kayak online marketing presentation to sait student entrepreneurs
Post on 17-Oct-2014
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Randy Milanovic presentation to SAIT (Calgary) student entrepreneurs on marketing for lead capture. Is it a silver bullet? No. Does it produce ROI? Absolutely!TRANSCRIPT
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WEB MARKETINGOnline Marketing for Lead Capture
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feel free to tweet
@kayak360
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unless of course, you are planning to fail
don’t fail to plan
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define your key marketing persona(s) and focus your marketing specifically on them
the right target
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editorial calendar, sales funnel, landing page (based on a business plan and marketing plan)
the right tools
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Content and SEO Components Marketing Components
Blog Editorial Calendar Topic & Title Content & Details Keywords Persona Call to
ActionRelated
Offer Status
Author: Status...
Due Date: Who...
Publish Date:
Campaign:
Author: Status...
Due Date: Who...
Publish Date:
Campaign:
Author: Status...
Due Date: Who...
Publish Date:
Campaign:
Author: Status...
Due Date: Who...
Publish Date:
Campaign:
Author: Status...
Due Date: Who...
Publish Date:
Campaign:
Please share - Always Attribute
EDITORIAL CALENDAR
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Sales & Marketing Funnel Marketing Qualified Offer(s) Sales Qualified
Marketing Persona Activities Awareness [ TOFU ]
Education [ MOFU ]
Validation [ BOFU ] Sales Responsibility
Identify decision-makers and influencers and focus content on them specifically.
Social Sharing & Engagement, Blog Posts and Comments, etc.
Free, non-sales Information related to your services
Free non-sales info with introduction to YOUR related services
Free sales info expanding on YOUR related services
Live Salesperson (phone, email, visit)
Marketing Staff
kayakonlinemarketing.com/ema Please share - Always Attribute
SALES FUNNEL PLANNER
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Landing Page(s) Worksheet Topic & TitleFunnel Position (TOFU, MOFU,
BOFU)
Primary Keywords
Marketing Persona CTA Button Status
Project ID: Status...
Author: Who...
Due Date:
Publish Date:
Notes
Project ID: Status...
Author: Who...
Due Date:
Publish Date:
Notes
kayakonlinemarketing.com/ema Please share - Always Attribute
LANDING PAGE PLANNER
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kayakonlinemarketing.com/ema-toolkit
3 spreadsheets - download the kit
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there are 300+ social tools for sharing and collaboration – pick 3 or 4 that you (and your
prospects) will use consistently
networking tools
kayakonlinemarketing.com/ema-toolkit
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be certain this is one of them
Google+
kayakonlinemarketing.com/ema-toolkit
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a site map is not used to show the the hierarchy of your pages, it is a set of planned pathways
for your prospect to follow
web site map
kayakonlinemarketing.com/ema-toolkit
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kayakonlinemarketing.com/ema-toolkit
Advertising, Social Engagement
Search QueryTOFU MOFU BOFU SALES
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plan out a single pathway and tweak it. once it is performing properly, add more.
start with one
kayakonlinemarketing.com/ema-toolkit
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Yes. Is it a silver bullet? No.
does it really work?
kayakonlinemarketing.com/ema-toolkit
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Launch of Planned Campaign
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thank you
@kayak360