You have a nicely designed website, and you’ve done the hard work to get people to come to it. Now what? It’s time to convert those visitors into leads and those leads into customers! The question is, how? In this presentation, you’ll learn how to leverage lead capture and lead nurturing techniques to increase high-quality conversions and reduce your cost of customer acquisition.
4. The Process to Monetize Your Website
1. Attract
Strangers
2. Convert
Visitors
Content
Blog Posts
Social Media
Search
3. Close
Leads
Premium Content
Calls-to-Action
Landing Pages
Forms
4. Delight
Customers
Email
Workflows
Lead Scoring
CRM Integrations
Promoters
Social Media
Smart Content
Emails
Events
6. Content is Key
• Search engines and people like fresh content! Give them a reason
to keep coming back.
-
eBooks/White Papers
Checklists
Blog Posts
Infographics
Videos
Webinars
• Know your audience and what
questions they have, what
they’re searching and what
they’re talking about online.
• Create content that answers
their questions and solves
their problems.
7. Impact of Content on Traffic
700
600
Traffic Index
500
400
300
200
100
0
10 or less
11 to 20
21 to 50
51 to 100
Number of Blog Posts
101 to 200
Over 200
8. Being Smart About Content
• Optimize your content for search
- Focus on a long-tail keyword strategy for each
page on your site & each piece of content.
HIGH COST &
COMPETITION
• Promote your content
via:
- Social Media
- Search Engine Marketing
- Email
1 Word Phrases
“puppies”
2–3 Word Phrases
“adoptable puppies”
More Descriptive Phrases
“adoptable puppies in Phoenix”
LOW COST & RISK
LOW PROBABILITY
OF CONVERSION
HIGH PROBABILITY
OF CONVERSION
9. On-Page SEO Checklist
1 Content
2 Title Tag
3 Meta Description
4 Image File Names
5 Image ALT Tags
6 H1 Tag*
7 Internal Linking*
*if applicable
12. Offers for Each Stage of the Buying Cycle
Awareness
•
•
•
•
•
White Paper
eBook
Checklist
Education Webinar
How-to Video
Evaluation
•
•
•
•
Product Webinar
Case Study
Fact Sheet
Demo Video
Purchase
•
•
•
•
•
Free Trial
Live Demo
Consultation
Estimate
Coupon
13. Landing Pages that Encourage Conversion
Incorporate
keywords.
Write in second
person.
Make it simple.
Use action &
value-oriented
language.
Give visitors only
one option.
Make it easy for
people to share.
14. Call to Action Best Practices
1
Put one on every page of your site.
2
Make them action oriented.
3
Keep them simple and clear.
4
Make them “smart”.
16. Stats
50% of leads are
qualified but not
yet ready to buy.
Source: Gleanster Research
Companies that excel
at lead nurturing
generate 50% more
sales-ready leads at
33% lower cost.
Source: Forrester Research
Nurtured leads
produce, on
average, a 20%
increase in sales
opportunities versus
non-nurtured leads.
Source: DemandGen Report
17. Moving Leads Through the Buying Process
Perform
Research
Free whitepaper
Establish
Buying Criteria
Evaluate
Vendors
Free webinars
Free trials
Case studies
Demos
Free eBooks
Free sample
Free consultations
Free checklists
Product spec
sheets
Estimates or
quotes
Catalogs
Coupons
Free guides &
factsheets
Free videos
Free kits
Prospect knows there is
a problem that needs to
be solved
Prospect recognizes a need
for a solution like yours
Prospect seeks
solutions to their need;
ready to buy
18. Taking Leads to the Next Step with Multi-channel
Lead Nurturing
20. Stats
92% of people trust
recommendations
from friends and
family more than
all other forms
of marketing.
Source: Nielsen
85% of fans of brands
on Facebook recommend
brands to others.
Source: Syncapse
81% of U.S. online
consumers’ purchase
decisions are
influenced by their
friends’ social
media posts.
Source: Market Force
21. Turning Customers Into Brand Evangelists
1
Show your appreciation.
2
Offer something special.
3
Ask for opinions.
4
Build a real relationship.
You have a nicely designed website, and you’ve done the hard work to get people to come to it. Now it’s time to convert those visitors into leads and those leads into customers!
However, there are many common website conversion challenges that prevent companies from truly monetizing their websites. Traffic volume could be too low, the site could have an issue converting traffic into leads, there could be a lead quality issue – meaning leads are coming in but they’re not converting into customers – or a few issues could be working together to prevent you from truly monetizing the site. However, as you’ll learn, if there’s no measurement in place, you might not even know what your issue is.
Luckily, there is a proven process to monetize your website, turning strangers into visitors, visitors into leads, leads into customers, and finally, customers into promoters. Introduce Nicole…
First step in the process is simply getting found. A website is not an “if you build it, they will come” thing. You need to focus on getting found first and foremost…
…and the number one way to do that is with content. Of course, the content on the main pages of your site matter. However, you need more than just pages that promote your business. You need fresh content. You need pages that HELP your customers! Google consistently updates its algorithm, making old school SEO tactics obsolete. The key to ranking high is with content!Of the sites I manage, organic search is one of the top 3 referring sites for all of them. For some (including Pyxl), it’s #1. A lot of companies I talk to have trouble coming up with content ideas. However, the key to doing this is to think of the questions your potential customers have and how to answer them. Every question your sales team gets asked is a blog post.
From Hubspot study of 7,000 businesses.Further drives home the need for interesting, relevant content and continued, consistent effort. Content also has a long shelf-life!
The key to content is to optimize each piece of content for search, and the way you want to do that is with a long-tail keyword strategy. You want to select one long-tail keyword for every page on your site, every blog post, every landing page. This should be different for every single page so you don’t cannibalize your own site.People search long-tail, and you’ll get more qualified visitors to your site with this strategy! It’s also easier to rank on a long-tail strategy.I’m going to go a little deeper into on-page SEO on the next slide, but I also want to mention that while search is a great way to generate traffic, creating lots of content also provides an opportunity for that content to be promoted on other marketing channels as well.
Include your long-tail keyword in all of these places for EVERY page on your site – including blog posts, landing pages, etc.
Now that you’ve done what needs to be done to get visitors to come to your site, we need to make sure there are opportunities to convert those visitors into leads.
To do this, you need to provide opportunities throughout your site for visitors to “convert”. Capturing leads involves three key things: calls to action, landing pages and offers. In explaining these, I’m actually going to work backwards, starting with offers.
We touched on some of these when we were discussing content, and these offers will actually help attract visitors, as well as convert them.A lot of companies just have a contact form on their site. What you want to do is create offers for each stage of your customer’s buying cycle. Just like we discussed previously, a lot of these content ideas will come from questions your potential customers ask, things they’re searching and problems they’re solving.Items in bold can be premium content, used to capture information; others will be used for lead nurturing (which we’ll get to).Awareness content should be very minimally promotional.Evaluation content will be promotional, but it should be more focused on HOW YOU HELP rather than what you do.
Each premium content offer you create should have its own landing page. The #1 purpose of the landing page is to get a visitor to convert into a lead. As such, landing pages do not have navigation. Provide only one path on a landing page – to get the content. On the thank you page, you can bring your navigation back.Keep it short, simple, and tell visitors what’s in it for them.Don’t ask for too much information.
Finally, you’re going to need calls to action throughout your site to direct people to your landing pages. There should be a relevant call to action on every page of your site, including every blog post.Introduce Hubspot smart CTAs.
Now that you have leads filtering into your database, you’re going to need to nurture them until they’re ready to buy from you.
Every buyer is on their own purchasing cycle. Unfortunately, nothing you do can really to change that. The key is to nurture those leads until they’re ready to buy from you. This will also deliver more qualified leads to your sales team and make them work more efficiently, instead of having them call every person that does anything on your site.
What you want to do is to create email workflows that move leads through the buying process. These will appear to be very personal, because they’re based on someone’s actions on the site (not just a mass mailing to your entire list).So let’s say a potential customer is performing research on a challenge that your product or service solves, and they download a white paper you’ve written on that topic. From there, they can get automatically thrown into an email workflow (or marketing automation campaign) that moves them further down the funnel, keeping your brand in front of them in a helpful way, until they’re ready to buy.
Once you have very qualified leads, you can introduce multi-channel lead nurturing and pass the qualified leads onto your sales team to have them call, email, connect on LinkedIn, etc. and hopefully close deals.I should also mention at this point that it’s incredibly important to integrate your marketing automation system with your CRM so that you get a full picture on each of your leads and you can do closed loop reporting.
The final step in this process is to delight your customers in order to turn them into advocates for your brand.
I think we all know how important word of mouth and referrals are, but here are a few stats just to back that up.
While it’s up to you to make sure your customers are actually happy, it’s importantto also keep your customers engaged even after they’ve written then check. They can buy again AND they can refer new business your way!Opinions – PFJ exampleSocial Media,Emails,Events
Through this whole process, measurement is to key to determining what’s working, what’s not working, where your best leads are coming from, how much qualified leads cost, and much more.
I could do a whole session on measurement, but from a very high level, the things you should be looking at are:Campaign effectivenessTraffic source effectivenessOffer effectivenessUse your marketing automation system and your CRM together to find out where your best leads come from, and focus efforts there. You can’t guarantee everything you do is going to be wildly successful, but if you’re measuring all the way through, you can be smart about evolving your approach over time.
One of the marketing offers that we created for the Pyxl site is a marketing goal calculator that will actually tell you -- based on your monthly revenue goals and your current web activity – how many visitors and leads you need to get from your site to reach your goals. It will also (at a high level) diagnose issues you may be having with your site and how to solve them.