Turn Your Website Visitors into Qualified Leads (Part I)

Last week Fire Enterprises (FEI) FEI Marketing Tribe Leader Marka showed the tribe how implementing SEO best practices can help FEI drive more targeted traffic to their Website, a crucial first step of demand generation efforts. This week, Marka begins discussing how to turn these Website visitors into qualified prospects. Remember, fire = print.

The FEI tribe had gathered in the conference room for their usual Monday marketing meeting. Marka stood at the front of the room, ready to discuss how FEI could turn its O-site visitors into qualified prospects.

“We’ve already discussed how to drive more traffic to our O-site through SEO, SEM, and social media efforts,” Marka said. “But what do we do with these prospects once they’re on our O-site?”

“Turn them into customers!” Zoot roared.

“That’s the idea!” Marka said. “When visitors first land on our O-site, some will be ready to click ‘order’ right away. But most will require more convincing, and many will require frequent nurturing—over weeks, months, or perhaps even years—before they pull the trigger.”

“In other words, a prospect’s initial visit to our O-site should be just the first step of an ongoing nurturing program designed to place an order,” Org said with understanding. “How do we find out who these prospects are and what they’re interested in so we can continue marketing to them in an intelligent way?”

“We get them to tell us this information,” Marka said.

“How?” Org asked.

“By offering them something of value in return,” Marka said. “Most interested site visitors are likely browsing our Products and Services pages. On every one of these pages we’ll place an online form that prospects can fill out to request tips or other useful information related to the product or service. For example, our Kilns page will offer a free download of a tips sheet called Eight Tips for Increasing Your Kiln Efficiency. To download these tips, prospects must fill out a short registration form with their name, company, and O-mail address.”

T.J. Tedesco is a sales growth, business strategy, marketing and PR consultant operating at the intersection of clear vision, compelling content and effective outreach practices. For nearly two decades, T.J. has been an independent consultant and sales growth team leader. Previously, he sold commercial printing, graphic arts machinery and supplies, and finishing and bindery services. T.J. helps North American companies with content development, Web and print design leadership, nurture marketing programs, sales coaching, sales team alignment and business strategy. Since 1996, T.J. has worked with more than 100 clients on retainer, 80 percent in the graphic arts industry. T.J. is author of "Win Top-of-Mind Positioning," "Playbook for Selling Success in the Graphic Arts Industry," "Fire! How Marketing Got Hot," "Direct Mail Pal" and four more books published by PIA. He can be reached at (301) 404-2244 or tj@tjtedesco.com.
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