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Get More Leads Through Your Website


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A presentation on how to get more leads through your website. Provides some practical tools to leverage your site for greater results.

Published in: Marketing, Business, Technology
  • Hi Luna, thanks for this presentation, did you use maybe tools like Metrics11 to increase your site traffic and you have some insight/opinion?
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Get More Leads Through Your Website

  1. 1. Get More Leads Through Your Website Steve Phipps / @MemPhipps November 2, 2013 #TCMem #TCGML
  2. 2. Overview • Understand how people buy • Missed opportunities • Tools to help you capture more leads • Think about things from your audience’s perspective
  3. 3. Goal: Get More Leads bplanet /
  4. 4. How we used to buy…
  5. 5. The Old Buying Process Circa 1898
  6. 6. How we buy now…
  7. 7. We Buy Differently A CEB study of more than 1,400 B2B customers across industries revealed that 57% of a typical purchase decision is made before a customer even talks to a supplier.
  8. 8. The Contemporary Buying Experience Circa 2013 Latitude
  9. 9. Over 70% of individuals consult websites in each stage of the prepurchase buying process. (Latitude)
  10. 10. Another View Chief Marketing Technologist Blog
  11. 11. Buying has changed, shouldn’t our marketing?
  12. 12. Traditional Marketing •TV •Radio •Print •Direct mail •Cold calls •Trade shows Flickr: NHoulihan
  13. 13. “Inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.” -HubSpot
  14. 14. Funnelize Your Website…
  15. 15. Getting Started
  16. 16. Plan Your Strategy • Define your goals. • Develop personas. • Map the buying process. • Create content (blog, website, social media). • Create offers worth downloading. • Setup landing pages. • Use CTAs on your site, blog, etc. • Test, test, test. • Set up email responders. • Track results and adjust.
  17. 17. Traffic is crucial… …but what next?
  18. 18. Consider the Buying Process, Appropriate Offers, Callsto-Action, Lead Nurturing* SOJO MOJO COJO DOJO ROJO *May vary by persona
  19. 19. Let’s Talk Conversions… Examples
  20. 20. Calls-to-Action
  21. 21. 25.74% conversion rate = 321 conversions
  22. 22. Version B: Asked for Company Name (not required) and the conversion rate dropped to 16.67%.
  23. 23. 11.9% conversion rate
  24. 24. Auto-drip email campaigns (lead nurture) are set up in conjunction with each of these pages.
  25. 25. Let’s apply…
  26. 26. Leopard Leopard Shoes Shoes Photo: Tim Ellis, Flickr
  27. 27. The Company • The Mission: The company’s mission is to help awesome people run fast and look awesome while they do it. • The Product: High-end running shoes that are leopardy in appearance. (not real leopard skin) • The Vision: Create a leopard-like lifestyle that imbues its customers with a sense of awesomeness in everything they do. Help raise awareness of the plight of leopards by donating a percentage of sales to a save the leopards foundation based in Milan, TN. • The Goal: Sell 50,000 pairs of leopard shoes by 12/31/14.
  28. 28. The Customers / Personas • Demographics: _________ • Needs / wants: _________ • Triggers: _________ • Problems solved / opportunities created: _________ • Where do they spend time online: _________ • How they buy: _________
  29. 29. The Marketing • Develop awesome website and killer content. • Implement activities to get found (SEO, blogging, etc.). • Convert website visitors. Create: • Offers • Calls to action (CTAs) • Landing Pages • Promotions
  30. 30. Tools You Can Use Today (or in the near future) • (Landing pages) • HubSpot (inbound marketing management) • InfusionSoft (marketing management software) • Campaign Monitor (email marketing) • MailChimp (email marketing) • Google Analytics
  31. 31. Questions?
  32. 32. Thank You! @MemPhipps