Anvil Webinar Feb 2012 - Lead Generation and Lead Nurturing
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Anvil Webinar Feb 2012 - Lead Generation and Lead Nurturing

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Where to Find Leads and How to Nurture and Convert Them....

Where to Find Leads and How to Nurture and Convert Them.

Leads are everywhere, just waiting for you to find them! They are using search engines to find you, reading articles and blog posts about you, visiting your site, and downloading your whitepapers. Nick Footer, Business Development Executive at Anvil Media, will outline which online marketing channels generate quality leads and provide the newbie and advanced marketer strategies and tactics per channel. Then Jeff Linton, Senior Manager, Product Marketing at Act-On, will provide ways to nurture and convert those leads through marketing automation.

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  • 1. Lead Generation and Lead Nurturing Presented by:Nick Footer | Anvil Media, Inc. | Business Development Executive Twitter: @nickfooter | nickf@anvilmediainc.comJeff Linton | Act-On Software | Senior Manager, Product Marketing Twitter: @ActOnSoftware | Jeff.Linton@ActOnSoftware.com
  • 2. Anvil | Digital Marketing Agency Anvil Media, Inc. is a digital marketing agency specializing in search engine optimization, pay-per-click management, online reputation management,mobile marketing, social media marketing, web analytics, and site conversion optimization services.
  • 3. Anvil | What Is A Keyword?Anvil | Keyword Research
  • 4. Anvil | Why Should You Care? Title Anvil | Keyword ResearchDo you own one of these?
  • 5. Anvil | Impact Of Google Instant Anvil | Keyword Research
  • 6. Anvil | Keyword ToolsAnvil | Keyword Research
  • 7. Anvil | Organic Listings
  • 8. Anvil | SEO - ContentBlogWhitepapersReviews/FAQVideosWebinarsPodcastsPress ReleasesArticlesGlossaryNewsletter Archives
  • 9. Anvil | SEO - CodeHTML textCSS (Cascading Style Sheets)Breadcrumb navigationRobots.txt File404 Error Pages301 redirects & CanonicalizationXML & HTML Sitemap
  • 10. Anvil | Code – 404s
  • 11. Anvil | Code – Tag OptimizationKeyword used in title tagKeyword used in meta description (for click throughs)
  • 12. Anvil | Credibility - Links Why Do Search Engines Care About Links?Links are a “vote” for your website Each site that links to you tells the search engines that your site must be useful and important. Another Your site must be good Site since others link to it. I Another Another will rank it higher! Site Site Your Site
  • 13. Anvil | Credibility – Anchor TextAnchor Text: The text that, when clicked on, links to another website. Images don’t have anchor text. The anchor text in this link is “ROI Revolution”Nofollow: Only visible in website code. Tells search engines NOT to pass any “link” value.
  • 14. Anvil | Local SEOLocal Search Stats | GrowingLocal Results Constantly Changing
  • 15. Anvil | Local SEO Example
  • 16. Anvil | Paid – Search Engines
  • 17. Anvil | Paid – Components Search EngineConversion Keywords Landing Ad Creative Pages
  • 18. Anvil | Paid – AdsHeadline = 25 CharactersDescription Line = 35 Characters x 2Display URL = 35 Characters
  • 19. Anvil | Landing Pages Keywords in Headline It’s all about Fast Loading Images & Page UserKeywords in Experience Body Copy Clear Call to Action & Relevancy to Ad Privacy Policy - About Us
  • 20. Anvil | Paid - ConversionIn the end, we need to get the user to do what we want them to do.
  • 21. Anvil | Paid – Display NetworksContextually based resultsWe call this the “Content Network” or “DisplayNetwork”1000’s of Websites in Network
  • 22. Anvil | Text Display Ads
  • 23. Anvil | Display Image Ads
  • 24. Anvil | Paid – SocialLots Of Networks | Demographic TargetingHyper Targeted Ads | User DataFree Advertising | Test FirstLanding Pages | Convert
  • 25. Anvil | Social - Facebook800 LB Guerrilla | 1 billion users by AugustUnique Content | Landing TabsBuild Prospects Lists
  • 26. Anvil | Social - Facebook
  • 27. Anvil | Social - TwitterCustomer Service | Listening Programs
  • 28. Anvil | Social - TwitterEngage | Not Push Marketing Platform
  • 29. Anvil | Social - LinkedInQ&A | Proven Thought Leadership
  • 30. Anvil | Social - LinkedInGroups | Foster Collaboration
  • 31. Anvil | Social - YouTubeRecently Updated | Premium Channels
  • 32. Anvil | Social - YouTubeSales Tool | Interactive
  • 33. Anvil | Social – Google+Fastest Growing | 100 Million Users
  • 34. Lead Generation ChannelsOrganic, Paid, Social Leads | Now Convert!
  • 35. Act-On | Marketing Automation2008 | Beaverton OregonRaghu Raghavan | CEOFounder of Responsys | 2 IPO’sFastest Growing SaaS600 | 2 Years
  • 36. Marketing Automation | Success46% Increase | Annual Revenue 26% Increase | Lead Conversions 25% Decrease | Cost Per Lead
  • 37. Importance | Marketing Automation Sales | MarketingAlign Sales | Marketing | Customer Buying ProcessRemove the Unknown for Sales Why is this a LeadRemoves the Complexity All-in-OneMarketing Bigger | Stronger | More Effective for Less
  • 38. Lead Nurturing | Conversions Understanding | Targeting Segmentation | Planning Nurture | Drip | Re-Market Demo | Free Trail | Contact SalesTop Performing organizations outperformed everyone else by 2-3xin revenue growth and lead-to-sales conversion. These organizationsare 3x more likely to use a Marketing Automation tool. Gleanster Research - 2011
  • 39. Steps to Increase Revenue Today Develop Content Keep Score Cadence | Progression Align | Handoff Track | Measure & Refine | Repeat
  • 40. Revenue | Content Focus | End in MindSolving Specific IssuesWhy it that Important Who Gets What Specific Content Create a Plan
  • 41. Revenue | Keep ScoreCustom to Meet your Needs Profile Based Behavior Based B.A.N.T. Value = 10..20..30
  • 42. Revenue | Cadence & ProgressionTiming When How Much How OftenAutomation Tools Progressive Forms (pre-fill) Landing Pages - EmailConvert | Track | Report
  • 43. Revenue | Align & HandoffWhat is a Lead MQL to SQL Who Decides The Goal Automation Tools Scoring | Qualification Setting Triggers
  • 44. Increase Revenue Today Track | Measure | Refine | Repeat Landing Pages Drip MarketingContent Website Webinars Segmentation Registration Forms
  • 45. Start Today Plan with End in Mind Start Simple | K.I.S.S.Marketing Automation { 46% Increase in Revenue } { 26% Increase in Lead Conversions } { 25% Decrease in Cost / Lead } Informative Webinar Topics - Videos – Best Practices
  • 46. ContactNick FooterBusiness Development ExecutiveAnvil Media, Inc.310 NE Failing StreetPortland, OR 97212503.595.6050 x228 office503.481.6629 cellnickf@anvilmediainc.comTwitter: @nickfooterLinkedIn: nickfooter
  • 47. Upcoming Anvil WebinarsMarch 21st, 2012 – 10am PSTLocal SEOApril 18th, 2012 – 10am PSTSite SearchMay 16th, 2012 – 10am PSTAdvanced AnalyticsFind Out More and Registerhttp://www.anvilmediainc.com/search-engine-marketing-webinars