Boost Your Online Lead Gen: The Power of
Influencer Marketing, Content Marketing, SEO,
and Online Collaboration Technology...
HouseKeeping
Agenda
• Welcome & Introductions
• Influencer Marketing and Collaboration
•Content Marketing - Survey
• Influencer Case St...
Introductions
Chris Raulf – Boulder SEO Marketing
• SEO, Content Marketing, Social Media & Internet
Expert
• 20+ years of ...
Jennifer Beaupre – Marketing
Consultant
• 15 year veteran of online, digital
and global marketing
• Frequent speaker, publ...
What is influencer marketing?
Influencer marketing is the practice of partnering
with people who are influential to share ...
Why work with influencers?
Because they have something that brands don’t
Influencers create compelling, relevant content
a...
What’s trust got to do with it?
Trust creates earned
media
 Facebook likes/fans
Website traffic
Twitter followers and
r...
Online services most likely to influence a
purchase
How are influencers affective?
Influencer Case Study
Large Agricultural and Food Manufacturer
Via PR Firm (two clients)
• >9,000 Employees serving >300,0...
The Lighthouse Solution
Celebrity TV personality Centerpiece of event
•Select, influential bloggers invited
•Able to inter...
The Results
100% Attendance!
•“I didn’t get 100% attendance at my bday party!”
•Perfect platform for audience. Easy to att...
The Specifics
Adobe Connect Webinar
•Interactive
•Thin client (easy access)
•Great Look and Feel
•Rich Video
•The right co...
What the Client Said….
“Working with Lighthouse and their web solutions
is a very cost effective way to give influencers m...
Content Marketing
Content Marketing is the new buzzword these days….
• Nothing new
• We all do it
• We all can do it bette...
Content Marketing
What Exactly is Content Marketing
• Content marketing (also known as "content
recommendation") is any ma...
Campaign Based Content Marketing +
SEO
Know Your Keywords
Know Your Keywords
Campaign Based Content Marketing +
SEO
Campaign Based Content Marketing +
SEO
• Stuff that works:
•Guest-Speakers are lead magnets
• Customers
•Success stories, best practices,
etc.
• Industry experts...
Campaign Based Content Marketing +
SEO
Campaign Based Content Marketing +
SEO
Campaign Based Content Marketing +
SEO
#1
Organic
Ranking
Campaign Based Content Marketing +
SEO
Campaign Based Content Marketing +
SEO
Online Lead Generation on LinkedIn
• Find and post information to relevant
groups
• Personally invite your appropriate 1st...
Measure Results
Measure Results
Measure Results
Measure Results
Measure Results
• What Really Matters:
•Do site visitors take action?
•Potential issues:
• Page design
• Missing call to a...
Questions?
Marc Gutman
mgutman@lighthouseconferencing.com
800-234-3433 x822
@lighthouseconf & @marcgutman
www.linkedin.com...
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Boost Your Online Lead Generation - The Power of Influencer Marketing, Content Marketing, SEO and Online Collaboration Technology

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++ View the recording of this webinar at: http://www.boulderseomarketing.com/online-lead-generation-seo-influencer-marketing-content-marketing-online-collaboration-tools ++

You’re probably familiar with the terms influencer marketing, content marketing, search engine optimization (SEO), and online collaboration tools. But do you know how to implement these marketing tactics and technologies into your communication mix, and more importantly how to measure the results of your efforts.

As the person responsible for marketing at your company, you are wearing many hats, tasked with a myriad of off- and online marketing programs, juggling budgets and are held responsible for bringing in new business directly associated with the projects you’re managing.

In an interactive online session, held on Tuesday, June 25th, Jennifer Beaupre, a business consultant and influencer marketing expert, Chris Raulf, owner and internet marketing strategist at Boulder SEO Marketing, and Marc Gutman, Chief Meeting Officer of Lighthouse Conferencing, will presented everything you need to know in order to implement an effective online lead generation strategy that will fill your pipeline for months to come.

Geared toward marketing and sales professional responsible for making a difference at their company, this webinar allows attendees to walk away with a wealth of new knowledge that will enable them to implement the presented online marketing tactics and tools immediately. Highlights of this presentation include:

- Defined: Influencer and content marketing
- How to support your online marketing programs with search engine optimization and social media marketing
- Online lead generation: It’s a team effort
- How to track and measure results
- Case studies
- How to choose, deploy, and get the most out of online collaboration tools

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Boost Your Online Lead Generation - The Power of Influencer Marketing, Content Marketing, SEO and Online Collaboration Technology

  1. 1. Boost Your Online Lead Gen: The Power of Influencer Marketing, Content Marketing, SEO, and Online Collaboration Technology. June 23. 2013
  2. 2. HouseKeeping
  3. 3. Agenda • Welcome & Introductions • Influencer Marketing and Collaboration •Content Marketing - Survey • Influencer Case Study •Difference in webinar marketing tools • Leveraging SEO to Drive Online Marketing •LinkedIn •Tracking and Measuring Results • Questions • Back to work!
  4. 4. Introductions Chris Raulf – Boulder SEO Marketing • SEO, Content Marketing, Social Media & Internet Expert • 20+ years of conventional and internet marketing expertise • Traveled the globe for a year & worked on a sheep farm in New Zealand Marc Gutman – Lighthouse Conferencing • CMO • 12yr + Collaboration veteran • Likes snowboarding and anything outdoors in CO
  5. 5. Jennifer Beaupre – Marketing Consultant • 15 year veteran of online, digital and global marketing • Frequent speaker, published thought leader and global demand generation expert • Avid snowboarder and yoga enthusiast
  6. 6. What is influencer marketing? Influencer marketing is the practice of partnering with people who are influential to share and distribute brand-friendly content
  7. 7. Why work with influencers? Because they have something that brands don’t Influencers create compelling, relevant content and distribute it to their built-in audience
  8. 8. What’s trust got to do with it? Trust creates earned media  Facebook likes/fans Website traffic Twitter followers and retweets Landing page visits Comments Repins/ Pinterest followers Emails
  9. 9. Online services most likely to influence a purchase
  10. 10. How are influencers affective?
  11. 11. Influencer Case Study Large Agricultural and Food Manufacturer Via PR Firm (two clients) • >9,000 Employees serving >300,000 agricultural producers Challenge – How to Inspire a Younger Generation to Cook with Butter •Specific Type •Limited Budget •Target Food Bloggers – hard to get mindshare •Access to Celebrity Talent but how to maximize •Tight Time Window / Schedule of all involved
  12. 12. The Lighthouse Solution Celebrity TV personality Centerpiece of event •Select, influential bloggers invited •Able to interact with celebrity via webinar tool • Adobe Connect • Video & Slides • Participant List • Chat • Q&A •Feel like part of a privileged or “inside” group •Give away for blogger and blogger’s audience
  13. 13. The Results 100% Attendance! •“I didn’t get 100% attendance at my bday party!” •Perfect platform for audience. Easy to attend (most bloggers have families, etc.) Blog Posts •25 posts (each had ability to run own giveaway promo). Approximately $120/per post**. •Response overwhelmingly positive • Celebrity blog 1M hits/month • Bloggers approximately 100K/hits month Projected Travel Cost of Onsite Event • $13-$25K! Non-Proprietary Archive •The Event that keeps on giving
  14. 14. The Specifics Adobe Connect Webinar •Interactive •Thin client (easy access) •Great Look and Feel •Rich Video •The right cost •Robust Reporting Purposely Showed Participant List •Create Buzz Execution •Dry Runs, Practice, Prep
  15. 15. What the Client Said…. “Working with Lighthouse and their web solutions is a very cost effective way to give influencers more in depth engagement…”
  16. 16. Content Marketing Content Marketing is the new buzzword these days…. • Nothing new • We all do it • We all can do it better • Get the most out of content marketing: Campaign based, Search Engine Optimization, Social Media Marketing • Content Makes Marketing by Laura Lear: http://goo.gl/Wb4pY • The Advanced Content Marketing Guide: http://www.quicksprout.com/the-advanced-guide-to-content- marketing/
  17. 17. Content Marketing What Exactly is Content Marketing • Content marketing (also known as "content recommendation") is any marketing format that involves the creation and sharing of media and publishing content in order to acquire customers. This information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, case studies, how-to guides, question and answer articles, photos, etc. • Content marketing is focused not on selling, but on simply communicating with customers and prospects. The idea is to inspire business and loyalty from buyers by delivering "consistent, ongoing valuable information.“ Source: http://en.wikipedia.org/wiki/Content_marketing
  18. 18. Campaign Based Content Marketing + SEO
  19. 19. Know Your Keywords
  20. 20. Know Your Keywords
  21. 21. Campaign Based Content Marketing + SEO
  22. 22. Campaign Based Content Marketing + SEO
  23. 23. • Stuff that works: •Guest-Speakers are lead magnets • Customers •Success stories, best practices, etc. • Industry experts •Unbiased •Credibility • Partners •Tab into their network = More leads Campaign Based Content Marketing + SEO
  24. 24. Campaign Based Content Marketing + SEO
  25. 25. Campaign Based Content Marketing + SEO
  26. 26. Campaign Based Content Marketing + SEO #1 Organic Ranking
  27. 27. Campaign Based Content Marketing + SEO
  28. 28. Campaign Based Content Marketing + SEO
  29. 29. Online Lead Generation on LinkedIn • Find and post information to relevant groups • Personally invite your appropriate 1st level connections • Personally invite relevant group members •Ask people to connect with you •Tag new connections accordingly •Only send them relevant information and not too often: Don’t be that person!
  30. 30. Measure Results
  31. 31. Measure Results
  32. 32. Measure Results
  33. 33. Measure Results
  34. 34. Measure Results • What Really Matters: •Do site visitors take action? •Potential issues: • Page design • Missing call to action… • Request webinar recording, white paper, etc. • Connect on social media, newsletter sign up, etc. •Success: • New leads: Request for quotes, product demo • Year over year sales increase
  35. 35. Questions? Marc Gutman mgutman@lighthouseconferencing.com 800-234-3433 x822 @lighthouseconf & @marcgutman www.linkedin.com/in/marcgutman Chris Raulf chris@boulderseomarketing.com 720-263-1736 @swisschris & @MarketingSEOWiz www.facebook.com/BoulderSEOMarketing www.linkedin.com/in/chrisraulf Jennifer Beaupre Beaupre.Jennifer@gmail.com www.linkedin.com/in/jenniferbeaupre

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