10 ways to generate leads with your website
Post on 20-Aug-2015
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10WAYSTO GENERATE
LEADSWITH YOUR WEBSITE
A LITTLE ABOUT US
Reach is a marketing strategy firm utilizing HubSpot’s Marketing Automation Software that helps create brands people love by transforming how organizations attract, engage and delight customers while providing an environment that fosters great culture and a professional experience our employees love.
HOW DO YOU CURRENTLY ACQUIRE LEADS?
#1WRITE BUYER PERSONAS
YOUTAWKIN’TO ME?
DETERMINE HOW CAN YOU HELP YOUR PROSPECT?
•How old are they?
•What do they do in their spare time?
•What role are they in their company? Household?
•What frustrations do they typically have?
•Why would they be looking for you?
EXAMPLE: BUYER PERSONATessie is 29 years old and teaches at a local
elementary school. When she’s not writing
her lesson plans, she can be found scrap
booking, taking a hike on vacation and
spending time with her young kids. She is
constantly looking for a better way to engage
her students in history related topics that fit
the school learning standards. She wishes
there was a way for her students to take a
field trip to a local agency and experience
real, but interactive, history. She doesn’t have
a lot of money to provide activities for lesson
plans but does have access to basic school
supplies and is ready to get creative.
#2START A BLOG
“10 THINGSMOMS SHOULDKNOW ABOUT BABIES…”
TELL THEM THE BENEFITS.NOT THE SALES PITCH.
•92% of companies who blogged multiple times a
day acquired a customer through their blog
•You need to be the industry’s thought leader, not
the number one salesman at your company.
•46% of people read blogs more than once a day
#3ADD CALL TO ACTIONS
WUHH?
EXAMPLE: CALLS TO ACTION
EXAMPLE: CALLS TO ACTION
#4ADD LANDING PAGES
WAH!
“IT TAKES TOO MUCH TIME!”
• Companies with 30 or more landing pages generate
7X more leads than those with fewer than 10
• Those with over 40 landing pages got 12X more
leads than those with only 1 to 5
• 68% of B2B businesses use landing pages to garner
a new sales lead for future conversion
EXAMPLE: LANDING PAGE
#5SEARCH ENGINE
OPTIMIZATION
Should be “Simply Excellent Online”
GOOD THINGS COME TOTHOSE WHO WAIT.
•75% of users never scroll past the first page of search results •61% of global internet users research products online. •The format of your page title tags and the quality of content on your site are just a few of the approximately 200 factors that determine the organic search ranking of your website
• Title Tags
• Content Length - Around 400 words
• Enough to answer questions and provide good content.
• Page Load Speed
• Ranking for Keywords relative to your industry
• Duplicate Content
WHAT IS IMPORTANT?
SPEAK HUMAN FIRST.SEARCH ENGINE NEVER.
#6ADD SOCIAL MEDIA
BUTTONS
WAH!
PART 5: HOW TO MEASURE YOUR SOCIAL MEDIA EFFORTS
THE COCKTAIL PARTY RULE= SHARE YOUR EXPERTISE!
WHYYY SHOULD I MAKE TIME FOR THIS?
• Social media has a 100% higher lead-to-close
rate than outbound marketing (traditional media)
• 83% of marketers indicate that social media is
important for their business
• Seek out social media users who meet your
buyer persona description and build a
relationship with them (LinkedIn)
#7CONTACT FORMS GO ON MORE THAN THE CONTACT US PAGE!
BUT I WILL HAVE TOO MANY LEADS!
#8RE-STRUCTURE FOR
CONVERSIONS
OHHH MY WEBBB TRAFFICCCC!
BUT LEADS THOUGH?
THINK VISITOR EXPERIENCE
•The goal of conversion centered design is to focus the visitor’s
attention on the conversion areas and encourage them to complete
your desired action.
•Tell visitors how they will benefit by completing your desired action
•Mobile traffic accounts for about 1/3 of all internet traffic. Ensure
your website is mobile friendly.
#9CREATE
ONE OF A KIND CONTENT
I WUV YOUZ
WHY CAN’T I WRITE WHATEVER I WANT?
•Above all else, your content has to be relevant to
your buyer personas.
•Motivate site visitors to go to a landing page, fill
out a form, and give you their information, you
have to offer them something of value in
exchange. VALUE!
WHAT IS PREMIUM CONTENT?
• Whitepapers and eBooks
• Webinars or Google Hangouts
• SlideShare Presentations
• Infographics
• Interactive Tools & Widgets
#10READ ANALYTICS TO
NURTURE LEADS
WHY NURTURE LEADS?
• Nurtured leads produce, on average, a 20%
increase in sales opportunities versus non-
nurtured leads.
• Companies that excel at lead nurturing generate
50% more sales ready leads at 33% lower cost.
• Nurtured leads make 47% larger purchases than
non-nurtured leads.
QUESTIONS?
RESOURCES• Social Media Marketing Kit:
http://www.hubspot.com/social-%20media-marketing-kit
• The Science of Social Media [webinar]: http://offers.hubspot.com/science-
of-social-media
• 11 Ways To Make Social Media Less of a Time Suck:
http://blog.hubspot.com/blog/tabid/6307/bid/33438/11- Ways-to-Make-
Social-Media-Marketing-Less-of-a-Time- Suck.aspx
• http://blog.hubspot.com/insiders/tips-and-tricks-to-help-you-generate-more
-inbound-leads
http://www.hubspot.com/marketing-statistics
• http://blog.hubspot.com/blog/tabid/6307/bid/32307/15-Things-People-Absol
utely-Hate-About-Your-Website.aspx
THANK YOU!
KELLY TRACEChief Strategist
kelly@itsjustreach.com407.908.8238
WEBSITE AUDITS
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