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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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Deborah WhiteMedical 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 • Professional association with a certification body • 22,500 members – medical practice managers and executives • $365 annual dues
Creating a great Website without a marketing strategy is like…
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
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
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
Step 1 – Choose 1 key performance indicator (KPI) • Don’t get side tracked by too much (or the wrong) data • Fitness log
Step 1 – Choose 1 KPI • What is your ultimate goal of your program? • How would you measure just that? • Suggested KPI: Conversion rate
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
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
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
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?
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
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
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
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”
Step 5 – Measure results • Track your KPI • Monitor Web trends • Monitor retention rates
Action steps • What strategies or tactics do you plan to test when you return from the conference?
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
Questions? mgma.com