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A recent survey* of B2B marketing executives revealed that corporate websites are the #1 online source of new leads and yet 80% of marketers felt that their websites are not delivering on their potential. In this webinar, we will share 7 simple tactics to help you turn more of your website visitors into qualified leads, based on Marqui's experience working with many leading B2B businesses. You should attend if you are… • VP or Director of Marketing • Digital Marketing Manager • Responsible for website content
Citation preview
Webinar: 7 Tips to Get More Leads from Your Website
November 23, 2011
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GoToWebinar Controls
• Click the button with the arrows to minimize your GoToWebinar controls
• Type your questions for us into the box at the bottom and press Send
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About the Presenters
• Dan Biggs, Digital Strategist at Station X Communications
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• Adam Koebel, Client Success Specialist at Marqui
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Agenda
• Introduction
• 7 Tips to Get More Leads from
Your Website
• Summary
• Q + A
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Introduction – B2B Marketing
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Slideshare
It’s All About Priorities!
content marketing
Blogging
microsite
SEOCRM
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Introduction – B2B Marketing
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Slideshare twitter
microsite
SEOCRM
• Lead Generation = HIGH PRIORITY. Yet, differing perceptions of lead
across the business can create confusion and misalignment
• Marketers : “Leads refer to those who express a general interest in
your products or services”
• Sales: “A lead refers to those who are ready to have a conversation
with a sales representative”
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Introduction – Before You Begin…• With your organization, ensure you have a clear definition of what
constitutes a lead, and put it in writing!
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1. Know What Your Current Situation Is• Track your site’s conversion rate• Understand industry benchmarks and compare your site’s
performance• Ask yourself:
o Where are my site visitors coming from?o What marketing sources drive the most leads?
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2. Know What Your Visitors Want• Walk a mile in their shoes:
o Gather as much direct intelligence as you can from your customerso Use customer feedback tools (i.e survey) to gather deeper insight
• Use analytics tools to find the most-searched keywords
• Based on their needs, understand what content drives the most leadso Types of content (i.e blog posts vs. whitepapers)o Topics of interest
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3. Make a Good First Impression
• Establish a sense of legitimacy
• Copy, images or video should communicate why your prospect can’t live without your product/service
• Deliver content that aligns with keywords that your prospects are using to find you
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4. Content – A Guiding Principle
Lisa Horner, Director of Campaigns at Citrix Online gives the following advice when it comes to content creation:“ Develop content to help customers be successful in their businesses. Prospects don’t care about your products or services. They care about what your products and services can do for them in their business.”
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*eMarketer, 2011
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4. Content – The Reward• Think of your content as a reward for visiting your site and
converting• Your promise to your potential leads = a useful and rewarding visit.
The more intentionality you have in creating and updating content, the better a position you’ll be in to fulfill your promise.
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4. Content – In All Its Glorious Forms• Content marketing is
what fuels the lead gen engine of today
• KEEP IT FRESH! New content means higher traffic, higher return to the site and increased loyalty
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5. Control the Conversion Path – Some Tricks Think like a user
Move beyond testing Know when to pull the trigger
QUESTIONS TO ASK How hard is it to convert?
Where does the call to action fall in that process?
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5. Control the Conversion Path - CTAs
• Be transparent - privacy and communication policies• Customize their engagement• Repeat CTAs need different, valuable rewards, but don’t
repeat yourself
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5. Conversion - A Fool-Proof Recipe
One part INFORMATION One part TARGETED INTEREST One part BRIBERY
=
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CONVERSION
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6. Cast Your Net Over Multiple Channels
• People consume info across channels, and all can serve as extensions of your marketing process
• Keep content unique to the channel
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6. Multiple Channels – Don’t Isolate, Invite! • Give people an easy path into your site • These other tools are as valid start points as Google, for
example
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7. Experiment and Test
The most exciting tools in a marketer’s toolbox!
• Be willing to experiment, and most importantly, willing to fail
• Keep an open mind – you might be surprised
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7. Put it to the Test
• Learn from EVERYTHING (ie. analyze everything)
• Some things to test:o Platforms - multichannel
o Content - headers, text, offerings, presentationo Design - where to put the CTA, how much to “give away”
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Summary
1. Know What Your Current Situation Is
2. Know What Your Visitors Want
3. Make a Good First Impression
4. Build Strong Content and Update it Frequently
5. Control the Conversion Path
6. Cast Your Net Over Multiple Channels
7. Experiment and Test
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Q + A
Dan Biggs, Digital StrategistStation X CommunicationsDan.Biggs@stationx.co
Adam Koebel, Client Success SpecialistMarqui Adam.Koebel@marqui.com
Feedback? Questions? Connect directly or DM us on Twitter at http://www.twitter.com/Marqui_CMS
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