Download as PDF, PPTX
Uploaded byJCC Association
Creating the Lead Machine: Leveraging Marketing for Lead Generation
The document outlines strategies for effective lead generation in digital marketing for Jewish Community Centers (JCCs), emphasizing website optimization, quality content, and leveraging platforms like Yelp for increased visibility. It discusses key metrics such as conversion rates and customer lifetime value, providing example calculations for potential revenue growth from website leads. The importance of user experience and engaging content in driving membership and participation is highlighted, alongside insights into Yelp user behavior and engagement strategies.
More Related Content
Similar to Creating the Lead Machine: Leveraging Marketing for Lead Generation
Creating the Lead Machine: Leveraging Marketing for Lead Generation
- 1. Creating the Lead GenerationMachine March 2014
- 2. Defining Success inDigital Marketing Website Lead Generation Search & Content Marketing Lead Generation Yelp Lead Generation
- 3.
- 4. Glossary Lead Someone who hasshown interest in being a customer. Conversion Rate Percentage of people who convert into a lead or take a desired action. Attribution Marketing channel responsible for the lead. Customer Lifetime Value The average revenue a customer will produce for the JCC. Acquisition Cost The amount a lead or customer costs.
- 5. Half the moneyI spend on advertising is wasted; the trouble is, I don't know which half. - John Wanamaker
- 7.
- 8. 8,000 avg visitors toJCC website 800 avg membership page visits Per Month X 3% conversion rate = 24 website leads X 50% close ratio =24 website leads 12 new members X $1,320 LTV =12 new members $15,840 future revenue
- 9. 8,000 avg visitors toJCC website 800 avg membership page visits Per Month X 4% conversion rate = 32 website leads X 50% close ratio =32 website leads 16 new members X $1,320 LTV =16 new members $21,120 future revenue
- 10.
- 11.
- 12.
- 13. Website Newsle+ers Email Marke2ng Youtube Social Media PPC Search All Roads Lead Back to Your Website
- 14. Website Design = 1stImpression
- 15. JCC of thePalm Beaches
- 16.
- 17.
- 18.
- 19.
- 20.
- 21.
- 22.
- 23.
- 24.
- 25. Organization by Interestor Age
- 26. Organization by Interestor Age
- 27.
- 28.
- 29.
- 30.
- 31.
- 32.
- 33.
- 34.
- 35. High Value Behaviorfor JCCs • Become a member • Sign up for camp • Donate • Register for an event • Subscribe to a newsletter
- 36. Become A Member:Call To Action
- 37. Become A Member:Landing Page
- 38. Become A Member:Form
- 39. Sign Up ForCamp: Call To Action
- 40. Sign Up ForCamp: Landing Page
- 41. Sign Up ForCamp: Form
- 42. Donate: Call ToAction
- 43.
- 44.
- 45. Register For AnEvent: Call To Action
- 46. Register For AnEvent: Landing Page
- 47. Register For AnEvent: Form
- 48. Subscribe To ANewsletter: Call To Action
- 49. Subscribe To ANewsletter: Landing Page with Form
- 50.
- 51. Search & Content MarketingLead Generation
- 52. March 28 -April 1, 2014 JCCs of North America Biennial 2014 Search & Content Marketing Lead Generation
- 53.
- 54.
- 55. www.level7.io Site Visits Quality SiteContent Organic Search Rank
- 56. www.level7.io Site Visits Quality SiteContent User Experience Organic Search Rank
- 57. www.level7.io Site Visits Quality SiteContent User Experience Organic Search Rank AdWords Quality Score Ad Impressions Ad Clicks
- 58. www.level7.io A PAGE FOR EVERYPROGRAM 7
- 59.
- 60.
- 61. www.level7.io Site Visits Revenue Correlates Quality SiteVisits Growth is a leading indicator of Revenue Growth.
- 62.
- 63. www.level7.io Site Visits Program Participants Members Revenue QualitySite Content User Experience Organic Search Rank AdWords Quality Score Ad Impressions Ad Clicks Correlates Remarketing Audience Builds
- 64. www.level7.io The most importantthing you should do is make it easier for people to find engage with your programs cause. 13
- 65. www.level7.io The most importantthing you MUST do is make it easier for people to find engage with your programs cause. 14
- 66. www.level7.io The earlier youget started, the more impact it will have for your community. 15 Kevin Embree Founder CEO, Level Seven kevin@level7.io @kevinembree or @L7Labs www.level7.io Focused on Results. Dedicated to the Movement.
- 67.
- 68. JCCs of NorthAmerica Biennial
- 69. YELP OVERVIEW 120 MillionMonthly Visitors Average monthly unique visitors for the quarter, as measured by Google Analytics
- 70. YELP MOBILE STATS Approximately53 million unique visitors visited Yelp on their mobile devices Monthly average during Q4 2013, *Total searches in Q4 2013 of Yelp searches happened on mobile*59%
- 71. 53 MILLION REVIEWSAND COUNTING 53 Million reviews Reviewed businesses in every category Cumulative reviews contributed since inception
- 72. YELP IS #1IN THE REGIONAL/LOCAL CATEGORY AND THE 23RD MOST VISITED WEB PROPERTY OVERALL comScore Jan. 2014
- 73. Liz C. needsto find a gym/take a class/ get involved in the community Searches locally for her need Leaves feedback Yelp Search Marketing Increase Local Visibility And Traffic to Yelp Listings Yelp Profile Management Lead Conversion Manage Corporate Branding Respond to Reviews Scale Word-of-Mouth Client Retention How JCC Engages at All Phases of Yelp User Experience Decides which location to visit
- 74. Customer Interactions withJCC Purchased a Yelp Deal 84 Check ins!
- 75. YELP USER CONNECTINGWITH JCC GYMS Yelp Users participated in Yoga in the last 6 months 60 70 80 90 100 110 120 130 Less than $25,000 $25,000 - $34,999 $35,000 - $49,999 $50,000 - $74,999 $75,000 - $99,999 $100,000 plus Index Household income of Female Yelp users Age 25-48 who “always” seek new ways to lead a healthier life comScore Jan. 2013 – Users who accessed Yelp on a smartphone
- 76. Mobile Yelp usersare175% more likely to engage in physical activity to improve and maintain health Yelp users like to keep fit 40 60 80 100 120 140 160 180 Never Sometimes Always comScore Jan. 2013 – Users who accessed Yelp desktop
- 77. Snapshot: Last 30days 19 Local Advertising Yelp Profiles Last 30 Day Activity (as of 2/28/2014) • Total Profile Views: 7,498 • 42% Mobile Views • 58% Desktop Views • Total User Actions: 1937 • Directions: 280 • Mobile Calls: 173 • Mobile Check Ins: 165 • Call to action Clicks 35 • Clicks to Website: 1284 • 26% of profile views resulted in a customer action 417 total Local Yelp Profiles Last 30 Day Activity (as of 03/20/2014) • Total Profile Views: 6,914 • 39% Mobile Views • 61% Desktop Views • Total User Actions: 1593 • Directions: 302 • Mobile Calls: 160 • Mobile Check Ins: 194 • Clicks to Website: 937 • 23% of profile views resulted in a customer action
- 78. Business Owners Dashboard Track Business ac8vity Search by Loca8on Refine Results by 8me range Track Ac8vity on feed Respond to reviews
- 79. Local Search andConquest Ads
- 80. Reach audiences searchinglocally at other businesses
- 81. Branded Profile Page Expandablepop- up with specialties business history Call-to-Action unit Updated business information Scrolling Photo Slideshow ( optional video) Removal of competitor ads Removal of competitor ads
- 82. Sarah Steele Chang DirectorNational Accounts sarahs@yelp.com
- 83.