How to Turn Your Website into a Demand Generation Machine: Leveraging your website as an essential tool to create demand through the web.

September 9, 2010Presented by:Richard Sharp

5 things you want to know about this presentation…

1. The presentation will be 45 minutes including Q & A2. You can send your questions to us via your

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3. We will answer timely, topic-specific questions during the presentation and save the rest for the Q & A period

4. We answer all the questions we don’t have time for during the presentation in a blog post later in the day

5. We will send out a link to the recording and a PDF of the presentation slides after the presentation

What is Demand Generation?

Demand Generation (noun)Pronunciation: / dih-mahnd jen-uh-rey-shuhn/

Demand Generation is the act of driving awareness and interest in a company’s products or services

There are several different aspects: 1. Building awareness2. Getting found3. Positioning yourself as a solution 4. Capturing the lead

The 8 Steps to create an effective demand generation strategy

1. Understand your target audience

2. Get found with SEO3. Educate and engage

prospects with content4. Have strong calls-to-action5. Optimize your landing

pages6. Use customer testimonials

and case studies7. Align sales and marketing8. Test & Measure

Understanding target audience: Use your web analytics to help you

determine:

1. What kind of content your visitors are looking for.

2. Who is searching for your website (buyer personas)

3. Which pages they are arriving at and spending time on.

4. Where they exit from. Are they logical exits?

5. Which keywords were used to find you.

Get found through SEO

• Ensure that your website is search engine friendly

• Use title and meta tags that are optimized with your chosen keywords

• Create lots of content through blogging to leverage long tail search

Educate and engage with content:

• Use what you know about your customers to create content

• Map content to the buying process

• Become a thought leader• Educate/inform• Discuss features and benefits• Build relationships with social

media to drive targeted traffic to your website

Have strong calls-to-action:

• Create a sense of urgency

• Tell them what you want them to do

• Make them impossible to miss

• Keep them action-oriented

• Simple and clear

• Keep them targeted to your audience

Landing pages

• Keep forms simple• Ensure key information is above the fold• Communicate the value of your offer• Make your conversion button obvious• Communicate your privacy policy

Image by Jan Tik on Flickr.

Use testimonials and case studies

• Build trust

• Helps you promote your product or services

• Take away the risk (don’t make buying your product a gamble)

Align sales and marketing

Image by ePublicist on Flickr.

• Have a clear definition of a lead

• Streamlines the lead hand-off/follow up process

• Ensure no leads are forgotten

Test & Measure

• Test page copy, images, keywords, design

• Use analytics tools• Track Leads all the way

through the sales funnel• Tie closed deals to lead

sources or campaigns

How can you leverage your site for demand generation?

• Optimize your site so you don’t waste traffic

• Remember: SEO is an ongoing process

• Use relevant content to pre-qualify prospects

• Keep forms minimal and use cookies for resources

• Test and measure with analytics

• Align sales and marketing

• Automate your lead scoring/nurturing process

Business’ Web Goals

Target Audience

Web Marketing Strategy

Need Identification

Research solutions

Vendor Evaluation

Review vendor

proposals

Customer Sales Path

Marketing Automation

SoftwareCRM System

Marketing Sales

New Customer

Attract & Engage

SEO, Keywords, Social Media,

RSS, Fresh Content, Blogging,

Advertising, PR,Email,

Capture

Landing Pages, A/B Split Tests,

Form Builder, Secure

Sections, Marketing Database,

Google Website

Optimizer

Nurture

Drip Campaigns,

Content, Webinars,

Social Media,

Blogging

QualifiedLead Scoring,

Activity Profiling

Grow Business OnlineCapture more qualified leads for sales Improve marketing ROI

Keyword ResearchBuyer PersonasOnline interaction research

ResearchAlign sales and marketingContent creation/syndicationStart listening

Web Content Management

Solution

How Can You Measure Your Demand Generation Strategy?

1. Basic Metrics

2. Marketing’s Influence on Revenue

3. Once you know which activities have the best ROI, you can optimize your demand generation by starting on those.

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Richard Sharp

richard.sharp@marqui.com

604.484.8543

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