You have a nicely designed website, and you’ve done the hard work to get people to come to it. Now what? It’s time to convert those visitors into leads and those leads into customers! The question is, how? In this presentation, you’ll learn how to leverage lead capture and lead nurturing techniques to increase high-quality conversions and reduce your cost of customer acquisition.
Reach your audience with content that they want to see, when they want to see it. Map your content to the different stages of the buyer's journey - awareness, consideration and decision - to ensure you're showing relevant content to leads who are at different stages in the purchasing process.
Dental Marketing Online - Trends And Best Practice In Online Marketing (ADX16)Carolyn S Dean
There is a lot of discussion about online marketing, social media and search engine marketing for businesses. Some dental practices are already engaging in online marketing while other dental practices have an intuitive hunch that there is something to online word-of-mouth marketing, but they’re just not sure yet what it is.
This talk covers the most common forms of online marketing and why and when you should use them. From this talk you will discover the 9 steps to online dental marketing success; know what online strategies are right for your practice; learn the secrets to a great website; understand how to structure your online presence for maximum conversion; know what social media platforms you should be using and why; hear why you need to use Google My Business; understand why you need to start blogging; identify which Search Engine Marketing strategy is right for your practice; hear why it is critical to watch your online reputation; evaluate if video marketing is right for your practice; and learn to reactivate existing clients with the use of email marketing.
How to Launch an Enterprise-Wide Content StrategyMarissa Jambrone
Is your organization providing valuable resources – or are you committing “random acts of content?”
If different teams across your enterprise business are creating content without any central coordination, you’re not only wasting time and energy – you’re confusing customers, perpetuating inefficiencies and leaving money on the table.
So how can you create quality content that meets each department’s needs while supporting the organization’s core message and strategic goals?
Join Bernie Borges, CEO of Find and Convert; Carlos Abler, leader of content marketing and strategy at 3M, and Cision’s Caitlin Jamali to learn how to create a central content strategy for your entire enterprise organization.
See how you can:
-Become effective at content delivery organization-wide by
learning the keys to success
-Further content excellence through change management
-Reach the right audience by understanding and collaborating
to meet their needs
Influence audience behavior with creative content that offers a solution
How Small Business Owners Can Nurture Their Warm Leads OutboundEngine
Here's a link to the webinar recording: http://outbnd.it/19x4scu
Small business owners have leads, whether they're past customers or new warm leads. Either way, there's a knowledge gap to be filled and we can help. We put together a webinar to help SMB owners out to figure out what to do with warm leads.
The slides will go over:
- Content Marketing & Lead Nurturing Overview
- Campaign Follow-up Tips & Tricks
- Campaign Performance Basics
- Leveraging Social Media
Reach your audience with content that they want to see, when they want to see it. Map your content to the different stages of the buyer's journey - awareness, consideration and decision - to ensure you're showing relevant content to leads who are at different stages in the purchasing process.
Dental Marketing Online - Trends And Best Practice In Online Marketing (ADX16)Carolyn S Dean
There is a lot of discussion about online marketing, social media and search engine marketing for businesses. Some dental practices are already engaging in online marketing while other dental practices have an intuitive hunch that there is something to online word-of-mouth marketing, but they’re just not sure yet what it is.
This talk covers the most common forms of online marketing and why and when you should use them. From this talk you will discover the 9 steps to online dental marketing success; know what online strategies are right for your practice; learn the secrets to a great website; understand how to structure your online presence for maximum conversion; know what social media platforms you should be using and why; hear why you need to use Google My Business; understand why you need to start blogging; identify which Search Engine Marketing strategy is right for your practice; hear why it is critical to watch your online reputation; evaluate if video marketing is right for your practice; and learn to reactivate existing clients with the use of email marketing.
How to Launch an Enterprise-Wide Content StrategyMarissa Jambrone
Is your organization providing valuable resources – or are you committing “random acts of content?”
If different teams across your enterprise business are creating content without any central coordination, you’re not only wasting time and energy – you’re confusing customers, perpetuating inefficiencies and leaving money on the table.
So how can you create quality content that meets each department’s needs while supporting the organization’s core message and strategic goals?
Join Bernie Borges, CEO of Find and Convert; Carlos Abler, leader of content marketing and strategy at 3M, and Cision’s Caitlin Jamali to learn how to create a central content strategy for your entire enterprise organization.
See how you can:
-Become effective at content delivery organization-wide by
learning the keys to success
-Further content excellence through change management
-Reach the right audience by understanding and collaborating
to meet their needs
Influence audience behavior with creative content that offers a solution
How Small Business Owners Can Nurture Their Warm Leads OutboundEngine
Here's a link to the webinar recording: http://outbnd.it/19x4scu
Small business owners have leads, whether they're past customers or new warm leads. Either way, there's a knowledge gap to be filled and we can help. We put together a webinar to help SMB owners out to figure out what to do with warm leads.
The slides will go over:
- Content Marketing & Lead Nurturing Overview
- Campaign Follow-up Tips & Tricks
- Campaign Performance Basics
- Leveraging Social Media
How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...Kim Donlan
Defining your early brand story is difficult for any startup. Content marketing and social media channels are important to establish credibility. This is a presentation showing how to create a unique value proposition, define your brand story by using your customer perspective. It will help with lead generation and awareness.
Content Marketing In 2016 – Creating and Amplifying “10x Content”Digital Vidya
Care about how to leverage 'Content Marketing In 2016 – Creating and Amplifying “10x Content”'. You will find this deck presented by the industry expert Rohit Uttamchandani, Senior Manager - Digital Marketing, Social Beat, during Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
The ion “Better” Series_ Creating Better Engagemention interactive
Join us for Part 3, Creating Better Engagement, to learn:
- Exactly what engagement means to us, you, and your audience
- 3 benefits of using interactivity to create engagement
- 3 tips you need to know when using engagement within your content
- And finally, engagement measurement: the who, what, and how
How to Nurture Leads Before, During and After an EventCertain
Ali Head, Eloqua Master at Tegrita, demonstrates advanced lead and engagement scoring strategies and how to nurture prospects during all stages of the event lifecycle. You'll learn how capturing data in your event automation system enables marketers to highly target their customers and prospects and move them along the buyer’s journey. You’ll also learn email marketing best practices and how to create omni-channel campaigns that convert attendees into customers.
B2B buyers are changing the way they buy. Recent B2B Marketing research shows they use a wide range of digital channels to thoroughly research their purchases. So B2B brands need to ensure their most important ‘shop window’ – their website and digital channels – do more to feed the need for information. Marketers need to ensure all channels such as mobile and social are integrated and also start to see digital as a major source of future sales revenue.
Tom Head, director at Lab, shares his experience of helping B2B brands to take advantage of this new B2B buying landscape, and how brands can devise and implement strategies to increase sales.
ion "Better" Series Part 2: Creating Better Content Keynoteion interactive
In Part 2 of our "Better" Series, we focused on creating better content with interactivity. View the keynote to discover 3 benefits of using interactivity to boost your content marketing efforts; 3 tips on how to get the most out of your interactive content; and 3 examples of companies successfully using interactive content.
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013Top Floor Technologies
Reaching Customers Through Social Media & Email Marketing presentation delivered by Shane Fell of Top Floor Technologies at the 2013 Mid Am Horticultural Trade Show at Navy Pier in Chicago.
LSA Bootcamp Detroit: Email Marketing Best Practices (Constant Contact)Localogy
This presentation was given to an audience of small businesses at the LSA Bootcamp in Detroit 6/1/16 which was an event to help small businesses learn the fundamentals of digital marketing. For more on the event, visit: http://www.marketingbitz.com/marketing/boot-camp.aspx
How to Increase Your 2013 Email Response Rates in 5 Simple StepsLorel Marketing Group
Today, most organizations recognize email marketing as one of the most cost-effective ways to reach and convert prospects and build a deeper relationship with customers to drive incremental sales. Lorel Marketing Group provides you with 5 best practices to help you to communicate in a customer-centric way and increase your email response!
Leicester Digital - Facebook for B2B OrganisationsNeil Hannam
Anicca Digital's Head of Social Media and Content, Samantha Hearn, delivered a superb talk on how B2B business can get the most out of Facebook marketing.
It's a new year and it's time to rethink how you're using the Internet to drive traffic and revenue for your business. Check out our presentation to learn about the biggest Internet marketing trends for 2013.
Advertising Laws & Regulations in Content DiscoveryTaboola
On Wednesday, October 28th, Taboola's global policy and legal team presented a webinar on how the new space of content discovery fits under traditional advertising law.
Measuring Digital: How to Track Digital Marketing & Quantify ROIPyxl
Reaching customers has never been more difficult. Tracking engagement is even more difficult. However, as this presentation covers, there are 7 keys to measurable success you can use to do just that.
How Startups Get Customers: Using Content Marketing & Social Media to Tell Yo...Kim Donlan
Defining your early brand story is difficult for any startup. Content marketing and social media channels are important to establish credibility. This is a presentation showing how to create a unique value proposition, define your brand story by using your customer perspective. It will help with lead generation and awareness.
Content Marketing In 2016 – Creating and Amplifying “10x Content”Digital Vidya
Care about how to leverage 'Content Marketing In 2016 – Creating and Amplifying “10x Content”'. You will find this deck presented by the industry expert Rohit Uttamchandani, Senior Manager - Digital Marketing, Social Beat, during Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
The ion “Better” Series_ Creating Better Engagemention interactive
Join us for Part 3, Creating Better Engagement, to learn:
- Exactly what engagement means to us, you, and your audience
- 3 benefits of using interactivity to create engagement
- 3 tips you need to know when using engagement within your content
- And finally, engagement measurement: the who, what, and how
How to Nurture Leads Before, During and After an EventCertain
Ali Head, Eloqua Master at Tegrita, demonstrates advanced lead and engagement scoring strategies and how to nurture prospects during all stages of the event lifecycle. You'll learn how capturing data in your event automation system enables marketers to highly target their customers and prospects and move them along the buyer’s journey. You’ll also learn email marketing best practices and how to create omni-channel campaigns that convert attendees into customers.
B2B buyers are changing the way they buy. Recent B2B Marketing research shows they use a wide range of digital channels to thoroughly research their purchases. So B2B brands need to ensure their most important ‘shop window’ – their website and digital channels – do more to feed the need for information. Marketers need to ensure all channels such as mobile and social are integrated and also start to see digital as a major source of future sales revenue.
Tom Head, director at Lab, shares his experience of helping B2B brands to take advantage of this new B2B buying landscape, and how brands can devise and implement strategies to increase sales.
ion "Better" Series Part 2: Creating Better Content Keynoteion interactive
In Part 2 of our "Better" Series, we focused on creating better content with interactivity. View the keynote to discover 3 benefits of using interactivity to boost your content marketing efforts; 3 tips on how to get the most out of your interactive content; and 3 examples of companies successfully using interactive content.
Reaching Customers Through Social Media & Email Marketing - Mid Am January 2013Top Floor Technologies
Reaching Customers Through Social Media & Email Marketing presentation delivered by Shane Fell of Top Floor Technologies at the 2013 Mid Am Horticultural Trade Show at Navy Pier in Chicago.
LSA Bootcamp Detroit: Email Marketing Best Practices (Constant Contact)Localogy
This presentation was given to an audience of small businesses at the LSA Bootcamp in Detroit 6/1/16 which was an event to help small businesses learn the fundamentals of digital marketing. For more on the event, visit: http://www.marketingbitz.com/marketing/boot-camp.aspx
How to Increase Your 2013 Email Response Rates in 5 Simple StepsLorel Marketing Group
Today, most organizations recognize email marketing as one of the most cost-effective ways to reach and convert prospects and build a deeper relationship with customers to drive incremental sales. Lorel Marketing Group provides you with 5 best practices to help you to communicate in a customer-centric way and increase your email response!
Leicester Digital - Facebook for B2B OrganisationsNeil Hannam
Anicca Digital's Head of Social Media and Content, Samantha Hearn, delivered a superb talk on how B2B business can get the most out of Facebook marketing.
It's a new year and it's time to rethink how you're using the Internet to drive traffic and revenue for your business. Check out our presentation to learn about the biggest Internet marketing trends for 2013.
Advertising Laws & Regulations in Content DiscoveryTaboola
On Wednesday, October 28th, Taboola's global policy and legal team presented a webinar on how the new space of content discovery fits under traditional advertising law.
Measuring Digital: How to Track Digital Marketing & Quantify ROIPyxl
Reaching customers has never been more difficult. Tracking engagement is even more difficult. However, as this presentation covers, there are 7 keys to measurable success you can use to do just that.
Digital Marketing = Results. Buyers are changing. Buyers are more educated and more self-reliant than ever. Marketers roles are changing. They must do more with less. With digital marketing, you can maximize your ROI and stop wasting time. You can reduce expenses in marketing and sales and generate qualified sales leads to increase revenue.
Social Media for Non-Profits: Effective Tactics to Build Awareness, Share You...Pyxl
In the past few years, social media has revolutionized the way organizations communicate with their stakeholders, but it's not just businesses that can take advantage of this ever-changing medium; non-profits also have an opportunity - it's just a matter of altering the strategy. Using social media, non-profit organizations around the world are re-defining the way they build awareness, share their stories and raise support. But with a variety of social networks, where should an organization begin? This presentation touches on a variety of proven social media tactics that can easily be implemented to transform the way non-profits communicate with volunteers, donors and the community.
Re-thinking Digital: The Evolution of Mobile & Its Impact on Web StrategiesPyxl
Reaching customers has never been more difficult, and while many marketers treat "the web" as a
single medium like “print” or “TV” or “radio," that's not the way it should be looked at, as shown in this presentation given by founder Brian Winter.
ROI On Digital And Social Media MarketingSocial Samosa
Google Business Group (GBG) Mumbai had arranged for a unique session to talk about the techniques of measuring ROI on digital and social media marketing. There were three industry experts are presenting interesting cases studies over an interactive session at the event.
Webinar on Minimizing Waste and Optimizing ROI in Digital AdvertisingAudienceScience
Global digital advertising is now a $117 billion industry. However, AudienceScience has discovered that many marketers lack the transparency and control needed to effectively measure and optimize their digital campaigns. With digital continuing to grow in importance for marketers globally, it is essential to overcome these limitations, including many of the misconceptions they have about digital advertising.
Quantifying Digital Marketing Investments from Awareness through SalesPyxl
A two-part presentation given by Brian Winter, owner of Pyxl and CMO of Carpathia Hosting, that provides real-world ideas on the evolution of digital marketing strategy. With a focus on connecting marketing investment with sales results, the presentation provides a case study on how Carpathia drove 3x ROI using digital marketing techniques.
This presentation was delivered to a group taking a continuing education class in Calgary, Alberta on e-marketing at Mount Royal College. It is a holistic view of creating a complete digital marketing program for your organization from Awareness -> Education -> Sales Support -> Client Management.
The main point of the presentation was to develop an effective program, it is important to not forget allocating budget across this spectrum of the prospect/customer lifecycle.
Do you want to create product demand and pass on leads to sales? Of course you do, but you’ll need a demand generation strategy to do it right. Learn what sets demand generation apart, how to build and optimize your strategy, and the importance of paid marketing. Download the full Demand Generation Strategy Playbook on our website: https://hubs.ly/H0bvjyy0
Data-Driven Best Practices for LinkedIn Sponsored InMailLinkedIn
How can you reach engaged target audiences on LinkedIn to build more successful marketing programs across branding, email, demand gen or social?
After talking to marketers who have been using LinkedIn’s Sponsored InMail and looking at thousands of different campaigns, we’ve put together data-driven best practices to help you succeed with this highly underutilized tool. Combat data decay and reach highly engaged target audience on LinkedIn with valuable content that resonates!
In this session join LinkedIn's Global Product Marketing Manager Irina Skripnik and Business Analytics Manager Sophia Wong as they take a data driven approach to best practices.
- Featuring best in class customer examples and case studies
- Tutorial on leveraging your existing email content
- Live demo of real-time reporting dashboard and targeting capabilities
idealaunch - Content Marketing Webinar August 2009WriterAccess
It's not just another buzz term! Content Marketing is the most effective way to grow your business. It’s the art of discovering what your customers need and want to know, and the science of delivering it to them in a compelling and engaging way. Learn the secrets of creating great content and how to optimize it for both readers and search engines. Learn how to put A/B and multivariate testing to work improving conversion rates and maximizing ROI. Content creation, content optimization and content testing add up to content marketing.
Content Marketing Strategies Conference: Ardath Albee Content and Conversationsdlvr.it
The 2011 Content Marketing Strategies Conference (contentmarketing2011.com) had some amazing speakers and lively conversation. This is one great example. Continue the conversation at twitter.com/content2011.
Pyxl Webinar: Fast Forward: Mobile, Social Media & Video Predictions for 2016Pyxl
Hear Chad Elmore, Pyxl’s director of digital communication, break down mobile, social media and video trends, discuss what you can expect from each in the coming year and give you ideas about how to use each to your advantage.
Creating an inbound marketing strategy is a crucial first step that you need to take before setting out to execute your marketing efforts. This strategy must include your marketing goals, a detailed plan of attack and measurement and analytics tactics. In today’s market, it’s key that you reach and nurture your visitors with information that they want to see, when they want to see it.
Building your inbound marketing strategy is a complex process, and should include current brand and marketing analysis, analysis of your competition, development of your buyer personas and lifecycle stages, along with specific plans for your digital experience, content marketing, demand generation and lead nurturing. With a well thought-out strategy as your foundation, your marketing success will skyrocket. Join us as we take a look at how to build a strategy that will allow your organization to experience dramatic growth.
Measuring Digital: How to Track Digital Marketing & Quantify ROIPyxl
Reaching customers has never been more difficult. Tracking engagement is even more difficult. However, as this presentation covers, there are 7 keys to measurable success you can use to do just that.
Rethinking Digital: The Evolution of Mobile & Its Impact on Web StrategiesPyxl
Many treat the web as one medium, similar to TV, radio or print. However, as this presentation will tell you, it's really three very distinct mediums: desktop, tablet and smart phone. Learn about the four approaches to mobile and which might be best for you.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
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Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Building Your Employer Brand with Social MediaLuanWise
Presented at The Global HR Summit, 6th June 2024
In this keynote, Luan Wise will provide invaluable insights to elevate your employer brand on social media platforms including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok. You'll learn how compelling content can authentically showcase your company culture, values, and employee experiences to support your talent acquisition and retention objectives. Additionally, you'll understand the power of employee advocacy to amplify reach and engagement – helping to position your organization as an employer of choice in today's competitive talent landscape.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
4. The Process to Monetize Your Website
1. Attract
Strangers
2. Convert
Visitors
Content
Blog Posts
Social Media
Search
3. Close
Leads
Premium Content
Calls-to-Action
Landing Pages
Forms
4. Delight
Customers
Email
Workflows
Lead Scoring
CRM Integrations
Promoters
Social Media
Smart Content
Emails
Events
6. Content is Key
• Search engines and people like fresh content! Give them a reason
to keep coming back.
-
eBooks/White Papers
Checklists
Blog Posts
Infographics
Videos
Webinars
• Know your audience and what
questions they have, what
they’re searching and what
they’re talking about online.
• Create content that answers
their questions and solves
their problems.
7. Impact of Content on Traffic
700
600
Traffic Index
500
400
300
200
100
0
10 or less
11 to 20
21 to 50
51 to 100
Number of Blog Posts
101 to 200
Over 200
8. Being Smart About Content
• Optimize your content for search
- Focus on a long-tail keyword strategy for each
page on your site & each piece of content.
HIGH COST &
COMPETITION
• Promote your content
via:
- Social Media
- Search Engine Marketing
- Email
1 Word Phrases
“puppies”
2–3 Word Phrases
“adoptable puppies”
More Descriptive Phrases
“adoptable puppies in Phoenix”
LOW COST & RISK
LOW PROBABILITY
OF CONVERSION
HIGH PROBABILITY
OF CONVERSION
9. On-Page SEO Checklist
1 Content
2 Title Tag
3 Meta Description
4 Image File Names
5 Image ALT Tags
6 H1 Tag*
7 Internal Linking*
*if applicable
12. Offers for Each Stage of the Buying Cycle
Awareness
•
•
•
•
•
White Paper
eBook
Checklist
Education Webinar
How-to Video
Evaluation
•
•
•
•
Product Webinar
Case Study
Fact Sheet
Demo Video
Purchase
•
•
•
•
•
Free Trial
Live Demo
Consultation
Estimate
Coupon
13. Landing Pages that Encourage Conversion
Incorporate
keywords.
Write in second
person.
Make it simple.
Use action &
value-oriented
language.
Give visitors only
one option.
Make it easy for
people to share.
14. Call to Action Best Practices
1
Put one on every page of your site.
2
Make them action oriented.
3
Keep them simple and clear.
4
Make them “smart”.
16. Stats
50% of leads are
qualified but not
yet ready to buy.
Source: Gleanster Research
Companies that excel
at lead nurturing
generate 50% more
sales-ready leads at
33% lower cost.
Source: Forrester Research
Nurtured leads
produce, on
average, a 20%
increase in sales
opportunities versus
non-nurtured leads.
Source: DemandGen Report
17. Moving Leads Through the Buying Process
Perform
Research
Free whitepaper
Establish
Buying Criteria
Evaluate
Vendors
Free webinars
Free trials
Case studies
Demos
Free eBooks
Free sample
Free consultations
Free checklists
Product spec
sheets
Estimates or
quotes
Catalogs
Coupons
Free guides &
factsheets
Free videos
Free kits
Prospect knows there is
a problem that needs to
be solved
Prospect recognizes a need
for a solution like yours
Prospect seeks
solutions to their need;
ready to buy
18. Taking Leads to the Next Step with Multi-channel
Lead Nurturing
20. Stats
92% of people trust
recommendations
from friends and
family more than
all other forms
of marketing.
Source: Nielsen
85% of fans of brands
on Facebook recommend
brands to others.
Source: Syncapse
81% of U.S. online
consumers’ purchase
decisions are
influenced by their
friends’ social
media posts.
Source: Market Force
21. Turning Customers Into Brand Evangelists
1
Show your appreciation.
2
Offer something special.
3
Ask for opinions.
4
Build a real relationship.
You have a nicely designed website, and you’ve done the hard work to get people to come to it. Now it’s time to convert those visitors into leads and those leads into customers!
However, there are many common website conversion challenges that prevent companies from truly monetizing their websites. Traffic volume could be too low, the site could have an issue converting traffic into leads, there could be a lead quality issue – meaning leads are coming in but they’re not converting into customers – or a few issues could be working together to prevent you from truly monetizing the site. However, as you’ll learn, if there’s no measurement in place, you might not even know what your issue is.
Luckily, there is a proven process to monetize your website, turning strangers into visitors, visitors into leads, leads into customers, and finally, customers into promoters. Introduce Nicole…
First step in the process is simply getting found. A website is not an “if you build it, they will come” thing. You need to focus on getting found first and foremost…
…and the number one way to do that is with content. Of course, the content on the main pages of your site matter. However, you need more than just pages that promote your business. You need fresh content. You need pages that HELP your customers! Google consistently updates its algorithm, making old school SEO tactics obsolete. The key to ranking high is with content!Of the sites I manage, organic search is one of the top 3 referring sites for all of them. For some (including Pyxl), it’s #1. A lot of companies I talk to have trouble coming up with content ideas. However, the key to doing this is to think of the questions your potential customers have and how to answer them. Every question your sales team gets asked is a blog post.
From Hubspot study of 7,000 businesses.Further drives home the need for interesting, relevant content and continued, consistent effort. Content also has a long shelf-life!
The key to content is to optimize each piece of content for search, and the way you want to do that is with a long-tail keyword strategy. You want to select one long-tail keyword for every page on your site, every blog post, every landing page. This should be different for every single page so you don’t cannibalize your own site.People search long-tail, and you’ll get more qualified visitors to your site with this strategy! It’s also easier to rank on a long-tail strategy.I’m going to go a little deeper into on-page SEO on the next slide, but I also want to mention that while search is a great way to generate traffic, creating lots of content also provides an opportunity for that content to be promoted on other marketing channels as well.
Include your long-tail keyword in all of these places for EVERY page on your site – including blog posts, landing pages, etc.
Now that you’ve done what needs to be done to get visitors to come to your site, we need to make sure there are opportunities to convert those visitors into leads.
To do this, you need to provide opportunities throughout your site for visitors to “convert”. Capturing leads involves three key things: calls to action, landing pages and offers. In explaining these, I’m actually going to work backwards, starting with offers.
We touched on some of these when we were discussing content, and these offers will actually help attract visitors, as well as convert them.A lot of companies just have a contact form on their site. What you want to do is create offers for each stage of your customer’s buying cycle. Just like we discussed previously, a lot of these content ideas will come from questions your potential customers ask, things they’re searching and problems they’re solving.Items in bold can be premium content, used to capture information; others will be used for lead nurturing (which we’ll get to).Awareness content should be very minimally promotional.Evaluation content will be promotional, but it should be more focused on HOW YOU HELP rather than what you do.
Each premium content offer you create should have its own landing page. The #1 purpose of the landing page is to get a visitor to convert into a lead. As such, landing pages do not have navigation. Provide only one path on a landing page – to get the content. On the thank you page, you can bring your navigation back.Keep it short, simple, and tell visitors what’s in it for them.Don’t ask for too much information.
Finally, you’re going to need calls to action throughout your site to direct people to your landing pages. There should be a relevant call to action on every page of your site, including every blog post.Introduce Hubspot smart CTAs.
Now that you have leads filtering into your database, you’re going to need to nurture them until they’re ready to buy from you.
Every buyer is on their own purchasing cycle. Unfortunately, nothing you do can really to change that. The key is to nurture those leads until they’re ready to buy from you. This will also deliver more qualified leads to your sales team and make them work more efficiently, instead of having them call every person that does anything on your site.
What you want to do is to create email workflows that move leads through the buying process. These will appear to be very personal, because they’re based on someone’s actions on the site (not just a mass mailing to your entire list).So let’s say a potential customer is performing research on a challenge that your product or service solves, and they download a white paper you’ve written on that topic. From there, they can get automatically thrown into an email workflow (or marketing automation campaign) that moves them further down the funnel, keeping your brand in front of them in a helpful way, until they’re ready to buy.
Once you have very qualified leads, you can introduce multi-channel lead nurturing and pass the qualified leads onto your sales team to have them call, email, connect on LinkedIn, etc. and hopefully close deals.I should also mention at this point that it’s incredibly important to integrate your marketing automation system with your CRM so that you get a full picture on each of your leads and you can do closed loop reporting.
The final step in this process is to delight your customers in order to turn them into advocates for your brand.
I think we all know how important word of mouth and referrals are, but here are a few stats just to back that up.
While it’s up to you to make sure your customers are actually happy, it’s importantto also keep your customers engaged even after they’ve written then check. They can buy again AND they can refer new business your way!Opinions – PFJ exampleSocial Media,Emails,Events
Through this whole process, measurement is to key to determining what’s working, what’s not working, where your best leads are coming from, how much qualified leads cost, and much more.
I could do a whole session on measurement, but from a very high level, the things you should be looking at are:Campaign effectivenessTraffic source effectivenessOffer effectivenessUse your marketing automation system and your CRM together to find out where your best leads come from, and focus efforts there. You can’t guarantee everything you do is going to be wildly successful, but if you’re measuring all the way through, you can be smart about evolving your approach over time.
One of the marketing offers that we created for the Pyxl site is a marketing goal calculator that will actually tell you -- based on your monthly revenue goals and your current web activity – how many visitors and leads you need to get from your site to reach your goals. It will also (at a high level) diagnose issues you may be having with your site and how to solve them.