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Turn Your Site Into A Lead-Generating Machine
                         Richard Banfield | fresh tilled soil




          ...
Turn Your Site Into A Lead-
   Generating Machine
      Richard Banfield | fresh tilled soil


          An Expert Present...
How

                                           5 = 375



fresh tilled soil              tweet questions to our twitter a...
Where

                           99% referrals & WOM



fresh tilled soil              tweet questions to our twitter acc...
Who
                               Corporate           Academic                Non-Profit




fresh tilled soil           ...
Who
                               B2C/B2B               Green                 Healthcare




fresh tilled soil           ...
Current model is broken




fresh tilled soil              tweet questions to our twitter acc: @glancenetworks   Desktop s...
iTunes/iPods kill radio
                    DVR kills TV
                    Blogs kill portals
                    Twitte...
Old Way

             1.Build a destination
             2.Drive traffic to destination
             3.Force leads through...
New Way

             1.Build valuable content
             2.Listen & engage
             3.Leads come to you


fresh til...
Simple Example

1.

               2.
                                          3.




       tweet questions to our twitt...
Another Example
1.

                     2.
                                                              3.




        t...
Another Example
1.

                 2.

                                                      3.




        tweet questi...
Next slide is for the skeptics




    tweet questions to our twitter acc: @glancenetworks
twitter




fresh tilled soil              tweet questions to our twitter acc: @glancenetworks   Desktop sharing with one ...
Site Reviews

• user interface design
• overall positioning
• lead generation opportunities
• search optimization

       ...
URLʼs for SEO
bad
http://www.quantechsoftware.com/
auto_main.htm
good
http://www.quantechsoftware.com/
dealer-management-s...
Feed the Beast

• Relevant content
• Lots of relevant inbound links
• Regularly updated
Thanks

richard@freshtilledsoil.com


@freshtilledsoil
Q&A

                                 Hit ʻ7ʼ to raise your hand

                               visit glance.net for a re...
Turn Your Website Into A Lead Generating Machine
Turn Your Website Into A Lead Generating Machine
Turn Your Website Into A Lead Generating Machine
Turn Your Website Into A Lead Generating Machine
Turn Your Website Into A Lead Generating Machine
Turn Your Website Into A Lead Generating Machine
Turn Your Website Into A Lead Generating Machine
Turn Your Website Into A Lead Generating Machine
Turn Your Website Into A Lead Generating Machine
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Turn Your Website Into A Lead Generating Machine

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Lead generation tactics and strategies for web based and traditional businesses.

http://www.freshtilledsoil.com/using-a-free-product-to-get-paying-customers/

Published in: Design, Technology, Business
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  • One of the questions I ask myself when I’m sitting in the audience is “who is this person and why should I be listening to him/her?
    In 5 years we have completed over 375 projects and worked with almost 100 clients
  • What’s truly impressive is that we have done this without spending any real money on marketing
    With the exception of a few deals which came as a result of advertising on Google all our business is word of mouth
    The trick is understanding what WOM means. It certainly doesn’t mean sitting back and doing nothing.
  • Big marketing spenders won the day by shouting the loudest
    Savvy consumers are tired of being shouted at
    Looking for respectful dialogue
    Multiple channels of communication - most of them free
  • Level playing field - now everyone can compete at the same level
    Millions of dollars don’t make you a winner
  • For small businesses this meant building a website and then adding the website URL to every piece of traditional marketing
    Send out mailing campaigns to force people to your website
    spend lots of money (about 10 - 20% of revenues)
    Joe the Plumber spends $200K on yellow pages and postcards to generate $5M
  • Create a conversation using a blog or other peoples blogs
    Get involved in the online conversation - write articles, posts, and possibly press releases
    Listen to the discussion
    Find a way to add value and get involved
    Engage by giving first (not just taking)
    If there is something valuable to engage with then the site serves as a lead qualification tool
  • Navigation is too complicated. Too many options. Overwhelming.
    Positioning statement is buried. Needs to be more prominent. What do you do? Who do you do it for? And why is it different to the competition?
    Where is the 800 number?
    What’s the first thing you want me to do? Where is the call to action?
    I like the brands but the layout is very busy and instead of adding value it looks like you’re trying too hard to impress me.
    SEO:
    Title tags and URL structure changes would be the easiest and smartest improvement to search optimization
    Need lots of good content
    The separate blog has no SEO benefit to your site. You may as well not have it.
  • Simple navigation. Search is easy to find if necessary. Less important elements are tucked away.
    Clear positioning statement “...fastest, most powerful...”
    Lots of focus on the big ticket item or premium product.
    Lovely shots of product. Makes me want to touch it and own it.
    Supporting video for featured product. Lots of feature and benefit info but not overwhelming.
  • Ok, where do you want me to go? Where is the starting point?
    Too many things trying to get my attention.
    Navigation could be cleaned up and simplified. Pictures in navigation are distracting.
    If you’re not able to provide 24/7 support then don’t pretend to offer it. It’s better to under promise and over deliver.
    Confusing image of pill bottle. I thought this was a vitamin site.
    Love the calculator but not sure if I want to download anything. Can that be embedded instead?
    SEO:
    Biggest problem is that there are a dozen companies with the same name
    Title tags are a B+ but the URL structure is a D
    Consider adding a blog to increase traffic and indexing results
    Need to build more incoming links to improve search rankings
  • You have to ask yourself “what are the keywords or phrases that would be used by potential customers searching for our products or services”
  • Clean navigation with very clear starting point. “View our Plans and Pricing”!
    Credibility building with testimonials and customer brands featured.
    Simplified features and benefits tabs to hide and show as necessary.
    Screen shot indicates that this is a software product.
  • What does this product do? Confusing image of tree and name elogger. Is this a logging company?
    Good to have the 800 number but need to have a specific reason to call. What can I expect?
    “We have the solution” is not a solution, it’s a broad subjective statement. “Technology solutions for your business challenges” - which challenges? I have dozens?
    Consider bringing your awesome client list to the home page - use your great assets
    SEO:
    Title tags, descriptions and URLs all need to be rewritten
    Need relevant content (consider adding a blog and articles)
    Domain is going to expire which is bad
    Hardly any inbound links
    Google can’t find any forms
  • Transcript of "Turn Your Website Into A Lead Generating Machine"

    1. 1. Turn Your Site Into A Lead-Generating Machine Richard Banfield | fresh tilled soil Starting Time: 1pm ET (10am PT) 1-866-327-5544 (access code 693 939 1#) For toll access +1-617-649-9709 tweet questions to our twitter acc: @glancenetworks Trouble getting into the conference? Dial *0 Note: this presentation will be recorded and posted on the Glance website, www.glance.net An Expert Presentation By Desktop sharing with one click
    2. 2. Turn Your Site Into A Lead- Generating Machine Richard Banfield | fresh tilled soil An Expert Presentation By Desktop sharing with one click
    3. 3. How 5 = 375 fresh tilled soil tweet questions to our twitter acc: @glancenetworks Desktop sharing with one click digital design and marketing
    4. 4. Where 99% referrals & WOM fresh tilled soil tweet questions to our twitter acc: @glancenetworks Desktop sharing with one click digital design and marketing
    5. 5. Who Corporate Academic Non-Profit fresh tilled soil tweet questions to our twitter acc: @glancenetworks Desktop sharing with one click digital design and marketing
    6. 6. Who B2C/B2B Green Healthcare fresh tilled soil tweet questions to our twitter acc: @glancenetworks Desktop sharing with one click digital design and marketing
    7. 7. Current model is broken fresh tilled soil tweet questions to our twitter acc: @glancenetworks Desktop sharing with one click digital design and marketing
    8. 8. iTunes/iPods kill radio DVR kills TV Blogs kill portals Twitter kills newspapers fresh tilled soil tweet questions to our twitter acc: @glancenetworks Desktop sharing with one click digital design and marketing
    9. 9. Old Way 1.Build a destination 2.Drive traffic to destination 3.Force leads through a pipe fresh tilled soil tweet questions to our twitter acc: @glancenetworks Desktop sharing with one click digital design and marketing
    10. 10. New Way 1.Build valuable content 2.Listen & engage 3.Leads come to you fresh tilled soil tweet questions to our twitter acc: @glancenetworks Desktop sharing with one click digital design and marketing
    11. 11. Simple Example 1. 2. 3. tweet questions to our twitter acc: @glancenetworks
    12. 12. Another Example 1. 2. 3. tweet questions to our twitter acc: @glancenetworks
    13. 13. Another Example 1. 2. 3. tweet questions to our twitter acc: @glancenetworks
    14. 14. Next slide is for the skeptics tweet questions to our twitter acc: @glancenetworks
    15. 15. twitter fresh tilled soil tweet questions to our twitter acc: @glancenetworks Desktop sharing with one click digital design and marketing
    16. 16. Site Reviews • user interface design • overall positioning • lead generation opportunities • search optimization tweet questions to our twitter acc: @glancenetworks
    17. 17. URLʼs for SEO bad http://www.quantechsoftware.com/ auto_main.htm good http://www.quantechsoftware.com/ dealer-management-software-tools
    18. 18. Feed the Beast • Relevant content • Lots of relevant inbound links • Regularly updated
    19. 19. Thanks richard@freshtilledsoil.com @freshtilledsoil
    20. 20. Q&A Hit ʻ7ʼ to raise your hand visit glance.net for a recoding of this presentation fresh tilled soil Desktop sharing with one click digital design and marketing
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