Innovative lead generation
      using the web
          Bill Dotson
          Scott Clark
Every company needs….


 A written definition of a
    lead (vs. inquiry)
Scott’s Web Sales Funnel Image
Every company needs….


  An evolving system for
     qualifying leads.
Every company needs….


 A reliable lead tracking
           tool.
Every company needs….

     Methods to measure
 effectiveness of campaigns
     and learn from them.
Lead Generation on the Web
 5 facts from the trenches.
1. Customers view your
website in a wide context.
2. Customer behavior is the
best resource you have for
 designing your business.
3. Successful lead
 generation systems
(leadsys) are single-
       minded.
4. Every lost visitor carries
 tremendous opportunity
           cost.
Clicks:
Conversion Rate:
Average Sale:
Sales:
Avg Lifetime Sales Value:
Lifetime Sales:
Value / Visitor:
Life Value / Visi...
5. Customers are task &
     goal-oriented.
I just want to
Get a quote!!!!
Be Unambiguous.
6. Guessing what works on
 the web is very expensive
    (and unnecessary.)
7. Customers read 20%




Source: useit.com
8. Great marketing cannot
overcome a broken leadsys.
  (Great leadsys cannot
 overcome a broken offer.)
9. Paid search is a fabulous
      way to test stuff.
    Design of page.
    Locating target market
    Determining marke...
10. Dedicated lead generation
paths can boost lead rates by
       hundreds of %.
Web Lead Generation Tactics
Tactic:
     SEO
(for “profit” phrases)
Tactic:
Precision Paid Search
      Marketing
Tactic:
Local Search Marketing
     (Maps, OYP)
Tactic:
Participation in the
  Blogosphere.

  (sweat equity)
(Emerging) Tactic:
 Twitter Outreach
Bill: More Tactics
Tactic:
Make useful tools.
Tactic:
High-Value Email
   Campaigns
Personalized
Newsletter
Tactic:
Answering Questions with
       Authority
Social media
Tactic:
Create fun experiences.
Fun
Practical
Tactic:
Host conversations.
Social media
More Tactics….
• Reward documents:
  handouts, whitepapers, checklists
• Forums
• Videos / Video Blogs
• Podcasts / Webina...
After the meeting…

Bill Dotson –
 Video & Add’l Lead Gen notes:
   http://www.webmedley.com/blog
Scott Clark -
 Videos, S...
Sample Company: HVAC
Background
• What do we sell?
• Is our foundation in place?
  – Site – able to edit it and create pages?
  – CRM – service...
Lead Gen Foundation
•   Search engines: Local and ads
•   Search Engine & Stats knowledge
•   Site Review
•   Integrated M...
Idea:
Sell More Services.
Lead Generation on the Web
Lead Generation on the Web
Lead Generation on the Web
Lead Generation on the Web
Lead Generation on the Web
Lead Generation on the Web
Lead Generation on the Web
Lead Generation on the Web
Lead Generation on the Web
Lead Generation on the Web
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Lead Generation on the Web

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Digital Dialogues -- Scott Clark of Buzzmaven and Bill Dotson of WebMedley gives tips and tactics about lead generation on the web. This series is managed by the Lexington Advertising Club in Lexington KY.

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Lead Generation on the Web

  1. 1. Innovative lead generation using the web Bill Dotson Scott Clark
  2. 2. Every company needs…. A written definition of a lead (vs. inquiry)
  3. 3. Scott’s Web Sales Funnel Image
  4. 4. Every company needs…. An evolving system for qualifying leads.
  5. 5. Every company needs…. A reliable lead tracking tool.
  6. 6. Every company needs…. Methods to measure effectiveness of campaigns and learn from them.
  7. 7. Lead Generation on the Web 5 facts from the trenches.
  8. 8. 1. Customers view your website in a wide context.
  9. 9. 2. Customer behavior is the best resource you have for designing your business.
  10. 10. 3. Successful lead generation systems (leadsys) are single- minded.
  11. 11. 4. Every lost visitor carries tremendous opportunity cost.
  12. 12. Clicks: Conversion Rate: Average Sale: Sales: Avg Lifetime Sales Value: Lifetime Sales: Value / Visitor: Life Value / Visitor: Cost of Ads: Cost of Mgmt: Profit Per Click: Life Profit Per Click:
  13. 13. 5. Customers are task & goal-oriented.
  14. 14. I just want to Get a quote!!!!
  15. 15. Be Unambiguous.
  16. 16. 6. Guessing what works on the web is very expensive (and unnecessary.)
  17. 17. 7. Customers read 20% Source: useit.com
  18. 18. 8. Great marketing cannot overcome a broken leadsys. (Great leadsys cannot overcome a broken offer.)
  19. 19. 9. Paid search is a fabulous way to test stuff. Design of page. Locating target market Determining market size Determining product positioning Optimizing product pitch/phrasing Capturing negative backlash Testing product pricing Testing timing of product offer Etc…
  20. 20. 10. Dedicated lead generation paths can boost lead rates by hundreds of %.
  21. 21. Web Lead Generation Tactics
  22. 22. Tactic: SEO (for “profit” phrases)
  23. 23. Tactic: Precision Paid Search Marketing
  24. 24. Tactic: Local Search Marketing (Maps, OYP)
  25. 25. Tactic: Participation in the Blogosphere. (sweat equity)
  26. 26. (Emerging) Tactic: Twitter Outreach
  27. 27. Bill: More Tactics
  28. 28. Tactic: Make useful tools.
  29. 29. Tactic: High-Value Email Campaigns
  30. 30. Personalized Newsletter
  31. 31. Tactic: Answering Questions with Authority
  32. 32. Social media
  33. 33. Tactic: Create fun experiences.
  34. 34. Fun Practical
  35. 35. Tactic: Host conversations.
  36. 36. Social media
  37. 37. More Tactics…. • Reward documents: handouts, whitepapers, checklists • Forums • Videos / Video Blogs • Podcasts / Webinars – live & recorded • Slideshows with narration / Photo galleries • Pay Per Call
  38. 38. After the meeting… Bill Dotson – Video & Add’l Lead Gen notes: http://www.webmedley.com/blog Scott Clark - Videos, Slides, Notes, Links: http://www.buzzmaven.com/leadgen
  39. 39. Sample Company: HVAC
  40. 40. Background • What do we sell? • Is our foundation in place? – Site – able to edit it and create pages? – CRM – service dates, equipment, client since… – And…
  41. 41. Lead Gen Foundation • Search engines: Local and ads • Search Engine & Stats knowledge • Site Review • Integrated Marketing – where’s the URL?
  42. 42. Idea: Sell More Services.

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