Understanding and Optimizing the Lead Generation Process

473 views

Published on

This presentation goes through the mechanics of the lead generation process and some tips and tricks you can use to optimize the different parts.

By the end of the presentation you will understand the framework of the lead generation process and some best practices for each part.

Published in: Marketing, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
473
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
12
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Why do these elements work? Because they trigger a physiological reaction that makes an offer more valuable. People need to perceive the value of your offer to be greater than what you’re asking for in return. The higher the perception of value, the more irresistible the offer. So how do you create irresistible offers? Glad you asked....
  • Calls-to-action do best “above the fold” - the space where your web page is viewable to the user without having to scroll down. According to heat map analysis, anything “below the fold” will only be viewed by 50% of people who visit your page. Doubling impressions on your CTAs can significantly increase your lead count.
  • Calls-to-action do best “above the fold” - the space where your web page is viewable to the user without having to scroll down. According to heat map analysis, anything “below the fold” will only be viewed by 50% of people who visit your page. Doubling impressions on your CTAs can significantly increase your lead count.
  • People try to be more clever than clear. Just be clear as possible.
  • For example, if the form is to download a brochure kit, the submit button should say, “Get Your Brochure Kit.” Other examples include “Download whitepaper,” “Get your free ebook,” or “Join our Newsletter.”
    Another helpful tip, make the button big, bold and colorful. Make sure it looks like a button (usually beveled and appears “clickable”).
  • Understanding and Optimizing the Lead Generation Process

    1. 1. Understanding and Optimizing the Lead Generation Framework Zion Kim
    2. 2. Zion Kim I help for food. Partner, Atlas Project zion@atlasproject.co @zionk20 - @atlasprojectco
    3. 3. Blogging for Leads. Be sure to include a blog bottom CTA.
    4. 4. Breaking Down Lead Generation
    5. 5. Call-to-Action You won’t get what you want if you don’t ask!
    6. 6. Offer What value can you give others?
    7. 7. Landing Page Designed for people to do what you want.
    8. 8. Form Have a form on every page. Make it easy for people to contact you!
    9. 9. Creating Irrestistible Offers
    10. 10. Use the Element of Scarcity Limited Time Offers Limited Quantity Offers Limited Time and Limited Quantity
    11. 11. The Bandwagon Effect: Proof in Numbers
    12. 12. The Bandwagon Effect Webinars: “More than 400 have signed up.” Blog Subscription: Over 130,000 people have subscribed.
    13. 13. How does Groupon use these tactics?
    14. 14. Create Offers for Different Buying Stages Not everyone is always ready to buy or demo.
    15. 15. How do you feel about these words?
    16. 16. Use High-Value Offer Formats Offers ordered by which generate the most leads.
    17. 17. Not all CALLS-TO-ACTION are made equal.
    18. 18. Place your CTA where the Eye Can See
    19. 19. Clarity trumps persuasion. Be as clear and specific as possible.
    20. 20. Use Contrast to make your CTAS Stand out Kissmetrics uses contrast for all CTAs.
    21. 21. Don’t hide your CTA.
    22. 22. Link your CTA to a Dedicated Landing page. Not your Home page.
    23. 23. Landing pages that convert.
    24. 24. Elements of an Effective Landing Page 1. A headline. 2. A brief description of the offer. 3. At least one supporting image. 4. Form to capture the lead. 5. Social buttons.
    25. 25. Remove the Main Navigation.
    26. 26. Emphasize the benefits of the offer.
    27. 27. LESS Fields = MORE Leads.
    28. 28. Your form’s button should match the offer. Button text: “Request My Demonstration” Use Better CTAs.
    29. 29. When in doubt, just test.
    30. 30. How do you run a proper experiment?
    31. 31. Divide users into a control and a test group.
    32. 32. Run your change on the test group. Measure.
    33. 33. This is called a A/B test.
    34. 34. Highrise wanted to test their homepage signups.
    35. 35. They tested it against a long-form sales letter.
    36. 36. Which one do you think did better?
    37. 37. Surprised?
    38. 38. Tried a completely new redesign.
    39. 39. Which do you think did better?
    40. 40. Why did they get these results?
    41. 41. What happens when we put the best two pages, together?
    42. 42. The tests never end.
    43. 43. Any questions? zion@AtlasProject.co @zionk20 www.AtlasProject.co

    ×