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How to Manage and Grow Your
Website for Lead Generation Jenika Scott | Hall Internet Marketing Solutions
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Introduction
• Jenika Scott | Channel Marketing Manager Hall Internet Marketing Solutions
• This presentation will be available online after the conference. You will receive an email for the Summit session website approximately 1-2 weeks after Summit.
• Follow Sage on Twitter: @Sage_Summit
– Use the official Summit hashtag: #SageSummit
• Follow me on Twitter: @jenika29 | @Hall_Web
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Overview
• Different types of site visitors
• The importance of web content
• Content creation and repurposing
• Psychology of B2B online buyers
• Building trust online
• Generating leads and conversion strategy
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How Does a Website Work?
• Inbound marketing
• How are people searching?
• What do they want?
• What actions can they take?
• What assumptions do they make?
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Website Elements
• Site Design
• Functionality/Development
• Content
• Trust-building
• Unique
• User Conversion
• Marketing – SEO/PPC
• Contact
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Who is visiting your website?
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Who is visiting your website?
Current Customers
Purchasers
Researchers
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What is Content?
• Information encountered by a website visitor
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Content is important for your site visitors
• Helpful
• Answer Questions
• Solve Problems
• Entertains
• Builds trust
• Shows personality
• Encourages linking
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Content is important for SEO
• Fresh
• Rankings
• Keyword Validation
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Content is important for your business website
• Authority
• Reputation
• Trust
• Conversion
• Sales
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Content for Researchers
• FAQs
• Product Comparisons
• Demos
• Blogs
• Webinars
• Trust-indicating logos
• Images of staff
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Content for Purchasers
• Contact Information
• E Commerce
• Value Added
• About Us
• Testimonials
• Specials/Promotions
• Free Trial
• Request More Information
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Content for Existing Customers
• News
• How to videos
• Support
• Training
• Blog
• Whitepaper
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Speaking to Multiple Audiences
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Speaking to Multiple Audiences
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Know Your Audience
• What do they need?
• What are their pain points and challenges?
• What do they care about?
• What content do they like?
• Review analytics
• Segment
• Funnel
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Content Best Practices
• Attention grabbing
• Quality over quantity
• Relevant to reader
• Digestible
• Use Imagery
• Easy to understand
• Integrate keywords
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Growing Your Content
• Over time
• With the trends
• Think about audience first
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Use what you know
Top Content
Keyword Traffic
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Understand what people do
Navigation Summary
Coming soon to
the new version In-Page Analytics
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Content Creation
• Frequently Asked Questions
• How to videos
• News/Updates
• Competitive Comparisons
• Testimonials/Success Stories
• Blogs
• Webcasts/Archived Webcasts
• What do people want to know?
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Content Repurposing
• New is exhausting
• Bring new life to “old” content
• Appeal to different audiences
• Videos Blogs
• Blogs Webinars
• Webinars Whitepapers
• And so on…
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We want to generate leads
• Conversion Strategy
• Calls to Action
• In plain sight
• Appealing
• Consistency
• Hierarchy
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Understand User Experience
• Anticipate behavior
• Obvious and intuitive
• Positive impression
• Relevant
• Consistent
Photo Credit: http://www.flickr.com/photos/riel/95520425/
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Acknowledge B2B Purchasing Fears
• Wasting Time
• Wasting Money
• Not valuable
• Don’t want to be fooled
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Establishing Trust Online
• Build on reputation and authority
• About Us page
• Testimonials and Case Studies
• Social Media
• Humanize
• Blogs and Webcasts
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Summary
• Diverse content for different audiences
• Create a content strategy
• Anticipate user needs and behaviors
• Humanize your website
• Ensure conversion strategy
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Takeaways
1. Audience Personas
2. Content Strategy
3. Conversion Strategy
4. Humanize your content
5. Repurpose new content
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Your Feedback is Important to Us!
• Please visit a Sage Summit Survey kiosks to complete the evaluation form for this session.
• Remember each completed survey form is another entry for one of three iPad drawings.
• Your feedback helps us improve future sessions and presentation techniques.
• Please include your session code on the evaluation form: 8613
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Contact Information
• Presenter Contact Information:
– Jenika Scott
– Hall Internet Marketing Solutions
– @Hall_Web | @jenika29
• Follow Sage on Twitter: @Sage_Summit
– Use the official Summit hashtag: #SageSummit
• Thank you for your participation.