++ View the recording of this webinar at: http://www.boulderseomarketing.com/online-lead-generation-seo-influencer-marketing-content-marketing-online-collaboration-tools ++ You’re probably familiar with the terms influencer marketing, content marketing, search engine optimization (SEO), and online collaboration tools. But do you know how to implement these marketing tactics and technologies into your communication mix, and more importantly how to measure the results of your efforts. As the person responsible for marketing at your company, you are wearing many hats, tasked with a myriad of off- and online marketing programs, juggling budgets and are held responsible for bringing in new business directly associated with the projects you’re managing. In an interactive online session, held on Tuesday, June 25th, Jennifer Beaupre, a business consultant and influencer marketing expert, Chris Raulf, owner and internet marketing strategist at Boulder SEO Marketing, and Marc Gutman, Chief Meeting Officer of Lighthouse Conferencing, will presented everything you need to know in order to implement an effective online lead generation strategy that will fill your pipeline for months to come. Geared toward marketing and sales professional responsible for making a difference at their company, this webinar allows attendees to walk away with a wealth of new knowledge that will enable them to implement the presented online marketing tactics and tools immediately. Highlights of this presentation include: - Defined: Influencer and content marketing - How to support your online marketing programs with search engine optimization and social media marketing - Online lead generation: It’s a team effort - How to track and measure results - Case studies - How to choose, deploy, and get the most out of online collaboration tools

1. Boost Your Online Lead Gen: The Power of
Influencer Marketing, Content Marketing, SEO,
and Online Collaboration Technology.
June 23. 2013

2. HouseKeeping

3. Agenda
• Welcome & Introductions
• Influencer Marketing and Collaboration
•Content Marketing - Survey
• Influencer Case Study
•Difference in webinar marketing tools
• Leveraging SEO to Drive Online Marketing
•LinkedIn
•Tracking and Measuring Results
• Questions
• Back to work!

4. Introductions
Chris Raulf – Boulder SEO Marketing
• SEO, Content Marketing, Social Media & Internet
Expert
• 20+ years of conventional and internet marketing
expertise
• Traveled the globe for a year & worked on a sheep farm
in New Zealand
Marc Gutman – Lighthouse
Conferencing
• CMO
• 12yr + Collaboration veteran
• Likes snowboarding and anything outdoors in CO

5. Jennifer Beaupre – Marketing
Consultant
• 15 year veteran of online, digital
and global marketing
• Frequent speaker, published
thought leader and global
demand generation expert
• Avid snowboarder and yoga
enthusiast

6. What is influencer marketing?
Influencer marketing is the practice of partnering
with people who are influential to share and
distribute brand-friendly content

7. Why work with influencers?
Because they have something that brands don’t
Influencers create compelling, relevant content
and distribute it to their built-in audience

8. What’s trust got to do with it?
Trust creates earned
media
 Facebook likes/fans
Website traffic
Twitter followers and
retweets
Landing page visits
Comments
Repins/ Pinterest
followers
Emails

9. Online services most likely to influence a
purchase

10. How are influencers affective?

11. Influencer Case Study
Large Agricultural and Food Manufacturer
Via PR Firm (two clients)
• >9,000 Employees serving >300,000 agricultural
producers
Challenge – How to Inspire a Younger Generation
to Cook with Butter
•Specific Type
•Limited Budget
•Target Food Bloggers – hard to get mindshare
•Access to Celebrity Talent but how to maximize
•Tight Time Window / Schedule of all involved

12. The Lighthouse Solution
Celebrity TV personality Centerpiece of event
•Select, influential bloggers invited
•Able to interact with celebrity via webinar tool
• Adobe Connect
• Video & Slides
• Participant List
• Chat
• Q&A
•Feel like part of a privileged or “inside” group
•Give away for blogger and blogger’s audience

13. The Results
100% Attendance!
•“I didn’t get 100% attendance at my bday party!”
•Perfect platform for audience. Easy to attend (most bloggers
have families, etc.)
Blog Posts
•25 posts (each had ability to run own giveaway promo).
Approximately $120/per post**.
•Response overwhelmingly positive
• Celebrity blog 1M hits/month
• Bloggers approximately 100K/hits month
Projected Travel Cost of Onsite Event
• $13-$25K!
Non-Proprietary Archive
•The Event that keeps on giving

14. The Specifics
Adobe Connect Webinar
•Interactive
•Thin client (easy access)
•Great Look and Feel
•Rich Video
•The right cost
•Robust Reporting
Purposely Showed Participant List
•Create Buzz
Execution
•Dry Runs, Practice, Prep

15. What the Client Said….
“Working with Lighthouse and their web solutions
is a very cost effective way to give influencers more
in depth engagement…”

16. Content Marketing
Content Marketing is the new buzzword these days….
• Nothing new
• We all do it
• We all can do it better
• Get the most out of content marketing: Campaign based, Search
Engine Optimization, Social Media Marketing
• Content Makes Marketing by Laura Lear: http://goo.gl/Wb4pY
• The Advanced Content Marketing Guide:
http://www.quicksprout.com/the-advanced-guide-to-content-
marketing/

17. Content Marketing
What Exactly is Content Marketing
• Content marketing (also known as "content
recommendation") is any marketing format that involves the
creation and sharing of media and publishing content in
order to acquire customers. This information can be
presented in a variety of formats, including news,
video, white papers, e-books, infographics, case studies,
how-to guides, question and answer articles, photos, etc.
• Content marketing is focused not on selling, but on simply
communicating with customers and prospects. The idea is
to inspire business and loyalty from buyers by delivering
"consistent, ongoing valuable information.“
Source: http://en.wikipedia.org/wiki/Content_marketing

18. Campaign Based Content Marketing +
SEO

19. Know Your Keywords

20. Know Your Keywords

21. Campaign Based Content Marketing +
SEO

22. Campaign Based Content Marketing +
SEO

23. • Stuff that works:
•Guest-Speakers are lead magnets
• Customers
•Success stories, best practices,
etc.
• Industry experts
•Unbiased
•Credibility
• Partners
•Tab into their network = More
leads
Campaign Based Content Marketing +
SEO

24. Campaign Based Content Marketing +
SEO

25. Campaign Based Content Marketing +
SEO

26. Campaign Based Content Marketing +
SEO
#1
Organic
Ranking

27. Campaign Based Content Marketing +
SEO

28. Campaign Based Content Marketing +
SEO

29. Online Lead Generation on LinkedIn
• Find and post information to relevant
groups
• Personally invite your appropriate 1st
level connections
• Personally invite relevant group
members
•Ask people to connect with you
•Tag new connections accordingly
•Only send them relevant information
and not too often: Don’t be that person!

30. Measure Results

31. Measure Results

32. Measure Results

33. Measure Results

34. Measure Results
• What Really Matters:
•Do site visitors take action?
•Potential issues:
• Page design
• Missing call to action…
• Request webinar recording, white paper, etc.
• Connect on social media, newsletter sign up, etc.
•Success:
• New leads: Request for quotes, product demo
• Year over year sales increase

35. Questions?
Marc Gutman
mgutman@lighthouseconferencing.com
800-234-3433 x822
@lighthouseconf & @marcgutman
www.linkedin.com/in/marcgutman
Chris Raulf
chris@boulderseomarketing.com
720-263-1736
@swisschris & @MarketingSEOWiz
www.facebook.com/BoulderSEOMarketing
www.linkedin.com/in/chrisraulf
Jennifer Beaupre
Beaupre.Jennifer@gmail.com
www.linkedin.com/in/jenniferbeaupre