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10 Steps to Increase Your Website & E-mail Lead Generation

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10 Steps to Increase Your Website & E-mail Lead Generation

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Follow these 10 steps to increase your lead generation activities by optimizing your Website and E-mail marketing strategy. Better web design, optimized landing pages with call-to-action buttons, and valuable content will increase your engagement with your web visitors and will keep those interested coming back through regular e-mail updates.
Learn more at www.bloominari.com

Follow these 10 steps to increase your lead generation activities by optimizing your Website and E-mail marketing strategy. Better web design, optimized landing pages with call-to-action buttons, and valuable content will increase your engagement with your web visitors and will keep those interested coming back through regular e-mail updates.
Learn more at www.bloominari.com

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10 Steps to Increase Your Website & E-mail Lead Generation

  1. 1. Take your business to the next level Small Business Online Marketing 10 Rules for Website & Email Lead Generation ® Presented By Jaime Nacach October 27, 2015
  2. 2. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 2 Lead generation: The process of converting unknown web visitors to known people who you can contact at a later date. Introduction
  3. 3. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 3 How can your website generate more leads? How can you create compelling content that builds relationships and engagement? Once you have those leads, how can you effectively market to them through email? Introduction
  4. 4. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 4 Offer something valuableIntroduction
  5. 5. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 5 Use your understanding of your industry, competitors’ practices, and your audience to create engaging and measurable conversion opportunities on your website. 1: Identify your goals & how you’ll measure success.
  6. 6. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 6 This example demonstrates a combined approach. 1: Identify your goals & how you’ll measure success. Think about ways to quantify the amount of completed goals so you can measure success. How many clicks on the $150 button? How many clicks on social media icons?
  7. 7. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 7 Website Layout and UX/UI ●  Layout & Design: Modern, simple to use. Easy to find menu. ●  Solution/Offer: Is your main solution to your client’s pain point stated on the homepage? Short and sweet? ●  Branding: Must match company’s look and feel ●  Style guide: Graphics, photos, icons, typography, white space, etc. 2: Make sure your website and E-mail set-up support your strategic goals.
  8. 8. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 8 2: Make sure your website and E-mail set-up support your strategic goals.
  9. 9. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 9 2: Make sure your website and E-mail set-up support your strategic goals.
  10. 10. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 10 Content Management System (CMS) •  What is it, and why use one? Information Management •  Using static pages? or dynamic pages with a database? •  Update only on a local computer, or online (via CMS)? •  Can you manage your own site? Can you make minor changes to text/ images? build landing pages? •  Do you have analytics installed? can you track your site? 2: Make sure your website and E-mail set-up support your strategic goals.
  11. 11. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 11 Content Length & Layout •  People don’t have time to read: Make everything short, simple and to the point. Less = More. •  “I didn’t have time to edit my text and make it concise, so I just wrote lots of text” 2: Make sure your website and E-mail set-up support your strategic goals.
  12. 12. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 12 Example of landing page align with strategic goal 2: Make sure your website and E-mail set-up support your strategic goals.
  13. 13. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 13 2: Make sure your website and E-mail set-up support your strategic goals.
  14. 14. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 14 E-mail Marketing Checklist •  Have a professional template •  E-mail marketing software allows you to: •  Segment your list •  Create multiple lists •  Do marketing automation (auto responder campaigns) •  Use mobile friendly e-mail templates •  Schedule emails •  Track results •  Avoid being blacklisted by Gmail, Yahoo, Hotmail. •  Take advantage of a good deliverability record. 2: Make sure your website and E-mail set-up support your strategic goals.
  15. 15. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 15 Common lead generation techniques ●  Website optimization ●  Search engine optimization ●  Pay Per click advertising ●  Google AdWords ●  Facebook ADs ●  Twitter Posts ●  LinkedIn Ads ●  Engaging on social media regularly ●  Via E-mail marketing + Automation ●  Blog & Content creation ●  Comments on forums, discussion boards 3: Send traffic to your website using various mediums
  16. 16. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 16 Content - most important element Shorter attention spans – Unroll.me Focus on target audience Put yourself in their shoes 4: Choose content that engages your audience
  17. 17. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 17 Lead generation content examples: ●  Top 10 tips on “How to solve XYZ faster”, or “Build a better XYZ solution”. ●  White paper on a specific solution offered by your company. ●  Webinar on solutions for “How to help your visitors do XYZ better”. ●  E-Course on “Doing XYZ the right way” delivered by E-mail (1 email per week). ●  Free guides or booklets on whatever topic you’re an expert on. ●  Special report on “how to / best ways to / better ideas for XYZ”. 4: Choose content that engages your audience
  18. 18. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 18 Goal: Improve your conversion rate by creating compelling content at all points of contact. •  What are the emotional motivators behind why they would want your product/service? •  Pair this content with lead generation opportunities on your website and calls-to-action in your emails. 4: Choose content that engages your audience
  19. 19. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 19 What is a landing page? •  Single focus •  Can be standalone or part of site •  Visitors reached through search What is their purpose? •  Lead conversion How to build them? •  LeadPages, Hubspot, Wordpress 5: Optimize all of your landing pages.
  20. 20. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 20 5: Optimize all of your landing pages. Source: LeadPages.net
  21. 21. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 21 Opportunities for specialized landing pages: •  E-Book •  Registration for event or webinar •  Consultation for services •  Discount coupon/voucher •  Contest entry •  Free trial •  A physical gift (via direct mail) •  Notification of a future product launch 5: Optimize all of your landing pages.
  22. 22. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 22 Calls-to-action •  Getting users to complete a task on your website in order to measure the effectiveness of your marketing efforts •  Examples - button, link, video, image (click) •  “Purchase”, “Download” “Subscribe” Conversion Types •  Completing an online sale •  Requesting a custom quote •  Contact with online form •  Submitting an email for a free download •  Sign up for account •  Social Media 6: Create exciting calls-to-action and conversion opportunities.
  23. 23. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 23 Conversion Tips: •  Focus on content around call-to-action •  Not too many on one page •  Add urgency •  Placement - white space •  Unique color •  Make it large •  One on every page 6: Create exciting calls-to-action and conversion opportunities.
  24. 24. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 24 ●  Purpose: •  Inform •  Educate •  Get users to take action ●  Many Methods for creating ●  Content should drive design ●  Choose template vs Custom Code (html) 7: Create an appealing email template that encourages conversions.
  25. 25. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 25 What are follow-up Auto-responders? ●  A series of e-mails automatically delivered to your subscribers in a timely fashion ●  Why use them? To stay in your client’s mind, create brand awareness, show expertise ●  E-mail marketing still most effective online marketing tool. 8: Build customer relationships with follow-up email marketing.
  26. 26. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 26 How to build a relationship via E-mail Marketing Automation ●  You want to be trusted. Provide lots of value. ●  After enough free, yet valuable content via email people will gain your trust and recognize your brand as a leading expert. Then you can start “selling” ●  How often you e-mail them depends on your company, and how often your average user needs/wants info that they can find useful and engage with. 8: Build customer relationships with follow-up email marketing.
  27. 27. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 27 Strategy 1.  Become an expert of your topic/industry. Think about how your company is the “Expert of XYZ”, make a list of topics you talk about and how you solve customer pain points. 2.  Put yourself in your customer’s shoes. Would you benefit from reading information on how to solve XYZ? 3.  Write a list 15-20 possible E-mail titles that would grab your user’s attention: a.  “Solving common mistakes of XYZ” b.  “10 tips for better ways to do XYZ” c.  “Short guide on how to increase your XYZ success” 8: Build customer relationships with follow-up email marketing.
  28. 28. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 28 Strategy – Continued. 4.  Determine what’s your usual sales cycle to convert leads to customers How many “touch points” it usually takes for you to convert leads to customers. Use info to decide how often you’ll email your leads 5.  Write each of your e-mails on a Word document Including the title, body & calls to action of each one. 6.  Additionally write a few emails to actually promote your products. They should only be 15-25% of the total emails you’ll send. 7.  Make a list of the final emails topics you’d like to include. Decide how far apart you’ll send each one. Example: First email on day 0, 2nd on day 7, 3rd on day 15, 4th on day 35, etc. 8: Build customer relationships with follow-up email marketing.
  29. 29. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 29 Real-time analysis during a campaign allows you to: ●  See what website changes can be made to improve performance ●  Modify your email template for the next distribution ●  Visualize what leads see when they arrive at your landing page 9: Analyze your results regularly and implement improvements.
  30. 30. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 30 Post-campaign analysis shows the bigger picture: ●  See which email distributions sent the most traffic to your website and which visitor groups converted ●  Compare conversion rates with other referrers ●  Understand the ROI of your email marketing 9: Analyze your results regularly and implement improvements.
  31. 31. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 31 How to connect your Website and E-mail Marketing? ●  A website and e-mail marketing software are two independent set of tools, but there are ways to connect them ●  Most common: make an online form on your website, that upon submission, saves a user’s information into an E-mail marketing users database. 10: Make your marketing more efficient by automating your lead and sales funnels.
  32. 32. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 32 Ways to connect E-mail Marketing with your website/CRM 1) Manual: Manually enter contacts’ emails to your E-mail marketing software - not the best choice, too time consuming and you’ll forget to do it. 2) Manual, but faster: Export your customer’s name and email from your website/CRM into an Excel sheet (CSV), and import into your E-mail software. 3) Most common: As previously mentioned (web-to-lead form). 4) Separated but in Sync: Using a CRM software or website plugin that automatically syncs information from/to your E-mail subscriber’s list. 5) All-in-one Marketing automation software. Your CRM and E-mail marketing living on the same database. 10: Make your marketing more efficient by automating your lead and sales funnels.
  33. 33. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 33 What method should you implement? ●  Depends on number of contacts, frequency of new leads, length of sales cycle. ●  Care to automate your marketing and sales? ●  Can you afford the pricier full marketing automation software or prefer a less robust E-mail + CRM separate solutions Software Options E-mail Marketing All about $20-30/ month for 500 contacts ●  Mailchimp ●  Constant Contact ●  Get Response ●  Aweber ●  Benchmark ●  Vertical Response Full Marketing Automation ●  InfusionSoft - $200-300/month ●  Hubspot - $200 (100 contacts) or $800/month (1K) ●  Marketo - $895/month (1000 contacts) 10: Make your marketing more efficient by automating your lead and sales funnels.
  34. 34. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 34 Conclusion: The 12 Rules for Website & Email Lead Generation 1.  Identify your campaign goals and how you’ll measure success. 2.  Make sure your website and email set-up support your strategic goals. 3.  Send traffic to your website using various promotion mediums. 4.  Choose content that engages your audience’s needs and wants. 5.  Create exciting calls-to-action and conversion opportunities. 6.  Optimize all of your landing pages. 7.  Create an appealing email template that encourages conversions. 8.  Build customer relationships with follow-up email marketing. 9.  Analyze your results regularly and implement improvements. 10.  Make your marketing more efficient by automating your lead and sales funnels.
  35. 35. T H A N K S F O R C O M I N G S l i d e s : w w w . b i t . l y / S D M a r k e t i n g W o r k s h o p 2 Any Questions? We’re happy to help! ? www.bloominari.com
  36. 36. 10 Rules for Website & Email Lead Generation – Oct 27, 2015 © Copyright 2015. Bloominari. All Rights Reserved. 36 Software ●  CMS o  WordPress o  Joomla o  Drupal ●  Email marketing o  Mailchimp o  Constant Contact o  Aweber ●  CRM & marketing o  Hubspot o  Insightly o  Solve360 Landing Pages ●  WordPress landing pages & A/B testing ●  LeadPages ●  Unbounce Analytics ●  Google Analytics o  A/B testing Resources

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