Post on 17-Jul-2015
VAR 102: Web PresenceOptimizing for Online Lead Generation
Simon Poulton
Manager of Inbound Marketing - Laserfiche
Scope
‣ Inbound Marketing
‣ Define Your Audience
‣ Content Creation
‣ Website Strategy
‣ The Role of Social Media
Who am I?
‣ Simon Poulton
‣ Manager of Inbound Marketing @ Laserfiche
‣ BA Psychology – UCLA
‣ Top 25 Social Business Leader
What is “Inbound Marketing”?
‣ Coined by Brian Halligan,
CEO of HubSpot
‣ Providing the right
resources to the right
people at the right time.
Interruption Marketing
Customer Executive Board
“57% of a typical purchase decision is made
before a customer even talks to a supplier.”Customer Executive Board, 2013
Survey of 1,400 B2B customers across industries.
The Informed Buyer
Traditional Sales Funnel
Modern Sales Funnel
Signal:Noise Ratio
Inbound is Unique
Audience
Who are we
marketing to?
Personas
3 Core Personas
Admin Amy Manager Maria IT Ian
Persona – Admin Amy
‣ Pain Points
• Current system is disorganized & time consuming.
• Work is unrewarding—filing, printing and data entry tasks
are boring!
• Hard to find any older invoices when requested.
• Not sure how to drive change.
Persona – Admin Amy
‣ Pain Points
• Current system is disorganized & time consuming.
• Work is unrewarding—filing, printing and data entry tasks
are boring!
• Hard to find any older documents when requested.
• Not sure how to drive change.
‣ Goals
• Stay employed.
• Have less stressful workdays.
• Find a low-risk solution for a process-related problem.
Persona – Manager Maria
‣ Pain Points
• Spends too much time manually approving documents.
• Her department is spending a lot of money on offsite paper
storage
• Knows department could be more productive, not sure how.
• Wants to improve operations, but has no time.
Persona – Manager Maria
‣ Pain Points
• Spends too much time manually approving documents.
• Her department is spending a lot of money on offsite paper
storage.
• Knows department could be more productive, not sure how.
• Wants to improve operations, but has no time.
‣ Goals
• Reduce departmental spending.
• Improve communication and transparency between
employees and departments.
• Make more time for strategic work and valuable
management duties.
Persona – IT Ian
‣ Pain Points
• Is very risk averse and doesn’t want to implement new
software he is unfamiliar with.
• IT department is very small and already stretched thin.
• He gets blamed for system problems that users create.
Persona – IT Ian
‣ Pain Points
• Is very risk averse and doesn’t want to implement new
software he is unfamiliar with.
• IT department is very small and already stretched thin.
• He gets blamed for system problems that users create.
‣ Goals
• Keep the lights on.
• Keep the department heads happy.
• Provide simple solutions that regular employees will
understand and actually use.
3 Core Personas
Admin Amy Manager Maria IT Ian
Your WebsiteContent Creation
Content Creation
What are the
top things
visitors are
looking for?
General Code
Content Creation
What are the top
questions your
customers ask you?
Content Creation
“If customers are asking you the
same questions over and over again
offline, they probably have the same
questions online as well.”
- Aaron Weiche, Spyder Trap Marketing
Content Creation
What’s unique
about your
audience and the
areas you serve?
Content Creation
Content Creation
Do you have case
studies, or customer
interviews?
Solbrekk
Solution Exchange & Case Study Portal
Content Creation
Do you have value
propositions for
download?
Content Creation
Example: The ECM Blog I
Example: The ECM Blog II
Your WebsiteContent Organization
Content Organization
What do you do?
Products / Solutions / Services /
Partners / Blog
Content Organization
Targeting a specific
key phrase or group
of related phrases
on each page.
Google Keyword Planner
Content Organization
What do you do?
Products / Solutions / Services /
Partners / Blog
Content Organization
Where are you?
Contact Us / Footer
Content Organization
Content Organization
Why should I trust you?
Case Studies / Testimonials / Blog
Content Organization
Who are you?
About / Company
Content Organization – Unity ECM
Content Organization
Your most important
content should be
featured on/linked to
from the homepage.
Your WebsiteUser Experience & Technical Considerations
Laserfiche Website Circa 1999
UE & Technical Considerations
Make your website
mobile-friendly
AMI Paperless
UE & Technical Considerations
Focus on
headlines, sub-
headlines and
images, not text.
UE & Technical Considerations
Have a goal in mind
for every page.
UE & Technical Considerations
Make sure you can
track the results of
your hard work!
Your WebsiteGetting Found Online
A question to consider…
“If a website is published online, and no one
can Google it… does it even exist?”
Did You Know?
“In 2014, there were over 20 billion
searches performed per month on
Google in the United States”
Local Ranking Factors
NAP – Name, Address, Place
Needs to be
consistent
across all
mediums.
Citations & Reviews
Used to understand
the relevance &
importance of your
website.
Laserfiche.comA Sneak Preview
Example: Laserfiche.com
Example: Laserfiche.com
Example: Laserfiche.com
‣ 75% of visitors scroll
beyond the first
section on the page.
Example: Laserfiche.com
Website – Learn
The Importance of Being SocialDo you really need to be on social media?
‣ Bi-directional engagement (conversations)
‣ Trusted resource
‣ Not a strong traffic driver
‣ Generally static
medium
‣ Great for
identifying sales
opportunities
‣ Everyone and their dog is on Facebook
‣ Organic reach is slowly dying
‣ Great for promoted content marketing
Facebook – Unity ECM
Google+
‣ Used as a strong citation
‣ Claim both Google+ local & places
‣ It’s okay to be static
Key Takeaways & Next Steps
Key Takeaways & Next Steps
‣ Know who your audience is and understand their needs.
‣ Build a website with a strong focus on educating prospects.
‣ Ensure your online listings & profiles are all consistent.
‣ Embrace new online engagement mediums!
Resources & Tools
‣ Let’s Connect:
‣ Email: Simon.poulton@laserfiche.com
‣ Twitter: @Spoulton
‣ LinkedIn: www.linkedin.com/in/smpoulton
‣ Course survey: www.laserfiche.com/EmpowerSurvey