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Digital Marketing Webinar Proactive Lead Generation
Aug 22, 2014 | Saurabh Mathur (Co-Founder & CEO,
Connecto)
www.digitalvidya.com
Connecto Every Visitor Matters
Get 200% increase in leads using
Proactive Lead Generation
Lead Generation Overview There are many ways a business generates leads. It depends on the nature of the business
also and depends on resources available.
REFERRAL NETWORK LEADS DATABASE
Friends, Friend of Friends, Community etc Buy leads database – example would be Justdial.com, Shiksha.com etc in case of education
MEDIA ADVERTISEMENTS DIGITAL
Print Media, Newspaper Ads along with a phone number where leads can be collected.
Google Ads, Facebook Ads, Affiliate Networks
Online Lead Generation revolves Landing Pages
around
Google Ads
Affiliate Network
Landing Pages vs Your Website Landing Pages – Push Model Your Website – Pull Model
Concise information for user More like an advertisement Transactional interaction hence
easier
Detailed information across pages Credible Destination Users can return back to it Can engage users for longer time
X X X
Less credible destination Do or die sort of transaction Works well only for motivated user
X Users can get distracted
Landing pages evolved because of the inability of websites to act as leads funnel and because changing websites was even harder then landing pages. Technology now overcomes these shortcomings.
With your website you can now generate significantly more leads of higher quality.
X No lead form present X Hard to experiment with
What is the user thinking PRODUCT
User has to be convinced that your product is best for them.
TRUST
Users need trust and credibility to hand over their money
CARE AND ATTENTION
If you can understand their needs and address their
questions, they are more likely to be your customers.
PROACTIVE NUDGE
When all of these are achieved, your users just need an easy
way to convert to business but you need to provide that
Personalized Lead Forms Vanilla lead forms which don’t understand the page and user context are getting obsolete
Content Marketing is growing
71% of B2B Marketers are using content
marketing to generate leads
Every visitor has Context
Since the marketing is based on content, different
visitors are interested in different content and the
language of the lead forms must resonate with
them.
Impact
In our experience, showing lead forms as per
user’s context improves submission rate by
100%. Individual measures depending on context
can further enhance it.
* http://www.marketingcharts.com/online/1-in-5-marketers-say-they-use-pop-ups-to-collect-email-addresses-26321/
Email Subscription Popups The best time to ask a user for email subscriptions is when they have read through your article.
Getting Popularity
While landing pages and header/footer
subscription forms are common, 1 out 4
websites are already asking for email
subscriptions in popups.*
Timing
Users don’t want to be disturbed while reading
but once they have read through, that is the
best time to ask them for signup as its non
intrusive.
Impact
In our experience Popup based subscription
forms increase signup rate anywhere from 50
to 100% through compared to footer/side
subscription forms because users tend to
become blind to static forms.
* http://www.marketingcharts.com/online/1-in-5-marketers-say-they-use-pop-ups-to-collect-email-addresses-26321/
Exit Intent When a user is about to exit your site, its possible to put your best fit forward and hold them.
Gives you an extra chance
Exit intent gives you an extra chance to impress
the customer.*
Messaging is Important
Be sure you make the best use of this chance.
When a visitor is about to leave you better have
a good reason to stop them. Discount coupons
are a good way to do that.
Impact
In eCommerce we have seen cart drop out rates
to decrease by upto 7%.
* http://www.marketingcharts.com/online/1-in-5-marketers-say-they-use-pop-ups-to-collect-email-addresses-26321/
Surveys Surveys are a great way of understanding the user and converting them to leads as well.
Survey Usage
70% of marketers collect user information via surveys.
Automatically segments users
If a visitor is your target user you can follow up the
survey with a lead form. If not you can politely exit
Nurture disinterested users
If a user gives their detail but is currently not interested
in your product you can nurture them for later.
Best Practices
To generate 200% more leads, use your website as a Proactive Marketer.
• Convince: Address any gaps in Product Quality or Trust in the minds of user when they land on your site before you start selling.
• Time: Once a user is ready, proactive nudge them towards the business goal. This could be lead generation, email subscription or simply a social activity (Share/Like/Follow)
• Visibility: Make sure the action you are trying to get is visible to the user at the right time and not sitting passively on the page somewhere.
• Do not spam: However, never disturb a user’s usage pattern like distracting them when they are still reading an article.
Who we are? We at Connecto are working to make websites better by providing set of tools which improve
engagement and conversion on your website.
What we are up to ?
Connecto is on a mission to improve engagement and conversions for business websites.
What is Connecto Leads ?
Connecto leads helps you generate more and better leads from your website. It can target
your audience in different ways e.g. time-on-website, geography etc.
What are other products ?
Connecto has multiple products to improve conversions and engagement on your website:
1. 2.
3.
Connecto Messaging – Virtual Salesman/Assistant on your website.
Connecto Social – Grow your followers, Engage your visitors through social platforms.
Connecto Mobile – Engage and convert on your mobile site.
Q & A
Appendix
Screen shot
Connecto Leads
Business Domain
Education – Vocational Education courses
Targeting Rules
1. Geo targeting – Courses offered in different cities
2. Blog Pages only
Geo tagged leads can be
contacted by respective
centers
Not only generate traffic
using Blogs but also
generate high quality leads
Screen shot
Connecto Leads
Business Domain
Education – Higher education courses
Targeting Rules
1. Scroll based – 60% of page
2. Designated pages – URL
pattern matching
Information pages,
generating more leads
than contact us pages More engaged user results
in better conversions
Connecto Leads Video Widget
Business Domain
Health care – Hair restoration Business
Targeting Rules
1. Embedded Videos on
Page – Youtube, other
video services
2. Video Widgets – All
targeting rules are applied
Videos are most useful in
engaging visitors. Leads
are captured at highest
point of engagement.
More engaged user results
in better conversions
As Video is complete, Lead
form is shown to the
customer
Connecto Leads Click-to-Call
Business Domain
Real estate– Apartment Renting & purchase
Targeting Rules
1. Scroll based – 60% of page
2. Designated pages – URL
pattern matching
Provides phone based lead generation
Never miss a lead on
phone. Tracks all missed
calls and IVR calls
A phone call will be initiated from system immediately to connect customer
with business rep.
Screen shot
Connecto Leads
Business Domain
Health care – Parental Health
care packages & Remote
consultation
Targeting Rules
1. Time based – 20 seconds on page
2. Repeat visitor – Person visiting website for 2nd time of more.
Better conversion using
repeat visitors – Higher
interest level
+91 882 6026 333
www.connecto.io
www.digitalvidya.com
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