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ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE

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Today’s buyer makes 70% of their purchase decision based on the content on your website. Does your website have the content elements, interactive features and more importantly—stories—that are needed to turn your website into a lead generating machine? Join our webinar to learn what you can add to your website today to help attract and convert more customers.

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ASAE LUNCH LEARNING WEBINAR: TURN YOUR WEBSITE INTO A LEAD GEN MACHINE

  1. 1. Turn Your Website into a Lead Gen Machine Adam Higgins MarTech Consultant HighRoad Solution
  2. 2. Today’s buyer makes 70% of their purchase decision based on the content on your website.
  3. 3. • Inbound Marketing • What is Interactive Content • Interactive Content Examples – Self-Assessments – Calculators • Buyer’s Journey • Closing Tips Agenda
  4. 4. Inbound Marketing
  5. 5. • Using Content to Drive Conversions or Sales • Content is Contextual • Automated Marketing Messages based on Prospects Actions • One-to-One Conversation with the Prospect • Build a Connection Inbound Marketing
  6. 6. Inbound Method
  7. 7. “56% of all customer interactions happen during a multi-event, multi- channel journey” Research by McKinsey & Company Digital Relevance, Ardath Albee
  8. 8. Buyer’s Journey
  9. 9. • There are Several Touchpoints Before the Buyer Purchases • Marketing Automation Programs Tracks the Touchpoints • Trigger Contextual Content Based on the Touchpoints • Context Drives the Purchase • Marketing Automation Provides ROI on Activity Buyer’s Journey is Not Linear
  10. 10. “Buyers view 8 content assets on average during their buying process” IDG Customer Engagement Study Digital Relevance, Ardath Albee
  11. 11. Attract: Search Fundraising advice and tips
  12. 12. Attract: Read Blog Enter email… SUBSCRIBE
  13. 13. Connect: Subscribes Enter email… SUBSCRIBE
  14. 14. Engage: Contextual Ads
  15. 15. Engage: Contextual Emails
  16. 16. What is Interactive Content?
  17. 17. • Interactive Content Components – Self - Assessments – Calculators – Quizzes / Trivia / Gamification – Polls / Surveys • Can add to any program to create a stand-alone experience or work into existing content Interactive Content
  18. 18. • Content that results in prospect engagement – Beyond the action of just reading content – Beyond the action of viewing content Engaging
  19. 19. • What type of engagement? – Something that results in value for the prospect – Creates a two-way channel – shift from Push Marketing to Pull Marketing Value
  20. 20. • Marketers are creating more content today than they were a year ago • Educate the Buyer • In user-centric view, have to address the “what’s in it for me?” factor • Move towards Pull Marketing • Gather more insights! Why?
  21. 21. Educating the Buyer
  22. 22. Self-Assessments
  23. 23. • Certification / Degree • Where You Are in Your Career? • Find the Right Career Path • Is the Annual Conference the Right Event to Attend? • Am I a Good Fit for a Committee / Chapter / Volunteer Position? Ideas for Associations
  24. 24. • People rank themselves via assessments • Natural curiosity to see where they rank amongst peers or in industry • Add data to better profile the prospects • Build a persona WHY?
  25. 25. Self-Assessments
  26. 26. Self-Assessments
  27. 27. Self-Assessments
  28. 28. Self-Assessments
  29. 29. Self-Assessments
  30. 30. Self-Assessments
  31. 31. Calculators
  32. 32. • What You Save as a Member • How Much More You Would Earn with a Certification? • How Much of an Impact Your Participation Makes in the Community? Ideas for Associations
  33. 33. • Prospects identify specific parameters when using a calculator • Detailed numbers to aggregate across all prospects • Quickly identify the persona Why?
  34. 34. Calculators
  35. 35. Calculators
  36. 36. Buyer’s Journey
  37. 37. 1. Searched Google 2. Read Blogs 3. Completed Calculator 4. Clicked Ad 5. Read Email 6. Click CTA in Email 7. Viewed Product Page Touchpoints
  38. 38. 8. Added Product to Cart 9. Viewed Payment Form 10. Submitted Payment Form 11. Viewed Confirmation Page 12. Lead Converted to Customer Touchpoints
  39. 39. “Organizations using lead scoring experience a 77% increase in lead generation ROI” Sharpspring
  40. 40. • Attribute each touchpoint to a weighted scoring system. • Find where leads fall on the bell curve • Setup triggered messages based on a lead’s score • Helps to identify lead’s ready to buy Lead Scoring
  41. 41. 1. Searched Google (0) 2. Read Blogs (+10) 3. Completed Calculator (+15) 4. Clicked Ad (+20) 5. Read Email (+10) 6. Click CTA in Email (+15) 7. Viewed Product Page (+10) Score Each Touchpoint
  42. 42. 8. Added Product to Cart (+30) 9. Viewed Payment Form (+40) 10.Submitted Payment Form (+50) 11.Viewed Confirmation Page 12.Lead Converted to Customer Score Each Touchpoint
  43. 43. Find Engaged Leads
  44. 44. • Going beyond the click, and determine if the email generated revenue. – Email Campaign Generated $1400. – Email Types of Fundraising Generated $20,000 over the last Year Attribute Revenue to Content
  45. 45. • Attribute campaigns to organization and departments goals • Organization Goal – Grow Products Sales by 5% in the next Year Campaigns Align with Goals
  46. 46. Tips
  47. 47. • Use Interactive Content Components to engage with a prospect – Start the dialogue – Collect actionable insights – Identify / Optimize your personas Engage
  48. 48. • Be inspired by Retail / For Profit approach – Many ideas to extrapolate and apply to association programs Be Inspired
  49. 49. • Remember value of Personalization when creating interactive content – Context – What’s In It for Me? Personalization
  50. 50. Marketing Technology for Associations Contact us: HighRoad Solution Name: Adam Higgins Phone: 703.297.8254 Email: ahiggins@highroadsolution.com www.highroadsolution.com www.highroadu.com

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