Slides from the Leads Rule Webinar presented by Dan Derosier, Vice President of Sales at Three Deep Marketing on July 22, 2015. Learn the six strategies that are essential to high performance lead generation programs.
You may also view the complete presentation at: http://www.threedeepmarketing.com/blog/6-secrets-to-lead-generation-create-high-conversion-online-leads-webinar/
Dhanuka Agritech Limited - Sales and Marketing Intern
Leads Rule: 6 Secrets to Creating High Converting Leads Online
1. | LEADS RULE Seminar 1
How Marketing Savvy Companies Create
HIGH PERFORMANCE ONLINE
LEAD GENERATION PROGRAMS
LEADS
RULE
SEMINAR
2. | LEADS RULE Seminar 2
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
3. | LEADS RULE Seminar 3
Digital Marketing Objectives
For B2B Companies
4. | LEADS RULE Seminar 4
Digital Marketing Objectives
For B2C Companies
5. | LEADS RULE Seminar 5
Paid
Media
Local
Social
SEO
Buy Lists
or Leads
Display
Facebook
Ads
Content
Marketing
YouTube
Ads
Content
Strategy
On-Page
YouTube
Facebook
Other
sites
Twitter
Guest
Blogging
In Search
In Display
In Stream
Reviews
Directories
Google My
Business
Lead/List
Aggregators
Content Networks
Retargeting
Demographic or
Interest Based Ads
Optimized, consistent
biz info
Social integration
Ensure consistent,
correct biz info in all
directories
Identify vital review
sites
Incentivize within
reason
Provide content to
relevant blogs
Quick, brief announcements
Sharing of images, videos,
and special offers
Other channel-specific
campaigns (Instagram,
Pinterest)
Facebook announcements
Special offers for FB fans
Video
Testimonials &
Optimization
Form & Function
Metadata/URLs
User Experience
Content Strategy
Company Story
Blogging
Customer Stories
Outreach & Content
Placement
Social Amplification
Your Digital
Presence
PPC
Google
Bing
Mobile
6. | LEADS RULE Seminar 6
Effective Strategies to Lead
Generation Success
Local
Websites Landing
Pages
Inquiries
Leads
Customers
PaidSEOLearned 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
4
3
5
6
Your Digital Presence
7. | LEADS RULE Seminar 7
Learn how websites can generate
more visitors
LEADS
RULE
POINT
#1
8. | LEADS RULE Seminar 8
Search Engine Optimization
FACT:
79% of search engine users say they
always/frequently click on the natural search
results.
10. | LEADS RULE Seminar 10
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!
11. | LEADS RULE Seminar 11
Review and Fix Foundational SEO First
Title 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.
12. | LEADS RULE Seminar 12
Your Proven SEO Process
Website
Assessment
Fix The
Foundation
Content
Audit/Strateg
y
Content
Marketing
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
13. | LEADS RULE Seminar 13
Create a digital presence where
potential buyers are searching
LEADS
RULE
POINT
#2
14. | LEADS RULE Seminar 14
ACQUISITION FACT:
Studies show that web users
predominantly click on the top
four results for any particular
search, and then move on.
15. | LEADS RULE Seminar 15
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
17. | LEADS RULE Seminar 17
Organic Search May Not Find A Contractor
Might be Time to Consider Paid Media
18. | LEADS RULE Seminar 18
• 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
19. | LEADS RULE Seminar 19
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 IMPRESSIONS
100%
SHARE OF AD IMPRESSIONS
80%
CLICK-THROUGH
2.0 %
CONVERSION
3%
AD SPEND BUDGET FILTER
167,000
AD IMPRESSIONS
(Our Share)
3,340
CLICKS or VISITS
208,750
SEARCHES
(Market)
100
CONTACTS
(Forms + Calls)
Raw
Inquiries
$5.00 CPC
Cost Per Click
$167 CPA
Cost Per Acquisition
20. | LEADS RULE Seminar 20
CONVERSION FUNNEL –
RAW INQUIRIES
APPOINTMENTS SET
60%
APPOINTMENTS
ISSUED
75%
DEMOS
75%
SALES
CLOSED
35%
40
11
22
88 Nurturing
opportunities
less disqualified
100
INQUIRIES
60
APPOINTMENTS
SET
45
APPOINTMENTS
ISSUED
34
DEMOS
12
SALES
Continue to Estimate Your Sales
Funnel from Your CRM System
15
21. | LEADS RULE Seminar 21
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
22. | LEADS RULE Seminar 22
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.
23. | LEADS RULE Seminar 23
Teach you how to convert
prospects into customers
LEADS
RULE
POINT
#3
24. | LEADS RULE Seminar 24
Conversion Optimization
Am 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.
25. | LEADS RULE Seminar 25
Conversion Optimization
Am I converting enough traffic?
http://blog.hubspot.com/blog/tabid/6307/bid/5092/How-Many-Visitors-Should-Your-Site-Get.aspx
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!
26. | LEADS RULE Seminar 26
Conversion Optimization Guideline
For Landing Pages
4 BUYING MODALITY
CHECK
COMPETITIVE
Bottom line UVP
"Best" evidence
Learn/achieve challenges
SPONTANEOUS
Personalization, Guarantee
Time-savers / Tools
Hot trends / Urgency
HUMANISTIC
People/Others-focused
People photos
Stories & Reviews
METHODICAL
Process steps
Factual details
Timing expectations
WHAT ARE THEY
OFFERING?
WHO IS THE
COMPANY?
WHAT IS THE CALL-
TO-ACTION?
DO THEY
APPEAR
CREDIBLE?
Desktop Mobile
27. | LEADS RULE Seminar 27
EXISTING WEB PAGE STANDALONE LANDING PAGE
Conversion Optimization In Action
28. | LEADS RULE Seminar 28
Teach you how to convert prospects
into customers
Your Digital Presence
29. | LEADS RULE Seminar 29
Teach you how to convert prospects
into customers
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
30. | LEADS RULE Seminar 30
Understand ways you can
dominate in local search
LEADS
RULE
POINT
#4
31. | LEADS RULE Seminar 31
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
33. | LEADS RULE Seminar 33
Arvig – Ada and Walker
Name
Address
Phone
34. | LEADS RULE Seminar 34
Local Search
1. Google+
2. Foursquare
3. Facebook
4. Yelp
5. Superpages
6. Infogroup
7. Localeze
8. Yellowpages
9. Factual
10. CitySearch
11. Best of the Web
12. Bing
13. Yahoo
14. Hot Frog
15. Acxiom
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
35. | LEADS RULE Seminar 35
Local Search Ecosystem
The local search ecosystem is a complicated one.
36. | LEADS RULE Seminar 36
Your Proven Local Search Process
Fix the
NAP
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.
Research
Listings
37. | LEADS RULE Seminar 37
Provide methods for nurturing
your not-so-hot leads
LEADS
RULE
POINT
#5
38. | LEADS RULE Seminar 38
Provide methods for nurturing your
not-so-hot leads
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
39. | LEADS RULE Seminar 39
Nurturing Begins with Rapid Response, Inquiry
Qualification and Consistent Follow-up
Lead360 Study
40. | LEADS RULE Seminar 40
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 2
Or Rep 2
Qualified
Lead
Lead Nurture
Campaign
41. | LEADS RULE Seminar 41
CONVERSION FUNNEL –
RAW INQUIRIES
APPOINTMENTS SET
60%
APPOINTMENTS
ISSUED
75%
DEMOS
75%
SALES
CLOSED
35%
22
11
22
100
INQUIRIES
60
APPOINTMENTS
SET
45
APPOINTMENTS
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
42. | LEADS RULE Seminar 42
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.
43. | LEADS RULE Seminar 43
Provide methods for nurturing your
not-so-hot leads
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
44. | LEADS RULE Seminar 44
LEADS
RULE
POINT
#6
Give you ways to perpetually
improve your programs
45. | LEADS RULE Seminar 45
Which channel makes the biggest positive
impact on revenue
revenue? (cont.)
46. | LEADS RULE Seminar 46
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
47. | LEADS RULE Seminar 47
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
48. | LEADS RULE Seminar 48
Measurement and Reporting
49. | LEADS RULE Seminar 49
Measurement and Reporting
Start with what you know and can measure
Local SEO Paid
Units – 490
TOFU
Top of Funnel
MOFU
Middle of Funnel
BOFU
Bottom of Funnel
50. | LEADS RULE Seminar 50
LEADS
RULE
SUMMAR
Y
Get started or get left behind
51. | LEADS RULE Seminar 51
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
52. | LEADS RULE Seminar 52
• 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
53. | LEADS RULE Seminar 53
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
54. | LEADS RULE Seminar 54
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:
• sales@threedeepmarketing.com
Download Free eBook
55. | LEADS RULE Seminar 55
Three Deep Marketing
180 E. 5th Street-Suite 910,
St Paul, MN 55101
(651) 789-7701
www.threedeepmarketing.com
Thank You!
56. | LEADS RULE Seminar 56
Which Channel Has The Biggest Impact on
Revenue?
57. | LEADS RULE Seminar 57
Which channel makes the biggest positive
impact on revenue
revenue? (cont.)
Notas do Editor
For B2B companies lead generation is the #1 objective for their digital marketing efforts and that is what they expect from their online properties. Unless they are a eCommerce site, they still look to their sales reps to drive home sales.
Once the top ranking objective for B2C’s in 2012, brand awareness tumbled into 4th place, while increase website traffic grew
77% YOY
Learned how websites can generate more visitors
How to create a digital presence where potential buyers are searching
Understand ways you can dominate in local search
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
79% of search engine users say they always/frequently click on the natural search results.
70% of searchers will click on either 1st page of organic rankings so
Title 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)
Alternative image text: Accurately describes image and is in line with page theme.
H2 headings: Further describe sub-sections of the page – each page can have many. (These are not coded properly)
We will execute hundreds of changes per week through our automated tools AND our human ppc specialists. We have a human-led optimization approach. We only rely on our tools to execute the things that we can easily explain to a technological program, and we ourselves write ads, run additional changes, etc. We are in your account on a frequent basis.
Marketers and small business owners often ask how many visitors their site should be getting.
The answer depends on several variables including size of company, industry, and the type of product or service the company is selling. To provide a general benchmark, HubSpot pulled ther some aggregate data on website traffic based on company size and type.
This example is actually for a microsite, so I’d prefer that we call it a focused site or micro-site VS landing page since it is not a landing page, and for James Hardie the micro-site outperformed the stand alone landing page that we had created.
We always start our research with Google Keyword Planner. It is free to use, but you have to have an adwords account set up (without credit card information in it) to use.
Spyfu.com has some data available for free, but it is not super deep without getting the paid version.
Dan – I changed the conversion % to 3 this now includes forms and calls. Otherwise the math was incorrect at the conversion point in the funnel
When people drop out of the conversion funnel, this is an opportunity to add a lead nurturing campaign to keep them interested when they are ready to convert.
Don’t focus on Cost Per Click
Focus on Cost Per Acquisition
Determine if ROI for paid media
Return on Ad Spend for above is 5.6%
We’ll develop a measurement model to identify your business objectives, strategies, goals, and KPIs for those goals.
We’ll audit your existing campaigns to develop a baseline and to get a clear picture of current performance. We will also ensure that we have the appropriate tracking tools in place to ensure full understanding of the search landscape.
We will execute hundreds of changes per week through our automated tools AND our human ppc specialists. We have a human-led optimization approach. We only rely on our tools to execute the things that we can easily explain to a technological program, and we ourselves write ads, run additional changes, etc. We are in your account on a frequent basis.
Is there another image we could use here? This does not add value.
Marketers and small business owners often ask how many visitors their site should be getting.
The answer depends on several variables including size of company, industry, and the type of product or service the company is selling. To provide a general benchmark, HubSpot pulled ther some aggregate data on website traffic based on company size and type.
5-10 % are competitive
25-35% are spontaneous
45% are methodical
10-15% are humanistic
Buying modality concepts first introduced by Bryan and Jeffrey Eisenberg in Waiting for Your Cat to Bark.
Competitive buyers are assertive decision-makers and make speedy decisions.
Methodical buyers focus on reviewing all the information and are in no rush. and feel uncomfortable making quick decisions.
Spontaneous buyers delight in quick purchases with perceived emotional benefits rather than following logic.
Humanistic buyers are driven by emotion.
Reduce distraction, boost quality score, reduce ad cost , reduce bounce, and increase conversion.
Reduced ad spend while maintaining lead flow
42% reduction in cost per acquisition in 7 months
47% increase in the number of new patient inquiries
New paid ads and responsive landing pages improved conversion rate from 3% to 8%!
While going from 3% to 4.5% in conversation doesn’t seem like much, it’s actually a 50% increase which increases lead flow and reduces cost per inquiry. If you are able to track the balance of your sales funnel, this should also translate into increased revenue.
The local result is actually a Google My Business (GMB) page that is connected to the website.
Proper optimization has to happen on that GMB page in order for it to appear in searches.
Fully completed profile
NAP consistency
Citation quality/quantity
Reviews and ratings
All of these are important ranking factors in local
Consistency in Name, Address and Phone Number (NAP) is the most important aspect of local SEO. MozLocal has a free tool
to determine whether you have more than 1 listing and whether it has been verified. If you have retail, franchise or independent
Dealer channels, they should be validating their listing for NAP.
This slide speaks a little more to the quantity/quality aspect of citations than to the NAP aspect
It shows that they are missing listings in important directories
The local search ecosystem is a complicated and relies on sources feeding and sharing data amongst each other, and the most important aspect of local search is ensuring all of this data is accurate & consistent.
Research Listing - review all your current listings with tools such as MozLocal
Fix the NAP - Improve consistency, reduce duplicate or incorrect listings
Focus on key directories - like Google My Business, YELP, Yellowbook, BING, Yahoo Local and have other independent or dependent locations do the same.
Get Reviews – Reviews are a critical aspect of being found with local search. Ask your customers for them.
Calling a prospect back within 1 minute is 4 times more productive for conversion than waiting even 3 minutes. Plus it takes
6 calls on average to reach an prior inquiry. Why is this important? Most reps or dealers don’t answer the phone or forms quickly enough and lack consistent follow-up techniques to reach them.
Most companies send all the inquiries directly to their to their sales reps or dealer networks without capturing information and qualifying them first.
A centralized and consistent lead capture and qualification process greatly improves lead flow.
When people drop out of the conversion funnel, this is an opportunity to add a lead nurturing campaign to keep them interested when they are ready to convert.
Most companies send all the inquiries directly to their to their sales reps or dealer networks without identifying and qualifying them.
Stop doing that! How do you know if how effective a sales rep or dealer is, if you don’t know what you sent them. Qualify the inquiry first and send only qualified leads to the sales channel.
In fact, compared to a year ago, 6% more B2B marketers are unsure which channels drive the most revenue
Focus leads to the right data which leads to quicker decision making and re-strategizing. Waste less time buried in the numbers and more time doing something about what the results are telling you.