lead generation...2. have a killer landing page a headline & sub-headline a brief description of...
TRANSCRIPT
LEAD GENERATION
October 2014
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A little about me
• Vanessa Araujo is currently managing director at VeMedia Online – a full service marketing agency focusing on digital strategies that drive business objectives while enhancing performance and ROI
• Vanessa’s career started in the startup world of Silicon Valley and later evolved to working for the major lead generation player in the United States – QuinStreet
• Over seven years of experience in client management, lead generation, market penetration/expansions and search engine marketing.
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Agenda
• What is lead generation • Key components
• How to create a successful lead generation strategy • Bring the right users to your site
• Site optimization
• Analytics, analytics and some more analytics
• How to close leads and win the business • Effective Follow up
• Assertive Selling
• Database Nurturing
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LEAD GENERATION “The art of converting website visits into inbound
leads for your business”
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Leads Means Business – Leads Mean Money
Data from Hinge Research Institute also shows that firms generating 60% of their leads online are 2X more profitable than those generating less than 20% of their leads online.
Source: Hubspot
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Lead Generation Anatomy
Qualify LEAD
Form Landing Page
Compelling Offer Call-to-action
CTA
Relevant Traffic
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How do you qualify someone as a lead?
• Intent
• Did they share their contact
information?
• Willingness
• What kind of information did
they share?
• The user’s origin
• SEO, PPC, Social Media?
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Information Abundance – Attention Scarcity
Source: Marketo
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HOW TO BUILD THE RIGHT STRATEGY
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Overall Strategy
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1. BRING THE RIGHT AUDIENCE TO YOUR SITE
Your Website
Paid Search (PPC)
Search Engine Optimization
(SEO)
Social Media
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Traffic Channels
• Quick traffic - Expensive
• High Volume - Competitive
• Highly targeted PPC
• Free Traffic - Slow to Build
• Educated Audience SEO
• Engaged Traffic - Takes Time
• Word of Mouth - Negative Feedback
• Ability to go Viral
Social Media
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2. HAVE A KILLER LANDING PAGE
A headline & sub-headline
A brief description of the offer
At least one supporting image
A compelling call-to-action
(Optional) supporting elements such as testimonials or security badges
And most importantly, a form to capture information
Make it socially shareable
Source: Hubspot
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LANDING PAGE GAME
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Option A
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Option B
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Option C
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Option D
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Example 1
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Example 2
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3. OPTIMIZE YOUR FORMS
Ask for the right information
Do not overwhelm your prospect
Never use “Submit” for your button
Use proof elements to build trust
Make your form stand out
Always try to make the form as short as possible
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Examples
Source: Hubspot
Source: Hubspot
Source: Hubspot
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4. HAVE SOMETHING GOOD TO OFFER
Make it clear in your brief paragraph
and/or bullet point what the benefits of
the offer are.
Make sure not to only list the benefits -
give it a marketing touch
Be very very clear about the limitations
and conditions of your offer
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5. HAVE A COMPELLING CALL-TO-ACTION
Place Your CTA Where the Eye Can See
Use Contrast to Make CTAs Stand Out
Be precise and clear
Create sense of urgency
Source: Hubspot
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6. DIGITAL ANALYTICS
The magic word is ROI
Source: Aksit
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HOW WIN THE BUSINESS
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Work Smart Not Hard
Contact your leads within the first hour
Have a process for every step lead cycle
Train and invest on your staff
Do not have only sales people
Nurture your leads - if someone is not ready now it does not
mean they wont be in the future!
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www.vemediaonline.com
[M] 852. 62909297
@vemedianow
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