Creating A World Class Lead Generation Program

Creating a World Class, Integrated Lead Generation ProgramDial in: (888) 296-6500 ; 991084 Twitter: #nowspeedLeadGenQuestions: amuniz@nowspeed.com
Blog: www.internet-marketing-strategies-and-secrets.com/
Twitter: davidreske
Linked-In: David Reske
Dave Reske, Managing Director
dreske@nowspeed.com
508 616-0111 x202
www.nowspeed.com

Nowspeed Demand Generation Programs

Nowspeed Clients

Nowspeed Team

Strong team of experts
Passionate about results
All of the skills needed
Strategy, Search and Creative

What is World-Class?

Characteristics of World-Class Marketing Programs
Know which levers to pull in order to improve results
Use the most effective toolsfirst
Build consistent and predictable programs
Plan far ahead, but stay flexible
Create alignment with sales with common metrics
AlignStrategy with Marketing Tactics
Ask hard questions and answer them with data
Integrate marketing programs to work together
Leverage content from one program for others
Leverage best practices everywhere
Test, measure and learn

Optimized Internet Marketing Programs
- Know which levers to pull in order to improve results
Lead Generation Goals
Internet
Marketing
Programs

Inbound
Outbound

Prospect
Customer
Nurture

Marketing Sherpa Chart- Use the most effective tools first!

Build consistent and predictable programsPlanfar ahead, but stay flexible
Offer Creation and Landing Page Design
PPC Campaign Optimization
Social Media to build traffic
Home Page Design Optimization
Email Marketing Automation Program
SEO to grow organic search traffic

Plan to improve the program ROI

Sample Planner: Activities

Marketing and Sales Alignment- Create alignment between sales/marketing with common metrics
Waterfall Conversion Rates
Average
Conversion
Sales & marketing act as an integrated team with a common goal of pipeline development
Common Goals
Common Definitions
Common Metrics
Integrated Programs
Inquiries
3.9%
Marketing Qualified Leads (MQLs)
58.3%
Sales Accepted Leads
49.1%
Sales Qualified Leads (SQLs)
23.1%
Closed/Won Business
Source: SiriusDecisions

Planning
What are your
key messages?
Who is your target audience?
How do you ensure performance?
How do optimize your investment?
Do you know what it takes to win?

Content Along the Buying Cycle
COPYRIGHT ©2009 NOWSPEED, INC. CONFIDENTIAL
16
eBook / White Paper
Where else can visitors get these resources?
Are they current, of high-quality, updated often?
How well do they competitively position you?
Impression
Analyst Report / Publication
Blog / Article / Tweet / Podcast
Lead
Case Study / Video Testimonial
Guided Tour / Product Demo
Webinar
Quality Contact
Press & News
Prospect
Glossary / ROI Calculator
Free Trial / Free Consultation
Help Desk / Chat / Forum
Customer
Training / Usage Tips
Contact Information

Content Architecture
Buying Cycle

Relevant Offers: Driving Conversions
High-Performance Offers do the following:
Are highly relevant to a visitors information requirements and key purchase criteria
Communicate objective value in their design and subject matter
Are cutting-edge, topical, and related to highly-searched or discussed topics in an industry

White Paper Examples

Integrated Marketing- Leverage content from one program for others
SEO – Create articles for distribution to build links
SMM – Create Blog posts, YouTube video, tweet series, linked-in discussions, Facebook
PPC – Leverage as offer for campaign
PR – Submit press release announcing content
Email – Leverage as offer for email campaign
Ads – Leverage as offer for campaign
Web – Turn content into SEO optimized web pages

Website Design & Development Great design that delivers results
Designed to Drive Leads
Strong Branding
Compelling Headline & Key Messages
Social Media Integrated
Comprehensive Information Architecture

Web Analytics - Decisions that Improve Results- Ask hard questions and answer them with data

Is traffic moving up?
Which offers and links are most effective?
Is PR working?
Are search efforts and directories working?
Example

Integrated Marketing – Gaining Leverage and Power from all of your Programs
Use the best offers on the home page
Consistent Brand, Look & Feel
SMM optimize the web site with comments & feedback on landing pages, post to digg, delicious, integrate blogs with website design, create hub page to bring SMM content to web site
SEO optimize the web site tags and content
Test landing page designs to optimize conversion rates and then use across all campaigns
SEO Optimized Press Releases
Optimized Landing Pages
Optimized Landing Pages

Search Marketing Paid and Organic Search
Paid
Organic

Pay Per Click (PPC) Search Marketing- Ask hard questions and answer them with data
What is your average Cost/Lead in your SEM campaigns?
What is your total SEM budget per month?
How many leads are you generating from SEM each month?
Business Value
Lower Cost Per Lead
More leads for marketing dollars spent
Higher Revenue and Gross Margin

How to Optimize Pay Per Click Campaigns- Leverage best practices everywhere
Build comprehensive keyword list
Create Adword groups for similar words
Select offers
Create ads for each offer tailored to each group
Link to landing pages
Analyze Results
Keyword Research Example

Landing Page Case Study - Old Landing Page- Test, measure and learn
25992 Impressions
65 clicks
4.4 average position
1 conversion
CPL: $329.60!!!
Budget used up quickly, resulted in poor conversions, little ability to be promoted throughout the day.

Generic New Landing Page

10419 Impressions
55 clicks
7 conversions
CPL: $40.37

Drastically improves conversion rate and CPL

CustomNew Landing Page

13662 Impressions
19 clicks
15 conversions
CPL: $22.74
UMOL brand
Copy specific to program (example above)
Leads funneled directly to this program

Landing Page Multivariate Testing- Test, measure and learn

Multivariate testing:
Evaluation of multiple variables simultaneously
Users may see:
Headline A, Image B, Copy C
Headline B, Image C, Copy A
And on and on…

Reporting & Optimization- Ask hard questions and answer them with data

Utilize dashboard to report findings and recommendations on all program metrics on a monthly basis

Leverage Great Offers for PPC Campaigns
Test messages and ad copy and use best messages for email subject lines
Test messages and ad copy and use best messages for advertising
Create Best Practice Landing Pages

Leverage Great Offers for Advertising Campaigns
Advertise on social media sites
Advertise on sites with good PR pickup
Test messages and ad copy and use best messages for ads

Search Engine Optimization (SEO)- Ask hard questions and answer them with data
Has your website been optimized for organic search?
What are five of your most important keywords?
How much traffic (what percent) is coming from Organic search?
How many leads per month are being driven by Organic search?
Is link popularity strong enough?
Business Value
Better keyword visibility on search engines
More organic search traffic to web site
More leads with no media cost

SEO Strategy
Increase search engine rank on selected keywords
Increase overall traffic to the site
Increase lead flow

Search Engine Market Share - Searches

SEO Steps to Good Rankings- Leverage best practices everywhere

Keywords
High Traffic, Low Competition, Good Fit for Business
Content
500-1200 words per page depending on competitive ranking pages
Must be relevant to search term and contain quality information
Page Elements
Body Copy, Title Tag, Meta Keywords, Meta Description, Alt Tags
Link Popularity
Directory Submissions
Press Releases
Blogging
Make it Easy to Crawl
Clean HTML
No “Black hat” techniques

SEO Visibility and Organic Traffic
Situation and Goals
Increase the visibility within the search engines for relevant keywords and to drive traffic to website.
Nowspeed Program
Provided keyword research and keyword recommendations. Developed implementation strategy of content, new page submissions to search engines and incorporated link building plan.
Results:
Increased search engine visibility for targeted keywords.
Increased Organic traffic by 89%

Leverage content architecture
Build links from article and content distribution, blog comments
SEO Optimized Blog content
Build links from SEO Optimized Press Releases
SEO Optimized Web site content

What are your Goals?
41
Sales, offer downloads, etc.
Participating and/or listening to conversations
Driving traffic to your site, i.e. landing page, hub page
Building awareness around your brand/product

Social Media Marketing- Ask hard questions and answer them with data
Do you have an SMM strategy?
Do you have a blog? How effective is it?
Have you identified the best blog and social media sites for you to participate in? Are you working these sites effectively?
How many new links are being driven by social media?
How much traffic is begin driven by social media?
Business Value
Brand visibility and impressions
More links to web site
Better keyword visibility on search engines
More organic search traffic to web site
More leads with no media cost

Social Media Marketing Program- Leverage best practices everywhere
Thought Leadership
Followers
“Buzz”
Subscribers
Brand Building
Blog
Website & Blog Traffic
Listening & Learning
Leads

Create Core Content Packages and Distribute to Social Media Sites
44

Use content and offers as basis for creating and delivering content on social media sites
Use keywords that are part of the SEO effort to get multiple search results across social media sites for your content
Build online relationships with key marketplace influencers
Comments & feedback on landing pages
Post to Digg, delicious
Integrate blogs with website design
Create hub page
Use Email to build communities
Post to Digg, Delicious from email
Advertise on social media sites

Create releases to promote excellent content
Build online relationships with key marketplace influencers
Build links from SEO Optimized Press Releases
Advertise on sites with good PR pickup
SEO optimize releases and treat as landing pages

Email Marketing- Ask hard questions and answer them with data
How large is your in-house prospect list?
Do you have an e-newsletter? How often do you send it?
Do you use rented email lists? How effective are they?
What is the average CRT and Conversion rate of your email?
Do you have a systematic Lead Nurture program?
Business Value
Higher Click through rate (CTR) and conversion rate
More leads at a lower cost per lead
More effective movement of prospects through the buying cycle

Email Marketing- Leverage best practices everywhere
List Building
Offer Selection
Creative Design
Techniques to Improve Performance
Personalization
Subject lines
Spam filters
Execution and Testing

Email Marketing Analysis
49

Lead Nurture
Lead nurture system design with business rules to automate follow-up and ongoing communication
Engage leads in a dialog through automation
Build lead nurturing campaigns through a drag-and-drop interface

Lead Nurturing Trigger Based Email Campaigns

Leverage Great Offers for Email Campaigns
Test messages and ad copy and use best messages for ads

Characteristics of World-Class Marketing Programs
Know which levers to pull in order to improve results
Use the most effective toolsfirst
Build consistent and predictable programs
Plan far ahead, but stay flexible
Create alignment with sales with common metrics
Ask hard questions and answer them with data
Leverage content from one program for others
Leverage best practices everywhere
Test, measure and learn

Creating a World Class, Integrated Lead Generation ProgramDial in: (888) 296-6500 ; 991084 Twitter: #nowspeedLeadGenQuestions: amuniz@nowspeed.com
Blog: www.internet-marketing-strategies-and-secrets.com/
Twitter: davidreske
Linked-In: David Reske
Dave Reske, Managing Director
dreske@nowspeed.com
508 616-0111 x202
www.nowspeed.com