Capture, Nurture & Close: How to Use Your Website to Turn Visitors into Customers


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You have a nicely designed website, and you’ve done the hard work to get people to come to it. Now what? It’s time to convert those visitors into leads and those leads into customers! The question is, how? In this presentation, you’ll learn how to leverage lead capture and lead nurturing techniques to increase high-quality conversions and reduce your cost of customer acquisition.

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  • You have a nicely designed website, and you’ve done the hard work to get people to come to it. Now it’s time to convert those visitors into leads and those leads into customers!
  • However, there are many common website conversion challenges that prevent companies from truly monetizing their websites. Traffic volume could be too low, the site could have an issue converting traffic into leads, there could be a lead quality issue – meaning leads are coming in but they’re not converting into customers – or a few issues could be working together to prevent you from truly monetizing the site. However, as you’ll learn, if there’s no measurement in place, you might not even know what your issue is.
  • Luckily, there is a proven process to monetize your website, turning strangers into visitors, visitors into leads, leads into customers, and finally, customers into promoters. Introduce Nicole…
  • First step in the process is simply getting found. A website is not an “if you build it, they will come” thing. You need to focus on getting found first and foremost…
  • …and the number one way to do that is with content. Of course, the content on the main pages of your site matter. However, you need more than just pages that promote your business. You need fresh content. You need pages that HELP your customers! Google consistently updates its algorithm, making old school SEO tactics obsolete. The key to ranking high is with content!Of the sites I manage, organic search is one of the top 3 referring sites for all of them. For some (including Pyxl), it’s #1. A lot of companies I talk to have trouble coming up with content ideas. However, the key to doing this is to think of the questions your potential customers have and how to answer them. Every question your sales team gets asked is a blog post.
  • From Hubspot study of 7,000 businesses.Further drives home the need for interesting, relevant content and continued, consistent effort. Content also has a long shelf-life!
  • The key to content is to optimize each piece of content for search, and the way you want to do that is with a long-tail keyword strategy. You want to select one long-tail keyword for every page on your site, every blog post, every landing page. This should be different for every single page so you don’t cannibalize your own site.People search long-tail, and you’ll get more qualified visitors to your site with this strategy! It’s also easier to rank on a long-tail strategy.I’m going to go a little deeper into on-page SEO on the next slide, but I also want to mention that while search is a great way to generate traffic, creating lots of content also provides an opportunity for that content to be promoted on other marketing channels as well.
  • Include your long-tail keyword in all of these places for EVERY page on your site – including blog posts, landing pages, etc.
  • Now that you’ve done what needs to be done to get visitors to come to your site, we need to make sure there are opportunities to convert those visitors into leads.
  • To do this, you need to provide opportunities throughout your site for visitors to “convert”. Capturing leads involves three key things: calls to action, landing pages and offers. In explaining these, I’m actually going to work backwards, starting with offers.
  • We touched on some of these when we were discussing content, and these offers will actually help attract visitors, as well as convert them.A lot of companies just have a contact form on their site. What you want to do is create offers for each stage of your customer’s buying cycle. Just like we discussed previously, a lot of these content ideas will come from questions your potential customers ask, things they’re searching and problems they’re solving.Items in bold can be premium content, used to capture information; others will be used for lead nurturing (which we’ll get to).Awareness content should be very minimally promotional.Evaluation content will be promotional, but it should be more focused on HOW YOU HELP rather than what you do.
  • Each premium content offer you create should have its own landing page. The #1 purpose of the landing page is to get a visitor to convert into a lead. As such, landing pages do not have navigation. Provide only one path on a landing page – to get the content. On the thank you page, you can bring your navigation back.Keep it short, simple, and tell visitors what’s in it for them.Don’t ask for too much information.
  • Finally, you’re going to need calls to action throughout your site to direct people to your landing pages. There should be a relevant call to action on every page of your site, including every blog post.Introduce Hubspot smart CTAs.
  • Now that you have leads filtering into your database, you’re going to need to nurture them until they’re ready to buy from you.
  • Every buyer is on their own purchasing cycle. Unfortunately, nothing you do can really to change that. The key is to nurture those leads until they’re ready to buy from you. This will also deliver more qualified leads to your sales team and make them work more efficiently, instead of having them call every person that does anything on your site.
  • What you want to do is to create email workflows that move leads through the buying process. These will appear to be very personal, because they’re based on someone’s actions on the site (not just a mass mailing to your entire list).So let’s say a potential customer is performing research on a challenge that your product or service solves, and they download a white paper you’ve written on that topic. From there, they can get automatically thrown into an email workflow (or marketing automation campaign) that moves them further down the funnel, keeping your brand in front of them in a helpful way, until they’re ready to buy.
  • Once you have very qualified leads, you can introduce multi-channel lead nurturing and pass the qualified leads onto your sales team to have them call, email, connect on LinkedIn, etc. and hopefully close deals.I should also mention at this point that it’s incredibly important to integrate your marketing automation system with your CRM so that you get a full picture on each of your leads and you can do closed loop reporting.
  • The final step in this process is to delight your customers in order to turn them into advocates for your brand.
  • I think we all know how important word of mouth and referrals are, but here are a few stats just to back that up.
  • While it’s up to you to make sure your customers are actually happy, it’s importantto also keep your customers engaged even after they’ve written then check. They can buy again AND they can refer new business your way!Opinions – PFJ exampleSocial Media,Emails,Events
  • Through this whole process, measurement is to key to determining what’s working, what’s not working, where your best leads are coming from, how much qualified leads cost, and much more.
  • I could do a whole session on measurement, but from a very high level, the things you should be looking at are:Campaign effectivenessTraffic source effectivenessOffer effectivenessUse your marketing automation system and your CRM together to find out where your best leads come from, and focus efforts there. You can’t guarantee everything you do is going to be wildly successful, but if you’re measuring all the way through, you can be smart about evolving your approach over time.
  • One of the marketing offers that we created for the Pyxl site is a marketing goal calculator that will actually tell you -- based on your monthly revenue goals and your current web activity – how many visitors and leads you need to get from your site to reach your goals. It will also (at a high level) diagnose issues you may be having with your site and how to solve them.
  • Capture, Nurture & Close: How to Use Your Website to Turn Visitors into Customers

    1. 1. Capture, Nurture & Close How to Use Your Website to Turn Visitors into Customers
    2. 2. You have a website… Now what?
    3. 3. Common Website Conversion Challenges Traffic Volume Lead Volume Lead Quality Measurement
    4. 4. The Process to Monetize Your Website 1. Attract Strangers 2. Convert Visitors Content Blog Posts Social Media Search 3. Close Leads Premium Content Calls-to-Action Landing Pages Forms 4. Delight Customers Email Workflows Lead Scoring CRM Integrations Promoters Social Media Smart Content Emails Events
    5. 5. Step 1: Attract Getting Found Online
    6. 6. Content is Key • Search engines and people like fresh content! Give them a reason to keep coming back. - eBooks/White Papers Checklists Blog Posts Infographics Videos Webinars • Know your audience and what questions they have, what they’re searching and what they’re talking about online. • Create content that answers their questions and solves their problems.
    7. 7. Impact of Content on Traffic 700 600 Traffic Index 500 400 300 200 100 0 10 or less 11 to 20 21 to 50 51 to 100 Number of Blog Posts 101 to 200 Over 200
    8. 8. Being Smart About Content • Optimize your content for search - Focus on a long-tail keyword strategy for each page on your site & each piece of content. HIGH COST & COMPETITION • Promote your content via: - Social Media - Search Engine Marketing - Email 1 Word Phrases “puppies” 2–3 Word Phrases “adoptable puppies” More Descriptive Phrases “adoptable puppies in Phoenix” LOW COST & RISK LOW PROBABILITY OF CONVERSION HIGH PROBABILITY OF CONVERSION
    9. 9. On-Page SEO Checklist 1 Content 2 Title Tag 3 Meta Description 4 Image File Names 5 Image ALT Tags 6 H1 Tag* 7 Internal Linking* *if applicable
    10. 10. Step 2: Convert Turning Visitors Into Leads
    11. 11. Capturing Leads Call to Action Landing Page Offer
    12. 12. Offers for Each Stage of the Buying Cycle Awareness • • • • • White Paper eBook Checklist Education Webinar How-to Video Evaluation • • • • Product Webinar Case Study Fact Sheet Demo Video Purchase • • • • • Free Trial Live Demo Consultation Estimate Coupon
    13. 13. Landing Pages that Encourage Conversion Incorporate keywords. Write in second person. Make it simple. Use action & value-oriented language. Give visitors only one option. Make it easy for people to share.
    14. 14. Call to Action Best Practices 1 Put one on every page of your site. 2 Make them action oriented. 3 Keep them simple and clear. 4 Make them “smart”.
    15. 15. Step 3: Close Nurturing Leads Until They’re Ready
    16. 16. Stats 50% of leads are qualified but not yet ready to buy. Source: Gleanster Research Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. Source: Forrester Research Nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. Source: DemandGen Report
    17. 17. Moving Leads Through the Buying Process Perform Research  Free whitepaper Establish Buying Criteria Evaluate Vendors  Free webinars  Free trials  Case studies  Demos  Free eBooks  Free sample  Free consultations  Free checklists  Product spec sheets  Estimates or quotes  Catalogs  Coupons  Free guides & factsheets  Free videos  Free kits Prospect knows there is a problem that needs to be solved Prospect recognizes a need for a solution like yours Prospect seeks solutions to their need; ready to buy
    18. 18. Taking Leads to the Next Step with Multi-channel Lead Nurturing
    19. 19. Step 4: Delight Turning Customers Into Promoters
    20. 20. Stats 92% of people trust recommendations from friends and family more than all other forms of marketing. Source: Nielsen 85% of fans of brands on Facebook recommend brands to others. Source: Syncapse 81% of U.S. online consumers’ purchase decisions are influenced by their friends’ social media posts. Source: Market Force
    21. 21. Turning Customers Into Brand Evangelists 1 Show your appreciation. 2 Offer something special. 3 Ask for opinions. 4 Build a real relationship.
    22. 22. Measurement is Key
    23. 23. What to Measure • Measure campaign effectiveness • Measure traffic source effectiveness • Measure offer effectiveness
    24. 24. Getting Started
    25. 25.
    26. 26. Questions? 2013 © 2010 Pyxl, Inc. 21 E. 6th Street 2099 Thunderhead Road, Suite 301 Knoxville,Suite 114 37922 Tennessee Tempe, AZ 85281 865.690.5551 - 480.745.2575 | Follow us on Twitter @ThinkPyxl Follow us on Twitter @ThinkPyxl Visit us online at Email for Slides