Lead generation tactics and strategies for web based and traditional businesses.
http://www.freshtilledsoil.com/using-a-free-product-to-get-paying-customers/
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Turn Your Website Into A Lead Generating Machine
1. Turn Your Site Into A Lead-Generating Machine
Richard Banfield | fresh tilled soil
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An Expert Presentation By
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2. Turn Your Site Into A Lead-
Generating Machine
Richard Banfield | fresh tilled soil
An Expert Presentation By
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3. How
5 = 375
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digital design and marketing
4. Where
99% referrals & WOM
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5. Who
Corporate Academic Non-Profit
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6. Who
B2C/B2B Green Healthcare
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digital design and marketing
7. Current model is broken
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8. iTunes/iPods kill radio
DVR kills TV
Blogs kill portals
Twitter kills newspapers
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9. Old Way
1.Build a destination
2.Drive traffic to destination
3.Force leads through a pipe
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digital design and marketing
10. New Way
1.Build valuable content
2.Listen & engage
3.Leads come to you
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11. Simple Example
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3.
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12. Another Example
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2.
3.
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13. Another Example
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2.
3.
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14. Next slide is for the skeptics
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15. twitter
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digital design and marketing
16. Site Reviews
• user interface design
• overall positioning
• lead generation opportunities
• search optimization
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29. Q&A
Hit ʻ7ʼ to raise your hand
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Notes de l'éditeur
One of the questions I ask myself when I’m sitting in the audience is “who is this person and why should I be listening to him/her?
In 5 years we have completed over 375 projects and worked with almost 100 clients
What’s truly impressive is that we have done this without spending any real money on marketing
With the exception of a few deals which came as a result of advertising on Google all our business is word of mouth
The trick is understanding what WOM means. It certainly doesn’t mean sitting back and doing nothing.
Big marketing spenders won the day by shouting the loudest
Savvy consumers are tired of being shouted at
Looking for respectful dialogue
Multiple channels of communication - most of them free
Level playing field - now everyone can compete at the same level
Millions of dollars don’t make you a winner
For small businesses this meant building a website and then adding the website URL to every piece of traditional marketing
Send out mailing campaigns to force people to your website
spend lots of money (about 10 - 20% of revenues)
Joe the Plumber spends $200K on yellow pages and postcards to generate $5M
Create a conversation using a blog or other peoples blogs
Get involved in the online conversation - write articles, posts, and possibly press releases
Listen to the discussion
Find a way to add value and get involved
Engage by giving first (not just taking)
If there is something valuable to engage with then the site serves as a lead qualification tool
Navigation is too complicated. Too many options. Overwhelming.
Positioning statement is buried. Needs to be more prominent. What do you do? Who do you do it for? And why is it different to the competition?
Where is the 800 number?
What’s the first thing you want me to do? Where is the call to action?
I like the brands but the layout is very busy and instead of adding value it looks like you’re trying too hard to impress me.
SEO:
Title tags and URL structure changes would be the easiest and smartest improvement to search optimization
Need lots of good content
The separate blog has no SEO benefit to your site. You may as well not have it.
Simple navigation. Search is easy to find if necessary. Less important elements are tucked away.
Clear positioning statement “...fastest, most powerful...”
Lots of focus on the big ticket item or premium product.
Lovely shots of product. Makes me want to touch it and own it.
Supporting video for featured product. Lots of feature and benefit info but not overwhelming.
Ok, where do you want me to go? Where is the starting point?
Too many things trying to get my attention.
Navigation could be cleaned up and simplified. Pictures in navigation are distracting.
If you’re not able to provide 24/7 support then don’t pretend to offer it. It’s better to under promise and over deliver.
Confusing image of pill bottle. I thought this was a vitamin site.
Love the calculator but not sure if I want to download anything. Can that be embedded instead?
SEO:
Biggest problem is that there are a dozen companies with the same name
Title tags are a B+ but the URL structure is a D
Consider adding a blog to increase traffic and indexing results
Need to build more incoming links to improve search rankings
You have to ask yourself “what are the keywords or phrases that would be used by potential customers searching for our products or services”
Clean navigation with very clear starting point. “View our Plans and Pricing”!
Credibility building with testimonials and customer brands featured.
Simplified features and benefits tabs to hide and show as necessary.
Screen shot indicates that this is a software product.
What does this product do? Confusing image of tree and name elogger. Is this a logging company?
Good to have the 800 number but need to have a specific reason to call. What can I expect?
“We have the solution” is not a solution, it’s a broad subjective statement. “Technology solutions for your business challenges” - which challenges? I have dozens?
Consider bringing your awesome client list to the home page - use your great assets
SEO:
Title tags, descriptions and URLs all need to be rewritten
Need relevant content (consider adding a blog and articles)
Domain is going to expire which is bad
Hardly any inbound links
Google can’t find any forms