Anatomy of an Online Campaign: Generating Leads OnlineShane Stiles, PresidentGate 39 Media<br />NIBA 2011 Chicago Conferen...
Anatomy of a Marketing Campaign<br />Online Lead Generation Campaign Process<br />Advertise + Promote<br />Monitor<br />Pe...
What’s the offer?<br />Define Offer<br />Define<br />Create<br />Ad + Promo<br />Monitor<br />Adjust<br />Give to receive—...
Define Offer > What’s the offer?<br />Define<br />Create<br />Ad + Promo<br />Monitor<br />Adjust<br />Offers tie in with ...
Self-Directed: 25 Tips For New Traders
Gold: Gold Options Trading Kit</li></li></ul><li>Define Offer > Offer Specs<br />Define<br />Define<br />Create<br />Creat...
Banner Advertising
Google AdWords
Social media
Affiliate partner
Email advertising
Your email newsletter
TV, Radio, etc</li></li></ul><li>Define Offer > Offer Specs<br />Define<br />Create<br />Ad + Promo<br />Monitor<br />Adju...
Create Assets > Landing Pages<br />Define<br />Create<br />Ad + Promo<br />Monitor<br />Adjust<br />What are Landing Pages...
Often no other links to the website
Visitor concentrates only on the offer—either complete or leave
Landing Pages are short, clear, and visual
Landing Pages provide valuable analytics
Landing Pages are standard in advertising campaigns</li></li></ul><li>Clear offer<br />Form visible with no scrolling<br /...
Create Assets<br />Define<br />Create<br />Ad + Promo<br />Monitor<br />Adjust<br />To create a campaign, you need:<br />
Create Assets > Design<br />Define<br />Create<br />Ad + Promo<br />Monitor<br />Adjust<br />Design<br /><ul><li>Design of...
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Anatomy of an Online Marketing Campaign: Generating Futures Trading Leads Online

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Slides and notes from Shane Stiles, President of Gate 39 Media's presentation “Anatomy of an Online Marketing Campaign: Generating Futures Trading Leads Online” at the National Introducing Brokers Association Conference Chicago 2011.

Every week we get a request from a broker with questions like:

• How do I generate leads for my futures brokerage?
• We’ve bought some banner ads, but what do we do next?
• How do I advertise on futures and financial websites?
• How do I get leads from Google / How do I use Google AdWords

Generating leads is more than just putting up a website, buying ads online, and pointing them to your home page. Shane has identified Five Steps to Generating Futures Leads Online, they are: Define, Create, Advertise + Promote, Monitor, and Adjust.
These slides cover the Five Steps to Generating Futures Leads Online and the tasks associated with them.

At Gate 39 Media, we help Futures Brokers generate futures leads for their businesses. Our clients range from small one-man brokerage firms to large FCM’s. Our applications generate hundreds of leads per day globally. Need to do some futures marketing? I’m happy to discuss your ideas. Contact me.

Gate 39 Media is a Google AdWords Certified Partner.

Anatomy of an Online Marketing Campaign: Generating Futures Trading Leads Online

  1. 1. Anatomy of an Online Campaign: Generating Leads OnlineShane Stiles, PresidentGate 39 Media<br />NIBA 2011 Chicago ConferenceSeptember 12, 2011<br />Session Sponsor<br />www.gate39media.com<br />
  2. 2. Anatomy of a Marketing Campaign<br />Online Lead Generation Campaign Process<br />Advertise + Promote<br />Monitor<br />Performance<br />Adjust<br />Campaign<br />Define Offer<br />Create Assets<br />
  3. 3. What’s the offer?<br />Define Offer<br />Define<br />Create<br />Ad + Promo<br />Monitor<br />Adjust<br />Give to receive—what will you provide in return for a customer’s contact info?<br />Offer must be valuable, relevant, remarkable<br />Should highlight what makes your firm different<br />Unique works best—access to YOUR research, PDF guides, secured website, newsletter, recommendations, databases…<br />
  4. 4. Define Offer > What’s the offer?<br />Define<br />Create<br />Ad + Promo<br />Monitor<br />Adjust<br />Offers tie in with specific products or services you wish to promote<br /><ul><li>Managed Futures: Commodity Investing Using Managed Futures
  5. 5. Self-Directed: 25 Tips For New Traders
  6. 6. Gold: Gold Options Trading Kit</li></li></ul><li>Define Offer > Offer Specs<br />Define<br />Define<br />Create<br />Create<br />Ad + Promo<br />Monitor<br />Adjust<br />Now that you have an offer, determine:<br />How will you promote the offer?<br />How long will your advertisement last?<br />What is the budget for this campaign?<br />Why do you believe this campaign will be a success? What metrics determine success?<br />Review competitor ads and research keywords<br /><ul><li>Your website
  7. 7. Banner Advertising
  8. 8. Google AdWords
  9. 9. Social media
  10. 10. Affiliate partner
  11. 11. Email advertising
  12. 12. Your email newsletter
  13. 13. TV, Radio, etc</li></li></ul><li>Define Offer > Offer Specs<br />Define<br />Create<br />Ad + Promo<br />Monitor<br />Adjust<br />The specifics of your offer determine all of the other factors of the campaign.<br />
  14. 14. Create Assets > Landing Pages<br />Define<br />Create<br />Ad + Promo<br />Monitor<br />Adjust<br />What are Landing Pages?<br /><ul><li>Web page dedicated to just the offer
  15. 15. Often no other links to the website
  16. 16. Visitor concentrates only on the offer—either complete or leave
  17. 17. Landing Pages are short, clear, and visual
  18. 18. Landing Pages provide valuable analytics
  19. 19. Landing Pages are standard in advertising campaigns</li></li></ul><li>Clear offer<br />Form visible with no scrolling<br />Just enough info requested<br />Concise offer description with keywords<br />Call-to-action<br />No other links<br />
  20. 20. Create Assets<br />Define<br />Create<br />Ad + Promo<br />Monitor<br />Adjust<br />To create a campaign, you need:<br />
  21. 21. Create Assets > Design<br />Define<br />Create<br />Ad + Promo<br />Monitor<br />Adjust<br />Design<br /><ul><li>Design of landing pages, banner ads, and the giveaway
  22. 22. The offer is un-cluttered, clean and clear
  23. 23. The form is clearly visibile
  24. 24. Professional, trustworthy look—would you give your info if you came across this offer?
  25. 25. Your unique giveaway needs to look good as well!
  26. 26. Disclaimers properly displayed</li></li></ul><li>Create Assets > Development<br />Define<br />Create<br />Ad + Promo<br />Monitor<br />Adjust<br />Development<br /><ul><li>Create the landing page to fit the design
  27. 27. Code the lead capture form and how you store/receive the information
  28. 28. Test the form
  29. 29. Use SEO best practices to achieve high quality score for Google AdWords</li></li></ul><li>Create Assets > Content<br />Define<br />Create<br />Ad + Promo<br />Monitor<br />Adjust<br />Content<br /><ul><li>Create text on landing page to get “wow—I’ll sign-up for that” factor
  30. 30. Create text for banner ads to generate the click to your landing page
  31. 31. Create text for your text ads to generate the click. Achieve a good quality score from Google
  32. 32. Create/edit the text of your unique giveaway
  33. 33. Is compliant</li></li></ul><li>Create Assets > Database<br />Define<br />Create<br />Ad + Promo<br />Monitor<br />Adjust<br />Database<br /><ul><li>How will you receive the leads?
  34. 34. Who will be notified of new leads?
  35. 35. How do you store and process the leads? CRM? Spreadsheet? Email?
  36. 36. While some systems for managing your leads are more effective than others, the important thing is that you have one.</li></li></ul><li>Advertising + Promotion<br />Define<br />Create<br />Ad + Promo<br />Monitor<br />Adjust<br />Some Options for Advertising and Promotion<br /><ul><li>Your website
  37. 37. Google AdWords and pay-per-click advertising
  38. 38. Banner Ads
  39. 39. Email Marketing Campaign (through a publisher)
  40. 40. Social media
  41. 41. Media – TV, radio, print, postal mailing</li></li></ul><li>Ad + Promo > Your Web Site<br />Define<br />Create<br />Ad + Promo<br />Monitor<br />Adjust<br />Your Web Site<br /><ul><li>Generate leads from your website--add the offer to your own website and display it!
  42. 42. Create an offers/education area
  43. 43. Additional metrics on effectiveness of your campaign</li></li></ul><li>Ad + Promo > Google AdWords<br />Define<br />Create<br />Ad + Promo<br />Monitor<br />Adjust<br />Google AdWords (Pay-per-click)<br /><ul><li>Advertise within a budget you set, pay only for actual clicks to your offer, and provides you with incredible performance metrics to measure, manage, and modify your campaign
  44. 44. Create highly targeted and fine-tuned campaigns
  45. 45. Not just text ads, banner ads and remarketing
  46. 46. Can be done on your own
  47. 47. Requires time and dedication: constant monitoring, modifications, and a clear focus to your campaign</li></li></ul><li>Performance Tracking<br />Define<br />Create<br />Ad + Promo<br />Monitor<br />Adjust<br />Monitor and Review<br /><ul><li>Once a campaign is underway, monitor for results
  48. 48. If advertising with a publisher, ask what statistics are available and get the data
  49. 49. Use Google Analytics, set-up campaign tracking, for AdWords set-up confirmation codes to measure ROI
  50. 50. Landing Pages are standard in advertising campaigns
  51. 51. Ensure leads are called promptly, and measure which leads became clients over time</li></li></ul><li>Create Assets > Advertising<br />Define<br />Create<br />Ad + Promo<br />Monitor<br />Adjust<br />Banner Ads and Pay-per-click Ads<br />Trading Options in Gold<br />Learn Strategies for Trading Gold<br />And Other Metal Commodity Options<br />www.acmefutures.com<br />Gold Options Strategies<br />Strategies for Trading Gold and<br />Other Metal Commodity Options<br />www.acmefutures.com<br />
  52. 52. Adjust Campaign<br />Define<br />Create<br />Ad + Promo<br />Monitor<br />Adjust<br />Monitor, Review, Adjust<br /><ul><li>If it’s not performing, WHY?
  53. 53. Are you getting clicks on your ads
  54. 54. You are getting the clicks—but not the conversions?
  55. 55. Is the ad appropriate to the keyword, to the offer?
  56. 56. Does the landing page text need changes?
  57. 57. Which ads are working and why?</li></li></ul><li>Ongoing Marketing<br />Define<br />Create<br />Ad + Promo<br />Monitor<br />Adjust<br />Accounts aren’t opened in a day<br /><ul><li>Don’t give up on the lead after the 1st, 2nd, or even 3rd call
  58. 58. You’ve already paid for the lead, continue to market to them
  59. 59. Add leads to your email marketing list to receive regular newsletters, offers, and more
  60. 60. Measure results and keep marketing</li></li></ul><li>Contact<br />Gate 39 Media specializes in working with IBs, CTAs, and FCMs. <br />Official marketing agency of the National Introducing Brokers Association (NIBA) and CTA EXPO.<br />For copies of these slides, email shane@gate39media.com or visit www.gate39media.com<br />Gate 39 Mediawww.gate39media.com<br />Shane Stiles, President<br />shane@gate39media.com<br />312.715.1475<br />

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