open the funnel for maximum conversion and lead generation - power up direct & digital marketing...

Michael Leander

Lisbon, 10-11-11

More information here www.michaelleander.com | www.michaelleander.me

Open the funnel for maximum conversion and

lead generation

Worth remembering

• OTS (Opportunity to See) is still important

What is the cost of interaction? Strongest Good Highly

variable Low value Hard to

measure

Email Marketing

Search engine optimization

Pay per click

Social media networks

Public relations

Direct mail

Online advertising

Failure is a big part of your success ! • Experiment with

different concepts

• Test, test, test

• Be prepared to explore new, surprising ways to become successful

• Create a corporate / agency culture for testing

Attract your audience

What do you want to achieve?

7

Attract 20.000 newsletter subscribers

Get 50000 people to talk about my product

Customer fan club

Sell for € 1 mill by Friday

Have 100.000 ppl. watch my video

Innovate and disrupt, but do it right !

Innovate and disrupt

Landing page #1 Landing page #2

Which page generated most registrations?

275 conversions 110 conversions

The journey starts off site – make it effective

Banner

The same goes for the copy in your social media messages

About EADIM in London here http://www.eadim.com/eadim2011/?ap_id=leander

Pharma marketing article is here http://ht.ly/1f3IoZ

In your market, which percentage of prospects are buying now?

3% are buying now

6-7% are open to the idea

30% are not thinking about it

30% don’t think they are interested

30% are sure they are not interested

Build relationships bearing the funnel in mind

• Align the buying process with

your sales process

• What is the Most Wanted

Response you want from visitors?

• Be detailed to ensure that all

steps in the funnel are optimized

The conversion funnel for all your activities

Really new ways: Will this influence? http://archive.perhansson.com/nokia/greatpockets/

Working with the funnel

When you feel how depressingly slowly you climb,

it's well to remember that

Things Take Time and often 3-5 times longer than

expected

Michael Leander is an international marketing speaker. He has spoken in 35+ countries and at countless webinars.. Find him here http://www.twitter.com/michaelleander Speaking: http://www.michaelleander.me Consulting: http://www.michaelleander.com Email: leander@michaelleander.com

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