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Kayak online marketing presentation to sait student entrepreneurs

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Randy Milanovic presentation to SAIT (Calgary) student entrepreneurs on marketing for lead capture. …

Randy Milanovic presentation to SAIT (Calgary) student entrepreneurs on marketing for lead capture.

Is it a silver bullet? No. Does it produce ROI? Absolutely!

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Transcript

  • 1. WEB MARKETING Online Marketing for Lead Capture
  • 2. feel free to tweet @kayak360
  • 3. unless of course, you are planning to fail don’t fail to plan
  • 4. define your key marketing persona(s) and focus your marketing specifically on them the right target
  • 5. editorial calendar, sales funnel, landing page (based on a business plan and marketing plan) the right tools
  • 6. Content and SEO Components Marketing Components Blog Editorial Calendar Topic & Title Content & Details Keywords Persona Call to Action Related Offer Status Author: Status... Due Date: Who... Publish Date: Campaign: Author: Status... Due Date: Who... Publish Date: Campaign: Author: Status... Due Date: Who... Publish Date: Campaign: Author: Status... Due Date: Who... Publish Date: Campaign: Author: Status... Due Date: Who... Publish Date: Campaign: Please share - Always Attribute EDITORIAL CALENDAR
  • 7. Sales & Marketing Funnel Marketing Qualified Offer(s) Sales Qualified Marketing Persona Activities Awareness [ TOFU ] Education [ MOFU ] Validation [ BOFU ] Sales Responsibility Identify decision-makers and influencers and focus content on them specifically. Social Sharing & Engagement, Blog Posts and Comments, etc. Free, non-sales Information related to your services Free non-sales info with introduction to YOUR related services Free sales info expanding on YOUR related services Live Salesperson (phone, email, visit) Marketing Staff kayakonlinemarketing.com/ema Please share - Always Attribute SALES FUNNEL PLANNER
  • 8. Landing Page(s) Worksheet Topic & Title Funnel Position (TOFU, MOFU, BOFU) Primary Keywords Marketing Persona CTA Button Status Project ID: Status... Author: Who... Due Date: Publish Date: Notes Project ID: Status... Author: Who... Due Date: Publish Date: Notes kayakonlinemarketing.com/ema Please share - Always Attribute LANDING PAGE PLANNER
  • 9. kayakonlinemarketing.com/ema-toolkit 3 spreadsheets - download the kit
  • 10. there are 300+ social tools for sharing and collaboration – pick 3 or 4 that you (and your prospects) will use consistently networking tools kayakonlinemarketing.com/ema-toolkit
  • 11. be certain this is one of them Google+ kayakonlinemarketing.com/ema-toolkit
  • 12. a site map is not used to show the the hierarchy
 of your pages, it is a set of planned pathways
 for your prospect to follow web site map kayakonlinemarketing.com/ema-toolkit
  • 13. kayakonlinemarketing.com/ema-toolkit Advertising, Social Engagement Search Query TOFU MOFU BOFU SALES
  • 14. plan out a single pathway and tweak it. once it is performing properly, add more. start with one kayakonlinemarketing.com/ema-toolkit
  • 15. Yes. Is it a silver bullet? No. does it really work? kayakonlinemarketing.com/ema-toolkit
  • 16. Launch of Planned Campaign
  • 17. thank you @kayak360