Generate 2-4 Times more Traffic, Leads and Sales Through ......InteractiveWest | 1435 Larimer St. Suite 205 | Denver CO 80202 | Phone: (303) 306-8746 Generate 2-4 Times more Traffic,

InteractiveWest | 1435 Larimer St. Suite 205 | Denver CO 80202 | Phone: (303) 306-8746

Generate 2-4 Times more Traffic, Leads and Sales Through Online Lead Generation

2


Apply these secrets to your online marketing efforts and you’ll generate 2-4 times the number of leads. Here are the steps we take with our clients to achieve those results.

Step 1. Begin with Keyword Research and Strategy

Step 2. Increase Website Traffic by Ranking High within Search Engine Results

Step 3. Improve Visibility and Traffic via Local Search

Step 4. Generate Even More Traffic with Pay Per Click Advertising

Step 5. Decide on Your Offer

Step 6. Create Calls-to-Action

Step 7. Create a Landing Page

Step 8. Test and Measure

Fact: Inbound Marketing costs 62% less per lead than traditional, outbound marketing.

What You Will Find in This Report

Keyword Research & Strategy ....... 3

Search Engine Results ................. 4

Local Search ............................... 5

Pay Per Click Advertising .............. 5

Decide on Your Offer .................... 6

Create Calls-to-Action .................. 6

Create a Landing Page ................. 6

Test and Measure ........................ 6

Good Landing Page ...................... 7

13 Little Tweaks .......................... 8

About InteractiveWest .................. 9

3


Today when people are looking for information, they use search engines to find it. How do people find what they are looking for? By entering key-words/keyword phrases into their favorite Search Engine. It’s much like hundreds of people raising their hand saying they are interested in a particular service or product your company offers. The Search Engines then rank sites related to these keywords/keyword phrases based on relevance and authority.

• 73% of all searches for local businesses

products and services are conducted on the

Internet compared to 23% for printed Yellow

Page directories, 2% Directory Assistance and

1% for other printed Directories (Source - 15

Miles Local Search Study 2010).

• 78% of Internet users conduct product

research online.

• 46% of daily searches are for information on

products or services.

• 20% of monthly Google searches are for local

business’s products and services.

• Worldwide, Internet users conduct 88,000,000

searches per month on Google.

• 50% of consumers spend 75% or more of their

total shopping time conducting online research.

• In 2010, 21% of shoppers spent 75% or more

of their shopping time on product

research online.

Step 1 - Begin with Keyword Research and Strategy

It may seem to be a minor priority to most mar-keters. However it will prove to be the foundation for all your other Internet Marketing efforts. You want to make sure that you are targeting the right keywords and keyword phrases for both website content, Search Engine Optimization markup within your website as well as Pay Per Click strategies that we will cover shortly.

Google offers a free Keyword Tool at www.googlekeywordtool.com that will both search your website for appropriate keywords/keyword phrases to utilize along with Category Search and individual keyword search capabilities. Google’s Keyword Tool will display monthly traffic for each keyword/keyword phrase that can be downloaded in Excel Spreadsheet format. We then multiply all numbers by a factor of 150% as Google currently holds a 66% market share among other major Search Engines including Bing and Yahoo. That will give you totals on number of searches conducted on the Internet monthly for specific keywords/key-word phrases that pertain to your business.

We then sort keywords/keyword phrases from highest number of search to lowest number of searches and also consider how competitive a keyword/keyword phrase is. Anything above .75 rating and you may want to consider targeting another set of keywords/keyword phrases as the competitive factor in my opinion would be too dif-ficult and expensive to attain a high ranking with Google and/or other Search Engines.

We also visit competitor sites to determine keyword strategy that may have already been implemented when considering competitive factors in whether to select a specific keyword/keyword phrase. InteractiveWest also uses Google Trends at http://www.google.com/trends to determine if selected keywords/keyword phrases are trending up or down over time.

4


Once all keyword possibilities with sufficient search volumes are selected, keywords must then be filtered for relevancy. You don’t just want to pull in traffic. You want to ensure that your traffic is of high quality. Quality traffic helps you convert your visitors into customers at a higher rate. Keyword strategy is nothing short of a simple mathematics exercise. You can guess at keywords that you think consumers are using to find your products or services or you can use proven tools such as Google Keyword Tool to determine which keywords/keyword phrases are used by consumers that relate to your business’s products and services.

Several years ago, I had an attorney proudly exclaim that they were positioned under the first organic listing for “Denver Intellectual Property Attorney”. We checked it out. They were right. They were number one with that particular keyword phrase within Google’s search results. Checking Google’s Keyword Tool showed however they were #1 with a Keyword Phrase that at that time had no significant traffic.

What is a Keyword?

Keyword research is a word or phrase that a person enters into a search engine like Google and Yahoo. It is important to optimize a business website around keywords that are relevant to the business. This way, consumers can find your business online through organic (free) listings displayed by Search Engines.

How to Choose Keywords in a 4-step Strategy:

1. Use Google’s Free Keyword Tool at www.googlekeywordtool.com to both search your website for appropriate keywords/keyword phrases to utilize along with Category Search and individual keyword search capabilities.

2. Create a list of 3-5 keywords/keyword phrases relevant to your business. Download Google’s Keyword Tool results in Excel Spreadsheet format. Multiply all numbers by a factor of 150% as Google currently holds a 66% market share among other major Search Engines. Then sort keywords/keyword phrases from highest number of search to lowest number of searches.

3. Choose keywords based on difficulty and relevance. Choose less competitive keywords that are more specifically related to your business. Find a balance between relevance and difficulty.

4. Design and optimize your website around your keywords. Incorporate your chosen keywords into the businesses website within content and website optimization.

Keyword HINTS and TIPS:

• You have to get on the first or second page of

search results or its like you’re not there at all.

75% of Internet users never scroll past the first

page of search results.

• Shorter search phrases are typically searched

more often.

• It is usually much more difficult to get ranked

on the first or second page for

popular searches.

5


Step 2 – Increase Visibility and Website Traffic by Ranking High within Search Engine Results

What is Search Engine Optimization?

It is the process of getting traffic from the “free” or “organic” listings within Search Engine results. All major Search Engines such as Google, Yahoo and Bing offer results where web pages and other content are shown and ranked based on what that specific Search Engine considers most relevant to users.

• 70% of the links within Search Engine results

that users click are organic – not paid links.

• 60% of all organic clicks go to the top three

organic search results.

SEO comes in 2 types: On-Page and Off-Page.

• On-Page SEO is how well a website’s content is

presented to Search Engines. This can often be

improved immediately.

• Off-Page SEO is a site’s overall “authority”

on the Web, which includes what other

websites say about your site. This usually takes

time to improve. Search engines extract keywords from your on-page content and behind the scenes xhtml coding including headers, page titles, keyword description and image tags. To view, go to your website and right click on “View Source.”

On- Page SEO Factors:

• HTML Coding – Search Engines places

preference to websites that contain valid XHTML

tableless coding.

• Domain Name – URL’s that contain keyword

phrase used in search, typically display at the

top of results.

• Title Tag – HTML Title Tags remain the most

important way to increase your

website’s ranking.

• Meta Description Tag – Allows you to suggest

how Search Engines describe your page in

their results.

• Header Tags – The 2nd most important way to

increase your website’s ranking.

• Site Speed – Websites with fast download

speeds get ranking advantage over slower sites.

• Content Quality – Content is King when it

comes to aiming for success with

Search Engine ranking.

• Content Engagement – The more time users

spend with content on your site the higher your

content will be ranked.

• Content Freshness – Search Engines often look

for fresh content and give it a boost to the top

of the results.

6


Other Search Engine Optimization Efforts Include:

• Submitting your site to various Search Engines.

• Adding your website URL to DMOZ.org manually

as many Search Engines rely on DMOZ to

provide search results.

• Adding a robots.txt file to direct search engines

to crawl your site and also to exclude pages

on your site that you may not want included in

Search Engine results.

• Adding Google Webmaster Tools Account, then

verify your site. Google Webmaster Tools is a

good way to review when Search Engines last

visited your site and also to determine if there

were any page errors.

• Creating a Google XML Sitemap file in order

that Search Engines will find and index ALL your

website pages.

Off-Page SEO Factors:

• Link Quantity – The more sites that link to your

website, the higher the Link Quantity score.

• Link Quality – Links from larger, highly visited

sites, the higher the Link Quality score.

• Link Text/Anchor Text - The words within a

link, the link text or “anchor text” are seen by

search engines as a way that one web site is

describing another.

• Site History – Older established websites tend

to be ranked higher than newer websites.

• Country/Localization – Search Engine results

that display are the most relevant based on

location of user.

• Social Reputation – Search Engines weigh

different social links and accounts differently.

• Social Shares - Similar to links, while getting

quality social shares is ideal, being shared

widely on social networks by many is

still helpful.

• Trusted Authority - Is your site an authority? Is

it widely recognized as outstanding in its field,

area, business or in some other way?

• Personal History - What has someone been

searching on and clicking from their past search

results? What sites do they regularly visit?

This type of personal history is used by major

Search Engines to help determine what listings

to display.

7


Step 3 – Improve Visibility and Traffic via Local Search

What’s currently happening online is that many websites are battling the major search engines for emphasis on local businesses products and services. While Google is still dominant since rolling out Google Maps in 2004, the landscape has changed. In addition to Google Places, Bing Local and Yahoo Local, many new Local Directories have emerged giving consumers what they want, including reviews and feedback on local merchants and their products and services. Improving your Local Search visibility makes it easier for potential customers to find your business. Your business will appear in Search Engine and Local Directory results for your local area. Marketing your business online locally is a cost-effective way to reach new customers. Your business listing in Local Directories often contains a link to your website that both visitors and search engines use to find your website and learn more about your business. This, in turn, also helps improve your overall website ranking with major search engines. InteractiveWest is able to manage your business listing utilizing a Local Search Distribution Network, that distributes your business information to more than 200 Local Directories, such as Google Places, Yahoo Local, Bing Local, SuperPages.com, YellowPages.com, YP.com, Dex Online, TripAdvisor, Facebook , Twitter, Yelp, Foursquare, MerchantCircle, Local.com, Matchpoint, Kudzu and TomTom navigation devices. Your business information including Company Name, Address and Phone Numbers plus enhanced information such as Website, Email, Hours of Op-eration, Business Category, Brands and Products & Services appears within the largest network of Local Search platform partners where 90% of US consumers search for local business products and services occur.

Step 4 - Generate Even More Traffic with Pay Per Click Advertising

Pay Per Click marketing, or PPC, is pretty simple. Search engines like Google, Bing and Yahoo allow businesses and individuals to buy listings in their search results. These listings appear alongside organic, non-paid search results.

Reports state that over 50% of Internet users click on sponsored advertising links. Conversion rates from paid searches are also known to be double of that from organic search results. The best thing about Pay Per Click marketing is that you only pay for traffic you receive. You can target Pay Per Click campaigns to a limited geographic area to economize your PPC Campaign from anywhere to a city block, a city, a metropolitan area, a state, to the US, to North America or to limited number of countries.

Pay Per Click advertising can also generate traffic right away. It’s simple: Spend enough, get top placement and potential customers will see you first. If Internet users are searching for the keyword phrase on which you bid and you’ve placed a well-written ad, you will get clicks the moment the ad is activated. Pay Per Click advertising is also extremely fast to initiate. Where natural search engine marketing or other forms of advertising can lag weeks or months behind changing audience behavior, you can startup most pay per click campaigns within hours. With Google AdWords, you can generate targeted traffic within a few minutes of opening an account.

Pay Per Click advertising can also be a bargain: Sometimes, you can find keyword ‘niches’ for which the top bid is around $.10. In that case, PPC is a great option, because you can generate traffic to your site for a fraction of the cost of any other form of paid advertising.

We also recommend that Pay Per Click Ads contain an offer and link to a Landing Page to capture Contact information in order to followup with interested prospects on a consistent bases. We cover more about the offer, call to action and cod-ing pages in just a minute.

8


Generating Leads on Your Website:

Your website needs to be able to generate leads by crafting premium Offers, Landing Pages and Call-to Action promotions.

Step 5 - Decide on Your Offer

This is the most important part of your campaign. It is what generates attention to your website and gives consumers a reason to fill out there information so you can collect it. Types of Content Offers Include:

• Research Reports

• Powerpoint Slide Downloads

• How to Ebooks

• Webinars

• Free Trials or Demo

• Free Hour Consulting

• Discounted Rates Examples:

• If you are a printing company, you may want to

promote a certain amount of quality prints at

either a discounted price or for free.

• If you are a golf instructor you want to create

offers that will appeal to golfers trying to

improve their game.

• Sales process consultants would create an offer

that appeal to executives trying to improve

their sales.

Step 6 - Create Calls-to-Action

• Add a button or a link on your website or

landing page to download a Free Report or

for user to signup for a particular offer.

• Call-to-Action can be text, an image or an html

webpage, but should always include a link to

the corresponding Landing Page.

Step 7 - Create a Landing Page

• Create a Call-to-Action that links (double, triple

and quadruple check to make sure it works) to

your Landing Page where you will be promoting

your offer and gathering the consumers contact

information.

• Contact information should automatically

input as a lead to your Company’s Marketing

Database (CRM).

• Once user/consumer submits their information,

they should be redirected to a Thank You page

where they can access or print off the offer.

Step 8 - Test and Measure

Offers, Calls-to-Action and Landing Pages are the core elements of the conversion process, but it’s just the beginning.

• You need to TEST DIFFERENT Call-to-Action text and images. You also need to test different Landing Pages and different Offers then decide which one works best.

9


WHAT IS A LANDING PAGE

• A Landing Page is a web page that allows you

to capture visitor’s information through a

lead form.

• It’s important to build a unique Landing

Page for each of the offers you create. You

can build different types of Landing Pages that

allow visitors to download your content offers,

promotions or sign up for offers like free trials

or demos of your product.

WHY ARE LANDING PAGES IMPORTANT?

• They make the process of consumers receiving

the promoted offer easier since they do not

have to navigate through your website.

• Eliminates anything confusing about what the

consumer must do to receive your offer, which

keeps them from getting frustrated about not

finding the form.

• Makes it more likely that prospects will

complete the form and to convert into leads.

BASIC LANDING PAGE OPTIMIZATION TECHNIQUES

1. Use a clear TITLE, DESCRIPTION and LAYOUT

to instantly convey the value of your offer and

create a STRONG incentive for your visitors to

download or sign up for it.

2. Keep your consumers focused on filling out your

form by removing all distractions including

navigation links.

3. Include social sharing links to encourage

your visitors to spread the word about

your offer.

4. Design your forms to capture the

information that you need the most in or-

der to follow up with and qualify the lead and

import that information automatically into the

Company’s Marketing Database (CRM).

5. Structure the forms with the user in mind so

they’re not too long or invasive.

6. Once visitor has filled out the information

redirect them to a Thank You page or by

sending them an auto response email. It is

important to keep them engaged by sending

out new offers that they could be interested in

7. Track your progress and keep testing for

improvements to generate more leads.

10


WHAT MAKES UP A GOOD LANDING PAGE?

The headline, the content of the page, share links, hidden navigation, the form, and the Thank You page and email responder.

Headline:

YOUR VISITOR SHOULD BE ABLE TO UNDERSTAND YOUR OFFER IN THE TIME IT TAKES THEM TO BLINK.

• Should be able to be understood in 5 seconds

or less.

• Keep things simple and clear.

• Make sure the title makes the offer immediately

clear so that the viewer understands what the

offer is right away.

• Page title should match ad copy and call-to-

action text for that offer.

Content of the Page

• Content should provide further explanation

about what your offer is and why your visitors

should download or sign up for it.

• It is important to format the body of your page

in such a way that it is as easy as possible for

viewers to understand the offer, the value, and

the action they need to take.

• Use formatting styles to draw your

viewer’s attention.

• Your goal should be to convey the top 3 or 4

most important pieces of information

almost immediately.

• Use images on your landing pages to reinforce

the benefits of your offer. The images should be

both captivating and relevant to your offer.

• Landing page text is very important to the

success of the page. Make sure there are

no spelling or grammatical errors. It is

important that your page to look professional,

but more importantly, you are asking for

sensitive information, and spelling and

grammar mistakes will reduce the perception

of your site as a professional one.

BOTTOM LINE PROOF READ! Share Links

It is important to have social media sharing links on your landing page. This encourages sharing of the landing page content and generates more people to download your offer.

Types of Share Links:

• Twitter

• Linkedln

• Facebook

• YouTube

Hidden Navigation

• This keeps visitors from leaving your

Landing Page.

• Eliminates distractions.

• Helps promote filling out the form provided.

• Hiding navigation on your landing pages will

help keep your conversion rates up.

11


The Form

• Is the main focus of the Landing Page, seeing

how the ultimate goal is to get the visitors to

complete it.

• Make sure it appears before the fold so the

viewer does not have to scroll down on the

page in order to see it.

• Design your form so you get enough info to

contact and to qualify the lead.

• Short Form:

Name

Date

Email Address

• Long Form

Full Name

Address

City

State

Zip

Country

Email

Phone

• Best Way/Time to Followup

Thank You Page and Email Responder

Sending users to a “Thank You” page is a great way to suggest next steps for your lead. This is where you bring back the navigation and direct them to other parts of your site or more offers that they may be interested in.

Use Thank You pages and email responses to further connect your leads with your company or brand to keep them engaged.

Twelve Little Tweaks That Can Make a BIG Difference in Landing Page Performance:

• Punch Up Your Headline

Punch up the prominence and language of the

headline. Does it stand out? Make it bold. Is it

compelling? Use strong verbs and adjectives

and keywords.

• Shorten Your Copy

Lots of text is daunting to the reader and it also

buries the value of your offer. Aim for about

100 words of copy or less in your Landing Page

so your visitors can quickly read and under-

stand what your offer is about.

• Make the Value Clear

Does your landing page make it totally obvious

what your prospects will get out of redeeming

your offer? Your offer and associated copy must

convince visitors that filling out a form and pro-

viding their personal information is worth what

they’ll get in return.

• Break Up Text

Separate your text into bite-size chunks that

are easily scanable.

• Move That Form Up ‘Above the Fold’

Views or visitors should NOT have to scroll to

see what you’re offering.

• Shorten (or Lengthen) Your Form

• Improve Your Form’s Submit Button Text

• Add a Link to Your Privacy Policy

• Add Social Sharing Buttons

• Add a Visual

• Remove Distractions

• Promote It on Your Home Page!!!

12


InteractiveWest extensively uses the combination of Keyword Research, Search Engine Optimization, Local Search, Pay Per Click Advertising Campaigns, Offers, Call To Action and Landing Pages to create 2-4 times more inbound traffic, leads and sales for our clients.

About InteractiveWest:

InteractiveWest covers every angle so you don’t have to - including Website Design & Development; Content Management System and Ecommerce Application Development; SEO, Pay-Per-Click and Local Search strategies; Mobile Application Development; Internet Marketing Campaigns; Web Based Email Campaigns; Social Media Integragion; and Web Hosting services.

InteractiveWest delivers effective web development and internet marketing solutions with an experienced team of Internet Marketing Strategists, Designers, Web Developers and SEO Consultants at a much lower cost than at a traditional large web development company. Because of our unique business model, Interac-tiveWest can provide the expertise you need at a price you can afford.

Call InteractiveWest today at 303.306.8746, or email us at [email protected] or useour convenient Contact Us form on our website atwww.interactivewest.com to schedule a FREEno-obligation appointment!

Our Services

• Website Design & Development• XHTML/CSS Coding• JavaScript, AJAX, JQuery & Mootools Coding• PHP, XML & MYSQL Programming• Flash & Actionscript Development• ECommerce Solutions including Magento, Zen Cart, Virtuemart, OS Commerce, Prestashop & Volusion• Content Management Systems including Joomla, Drupal, Wordpress & Expression Engine• iPhone, iPad (iOS) Development & Android Development• Custom Software as a Service Programming• Search Engine Optimization• Link Building & Directory Submission• Pay-Per-Click Advertising Campaigns• Internet Marketing Campaigns• Online Lead Generation• Website Traffic Analysis• Web Based Email Campaigns• Social Media Marketing• Drip Marketing - Automated Marketing Campaigns• Website Copywriting and Content Development• Web Hosting

Documents

Generate 2-4 Times more Traffic, Leads and Sales Through ......InteractiveWest | 1435 Larimer St. Suite 205 | Denver CO 80202 | Phone: (303) 306-8746 Generate 2-4 Times more Traffic,