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Preparing your B2B Site for Marketing Automation


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Selling has changed and your web site has an expanded job description - a lead generator that connects with, convinces and converts visitors into prospects who are then nurtured into qualified leads through marketing automation tools. Take 5 minutes to see how website-, content- and conversion optimization come together with social media to create opportunities for both you and your future customers.

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Preparing your B2B Site for Marketing Automation

  1. 1. Today’s Sales Challenges: Traditional business growth tactics, like cold-calling, are losing effectiveness. Your website “isn’t working” – few or no leads Something has changed in the marketplace that has changed how people buy. . .
  2. 2. Potential Customers today have access to LOTS & LOTS OF Information
  3. 3. There are now 1,000,000,000+ (that’s over ONE BILLION) Web Sites For example:
  4. 4. There are more than 6,000,000,000 (that’s SIX BILLION) Searches on the Internet every single day And:
  5. 5. 80% of Internet Users research on-line before they buy And:
  6. 6. Your prospects are out there, researching products and services without the help of a sales rep.
  7. 7. You cold call You qualify You demo How selling used to work: They buy
  8. 8. How it works today: They CHOOSE the best option They SEARCH for a solution They IDENTIFY a problem They buy
  10. 10. And the best way to engage in their BUYING PROCESS…
  11. 11. Is with your website!
  12. 12. As a B2B Business You may have a more complex product or service The selling cycle takes longer So . . .
  13. 13. What’s your website’s JOB?
  14. 14. Contribute to sales by engaging in your customer’s buying process with these three steps: They buy They CHOOSE the best option They SEARCH for a solution They IDENTIFY a problem ConvertConvinceConnect
  15. 15. ConvertConvinceConnect Step 1
  16. 16. ConvertConvinceConnect Help potential customers connect with you as they search
  17. 17. There are 3 MAIN SOURCES of traffic to your website: ConvertConvinceConnect
  18. 18. ConvertConvinceConnect
  19. 19. This is a lot of work! However… There is one common element across all these properties that YOU control… ConvertConvinceConnect
  20. 20. Keywords create the CONNECTION Customer Search Terms Your Value Proposition words common to both
  21. 21. Web Site Pages Keywords create pathways across your on-line properties so that your prospects can • Find you • Connect with you. WEB SITE SOCIAL MEDIA Here’s how it’s done…..
  22. 22. Web Site Pages • Find keywords relevant to your audience • Create useful content around those keywords • Use blog posts & links to connect content within the web site WEB SITE SOCIAL MEDIA
  23. 23. Web Site Pages WEB SITE SOCIAL MEDIA • Create social media posts that include: - a #hashtag based on a keyword - a link into your blog or website • Guiding prospects into your site leads to the second step of your web site’s job:
  24. 24. Convert Step 2 ConvinceConnect
  25. 25. Visuals – Content - Navigation To guide the visitor to what they want Use Key Site Design Elements Keep things SIMPLE and CLEAR ConvertConvinceConnect
  26. 26. Are you speaking their language? Do you have what they want? Answer two questions with your content: ConvertConvinceConnect
  27. 27. Confirm to them that they have come to the right place. Give them a Call to Action ConvertConvinceConnect
  28. 28. One example of A Call to Action Tell your visitor what to do next
  29. 29. II want to buy now I want to research 2 Types of Website Visitors
  30. 30. II want to buy now Use Calls to Action to: • Guide people to information • Motivate them to take an action 2 Types of Website Visitors I want to research
  31. 31. Call to Action Examples Ready to Buy Wants Information
  32. 32. Call to Action Examples Ready to Buy Wants Information A Call to Action guides your visitor to the ALL IMPORTANT 3rd STEP:
  33. 33. ConvertConvinceConnect Step 3
  34. 34. Make An Offer
  35. 35.  Newsletter  Whitepaper  eBook  Podcast  Webinar  Demo  Trade Show  Infographic  Special Offer If Ready to Buy – Great! If not…. Make an Offer Offer value in return for contact info
  36. 36. AT A MINIMUM Obtain an Email Address And at this point your website has done its job as a Lead Generator
  37. 37. ConvertConvinceConnect In Summary Your Web is a Lead Generator with this 3 STEP process:
  38. 38. Calls to Action Keywords ConvertConvinceConnect These 3 STEPS are optimized with
  39. 39. And now your website • Is ready to be a lead generator • Is ready to feed prospects into a Which means you are ready for Marketing Automation Lead Nurturing Program
  40. 40. To learn more how we can help your business with Lead Generation & Marketing Automation: Sign Up for Our Newsletter Book a FREE 30-minute Introductory Consultation