Your SlideShare is downloading. ×
0
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
The 'Lead Machine' - Jeremy Spiller
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

The 'Lead Machine' - Jeremy Spiller

275

Published on

Delivered by Jeremy Spiller @ CIM. #CIMCAKE

Delivered by Jeremy Spiller @ CIM. #CIMCAKE

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
275
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
6
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. How to bake the perfectonline marketing strategy
  • 2. Jeremy Spillern  Twitter.com/jeremyspiller 0044 1273 704771 talktome@whitehatmedia.com
  • 3. “If you can’t explain it simply youdon’t understand it well enough”
  • 4. #cimcake
  • 5. A bullet point list n  Change n  What does this mean to you? n  Building a joined up strategy n  Demand generation n  Lead nurture n  Next steps
  • 6. Your website
  • 7. You cannot win a Grand Prix with one of these Digital Marketing – Search Engine Marketing |
  • 8. The right highly tuned ‘vehicle’ is needed
  • 9. Change
  • 10. Mobile search
  • 11. !Mobile Is your site optimised for mobile?
  • 12. Responsive design, free guide Is your Business Mobile-Ready? Free Guide www.whitehatmedia.com
  • 13. Change in sales and marketing 1 • Collateral 2 • Telemarketing 3 • Events
  • 14. Change in sales and marketing Social Media Collateral 8 7 1Content Telemarketing 6 2 PPC Events 5 3 4 SEO Email
  • 15. The right highly tuned ‘vehicle’ is needed
  • 16. Audit and Recommendations Audit and analysis Have the best site you can have•  Search engine optimisation•  Social media presence•  Content•  Technology•  Site structure•  Conversion quality 50 plus factors checked
  • 17. More  than  70  Microso/  Partners’    sites  audited  in  the  last  five  months  
  • 18. ‘After our site was audited andrecommendations by White HatMedia our traffic and enquiriesquadrupled’Comment made in public at aMicrosoft event in Berlin to 60+Partners by Sander Schoneveld,General Manager, K3.
  • 19. A plan for success
  • 20. Traditional sales and marketing overvie CRM Demand Lead Nurture Generation
  • 21. Traditional sales and marketing overvie CRM Demand Lead Nurture Generation
  • 22. Who are your leads today?People who completeyour enquiry forms?
  • 23. Who are your leads today? •  Read your blogs? •  Respond to your email? •  Download your eBooks? •  Attend your webinars? •  Watch your videos? •  Visit your website?
  • 24. Fairly standard view
  • 25. Useful
  • 26. Very useful
  • 27. The Balanced Scorecard n  By Robert S.Kaplan and David P Norton (1996) n “ALandmark Achiement” Michael Hammer
  • 28. The digital marketing balanced scorecard Audit Plan Action Measure Results SEO PPC Content Social Email
  • 29. What this means to you More resources New strategy Measurement
  • 30. Larger teams are needed, morespecialists
  • 31. You can outsource
  • 32. Channels
  • 33. Demand generation channels
  • 34. Let’s look at channels
  • 35. Gather and nurture quality datan Content campaignsn Social media off-rampingn Webinar registrationn Eventsn Traditional
  • 36. Segment your data Type of contact Profile Interest
  • 37. The most impactful change; thesubject line. What do you think ofthe following?
  • 38. ‘Net Results Newsletter’
  • 39. Campaigns we’ve been working on?
  • 40. ‘78% of SAPs customers are SME’
  • 41. ‘How to Build an All-Star Social Media Team’
  • 42. Why people unsubscribe
  • 43. Routes to ROI – get yourself seenTop 3 factors that affect opening rates Know and trust the sender: 59.2% Subject Line: 41.1%
 Previously opened and thought valuable: 30.1% (source: ReturnPath)All based on good content
  • 44. Plan your content calendar Frequency? To who, and segment? What content?
  • 45. Track success with analytics
  • 46. What is paid search?Rapid resultsCan be costlyMust be measuredwellEasy to use, difficultto master
  • 47. Bid price and Quality Score c. 70% c. 20% c. 10% Cost  paid            x            Quality  Score:  CTR            x          Quality  Score:  other   The price you The % of Wording of pay for each people who your ad click (often be click on your Text on your less than the ad landing page price you bid) Age of your account CTR of your account
  • 48. Use Day Parting Change bid prices depending on the time of day
  • 49. Offer value
  • 50. Search Engine Optimisation(SEO) Factors On- Off- page page Competitors
  • 51. On-page can be easily fixed • Title tags • Descriptions • H1, H2, H3 • Link text • Alt image text • URLs
  • 52. Audit and Recommendations On-page can be easily fixed•  Search engine optimisation•  Social media presence•  Content•  Technology•  Site structure•  Conversion quality 50 plus factors checked
  • 53. Importance of off page
  • 54. Off page is continuous
  • 55. Major Google updates now more frequent 31 2 2006 2012
  • 56. And with strange namesPanda Penguin Venice Mostly about improving content
  • 57. Link and off-ramp directly fromsocial mediaAnd encourage others to do sothrough share, re-tweet
  • 58. Lead nurture
  • 59. ConversionOnly 3% of your site visitorsare ready to purchaseon the first visit
  • 60. People decide over a time span
  • 61. Traditional need and marketing overvie Thus the sales for nurture CRM Demand Lead Nurture Generation
  • 62. Content
  • 63. Content has become centre stage
  • 64. Personalise  
  • 65. Progressively  profile  Learn  more  
  • 66. Measure and monitor
  • 67. Automa=cally  track  ac=vity  ‘Downloaded; Best Practices for Creatinga Content Marketing Strategy’
  • 68. Automate  and  score  
  • 69. Building  Readiness  to  Buy  Ready  To  Buy   Time   TOFU MOFU BOFU
  • 70. The perfect Balanced Scorecard Audit Plan Action Measure ResultsSEO 10 10 10 10 10UX 10 10 10 10 10Content 10 10 10 10 10Social 10 10 10 10 10PPC 10 10 10 10 10
  • 71. Traditional sales and marketing overvie CRM Demand Lead Nurture Generation
  • 72. Maybe help and support
  • 73. The very best website you can haveA strong planDemand generation through channelsLead NurtureGreat contentAutomated marketingMeasure and monitorHelp and support, maybe
  • 74. If you want help or to know moretalktome@whitehatmedia.com

×