Online Marketing Strategy Blog

Generate More Leads Online – Sales Lead Generation Engine

Michael Pulo - Tuesday, April 07, 2009
To generate more leads online, most people just think about their website...

Missing the opportunity their website could bring if it was built as part of a sales lead generation engine.



Whether you have an existing website, or are creating a new one, when you include the modules needed to generate more leads online you will have a successful web presence.

To generate more leads your sales lead generation engine must have:

Market Research to develop content structure and search engine ranking strategies, on words people are actually using to find your products and services on the internet. Discovering these words and then conducting a detail Competitive Google Keyword Analysis will help you attack keywords that will rank quickly for qualified prospects.

These words also help you leverage your marketing efforts by using a common theme to your market across your marketing activities.

A Competitor Analysis (There are over 110 individual points to be analysed) which helps you position to be the only obvious choice to your prospects. Along with identifying fast actions to outperform your competitors now.

Considerations into integrating with your business growth strategies. Identifying how much of an impact your web presence can have towards your business goals. Ensure you have website Key Performance Indicators so you can measure your lead pipeline effectiveness.

A unique website based on points 1 to 3, ensures your Unique Selling Proposition is communicated through your design, content and sales process (The way you engage visitors).

A database building mechanism. Research and experience shows that, in the B2C (Business to Consumer) environment, 80% of prospects will turn into buyers 3 months from the first visit to your website. In the B2B (Business to Business) environment this can be 8 months or more. If you can have them agree to keeping in touch in some way, you have a 90% chance of them returning to you when they reach a buying or short listing decision.

A lead nurturing program that begins with point 5. This program can be highly automated and can help you qualify prospects further, while you build a relationship by sending them helpful material. Emails from your personal mail account do not count as a lead nurturing program.

Traffic driving strategies which are both online and offline. Go beyond search engines. By also driving traffic from your offline marketing, you can structure your website to have a targeted message and measure offline campaign effectiveness, beyond the amount of enquiries you receive. This can help you identify if your offline media is generating the interest that it needs to.

Website analytics and CRM (Customer Relationship Management) so you can get the facts, into the details, of how your marketing is performing and focus the sales team. Identify, with pin point accuracy, what stages of your sales and marketing process need to be improved and what individuals your sales/business development team need to follow-up with. No more unproductive cold calls.

A Business Intelligence, Measurement, Leads and Sales dashboard allowing you to automatically track your progress real-time, so you can make fact based business decisions on your web presence. This information then feeds into your business growth strategies plan, helping you grow your sales and profit - addressing performance gaps.

In this day and age, the technology to implement a sales lead generation engine that can generate more leads online is fairly inexpensive. Assess the return on investment based on facts before making another change to your website or marketing activities.

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CEO's Guide To Boost Your Web Presence

Michael Pulo - Wednesday, March 18, 2009
The internet is fast becoming the research tool of choice – for both business to business and business to consumer purchasing decisions. 

As the CEO, you don’t need to know everything about the internet. However, you do need to know what direction to give your team and a basis for whether your investment in your website and online marketing is working.
 
Knowing the fundamentals will ensure your online marketing strategy is a success.

What are the fundamentals? 
 

Know your internet market

This will help you set lead and sales goals from your web presence, ensuring your marketing team is accountable for their activities. Have your team conduct a keyword competitive analysis, along with search volumes for your target region. You require this to determine which terms are worth ranking for now, in the medium and long term.

Make your website and internet marketing decisions based on facts

Your team needs to have the capability to conduct a detailed SWOT Analysis, comparing you against at least four of your top online competitors. This will cover more than 110 individual elements needed for a successful website and online marketing strategy. Then you can position yourself uniquely in the market place and ensure your website generates leads and sales. 

Measure all offline and online marketing return on investment using your website

This will help you determine which of your marketing budget is working and which is not. Website analytics and linking it to your CRM (Customer Relationship Management) systems will provide the basis for this. 

Put appropriate KPIs (Key Performance Indicators) in place

For example, if you are measuring keyword ranks in Google, ensure the measure is on quality keywords you want to target. It is easy to rank for your company name, however, you need to consider prospects looking for your products and services who may not know about you. Your KPIs should link to your business pipeline and results. They must include the amount of time visitors spend on your site, the pages they visit, the performance of your sales content funnel and actual lead and sale conversions. 

Use your internet marketing analytics for business intelligence...

To focus the sales team on high interest prospects. Cold calling wastes valuable sales closing time. Your marketing team has the responsibility of nurturing leads and business development, automating much of the process and handing your sales team quality leads. 

Ensure your marketing team is implementing multiple online marketing strategies

They must be integrated by using your focused, high search volume, quality keywords. Free ranking in search engines and pay per click advertising are just two of many tactics. 

Your team’s capability maturity in online marketing...

Will determine the sustainability of your online strategy. Have them make educated decisions and assess the return on investment before leaping into any effort – rather than going with the hype of the day.

To boost your online presence, follow these steps and you will have an Online Marketing Strategy built for results.

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Online Marketing Strategy Foundation Advice To Improve Your Web Presence

Michael Pulo - Wednesday, March 11, 2009

Talking with many people about their Online Marketing Strategy every day, we see a common theme of issues 
they face when starting out to improve their web presence.

The common issues which you can address yourself are:

Domain Name Management set up correctly

Ensure your website domain name (Or URL) works with and without the "www.".

For example our website works for http://www.loggedon.com.au and http://loggedon.com.au. This is important 
because both search engines and people don't put www. in front of your domain name.

Do this now and you will see the error that occurs if your domain name management is not set up correctly.

If you have a problem, contact your domain name management company.

Does Google Know About Your Website?

If Google doesn't know about you, your great content is not being seen by anyone searching in Google.

To check this type in the Google Search bar "cache:yourwebsite" eg; cache:loggedon.com.au, and you will see 
if Google has "stored" or "cached" some of your website.

If there are no results, you need to:

1) Register your website with Google
2) Get a Google Web Master Tools account and submit your sitemap.xml

Have a sitemap.xml compliant file in your website

By placing this file into your main directory of your website, you tell Google and other search engines what
pages you have in your website. It also suggests the pages they should visit so you can begin ranking in
search engines.

If you do not have one, talk to your web developer about how to automate this process. Many good website
platforms do this automatically for you, without the need for a developer.

This is important because this file will need to be update daily or weekly for best results.

Install website analytics

Website analytics gives you the facts about your visitor behaviour on your website. Before a redesign, your
visitor behaviour should be analysed. This will help you discover where the problem areas are in your
design, taking the guess work or opinions out of the process.

Google Analytics can be installed for free, if you have access to your web pages and templates, or ask your 
website designer to install it. Google Analytics is a great starting platform for those starting out on improving their website presence.

Title, Keyword and Description tags

These tags should be relevant to your business, more importantly they should reflect the terms people are 
using to find you on the internet. You should have access to these and be able to edit them, to help your 
rankings in Google.

If not, ask your web site designer to take a look at it for you. However, many good webs platforms allow you 
to do this automatically with no coding needed.

Focus on Marketing versus Design

A great website is relatively inexpensive to design and build these days. Ensure your website is built on a 
platform that allows you to execute low to no investment marketing. You should not need a developer to 
change your website for internet marketing and maintenance activities.

Whatever your budget is to kick off your improved web presence, 80% of the budget should be allocated to the 
internet marketing side versus design. Otherwise you will end up with a great looking website that doesn't 
get the results you want.

Copying a competitor's website

Copy their website and you will copy their mistakes too. Last week we spoke to a client who was focusing 
their designers on a website they like.

Once we completed a detailed analysis, they were shocked to find out that they were about to make the same 
mistakes! use elements that you like but ensure you are making fact and experience based decisions.

Don't invest more than you have too

Educate yourself on all the possibilities that are out there, along with what you need to achieve. People are 
surprised to find that they can have a fully functional internet marketing platform and supported website 
for free (Apart from hosting). Depending on the time you or your team have available.

Don't look at your website design in isolation

Your website and platform is part of your marketing and business. Look at the big picture and integrate your 
website into it. Everyone knows that a website can help grow revenue and profit. Did you also know that it 
can help you reduce marketing expenses, measure your marketing and increase the amount of qualified 
prospects you are exposed to.

Ensure you address these areas and you will be on the path to Online Marketing Strategy success.

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Competitor Internet SWOT Analysis

Michael Pulo - Monday, March 09, 2009

Google Keyword Analysis

Michael Pulo - Sunday, March 08, 2009


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Online Marketing Strategy & SWOT Analysis Overview

Michael Pulo - Monday, February 23, 2009

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9 Steps to Online Marketing Strategy Success

Michael Pulo - Sunday, February 01, 2009
The secret to doing more with less - used by expert Internet Marketing Consultants. An integrated online marketing strategy allows you to achieve:
 
  • Business growth through increased sales and profit
  • Marketing and sales cost reduction targets
  • Marketing measurement and Return On Investment decision making
  • Rankings improvement on search engines
This can be achieved by:

  • Effectively integrating your business growth strategies and goals into your online marketing strategy
  • Using Google Keyword Analysis, SWOT Analysis and Web Site Analysis to gain insights to your website and your competitors
  • Using Internet Marketing to position yourself as the only obvious choice for your prospects
  • Looking at your website the way prospects do, based on facts so you generate leads online and increase sales
  • Identifying the critical tasks that you need to execute to achieve your goals
  • Resourcing your presence within the constraints you have
  • Identifying the areas of education you should undertake to build your capability
  • Identifying the processes and systems you need in place to execute effectively
  • Automatically measuring performance and gaining real time insights into how to improve your business results

Step 1: Business Goals

Effectively integrate your business growth strategies and goals into your online marketing strategy. Your website presence can go far beyond a brochure and can become a critical business system to support your business goals.

How many leads or sales will you need from your internet presence? How quickly? What organisation goals do you need to achieve?

Step 2: Keyword, SWOT Analysis & Web Analysis

Use Google Keyword Analysis, SWOT Analysis and Web Site Analysis to gain insights into your website and your competitors. A solid online marketing strategy gathers facts.

A complete website analysis and SWOT analysis is the first insight into your market on the web. It gives you the platform to develop your business growth web strategy.

Conduct your online marketing strategy SWOT Analysis across three areas:

  • Find your internet market through detailed keyword competitive analysis – identify market, quick wins and longer term strategic tasks
  • Conduct a SWOT (Strengths, Weaknesses, Opportunities and Threats) comparing your own web presence with your key competitors
  • Review your website analytics

Step 3: Internet Marketing

Use Internet Marketing to position yourself as the only obvious choice for your prospects. Innovate in your marketing, not just product or services. Content, Design, Traffic and Sales Processes – be different to your competitors. There are 27 pillars of internet marketing covering more than 500 tactics.

Search Engine Optimisation Ranking and Paid Search Ranking are just two of these. Keep expanding your internet presence and follow these principles:

  • Innovate – be different
  • Positioning – Make yourself the only obvious choice
  • Apply innovation and positioning across design, content, sales process and traffic tactics
  • Use multiple pillars and low cost, higher return efforts

Step 4: Website Design

Look at your website the way prospects do, based on facts so you generate leads online and increase sales. Content structure, image use and position are just two factors of over 110 that affect your website’s ability to contribute to your business bottom line.

  • Is your content easy to read based on known language formulae?
  • Will your website support all of the critical tasks you need to execute?
  • Will your resources be able to maintain the site efficiently and effectively?
  • Can it be integrated to the rest of your business systems? For example Inventory Management and Customer Relationship Management Systems.

Step 5: Critical Tasks

Identify the critical tasks that you need to execute to achieve your goals. Considerations are:

  • Ensure you do what you have to do achieve the results you need
  • Do your research; Competitive, Internet and Business Analysis
  • Build and drive traffic through multiple online pillars, not just search engines or paid search
  • Your website’s capability will be the more significant factor to business results versus its graphic design
  • Use your website to make offline marketing more effective and measure your offline return on investment
  • Build a database of qualified leads so you can nurture them from prospect to client
  • Use website analytics for business intelligence so you can improve
  • Execute tactics across building the business, not just increasing visitors
  • Use analytics to focus the sales team so they never have to make a cold call again
  • Integrate to other business systems to streamline process, reduce expenses, leverage efforts for improved results and bottom line profit

Step 6: Resources

Resource your presence within the constraints you have. You can insource or outsource. Either way, ensure you know the fundamentals or you will fail. Use systems and procedures to make it easy and fast for your resources to execute your strategy.

Step 7: Internet Education

Identify the areas of education you should undertake to build your capability. Different levels of staff need different education - executive through to graduates. Some respond better to self learning, others a do it approach who could benefit from an internet marketing consultant mentor or coach.

Step 8: Processes & Systems

Identify the processes and systems you need in place to execute effective internet marketing. These systems are normally quite low cost compared to what people think. System areas to consider are:

  • Strategic Business Development
  • Marketing Systems
  • Financial Systems
  • Legal Systems
  • Administration Systems
  • Product Systems
  • People Systems
  • Quality Control and Best Practice Systems
  • Risk Management Systems
  • Systems Improvement
  • Employee Induction
  • Terms & Conditions
  • General Welfare

Step 9: Performance Gaps & Website Analytics

Automatically measure performance and gain real time insights into how to improve your business results. On average:

  • You will need 100 visitors to achieve 1 sale
  • Your bounce rate, or exit rate from the first page a person sees, should be less than 30%
  • People should progress through your sales funneled content
  • Everything you do should have a measurable bottom line impact. Remember to factor in latency from first visit to actually contacting you. Use powerful website analytics and as a first step use the free Google Analytics software to gain insights into your performance gaps to improve.

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Strategic Internet Marketing - Many "talk' strategy, how do you get it right?

Michael Pulo - Friday, May 23, 2008
After a very busy year last year, we have finally launched our strategic internet marketing website. Welcome to everyone we know, competitors, clients and those who are just interested in us!

You know, I hear about Internet Strategy, Digital Strategy, Web Strategy and all the other names out there that people call Strategy. What is it really, what's the difference between them and how do you do it right?

Whether it is designing a new website, revamping and existing one, wanting to increase on line traffic, wanting more leads or building a complete strategy which incorporates CRM (Customer Relationship Management) or Sales Force Effectiveness - a solid foundation and strategy will always help you execute faster with less cost.

If there is one thing I do know, it is that the more you learn the more there is to learn. Especially in the digital space!!

The satisfying thing is that time honoured principles do not change. So no matter what new tactic or fad comes in, if your principles and facts are sound you will always do the right thing, at the right time, the right way.

So where do you start? How is a strategy built?

1) Know your business goals. You need to understand what you need to achieve - for most the end game is dollars in the bank.

2) Can the internet support these goals and is there a gap? Keyword research and competitor research will give you the answers to this. Ensure it is fact based - what are the search volumes for your products and services?

3) Conduct a competitor analysis.

How are the competitors actually performing: How many visitors a day do they get? Are they effective at engaging their visitors - leading them through content on their website?

Are they geared for improving their sites through analytics and do they use it to focus their sales efforts on the right prospects?

What weaknesses do they have in their approach so you can exploit them in your strategy?

What is your competitor positioning and how do you present as unique rather than a 'Me too"?

4) Put together your strategy to suit your business goals. This involves four key areas: Design, Content, Call To Actions and Traffic driving activities.

Sounds tedious doesn't it? The better question to ask is "Is it worth it?" For example, a client last year came to us who had just spent around $200,000 on a new website. They had it built with impressive graphic design and a very sophisticated CMS (Content Management System). In all, quite state of the art. The problem...

No leads were being generated. After going through the above process, a recent followup proved that the right analysis and strategy has put millions of dollars into the sales pipeline! Their sales problem has shifted from a "Lack of prospects" problem to a "lack of sales resource" problem. What a nice problem to have!

What challenges do you have? Please feel free to ask any questions and I will attempt to build more clarity for you around effect Strategic Internet Marketing...

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