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Small Business Center - LFC
Using Social Integration and Lead Generation
to Multiply Online Revenue
Joey Barker, FedEx Digital Programs – January 2014
Performance Overview – SBC Website
High Traffic
• Over 1 Million page views in the last 90 days
• From more than 525k visits
• SBC is where 256k+ enter the FedEx website
Low Engagement
• Average visitor sees 2 pages before exiting
• More than 90 percent of those visitors are unique
• 52 percent of them leave immediately
• The remaining visitors will go 6+ pages deep before exiting
• Average time spent = 2.56 minutes
Source: Adobe SiteCatalyst 2
LEAD GENERATION Using forms, triggers and existing content to drive conversions
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Make it Easy to Sign Up Email Capture and Google+
Integrating Google+ will also significantly improve SEO rankings (local and mobile especially), while
reducing the bounce rate with relevance via B2B traffic
Lead Generation Overview Map of Continuous Engagement using Free Content for Lead Management
Upsell Relevant Content with a Sidebar
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Blogs attract loyal readers who are likely to subscribe, but far less likely to engage beyond the
blog. They come to read—often to surgically read a specific post. They’re highly focused visitors
on a mission.
In order to turn some of that focused attention toward something else, the distraction must be
highly relevant to what they came to read. Rule #1: Related content must be highly relevant.
Example: Free Demo of FedEx Desktop next to featured article (ALOHA)
Upsell Relevant Content to Capture Leads
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Unlike pre-webinar promotion, there’s a lot to work
with after the webinar. Extract a highlight reel
trailer of key moments from the recording and use
that for public pass along/social sharing. In the rail
of the trailer playback page, add a CTA to watch
the entire webinar or to download the companion slides.
Pull that traffic back to a dedicated landing experience that includes the promised asset and
upsell to subscribe.
Webinar Recordings > Brazil articles on SBC (ALOHA)
Sidebar for Easy Subscription to Updates
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Most blogs encourage readers to subscribe to a feed or email stream of new-content notifications.
That’s great, but once you have a blog subscriber, why not go for a broader nurture subscriber?
The promise of deeper, topic-specific content—beyond only the blog—is enough to encourage
some percentage of your blog subscribers to add themselves to your lead database and opt-in to
your nurture program.
TARGET = FedEx Updates Email List
Why this Matters?
High-ER Traffic
• Improved SEO via Lead Gen landing pages
– More pages, backlinks, and social sharing (with anchor text for each keyword or topic)
Higher Engagement
• Increased number of return visits, page views, and via social sharing – uniques
that are much more relevant upon visiting
More Conversions
• Integrating with ALOHA and FedEx Updates content will boost content
relevance, pages per visit, social shares, leads generated and (presuming
Conversion Rate similar to current)…REVENUE
• It will also make each piece of content much more easy-to-find online
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SOCIAL INTEGRATION Use social login and sharing to create a 360-degree user view
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SBC is a Hub for Social Content
Social Ecosystem
Awareness
Web Traffic
Engaged
User
Acquisition
Social
Influencer
New
Customer
Retention
Referral
Social Sharing
Repeat Visitors
Social interactions
Lead Generation
Contest & Sweeps
Opens FedEx Account
Joins Communities
Shares personally (web & social)
Posts FedEx content to social
Subscribes to email & SMS lists
Ships (to Friend, or Respond to Promo Offer
Repeat Shipper
FedEx Rewards
Positive W-O-M
Affiliate Offers
Refer-A-Friend Promos
Reviews / Blog / Forums
Improving Social Integration
• Connect webinars, conferences, etc. to Events on Facebook page
SlideShare
• Upcoming social addition – perfect for presentations, PDFs, etc.
• SEO dominant, with inbound linking and lead generation forms built-in
• Like YouTube, this content is universally shareable and easy to embed
YouTube
• Linking strategy for videos relevant to SBC content
Google+
• Local optimization, social integration to improve SEO, and leveraging this channel (with
LinkedIn, Twitter, and SlideShare) to reach Small Biz owners
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