Generating Leads Using the Web
- 1. OXIEM | 7003 POST ROAD, SUITE 416 | DUBLIN, OH 43016 | T: 866.432.8235 | W: OXIEM.COM oxiem.com
- 2. Sites Engaging Branding | Top Technology | Easy Manageability > Sites that perform & convert visitors to customers Search Holistic Web Marketing | Organic + Paid + QOV Metrics > Continually-managed, for traffic and conversion Social Connect | Convey | Converse With Audiences > Active dialog that creates a bond and advocacy oxiem.com
- 3. Illustration: The Struggling Salesperson Is Your Website a Struggling Salesperson? Who is your go-to guy for website ideas? oxiem.com
- 4. Illustration: The Struggling Salesperson Is Your Website a Struggling Salesperson? Are You Driving the Marketing Decisions on Your Website? oxiem.com
- 5. Illustration: The Struggling Salesperson Is Your Website a Struggling Salesperson? The Struggling Salesperson story can help you to regain control of your website. oxiem.com
- 6. Illustration: The Struggling Salesperson Paula Myers Midwest Metals Business Development The Story Meet Paula. She has been with Midwest Metals for over 4 years. She joined the team right out of college and everyone had very high expectations for her performance. She started strong, but over the last year has become somewhat listless. oxiem.com
- 7. Illustration: The Struggling Salesperson Paula Myers Midwest Metals Business Development Performance (What do we measure) Which Key Performance Indicators will we measure? oxiem.com
- 8. Illustration: The Struggling Salesperson Paula Myers Midwest Metals Business Development Performance (How do we measure) What mechanisms do we have in place to measure progress? oxiem.com
- 9. Illustration: The Struggling Salesperson Paula Myers Midwest Metals Business Development Performance (When do we measure) Not all measures are taken monthly, annually, etc oxiem.com
- 10. Illustration: The Struggling Salesperson Paula Myers Midwest Metals Business Development Tactics vs. Strategy • Tactics •Meetings with the right prospects •Integration into the ‘metals community’ •Time spent prospecting •How well is she adapting her style to the changing marketplace • Strategy •Where should she be spending her time? •What types of clients are good clients? •How does she present herself? Confidence, professionalism oxiem.com
- 11. “Do not confuse motion and progress.” A rocking horse keeps moving but does not make any progress. Alfred A. Monapart oxiem.com
- 12. Illustration: The Struggling Salesperson Paula Myers Midwest Metals Business Development Metrics vs. Intelligence • Metrics •10% year on year new sales growth •10% New Leads oxiem.com
- 13. Illustration: The Struggling Salesperson Paula Myers Midwest Metals Business Development Metrics vs. Intelligence • Intelligence •What is the quality of my leads? •Who are my visitors? •Who should be my visitors? •What can I do to bring the kinds of visitors I want to my site? oxiem.com
- 14. Illustration: The Struggling Salesperson Paula Myers Midwest Metals Business Development What are the Issues? • New Sales: Down 12% • New Leads: Flat, but most are dead-ends • She’s not getting in front of the right people • She’s not part of the ‘metals community’ • Doesn’t spend enough time knocking on doors • She’s not adapting her techniques oxiem.com
- 15. Illustration: The Struggling Salesperson Paula Myers Midwest Metals Business Development Supporting Your Website • How does your annual spend on your website compare to what you would spend on a quality salesperson? • How well is your website supported? • Fresh content • Up-to-date sales materials • Follow-up on web submissions • Referral feed (paid search,organic search, site referrals,etc) oxiem.com
- 16. Illustration: The Struggling Salesperson Paula Myers Midwest Metals Business Development Known Complaints • “Often when I call, I get transferred all over the place” • “I can never get the information I need from her” • “Often when I contact her I never hear back” oxiem.com
- 17. Illustration: The Struggling Salesperson Paula Myers Midwest Metals Business Development From Her Perspective • Not given enough quality leads to work with • Territory is massive (very broad) • No budget for ‘extra promotions’. Midwest spends more on just about every other initiative than on business development • Compensation is poor • Product is vast, complex, and support is dismal • Sales literature is inadequate and out of date • Often organization is sluggish to respond to questions • Tools provided are weak • No historical context for goals – very arbitrary • Lack of clerical/administrative support oxiem.com
- 18. Generating Leads Using the Web So Now What? Regain Control of Your Struggling Salesperson oxiem.com
- 19. Generating Leads Using the Web Remember the issues with Paula? • New Sales: Down 12% • New Leads: Flat, but most are dead-ends • She’s not getting in front of the right people • She’s not part of the ‘metals community’ • Doesn’t spend enough time knocking on doors • She’s not adapting her techniques • “Often when I call, I get transferred all over the place” • “I can never get the information I need from her” • “Often when I contact her I never hear back” oxiem.com
- 20. Generating Leads Using the Web Active Search Marketing oxiem.com
- 21. The Art & Science Of Search oxiem.com
- 22. Focus on Quality Targeted Traffic Generated Quality Of Conversion Visit oxiem.com
- 23. Quality of Visit oxiem.com
- 24. The Basics of Search oxiem.com
- 25. Pay-Per-Click Search Pay-Per-Click Search Marketing • Highly Targetable • Highly measurable • Cost-effective when managed Tips • Create keyword specific landing pages • Get creative with keywords – think in the mind of the searcher. This isn’t about your key messages • Use ad copy that is action oriented. “Learn More” is not an action oxiem.com
- 26. Organic Search Organic Search • Provides long-term benefits • Higher click-through rates • Deeper keyword results Tips • It’s all about content! • Update your local Google listing Google.com/LocalBusinessCenter • Title Tags, Anchor Tags & Anchor Text oxiem.com
- 27. Harnessing “People Streams” oxiem.com
- 28. Metrics Example: Adoption Results To-Date November 15 – January 31 Your Website • Total Page Views: 920 • Unique Page Views: 678 Experience • Average Time on Page: 00:54 • Bounce Rate: 24.65% • Contact Forms Filled Out: 15 oxiem.com
- 29. Focus on the Visitor! oxiem.com
- 30. Easy to Contact oxiem.com
- 31. Develop Fresh Content oxiem.com
- 32. Generating Leads Using the Web Convert Visitors oxiem.com
- 33. Focus on Targeted Conversion oxiem.com
- 34. Be a Resource oxiem.com
- 35. Focus on Targeted Conversion oxiem.com
- 36. Social Networking The New Frontier oxiem.com
- 37. Social Media It’s Not About the Sale! oxiem.com
- 38. Social Media It’s about Conversation! oxiem.com
- 39. Social Media Using Social Media for New Business • 80% Personal, 20% Business • Be a resource and share interesting content • Find ways to take the relationship offline • Think long term! oxiem.com
- 40. Generating Leads Using the Web Quick Re-cap • Utilize active search marketing to drive quality web traffic • Create interesting, keyword rich content on your website • Create a linking strategy to generate more referrals • Create landing pages specific to the audience • Make it easy for visitors to connect with you • Utilize social media to develop personal relationships oxiem.com
- 41. Generating Leads Using the Web To-Do (strategy) • No longer view your website as ‘part of your technology’ • Do an ‘annual review’ of your website • Setup some basic goals • Discover where it is falling short • Create a development plan to improve the pitfalls • Determine what, when, and how to measure • Measure, tune, repeat oxiem.com
- 42. Generating Leads Using the Web To-Do (tactics) • Review your site visitors. If you don’t have analytics, add Google Analytics code to your website today (less than 1 hour) • Create ‘goals’ in Google Analytics • Setup automated reports to keep you informed about your visitors • Create 3 simple goals for your website to achieve this year • Target & attract a visitor type • Identify what visitor types are coming to your site now • Create one conversion type and measure it monthly • Test something. Change something on a page and test if it helped • Encourage 5 people to link to your site (optimized links) • Discover the top 10 keywords for your space, and setup a small paid search campaign oxiem.com
- 43. There Is Another Option. oxiem.com
- 44. Questions? Billy Fischer | bfischer@oxiem.com| 614.448.1809 7003 Post Road, Suite 416 Dublin, Ohio Twitter.com/billyfischer Facebook.com/billyfischer linkedin.com/in/billyfischer oxiem.com