Lead Generation: What Works Today


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Traditional marketing is becoming less and less effective. Most people begin their search for products and services online. As a small business owner, not all online activities will make sense and what works for you will be different than other small businesses. How you approach online marketing can make the difference between a successful campaign and an overwhelming exercise. Driving visitors to your Website and generating leads is going to impact your marketing and ultimately the success of your business. This presentation provides practical advice on how to execute an online plan that connects you with your target audience and helps you get found.

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Lead Generation: What Works Today

  1. 1. Lead Generation: What Works Today Debra Murphy debra@masterful-marketing.com
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 14. Social Media Tools LinkedIn Facebook Twitter Google Optional (depending on your business): YouTube, SlideShare, FriendFeed © 2010 Masterful Marketing® 14
  15. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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