Generating Leads From Your Website


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Getting people to your website is only one part of the puzzle -- to be successful, you need to effectively convert website visitors into sales leads. This webinar analyzes the psychology behind B2B buyers using the web and shows how to answer the concerns and desires of website visitors, validate your business, and effectively generate leads online.

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Generating Leads From Your Website

  1. 1. Generating Leads from Your Website Hall Web Services
  2. 2. Who We Are Jenika Scott Channel Marketing Manager [email_address] <ul><li>Hall Web Services </li></ul><ul><li> </li></ul><ul><li>10+ Years in Business </li></ul>@Hall_Web @jenika29
  3. 3. Got Questions? <ul><li>Use GoToWebinar “Chat” or “Ask a Question” </li></ul><ul><li>Twitter with @hall_web </li></ul>
  4. 4. About You <ul><li>B2B Business and you have a website </li></ul><ul><li>Already generating some leads, want to learn how to generate more </li></ul><ul><li>Thought about generate leads with your site but not sure how </li></ul>What you will learn: <ul><li>Knowing your users helps turn traffic into sales leads </li></ul><ul><li>Understand buying fears and breaking down barriers </li></ul><ul><li>How and when to ask for customer information </li></ul>
  5. 5. <ul><li>Research Phase </li></ul><ul><li>How to choose services </li></ul><ul><li>Value </li></ul><ul><li>Facts, hard information </li></ul><ul><li>Buying Phase </li></ul><ul><li>Comparing Prices </li></ul><ul><li>Incentives </li></ul><ul><li>Why choose you? </li></ul>What Do People Want?
  6. 6. Research Phase vs. Buying Phase
  7. 7. Research Phase vs. Buying Phase
  8. 8. <ul><li>What Do I Have to Offer? </li></ul><ul><li>Unique skills, interests </li></ul><ul><li>Special offerings </li></ul><ul><ul><li>Focus on customer service </li></ul></ul><ul><ul><li>Low prices </li></ul></ul><ul><ul><li>Unique products </li></ul></ul><ul><ul><li>Free training </li></ul></ul><ul><ul><li>Convenient support hours </li></ul></ul><ul><li>Be memorable </li></ul>Why Choose You?
  9. 9. Conversion - Getting someone that comes to your site to take your desired/specific action User Conversion starts with… USER Contact Us Download now Click here Free Trial View a demo Call us More information
  10. 10. <ul><li>User conversion can be ugly, it can be pretty – but it just needs to be effective </li></ul>Effective User Conversion
  11. 11. <ul><li>Buy a Product </li></ul><ul><li>Fill out a Contact Us form </li></ul><ul><li>Sign up for a Free Trial </li></ul><ul><li>Register for an Event </li></ul><ul><li>Request More Information </li></ul>Common User Conversion Goals
  12. 12. <ul><li>Step 1 – A user views an offering on a page </li></ul><ul><li>Step 2 – The offer triggers a positive response from the user </li></ul><ul><li>Step 3 – User clicks on the offering </li></ul>Conversions – How it works
  13. 13. <ul><li>Step 4 – Offering is described in further detail </li></ul><ul><li>Step 5 – User decides to act on offering </li></ul>Conversions – How it works
  14. 14. <ul><li>Step 6 – User is sold on offering </li></ul><ul><li>Step 7 – User fills out a form </li></ul>Conversions – How it works
  15. 15. What should I offer my users? <ul><li>Whether consciously or subconsciously, when a user is on a website they ask themselves: </li></ul><ul><li>Why am I here? </li></ul><ul><li>Do I want to do business with this company? </li></ul><ul><li>What’s the next step? </li></ul><ul><li>Help users answer these questions - Learn who your users are and why they are visiting your site Remember: No one cares about what you do, it’s about what you can do for them! </li></ul>
  16. 16. Who Am I and Why Am I Here? <ul><li>Determined in less than 7 seconds </li></ul><ul><li>Can I find what I’m looking for? </li></ul><ul><li>Are they trustworthy? </li></ul><ul><li>Do they have experiences with industries like mine? </li></ul><ul><li>What is the return policy? </li></ul><ul><li>Do they have good customer support? </li></ul><ul><li>Trying to answer the “Who Am I?” question from your users will help identify your target audience. </li></ul>?
  17. 17. <ul><li>Rarely do sites have a single user demographic, often they have several </li></ul>Know Your Customers Financial Management Software Solution Finder - General
  18. 18. <ul><li>Rarely do sites have a single user demographic, often they have several </li></ul>Know Your Customers
  19. 19. Learn from Website Analytics <ul><li>Are they intrigued? Engaged? </li></ul><ul><li>Bounce Rate (40-60% is healthy) </li></ul><ul><li>Average Time on Site </li></ul><ul><li>Pages per visit </li></ul><ul><li>Return Visits </li></ul><ul><li>Exit Pages </li></ul><ul><li>Where are they coming from? </li></ul><ul><li>Traffic Sources </li></ul><ul><li>Keywords </li></ul><ul><li>What content do they like/want? </li></ul><ul><li>Top Content </li></ul><ul><li>Popular Blogs </li></ul>
  20. 20. <ul><li>DO: </li></ul><ul><li>Keep your offering near the top of the page </li></ul><ul><li>Make it appealing – in content and look & feel </li></ul><ul><li>Make it stand out </li></ul><ul><li>Keep the position consistent for return users </li></ul><ul><li>If serving multiple offerings, position them based on value of users </li></ul><ul><ul><li>(Or use flash to deliver them in rotation) </li></ul></ul>User Conversions – DO
  21. 21. Putting It There Graphically
  22. 22. <ul><li>DON’T: </li></ul><ul><li>Don't ask users to have faith that something great is behind door #1 </li></ul><ul><ul><li>Make your offer clear and targeted </li></ul></ul><ul><li>Don't waste a user's time </li></ul><ul><ul><li>Keep it short and to the point </li></ul></ul><ul><li>Don't get emotionally involved </li></ul><ul><ul><li>If an idea does not work, there is value in why it did not work </li></ul></ul>User Conversions – DON’T
  23. 23. Show Value in Exchange <ul><li>Don’t be shy – ask for contact information </li></ul><ul><li>Use common sense when deciding what to ask for </li></ul><ul><li>Be clear about what they will be getting </li></ul><ul><li>Be trustworthy </li></ul><ul><li>Don’t disappoint </li></ul>Please complete the form below to download your FREE whitepaper.
  24. 24. Understand Buying “Fears” <ul><li>Wasting time </li></ul><ul><li>Wasting money </li></ul><ul><li>No value </li></ul><ul><li>Don’t want to be fooled </li></ul>Photo Credit
  25. 25. Establishing Trust Online <ul><li>Case Studies </li></ul><ul><li>Testimonials </li></ul><ul><li>About Us Page </li></ul><ul><li>Blog </li></ul><ul><li>Participate in social media </li></ul><ul><li>Personalization </li></ul>
  26. 26. Measure What’s Working <ul><li>Track conversions with goals </li></ul><ul><li>Track funnels </li></ul><ul><li>Monitor, assess, adjust </li></ul>Step 1: Click Button Step 2: View landing page Step 3: Fill out the form Step 4: Receive the offer GOAL * Incorporating a UC strategy and then modifying that strategy based on how people use your site is critical to the success of the site.
  27. 27. What Can You Do Today? <ul><li>Make a good first impression </li></ul><ul><li>Identify users </li></ul><ul><li>Show them why they’ve come to your site </li></ul><ul><ul><li>Answer questions </li></ul></ul><ul><ul><li>Solve problems </li></ul></ul><ul><li>Reach out </li></ul><ul><li>Meet expectations </li></ul>
  28. 28. Recap <ul><li>User conversions begin with the user </li></ul><ul><li>It’s not about what you want </li></ul><ul><li>Help users find the information they are seeking – use clear calls to action </li></ul><ul><li>Provide something of value and ask for customer information </li></ul><ul><li>Use analytics to determine what works and what doesn’t </li></ul>
  29. 29. Questions?
  30. 30. Learn More <ul><li>SEO Vision Blog - </li></ul><ul><li>Webinars – </li></ul><ul><ul><li>Next week – Google, Bing, Yahoo – What’s the Difference and Why Does it Matter? </li></ul></ul><ul><ul><li>In 2 weeks – Social Media for Non Believers </li></ul></ul><ul><li>Call us! 1-877-425-5932 (HALL-WEB) ‏ </li></ul><ul><li>[email_address] </li></ul>Follow Hall: @Hall_Web Follow Jenika: @jenika29