The document discusses lead generation strategies, emphasizing lead nurturing through valuable email calls-to-action (CTAs) and effective landing page design. It highlights the importance of shifting the mindset from direct sales pitches to providing value to engage a wider audience. The session also touches on building consistency between CTAs and landing pages, and plans for a follow-up discussion on optimizing landing pages for better conversion rates.

1. #leadgen
ACTIONS, PAGES, & BEARS
……OH MY!
Kim Albee & Margaret Johnson
Genoo / ContentZAP!

2. #leadgen
Your Presenters
Kim Albee
@kimalbee
/in/kimalbee /in/margaretjohnson99
@marketingsings
Margaret Johnson

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Why we are doing this…
Lead Nurturing – Easy as PIE – feedback:
#2 Boggle is Action
When you can cause visitors to take action:
- You can track their interest
- You can become increasingly relevant
- You get more customers
‘nuff said…

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Lead
Database
Fulfillment Email
Nurturing Email
Broadcast Email
Attractors
Review…

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Today’s Focus
• What’s a reasonable “ask” in an
email?
• Why do some landing pages
convert better than others?
• What’s an example of a bad
landing page?
• How do I keep this going, email
after email?
• Where do the bears come in?

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What’s A Reasonable “Ask” in an email?
To do something that the recipient
sees as valuable.
What’s valuable?
• Helpful
• Informative
• Educational
• Insightful
• Attractive

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What’s wrong with these CTAs?
• Here’s our latest news?
• Get a discount on our product / service?
• Buy our stuff?
• SALE SALE SALE
• When can we meet?
Only 2% of your audience is ready for
these.

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Intersections…the mindset shift
• From “Buy Now” to get value
• To “Here’s Value… would you like more?”
Engage not just the 2% but include the other 98%!
Turn lurkers into leads, and those who are ready to buy into
customers.

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Examples of Effective Email CTAs
Webinar Invite #1 #2 #3

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Examples of Effective CTAs…
PDF Download Offer #1 #2 #3

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Examples of Effective Email CTAs…
Nurturing Sequence w/Link
No form to fill out, but…
• Clicks are tracked
• Points are given
• Lead record reflects the action
• Further nurturing can be assigned
(and the pages can have CTAs)

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Linking to a blog… with a CTA

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Linking to a blog… with a CTA

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Linking to a blog… with a CTA

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Why do some landing pages convert better than others?
Examples of the bad and the good…
LANDING PAGES

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It’s all about those forms….
The more you ask… the higher the friction.

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Question for you…
When you get a giant (long) form to complete, do you tell the truth?

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Lower the friction… get better results.

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It’s all about the value…

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Scale your fields based upon value

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Ensure CTA-to-Landing Page Consistency
• CTAs must connect appropriately to landing pages.
• Don’t offer value and send to a “buy now” page.
• Be consistent in
• Your value statements
• Your look & feel
• Your tone & voice
• Don’t make people feel like they’ve gone to a foreign land
when they act on your CTA.

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Can you have CTAs without landing pages?
• Thanks for asking!
• YES, you can.
• Link to un-gated content (i.e. blog post)
• Just be sure it’s trackable in your MA platform
• Score…Score…Score…
(and be sure the blog post has a CTA)

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Like this example…
Nurturing Sequence w/Link
No form to fill out, and no
landing page, but…
• Clicks are tracked
• Points are given
• Lead record reflects the action
• Further nurturing can be assigned

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How do I keep this going, email after email?

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Build Habits & Library
• Don’t say everything in an email. Link them to someplace else to
get more. HABIT
• Regularly create a new CTA/Download. Start with one per month.
HABIT & LIBRARY
• Evaluate your website, and discover whether there’s content that
could be gated, or an effective link. LIBRARY
• Look at what you’ve already done (webinars, videos, whitepapers,
assessments, checklists, etc). LIBRARY

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Where do the bears come in?
They’ve been here all along…

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Next Session –
What Converts? Building landing pages that evoke action
• Explore the different options for building landing pages
• Long form or short form?
• How to incorporate lead capture forms for maximum conversion
• Testing
• Thursday June 25th – 1:30pm CT…
• Registration link will be sent to you when we post the recording of this
session – with a bonus opportunity!

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What’s next? You tell us…
Please open the question box and type in the answer to
this question:
What will make the biggest
difference in your successful
implementation of online
marketing?

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THANK YOU!
QUESTIONS?
Follow Kim:
LinkedIn: http://linkedin.com/in/kimalbee
Twitter: @kimalbee
Follow Margaret:
LinkedIn: http://linkedin.com/in/margaretjohnson99
Twitter: @marketingsings
Follow Genoo & ContentZAP!:
Twitter: @GenooMarketing
LinkedIn: https://www.linkedin.com/company/genoo-llc