convert web visitors to prospective customers

32
February: Convert Web Visitors to Prospective Customers

Upload: highroad-solution

Post on 12-Apr-2017

98 views

Category:

Marketing


2 download

TRANSCRIPT

Page 1: Convert Web Visitors to Prospective Customers

February:Convert Web Visitors

to Prospective Customers

Page 2: 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

Page 3: Convert Web Visitors to Prospective Customers
Page 4: Convert Web Visitors to Prospective Customers

Now Open!

Page 5: Convert Web Visitors to Prospective Customers

Refresher.

Page 6: Convert Web Visitors to Prospective Customers

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

Page 7: Convert Web Visitors to Prospective Customers

Basics of Inbound Marketing

Your Website

Page 8: Convert Web Visitors to Prospective Customers

The Basics.

Page 9: Convert Web Visitors to Prospective Customers

• 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”

Page 10: Convert Web Visitors to Prospective Customers

• 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.

Page 11: Convert Web Visitors to Prospective Customers

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

Page 12: Convert Web Visitors to Prospective Customers

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

VS.

OLD SCHOOL NEW SCHOOL

Page 13: Convert Web Visitors to Prospective Customers

• 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)

Page 14: Convert Web Visitors to Prospective Customers

• 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

Page 15: Convert Web Visitors to Prospective Customers

Evaluate.

Page 16: Convert Web Visitors to Prospective Customers

• 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

Page 17: Convert Web Visitors to Prospective Customers
Page 18: Convert Web Visitors to Prospective Customers
Page 19: Convert Web Visitors to Prospective Customers

• 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?

Page 20: Convert Web Visitors to Prospective Customers
Page 21: Convert Web Visitors to Prospective Customers
Page 22: Convert Web Visitors to Prospective Customers
Page 23: Convert Web Visitors to Prospective Customers
Page 24: Convert Web Visitors to Prospective Customers
Page 25: Convert Web Visitors to Prospective Customers

• BrightInfo

Page 26: Convert Web Visitors to Prospective Customers
Page 27: Convert Web Visitors to Prospective Customers

• Show Your User You Know Them – Smart Content

Page 28: Convert Web Visitors to Prospective Customers

• Smart Content in Action – on an Event Microsite

Page 29: Convert Web Visitors to Prospective Customers
Page 30: Convert Web Visitors to Prospective Customers
Page 31: Convert Web Visitors to Prospective Customers

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

Page 32: Convert Web Visitors to Prospective Customers

DO GOOD WORK.MAKE TODAY GREAT.