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Digital Marketing: Generating More Leads

Online

April 16, 2015

» Why online marketing and sales is crucial for B2B

companies

» Different options for “localizing” your website to reach

new international customers

» How your company can snag customers early in the

sales process

» How to generate more sales leads with your website

than you thought possible

» Real life examples of lead generation online

» Q&A and discussion - we want your questions!

What we’ll cover today

How the web has changed B2B selling

» The buyer has almost total control in the sales

relationship

» Your sales person is no longer the information

gatekeeper

» The buyer is more informed than ever

» Sales: from “always be closing” to “always be helping”

» Your website: from “contact us” to “educate us”

How the web has changed B2B selling

Up to 90% of the sales process occurs

before a buyer reaches out to your

company.

- Forrester Research, 2012

Source: moz.com

Dressing your website for success

» Be the “hub” of your online presence

» Be a sales tool, not a brochure

» Be a destination or “next step” for all of your marketing

outreach

» Be written for your customers, not your company

» Be accountable for key metrics every month

» Not be an art project

» Not be a IT project

Your website should…

Your website should not…

» Depends on what countries you’re targeting

» Every language increases the time and effort needed to

maintain your site

» Consider effort versus return: For example, translating

your site into Spanish gives you access to over 20

countries

» Tip: Translate your best-performing content into other

languages

Do you really need to translate your website?

A multilingual website is any website that offers

content in more than one language.

www.yoursite.com/fr or www.yoursite.com/es

A regional website is one that explicitly targets

users in different countries.

www.yoursite.ca or www.yoursite.co.uk

Multilingual vs. regional website

Multilingual websites

PROS» More economical: Design and maintain only one website

» Translations can be managed in one place

» Easy for a visitor to toggle between languages

» Makes your company look “larger” to search engines

CONS» May not have as much visibility in search engines in other

countries

» Your company doesn’t appear as “localized” in other countries

» Possible website slowness due to server location

Multilingual websites

PROS

» Makes your company appear more “local” as if you have one or more

offices in that country

Examples: yoursite.co.uk or yoursite.ca

» Delivers strongest signal to search engines that you are targeting a

specific country

» Can target different keywords in different countries

CONS

» More costly: domain fees, translations and separate websites to build

and maintain

Regional websites

Using the Google Translate “widget”

» Translation can robotic, unnatural, or culturally irrelevant to anyone who

speaks the language natively

» Generally not recommended

» Can be acceptable when unsure about marketing targets

» Website Localization: 7 Handy Tips For The Enterprise Website

» http://bitly.com/websitelocalize

What about Google Translate?

Cultural differences

USA(cat.com)

Middle East(middleeast-africa.cat.com)

Content differences

USA(rockwellautomation.com)

Portuguese (Brazil)(http://www.rockwellautomation.com/pt_BR/overview.page)

Browsing differences

How to generate leads with your

website

» Highly-considered purchase

» Researching solutions and alternatives online, using web

to learn

» Up to 90% of the sales cycle happens before they

contact your sales representative – they research

independently

» Buyers don’t want a “sales pitch,” they want to be armed

with information that’s helpful in the decision making

process

Remember what we know about your

buyer(s)

Most companies don’t

get leads from their

website because they

lack a plan.

Your goal is to engage customers with the right

information and the best possible experience at every

stage of the buyer’s journey.

Lead generation blueprint

Lead Gen Offer“The Complete

Chemical Storage Guide for Wastewater

Treatment”

Decision Stage Offer

“Talk to a Chemical Storage

Expert”

Email Workflow / Nurturing

Blog Posts

CTAs

Landing page / Lead

form

Social Media

SEO

ATTRACT CONVERT CLOSE

Email

STEP 1: Create relevant blog content that

addresses prospects’ needs to attract our target

audience.

» Companies that blog get significantly more website

visitors than those that don’t

Blogs drive more traffic

Blog content should be optimized with appropriate

keywords so that it is easily found via search

engines.

STEP 2: Create intriguing in-depth content offers

to convert website visitors into leads.

STEP 3: Close leads into customers by providing

additional information via email.

» Here, the sales team follows up

with leads to help close them to

customers.

» Blog content sent to leads via

email can be used to reinforce

the sales position.

STEP 4: Delight current customers to turn them

into promoters of the brand.

» Updates on social media help

us stay top of mind with our

customers.

» Automated email sequence can

regularly touch base with

customers without bogging

down the sales team.

Real life example #1

1. Searches for “icao and sms faa timeline”.

2. Finds blog post on setting a timeline for

SMS implementation.

3. Clicks on the link to visit a company blog.

Real life example #1

4. Clicks the call to action on the blog

to download a Safety Brochure.

5. Fills out name and email address to

download a Safety Brochure.

6. New lead enters sales follow up process.

Real life example #2

1. Searches for “fiberglass tank or plastic tank”.

2. First result is blog post comparing plastic

and fiberglass tanks.

3. Clicks on the link to visit a company blog.

Real life example #2

4. Clicks the call to action on the blog

to download a product catalog.

5. Fills out name and email address to

download the product catalog.

6. New lead enters sales follow up process.

Sounds too good to be true?

Google’s mission is to organize the world’s

information and make it universally

accessible and useful.

Blogs help attract qualified prospects

Results are not immediate

Results

» Scalability - more offers, more leads

» Reliably full sales pipeline

How do you get started?

» What industry?

» What challenges do they face?

» What questions do they ask in the sales process?

» What tone should you take?

» What common objections do they have?

» How do they decide when to work with a company like yours?

» Resource: 4 Steps to Building Rock-Solid Client Personas - http://bitly.com/wcpersonas

Understand your ideal buyers

» Ask sales reps what questions they

answer most commonly

» Address customer pain points

» Comment on industry topics or trends

» Help prospects decide between 2 options

» Resource: What Exactly is a Business

Blog? A Beginner’s Guide –

http://bitly.com/wcbizblog

Figure out what to write about

QUESTIONS?