from landing to converting: turning your leads into sales

Ajax Union Internet Marketing

From Landing To Converting:

Turning Your Leads Into Sales

If you build it, will they come?

Yup, they got there… Now what?

What are all these people doing on my site?!

Today’s Presentation

LETS LEARN TO CONVERT (and make believers out of your visitors.)

Joe ApfelbaumAjax Union Marketing, CEO & Co-founder

Friend me on Facebook: Facebook.com/JoeApfelbaum

Follow me on Twitter: @JoeApfelbaum

Connect with me on LinkedIn: Linkedin.com/in/JoeApfelbaum

Ajax Union Online Marketing Agency Dedicated To Helping Companies Get More Sales.

Like us on Facebook: Facebook.com/AjaxUnion

Follow us on Twitter: @AjaxUnion

Connect with us on LinkedIn: Linkedin.com/Company/Ajax-Union

1. Visitor Personas2. Compelling Content3. Optimized Website4. Call-To-Actions5. Landing Pages6. Case Studies7. Marketing Automation (*Magic)

You’ll Turn Your Website Into A Gold-Mine In 7 Steps:

Wait A Min!

Didn’t Set Business Goals??

Ask Yourself: Why do I Want More

Visitors?

-Specific-Measurable-Attainable-Realistic-Timely

“I want as much as possible” – Average Small Business Owner

BE Specific!

• I want to open my email every morning and see at least 3 new orders.

• I’d like to get as many clicks as I can for less than $0.80 per click.

• I want five quality leads a day for my sales team to call.

• I want to double my customer base.

• I’d like to increase sales by 15 percent.

• I want at least 40 visits to my website every day.

• I want an ROI of 250 percent on all sales coming from AdWords.

Popular Goals

Step 1:

Visitor Personas

Ask Yourself:

Who buys your product or service?

Who Is Your Ideal Client?

Background: Job, Career Path, FamilyDemographics: Gender, Age, Income, LocationIdentifiers: Attitude, Communication Goals: What do they want to accomplishWhat can you do? To help your target buyer person achieve his

or her goals?

Finally, Ask Yourself: Is my target buyer persona coming to my

website?

Identify Buyer Personas.

• Reallocate ad spend to be focused on the niche where your personas spend their time.

• Write an eBook with a specific persona in mind.• Write blog posts dedicated to your niche audience. • Optimize landing pages for personas. • Segment out exclusionary personas that won’t buy from

you.

Help Them!

Focus Your Energies On The Right Group.

Step 2:

Compelling Content.

Content Builds Trust

Content for your company can be presented in a variety of media, including:

Create Clever Content.

• Videos • Blogging• Articles• Press Releases• eBooks• Infographics • Case studies • How-to guides • Q&A’s

“Marketing Is Impossible Without

Great Content.”

Step 3:

Optimized Website.

94% of people cited web design as the 94% of people cited web design as the reason they mistrusted or rejected a reason they mistrusted or rejected a websitewebsite

•56% of B2B small business websites don’t update their meta descriptions •87% don’t do anything to make their “contact us” option stand out•82% don’t bother to even list their social media profiles•68% do not show an email address on the home page

Statistics According To Small Biz Trends*

Did You Know?

Do you have the following:

Is Your Website Optimized?

Google Analytics URL Page Titles Headline Body Headings Images Fast Load-Time Responsive Design

5 Steps To Designing Great Visual Communication

1. Typography: Have readable and appropriate fonts2. Color: Use no more than 5 colors in a single layout3. Icons: Should be simple. Not distracting4. Negative Space: Too much information gets cluttered5. Simplicity: Avoid unnecessary design

Step 4:

Call-To-Action.

Tell People What TO DO!

Personalized Calls-To-Action Convert 42% Better.

Why is a CTA so important?

Tell your audience what you want them to do.Some of our favorites:

What is your Call To Action?

1) Click here.2) Click here to find out all the details.3)Sign up for your free trial immediately.4)Your free trial is just a click away.3) Download now.4) Immediate download.5) Reply today.6) Try it free.7) Start your free trial now.8) Join now. 9) Start now.

In Five Effective Tips…

1. Decide what you what your audience to do.2. Write action-oriented copy 3. Design a visually friendly button 4. Save and upload to your site5. Link to proper landing page

Create A Great CTA, Quickly.

Step 5:

Landing Pages.

• Focus on Conversion

• Better Metrics

• Cut Costs on Advertising

Why landing pages?

Are you doing this right now?

5 Steps To A Great LP

Move your form above the fold Make sure the form headline is a call-to-action Ensure your privacy policy Think about how many fields you have Make sure your “submit” button says something other than

“submit”

Design Your Own: www.leadpage.net

Design Your Own: www.leadpages.net

Step 6:

Case Studies

8 out of 10 people 8 out of 10 people say that opinions and say that opinions and

recommendations recommendations from people they don't from people they don't know know indicate brand quality and indicate brand quality and

influence what they buy!influence what they buy!Source: Bazaarvoice

Create great case studies and testimonials from existing clients and customers.

Do you have Case Studies?

Steps For Creating A Case Study:

• Survey Clients. • Collect Data. • Put Into a Document.

3 Tips For Great Case Studies

1.Address Their Challenges

2.Talk About Your Solution

3. Show Results

Step 7:Marketing Automation

Sales & Marketing Go hand-in-hand.

The definition… in 10 words or less.

Marketing automation is often thought of as just software to help nurture contacts more efficiently.

Are You Currently…?

Wasting your valuable time and money marketing?

Burning out your email list?

Not following up frequently enough to see positive results?

Why Marketing Automation?

Step 1: You send an email invitation to download your latest eBook to a targeted list

Step 2: You send a thank you note to all the people that downloaded the offer

Step 3: A few days later, you send a follow up email to the list of people who downloaded the eBook, offering them a case study on that topic

Step 4: Finally, when someone downloads that case study, your sales team will get a notification so they can follow up

Here’s an example of how automation can work for your company:

1. Focusing On Visitors 2. Creating Compelling Content3. Optimized Website4. Setting Up Strong Call-To-Actions5. Generating Great Landing Pages6. Adding Case Studies and Testimonials 7. Marketing Automation

Recap. Today We Discussed:

Action Items!

Tell Us: How Will You Optimize Your Website To Close More Deals?

Stay in touch with Joe

.

@JoeApfelbaum

You Are Invited..!

Register today: ajaxunion.com/events

……To Our Two-Year Anniversary Networking Rooftop Event! To Our Two-Year Anniversary Networking Rooftop Event!

Questions?Comments?Concerns?

www.ajaxunion.com

Ajax Union Online Marketing Agency Dedicated To Helping Companies Get More Sales.

Like us on Facebook: Facebook.com/AjaxUnion

Follow us on Twitter: @AjaxUnion

Connect with us on LinkedIn: Linkedin.com/Company/Ajax-Union