Get More Leads Through Your Website

Steve Phipps / @MemPhippsNovember 2, 2013#TCMem #TCGML

Overview

•Understand how people buy•Missed opportunities•Tools to help you capture more leads•Think about things from your audience’s

perspective

Goal: Get More Leads

bplanet / freedigitalphotos.net

How we used to buy…

The Old Buying Process

Circa 1898

How we buy now…

We Buy Differently

A CEB study of more than 1,400 B2B customers across industries revealed that 57% of a typical purchase decision is made before a customer even talks to a

supplier.-ExecutiveBoard.com

The Contemporary Buying Experience

Latitude

Circa 2013

Over 70% of individuals consult websites in each stage of the pre-

purchase buying process. (Latitude)

Another View

Chief Marketing Technologist Blog

Buying has changed, shouldn’t our marketing?

Traditional Marketing

•TV•Radio•Print•Direct mail•Cold calls•Trade shows

Flickr: NHoulihan

“Inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.”-HubSpot

Funnelize Your Website…

Getting Started

Plan Your Strategy

•Define your goals.•Develop personas.•Map the buying process.• Create content (blog, website, social media).• Create offers worth downloading.• Setup landing pages.•Use CTAs on your site, blog, etc.• Test, test, test.• Set up email responders.• Track results and adjust.

Traffic is crucial…

…but what next?

Consider the Buying Process, Appropriate Offers, Calls-to-Action, Lead Nurturing*

SOJOMOJOCOJODOJOROJO

*May vary by persona

Let’s Talk Conversions…

Examples

Calls-to-Action

25.74% conversion rate = 321 conversions

Version B: Asked for Company Name (not required) and the

conversion rate dropped to 16.67%.

11.9% conversion rate

Auto-drip email campaigns (lead nurture) are set up in conjunction with each of these pages.

Let’s apply…

Leopard Shoes Leopard Shoes

Photo: Tim Ellis, Flickr

The Company

• The Mission: The company’s mission is to help awesome people run fast and look awesome while they do it.• The Product: High-end running shoes that are leopardy

in appearance. (not real leopard skin) • The Vision: Create a leopard-like lifestyle that imbues its

customers with a sense of awesomeness in everything they do. Help raise awareness of the plight of leopards by donating a percentage of sales to a save the leopards foundation based in Milan, TN.• The Goal: Sell 50,000 pairs of leopard shoes by

12/31/14.

The Customers / Personas

•Demographics: _________•Needs / wants: _________•Triggers: _________•Problems solved / opportunities created:

_________•Where do they spend time online: _________•How they buy: _________

The Marketing

•Develop awesome website and killer content. • Implement activities to get found (SEO, blogging,

etc.).•Convert website visitors. Create: • Offers• Calls to action (CTAs)• Landing Pages• Promotions

Tools You Can Use Today (or in the near future)

•Unbounce.com (Landing pages)•HubSpot (inbound marketing management)• InfusionSoft (marketing management software)•Campaign Monitor (email marketing)•MailChimp (email marketing)•Google Analytics

Questions?

Thank You!

Steve@LunaWeb.com@MemPhipps

www.linkedin.com/in/SteveTPhipps