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Myron Berg
Managing Director – Web and Online Strategies
http://fusionmarketingpartners.com
Business and technology entrepreneur.
Skilled in identifying strategies and then
delivering technology-based tactics that
solve the business challenge.
• 14 years business leadership
experience as an entrepreneur at four
early stage software technology
startups.
• 25 years of technology leadership
experience including fortune 100
companies such as Verizon, MCI,
Northrop Grumman.
For discussion today, web presence is your
business’ performance or effectiveness on
the Internet
A strong web presence
Attracts visitors who need what you have to offer
Converts visitors to inquiries, to leads
Drives revenue, supports existing business
A Lead Generation Website Helps Drive Your Bottom Line,
Increasing Lead Flow and Lowering Your Cost Per Lead
The Transformation
In 2011, Fusion Marketing Partners took a B2B Software Technology website that
was generating 10-12 inquires/month and increased it to 90+ inquiries/month in a
5 month timeframe. Costs dropped from $180 / inquiry to $39 / inquiry.
The Result
From Empty to Growing: The sales funnel is transformed from nearly empty
(sales people working personal networks for leads) to rapidly growing (sales
people responding to leads).
Shorter Sales Cycle: Sales cycle decreases as a higher percentage of qualified
leads are self educated, self qualified, had an immediate problem to solve and
were ready to buy.
A Lead Generation Website Helps Drive Your Bottom Line,
Increasing Lead Flow and Lowering Your Cost Per Lead
Visitor Traffic Organic Search, Campaigns, Referrals
Website Performance (Converting Visitors To Leads)
Sales Opportunities
Branding,
Awareness,
Pull Marketing
Sales Enablement/Lead
Nurturing
Is your website… Signage for your business?
A business reference?
A lead generation machine?
What are your web priorities? Cool look and feel
Great technology
Driving business needs
Your web presence is a key component in powering your business model
Your Website as a Business Asset
1. Attract Visitors: People with an interest or need in your products / services find you
2. Convert Visitors to Leads: Through an effective website, visitors become leads
3. Efficiently Convert Leads: When those leads are ready and qualified, convert to revenue opportunities
Website’s
Purpose
Your compelling brand promise is clear, consistent, and ubiquitous
Supports and feeds the sales model
Relevant and compelling offers
Interesting and fresh educational content
Plenty of chances to interact (respond) Blogs
Social media links
Targeted landing pages
Articles, webcasts, podcasts
Delivers measurable, bottom-line results
8 Key Web Tactics 1. Apply Strategic Focus to Lead Generation
2. Create a Compelling Home Page
3. Provide Compelling Content (in Quantity)
4. Provide Clear, Effective Navigation
5. Embrace Social Media
6. Be Search Engine Friendly
7. Build Trust & Credibility
8. Grow Your Leads Database
Recognize that the Website is Strategic. Apply Corresponding Focus to Lead Generation
Provide Valuable Information
So Visitors Find You
So Your Visitors Find Value
(WIIFM - What’s In It For Me)
Target and Achieve Goals
Generate leads
Increase sales
As these survey results demonstrate, lead
generation & sales benefits are high priority for
businesses investing in their web presence.
Delivers a strong brand promise
Clearly defines your value proposition
(Trend is to use dramatic pictures / graphics to capture attention)
Guides visitors where they want to go to learn
more
Support different types of visitors, including
website scanners, readers, visual learners
Has an obvious and strong call-to-action
Let’s Look at a Few Examples…
Example:
- Clear Brand
Promise
- Me too
- Guides Me Where
I Want to Go
- But, no call-to-
action above the
fold. If I like their
offering, now what?
Example:
- Brand Promise
- Value Proposition
- Offers and Call-to-
Action
Consistent with your brand promise
Highly relevant to your target audience
Support various stages of buying process
Appeal to different types of viewers
Readers
Visual learners
Scanners (3 second rule)
Search engine friendly
For each web page, message, content, and
metadata are consistent and optimized
Good site content in quantity
Clear, effective navigation
Content is kept fresh
Example:
Lot’s of content on
the site, but:
• What’s the value
proposition? Why
do I care?
• This website
assumes you
know about them
and their
technology.
• Offers are vendor-
centric, not visitor-
centric
Oops: this website content is focused on visitors already in their “fan club”
Provide Clear, Intuitive Navigation
Visitors Have Different Needs,
Different Ways of Thinking,
Different Stages of the Buying Cycle
Support Their Respective Approaches
Navigate by problem / solution
Navigate by persona
Navigate by interest
Don’t Provide Too Many Choices
Bonus: Search Engines Can Better Interpret Your Site
Apply Consistent Brand and Message
Across Various Media
Types:
Blogs / Microblogs (Twitter)
Social Networking Sites
Video, Podcasts
Social Bookmarking
Characteristics of Search Engine Friendly Website
For each page, message, content, and metadata are consistent
and optimized
Good site content in quantity
Clear, effective navigation
Content is fresh
Next Step, Drive Visitor Traffic
Search Engine Optimization
Pay-Per-Click
Social Media
Advertising
Create a professional, clean design
colors, layout, clutter, whitespace, consistency
Be consistent with visitor expectations
No mistakes
Grammar, Spelling
Browser compatibility
Add trust references
Industry groups such as IOFM, Media References, Reviews & Awards
Include customer testimonials
Pictures, names, titles, logos, and references add authenticity
Use SSL for SaaS and eCommerce
Be Consistent in Design Same domain
Consistent look & feel
Be personal, be authentic
Example:
Oops. This site
didn’t render
correctly in
Firefox
Optimal color
scheme?
Note: The HP
brand has
earned trust in
other ways
If you go to a website that is “broken”, what’s your impression of the
company and their solutions?
Capture contact information of prospects
You must give to get - provide relevant offers
Content - White Papers, Checklists, Forms
Free Trials, Special Pricing
Schedule a Demo, Watch a Video
Webinar
Live Chat
Put relevant offers throughout your site
Automate lead capture and tracking
Nurture your leads
Example:
Interior article
page includes
variety of offers
on Right-Hand
Column
Landing Pages
Used for highly optimized lead capture
Easily tailored to a particular campaign
Copy and graphics are specific to a specific need
Decoupled from main website
Peel and stick approach supports many types and versions of pages
Pay-Per-Click
Advertising
Campaign Traffic
Leads
Database
Main
Website
Landing
Pages
Offer
Example:
• Anti-Virus landing page
• Tied to PPC campaign
• Used on keywords suggesting
that the visitor is actively
shopping
• Optimized for purchase
• Note:
• Tuned message
• Title matches search term
• Minimal clutter
• Limited visitor options
• Obvious call-to-action
Example:
• SalesForce.com is very
successful and they
know how to sell online.
• Strong brand promise –
strong tag line
• Offers
• Navigation
• Strong trust and
credibility
1. Apply Strategic Focus to Lead
Generation
2. Create a Compelling Home Page
3. Provide Compelling Content (in
Quantity)
4. Provide Clear, Effective Navigation
5. Embrace Social Media
6. Be Search Engine Friendly
7. Build Trust & Credibility
8. Grow Your Leads Database
A Lead Generation Website Helps Drive Your Bottom Line,
Increasing Lead Flow and Lowering Your Cost Per Lead
Please connect with me on LinkedIn,
Myron Berg – [email protected]
http://fusionmarketingpartners.com
LinkedIn: http://www.linkedin.com/in/myronberg
Twitter: @MyronBerg
Our Book: How to Create an Unstoppable Marketing and Sales Machine
Download the five FMP presentations at:
http://fusionmarketingpartners.com/revenuenorth
Subscribe to our marketing blog: http://greatb2bmarketing.com
