webinars

Looking for simple and effective ways to increase lead generation? Then, check out these 6 lead gen tips. Generating leads has never been so easy.

What do you do to bring in a continuous flow of qualified leads to your business on a daily basis?

Mapping out a lead generation strategy, learning how to nurture those leads and improve your conversion funnel over time, will help your business grow.

But if you’re ready to accelerate and grow your lead gen strategy, here are six fast and easy ways to increase your lead generation.

1. Choose the Right Social Media Platforms for Lead Generation

Social media is a powerful top-of-the-funnel approach to generating leads. Don’t invest time and money into every social media platform there is until you know what works for your business.

The key to social media for lead gen is not just your brand’s presence, but conversion rate. Basically, how prospects turn into leads.

If you’ve already established a presence on all platforms, see how much traffic each one drives to your landing pages via Google Analytics or a comprehensive social media management platform that allows for conversion tracking. What social media channels are consuming your content or bringing you the most traffic and leads?

Choosing the right social platforms for your lead gen efforts will directly impact your conversion rates and reduce your ad spend.

A Social Media Lead Generation Campaign Example

For those connections that are further along in their decision-making process, our conversion tracking efforts focus on those who join our email list, download a report, join our blog course, or complete a contact form.

We run a campaign that offers a free report for specific industries. Our large Twitter audience brought in the most clicks and leads. However, our data showed that LinkedIn leads convert at a higher rate than Twitter leads. As a result, we began focusing more on LinkedIn.

2. From TOFU to MOFU: Educate Your Buyer with Reports and Whitepapers

Offering free white papers, reports and ebooks are a great way to generate leads while making your prospects experts at buying your products. They are also a great way to create email marketing lists for those who are higher in the funnel (TOFU).

Many digital marketing agencies say, “if you provide something of value to prospects, they will give you their respect, time, loyalty, and ultimately their business.”

If it only were that easy.

At Conversion Sciences, oftentimes we use blog posts to test topics of interest to our clients’ audiences. We will prepare a live presentation or webinar on hot topics. These presentations get cast into case studies, blog posts, reports and social media posts.

But writing a report simply isn’t enough. Targeting your whitepapers to the right audience is key. You can earn a second chance to convert visitors (MOFU or Middle of the Funnel) with re-marketing ad campaigns. highly targeted and personalized email marketing campaigns.

Also, consider LinkedIn groups and  to test content offers to improve lead generation.


21 Quick and Easy CRO Copywriting Hacks to Skyrocket Conversions

21 Quick and Easy CRO Copywriting Hacks

Keep these proven copywriting hacks in mind to make your copy convert.

  • 43 Pages with Examples
  • Assumptive Phrasing
  • "We" vs. "You"
  • Pattern Interrupts
  • The Power of Three
  • This field is for validation purposes and should be left unchanged.

3. Fast and Easy Ways to Increase Lead Generation with Social Video

On social networks, likes and shares have proven to be poor predictors of lead quality. And pretty bad at generating leads as well. Video views, on the other hand offer two benefits to B2B lead generation.

First if a visitor watches one or more of your videos posted to Facebook, Linkedin or Instagram – or embedded on your site – , they begin to build trust and affinity for your brand.

Second, when a visitor watches your video, they can be retargeted by ads and driven to your landing pages. These visitors tend to be more likely to click and to convert into qualified leads.

So in the lead generation game, optimizing for video views could be a better approach than strictly focusing clicks and conversions.

Two examples of Lead Generation and Lead Nurturing when Optimizing for Video Views

Prager U offers mini-courses up to 30-minutes in length to highlight their content. These videos aren’t posted to Youtube. They are run as long-form ads. Their ultimate goal is to generate donations. Meanwhile, they focus on brand exposure (video views).

I watched a 28 minute presentation from New York Times best selling author Jeremy Gutsche on creativity and culture. I notoriously skip ads on Youtube. Ultimately, Jeremy is hoping to get more speaking engagements and book sales.

Fast and easy ways to increase lead generation with video - Jeremy Gutsche ad.

Jeremy Gutsche ad.

4. How Facebook Ad Targeting and Retargeting Builds A Lead Magnetic Field

Did you know the Earth produces its own magnetic field which is important in navigation? It also shields the Earth’s atmosphere from solar winds that are capable of destroying humanity as we know it!

When it comes to ways to increase lead generation, you should think of your business as the Earth, Facebook Ads at the magnetic field, and your competition as the solar wind.

Facebook Ads will help discover and navigate your prospects to your lead-generating content, and bring them back to “Earth,” aka your business.

Let’s say you are a software business looking to build a sales lead pipeline for a new service for apparel companies. Placing a Facebook pixel on your website will help display your ads to people who visited your site, measure the effectiveness of your ads and gather data on the actions taken by these visitors on your site. You could craft an ad campaign to retarget those visitors that did not convert, or build a “lookalike” audience to reach people on Facebook with similar characteristics to those who did convert.

Facebook Retargeting Campaign Example: Google Fiber

Take Google Fiber for example. I was recently referred to its site by a friend who mentioned it will soon be available in the Austin area. I snooped around the site but lost interest, since it isn’t making itself available in my part of town. In the days following my visit, this is what I saw in my Facebook News Feed.

Google Fiber Facebook targeted ad.

I saw a retargeting ad about Google Fiber when I logged into Facebook

Their ads were smart enough to deliver geographically targeted content.

When I click on the “Sign Up” button. I’m directed to a landing page to enter my address to see whether Google Fiber will be in my neighborhood.

Total bummer though: it looks like they won’t be available for a little while, so I decided to sign up for their email list.
Guess what? I’m a lead now. They have my contact information and they can add me to their email remarketing campaign. Not exactly a bummer for Google Fiber.

Became a lead after signing up for alerts.

I’m now a lead because I’ve signed up for alerts.

5. More Lead Gen Tips for Twitter Ads with Hashtag Targeting

Hashtags are a great way to generate awareness to an interested audience for your brand or business. Create a Twitter Ads campaign and target people who are interested in relevant hashtags to drive qualified traffic to your site. Though Twitter ads are not for the faint of budget, they work!

6. Juicing Your Lead Generation Efforts With Content for Lead Nurturing

Creating relevant content, such as reports or whitepapers, and promoting them via organic and paid advertising campaigns, is just the tip of the iceberg in online lead generation. And bombarding them with offers or retargeting ads can only take you so far. You have to nurture those newly acquired leads.

By implementing an enriched content strategy in your marketing funnel, you will intrigue and engage your audience, as well as drive them further down the sales funnel. Infographics, videos, images, and podcasting are just a few content ideas that you may use. Think of your entire content marketing strategy as the great magnetic force that pulls in and nurtures new leads.

Only 48 percent of businesses have a documented content strategy.

According to a Content Marketing Institute study, only 48% of businesses have a documented Content Strategy.

A study from the Content Marketing Institute and Marketing Profs states that over 80% of B2B respondents use Content Marketing in their business practices, yet only 38% of these businesses say their strategies are effective.

However, the study also indicates that 48% of these businesses were not documenting their strategies effectively.
In the end, there’s no way of telling what practices are showing results, or hurting business. You need to test yours and discover what works with your potential market.

Here are a few creative examples on how we incorporate content marketing elements in our online lead generation strategy to ensure maximum results.

Webinars for Lead Generation Efforts

Webinars offer exclusive information and help grow your email list and lead base. Keep in mind, you will need to promote your webinars to get people to attend. We promote ours on LinkedIn groups.

On LinkedIn, you can target groups based on field of expertise, interests, or topics. Being in alignment with your audience avoids spammy sales letters and overbearing ads. WebinarNL says, “webinars generate a lower cost per lead and high level of engagement with prospective clients.” They also detail several benefits to hosting webinars including:

  • Direct contact with your target audience
  • Reaching your prospects both live and afterwards
  • Interaction with your target group

A Webinar Lead Gen Example: How webinars save time and money

So, we decided to put this to the test and hosted our very first webinar “UX vs. CRO: The Digital Fight of the Century” As a special incentive for attendees, we had them ask several questions on UX or CRO. The people with the most creative questions won a free website evaluation from Brian Massey himself.

We got 212 conversions in just 20 days of deploying our social media promotion campaign. That’s more leads in such a short period of time than any other way to improve lead generation we’ve executed.

To see how our first webinar panned out, watch the webinar replay.

Data from our webinar "UX vs CRO"

Data from our webinar “UX vs CRO”

Conversion data from our webinar "UX vs CRO"

Conversion data from our webinar “UX vs CRO”

Easy Ways to Increase Lead Generation: Podcasting

Perhaps the most underrated form of generating new warm business leads comes from podcasting. It’s free and accessible, and makes radio quality audio shows available for download through an RSS feed to a computer, MP3 player or mobile phone. Listeners only have to subscribe to a podcast once.

Rob Walch of Libsyn says that podcasts are “the opposite of Twitter.” Podcasts give you extended quality time with those members of your audience that listen.

First, you’ll need to conduct a topic search that will get your content noticed in the podcast world. Then, be sure to create blog posts to capture the reader’s attention, launch your podcast, and have them listen.

Interviewing an industry expert or hosting a panel debate can help maximize reach and listeners. Be sure to keep discussions focused on topics you can actively talk about with your prospective leads. This is the perfect way to begin establishing yourself as an industry thought leader.

“The goal of the business podcast is to create a conversational thread that you can pick up with your lead on the next call,” says Benchmark.

Think of this as the firsts experiences with future customers. You are building trust and proving them with valid information to nurture a business relationship.

Again, podcasts are easy to share via LinkedIn groups, Twitter hashtags, and Facebook Ads. Also, you can upload podcasts to your Facebook page, just check the option “Upload as video to Timeline”, so followers can listen in.

More Lead Generation Ideas: Guest Blogging

What does your business specialize in? Moving, fitness, prepping? Is it a rehab center, a college, or a consulting firm?

Writing a guest post for a related industry blog, you will show your subject knowledge and add credibility to your brand, while reaching an entirely new audience. This is also an opportunity to grow your follower base by crafting the perfect bio and byline.

Start by building a list of publications in your niche market that accept guest posts and understand what type of content would be a good fit for them, their audience and, consequently, for you. If their audience engages with your content, they may visit your website, interact with you and maybe even give you their email address. A smooth way to earn more leads.

Again, you want your prospects to know you are an expert or the best in your field, and drive them towards the top of your sales funnel.

Video Marketing

Did you know that 75% of executives told Forbes that they watch work-related videos on business websites at least once a week? The breakdown? 50% of these executives watch business-related videos on YouTube, and 65% stated they visit the marketer’s website after viewing a video.

Adding a compelling call to action will help you drive your viewers to your website of landing page. Tell them what to do and why. Something Free, if enticing enough, may do the trick. Make sure it’s something aligned with your business that the potential leads want.

Or you can promote your offer with YouTube Ads. Let’s take this Heineken YouTube Ad for example. Apparently, YouTube knows that people like me – people who are my age, have my interests, and share a similar browsing and search history to mine, for instance – love beer. Again, this is the whole idea of remarketing.

As I’m watching this ad, what do I see in the bottom of the video? It’s an annotation that says “Visit Advertiser’s Site”. Since I’m curious, I click on the link and low and behold, I’m on their site and enter for a chance to win in their sweepstakes.

Heineken lead generation YouTube ad.

Heineken lead generation YouTube ad.

The sad thing is, the campaign was over before I landed on the page, and Heineken missed its chance to get me on its email list. Will I see a remarketing ad in the future? Possibly!

Landing page for Heineken promotion lead gen campaign.

Landing page for Heineken promotion lead gen campaign.

Are You Ready To Try Some of these Fast and Easy Ways to Increase your Lead Generation Efforts?

Don’t just throw content out into the world and expect a beanstalk to grow in your backyard overnight. The business world is not a fairytale.

Incorporate just a few of these ideas into your overall lead generation plan today. Not only will you be able to grow your business, but you will start a snowball effect that brings in new prospects to your sales funnel.

Meanwhile, check out our lead generation solutions that deliver or contact us to generate more and better leads fast.

On Monday, Conversion Sciences launched a revamped website. As you will learn in our Lab Coat Lessons Webinar, a website redesign can be a very dangerous undertaking.

Sixty percent of our business comes through our website (the remainder being referrals). Any significant drop in traffic or conversion rate will hit our bottom line hard.

It’s still early for us, but we will share five client redesigns we’ve been involved with and why they were or were not successful. Watch the webinar replay.

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What Not to Do in a Website Redesign

There is a lot that can change in a redesign. The sentiment seems to be that, since everything is changing anyway, what can it hurt to add a few more modifications, updates and rewrites? It can hurt a lot, as it turns out.

A redesign is a collection of changes, all based on assumptions about what visitors want. Some of those assumptions will be right on. Some will be sadly misdirected. The more you add, the more likely you are to introduce some random poison pill feature into the mix.

Any website redesign is a mix of good and bad assumptions.

Any website redesign is a mix of good and bad assumptions.

With our redesign, we did the opposite. Our primary goal was to improve the search engine performance of our amazing content (like this). We were tempted to rewrite dated pages, redesign elements we’ve grown tired of and photoshop our pictures to make us look more fit.


21 Quick and Easy CRO Copywriting Hacks to Skyrocket Conversions

21 Quick and Easy CRO Copywriting Hacks

Keep these proven copywriting hacks in mind to make your copy convert.

  • 43 Pages with Examples
  • Assumptive Phrasing
  • "We" vs. "You"
  • Pattern Interrupts
  • The Power of Three
  • This field is for validation purposes and should be left unchanged.

We will do these things, but not until we’ve baselined the structural changes we launched on Monday.

The heartbreak comes when more of your changes decrease conversions than increase them.

Things can get ugly when more of your redesign ideas hurt than they help.

Things can get ugly when more of your redesign ideas hurt than they help.

If you didn’t roll out changes step-by-step, you just don’t know which changes hurt you and which helped.

An even more insidious result is when more of your changes increased performance. In this situation, the marketing department pats itself on the back and goes on about its business.

When the good decisions outweigh the bad, the bad decisions are hidden.

When the good decisions outweigh the bad, the bad decisions are hidden.

But how much better could business be if the bad decisions were tested away? Usually, much better. The positive decisions overshadow the mistakes that still linger on the site sucking the revenue out of the business.

JJ Abrams has shown that he can revitalize a beloved film franchise, turning it into a blockbuster. Isn’t this what you want for your website? Find out how he did it in our webinar, The JJ Abrams School of Website Redesign.

We’ll show you five different approaches to data-driven redesign. One should fit your situation.

Meanwhile, check out how to take the risk out of your website redesign. I’ll write more about what we’re learning from our redesign soon.

A website redesign is like a Hollywood movie reboot. It really is.

There have been two attempts to reboot the cultural phenomenon that is Star Wars. George Lucas gave us three prequels that, while generating some $2.5 billion in box office worldwide, were largely reviled for their lack of magic and stunted acting. Now JJ Abrams is rebooting with a sequel to the series called Star Wars: The Force Awakens.

Redesigning your website should be seen as a reboot of your online properties as well. Watch The JJ Abrams School of Website Redesign, and learn how to avoid creating a Phantom Menace when the Force Awakens for your website.

This is not the first reboot that JJ Abrams has helmed as visionary and director. We’ve got his incredibly successful treatments of the Star Trek franchise to consider as well.

Don’t Just Blow Things Up

The problem we have with the popular Responsive Web Design strategies is that you must change everything in order to create a “mobile-friendly” website. Responsive designs are programmed to make decisions about page content when smaller screens are encountered.

Many of these decisions are wrong, and we’ll cover them in our webinar.

Your responsive design may be creating the equivalent of Jar-Jar Binks, a figure hated perhaps more than Darth Vader himself. In the webinar, we’ll show you how what happens when redesigns go bad.

Bring Back Beloved Characters

Your website redesign isn’t about changing things. It’s about building on what currently works, adding to the experience.

George Lucas managed to work merchandisable characters R2-D2 and C-3PO into the prequels, as well as beloved Obi-Wan Kenobi. But these characters didn’t create the esprit décor that the original ensemble did. In Star Trek, Abrams brought back young versions of the entire ensemble: Kirk, Bones, Scotty, and even two Spocks. Chekov, Sulu and Uhura were thrown in for good measure.

Your website is an ensemble cast of pages and experiences. Your landing pages need to prime buyers to get through the subscription process. Your category pages have to drive visits to product pages that entice visitors to add to cart.

Huge amounts of data is available very cheaply. Use it to know what to keep or suffer the consequences.

Don’t Create Any Jar-Jars

You don't want to create any Jar-Jar Binks features during your redesign.

You don’t want to create any Jar-Jar Binks features during your redesign.

I’m sure George Lucas was certain that the Jar-Jar Binks character introduced in the Phantom Menace would be a beloved, merchandisable character. He was wrong. Abrams introduced Keenser, a (thankfully) silent alien who was Scotty’s sidekick in the first Star Trek reboot. However, he didn’t rely on this character for comedic relief nearly as much as Lucas did with Jar-Jar.

The cost to create the all-CGI Jar-Jar was huge, and probably took resources that could have been used elsewhere in the movie.

Unless you’re testing your way into your redesign, you are going to create some Jar-Jars in your redesign. These are features that you believe in, but that are rejected by your visitors. Don’t over-invest in these new experiences without testing them first.

Have A Reason for Radical Changes

Every website has return visitors. Your website, no matter how ugly you believe it to be, has visitors who feel at home there, enjoying a comfortable familiarity. They’ve invested the time to understand your site, to make it theirs. When you change it, they’ll be pissed.

These visitors need some rationale for your removal of familiar features and the addition of new ones. Avoid the pro-innovation bias, which is a tendency to change things because they are cool. Your returning visitors won’t think they are cool.

Is this little header animation really necessary? It's a technical error waiting for the wrong browser.

Even simple parallax animations are dangerous. It’s a technical error waiting for the wrong browser.

Don’t let your design firm add any “alien” features to your site. For example, parallax design causes animates to occur as your visitors scroll through the site. It’s the web equivalent of Jar-Jar.

Parallax design elements are like the blinking text of 1990s era websites.

Parallax design elements are like the blinking text of 1990s era websites. Or the Jar-Jar Binks of the Web.

In the Webinar, we’ll show you how to find out what is and isn’t necessary in your particular redesign.

Add Segments

This ain't your father's Star Trek.

This ain’t your father’s Star Trek.

JJ Abrams brought whole new segments into the Star Trek and Star Wars franchises. For Star Trek, he cast young heartthrobs Zak Quinto, Chris Pine,  and Zoe Saldana in key roles. This brought a younger, hipper audience to the Star Trek universe. Star Wars: The Force Awakens features females in key hero and villain roles.

Your website redesign should be about two things:

1. Keeping your existing visitor segments happy.

2. Engaging new segments that need what you offer.

There is no such thing as an “average visitor” to your site. Design should specifically target key segments. These segments should not just be demographic as much as needs based. Segment by device type, by geography, by whether they are at work or play, or by the kinds of search terms they are using. Target segments at different stages of your funnel.

The death of a redesign is guaranteed if you design for the “average” visitor or design for yourself. See below.

Avoid Executive Influence

Don't let your execs usurp your redesign.

Don’t let your execs usurp your redesign.

After several significant successes, J.J. Abrams has considerable freedom to do what he wants. He ignored all of George Lucas’s ideas for the new Star Wars movie and took it in his own direction.

The executives that you report to will want to have a say in the redesign. Statements like, “I would never respond to that!” are poisonous to the process, unless you site is targeted at them.

Abrams didn’t get such freedom until he had a win under his belt. Your ace in the whole is research and data. If your redesign is questioned, you better have the studies, heatmaps, split test, and analytics you need to make your case.

If you don’t have this information, you’re not likely to have a success anyway. You may want your executives to attend our webinar.

Lens Flair Comes Last

Only after you’ve considered all of these key issues can you put your own unique stamp on the site design. Abrams has a thing for lens flair in his movies.

But none of this means anything unless you have beloved features in your new site, avoid adding Jar-Jar Binks experiences and address your visitors segment by segment.

Attend our free Webinar The JJ Abrams School of Website Redesign and make sure your next redesign isn’t a Star Wars prequel.

Talking about landing pages that convert is one of a Conversion Scientist’s favorite conversation topics. It’s even something that plays a huge part in their dating lives, and one of Conversion Scientist Brian Massey’s most popular presentations is still the Chemistry of the Landing Page (replay).

Your Conversion Rate Will Make or Break Your Campaigns

Conversion Sciences doesn’t just talk a big game when it comes to giving advice about landing pages: we have the data to back up what we’re saying. Having high-converting landing pages has made our webinar series Lab Coat Lessons a big success.

28.62 percent conversion rate on our landing page for our CRO & SEM webinar

28.62% conversion rate on our landing page for our CRO & SEM webinar

42.41 percent rate on our landing page for our UX vs. CRO webinar

42.41% conversion rate on our landing page for our UX vs. CRO webinar

50.92 percent conversion rate on our landing page for our Mobile 2.0 webinar

50.92% conversion rate on our landing page for our Mobile 2.0 webinar

Just think of what would happen to your revenue if your landing pages had a 50% conversion rate.

Helping people build high converting landing pages just never stops being interesting, so next week, on Thursday, October 15th, Brian will be joining Avangate for a free webinar that will teach you how to do just that. watch the replay now, and you’ll learn:

  • Why landing pages are so powerful in online marketing.
  • Why you should build landing pages backwards.
  • The primary components that make landing pages work.
  • How to keep your landing pages from getting off track.

The Mobile Web is still in its infancy.  Today, alleged “mobile best-practices” are nothing more than successful desktop strategies scaled to a smaller screen.  But people behave differently on small-screen devices than they do when they are sitting at a computer.

Conversion Sciences has begun to see what Mobile Web 2.0 will look like. Having completed dozens of mobile design split tests, key trends have begun to show themselves. Much of what we have learned flies in the face of conventional beliefs.

This is why we test.

Some of our customers now have higher converting mobile sites than desktop sites.

Our approach to mobile design is controversial because, as scientists, we can’t just accept traditional wisdom at face value.  We need evidence.

Joel Harvey will be reveals the results of dozens of tests we’ve completed.  Insights are based on real tests. No gut instinct here.  Watch Mobile 2.0: Judgment Day to learn what he has discovered. He shares:

  • Can mobile websites can convert better than the desktop?
  • How to increase mobile conversion rates.
  • What is poison to your mobile conversion rate.
  • How iPhone and Android visitors act differently.

Watch the replay on demand in its glorious entirety.

Don’t ignore your mobile traffic. It can be a real revenue generator sooner than you think.

An article in the Gardian says, “Brands need to think like publishers to build effective content marketing work flows and outcomes including applying the science of accepted newsroom practices.” For an overworked, understaffed marketing department, this is a daunting thought.
This audio program will show you how to turn up the frequency and quality of your content output, with a minimum of time and resources. In this presentation, we’ll introduce you to the content cascade.
The Conversion Scientist Podcast


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How often are people publishing content?

Almost 70% of 100 online marketers surveyed are releasing content at least weekly. Blogs are important, too. Almost 56% are updating their blogs at least weekly.
There’s only one reliable indicator across industries for increasing the traffic to your site and that is the frequency of your blog posts. The more frequently you publish, the more your traffic will grow and the faster it will grow.

What is a content cascade?

A webinar represents a point in time in which a subject matter expert has organized a topic relevant to your business. The main points, graphs, and data have been assembled and organized. This is the hard work of content marketing.
The content cascade uses inexpensive and free tools to turn the graphics and the audio into sharable content of different types. The subject matter expert has done all the work. They’ve prepared the material, you now can create eBooks,  infographs, white papers, blog posts, and reports.
That is what we call the content cascade. Listen to my webinar in its entirety to find out how you can turn those webinars sitting in your resource tabs collecting dust, into kick-ass content that converts.

Links to Resources Mentioned

Hublished for Webinar Management
Camtasia Studio for recording audio and slides
Transcribe Me and SpeechPad for transcriptions
PowerPoint for graphic design
BoxShot and BoxShot3D for Product images
Infogr.am for Infographics
Audacity for editing audio
BluBrry Podcast Hosting
Hootsuite Pro social media
Twitterfeed social feed
ClicktoTweet social sharing
Slideshare for presentations
Embed Code Generator for WordPress
Unbounce, Lander and LeadPages for landing pages.
[signature]

My presentation “The Chemistry of the Landing Page” has been seen by thousands of (lucky?) marketers and business people. I think it’s one of my best.
The reason I think it is so popular is that it’s different every time. Each time I do it, I critique a different bunch of actual landing pages.
I start off by boiling the process of building a landing page into five components. Then I show you what makes people leave. Attendees usually start kicking themselves when at this point in the presentation.
But the fun starts when we start applying this to real landing pages. Things always get interesting.
imageWould you like to have your landing page reviewed by me? I promise that I’m gentle.
But even if you end up feeling a little embarrassed about your page – and everyone does – wouldn’t more sales, leads and subscribers make it worth the discomfort?
I recommend you submit your page for my April 10 presentation right now.
http://conversci.com/LandingPageWebinar
We start at 2:00 pm EDT on Thursday, April 10. The Webinar will be recorded.
PEOPLE LOVE THE LIVE PAGE CRITIQUES. So will you. You’ll never look at another landing page the same way.
Here’s a little sample of the questions I’m going to tackle.

        

  • What is the one thing a landing page must get right?
  •     

  • How do you “show the product” when you offer a service or content for download?
  •     

  • What is “Abandon” and how do you get rid of it?
  •     

  • How do you “borrow trust” for your landing page?
  •     

  • What constitutes “proof?”

Won’t you join us? Even if you can’t attend live, register to see the replay, which will be recorded.
http://conversci.com/LandingPageWebinar
Let’s have some fun and make more sales.
Best regards,
[signature]
Brian Massey, the Conversion Scientist

Champagne Fountain Your presentation will set off a cascade of content.

It was a few paragraphs from my book in a Chapter entitled “How Content Fuels Conversion.”
It started off pretty well, but it ended in a lie.
Amid my discussions of video and images; of draftsmen and imagemakers and storytellers appeared a few lines. They’re there on page 92.

Digital content has legs. One item of content can be cascaded into a variety of channels like a fountain of champagne glasses at a wedding.
For example, how many opportunities do your employees get to present at conferences, training sessions, seminars, and webinars? Film them and record good quality audio. This bubbly content fills the top glass of your cascade.
Have someone edit the video into a series of shorter videos, ripe for YouTube and other video services. You’ve just filled the next layer of glasses.
Share the slides used on slide-sharing services such as Slideshare and Scribd. Voila—another, wider layer glasses fills  with sparkling champagne.
For just a few dollars, the video can be transcribed. Lay this out as a report or white paper and distribute it for lead generation. Another layer of glasses fills.

I go on to describe how this transcription turns into blog posts, social media posts and more. I then go on to tell the lie.

The transformations discussed in this example are often not time-intensive.

The truth is, that they are not as time-intensive as creating the content from scratch. But these transformations do take time.

My idea has been stolen

Since the publication of the book, I’ve tried to get someone to steal my idea so that I would have a resource to turn to. I’ve had conversations with a number of agencies and freelancers about why content is like champagne. Businesses are creating the champagne every day. They just need glasses, stacked just so to turn it their content into an online party.

Dust off one of your presentations

How many people saw that webinar you recorded last quarter? Most webinars draw less than 100 viewers. There are a lot more people out there who won’t watch a webinar, but who are qualified prospects. I invite you to dust off your webinar or presentation and turn it into a Slideshare presentation, blog posts, a report, an eBook – you choose the package.
Most importantly, create the content landing pages and social media posts that generate sales and leads. After all, this content is only valuable if it grows your business.
Every so often, your CEO is asked to speak about some aspect of the market. Every now and then, your tech guru is asked to talk about how brilliant your technology is. And how many times is your sales team pitching to audiences about your fantastic offering? Each of these moments is an opportunity for a cascade of content for your marketing efforts.

Is your presentation cascadeable?

Here’s how you can tell if your content is a good match for the cascade:

  • Do you have recorded audio or video of the presentation? Slides are rarely enough to convey the understanding needed for someone to do a good job creating content. The quality of your audio need only only be good enough to generate a transcript.
  • Do you have presentation slides? Video and recorded webinars don’t provide the resolution needed for visuals.
  • Is your presentation just slides full of bullets? These kinds of presentations don’t typically make for good visual content such as infographs, eBooks and reports.

Other than that, there’s no risk in uploading your presentation for us to look at. We don’t ask for a credit card.

The Audience is Bigger Than The Room

The audience that initially heard the presentation is tiny compared to the audience for the cascade of content it will generate.

  • Cascade content is shared with a larger audience via email and social networks.
  • Cascade content increases frequency with multiple slices from the same presentation.
  • Cascade content engages more of the audience through text, audio and images.

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Photo courtesy paulodonnel on Flickr under the creative commons.

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On-screen Markup can increase engagement and keep viewers around longer.

My online landing page webinars are quite different from most you’ve seen. Why is that?

Because I do live on-screen critiques of the landing pages. You can see me in action on August 21 during my webinar The Chemistry of the B2B Landing Page with Live Critiques.

Why not mark them up ahead of time and just present my findings? Here’s why:

1. It’s boooring. I mean webinars can be pretty uneventful, unless you’ve got a really talented presenter. This adds some pizzazz to the presentation.

2. It’s more fun for me to do. I like to do interactive events like this.

3. If I didn’t, then the critiques wouldn’t really be “live”.

4. It keeps your audience engaged longer, and we have some data to support that.

Why Online Markup is an Awesome Webinar Tool

You should consider online markup if you really want to deliver a captivating presentation that keeps the audience engaged for your entire message.

The interactivity helps people stay tuned into your presentation. There is something about drawings that just captivates the viewer and keeps their attention. We found this to be true in video.

Not only did the “whiteboard-style” video keep the eye on the video, it provided a higher conversion rate on a landing page than two other kinds of business video.

The on-screen drawing gives you a unique angle in a sea of “me too” webinars. Drop-off rates in my previous webinars have been significantly lower than in webinars I’ve done without the critiques. People hang around longer.

Less “multi-thrashing” by the audience. The myth of multi-tasking is alive and well in the webinar world. You may call this multi-bashing, but at any time, most of your viewers are checking email and social media while listening to your presentation.

As a webinar attendee, you can probably remember a time when you wished you could rewind a webinar. The presenter finally said something that caught your attention as you typed out an email reply, but you had no idea of what he said before that.

Since we don’t have Webinar DVRs yet, you want to minimize multi-trashing of your message. On-screen markup works.

Implementing Online Markup in Your Webinars

Most webinar software such as GotoWebinar and WebEx give you tools to markup your screens. However, I find the mouse to be an insufficient tool for writing and drawing. It takes too much concentration.

However, if it’s all you’ve got, you should use it.

My “rig” is a bit more sophisticated. That’s OK because I like toys.

Presentation setup
This is my presentation setup. Click to enlarge.

This setup provides the following:

  1. A video headshot for live keynotes and other presentations that require a connection with the audience. Many live meeting services allow a picture-in-picture window for the presenter’s face.
  2. Presentation monitor for static presentation slides via VGA output on laptop and multi-screen drivers.
  3. Tablet screen and stylus for drawing markup.
  4. Hidden microphone. Since I’m on camera, I don’t wear a headset.
  5. Audio feedback is provided by simple ear buds.
  6. Ability to type via a bluetooth keyboard. Since my laptop is converted to a tablet, its keyboard is hidden.
  7. Ability to mouse around. Good for switching screens, driving polls and more.

My webinar setup

 

Lenovo ThinkPad X220 (429637U) 12.5″ LED Tablet PC – Core i7 i7-2620M 2.7GThe x230 is now available.
microphone
microphone
Blue Yeti Multi-Pattern USB Microphone
or
Audio-Technica ATR-3350 Lavalier Omnidirectional Condenser Microphone
logitech Logitech HD720 Autofocus Webcam
(Amazon.com)
Bluetooth Mobile Keyboard Microsoft Bluetooth Mobile Keyboard 6000 (Amazon.com)
Starbucks Dark Sumatra "Earthly & Herbal" Ground Coffee Starbucks Dark Sumatra “Earthly & Herbal” Ground Coffee (drip brewed)
Lab Coat woven from 1200 thread-count “Manhattan Project” Lab Coat woven from 1200 thread-count Engagium anti-spam nanofibers. Available at Buyschtuff.
VGA Plug-n-Play Monitor and multi-screen display drivers VGA Plug-n-Play Monitor and multi-screen display drivers.

The downside of Live Markup

There are some things you need to be aware of if you choose to do one of these.

It requires switching screens from your presentation monitor, where static slides are shown to the tablet screen where you can do the markup. Most webinar services handle this pretty well, but it is another point of failure.

It requires some coordination. If you can’t talk and draw at the same time, you may find your train of thought leaving the tracks.

All of this tech means more points of failure. You have to work hard to have alternative solutions should any of these technologies fail.

See It in Action

Reachforce has asked me to put my rig in action again and you can see the results.

Join me for The Chemistry of the B2B Landing Page, Volume 2 — with Live Critiques from The Conversion Scientist on August 21, 2103 at 1:00pm central time.

I’ll be doing a brief training on how to create effective landing pages backwards and then doing some B2B critiques.

Your page can be one that I critique. You can submit the URL when you register.

I hope to see you there.
Brian Massey

Someone once said, “The definition of insanity is to pet a dog that is on fire.”

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Someone else once said, “The definition of insanity is doing the same thing over and over and expecting different results.

“Every click is a promise you must keep.”

On September 28, I’m going to keep you from doing the things that don’t work over and over.
Join me and Lander, the landing page service, for my presentation of “The Unexpected Formulas that Make Websites Win.”

Why your Web Developer and Designer are giving you bad advice.

Insanity is often a by-product of safety. “If everyone is doing it, it must work,” is the mantra of this kind of crazy. This is the place from which designers and developers work.

“Every audience is different”

It’s time to find out for yourself what your audience wants and what makes your visitors turn in to prospects and customers on the Web.

“Never pet a burning dog.”

Get a free copy of Your Customer Creation Equation if you are the first to cite the TV personality who used this quote. Get a signed copy if you can link to a video clip.
Register for the Webinar and be ready for the unexpected.
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