This document summarizes how to manage and grow a website for lead generation. It discusses different types of website visitors, the importance of web content, content creation and repurposing strategies, building trust online, and generating leads through conversion strategies. The key recommendations are to understand your audience personas, develop a content strategy that speaks to multiple audiences, and ensure your website has a clear conversion strategy with calls to action.

1. How to Manage and Grow Your
Website for Lead Generation
Jenika Scott | Hall Internet Marketing Solutions

2. Introduction
• Jenika Scott | Channel Marketing Manager
Hall Internet Marketing Solutions
• This presentation will be available online after the conference.
You will receive an email for the Summit session website
approximately 1-2 weeks after Summit.
• Follow Sage on Twitter: @Sage_Summit
– Use the official Summit hashtag: #SageSummit
• Follow me on Twitter: @jenika29 | @Hall_Web

3. Overview
• Different types of site visitors
• The importance of web content
• Content creation and repurposing
• Psychology of B2B online buyers
• Building trust online
• Generating leads and conversion strategy

4. How Does a Website Work?
• Inbound marketing
• How are people searching?
• What do they want?
• What actions can they take?
• What assumptions do they make?

5. Website Elements
• Site Design
• Functionality/Development
• Content
• Trust-building
• Unique
• User Conversion
• Marketing – SEO/PPC
• Contact

6. Who is visiting your website?

7. Who is visiting your website?
Current Customers
Purchasers
Researchers

8. What is Content?
• Information encountered by a website visitor

9. Content is important for your site visitors
• Helpful
• Answer Questions
• Solve Problems
• Entertains
• Builds trust
• Shows personality
• Encourages linking

10. Content is important for SEO
• Fresh
• Rankings
• Keyword Validation

11. Content is important for your business website
• Authority
• Reputation
• Trust
• Conversion
• Sales

12. Content for Researchers
• FAQs
• Product Comparisons
• Demos
• Blogs
• Webinars
• Trust-indicating logos
• Images of staff

13. Content for Purchasers
• Contact Information
• E Commerce
• Value Added
• About Us
• Testimonials
• Specials/Promotions
• Free Trial
• Request More Information

14. Content for Existing Customers
• News
• How to videos
• Support
• Training
• Blog
• Whitepaper

15. Speaking to Multiple Audiences

16. Speaking to Multiple Audiences

17. Know Your Audience
• What do they need?
• What are their pain points and challenges?
• What do they care about?
• What content do they like?
• Review analytics
• Segment
• Funnel

18. Content Best Practices
• Attention grabbing
• Quality over quantity
• Relevant to reader
• Digestible
• Use Imagery
• Easy to understand
• Integrate keywords

19. Growing Your Content
• Over time
• With the trends
• Think about audience first

20. Use what you know
Top Content
Keyword Traffic

21. Understand what people do
Navigation Summary
Coming soon to
In-Page Analytics the new version

22. Content Creation
• Frequently Asked Questions
• How to videos
• News/Updates
• Competitive Comparisons
• Testimonials/Success Stories
• Blogs
• Webcasts/Archived Webcasts
• What do people want to know?

23. Content Repurposing
• New is exhausting
• Bring new life to “old” content
• Appeal to different audiences
• Videos  Blogs
• Blogs  Webinars
• Webinars  Whitepapers
• And so on…

24. We want to generate leads
• Conversion Strategy
• Calls to Action
• In plain sight
• Appealing
• Consistency
• Hierarchy

25. Understand User Experience
• Anticipate behavior
• Obvious and intuitive
• Positive impression
• Relevant
• Consistent
Photo Credit: http://www.flickr.com/photos/riel/95520425/

26. Acknowledge B2B Purchasing Fears
• Wasting Time
• Wasting Money
• Not valuable
• Don’t want to be fooled

27. Establishing Trust Online
• Build on reputation and authority
• About Us page
• Testimonials and Case Studies
• Social Media
• Humanize
• Blogs and Webcasts

28. Summary
• Diverse content for different audiences
• Create a content strategy
• Anticipate user needs and behaviors
• Humanize your website
• Ensure conversion strategy

29. Takeaways
1. Audience Personas
2. Content Strategy
3. Conversion Strategy
4. Humanize your content
5. Repurpose new content

30. Your Feedback is Important to Us!
• Please visit a Sage Summit Survey kiosks to complete the
evaluation form for this session.
• Remember each completed survey form is another entry
for one of three iPad drawings.
• Your feedback helps us improve future sessions and presentation
techniques.
• Please include your session code on the evaluation form: 8613

31. Contact Information
• Presenter Contact Information:
– Jenika Scott
– Hall Internet Marketing Solutions
– jenika@hallme.com
– @Hall_Web | @jenika29
• Follow Sage on Twitter: @Sage_Summit
– Use the official Summit hashtag: #SageSummit
• Thank you for your participation.