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Webmarketing123: 7 Tips For Effective Online Lead Gen-08-03-2011

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  • 1. 7 Tips for Effective Online Lead GenStrategies for staying one step ahead of the restDial: +1 (909) 259-0012Access Code: 570-306-217 @webmarketing123 @bradleywjoe #wm123
  • 2. Housekeeping Items Are the slides available?  Yes! Please email digitalmedia@webmarketing123.com We want to hear from you!  @webmarketing123  #wm123  facebook.com/webmarketing123 Want to learn more?  Contact us for a free site analysis. Details at end of webinar. #wm123 @bradleywjoe
  • 3. Digital Marketing and the Complex Sale Search marketing aims to broaden and shorten the sales funnel - SEO: Broad/generic Problem RecognitionA Introducers keyword searches - Display advertising - Email marketing Information Search - Social media - Brand namesB Influencers - Remarketing Evaluation of Alternatives - Search advertising Purchase - Search marketing DecisionsC Closers - Model numbers - Branded terms Purchase #wm123 @bradleywjoe
  • 4. Webinar Agenda SEO Keyword Optimization 1 Make your site effectively search-engine-friendly Content Creation and Copywriting 2 Create an easily scan-able, SEO-ready website Remarketing 3 Target missed opportunities with personalized incentives Social Media Marketing 4 Provoke thought-leadership by creating a quality following Landing Page Optimization (LPO) 5 Test various layouts and calls to action to determine a “winner” Driving Increased Form Fill Outs 6 Simplify your calls-to-action to make your forms convert Analytics Tracking 7 Measure lead growth and make appropriate changes #wm123 @bradleywjoe
  • 5. Webinar Agenda SEO Keyword Optimization 1 Make your site effectively search-engine-friendly Content Creation and Copywriting 2 Create an easily scan-able, SEO-ready website Remarketing 3 Target missed opportunities with personalized incentives Social Media Marketing 4 Provoke thought-leadership by creating a quality following Landing Page Optimization (LPO) 5 Test various layouts and calls to action to determine a “winner” Driving Increased Form Fill Outs 6 Simplify your calls-to-action to make your forms convert Analytics Tracking 7 Measure lead growth and make appropriate changes #wm123 @bradleywjoe
  • 6. 1 Keyword Optimization Keyword selection is important because it determines the course of your campaign• Best Practices • Have a mix of both generic and “long-tail” terms • Do not focus just on search volume • Google your proposed search terms to see if the sites ranking on page 1 are relevant to what your business offers • Look at search trends for your proposed keywords • Expand on your keywords by finding variations #wm123 @bradleywjoe
  • 7. 1 Keyword Optimization Select a mix of both “head match” and “long tail” keywords #wm123 @bradleywjoe
  • 8. 1 Keyword Optimization Investigate Google Insights to compare long-term trends: www.google.com/insights/search #wm123 @bradleywjoe
  • 9. Webinar Agenda SEO Keyword Optimization 1 Make your site effectively search-engine-friendly Content Creation and Copywriting 2 Create an easily scan-able, SEO-ready website Remarketing 3 Target missed opportunities with personalized incentives Social Media Marketing 4 Provoke thought-leadership by creating a quality following Landing Page Optimization (LPO) 5 Test various layouts and calls to action to determine a “winner” Driving Increased Form Fill Outs 6 Simplify your calls-to-action to make your forms convert Analytics Tracking 7 Measure lead growth and make appropriate changes #wm123 @bradleywjoe
  • 10. 2 Content Writing Content is King – Create compelling, impressionable content• Best Practices • Write for humans • Proofread • Grammar • Tone of voice / natural writing style• Avoid Doing These • Try to trick search engines with manipulative tactics • Have website based entirely in Flash • Overusing your keywords: Read it out loud! #wm123 @bradleywjoe
  • 11. 2 Keyword Optimization Develop a “mapping” guide for optimization and create themes across your site #wm123 @bradleywjoe
  • 12. 2 Content Siloing Consider your site’s thematic structure and develop content silos• Thematically Group Pages About Us Around Keywords Products Services• Link Pages Within The Same Groups To Further Strengthen Theme of Website Products Services About Us• Search Engine Spiders Can See a Theme Across Your Site That Makes Sense Other Relevant Internal Pages #wm123 @bradleywjoe
  • 13. 2 Shareable Content On-page content needs to be supported by other content channels• Support your content with otherrelevant sources such as: • Company blog • Newsletters • Facebook posts • Tweets • White papers • Case studies #wm123 @bradleywjoe
  • 14. 2 Shareable Content Is your content worthy of being shared? Be a trusted source. Industry relevant Links from Forums blogs What You Need to Offer: • Unique Research • Informed Opinions Links are • News/Trend Analysis Mentioned in newsTweeted/Retweeted publications • Authentic Expert Contributors Liked/Shared on Cited at conferences + Facebook events Courtesy: SEOmoz #wm123 @bradleywjoe
  • 15. Webinar Agenda SEO Keyword Optimization 1 Make your site effectively search-engine-friendly Content Creation and Copywriting 2 Create an easily scan-able, SEO-ready website Remarketing 3 Target missed opportunities with personalized incentives Social Media Marketing 4 Provoke thought-leadership by creating a quality following Landing Page Optimization (LPO) 5 Test various layouts and calls to action to determine a “winner” Driving Increased Form Fill Outs 6 Simplify your calls-to-action to make your forms convert Analytics Tracking 7 Measure lead growth and make appropriate changes #wm123 @bradleywjoe
  • 16. 3 Remarketing Reach more of your audience with more relevant ads Remarketing: 1 Reach users who previously visited your web site Interest category 2 marketing: Reach users based on their interests #wm123 @bradleywjoe
  • 17. 3 Remarketing Target specific behavioral groups of visitors #wm123 @bradleywjoe
  • 18. 3 Remarketing Campaign Considerations Best practices for optimal remarketing performance • Plan out your segmentation strategy • Combo audiences • Frequency capping • Cookie durations #wm123 @bradleywjoe
  • 19. Webinar Agenda SEO Keyword Optimization 1 Make your site effectively search-engine-friendly Content Creation and Copywriting 2 Create an easily scan-able, SEO-ready website Remarketing 3 Target missed opportunities with personalized incentives Social Media Marketing 4 Provoke thought-leadership by creating a quality following Landing Page Optimization (LPO) 5 Test various layouts and calls to action to determine a “winner” Driving Increased Form Fill Outs 6 Simplify your calls-to-action to make your forms convert Analytics Tracking 7 Measure lead growth and make appropriate changes #wm123 @bradleywjoe
  • 20. 4 Social Media Marketing Stimulate user participation with “shareable” content• Create a quiz to spur conversation• Cross-promote on Twitter and Facebook• Utilize “Share Buttons” on your blog• Make it fun, show what’s new you can offer! #wm123 @bradleywjoe
  • 21. 4 Social Media Marketing: Facebook Facebook Fan Pages #wm123 @bradleywjoe
  • 22. 4 Social Media Marketing: Facebook (cont.) FBML allows visitors to input lead information without ever leaving the Facebook platform #wm123 @bradleywjoe
  • 23. 4 Social Media Metrics New metrics to measure increased mindshare #wm123 @bradleywjoe
  • 24. Webinar Agenda SEO Keyword Optimization 1 Make your site effectively search-engine-friendly Content Creation and Copywriting 2 Create an easily scan-able, SEO-ready website Remarketing 3 Target missed opportunities with personalized incentives Social Media Marketing 4 Provoke thought-leadership by creating a quality following Landing Page Optimization (LPO) 5 Test various layouts and calls to action to determine a “winner” Driving Increased Form Fill Outs 6 Simplify your calls-to-action to make your forms convert Analytics Tracking 7 Measure lead growth and make appropriate changes #wm123 @bradleywjoe
  • 25. 5 Landing Page Optimization Improve your user experience Is Your Call to Action Obvious? Clearly announce what you want users to do Are there many competing objectives? Is Your Value Proposition Clearly Stated? What differentiates you from your competitors? What inspires visitors to take the next step? Has your Primary Objective established Visual Priority? Is the size of elements relative to importance? Have you considered visitor’s logical eye path? Have you optimized your lead forms? Is all information absolutely necessary? #wm123 @bradleywjoe
  • 26. 5 Landing Page Optimization Make your business solution compelling• Capture the theme• Have a call-to-action• Experiment with copy variations• Simplify navigation• Include a clear offer or incentive #wm123 @bradleywjoe
  • 27. Webinar Agenda SEO Keyword Optimization 1 Make your site effectively search-engine-friendly Content Creation and Copywriting 2 Create an easily scan-able, SEO-ready website Remarketing 3 Target missed opportunities with personalized incentives Social Media Marketing 4 Provoke thought-leadership by creating a quality following Landing Page Optimization (LPO) 5 Test various layouts and calls to action to determine a “winner” Driving Increased Form Fill Outs 6 Simplify your calls-to-action to make your forms convert Analytics Tracking 7 Measure lead growth and make appropriate changes #wm123 @bradleywjoe
  • 28. 6 Form Fill Outs Shorter forms are best; really consider which information is criticalForm isminimal #wm123 @bradleywjoe
  • 29. 6 Form Fill Outs Shorter forms are best; really consider which information is criticalAutomatic cursorplacement #wm123 @bradleywjoe
  • 30. 6 Form Fill Outs Shorter forms are best; really consider which information is critical Trust signals #wm123 @bradleywjoe
  • 31. 6 Form Fill Outs Shorter forms are best; really consider which information is critical Reassurance #wm123 @bradleywjoe
  • 32. 6 Form Fill Outs Shorter forms are best; really consider which information is criticalClear wording onsubmission button #wm123 @bradleywjoe
  • 33. 6 Form Fill Outs Interstitial, or “pop up,” form example #wm123 @bradleywjoe
  • 34. Webinar Agenda SEO Keyword Optimization 1 Make your site effectively search-engine-friendly Content Creation and Copywriting 2 Create an easily scan-able, SEO-ready website Remarketing 3 Target missed opportunities with personalized incentives Social Media Marketing 4 Provoke thought-leadership by creating a quality following Landing Page Optimization (LPO) 5 Test various layouts and calls to action to determine a “winner” Driving Increased Form Fill Outs 6 Simplify your calls-to-action to make your forms convert Analytics Tracking 7 Measure lead growth and make appropriate changes #wm123 @bradleywjoe
  • 35. 7 Analytics Tracking Measure and visualize your conversion funnels #wm123 @bradleywjoe
  • 36. Key Takeaways• Optimize your keywords to become search-engine friendly• Create cornerstone content for your business and site foundation• Utilize social media to encourage thought-leadership and following• Face-lift your landing pages to precisely promote your site theme• Simplify your forms and focus on the most critical information to capture• Measure and monitor lead growth in analytics #wm123 @bradleywjoe
  • 37. Thank You!
  • 38. Contact Us about Qualifying for a Free Digital Marketing Analysis Thank you for your attendance today! Custom Analysis includes: - SEO Competitive Report: find out where you rank against your top competitors and what tactics they’re employing to outrank you - PPC Ad Audit: learn the benefits of improving your ads to increase quality score, lower cost-per-click, improve ad rank, and drive more conversions/sales - PPC Performance Tune-Up: identify the quick wins in your current search marketing campaign as our Search Execs walk you through your 30 day campaign report Please contact: digitalmedia@webmarketing123.com #wm123 @bradleywjoe