Archive for the 'Converting Visitors into Leads' Category
Written by billyfischer | December 1, 2011 9:56 am
We’ve been asking marketing & sales managers the following question: ”What’s your top marketing goal in 2012?”
The most popular response? “Drastically increase the number of leads we receive from our website.” Sound familiar? As you start to see more and more potential sales opportunities from your website it’s common to wonder, “How can I get more?”
3 ways to increase your web leads in 2012
1. EXPLORE
Try a new marketing method and put the measurement tools in place.
Raise Awareness With Remarketing
Set up a display ad campaign in Google using their remarketing system. This causes your ad to display much more than your competitors’ ads when the visitor has been to your site in the past. This is a great tool to raise awareness about your brand.
Keyword “Tasting”
Set up a landing page and try 5 keywords. Change the 5 keywords each week. Only run your campaign during business hours. Utilize Google’s keyword tool to help you identify some great keywords to test. Watch your analytics closely to determine which keywords work the best.
2. Measure
One of the strengths of search marketing is its extreme measurability. Beef up your tracking in 2012 so you know exactly what’s working.
Measure URLs & Phone Numbers
You can easily measure your campaigns using Google Analytics and Google’s URL builder for creating tracking URLs. For phone calls, we suggest IfByPhone. The URL builder is free, and IfByPhone is fast to set up and very inexpensive.
Multivariate Landing Page Testing
Design multiple landing pages (we suggest using UnBounce to help). Utilize different imagery, messaging and offers on each. Split the traffic evenly between the two and identify which elements work the best. Then, utilize those elements throughout your entire campaign!
3. Adjust
The key to a high-performing search marketing campaign is to be constantly tweaking activities based on the large amount of data received.
Use SEO & SEM Together
Once you identify which keywords work best in the SEM environment, take those keywords and optimize your website for them. Publish new articles, update content pages and write press releases integrating your newly discovered keywords.
Make Your Design Work
Don’t be afraid to adjust some of the design elements of your website based on what you’ve learned from your search activities. Simplify pages, highlight conversions, change images and continue to evolve your design.
What are you planning to do in 2012 that will increase your web leads in 2012?
Written by crystalolig | February 26, 2011 10:19 am
Oxiem’s business-to-business interactive marketing experts helped All-Flo Pump Company, a global leader in diaphragm pump manufacturing, create a new website to offer customers a streamlined web experience. The company is a leading manufacturer of rugged, lube-free, non-stall/freeze air diaphragm pumps. Serving a variety of industries, including oil & petroleum, petrochemical, food & beverage, mining and construction, All-Flo works with a global network of distributors to ensure local availability and service.
Clear, comprehensive branding includes a unique and easy diaphragm pump selection tool, a distributor locator feature, and an exclusive resource portal for distributors.
Fast Pump Finder
The interactive business driver widget, the “Fast Pump Finder,” eliminated a paper-based solution used by the company. Before, to find the correct pump, customers used printed chemical compatibility tables. Now, users can pick the appropriate size and the material they would like to pump. The Fast Pump finder cross references all the relevant data and presents the user with the appropriate pump for that need.
“All-Flo’s commitment to provide our customers with smart pump solutions is reflected in this new website,” said Paul McGarry, All-Flo sales and marketing manager for North America. “We believe this new website will be a tremendous advantage for our customers around the world and will bolster our position as a leading diaphragm pump manufacturer.”
Benefits for Distributor Network
Another goal for All-Flo’s new site was to faciliate connections between their global network of distributors and direct clients. The Distributor Locator tool allows customers to enter a zip or other postal code to find the nearest pump distributor. Paired with a new distributors-only section with product pricing, marketing and training materials, All-Flo’s internal clients are now better equipped to connect with clients and resources.
Web- and document-based product catalogs with detailed and high-quality product galleries and illustration let All-Flo’s products be found from anywhere.
Written by crystalolig | July 16, 2010 1:49 pm
Oxiem welcomed small business owners and marketers from around central Ohio for a two-hour workshop on search engine marketing and website optimization on June 29 at the Dublin Entrepreneurial Center. Attendees needed help learning the basics of search, as well as tips, tricks and techniques they could implement on their own sites.
After a quick intro to the basics (fueled by a little caffeine and carbs – a.k.a. coffee and bagels – just to get brains revving to go), a series of roundtable sessions hosted by Oxiem’s search experts allowed attendees to ask questions and learn from each other.
Roundtable topics included:
- Conversions: Connecting with your customer, with Lindsay Malone
- Organic Search: Grabbing growth gradually, with Bill Sterzenbach
- Technical: Build it (right) and they will come, with Angela Trego
- Paid Search: I want traffic now!, with David Kragel
At the end, each attendee had the opportunity for an individual consultation with Oxiem experts on his or her own site, including the opportunity to examine in-depth functionality, ask questions and make notes for improvement.
Here are a few comments from attendees:
- “I enjoyed being able to talk/learn more about all the different aspects of web marketing and even social media. I understood the content & didn’t feel like it was something that was over my head! And everyone was fun & personable!” – Megan Stengel, President, Libre, LLC (www.libreclothing.com)
- “This is my second trip to an Oxiem [workshop]. There is a reason why: The professionals of Oxiem know how to deliver knowledge and value in their educational seminars. Just imagine the results they can deliver their clients.” – Jason Veliquette, Marketing Director, Peer Assist, LLC (www.PeerAssistLLC.com) (Wow, thanks Jason! We sure try!)
- “Oxiem makes search engine marketing easy to understand, with specific suggestions and ideas I can use today. My head is swimming with the possibilities, rather than confusion.” – Heather Dicianna, Owner, Rewondered (www.rewondered.com)
- “Great use of time with good amount of information.” – Deonna Barnett, Increase CDC (www.increasecdc.org)
- “This was wonderful! I learned more here than in several months of research. I appreciate the straightforward answers and willingness to help. Thank you!” – Anonymous
- “Maybe break out sessions could be a bit longer. Or it could be set-up as a 2-part event. I learned so much and had a wonderful time!” – Mandy, Libre, LLC (www.libreclothing.com)
- “Really good introduction and lots of helpful tips and advice. Thanks for sharing your knowledge & experience.” – Bethia Wolf, Columbus Food Adventures (www.columbusfoodadventures.com)
“The areas of focus and time spend at each [roundtable] was perfect! The outside perspective was really helpful.” –Bethany Skaff, Libre, LLC (www.libreclothing.com)
More photos from the event are live on the Oxiem Marketing Technology Facebook page. Check ‘em out, tag yourself, and please give us a “like” while you’re there!
Follow up surveys indicated that attendees were pleased with the session, and gave us a few pointers for subsequent workshops the Oxiem team will host. The most common feedback said we needed to make each roundtable its own session — so much to teach and learn, so little time! We’ll definitely be back with more focused sessions in the future.
Our primary goal for this and other similar sessions is simply to give back to other small businesses by sharing our expertise. When the Ohio business community and economy grows, we all win. As a whole, the team is so pleased we had the chance to meet all the entrepreneurs and marketers who attended, and are thankful they gave us a few minutes to help de-mystify the world of search marketing. THANK YOU!
Check back here often for more tips on Columbus search engine marketing, local website optimization and events from the Oxiem team.
Written by crystalolig | June 7, 2010 3:03 pm
Oxiem Marketing Technology Presents:
Search Engine Marketing & Website Optimization Workshop for Businesses
Tuesday, June 29
10 a.m. – 12 p.m.
Dublin Entrepreneurial Center
7003 Post Rd., Dublin OH 43016
4th Floor Training Room
Google’s the big kid in the sandbox, and he’s hungry. Are you feeding the beast? The right content, keywords and structure can dramatically impact the success of your business online. On Tuesday, June 29 from 10 a.m. – 12 p.m., you can find out how you’re doing in a free workshop-format session with the experts in search and SEO from Oxiem Marketing Technology. One lucky attendee will WIN a free search marketing campaign from Oxiem. Register now!
First, we’ll discuss key website features like overall structure, links, title tags and keywords. You’ll learn best practices and theory behind search engine marketing, and walk away with tips you can implement now to:
- Convert lurkers into potential clients
- Painlessly collect contact information from visitors
- Better understand online metrics and measurement goals
- Make sure your site is performing well with key quality measurements
- Consistently grow online traffic
Next, the first 15 pre-registered attendees will have the opportunity to discuss your existing website with an expert from Oxiem one-on-one, and get recommendations about content, structure, keywords and more.
Fill out the form here to register today!
Questions? Call 614.787.6676 or e-mail Crystal at colig(at)oxiem.com.
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About the Presenters
David Kragel
David is the lead search marketing analyst at Oxiem and manages the
day-to-day operations of their search marketing campaigns. David’s
responsibilities include market and keyword research, developing and
optimizing search advertisements, and implementing unique, visitor-driven
conversion opportunities. He also develops organic search marketing
campaigns, analyzing websites for strengths and weaknesses and integrating
content and technical changes to fully optimize client websites.
Bill Sterzenbach
Bill is co-founder of Oxiem and is the company’s technology director. His
professional career spans web site architecture, online marketing,
technology application, website development and hosting for a range of B2B,
manufacturing and consumer clients. With more than 20 years of IT
leadership experience and a decade’s worth of online marketing expertise,
he’s a recognized expert in search marketing and search engine
optimization, specializing in driving real, measurable business results
through savvy and insightful search strategy.
Post-Event Recap
See our intro presentation slides below, with a quick capture of the basics of search and topics discussed at the workshop.
Written by bsterzenbach | April 28, 2010 12:08 pm
We’re not in it for the accolades, but when you get a pat on the back from your peers, it sure feels good!
Oxiem recently took home two PRism awards from the local chapter of the Public Relations Society of America, in partnership with two outstanding clients.
PRSA is a leading organization for communications and public relations professionals, and boasts an active local central Ohio chapter. Each year the chapter honors local companies doing outstanding work for clients in the public relations and marketing communications arena with a PRism Award. Entries are judged by a reciprocal PRSA chapter somewhere across the country.
This year’s award ceremony took place Thursday, April 22 at the Hilton Polaris, hosted by local media personality Monica Day of the local NBC-4 affiliate.
Oxiem took home two PRism awards in partnership with two outstanding clients.
The microsite developed to support recruitment, branding and awareness goals for the Ohio Hi-Point Career Center, Ohio Hi-Point Journeys, won a PRism Award in the category “Non-Profit Social Media Campaign.” Oxiem client Shane Haggerty, marketing & communications director for Hi-Point, also is a member of a PR organization for school communicators and the site also won top honors from the Ohio NSPRA chapter.
Mary Szymkowiak of the Dublin Convention & Visitors Bureau was on hand at the awards ceremony to accept top honors with a PRism award in the category “Non-Profit Website” for the site IrishIsAnAttitude.com, designed and developed by Oxiem.
Oxiem team member Crystal Olig is an active member of PRSA, serving on the local University Liaison committee and a national executive board for the organization.
“What is unique about this award is that it’s judged from a communications standpoint,” said Olig. “Not only do these sites do a great job of marketing, but they are seen by other communications professionals as having a specific, key message and strategy behind them. It’s an honor to be among the 2010 PRism award winners in Central Ohio.”
See a full list of 2010 Central Ohio PRSA PRism award winners here.
Written by crystalolig | March 8, 2010 7:18 am
Join us March 18 at an educational session at the DEC
Note: Thanks to everyone who participated in the session! You can find all the slides at the bottom of this post.
Where do you go first for information? Google? So do your customers. What are they searching for when they need a product or service like yours? Harnessing the search stream and catching people during their decision-making process is key. Learn the basics of search marketing with the experts from Oxiem Marketing Technology, at this fast-paced session that will help you understand the world of search engine marketing and website optimization.
Come on over to the Dublin Entrepreneurial Center on Thursday, March 18 from 11 a.m. – 12 p.m. Register and get directions on the Meetup Page for the event or by e-mailing colig(at)oxiem.com. The session is complimentary, and you can grab some free lunch from Buffalo Wild Wings on your way out!
You Will Learn:
• What search engines see and care about when they are on your site
• How to link your business to relevant sites and directories
• How to improve your site to gain more traffic – and how to know if it’s good, quality traffic.
• What kind of content you should put on your site
• How to integrate marketing efforts, including social media, into an online strategy
• Basics of pay per click advertising strategies
• Tips on developing keyword lists and key phrases
It’s a “Jelly” coworking day at the DEC, so you are welcome to stay the whole day, as well, and network with other professionals in casual setting. The full schedule for the day’s events can be found here.
About the Presenters:
Bill Sterzenbach
Bill is co-founder of Oxiem and is the company’s technology director. His professional career spans web site architecture, online marketing, technology application, website development and hosting for a range of B2B, manufacturing and consumer clients. With more than 20 years of IT leadership experience and a decade’s worth of online marketing expertise, he’s a recognized expert in search marketing and search engine optimization, specializing in driving real, measurable business results through savvy and insightful search strategy.
Crystal Olig
Crystal Olig helps Oxiem’s clients through the web development and search campaign planning process, and has expertise in online content management, marketing communications, editorial strategy for blogs and publications, public relations, social media, branding and design. Crystal was previously the Marketing & PR Manager for Event Solutions magazine, conference and tradeshow and has a strong background in event planning, PR and journalism.
Questions? Email colig(at)oxiem.com or tweet @sparklegem.
Written by bsterzenbach | November 24, 2009 1:46 pm
Is your website the loneliest salesperson in your office? Do you give it at least as much care and attention as your other sales staff, or is it generally neglected? Stop and think about it – if businesses treated their sales staff the way they treat their online salesperson, they wouldn’t have a very large staff.
In order to decide what compensation is fair for your online salesperson, we must first define some objectives. What is the main job of your online salesperson? Lead generation, direct sales, and support are 3 very valid jobs which you may assign to your it. Now, you need only decide what is a realistic expectation for this year and what is fair payment for meeting these objectives. Once you’ve done this, you can easily determine whether your online salesperson is earning the pay received. If your website exceeds the assigned objectives, we should have some plan for how we will ‘reward’ the site in this event. Generally, a short-term budget increase is in order. This allows you to try and reproduce the environment in which the exceeded expectations occurred and see if you can do it again.
Let’s take a look at the components that make up a happy salesperson and compare it to your website’s ‘compensation’.
Base pay
How much do you invest in your website annually? Is it anywhere near comparable to what you would pay a person to generate the same number of sales leads?
Performance variable
Are you rewarding your website when it exceeds your expectations with regard to lead generation? When it received that really really big opportunity last year, did you remember to reward it in the next year’s budget?
Support
Does your site have the sales documentation, presentation materials, sales sheets, and other collateral it needs to succeed? What sort of leads are you sending your site? If you expect it to reach all goals with no prospects (traffic coming in) then you will surely be disappointed. Perhaps some support by way of prospecting (search marketing) would help your online salesperson to reach their goals.
Face-time with the boss
Are you giving your website sufficient face-time? Do you ignore until something goes wrong? This will surely discourage your online salesperson and demotivate it. You should give your website some attention at least monthly. This site represents you, and you should know what it’s saying.
Obviously any analogy can be taken too far, but you can find an analogue for nearly any component of a healthy website that matches a salesperson. Give some serious thought to the idea of your website being a member of your sales team. Are you equipping it to excel?
Written by bsterzenbach | November 21, 2009 9:00 pm
One of the principles I try to encourage my folks here at Oxiem to adopt is the concept of ‘the persistent why’. It’s easy to ask why once. For example, I was working with an SEO client and he informed me that he needed to be ranking for 3 specific keywords. I asked why. He said – they are the most important to my industry. It would have been very easy to stop there and say ‘OK, makes sense’ but it was more important to discover how he arrived at his conclusion. This is the second why.
Bill: WHY are these keywords important to your industry?
Client: Because this is what my customers search on when looking for my service.
Bill: How do you know that?
Client: Experience
Bill: Excellent – this may save us some learning – what data did you use to arrive at this? We can simply leverage this data instead of going through the exercize all over again.
Client: My gut, and in talking to customers.
Bill: Oh.
This began a long conversation about the importance of real data. I told the client that our research may in fact bear out his assumptions, but without data, we’d be opening ourselves up to much potential wheel-spinning. He did not like this, but in the end it turned out to be VERY beneficial for his success.
The point is, asking the second, third, and beyond whys are what makes us valuable to our clients. Many of them are not accustomed to being asked why, and some even bristle, but ultimately, this is why they hire us.
Written by bsterzenbach | 8:58 pm
A crazy thing happened to me last week. I was giving one our our associates a 20 minute diatribe on usability, mentioning that people don’t need options, they need clear, simple objectives on pages and on and on. At the end of my brilliant monologue, I needed to take a bathroom break (the same coffee that inspired my brilliance inspired the need to break). As I approached the bathroom door, I noticed a guy going in before me. He approached the door and pulled on the handle – but it’s a push door.
The problem was that they put a ‘universal’ handle on the door, and this confused the man. It’s not that the guy was stupid, it’s just that he didn’t want to take the time to figure out the door – he assumed the interface would make it clear as to what was expected of him.
This is what I was explaining to my work associate – I was telling him that you must police the development of systems to obey Einsteins basic rule:
“Everything should be made as simple as possible, but not simpler.”
This seems like a cute and clever saying, but it truly has great meaning. The application to webpage design is critical because it’s so easy to try and be everything to everybody. Many clients want lots of shortcuts, lots of options and many many features. This is a noble goal, but the problem is many users will be confused by too many options. Equally dangerous is the desire to make an interface ridiculously simple, thus shutting out savvy users who would be insulted by an overly simplified interface.
Einstein had it right, and little has emerged to refute this.
