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Converting Website Visitors to Members

Deborah White Medical Group Management Association June 14, 2011 . Converting Website Visitors to Members. Introduction. Deborah White Acquisitions marketing and market development Medical Group Management Association (MGMA) Headquartered in Englewood

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Converting Website Visitors to Members

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  1. Deborah WhiteMedical Group Management Association June 14, 2011 Converting Website Visitors to Members

  2. Introduction • Deborah White • Acquisitions marketing and market development • Medical Group Management Association (MGMA) • Headquartered in Englewood • Professional association with a certification body • 22,500 members – medical practice managers and executives • $365 annual dues

  3. Creating a great Website without a marketing strategy is like…

  4. Every month, hundreds or thousands of people visit your association’s Website. What’s your strategy and process for converting the visitors to members? Situation

  5. MGMA case • 20,000 average unique homepage visitors per month • 5,600 average first-time homepage visitors per month • 23% prospect e-mails collected each month • 14% converted to members each month • $0 monthly direct cost of web-conversion program

  6. Agenda Five-step process for converting Website visitors: • Choose 1 KPI and collect 5 other website stats • Draw traffic with content and search • Drive traffic with promotion • Convert visitors to members or leads for sales • Measure results MGMA case study, group activity and action plans

  7. Step 1 – Choose 1 key performance indicator (KPI) • Don’t get side tracked by too much (or the wrong) data • Fitness log

  8. Step 1 – Choose 1 KPI • What is your ultimate goal of your program? • How would you measure just that? • Suggested KPI: Conversion rate

  9. Step 1 – Collect 5 other website stats • Unique visitors per month • New visitors per month • Key words • Internal search terms • Top entry and exit pages

  10. Step 2 – Draw traffic • Search engine optimization (SEO) • On-page – ¼ of ranking – Use your keywords • Include keywords in page title, meta description, header tags, content blocks and image titles • Consider using keywords in your navigation menus • Do not include the same keyword on multiple pages • Link on keywords • Off-page –¾ of – getting linked to • Monitor your site and your competitors’ sites • Open accounts with LinkedIN, Facebook and Twitter • Monitor social media accounts - comment, post, link often • Use Google Adwords for difficult to rank terms

  11. Step 2 – Draw traffic 2. Content • Create compelling content • Add more pages – it’s a numbers game • Publish in various media • How? Use you keywords and internal search terms. • Create cornerstone content pages out of the top 5-10 keywords • Identify other ways to categorize content and create new pages • Repurpose content in a various forms

  12. Cornerstone content strategy

  13. Cornerstone content strategy

  14. Multiple formats

  15. Drawing traffic group activity IACB case study • You’ve been hired as the membership director of the newly founded International Association of Coffee Baristas (IACB). Attached is a snapshot of IACB’s homepage with current news and events as well as the drop-down menus for the top navigation bar. • What strategies and tactics would you recommend to draw more traffic to your Website?

  16. Step 3 – Drive traffic with promotion • Include URL to unique landing pages on all efforts • Advertising • Outbound marketing • Inbound marketing • Social media • Blogs • Content sharing • Consider using a data form for lead generation

  17. Step 4 – Convert visitors to members Three types of visitors: • Traffic directed to a landing page • Responded to a promotion • Organic traffic that finds an entry page within your site • Interested in a keyword that drew them to your page • Traffic that finds your homepage • More diverse group that you know very little about

  18. Step 4 – Convert visitors to members Traffic directed to a landing page: • Keep it short, simple and clear • Align the content of the page with the message directing to the page • Use a call to action that starts with a verb and is positive, clear and direct • Make a relevant offer

  19. Converting directed traffic from a direct mail piece

  20. Converting directed traffic from a Web ad

  21. Step 4 – Convert visitors to members Organic traffic that finds your homepage or other entry page • Identify top entry and exit pages • Include call to action and link on top entry pages (maybe exit pages too) • Make an offer – download a whitepaper, tool, etc. – not “contact us”

  22. Converting organic traffic

  23. Converting organic traffic

  24. Converting organic traffic

  25. Step 5 – Measure results • Track your KPI • Monitor Web trends • Monitor retention rates

  26. Action steps • What strategies or tactics do you plan to test when you return from the conference?

  27. Summary • Choose 1 KPI and track 5 other Website stats • Draw traffic with search and content • Drive traffic with promotion • Convert visitors to members or leads for sales • Measure results

  28. Questions? mgma.com

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