Learn the Secrets to Generate LEADS through your Website

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Gone are the days of websites simply being static brochures that are infrequently updated. Now businesses must be educated in search engine optimization, editorial calendars, blogs, landing pages, compelling offers and social media. Learn how to leverage these tools to generate high-quality traffic to your website, convert that website traffic into valuable leads and turn those into customers. In this session you will learn how to research and apply the proper strategies for your company to win the online marketing battle.

Marketing

LEARN THE SECRETS TO
GENERATE
LEADS
THROUGH YOUR WEBSITE
Tiffany Sauder
President, Element Three

A CHAT ABOUT…
•  Website expectations
•  How to make your website work for you
•  Why you can’t ignore it
•  How to make Google happy
•  Measuring stuff

“"

70% OF A SALE IS OVER BEFORE A
SALES PERSON EVER GETS
INVOLVED”
- Sirius Decisions

WEBSITE EXPECTATIONS
WHAT IF WE THINK ABOUT IT DIFFERENTLY?

FUND YOUR WEBSITE LIKE YOUR BEST SALES PERSON

HAS YOUR
WEBSITE MET IT’S
MONTHLY QUOTA?

HAS YOUR
WEBSITE MET IT’S
MONTHLY QUOTA?
IF NOT, FIRE IT.

Marketing’s Job Through the Sales Funnel
Generate Traffic
Capture Lead
Nurture Lead
Retain & Upsell
Customer

ENGAGE YOUR AUDIENCE
AND GENERATING WEBSITE TRAFFIC

CUSTOMERS WANT ANSWERS
•  Imagine trying to start a meaningful two-way
conversation without knowing the person with
whom you’re speaking.
•  Relevant conversations = qualified leads.
•  When you understand your customers, you can
create helpful content that speaks to them in their
language.
•  When you truly understand their pain, you can
provide the best solutions.

How do we do this?
•  Blogs to drive traffic
•  Calls to action to engage website traffic
•  Top of the Funnel offers
•  Middle of the Funnel offers
•  Bottom of the Funnel offers
•  Landing pages to convert website traffic
•  Email to nurture leads into a sales ready
opportunity

“"

Companies that blog 15x or
more per month get 5x more
website traffic than
companies that don’t blog
HubSpot benchmark report

“"

Companies with over 200 blog
articles have >5x the LEADS
than those with 10 or fewer.
HubSpot benchmark report

GOING ON A HOLIDAY?
SEARCH
TERMS
AVG. MONTHLY
SEARCHES
holiday insurance 74,000*
holiday insurance 480**
*England
** United States

MIX BRANDED &
NON-BRANDED TERMS
Branded Term: Element Three
Non-Branded Term: Inbound Marketing
On 53% of conversion paths, the last click is on
a generic (nonbranded) keyword, according to
Google research

Website
CRM
HTML
Email

Blog
Social
Media
Landing
Pages

Google

Analy=cs

Pay
Per
Click

Search
Engine

Op=miza=on

Website
SalesLogix
HTML
Email

Blog
Social
Media
Landing
Pages

Google

Analy=cs

Keyword

Research

Search
Engine

Op=miza=on

HubSpot

closed-‐loop
marke=ng

Track
leads
from
their
ini=al
channel
through
ﬁrst
conversion
all

the
way
to
becoming
a
customer
–

from
a
single
database

MOZ SURVEY:
TOP 5 MARKETING METRICS
1.  Conversions
2.  Revenue
3.  Leads
4.  Unique visits
5.  Rankings
Source: http://moz.com/industry-survey

Want to learn more?
Join us in Indy.
JUNE 19th
GoInboundMarketing.com
@TiffanySauder

QUESTIONS?
www.facebook.com/elementthree
@tiffanysauder
http://info.elementthree.com/

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Learn the Secrets to Generate LEADS through your Website

1. LEARN THE SECRETS TO GENERATE LEADS THROUGH YOUR WEBSITE Tiffany Sauder President, Element Three

2. HOW MANY?

3. A CHAT ABOUT… •  Website expectations •  How to make your website work for you •  Why you can’t ignore it •  How to make Google happy •  Measuring stuff

4. ELEMENT THREE •  HQ in Indianapolis •  30 Employees •  Full-service brand & digital agency •  HubSpot Platinum Partner

5. “" 70% OF A SALE IS OVER BEFORE A SALES PERSON EVER GETS INVOLVED” - Sirius Decisions

7. WEBSITE EXPECTATIONS WHAT IF WE THINK ABOUT IT DIFFERENTLY?

8. MAYBE IT’S NOT THE CARROTS

10. FUND YOUR WEBSITE LIKE YOUR BEST SALES PERSON

11. HAS YOUR WEBSITE MET IT’S MONTHLY QUOTA?

12. HAS YOUR WEBSITE MET IT’S MONTHLY QUOTA? IF NOT, FIRE IT.

13. MARKETING PEOPLE LOVE

14. Marketing’s Job Through the Sales Funnel Generate Traffic Capture Lead Nurture Lead Retain & Upsell Customer

15. ENGAGE YOUR AUDIENCE AND GENERATING WEBSITE TRAFFIC

16. But here is what we do instead

17. [contact us]

18. CUSTOMERS WANT ANSWERS •  Imagine trying to start a meaningful two-way conversation without knowing the person with whom you’re speaking. •  Relevant conversations = qualified leads. •  When you understand your customers, you can create helpful content that speaks to them in their language. •  When you truly understand their pain, you can provide the best solutions.

19. How do we do this? •  Blogs to drive traffic •  Calls to action to engage website traffic •  Top of the Funnel offers •  Middle of the Funnel offers •  Bottom of the Funnel offers •  Landing pages to convert website traffic •  Email to nurture leads into a sales ready opportunity

20. “" Companies that blog 15x or more per month get 5x more website traffic than companies that don’t blog HubSpot benchmark report

21. “" Companies with over 200 blog articles have >5x the LEADS than those with 10 or fewer. HubSpot benchmark report

22. UNDERSTAND HOW PEOPLE SEARCH.

23. GOING ON A HOLIDAY? SEARCH TERMS AVG. MONTHLY SEARCHES holiday insurance 74,000* holiday insurance 480** *England ** United States

24. MIX BRANDED & NON-BRANDED TERMS Branded Term: Element Three Non-Branded Term: Inbound Marketing On 53% of conversion paths, the last click is on a generic (nonbranded) keyword, according to Google research

25. Map the buyer journey

26. THEY ASK. YOU ANSWER. | Marcus Sheridan

27. MEASUREMENT KNOW WHAT WORKS.

28. Website CRM HTML Email Blog Social Media Landing Pages Google Analy=cs Pay Per Click Search Engine Op=miza=on

29. Website SalesLogix HTML Email Blog Social Media Landing Pages Google Analy=cs Keyword Research Search Engine Op=miza=on HubSpot closed-‐loop marke=ng Track leads from their ini=al channel through ﬁrst conversion all the way to becoming a customer – from a single database

30.

31. MOZ SURVEY: TOP 5 MARKETING METRICS 1.  Conversions 2.  Revenue 3.  Leads 4.  Unique visits 5.  Rankings Source: http://moz.com/industry-survey

32. BE REALISTIC WITH YOUR EXPECTATIONS.

33. START. LEARN. ADJUST

34. Want to learn more? Join us in Indy. JUNE 19th GoInboundMarketing.com @TiffanySauder

35. QUESTIONS? www.facebook.com/elementthree @tiffanysauder http://info.elementthree.com/

Learn the Secrets to Generate LEADS through your Website

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Learn the Secrets to Generate LEADS through your Website