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Lead gen: A human being
closes the sale. Usually
Lead gen purchase
decisions are high
Your customers are at least
researching you on the web. It
is a key part of your conversion
The conversion funnel
Talk or trade show, blog post,
networking group, display ad Become Aware
General topic related
Real world and targeted Research
social media queries
Company name search
Product name search
Company x price
Request a quote Purchase
Super Simple Strategy 1
• Dominate the compare and purchase
• Use PPC like Google AdWords (more
• Measure your results in terms of leads, cost
per lead, and cost per ﬁnal sale. Reﬁne.
What about the top of
the funnel: awareness
A list of questions
• Who are your main customer types
• How do they ﬁnd out about you?
• What are their typical questions?
• How long does it take them to close?
• What is the average sale or size of
Ex: Autowatch, Auto
• Body shop owner • Nationwide Insurance
• Trade shows, • Contacts you after
conferences, 20 group proof of concept
• What is the cost? • Can you reduce
How does this help customer turnover?
my marketing? Can you help claims
• 2 months to close on
$200/month • 18 months to close
subscription on 1800 body shops
Need two different web
site conversion funnels
• Body shop • Nationwide
• Clear explanation of • Enterprise caliber
system beneﬁts demo
• Individual shop demo • Customer turnover
• Real marketing
success stories • Claims management
• Web training
• Proof you can scale
Key top of the funnel
• Get visitors to move from browsing to
engagement (but keep that engagement low
• Interactive guides
• chat and web conferencing
• Appropriate social media connections
(LinkedIn groups, other)
• Mailing list (but meaningful emails, not SPAM)
• The bottom of the conversion funnel is the
low hanging fruit
• The top of the conversion funnel is harder
but you must do it to get sales
• Who is the customer?
• How do you target them?
• TheSearchMarketingWorkshop.com, will be
held again 11/16/2012
• Ask me about hiring students: