Date post: | 17-Jul-2015 |
Category: |
Business |
Upload: | steve-gordon |
View: | 281 times |
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How to Turn Your Website Into a Lead Generation Machine
By: Kim AlbrittonExecutive VP of GlobalMind
Managing Partner BlackBeltMarketing.com
What We Will Cover
• The Goal of Your Website
• Website Structures that Work
• Why Sales Copy Makes or Breaks Your Site
• How to Deliver Value in Exchange for a Lead
How would you classify your website?
1. A nice, pretty, appealing site that matches all of your marketing material.
- OR -
2. A member of your sales force?
What is the Goal of you Website?
• What is your website doing for you?
• It should help prospects identify themselves as leads.
• The Goal is to collect the name and email address of a lead.
STEP 1 – Understand Your Customer
• Identify Your Ideal Customer– Brainstorm
– Identify all characteristics, common problems, questions and concerns
• Group your customers– Geography
– Market
– Niche
STEP 2 – Transform your Website
• Transform your website
• Develop Buckets for your prospects
• Develop messages for your “buckets”
STEP 3 – Identify Customer Benefits
• What does your Ideal Customer want
• Focus on Benefits, not features– List all features of your products, services,
company, everything!– Then translate all your features into benefits
BlackBelt Marketing Secret: Use 3 x 5 cards to write features.
STEP 4 – Keep them on your Website
• Develop powerful headlines
• Write copy that speaks to your customers– Refer to brainstorming, understand what problems,
questions and concerns your customers have.
• Include Personality
• Pretty vs. Ugly website
STEP 5 – Make it Easy
• Contact Information– Should be on EVERY page
– Do not make prospects “find” the information
• Keep “HOT” info above the fold
• NEW TREND: Use video to introduce yourself and your company to prospects.
STEP 6 – Become Irresistable
• Deliver something of value– Free reports, coupons, CDs, Webinars, Online video
• Position yourself as the expert
• Give away knowledge– Get prospect to be comfortable with you
• Collect Name & Email in exchange for information
Black Belt Marketing Secret
• Many Programs are available to maintain the contacts you receive through the web.– AWeber
– Constant contact
– Infusionsoft
• Automate your response with auto responders!
• Track Your Results– http://www.google.com/analytics/
– Google Adwords