convert web visitors to prospective customers

February:Convert Web Visitors

to Prospective Customers

• Reminders:• We’re brown baggin’ it – informal, loose,

interactive• Tons of resources available:

• All of last year’s Inbound Lunch Sessions available on demand: http://site.highroadsolution.com/inbound-lunch-bunch-page

• Toolkits: http://pages.highroadsolution.com/toolkit-list• Look for: Personas Toolkit – valuable info to help you create

the right experience for your website visitors• eBook on Marketing Automation

• How does our program measure up so far?• Be on the look out for our follow up survey

Now Open!

Refresher.

• Reminders• Use HighRoad’s Resources!• Persona Toolkit & Webinars

Basics of Inbound Marketing

Your Website

The Basics.

• What is the Marketer’s Primary Goal?• Know your visitors

• Personas• Buyers Journey

• Know what you want your visitors to do• Map out what you want them to do once on your website so

they achieve your targeted goal for them

• Make your website “sticky”

• Quick Definition• Sticky content – refers to content published on a website,

which has the purpose of getting a user to return to that particular website or hold their attention and get them to spend longer periods of time at that site.

What does that mean?• Leverage technology to keep visitors engaged• Never assume that site navigation or on-site

search capabilities will be enough to ensure that your visitor will find what they are looking for

• Make sure you are driving the visitor to where they should go

• Remember the goldfish rule: 2 second attention span

• Planning is Key• Your website experience has to be high-touch• No excuse today – MUST get PERSONAL

VS.

OLD SCHOOL NEW SCHOOL

• Your Members:• Provide you with insight on their needs / preferences / likes• Expect high-touch experience• You should know them well enough to provide them with a

hyper-personalized experience (after all, they are MEMBERS)

• Tips for Emails:• Think through those emails• “Read more” links take you to a web page – then

what? • Don’t let your visitor be the lone wolf, browsing at

their leisure• Plan out each page of your site so visitors don’t roam

and leave without converting

Evaluate.

• You Might Want to Consider:• Microsites for your Products• Opportunity to reduce text, focus on content that

answers a question in the buyers journey• Imagery that appeals to the visitor• Opportunity for personalization

• “You last looked at xxxx would you like to download this new eBook?”

• Avoid the risk of having critical information lost in the e-commerce section of the website• Pop ups offering incentives such as coupons or related

materials

• Evaluate Cross Promotion Efforts:• Do you have testimonials or product reviews?• Do you recommend similar products?• Do you share other products / information that

might be of interest?• Do you push content after the visitor has left the

site or unpurchased items in their shopping cart?

• BrightInfo

• Show Your User You Know Them – Smart Content

• Smart Content in Action – on an Event Microsite

• Other Interactive Tool & Content Ideas:• Calculators• Video• Interactive Media – Quizzes, Games• Product Reviews• Comparison Charts• eBooks• Planning Tools

DO GOOD WORK.MAKE TODAY GREAT.