Website
Lead Generation

If your website was created for business, lead generation (or direct e-commerce sales) should be your primary goal. In our view, there should be a clear distinction between lead generation and simply inviting visitors to contact you. By our definition a lead is a decision maker or influencer that has a potential need for your product or service. A contact is far more casual than that.

Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost (Forrester Research).

Website lead generation should initiate a planned sequence of  activities that move your leads toward an eventual sale or conversion. Lead generation sits at the very top of your sales funnel and frequently determine whether your business grows or not.

Contrast that with a contact. A contact is just a contact. Maybe you get an email or a phone call asking a question. If you answer it and leave it at that, it's not a lead. It's a wasted opportunity.

It's the difference between fishing and hunting. Fishermen wait. Hunters pursue. That's not to suggest fishing is a bad strategy (inbound marketing is a fishing tactic), but when you get a nibble, do you set the hook or hope the fish will hook itself? That's your sales pipeline, and if you are in business you have a sales pipeline whether you think you do or not.

How do you transition from a contact strategy to a website lead generation strategy?

It begins with a shift in your thinking. Begin by listing the questions your potential customers ask before they commit to you by writing checks. Next, make it your goal to answer those questions before they’re even asked. Nearly 100% of the time, your website visitors found you online through an attempt to answer a question or solve a problem.

Resist the urge to try to control the flow of information you provide. Website visitors will decide whether or not they’ve found what they want in only a few fractions of a second. This is part of the reason “splash pages” are such a stupid idea. (See #5 from this random page on the subject.)

Your website visitors have an annoying habit of ignoring what you want them to to do, and finding their own way. So forget about your sales pitch and the set up for the big kill and just focus on proving you are the leading expert in your industry. Don’t even bother trying to sell. Attract website leads through “thought leadership,” a term Internet marketing nerds made up because it sounds better than “smarts.”

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Nuturing Website Leads

Having established that the best way to attract leads is by being generous with your subject matter genius, and further realizing that a lead is a contact with method and purpose, the trick is to keep them moving through your sales funnel.

There is a tool for that called CRM, for client relationship management, or is it customer retention management, or client retention management? Well, it doesn't really matter. The critical point is that you forget about trying to manage leads from your email inbox.

CRM makes it possible to manage every stage of every contact (lead, opportunity, project) and maintain important details like purchase history, note about prior conversations, research, even birthdays and pet names if it help you close the deal.

CRM is part of the deal

When you contract with OCG Creative to manage your Internet Marketing, CRM is a central component. All of your (our) website lead generation efforts feed the CRM. You'll still get email notifications with all the important details, but now those leads will be resting comfortably in your CRM. You'll be able to find them simply by looking, without searching through those 9900 emails you've been marking as "unread," so you won't lose track.