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hiy good morning everyone thanks for joining today's clever insights show this is part one of three on a series in building your 2017 online lead generation campaign this is our nth episode uh this year that we've done in a row every Wednesday at 11:00 a.m. and all of the previous episodes did speak about ways to improve your success rate so your leads coming from your online marketing efforts these next three episodes this series will focus on how to put those together into one holistic package into a very concise 2017 online marketing campaign so all of our customers have been really coming to us this year wanting us to focus on sales lead generation probably this is because many of you have already worked with us for 3 four 5 years years um some of you since we very first opened up the agency and we've already established a nice base of traffic coming to your website on a weekly basis so now we should focus on converting that into more sales leads for you and the main reason is because many of you are converting at somewhere between half of a percent and 1 and a half% it's very easy as I'll show you in a future slide how to skew those metrics to make it look like you're converting at a much higher ratio cuz that's what Google analytics wants you to believe because they're measuring traffic also coming from your AdWords campaigns but I'll show you how to get that real number of what you're really converting your website traffic to and you'll find most of you are between that half of a percent to 1 and a half% range in converting new users coming to your website into actionable sales leads so we want to increase that for some of you there's the potential to double the amount of sales leads coming from the website by the end of the year and lots of what we're covering in this webinar will uh show you how we're going to do that for you next year this is a very brief illustration um to show you on a daily basis what some of your website traffic looks like so 500 unique visitors coming to the site at a 2% conversion rate is 10 leads a day so what we want to focus on in 2017 is that middle column so in increasing the multiplier that's leading to your sales leads if we could double that 20 leads a day I'm sure everyone would be very happy and how we're going to accomplish that is using conversion rate optimization to get more of your potential customers through your sales funnel so the kpi the key performance indicator that we want to be tracking on this is the lead conversion rate so in this series of webinars when we speak about conversion rate um we're specifically talking about the visitors coming to your website converting into sales leads so we're excluding the um salesmanship part of it we're not looking at visitors to closed sales um or lead stick sales we're strictly looking at the web visitors converting into sales leads so the top of the funnel the agenda for this series of shows um which will likely be three episodes it might stretch into four is that we want to identify the real metric um so find in Google analytics that real number that will match up with your business goals of you really getting more sales leads from new potential customers through the websites it's not as easy as it looks second we want to examine those call to actions that are currently on your website that are producing those leads and how to add more of them third we want to apply the seven PS of marketing marketing mix and apply that to your conversion rate optimization of those called actions on your websites so that we can increase the ratio at which people are converting from visitors to leads then we're going to look at the nuts and bolts of how to build out your 2017 lead generation campaign and give you some strong takeaways in terms of where your staff could spend their time most uh valuable in assisting um us or your marketing a gency in these efforts then we're going to take everything we've learned from the first five and apply the same strategy to your email marketing campaigns repurposing lots of the efforts that we already put into the website and then um now that we've established this higher base uh conversion rate of visitors to leads let's focus on increasing that First Column the traffic coming to the website and get even more leads uh next year and then finally at the very end of the webinar our series we'll talk about considering pay for performance options uh for your monthly service provider so what is the right metric to be tracking on this is far from easy to get inside of Google analytics most of you might be thinking well the right metric we've told you what we care about is sales leads so that is a static metric that you will send us or we have access for most of you inside of your CRM system so we can see the number of leads that came through but there's a disconnect between all of those sales leads and what they actually did on the website how they got to the website and how they interacted with it so that's why we really need that number inside of Google analytics so right now this is a typical clients uh screenshot of their Google analytics goals so goals is what analytics calls a conversion so the goal of your website visitor this is what a typical page on your accounts looks like um on the left hand side you can see the pink arrow pointing to how to actually get to this report and the top you can see that this report happens to be segmented from uh by organic traffic so this is traffic coming from Google free search results only and you can see Google analytics is saying that there's a 10% conversion rate that is very very high for a B2B uh industrial equip supplier distributor so you can see here though that there's all sorts of different conversions on their website they have different types of e-commerce transactions they have different types of actions that registered users so existing customers will take on the website and then they have the you know traditional ones which we're looking at today which is generating sales leads so people saying send me a quotation on this product or requesting more information on a product um on the site so we want to figure F out how can we look at the data for specifically those maybe it's three or four goals uh so three or four of these blurred out um metrics set up on this page instead of just looking at that 10% because that 10% is very misleading that 10% includes for example um this distributor sales reps go out and land really big clients big pharmaceutical companies for example and then that company will come to this distributor's website on a regular basis and purchase equipment well that drastically skews the conversion rate upwards um and you know that's great for us to have pretty reports but we don't care about pretty reports we care about what's really driving sales for your company so let's look at how we're going to do that so first we have many different conversion types uh on a site so remember that previous slide had maybe 15 or 20 on there so common examples would be like viewing a thank you page page so that's after someone um submits an inquiry sign up for your email list download a white paper make a purchase or um the gray metric on the left hand side is what's called a a micro goal and that would be like if someone watched five videos in your knowledge base for example you might want to wait that visitor to have a certain goal ranking so these are all conversions but we want to focus on the exact one that aligns with new sales leads coming to your website so you know like I showed you on that on that customer slide they had a 10% conversion rate and I said it was not true it's not correct because you can skew conversion rates and analytics data Any Way You Want by looking at different acquisition channels so sure of course the conversion rate on their email marketing campaigns is going to be higher than uh referral traffic coming from a banner ad on another site for example um so but you can narrow it down by acquisition channel so organic search paids ads email marketing payperclick um you could separate it between New or repeat visitors to the site you could even remove branded Search terms so many of you um you know back to that previous example if that distributor has a large client and they instead of going to you know uh distributor name.com they start their Journey at Google and they type in their distributor name and the type of product they're looking for then they'll go to that page on the site and make a conversion so we might want to eliminate those branded Search keywords and then what type of conversion is it so we probably want to eliminate um e-commerce conversions uh micro goals and really focus on those sales leads that are coming in through the site so um why is this really important because we again we don't want to look at the disconnected static metric versus the real action on the web website and we don't want to assume that one month because you received many leads that whatever it was we were doing on online marketing directly affected that so um I use this phrase in in almost all of my presentations but correlation does not equal causation uh for example we have a distributor client who uh someone on the marketing team decided to run a Black Friday promo ad or sorry cyber uh promo ad on some uh scientific kits that they had so something that they would sell into um High School science labs or home study or for Christmas presents that parents would buy for their children so they put that in as a cyber monday deal this is something that we've done in the past uh for clients and never really had any any notable success with it but this one happened to be picked up by a a parenting blog uh and then that made it on a list on top 50 educational gifts on MSNBC and they had thousands and thousands of visitors come to the site that day um last Monday and they also actually had a real high value of sales come from it so does that mean that the um the the new site map that we designed and submitted to Google was was a a result of that no um so we really have to look at the right metrics to figure out what was the true um cause of the result results and that's why having the data in analytics is so important so um analytics has a new feature that just came out a few weeks ago called calculated metrics so basically things that we used to do by exporting analytics data from the the web tool into a spreadsheet and then manipulating it we can now do right inside Google analytics which is really great because then we can manipulate that data uh in any of the analytics dashboards so click admin inside of your account and click calculated metrics on the Le hand side and then you can you know take a look at that original page that you had that had these 14 goals on it and figure out which of the goals are the sales leads so which are the you know request information the uh contact us forms the download a um specific application note for example and we want to match we want to pair all those together into a group so we will uh use this formula here and we will name it uh sales League conversion rate put in the formula this is this will be different for every single website uh but basically adding up all of your goals and dividing it by sessions and dividing it again that value by 10,000 and you'll get something like this so sales League conversion rate pretty uh pretty great so now you can view that from within any segment inside of your site so next we want to really know what we're measuring um not looking at fuzzy metrics or static metrics so we're really measuring what the sales funnel looks like on your website and that comes down to a call to action that's what's going to really have the most effect on your uh on these ratios that we're looking at so let's take a look at what current call actions are on your website so we have you know basic things like uh email us call us contact us more intermediate ones maybe you have advanced ones like watch our webinar recording access our um online calculator or tool or download this Advanced guide I'm not going to spend too much time on this because we have done two episodes specifically on these permission assets and squeeze pages and lead generation on your site but um in the second episode on here we're going to look at how to take these inventory them and build them out into an edit editorial calendar but for now go through and just make a note of all these on your site and uh we'll see then how we can grow it or how can we can make these more effective using the seven PS of marketing so we want to look at the um five of these P's not seven of them we're going to leave price and product to you I mean you're the manufacturer or distributor you're the ones making those decisions we'll take care of the other five so first uh promotion how do we want to tell PE your visitors about the offer so the offer being is whatever we're giving them in exchange for their sales lead information so what are we going to give them a value that's going to motivate them to give us their name company name email address phone number whatever information is on your lead generation form so usually this has to do with the ad copy um that is going on whether it's a ban rout or an email what's the message uh that you want to give the visitor to make make them want to give you their contact information and two is place so on the website it's really the placement of the offer um so we if we want to do it on the website do we want to do it in a sidebar uh Banner ad do we want to do it in a popup do we want to have a uh push out there's many different things that we can do on the website to place that offer these are all steps of how we plan uh out also the uh the lead generation campaign so number three physical evidence or packaging it's referred to sometimes in the marketing mix good design really really does have a dramatic impact on your sales lead generation from the site and not just the um design being visually appealing but being conversion rate focused so taking that ad copy um that is the most compelling offer that we can make a customer and really making it resonate with them so things like putting um Trust seals on the uh offer so if you're on an e-commerce site and the offer is buy now as a very simple example putting seals badges images indicating that the site's secure indicating uh testimonials from other customers payment methods accepted the credit card logos these are all trust seals that help impact your conversion rate so they help um what we're trying to accomplish here and then number four we want to think about the brand positioning so some of our customers have just uh said you know let's just do the easy let's just send out this promo this week that gives 25% off and next week free shipping and they're really not positioning the brand well they're um you know trying to become a price leader and if they're not the price leader if they're if they don't have the lowest price online that's a dangerous game to play so um better by mixing in becoming a thought leader becoming an innovation leader uh in the the space that you're in um and mixing those messages together and then finally fifth uh p in the marketing mix people who's going to do this for you uh David and I think we're a great team to do this for you and we have a great office uh supporting us so many of the girls um here out of our whole organization of of 100 employees uh plus you know there's only about six or seven of us that actually plan out these campaigns for you there's developers and designers who Implement them but it's really going to come down to the small handful a small group of us who are going to strategize together and figure out a campaign that's going to work perfect for you so we'd like to think we're the right people but we also need someone from your team uh working on this as well and I'll get to um what you can do to assist us in the future episodes so um again in the next episode we're going to look at building out the 2017 lead gen plan uh where is your lwh hanging fruit so pages with the most traffic uh inventorying your assets that are available um how you can assist us in giving creative direction to a designer and assisting with these trust seals getting testimonials that sort of thing measuring the results uh and analyzing it to find clever insights and then finally how to exclude branded Search terms if that's something that we determine is um is an issue in your analytics data so that's uh all I have for the show today thank you for tuning in and we look Court forward to hearing from you