How to Create a Killer Web Presence on a Small Budget

692 views

Published on

For our discussion, web presence is your business’ performance or effectiveness on the Internet. A strong web presence:

(1) Attracts visitors who need what you have to offer

(2) Converts visitors to inquiries, to leads

(3) Drives revenue, supports existing business

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

No Downloads
Views
Total views
692
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
0
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide
  • Note the diversity of offers
  • [
  • How to Create a Killer Web Presence on a Small Budget

    1. 1. Myron Berg,Managing DirectorFusion Marketing Partners
    2. 2. Business and technology entrepreneur.Skilled in identifying strategies and thendelivering technology-based tactics thatsolve the business challenge.• 14 years business leadership experience as an entrepreneur at four early stage software technology startups.• 25 years of technology leadership experience including fortune 100 companies such as Myron Berg Verizon, MCI, Northrop Grumman. Managing Director – Web and Online Strategies http://fusionmarketingpartners.com
    3. 3.  For discussion today, web presence is your business’ performance or effectiveness on the Internet A strong web presence  Attracts visitors who need what you have to offer  Converts visitors to inquiries, to leads  Drives revenue, supports existing business A Lead Generation Website Helps Drive Your Bottom Line, Increasing Lead Flow and Lowering Your Cost Per Lead
    4. 4.  The Transformation  In 2011, Fusion Marketing Partners took a B2B Software Technology website that was generating 10-12 inquires/month and increased it to 90+ inquiries/month in a 5 month timeframe. Costs dropped from $180 / inquiry to $39 / inquiry. The Result  From Empty to Growing: The sales funnel is transformed from nearly empty (sales people working personal networks for leads) to rapidly growing (sales people responding to leads).  Shorter Sales Cycle: Sales cycle decreases as a higher percentage of qualified leads are self educated, self qualified, had an immediate problem to solve and were ready to buy. A Lead Generation Website Helps Drive Your Bottom Line, Increasing Lead Flow and Lowering Your Cost Per Lead
    5. 5. Visitor Traffic Organic Search, Campaigns, Referrals Branding, Awareness, Pull MarketingWebsite Performance(Converting Visitors To Leads) Sales Enablement/Lead Nurturing Sales Opportunities
    6. 6.  Is your website…  Signage for your business?  A business reference?  A lead generation machine? What are your web priorities?  Cool look and feel  Great technology  Driving business needsYour web presence is a key component in powering your business model
    7. 7. Your Website as a Business Asset1. Attract Visitors: People with an interest Website’s or need in your products / services find you Purpose2. Convert Visitors to Leads: Through an effective website, visitors become leads3. Efficiently Convert Leads: When those leads are ready and qualified, convert to revenue opportunities
    8. 8.  Your compelling brand promise is clear, consistent, and ubiquitous Supports and feeds the sales model Relevant and compelling offers Interesting and fresh educational content Plenty of chances to interact (respond)  Blogs  Social media links  Targeted landing pages  Articles, webcasts, podcasts Delivers measurable, bottom-line results
    9. 9. 8 Key Web Tactics1. Apply Strategic Focus to Lead Generation2. Create a Compelling Home Page3. Provide Compelling Content (in Quantity)4. Provide Clear, Effective Navigation5. Embrace Social Media6. Be Search Engine Friendly7. Build Trust & Credibility8. Grow Your Leads Database
    10. 10.  Recognize that the Website is Strategic. Apply Corresponding Focus to Lead Generation Provide Valuable Information  So Visitors Find You  So Your Visitors Find Value (WIIFM - What’s In It For Me) Target and Achieve Goals  Generate leads  Increase sales As these survey results demonstrate, lead generation & sales benefits are high priority for businesses investing in their web presence.
    11. 11.  Delivers a strong brand promise Clearly defines your value proposition (Trend is to use dramatic pictures / graphics to capture attention) Guides visitors where they want to go to learn more Support different types of visitors, including website scanners, readers, visual learners Has an obvious and strong call-to-action Let’s Look at a Few Examples…
    12. 12. Example:- Clear BrandPromise- Me too- Guides Me Where I Want to Go- But, no call-to-action above thefold. If I like theiroffering, now what?
    13. 13. Example:- Brand Promise- Value Proposition- Offers and Call-to- Action
    14. 14.  Consistent with your brand promise Highly relevant to your target audience Support various stages of buying process Appeal to different types of viewers  Readers  Visual learners  Scanners (3 second rule) Search engine friendly  For each web page, message, content, and metadata are consistent and optimized  Good site content in quantity  Clear, effective navigation  Content is kept fresh
    15. 15. Example:Lot’s of content onthe site, but:• What’s the value proposition? Why do I care?• This website assumes you know about them and their technology.• Offers are vendor- centric, not visitor- centric Oops: this website content is focused on visitors already in their “fan club”
    16. 16. Provide Clear, Intuitive Navigation Visitors Have Different Needs, Different Ways of Thinking, Different Stages of the Buying Cycle Support Their Respective Approaches  Navigate by problem / solution  Navigate by persona  Navigate by interest Don’t Provide Too Many Choices Bonus: Search Engines Can Better Interpret Your Site
    17. 17. Example:Problem: Wheredo I start?
    18. 18.  Apply Consistent Brand and Message Across Various Media Types:  Blogs / Microblogs (Twitter)  Social Networking Sites  Video, Podcasts  Social Bookmarking
    19. 19. Example:Cross Promote YourSocial Media Presence
    20. 20.  Characteristics of Search Engine Friendly Website  For each page, message, content, and metadata are consistent and optimized  Good site content in quantity  Clear, effective navigation  Content is fresh Next Step, Drive Visitor Traffic  Search Engine Optimization  Pay-Per-Click  Social Media  Advertising
    21. 21.  Create a professional, clean design  colors, layout, clutter, whitespace, consistency Be consistent with visitor expectations No mistakes  Grammar, Spelling  Browser compatibility Add trust references  Industry groups such as IOFM, Media References, Reviews & Awards Include customer testimonials  Pictures, names, titles, logos, and references add authenticity Use SSL for SaaS and eCommerce Be Consistent in Design  Same domain  Consistent look & feel Be personal, be authentic
    22. 22. Example:Oops. This sitedidn’t rendercorrectly inFirefoxOptimal colorscheme?Note: The HPbrand hasearned trust inother ways If you go to a website that is “broken”, what’s your impression of the company and their solutions?
    23. 23.  Capture contact information of prospects You must give to get - provide relevant offers  Content - White Papers, Checklists, Forms  Free Trials, Special Pricing  Schedule a Demo, Watch a Video  Webinar  Live Chat Put relevant offers throughout your site Automate lead capture and tracking Nurture your leads
    24. 24. Example:Interior articlepage includesvariety of offerson Right-HandColumn
    25. 25. Example:Variety of offerson Right-HandColumn
    26. 26. Landing Pages Used for highly optimized lead capture Easily tailored to a particular campaign  Copy and graphics are specific to a specific need  Decoupled from main website Peel and stick approach supports many types and versions of pages Landing Main Campaign Traffic Pages Website Pay-Per-Click Leads Advertising Database Offer
    27. 27. Example:• Anti-Virus landing page• Tied to PPC campaign• Used on keywords suggesting that the visitor is actively shopping• Optimized for purchase• Note: • Tuned message • Title matches search term • Minimal clutter • Limited visitor options • Obvious call-to-action
    28. 28. Example:• SalesForce.com is very successful and they know how to sell online.• Strong brand promise – strong tag line• Offers• Navigation• Strong trust and credibility
    29. 29. 1. Apply Strategic Focus to Lead Generation2. Create a Compelling Home Page3. Provide Compelling Content (in Quantity)4. Provide Clear, Effective Navigation5. Embrace Social Media6. Be Search Engine Friendly7. Build Trust & Credibility8. Grow Your Leads Database A Lead Generation Website Helps Drive Your Bottom Line, Increasing Lead Flow and Lowering Your Cost Per Lead
    30. 30. Please connect with me on LinkedIn,Myron Berg – mberg@fusionmarketingpartners.com  http://fusionmarketingpartners.com  LinkedIn: http://www.linkedin.com/in/myronberg  Twitter: @MyronBerg  Our Book: How to Create an Unstoppable Marketing and Sales Machine Download the five FMP presentations at: http://fusionmarketingpartners.com/revenuenorth Subscribe to our marketing blog: http://greatb2bmarketing.com

    ×