The document discusses online lead generation strategies for small businesses. It recommends establishing an online presence through a website, search engine optimization, and active participation on social media platforms like Facebook, Twitter, and LinkedIn. The key is developing valuable content to attract and engage potential customers while driving them to take action by signing up for email lists or contacting the business. Consistency is important, with strategies like regular posting, sharing content, and networking to build relationships over time.

1. Lead Generation:
What Works Today
Debra Murphy
debra@masterful-marketing.com

2. Agenda
Small Business Marketing
 What’s changed and what hasn’t changed?
 Benefits and challenges of online marketing
 What is online lead generation?
Marketing on the Internet Channel
 Do you have a Web presence?
 Have you defined you online marketing strategy?
 How do you get started with the tools?
 What’s your Internet marketing system?
© 2010 Masterful Marketing® 2

3. Small Business Marketing
What Has Changed?
Buyers research service providers on
the Internet long before engaging in
a sales process
Online third-party feedback (from
people they don’t know) influences
decision
Perception of your expertise is based
on what they find (or don’t find)
Potential buyers may choose to
engage with you through social
networks to learn more about you
Social media and the social web give
you access to a world of new
markets and new customers
© 2010 Masterful Marketing® 3

4. Small Business Marketing
What Hasn’t Changed?
You still need a marketing
plan
 Identify your target market
 Discover what makes you
different
 Develop / refine your brand
 Define your marketing goals
 Identify marketing
strategies & tactics to
achieve goals
 Execute plan
© 2010 Masterful Marketing® 4

5. Small Business Marketing
Benefits of Online Marketing
Levels the playing field
Positions you as the expert in
your industry
Increases online exposure
Develops relationships / grows
contact list
YOU
Encourages online WOM
Influences purchase decisions
Increases your reach
Drives visitors / generate leads
© 2010 Masterful Marketing® 5

6. Small Business Marketing
Challenges of Online Marketing
Requires:
 A strategy on how to approach it for
your business
 A marketing system to ensure
consistency
 A definition of what makes you
different to stand out from the
crowd
 A valuable offer (content,
information) to get attention
 Understanding how to sell without
selling
 A plan for how to prioritize time,
energy and money for best results
© 2010 Masterful Marketing® 6

7. Online Lead Generation
Leads are acquired by something you do that
gets a person to take some action:
 Fills out a form on your website
 Signs up for your mailing list
 Calls you to initiate the relationship
 Likes your Facebook BusinessPage
 Connects with you on LinkedIn
 Takes an action based on something you do online
© 2010 Masterful Marketing® 7

8. Online Lead Generation
Goal: Establish yourself as an industry thought leader by
educating your prospects with quality content
Strategies: Tactics:
 Advertising: i.e. PPC  Offer a valuable piece of
advertising, Local Business content to encourage prospects
Listings, content syndication to sign up and join mailing list
 Events: i.e. Tele-clinics, online  Develop your social media
conferences, webinars profiles and actively network
 Direct Marketing: i.e. monthly online to build a community of
eNewsletter, email campaigns interested followers
 Word of Mouth: i.e. building  Create and contribute quality
communities on Facebook, content to help people solve
LinkedIn and Twitter challenges
 Public Relations: i.e. press  Drive visitors to your website
releases with social media links through SEO and SEM tactics
© 2010 Masterful Marketing® 8

9. Getting Started
Determine your web presence
Define your marketing strategy
Establish your online home base hub
Identify your social media strategy
Begin building your profiles
Develop a system to maintain consistency
© 2010 Masterful Marketing® 9

10. Do You Have a Web Presence?
Do a “vanity search” – search
your name and business name
– what’s your first impression?
Review your brand – name,
logo, color scheme
 Is it aligned with who you really
are?
 Is it consistent across all your
web properties?
Review your website – is it up
to date and easy to update?
Review your existing profiles
on social networks – are they
consistent and project your
value?
© 2010 Masterful Marketing® 10

11. Have you defined your
Internet Marketing Strategy?
Professional website Search
Engine
and/or Blog is the hub Marketing
Keywords are critical to Google Social
all tactics AdWords Media
Quality content drives Website
Blog
results Keywords
Identify strategies and SEO
Tele-
tactics to drive visitors clinics
Article
Marketing
Webinars
Define a system for
success Email
Marketing
© 2010 Masterful Marketing® 11

12. Establish Your Home Base
Set up your Web site / blog as your home base
 Research your keywords
 Implement search engine optimization
 Develop a content strategy
 Know what you want to achieve
 Identify the content your ideal prospect wants/needs
 Repurpose content you already have – create new when needed
 Don’t try to do it all – stay focused on a couple of content types
 Develop a comment strategy
 Develop a list building strategy
 Syndicate your content
 RSS Feeds
 Article marketing sites
© 2010 Masterful Marketing® 12

13. Social Media Strategy
Research your target audience and listen to what they have
to say
Find out where your target hangs out online
Determine how you can help, educate and gain visibility
Identify the tactics for engaging your target audience and
attract them to you
Create your complete and keyword rich profile that sets
you apart and projects your human side
Integrate your valuable content - blog posts, eBook,
presentations, audio, video posts, advice - to attract your
target market
Upload a quality picture that projects YOU!
© 2010 Masterful Marketing® 13

14. Social Media Tools
LinkedIn
Facebook
Twitter
Google
Optional (depending on your business):
YouTube, SlideShare, FriendFeed
© 2010 Masterful Marketing® 14

15. Google Profile
Shows up when people
search for your name
Provides a portal to
your online identity
Links to your identities
at other services
Sign in with your Google
account, fill out the
form and complete your
profile including photo
© 2010 Masterful Marketing® 15

16. Facebook Business Page
Profiles your business
Enables clients / prospects
to get to know you
through your content
Directly engages with
clients / prospects
Helps with visibility in
search engines
Get a vanity URL as soon
as you get to 25 fans -
www.facebook.com/username
© 2010 Masterful Marketing® 16

17. Using Your Facebook Page for Marketing
Add Like Box to your blog / website
Invite your opt-in email list to like
your Facebook Page
Start a discussion so fans can interact
with each other
Acknowledge fans when they write
on your Page Wall
Create and promote events to your
fans and friends
Incorporate your Blog posts
Welcome new fans with a welcome
tab
Update your Page status with tips,
advice and other useful information
© 2010 Masterful Marketing® 17

18. Twitter for Business
Connect and network with people who:
 Share your industry
 Share your views
 Share quality information and ideas
Get instant access to what’s being said about
you or your industry
Access a steady stream of ideas, content, links,
resources and tips
Extend the reach of your thought leadership –
blog posts and other content
© 2010 Masterful Marketing® 18

19. Getting Started with Twitter
Create an account, add a picture,
follow interesting people
What to Tweet about:
 Topics your followers would be
interested in or would build
community
 Ask questions and get opinions
 Give advice and educate followers
 Comment on other tweets and re-
tweet something interesting
 Point to pictures and videos
 Promote blog posts (yours and others)
- put context around what it is and why
it adds value
Create a balance – too much self
promotion will result in people un-
following you
© 2010 Masterful Marketing® 19

20. LinkedIn Profile
Create a compelling profile
 Fill in completely
 Use keywords everywhere
 Headline
 Websites
 Public profile (your name)
 Summary
 Specialties
 Interests
 Get a vanity URL
Make the full view public
enabling Google, Yahoo and
Bing to index
Claim and update your
company page
© 2010 Masterful Marketing® 20

21. Marketing using LinkedIn
Get and give recommendations
Groups
 Join or create groups of interest
 Participate in discussions
 Display your expertise whenever
possible
Update your status with content
relevant to your connections
Participate in Questions & Answers
 Attract a targeted audience
 Make connections
 Share your expertise and help people
Create & promote events
Incorporate your blog,
presentations or e-books on your
profile
© 2010 Masterful Marketing® 21

22. Integrating it All
Connect LinkedIn to Twitter, Facebook to Twitter
Use Friendfeed for integrating other networks
Use HootSuite for a single dashboard
© 2010 Masterful Marketing® 22

23. Internet Marketing System
Consistent Flow of Information
Daily:
 Update Facebook page
 Update status messages across networks
 Scan Google Reader subscriptions and share content that would be valuable to your followers (add
to Friendfeed to ensure it goes out to all social networks)
 Check Google Alerts for mentions of your name and business name
 Respond to new Twitter, LinkedIn and Facebook connection requests
Weekly:
 Blog once a week at a minimum
 Scan LinkedIn Q&A and answer a few questions
 Review content for new uses (presentations, videos, screencams, articles, ebooks, etc)
Monthly:
 Tweak profiles
 Check Webmaster tools
 Check Google analytics for information on traffic
 Write a recommendation for a contact in LinkedIn, request one in return
 Review Facebook Business Page, update and add new features
© 2010 Masterful Marketing® 23

24. Get Connected, Get Found™
Schedule time to work on
your marketing and make
social media part of it
Don’t overlook any content
you create that can be
useful to your followers
Set your system up and
work it – the value of social
media on your marketing
will become evident
Be realistic on what you
can do with the resources
you have available
© 2010 Masterful Marketing® 24