Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Generating Leads Online

590 views

Published on

There are many differences between marketing towards consumers and businesses. Regardless of your business model, having a strong understanding of your target audience is critical to developing an effective online marketing strategy. Learn ways to think critically about your product, develop viable market segments, and prioritize your marketing online. Leave with an understanding of which online tactics will work best for your business through case studies and interactive discussion.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Generating Leads Online

  1. 1. Generating Leads Online FOR B2B AND B2C
  2. 2. What Defines Online? Digital Social Media Your Website Third Party Sites Organic Search Paid Advertising Email Mobile
  3. 3. Let’s Do Everything!
  4. 4. We Need to Do Social!
  5. 5. Social Media Landscape
  6. 6. Not Sustainable. No ROI. Just No…
  7. 7. Where to Start? Knowing what’s right for your company.
  8. 8. 1. Accept There is No Perfect Answer
  9. 9. Marketing Plans Vary for a Reason •Audiences •Products •Resources • Time • Money • Skill
  10. 10. 2. Define Your Goals
  11. 11. Common Goals • Sales • Generate leads • Convert leads to customers • Increase Life Time Value (LTV) • Win-Back • Address public issues • Recruitment
  12. 12. 3. Define Your Target Audience
  13. 13. Why Define an Audience • Less work • Increase product satisfaction • Save money • Improve messaging • Simplify operations
  14. 14. Defining an Audience • Demographics • Psychographics • Behavioral • Environmental BE SPECIFIC
  15. 15. Viability • Size • Expected growth • Compatibility • Cost to Reach • Competitive Position
  16. 16. 4. Understand Your Target Audience
  17. 17. Question Everything • Why do they care? • What motivates them? • What features/benefits matter? • Who makes the final decision? • Where do they spend their time? • How do they find information? • Who influences them?
  18. 18. 5. Choose Your Outlets
  19. 19. How to Choose •What can you manage? •Where is your audience? •What are your resources?
  20. 20. 6. Craft Your Message
  21. 21. Let’s Build a Tree House
  22. 22. Let’s Build a Pool
  23. 23. Understand Nuances • Words have different meanings •Cheap vs. Affordable •Specialist vs. Expert •There isn’t always a tree house •The audience only sees part of the picture
  24. 24. 7. Experiment
  25. 25. Basics for Monitoring Digital •Know what you are looking for •Check regularly • Social • Paid • Organic/Email •Evaluate over time
  26. 26. Track the Path to Your Goals •Reach •Frequency •Content •Calls-to-Action •Completions •Quality leads
  27. 27. 8. Make Changes Over Time
  28. 28. What to Change •Have controls and variables •Change small items slowly •Big changes at once are hard to track
  29. 29. 9. Keep Learning
  30. 30. Algorithms, Laws, Ethics, Oh My! •Google: 500-600 algorithm updates per year •Facebook started in 2004, Pinterest in 2010 •White Hat vs. Black Hat •Increased pressure for regulation
  31. 31. 10. Eggs in Multiple Baskets
  32. 32. You Have Limited Control •Never rely on one third party system •Understand what your vendors are doing •Challenge Ideas & Conduct Experiments
  33. 33. Recap • Know your goals • Really understand your targeted, viable audience • Invest where your audience will respond • Carefully craft your message • Experiment • Track the path to your goals • Make changes over time • Stay on top of the ever-changing world • Spread your resources
  34. 34. Thank You Jennifer Dodson Chief Creative Officer 410-252-7879 jennifer@adashmorecreative.com

×