Digital Marketing: Generating More Leads...
Transcript of Digital Marketing: Generating More Leads...
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RickWhittington.com // 804.592.0190
Digital Marketing: Generating More Leads
Online
April 16, 2015
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» Why online marketing and sales is crucial for B2B
companies
» Different options for “localizing” your website to reach
new international customers
» How your company can snag customers early in the
sales process
» How to generate more sales leads with your website
than you thought possible
» Real life examples of lead generation online
» Q&A and discussion - we want your questions!
What we’ll cover today
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How the web has changed B2B selling
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» The buyer has almost total control in the sales
relationship
» Your sales person is no longer the information
gatekeeper
» The buyer is more informed than ever
» Sales: from “always be closing” to “always be helping”
» Your website: from “contact us” to “educate us”
How the web has changed B2B selling
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Up to 90% of the sales process occurs
before a buyer reaches out to your
company.
- Forrester Research, 2012
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Dressing your website for success
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» Be the “hub” of your online presence
» Be a sales tool, not a brochure
» Be a destination or “next step” for all of your marketing
outreach
» Be written for your customers, not your company
» Be accountable for key metrics every month
» Not be an art project
» Not be a IT project
Your website should…
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Your website should not…
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» Depends on what countries you’re targeting
» Every language increases the time and effort needed to
maintain your site
» Consider effort versus return: For example, translating
your site into Spanish gives you access to over 20
countries
» Tip: Translate your best-performing content into other
languages
Do you really need to translate your website?
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A multilingual website is any website that offers
content in more than one language.
www.yoursite.com/fr or www.yoursite.com/es
A regional website is one that explicitly targets
users in different countries.
www.yoursite.ca or www.yoursite.co.uk
Multilingual vs. regional website
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Multilingual websites
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PROS» More economical: Design and maintain only one website
» Translations can be managed in one place
» Easy for a visitor to toggle between languages
» Makes your company look “larger” to search engines
CONS» May not have as much visibility in search engines in other
countries
» Your company doesn’t appear as “localized” in other countries
» Possible website slowness due to server location
Multilingual websites
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PROS
» Makes your company appear more “local” as if you have one or more
offices in that country
Examples: yoursite.co.uk or yoursite.ca
» Delivers strongest signal to search engines that you are targeting a
specific country
» Can target different keywords in different countries
CONS
» More costly: domain fees, translations and separate websites to build
and maintain
Regional websites
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Using the Google Translate “widget”
» Translation can robotic, unnatural, or culturally irrelevant to anyone who
speaks the language natively
» Generally not recommended
» Can be acceptable when unsure about marketing targets
» Website Localization: 7 Handy Tips For The Enterprise Website
» http://bitly.com/websitelocalize
What about Google Translate?
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Cultural differences
USA(cat.com)
Middle East(middleeast-africa.cat.com)
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Content differences
USA(rockwellautomation.com)
Portuguese (Brazil)(http://www.rockwellautomation.com/pt_BR/overview.page)
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Browsing differences
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How to generate leads with your
website
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» Highly-considered purchase
» Researching solutions and alternatives online, using web
to learn
» Up to 90% of the sales cycle happens before they
contact your sales representative – they research
independently
» Buyers don’t want a “sales pitch,” they want to be armed
with information that’s helpful in the decision making
process
Remember what we know about your
buyer(s)
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Most companies don’t
get leads from their
website because they
lack a plan.
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Your goal is to engage customers with the right
information and the best possible experience at every
stage of the buyer’s journey.
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Lead generation blueprint
Lead Gen Offer“The Complete
Chemical Storage Guide for Wastewater
Treatment”
Decision Stage Offer
“Talk to a Chemical Storage
Expert”
Email Workflow / Nurturing
Blog Posts
CTAs
Landing page / Lead
form
Social Media
SEO
ATTRACT CONVERT CLOSE
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STEP 1: Create relevant blog content that
addresses prospects’ needs to attract our target
audience.
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» Companies that blog get significantly more website
visitors than those that don’t
Blogs drive more traffic
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Blog content should be optimized with appropriate
keywords so that it is easily found via search
engines.
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STEP 2: Create intriguing in-depth content offers
to convert website visitors into leads.
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STEP 3: Close leads into customers by providing
additional information via email.
» Here, the sales team follows up
with leads to help close them to
customers.
» Blog content sent to leads via
email can be used to reinforce
the sales position.
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STEP 4: Delight current customers to turn them
into promoters of the brand.
» Updates on social media help
us stay top of mind with our
customers.
» Automated email sequence can
regularly touch base with
customers without bogging
down the sales team.
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Real life example #1
1. Searches for “icao and sms faa timeline”.
2. Finds blog post on setting a timeline for
SMS implementation.
3. Clicks on the link to visit a company blog.
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Real life example #1
4. Clicks the call to action on the blog
to download a Safety Brochure.
5. Fills out name and email address to
download a Safety Brochure.
6. New lead enters sales follow up process.
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Real life example #2
1. Searches for “fiberglass tank or plastic tank”.
2. First result is blog post comparing plastic
and fiberglass tanks.
3. Clicks on the link to visit a company blog.
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Real life example #2
4. Clicks the call to action on the blog
to download a product catalog.
5. Fills out name and email address to
download the product catalog.
6. New lead enters sales follow up process.
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Sounds too good to be true?
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Google’s mission is to organize the world’s
information and make it universally
accessible and useful.
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Blogs help attract qualified prospects
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Results are not immediate
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Results
» Scalability - more offers, more leads
» Reliably full sales pipeline
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How do you get started?
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» What industry?
» What challenges do they face?
» What questions do they ask in the sales process?
» What tone should you take?
» What common objections do they have?
» How do they decide when to work with a company like yours?
» Resource: 4 Steps to Building Rock-Solid Client Personas - http://bitly.com/wcpersonas
Understand your ideal buyers
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» Ask sales reps what questions they
answer most commonly
» Address customer pain points
» Comment on industry topics or trends
» Help prospects decide between 2 options
» Resource: What Exactly is a Business
Blog? A Beginner’s Guide –
http://bitly.com/wcbizblog
Figure out what to write about
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QUESTIONS?