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How Small Businesses Can Effectively Generate More Leads<br />Presented by:<br />Justin Levy, Red Pin Marketing<br />@just...
A little housekeeping…<br />To ask questions during the webinar:<br />On Twitter: #RedPin<br />On GoToWebinar: Q&A Feature...
What are we talking about?<br />The age of information overload and filtering<br />Developing a home-base and outposts<br ...
What are we talking about?<br />The age of information overload and filtering<br />Developing a home-base and outposts<br ...
Information overload<br />As of December 2009, it was estimated that the average American consumes 34 gigabytes of content...
Feel like pulling out your hair<br />
We now have the ability to filter out what we don’t want <br />To help us deal with all of this information coming at us, ...
What are we talking about?<br />The age of information overload and filtering<br />Developing a home-base and outposts<br ...
Disclaimer: If your product SUCKS, none of this will help you.<br />
Your website is your MOSTimportant marketing tool!<br />
Why you should think in terms of home-bases and outposts <br />You retain control of your home-base at all times.<br />The...
What are we talking about?<br />The age of information overload and filtering<br />Developing a home-base and outposts<br ...
Understanding SEO<br />Page Title<br />URL<br />H1, H2, H3 tags<br />“Social Media Audit and Strategy”<br />On-Page Optimi...
Understanding SEO<br />Meta Description<br />Meta Keywords<br />“Social media agency, new media, marketing, social marketi...
The best thing you can do to enhance your search rank is to create LOTS of content<br />
Authority is determined by links<br />Photo Credit: http://www.flickr.com/photos/zen/13211677<br />
Search rank is heavily determined on authority<br />Photo Credit: http://www.flickr.com/photos/auntiep/17135231<br />
What are we talking about?<br />The age of information overload and filtering<br />Developing a home-base and outposts<br ...
Content is king<br />Photo Credit: http://www.flickr.com/photos/evaekeblad/2389240224<br />
Become a publisher<br />Photo Credit: http://www.flickr.com/photos/newspaperclub/4569124392<br />
Becoming a publisher<br />Considerations when creating content:<br />Share content that’s useful to your community – be a ...
What are we talking about?<br />The age of information overload and filtering<br />Developing a home-base and outposts<br ...
Why unique landing pages are important and how to utilize them<br />Elements of a good landing page:<br />Eliminate distra...
What are we talking about?<br />The age of information overload and filtering<br />Developing a home-base and outposts<br ...
“We live or die on our database.”<br />-Jeff Pulver<br />
Developing a strong email marketing program<br />
Developing a strong email marketing program<br />Tips for developing a strong email marketing program:<br />Include calls-...
What are we talking about?<br />The age of information overload and filtering<br />Developing a home-base and outposts<br ...
Keeping up with the efforts – the creation of a content calendar<br />Tips for creating a content calendar:<br />Brainstor...
Q<br />U<br />E<br />S<br />T<br />I<br />O<br />N<br />S<br />
Free Website and Social Media Assessment<br />To get your free 1:1 website and social media assessment, sign up at: http:/...
Thank You…<br />Justin Levy<br />Twitter: @justinlevy<br />Blog: http://justinrlevy.com<br />Presentation slides: http://s...
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How Small Businesses Can Effectively Generate More Leads

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Learn how small businesses can level the playing field allowing them to generate more leads and increase sales by leveraging social media tools, search engine optimization (SEO), blogging, email marketing and more.

This slide deck will teach you:

-The importance of calls-to-actions and landing pages to capture more leads effectively.
-The role of search engine optimization (SEO) and how blogging can help increase your search rankings thus allowing you to get found easier.
-How social media tools such as Twitter, Facebook, LinkedIn, Flickr, YouTube, and Foursquare help you to generate more leads and create buzz around your small business.
-Why email marketing is one of the most important tools you can use in converting leads.
-Understand how all of these tools integrate into one another to form an easy to understand strategy.
-How to effectively measure your lead generation efforts.

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Transcript of "How Small Businesses Can Effectively Generate More Leads"

  1. 1. How Small Businesses Can Effectively Generate More Leads<br />Presented by:<br />Justin Levy, Red Pin Marketing<br />@justinlevy<br />
  2. 2. A little housekeeping…<br />To ask questions during the webinar:<br />On Twitter: #RedPin<br />On GoToWebinar: Q&A Feature<br />The webinar is being recorded and will be available within 48-72 hours after the webinar.<br />The slide deck will be uploaded to Slideshare: http://slideshare.net/RedPinMarketing<br />
  3. 3. What are we talking about?<br />The age of information overload and filtering<br />Developing a home-base and outposts<br />SEO 101<br />Creating content – the role of blogging and social media in lead generation<br />Why landing pages are important and how to utilize them<br />Developing a strong email marketing program<br />Keeping up with the efforts – the creation of a content calendar<br />
  4. 4. What are we talking about?<br />The age of information overload and filtering<br />Developing a home-base and outposts<br />SEO 101<br />Creating content – the role of blogging and social media in lead generation<br />Why landing pages are important and how to utilize them<br />Developing a strong email marketing program<br />Keeping up with the efforts – the creation of a content calendar<br />
  5. 5. Information overload<br />As of December 2009, it was estimated that the average American consumes 34 gigabytes of content and 100,000 words of information over a period of 11.8 hours per day.<br />Source: The New York Times<br />
  6. 6. Feel like pulling out your hair<br />
  7. 7. We now have the ability to filter out what we don’t want <br />To help us deal with all of this information coming at us, we use filters and curated content to help us manage everything. Some filters include:<br />TiVo / DVRs<br />Caller ID<br />Email filters<br />Lists (Twitter/Facebook)<br />RSS readers (Google Reader)<br />You can serve as that filter for YOUR community!<br />Photo Credit: http://www.flickr.com/photos/tuxstorm/2370932873<br />
  8. 8. What are we talking about?<br />The age of information overload and filtering<br />Developing a home-base and outposts<br />Understanding SEO – both what’s visible and what’s invisible<br />Creating content – the role of blogging and social media in lead generation<br />Why landing pages are important and how to utilize them<br />Developing a strong email marketing program<br />Keeping up with the efforts – the creation of a content calendar<br />
  9. 9. Disclaimer: If your product SUCKS, none of this will help you.<br />
  10. 10. Your website is your MOSTimportant marketing tool!<br />
  11. 11. Why you should think in terms of home-bases and outposts <br />You retain control of your home-base at all times.<br />The outposts drive traffic back to your home-base allowing you to capture them onsite and work towards conversion.<br />You can always add or remove new outposts as they come and go.<br />Provides a home-base for inbound links which helps drive up YOUR search rank not that of an outpost. <br />Allows you to let data drive your decisions around engagement based on which outposts perform the best for you.<br />Website<br />
  12. 12. What are we talking about?<br />The age of information overload and filtering<br />Developing a home-base and outposts<br />SEO 101<br />Creating content – the role of blogging and social media in lead generation<br />Why landing pages are important and how to utilize them<br />Developing a strong email marketing program<br />Keeping up with the efforts – the creation of a content calendar<br />
  13. 13. Understanding SEO<br />Page Title<br />URL<br />H1, H2, H3 tags<br />“Social Media Audit and Strategy”<br />On-Page Optimization = 25% of SEO <br />
  14. 14. Understanding SEO<br />Meta Description<br />Meta Keywords<br />“Social media agency, new media, marketing, social marketing, social media marketing, new marketing labs”<br />Alt text – Images<br />
  15. 15. The best thing you can do to enhance your search rank is to create LOTS of content<br />
  16. 16. Authority is determined by links<br />Photo Credit: http://www.flickr.com/photos/zen/13211677<br />
  17. 17. Search rank is heavily determined on authority<br />Photo Credit: http://www.flickr.com/photos/auntiep/17135231<br />
  18. 18. What are we talking about?<br />The age of information overload and filtering<br />Developing a home-base and outposts<br />SEO 101<br />Creating content – the role of blogging and social media in lead generation<br />Why landing pages are important and how to utilize them<br />Developing a strong email marketing program<br />Keeping up with the efforts – the creation of a content calendar<br />
  19. 19. Content is king<br />Photo Credit: http://www.flickr.com/photos/evaekeblad/2389240224<br />
  20. 20. Become a publisher<br />Photo Credit: http://www.flickr.com/photos/newspaperclub/4569124392<br />
  21. 21. Becoming a publisher<br />Considerations when creating content:<br />Share content that’s useful to your community – be a curated filter for your community<br />Create buyer / community personas to help drive your content<br />Celebrate others’ work 10-12x more often than you do your own<br />Don’t suffer from editing paralysis – just hit “Publish”<br />Evaluate how to create content that is cross-functional<br />Make your content is shareable<br />Adhere to a content calendar to ensure consistency<br />Create a variety of different forms – remember that we all like to consume different formats (e.g. video, audio, photos, etc.)<br />Create exceptional and different content – bring a fresh perspective to existing topics and create your own niche, where applicable<br />
  22. 22. What are we talking about?<br />The age of information overload and filtering<br />Developing a home-base and outposts<br />SEO 101<br />Creating content – the role of blogging and social media in lead generation<br />Why landing pages are important and how to utilize them<br />Developing a strong email marketing program<br />Keeping up with the efforts – the creation of a content calendar<br />
  23. 23. Why unique landing pages are important and how to utilize them<br />Elements of a good landing page:<br />Eliminate distractions (read: navigation!)<br />Clear, descriptive headline<br />Create a sense of urgency<br />Establish credibility<br />Write in the 2nd person – YOU instead of WE<br />Use bold, bullets and other formatting<br />The less fields, the better<br />Use a video to describe your company, product or service<br />Use a thank-you page and/or email to bring the visitor back to the website<br />
  24. 24. What are we talking about?<br />The age of information overload and filtering<br />Developing a home-base and outposts<br />SEO 101<br />Creating content – the role of blogging and social media in lead generation<br />Why landing pages are important and how to utilize them<br />Developing a strong email marketing program<br />Keeping up with the efforts – the creation of a content calendar<br />
  25. 25. “We live or die on our database.”<br />-Jeff Pulver<br />
  26. 26. Developing a strong email marketing program<br />
  27. 27. Developing a strong email marketing program<br />Tips for developing a strong email marketing program:<br />Include calls-to-actions to subscribe everywhere!<br />Set a schedule and hold to it<br />Monitor and take action on your soft and hard bounces<br />Test, test, test!<br />Be human!<br />Don’t always use it as a means of promoting your stuff<br />DO NOT buy lists!<br />Make your emails shareable and then give your subscribers a reason to share it<br />Focus on engagement instead of quantity<br />Photo Credit: http://www.flickr.com/photos/djwaldow/4784672784<br />
  28. 28. What are we talking about?<br />The age of information overload and filtering<br />Developing a home-base and outposts<br />SEO 101<br />Creating content – the role of blogging and social media in lead generation<br />Why landing pages are important and how to utilize them<br />Developing a strong email marketing program<br />Keeping up with the efforts – the creation of a content calendar<br />
  29. 29. Keeping up with the efforts – the creation of a content calendar<br />Tips for creating a content calendar:<br />Brainstorm a list of topics and themes<br />Don’t forget holidays and seasons<br />Get some help!<br />Set up a shareable calendar – Google Calendar is a good option<br />Try making your calendar for a month to a quarter in advance<br />Remain flexible<br />Set reminders and hold your team (and yourself!) accountable<br />Measure your results and make adjustments<br />
  30. 30. Q<br />U<br />E<br />S<br />T<br />I<br />O<br />N<br />S<br />
  31. 31. Free Website and Social Media Assessment<br />To get your free 1:1 website and social media assessment, sign up at: http://bit.ly/rpmfreereport<br />Photo Credit: http://www.flickr.com/photos/daviddehoey/4258047257<br />
  32. 32. Thank You…<br />Justin Levy<br />Twitter: @justinlevy<br />Blog: http://justinrlevy.com<br />Presentation slides: http://slideshare.net/RedPinMarketing<br />

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