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

Facebook

• 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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