SlideShare a Scribd company logo
1 of 31
Myron Berg,
Managing Director
Fusion Marketing Partners
Business and technology entrepreneur.
Skilled in identifying strategies and then
delivering technology-based tactics that
solve the business challenge.
• 14 years business leadership
  experience as an entrepreneur at four
  early stage software technology
  startups.
• 25 years of technology leadership
  experience including fortune 100
  companies such as                               Myron Berg
  Verizon, MCI, Northrop Grumman. Managing Director – Web and Online Strategies
                                             http://fusionmarketingpartners.com
How to Create a Killer Web Presence on a Small Budget
 For discussion today, web presence is your
  business’ performance or effectiveness on
  the Internet
 A strong web presence
      Attracts visitors who need what you have to offer
      Converts visitors to inquiries, to leads
      Drives revenue, supports existing business


       A Lead Generation Website Helps Drive Your Bottom Line,
        Increasing Lead Flow and Lowering Your Cost Per Lead
 The Transformation

        In 2011, Fusion Marketing Partners took a B2B Software Technology website that
         was generating 10-12 inquires/month and increased it to 90+ inquiries/month in a
         5 month timeframe. Costs dropped from $180 / inquiry to $39 / inquiry.

 The Result

        From Empty to Growing: The sales funnel is transformed from nearly empty
         (sales people working personal networks for leads) to rapidly growing (sales
         people responding to leads).

        Shorter Sales Cycle: Sales cycle decreases as a higher percentage of qualified
         leads are self educated, self qualified, had an immediate problem to solve and
         were ready to buy.




         A Lead Generation Website Helps Drive Your Bottom Line,
          Increasing Lead Flow and Lowering Your Cost Per Lead
Visitor Traffic
                           Organic Search, Campaigns, Referrals




                                                                  Branding,
                                                                  Awareness,
                                                                  Pull Marketing
Website Performance
(Converting Visitors To Leads)


                                                          Sales Enablement/Lead
                                                          Nurturing



                                 Sales Opportunities
 Is your website…
     Signage for your business?

     A business reference?

     A lead generation machine?




 What are your web priorities?
    Cool look and feel

    Great technology

    Driving business needs




Your web presence is a key component in powering
  your business model
Your Website as a Business Asset

1. Attract Visitors: People with an interest         Website’s
   or need in your products / services find you      Purpose

2. Convert Visitors to Leads: Through
   an effective website, visitors become leads
3. Efficiently Convert Leads: When
   those leads are ready and qualified, convert to
   revenue opportunities
 Your compelling brand promise is clear, consistent, and
    ubiquitous
   Supports and feeds the sales model
   Relevant and compelling offers
   Interesting and fresh educational content
   Plenty of chances to interact (respond)
         Blogs
         Social media links
         Targeted landing pages
         Articles, webcasts, podcasts

 Delivers measurable, bottom-line results
8 Key Web Tactics
1.   Apply Strategic Focus to Lead Generation
2.   Create a Compelling Home Page
3.   Provide Compelling Content (in Quantity)
4.   Provide Clear, Effective Navigation
5.   Embrace Social Media
6.   Be Search Engine Friendly
7.   Build Trust & Credibility
8.   Grow Your Leads Database
 Recognize that the Website
   is Strategic. Apply
   Corresponding Focus to
   Lead Generation
 Provide Valuable
   Information
      So Visitors Find You
      So Your Visitors Find Value
       (WIIFM - What’s In It For Me)
 Target and Achieve Goals
      Generate leads
      Increase sales

          As these survey results demonstrate, lead
          generation & sales benefits are high priority for
          businesses investing in their web presence.
 Delivers a strong brand promise
 Clearly defines your value proposition
  (Trend is to use dramatic pictures / graphics to capture attention)

 Guides visitors where they want to go to learn
  more
 Support different types of visitors, including
  website scanners, readers, visual learners
 Has an obvious and strong call-to-action

                    Let’s Look at a Few Examples…
Example:
- Clear Brand
Promise
- Me too
- Guides Me Where
  I Want to Go

- But, no call-to-
action above the
fold. If I like their
offering, now what?
Example:
- Brand Promise
- Value Proposition
- Offers and Call-to-
  Action
 Consistent with your brand promise
 Highly relevant to your target audience
 Support various stages of buying process
 Appeal to different types of viewers
     Readers
     Visual learners
     Scanners (3 second rule)
 Search engine friendly
     For each web page, message, content, and
      metadata are consistent and optimized
     Good site content in quantity
     Clear, effective navigation
     Content is kept fresh
Example:
Lot’s of content on
the site, but:
• What’s the value
  proposition? Why
  do I care?
• This website
  assumes you
  know about them
  and their
  technology.
• Offers are vendor-
  centric, not visitor-
  centric

      Oops: this website content is focused on visitors already in their “fan club”
Provide Clear, Intuitive Navigation
 Visitors Have Different Needs,
  Different Ways of Thinking,
  Different Stages of the Buying Cycle

 Support Their Respective Approaches
     Navigate by problem / solution
     Navigate by persona
     Navigate by interest

 Don’t Provide Too Many Choices

 Bonus: Search Engines Can Better Interpret Your Site
Example:
Problem: Where
do I start?
 Apply Consistent Brand and Message
  Across Various Media
 Types:
      Blogs / Microblogs (Twitter)
      Social Networking Sites
      Video, Podcasts
      Social Bookmarking
Example:
Cross Promote Your
Social Media Presence
 Characteristics of Search Engine Friendly Website
       For each page, message, content, and metadata are consistent
        and optimized
       Good site content in quantity
       Clear, effective navigation
       Content is fresh
 Next Step, Drive Visitor Traffic
       Search Engine Optimization
       Pay-Per-Click
       Social Media
       Advertising
 Create a professional, clean design
        colors, layout, clutter, whitespace, consistency
 Be consistent with visitor expectations
 No mistakes
        Grammar, Spelling
        Browser compatibility
 Add trust references
        Industry groups such as IOFM, Media References, Reviews & Awards
 Include customer testimonials
        Pictures, names, titles, logos, and references add authenticity
 Use SSL for SaaS and eCommerce
 Be Consistent in Design
        Same domain
        Consistent look & feel
 Be personal, be authentic
Example:
Oops. This site
didn’t render
correctly in
Firefox
Optimal color
scheme?
Note: The HP
brand has
earned trust in
other ways




        If you go to a website that is “broken”, what’s your impression of the
                           company and their solutions?
 Capture contact information of prospects
 You must give to get - provide relevant offers
       Content - White Papers, Checklists, Forms
       Free Trials, Special Pricing
       Schedule a Demo, Watch a Video
       Webinar
       Live Chat
 Put relevant offers throughout your site
 Automate lead capture and tracking
 Nurture your leads
Example:
Interior article
page includes
variety of offers
on Right-Hand
Column
Example:
Variety of offers
on Right-Hand
Column
Landing Pages
 Used for highly optimized lead capture
 Easily tailored to a particular campaign
         Copy and graphics are specific to a specific need
         Decoupled from main website
 Peel and stick approach supports many types and versions of pages
                                                   Landing     Main
                    Campaign Traffic                Pages     Website


                       Pay-Per-Click

                                                                         Leads
                          Advertising                                   Database


                                  Offer
Example:
• Anti-Virus landing page
• Tied to PPC campaign
• Used on keywords suggesting
  that the visitor is actively
  shopping
• Optimized for purchase
• Note:
     • Tuned message
     • Title matches search term
     • Minimal clutter
     • Limited visitor options
     • Obvious call-to-action
Example:
• SalesForce.com is very
  successful and they
  know how to sell online.

• Strong brand promise –
  strong tag line
• Offers
• Navigation
• Strong trust and
  credibility
1.   Apply Strategic Focus to Lead
     Generation
2.   Create a Compelling Home Page
3.   Provide Compelling Content (in
     Quantity)
4.   Provide Clear, Effective Navigation
5.   Embrace Social Media
6.   Be Search Engine Friendly
7.   Build Trust & Credibility
8.   Grow Your Leads Database

     A Lead Generation Website Helps Drive Your Bottom Line,
      Increasing Lead Flow and Lowering Your Cost Per Lead
Please connect with me on LinkedIn,

Myron Berg – mberg@fusionmarketingpartners.com
        http://fusionmarketingpartners.com
        LinkedIn: http://www.linkedin.com/in/myronberg
        Twitter: @MyronBerg
        Our Book: How to Create an Unstoppable Marketing and Sales
         Machine
 Download the five FMP presentations at:
   http://fusionmarketingpartners.com/revenuenorth
 Subscribe to our marketing blog: http://greatb2bmarketing.com

More Related Content

More from Fusion Marketing Partners

Death of the Hard Sell: How to Stop Closing and Start Empowering
Death of the Hard Sell: How to Stop Closing and Start EmpoweringDeath of the Hard Sell: How to Stop Closing and Start Empowering
Death of the Hard Sell: How to Stop Closing and Start EmpoweringFusion Marketing Partners
 
Why Timing is a Critical Factor in B2B Marketing Success
Why Timing is a Critical Factor in B2B Marketing SuccessWhy Timing is a Critical Factor in B2B Marketing Success
Why Timing is a Critical Factor in B2B Marketing SuccessFusion Marketing Partners
 
Can you Really use Marketing to Shrink the B2B Sales Cycle?
Can you Really use Marketing to Shrink the B2B Sales Cycle?Can you Really use Marketing to Shrink the B2B Sales Cycle?
Can you Really use Marketing to Shrink the B2B Sales Cycle?Fusion Marketing Partners
 
How to Use B2B Marketing to Propel Rapid Sales Growth
How to Use B2B Marketing to Propel Rapid Sales GrowthHow to Use B2B Marketing to Propel Rapid Sales Growth
How to Use B2B Marketing to Propel Rapid Sales GrowthFusion Marketing Partners
 
Can We Please Tell the Truth in Our Marketing Communications?
Can We Please Tell the Truth in Our Marketing Communications?Can We Please Tell the Truth in Our Marketing Communications?
Can We Please Tell the Truth in Our Marketing Communications?Fusion Marketing Partners
 
Create a Powerful B2B Sales Machine - Part 2
Create a Powerful B2B Sales Machine - Part 2Create a Powerful B2B Sales Machine - Part 2
Create a Powerful B2B Sales Machine - Part 2Fusion Marketing Partners
 
Creating A Powerful B2B Lead Generation Engine
Creating A Powerful B2B Lead Generation EngineCreating A Powerful B2B Lead Generation Engine
Creating A Powerful B2B Lead Generation EngineFusion Marketing Partners
 
Pull Marketing and Social Media Methods - How to Find Buyers and Get Them to ...
Pull Marketing and Social Media Methods - How to Find Buyers and Get Them to ...Pull Marketing and Social Media Methods - How to Find Buyers and Get Them to ...
Pull Marketing and Social Media Methods - How to Find Buyers and Get Them to ...Fusion Marketing Partners
 
Christopher Ryan - Developing a Powerful Brand
Christopher Ryan - Developing a Powerful BrandChristopher Ryan - Developing a Powerful Brand
Christopher Ryan - Developing a Powerful BrandFusion Marketing Partners
 

More from Fusion Marketing Partners (20)

Death of the Hard Sell: How to Stop Closing and Start Empowering
Death of the Hard Sell: How to Stop Closing and Start EmpoweringDeath of the Hard Sell: How to Stop Closing and Start Empowering
Death of the Hard Sell: How to Stop Closing and Start Empowering
 
Are you Marketing to Gain or Pain?
Are you Marketing to Gain or Pain?Are you Marketing to Gain or Pain?
Are you Marketing to Gain or Pain?
 
The B2B Marketing Valley of Death
The B2B Marketing Valley of DeathThe B2B Marketing Valley of Death
The B2B Marketing Valley of Death
 
Why Timing is a Critical Factor in B2B Marketing Success
Why Timing is a Critical Factor in B2B Marketing SuccessWhy Timing is a Critical Factor in B2B Marketing Success
Why Timing is a Critical Factor in B2B Marketing Success
 
How do Potential B2B Buyers Find You?
How do Potential B2B Buyers Find You?How do Potential B2B Buyers Find You?
How do Potential B2B Buyers Find You?
 
Can you Really use Marketing to Shrink the B2B Sales Cycle?
Can you Really use Marketing to Shrink the B2B Sales Cycle?Can you Really use Marketing to Shrink the B2B Sales Cycle?
Can you Really use Marketing to Shrink the B2B Sales Cycle?
 
B2B Sales and Marketing Trends for 2015
B2B Sales and Marketing Trends for 2015B2B Sales and Marketing Trends for 2015
B2B Sales and Marketing Trends for 2015
 
Six Fast Ways to Improve Your B2B Copy
Six Fast Ways to Improve Your B2B CopySix Fast Ways to Improve Your B2B Copy
Six Fast Ways to Improve Your B2B Copy
 
How to Use B2B Marketing to Propel Rapid Sales Growth
How to Use B2B Marketing to Propel Rapid Sales GrowthHow to Use B2B Marketing to Propel Rapid Sales Growth
How to Use B2B Marketing to Propel Rapid Sales Growth
 
Can We Please Tell the Truth in Our Marketing Communications?
Can We Please Tell the Truth in Our Marketing Communications?Can We Please Tell the Truth in Our Marketing Communications?
Can We Please Tell the Truth in Our Marketing Communications?
 
Pros and Cons of Competitive Marketing
Pros and Cons of Competitive MarketingPros and Cons of Competitive Marketing
Pros and Cons of Competitive Marketing
 
B2B Marketing Strategy
B2B Marketing StrategyB2B Marketing Strategy
B2B Marketing Strategy
 
Create a Powerful B2B Sales Machine - Part 2
Create a Powerful B2B Sales Machine - Part 2Create a Powerful B2B Sales Machine - Part 2
Create a Powerful B2B Sales Machine - Part 2
 
Creating A Powerful B2B Lead Generation Engine
Creating A Powerful B2B Lead Generation EngineCreating A Powerful B2B Lead Generation Engine
Creating A Powerful B2B Lead Generation Engine
 
Five Social Media Don'ts
Five Social Media Don'tsFive Social Media Don'ts
Five Social Media Don'ts
 
BANT - Is it Still Relevant?
BANT - Is it Still Relevant?BANT - Is it Still Relevant?
BANT - Is it Still Relevant?
 
Critical Marketing Metrics_Part 1
Critical Marketing Metrics_Part 1Critical Marketing Metrics_Part 1
Critical Marketing Metrics_Part 1
 
B2B Retargeting - Benefits & Pitfalls
B2B Retargeting - Benefits & PitfallsB2B Retargeting - Benefits & Pitfalls
B2B Retargeting - Benefits & Pitfalls
 
Pull Marketing and Social Media Methods - How to Find Buyers and Get Them to ...
Pull Marketing and Social Media Methods - How to Find Buyers and Get Them to ...Pull Marketing and Social Media Methods - How to Find Buyers and Get Them to ...
Pull Marketing and Social Media Methods - How to Find Buyers and Get Them to ...
 
Christopher Ryan - Developing a Powerful Brand
Christopher Ryan - Developing a Powerful BrandChristopher Ryan - Developing a Powerful Brand
Christopher Ryan - Developing a Powerful Brand
 

Recently uploaded

Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 

Recently uploaded (20)

Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
TalentView Webinar: Empowering the Modern Workforce_ Redefininig Success from...
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 

How to Create a Killer Web Presence on a Small Budget

  • 2. Business and technology entrepreneur. Skilled in identifying strategies and then delivering technology-based tactics that solve the business challenge. • 14 years business leadership experience as an entrepreneur at four early stage software technology startups. • 25 years of technology leadership experience including fortune 100 companies such as Myron Berg Verizon, MCI, Northrop Grumman. Managing Director – Web and Online Strategies http://fusionmarketingpartners.com
  • 4.  For discussion today, web presence is your business’ performance or effectiveness on the Internet  A strong web presence  Attracts visitors who need what you have to offer  Converts visitors to inquiries, to leads  Drives revenue, supports existing business A Lead Generation Website Helps Drive Your Bottom Line, Increasing Lead Flow and Lowering Your Cost Per Lead
  • 5.  The Transformation  In 2011, Fusion Marketing Partners took a B2B Software Technology website that was generating 10-12 inquires/month and increased it to 90+ inquiries/month in a 5 month timeframe. Costs dropped from $180 / inquiry to $39 / inquiry.  The Result  From Empty to Growing: The sales funnel is transformed from nearly empty (sales people working personal networks for leads) to rapidly growing (sales people responding to leads).  Shorter Sales Cycle: Sales cycle decreases as a higher percentage of qualified leads are self educated, self qualified, had an immediate problem to solve and were ready to buy. A Lead Generation Website Helps Drive Your Bottom Line, Increasing Lead Flow and Lowering Your Cost Per Lead
  • 6. Visitor Traffic Organic Search, Campaigns, Referrals Branding, Awareness, Pull Marketing Website Performance (Converting Visitors To Leads) Sales Enablement/Lead Nurturing Sales Opportunities
  • 7.  Is your website…  Signage for your business?  A business reference?  A lead generation machine?  What are your web priorities?  Cool look and feel  Great technology  Driving business needs Your web presence is a key component in powering your business model
  • 8. Your Website as a Business Asset 1. Attract Visitors: People with an interest Website’s or need in your products / services find you Purpose 2. Convert Visitors to Leads: Through an effective website, visitors become leads 3. Efficiently Convert Leads: When those leads are ready and qualified, convert to revenue opportunities
  • 9.  Your compelling brand promise is clear, consistent, and ubiquitous  Supports and feeds the sales model  Relevant and compelling offers  Interesting and fresh educational content  Plenty of chances to interact (respond)  Blogs  Social media links  Targeted landing pages  Articles, webcasts, podcasts  Delivers measurable, bottom-line results
  • 10. 8 Key Web Tactics 1. Apply Strategic Focus to Lead Generation 2. Create a Compelling Home Page 3. Provide Compelling Content (in Quantity) 4. Provide Clear, Effective Navigation 5. Embrace Social Media 6. Be Search Engine Friendly 7. Build Trust & Credibility 8. Grow Your Leads Database
  • 11.  Recognize that the Website is Strategic. Apply Corresponding Focus to Lead Generation  Provide Valuable Information  So Visitors Find You  So Your Visitors Find Value (WIIFM - What’s In It For Me)  Target and Achieve Goals  Generate leads  Increase sales As these survey results demonstrate, lead generation & sales benefits are high priority for businesses investing in their web presence.
  • 12.  Delivers a strong brand promise  Clearly defines your value proposition (Trend is to use dramatic pictures / graphics to capture attention)  Guides visitors where they want to go to learn more  Support different types of visitors, including website scanners, readers, visual learners  Has an obvious and strong call-to-action Let’s Look at a Few Examples…
  • 13. Example: - Clear Brand Promise - Me too - Guides Me Where I Want to Go - But, no call-to- action above the fold. If I like their offering, now what?
  • 14. Example: - Brand Promise - Value Proposition - Offers and Call-to- Action
  • 15.  Consistent with your brand promise  Highly relevant to your target audience  Support various stages of buying process  Appeal to different types of viewers  Readers  Visual learners  Scanners (3 second rule)  Search engine friendly  For each web page, message, content, and metadata are consistent and optimized  Good site content in quantity  Clear, effective navigation  Content is kept fresh
  • 16. Example: Lot’s of content on the site, but: • What’s the value proposition? Why do I care? • This website assumes you know about them and their technology. • Offers are vendor- centric, not visitor- centric Oops: this website content is focused on visitors already in their “fan club”
  • 17. Provide Clear, Intuitive Navigation  Visitors Have Different Needs, Different Ways of Thinking, Different Stages of the Buying Cycle  Support Their Respective Approaches  Navigate by problem / solution  Navigate by persona  Navigate by interest  Don’t Provide Too Many Choices  Bonus: Search Engines Can Better Interpret Your Site
  • 19.  Apply Consistent Brand and Message Across Various Media  Types:  Blogs / Microblogs (Twitter)  Social Networking Sites  Video, Podcasts  Social Bookmarking
  • 21.  Characteristics of Search Engine Friendly Website  For each page, message, content, and metadata are consistent and optimized  Good site content in quantity  Clear, effective navigation  Content is fresh  Next Step, Drive Visitor Traffic  Search Engine Optimization  Pay-Per-Click  Social Media  Advertising
  • 22.  Create a professional, clean design  colors, layout, clutter, whitespace, consistency  Be consistent with visitor expectations  No mistakes  Grammar, Spelling  Browser compatibility  Add trust references  Industry groups such as IOFM, Media References, Reviews & Awards  Include customer testimonials  Pictures, names, titles, logos, and references add authenticity  Use SSL for SaaS and eCommerce  Be Consistent in Design  Same domain  Consistent look & feel  Be personal, be authentic
  • 23. Example: Oops. This site didn’t render correctly in Firefox Optimal color scheme? Note: The HP brand has earned trust in other ways If you go to a website that is “broken”, what’s your impression of the company and their solutions?
  • 24.  Capture contact information of prospects  You must give to get - provide relevant offers  Content - White Papers, Checklists, Forms  Free Trials, Special Pricing  Schedule a Demo, Watch a Video  Webinar  Live Chat  Put relevant offers throughout your site  Automate lead capture and tracking  Nurture your leads
  • 25. Example: Interior article page includes variety of offers on Right-Hand Column
  • 26. Example: Variety of offers on Right-Hand Column
  • 27. Landing Pages  Used for highly optimized lead capture  Easily tailored to a particular campaign  Copy and graphics are specific to a specific need  Decoupled from main website  Peel and stick approach supports many types and versions of pages Landing Main Campaign Traffic Pages Website Pay-Per-Click Leads Advertising Database Offer
  • 28. Example: • Anti-Virus landing page • Tied to PPC campaign • Used on keywords suggesting that the visitor is actively shopping • Optimized for purchase • Note: • Tuned message • Title matches search term • Minimal clutter • Limited visitor options • Obvious call-to-action
  • 29. Example: • SalesForce.com is very successful and they know how to sell online. • Strong brand promise – strong tag line • Offers • Navigation • Strong trust and credibility
  • 30. 1. Apply Strategic Focus to Lead Generation 2. Create a Compelling Home Page 3. Provide Compelling Content (in Quantity) 4. Provide Clear, Effective Navigation 5. Embrace Social Media 6. Be Search Engine Friendly 7. Build Trust & Credibility 8. Grow Your Leads Database A Lead Generation Website Helps Drive Your Bottom Line, Increasing Lead Flow and Lowering Your Cost Per Lead
  • 31. Please connect with me on LinkedIn, Myron Berg – mberg@fusionmarketingpartners.com  http://fusionmarketingpartners.com  LinkedIn: http://www.linkedin.com/in/myronberg  Twitter: @MyronBerg  Our Book: How to Create an Unstoppable Marketing and Sales Machine  Download the five FMP presentations at: http://fusionmarketingpartners.com/revenuenorth  Subscribe to our marketing blog: http://greatb2bmarketing.com

Editor's Notes

  1. Note the diversity of offers
  2. [