SPHomeRun.com

How to Generate
More Leads from
Your Computer
Consulting or
MSP Website
#sphomerun
SPHomeRun.com

Questions
• GoToWebinar Questions Panel (or)
• Twitter hashtag #sphomerun

Recording & Slides
• Will be e-m...
SPHomeRun.com

Joshua Feinberg
Co-Founder & Chief Marketing Officer
SP Home Run Inc.
Helps growing IT channel companies
ge...
SPHomeRun.com

“How to
Generate
More Leads
from Your
Computer
Consulting or
MSP Website”
Image: mikebabz
SPHomeRun.com

Inbound Methodology
Attract

Convert

Close

Delight

Visitors

Leads

Clients

Promoters

HubSpot Inbound ...
SPHomeRun.com

1. Converting Visitors
into Leads
2. What’s In It for Them?
3. Accelerating the Sales
Cycle
SPHomeRun.com

4. Premium Content
5. Forms
6. Landing Pages
7. Thank You Pages and
Email Confirmations
SPHomeRun.com

8. Call to Action (CTA)
Strategies
9. Metrics
SPHomeRun.com

Engage in the
conversation on Twitter
#sphomerun
SPHomeRun.com

1. Converting Visitors
into Leads
2. What’s In It for Them?
3. Accelerating the Sales
Cycle
SPHomeRun.com

Image: wwarby
SPHomeRun.com

B2B technology
providers have a
sales cycle (not impulse)
• Sometimes weeks
• Usually months,
or longer
SPHomeRun.com

Do you know your
average sales cycle
length?
SPHomeRun.com

The difference between
• The date a lead is
received
• The date that lead
materializes into a
paying client
SPHomeRun.com

Then take the average of
those differences
• No PhD required
• Spreadsheets 101
SPHomeRun.com

The problem?
And opportunity?
SPHomeRun.com

Most computer
consulting and MSP
websites are only able to
sell to decision makers
that are ready to buy
im...
SPHomeRun.com

Huge oversight!
Totally unrealistic!
It’s not the way the
decision making process
works!
SPHomeRun.com

Even worse?

Your company may
not even get the chance
to explain itself
Why?
SPHomeRun.com

@Dharmesh
SPHomeRun.com

57% of the typical B2B
sales cycle is over
before decision makers
contact anyone
(Source: CEB Group)
SPHomeRun.com

Image: aprilsanders
SPHomeRun.com

Image: katerha
SPHomeRun.com

But how do you
get people to
trade?
SPHomeRun.com

1. Converting Visitors
into Leads
2. What’s In It for Them?
3. Accelerating the Sales
Cycle
SPHomeRun.com

Unless someone is very
far along in the buyer’s
journey, no one wants to
talk to a sales person
(Except may...
SPHomeRun.com

So what do you do
before then?
How can you appeal to
the 50% of leads that are
qualified, but not yet
ready...
SPHomeRun.com

Image: hsld
SPHomeRun.com

How do you know what’s
irresistible?
Persona research!
SPHomeRun.com

Gather information on
clients and potential
clients

Image: NASA Goddard Space Flight Center
SPHomeRun.com

• Surveys
• Persona interviews

Image: Daniel Oines
SPHomeRun.com

• What is their day like?
• What problems do
they have?
• What are their goals?
SPHomeRun.com

• How do they research
IT products and
services?
• Where do they hang
out online? Offline?
• What do they s...
SPHomeRun.com

Develop buyer personas
that identify behaviors,
pain points, and goals
SPHomeRun.com

Next, create lead gen
offers that address
exactly what’s craved
most by those described
in your personas
SPHomeRun.com

1. Converting Visitors
into Leads
2. What’s In It for Them?
3. Accelerating the Sales
Cycle
SPHomeRun.com

Now that we know the
average sales cycle
length (# of days, weeks,
months, or years), can
inbound speed it ...
SPHomeRun.com

To close sales faster:
1. Segment the sales
cycle
2. Develop lead gen
offers for each sales
cycle stage
Combine
SPHomeRun.com
(a)
lead gen
offers
(content)
with the
(b)
sales
cycle
stage
(context) Amazon says: People who buy
c...
SPHomeRun.com

What are the
basic stages of the
typical B2B tech buying
process?
SPHomeRun.com

The Right Offers for a B2B Tech Sales Cycle
1. Top of Funnel

2. Middle of Funnel

Research the
Problem

Es...
Develop the Right Lead Gen Offers to
SPHomeRun.com
Always Keep Your Sales Funnel Filled

Image: Donovan Govan.
Part of
SPHomeRun.com
persona
research
involves
uncovering the
buyer’s journey

(the path taken
from lead to
client)

Imag...
SPHomeRun.com

Understanding the
buyer’s journey helps
you decide the kinds of
premium content assets
that are likely to m...
SPHomeRun.com

Each buyer persona
requires their own set of
highly-customized lead
gen offers
SPHomeRun.com

Each stage of the sales
cycle requires their own
set of lead generation
offers
SPHomeRun.com

So for optimal lead
generation results, you
need content for
A. Each persona
B. Each of the 3 sales
cycle s...
SPHomeRun.com

How to Accelerate Sales with Content
Research
Problem

Ollie
Owner

Charley
Controller

Trish
Techie

Estab...
SPHomeRun.com

1. Converting Visitors
into Leads
2. What’s In It for Them?
3. Accelerating the Sales
Cycle
SPHomeRun.com

4. Premium Content
5. Forms
6. Landing Pages
7. Thank You Pages and
Email Confirmations
SPHomeRun.com

Premium Content vs.
Non-Premium Content
vs.
Image: tuchodi

Image: Rusty Clark
SPHomeRun.com

Premium Content
Content that’s so valuable to a
particular persona that the
reader is willing to “pay” for ...
Premium Content
SPHomeRun.com

Image: JoshSemans

Also sometimes
called “gated”
content because
it’s locked up
behind a la...
Premium
Content
is a big
part of
the
secret
sauce that turns targeted
website visitors into leads
SPHomeRun.com

Image: sh...
SPHomeRun.com

Premium Content

Webinars

White Papers

Planning
Guides

Consultations
SPHomeRun.com

Non-Premium Content
Content that’s so remarkable
to a particular persona that
the person finishes reading
w...
SPHomeRun.com

Non-Premium Content

Blog Posts

Podcast Episodes

YouTube Channel

Twitter Profile

Facebook Page

LinkedI...
SPHomeRun.com

Non-Premium Content
Used to attract website
visitors to Premium
Content
So even Non-Premium
Content (aka St...
SPHomeRun.com

4. Premium Content
5. Forms
6. Landing Pages
7. Thank You Pages and
Email Confirmations
SPHomeRun.com

Forms are such a big
part of commerce and
pop culture, it’s
no surprise that they
play such a vital role
wi...
SPHomeRun.com

Lead gen forms
• Collect visitor info
• Add info to database
• Send info to visitor
• Transfer visitor to a...
SPHomeRun.com

Lead gen forms usually
reside on dedicated
landing pages, but often
also appear in shortened
form on blog/w...
Without forms,
SPHomeRun.com
your website will
not collect leads

Image: Elías Malaquías
SPHomeRun.com

A form with 8 fields on a
webinar recording landing page
Forms Best Practices
SPHomeRun.com
1. Make the form headline
text consistent with CTA
text and landing page
headline text ...
Forms Best Practices
SPHomeRun.com
4. Link to privacy policy
5. For marketing automation
and lead scoring needs,
use drop-...
Forms Best Practices
SPHomeRun.com
7. When planning fields,
consider the current and
future needs of your ideal
buyer pers...
Image: pictureperfectpose

SPHomeRun.com

Forms should usually be built
before landing pages because
forms get inserted in...
SPHomeRun.com
SPHomeRun.com

4. Premium Content
5. Forms
6. Landing Pages
7. Thank You Pages and
Email Confirmations
SPHomeRun.com

Landing pages are like
24/7 employees that
once set up properly,
sit there day, night,
weekends, even holid...
SPHomeRun.com

Even for tech providers
that only do business in
one local area in one
time zone, it’s shocking
how many le...
SPHomeRun.com

A new landing page gets
created for each and
every premium content
offer
Newsletter Subscription Landing Page
SPHomeRun.com

1. Top of Funnel

Research the
Problem
White Paper Download Landing Page
SPHomeRun.com

1. Top of Funnel

Research the
Problem
Planning Guide Landing Page
SPHomeRun.com

1. Top of Funnel

Research the
Problem
Webinar Registration Landing Page
SPHomeRun.com

2. Middle of Funnel

Establish
Buying Criteria
Free Needs Assessment Landing Page
SPHomeRun.com

3. Bottom of Funnel

Evaluate
Vendors
SPHomeRun.com

Landing Page Best Practices
(could easily spend an hour!)
• Clear, benefits-focused
headline
• Introduce va...
SPHomeRun.com

Landing Page Best Practices
• Use white space
• Everything above the fold
• No navigation menu/links
• Rela...
How do you judge the performance
SPHomeRun.com
of your landing pages?

Image: illang
SPHomeRun.com

Conversion Rate (%)
# of website visitors that
completed a form and became
leads
compared to
# of website v...
SPHomeRun.com

For example…
25 website visitors completed
a form and became leads
compared to
100 website visitors that sa...
SPHomeRun.com

While conversion rates are not
the be-all and end-all of
inbound marketing,
conversion rates should be
moni...
SPHomeRun.com

What’s a “good” conversion
rate?

It depends greatly on
personas and sales cycle
stage, but happy to share
...
SPHomeRun.com

Landing Page Conversion
Rates (2013 YTD)
20.8% across all landing pages,
across all sales cycle stages
• To...
SPHomeRun.com

How many landing pages are
enough?
• At minimum, cover your personas
and sales cycle stages
• Companies wit...
SPHomeRun.com

Who else needs to
increase their inbound
lead generation 12x?
Get Your Free Inbound
Marketing Assessment

h...
SPHomeRun.com

4. Premium Content
5. Forms
6. Landing Pages
7. Thank You Pages and
Email Confirmations
SPHomeRun.com

After a website visitor
completes a form on a
landing page and clicks
the button, that visitor is
redirecte...
SPHomeRun.com

From Landing Page Button
to Thank You Page
SPHomeRun.com

A thank you page
• Follows up with new lead
• Makes good on the landing
page promise
• Manages expectations...
SPHomeRun.com

Just like landing pages,
thank you pages are
business assets that
work for you 24/7
SPHomeRun.com

An email confirmation
delivers largely the same
information as the thank
you page, except it goes
direct to...
SPHomeRun.com

An email confirmation
should come from a real
person and allow for a
two-way dialog
SPHomeRun.com

An email confirmation
should follow all
standard email
marketing best practices
including CAN-SPAM
complian...
SPHomeRun.com
SPHomeRun.com

8. Call to Action (CTA)
Strategies
9. Metrics
SPHomeRun.com

A call to action (CTA) is
usually a graphical
button that sends
website visitors to a
particular landing pa...
SPHomeRun.com

CTA Examples
SPHomeRun.com

From CTA to Premium Content Offer

CTA

Landing Page

Thank You Page
SPHomeRun.com

A CTA has a very simple
purpose:
to get the right website
visitors
to the right landing pages
at the right ...
SPHomeRun.com

Or quantitatively:
The CTA’s role is to generate a
high click through rate
(CTR %) and a high landing
page ...
SPHomeRun.com

Besides appearing as a
button, CTAs commonly
appear in
•
•
•
•

Email marketing
Social media status updates...
SPHomeRun.com

A CTA is often one of the
first things a potential
lead sees on your
website
SPHomeRun.com

Many that teach about
lead generation tend to
talk about CTAs first

But that approach is
backwards
SPHomeRun.com

It all starts with a
premium content offer
that’s created
specifically for a
persona and sales cycle
stage
SPHomeRun.com

That premium content
offer is delivered on a
thank you page and/or a
confirmation email
SPHomeRun.com

The website visitor gets
to the thank you page
and/or confirmation
email by completing a
form
SPHomeRun.com

The form gets embedded
into a landing page that
persuades the website
visitor to complete the
form
SPHomeRun.com

Then, and only then, are
you ready to create a
CTA that links to a
landing page
(It’s the final step, not
t...
SPHomeRun.com

CTA Best Practices
•
•
•
•
•

Use an action verb when possible
Include the same keyword phrase
that’s found...
SPHomeRun.com

8. Call to Action (CTA)
Strategies
9. Metrics
SPHomeRun.com

Which metrics matter
most when it comes to
generating more leads
from your website?
SPHomeRun.com

1. Visits
2. Contacts (Leads)
3. Customers
SPHomeRun.com

Sources of
• Visits
• Contacts
(Leads)
• Customers

Split Out by:
• Organic
Search
• Referrals
• Social Med...
SPHomeRun.com
SPHomeRun.com

Closed Loop Marketing
The ability to know which sources of
website visitors ultimately monetized
into payin...
SPHomeRun.com

Closed Loop Marketing
Closed loop marketing helps set the
stage for more productive
sales/marketing alignme...
SPHomeRun.com

Recap
SPHomeRun.com

1. Converting Visitors
into Leads
2. What’s In It for Them?
3. Accelerating the Sales
Cycle
SPHomeRun.com

4. Premium Content
5. Forms
6. Landing Pages
7. Thank You Pages and
Email Confirmations
SPHomeRun.com

8. Call to Action (CTA)
Strategies
9. Metrics
SPHomeRun.com

Every piece of content
that you develop should
always include a
Call to Action (CTA)
SPHomeRun.com

This webinar’s CTA is…
Image: James Lee

Drum roll please….
SPHomeRun.com

http://www.sphomerun.com/freema
SPHomeRun.com

If you need
• more leads
• better marketing results
• more clients
Sign up for your Free Inbound
Marketing ...
SPHomeRun.com

Inbound Marketing Assessment includes:
• 60 minute conversation by phone/online with
an Inbound Marketing C...
Thank you for joining us
for today’s webinar!

SPHomeRun.com

http://www.sphomerun.com/freema
SPHomeRun.com

• © 2013 SP Home Run Inc.
• SP Home Run is a registered
trademark of SP Home Run Inc.
• All Worldwide Right...
Upcoming SlideShare
Loading in …5
×

How to Generate More Leads from Your Computer Consulting or MSP Website (Webinar)

645 views

Published on

Does your computer consulting website or MSP website generate enough high-quality, sales-ready leads? And of the leads that you do receive from your website, are those leads highly-qualified and ready to do business with your firm?

Now that 57% of the typical B2B sales cycle is over before decision makers reach out to any vendor, it’s critical that your company have a gameplan for generating leads from its website.

During this one hour webinar, you’ll learn:
* What must happen first before your website is in a position to generate leads
* Why most computer consulting businesses and MSPs are wasting at least half of their website traffic
* How to create irresistible lead generation offers that cause conversion rates to go through the roof
* What you can do to keep your sales funnel filled and accelerate the sales cycle
* What it takes to transform qualified leads into highly-desirable paying clients
* The key to making your best leads feel a burning desire to learn more
* The 5 types of landing pages that nearly every computer consulting or MSP website must have
* The basic workflow that must be mastered for effective lead generation
* Which metrics matter most when it comes to generating more leads from your website
* How to uncover which sources of website visitors ultimately monetized into paying clients
And much more!

Study the Slides to Get More Leads!

Published in: Technology, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
645
On SlideShare
0
From Embeds
0
Number of Embeds
231
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

How to Generate More Leads from Your Computer Consulting or MSP Website (Webinar)

  1. 1. SPHomeRun.com How to Generate More Leads from Your Computer Consulting or MSP Website #sphomerun
  2. 2. SPHomeRun.com Questions • GoToWebinar Questions Panel (or) • Twitter hashtag #sphomerun Recording & Slides • Will be e-mailed to all attendees within two business days of the event
  3. 3. SPHomeRun.com Joshua Feinberg Co-Founder & Chief Marketing Officer SP Home Run Inc. Helps growing IT channel companies get found by the right decision makers, in the right places, at the right time Former VAR, IT consultant, MCSE, Microsoft content provider, and IBM rep Follow @joshua_feinberg on Twitter
  4. 4. SPHomeRun.com “How to Generate More Leads from Your Computer Consulting or MSP Website” Image: mikebabz
  5. 5. SPHomeRun.com Inbound Methodology Attract Convert Close Delight Visitors Leads Clients Promoters HubSpot Inbound Methodology (SP Home Run is a HubSpot Partner.)
  6. 6. SPHomeRun.com 1. Converting Visitors into Leads 2. What’s In It for Them? 3. Accelerating the Sales Cycle
  7. 7. SPHomeRun.com 4. Premium Content 5. Forms 6. Landing Pages 7. Thank You Pages and Email Confirmations
  8. 8. SPHomeRun.com 8. Call to Action (CTA) Strategies 9. Metrics
  9. 9. SPHomeRun.com Engage in the conversation on Twitter #sphomerun
  10. 10. SPHomeRun.com 1. Converting Visitors into Leads 2. What’s In It for Them? 3. Accelerating the Sales Cycle
  11. 11. SPHomeRun.com Image: wwarby
  12. 12. SPHomeRun.com B2B technology providers have a sales cycle (not impulse) • Sometimes weeks • Usually months, or longer
  13. 13. SPHomeRun.com Do you know your average sales cycle length?
  14. 14. SPHomeRun.com The difference between • The date a lead is received • The date that lead materializes into a paying client
  15. 15. SPHomeRun.com Then take the average of those differences • No PhD required • Spreadsheets 101
  16. 16. SPHomeRun.com The problem? And opportunity?
  17. 17. SPHomeRun.com Most computer consulting and MSP websites are only able to sell to decision makers that are ready to buy immediately
  18. 18. SPHomeRun.com Huge oversight! Totally unrealistic! It’s not the way the decision making process works!
  19. 19. SPHomeRun.com Even worse? Your company may not even get the chance to explain itself Why?
  20. 20. SPHomeRun.com @Dharmesh
  21. 21. SPHomeRun.com 57% of the typical B2B sales cycle is over before decision makers contact anyone (Source: CEB Group)
  22. 22. SPHomeRun.com Image: aprilsanders
  23. 23. SPHomeRun.com Image: katerha
  24. 24. SPHomeRun.com But how do you get people to trade?
  25. 25. SPHomeRun.com 1. Converting Visitors into Leads 2. What’s In It for Them? 3. Accelerating the Sales Cycle
  26. 26. SPHomeRun.com Unless someone is very far along in the buyer’s journey, no one wants to talk to a sales person (Except maybe his/her mom!)
  27. 27. SPHomeRun.com So what do you do before then? How can you appeal to the 50% of leads that are qualified, but not yet ready to buy?
  28. 28. SPHomeRun.com Image: hsld
  29. 29. SPHomeRun.com How do you know what’s irresistible? Persona research!
  30. 30. SPHomeRun.com Gather information on clients and potential clients Image: NASA Goddard Space Flight Center
  31. 31. SPHomeRun.com • Surveys • Persona interviews Image: Daniel Oines
  32. 32. SPHomeRun.com • What is their day like? • What problems do they have? • What are their goals?
  33. 33. SPHomeRun.com • How do they research IT products and services? • Where do they hang out online? Offline? • What do they search?
  34. 34. SPHomeRun.com Develop buyer personas that identify behaviors, pain points, and goals
  35. 35. SPHomeRun.com Next, create lead gen offers that address exactly what’s craved most by those described in your personas
  36. 36. SPHomeRun.com 1. Converting Visitors into Leads 2. What’s In It for Them? 3. Accelerating the Sales Cycle
  37. 37. SPHomeRun.com Now that we know the average sales cycle length (# of days, weeks, months, or years), can inbound speed it up?
  38. 38. SPHomeRun.com To close sales faster: 1. Segment the sales cycle 2. Develop lead gen offers for each sales cycle stage
  39. 39. Combine SPHomeRun.com (a) lead gen offers (content) with the (b) sales cycle stage (context) Amazon says: People who buy cookies also buy milk. Want some? Image: Andy Melton from Boise, ID, USA
  40. 40. SPHomeRun.com What are the basic stages of the typical B2B tech buying process?
  41. 41. SPHomeRun.com The Right Offers for a B2B Tech Sales Cycle 1. Top of Funnel 2. Middle of Funnel Research the Problem Establish Buying Criteria Evaluate Vendors Lead Gen Offers Lead Gen Offers Lead Gen Offers • • • • • • • • • • • • Trials • Demos • Needs Assessments • Quotes White Papers eBooks Guides Checklists Videos Kits Source: HubSpot Inbound Methodology (SP Home Run is a HubSpot Partner.) Webinars Case Studies Samples Spec Sheets Catalogs 3. Bottom of Funnel
  42. 42. Develop the Right Lead Gen Offers to SPHomeRun.com Always Keep Your Sales Funnel Filled Image: Donovan Govan.
  43. 43. Part of SPHomeRun.com persona research involves uncovering the buyer’s journey (the path taken from lead to client) Image: Sam Howzit
  44. 44. SPHomeRun.com Understanding the buyer’s journey helps you decide the kinds of premium content assets that are likely to move leads down the funnel
  45. 45. SPHomeRun.com Each buyer persona requires their own set of highly-customized lead gen offers
  46. 46. SPHomeRun.com Each stage of the sales cycle requires their own set of lead generation offers
  47. 47. SPHomeRun.com So for optimal lead generation results, you need content for A. Each persona B. Each of the 3 sales cycle stages
  48. 48. SPHomeRun.com How to Accelerate Sales with Content Research Problem Ollie Owner Charley Controller Trish Techie Establish Criteria Evaluate Vendors
  49. 49. SPHomeRun.com 1. Converting Visitors into Leads 2. What’s In It for Them? 3. Accelerating the Sales Cycle
  50. 50. SPHomeRun.com 4. Premium Content 5. Forms 6. Landing Pages 7. Thank You Pages and Email Confirmations
  51. 51. SPHomeRun.com Premium Content vs. Non-Premium Content vs. Image: tuchodi Image: Rusty Clark
  52. 52. SPHomeRun.com Premium Content Content that’s so valuable to a particular persona that the reader is willing to “pay” for it with their contact information
  53. 53. Premium Content SPHomeRun.com Image: JoshSemans Also sometimes called “gated” content because it’s locked up behind a landing page
  54. 54. Premium Content is a big part of the secret sauce that turns targeted website visitors into leads SPHomeRun.com Image: shyamh
  55. 55. SPHomeRun.com Premium Content Webinars White Papers Planning Guides Consultations
  56. 56. SPHomeRun.com Non-Premium Content Content that’s so remarkable to a particular persona that the person finishes reading with a burning desire to find out “what else” you have to read (ex: Premium Content)
  57. 57. SPHomeRun.com Non-Premium Content Blog Posts Podcast Episodes YouTube Channel Twitter Profile Facebook Page LinkedIn Profile
  58. 58. SPHomeRun.com Non-Premium Content Used to attract website visitors to Premium Content So even Non-Premium Content (aka Standard Content) still has to be awesome and remarkable Image: ajc1
  59. 59. SPHomeRun.com 4. Premium Content 5. Forms 6. Landing Pages 7. Thank You Pages and Email Confirmations
  60. 60. SPHomeRun.com Forms are such a big part of commerce and pop culture, it’s no surprise that they play such a vital role with inbound
  61. 61. SPHomeRun.com Lead gen forms • Collect visitor info • Add info to database • Send info to visitor • Transfer visitor to a confirmation page
  62. 62. SPHomeRun.com Lead gen forms usually reside on dedicated landing pages, but often also appear in shortened form on blog/website sidebars
  63. 63. Without forms, SPHomeRun.com your website will not collect leads Image: Elías Malaquías
  64. 64. SPHomeRun.com A form with 8 fields on a webinar recording landing page
  65. 65. Forms Best Practices SPHomeRun.com 1. Make the form headline text consistent with CTA text and landing page headline text (action verb!) 2. Ask for enough data to properly qualify leads, but not so much to scare people away (ask sales and customer service) 3. Decide on required vs. optional fields
  66. 66. Forms Best Practices SPHomeRun.com 4. Link to privacy policy 5. For marketing automation and lead scoring needs, use drop-down lists, radio buttons, and check boxes to capture more structured data 6. Change the default text on the Submit button to be consistent with form headline
  67. 67. Forms Best Practices SPHomeRun.com 7. When planning fields, consider the current and future needs of your ideal buyer personas 8. If using progressive profiling or Smart Forms, decide which fields only need to be asked once 9. Use the sales cycle stage to decide what kinds of data to gather
  68. 68. Image: pictureperfectpose SPHomeRun.com Forms should usually be built before landing pages because forms get inserted into landing pages A landing page doesn’t have much value without a Form
  69. 69. SPHomeRun.com
  70. 70. SPHomeRun.com 4. Premium Content 5. Forms 6. Landing Pages 7. Thank You Pages and Email Confirmations
  71. 71. SPHomeRun.com Landing pages are like 24/7 employees that once set up properly, sit there day, night, weekends, even holidays and collect leads
  72. 72. SPHomeRun.com Even for tech providers that only do business in one local area in one time zone, it’s shocking how many leads come in after hours Image: keepitsurreal
  73. 73. SPHomeRun.com A new landing page gets created for each and every premium content offer
  74. 74. Newsletter Subscription Landing Page SPHomeRun.com 1. Top of Funnel Research the Problem
  75. 75. White Paper Download Landing Page SPHomeRun.com 1. Top of Funnel Research the Problem
  76. 76. Planning Guide Landing Page SPHomeRun.com 1. Top of Funnel Research the Problem
  77. 77. Webinar Registration Landing Page SPHomeRun.com 2. Middle of Funnel Establish Buying Criteria
  78. 78. Free Needs Assessment Landing Page SPHomeRun.com 3. Bottom of Funnel Evaluate Vendors
  79. 79. SPHomeRun.com Landing Page Best Practices (could easily spend an hour!) • Clear, benefits-focused headline • Introduce value proposition • Use bullet points • Add a form with 4-8 fields
  80. 80. SPHomeRun.com Landing Page Best Practices • Use white space • Everything above the fold • No navigation menu/links • Related image (tangible) • Redirects to confirm page • Deliver over by email
  81. 81. How do you judge the performance SPHomeRun.com of your landing pages? Image: illang
  82. 82. SPHomeRun.com Conversion Rate (%) # of website visitors that completed a form and became leads compared to # of website visitors that saw that landing page
  83. 83. SPHomeRun.com For example… 25 website visitors completed a form and became leads compared to 100 website visitors that saw that landing page 25% Conversion Rate
  84. 84. SPHomeRun.com While conversion rates are not the be-all and end-all of inbound marketing, conversion rates should be monitored weekly
  85. 85. SPHomeRun.com What’s a “good” conversion rate? It depends greatly on personas and sales cycle stage, but happy to share SP Home Run metrics
  86. 86. SPHomeRun.com Landing Page Conversion Rates (2013 YTD) 20.8% across all landing pages, across all sales cycle stages • Top of funnel high performers: 34.6% to 45.7% (most: 15.3% to 29.8%) • Middle of funnel: 31.4% • Bottom of funnel: 6.2% to 11.7%
  87. 87. SPHomeRun.com How many landing pages are enough? • At minimum, cover your personas and sales cycle stages • Companies with 40+ landing pages get 12 times more leads, compared to those with only 1-5 landing pages (Source: HubSpot State of Inbound Marketing Report)
  88. 88. SPHomeRun.com Who else needs to increase their inbound lead generation 12x? Get Your Free Inbound Marketing Assessment http://www.sphomerun.com/fma/
  89. 89. SPHomeRun.com 4. Premium Content 5. Forms 6. Landing Pages 7. Thank You Pages and Email Confirmations
  90. 90. SPHomeRun.com After a website visitor completes a form on a landing page and clicks the button, that visitor is redirected to a “thank you” page
  91. 91. SPHomeRun.com From Landing Page Button to Thank You Page
  92. 92. SPHomeRun.com A thank you page • Follows up with new lead • Makes good on the landing page promise • Manages expectations • Recommends the next logical call to action (CTA), further down sales funnel
  93. 93. SPHomeRun.com Just like landing pages, thank you pages are business assets that work for you 24/7
  94. 94. SPHomeRun.com An email confirmation delivers largely the same information as the thank you page, except it goes direct to the email inbox for longer-lasting value
  95. 95. SPHomeRun.com An email confirmation should come from a real person and allow for a two-way dialog
  96. 96. SPHomeRun.com An email confirmation should follow all standard email marketing best practices including CAN-SPAM compliance
  97. 97. SPHomeRun.com
  98. 98. SPHomeRun.com 8. Call to Action (CTA) Strategies 9. Metrics
  99. 99. SPHomeRun.com A call to action (CTA) is usually a graphical button that sends website visitors to a particular landing page
  100. 100. SPHomeRun.com CTA Examples
  101. 101. SPHomeRun.com From CTA to Premium Content Offer CTA Landing Page Thank You Page
  102. 102. SPHomeRun.com A CTA has a very simple purpose: to get the right website visitors to the right landing pages at the right time
  103. 103. SPHomeRun.com Or quantitatively: The CTA’s role is to generate a high click through rate (CTR %) and a high landing page conversion rate (CR %) among targeted website visitors
  104. 104. SPHomeRun.com Besides appearing as a button, CTAs commonly appear in • • • • Email marketing Social media status updates News releases Videos/podcasts
  105. 105. SPHomeRun.com A CTA is often one of the first things a potential lead sees on your website
  106. 106. SPHomeRun.com Many that teach about lead generation tend to talk about CTAs first But that approach is backwards
  107. 107. SPHomeRun.com It all starts with a premium content offer that’s created specifically for a persona and sales cycle stage
  108. 108. SPHomeRun.com That premium content offer is delivered on a thank you page and/or a confirmation email
  109. 109. SPHomeRun.com The website visitor gets to the thank you page and/or confirmation email by completing a form
  110. 110. SPHomeRun.com The form gets embedded into a landing page that persuades the website visitor to complete the form
  111. 111. SPHomeRun.com Then, and only then, are you ready to create a CTA that links to a landing page (It’s the final step, not the first!)
  112. 112. SPHomeRun.com CTA Best Practices • • • • • Use an action verb when possible Include the same keyword phrase that’s found throughout the destination landing page Select a contrasting color Keep most CTAs above the fold Include a targeted CTA after each blog post
  113. 113. SPHomeRun.com 8. Call to Action (CTA) Strategies 9. Metrics
  114. 114. SPHomeRun.com Which metrics matter most when it comes to generating more leads from your website?
  115. 115. SPHomeRun.com 1. Visits 2. Contacts (Leads) 3. Customers
  116. 116. SPHomeRun.com Sources of • Visits • Contacts (Leads) • Customers Split Out by: • Organic Search • Referrals • Social Media • Email Marketing • Paid Search • Direct Traffic
  117. 117. SPHomeRun.com
  118. 118. SPHomeRun.com Closed Loop Marketing The ability to know which sources of website visitors ultimately monetized into paying clients It’s named “closed loop” because it’s closing the knowledge-gap loop between sales and marketing
  119. 119. SPHomeRun.com Closed Loop Marketing Closed loop marketing helps set the stage for more productive sales/marketing alignment (“Smarketing”)
  120. 120. SPHomeRun.com Recap
  121. 121. SPHomeRun.com 1. Converting Visitors into Leads 2. What’s In It for Them? 3. Accelerating the Sales Cycle
  122. 122. SPHomeRun.com 4. Premium Content 5. Forms 6. Landing Pages 7. Thank You Pages and Email Confirmations
  123. 123. SPHomeRun.com 8. Call to Action (CTA) Strategies 9. Metrics
  124. 124. SPHomeRun.com Every piece of content that you develop should always include a Call to Action (CTA)
  125. 125. SPHomeRun.com This webinar’s CTA is… Image: James Lee Drum roll please….
  126. 126. SPHomeRun.com http://www.sphomerun.com/freema
  127. 127. SPHomeRun.com If you need • more leads • better marketing results • more clients Sign up for your Free Inbound Marketing Assessment http://www.sphomerun.com/freema
  128. 128. SPHomeRun.com Inbound Marketing Assessment includes: • 60 minute conversation by phone/online with an Inbound Marketing Certified consultant • a basic review of your strategy • opportunities to improve your results • how your marketing compares to your competitors • how your website can generate more qualified leads http://www.sphomerun.com/freema
  129. 129. Thank you for joining us for today’s webinar! SPHomeRun.com http://www.sphomerun.com/freema
  130. 130. SPHomeRun.com • © 2013 SP Home Run Inc. • SP Home Run is a registered trademark of SP Home Run Inc. • All Worldwide Rights Reserved. http://www.sphomerun.com/freema

×