A presentation on how to get more leads through your website. Provides some practical tools to leverage your site for greater results.

1. Get More Leads
Through Your Website
Steve Phipps / @MemPhipps
November 2, 2013
#TCMem #TCGML

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

3. Goal: Get More Leads
bplanet / freedigitalphotos.net

4. How we used to buy…

5. The Old Buying Process
Circa 1898

6. How we buy now…

7. 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

8. The Contemporary Buying
Experience
Circa 2013
Latitude

9. Over 70% of individuals consult
websites in each stage of the prepurchase buying process.
(Latitude)

10. Another View
Chief Marketing Technologist Blog

11. Buying has changed,
shouldn’t our marketing?

12. Traditional Marketing
•TV
•Radio
•Print
•Direct mail
•Cold calls
•Trade shows
Flickr: NHoulihan

13. “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

14. Funnelize Your Website…

15. Getting Started

16. 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.

17. Traffic is crucial…
…but what next?

19. Consider the Buying
Process, Appropriate Offers, Callsto-Action, Lead Nurturing*
SOJO
MOJO
COJO
DOJO
ROJO
*May vary by persona

20. Let’s Talk Conversions…
Examples

21. Calls-to-Action

22. 25.74%
conversion
rate = 321
conversions

23. Version B:
Asked for Company Name (not required) and the
conversion rate dropped to 16.67%.

24. 11.9%
conversion
rate

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

26. Let’s apply…

27. Leopard
Leopard Shoes
Shoes
Photo: Tim Ellis, Flickr

28. 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.

29. The Customers / Personas
• Demographics: _________
• Needs / wants: _________
• Triggers: _________
• Problems solved / opportunities created:
_________
• Where do they spend time online: _________
• How they buy: _________

30. 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

31. 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

32. Questions?

33. Thank You!
Steve@LunaWeb.com
@MemPhipps
www.linkedin.com/in/SteveTPhipps