How to Manage and Grow Your

Website for Lead Generation Jenika Scott | Hall Internet Marketing Solutions

Introduction

• Jenika Scott | Channel Marketing Manager Hall Internet Marketing Solutions

• This presentation will be available online after the conference. You will receive an email for the Summit session website approximately 1-2 weeks after Summit.

• Follow Sage on Twitter: @Sage_Summit

– Use the official Summit hashtag: #SageSummit

• Follow me on Twitter: @jenika29 | @Hall_Web

Overview

• Different types of site visitors

• The importance of web content

• Content creation and repurposing

• Psychology of B2B online buyers

• Building trust online

• Generating leads and conversion strategy

How Does a Website Work?

• Inbound marketing

• How are people searching?

• What do they want?

• What actions can they take?

• What assumptions do they make?

Website Elements

• Site Design

• Functionality/Development

• Content

• Trust-building

• Unique

• User Conversion

• Marketing – SEO/PPC

• Contact

Who is visiting your website?

Who is visiting your website?

Current Customers

Purchasers

Researchers

What is Content?

• Information encountered by a website visitor

Content is important for your site visitors

• Helpful

• Answer Questions

• Solve Problems

• Entertains

• Builds trust

• Shows personality

• Encourages linking

Content is important for SEO

• Fresh

• Rankings

• Keyword Validation

Content is important for your business website

• Authority

• Reputation

• Trust

• Conversion

• Sales

Content for Researchers

• FAQs

• Product Comparisons

• Demos

• Blogs

• Webinars

• Trust-indicating logos

• Images of staff

Content for Purchasers

• Contact Information

• E Commerce

• Value Added

• About Us

• Testimonials

• Specials/Promotions

• Free Trial

• Request More Information

Content for Existing Customers

• News

• How to videos

• Support

• Training

• Blog

• Whitepaper

Speaking to Multiple Audiences

Speaking to Multiple Audiences

Know Your Audience

• What do they need?

• What are their pain points and challenges?

• What do they care about?

• What content do they like?

• Review analytics

• Segment

• Funnel

Content Best Practices

• Attention grabbing

• Quality over quantity

• Relevant to reader

• Digestible

• Use Imagery

• Easy to understand

• Integrate keywords

Growing Your Content

• Over time

• With the trends

• Think about audience first

Use what you know

Top Content

Keyword Traffic

Understand what people do

Navigation Summary

Coming soon to

the new version In-Page Analytics

Content Creation

• Frequently Asked Questions

• How to videos

• News/Updates

• Competitive Comparisons

• Testimonials/Success Stories

• Blogs

• Webcasts/Archived Webcasts

• What do people want to know?

Content Repurposing

• New is exhausting

• Bring new life to “old” content

• Appeal to different audiences

• Videos Blogs

• Blogs Webinars

• Webinars Whitepapers

• And so on…

We want to generate leads

• Conversion Strategy

• Calls to Action

• In plain sight

• Appealing

• Consistency

• Hierarchy

Understand User Experience

• Anticipate behavior

• Obvious and intuitive

• Positive impression

• Relevant

• Consistent

Photo Credit: http://www.flickr.com/photos/riel/95520425/

Acknowledge B2B Purchasing Fears

• Wasting Time

• Wasting Money

• Not valuable

• Don’t want to be fooled

Establishing Trust Online

• Build on reputation and authority

• About Us page

• Testimonials and Case Studies

• Social Media

• Humanize

• Blogs and Webcasts

Summary

• Diverse content for different audiences

• Create a content strategy

• Anticipate user needs and behaviors

• Humanize your website

• Ensure conversion strategy

Takeaways

1. Audience Personas

2. Content Strategy

3. Conversion Strategy

4. Humanize your content

5. Repurpose new content

Your Feedback is Important to Us!

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• Please include your session code on the evaluation form: 8613

Contact Information

• Presenter Contact Information:

– Jenika Scott

– Hall Internet Marketing Solutions

– jenika@hallme.com

– @Hall_Web | @jenika29

• Follow Sage on Twitter: @Sage_Summit

– Use the official Summit hashtag: #SageSummit

• Thank you for your participation.