webmarketing123 webinar: the-dos-and-donts-of-organic-lead-generation-07-06-2011
TRANSCRIPT
![Page 1: Webmarketing123 webinar: The-Dos-and-Donts-of-Organic-Lead-Generation-07-06-2011](https://reader033.vdocuments.mx/reader033/viewer/2022052619/5557b7eed8b42a696c8b4fc4/html5/thumbnails/1.jpg)
The Do’s and Don’t of Organic Lead GenerationStrategies for staying one step ahead of the competition
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![Page 2: Webmarketing123 webinar: The-Dos-and-Donts-of-Organic-Lead-Generation-07-06-2011](https://reader033.vdocuments.mx/reader033/viewer/2022052619/5557b7eed8b42a696c8b4fc4/html5/thumbnails/2.jpg)
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Are the slides available?
Yes! Please email [email protected]
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Housekeeping Items
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1Drive the Right TrafficDiscover industry trends and choose the right keywords that will have the
greatest business impact
2 Simplify Your Sign Up ProcessOptimize your funnel so conversion elements are easy to identify
3 Test, Analyze, and ReiterateA/B testing basics, monthly review process, and forecasting
Webinar Agenda
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#wm123
1Drive the Right TrafficDiscover industry trends and choose the right keywords that will have the
greatest business impact
2 Simplify Your Sign Up ProcessOptimize your funnel so conversion elements are easy to identify
3 Test, Analyze, and ReiterateA/B testing basics, monthly review process, and forecasting
Webinar Agenda
![Page 5: Webmarketing123 webinar: The-Dos-and-Donts-of-Organic-Lead-Generation-07-06-2011](https://reader033.vdocuments.mx/reader033/viewer/2022052619/5557b7eed8b42a696c8b4fc4/html5/thumbnails/5.jpg)
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Google Insights, www.google.com/insights/search
Do: Compare Long-Term Industry Trends
![Page 6: Webmarketing123 webinar: The-Dos-and-Donts-of-Organic-Lead-Generation-07-06-2011](https://reader033.vdocuments.mx/reader033/viewer/2022052619/5557b7eed8b42a696c8b4fc4/html5/thumbnails/6.jpg)
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Google Keyword Tool, https://adwords.google.com/select/KeywordToolExternal; drill down to “phrase” and “exact” matches
Do: Target a Mix of Broad and Specific Keywords
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If you do this, progress will be slow, especially if you’re just starting your SEO campaign
Don’t: Target Only Head Match Terms
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Develop a “mapping” document to guide your optimization and create themes across your site
Do: Drive Traffic to the Correct Pages
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This confuses search spiders, thus hurting optimization results
Don’t: Optimize Same Keyword Across All Pages
Cloud computing
Cloud computing
Cloud computing
Cloud computing
Data Center
![Page 10: Webmarketing123 webinar: The-Dos-and-Donts-of-Organic-Lead-Generation-07-06-2011](https://reader033.vdocuments.mx/reader033/viewer/2022052619/5557b7eed8b42a696c8b4fc4/html5/thumbnails/10.jpg)
#wm123
1Drive the Right TrafficDiscover industry trends and choose the right keywords that will have the
greatest business impact
2 Simplify Your Sign Up ProcessOptimize your funnel so conversion elements are easy to identify
3 Test, Analyze, and ReiterateA/B testing basics, monthly review process, and forecasting
Webinar Agenda
![Page 11: Webmarketing123 webinar: The-Dos-and-Donts-of-Organic-Lead-Generation-07-06-2011](https://reader033.vdocuments.mx/reader033/viewer/2022052619/5557b7eed8b42a696c8b4fc4/html5/thumbnails/11.jpg)
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Is Your Call to Action Obvious?Clearly announce what you want users to do
Are there many competing objectives?
Is Your Value Proposition Clearly Stated?What differentiates you from your competitors?
What inspires visitors to take the next step?
Has your Primary Objective established Visual Priority?Is the size of elements relative to importance?
Have you considered visitor’s logical eye path?
Have you optimized your lead forms?Is all information absolutely necessary?
Do: Improve Your User ExperienceUser interface and user experience questions to consider
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Do: Clearly State Your Call to ActionMake it easy for users to understand what you want them to do
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Don’t: Scare Users Away with a Confusing Interface
Easy to get lost amongst multiple colors, links, ads
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Do: Simplify Your FormsShorter forms are best; really consider which information is critical
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Do: Simplify Your FormsShorter forms are best; really consider which information is critical
Form is
minimal
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Do: Simplify Your FormsShorter forms are best; really consider which information is critical
Automatic cursor
placement
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Do: Simplify Your FormsShorter forms are best; really consider which information is critical
Trust signals
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Do: Simplify Your FormsShorter forms are best; really consider which information is critical
Reassurance
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Do: Simplify Your FormsShorter forms are best; really consider which information is critical
Clear wording on
submission button
![Page 20: Webmarketing123 webinar: The-Dos-and-Donts-of-Organic-Lead-Generation-07-06-2011](https://reader033.vdocuments.mx/reader033/viewer/2022052619/5557b7eed8b42a696c8b4fc4/html5/thumbnails/20.jpg)
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Do: Simplify Your FormsInterstitial, or “pop up,” form example
![Page 21: Webmarketing123 webinar: The-Dos-and-Donts-of-Organic-Lead-Generation-07-06-2011](https://reader033.vdocuments.mx/reader033/viewer/2022052619/5557b7eed8b42a696c8b4fc4/html5/thumbnails/21.jpg)
#wm123
1Drive the Right TrafficDiscover industry trends and choose the right keywords that will have the
greatest business impact
2 Simplify Your Sign Up ProcessOptimize your funnel so conversion elements are easy to identify
3 Test, Analyze, and ReiterateA/B testing basics, monthly review process, and forecasting
Webinar Agenda
![Page 22: Webmarketing123 webinar: The-Dos-and-Donts-of-Organic-Lead-Generation-07-06-2011](https://reader033.vdocuments.mx/reader033/viewer/2022052619/5557b7eed8b42a696c8b4fc4/html5/thumbnails/22.jpg)
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• What Conversion Optimization Does:
• Determines what will convert at the highest rate
• Predicts with 95% confidence that winner will increase conversion rate
Do: Always Be TestingUsability testing removes guess work and replaces with actual visitor conversion data
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Analyzing goal paths and completion rates
Do: Track and Interpret Data
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Conversion Funnel Visualization
Do: Track and Interpret Data
![Page 25: Webmarketing123 webinar: The-Dos-and-Donts-of-Organic-Lead-Generation-07-06-2011](https://reader033.vdocuments.mx/reader033/viewer/2022052619/5557b7eed8b42a696c8b4fc4/html5/thumbnails/25.jpg)
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On-Page Changes
Link Building
Tracking Spider Crawls
Monitoring Visitor Analytic Data
Measuring Improvement in
Rankings and Site Engagement
Have a monthly sustainment and iteration plan
Don’t: Forget to Iterate and Improve Your Campaign
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Thank You!
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Thank you for your attendance today!
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