For our discussion, web presence is your business’ performance or effectiveness on the Internet. A strong web presence: (1) Attracts visitors who need what you have to offer (2) Converts visitors to inquiries, to leads (3) Drives revenue, supports existing business

1. Myron Berg,
Managing Director
Fusion Marketing Partners

2. Business and technology entrepreneur.
Skilled in identifying strategies and then
delivering technology-based tactics that
solve the business challenge.
• 14 years business leadership
experience as an entrepreneur at four
early stage software technology
startups.
• 25 years of technology leadership
experience including fortune 100
companies such as Myron Berg
Verizon, MCI, Northrop Grumman. Managing Director – Web and Online Strategies
http://fusionmarketingpartners.com

4.  For discussion today, web presence is your
business’ performance or effectiveness on
the Internet
 A strong web presence
 Attracts visitors who need what you have to offer
 Converts visitors to inquiries, to leads
 Drives revenue, supports existing business
A Lead Generation Website Helps Drive Your Bottom Line,
Increasing Lead Flow and Lowering Your Cost Per Lead

5.  The Transformation
 In 2011, Fusion Marketing Partners took a B2B Software Technology website that
was generating 10-12 inquires/month and increased it to 90+ inquiries/month in a
5 month timeframe. Costs dropped from $180 / inquiry to $39 / inquiry.
 The Result
 From Empty to Growing: The sales funnel is transformed from nearly empty
(sales people working personal networks for leads) to rapidly growing (sales
people responding to leads).
 Shorter Sales Cycle: Sales cycle decreases as a higher percentage of qualified
leads are self educated, self qualified, had an immediate problem to solve and
were ready to buy.
A Lead Generation Website Helps Drive Your Bottom Line,
Increasing Lead Flow and Lowering Your Cost Per Lead

6. Visitor Traffic
Organic Search, Campaigns, Referrals
Branding,
Awareness,
Pull Marketing
Website Performance
(Converting Visitors To Leads)
Sales Enablement/Lead
Nurturing
Sales Opportunities

7.  Is your website…
 Signage for your business?
 A business reference?
 A lead generation machine?
 What are your web priorities?
 Cool look and feel
 Great technology
 Driving business needs
Your web presence is a key component in powering
your business model

8. Your Website as a Business Asset
1. Attract Visitors: People with an interest Website’s
or need in your products / services find you Purpose
2. Convert Visitors to Leads: Through
an effective website, visitors become leads
3. Efficiently Convert Leads: When
those leads are ready and qualified, convert to
revenue opportunities

9.  Your compelling brand promise is clear, consistent, and
ubiquitous
 Supports and feeds the sales model
 Relevant and compelling offers
 Interesting and fresh educational content
 Plenty of chances to interact (respond)
 Blogs
 Social media links
 Targeted landing pages
 Articles, webcasts, podcasts
 Delivers measurable, bottom-line results

10. 8 Key Web Tactics
1. Apply Strategic Focus to Lead Generation
2. Create a Compelling Home Page
3. Provide Compelling Content (in Quantity)
4. Provide Clear, Effective Navigation
5. Embrace Social Media
6. Be Search Engine Friendly
7. Build Trust & Credibility
8. Grow Your Leads Database

11.  Recognize that the Website
is Strategic. Apply
Corresponding Focus to
Lead Generation
 Provide Valuable
Information
 So Visitors Find You
 So Your Visitors Find Value
(WIIFM - What’s In It For Me)
 Target and Achieve Goals
 Generate leads
 Increase sales
As these survey results demonstrate, lead
generation & sales benefits are high priority for
businesses investing in their web presence.

12.  Delivers a strong brand promise
 Clearly defines your value proposition
(Trend is to use dramatic pictures / graphics to capture attention)
 Guides visitors where they want to go to learn
more
 Support different types of visitors, including
website scanners, readers, visual learners
 Has an obvious and strong call-to-action
Let’s Look at a Few Examples…

13. Example:
- Clear Brand
Promise
- Me too
- Guides Me Where
I Want to Go
- But, no call-to-
action above the
fold. If I like their
offering, now what?

14. Example:
- Brand Promise
- Value Proposition
- Offers and Call-to-
Action

15.  Consistent with your brand promise
 Highly relevant to your target audience
 Support various stages of buying process
 Appeal to different types of viewers
 Readers
 Visual learners
 Scanners (3 second rule)
 Search engine friendly
 For each web page, message, content, and
metadata are consistent and optimized
 Good site content in quantity
 Clear, effective navigation
 Content is kept fresh

16. Example:
Lot’s of content on
the site, but:
• What’s the value
proposition? Why
do I care?
• This website
assumes you
know about them
and their
technology.
• Offers are vendor-
centric, not visitor-
centric
Oops: this website content is focused on visitors already in their “fan club”

17. Provide Clear, Intuitive Navigation
 Visitors Have Different Needs,
Different Ways of Thinking,
Different Stages of the Buying Cycle
 Support Their Respective Approaches
 Navigate by problem / solution
 Navigate by persona
 Navigate by interest
 Don’t Provide Too Many Choices
 Bonus: Search Engines Can Better Interpret Your Site

18. Example:
Problem: Where
do I start?

19.  Apply Consistent Brand and Message
Across Various Media
 Types:
 Blogs / Microblogs (Twitter)
 Social Networking Sites
 Video, Podcasts
 Social Bookmarking

20. Example:
Cross Promote Your
Social Media Presence

21.  Characteristics of Search Engine Friendly Website
 For each page, message, content, and metadata are consistent
and optimized
 Good site content in quantity
 Clear, effective navigation
 Content is fresh
 Next Step, Drive Visitor Traffic
 Search Engine Optimization
 Pay-Per-Click
 Social Media
 Advertising

22.  Create a professional, clean design
 colors, layout, clutter, whitespace, consistency
 Be consistent with visitor expectations
 No mistakes
 Grammar, Spelling
 Browser compatibility
 Add trust references
 Industry groups such as IOFM, Media References, Reviews & Awards
 Include customer testimonials
 Pictures, names, titles, logos, and references add authenticity
 Use SSL for SaaS and eCommerce
 Be Consistent in Design
 Same domain
 Consistent look & feel
 Be personal, be authentic

23. Example:
Oops. This site
didn’t render
correctly in
Firefox
Optimal color
scheme?
Note: The HP
brand has
earned trust in
other ways
If you go to a website that is “broken”, what’s your impression of the
company and their solutions?

24.  Capture contact information of prospects
 You must give to get - provide relevant offers
 Content - White Papers, Checklists, Forms
 Free Trials, Special Pricing
 Schedule a Demo, Watch a Video
 Webinar
 Live Chat
 Put relevant offers throughout your site
 Automate lead capture and tracking
 Nurture your leads

25. Example:
Interior article
page includes
variety of offers
on Right-Hand
Column

26. Example:
Variety of offers
on Right-Hand
Column

27. Landing Pages
 Used for highly optimized lead capture
 Easily tailored to a particular campaign
 Copy and graphics are specific to a specific need
 Decoupled from main website
 Peel and stick approach supports many types and versions of pages
Landing Main
Campaign Traffic Pages Website
Pay-Per-Click
Leads
Advertising Database
Offer

28. Example:
• Anti-Virus landing page
• Tied to PPC campaign
• Used on keywords suggesting
that the visitor is actively
shopping
• Optimized for purchase
• Note:
• Tuned message
• Title matches search term
• Minimal clutter
• Limited visitor options
• Obvious call-to-action

29. Example:
• SalesForce.com is very
successful and they
know how to sell online.
• Strong brand promise –
strong tag line
• Offers
• Navigation
• Strong trust and
credibility

30. 1. Apply Strategic Focus to Lead
Generation
2. Create a Compelling Home Page
3. Provide Compelling Content (in
Quantity)
4. Provide Clear, Effective Navigation
5. Embrace Social Media
6. Be Search Engine Friendly
7. Build Trust & Credibility
8. Grow Your Leads Database
A Lead Generation Website Helps Drive Your Bottom Line,
Increasing Lead Flow and Lowering Your Cost Per Lead

31. Please connect with me on LinkedIn,
Myron Berg – mberg@fusionmarketingpartners.com
 http://fusionmarketingpartners.com
 LinkedIn: http://www.linkedin.com/in/myronberg
 Twitter: @MyronBerg
 Our Book: How to Create an Unstoppable Marketing and Sales
Machine
 Download the five FMP presentations at:
http://fusionmarketingpartners.com/revenuenorth
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