Digital Marketing for Lead Generation & Sales

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Interested in leveraging Digital Marketing to multiply your organizational revenue? You will find this deck on Digital Marketing for Lead Generation & Sales relevant and interesting. You can find about upcoming hands-on Digital Marketing trainings by Digital Vidya at http://www.digitalvidya.com

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  • Inbound lead gen is definitely a powerful technique. Outbound is as well though (and more predictable). We currently use a real-time lead gen service called www.found.ly - this helps us find email addresses of our targeted prospects. Not sure if anyone else has used and can share their thoughts?
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Digital Marketing for Lead Generation & Sales

  1. 1. Digital Marketing For Lead Generation & Sales
  2. 2. Agenda •  Introduction •  Orientation to Digital Marketing •  Framework to Multiply Revenue through DM •  SEO & SEM for Lead Generation •  Exercise: Online Adv Strategy for Lead Generation •  How can you realize your objectives? •  Q & A
  3. 3. What is Digital Marketing?
  4. 4. “The process of reaching out to and engaging with your customers/users through Digital Media (Internet, Email, Mobile)”
  5. 5. SEO or Organic Search SEM or PPC
  6. 6. Inbound Marketing
  7. 7. Mobile Marketing
  8. 8. Let’s learn from Real Examples
  9. 9. Customer Acquisition Influence Lead Sale
  10. 10. Remarketing on Google
  11. 11. Remarketing Example
  12. 12. Kogi Korean BBQ Taco Truck Blog + Flickr + Twitter - 10 people/stop to 800 people/stop
  13. 13. 25% Revenue through Facebook facebook.com/Chumbak
  14. 14. Over 20% All Sales through Facebook
  15. 15. Reveal the Name Contest 1.  150,000 people participated 2.  35,000+ requests for Test Drives 3.  8000 Cars booked in 10 days Car Launch
  16. 16. Tweet 2 Order
  17. 17. QR (Quick Response) Codes
  18. 18. SEO
  19. 19. Reach Online Presence Audience Aggregation Leads Sales SEO, Ads, Email, Social Media… Conversion Optimization Analytics (Metrics, Tools) Customer Acquisition Framework
  20. 20. KISSmetrics Post Trial Sign-up Flow
  21. 21. KISSmetrics Welcome Email
  22. 22. KISSmetrics Push Forward Email
  23. 23. KISSmetrics Evangelizing Email
  24. 24. KISSmetrics Relationship Email
  25. 25. Opportunity Reach Leads Sales Revenue Growth % 1000 100 10 1 Lac 1500 150 15 1.5 Lacs 50 1000 150 15 1.5 Lacs 50 1000 150 15 1.5 Lacs 50 1000 100 20 2 Lacs 100 1500 337 67.5 6.75 Lacs 575
  26. 26. SEO & SEM for Lead Generation
  27. 27. Organic vs Paid Organic •  Time bound •  Higher entry cost (time / Rs.) •  Lower ongoing cost (time / Rs. •  Long term strategy Paid •  Instant •  Lower entry cost (time / Rs.) •  Dynamic cost over time •  Targeted •  Measurable ROI •  Short-Mid Term Strategy
  28. 28. Search
  29. 29. Growth of Google Queries in Last 5 yrs! Number of Searches/Day on Google 3 Billion Searches/Day (announced Aug. 2012)
  30. 30. State of Search- India Source: Netmarketshare and business-standard.com Google 97% Yahoo 1% Bing 1% Others 1% Indian Search Engine Market Share
  31. 31. Search Often Brings the Most Highly Qualified Traffic
  32. 32. Understanding the Customer Journey The customer shopping journey can classified into sequential stages. Awareness Consideration Intent Due Diligence Decision http://gweb-think-tools.appspot.com/customer-journey-to-purchase/ Not common, mostly occurs with high ticket items
  33. 33. Awareness !  Generally shorter key phrases !  Typically core business terms or category terms !  Very high search volume !  Lower conversion rates !  Example: !  handbags !  sweaters !  Dresses Awareness Consideration Intent Due Diligence Decision
  34. 34. Consideration !  Generally 2-3 word keywords !  one identifier + the root !  Lower search volume !  Better conversion rates !  Higher amount of keywords in this stage !  Example: !  Brand + category samsung mobile !  Gender + category Women’s sweaters !  Need + Category plus-size dresses !  Brand + Discount dominos coupons Awareness Consideration Intent Due Diligence Decision
  35. 35. Intent !  Generally 3-4 word keywords !  two identifiers + the root !  Even lower search volume !  Even better conversion rates !  Example: !  Local (keyword) samsung mobile delhi !  Brand + model (keyword) samsung galaxy s5 !  Price identifier + brand/product category + product samsung s4 price !  Best + brand/attribute + model/ product type best samsung mobile phone under 15000 Awareness Consideration Intent Due Diligence Decision
  36. 36. Due Diligence !  Common for high-ticket items !  Keywords to understand financial commitments !  benefit/return of post-purchase, warranty, reviews (product specific), comparison !  Example: !  Brand + model + reviews/customer service/aftermarket !  Samsung galaxy s5 reviews !  Samsung galaxy s5 warranty !  whirlpool gold refrigerator reviews !  samsung s4 vs nexus 5 !  2012 honda city resale value !  Less common for most retail shopping Awareness Consideration Intent Due Diligence Decision
  37. 37. Decision !  Generally 4+ word keywords !  four or more identifiers + the root !  Can include “Buy” or “Shop” !  exact specs of product search !  Example: !  Buy + brand + model + attribute + value prop !  Google nexus 5 free shipping !  levis jeans size 38 !  Brand + model + pricing + value prop !  sony cybershot dsc wx50 digital camera cheap Generally fewer keywords in this stage, many customers convert via direct load Awareness Consideration Intent Due Diligence Decision
  38. 38. Website Optimization for Lead Generation
  39. 39. Build Links WITH Your Content to Win.
  40. 40. Pick Content Type
  41. 41. Build Content With High Search Link Intent KEYWORD “FACTS” KEYWORD “INFORMATION” KEYWORD “DATA”
  42. 42. Learn the art of storytelling
  43. 43. Promote
  44. 44. Star Ratings, Reviews & Price Author Photo Date of Publication Video Snippet RICH SNIPPETS AND SCHEMA MARKUP SERPS
  45. 45. Only 0.3% of websites are making use of the Google approved Schema tool.
  46. 46. Pages Using Schema.org Markups Rank Higher in Google
  47. 47. The most common schema
  48. 48. A Mashable survey in August 2013 revealed that 17.4 percent of global web traffic comes from mobile compared to 11.1 percent in the previous year.
  49. 49. RESEARCHING KEYWORDS
  50. 50. Keyword Planner Start with Google’s Keyword Planner
  51. 51. Google Trends Use Google Trends to find rising keywords and be early adopter of term
  52. 52. CREATE GREAT CAMPAIGNS
  53. 53. 4 Campaign C’s 1.  Company 2.  Category 3.  Content 4.  Compete
  54. 54. Company Brand keywords and ads that direct visitors who are already familiar with your company to your homepage. “PageTraffic” example:
  55. 55. Category Keywords and ads related to your product / solution that do not include your brand name. “PageTraffic SEO Services” example:
  56. 56. Content Ads not for looking necessarily for a product, but for information. “Marketing Automation Guide” example:
  57. 57. Compete Where searchers are actively looking to compare options and competitors. “Marketo vs Hubspot” example:
  58. 58. CONVERTING CLICKS TO CUSTOMERS
  59. 59. Create Great Landing Pages Source: Unbounce
  60. 60. Create Great Landing Pages
  61. 61. Exercise: Online Advertising Strategy for Lead Generation
  62. 62. Google Adwords vs Facebook Ads •  Adwords: intent => higher conversion •  Facebook: targeting •  Facebook: early mover advantage
  63. 63. Opportunity of Targeting on Facebook •  Age •  Location •  Gender •  Interest •  Relationship Status •  Social Connection on Facebook •  Occupation •  Education •  Email, Phone or Userid
  64. 64. Interest Targeting on Facebook
  65. 65. Custom Audience: Email/Phone/UID
  66. 66. Retargeting on Facebook
  67. 67. Landing Page Optimization
  68. 68. Time to Create Your Strategy http://bit.ly/dv-lg
  69. 69. Thank You! Let’s continue this conversation… @MyDigitalVidya On Social Media Off Social Media info@digitalvidya.com Leverage Digital Marketing for Incredible Growth? Join our upcoming Training! http://www.digitalvidya.com

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