Lead Generation presentation by C1 Partners (www.c1-partners.com) to the Denver Digital Marketing for Small Business meetup group. http://www.meetup.com/Denver-Digital-Marketing-for-Small-Business

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Why Am I Here?

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Lead Generation and
Conversion
Turn Your Traffic into Leads & Sales

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Great to see you (again)!
Dan Smink
Partner
James Omdahl
Digital Strategist

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“Leads are metric that, as marketers, we have
to rely on. Because leads mean money.”
~ Kipp Bodnar, Hubspot
• What Is A Lead?
• Lead Generation
• Offers
• Calls To Action
• Landing Pages
Agenda

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What Is A Lead?

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What Is A Lead?
It’s a chance to
start a dialogue
with a potential
customer to
convert to a sale

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Create Offers To Generate Leads
Calls To Action (CTAs)
Lead Capture Form

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Target Different Customers

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What’s A Good Offer?
• Good offers should:
– Address one or more
customer problems
– Provide a targeted
solution to the problem
– Be time sensitive
– Give a special
discount or reward for
taking action

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Offer Examples
• Whitepapers: “Seven
Secrets for Planning a
Successful Party”
• Checklists: “Colorado
Fall Law Care
Checklist”
• Special Events:
“October Camper
Clearance Preview
Party”
• Infographics: “What the
Government Shutdown
Means to Your 401k”

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What Makes a Good Call to Action?
• Good calls to action:
– Use the language of
your customer
– Create a sense of
urgency
– Convey value
– Create excitement
– Clearly tell your
prospect what to do

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Call to Action Examples
• Buy Now Before it’s Too
Late!
• Get Your Free Copy
Today (a $79 value!)
• Only 3 Left at This Price!
Buy Now!
• Don’t Make the Same
Mistake I Did, Download
this Report Today!
• Join the Revolution
Today! Click Here to
become a Member Now!

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Landing Page Background
• Landing page - allows
you to capture a
visitor’s information
through a lead form.
• Good landing page -
will target a particular
audience.
• Landing page – helps
convert a higher
percentage of your
visitors into leads.

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Landing Page Optimization Tips
1. Use a clear
title, description, and
layout.
2. Remove all distractions.
3. Streamline and shorten
forms
4. Follow up with a “thank-
you” page or an auto-
response email.
5. Suggest other offers or
steps they can take.
6. Track your conversion
rates closely
7. Test, Test, Test.

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Landing Page Comparison 1
Highest Email Opt-in?
Version A Version B

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Landing Page Comparison 1
Highest Email Opt-in?
Version A Version B
Version B
Increased Email
Opt-ins by 11%

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Landing Page Comparison 2
Most Appointments Scheduled?
Version A Version B

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Landing Page Comparison 2
Most Appointments Scheduled?
Version A Version B
Version B
Increased
Appointments
Scheduled by 17.9%

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Offer Text Comparison
Highest Trial Registrations?
Version A Version B

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Offer Text Comparison
Highest Trial Registrations?
Version A Version B
Version B
Increased Trial
Registrations
by 38%

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Call to Action Button Comparison
Highest Sales?
Version A Version B

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Call to Action Button Comparison
Highest Sales?
Version A Version B
Version A
Increased Sales
By 24% and Revenue
per Customer by 48%

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• Testing your Pages is Crucial!!!
– Visual Website Optimizer
– Google Content Experiments
– Unbounce
– SiteCatalyst
Testing Tools

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• Use multiple offers or CTAs per page to
address
– Different customers
– Different stages in buying process
• Rotate offers on page
• Place CTAs on blog sidebar and at bottom
of blog
• Create a thank you page and/or an email
with a subsequent offer
Lead Generation Tips

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Questions?

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C1 Partners
P: 303.501.1821
W: c1-partners.com
T: @c1partners
E: info@c1-partners.com
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