leads rule: 6 secrets to creating high converting leads online

| LEADS RULE Seminar 1

How Marketing Savvy Companies CreateHIGH PERFORMANCE ONLINE LEAD GENERATION PROGRAMS

LEADSRULE

SEMINAR


Leads Rule Agenda

• A few digital industry stats around lead generation• Learn how websites can generate more visitors• Create a digital presence where potential buyers

are searching• Teach you how to convert prospects into

customers • Understand ways you can dominate in local search• Provide methods for nurturing your not-so-hot

leads• Give you ways to perpetually improve your

programs


Digital Marketing ObjectivesFor B2B Companies

Nathan Plaunt

It might be nice to have an introduction slide - Who are you? Show your face, it gets people to like you right off the bat.


Digital Marketing ObjectivesFor B2C Companies


Paid Media

Local

Social

SEO

Buy Lists or Leads

Display

Facebook Ads

Content Marketing

YouTube Ads

Content Strategy

On-Page

YouTube

Facebook

Othersites

Twitter

Guest Blogging

In SearchIn DisplayIn Stream

Reviews

Directories

Google My

Business

Lead/List Aggregators

Content NetworksRetargeting

Demographic or Interest Based Ads

Optimized, consistent biz infoSocial integration

Ensure consistent, correct biz info in all directories

Identify vital review sitesIncentivize within reason

Provide content to relevant blogs

Quick, brief announcementsSharing of images, videos, and special offersOther channel-

specific campaigns (Instagram,

Pinterest)

Facebook announcements

Special offers for FB fans

Video Testimonials

& Optimization

Form & Function

Metadata/URLsUser

Experience

Content StrategyCompany Story

BloggingCustomer Stories

Outreach & Content

PlacementSocial

Amplification

Your Digital

Presence

PPC

GoogleBing

Mobile


Effective Strategies to LeadGeneration Success

Local

Websites Landing Pages

Inquiries

Leads

Customers

Paid SEOLearned how websites can generate more visitors

Understand ways you can dominate in local search

How to create a digital presence where potential buyers are searching

Teach you how to convert prospects into customers

Provide methods for nurturing your not-so-hot leads Give you ways to

perpetually improve your programs through measurement and ROI

1 2

43

5

6

Your Digital Presence


Learn how websites can generate more visitors

LEADSRULE

POINT #1


Search Engine Optimization

FACT: 79% of search engine users say they always/frequently click on the natural

search results.


Search Engine Results

Product Listing Ads (PLAs)

Paid Search

Organic Search

Nathan Plaunt

Here I would say something like: As the space available for organic results continues to shrink, it is more and more important to optimize your web pages to capture any remaining attention.


Don’t Start With More Content, Fix Your Website Foundation

SEO Pyramid

2- Develop relevant and engaging content and promote

1- Start here as most sites are not optimized!


Review and Fix Foundational SEO FirstTitle Tag: Should be

descriptive and unique to each page – Written in the native language of target market.URL: Accurate and descriptive, should clearly show page hierarchy – no dynamic elements (?, #, =, etc.)H1 heading: Calls out main topic of the on-page content – only one per page. (Ideally should target a non-branded keyword phrase)

H2 headings: Further describe sub-sections of the page – each page can have many.

Alternative image text: Accurately describes image and is in line with page theme.


Your Proven SEO Process

WebsiteAssessment

Fix The Foundation

ContentAudit/

Strategy

ContentMarketing

Ask a qualified agency or use online tools like Screaming Frog to assess your current website

Fix any low hanging technical SEO challenges that a basic assessment uncovers to gain search-ability improvements

Use keyword research to inform what your target market is searching for and what new content is needed

Write original, relevant, engaging content and optimize it so search engines can find it

Have a SEO plan, prioritize it and measure against your business goals


Create a digital presence where potential buyers are searching

LEADSRULE

POINT #2


ACQUISITION FACT:Studies show that web users predominantly click on the top four results for any particular search, and then move on.


Are you getting enough website traffic?

http://blog.hubspot.com/blog/tabid/6307/bid/5092/How-Many-Visitors-Should-Your-Site-Get.aspx

FACT: Website traffic and conversion rates are the top measures of marketing success for marketers.

B2C companies get 2+ to times as much traffic as B2B firms

This is a general guide and every industry is different




Paid Search

Paid Searc

hOrganic Search


Organic Search May Not Find A ContractorMight be Time to Consider Paid Media


• Increased conversion rates• Reduced cost per inquiry• Increased lead flow• Improved payback

Paid Media Should Be Driven to a Dedicated Landing Page or Micro-Site


Research CPC and Estimate CPA Before You Start A Paid Media Campaign

CPA Calculation

x $5.00 Average CPC@ 3% Total Conversion Rate

= $167 Cost per Acquisition

MARKET AD IMPRESSIONS100%

SHARE OF AD IMPRESSIONS80%

CLICK-THROUGH 2.0 %

CONVERSION3%

AD SPEND BUDGET FILTER

167,000AD IMPRESSIONS

(Our Share)

3,340CLICKS or VISITS

208,750SEARCHES

(Market)

100 CONTACTS

(Forms + Calls)

RawInquiries

$5.00 CPCCost Per Click

$167 CPACost Per Acquisition


CONVERSION FUNNEL – RAW INQUIRIES

APPOINTMENTS SET60%

APPOINTMENTS ISSUED

75%

DEMOS75%

SALES CLOSED

35%

40

11

22

88 Nurturingopportunitiesless disqualified

100INQUIRIES

60APPOINTMENTS

SET

45APPOINTMENTS

ISSUED

34 DEMOS

12 SALES

Continue to Estimate Your Sales Funnel from Your CRM System

15


Your Digital Presence• Don’t focus

on Cost Per Click

• Focus on Cost Per Acquisition

• Determine if ROI for paid media

Calculate a Return on Investment to See if Paid Media Makes Sense for your Business


Create a digital presence where potential buyers are searching

Discover – Understand CPC and estimate CPA as a baseline. Google Keyword Planner is a free tool that is helpful.

Calculate your CRM sales funnel to determine if a return on investment is likely.

Build – Create your ad campaigns across selected media with aim to meet goals.

Implement - Launch campaigns on Google first, collect data, begin to see success before launching on other search engines and social media.

Optimize – Monitor and make changes to the campaigns to drive better results.



LEADSRULE

POINT #3


Conversion OptimizationAm I converting enough traffic?

FACT: Forrester Research indicates that the average conversion rate – that is the ratio of orders (inquiries) to overall site visits – is 2.9 percent.


Conversion OptimizationAm I converting enough traffic?


1,600 visits x 52 = 83,200 x 2.9%

conversion= 2,413 inquiries

per year

FACT: Conversion rate and website traffic are the top measures of marketing success for marketers. By doubling your conversion rates, you cut your cost per inquiry in half!



Conversion Optimization GuidelineFor Landing Pages

4 BUYING MODALITY CHECK

COMPETITIVEBottom line UVP"Best" evidenceLearn/achieve challenges

SPONTANEOUSPersonalization, GuaranteeTime-savers / ToolsHot trends / Urgency

HUMANISTICPeople/Others-focusedPeople photosStories & Reviews

METHODICALProcess stepsFactual detailsTiming expectations

WHAT ARE THEY

OFFERING?

WHO IS THE COMPANY?

WHAT IS THE CALL-TO-ACTION?

DO THEY APPEAR

CREDIBLE?

Desktop Mobile


EXISTING WEB PAGE

STANDALONE LANDING PAGE

Conversion Optimization In Action



Your Digital Presence



Review your online marketing and sales funnel and determine where you have conversion challenges

If using paid media, focus conversion on those landing pages first and then popular organic website destination pages

Identify the primary "buying modality" of your audience segments

Audit marketing content and messaging to account for all four buying modalities

Reframe communications (written, spoken) to leverage all buying modality influences

A/B test, measure results, pick a winner & optimization again


Understand ways you can dominate in local search

LEADSRULE

POINT #4


LOCAL SEARCH FACTS:• 1 in 5 searches on Google

are related to a location• 45% of local searches

have a purchase intent• 50% of all local searches

are on mobile devices



Paid Search

Paid Search

Organic Search

Local


Arvig – Ada and Walker

Name

Address

Phone


Local Search

1. Google+2. Foursquare3. Facebook4. Yelp5. Superpages6. Infogroup7. Localeze8. Yellowpages9. Factual10. CitySearch11. Best of the Web12. Bing13. Yahoo14. Hot Frog15. Acxiom

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

Scott Dodge

Not sure if this slide is necessary


Local Search Ecosystem

The local search ecosystem is a complicated one.

Scott Dodge

Added a little summary about what they're looking at.


Your Proven Local Search Process

Fix theNAP

Focus key

directories

Get reviews

• Research Listing - review all your current listings with tools such as MozLocal

• Fix the NAP - Improve consistency, eliminate duplication and inaccurate listings

• Focus on key directories - like Google My Business, YELP, Yellowbook, BING, Yahoo Local and for all locations owned or important (retailers, dealers or franchisees)

• Get Reviews – Reviews are a critical aspect of being found with local search. Ask your customers for them.

ResearchListings


Provide methods for nurturing your not-so-hot leads

LEADSRULE

POINT #5



Email D-mail Email Phone

• “79% of marketing leads never convert to sales. Lack of lead nurturing is a common cause of poor performance.” – MarketingSherpa


Nurturing Begins with Rapid Response, Inquiry Qualification and Consistent Follow-up

Lead360 Study


Inquiry, Lead Flow and Nurture Process• Build a best in class corporate-driven lead generation programs dealing with sales reps or independent contractors

• Create a repeatable process to turn more online inquiries into qualified leads

• Increase sales opportunities for reps or dealers by following industry best practices

• Provide reps or dealers with tools to receive track and reconcile leads, without learning a new CRM system

• Measure online results all the way through the sales cycle to track product sales, recoup marketing costs, etc.

• Provides a recording and reporting platform for better business decision-making

CRM Portal

Dealer sets an appointment with the homeowner(s)

CRM DB

Email/Phone

Dealer drives order via distributor or manufacturer installs products & updates homeowner record.

Portal

Dealer 1 or Rep 1

Dealer 2Or Rep 2

Qualified Lead

Lead Nurture Campaign


CONVERSION FUNNEL – RAW INQUIRIES

APPOINTMENTS SET60%

APPOINTMENTS ISSUED

75%

DEMOS75%

SALES CLOSED

35%

22

11

22

100INQUIRIES

60APPOINTMENTS

SET

45APPOINTMENTS

ISSUED

34 DEMOS

12 SALES

Measure Sales Yield By Stage and Nurture The Leads That Don’t Initially Close

15

This CRM report indicates that 18% of inquiries are disqualified and if 12% did close, 70% need some form of lead nurturing to qualify

18

12


Where Does Lead Nurturing Fit In the Marketing Funnel?

35%

• Most companies send all the inquiries directly to their to their sales reps or dealer networks without capturing information and qualifying them first.



Create an automated repeatable nurture process for inquiries that didn’t initially convert into an appointment, demo, etc.

Develop responsive email templates and relevant content for multiple messages (mobile email viewing)

Establish a nurture campaign with ‘x’ messages over ‘y’ period of time based on the typical buying cycle

Use nurture campaigns to encourage happy new customers to write reviews on multiple review sites

Drive incremental newly qualified leads back to your sales channel

Email D-mail Email Phone


LEADSRULE

POINT #6

Give you ways to perpetually improve your programs


Which channel makes the biggest positive impact on revenuerevenue? (cont.)


Alignment and Measurement Are Critical to Understand How to Improve Your Programs

Identify business objectives and align goals to each

Define KPIs for each objective

Set targets for each

Configure your online reporting tools to measure and report


What Types of Things Should You Measure?

• Website Visits• Traffic Sources• Conversion Rates• Lead Volume / Quality• Cost per Acquisition• Return on Ad Spend• Revenue by Channel• Customer Lifetime Value

Leverage free tools like Google Analytics and Google Tag Manager


Measurement and Reporting


Measurement and Reporting Start with what you know and can measure

Local SEO Paid

Units – 490

TOFUTop of Funnel

MOFUMiddle of Funnel

BOFUBottom of Funnel


LEADSRULE

SUMMARY

Get started or get left behind


Your LEADS RULE Summary and Roadmap

Website can generate more visitors by fixing foundational SEO and then focus on adding relevant content. Start with a SEO scan.

Leverage paid media so you are found more frequently when potential buyers are searching. Use Google keyword planner & estimate CPC.

Convert more prospects into customers with focused landing pages by using the 4 buying modalities and respond rapidly to any inquiry.

Fix the NAP, clean up data for directory consistency and it’s important to add customer reviews to dominate with local search

Centralize and qualify all inquiries, distribute qualified leads only and create a triggered nurture campaign for your not-so-hot leads

Align your online goals with your business goals, set-up tracking with Google Analytics and measure constantly to know what’s working.


• Improved conversion rates by 2x or more• Increase lead flow by 25% or more• Reduced cost per inquiry by 20% or more• Better measurement to understand ROI

Our Lead Generation Success


About Three Deep Marketing

• 48 person digital marketing agency in St. Paul, MN

• Manage $5+ million in paid search spending annually

• Manage 30+ million in consumer database records

• 240 million opt-in emails sent in prior 12 months

• Certified in popular CRM tool, Salesforce.com

• 6 Google Adwords and 3 Bing Certified Professionals

• 12 Google Analytics Certified Professionals

• Appointment setting contact center for online conversion

• Inc. 5000 Fast Growing Company Award five consecutive years

• Multiple Best Company to Work Awards in Minnesota

http://www.google.com/enterprise/marketplace/viewListing?productListingId=5847877+5425291231308112155

https://adwords.google.com/professionals/profile/org?id=010691907341708150415&hl=en


eBook location• offer.threedeepmarketing.com/digital-marketing-ebook

Get a FREE lead generation assessment for qualified businesses• Score your effectiveness• Outline growth opportunities

Send your request to:• [email protected]

Download Free eBook


Three Deep Marketing180 E. 5th Street-Suite 910, St Paul, MN 55101(651) 789-7701www.threedeepmarketing.com

Thank You!


Which Channel Has The Biggest Impact on Revenue?


Which channel makes the biggest positive impact on revenuerevenue? (cont.)