Beyond digital to grow your building products brandLeigh Simpson
Covering why technology and the internet have changed buyer behaviour, what the strategic risks and opportunities and what you need to do as a business to thrive during this period of digital shift
Inbound Marketing is promoting a company digitally through blogs, eBooks, newsletters, whitepapers, SEO, social media marketing, and other forms of content marketing which attract customers through the different stages of the purchase funnel.
Content Marketing For Building And Construction ProductsLeigh Simpson
Discussing why content and inbound marketing is ideal for selling building products, how to create and promote your content, what tech stacks to use to make your life easier and how to measure your ROI. More info from www.insynth.co.uk
Beyond digital to grow your building products brandLeigh Simpson
Covering why technology and the internet have changed buyer behaviour, what the strategic risks and opportunities and what you need to do as a business to thrive during this period of digital shift
Inbound Marketing is promoting a company digitally through blogs, eBooks, newsletters, whitepapers, SEO, social media marketing, and other forms of content marketing which attract customers through the different stages of the purchase funnel.
Content Marketing For Building And Construction ProductsLeigh Simpson
Discussing why content and inbound marketing is ideal for selling building products, how to create and promote your content, what tech stacks to use to make your life easier and how to measure your ROI. More info from www.insynth.co.uk
Traditionally, paid search has been the “go-to” online advertising channel for many companies, as it has been successful for many organizations.
However, continuous increases in costs-per-click (CPCs) on many crucial industry segment keywords have made running a successful paid search campaign much more difficult. In fact, a recent study by Kenshoo reported an increase in CPCs of almost 6% across search engines. Additionally, while keyword advertising works well for connecting searchers with the businesses that provide what they are looking for, it can be a struggle to utilize it for little-known products or services. Keyword advertising also assumes that searcher intent is universal, when in fact keywords can have different meanings for different audiences. Overcoming this “Horizontal Relevance” with keywords is difficult and can lead to an overwhelming amount of untargeted clicks.
Is your brand facing these challenges with its paid search campaigns? During this webinar, Tad Miller and Amanda Sides of Marketing Mojo will explore the opportunities marketers have outside of keyword advertising – opportunities that can result in improved conversions at less cost.
What You’ll Learn:
• How social media advertising can be utilized as a viable marketing channel
• What other opportunities exist within Google AdWords, beyond search advertising
• How remarketing can win back lost customers and opportunities
When most people think of online marketing they just think about Pay Per Click Search Advertising. There are other options and the reality is at this point they work just as well if not better than search ads.
Unlocking the Lead Generation Potential of Search and Social MediaMarketing Mojo
View the full recorded webinar at: http://bit.ly/19YAHG5.
According to Hubspot’s recently released “2013 State of Inbound Marketing report,” SEO and social media rate among the top marketing channels for lead generation, delivering above-average sales conversions at below-average costs per lead. With the constantly changing digital landscape providing more new ways to target potential buyers, marketers may be missing out on golden opportunities to unlock the lead generation potential of search and social media marketing.
Are your search and social media channels optimized for lead generation?
In this webinar, Search Mojo’s Janet Driscoll Miller and Sarah Lokitis will show you different ways to utilize search and social media marketing channels for lead generation, including some new tactics you may not have known about.
Remarketing lets you show ads to users who have previously visited your website as they browse the Web.
View this SlideShare to learn more about remarketing and how it could provide value to your business!
www.marketing-mojo.com
The Business and Management of SEO and Digital AdvertisingMarketing Mojo
This deck is from Janet Driscoll Miller's, president and CEO of Marketing Mojo, presentation at James Madison University in 2016.
http://marketing-mojo.com/blog
My deck from SMX East 2014. The focus of this presentation is on Enterprise Level B2B online advertising. Use of targeting on LinkedIn Advertising is a great way to build a remarketing audience that fits your target personas. Use of other Google AdWords Demographic targeting options like Average Household Income for location targeting can really improve the quality of your lead generation campaigns.
Whether you’re advertising online or reaching out to clients via email, landing pages can be your greatest online marketing asset. Learn how landing pages fit into your marketing arsenal, best practices for increasing conversions from any campaign, and proven techniques for implementing A/B tests that yield results.
Presented by Jenny DeGraff, Director of Design Optimization at the Central Virginia AMA event on June 16, 2015.
Whether you’re advertising online or reaching out to clients via email, landing pages can be your greatest online marketing asset. Learn how landing pages fit into your marketing arsenal, best practices for increasing conversions from any campaign, and proven techniques for implementing A/B tests that yield results.
Presented by Jenny DeGraff, Director of Design Optimization at the Central Virginia AMA event on June 16, 2015.
How to Audit Your Digital Marketing AgencyTad Miller
How do you know if your digital marketing agency is what it's supposed to. Are they following best practices? Are they diligent? Are they just managing to spend your money?
Maximizing Lead Generation and Revenue Using Marketing AutomationMarketing Mojo
Do you use marketing automation software, or are you planning to purchase a platform this year? Marketing automation is a huge investment of both money and time, and it’s very important to know exactly what marketing automation can do for your company so you can get the most from your investment.
During this webinar, Janet Driscoll Miller of Marketing Mojo and Kelly Waffle of MarketBridge will guide you through the many capabilities of marketing automation so you can leverage them to their fullest benefit for your company.
What You’ll Learn:
• Why marketing automation is such an important component for any digital marketing strategy
• How NOT to get stuck in a rut with your marketing automation platform
• Nurturing leads through the funnel and improving sales using marketing automation
How to Align Marketing and Sales For Better Demand GenerationLeadGenius
Marketing and sales. Inbound and outbound. These worlds are coming closer and closer together with all of the new Sales and Marketing Technologies in B2B Tech. The buyer's journey has changed and it is more important then ever for your Sales and Marketing teams to be better aligned to experience sustainable long term success. In this webinar, Joe Payne and Chris Rodriguez from LeadGenius share their insider tactics on how they have been able to define a data driven sales and marketing powerhouse team!
What You Will Learn:
-Building an audience profile to match the capabilities of your CRM and marketing automation software
-Coordinating marketing and sales communications and reporting on different platforms
-The importance of data quality and analysis to speed up your sales cycle
-Best Practices on Reporting, Lead Generation, and A/B Testing
This presentation gives you the process to build a website that will convert traffic into qualified leads.
The process begins with marketing strategy and planning. This is to work out your marketing messages and your target audience.
We show you how to profile your target audience using persona mapping. This is the secrete of website conversion.
Traditionally, paid search has been the “go-to” online advertising channel for many companies, as it has been successful for many organizations.
However, continuous increases in costs-per-click (CPCs) on many crucial industry segment keywords have made running a successful paid search campaign much more difficult. In fact, a recent study by Kenshoo reported an increase in CPCs of almost 6% across search engines. Additionally, while keyword advertising works well for connecting searchers with the businesses that provide what they are looking for, it can be a struggle to utilize it for little-known products or services. Keyword advertising also assumes that searcher intent is universal, when in fact keywords can have different meanings for different audiences. Overcoming this “Horizontal Relevance” with keywords is difficult and can lead to an overwhelming amount of untargeted clicks.
Is your brand facing these challenges with its paid search campaigns? During this webinar, Tad Miller and Amanda Sides of Marketing Mojo will explore the opportunities marketers have outside of keyword advertising – opportunities that can result in improved conversions at less cost.
What You’ll Learn:
• How social media advertising can be utilized as a viable marketing channel
• What other opportunities exist within Google AdWords, beyond search advertising
• How remarketing can win back lost customers and opportunities
When most people think of online marketing they just think about Pay Per Click Search Advertising. There are other options and the reality is at this point they work just as well if not better than search ads.
Unlocking the Lead Generation Potential of Search and Social MediaMarketing Mojo
View the full recorded webinar at: http://bit.ly/19YAHG5.
According to Hubspot’s recently released “2013 State of Inbound Marketing report,” SEO and social media rate among the top marketing channels for lead generation, delivering above-average sales conversions at below-average costs per lead. With the constantly changing digital landscape providing more new ways to target potential buyers, marketers may be missing out on golden opportunities to unlock the lead generation potential of search and social media marketing.
Are your search and social media channels optimized for lead generation?
In this webinar, Search Mojo’s Janet Driscoll Miller and Sarah Lokitis will show you different ways to utilize search and social media marketing channels for lead generation, including some new tactics you may not have known about.
Remarketing lets you show ads to users who have previously visited your website as they browse the Web.
View this SlideShare to learn more about remarketing and how it could provide value to your business!
www.marketing-mojo.com
The Business and Management of SEO and Digital AdvertisingMarketing Mojo
This deck is from Janet Driscoll Miller's, president and CEO of Marketing Mojo, presentation at James Madison University in 2016.
http://marketing-mojo.com/blog
My deck from SMX East 2014. The focus of this presentation is on Enterprise Level B2B online advertising. Use of targeting on LinkedIn Advertising is a great way to build a remarketing audience that fits your target personas. Use of other Google AdWords Demographic targeting options like Average Household Income for location targeting can really improve the quality of your lead generation campaigns.
Whether you’re advertising online or reaching out to clients via email, landing pages can be your greatest online marketing asset. Learn how landing pages fit into your marketing arsenal, best practices for increasing conversions from any campaign, and proven techniques for implementing A/B tests that yield results.
Presented by Jenny DeGraff, Director of Design Optimization at the Central Virginia AMA event on June 16, 2015.
Whether you’re advertising online or reaching out to clients via email, landing pages can be your greatest online marketing asset. Learn how landing pages fit into your marketing arsenal, best practices for increasing conversions from any campaign, and proven techniques for implementing A/B tests that yield results.
Presented by Jenny DeGraff, Director of Design Optimization at the Central Virginia AMA event on June 16, 2015.
How to Audit Your Digital Marketing AgencyTad Miller
How do you know if your digital marketing agency is what it's supposed to. Are they following best practices? Are they diligent? Are they just managing to spend your money?
Maximizing Lead Generation and Revenue Using Marketing AutomationMarketing Mojo
Do you use marketing automation software, or are you planning to purchase a platform this year? Marketing automation is a huge investment of both money and time, and it’s very important to know exactly what marketing automation can do for your company so you can get the most from your investment.
During this webinar, Janet Driscoll Miller of Marketing Mojo and Kelly Waffle of MarketBridge will guide you through the many capabilities of marketing automation so you can leverage them to their fullest benefit for your company.
What You’ll Learn:
• Why marketing automation is such an important component for any digital marketing strategy
• How NOT to get stuck in a rut with your marketing automation platform
• Nurturing leads through the funnel and improving sales using marketing automation
How to Align Marketing and Sales For Better Demand GenerationLeadGenius
Marketing and sales. Inbound and outbound. These worlds are coming closer and closer together with all of the new Sales and Marketing Technologies in B2B Tech. The buyer's journey has changed and it is more important then ever for your Sales and Marketing teams to be better aligned to experience sustainable long term success. In this webinar, Joe Payne and Chris Rodriguez from LeadGenius share their insider tactics on how they have been able to define a data driven sales and marketing powerhouse team!
What You Will Learn:
-Building an audience profile to match the capabilities of your CRM and marketing automation software
-Coordinating marketing and sales communications and reporting on different platforms
-The importance of data quality and analysis to speed up your sales cycle
-Best Practices on Reporting, Lead Generation, and A/B Testing
This presentation gives you the process to build a website that will convert traffic into qualified leads.
The process begins with marketing strategy and planning. This is to work out your marketing messages and your target audience.
We show you how to profile your target audience using persona mapping. This is the secrete of website conversion.
There are many marketing tools to pick from: Search Optimisation, Social Media, Paid Ads, Email and Blogging for small and mid sized businesses.
Learn from a seasoned pro the pitfalls of marketing in the digital age and how you can implement real solutions within your budget.
What you'll learn:
• The major marketing errors made by small business
• Practical solutions to implement
• How to figure out what is important and what is not
• Action steps to develop a marketing plan
What is content marketing and how can it be used for B2B companies? What types of content work best, where should you promote content, and results you can expect.
Similar to How To Amp Up The Lead Generation Power Of Your White Papers (20)
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
What is digital marketing And why is it used?125albina
Digital marketing refers to the use of digital channels, platforms, and technologies to promote products, services, or brands to a target audience. It encompasses a wide range of activities, including search engine optimization (SEO), social media marketing, email marketing, content marketing, pay-per-click (PPC) advertising, and more. The primary goal of digital marketing is to connect with potential customers where they spend much of their time: online. My Website: https://dev-topdigitalmarketingagency.pantheonsite.io/
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
Exploring the Top Digital Marketing Company in CanadaSolomo Media
Choosing Solomo Media as your digital marketing company in Canada can propel your business to new heights. With their expertise, innovative solutions, and client-centric approach, they are well-equipped to help you achieve your digital marketing goals. By focusing on strategic planning, leveraging cutting-edge tools, and delivering measurable results, Solomo Media proves to be a valuable partner in navigating the complex world of digital marketing.
The Good the Bad and The Ugly of Marketing MeasurementNapierPR
We explore how B2B marketers can impress the board by measuring their PR and marketing campaigns successfully, and explore 5 metrics that will get you promoted, and 3 that will get your fired.
We cover:
-Meaningless marketing metrics
-The difference between attribution and incrementality
-The importance of the customer journey
-Why you should care about prospects that are in market
-Measuring the unmeasurable
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEO
How To Amp Up The Lead Generation Power Of Your White Papers
1. @marketingmojo | #mojowebinar | marketing-mojo.com
Presented by
Tad Miller
Vice President, Accounts
Kari Rippetoe
Content Marketing Manager
HOW TO AMP UP THE LEAD
GENERATION POWER OF
YOUR WHITE PAPERS
2. @marketingmojo | #mojowebinar | marketing-mojo.com
TODAY’S PRESENTERS
KARI RIPPETOE
Content Marketing Manager
Marketing Mojo
@KariRippetoe +Kari Rippetoe
TAD MILLER
Vice President of Accounts
Marketing Mojo
@jstatad +Tad Miller
3. @marketingmojo | #mojowebinar | marketing-mojo.com
ABOUT MARKETING MOJO
• Originally founded as Search Mojo
• Demand generation marketing firm founded in 2005
› Search engine optimization (SEO)
› Paid media management
» Pay-per-click advertising management (PPC)
» Social media advertising
› Content marketing
› Marketing automation
› Analytics consulting
• Headquartered in Charlottesville, VA
› Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine,
MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more
11. @marketingmojo | #mojowebinar | marketing-mojo.com
WHY WHITE PAPERS ?
• You need qualified sales leads
• Because of the nature of your sale, very few
are immediately ready to buy
• You need a “Foot in the Door”
12. @marketingmojo | #mojowebinar | marketing-mojo.com
WHY WHITE PAPERS ?
• They provide free valuable information that your customers
are interested in
• High Value – Low Commitment – Low Friction Assets
• Typically the easiest B2B Lead to Acquire – Highest Volume
Getting a Form Completion is Easy!
13. @marketingmojo | #mojowebinar | marketing-mojo.com
WHY WHITE PAPERS ?
• They Make You Look Smart to Potential
Customers
Thought Leadership
Authority
Trust
Expertise
14. @marketingmojo | #mojowebinar | marketing-mojo.com
WHY WHITE PAPERS ?
• In a long sales cycle you don’t want to be
forgotten
• White Papers allow you to nurture your old
leads
16. @marketingmojo | #mojowebinar | marketing-mojo.com
1. AUTHORITY BUILDERS
White paper readers are seeking information
to help them understand a problem or issue.
17. @marketingmojo | #mojowebinar | marketing-mojo.com
2. VALUABLE AND UTILITARIAN
White papers make effective ToFu (Top of
Funnel) or MoFu (Middle of Funnel) content
› Help someone understand an issue
› Provide a solution to a problem
› Research a possible purchase
SALES PITCH
18. @marketingmojo | #mojowebinar | marketing-mojo.com
3. DEMAND AND LEAD GENERATORS
Survey of IT managers* showed why they
read white papers:
› 69%: Get information about new products and
vendors
› 50%: Compare products
› 42%: Help justify buying decisions
*Forbes.com & TechTarget
19. @marketingmojo | #mojowebinar | marketing-mojo.com
WHAT MAKES AN
EFFECTIVE WHITE PAPER?
What is a white paper
anyway?
20. @marketingmojo | #mojowebinar | marketing-mojo.com
DEFINITIONS OF “WHITE PAPER”
• “An authoritative report or guide helping
readers understand an issue, solve a problem,
or make a decision.” -Wikipedia
• “A persuasive essay sponsored as a piece of
marketing content by an organization.” -
ThatWhitePaperGuy.com
• “…the purpose of a white paper is to advocate
that a certain position is the best way to go or
that a certain solution is best for a particular
problem.” –Purdue University
21. @marketingmojo | #mojowebinar | marketing-mojo.com
ELEMENTS OF AN EFFECTIVE WHITE
PAPER
• Authoritative
› Takes a position on the topic addressed
• Useful and valuable information
• Backed by research
› Your own data
› External research
23. @marketingmojo | #mojowebinar | marketing-mojo.com
1. WHO IS THE AUDIENCE?
• Know the roles of the decision-makers and
influencers
• Know what their pain points are
• Know what their top questions regarding
your solutions are
24. @marketingmojo | #mojowebinar | marketing-mojo.com
Step
How Many
Solutions
Evaluated
Key
Personas
Key Rings
of Insight
Trigger Small biz owner
Lightweight option,
warranty expiring
Research 5 Office Manager
Battery life
Size/Weight
Assess 3 Office Manager
Keyboard feel
Screen Resolution
Negotiate 2 Small biz owner
Cost trade-offs
Extended warranty
Implement 1 Office Manager
Start-up time
Tech Support
Buyer Persona Institute: buyerpersona.com
26. @marketingmojo | #mojowebinar | marketing-mojo.com
Step
How Many
Solutions
Evaluated
Key
Personas
Key Rings
of Insight
Trigger Small biz owner
Lightweight option,
warranty expiring
Research 5 Office Manager
Battery life
Size/Weight
Assess 3 Office Manager
Keyboard feel
Screen Resolution
Negotiate 2 Small biz owner
Cost trade-offs
Extended warranty
Implement 1 Office Manager
Start-up time
Tech Support
Buyer Persona Institute: buyerpersona.com
27. @marketingmojo | #mojowebinar | marketing-mojo.com
2. WHAT WILL IT BE ABOUT?
Several approaches to consider:
• Taking a side in a debate
• Discussing best practices
• Providing a product background or briefing
• Offering a solution to a challenge
32. @marketingmojo | #mojowebinar | marketing-mojo.com
3. WHAT DATA IS AVAILABLE?
• Your own company’s data
› Aggregate
› Specific customers
• External research
› Lends additional credibility
33. @marketingmojo | #mojowebinar | marketing-mojo.com
4. WHAT CAN YOU REPURPOSE?
• Case studies
• Blog posts
• Webinars
• Conference presentations
• Podcasts
35. @marketingmojo | #mojowebinar | marketing-mojo.com
• Presents a challenge
› Backed by research
• Offers a solution (useful
information)
• Presents data as
validation
› Case study
38. @marketingmojo | #mojowebinar | marketing-mojo.com
JUST BECAUSE YOU BUILD IT…
• Doesn’t mean they will come.
• White Paper Lead Generation requires distribution
channels
39. @marketingmojo | #mojowebinar | marketing-mojo.com
START WITH THE FREE DISTRIBUTION
CHANNELS
• Use SEO best practices on your download
page
• Post to fans on all of your Social Channels
40. @marketingmojo | #mojowebinar | marketing-mojo.com
PAYING FOR SCALE
• If you want lead volume you are going to
have to advertise your White Paper
41. @marketingmojo | #mojowebinar | marketing-mojo.com
COST PER LEAD ?
• You want as many leads as possible for your
budget
• Typically the higher the cost and
commitment to buy the higher the cost per
lead tends to be
• What channels are most effective?
42. @marketingmojo | #mojowebinar | marketing-mojo.com
SURPRISE !
• LinkedIn Self-Serve Advertising is the perfect
ad platform for B2B White Paper lead
generation
43. @marketingmojo | #mojowebinar | marketing-mojo.com
CREATE THE PERFECT AD TARGETING
• Location
• Company
• Job Title
• School
• Skills
• Group
Membership
• Gender
• Age
45. @marketingmojo | #mojowebinar | marketing-mojo.com
THE BEST YOU WILL FIND
• B2B niche audiences tend to be small
• Decision maker audiences in those niches are
even smaller
• LinkedIn Ads offer the best chance to get ads in
front of them
46. @marketingmojo | #mojowebinar | marketing-mojo.com
SUCCESS AFTER FAILING
• Put Google AdWords or Facebook
remarketing code on your landing pages
47. @marketingmojo | #mojowebinar | marketing-mojo.com
SET UP REMARKETING AUDIENCES
• Tag your URLs to ID your unique LinkedIn
Audiences
48. @marketingmojo | #mojowebinar | marketing-mojo.com
LINKEDIN + (GDN + FB) = B2B SCALE
• Combining LinkedIn targeting with the scale of
remarketing on the worlds largest Display
Network and the worlds largest Social Network
gives you long term advertising reach
+ ( ) =+
49. @marketingmojo | #mojowebinar | marketing-mojo.com
GOOGLE DISPLAY SEARCH INTERESTS
• Today’s Google Display Network is more advanced
• Targeting by Search Interests in the Last 30 days
• Many Niche B2B Categories
50. @marketingmojo | #mojowebinar | marketing-mojo.com
COMBINE TARGETING METHODS
• Try going super niche on Google Display with
combinations of contextual keyword
advertising, search interests or page topics
• Yields a small but targeted reach
51. @marketingmojo | #mojowebinar | marketing-mojo.com
DISPLAY IS COST EFFECTIVE
• In terms of delivering cost effective leads Google Display works
better than Google Search
• Enterprise level keyword advertising on search is very
expensive per click, Display is relatively cheap
• Take the low CTR and even the lower conversion rate…Cost per
lead can be exponentially cheaper than search
CPC
Search Display
52. @marketingmojo | #mojowebinar | marketing-mojo.com
GIVE SEARCH A TRY
• Search shouldn’t be your first or even
second method of attack for getting
White Paper Downloads
• Most searcher intent isn’t on finding
White Papers, so White Papers are “an
instead of offer” for most search
queries
• But compete and see how it does
54. @marketingmojo | #mojowebinar | marketing-mojo.com
UNHEARD OF PERFORMANCE
• Across all of our B2B clients LinkedIn White
Paper Campaigns have delivered 12%
conversion rates
55. @marketingmojo | #mojowebinar | marketing-mojo.com
LINKEDIN WHITE PAPER PERFORMANCE
• Some of our LinkedIn White Paper campaigns have experienced
over 20% conversion rates
• We have case studies where clients surpassed their previous
AdWords conversion volume of the previous 15 months in just 6
weeks of LinkedIn White Paper advertising
• Same case study yielded a cost per conversion that was 94% lower
than previous online advertising and a conversion rate that was
over 1,500% better than prior online advertising
• In 4 months of LinkedIn Advertising we delivered 217% more
leads than what the previous 15 months of advertising did for 82%
less budget
• See: http://www.marketing-mojo.com/about-us/case-
studies/sciencelogic-generates-conversions-less-budget-using-
linkedin-advertising/
56. @marketingmojo | #mojowebinar | marketing-mojo.com
CLOSING POINTS
• Use White Papers for lead generation in complex, costly and high
commitment sales
• White Papers need to:
› Take a position on issues
› Solve problems for readers
› Validate your position with data
› Make you look authoritative to buyers
• LinkedIn Self-Serve Ads are the best mechanism for achieving scale
in White Paper Lead Generation
• Secondary White Paper Lead Generation tactics include
Remarketing to LinkedIn Audiences, Display Advertising with
targeting options and Search Advertising
57. @marketingmojo | #mojowebinar | marketing-mojo.com
CONTACT
KARI RIPPETOE
Content Marketing Manager
Marketing Mojo
@KariRippetoe +Kari Rippetoe
TAD MILLER
Vice President of Accounts
Marketing Mojo
@jstatad +Tad Miller