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VAR 102: Web PresenceOptimizing for Online Lead Generation
Simon Poulton
Manager of Inbound Marketing - Laserfiche
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Scope
‣ Inbound Marketing
‣ Define Your Audience
‣ Content Creation
‣ Website Strategy
‣ The Role of Social Media
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Who am I?
‣ Simon Poulton
‣ Manager of Inbound Marketing @ Laserfiche
‣ BA Psychology – UCLA
‣ Top 25 Social Business Leader
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What is “Inbound Marketing”?
‣ Coined by Brian Halligan,
CEO of HubSpot
‣ Providing the right
resources to the right
people at the right time.
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Interruption Marketing
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Customer Executive Board
“57% of a typical purchase decision is made
before a customer even talks to a supplier.”Customer Executive Board, 2013
Survey of 1,400 B2B customers across industries.
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The Informed Buyer
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Traditional Sales Funnel
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Modern Sales Funnel
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Signal:Noise Ratio
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Inbound is Unique
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Audience
Who are we
marketing to?
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Personas
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3 Core Personas
Admin Amy Manager Maria IT Ian
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Persona – Admin Amy
‣ Pain Points
• Current system is disorganized & time consuming.
• Work is unrewarding—filing, printing and data entry tasks
are boring!
• Hard to find any older invoices when requested.
• Not sure how to drive change.
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Persona – Admin Amy
‣ Pain Points
• Current system is disorganized & time consuming.
• Work is unrewarding—filing, printing and data entry tasks
are boring!
• Hard to find any older documents when requested.
• Not sure how to drive change.
‣ Goals
• Stay employed.
• Have less stressful workdays.
• Find a low-risk solution for a process-related problem.
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Persona – Manager Maria
‣ Pain Points
• Spends too much time manually approving documents.
• Her department is spending a lot of money on offsite paper
storage
• Knows department could be more productive, not sure how.
• Wants to improve operations, but has no time.
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Persona – Manager Maria
‣ Pain Points
• Spends too much time manually approving documents.
• Her department is spending a lot of money on offsite paper
storage.
• Knows department could be more productive, not sure how.
• Wants to improve operations, but has no time.
‣ Goals
• Reduce departmental spending.
• Improve communication and transparency between
employees and departments.
• Make more time for strategic work and valuable
management duties.
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Persona – IT Ian
‣ Pain Points
• Is very risk averse and doesn’t want to implement new
software he is unfamiliar with.
• IT department is very small and already stretched thin.
• He gets blamed for system problems that users create.
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Persona – IT Ian
‣ Pain Points
• Is very risk averse and doesn’t want to implement new
software he is unfamiliar with.
• IT department is very small and already stretched thin.
• He gets blamed for system problems that users create.
‣ Goals
• Keep the lights on.
• Keep the department heads happy.
• Provide simple solutions that regular employees will
understand and actually use.
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3 Core Personas
Admin Amy Manager Maria IT Ian
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Your WebsiteContent Creation
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Content Creation
What are the
top things
visitors are
looking for?
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General Code
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Content Creation
What are the top
questions your
customers ask you?
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Content Creation
“If customers are asking you the
same questions over and over again
offline, they probably have the same
questions online as well.”
- Aaron Weiche, Spyder Trap Marketing
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Content Creation
What’s unique
about your
audience and the
areas you serve?
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Content Creation
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Content Creation
Do you have case
studies, or customer
interviews?
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Solbrekk
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Solution Exchange & Case Study Portal
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Content Creation
Do you have value
propositions for
download?
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Content Creation
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Example: The ECM Blog I
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Example: The ECM Blog II
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Your WebsiteContent Organization
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Content Organization
What do you do?
Products / Solutions / Services /
Partners / Blog
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Content Organization
Targeting a specific
key phrase or group
of related phrases
on each page.
Google Keyword Planner
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Content Organization
What do you do?
Products / Solutions / Services /
Partners / Blog
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Content Organization
Where are you?
Contact Us / Footer
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Content Organization
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Content Organization
Why should I trust you?
Case Studies / Testimonials / Blog
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Content Organization
Who are you?
About / Company
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Content Organization – Unity ECM
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Content Organization
Your most important
content should be
featured on/linked to
from the homepage.
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Your WebsiteUser Experience & Technical Considerations
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Laserfiche Website Circa 1999
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UE & Technical Considerations
Make your website
mobile-friendly
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AMI Paperless
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UE & Technical Considerations
Focus on
headlines, sub-
headlines and
images, not text.
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UE & Technical Considerations
Have a goal in mind
for every page.
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UE & Technical Considerations
Make sure you can
track the results of
your hard work!
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Your WebsiteGetting Found Online
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A question to consider…
“If a website is published online, and no one
can Google it… does it even exist?”
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Did You Know?
“In 2014, there were over 20 billion
searches performed per month on
Google in the United States”
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Local Ranking Factors
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NAP – Name, Address, Place
Needs to be
consistent
across all
mediums.
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Citations & Reviews
Used to understand
the relevance &
importance of your
website.
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Laserfiche.comA Sneak Preview
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Example: Laserfiche.com
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Example: Laserfiche.com
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Example: Laserfiche.com
‣ 75% of visitors scroll
beyond the first
section on the page.
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Example: Laserfiche.com
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Website – Learn
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The Importance of Being SocialDo you really need to be on social media?
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‣ Bi-directional engagement (conversations)
‣ Trusted resource
‣ Not a strong traffic driver
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‣ Generally static
medium
‣ Great for
identifying sales
opportunities
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‣ Everyone and their dog is on Facebook
‣ Organic reach is slowly dying
‣ Great for promoted content marketing
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Facebook – Unity ECM
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Google+
‣ Used as a strong citation
‣ Claim both Google+ local & places
‣ It’s okay to be static
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Key Takeaways & Next Steps
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Key Takeaways & Next Steps
‣ Know who your audience is and understand their needs.
‣ Build a website with a strong focus on educating prospects.
‣ Ensure your online listings & profiles are all consistent.
‣ Embrace new online engagement mediums!
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Resources & Tools
‣ Let’s Connect:
‣ Email: [email protected]
‣ Twitter: @Spoulton
‣ LinkedIn: www.linkedin.com/in/smpoulton
‣ Course survey: www.laserfiche.com/EmpowerSurvey