A LITTLE ABOUT ME§ 20 years in interactive marketing and product development§ Executive Vice President, Electronic Products, for Reed Elsevier’s $1-billion Health Care Division§ Group Vice President and Chief Technology Officer at Gartner — led gartner.com ($400 million website) through a complete re-creation organizationally and technologically§ Consistently delivered double-digit growth for electronic publishing operations§ Delivered over 100 software and website development projects (as large as $30 million) from concept through launch§ Known for carefully architecting solid business strategy followed by the creation of an efficient organization to deliver against those plans
BUSINESS LEAD-GENERATION PLAYBOOK§ Part 1: Establish your goals and objectives§ Part 2: Know your unique selling proposition§ Part 3: Understand your market§ Part 4: Develop lead-generation strategy§ Part 5: Establish your metrics dashboard§ Part 6: Continually improve
ESTABLISH YOUR GOALS AND OBJECTIVESTypes of goals Why bother?§ Brand awareness Clear goals and objectives can§ Lead conversion align an entire§ Customer service company’s employees.§ Customer loyalty and retention§ Customer valueDefine measurable objectives§ Specific | Measurable | Attainable | Realistic | Time-bound§ Increase website leads by 25% in 90 days§ Increase subscription retention rate by 10% by June 27§ Increase order size by 15% in 2nd quarter
KNOW YOUR UNIQUE SELLING PROPOSITION (USP)Great examples…§ When it absolutely, positively has to be there overnight§ Pizza delivered in 30 minutes or it’s free§ The Quicker Picker-Upper§ Pick Enterprise. We’ll pick you up.How to create a USP:§ Incorporate benefits§ Solve a pain point§ Be clear about what’s unique§ Make a promise
CREATE PERSONASWhy care about personas? Persona: All that you§ Put yourself in your prospect’s shoes: know about your most profitable, § Would that affect your home page? optimal buyer. § How would that change your social strategy? § What would your landing pages look like? § How would you tweet? § What would your email newsletter look like?§ Use them to ensure relevance, value, and call to action Bryan Eisenberg | http://www.clickz.com/clickz/column/1707005/the-case-persona-based-lead-generation
CREATING YOUR PERSONAS§ Psychographics vs. demographics§ Understand how each consumes information Bryan Eisenberg | http://www.clickz.com/clickz/column/1707005/the-case-persona-based-lead-generation
LANGUAGE MATTERS§ Understand the language used by market§ Avoid industry buzzwords that may not resonate with your target audience§ Know the terms that convert for you in your market
HOW DO YOU FIGURE ALL THIS OUT?KEYWORD RESEARCH!
KEYWORD RESEARCH§ 3 billion searches per day on Google alone (comScore estimate)§ Uncover keyword niches (groups of terms) § Popularity § Competitiveness § Ones you can win with§ Resources: § Google Adwords keyword research tool § https://adwords.google.com/o/ Targeting/Explorer § Wordtracker § http://www.wordtracker.com/
KEYWORD RESEARCHOther topics you need toinclude§ Review Google Insights§ Leverage social metrics (e.g., TweetTab, Twitscoop, Social Mention)§ Use Google Alerts
VERIFY AND TEST§ Verify - Test conversion of keywords selected using pay per click (PPC)§ Review impressions for actual search frequency§ Analyze conversions for PPC visits§ If response is bad (and your marketing is not an issue), choose new keywords§ If response is great, start investing in search engine optimization (SEO)!
WHERE IS YOUR MARKET?Where is your market?§ Web?§ Which social networks?§ Offline?
LET’S RECAP…WHAT DO WE NOW KNOW?§ Goals and objectives§ Unique selling proposition§ Our market § Our optimal prospect § Personas § The terms they use and search with § The terms that convert for us § Where our market is hanging out Woohoo! Time to create the lead-generation strategy!
START WITH YOUR WEBSITEQuick lead-generation checklist for your website General§ Does your website currently convert?§ Do you have dedicated landing pages for advertising and promotions?§ What are the current visit paths and do they make sense? § Home page—Does it have clear calls to action that match your goals? § Internal pages—Does each have a clear call to action to a relevant landing page? § Calls to action—Do they match your buyers’ personas at each level of buying cycle? § Blog—Do you have one and does each post lead to a call to action?
START WITH YOUR WEBSITECalls to action§ Are they action oriented?§ Are they in the eye path?§ Do they match buyer persona needs?§ Is there an offer?§ Is there a sense of urgency?
START WITH YOUR WEBSITELanding pages§ Where you do the selling!§ Details of the offer – incentive and sense of urgency§ Reduce anxiety with trust- building content§ Form for lead collection§ Hero image§ Test and improve
EXAMPLE: ALLIED VAN LINESBEFORE OPTIMIZATION AFTER OPTIMIZATION
HOW DO YOU CHOOSE WHAT TOOLS TO USE?Leverage Forrester’s POST methodology:§ People – Who are you trying to reach?§ Objectives – What do you want to achieve?§ Strategy – Understand how relationships will change as a result of what you put in place§ Technology – Select the technology to deliver your results
YOUR LEAD-GENERATION TOOLBOXLet’s review the options: Social Tools § Facebook: 900 million active users Email § LinkedIn: 161 million (including microsites and landing Marketing professionals (39% in United Your Website Search Engine States) Marketing § Google+: 100 million active pages) Content- users Focused Tools § Twitter: Over 140 million active users Advertising § YouTube: 4 billion views / day Offline Tools § Many others
YOUR LEAD-GENERATION TOOLBOX Social Tools § Outbound lead generation § Lead nurturing Email (including microsites and landing Marketing § Transactional (including Your Website upsell) Search Engine Marketing § Shopping-cart abandonment pages) Content- § Newsletters for building Focused Tools awareness Advertising Offline Tools
YOUR LEAD-GENERATION TOOLBOX Social Tools Email (including microsites and landing Marketing § Search engine optimization Your Website (SEO) Search Engine Marketing § Pay-per-click (PPC) pages) advertising Content- Focused Tools § Remarketing Advertising Offline Tools
YOUR LEAD-GENERATION TOOLBOX Social Tools § Video § Blogs Email (including microsites and landing Marketing § eBooks Your Website Search Engine § Social media Marketing § White papers pages) Content- § Websites Focused Tools § Microsites Advertising § Webinars § Press releases Offline Tools
YOUR LEAD-GENERATION TOOLBOX Social Tools Email (including microsites and landing Marketing Your Website Search Engine Marketing pages) Content- Focused Tools § Banner ads Advertising § Ad networks Offline Tools
YOUR LEAD-GENERATION TOOLBOX Social Tools Email (including microsites and landing Marketing Your Website Search Engine § Call / call tracking Marketing § Telemarketing pages) Content- § Direct mail Focused Tools § Events Advertising § Networking § Referrals Offline Tools § Partnerships
VALUE OF BLOGGING 16-20 posts / month >20 posts / month Traffic 2X 5X Leads 3X 4XCompared to blogging <4 times / month Source: Hubspot
VALUE OF TWITTER FOLLOWERS 301-1,000 >1,000 Traffic >5X >6X Leads >4X >5XCompared to <25 followers Source: Hubspot
VALUE OF FACEBOOK FANS 501-1,000 >1,000 Traffic 3.5X 22X Leads >4X >12XCompared to <25 fans Source: Hubspot68% of Facebook users are more likely to buy based onrecommendations from a friend (Source: Wildfire)But start to create metrics for real return on investment (ROI)!
EMAIL MARKETINGEmail marketing accounts for $67.8 billion in sales, with an ROI of$40.56 for every dollar invested. ROI for Every $1 Invested Source: Direct Marketing Association
EMAIL MARKETING§ In an Econsultancy survey, 72% reported email-marketing ROI is better than all tactics except for SEO.§ In a MerchantCircle survey of over 8,000 local businesses, 35.8% indicated email as one of the top 3 most effective marketing or advertising tactics; only SEO and social profiles scored higher.§ 2010 ForeSee Results 2010 report indicated email as 2nd biggest influence on retail website visits (biggest was brand familiarity).§ Datran Media 2010 Annual Marketing & Media Survey reported 39.4% of industry executives cited email marketing as strongest advertising channel of all choices. Source: http://www.email-marketing-reports.com/basics/why.htm
IMPACT AND INTERRELATIONSHIPS OFLEAD-GENERATION TOOLS
THE BIG 3: HOW THEY INTERRELATE Catches the organic Search results plus existing Engine marketing efforts Marketing (SEO / PPC) SocialBuilds engagement Media List-building Email Marketing Nurtures and generates repeat sales in a very measurable way
EXCUSE ME, SIR, BUT CAN YOU TELL MEHOW TO GET TO CLOUD 9?§ Most tools have great case studies…as well as awful case studies.§ The question is what is most appropriate for your specific situation.§ When you get the right tool with the right need, you will be on cloud 9!
METRICS TOOLSSocial dashboard tools§ Social Mention§ Klout§ HootSuite§ BlogPulse§ Facebook Insights§ Measure… § Fans / followers § Engagement (comments, likes, shares) § Most popular posts § Sentiment ratings § Popular hashtags § Top influencers in your space
METRICS TOOLSSEO dashboard tools:§ Google analytics§ Google webmaster tools§ Measure… § Visit volume § Terms that convert § Ranking of terms that matter § Bounce rate § Conversions (ultimately the only thing that counts!)
METRICS TOOLSEmail dashboard:§ ROI GoalsetterSM tool for planning – http://www.fulcrumtech.net/ email-roi - access for free for 90 days with promotion code – somebizlife12 good until 6/20/12§ Email service provider metrics (opens, clicks, bounces, unsubscribes)§ Measure… § Revenue, profit, and ROI § Conversions
METRICS TOOLSMeasure what matters to YOUR business!
CONTINUALLY IMPROVE§ Be relentless about continual improvement§ Know your goals§ Know your metrics and be creative about how to improve every month
CASE STUDIES: BREAKINGPOINTSituation§ Limited budget§ Create strong relationships with hard-to-find prospects and convert to leads Source: MarketingSherpa
CASE STUDIES: BREAKINGPOINTStrategy§ New blog§ Monitored using TweetScan, Google Alerts, and Boardtracker.com§ Participation in other blogs§ Created Twitter account for shorter versions of their content, trivia, and quizzes§ Created LinkedIn groups§ Created more, shorter press releases and sent through PitchEngine§ Promote social outposts in email, website§ Clear dashboard § Social – Blog views, twitter followers, LinkedIn group members § Web – Unique website visitors, SEO traffic, leads, leads by source § Correlations between social and lead volume Source: MarketingSherpa
CASE STUDIES: BREAKINGPOINTResults§ Strong correlation between social and lead volume§ 10,230 unique blog views in Q3§ 280 Twitter followers (>3,300 today)§ 141 members to LinkedIn Group§ 155% increase in web visitors§ 55% leads from web (became largest contributor of leads)§ Reduced number of elaborate demand generation campaigns Source: MarketingSherpa
CASE STUDIES: IBM COGNOSSituation§ Sales cycle time increasing§ Expanding buying committees§ Rented email list performance declining Source: MarketingSherpa
CASE STUDIES: IBM COGNOSStrategy§ Present company as thought-leader§ Generate demand§ Support and enable sales team§ Reworked website with additional offers (white papers, online demos, events, online communities); information organized by business task and by industry; lead capture§ Introduce lead-nurturing email campaign (1,480 variations); tied to prospect-specific offers; strong calls to action (call or opt in to newsletter)§ Conducted statistical analysis of interactions Source: MarketingSherpa
CASE STUDIES: IBM COGNOSResults§ Increased campaign response rate from 0.5% to 17.5%§ Determined online demos had highest rate of leads§ Face-to-face events had biggest impact on deal size and close rate§ Conversion rate died 10 days after offer presented§ Determined optimal timing of nurturing emails§ 11% of website visitors complete a registration form (industry average of 3%)§ More relevant emails resulted in open rates of 33%, up from 13%§ Click-through rates increased to 15.5% from 0.09%§ Cost per lead dropped 30%-40% Source: MarketingSherpa
CASE STUDIES: REGUSSituation§ Temporary office space provider needed to dispel image of being too pricey and generate more leads Source: MarketingSherpa
CASE STUDIES: REGUSStrategy§ Focus on start-ups, entrepreneurs, and sole proprietors§ Conducted market research (demographics, competition, social situation)§ Campaign microsite§ Sweepstakes for free office space§ Viral videos (http://youtu.be/SIm3uFn7iHo)§ Social media outreach – participate on Facebook, Twitter, LinkedIn§ In-person events§ Physical networking§ Set up monitoring dashboards Source: MarketingSherpa
CASE STUDIES: REGUSResults§ 30% increase in lead flow, spiked to 60% during campaign§ 33% conversion on microsite leads vs. 12% historically§ 114% increase in revenue year over year for NY business Source: MarketingSherpa
CASE STUDIES: SUMMARY§ Your up-front strategy matters§ Be relevant§ Go where your market is§ Develop a relationship as you would with another person
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