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8/05/2009 www.marqui.com 7 Ways to capture more leads with your website Best Practice Webinar:

7 ways to capture more leads with your website

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Page 1: 7 ways to capture more leads with your website

8/05/2009 www.marqui.com

7 Ways to capture more leads with your website

Best Practice Webinar:

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GoToWebinar controls

www.marqui.com 2

Click the button with the arrows to minimize your GoToWebinar controls

Type your questions for us into the box at the bottom and press Send

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Agenda

1. The 7 ways to capture more leads…

2. How Marqui can help (2 mins)

3. Questions (5 mins)

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1.Have a clear definition of a web lead.

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“If you can not measure it, you can not improve it”

• The term “lead” is applied interchangeably to mean:– A name on a purchased list– Analytics goal conversion– Somebody who fills in any web form– Somebody who downloads a whitepaper or attends a webinar– Somebody who passes some BANT questions– Somebody who wants to talk to a sales rep

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Simple web lead scorecard

Year-to-date This month

Web 2.0 subscribers 1,000 200

Form conversions 10,000 500

Active nurture / drip 2,500 150

Visitor conversion ratio 1% 1.32%

Sales-ready leads 2,000 280

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2.Make a good first impression.

Quickly!

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2. Make a good first impression

• What does your website say about you?– Ask customers or prospects

• Benchmark against your competitors• Be clear about your site’s objectives

– Build trust or lead generation engine

• Choose usability over design– Be wary of agencies selling ‘flash’ sites

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3.Know what your visitors want.

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3. Know what your visitors want

• If you don’t have website analytics set up – do it today!– Set aside an hour a week to look at your site’s web analytics

• Top questions analytics can answer:– What was the visitor looking for?– Which page did they arrive at and did they stay?– What page did they leave from and is it a logical exit?– Where should I place my calls-to-action?

• Look at site search data as well

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4.Give them what they want and keep it fresh.

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4. Ideas to make creating content easier

• Try and stick to one topic / concept per page • Lists (like this one) are quick to write and easy to read• How-to guides are useful and demonstrate your knowledge• Case studies help people vizualize your product solving a

problem like theirs• Breakup text with headings• Remember to use lots of intra-site links and make sure each

page has at least 200 words

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4. Write for your audience

• Be customer centric– What was the visitor looking to get from this page?– Is it easy to read? http://shop.niace.org.uk/readability.html– Problem / solution

• Use customer centric language– http://www.futurenowinc.com/wewe.htm

• Get ideas from your subject matter experts and combine with good copywriting skills

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Take advantage of the medium

• Keep your site current and dynamic, it’s not brochureware– add a “last updated on xx.xx.xxxx”

• The pages that get the most visitors should change most frequently

• Make people accountable for different parts of the site• Start a blog and ideally update daily. Weekly at worst.• Invite guest experts from your industry

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5.Make calls-to-action personal & persuasive

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Map calls-to-action to the buying process

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Diagnostic checklist, case studies

Best practice guides, analyst reports

Feature sheets, online demos

ROI calculator, RFP template, objection handlers

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Maintain balance with call-to-action questions

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• Think of each CTA as a transaction• Avoid unnecessary questions• Limit distractions• Offer to email a link• Match number of steps to persona• Consider a ‘briefcase’ or account

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6.Be persuasive a little at a time.

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6. Micro-persuasion

• People consume information across multiple channels:– RSS feeds / Feedburner– Blog– Twitter– Social bookmarking– Encourage subscription with ShareThis and AddThis

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Trust, Credibility, Reliability, Intimacy, Self interest

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7.Always be testing.

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6. Always be testing

• Test page copy• Test images• Test keywords• Test form design & questions

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Using Google Website Optimizer to test landing pages

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No testing After a cycle of optimization

10,000 visitors per month 10,000 visitors per month

5% CTA clicks 6% CTA clicks

20% lead conversions 22% lead conversions

100 leads 132 leads

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32% improvement

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7 Ways to capture more leads with your website

1. Have a clear definition of a web lead2. Make a good first impression3. Know what you visitors want4. Give them what they want and keep it fresh5. Make calls-to-action personal and persuasive6. Be persuasive a little at a time7. Always be testing

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How Marqui can help - customer Funnel

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Attract

Engage

Nurture

Capture

Sales-cycle

Lead score

Revenue

Web ContentManagement

CampaignManagement

CRM / SFA

MarketingAutomation

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Questions?

Richard Sharp, VP Marketing [email protected]

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