lead generation by the Sales Lead Management Association6
  7. 7. Our Approach to Business Assess Recommend Optimize People Platforms Tactics Strategy
  8. 8. Introduction to Optimizing Lead Generation8
  9. 9. Introduction  Top challenges of B2B marketers  Generating high quality leads  Generating high volume of leads  This eBook  A presentation on tips and ideas that contribute to increasing quality leads and conversions. Certainly each section could (and has been) it’s own book. Consider each section just a primer for a more comprehensive lead generation plan that the team of NuSpark Marketing can optimize for you9
  10. 10. Where Marketers are Increasing Budgets: Website Optimization #110 Source: eMarketer
  11. 11. Lead Generation Definitions Let’s Get This Straight!  Someone who views your website: VISITOR  Someone who has expressed interest in your content or product: INQUIRY  Someone who may need your product, but not purchased yet: PROSPECT  Someone who is qualified to be contacted by sales due to their budget, title, decision role, timeframe to purchase: LEAD  Someone who contacts you via phone, or web form: SITE CONVERSION  Someone who was a lead; then buys: SALES CONVERSION11
  12. 12. Many Facets of Lead Generation Overwhelmed? Don’t be; we optimize all of these tactics; or ones that you need assistance with12
  13. 13. Calculate the ROI of Optimization: Example Before-After Got your attention?13
  14. 14. Preparation Before we get started with optimization14
  15. 15. Set Measureable Goals  Increase website traffic by….%  Increase website visitors by….%  Increase site conversions by…..%  Decrease cost-per-lead by…..%  Increase newsletter sign-ups by….%  Increase sales opportunities by…%15
  16. 16. Confirm You’re On Right Track •What do you sell? •What need does it solve? •Why should prospects buy it? •Why should prospects buy it from YOU? Above: the seeds for an optimal content strategy that drives leads.16
  17. 17. Analyze Your Target Audience •Demographics •Develop Personas •Buying Cycle •What Language They Use to Find Your Products/Services17
  18. 18. Who Are They?  One person or committee  Job title  Role in purchase influence  Business needs (i.e. efficiency, costs, productivity)  Job frustrations (i.e. time, resources, inefficiency)  Drivers to buy18
  19. 19. How Do They Research?  Search engines  Trade websites  Social media  Colleagues and referrals  Associations  Content- articles- white papers- webinars- blogs  Traditional media  Direct marketing  Sales team19
  20. 20. How Do They Buy? Your lead generation process needs to address all of these buying phases; it starts with the message, and the story you tell throughout the buying cycle that nurtures leads to become sales. •They find you because of content •They learn about you because of content •They advocate and share you due to content •They BUY you because of content20
  21. 21. Confirm What Language (or Keywords) They Use  Ask them! Speak to clients and customers  Review competitive sites (and tools such as Spyfu)  Your own organic keywords obtained from your analytics program  Google’s keyword research tool  Other third party keyword research tools  Industry research and news websites  Social media monitoring  General internal brainstorming- review all of your products and services- what do you do, what problems do you solve What words your prospects search for needs to align with the words used on your website and content, SO, optimization begins with keywords21
  22. 22. Use a Keyword Template to Organize Your Keyword Research22
  23. 23. Optimize Website Design23
  24. 24. Consider: Responsive Web Design Responsive design allows your website to adapt and display on any device or screen size, ensuring your prospects have an enjoyable, positive experience. •The style automatically adjusts for mobile and tablet •User experience is enhanced; Google likes that which means better search rankings •Brand consistency across devices24
  25. 25. Website First Impression: Key Components of a Website That Converts  Credible  Trustworthy  Inviting  Easy to Navigate  Simple Look; Few Distractions  Strategic Use of Visuals and Whitespace  Readable Font  Interactive with Clickable Links  Easy-to-Find Search Bar  Consistent Look Page by Page25
  26. 26. Use of Color •Use color strategically •Color themes need to complement each other; not distract •Use Adobe’s Kuler app (see left) to choose color palettes26
  27. 27. Navigation and Menu Tips  Page Location: Top or Left; depending on categories needed- experiment with look  Limit top level categories to six or seven items  Use simple words in your navigation; avoid jargon  Always utilize drop-down menus and clear sub-menus  Always highlight in the menu where user is in relation to website by color or boldness  Utilize proper breadcrumb functionality so users can easily click on higher or lower level menu items  Always include a site map link in the footer27
  28. 28. An Example of a Lead Generation Website that Converts28
  29. 29. Website Optimization Summary (As written by a VP of Sales)  Design/Layout: Our site needs to grab our prospects’ attention, get them interested in our solutions, and then get them to take action. They need to know clearly why they should choose us!  Attention: We need a compelling headline on our home page that includes a key phrase that answer’s our target audience’s problems. We need to pique a potential customer’s interest.  Message: Our prospects are busy. Our site only has a few seconds to communicate our benefits, and what makes us better than our competitors. Persuasive headlines, graphic and design quality, and our page navigation need to work together to communicate our message clearly.  Benefits: Visitors arrive wanting to know what’s in it for them. How will we make our prospects’ business life better? Have we explained our benefits clearly on our home page?  Call to Action: I don’t want any of our site visitors leaving without taking action.This could be to sign-up, join, call or download. I hope our CTAs are easily seen and above the fold.  Nurturing: We need to review our nurturing and social media strategy so that prospects continue to interact with us, read our blog, and share our content.We have long sales-cycles; need to stay out there with problem solving content.29
  30. 30. Optimize Content Marketing Part 1: Website Content30
  31. 31. A Prospect Has Questions… A website visitor who is a potential customer will ask him/herself the questions below. Can you answer them?  Who are you?  What do you do?  Do I understand what you do?  What will your firm do for me and my needs?  What is each page about?  How do I navigate to each page?  Why should I stay on your website?  Why should I return to your wesbite?  Why should I download your content?  Why should I buy from you?  Can I make contact easily?31
  32. 32. Great Website Content…..  Is written for prospects in their language; not for Google  Provides education and value  Explains simply to prospects how your products solve their business needs  Is structured as short paragraph chunks and bullet-points  Has links within the text to make it easy for prospects to navigate to other pages (big SEO tip as well)  Avoids clichés and misunderstood business jargon; clarity is key  Is shareable: include sharing widgets like AddThis and ShareThis within your website and blog so audiences can share your valuable content32
  33. 33. Website Trustworthy Elements to Consider  Testimonials with real names and pictures  Case studies; authentic, and written clearly so results are easily understood  Video testimonials (engaging and real)  Implement trust icons like associations, memberships, and certifications  Highlight real numeric results (“increased sales 15%”) where appropriate33
  34. 34. Website Content & Buying Cycles  Website content assets need to appeal to all buying phases:  Educational: Top of funnel; prospects that are exploring potential solutions  Expertise: Mid-funnel; prospects are in deep research phase and are making up their minds on the right solutions and possible vendors  Evidence: Bottom-funnel; prospects are near buying decision and are reviewing support content to validate their buying decisions34
  35. 35. Optimize Content Marketing Part 2: Lead Generation Content35
  36. 36. Developing Your Content Marketing Plan  Objectives. Identify your overall business goals; branding, thought leadership, leads, sales.  Target Audience. Research customer segments and develop buyer personas that cover such issues as pain points, drivers to purchase, and social/media habits.  Content Map. Combining your objectives and personas with a specific content strategy and tactics that targets each persona’s buying cycle.  Promotion. The promotion of content toward prospects and influencers for further sharing that will extend messages to new and relevant audiences.  Engagement. The growth of your community through social listening, participation, and content sharing provides insight for future content strategy, enables advocacy, and reinforces sharing.  Measurement. Using analytics to measure KPIs, and learning what those insights mean toward your business goals, and how to refine your content strategy for future lead generation campaigns.36
  37. 37. Organize Your Buyers by Buying Phase, Chart the following: •Pain points, drivers to purchase, media behavior •What keywords they use and content topics they prefer •Preferred content vehicles37
  38. 38. Content Mapping •Match content asset with vehicle of choice and buying phase •Promote on website, lead generation programs, social media, nurturing campaigns •Measure through tagged links, social tools, analytics platforms,For more, download our Content Marketing Template eBook38
  39. 39. Content Promotion Tips •Understand the objective of your content and post in appropriate channel Your •Have an editorial calendar to plan your Content frequency and velocity •Follow content distribution strategy with your content map as described earlier Utilize a content calendar to plan your promotion strategy39
  40. 40. Content Marketing Example:  My white paper on pay-per-click optimization  My blog post on pay-per-click keyword selection  My video demonstrating pay-per-click ad strategy40
  41. 41. Promote My White Paper  Pay-per-click ad for top of funnel lead generation  Keyword embed for SEO  LinkedIn ad targeting specific audiences  Content syndication; Cost-per-lead program with publishers (see eMedia, Netline, TechTarget, etc)  Email to segmented lists with special offer  Promote on sidebar of blog  Banner ad on industry website  Promote within blog post  Press release for back links  Social media postings; target separate landing page for leads41
  42. 42. Promote My Blog post  Keyword title and description for SEO  Syndicate via RSS feed  Include in newsletter  Promote in LinkedIn discussion groups  Posted on Twitter, Facebook, Google+  Social bookmarking upload- Digg & Reddit  Promote with cover note to targeted bloggers and website owners as a guest blog (back link opportunity)  Include on recent posts plug-in on website home page42
  43. 43. Promote My Video  If promotional- keep under a minute; if demo, keep it under 5 minutes  Host on YouTube and Vimeo  Optimize videos with keywords in title and description  Utilize a compelling thumbnail image  Promote via Twitter, Facebook, LinkedIn, G+ and other channels  Include with content on website  Offer sharing and more info options43
  44. 44. Content Measurement KPIs  Numbers: Fans, likes, followers, subscribers, RSS feeds  Actions: Views, downloads, registrations, shares, comments, time-spent  Impact: Brand sentiment, brand mentions  Traffic: site rankings (SEO); inquiries  Conversions and purchases; contribution to sales closes within the funnel (nurture impact)44
  45. 45. Optimize Pay-Per-Click45
  46. 46. Match keywords with buying cycle; Offer appropriate content in ads  Early-funnel complementary keywords: tips, techniques, ideas, improve, how to, results, process, effectiveness, pdfs, articles  Content offer: white papers, recorded webinars  Mid-funnel complementary keywords: top, best, options, reviews, list, directory, programs, tools, services, companies, firms, vendors  Content: Demos, trials, case studies, benefit-copy  Bottom-funnel complementary keywords: Buy, discount, sales, branded search (your firm name), name of product  Content:Trials, free consultations, offers, specials46
  47. 47. Paid Search Management Tips  Automate bidding to top 3 positions; higher click rates, visible site links (if budget allows)  Use a concatenate tool to easily develop a phrase, exact, and modified broad match keyword list; generally avoid broad match  Keywords, Ads, and Landing pages need to be closely aligned- match search intent with keyword and ad  Review Google analytics metrics, competitive metrics, and device metrics (desktop vs. mobile) along with basic click and cost data  Optimize bidding strategy for conversions and cost-per-conversions, Have clear conversion goals.  Utilize long tail keywords for better targeting and higher CTR  Constantly test- ads, offers, landing pages For much more, download our Paid Search for Lead Generation eBook47
  48. 48. Paid Search Text Ad Tips  Prepare a matrix as above for your products/services- and include a key feature, benefit, and CTA in each ad you test  End the first line of your ad description with a period; then that line becomes part of your ad headline if your ad is in top 3 spots  Test asking a question in your headline?  Headline needs to be convincing and captivating  Have a great offer and strong call-to-action  Great ads should align with specific keywords in specific ad48 groups
  49. 49. Key Paid Search Metrics to Track  Conversion Rate: Percentage of landing page conversions from ad clicks. Increase conversion rate by following best practice landing page optimization (later in this eBook)  CTR (Click Through Rate): Percentage of clicks from ad impressions. Increase CTR by increasing ad/query alignment and adding negative keywords  CPC (Cost-Per-Click): Average cost for every click.  Cost-per-Conversion: Optimize CPC by focusing bidding on keywords that generate best conversions and also working to improve campaign quality scores.49
  50. 50. Optimize Online Display50
  51. 51. Display Optimization Tips  Establish goals: branding versus direct response  Explore all options: ad networks, exchanges, DSPs, and direct-to-publisher  Utilize Google ad planner, ComScore, Compete, and Alexa for site research  Strongly consider DSPs (demand side platforms) for best rates and high reach via RTB (real-time bidding)  Negotiate CPA or CPL programs when possible  Blend run-of-network, behavioral targeting, and contextual targeting strategies  Measure attribution and view-through conversions to weigh display impact of media channels such as display with last-touch conversions from other channels (Google Analytics has Assisted Conversion reports to measure this impact)  Consider video ad networks (with pre-roll) and YouTube for video marketing opportunities51
  52. 52. Google Display Placement Options  Contextual: Making use of keywords for Google to find placements from.  Topic: Specific lists of websites focusing on a topic of choice.  Interest: Based on 3rd party data, these are sites that target audiences with specific interests.  Managed Placements: Specific sites you wish to appear on. Test All Options52
  53. 53. Retargeting for Conversion Lift  Utilize retargeting to increase shopping cart conversions, or promote additional content  Promote special offers to drive audiences back to unique landing pages for conversion opportunity  Test site retargeting versus search retargeting (based on search queries rather than site visits)  Test the Facebook Exchange; Promote ads on FB toward website visitors who failed to convert53
  54. 54. Content & Offers Promoted in Ads DrivesClicks to your Landing Pages54
  55. 55. Optimize Social Media55
  56. 56. Social Media Statistics  50 – 70% of the buying cycle is now completed before customers ever engage with a sales person  56% of B2B marketers acquired new customers using social media in 2011  70% of marketers now use social media as part of their marketing strategy. Source-Marketo56
  57. 57. Social Media Lead Gen Tips  Produce lots of quality content; informational, unique, shareable  Use unique landing pages for lead capture; use URL shortener like bit.ly for tracking  Social is about sharing; share and repurpose content; a mix of yours and others  Social and SEO intersect; Google rewards social signals  Establish your thought leadership via blogs and content. Heavy bloggers generate more leads57
  58. 58. Test Social Media Postings and Ads for Lead Capture: Measure Conversions58
  59. 59. Facebook Advertising Tips  Elements: Compelling Unique Image; Content that presents a clear benefit. Strong CTA  Test Newsfeed versus mobile ads for sponsored stories  Interest Targeting: Use precise interests (no hashtag) for very specific keyword targeting  Interest Targeting: Use broader interests (with hashtag) for larger reach  Bidding: Test strategies CPC vs. CPM: Bid higher for specific targeting. Test Facebook automatic bid optimization  Measure conversions and cost-per-conversion59
  60. 60. Twitter Advertising Tips  Determine goals: New leads, engage current followers, convert followers into customers  Utilize hashtags in ad copy to make tweets more searchable  Promote good content that attracts audiences  Utilize Promoted Accounts to get your brand noticed quicker and build followers  Utilize Promoted Tweets for unique content and lead capture. Target users searching for keywords. Test placements- via timelines, search results, or your profile  Include strong CTA- offers, events, awesome content  Measure with Twitter analytics60
  61. 61. LinkedIn Advertising Tips  Write effective ad copy; clear message, include benefit and CTA (download, sign-up)  Utilize a compelling image that attracts attention  Target specific audiences- titles, industries, geography, company size, seniority, groups. Ideally blend as many options for best targeting  Test ad variations and targeting options. Split test for optimal performance  Bidding. Typically use LinkedIn suggested bids, but bid higher for more impressions.  Measure performance- CTR, leads, conversions61
  62. 62. YouTube Advertising Tips  Have goals: branding, response, new product  Keep it short; ideal video length 60 seconds  Engage audiences- inform, entertain, educate  Inspire audiences with your message; be conversational and compelling  Mix with motion graphics and visuals to maintain interest  Include a strong CTA  Optimize video with keywords in title and description  Test targeting: placements, topics, keywords, channels, demographics, but know your audience  Consider remarketing: Target ads to those who viewed your videos62
  63. 63. YouTube Placement Options  TrueView Video Ads: Gives viewers choice if they wish to watch your video ad. Pricing based on views; not impressions.63
  64. 64. Utilize Slideshare for Presentations Slideshare great for SEO64
  65. 65. Google+ and Google Authorship •Google authorship (with photos) makes your content standout, meaning more clicks and inquiries. •Use important keywords in your company profile65
  66. 66. Optimize LinkedIn Profiles Optimize profile with keywords in Optimize company page with headline and summary robust content and status updates66
  67. 67. A Quick Slide on Social Media Engagement Strategy….  Ask yourself two questions when posting social content…  Why Should My Prospects Care?  Why Should My Prospects Share?  Then Proceed….67
  68. 68. Key Twitter Metrics to Track  Engaged Follower Rate Active Followers/ Total Followers) X 100 *An active follower is the number of followers who retweeted you or mentioned you in a tweet in a given time period)  Conversation Rate ((Retweets Given + @replies)/ Total Followers)) x 100  Content Amplification Rate (Retweets Received/ # of Tweets) x 100  Content Influence Rate ((Mentions + Retweets Received + Favorited Posts)/# of Tweets)) x 100  Clicks Per Post (Website Traffic) Original Content Post Clicks/ Total Original Content Posts68
  69. 69. Favorite Twitter Measurement Tools69
  70. 70. Key Facebook Metrics to Track Fan Growth Rate (New Fans – Lost Fans)/ Previous Month’s New Fans Post Virality Rate (People Talking About This/Organic Reach) x 100 Content Amplification Rate # of Post Shares / # of Posts Fan Engagement Rate ((People Talking About This + Post Consumptions)/ # of Page Fans) x 100 Content Engagement Rate (People Talking About This / # of Fans) x 100 Clicks per Original Content Post Original Content Post Clicks (Content on your blog/website)/ Total Original Content Posts70
  71. 71. Blogging Advantages  Blogs provide a number of benefits for lead generation:  Provides fresh content; a true SEO benefit  Establishes you and your firm as industry and thought leaders  Builds new traffic to your website  Allows a platform for dialog with your readers  Ability to cross-sell or generate leads with sidebar offers  Useful as a lead nurturing tactic via email marketing.71
  72. 72. Blog Optimization Tips Blog Format Tips Blog Idea Suggestions Here are some best practices to help you with ideas and format72
  73. 73. SEO Optimization (excuse the redundancy)73
  74. 74. General SEO Tips  Write lots of great content. Authority comes from off-site links. Build followings; promote on social media, foster relationships with influencers  Carefully research keywords. Optimize based on a small group of relevant keywords focused on what buyers look for to find you.  Pay special attention to page titles and meta descriptions. This is the content audiences see on organic searches. Keyword- benefit focused meta descriptions drives clicks to your website  Make sure all blog posts, video content, white papers, and PDFs are all keyword optimized by title and description before posting  Ensure Google webmaster tools (and Bing’s) are activated and there are no crawl issues with your site map  Internal links within your website content improves site experience; which contributes to higher search rank.  Automated article submissions don’t work as well anymore with Panda and Penguin. Quality, unique content submitted to highly-ranked websites work best for backlinks.74
  75. 75. Content Optimization Tips for SEO  Title Tag: 10-15 words, with most important keywords first  Body Copy: Use target keyword phrases 3-5x per 400-500 words or so  Image Alt Text: Use specific exact match keyword  Anchor Text Links: The link text should be a keyword; not a “click here” phrase.  General SEO copywriting: Limit personal pronouns; focus on keyword descriptive references when possible75
  76. 76. Guest Blog Outreach •Quality content is critical for blog sites to accept your content. It should be unique and compelling; not cookie-cutter •Blog outreach is essential to generate quality back links that increase search rankings. Utilize an outreach tool like on the left (GroupHigh) for research and outreach management76
  77. 77. Other Backlink Opportunities  List your firm in general and industry-specific directories  List your firm in local online business directories and local associations  Claim your listing in Google+ Local  Posting content on bookmarking sites such as Digg and Reddit  Promote newsworthy content via online PR distribution services like PRWeb77
  78. 78. Key SEO Metrics to Track  Overall increases in site traffic versus prior periods  Increase in conversions  Increase in organic website traffic from non-branded keywords (keywords that do not include your firm name)  Increase in search engine ranking for targeted keywords78
  79. 79. Optimize Email Marketing79
  80. 80. Email Tips Email Content Tips Email List Management Tips80
  81. 81. Need Subject Line Tips?  Tips for Getting Those Emails Opened  Keep the length under 55 characters  Ask a question that’s relevant to the end user’s needs (DidYou Know…)  Make a list. Lists with numbers tell readers that the email is easy to read (5 Reasons That)  Encourage action to get people to open immediately  Test subject lines and compare open rates (Respond Now for Free Offer)81
  82. 82. Email Marketing via Mobile  Consider shortening subject line- 4-5 words- 20 characters. Clear and concise  Clean design- one column- smaller size images (ideally 500-600px wide)  Include text and HTML versions, aka multi-part MIME format- test on all platforms  Include complete contact info and social links  Don’t oversell- focus on one key message. Describer offer quickly; mobile viewers scan  CTA needs to be concise. Utilize simple form or click-to-call  Mobile landing pages must be optimized for devices and platforms.82
  83. 83. Lead Nurturing Optimization Tips  Have goals in place for each drip campaign- convert prospects, activate dormant leads, promote free trials, educate existing prospects, etc  Use lead scoring and a sound qualification process to identify when leads are sales-ready  Assess your current content, fill in gaps of missing content, test and repurpose papers, webinars, reports, and case studies. Utilize blog posts as well  Segment audiences by lead source, job function, industry, product interest, and website/email engagement activity  Plan your content strategy in a logical order; emailing content offers via each target list’s buying cycle.  Direct audiences to specific landing pages, and explain clearly how to obtain the content (email or download link)  Test content offers, drip campaign frequency, subject lines, target audiences83
  84. 84. Key Email Metrics to Track  Bounce rate: Percentage of emails that go undelivered. Fix? Remove bad emails  CTR (Click-Through-Rate): Number of email recipients who clicked at least one link in your email. Low CTR? Rethink message  Open Rate: Percentage of emails opened. Not as important as clicks or conversions, but open rates can be improved by tweaking audience segment and subject line  Conversion Rate: Percentage of recipients who clicked a link, went to a landing page, and performed a desired action.84
  85. 85. Landing Page Optimization A landing page is any page on a website or a stand alone page/microsite where traffic is sent specifically to prompt a certain action or result.85
  86. 86. Landing Pages Tips Each landing page aligns itself with a specific audience with a valuable, relevant message.Tips:  Headline: Clear, focused, align with ad copy and offer; Grab a prospect’s interest with your “hook.”  Value: Ensure your offer provides business value to your prospects.Your landing page needs to demonstrate that value  Page Content: Further explain offer, remind audiences on benefits of your offer, use bullet points and attention-getting style/formatting. If free offer; I still need convincing  Images: Use images (or video) that reinforce offer benefit; images should be eye- catching, relevant, but not overpowering.  Sharing: Include social media sharing links so the content is shared easily  Reassurance: Consider testimonials, association badges and authority endorsements  Above the Fold: Keep primary messaging above the bottom of the screen  Limit Distractions: Keep message laser-focused. Limit navigation or external links so prospects focus on your web form86
  87. 87. Effective Landing Pages87
  88. 88. Benefits of Landing Page Videos  Multiple research has proven that videos increase conversion rate (up to 80%)  Videos increase time spent on your page; message sinks in  Videos that feature employees or testimonials increase trust factor  Many audiences prefer to watch than read  Combination of sight, sound, and text leaves memorable persuasive impressions88
  89. 89. Video Landing Page Optimization  Use YouTube’s Keyword Tool to research keywords for your video title and description  Optimize your video title: Up to 100 characters long; containing keywords  Optimize tags; 120 character limit, with keywords  Video sitemap. Submit a video XML sitemap to Google webmaster tools  Add a video transcript to accompany the video (within source code)  Have a compelling thumbnail image to encourage video viewing  Ensure landing pages load quickly89
  90. 90. Web Form Optimization Tips  Keep the form fields to an absolute minimum. It’s OK to gather a little information for segmenting, but only capture the most critical, like company size and role/job title  Make sure it’s clear on expectations- when prospects receive their download or trial, and how it’s delivered  Submit buttons must be easy to find, clear, and engaging. Test action words other than Submit- like Go, or Download Now!90
  91. 91. Conversion Rate Testing Determine conversion increase metrics/goals Utilize a testing tool (coming up) Choose a campaign to test; one with high acquisition costs or low conversion rates Create an experiment with hypothesis Build and launch the test; brainstorm testing options Run tests long enough to judge a clear winner Analyze results; make recommendations; roll-out the winner Test regularly 91
  92. 92. A/B Tests 92
  93. 93. Multivariate Tests 93
  94. 94. Testing Variables Headlines Calls-to-Action Color Scheme Body copy- content/ font/ size Layout Fields in form Use of images Message Match- Ads to Landing Page Offers Audience segments 94
  95. 95. Template for Conversion Tests95
  96. 96. Example: Headline Tests Promote Benefit  LowerYour Cost-Per-Conversion 33% Offer Focus  Free Conversion Optimization Consultation Question or Tease  Need to LowerYour Cost-Per-Conversion? Direct Approach  Conversion Optimization Experts Numbers/Checklist  5Ways to Increase Conversion Rates 96
  97. 97. Examples: Other Tests Call-to-Action Language  Free Trial, Get Quote, DownloadYour Paper Now, Get Started, Sign Up, StartYour Trial Now Features/Benefits  Test key benefits- between 3 and 5 points, see which “hot buttons” drive conversions Pricing/Offers  Webinar versus ebook, Limited Time versus One Month Free, Show Pricing versus hidden pricing, White Paper versus Blog Post links 97
  98. 98. Favorite Conversion Testing Tools Unbounce Optimizely Visual Website Optimizer Monetate98
  99. 99. Also, Google Analytics- Content Experiments  Google’s own content testing tool allows you to experiment with landing page elements and measure conversions Choose experiment pages……..set experiment options…….set goals to track99
  100. 100. Chat can Increase ConversionsAdding a chat option can increase website engagement andpersuade prospects to convert. Two popular solutions arebelow. 100
  101. 101. Consider Call TrackingWith call tracking and Google Analytics integration, we canmeasure phone calls by media source and landing page, andpaint a better picture of conversions when more than webform conversion options exist. Below are popular calltracking solutions 101
  102. 102. Google Analytics for Lead Generation Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.102
  103. 103. Conversion Goals For Landing Pages/Microsites, purely measure conversion goals from Thank You pages For Websites, utilize micro and macro conversions  Macro: The ultimate conversion that leads to an email capture  Micro: Activity can leads up to a potential macro conversion, such as time-on-site, pages-per-visit, bounce rates, page events, videos viewed, content downloaded as PDFs, pricing page views, and other relevant metrics
  104. 104. Visitor KPIs That Matter  Visitor KPIs  Traffic sources  Search traffic; paid versus organic  New visitors  Desktop versus mobile  Keywords  Non-branded keywords  Frequency of visits  Referral traffic  Social traffic  Audience segments104
  105. 105. Engagement KPIs That Matter  Engagement KPIs  Pages per visit  Time on site  Bounce rate  Exit rate  Events  Video views  Content downloads  Chat  Newsletter signups  Blog pages viewed105
  106. 106. Conversion KPIs That Matter  Conversion KPIs  Product inquiries  Web Form submissions  Quotes requested  Salespeople contacts  Purchases  Conversion values106
  107. 107. Track Multi-Channel Funnels; Measure Attribution Affects This report measures attribution; how media channels contribute to last-touch conversions. This report can support how channels such as display and social affect overall site or landing page conversions107
  108. 108. General Google Analytics Tips  Focus on business decisions and optimization planning  Review and understand mobile traffic compared to desktop traffic  Review non-bounce traffic versus bounce traffic by keywords. Terms with a high bounce (over 40%) may still be profitable of the non-bounce traffic of the same terms generate a high conversion rate  Study the content and landing page reports, as well as the navigation summary for each page; look at page exit rates, then determine what pages on your website need optimization  Create custom dashboards and review the most important trends easily.  Always study trends; and review sudden traffic increases and drops108
  109. 109. Example of a Custom Dashboard109
  110. 110. Bottom-Line: Analytics Business Outcomes  Track Conversion Rate and Cost-Per-Conversion metrics for:  Ad campaigns  Landing page offers or destination URLs  Pay per click keywords  SEO efforts  Email campaigns  Bounce visits versus non-bounce visits  Mobile campaigns  Offline campaigns  Blog readership  Social media efforts  AND MUCH MORE  Then make strategic decisions to optimize your website, lead generation and inbound marketing110
  111. 111. One More Thing  Did I Mention I Buy Traditional Media Too?  Television  Radio  Newspaper  Trade Journal  Billboard  Transit  Alternative111
  112. 112. Questions? Contact Paul Mosenson of NuSpark Marketing pmosenson@nusparkmarketing.com 610-812-2725 www.nusparkmarketing.com
  113. 113. Our Values We fully immense ourselves with your marketing goals, target audiences, and culture so that we truly understand your business We focus on 24/7 customer service. We treat every client the same; no pecking order. No matter how large or small, every single relationship is equal in our view We spend your budget like its our own; our goal is to maximize investment-seek the best deals, the best promotions, the best added-value. We strive to drive results like no other firm We will continually optimize and audit to make sure you’re getting the absolute best value We pride ourselves on win-win relationships. By creating professional one-to-one relationships with vendors, we typically get increased value and that means increased ROI for you