6 Secrets to Lead Generation: Create High Conversion Online Leads
Let’s face it, if you’re planning to drive new revenue you need one thing to start – more leads! It’s pretty basic, but the consumer lifecycle begins by building contacts in your pipeline. This is true for both the inbound customer journey map as well as the classic sales funnel. Do this effectively and you’ll make more sales and your product revenues will grow.
Careful now, not just any leads will do. The opportunity lies in the ability to identify high converting contacts. Finding these opportunities is possibly with digital marketing programs designed to meet business buyers where they go searching for answers, online.
The complexities of online marketing can be overwhelming when you’re just getting started, but it doesn’t need to be that way. Learn the 6 secrets to generating high converting leads online in our webinar.
Hi, my name is Taylor Pettis and welcome to today's presentation- Leads rule the key to high performance online lead generation. As we all know, sales and revenue begin with leads. Today's presentation is designed to introduce how your organization can generate more, higher converting leads by implementing just a handful of different digital marketing tactics. We will get this from Dan Derosier, a vice president and partner at Three Deep marketing. Before I introduce Dan, I want to cover just a handful of housekeeping items. First of all, we hope the presentation will be both informative and interactive, and to help make it interactive, please share your comments questions in the chat area of the webinar screen and I'll do my best to help Dan answer questions and keep up with him during the presentation so you have questions please keep them coming. The next item is we are recording today's webinar and you will be emailed a copy following the event so if you like what you see or want to share this presentation with your connections please feel free to do so. Now it's my pleasure to introduce Dan Derosier. Dan is the vice president of sales at Three Deep Marketing, a digital marketing agency located in St Paul Minnesota. He is recognized expert in channel sales and he has presented on this and other topics both in the United States and in Europe. Dan is passionate about using digital marketing to increase revenue and he's ready to share his thoughts with you so here's Dan Derosier.
DAN - Thanks Taylor. Welcome to our lead rule seminar. This is Dan Derosier with Three Deep Marketing. The reason that we're focused on leads rule it turns out it’s one of the more important topics that digital marketing companies are talking about today. The way we are going to start our presentation is we are going to show you a few stats about lead generation, then we are going to talk about how websites can help you get more visitors. We are then going to focus on how digital presence, if you don't have one, how you can use paid search to help get you there.
Then we are going to teach you how to turn more prospects into customers, understand how you can dominate local search, you know what to do with those leads aren't so hot, and ultimately going to wrap up and talk a little bit about how you can perpetually improve your lead generation programs.
So the reason why this seminar is so popular is that when you look at digital marketing objectives for B2B companies, generating leads is the number one objective when they talk about what they want to do from an online perspective and that really makes sense. A lot of the leads that are generated, whether they are traditional channels or on digital channels, it is about generating leads and turning it over to your salesforce to ultimately close. You can see secondary goal from a B2B perspective is drive sales. When you talk B2C companies, driving sales is the number one objective in a lot of them have e-commerce plays, but secondly the most important objective again is to generate leads for their organizations. In a lot of cases whether you're b2b or b2c, it's not always just a traditional relationship you're looking at where you have a sales rep and you have on your online properties, we're also talking about situations where organizations might have franchise or franchisee locations, might be a distributor or dealer network. The same principles apply to those organizations from a leads rule perspective as they do to traditional organizations that might have a brick-and-mortar retail locations or sales locations throughout the country.
When you think about your digital presence, I'd like to show it to you in this way. So your digital presence there in the middle is really your website, it's kind of the hub by which all activity happens, but there's different elements that drive to that hub. On the top you have paid media and the different elements associated with paid media, you have local search with Google my business, directories and reviews, you have social with Facebook, YouTube, Twitter other channels like Pinterest is an example, and then on the left you have SEO - on page SEO, content strategies, you know, also content marketing - these things all collect/create your digital presence, generally your website is the hub of this activity and now we are going to the figure out what are some ways to enhance that the further drive lead flow.
So when you think about that digital presence now imagine that's the top of the funnel, you have all these activities that are driving from the top of the funnel and what we're trying to do is broaden that funnel, get more relevant traffic in and that funnel then drives to your website, landing pages, which ultimately, we hope, turn into inquiries, leads, and ultimately customers. So what we decide to do for the leads rule seminar is break it down in this way where we are going to take the funnel from top to bottom and show you, specific ways where we found companies lack or have gaps or challenges in their lead funnel and we hope to give you some tips today that will help you improve yours.
So, our first point on lead rule is how websites generate more visitors. When you think about a website and you're found online, the way you found is something called organic search and most people when they are searching, in this case you're saying 79% of search engine users our frequently or almost always use natural search results, they click on them when they're looking for something online. So let’s take an example of if I was googling the best zero turn mower and was interested in buying one. So you can see three areas here you can see the product listing ads at the top, you can see paid ads off on the right, and then you can see organic search traffic on the lower left side. This is the traffic that were talking about and should link these areas that you should be found at where your rank organically. You can see here the top 3 results in the specific case are actually not lawn mower manufacturers at all, but, other sites that have an aggregated good content and its ranked well in the search engine indexing. So we're going to focus on how to improve getting companies that are actually selling more of the top ones here we'll talk about later as well as some of these lower ones.
When you think about search engine optimization most organizations have it wrong. What you hear most people say is look you just need more content, you just need more content, and make it relevant that is true but it's actually the second step of the process the first thing you need to do is you need to focus on the foundation of your website. These are the technical attributes of your website things like - are you getting server error codes? How are you doing redirects 301? 302? What's your server response time- google recommends that if you want to keep your ranking from an SEO perspective your search your server times are under 2 seconds - and then when you move up on the foundational areas you have you on and off page factors and we can actually show you some exact examples of what on page factors are so you're familiar with those and can monitor those yourself and fix them. After you've done those base foundational elements its only then that you should really start talking about developing your content strategy by doing some keyword research, writing new and relevant articles that are aligned with both the way people are searching and the product or services you offer and then doing content marketing, getting that content published and put in front of the right people at the right time.
Here's an example of TORO lawn mower website in so we're just using this as a way to give you an example of what are some of the elements that actually affect these base foundational SEO tactics that we talked about
A title tag here at the top, Toro Super Recycler lawn mower it should be descriptive and written in the native language if you have to be a multi language company
URL make sure that the structure is very clear and it doesn't have a question marks or other symbols that can confuse search engines and cause them to think that there might be duplication out there.
H1 heading think about that of the top part of your page and talking about what that specific category should be about. Ideally it should be non branded phrase. A lot of people might not know super recycler but they would know I'll push behind mower.
Alternative text search engines can't read images and so you have to have text behind the image that actually describes what is actually on that page and then.
H2 tags or headings are further descriptions of the page and pages can have more than one but when you're talking about a title tag, H1 usually have one per page.
So with that as a foundation those are the things you should start with as far as fixing the foundation of your SEO pyramid and one of the tools that we us. We use multiple tools when we do these scans for clients as we call them. One is Screaming Frog. So our suggestion would be take your website run through screaming frog. It's a free tool and It'll give you an assessment of how well you're doing you might be surprised in many cases were finding when we do these assessments that most organizations are in the 35 to 55 percent range relative to what we would call search engine effectiveness that means they're about running at half speed they could be doing a lot more in that area and could be found substantially more frequently if they would just fix some of those base elements.
Once you actually do that assessment then take those low hanging technical challenges and fix them on your site and if you’re not if you're not sure how to fix them then work with a reputable SEO organization to help you do that. Now that you fix the foundation, want you to do is focus on keyword research. That will tell you what are popular terms out there relative to the target markets that you're going after and then you use those keywords to think about what content might be relevant and then now the hardest lifting comes its actually to write you know good engaging relevant content and then optimize it before you put it on the web and then after you're done that certainly publish it but have an ongoing SEO plan. SEO is one of those areas, there's a couple hundred algorithms that Google, as an example, uses for search and they're always changing so you always need to be refreshing and looking at a SEO if you want to stay up there and keep your organic rankings and get more visits for people looking for your products and services.
Now we are going to focus on point two which is getting a digital present so potential buyers are were there actually searching. Forester did a study that basically said, "Look most people click on the first three or four results and then move on". We all know what move on means, move on doesn't mean going to page 2 or page 3 what it means is move on means I hit the back button I read tighten a different search string and then I hit and over again and kind of figure out exactly what I found if I don't find it I do the same thing again. its very unusual that most people go to page 2 or page 3, in fact from an organic perspective about 70% of traffic always ends up clicking on page one. A way to augment is that you might use paid media to augment that if you're not showing up on page one for certain terms.
Before we actually show you how to do that a lot of companies actually asked us will how do I know if I'm getting enough traffic from an organic perspective to even decide whether I should focus on doing some paid media. Hubspot did a study about a year ago and what they were able to determine is that it's actually based on the number of employees that sort of dictates about how many weekly website visits that a website typically gets and it kind of makes sense you would think the bigger the organization the more pages they would have so it sort of makes sense that it would also sort of equate to the number of employees. So as an example ill just pick on the 51 - 200 range if you're A B2B business you should on average be getting about 711 searches/visits a week if you happen to be a B2C company about 1600 searches and that's pretty typical that B2B companies are about half or less of what B2C companies. So, this is just a general guideline but it'll give you some indication as to whether you need to spend more time from an organic perspective that we just talked about because I'm not getting enough traffic or that traffic doesn't culminate in enough in inquiries use paid media to drive additional traffic.
So just go back to refresh everybody we are going to go back to a search screen in this specific case I'm looking for a siding contractor and again you can see the paid traffic up on the top left and right and you can see organic traffic in this case we're really talking about paid traffic and how you can drive more leads.
Here happens to be a company that's a siding contractor down in Texas - Amazing siding. Now I was looking for siding but when I landed on their page amazing siding does lot of things they have infinity windows, James Hardie, Marvin windows, Integrity, Provia. In a lot of cases if I'm looking for side and I land here I'm really confused and I'm not exactly sure what I should do. I might not even know that James Hardie is a siding contractor yet so in a lot of cases what we've done as we work with major manufacturers in the top dealers in actually very focused pages that support the local brand, Amazing siding in this case and the manufacturer, in this case, James Hardie. What we're doing instead of driving them to the dealer’s microsite, were actually driving traffic to these co-branded paid landing pages or microsites. The good news about this is very focused homeowners get here they know what the next steps are and what we found is that we been able to increase conversion rate on this pages reduce the cost per inquiry, increase lead flow and actually drive more demand for both the manufacturer in this case Hardie as well as the dealer in this case amazing siding and imagine the amplification you get when you implement holistic programs like this for organizations that have hundreds or thousands of dealers.
If you're thinking about doing paid medium a lot of people don't understand that they really have a double, what I call the double funnel. What I mean by that is a lot of times we work with companies that I go how are things going currently, what they'll tell you is that well I got about a five-dollar cost per click in this case. My comment there is what's really your cost per acquisition and what's your cost per sale, and we are going to to talk about that. So in this specific case, just saying in this given market there's about 200 searches, X number of impressions, how many people actually clicked to visit and the click through rate is when somebody actually clicked on your ad it cost you $5 but the more important factor here is conversion. If your website or your landing page has 3 percent conversion you're really had a $167 cost per acquisition that's the initial number that you should really be looking at to know where there's a payback for you and the pay backs all going to depend on your profit margins and the selling price of your projects etc. So these 100 inquiries we received cost of each $167 but those are raw queries those aren't leads yet but you have to understand how is the second funnel which I call this the raw inquiries, we have a 100 inquiries, you have to understand what happens with your CRM systems in what sort of close rates you have once you get those raw inquiries.
We are working with some companies where we are managing the inbound lead flow so we kind of have an idea and your funnel will be different than others but here's a pretty typical example of companies that are in the home improvement space. You get about 60% of those hundred inquiries are set into appointments. 75% of those are issued 75% of those there's actually a demonstration whether its at a retail location or an in home demo and 12 of those deals close and these numbers to the right are indicating the fall out that happens at each of these steps and the opportunity we are going to talk about later is there some nurturing opportunities for these leads that didn't initially close but should still be marketed to get incremental quality leads and push those again to the sales organization. So you can see from here 100 initial inquiries 12 let's try to increase the close rates and let's make sure that we nurturing the leads that don't close.
We talked about the cost per click we also talked about at a 3 percent conversion rate that's now $167 so don't focus on cost per click focus on cost per acquisition, but ultimately want to understand what happens with that cost per as you drive further down the funnel in this case it cost organization $411 of marketing for $25,000 deal that's about 5.6 percent is that good, not good, it really depends on the industry, the product and the profit margins of those organization. These are the things you should be focused on understand whether paid media makes sense for you so in summary around paid media talking about this part of the funnel look at the cost per click and the cost per acquisition one of the tools that we like to use is Google Keyword planner, it’s a great tool, it's free you do need an AdWords account but you don’t have to use your credit card so that's a great tool that we use. Calculate not just the top of the funnel but your sales funnel and then after you've done that you still feel that there's opportunities there then create your ads, launch them - we typically launch on Google first. Collect data to make sure you're seeing success before we launch on other search engines like Bing or social media whether that's Facebook or other channels. Then from that you've got to look at these campaigns on a regular basis optimize them and change them because it is very competitive environment and if not managing as you can spend a lot of money quickly and not see the return that you're looking for
Our third point is how do you convert more prospects into customers. This is a critical area and it's often overlooked by many, many organizations. Target marketing had an article that was quoting Forrester Research and said the average conversion rate on website is about 2.9 percent. Frankly I think that number is high in a lot of cases when were working with organizations that are trying to improve their conversion rates it's closer to really the the 1 percent or 1.5 percent range but we're going to use the 3% for this example but that would be a benchmark if you look at your website are using things like Google Analytics you can decide what sort of conversion rates you have a currently on your website. Let's take that conversion case of 2.9 percent and let's go back to the example were using earlier and if you happen to be a B2C to company with 1600 visits a week to your website times 52 times 2.9% would give you 4300 raw inquiries per year. The thing you can use here as when you understand your traffic - are those going to be sufficient to drive to your sales channels to actually close and will digital actually support enough revenue activity that meets your business objectives. The comment that I want to make here and then we are going to talk about is if you could just increase that conversion rates slightly how many more inquiries could you actually receive? The way to do that is something that we call the four by four. The 4 by 4 it's this conversion guide that we've developed internally that we work with clients on and the four by four are really the four things on the left the first thing when you have a page whether it's a landing page, or a website, is are people able to quickly recognize who the company is and do they appear credible what are they offering are they offering the things that I was searching about the product or service I was searching about and what's the call to action is the call to action compelling enough that it gets the person interested to want to place a phone call or a fill out a form because when we were talking about conversion here we're talking about both were talking about a way were somebody identifies them selves so either your inbound sales team or your sales organization can follow up with them whether it's by email or phone you want to make sure that the call to action is a compelling enough they should get that buy in. for elements of the four by four strategy are really the buying modalities that the Eisenberg introduced several years ago if you want to read a good book, waiting for your cat to bark is an excellent book I'd recommend it.
The thing that they talk about here is that there are 4 buying modalities if you haven’t done specific personas, this is a great way to get you in the game and make sure you have information that's compelling, whether a person happens to be a competitive buyer, a spontaneous buyer, a humanistic buyer or a methodical buyer, your online properties has to appeal to all four buying modalities otherwise, you're losing traffic and losing conversion. This topic alone could take an hour and might be a subsequent seminar.
Here's an example of a client we worked with, that happened to have over a hundred dental locations. On the left they had a website with lots of distraction. As you know because it’s a website as you know most websites have multiple navigation, we are putting x's over them because we want to avoid navigation. Anytime you have other placed people can go, they end up sucking away your ability to convert them to traffic. So we are x-ing out all the areas where we don’t want people to go, the big thing we want them to do is request an appointment. The other thing that we found when we did some research on this is that almost 50 percent of the traffic was coming from mobile device and in the case on the left, since it was not a responsive website, and when we redesigned it, not only did we keep in mind the 4x4 that we discussed on the previous page, and applying to the 4 buying modalities, we also made it responsive. So you can see the page on the right, we have condensed it, we have reduced the navigation and the goal here is to make sure people understood what we were looking for. We are looking for a request of an appointment. So either call or fill out a form to create an appointment.
The interesting thing here is after we launch this new page not only do we increase conversion rates from 3 to 8 percent we also were able to reduce their cost per acquisition substantially and actually increase their lead flow.
So let's look at an example of the same sort of idea that we were talking about earlier if a person was getting a 3 percent conversion rate going to 4.5 percent some people it's only a percent and a half really a 50 percent increase in conversion rates and you can see with the same amount of a paid media spend the number of conversions you have we go from a hundred to 150 and now if you still have the same funnel internally those hundred fifty would equate to instead of 12 deals 18 deals or in this example $150,000 more of incremental business that month by just changing a webpage into a highly converting landing page.
So, in summary, converting prospects into customers really review your online funnel and see and understand your conversion rates. If you’re using paid media, focus your initial landing pages on those activities because you're probably spending more money with Google, Bing and search engines on a regular basis, start there, conversions can help drive leads higher and your cost per lead lower. Then identify what sort of language would be identified for the buying modalities and there are lots of information online. Then drive incremental content and messaging around the 4 buying modalities on a very focused landing page with good calls to action and then write your landing pages up with that information in mind. Then we always suggest to do AB testing, don't drive all your traffic to your new landing pages or website pages, drive some of it, do ab test, pick the winner and then continue to optimize.
The fourth point we want to talk about is ways you can dominate local search for many of the organizations that are on the phone today or others, you have locations. Locations could be sales locations they could be retail locations they could be a franchisee location they could be independent dealer distributor locations all of those are important if you're trying to be found in your local geography and why is it so important? One in five searches are we related to a location I'm looking for a siding contractor in St Paul and 45 percent of those have local intent what they mean by that is fine typing in a siding contractor in St Paul I'm not doing that for fun I want to find somebody in that geography or I'm looking for a hair salon in St Paul there's usually purchase intent associated with it so that's why it's important that you actually show up you have you have a local presence you need to make sure that you show up.
So, here’s an example. I happen to look for an internet service in Walker Minnesota again we've got paid ads you've got organic ads we've already talked about those. now we are talking about this middle area where you see the map / up on the top right in this case it happens to list Arvig local provider of Internet service that's the area that were talking about one thing you need to keep in mind is that there's different search algorithms this is the page there's different search algorithms that are used between paid organic and local so you just can't do the other two that we just talked about you have to focus on local it uses a different search algorithm and we're going to talk about the things that matter there. so if you have location based organizations that you support on a national level it's important to understand what those mean. the first one we're going to talk about is called the NAP the name address phone number and I'm using a tool hear that I would recommend called Moz local you can I do some searches for free if you want. More extensive things you have to pay but the net is what I did is I found arvig has multiple locations in a location where using this tool we actually found three locations that’s bad you need to standardize and have one location in here we have two it needs to be verified like they've done at Walker, eliminate the other one, and what you do as a guideline you can see that the almost look same but they're not the same one has avenue and one has Ave West the way these things are indexed and correlated you need one actual physical address and we suggest using the postal address that’s typically assigned to you by the post office net these down to one it helps with search engine indexing for local. another part of the Moz local element is actually tells you not only when you're is your name address phone number correctly how your citations doing in this case its list of the top 15 and I can tell you which ones are missing in which ones are done and which ones are done well in this specific case out of a score of the hundred this location score - 16 so lots of room for improvement from a local perspective.
You have to understand though that this is a very complicated ecosystem and they actually feed off each other so if you have bad information as part of like lets say you're using Moz local for example if you have bad information to start with it just perpetuates itself through the rest of the local digital eco system there's over 200 direct reason citations and places that you can be found from a local productive and that's why it's important to start with getting your data accurate and then focus on the top directories and then they will filter through some of these other directory so your found frequently online.
So from a local search perspective first thing is research your listings and find out if you have physical locations whether the retail stores or independent dealers make sure those listings that you have just one listing and Moz local is a good place to start to find out if in fact you do have that in them verify it.
Fix the NAP the name address phone number if that'll improve consistency and eliminate duplication and then start with the key directories like Google My business, Yelp, some of these other directories in then actually whatever you’ve done make sure that you tell your other locations or put together a plan to have retailers or dealers or other franchisees follow the same format and then and it's extremely critical is get reviews. Once you have a client and you surveyed them and you know that they're going to probably provide a positive review ask them for reviews on several of the review sites those actually help you come up in the local directory.
Our fifth point is what it does with leads that aren't so hot work were suggesting providing some mechanisms to those leads marketsharp did a survey they found that 79% of marketing leads never converted sales in fact we kind of used a funnel chart earlier that kind of indicated the same thing. Unfortunately, what is happening is most of these leads are falling by the wayside because of a lack of consistent follow up so the place in the funnel that we are really talking about here is inquiries. When inquiries come in, not all of them are sales ready but lots of organization what they're doing is there actually passing in the example that we talking about early all 100 inquires they’re assuming they are leads passing them on to their sales channel or their dealer channel and letting them do all the heavy lifting instead what you should do is we should actually be finding about those leads in making sure that they're actually quality leads passing those on to the sales organization and nurture the other ones through a set of communications whether its email, direct mail, or other email or phone until those leads are ready to buy. And the reason you want to actually intercept these calls especially ones that come from an online perspective. The study that was done by leads360, if somebody finds your digital property and they happen to phone you if you answer that phone call within one-minute vs just 3 minutes you increase the likelihood of conversion by four hundred percent. what we mean by that is that you're more likely to get that person's name email and phone number and convert them into somebody you can actually talk to that raw inquiry if you do that and the other thing you need to keep in mind and why nurturing is so critical if somebody fills out a form and now you have to reach back out them to actually follow up with them to say hey I see you contacted us and we'd like to contact you back to set up an appointment or whatever your next step is in the sales process on average it takes 6 attempts to get 93% of those converted most sales reps or dealer channels just don't have the tools or the disciplines in place to call that many times will call one time couple times and then give up so you need to centralize institutionalize these processes before you actually turn leads over to your sales channel or your distribution channel.
The process that we recommend would be this if you the following a member of big final of you right now comes in the inquiries our suggestion is to intercept all these calls with an inbound sales team or an outsource contact center that way the person can collect that information they can see where that homeowner or business is located and is it close to a dealer or a rep in a given geography of that information into a CRM database they can use qualification criteria to determine whether that lead is hot if it is in the in the phone call they can do a life transfer to that the dealer or if its an email to go there is for that lead to the case were talking about a homeowner lead that they have an in home demo, the goal is in this case we are showing up a decking job in the ultimately that dealer actually reports back and let us know in our CRM system what happened with that specific homeowner in this given example or it could be a sales lead same ideas apply but if the leads don't close the ones that aren't qualified make sure those are pushed into a lead nurture campaign as opposed to sent to the sales rep or the dealer channel and the reason this is important is this slide is if you look at what happens when these raw inquiries come in. we work with a lot of organizations were our in bound contact center is actually taking those leads we're finding that, about in this specific case, with this client, about 57 percent are actually qualified enough to get set into an appointment with a full almost 18 percent of them were disqualified right off the bat they were calling about a maintenance issue or they had a warranty question or they were looking you know maybe they too small so they're always going to be some initial disqualifications? And the ones that aren't disqualify get set a new appointments appointments are issued but you can see this drop out that we looked at earlier we have 18 that would disqualify 12 that were closed, that means there were 70 people in various states of interest that didn’t disqualify themselves that are still interested in your product or service and its very unlikely that the sales organization are following up with these 70 leads - assuming they are getting 70 next week or next month. So it is critical that marketing takes on that role and drives a set of communication that further substantiate the value proposition of your product or service and get more of those to a close state.
Here's just another way of looking at it 35% of them still need or more need nurturing and you can drive those further down the sales funnel and only take the ones that are that are qualified and give those to the sales channel.
So in summary on lead nurturing really look at your sales funnel and understand how many leads you're passing on those inquiries that you're passing on your sales channel how many of those really need further nurturing and then set up a very simple campaign make sure that your emails if you're using email which we would suggest as a part of your automation tactics, make sure they are responsive develop a nurture campaign with X number of messages, start small you know maybe three four messages over x period of time extra time typically would say what's the typical buying period Let's say if the typical buying period is a couple months put in three or four communications / 3 or 4 months for months time period or 2 weeks 3 weeks whatever turns out to be what are the typical buying cycle is and then also don't just think about lead nurturing for turning more prospects into quality leads but also use the same techniques to thank clients for their business ask them for reviews which will also help with local search but the main goal here is you're trying to get more qualified leads back to your sales channel and let them focus on the quality leads that you pass on to them.
The last thing we talked about how do you find ways to improve your programs. Marketing 123 did the study and they said which channel has the most positive impact on revenue. Well we already talked about email as part of a lead nurturing strategy we talked about SEO as part of driving more leads to your website, we talked about paid. The biggest area was the not sure what was actually driving positive ROI, and the reason that most companies say that they're not sure is they don't really have adequate measurements in place. We have worked with many organizations and we will ask them what their business objectives are and let's use an example I want to grow in 2015 I want to grow my business by 10% and we then ask what are the corresponding digital metrics that would actually support that and we get blank stares and they go what do you mean well a comment there would be if you want to grow your business by 10%, let's say you're getting 50,000 visits a month in traffic, what’s your plan to get that to 55,000 visits if you're going to grow 10% don't you have to go your digital properties accordingly a lot of companies just haven't thought about how important their online presence is and how they have to map their business goals against their digital properties as well as all the other marketing campaigns that they have planned so we generally say make sure that your business objectives are aligned with your online goals develop KPI's whether their visits inquires, revenue targets from your online properties set those targets and then make sure that you've configured your reporting tools to actually measure those - a lot of cases were the 32% said I'm sure it's because they don't have proper measurements and place to understand which channels are actually driving their lead flow.
A lot of the metrics that you commonly think about might be like web visits or traffic sources you know what kind of conversion rate you're getting some of these are great indicators and one of the tools we often recommended is Google Analytics or Google tag manager make sure you're using these tools for top of funnel from your online properties make sure they're configured properly and you're getting the right information out of them so you know what online programs are working for you but we also talked about sometimes cost per acquisition return on ad spend revenue by channel some of these metrics are really part of your CRM tools that you have internally as these raw inquiries come in what we suggest is creating reports that combine some of the online data that you're getting from Google Analytics with the information you're getting as part of your sales cycle combining those to give you better reports that show you frankly what sort of lead flow and what is your sales funnel really look like here's an example of some of the charts that we've done for clients were there focused on conversion rates and organic landing pages and looking at things like you know where the typical sources are coming from these are - we call these dashboards - where you're trying to summarize a 33 page Google report into a dashboard that's more readily readable and more actionable. So when we talk about this measurement and reporting area, this is how you're really going to prove you have to have the right tracking in place otherwise the goals you're trying to achieve I'll just won't manifest themselves so here's a sales funnel chart similar to the one that we've been looking at around driving we talked about driving traffic top of funnel so in this specific case, this is actually a client example who is getting 50,000 visits of traffic a month but they also have retail locations so 50,000 visit a month we're tracking at the top of funnel that 10000 of those are going to retail, they are looking a specific store or independent dealer locations they're getting video plays we call those top of funnel metrics and then from there are you now want to start attract what's the middle funnel metric. Middle funnel metrics we think about as things, think about inquiries you've actually asked that person to pick up the phone and call you now have their phone number you now have their email address in a specific case these are the types of tracking brochure downloads contact us forms quotes calls that came specifically from organic pages calls that came from paid media and now they have a total inquiry of 4150. So those raw inquiries have been automatically collected and put into their CRM tools by source now they're tracking further down the funnel of those 4100 inquiries how many get qualified how many gets appointment issues how many actually have demos and how successful was there sales organization and closing them. In this specific case in this month they had 490 units there average deal is 14,500 they're pretty confident they close seven million over 7 million dollars of business from their online channels all the way through their sales organization so this is top to bottom funnel tracking it's not something that's easy it takes time to get there but the ultimately this should be your goal so you have a better idea what's working and not working across all your channels but specifically your digital channels.
So in summary what we would suggest is focus on one or more of those areas what we talked about initially was look if your website if you're not sure your website is getting enough visitors start with a foundational SEO scan and then after you fix your foundational elements work on getting more relevant content but start with the SEO scan, screaming frog is one of the tools that we talked about that's free you can use leverage paid media so your found more frequently. Sometimes clients asked us well should I do one or the other we say do both you want to be found both from a paid media perspective and organic perspective that's like showing up twice on a billboard use the google keyword planner that can help you come up with a cost per click and then do some estimates on how far down the sales funnel what would your actual cost per acquisition. When you're trying to convert more prospects in the customers start with landing pages and make sure that it meets the four buying modalities that we talked about and conversion also is about rapid response and we talked about having a centralized area where you're taking all the leads qualifying them and then only turning those over to your dealer channel for follow up clean up the NAP remember that that's talking name address phone number you can use Moz local to do that if that deck directory consistency there and then always ask your clients for reviews that will help you dominate the local search and then centralize and qualify all your inbound inquiries we would suggest having a centralized inbound team before you push them out to your sales reps or your dealer channels and then create a trigger nurture campaign for your not so hot leads or actually even after you close your customers asking them for reviews is another great area to do a nurture campaign. And then make sure that your online goals are aligned your business goals If you're growing your business x percent, correspondingly you should have your digital properties growing in the same way driving more visits and more leads and then make sure that you have your tracking set up properly in Google Analytics so you can measure consistently what's working and what's not working.
Here are just a couple examples of some clients that we work with around lead generation and how we been able to help them, where in every case we been able to help them drive higher conversion rates increase lead flow reduce the cost per inquiry and as importantly start to get a handle on their overall sales funnel from a lead generation perspective so they can actually determine are we really getting the ROI that we would expect from an online perspective around lead generation.
Here's a little bit about Three Deep. We are based here in St Paul, we manage a lot of spend, we work a lot with clients and we have certifications around AdWords and Bing and Google Analytics certification, we made the Inc. 5000 list, we've got some other certifications with Salesforce, and we've been named a Minnesota best company to work.
If you would like to learn more about either lead generation or some other eBooks that Three Deep has, we would suggest downloading this free guide marketing in the age of the carefully considered decision. It’s a more robust ebook it talks about a lot of things that you that we've talked about here and subsequently more its available on our website or if you're interested in a free lead generation assessment we're happy to provide that to qualified dealers we help score your current lead generation effectiveness in and really outline some opportunities that might substantiate getting better lead flow and having a better understanding of what's working and not working. If you have an interest there send your request to firstname.lastname@example.org Thank you for your time, we are going to turn it over to Taylor and see if there's any questions for us to answer.
Taylor: Sure so we had a couple of questions. First of all, Dan, I would like to thank you for your time and I would like to thank everyone for attending and for hanging into it this day so it looks like there more opportunities for the ebook to be downloaded and if you have questions for Dan, please type them in. One question that came up earlier which I think is a good one, you talked a little bit about landing pages but the question that came up during the presentation was, what information should I collect on my landing page.
Dan: That's a great question we try to do is say try to collect as little as possible but enough that you can actually follow up on the lead so certainly phone number, a business name, email address, and then maybe one or two attributes if you have multiple products you know what product are you interested in and maybe a time frame we try to keep it less than 7 questions on a form specifically otherwise we find the abandoned rates and get a conversion actually start to go down so keep it minimal but enough that you can reach out to the person and use that reach out as a way to collect additional information when you get a hold of them.
Taylor: Another one that came up is - do people really click on online ads, so you’re talking a little bit about pay per click advertisement and you’re talking about SEO and it seems this person might be a little bit more skeptical about online advertising. Any insight you have have about its effectiveness?
Dan: Yeah, again about 20 percent of the people will actually I click on an online ad, the rest of them are either clicking on a local search or organic search so we always tell clients if it's good to be both places but you have to understand from a paid media prospective some of the reasons that people don't do it is don't fully understand the metrics and that's why its important to understand your metrics to know whether it's going to actually work for you in a lot of cases it can work and in a lot of others it doesn’t and we work with clients where they said they would like to do paid media and we've done the research on keywords, figure out the cost per click, what their average selling price was in some cases it doesn't make sense so, yes it doesn’t always work for everybody, about 20 percent of the population do click on it and it's important to be able, in the paid area, and the organic area, it is what we call the double whammy you show up twice more likely that somebody's going to click on it.
Taylor: Another good question here from the classic quantity versus quality. So quantity of leads is one thing but how do I ensure quality?
Dan: If you feel like you’re getting poor quality leads it could be the messaging on your website it could be the types of ads that you might be doing from a paid Media perspective that is attracting the wrong kind of prospect to your business it could also be that you don't have a filter or like my suggestion was there were have a specific set of criteria that you're using every single time, have it centralized so you have inbound sales organization that's taking those inbound inquiries but they're doing the qualifications and then only passing those on to your sales organization. When you do that it'll start to tell you are you getting you know if over 60% of your leads are unqualified you probably have some messaging problems in either your ads, or on your website that's not attracting the right type of business to you.
Taylor: I think we will take this last one right here. It sounds like when we cross this redesign your websites and they need tips. So there's website redesign, and there’s landing page design and you talked a lot about landing pages. What would be some tips in just building a website in general or redesigning some of these websites.
Dan: Great question. Interestingly enough, if you’re in the throws of a website redesign, you really need to probably seek outside help in a lot of cases if you have your current website has a lot of organic traffic already and when you redesign decide if you don't map on the old site to the new site all that equity that Google and other search engines have built up, you can lose and we worked on three examples in just the last 18 months where clients have launched new websites didn't have a very robust SEO technical plan and in several cases lost over 50 percent of the traffic after launching on the new website so there are some critical technical elements to it, if you don't feel like you have a handle on it internally from an SEO perspective higher a good SEO agency to help you with the website migration so your traffic goes up after a new launch of a website not down.
Taylor: That’s a great response, thank you again Dan for your time today. Thank you everyone for attending, I hope you will take Dan up on his offer to download the ebook and it looks like a great opportunity for a lead generation assessment. Thank you again for your time, Dan, I appreciate it.
Dan: Thank you again everybody and I look forward to talking to you several of you. Thanks again.
About the Presenter:
Dan Derosier, Vice President of Sales
Dan has spent more than 25 years providing enterprise solutions to both Fortune 500 companies and midsize businesses. Throughout his sales and management careers at IBM and Oracle, he has developed a reputation for increasing revenue, improving marketing programs and growing channel partnerships. Dan leads direct and channel sales efforts for Three Deep Marketing, helping large companies and their independent sales channels; such as home improvement contractors, leverage integrated online marketing programs across a complex array of site, search, local, social and mobile campaigns.