Generate More SEO Leads and Win More Deals


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Learn how to generate more leads for your business through SEO and how to convert more of those leads into sales using a simple sales management tool.

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Generate More SEO Leads and Win More Deals

  1. 1. Generate More SEO Leads and Win More Deals June 28, 2011 Gary Gebenlian Dan Olson Future Simple DIYSEO dan@diyseo.comTuesday, June 28, 2011
  2. 2. AGENDA •What is a great lead? •Where do they come from? •Generate more SEO leads for your business •Best practices in lead capturing •Win the sale using a simple sales process •How to get started today •Questions 2Tuesday, June 28, 2011
  3. 3. WHAT IS A GREAT LEAD ANYWAY? One you have a high chance of winning by the end of your sales process... Company Strengths Lead’s Customer attributes Competitors 3Tuesday, June 28, 2011
  4. 4. WHERE DO THEY COME FROM FROM? Blogging Social Media Direct Mail Radio Press Releases Flyers Trade Shows Email SEO PPC Ads Affiliates Cold Calls Display Ads Referrals 4Tuesday, June 28, 2011
  5. 5. SEO SEO Gets you here! Notes/Source: 5Tuesday, June 28, 2011
  6. 6. SMALL BUSINESS SEO “SIX-PACK” •Plan -Keyword Selection •Act -On-site -Links -Social -Local •Measure -Review & Adjust accordingly 6Tuesday, June 28, 2011
  7. 7. START WITH QUESTIONS 7Tuesday, June 28, 2011
  8. 8. CHOOSING TARGET KEYWORDS 8Tuesday, June 28, 2011
  9. 9. KEYWORD TIPS •Focus on 1 Primary and 4 Secondary terms •Review competition & search volume •Give it time! •Additional Keyword Resource - Google AdWords - 9Tuesday, June 28, 2011
  10. 10. ACT 10Tuesday, June 28, 2011
  11. 11. ONSITE OPTIMIZATION 11Tuesday, June 28, 2011
  12. 12. ONSITE OPTIMIZATION 12Tuesday, June 28, 2011
  13. 13. ONSITE TIPS How the crawler works - how-search-robots-work/ Include Primary keyword in Title of Home Page Include Primary and Secondary words in Body of Home Page Building a new site? – Make sure you have control of content 13Tuesday, June 28, 2011
  14. 14. ONSITE WEB PLATFORMS Wordpress SiteBuilder 1,000s of others 14Tuesday, June 28, 2011
  15. 15. LINK BUILDING 15Tuesday, June 28, 2011
  16. 16. LEVERAGE YOUR COMPETITORS 16Tuesday, June 28, 2011
  17. 17. LINK BUILDING TIPS • Create great content • Free options - vendors, partners, suppliers • Use your competitors • Go with trusted options - no shortcuts • Paid Options - directories 17Tuesday, June 28, 2011
  18. 18. SOCIAL 18Tuesday, June 28, 2011
  19. 19. SOCIAL TIPS Create presence on Facebook, Twitter, and LinkedIn Be active within social communities (LinkedIn, Digg, Stumbleupon, etc.) Remember link building? - Create great content - Tweet about it and... - Links will eventually follow 19Tuesday, June 28, 2011
  20. 20. GO LOCAL 20Tuesday, June 28, 2011
  21. 21. CLAIM YOUR LISTING 21Tuesday, June 28, 2011
  22. 22. DIYSEO LOCAL 22Tuesday, June 28, 2011
  23. 23. LOCAL TIPS • Claim your listing on the big 3 • Add lots of content to big 3 profiles • Submit to Localeze, • Links from Chamber of Commerce, local blogs and other relevant sources • Consider Reviews – 23Tuesday, June 28, 2011
  24. 24. MEASURE 24Tuesday, June 28, 2011
  25. 25. MEASURING TIPS • Make sure to do the basics – Rank & Backlinks • ROI? Get site analytics – Google, GetClicky • Read, react and repeat 25Tuesday, June 28, 2011
  26. 26. Your leads are now rolling in... Now What? Notes/Source: 26Tuesday, June 28, 2011
  27. 27. CAPTURE Analyze MANAGE and Learn WIN! Notes/Source: 27Tuesday, June 28, 2011
  28. 28. LEAD CAPTURE Inspire your prospect to share contact information You Give You Get White papers, case studies, live webinars, recorded webinars, free trials... but...don’t ask for registration for content like customer testimonials, product overviews, etc. 28Tuesday, June 28, 2011
  29. 29. KEEP REGISTRATION SIMPLE DO keep it simple DO collect basic descriptive data that can give you insights (e.g., company size, B2B vs. B2C) DON’T ask for data you’re not going to use (e.g., don’t ask for street address if you’re not mailing anything) 29Tuesday, June 28, 2011
  30. 30. SIMPLE SALES PROCESS Consumer has buying model: awareness, consideration, purchase Similarly, your organization has a sales funnel Leads Leads Leads Leads Leads Leads 30Tuesday, June 28, 2011
  31. 31. BENEFITS OF SETTING UP A SALES FUNNEL Get organized! Quicker and more effective follow-up Take control of your sales process Capture data that can give your powerful insights 31Tuesday, June 28, 2011
  32. 32. THE VALUE OF QUICK AND EFFECTIVE FOLLOW-UP Sales made on Sales made on 1st contact 5th-12th contact FACT: 2% 80% Follow-up and consistency builds trust, rapport, and wins more salesSource: National Sales Association 32Tuesday, June 28, 2011
  33. 33. THE SALES FUNNEL Most Common Stages: Incoming, Unqualified, Won, Lost Won Unqualified Incoming Qualified Quote Closure Lost Add 3-5 additional stages based on your own sales flow 33Tuesday, June 28, 2011
  34. 34. INCOMING STAGE - WHERE IT ALL STARTS Won Unqualified Incoming Qualified Quote Closure Lost 34 Widest stage of your funnel Start by placing all your incoming leads hereTuesday, June 28, 2011
  35. 35. INCOMING STAGE - BEST PRACTICE Automatically capture leads from your website into sales CRM tool for easier management Incoming leads Send automatically to incoming stage from your website Automation = Freedom! 35Tuesday, June 28, 2011
  36. 36. LEAD QUALIFICATION Won Unqualified Incoming Qualified Quote Closure Lost Qualify the leads in your incoming bucket Qualification Checklist If a lead qualifies, move it •Fit (time, budget)? to the Qualified stage •Quality and Price? •Customer reputation? If a lead doesn’t qualify, move it to Unqualified 36Tuesday, June 28, 2011
  37. 37. QUOTE AND CLOSURE Won Unqualified Incoming Qualified Quote Closure Lost Requirements Quote has been are gathered - sent time to prepare a price quote Negotiation taking place Move the lead to ‘Quote’ 37Tuesday, June 28, 2011
  38. 38. WON AND LOST Won Unqualified Incoming Qualified Quote Closure Lost Won Congrats! Capture the reason! Lost Too expensive? Chosen a competitor? Poor follow-up? 38Tuesday, June 28, 2011
  39. 39. ANALYZE AND IMPROVE “Experts often possess more data than judgment” What are the reasons I lose deals? What’s the breakdown of my lead sources? What are my sales by client? By sales person? What’s my deal breakdown by stage? 39Tuesday, June 28, 2011
  40. 40. USE A SIMPLE SALES CRM TOOL Manage your sales funnel Use reports to improve the sales process Manage and sync business contacts Stay on top of your sales with tasks and feeds 40Tuesday, June 28, 2011
  41. 41. PUTTING IT ALL TOGETHER Get started today! GENERATE SEO LEADS CLOSE MORE DEALS Automated SEO for your Simple online sales small business tracking and CRM for small businesses. Intelligent and innovative user experience. Free SEO Report Card Bonus offer for today’s Free 7 day trial attendees: Try free for 60 days! 41 www.pipejump.comTuesday, June 28, 2011
  42. 42. THANKS! QUESTIONS? Gary Gebenlian Dan Olson Future Simple DIYSEO 42Tuesday, June 28, 2011