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7 ways to capture more leads with your website

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Slides from Marqui's Best Practices Webinar: "7 ways to capture more leads with your website"

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7 ways to capture more leads with your website

  1. 1. 8/05/2009<br />www.marqui.com<br />Best Practice Webinar:<br />7 Ways to capture more leads with your website<br />
  2. 2. GoToWebinar controls<br />Click the button with the arrows to minimize your GoToWebinar controls<br />Type your questions for us into the box at the bottom and press Send<br />www.marqui.com<br />2<br />
  3. 3. Agenda<br />The 7 ways to capture more leads…<br />How Marqui can help (2 mins)<br />Questions (5 mins)<br />8/5/2009<br />www.marqui.com<br />3<br />
  4. 4. 8/5/2009<br />www.marqui.com<br />4<br />1.<br />Have a clear definition of a web lead.<br />
  5. 5. “If you can not measure it, you can not improve it”<br />The term “lead” is applied interchangeably to mean:<br />A name on a purchased list<br />Analytics goal conversion<br />Somebody who fills in any web form<br />Somebody who downloads a whitepaper or attends a webinar<br />Somebody who passes some BANT questions<br />Somebody who wants to talk to a sales rep<br />8/5/2009<br />www.marqui.com<br />5<br />
  6. 6. Simple web lead scorecard<br />8/5/2009<br />www.marqui.com<br />6<br />
  7. 7. 8/5/2009<br />www.marqui.com<br />7<br />2.<br />Make a good first impression.<br />Q<br />u<br />i<br />c<br />k<br />l<br />y<br />!<br />
  8. 8. 2. Make a good first impression<br />What does your website say about you?<br />Ask customers or prospects<br />Benchmark against your competitors<br />Be clear about your site’s objectives<br />Build trust or lead generation engine<br />Choose usability over design<br />Be wary of agencies selling ‘flash’ sites<br />8/5/2009<br />www.marqui.com<br />8<br />
  9. 9.
  10. 10. 8/5/2009<br />www.marqui.com<br />10<br />3.<br />Know what your visitors want.<br />
  11. 11. 3. Know what your visitors want<br />If you don’t have website analytics set up – do it today!<br />Set aside an hour a week to look at your site’s web analytics<br />Top questions analytics can answer:<br />What was the visitor looking for?<br />Which page did they arrive at and did they stay?<br />What page did they leave from and is it a logical exit?<br />Where should I place my calls-to-action?<br />Look at site search data as well<br />8/5/2009<br />www.marqui.com<br />11<br />
  12. 12. 8/5/2009<br />www.marqui.com<br />12<br />4.<br />Give them what they want and keep it fresh.<br />
  13. 13. 4. Ideas to make creating content easier<br />Try and stick to one topic / concept per page <br />Lists (like this one) are quick to write and easy to read<br />How-to guides are useful and demonstrate your knowledge<br />Case studies help people vizualize your product solving a problem like theirs<br />Breakup text with headings<br />Remember to use lots of intra-site links and make sure each page has at least 200 words<br />8/5/2009<br />www.marqui.com<br />13<br />
  14. 14. 4. Write for your audience<br />Be customer centric<br />What was the visitor looking to get from this page?<br />Is it easy to read? http://shop.niace.org.uk/readability.html<br />Problem / solution<br />Use customer centric language<br />http://www.futurenowinc.com/wewe.htm<br />Get ideas from your subject matter experts and combine with good copywriting skills<br />8/5/2009<br />www.marqui.com<br />14<br />
  15. 15. Take advantage of the medium<br />Keep your site current and dynamic, it’s not brochureware<br />add a “last updated on xx.xx.xxxx”<br />The pages that get the most visitors should change most frequently<br />Make people accountable for different parts of the site<br />Start a blog and ideally update daily. Weekly at worst.<br />Invite guest experts from your industry<br />8/5/2009<br />www.marqui.com<br />15<br />
  16. 16. 8/5/2009<br />www.marqui.com<br />16<br />5.<br />Make calls-to-action personal & persuasive<br />
  17. 17. Map calls-to-action to the buying process<br />8/5/2009<br />www.marqui.com<br />17<br />Diagnostic checklist, case studies<br />Best practice guides, analyst reports<br />Feature sheets, online demos<br />ROI calculator, RFP template, <br />objection handlers<br />
  18. 18. Maintain balance with call-to-action questions<br />8/5/2009<br />www.marqui.com<br />18<br /><ul><li>Think of each CTA as a transaction
  19. 19. Avoid unnecessary questions
  20. 20. Limit distractions
  21. 21. Offer to email a link
  22. 22. Match number of steps to persona
  23. 23. Consider a ‘briefcase’ or account</li></li></ul><li>
  24. 24.
  25. 25. 8/5/2009<br />www.marqui.com<br />21<br />6.<br />Be persuasive a little at a time.<br />
  26. 26. 6. Micro-persuasion<br />People consume information across multiple channels:<br />RSS feeds / Feedburner<br />Blog<br />Twitter<br />Social bookmarking<br />Encourage subscription with ShareThis and AddThis<br />8/5/2009<br />www.marqui.com<br />22<br />Trust, Credibility, Reliability, Intimacy, Self interest <br />
  27. 27. 8/5/2009<br />www.marqui.com<br />23<br />7.<br />Always be testing.<br />
  28. 28. 6. Always be testing<br />Test page copy<br />Test images<br />Test keywords<br />Test form design & questions<br />8/5/2009<br />www.marqui.com<br />24<br />
  29. 29. Using Google Website Optimizer to test landing pages<br />8/5/2009<br />www.marqui.com<br />25<br />
  30. 30. 8/5/2009<br />www.marqui.com<br />26<br />32% improvement<br />
  31. 31. 7 Ways to capture more leads with your website<br />Have a clear definition of a web lead<br />Make a good first impression<br />Know what you visitors want<br />Give them what they want and keep it fresh<br />Make calls-to-action personal and persuasive<br />Be persuasive a little at a time<br />Always be testing<br />8/5/2009<br />www.marqui.com<br />27<br />
  32. 32. How Marqui can help - customer Funnel<br />8/5/2009<br />www.marqui.com<br />28<br />Attract<br />Web Content<br />Management<br />Engage<br />Capture<br />Marketing<br />Automation<br />Nurture<br />Campaign<br />Management<br />Lead score<br />Sales-cycle<br />CRM / SFA<br />Revenue<br />
  33. 33. Questions?<br />Richard Sharp, VP Marketing <br />richard.sharp@marqui.com<br />604.4848543<br />8/5/2009<br />www.marqui.com<br />29<br />

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