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Opening Doors to New Revenue Steams with Landing Pages & Performance Marketing

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Mark Kelly, President & CEO of Chair 10 Marketing spoke about landing pages and performance marketing at the Seattle Unbounce Meetup on March, 13th.

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Opening Doors to New Revenue Steams with Landing Pages & Performance Marketing

  1. 1. Open Doors to new revenue streams with Landing Pages + Performance Marketing Mark Kelly President & CEO
  2. 2. What We’ll Talk About • Ways to Generate Leads (we’ll focus on paid advertising options) • The Enabling Power of Landing Pages • How To Make Your Clients (or Company) Love You (hint – drive more revenue) • Real Data on Effectiveness of Lead Generation by Channel
  3. 3. Some Top Lead Generation Channels • Google Pay-Per-Click (PPC) • Bing Pay-Per-Click • LinkedIn Pay-Per-Click • Facebook Pay-Per-Click • Industry Portals
  4. 4. Google Adwords Ad
  5. 5. Google AdWords Landing Page
  6. 6. Typical Portal
  7. 7. Let’s build a landing page for each portal
  8. 8. Client: “We need more leads.”
  9. 9. Bing, LinkedIn, Facebook, Mobile
  10. 10. Channel Effectiveness Comparison Channel Cost Per Click Lead Volume Cost Per Lead Google PPC 2 - tie 1 1 – tie Bing PPC 1 4 1 – tie LinkedIn PPC 2 - tie 2 5 Facebook PPC 5 5 4 Industry Portals 2 - tie 3 3 • Legend: – 1 is high, 5 is low • What is this saying? • Most lead volume is from Google, but highest cost per lead • 2nd highest lead volume from LinkedIn, and lowest cost per lead • Lowest cost per click on Facebook, but lowest lead volume as well • Low lead volume from Bing and high cost per lead
  11. 11. Lead Gen Channel Tips • For All Channels – TRACKING is key – Online Forms – Call Tracking • Google – Avoid Display Network initially – Focus your keywords ruthlessly • Bing – Duplicate your Google campaign on Bing once it is optimized • LinkedIn – Skills targeting is where it is at – Combine Company category targeting with Job Title category targeting for another good strategy • Example – Company Category: Construction – Job Title Category: Owner • Facebook – Newsfeed ads have changed the game • Industry Portals – Try to negotiate a pay-per-click arrangement
  12. 12. LinkedIn Targeting Example Skills Targeting
  13. 13. LinkedIn Targeting Example Company Category + Job Title Category Targeting
  14. 14. Take Action • What more could you be doing for your clients or for your company? • Break down those doors • The Challenge: – Take an hour tomorrow out of your day, go to a coffee shop, and brainstorm all the additional marketing programs you could be testing and running.
  15. 15. www.chair10marketing.com mark@chair10marketing.com (206) 529-4310 Mark Kelly President & CEO

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