Sherif Morgan, Connexins Web Development, explains the process on how to capture leads using landing pages, opt-in forms, email lists and autoresponders.

1. Your Email List
How to get Leads, turn them into
Prospects, then into customers
Sherif S. Morgan
Friday, May 3, 2013

2. What’s so important about email?

3. what is your goal?

5. How does email
marketing fit in
this process?

6. What is a Call-to-
Action?
A button, image, or text on a webpage that
urges a visitor to take a specific action.

7. Primary CTA
home page
website page
blog post
social media
email message

8. the primary call-to-action

9. CTA in the Home &
Content Pages
Examples:
• Learn more about product/service
• Phone Call
• Online Purchase
• Request for Proposal
• Opt-in
– Download free report/Sign up for a free trial
goal: keep them engaged, encourage them to
take the “next step” in the sales funnel

10. CTA in a Blog Post
• Conclude with an engaging question
– ask readers to comment, share, or follow
• Prompt them to download a report
• Link to relevant landing pages
• Ask them to subscribe
goal: keep them engaged, continue to pre-sell,
increase your credibility… i.e. nurture them

11. Ask them to
Share, Follow, or
Subscribe

12. Call-to-Action Tips
• Concise / Clear what they’re getting
– Watch Video, Download eBook, etc.
– Benefit and Value (“what’s in it for me?”)
• Use Action Words
– Download, Subscribe, Start Free Trial, Reserve Your Seat, etc.
– Ineffective: Contact, Click Here
• Does not address the why or the value
• Consistent with their expectations
• Urgency
– Sign Up Today, Get Started Now

13. Primary CTA
home page
website page
blog post
social media
email message

14. Landing Page (Squeeze Page)
A landing page is a web page that focuses
on one specific action, namely capturing a
visitor’s information through a lead form.
goal: generate (or segment) a lead

16. Why would they sign up?
make the value clear

17. Why would they sign up?
Incentive (eBook or whitepaper)

18. http://blog.kissmetrics.com/landing-page-design-infographic/

19. The Fold?

20. http://blog.clicktale.com/2006/12/23/unfolding-the-fold/

21. Landing Page Elements &
Tips
• Headline: Eye-Catching, Clear, Concise
– “the blink test”
• Remove links (distractions) except for …
• What You Offer (benefits/value)
• Image
– Image + Headline = clear understanding of the offer
• Lead Capture Form!
– Only ask what you need (balancing act)
• Above the Fold?
• Trust (testimonials, privacy policy, guarantee, etc.)
• Focus (one offer/action and audience)

22. Can You Do Better?
• Create at least 2 designs
– vary 1 thing at a time
• What to vary?
– what would influence behavior?
• headline
• button color, location, size, text
• list of benefits, copy, image
• etc.
A/B or Split Testing

23. A/B Testing
• What should you measure/compare?
– Traffic to Landing Page
– Conversion
• Automate the Test, Measure, and Compare
– Landing Page platforms
– WordPress Plugin
• e.g. Max A/B (compare pages)
– Google Analytics (goals)

24. Standalone Opt-in Forms
On Your Website

28. The POP-UP
http://www.christopherspenn.com/2012/07/the-popup-is-back-again/

29. The Case for/against the POP-UP
Effective, so why not?
Good ways to do it…
http://unbounce.com/email-marketing/get-
subscribers-from-pop-ups/

30. The Thank You page
Autoresponder
they’re in your email list

31. The Thank You
page
• Deliver what you promised
• Additional CTA?

32. Compare
Autoresponders
• Constant Contact
• Aweber
• MailChimp
• GetResponse
• Infusion Soft
• 1ShoppingCart

33. Why Autoresponder?
• Automate!
• An email list is useless if you do not have an
email marketing strategy!
– build a relationship with subscribers
– nurture/pre-sell subscribers
• Follow up with leads
– future calls-to-actions

34. How would email
marketing turn
leads to customers?
Landing Page

35. Emails:
Turn Leads to Customers
• Email Marketing Strategy
• Frequency
• Content
– Blog Posts
– Exclusive Content
• Pre-selling/selling
– Follow up sequence
– Address concerns or hurdles
• Interaction + Build Relationship

36. Email Marketing Strategy

37. Resources
• The Perfect Landing Page
– http://blog.kissmetrics.com/landing-page-design-infographic/
– http://www.1stwebdesigner.com/design/landing-pages-101/
– http://unbounce.com/landing-pages/perfect-landing-page-recipe/
– http://blog.kissmetrics.com/high-impact-landing-copy/
• 50-Point Checklist For Creating the Ultimate Landing
Page
– http://unbounce.com/landing-pages/checklist
• When to send email messages
– http://blog.kissmetrics.com/science-of-social-timing-2/
– http://diyblogger.net/what-is-the-best-time-to-send-an-email-campaign

38. How does email
marketing fit in
this process?
Landing Page

39. Thank You…
Questions?
www.OnlineBizSMARTs.com