[presentation] web design for lead generation
TRANSCRIPT
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Web Design for Lead Generation
(How to Make Your Website a Marketing ASSET, Instead of a Marketing COST)
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We Live in a Time of UNPRECEDENTED Change
• Global • Social • Cultural • Economic
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Facilitated by Technology
pencil, r
eally?
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small business MUST be:
• Faster • Smarter • Better Focused
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Today’s Goal: Give You a Framework for
Growth
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Agenda
• The Starting Point for EVERY SINGLE Sales Or Marketing Campaign You EVER Do
• The 5 Principles for Lead-Generating Web Design
• Invitation & Call to Action
• Questions
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Starting Point
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The Most Common Mistake I Frequently See in Sales & Marketing Messaging…
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A focus on THE PRODUCT, rather than THE CUSTOMER
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Traditional Sales Funnel
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The Problem with this model is the focus on The Business, rather than the customer.
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The FOUR QUESTIONS (and one statement) A Customer Has:
• “I don’t have Problem X” • “I need to solve
Problem X” • “I think the BEST Way
to Solve Problem X is…” • “I think the BEST
vendor to help me solve Problem X is…”
• “I’m going to buy Y to solve Problem X”
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Viewed Another Way
Indifferent
Problem Aware
Concept Aware
Brand Aware
Customer
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Viewed Another Way
Stage Prospect Is Sold On They Are
1 Indifferent Nothing Not looking for a solution
2 Problem-Aware ProblemDefining the problem.
Researching different ways to solve their problem
3 Concept-Aware ConceptHas a way to solve the problem. Researching the best source of
help.
4 Brand-Aware Vendor Has decided on a vendor. Is Making sure the offer works
5 Customer You Satisfied?
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The PURPOSE of lead-generation is to help prospects move from one stage to another. This
process is call Conversion.
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5 Principles
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Cheat Sheet
1. Define Your Dream 100
2. Begin with the End in Mind
3. Write To - And For - Your Audience
4. Lead, then Ask
5. Give, and You Shall Receive
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Principle 1: Define Your Dream 100
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Define Your DREAM 100Assignment 1:
(this concept alone will save you tons of Time AND $$$)
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Who is Your IDEAL Customer?
• Business to Business? • What’s Their Title? • What’s Their
Context? • Business to Consumer?
• Where do they live? • What do they do? • Who are they voting
for? • Why?
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THEN, FOCUS
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Focus Your:
1. Mailings
2. Social Media
3. Cold Calling
4. Copy
5. Advertising
6. Everything!
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Who’s Their Target?
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Principle 2: Begin with the End in Mind
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What Do You Want Prospects to DO When They Get To Your Site?
• Fill Out Contact Form? • Request a Quote? • Sign up for a newsletter? • Download something? • Purchase something?
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Map Goals to Funnel
Indifferent
Problem Aware
Concept Aware
Brand Aware
Customer
White papers, Guides
Comparisons, “How it Works”
Testimonials, Case Studies
Ads, Sales Letters
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Define Your Site GOALSAssignment 2:
(And map them to the buyer’s stage)
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What Are Some of Their Goals? What Part of the Funnel Are They Targeting?
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Principle 3: Write To - and For - Your
Prospect
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COPY MATTERS.
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Most Websites Are Written from the Business’ Perspective
That’s Old School.
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Instead, Write to Your Prospect’s Problems
Target STAGE 3 & 4 Prospects on Your Home Page
Help! I can’t reach!
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The BEST Copy:
• Demonstrates A Clear, Specific Benefit
• The Timeframe for Accomplishment
• De-risks Engagement
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What Can A Prospect Expect Here?
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Review Your Site Copy. Rewrite Business or Product-Centered Copy to be More Customer
or Problem-Centered.
Assignment 3:
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Principle 4: Lead, then Ask
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Have Clear Calls to Action
That Directs Prospects to Goal Completion
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Short, leading paragraphs, followed by big buttons tend to be more engaging!
SuperTip:
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What Are The Calls to Action?
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Review Your Site Copy. Add Calls to Action that drive people towards your site goals.
Assignment 4:
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Principle 5: Give & You Shall Receive
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Create HELPFUL OFFERS to capture lead information
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Two VITAL ToolsLead Boxes Landing Pages
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Landing Pages:
1. No navigation links 2. Single* Call to Action 3. Describes the benefit
of the offer 4. Has a Form for
Claiming Offer 5. Should Direct to a
Thank You Page
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Forms Should BeShort
(Top of the Funnel)Long
(Bottom of the Funnel, Expensive Resource)
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What Happens When I Click “Test it Out?”
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Create 1 Gated Offer that you can use to collect new leads
Assignment 5:
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Bonus Principles
1. Follow Up…Quickly
2. Create Systems 3. Measure Them 4. Use Technology to
Make This Easier
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FREE Review of Your Site
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Questions?