webmarketing123: 7 tips for effective online lead gen-08-03-2011

7 Tips for Effective Online Lead GenStrategies for staying one step ahead of the rest

Dial: +1 (909) 259-0012

Access Code: 570-306-217

@webmarketing123

@bradleywjoe

#wm123

#wm123

@bradleywjoe

Are the slides available?

Yes! Please email [email protected]

We want to hear from you!

@webmarketing123

#wm123

facebook.com/webmarketing123

Want to learn more?

Contact us for a free site analysis. Details at end of

webinar.

Housekeeping Items

#wm123

@bradleywjoe

Problem Recognition

Information Search

Evaluation of Alternatives

Purchase Decisions

Purchase

Search marketing aims to broaden and shorten the sales funnel

Digital Marketing and the Complex Sale

Introducers

Influencers

Closers

A

B

C

- SEO: Broad/generic keyword searches

- Display advertising

- Email marketing

- Social media

- Brand names

- Remarketing

- Search advertising

- Search marketing

- Model numbers

- Branded terms

#wm123

@bradleywjoe

1 SEO Keyword OptimizationMake your site effectively search-engine-friendly

2 Content Creation and CopywritingCreate an easily scan-able, SEO-ready website

3 RemarketingTarget missed opportunities with personalized incentives

4 Social Media MarketingProvoke thought-leadership by creating a quality following

5 Landing Page Optimization (LPO)Test various layouts and calls to action to determine a “winner”

6 Driving Increased Form Fill OutsSimplify your calls-to-action to make your forms convert

7 Analytics TrackingMeasure lead growth and make appropriate changes

Webinar Agenda

#wm123

@bradleywjoe

• Best Practices

• Have a mix of both generic and

“long-tail” terms

• Do not focus just on search volume

• Google your proposed search terms

to see if the sites ranking on page 1

are relevant to what your business

offers

• Look at search trends for your

proposed keywords

• Expand on your keywords by finding

variations

1 Keyword OptimizationKeyword selection is important because it determines the course of your campaign

#wm123

@bradleywjoe

Select a mix of both “head match” and “long tail” keywords

1 Keyword Optimization

#wm123

@bradleywjoe

Investigate Google Insights to compare long-term trends: www.google.com/insights/search


http://www.google.com/insights/search

#wm123

@bradleywjoe








Webinar Agenda

#wm123

@bradleywjoe

• Best Practices

• Write for humans

• Proofread

• Grammar

• Tone of voice / natural writing style

• Avoid Doing These

• Try to trick search engines with manipulative tactics

• Have website based entirely in Flash

• Overusing your keywords: Read it out loud!

2 Content WritingContent is King – Create compelling, impressionable content

#wm123

@bradleywjoe

Develop a “mapping” guide for optimization and create themes across your site


#wm123

@bradleywjoe

2 Content SiloingConsider your site’s thematic structure and develop content silos

• Thematically Group Pages

Around Keywords

• Link Pages Within The Same

Groups To Further Strengthen

Theme of Website

• Search Engine Spiders Can

See a Theme Across Your Site

That Makes Sense

About Us

Services

Products

Other Relevant Internal Pages

About UsProducts Services

#wm123

@bradleywjoe

• Support your content with other

relevant sources such as:

• Company blog

• Newsletters

• Facebook posts

• Tweets

• White papers

• Case studies

2 Shareable ContentOn-page content needs to be supported by other content channels

#wm123

@bradleywjoe

2 Shareable ContentIs your content worthy of being shared? Be a trusted source.

What You Need to Offer:

• Unique Research

• Informed Opinions

• News/Trend Analysis

• Authentic Expert Contributors

Industry relevant

blogs

Mentioned in news

publications

Cited at conferences +

events

Liked/Shared on

Facebook

Links are

Tweeted/Retweeted

Links from Forums

Courtesy: SEOmoz

#wm123

@bradleywjoe








Webinar Agenda

#wm123

@bradleywjoe

Remarketing:Reach users who previously visited your web site

Interest category marketing: Reach

users based on their interests

1

2

3 RemarketingReach more of your audience with more relevant ads

#wm123

@bradleywjoe

Target specific behavioral groups of visitors

3 Remarketing

#wm123

@bradleywjoe

Best practices for optimal remarketing performance

• Plan out your segmentation strategy

• Combo audiences

• Frequency capping

• Cookie durations

3 Remarketing Campaign Considerations

#wm123

@bradleywjoe








Webinar Agenda

#wm123

@bradleywjoe

4 Social Media MarketingStimulate user participation with “shareable” content

• Create a quiz to spur conversation

• Cross-promote on Twitter and Facebook

• Utilize “Share Buttons” on your blog

• Make it fun, show what’s new you can offer!

#wm123

@bradleywjoe

Facebook Fan Pages

4 Social Media Marketing: Facebook

#wm123

@bradleywjoe

FBML allows visitors to input lead information without ever leaving the Facebook platform

4 Social Media Marketing: Facebook (cont.)

#wm123

@bradleywjoe

New metrics to measure increased mindshare

4 Social Media Metrics

#wm123

@bradleywjoe








Webinar Agenda

#wm123

@bradleywjoe

Is Your Call to Action Obvious?Clearly announce what you want users to do

Are there many competing objectives?

Is Your Value Proposition Clearly Stated?What differentiates you from your competitors?

What inspires visitors to take the next step?

Has your Primary Objective established Visual Priority?Is the size of elements relative to importance?

Have you considered visitor’s logical eye path?

Have you optimized your lead forms?Is all information absolutely necessary?

5 Landing Page OptimizationImprove your user experience

#wm123

@bradleywjoe

• Capture the theme

• Have a call-to-action

• Experiment with copy variations

• Simplify navigation

• Include a clear offer or incentive

5 Landing Page OptimizationMake your business solution compelling

#wm123

@bradleywjoe








Webinar Agenda

#wm123

@bradleywjoe

6 Form Fill OutsShorter forms are best; really consider which information is critical

Form is

minimal

#wm123

@bradleywjoe


Automatic cursor

placement

#wm123

@bradleywjoe


Trust signals

#wm123

@bradleywjoe


Reassurance

#wm123

@bradleywjoe


Clear wording on

submission button

#wm123

@bradleywjoe

6 Form Fill OutsInterstitial, or “pop up,” form example

#wm123

@bradleywjoe








Webinar Agenda

#wm123

@bradleywjoe

Measure and visualize your conversion funnels

7 Analytics Tracking

#wm123

@bradleywjoe

• Optimize your keywords to become search-engine friendly

• Create cornerstone content for your business and site foundation

• Utilize social media to encourage thought-leadership and following

• Face-lift your landing pages to precisely promote your site theme

• Simplify your forms and focus on the most critical information to capture

• Measure and monitor lead growth in analytics

Key Takeaways

Thank You!

#wm123

@bradleywjoe

Thank you for your attendance today!

Contact Us about Qualifying for a Free Digital Marketing Analysis

Custom Analysis includes:

- SEO Competitive Report: find out where you rank against your top

competitors and what tactics they’re employing to outrank you

- PPC Ad Audit: learn the benefits of improving your ads to increase

quality score, lower cost-per-click, improve ad rank, and drive more

conversions/sales

- PPC Performance Tune-Up: identify the quick wins in your current

search marketing campaign as our Search Execs walk you through your

30 day campaign report

Please contact:

[email protected]

webmarketing123: 7 tips for effective online lead gen-08-03-2011

Technology