SlideShare as a Lead Generation Tool
February 2, 2010
I’m starting to like Slideshare. In 2009 I uploaded 4 presentations and got 478 views (and 2 favorites!), or so they informed me in a recent email. Last month I starting using their new Leadshare tool to see if it would generate leads and what they would cost.
Leadshare is a self-service (DIY) tool to spread your marketing message and collect leads from people who view your presentations and documents. There’s no set-up fee, and you pay only when you collect a lead (starting at $3.00 per lead). You’re required to deposit funds in advance and get “credits.”
There are 3 ways viewers can make contact:
- When the viewer visits your presentation, they see the “Contact Me” option and fill out the form to learn more
- When the viewer downloads your Powerpoint or PDF they’re asked to fill out a short contact form
- The contact form shows up again (either after slide 3, or at the end or via a call to action on the bottom)
This flips the standard process of asking for information before people can view your documents. With LeadShare people view your document first, and then they’re asked for their contact info. When someone submits the contact form, you receive an email notification (and your account is charged for the lead).
Leads you collect are opt-in from people who demonstrated an interest in your content, so it would seem they’re more qualified than leads from AdWords. Your leads can be further qualified through questions you add to the form, from just name and email address, to address, phone, and up to 5 custom questions.
So, does it work? Since I set up Resolve Digital’s campaign a couple weeks ago we’ve received 9 leads at a cost of $27.00. After my initial follow-up I received no replies. I can’t say the leads have led to any prospects.
But I am encouraged by the program and plan to upload more presentations tailored to our prospects. It just makes sense that someone who provides their contact information after viewing one of our presentations is more qualified than somebody who simply clicks on an ad. And with ever-increasing competition and rising keyword bids on Google AdWords, I suspect it will lead to a higher ROI.
We’ll see. Meanwhile you can learn more about LeadShare here. And if you have experience with Leadshare please let us know how it works for you.
Why RFPs are a bad idea if you want a good website.
January 5, 2010
It seems like a reasonable process: Write up your requirements, pass them along to some web design firms, and get them to tell you how much it’ll cost. Then you evaluate their proposals: Apples, oranges, bananas and kiwis. Maybe you eliminate the lowest and highest bids and go with the one in the middle. Maybe you love kiwis. Maybe this method will work.
We don’t think an RFP is likely to identify the best fit or deliver optimal results for your business.
Buying professional services isn’t about price, it’s about value. If you’re buying a million widgets and all the vendors are selling the same widget, the lowest price wins. But for something as complex as a website, each firm will offer a different approach. How do you know which one is most likely to achieve your business goals?
By setting the project budget you eliminate price as a factor in your decision. This is actually a good thing because it allows you to compare the value each firm offers. You select the best firm you can afford.
Most businesses don’t have the expertise or objectivity to know what they need to achieve their objectives. For a web design firm to deliver the best solution they should be involved in the process as early as possible.
So how do you find the best fit? Start by setting a budget and identifying the problems you’re trying to solve and desired outcomes. Then ask friends and colleagues for referrals. Used LinkedIn. Search, of course. Visit other industry-related sites and see who designed the sites you like most. Take a look at each firm’s work, not just their portfolio, but their blog, articles, and case studies.
When you’ve got a short list, send them a document that summarizes your needs and goals. Have a conversation with each firm and ask them to explain their approach. How well do they listen? Who asks the best questions? Have they completed similar projects? After you’ve identified the leading candidate, ask for and check references. When there is a verbal agreement you’ll want to see a contract and confirm that it meets your requirements and reflects your understanding.
Our advice is to avoid RFPs if possible. A less formal approach may be quicker and more effective. Do you have any RFP success stories? How about horror stories?
Delivering Business Value Through Your Website
December 1, 2009
Barry Harrison (BH) interviews Herbert M. Cannon (HC), one of the leading experts in Architecture and Engineering firm management. Although the focus of the interview is on A/E firms, Herb’s comments apply to any professional service firm looking to get more business value from their site.
BH. Most A/E firms have a website but few have a clear idea about how can it deliver business value.
HC. The first thing potential clients do is check out your website. So your site’s number one job is to establish your credibility.
I don’t believe any A/E firm has made a sale because of what someone saw on the website, but it has certainly started the sales process. It also plays a role confirming a decision the potential client already has in mind.
BH. Does the website replace or supplement the print brochure?
HC. The website has taken the place of the print brochure. When I started out in the A/E business, you had to have a brochure. It probably cost $25,000 to $50,000. The expense of a website is pretty much the same. Now firms have different sheets which they package depending on who they’re sending to.
BH. What about doing brochures through the website?
HC. I look at a lot of A/E websites and I’ve only seen one case and I’m really impressed with their ability to do this. The firm is RTKL. Their website is a great model of how to convey useful information to prospective clients.
BH. What makes a good website for an A/E firm?
HC. A good website provides meaningful information. It positions the firm as an expert in the field and particular project type the prospect is interested in. The big mistake most firms make is talking far too much about themselves and their philosophy. Nobody cares about their philosophy! Think about the decision-maker who visits your website. He’s asking: “Does this firm demonstrate an understanding of my business?”
BH. When you see, for example, several high-rise projects on an architect’s site you feel a certain confidence. But pictures aren’t enough to tell you “we understand your business.” What else can they do?
HC. Good pictures are important. Clients want to see photos of completed projects, not renderings. Here’s one thing A/E firms should be doing: Case Studies. From the architect’s point of view, the project stops once the building is completed and occupied. But in the client’s mind, the majority of the story is just beginning. Nobody’s going back a year later, three years later, to ask: “How is it functioning?”
Another example: Engineers project energy savings and clients invest money expecting to recoup their investment over a certain period of time. Go back and ask “Did it meet our expectations? Did it exceed them?” I know a developer of an office tower whose savings far exceeded the estimates. There are stories to be told. We’re not capturing or sharing those stories that are so meaningful to prospective clients.
BH. How many projects should an A/E firm show on their website? Firms in business for a long time may have, for example, 40 or 50 completed school projects. Do they show them all?
HC. Showing too much can hurt unless you don’t have good images. I’d divide them into sub-categories by year completed, or region, or grade, or all of the above. Consider a “featured project” section to showcase your best projects. It’s important to demonstrate depth of experience but not every project belongs in your portfolio. A list of completed projects can be a great supplement.
BH. What information about the staff and principals should A/E firms include?
HC. It comes back to offering information that establishes credibility. It’s nice to have a photo. Visitors want to know where the principals went to school, their professional designations, awards, and the major projects they’ve headed. Employee info beyond the principal level can become a tool for recruiters so you have to be careful.
BH. How can your website address visitors in the research stage?
HC. Say someone comes to me with a request: “Herb, find 5 local architecture firms that have completed major university projects in the last 3 years.” I’d research 10 – 15 firms to come up with the list.
I need to be able to find the information quickly. Sites with simple navigation, clear project categories and succinct descriptions make my task easier. So many firms’ sites are caught up with being clever at the expense of usability. If you think about a person needing to come up with a list of firms in two days, they don’t have an hour to spend on each website.
BH. Many firms seen enamored of Flash. What is your opinion of Flash websites? Is it necessary for branding?
HC. If it’s done right it has the potential to add value. But in most cases I would sum it up as awful or dreadful. Let’s not single-out architects or engineers though. When I arrive at a site and see some sort of Flash my first reaction is get out of there as quickly as possible. When I have to wait, I’m annoyed. Is that what anybody in business wants to do― annoy their prospects?
On the other hand, a little bit of Flash is fine. I enjoy that as much as anyone. It needs to be short and it needs to add value, not just for the sake of being clever.
BH. How do A/E firms use their website to differentiate from their competition?
HC. On most every site there’s an About Us page which may link to mission, history, awards, etc. But there was one site I came across that said: “About You.” This differentiated them because it focused on the client― instead of talking about ourselves, let’s talk about you.
BH. How can A/E firms use the web to build stronger connections with current and past clients?
HC. Most design firms don’t do a good job of staying in touch with past clients other than finding out if they have more work available. It is much stronger if you can find a way to provide valuable information to your client base. That’s how you establish yourself as an expert.
BH. In terms of building or maintaining connections, have you seen examples of A/E firms successfully blogging?
HC. I don’t know of any firms that are. There are two primary factors. The first is they don’t have the resources to devote to blogging. The second is information is very tightly controlled by senior management. The informal nature of blogging is contrary to their training. Maybe as the younger generation comes up we’ll see this change.
BH. A lot of businesses are trying to figure out how social media can help them grow. It seems like most A/E firms are stuck with the mentality that “my website replaces my print brochure.”
HC. This is a big topic right now. I’m highly skeptical of its value. I could very well be proven wrong. If we go back to thinking about our clients, are they going to follow an architecture firm on Twitter?
On the other hand, I do think LinkedIn offers value. I know a lot of people in the A/E business who use LinkedIn to do research and find relevant groups. I encourage people to join these groups and participate: Post a news item or press release.
I’ve done it myself with very good results. I posted Solving the Timecard Challenge to several LinkedIn groups and thousands of people viewed it. Does that lead to business? I think it will, even if it doesn’t happen right away. The point is potential clients who didn’t know I existed now know about my firm. I’ve received positive feedback and I’m building up my contacts.
BH. You increased your presence and the number of potential clients. Instead of waiting for the phone to ring you’re taking a proactive approach.
HC. That’s the key word: Proactive. A lot of firms only respond to RFPs. That’s the lowest level in the food chain. You need to get out in front, through as many channels as possible, to establish yourself as an expert and increase awareness of your firm.
BH. What about Search Engine optimization?
HC. A lot of firms are concerned about their Google rankings, thinking “We’ve got to be on the first page!” I wouldn’t get caught up in that. I don’t know too many people who hire a structural engineer by searching Google. But you do want to be out there. That’s where social media sites may play a role too. Again, it comes down to your resources. Invest in developing meaningful content for your website first. Everything else is a 2nd or 3rd tier effort.
BH. Do you have any pet peeves about the web?
HC. One of the worst things you can do: putting up a page that says “under construction.” The other big problem is broken links. Almost as bad, under “upcoming events” you have something that happened three years ago.
BH. Those things undermine your credibility.
HC. Right. I don’t care if you spent a million dollars developing your site, ultimately it comes down to content. This point gets lost on far too many firms. The web is a delivery vehicle for your content. Nothing is more important than how well your website delivers information. You need to consistently add valuable content to your website and give prospects a reason to come back.
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Herbert M. Cannon President of AEC Management Solutions, Inc. is one of the nations leading experts in the management of A/E firms. With over 25 years of “hands on” experience in the A/E Industry, Herb has held top management positions in a number of high profile firms.
Barry Harrison is Managing Partner at Resolve Digital, a San Francisco-based web design and marketing firm.
The Irish Are Coming
November 19, 2009
The Irish Government put together a program to assist a delegation of 10 companies prepare for a move to Cloud Computing-based offerings. Led by John Appleby, chairman of SaaSpoint Solutions, they reached out to Engine Yard to find companies that are representative of what can be accomplished by leveraging open-source software, agile development and Cloud infrastructure. Engine Yard reached out to us and we presented Resolve Digital’s Refinery CMS to an audience of ten senior executives of these Irish firms.
Cloud computing has companies like IBM committing resources to develop Ireland as a hub of computing for the EU.
Refinery is an open source Rails CMS that allows the end user to create exactly the site they want, and then manage it easily. We’ve launched over 60 websites using Refinery, and the open source community has produced many more.
Learn more about Refinery at www.refinerycms.com
Try the demo at demo.refinerycms.com/admin
Lead Generation Works Best When You Listen To Your Prospects
September 7, 2009
I recently heard about a training organization and checked-out their site. A link on the home page to the “Submit your interest form” took me to a page that says: “Limited Applications Now Being Accepted.” Already I feel special. (Of course, I didn’t want to apply yet, I merely wanted to request more information).
Their “interest form” has 15 fields, 14 of which are required. There is no place on the form to include a message or ask a question. I dutifully filled out all the required fields but for the phone, I made up a number because I didn’t want a phone reply. I wanted an email reply.
In spite of the fake number, I received a phone message from their Regional Membership Director (who obviously can’t take a hint). Then a few days later, an email reminding me of her phone message and asking to schedule a call to discuss next steps.
Is it worth paying for?
August 5, 2009
In-bound links from directory sites can improve your site’s Search Engine rankings. When they come from a professional membership organization they can also deliver prospects who are interested in your services. But should you pay extra for the link?
One of our clients asked: We could pay the American Society of Landscape Architects (ASLA) $100/year to upgrade our listing in their firm search to include a link to our website. It seems kind of expensive since we’re already paying them dues. How valuable do you think this would be?
The Google Adwords Mystery
May 18, 2009
We’ve been doing some Adwords testing for one of our clients, a dog health supplement called Dog-Wa. We haven’t had much traction with the initial keywords, so they asked if we could branch out and try a different set.
Problem is, these new keywords range from $0.70 to $2.00 per click, way too expensive to make sense for their product (that retails for $14.95).
Here’s my client’s response:
“What I’ll never understand about Google Adwords is this: every book and article you read mentions that you can expect a sale for about 5-10% of the clicks you receive. So you need 10 to 20 clicks to make a sale. If your clicks are costing you 70 cents to $2 each, you’d need to spend $7 to $40 dollars on ads to generate one sale.”
“There are no dog supplements out there that you can afford to spend 40 dollars to sell. I know advertisers work to up-sell once people get to their sites. And I am sure they rely on creating steady customers. But I can’t believe this makes financial sense for any but a fraction of the people I see advertising. So in a nutshell, I don’t even see how Google manages to convince people to continue doing it. It is hard to believe that all of these internet advertisers are so benighted that they can’t figure out what a loser this system is. Am I wrong?”
No, Matt, you’re not wrong. But it does remain a mystery. It seems like simple arithmetic. How long can you stay in business spending $40 to sell an item for $15?
It makes no sense. I can only assume people aren’t bothering to do the math. Reading blogs like this one reinforces my suspicion. A lot of people out there are clueless.
The only possible alternative I see: Target long-tail keywords (those detailed 3, 4, or 5-word phrases) and abandon the shorter keywords that cost too much.
Thinking that I might be missing the obvious, I spoke with Victoria, an Adwords specialist at Google. She was candid enough to agree with our conclusions. Her only other suggestion: improve the “quality score” to bring down the cost of the ad.
Either that or focus on SEO and social media marketing. Anybody have a better idea?
