10 Steps to Increase Your Website & E-mail Lead Generation

Take your business to the next level
Small Business Online Marketing
10 Rules for Website
& Email Lead Generation
®
Presented By Jaime Nacach
October 27, 2015

10 Rules for Website & Email Lead Generation – Oct 27, 2015
© Copyright 2015. Bloominari. All Rights Reserved.
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Lead generation: The process
of converting unknown web
visitors to known people who
you can contact at a later date.
Introduction

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How can your website generate more leads?
How can you create compelling content that
builds relationships and engagement?
Once you have those leads, how can you
eﬀectively market to them through email?
Introduction

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Oﬀer something valuableIntroduction

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Use your understanding of
your industry, competitors’
practices, and your
audience to create
engaging and measurable
conversion opportunities
on your website.
1: Identify your goals & how you’ll measure success.

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This example demonstrates a combined approach.
1: Identify your goals & how you’ll measure success.
Think about ways to
quantify the amount of
completed goals so you
can measure success.
How many clicks on the
$150 button?
How many clicks on social
media icons?

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Website Layout and UX/UI
●  Layout & Design: Modern, simple
to use. Easy to ﬁnd menu.
●  Solution/Oﬀer: Is your main
solution to your client’s pain point
stated on the homepage? Short
and sweet?
●  Branding: Must match company’s
look and feel
●  Style guide: Graphics, photos,
icons, typography, white space,
etc.
2: Make sure your website and E-mail
set-up support your strategic goals.

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Content Management System (CMS)
•  What is it, and why use one?
Information Management
•  Using static pages? or dynamic pages with a database?
•  Update only on a local computer, or online (via CMS)?
•  Can you manage your own site? Can you make minor changes to text/
images? build landing pages?
•  Do you have analytics installed? can you track your site?

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Content Length & Layout
•  People don’t have time to read: Make everything short, simple and to the point. Less = More.
•  “I didn’t have time to edit my text and make it concise, so I just wrote lots of text”

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Example of landing page align with strategic goal

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E-mail Marketing Checklist
•  Have a professional template
•  E-mail marketing software allows you to:
•  Segment your list
•  Create multiple lists
•  Do marketing automation (auto responder campaigns)
•  Use mobile friendly e-mail templates
•  Schedule emails
•  Track results
•  Avoid being blacklisted by Gmail, Yahoo, Hotmail.
•  Take advantage of a good deliverability record.
2: Make sure your website and
E-mail set-up support your strategic goals.

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Common lead generation techniques
●  Website optimization
●  Search engine optimization
●  Pay Per click advertising
●  Google AdWords
●  Facebook ADs
●  Twitter Posts
●  LinkedIn Ads
●  Engaging on social media regularly
●  Via E-mail marketing + Automation
●  Blog & Content creation
●  Comments on forums, discussion boards
3: Send traﬃc to your website using various mediums

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Content - most important
element
Shorter attention spans –
Unroll.me
Focus on target audience
Put yourself in their shoes
4: Choose content that engages your audience

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Lead generation content examples:
●  Top 10 tips on “How to solve XYZ faster”, or
“Build a better XYZ solution”.
●  White paper on a speciﬁc solution oﬀered by
your company.
●  Webinar on solutions for “How to help your
visitors do XYZ better”.
●  E-Course on “Doing XYZ the right way”
delivered by E-mail (1 email per week).
●  Free guides or booklets on whatever topic
you’re an expert on.
●  Special report on “how to / best ways to /
better ideas for XYZ”.

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Goal: Improve your conversion
rate by creating compelling
content at all points of contact.
•  What are the emotional motivators
behind why they would want your
product/service?
•  Pair this content with lead
generation opportunities on your
website and calls-to-action in your
emails.

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What is a landing page?
•  Single focus
•  Can be standalone or part of site
•  Visitors reached through search
What is their purpose?
•  Lead conversion
How to build them?
•  LeadPages, Hubspot, Wordpress
5: Optimize all of your landing pages.

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Source: LeadPages.net

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Opportunities for specialized landing
pages:
•  E-Book
•  Registration for event or webinar
•  Consultation for services
•  Discount coupon/voucher
•  Contest entry
•  Free trial
•  A physical gift (via direct mail)
•  Notiﬁcation of a future product launch

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Calls-to-action
•  Getting users to complete a task on your
website in order to measure the eﬀectiveness
of your marketing eﬀorts
•  Examples - button, link, video, image (click)
•  “Purchase”, “Download” “Subscribe”
Conversion Types
•  Completing an online sale
•  Requesting a custom quote
•  Contact with online form
•  Submitting an email for a free download
•  Sign up for account
•  Social Media
6: Create exciting calls-to-action and
conversion opportunities.

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Conversion Tips:
•  Focus on content around call-to-action
•  Not too many on one page
•  Add urgency
•  Placement - white space
•  Unique color
•  Make it large
•  One on every page
6: Create exciting calls-to-action and
conversion opportunities.

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●  Purpose:
•  Inform
•  Educate
•  Get users to take action
●  Many Methods for creating
●  Content should drive design
●  Choose template vs Custom
Code (html)
7: Create an appealing email template that
encourages conversions.

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What are follow-up Auto-responders?
●  A series of e-mails automatically delivered to
your subscribers in a timely fashion
●  Why use them? To stay in your client’s mind,
create brand awareness, show expertise
●  E-mail marketing still most eﬀective online
marketing tool.
8: Build customer relationships
with follow-up email marketing.

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How to build a relationship via E-mail
Marketing Automation
●  You want to be trusted. Provide lots of value.
●  After enough free, yet valuable content via email people
will gain your trust and recognize your brand as a leading
expert. Then you can start “selling”
●  How often you e-mail them depends on your company, and
how often your average user needs/wants info that they
can ﬁnd useful and engage with.

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Strategy
1.  Become an expert of your topic/industry.
Think about how your company is the “Expert of XYZ”, make a list
of topics you talk about and how you solve customer pain points.
2.  Put yourself in your customer’s shoes.
Would you beneﬁt from reading information on how to solve XYZ?
3.  Write a list 15-20 possible E-mail titles that would grab your
user’s attention:
a.  “Solving common mistakes of XYZ”
b.  “10 tips for better ways to do XYZ”
c.  “Short guide on how to increase your XYZ success”

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Strategy – Continued.
4.  Determine what’s your usual sales cycle to convert leads to customers
How many “touch points” it usually takes for you to convert leads to
customers. Use info to decide how often you’ll email your leads
5.  Write each of your e-mails on a Word document
Including the title, body & calls to action of each one.
6.  Additionally write a few emails to actually promote your products.
They should only be 15-25% of the total emails you’ll send.
7.  Make a list of the ﬁnal emails topics you’d like to include.
Decide how far apart you’ll send each one. Example: First email on day 0, 2nd
on day 7, 3rd on day 15, 4th on day 35, etc.

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Real-time analysis during a campaign allows you to:
●  See what website changes can be made to improve performance
●  Modify your email template for the next distribution
●  Visualize what leads see when they arrive at your landing page
9: Analyze your results regularly
and implement improvements.

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Post-campaign analysis shows the
bigger picture:
●  See which email distributions sent
the most traﬃc to your website and
which visitor groups converted
●  Compare conversion rates with
other referrers
●  Understand the ROI of your email
marketing
9: Analyze your results regularly
and implement improvements.

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How to connect your Website and E-mail Marketing?
●  A website and e-mail marketing software are two independent
set of tools, but there are ways to connect them
●  Most common: make an online form on your website, that
upon submission, saves a user’s information into an E-mail
marketing users database.
10: Make your marketing more eﬃcient
by automating your lead and sales funnels.

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Ways to connect E-mail Marketing with your website/CRM
1) Manual: Manually enter contacts’ emails to your E-mail marketing software -
not the best choice, too time consuming and you’ll forget to do it.
2) Manual, but faster: Export your customer’s name and email from your
website/CRM into an Excel sheet (CSV), and import into your E-mail software.
3) Most common: As previously mentioned (web-to-lead form).
4) Separated but in Sync: Using a CRM software or website plugin that
automatically syncs information from/to your E-mail subscriber’s list.
5) All-in-one Marketing automation software. Your CRM and E-mail marketing
living on the same database.

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What method should you implement?
●  Depends on number of contacts, frequency of new
leads, length of sales cycle.
●  Care to automate your marketing and sales?
●  Can you aﬀord the pricier full marketing automation
software or prefer a less robust E-mail + CRM
separate solutions
Software Options
E-mail Marketing All about $20-30/ month for 500
contacts
●  Mailchimp
●  Constant Contact
●  Get Response
●  Aweber
●  Benchmark
●  Vertical Response
Full Marketing Automation
●  InfusionSoft - $200-300/month
●  Hubspot - $200 (100 contacts) or $800/month (1K)
●  Marketo - $895/month (1000 contacts)

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Conclusion: The 12 Rules for Website
& Email Lead Generation
1.  Identify your campaign goals and how you’ll measure success.
2.  Make sure your website and email set-up support your strategic goals.
3.  Send traﬃc to your website using various promotion mediums.
4.  Choose content that engages your audience’s needs and wants.
5.  Create exciting calls-to-action and conversion opportunities.
6.  Optimize all of your landing pages.
7.  Create an appealing email template that encourages conversions.
8.  Build customer relationships with follow-up email marketing.
9.  Analyze your results regularly and implement improvements.
10.  Make your marketing more eﬃcient by automating your lead and sales funnels.

T H A N K S F O R C O M I N G
S l i d e s : w w w . b i t . l y / S D M a r k e t i n g W o r k s h o p 2
Any Questions?
We’re happy to help!
?
www.bloominari.com

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Software
●  CMS
o  WordPress
o  Joomla
o  Drupal
●  Email marketing
o  Mailchimp
o  Constant Contact
o  Aweber
●  CRM & marketing
o  Hubspot
o  Insightly
o  Solve360
Landing Pages
●  WordPress landing pages & A/B testing
●  LeadPages
●  Unbounce
Analytics
●  Google Analytics
o  A/B testing
Resources

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