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Small Business Online Marketing 
12 Rules for Website 
& Email Lead Generation 
Take your business to the next level 
September 17, 2014 
Presented By
Our Speakers 
Justine Dolorfino 
justine@bloominari.com 
Bloominari 
Jaime Nacach 
jaime@bloominari.com 
Bloominari 
Ryan Berg 
ryan@ryanscreativeuniverse.com 
Ryan’s Creative Universe
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
Introduction 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
3 
Lead generation: The process of converting 
unknown web visitors to known people who you 
can contact at a later date. 
The ultimate goal of lead generation is to convert 
leads to qualified leads who may then be 
converted to a paying customer.
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
Introduction 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
4 
How can your website generate more leads? 
How can you create compelling content that 
builds relationships and engagement? 
Once you have those leads, how can you 
effectively market to them through email?
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
Introduction 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
5 
The most common 
way to generate leads 
online is to ask an 
unknown web visitor 
for their email in 
exchange for a 
valuable product/ 
service.
The 12 Rules for Website & Email Lead Generation 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
6 
1. Identify your campaign goals and how you’ll measure success. 
2. Make sure your website and email set-up support your strategic goals. 
3. Send traffic to your website using various promotion mediums. 
4. Choose content that engages your audience’s needs and wants. 
5. Create exciting calls-to-action and conversion opportunities. 
6. Optimize all of your landing pages. 
7. Create an appealing email template that encourages conversions. 
8. Use email segmentation to target your audience. 
9. Build customer relationships with follow-up email marketing. 
10. Do regular A/B testing to improve your web and email performance. 
11. Analyze your results regularly and implement improvements. 
12. Make your marketing more efficient by automating your lead and sales funnels.
1: Identify your goals & how you’ll measure success. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
7 
Use your understanding of your industry, competitors’ practices, 
and your audience to create engaging and measurable 
conversion opportunities on your website. 
Your marketing goals should support your overall business goals. 
• Building brand awareness? 
• Driving sales? 
• A combined approach?
1: Identify your goals & how you’ll measure success. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
8 
As you design your 
website, think about 
how you can structure 
it to support your 
goals. 
This example 
demonstrates a 
combined approach.
1: Identify your goals & how you’ll measure success. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
9 
Think about ways to 
quantify the amount 
of completed goals so 
you can measure 
success. 
How many clicks on 
the $150 button? 
How many clicks on 
social media icons?
2: Make sure your website and E-mail 
set-up support your strategic goals. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
10 
Website Layout and UX/UI 
● Layout & Design: Modern, simple 
to use. Easy to find menu. 
● Solution/Offer: Is your main 
solution to your client’s pain point 
stated on the homepage? Short 
and sweet? 
● Branding: Must match company’s 
look and feel 
● Style guide: Graphics, photos, 
icons, typography, white space, 
etc.
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
11 
2: Make sure your website and E-mail 
set-up support your strategic goals.
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
12 
2: Make sure your website and E-mail 
set-up support your strategic goals.
2: Make sure your website and E-mail 
set-up support your strategic goals. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
13 
Content Management System (CMS) 
• What is it, and why use one? 
• Most popular free options: Wordpress, Joomla, Drupal 
Information Management 
• Using static pages? or dynamic pages with a database? 
• Update only on a local computer, or online (via CMS)? 
• Can you manage your own site? Can you make minor changes to text/images? build landing 
pages? 
• Do you have analytics installed? can you track your site?
2: Make sure your website and E-mail 
set-up support your strategic goals. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
14 
Content Length & Layout 
• People don’t have time to read: Make everything short, simple and to the point. Less = More. 
• “I didn’t have time to edit my text and make it concise, so I just wrote lots of text”
2: Make sure your website and E-mail 
set-up support your strategic goals. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
15 
Example of landing page align with strategic goal
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
16 
2: Make sure your website and E-mail 
set-up support your strategic goals.
2: Make sure your website and 
E-mail set-up support your strategic goals. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
17 
E-mail Marketing Checklist 
• Have a professional template 
• E-mail marketing software allows you to: 
• Segment your list 
• Create multiple lists 
• Do marketing automation (auto responder campaigns) 
• Use mobile friendly e-mail templates 
• Schedule emails 
• Track results 
• Avoid being blacklisted by Gmail, Yahoo, Hotmail. 
• Take advantage of a good deliverability record.
3: Send traffic to your website using various mediums 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
18 
Common lead generation techniques 
● Website optimization 
● Search engine optimization 
● Pay Per click advertising 
● Google AdWords 
● Facebook ADs 
● Twitter Posts 
● LinkedIn Ads 
● Engaging on social media regularly 
● Via E-mail marketing + Automation 
● Blog & Content creation 
● Comments on forums, discussion boards
4: Choose content that engages your audience’s needs 
and wants. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
19 
Content - most important element 
Shorter attention spans – Unroll.me 
Focus on target audience 
Put yourself in their shoes 
• How do you feel when you sign up for a 
newsletter? What are you hoping to get 
out of the process? 
• Why do you stay on a mailing list? Why 
do you unsubscribe?
4: Choose content that engages your audience’s needs 
and wants. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
20 
Lead generation content examples: 
● Top 10 tips on “How to solve XYZ faster”, or 
“Build a better XYZ solution”. 
● White paper on a specific solution offered by 
your company. 
● Webinar on solutions for “How to help your 
visitors do XYZ better”. 
● E-Course on “Doing XYZ the right way” 
delivered by E-mail (1 email per week). 
● Free guides or booklets on whatever topic 
you’re an expert on. 
● Special report on “how to / best ways to / 
better ideas for XYZ”.
4: Choose content that engages your audience’s needs 
and wants. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
21 
What are the emotional motivators 
behind why they would want your 
product/service? 
Goal: Improve your conversion 
rate by creating compelling 
content at all points of contact. 
Pair this content with lead 
generation opportunities on your 
website and calls-to-action in your 
emails.
5: Optimize all of your landing pages. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
22 
What is a landing page? 
• Single focus 
• Can be standalone or part of site 
• Visitors reached through search 
What is their purpose? 
• Lead conversion 
How to build them? 
• LeadPages, Hubspot, Wordpress
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
23 
5: Optimize all of your landing pages. 
Source: LeadPages.net
5: Optimize all of your landing pages. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
24 
Opportunities for specialized landing 
pages: 
• E-Book 
• Registration for event or webinar 
• Consultation for services 
• Discount coupon/voucher 
• Contest entry 
• Free trial 
• A physical gift (via direct mail) 
• Notification of a future product launch
6: Create exciting calls-to-action and 
conversion opportunities. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
25 
Calls-to-action 
• Getting users to complete a task on your 
website in order to measure the effectiveness 
of your marketing efforts 
• Examples - button, link, video, image (click) 
• “Purchase”, “Download” “Subscribe” 
Conversion Types 
• Completing an online sale 
• Requesting a custom quote 
• Contact with online form 
• Submitting an email for a free download 
• Sign up for account 
• Social Media
6: Create exciting calls-to-action and 
conversion opportunities. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
26 
Conversion Tips: 
• Focus on content around call-to-action 
• Not too many on one page 
• Add urgency 
• Placement - white space 
• Unique color 
• Make it large 
• One on every page
7: Create an appealing email template that 
encourages conversions. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
27 
● Purpose: 
• Inform 
• Educate 
• Get users to take action 
● Many Methods for creating 
● Content should drive design 
● Choose template vs Custom 
Code (html)
7: Create an appealing email template that 
encourages conversions. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
28 
Essential items checklist 
• Proper 'From' email address and 
name 
• Good Subject Line 
• Logo + Branding 
• Action item - button or link (to 
track) 
• Contact info 
• Opt out info 
• 'Display web version' 
• Content as text (not all images in 
case images are blocked - 
spam) 
• Images - alt tags 
• Customize - fonts, colors, etc. 
according to brand 
• Spell & grammar check 
• Send a test to verify how it looks 
in mobile, tablet, desktop, 
various email clients
8: Use email segmentation to target your audience. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
29 
Segmenting your email list based 
on distribution frequencies or 
client interest or demographic 
offers a chance to personalize 
content. 
Use market research to identify 
the segments you’ll offer.
8: Use email segmentation to target your audience. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
30 
Self-segmentation: asking leads to indicate 
their preferences 
Manual segmentation: building segments 
based on research, email marketing 
engagement, or another variable
8: Use email segmentation to target your audience. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
31 
Segmentation options: 
● Gender 
● Age 
● Location 
● Industry 
● Occupation 
● Product Interest 
● Distribution frequency
8: Use email segmentation to target your audience. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
32 
Source: online-behavior.com
9: Build customer relationships 
with follow-up email marketing. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
33 
What are follow-up Auto-responders? 
● A series of e-mails automatically delivered to 
your subscribers in a timely fashion 
● Why use them? To stay in your client’s mind, 
create brand awareness, show expertise 
● E-mail marketing still most effective online 
marketing tool.
9: Build customer relationships 
with follow-up email marketing. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
34 
How to build a relationship via E-mail Marketing Automation 
● You want to be trusted. Provide lots of value first so people to trust your 
advice. 
● After enough free, yet valuable content via email people will gain your trust 
and recognize your brand as a leading expert. 
● Only after enough value, then you are allowed to insert some “selling” 
content. 
● How often you e-mail them depends on your company, and how often your 
average user needs/wants info that they can find useful and engage with. 
o For some it’s once per month, for others one per week or every few 
days.
9: Build customer relationships 
with follow-up email marketing. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
35 
Strategy 
1. Become an expert of your topic/industry. 
Before you write any emails, think about how your company is the 
“Expert of XYZ”, and make a list of topics you commonly talk 
about with your customers, how you solve their pain points. 
2. Put yourself in your customer’s shoes. 
Would you benefit from reading information on how to solve XYZ 
pain points? 
3. Write a list 15-20 possible E-mail titles that would grab your 
user’s attention: 
a. “Solving common mistakes of XYZ” 
b. “10 tips for better ways to do XYZ” 
c. “Short guide on how to increase your XYZ success”
9: Build customer relationships 
with follow-up email marketing. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
36 
Strategy – Continued. 
4. Determine what’s your usual sales cycle to convert leads to customers 
How many “touch points” it usually takes for you to convert leads to 
customers. Use info to decide how often you’ll email your leads 
5. Write each of your e-mails on a Word document 
Including the title, body & calls to action of each one. 
6. Additionally write a few emails to actually promote your products. 
They should only be 15-25% of the total emails you’ll send. 
7. Make a list of the final emails topics you’d like to include. 
Decide how far apart you’ll send each one. Example: First email on day 0, 2nd 
on day 7, 3rd on day 15, 4th on day 35, etc.
9: Build customer relationships 
with follow-up email marketing. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
37 
Setting up your auto-responder campaign: 
1. Create a new auto responder campaign 
2. Select the contact or list you’ll send this to. 
● Choose an existing list, or preferably make a new list. 
● The day of each auto responder sequence is the day you ADD a new 
contact’s email to the list, and thus everyone will be receive emails at 
different times. Starting with the first on day zero. 
● Build an auto-responder list is through the capturing of someone’s email 
through a website -as we previously mentioned on “lead generation” 
strategies and landing pages. 
3. Build the email for each of the message you chose. 
● Include the title and The body of the e-mail 
● Add photos and graphics 
● Call to action buttons 
4. Set the time delivery of each message. 
5. Turn the auto-responder on, and let the magic happen (automation)!
10: Do regular A/B testing to improve 
your web and email performance. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
38 
A/B testing can be the difference between 5 and 15 
conversions on your website or clicks on your email 
call-to-action! 
Users are randomly shown one of multiple variations of a 
website or email. You’ll be able to see which variation 
has a higher conversion rate.
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
39 
10: Do regular A/B testing to improve 
your web and email performance.
10: Do regular A/B testing to improve 
your web and email performance. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
40 
Which elements should you vary for successful A/B testing? 
● Think about each step of the sales funnel. What does your visitor 
see as they move through each phase? 
o Each component of the sale funnel may require its own A/B 
testing. 
● Resist the urge to change multiple things on each version. 
● Pay special care to call-to-actions!
11: Analyze your results regularly 
and implement improvements. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
41 
Real-time analysis during a campaign allows you to: 
● See what website changes can be made to improve performance 
● Choose an A/B variation to use for the campaign remainder 
● Modify your email template for the next distribution 
● Visualize what leads see when they arrive at your landing page
11: Analyze your results regularly 
and implement improvements. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
42 
Post-campaign analysis shows the 
bigger picture: 
● See which email distributions sent 
the most traffic to your website and 
which visitor groups converted 
● Compare conversion rates with 
other referrers 
● Understand the ROI of your email 
marketing
12: Make your marketing more efficient 
by automating your lead and sales funnels. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
43 
What method should you implement? 
● Depends on number of contacts, frequency of new 
leads, length of sales cycle. 
● Care to automate your marketing and sales? 
● Can you afford the pricier full marketing automation 
software or prefer a less robust E-mail + CRM 
separate solutions 
Software Options 
E-mail Marketing All about $20-30/ month for 500 
contacts 
● Mailchimp 
● Constant Contact 
● Get Response 
● Aweber 
● Benchmark 
● Vertical Response 
Full Marketing Automation 
● InfusionSoft - $200-300/month 
● Hubspot - $200 (100 contacts) or $800/month (1K) 
● Marketo - $895/month (1000 contacts)
12: Make your marketing more efficient 
by automating your lead and sales funnels. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
44 
How to connect your Website and E-mail 
Marketing? 
● A website and e-mail marketing software are 
two independent set of tools, but there are 
ways to connect them 
● Most common: make an online form on your 
website, that upon submission, saves a user’s 
information into an E-mail marketing users 
database.
12: Make your marketing more efficient 
by automating your lead and sales funnels. 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
45 
Ways to connect E-mail Marketing with your website/CRM 
1) Manual: Manually enter contacts’ emails to your E-mail marketing software - 
not the best choice, too time consuming and you’ll forget to do it. 
2) Manual, but faster: Export your customer’s name and email from your 
website/CRM into an Excel sheet (CSV), and then import into the E-mail 
software 
3) Most common: As previously mentioned (web-to-lead form) 
4) Separated but in Sync: Using a CRM software or website plugin that 
automatically synchs information from/to your E-mail subscriber’s list. 
5) All-in-one Marketing automation software. Your CRM and E-mail marketing 
living on the same database.
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
46 
Conclusion: The 12 Rules for Website 
& Email Lead Generation 
1. Identify your campaign goals and how you’ll measure success. 
2. Make sure your website and email set-up support your strategic goals. 
3. Send traffic to your website using various promotion mediums. 
4. Choose content that engages your audience’s needs and wants. 
5. Create exciting calls-to-action and conversion opportunities. 
6. Optimize all of your landing pages. 
7. Create an appealing email template that encourages conversions. 
8. Use email segmentation to target your audience. 
9. Build customer relationships with follow-up email marketing. 
10. Do regular A/B testing to improve your web and email performance. 
11. Analyze your results regularly and implement improvements. 
12. Make your marketing more efficient by automating your lead and sales funnels.
NEXT SMALL BUSINESS WORKSHOP 
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
47 
Checkout our next event! 
NEXT WORKSHOP 
Wednesday, October 15 @ 6-7 PM 
Social Media & 
Content Development 
to Engage your Audience
? 
Any Questions? 
We’re happy to help! 
T H A N K S F O R C O M I N G 
S l i d e s : w w w . b i t . l y / S D M a r k e t i n g W o r k s h o p 2 
www.ryanscreativeuniverse.com www.bloominari.com
12 Rules for Website & Email Lead Generation – Sep 17, 2014 
© Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 
49 
Software 
● CMS 
o WordPress 
o Joomla 
o Drupal 
● Email marketing 
o Mailchimp 
o Constant Contact 
o Aweber 
● CRM & marketing 
o Hubspot 
o Insightly 
o Solve360 
Resources 
Landing Pages 
● WordPress landing pages & A/B testing 
● LeadPages 
● Unbounce 
Analytics 
● Google Analytics 
o A/B testing

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12 Rules for Website and Email Lead Generation - Live Workshop San Diego Sep 17, 2014

  • 1. Small Business Online Marketing 12 Rules for Website & Email Lead Generation Take your business to the next level September 17, 2014 Presented By
  • 2. Our Speakers Justine Dolorfino justine@bloominari.com Bloominari Jaime Nacach jaime@bloominari.com Bloominari Ryan Berg ryan@ryanscreativeuniverse.com Ryan’s Creative Universe
  • 3. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 Introduction © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 3 Lead generation: The process of converting unknown web visitors to known people who you can contact at a later date. The ultimate goal of lead generation is to convert leads to qualified leads who may then be converted to a paying customer.
  • 4. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 Introduction © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 4 How can your website generate more leads? How can you create compelling content that builds relationships and engagement? Once you have those leads, how can you effectively market to them through email?
  • 5. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 Introduction © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 5 The most common way to generate leads online is to ask an unknown web visitor for their email in exchange for a valuable product/ service.
  • 6. The 12 Rules for Website & Email Lead Generation 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 6 1. Identify your campaign goals and how you’ll measure success. 2. Make sure your website and email set-up support your strategic goals. 3. Send traffic to your website using various promotion mediums. 4. Choose content that engages your audience’s needs and wants. 5. Create exciting calls-to-action and conversion opportunities. 6. Optimize all of your landing pages. 7. Create an appealing email template that encourages conversions. 8. Use email segmentation to target your audience. 9. Build customer relationships with follow-up email marketing. 10. Do regular A/B testing to improve your web and email performance. 11. Analyze your results regularly and implement improvements. 12. Make your marketing more efficient by automating your lead and sales funnels.
  • 7. 1: Identify your goals & how you’ll measure success. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 7 Use your understanding of your industry, competitors’ practices, and your audience to create engaging and measurable conversion opportunities on your website. Your marketing goals should support your overall business goals. • Building brand awareness? • Driving sales? • A combined approach?
  • 8. 1: Identify your goals & how you’ll measure success. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 8 As you design your website, think about how you can structure it to support your goals. This example demonstrates a combined approach.
  • 9. 1: Identify your goals & how you’ll measure success. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 9 Think about ways to quantify the amount of completed goals so you can measure success. How many clicks on the $150 button? How many clicks on social media icons?
  • 10. 2: Make sure your website and E-mail set-up support your strategic goals. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 10 Website Layout and UX/UI ● Layout & Design: Modern, simple to use. Easy to find menu. ● Solution/Offer: Is your main solution to your client’s pain point stated on the homepage? Short and sweet? ● Branding: Must match company’s look and feel ● Style guide: Graphics, photos, icons, typography, white space, etc.
  • 11. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 11 2: Make sure your website and E-mail set-up support your strategic goals.
  • 12. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 12 2: Make sure your website and E-mail set-up support your strategic goals.
  • 13. 2: Make sure your website and E-mail set-up support your strategic goals. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 13 Content Management System (CMS) • What is it, and why use one? • Most popular free options: Wordpress, Joomla, Drupal Information Management • Using static pages? or dynamic pages with a database? • Update only on a local computer, or online (via CMS)? • Can you manage your own site? Can you make minor changes to text/images? build landing pages? • Do you have analytics installed? can you track your site?
  • 14. 2: Make sure your website and E-mail set-up support your strategic goals. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 14 Content Length & Layout • People don’t have time to read: Make everything short, simple and to the point. Less = More. • “I didn’t have time to edit my text and make it concise, so I just wrote lots of text”
  • 15. 2: Make sure your website and E-mail set-up support your strategic goals. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 15 Example of landing page align with strategic goal
  • 16. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 16 2: Make sure your website and E-mail set-up support your strategic goals.
  • 17. 2: Make sure your website and E-mail set-up support your strategic goals. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 17 E-mail Marketing Checklist • Have a professional template • E-mail marketing software allows you to: • Segment your list • Create multiple lists • Do marketing automation (auto responder campaigns) • Use mobile friendly e-mail templates • Schedule emails • Track results • Avoid being blacklisted by Gmail, Yahoo, Hotmail. • Take advantage of a good deliverability record.
  • 18. 3: Send traffic to your website using various mediums 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 18 Common lead generation techniques ● Website optimization ● Search engine optimization ● Pay Per click advertising ● Google AdWords ● Facebook ADs ● Twitter Posts ● LinkedIn Ads ● Engaging on social media regularly ● Via E-mail marketing + Automation ● Blog & Content creation ● Comments on forums, discussion boards
  • 19. 4: Choose content that engages your audience’s needs and wants. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 19 Content - most important element Shorter attention spans – Unroll.me Focus on target audience Put yourself in their shoes • How do you feel when you sign up for a newsletter? What are you hoping to get out of the process? • Why do you stay on a mailing list? Why do you unsubscribe?
  • 20. 4: Choose content that engages your audience’s needs and wants. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 20 Lead generation content examples: ● Top 10 tips on “How to solve XYZ faster”, or “Build a better XYZ solution”. ● White paper on a specific solution offered by your company. ● Webinar on solutions for “How to help your visitors do XYZ better”. ● E-Course on “Doing XYZ the right way” delivered by E-mail (1 email per week). ● Free guides or booklets on whatever topic you’re an expert on. ● Special report on “how to / best ways to / better ideas for XYZ”.
  • 21. 4: Choose content that engages your audience’s needs and wants. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 21 What are the emotional motivators behind why they would want your product/service? Goal: Improve your conversion rate by creating compelling content at all points of contact. Pair this content with lead generation opportunities on your website and calls-to-action in your emails.
  • 22. 5: Optimize all of your landing pages. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 22 What is a landing page? • Single focus • Can be standalone or part of site • Visitors reached through search What is their purpose? • Lead conversion How to build them? • LeadPages, Hubspot, Wordpress
  • 23. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 23 5: Optimize all of your landing pages. Source: LeadPages.net
  • 24. 5: Optimize all of your landing pages. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 24 Opportunities for specialized landing pages: • E-Book • Registration for event or webinar • Consultation for services • Discount coupon/voucher • Contest entry • Free trial • A physical gift (via direct mail) • Notification of a future product launch
  • 25. 6: Create exciting calls-to-action and conversion opportunities. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 25 Calls-to-action • Getting users to complete a task on your website in order to measure the effectiveness of your marketing efforts • Examples - button, link, video, image (click) • “Purchase”, “Download” “Subscribe” Conversion Types • Completing an online sale • Requesting a custom quote • Contact with online form • Submitting an email for a free download • Sign up for account • Social Media
  • 26. 6: Create exciting calls-to-action and conversion opportunities. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 26 Conversion Tips: • Focus on content around call-to-action • Not too many on one page • Add urgency • Placement - white space • Unique color • Make it large • One on every page
  • 27. 7: Create an appealing email template that encourages conversions. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 27 ● Purpose: • Inform • Educate • Get users to take action ● Many Methods for creating ● Content should drive design ● Choose template vs Custom Code (html)
  • 28. 7: Create an appealing email template that encourages conversions. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 28 Essential items checklist • Proper 'From' email address and name • Good Subject Line • Logo + Branding • Action item - button or link (to track) • Contact info • Opt out info • 'Display web version' • Content as text (not all images in case images are blocked - spam) • Images - alt tags • Customize - fonts, colors, etc. according to brand • Spell & grammar check • Send a test to verify how it looks in mobile, tablet, desktop, various email clients
  • 29. 8: Use email segmentation to target your audience. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 29 Segmenting your email list based on distribution frequencies or client interest or demographic offers a chance to personalize content. Use market research to identify the segments you’ll offer.
  • 30. 8: Use email segmentation to target your audience. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 30 Self-segmentation: asking leads to indicate their preferences Manual segmentation: building segments based on research, email marketing engagement, or another variable
  • 31. 8: Use email segmentation to target your audience. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 31 Segmentation options: ● Gender ● Age ● Location ● Industry ● Occupation ● Product Interest ● Distribution frequency
  • 32. 8: Use email segmentation to target your audience. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 32 Source: online-behavior.com
  • 33. 9: Build customer relationships with follow-up email marketing. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 33 What are follow-up Auto-responders? ● A series of e-mails automatically delivered to your subscribers in a timely fashion ● Why use them? To stay in your client’s mind, create brand awareness, show expertise ● E-mail marketing still most effective online marketing tool.
  • 34. 9: Build customer relationships with follow-up email marketing. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 34 How to build a relationship via E-mail Marketing Automation ● You want to be trusted. Provide lots of value first so people to trust your advice. ● After enough free, yet valuable content via email people will gain your trust and recognize your brand as a leading expert. ● Only after enough value, then you are allowed to insert some “selling” content. ● How often you e-mail them depends on your company, and how often your average user needs/wants info that they can find useful and engage with. o For some it’s once per month, for others one per week or every few days.
  • 35. 9: Build customer relationships with follow-up email marketing. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 35 Strategy 1. Become an expert of your topic/industry. Before you write any emails, think about how your company is the “Expert of XYZ”, and make a list of topics you commonly talk about with your customers, how you solve their pain points. 2. Put yourself in your customer’s shoes. Would you benefit from reading information on how to solve XYZ pain points? 3. Write a list 15-20 possible E-mail titles that would grab your user’s attention: a. “Solving common mistakes of XYZ” b. “10 tips for better ways to do XYZ” c. “Short guide on how to increase your XYZ success”
  • 36. 9: Build customer relationships with follow-up email marketing. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 36 Strategy – Continued. 4. Determine what’s your usual sales cycle to convert leads to customers How many “touch points” it usually takes for you to convert leads to customers. Use info to decide how often you’ll email your leads 5. Write each of your e-mails on a Word document Including the title, body & calls to action of each one. 6. Additionally write a few emails to actually promote your products. They should only be 15-25% of the total emails you’ll send. 7. Make a list of the final emails topics you’d like to include. Decide how far apart you’ll send each one. Example: First email on day 0, 2nd on day 7, 3rd on day 15, 4th on day 35, etc.
  • 37. 9: Build customer relationships with follow-up email marketing. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 37 Setting up your auto-responder campaign: 1. Create a new auto responder campaign 2. Select the contact or list you’ll send this to. ● Choose an existing list, or preferably make a new list. ● The day of each auto responder sequence is the day you ADD a new contact’s email to the list, and thus everyone will be receive emails at different times. Starting with the first on day zero. ● Build an auto-responder list is through the capturing of someone’s email through a website -as we previously mentioned on “lead generation” strategies and landing pages. 3. Build the email for each of the message you chose. ● Include the title and The body of the e-mail ● Add photos and graphics ● Call to action buttons 4. Set the time delivery of each message. 5. Turn the auto-responder on, and let the magic happen (automation)!
  • 38. 10: Do regular A/B testing to improve your web and email performance. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 38 A/B testing can be the difference between 5 and 15 conversions on your website or clicks on your email call-to-action! Users are randomly shown one of multiple variations of a website or email. You’ll be able to see which variation has a higher conversion rate.
  • 39. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 39 10: Do regular A/B testing to improve your web and email performance.
  • 40. 10: Do regular A/B testing to improve your web and email performance. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 40 Which elements should you vary for successful A/B testing? ● Think about each step of the sales funnel. What does your visitor see as they move through each phase? o Each component of the sale funnel may require its own A/B testing. ● Resist the urge to change multiple things on each version. ● Pay special care to call-to-actions!
  • 41. 11: Analyze your results regularly and implement improvements. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 41 Real-time analysis during a campaign allows you to: ● See what website changes can be made to improve performance ● Choose an A/B variation to use for the campaign remainder ● Modify your email template for the next distribution ● Visualize what leads see when they arrive at your landing page
  • 42. 11: Analyze your results regularly and implement improvements. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 42 Post-campaign analysis shows the bigger picture: ● See which email distributions sent the most traffic to your website and which visitor groups converted ● Compare conversion rates with other referrers ● Understand the ROI of your email marketing
  • 43. 12: Make your marketing more efficient by automating your lead and sales funnels. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 43 What method should you implement? ● Depends on number of contacts, frequency of new leads, length of sales cycle. ● Care to automate your marketing and sales? ● Can you afford the pricier full marketing automation software or prefer a less robust E-mail + CRM separate solutions Software Options E-mail Marketing All about $20-30/ month for 500 contacts ● Mailchimp ● Constant Contact ● Get Response ● Aweber ● Benchmark ● Vertical Response Full Marketing Automation ● InfusionSoft - $200-300/month ● Hubspot - $200 (100 contacts) or $800/month (1K) ● Marketo - $895/month (1000 contacts)
  • 44. 12: Make your marketing more efficient by automating your lead and sales funnels. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 44 How to connect your Website and E-mail Marketing? ● A website and e-mail marketing software are two independent set of tools, but there are ways to connect them ● Most common: make an online form on your website, that upon submission, saves a user’s information into an E-mail marketing users database.
  • 45. 12: Make your marketing more efficient by automating your lead and sales funnels. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 45 Ways to connect E-mail Marketing with your website/CRM 1) Manual: Manually enter contacts’ emails to your E-mail marketing software - not the best choice, too time consuming and you’ll forget to do it. 2) Manual, but faster: Export your customer’s name and email from your website/CRM into an Excel sheet (CSV), and then import into the E-mail software 3) Most common: As previously mentioned (web-to-lead form) 4) Separated but in Sync: Using a CRM software or website plugin that automatically synchs information from/to your E-mail subscriber’s list. 5) All-in-one Marketing automation software. Your CRM and E-mail marketing living on the same database.
  • 46. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 46 Conclusion: The 12 Rules for Website & Email Lead Generation 1. Identify your campaign goals and how you’ll measure success. 2. Make sure your website and email set-up support your strategic goals. 3. Send traffic to your website using various promotion mediums. 4. Choose content that engages your audience’s needs and wants. 5. Create exciting calls-to-action and conversion opportunities. 6. Optimize all of your landing pages. 7. Create an appealing email template that encourages conversions. 8. Use email segmentation to target your audience. 9. Build customer relationships with follow-up email marketing. 10. Do regular A/B testing to improve your web and email performance. 11. Analyze your results regularly and implement improvements. 12. Make your marketing more efficient by automating your lead and sales funnels.
  • 47. NEXT SMALL BUSINESS WORKSHOP 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 47 Checkout our next event! NEXT WORKSHOP Wednesday, October 15 @ 6-7 PM Social Media & Content Development to Engage your Audience
  • 48. ? Any Questions? We’re happy to help! T H A N K S F O R C O M I N G S l i d e s : w w w . b i t . l y / S D M a r k e t i n g W o r k s h o p 2 www.ryanscreativeuniverse.com www.bloominari.com
  • 49. 12 Rules for Website & Email Lead Generation – Sep 17, 2014 © Copyright 2014. Ryan’s Creative Universe & Bloominari. All Rights Reserved. 49 Software ● CMS o WordPress o Joomla o Drupal ● Email marketing o Mailchimp o Constant Contact o Aweber ● CRM & marketing o Hubspot o Insightly o Solve360 Resources Landing Pages ● WordPress landing pages & A/B testing ● LeadPages ● Unbounce Analytics ● Google Analytics o A/B testing