Bobby Edelman & Melissa Rein - Attract

The Ultimate Event for Small Business Success.
Lifecycle Marketing Track
Stay up to date in the ever changing
landscape of lead attraction and
conversion!
Bobby
Edelman
Interns Over 40
www.internsoverforty.com

Where Are All Your Leads
Hanging Out?

About: Interns Over
40

“Young Women Of the Year” Age
88
Mademoiselle magazine

Visited dozens of cities/coffee
shops
Result: Leading Source for Older
workers
Website, blog and online
History

My (Our) Challenge is:
Attracting New Quality Traffic
Paid
Search Organic
Social
Media
Referral
Email
Marketing
Direct
Traffic

My Head Felt Like
Exploding

How Do I Attract Quality
TrafficWhat I do
How I do it
Measuring Results
Costs to Implement
Adapting to Change
How are you going to do it?

My LinkedIn Results: 80%
new

My Traffic Methodology:
Who is My
Audience
What is Desirable
Outcome &
Financial/Human
Resources
Building the
Foundation:
Linkedin
Profiles
Implementing
Linkedin Lead
Attraction
Programs
Measuring
and Analyzing
Effectiveness

Audience: No
Fans.

Audience: You Want Ravenous
Fans.

Targeting Your Audience: Demographics

5 Elements to Attracting Traffic In My
Pond
1. Member Profiles
2. Creating Your Groups/Subgroups
3. Joining Other Groups
4. Business page
5. Paid Sponsorship

Profiles: Building The Foundation
 Profiles: industry or goal objective.
 Connecting: Creating network
1. Tagging
2. Sending a message
3. Sharing an update
4. Building brand/reputation
 Creating and Joining Discussion Groups/Sub-
Groups.

Create Your Own Groups and
Subgroups

Create/Join Relevant Groups
and Subgroups
1) Group must be relevant your Audience.
2) Is it the appropriate size?
3) Create an organic magnetic attraction.
4) What value will you provide to members?
5) Create 10 Groups and 20 Subgroups.
6) Join 50 groups and 20 subgroups.

Creating Groups and Subgroups

Creating Groups and
Subgroups1. Requests to join
2. Announcements
3. Leveraging
Participants
4. Request to Join
Message
5. Welcome
message
6. Decline
Message
7. Group Logo
8. Hero Image (cover)
9. Control editorial
content
10. Group type
11. Group Summary
12. Group Description
13. Managers Features
14. Start A Discussion

Groups and Subgroups:
Implementing
When: Post 5-8 am might not show up till next day
What: Pay attention to the details
• Link Your posting from a website or blog
• Relevant content
• Layout post properly: Subject, graphics, text
design

Posting Result- INCORRECT
METHOD

Posting Result: Correct! (More
Traffic)

Landing Pages

“Gotchas” Problems/Risks
• Group managers block you
• Banned for spamming
• Risk your reputation
• Need time and resources to post
• No one joins your groups
• Creating Avatar profiles to extend
your reach

• Dominate a market segment
• Leverage a highly targeted Market
Place
• Create a sustainable lead funnel
• Build life time customer relationships
• Create alternative communications
methods
• Decrease Cost of visitor acquisition
The Payoff

Learn the 24 Simple Steps to Attract
Quality LinkedIn Traffic
Text the word “Linkedin” to
38470 (we will only text you
once)
Bobby
Edelman
Interns Over 40

How to Create Landing
Pages That Convert!
Landing Page Optimization Best Practices
Melissa Rein
Conversion Rate Optimization Manager, Infusionsoft
@reinmelissa

Why Create High
Converting Landing
Pages?

It’s money, Honey.

The highest revenue-impacting pages
are closest to the final conversion point.
Landing Pages
E-Commerce Pages

Conversion Science
Theory

Focus On The End Goal

Increase Perceived Value,
Diminish Perceived Cost to Opt-in
Perceive
d Cost
Perceived
Value
Anxiety
Friction
Incentive
Value

Primary Drivers
of Conversion

Motivation

Perceived Value

Incentive

Motivation
Friction

Anxiety

Tactics for
Landing Page Optimization

Design Essentials

Simplify Design
Don’t Decorate - Be intentional
• Clean design with clean “eye
paths”
• Think Twice About Horizontal
rules
• Spacing “Float” it but Keep it Tight

Infusionsoft Case Study:
Feature Page Test

Keep It Above the Fold
If They Don’t See It, It Doesn’t Exist
• The Fold is Not “Dead”, It’s
Relative
• Brand, Headline, CTA, Form &
Trust – Up Top

100%
25%

Images Focus Attention
Image Source: Conversion Conference 2013 (PayPal)

No Exit Links
Provide Only 1 Exit Link – The Conversion
Full Website Navigation is
NOT necessary 100% of the time.

Copy Essentials

Simplify Copy
Don’t “Make” Them Read - They won’t
• Easy to Scan
• Use Bulleted Copy Blocks
• Clear, Sequential Thought Process

It’s About What You Say
Conversion
Relevancy
Clarity
Urgency
Anxiety
Distraction

… And It’s How You Say
It
Talk in Terms of What’s in It for Them
• Speak to Visitors Wants & Needs
• Value Propositions
• Benefit-Oriented Copy & CTAs

Effective Button CTAs
Put Yourself in Their Shoes
• Action-Oriented Language
• Address Motivation for Clicking
Button
• Address Result of Clicking Button

Infusionsoft Demo CTA
Test
CONTROL: “Watch Demo”
WINNER: “See Product Video”

Form Essentials

Forms: Less is more
Ask For Only What You Need
Easy Information First

Use Top Aligned Labels
http://www.thatwebguyblog.com/post/15-steps-towards-better-form-usability/

Colorful CTA Buttons
Use High Contrast Form Buttons
with an Action Oriented CTA

Trust Essentials

In Logos We Trust
• Use “Expert” Validation & Customer
Logos
• Place Above Fold & Near CTA Button

Use Emblems
• Reduces Anxiety
• Quickly Communicates Ideas
• Create Focus on CTA / Value
Proposition

Utilize Customer Love
• Use Real Customer Images
• Use Customer “Quotes”

Landing Page
Best Practices Checklist

Get Your
Landing Page
Best Practice
Checklist:
go.infusionsoft.com/L
PO

Books & Tools:
Melissa
Rein
Conversion Rate
Optimization
Manager,
Infusionsoft
@reinmelissa

Bobby Edelman & Melissa Rein - Attract

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