5 Killer Lead GenerationTactics for E-Commerce                  Presented by Tyler Garns              Director of Marketin...
Housekeeping     •    A/V Check     •    You’re all on mute     •    This is not a demo of Infusionsoft          Go to: ht...
3 Mistakes you’re probably making and don’t even realize it@tylergarns
1@tylergarns              e-Commerce sites              focus too much on                the sale & miss                op...
@tylergarns
Volume vs. Quality        Low Resistance            High Resistance         High Volume                Low Volume         ...
Volume vs. Quality              Inverse Relationship                       80                       60              Volume...
@tylergarns   Lead Generation Driving The Future Of E Commerce Russ Pechman, LinkShare, 2009
67%         percent of ad         responders who will          purchase within 1                year@tylergarns
2          unprofitable        discounting - you      could be making life      harder for yourself by       severe discoun...
Daily Deals@tylergarns
@tylergarns
3@tylergarns              focusing more on                 traffic than                 conversion
The Tactical Triangle                           ...while ignoring                             conversion... Most people fo...
@tylergarns   Lead Generation Driving The Future Of E Commerce Russ Pechman, LinkShare, 2009
Let’s do some math :)@tylergarns
Your missed opportunity     •    T = How many site visitors do you get each month?     •    C = How many people become NEW...
How much monthly revenue are       you missing out on?     •    $1,000     •    $5,000     •    $10,000     •    $25,000 o...
5@tylergarns                   Killer Lead              Generation Tactics               for E-Commerce
1@tylergarns              The Daily Deal
This has less to do      with “daily” and more        to do with “deal”@tylergarns
Poor economic      situations create deal          seeking buyers@tylergarns
Daily Deals@tylergarns
The problem with the daily deal:   Deal Fatigue@tylergarns
What’s your strategy?     •    High-volume sales for profit?     •    Generate awareness? Get buzz?     •    Lead generatio...
@tylergarns
@tylergarns
@tylergarns
@tylergarns
If I were doing daily deals...     •    Sign up for weekly email     •    In that email show the daily deals for the week ...
2@tylergarns              Free Shipping
@tylergarns
@tylergarns
@tylergarns
@tylergarns
If I were offering free shipping...     •    Give people a reason to sign up for free          shipping     •    Give peop...
3@tylergarns              Live Chat
@tylergarns
@tylergarns
If I were doing live chat...     •    Offer a discount, bonus, or add-on if people chat     •    This gives them a reason ...
4@tylergarns              Wish List
@tylergarns
@tylergarns
@tylergarns
If I were using a wish list...     •    Allow people to add items to their wish list          without registering     •   ...
5@tylergarns              QR Codes
What the?@tylergarns
QR Codes        • Drive offline traffic              online via mobile              phone        • Visual link        • Mobi...
QR Codes        • If your target market:              -   Uses smart phones              -   Is educated              -   ...
Why use QR codes?        • Get a deal        • Find out more        • etc.@tylergarns
If I were using QR codes...     •    Always offer a text option as well          (you already know they’re on a phone)    ...
3@tylergarns              Other good ideas
1@tylergarns              Free education
@tylergarns
@tylergarns
Social lead capture        • Use education to              get people to opt-              in        • If you’re driving  ...
2@tylergarns              Contests
@tylergarns
Contests are usually not simple     •    Make sure your terms & conditions are          buttoned up tight     •    Make su...
3@tylergarns              Mobile
Square - Mobile CC Processing        • Get off your butt &              go to events, trade              shows, etc.      ...
Mobile is the new way        • Make it easy to              purchase on a              mobile device              -   Glob...
Lead Capture is only          the beginning@tylergarns
Framework for Strategy:   The Perfect Customer Lifecycle@tylergarns
@tylergarns
@tylergarns
All-In-One@tylergarns
Would you like more information  about how Infusionsoft can help  you capture leads & more of the   opportunity you have o...
Get the best deal               on the demo:         http://www.infusionsoft.com/demo@tylergarns
Questions?       Call 866.800.0004 Ext. 1@tylergarns
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5 Killer Lead Generation Tactics for E-Commerce

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5 Killer Lead Generation Tactics for E-Commerce

  1. 1. 5 Killer Lead GenerationTactics for E-Commerce Presented by Tyler Garns Director of Marketing, Infusionsoft@tylergarns
  2. 2. Housekeeping • A/V Check • You’re all on mute • This is not a demo of Infusionsoft Go to: http://www.infusionsoft.com/demo • Ask questions through GoToWebinar - I’ll handle them at the end, Quick survey when you leave • Feel free to tweet if you like the content • I will make you think & do math (pencils ready!) • How to get the best deal on Infusionsoft@tylergarns
  3. 3. 3 Mistakes you’re probably making and don’t even realize it@tylergarns
  4. 4. 1@tylergarns e-Commerce sites focus too much on the sale & miss opportunities to capture leads
  5. 5. @tylergarns
  6. 6. Volume vs. Quality Low Resistance High Resistance High Volume Low Volume Lower Quality Higher Quality@tylergarns
  7. 7. Volume vs. Quality Inverse Relationship 80 60 Volume 40 20 0 High Medium Low Quality@tylergarns
  8. 8. @tylergarns Lead Generation Driving The Future Of E Commerce Russ Pechman, LinkShare, 2009
  9. 9. 67% percent of ad responders who will purchase within 1 year@tylergarns
  10. 10. 2 unprofitable discounting - you could be making life harder for yourself by severe discounting@tylergarns
  11. 11. Daily Deals@tylergarns
  12. 12. @tylergarns
  13. 13. 3@tylergarns focusing more on traffic than conversion
  14. 14. The Tactical Triangle ...while ignoring conversion... Most people focusalmost all their efforts ...and economics. on traffic... http://www.tacticaltriangle.com @tylergarns
  15. 15. @tylergarns Lead Generation Driving The Future Of E Commerce Russ Pechman, LinkShare, 2009
  16. 16. Let’s do some math :)@tylergarns
  17. 17. Your missed opportunity • T = How many site visitors do you get each month? • C = How many people become NEW customers each month? • L = How many leads do you capture each month that don’t become customers in the same month • V = What is a customer worth you to (lifetime value of a customer)? • Assume we only capture & convert 2% of the lost traffic • Lost Opportunity = (T - ( C + L )) * .02 * V@tylergarns
  18. 18. How much monthly revenue are you missing out on? • $1,000 • $5,000 • $10,000 • $25,000 or more@tylergarns
  19. 19. 5@tylergarns Killer Lead Generation Tactics for E-Commerce
  20. 20. 1@tylergarns The Daily Deal
  21. 21. This has less to do with “daily” and more to do with “deal”@tylergarns
  22. 22. Poor economic situations create deal seeking buyers@tylergarns
  23. 23. Daily Deals@tylergarns
  24. 24. The problem with the daily deal: Deal Fatigue@tylergarns
  25. 25. What’s your strategy? • High-volume sales for profit? • Generate awareness? Get buzz? • Lead generation?@tylergarns
  26. 26. @tylergarns
  27. 27. @tylergarns
  28. 28. @tylergarns
  29. 29. @tylergarns
  30. 30. If I were doing daily deals... • Sign up for weekly email • In that email show the daily deals for the week • Let people click “remind me about this deal” • Allow them to choose how they’re reminded - Email - Text Message - Social Network (FB message, Twitter DM, etc) • Use availability to drive urgency “only 3 left at this price”@tylergarns
  31. 31. 2@tylergarns Free Shipping
  32. 32. @tylergarns
  33. 33. @tylergarns
  34. 34. @tylergarns
  35. 35. @tylergarns
  36. 36. If I were offering free shipping... • Give people a reason to sign up for free shipping • Give people a reason to sign up for free shipping NOW, even it they’re not currently ready to make a purchase - “Lock in free shipping for life. Sign up now” - “Free bonus item - shipped free right now, if you sign up for free shipping. No purchase necessary.” • (This is lead gen, not sales. Make sure the economics work.)@tylergarns
  37. 37. 3@tylergarns Live Chat
  38. 38. @tylergarns
  39. 39. @tylergarns
  40. 40. If I were doing live chat... • Offer a discount, bonus, or add-on if people chat • This gives them a reason to chat, even if they weren’t planning on it • Capture name, email, & phone - “In case chat gets disconnected, I’ll give you a call” - I’d have the rep ask for the phone • Put people into an email autoresponder after the chat based on the scenario - get permission in chat follow-up • Always have live chat show available, capture the info, THEN let them know you’re offline & you’ll follow up@tylergarns
  41. 41. 4@tylergarns Wish List
  42. 42. @tylergarns
  43. 43. @tylergarns
  44. 44. @tylergarns
  45. 45. If I were using a wish list... • Allow people to add items to their wish list without registering • Ask them if they want to “save” their wish list before leaving (saving = registering) • Allow “wish list” & “cart” or “bag” be the same thing • Generate offers based on particular items already in their wish list (if someone puts item A in their wish list and doesn’t purchase for a week, send them an offer for item A)@tylergarns
  46. 46. 5@tylergarns QR Codes
  47. 47. What the?@tylergarns
  48. 48. QR Codes • Drive offline traffic online via mobile phone • Visual link • Mobile bar code@tylergarns
  49. 49. QR Codes • If your target market: - Uses smart phones - Is educated - Has a decent income • You’ve got a good change of QR codes working@tylergarns
  50. 50. Why use QR codes? • Get a deal • Find out more • etc.@tylergarns
  51. 51. If I were using QR codes... • Always offer a text option as well (you already know they’re on a phone) According to the InsightExpress “Digital Consumer Portrait” SMS is the preferred way to receive mobile coupons • Drive people to a mobile friendly page that requests a cell phone number or email address to get to the offer • Drip mobile coupons via SMS, drive people to SMS coupons via email@tylergarns
  52. 52. 3@tylergarns Other good ideas
  53. 53. 1@tylergarns Free education
  54. 54. @tylergarns
  55. 55. @tylergarns
  56. 56. Social lead capture • Use education to get people to opt- in • If you’re driving traffic from social sites, capture a social handle • Follow up via that social channel@tylergarns
  57. 57. 2@tylergarns Contests
  58. 58. @tylergarns
  59. 59. Contests are usually not simple • Make sure your terms & conditions are buttoned up tight • Make sure your contest relates to your product, educates about your product, or drives people to the product • Financial incentive will not always drive the behavior you want - Fame, glory, exposure, etc are often better@tylergarns
  60. 60. 3@tylergarns Mobile
  61. 61. Square - Mobile CC Processing • Get off your butt & go to events, trade shows, etc. • Sell in person with mobile • http://squareup.com@tylergarns
  62. 62. Mobile is the new way • Make it easy to purchase on a mobile device - Global mobile doubles annually - U.S. m-commerce was $2.4B in 2011, expected $119B in 2015@tylergarns
  63. 63. Lead Capture is only the beginning@tylergarns
  64. 64. Framework for Strategy: The Perfect Customer Lifecycle@tylergarns
  65. 65. @tylergarns
  66. 66. @tylergarns
  67. 67. All-In-One@tylergarns
  68. 68. Would you like more information about how Infusionsoft can help you capture leads & more of the opportunity you have on your site? • Yes • No • I’m already a customer@tylergarns
  69. 69. Get the best deal on the demo: http://www.infusionsoft.com/demo@tylergarns
  70. 70. Questions? Call 866.800.0004 Ext. 1@tylergarns

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