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Two step to lead gen that actually works.pptx

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  • 1. 2  Steps  to  Lead  Genera/on     That  Actually  Works  
  • 2. Who  is  this  Dan  Kraus  guy?   •  25  year  sales  &  marke8ng  veteran     –  9+  years  with  Great  Plains  So@ware  (‘89-­‐’98)   –  6+  years  with  SAP  (‘03-­‐’09)   –  Allaire   –  Macromedia   –  Infinium  So@ware   –  ADP,  Con8nental  Cable  (Comcast)   •  Founded  3  companies   •  UMASS  Amherst,  Marke8ng   •  @LeadingResults  
  • 3. Leading  Results  Overview   •  Instructors  for  the  Sage  Marke8ng  Academy   •  Marke8ng  services  firm  –  coaching  and  consul8ng     »  1:1  Coaching,  Group  Coaching   »  Frac8onal  VP  of  Marke8ng   »  Social  Media  Coaching  and  Learning   »  Referral  Marke8ng  Coaching  and  Classes   •  Authorized  Duct  Tape  Marke8ng  coaches   •  Offices  in  Charlobe,  Boston  and  Philadelphia   •  Clients  throughout  North  America   •  We  help  our  clients  stop  was8ng  money  on  marke8ng  that   does  not  create  results  
  • 4. Leading  Results  Core  Marke8ng  Mantra   •  Dont  talk  about  the  products  you  sell;  talk   about  the  problems  you  solve.       •  Then  talk  about  the  remarkably  different  way   that  I  will  experience  working  with  you  as  you   solve  those  problems.     •  Be  sure  you  tell  me  what  I  get;  NOT  what  you   do.    Because  I  dont  have  8me  to  figure  out  if   what  I  need  is  what  you  do.    
  • 5. Definition of MarketingKnow   Like   Trust   TRY   Buy   Repeat   Refer  
  • 6. Two-­‐Step  Marke8ng  
  • 7. Branding  vs  Lead  Gen  Marke8ng   •  Branding  works  before  the  consumer  is  in  the   market,  whereas  lead  genera8on  works  once   the  consumer  enters  the  market.   •  You  must  do  both  but…   »  Lead  Gen  Marke8ng  WILL  create  Brand   »  Brand  Marke8ng  rarely  creates  Lead  Gen  
  • 8. Where  are  your  ac8vi8es  focused?   Branding  Centric       Lead  Gen  Centric   •  Ar8cles  (PR)   •  Newslebers   •  Social  Media   •  Web  Marke8ng  (SEO/PPC)   •  Blogs   •  Events  (in  person)   •  Case  Studies*   •  Webinars   •  Videos*   •  Microsites   •  White  Papers*   •  Email  Marke8ng   •  Research  Reports*   •  Print  Adver8sing*   •  Branded  Content*   •  Tradi8onal  Media*    
  • 9. Processes  
  • 10. The  Marke8ng  HourglassTM   Know   •  Social,  Adver8sing,  Referrals,   Networking,  SEM,  PR   Like   •  Website,  blog  content,  social,  content   offers,  PR,  Video,  webinars   Trust   •  Expert  webinars,  marke8ng  materials,   white  papers,  Case  Studies,  Tes8monials   Try   •  Workshops,  evalua8ons,  demo,  DIY   training,  starter  packs   Buy   •  Service  team,  new  customer  kit,  process   documenta8on   Repeat   •  Post  project  review,  cross  selling,   customer  events   Refer   •  Champion  events,  partner  intros,   peer2peer   ©  Duct  Tape  Marke3ng  –  all  rights  reserved  
  • 11. Gerng  Responses  =  Valued  Content    •     You  need  materials  that  Educate  •  The  problems  you  solve,  packaged  for  consump8on    
  • 12. Content  that  builds  trust   •   Reviews   •   Tes8monials   •   Personality   •   Social  media   •   SEO  oriented  
  • 13. Content  that  educates   •   White  papers   •   Webinars   •   FAQs   •   Success  stories   •   About  You  
  • 14. If you thinks its all about content…
  • 15. Think  about  your  ac8vi8es?  •  Blogging   •  Tradeshows  •  eMail   •  Conferences  •  Webinars   •  Public  Speaking  •  Seminars   •  Adwords  •  User  Groups   •  Own  Networking  Group  •  Print  Ads   •  Lunch  &  Learns  •  Associa8ons/ •  Joint  Partnering/ Networking   Alliances  •  PR   •  Publish  Content  •  Direct  Mail    
  • 16. Two-­‐Step  Categories   •  SEO   •  Adver8sing   •  Sponsorships   •  Direct  Response  -­‐  Mail/eMail  
  • 17. Search  Engine  Op8miza8on  
  • 18. Establish  Exper8se  and  Ownership  of  it   •  Blogging  on  key  topics   •  Guest  blog/speaking/presen8ng   •  Create  a  community  around  a  key  topic   •  Microsites   •  Customer  tes8monials  about  your  exper8se   •  Video  how-­‐to  
  • 19. Adver8sing  
  • 20. A  few  ideas…   •  Pay-­‐Per-­‐Click   •  Local  Business  Journals   •  Industry  Publica8ons   •  Industry/Interest  newslebers   •  Tradi8onal  Media  (newspaper,  TV,  Radio)  
  • 21. Pay  Per  Click  Adver8sing   Keys  to  Success  with  PPC   •  Direct  response   •  2  step  approach   •  Dedicated  Landing  Pages  
  • 22. Advantages  of  a  PPC  Program   When  should  a  PPC  program  be  considered?     •  To  begin  your  SEM  program  almost  immediately   •  Good  for  tes8ng  (products,  keywords,  loca8ons)   •  Allows  for  geo-­‐targe8ng     •  Allows  for  interest/skill/personality  targe8ng   •  Can  focus  on  long  tail  keyword  phrases   •  Easy  to  modify,  shi@,  expand  or  cancel  
  • 23. Disadvantages     (primarily  compared  to  organic  SEO):   •  Not  always  viewed   •  Lible  credibility  (similar  to  the  common   comparison  and  percep8on  of  adver8sing   versus  PR  as  a  promo8onal  tool)   •  An  organic  SEO  strategy  becomes  more  cost-­‐ effec8ve  as  it  matures  and  is  beber  suited  as  a   longer  term  strategy  
  • 24. PPC  Terms   •  Clicks  –  The  number  of  8mes  an  ad  is  clicked.   •  Impressions  –  The  number  of  8mes  an  ad  has  been   displayed.   •  Click-­‐through  Rate  (CTR)  –  (clicks  /  impressions).   •  Cost  per  Click  (CPC)  –  The  cost  every  8me  an  ad  is   clicked  on  by  a  searcher   •  Conversion  –  The  number  of  clicks  that  result  in  a   conversion  (no  more  than  one  conversion  per  click).     •  Quality  Score  –  Google  calcula8on  that  determines   ad  relevance,  placement  and  cost.  
  • 25. Adwords  
  • 26. This chart shows the relative importance of three factors used to calculate the Quality Score: 1) Clickthrough Rate (CTR), 2) Landing/destination page, and 3) Relevance. Source: Howie, Ian, Google AdWords PPC Advertising, WordTracker, November 2009, ISBN: 978-0-9561475-4-7
  • 27. Pay-for-placement on a Google SERP
  • 28. Good  Adwords  Book   Google AdWords Anastasia Holdren O’Reilly Publishing
  • 29. Landing pages & Micro-sites   •  Goal  =  Conversa8on   •  No  Distrac8on  =  Higher  Conversion   •  Focused  Relevance  =  High  Quality  Score   •  Higher  QS  =  Lower  Cost  Per  Conversion  
  • 30. Example of a landing/destination page with several elements designed for conversion
  • 31. LinkedIN  Adver8sing  
  • 32. Facebook  Ads  
  • 33. Making  PPC  Effec8ve  &  Affordable   •  Know  Your  Customers   •  Know  Your  Keywords   •  Make  your  landing  pages  relevant  -­‐  The  higher   your  Quality  Score,  the  higher  your  Ad  Rank   and  the  lower  your  cost.      
  • 34. Sponsorships  
  • 35. Sponsorships   •  Relevant  Opportuni8es   »  Subscrip8on  newslebers   »  Partner/Industry/Local  Events   »  Tradeshows***  
  • 36. In-­‐Line  NewsleAer  Sponsorship  
  • 37. Events  &  Tradeshows   •  Don’t  sponsor  unless  speaking   •  Provide  educa8onal  content   •  Insist  on  your  own  evalua8on   •  Provide  value  for  return  of  eval   •  Offer  follow  up  on  the  eval  
  • 38. Direct  Response  
  • 39. Print  Adver8sing   Image ad vs. direct response
  • 40. Image  or  Direct   Response?  
  • 41. Anatomy  of  a  direct  response  ad   •   Single  purpose   •   Headline   •   Value  proposi8on   •   Offer   •   Call  to  ac8on  
  • 42. Direct  Mail/Email  Direct  mail  is  ideal  small   business  vehicle  •  Target  ideal  prospect  •  Test  offers  •  Rela8vely  inexpensive  •  Consider  Lumpy  •  Email  newslebers  to   stay  in  touch  
  • 43. Headline OfferHeadline Value Action
  • 44. Tes8ng   •  Start  small   •  Code  everything   •  Split  test  A/B   •  One  variable  at  a  8me   •  Google  AdWords  for  tes8ng  key  phrases   •  Try  Weekends  too  (for  email)  
  • 45. Direct  mail  lists   •  The  best  is  one  you  build!   •  2nd  best  is  one  you  borrow   •  When  all  else  fails…   »  SRDS   »  infoUSA   »  List  brokers   •  The  best  email  list  –  Only  1  choice  –  Build  It  
  • 46. Headlines  (Subject  Lines)  that  get  results     •  Ques8on  Based  (vs  Statement  Based)   •  Problem  Based  (vs  Solu8on  Based)   •  Curious  (vs  Non-­‐Curious)     “Why  do  some  headlines  fail?”   www.psychotac8cs.com  
  • 47. Nurture,  Don’t  Pester   Know   • Who  and  how   • Ads   • Referrals   Like   • Web  site/blog   • Recep8on   • Newsleber   Trust   • Search   • Expert  content   • Sales  presenta8on   Try   • Webinar   • Evalua8on   • Nurturing   Buy   • Service  team   • New  customer  kit   • Finance/delivery   Repeat   • Post  project  survey   • Cross  selling   • Quarterly  events   Refer   • Results  reviews   • Partner  intros   • Peer2peer  events   ©  Duct  Tape  Marke3ng  –  all  rights  reserved  
  • 48. Consistency  Counts   How  o@en?   •  Once  a  month  (average)  BUT   Vary  the  approach  
  • 49. Varied  Tac8cs  and  Delivery   Core  Tac8cs  –  all  2  Step   •  Newslebers   •  Conversa8ons  (phone  &  F2F)   •  Webinars     •  1:1  Value  Offers    
  • 50. 1:1  Offers   •  Audits     •  Evalua8ons   •  Quotes   •  Custom  reports  or  analysis     •  Market  Comparison  
  • 51. Takeaways   •  Brand  Marke8ng  is  not  2  Step     »  Get  them  to  take  ac8on   •  Understand  the  value  you  provide  –  Share   some  (you  need  content)   •  Your  Nurture  Process  should  be  2  step  too   •  2  Step  is  One  Part  –  Don’t  Forget  Referrals  and   PR  
  • 52. Result   Your  marke8ng  is  measurable!   Offer  #1     Complete  the  evalua8on,   get  the  slides  
  • 53. Offer  #2   •  Marke8ng  Hour  Glass  Audit   »  You  complete  our  ques8onnaire   »  We  spend  an  hour  or  so  with  you  to   review  your  approach  against  the   Marke8ng  Hour  Glass   »  We’ll  provide  you  with  a  blank  copy  of   this  calendar  template     Check  the  box  for  the  free  45  minute  business   evalua3on    
  • 54. We  help  small  businesses  stop  was8ng  money  on  marke8ng     Thank  You  &  Ques/ons   Please  take  a  moment  to  complete   presenta8on  evalua8on   Contact  Us  Web:  www.leadingresults.com  Email:  info@LeadingResults.com  Phone:  888-­‐717-­‐1715  Twiber:  @LeadingResults  ;  @LauraBLorenz  FaceBook:  facebook.com/leadingresults