leveraging post-click marketing for successful online demand generation
DESCRIPTION
An overview of some post-click marketing best practices for paid and organic searchTRANSCRIPT
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
Leveraging Post-Click Marketing For Successful On-line
Demand Generation
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
• Outbound - “interruption” - marketing doesn’t work any more
• Voice mail never answered, response rates low, attendance down
• Results consistently mediocre to abysmal
Reality #1
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
Time taken to cold call, find someone that is interested in your offering convince them they need it, get the power sponsor buy-in and establish a purchasing budget
The Numbers are Not on Your Side
Your selling cycle – perhaps 3-6 months Client purchasing cycle – another 3-6 months
Once the prospect decides they want what you are offering they enter their purchasing cycle. Nine times out of ten, the next step is to research other suppliers – Your competition!
Traditional Sales Approach - Complex, High Value Service/Product
Total selling cycle 6-12 months!
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
• Marketing Sherpa:
“90% of technology product
purchasing cycles start with a Google Search”
• If you’re not visible on the internet you’re losing opportunities
Reality #2
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
Improved Timeline
2. Inbound Centric Sales Approach
Prospect business pain motivates a search for a solution. They find you on-line and start to research your offering.
Selling and purchasing cycle aligned – Deal can be completed in 3-6 months
Deals can now close in half the time – because you engage with the customer as they start their purchasing cycle
Time taken to cold call, find someone that is interested in your offering convince them they need it, get the power sponsor buy-in and establish a purchasing budget
Your selling cycle – perhaps 3-6 months Client purchasing cycle – another 3-6 months
Once the prospect decides they want what you are offering they enter a purchasing cycle. Nine times out of ten, next step is to research your competition!
1. Traditional Sales Approach
6-12 months
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
• However, in the B2B Technology arena, web sites typically inform, they don’t ‘sell’
• ‘Selling’ complex, high value products happens off-line, face to face
• Need is to leverage web presence to generate leads
Being Visible is One Thing……
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
• Smart Post-Click Marketing
• Turbo-charges both paid and organic search
• Capture inbound lead
• Come again, what’s that?
Solution:
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
Google Search 101
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
These areall paid ads – You control everything
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
So are these
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
These are the organic listings – they point directly to web content
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
• Lots of good SEM vendors
• Most are fixated on clicks
• Few focus on conversions
• Even fewer understand high value, complex B2B technology sales processes
• An example…..
Search Engine Marketing
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
The visitor is searching for Telecom Provisioning, clicks on an ad about Telecom NGOSS and is brought to a page about Billing Services. This creates significant discontinuity. Chances are they will simply ‘bounce’ away.
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
• Conversions – AKA registrations - NOT just clicks
• For paid search = landing page programs
• For organic search = Persuasion Architecture
What B2B Companies Need
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
LandingPage
Programs
Persuasion Architecture
LeadNurturing
Three Steps To Successful Online Demand Generation AKA “Post-Click Marketing”
PaidSearch
SearchEngine
Optimization
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
• Landing pages allow you to control the post-click experience end-to-end
• Singular objective - capture contact information
• Deliver empirical insights into most relevant keyword phrases for site optimization
Leveraging Landing Pages
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
Let’s imagine a user does a search for “Telecom Provisioning Software”…….
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
Ideally, a pre-conversion segmentation page should be served up before the landing page
Are you:
An Enterprise
User
A Telecom Service Provider
This asks the visitor to “self segment” so that the landing page that is served up next can be tailored more closely to their particular profile.
This simple segmentation step also confirms to the user that they are “in the right place” since one of the segment choices refers directly to them. It also signals to them that they are important to you
Pre-conversion segmentation can increase visitor conversions by up to 20%
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
Minimize mandatory fields -Minimizes registration friction and maximizes conversions
Reinforce search term used by the visitor in the landing page headline – to show them they are in the right place
Avoid all unnecessary navigational links. Ensures visitor is not distracted
Provide a clear and compelling offer supported by a short abstract that “sells” the content. Supported by a ”hero shot”, ideally
Landing Page Example
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
• Enhance interaction and information sharing
• Yield richer contact information
• Provide more selling opportunities
Post Conversion Strategies
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
Get Access Now
30-40% of visitors that complete the landing page typically also complete the second stage form
Validate all fields to improve data accuracy
Pre-populate contact info from landing page
Include qualifying question to establish stage of purchasing cycle
Thank you page offers access to more content in exchange for more contact info
Second Stage Form
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
Repeat thank you page offer. Just because they didn’t complete the second stage form before doesn’t mean that they won’t do so now
The visitor will open this email - so use it to do some additional selling.
Confirmation Emails
It is important to use confirmation email to validate visitors email address
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
Persuasion Architecture
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
Tell visitors what the site owner wants them to hear:About Us, Our Products, Our Team, Our News, etc.
A better approach….
Think from the visitors perspective: “Who might come and what are they looking for exactly?”
This is the starting point for developing a compellingPersuasion Architecture
Most Web Sites….
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
These are the organic listings – they point directly to web content
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
Essential for organic traffic – actually any traffic
Two key goals:
1. Meet information needs of different stakeholders - User/their manager, recommender, economic buyer, decision maker etc.
2. Provide visitors multiple opportunities to self-identify
Persuasion Architecture
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
Demonstrates understanding of business pains
Responding to feedback from persona research to have pricing and ROI information available right on the site
Provides access to value added content for lead harvesting
Speak directly to prospect pain points right on home page
Expanded service and support section provides richer detail, prices etc. and underlines customer service commitment post purchase
Highlight key product benefits with links to in-depth content
Additional access to value added content for lead harvesting
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
Lots of Opportunities to Register
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
Lead Nurturing
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
• Many prospects aren’t ready to talk to a sales rep yet
• They’re just researching your product offering
• Lead nurturing develops dialogue with prospects until they’re ready to buy - lead scoring
• A full range of customized lead nurturing and lead qualification programs
Getting Prospects Ready for Sales
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
• Companies either lack resources, expertise and knowledge to develop effective programs
• Or simply don’t have the bandwidth
• Unqualified service providers or DIY approach
• Online world developing at warp speed – specialization critical for best practices
Barriers to Successful Online Lead Generation
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
• Define/develop/deploy post-click marketing programs
• Provide point or end-to-end project management - as needed
• Brings together best-of-breed suppliers to deliver projects
• From, simple low cost consulting projects……
• …. to full turnkey solutions encompassing all stages of the demand generation process
FunnelBuilders Expert Services
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
• Deep knowledge of current online best practices
• Proven results in inbound lead generation
• 20+ year experience in all facets of technology marketing
Credentials
Intelligent marketing for sales ready leads
www.funnelbuilders.com 416 836 4545 [email protected]| |
[email protected] 836 4545
www.funnelbuilders.com/blogTwitter: @funnelbuildersLinkedIn: seanodonovan