AIIM November 2010

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AIIM November 2010

  1. 1. 1 Lead Generation For More Sales Brian Offenberger, CeM Increase Website Traffic
  2. 2. 2 Meet Brian Offenberger
  3. 3. 3 Customers Have Changed
  4. 4. 4 Old Media vs. New Media
  5. 5. 5 Marketing Hasn’t Changed • Talking instead of interacting • Push messaging (outbound) • Messaging about companies and products
  6. 6. 6 Blocking Traditional Marketing • People are better at blocking traditional marketing – Email = spam filters – Telemarketing = caller id and do-not-call lists – TV = TIVO and video content online – Radio = Sirius (satellite) and online, IPOD – Trade show = online alternatives, most job seekers and vendors – Print publications = closing down and/or laying off staff…blogs much more popular
  7. 7. 7 Where Did People Go? • Search engines – rather than deal with a sales rep…search it online • Blogs replaced trade publications • Social mediasphere – social media such as LinkedIn, Twitter, Facebook, YouTube and others
  8. 8. 8 Today’s Actions If people block traditional marketing and have gone online in historically unprecedented numbers, WHAT SHOULD YOU DO?
  9. 9. 9 Today’s Rule for Success Match the way you market your products with the way your prospects LEARN ABOUT and SHOP for your products. The best way to do that is by generating leads through inbound marketing.
  10. 10. 10 Inbound Marketing Is Like… Fishing – • Bait the hook the right way (relevant content) • Fish in the right spots (marketing channels) • Fish find bait and come to you (inbound marketing)
  11. 11. 11 Marketing Objective # 1 Change the mode of your marketing from a one way sales message to a collaborative, living, breathing, interactive resource center for your marketplace
  12. 12. 12 Marketing Objective # 2 Turn your website into a magnetic resource center for your industry that PULLS PEOPLE IN
  13. 13. 13 Marketing Objective # 3 • Use a multi-channel approach for lead generation, lead nurturing and customer retention • Use more online marketing • Use direct response messaging – no more branding • Measure and test to understand results and find out what works best
  14. 14. 14 Increase Website Traffic
  15. 15. 15 Website Factors • Must be seen by search engines • Meta titles, descriptions, and tags • Keyword relevance
  16. 16. 16 Natural Search Rankings •Context •Authority/inbound links •Social graphing
  17. 17. 17 Smart Phones • Primary internet access point by 2014 • Location and geo-targeting • Mobile compatible websites
  18. 18. 18 Facebook • Customize your stuff • Encourage interaction to build authority • Be conversational
  19. 19. 19 Facebook Examples A typical Facebook Page for a company without customized content
  20. 20. 20 Facebook Examples
  21. 21. 21 LinkedIn • Great profiles – business and personnel • Relevant groups – vertical market targets • 3 steps for success
  22. 22. 22 Content • Be REMARKABLE • Be relevant • Be unique
  23. 23. 23 Types of Content •Case studies •Articles •Interviews •Blogs •Video
  24. 24. 24 YouTube • Relevant • Concise • Tagged correctly
  25. 25. 25 Inbound Links • Write for others • Remarkable content • Concentrated effort
  26. 26. 26 Online Advertising • Search engines • Social networks – LinkedIn, Facebook • Blogs and forums
  27. 27. 27 Success Formula Traffic + Conversions = Sales
  28. 28. 28 Quick Conversion Tips • Answer the question “Why Buy From You” • Answer the question “Can I Trust You” • Keep Scent Constant • Make Buying Easy
  29. 29. 29 Action Steps •Conduct traffic source analysis •Engineer your website (structure and context) •Know your market •Listen to relevant conversations •Start a blog
  30. 30. 30 You Could Win! Custom Facebook and LinkedIn marketing plan for your business -with- Custom Facebook welcome page $1995 value
  31. 31. 31 How to Reach Me • Toll Free: (877) 837-8803 • Fax: (602) 412-3663 • Local: (602) 412-3168 • Website: www.RightOn-NoBull.com • Email: Brian@RightOn-NoBull.com • Facebook: www.Facebook.RightOn-NoBull.com • Address: 5530 East Beck Lane Scottsdale, AZ 85254

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