I love how my funnel optimized website helps invisible buyers become visible sales leads. This site, which was created by Copyblogger Media is built on the Genesis WordPress platform using a customized Streamline child theme. To enhance the site’s ability to power my social selling efforts, and serve as a never need a vacation painless prospecting power house, we added a few WordPress plugins to enhance its sales lead generation capability.
A lot of people ask me about our site and the plugins we use, so today I want to share six of my favorites and the role each plays in our lead gen program.
To convert web searches into sales leads, you need an SEO plugin. Our site has the SEO tool built into the base WordPress install, but if we didn’t have that, then we’d use SEO by Yoast to help us optimize our web pages and blog posts for search engine ranking (SERP).
The second plugin is one that I spent months finding. We use MicroKids Related Posts to create our related content on each blog post. Unlike a Most Popular Post or other Related Content widgets, MicroKids’ plugin lets us hand select the blog posts and web pages that appear next to every blog post we publish here. By hand selecting the content, we’re better able to create those dynamic funnels so important in proper funnel optimized website design.
Lead Capture & Lead Nurturing
As I’ve said before, function should lead form when you design your website. While an important branding vehicle, the number one role of your website is lead generation. There are lots of tools you can use to create forms but here at Converse Digital, we like Gravity Forms. The Gravity Forms plugin is highly versatile and does a lot more than just capture information. In addition to integrating with numerous email marketing platforms, the plugin can also send automatic emails after a form submission. These emails are a great way to automate the sending of white papers, ebooks and other lead generation content tools AFTER someone has submitted a valid email address.
To fulfill against our leads, we use MailChimp and the MailChimp plugin. This plugin seamlessly integrates into our Genesis powered website and our Gravity Forms. Thus, by integrating our forms directly into MailChimp, we’re able to automatically populate our various lead nurturing mail lists. This saves us a load of time and automates not only the sending of a white paper, but also the post white paper lead nurturing email campaign.
Website Visitor Analytics
If you know me, you know I’m frugal. Whether spending my money or my clients’ money, I make it a point to always seek out the least expensive way to solve a sales & marketing challenge. Analytics is one place where you can get a ton of value for virtually no spend. We use Google Analytics and to make accessing that data easier, we selected the Google Analyticator plugin to automatically insert the necessary Google code on every page of the site. We’re also watching how visitors flow through the website to improve its funnel optimization. To do this we use the ClickTale plugin and the ClickTale’s In-Page web analytics. You can access both a free and paid version of the analytics and we find the insight — especially the heat maps truly enlightening.
Your Company Blog as Sales Lead Generator
Your company blog, and the helpful content you share there, is a great sales lead generator. By analyzing your website analytics to discover how your sales leads are moving through your site, which content is the most popular and which content converts the best, you can steadily improve your lead conversion ratios.
By investing in a few inexpensive plugins and a decent email marketing service, like MailChimp, you can then nurture the leads that don’t close for future business development opportunities.
And finally, half the content marketing battle is getting found. Far too often company bloggers don’t pay enough attention to the basics of Search Engine Optimization (SEO), so take advantage of simple plug-ins like Yoast’s SEO plugin to give your great content a fighting chance to be found via your prospect’s next Google search.
Wanna learn more about how you or your organization can leverage the power of social selling to grow your business? Why not check out our inexpensive online social selling courses or schedule a time to talk about our powerful social selling workshops.
photo by: mzeuner