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Optimizing Lead Generation & Inbound Marketing Optimizing Lead Generation & Inbound Marketing: A Compilation of Tips Paul Mosenson, February 2013 1 Contents About the author Introduction Optimization preparation Optimize your website design Optimize your website content Optimize your content marketing Optimize your pay per click campaigns Optimize your online display campaigns Optimize your social media ads and engagement Optimize your SEO Optimize your email marketing Optimize your landing page & conversion rate Optimize your analytics 2 About Paul Mosenson and NuSpark Marketing 3 About NuSpark Marketing • Founded in 2010; Team members average 25 years of experience • Philadelphia based; virtual team of experts, project-managed by Paul Mosenson • Provides the process, consultation, strategy, tactics for firms that need optimized internet marketing, lead generation, lead nurturing, social media, and conversions • Flexible Approach: Consultation to Execution 4 Organization Paul My Team •Digital Strategist •Writers •Conversion Tactician •Designers •Project Manager •Videographers •Media Director •SEO Tacticians •Pay-Per-Click Tactician •Blog Outreach Managers •Social Media Manager •Social Media Content Posters •Lead Generation •Analytics Guru More on Paul Mosenson Founder Paul Mosenson is a long-time Media Director at Ad agencies and has been managing digital campaigns for 15 years successfully, and media campaigns for over 25 years Publisher of multiple eBooks on lead generation and digital marketing Nationally renown speaker on digital media and lead generation Recognized as on of the country’s top practitioners on lead generation by the Sales Lead Management Association 6 Our Approach to Business Assess Recommend Optimize People Platforms Tactics Strategy Introduction to Optimizing Lead Generation 8 Introduction Top challenges of B2B marketers Generating high quality leads Generating high volume of leads This eBook A presentation on tips and ideas that contribute to increasing quality leads and conversions. Certainly each section could (and has been) it’s own book. Consider each section just a primer for a more comprehensive lead generation plan that the team of NuSpark Marketing can optimize for you 9 Where Marketers are Increasing Budgets: Website Optimization #1 10 Source: eMarketer Lead Generation Definitions Let’s Get This Straight! Someone who views your website: VISITOR Someone who has expressed interest in your content or product: INQUIRY Someone who may need your product, but not purchased yet: PROSPECT Someone who is qualified to be contacted by sales due to their budget, title, decision role, timeframe to purchase: LEAD Someone who contacts you via phone, or web form: SITE CONVERSION Someone who was a lead; then buys: SALES CONVERSION 11 Many Facets of Lead Generation Overwhelmed? Don’t be; we optimize all of these tactics; or ones that you need assistance with 12 Calculate the ROI of Optimization: Example Before-After Got your attention? 13 Preparation Before we get started with optimization 14 Set Measureable Goals Increase website traffic by….% Increase website visitors by….% Increase site conversions by…..% Decrease cost-per-lead by…..% Increase newsletter sign-ups by….% Increase sales opportunities by…% 15 Confirm You’re On Right Track •What do you sell? •What need does it solve? •Why should prospects buy it? •Why should prospects buy it from YOU? Above: the seeds for an optimal content strategy that drives leads. 16 Analyze Your Target Audience •Demographics •Develop Personas •Buying Cycle •What Language They Use to Find Your Products/Services 17 Who Are They? One person or committee Job title Role in purchase influence Business needs (i.e. efficiency, costs, productivity) Job frustrations (i.e. time, resources, inefficiency) Drivers to buy 18 How Do They Research? Search engines Trade websites Social media Colleagues and referrals Associations Content- articles- white papers- webinars- blogs Traditional media Direct marketing Sales team 19 How Do They Buy? Your lead generation process needs to address all of these buying phases; it starts with the message, and the story you tell throughout the buying cycle that nurtures leads to become sales. •They find you because of content •They learn about you because of content •They advocate and share you due to content •They BUY you because of content 20 Confirm What Language (or Keywords) They Use Ask them! Speak to clients and customers Review competitive sites (and tools such as Spyfu) Your own organic keywords obtained from your analytics program Google’s keyword research tool Other third party keyword research tools Industry research and news websites Social media monitoring General internal brainstorming- review all of your products and services- what do you do, what problems do you solve What words your prospects search for needs to align with the words used on your website and content, SO, optimization begins with keywords 21 Use a Keyword Template to Organize Your Keyword Research 22 Optimize Website Design 23 Consider: Responsive Web Design Responsive design allows your website to adapt and display on any device or screen size, ensuring your prospects have an enjoyable, positive experience. •The style automatically adjusts for mobile and tablet •User experience is enhanced; Google likes that which means better search rankings •Brand consistency across devices 24 Website First Impression: Key Components of a Website That Converts Credible Trustworthy Inviting Easy to Navigate Simple Look; Few Distractions Strategic Use of Visuals and Whitespace Readable Font Interactive with Clickable Links Easy-to-Find Search Bar Consistent Look Page by Page 25 Use of Color •Use color strategically •Color themes need to complement each other; not distract •Use Adobe’s Kuler app (see left) to choose color palettes 26 Navigation and Menu Tips Page Location: Top or Left; depending on categories needed- experiment with look Limit top level categories to six or seven items Use simple words in your navigation; avoid jargon Always utilize drop-down menus and clear sub-menus Always highlight in the menu where user is in relation to website by color or boldness Utilize proper breadcrumb functionality so users can easily click on higher or lower level menu items Always include a site map link in the footer 27 An Example of a Lead Generation Website that Converts 28 Website Optimization Summary (As written by a VP of Sales) Design/Layout: Our site needs to grab our prospects’ attention, get them interested in our solutions, and then get them to take action. They need to know clearly why they should choose us! Attention: We need a compelling headline on our home page that includes a key phrase that answer’s our target audience’s problems. We need to pique a potential customer’s interest. Message: Our prospects are busy. Our site only has a few seconds to communicate our benefits, and what makes us better than our competitors. Persuasive headlines, graphic and design quality, and our page navigation need to work together to communicate our message clearly. Benefits: Visitors arrive wanting to know what’s in it for them. How will we make our prospects’ business life better? Have we explained our benefits clearly on our home page? Call to Action: I don’t want any of our site visitors leaving without taking action. This could be to sign-up, join, call or download. I hope our CTAs are easily seen and above the fold. Nurturing: We need to review our nurturing and social media strategy so that prospects continue to interact with us, read our blog, and share our content. We have long sales-cycles; need to stay out there with problem solving content. 29 Optimize Content Marketing Part 1: Website Content 30 A Prospect Has Questions… A website visitor who is a potential customer will ask him/herself the questions below. Can you answer them? Who are you? What do you do? Do I understand what you do? What will your firm do for me and my needs? What is each page about? How do I navigate to each page? Why should I stay on your website? Why should I return to your wesbite? Why should I download your content? Why should I buy from you? Can I make contact easily? 31 Great Website Content….. Is written for prospects in their language; not for Google Provides education and value Explains simply to prospects how your products solve their business needs Is structured as short paragraph chunks and bullet-points Has links within the text to make it easy for prospects to navigate to other pages (big SEO tip as well) Avoids clichés and misunderstood business jargon; clarity is key Is shareable: include sharing widgets like AddThis and ShareThis within your website and blog so audiences can share your valuable content 32 Website Trustworthy Elements to Consider Testimonials with real names and pictures Case studies; authentic, and written clearly so results are easily understood Video testimonials (engaging and real) Implement trust icons like associations, memberships, and certifications Highlight real numeric results (“increased sales 15%”) where appropriate 33 Website Content & Buying Cycles Website content assets need to appeal to all buying phases: Educational: Top of funnel; prospects that are exploring potential solutions Expertise: Mid-funnel; prospects are in deep research phase and are making up their minds on the right solutions and possible vendors Evidence: Bottom-funnel; prospects are near buying decision and are reviewing support content
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