This document provides an overview of how businesses can use their website to generate more leads. It discusses how traditional sales and marketing techniques are less effective today because customers now research and buy online. The document recommends that businesses "funnelize" their website to attract visitors, convert them into leads, and nurture those leads into customers. It also provides tips on tools to evaluate a website's lead generation performance and ramp up those efforts, such as using analytics, content marketing, and CRM software.

1. How to Use Your Website
to Get More Leads
Sales & Marketing Society
July 17, 2013

2. Steve Phipps - @MemPhipps
• Work with business owners and marketers
• Web marketing strategy, inbound marketing,
lead generation
• Running/marketing business 15+ years
• Active on several non-profit boards
• Lived in Memphis for 15+ years
• Husband & father of 3 energetic kids
• Sang on David Letterman show
• Rookie coffee roaster
• Aspiring cyclist

3. About LunaWeb
• Designing, developing, marketing, and
supporting business websites for 18 years in the
Memphis community.
• Services include web design/development,
marketing, enterprise level development, and
web support.
• Clients range from sole proprietors to publicly
traded companies.
• Community involvement includes:
LaunchMemphis, GEEKMemphis, andTechCamp
Memphis.

4. Overview
• Why traditional sales and marketing
techniques aren't as effective as they used to
be.
• How your website can support sales/lead
generation efforts.
• How to evaluate your website's performance
in terms of lead generation.
• What tools you can use to ramp up your
website as a lead generation tool.

5. Your Goal
Get more leads
Get more sales
bplanet / freedigitalphotos.net

6. Why traditional sales and marketing
techniques aren't as effective as
they used to be.

7. Observations
• Cold-calling and other traditional sales tactics
don’t work like they used to.
• People are overloaded with noise, don’t want to
be “sold” or “interrupted”, and they expect
personalization.
• The web, social media, and immediate access to
information has changed the way people
research and buy.
• Mobile matters because it is changing the way
people consume information.

8. Observations
• The web isn’t conducive to hard selling
because the buyer is in control.
• There is no longer a lack of information.
– Some people know enough to be confused.
– Opportunity for you to help educate and inform
them.
• People consume information differently.
• Bottom line: People don’t buy like they used
to.

9. We Buy Differently
“Many Americans begin their purchasing
experience by doing online research to compare
prices, quality, and the reviews of other shoppers.
They start their fact-finding and decision-making
on the Internet.”
-Jim Jansen, Pew Research Center’s Internet &
American Life Project, September, 2010

10. The Old Buying Process
Circa 1898

11. The New Buying Process
Latitude
Circa 2013

12. Over 70% of individuals consult
websites in each stage of the pre-
purchase buying process.
(Latitude)

13. Old Marketing Model
• Mass media
– Newspaper/print
– Radio
– TV
• Direct mail
• Cold calling
• Trade shows

14. Marketers are
spending less on
traditional media in
2013 and more on
digital (i.e., online)
marketing. (Emarketer)

15. A Better Marketing Model
Inbound Marketing = A more effective
way to bring people to you via the
Web when they are interested in the
products and services offered by your
company.

16. Inbound Marketing Elements

17. Inbound vs. Outbound
Inbound
• Educates
• Personal
• Measurable
• Pulls
• Customers come to you
• At time of need
• Average cost / lead: $36
Source: HubSpot
Outbound
• Interrupts
• Impersonal
• Difficult to measure
• Pushes
• You go to customers
• When the ad runs
• Average cost / lead: $41

18. How your website can support
sales/lead generation efforts.

19. Plan Your Strategy
• Define your goals.
• Develop personas for customers and
influencers:
– Decision maker
– Influencer
• Determine the status of your current sales
pipeline.
• Decide what resources you’ll commit and how
long you’re willing to commit.

20. A good plan, violently executed now, is
better than a perfect plan next week.
- General George S. Patton

21. Funnelize Your Website…

22. Funnelize Your Website…

23. Getting Found
• Optimize your website.
• Plan for search marketing:
– Search engine optimization (SEO)
– Pay per click ads (PPC)
• Blog regularly.
• Be social (LinkedIn,Twitter, etc.).
• Update site content with keywords.
• Keep your audience in mind.

24. “B2B companies that blog generate
67% more leads
per month than those who do not.”
-HubSpot

25. Converting Leads & Customers
• Offer e-books, whitepapers, guides, webinars,
free assessments, samples, etc. targeted to
various stages in the buying process.
• Create landing pages for your offers.
• Use calls to action throughout your site and
blog to invite visitors into the sales funnel.
• Use email to nurture leads and to cultivate
existing clients through email.

26. Offer something of value.
Give people a good reason to put
themselves into your sales funnel.

28. Measure the Results
• Use website analytics.
– Track total visits
– Measure conversions
• Visitor to lead
• Lead to customer
• LeverageCRM software.
• Track keyword phrases.
• Review campaigns.
• Determine ROI.
• Monitor goals.
• Adjust as needed.

29. “Not everything that
can be counted
counts, and
not everything that
counts can be
counted."
-Albert E.

30. How to evaluate your
website's performance in
terms of lead generation.

31. Know Where You Are
• Review analytics.
• Review your current
sales funnel.
• Audit your website.
Google Maps

32. Review Key Data
• Total number of unique visitors
• Number of conversions:
– Contact form completions
– Phone calls generated through the website
– Transactions on the website
– Offer downloads
– Email newsletter subscriptions

33. Review Key Data
• Conversion rates:
– Visitor to Lead
– Lead to Customer
• Source of visitors/leads/customers:
– Search
– Paid ads
– Social media

34. Audit Your Website
• How are people getting to your site?
• How long are they staying?
• What are they reading?
• Are they converting?
• How is your site/marketing doing in terms of the
marketing funnel?
– HubSpot’s Marketing Grader
– SEMrush.com
– Third party evaluation

35. What if you don’t have the data?
• Start gathering it.
• Setup Google Analytics. It’s free.
• Setup goals inside Google Analytics to track
lead conversions.
• Utilize a CRM program to help with lead and
sales tracking.
• Remember what they say, don’t assume.

36. Now what?

37. Tools you can use to ramp up
your website as a lead
generation tool.

38. digitalart / freedigitalphotos.net

39. Getting Started
1. Evaluate where you are.
2. Set measurable/meaningful goals.
3. Plan your strategy.
4. Know your audience and how they buy.
5. Create great content.
6. Execute consistently.
7. Evaluate results and adjust as needed.

40. Essential Tools
• Written strategy
• Blog
• Relevant content
• Offers / Calls to action
• Analytics
• Commitment to implementation
• Available resources
• CRM
• Marketing software/tools
– Landing pages
– Automation
– Email
– Inbound
– Social media management
spinster cardigan / flickr.com

41. Remember…
• This is a long-term process that requires a
commitment of time and resources which will vary
based on your goals, your timeline, and the actions
needed to succeed.
• Your content will help qualify your leads.
• Your results will be influenced by:
– where you’re starting from.
– how aggressively you go after it.
– the quality of your content.
• Experiment, experiment, experiment.
• Do something!

42. Dhendrix73 / flickr.com

43. In Follow Up
• Email me or give me your card for:
– Copy of the presentation
– Links to additional resources
– Free 30 minute website/marketing assessment
• Catch me after lunch.
• Get a copy of our planning worksheet to help
you get started.

44. Questions?

45. Thank You!
Steve@LunaWeb.com
@MemPhipps
www.linkedin.com/in/SteveTPhipps