The document outlines best practices for generating leads through inbound marketing, emphasizing the importance of understanding the target audience and creating compelling offers. It details campaign planning, development, and execution, including the need for effective landing pages and ad retargeting to nurture leads. Key performance indicators are highlighted to measure success, alongside a structured approach to campaign testing and refinement.

1. Generating Leads 2013
…..through Inbound Marketing

2. ! Best Practice Basics
§ Campaign should address a clearly defined Target Audience
§ Use simple and clear messaging
§ Search engine marketing components must be coordinated:
keywords, ads, landing page(s)
§ Articulate key messages with complementary visual displays
(media)
§ Create a clear offer (Call to Action)
! Offer must be compelling to the target audience at their
stage of the buying cycle
Before we start: Best Practices

3. § Everything on the page counts!
! Example: Color and Contrasts,
! Forms- Must be SIMPLE
! Clean format –Singularly focused
§ Localize all content, looks, feel
§ Plan for each region’s top search engines
§ And don’t forget to say: Thank you!
§ Nurture abandoned contacts through ad retargeting
§ Ensure that partners are prepared to contact all conversions
! Market data indicates 78% of sales that start with a web
inquiry get won by the first company that responds
! Lead nurturing has been shown to significantly reduce the
sales cycle.
Before we start: Best Practices

4. Best Practices: Lead decision stages
Seed
Nurturing
Lead
Nurturing
Lead
Nurturing
Intermediate
Ready
Conversion
Early
Ad Retargeting
Ad Retargeting
Ad Retargeting
Ad Retargeting
Ad Retargeting
Ad Retargeting

5. Best Practices: Capture and Nurture System
...Build Relationships with Leads at all stages
Seed
Nurturing Lead
Nurturing
Lead
Nurturing
PPC/SEM
Website CTA’s
Conversion
Email Marketing
Email Marketing
Email Marketing
Ad Retargeting
Ad Retargeting
Ad Retargeting
CampaignTypes

6. Planning
§ Define your goals
§ Know your target audience profile
§ What stage in the decision making process
Part 1 - Planning

7. ! Establish Campaign Goals (define for each
campaign):
§ What market are we trying to reach?
§ What is the profile of the target audience?
! Job Title, level, industry, etc.
§ Is there a regional focus?
§ Product or service focus?
Some assumptions for all campaigns:
§ Attract net new name prospects for partners
§ Compliment corporate branding and marketing efforts
§ Appeal to partner specific value proposition
§ Support geo-targeting for partner specific regions
§ Utilize ad retargeting to nurture unconverted prospects
Planning: Goals

8. ! Know your target audience
§ Audience Profile:
! Industry
! Job title and position
! Decision Influencer or Decision Maker?
! Key Concerns or Interests of this person?
! What market is being targeted? What is their need?
! What do we know?
§ Identify Pains of the Target Audience
§ What do they “think” they need?
§ How might they search? How might they describe their issues?
! Partner’s Perspective
§ How can our partners help us learn more about this target audience?
§ What is the unique value the partner brings to this target audience at this stage?
§ What are the partner ‘s goals?
! What information may be missing about our target audience?
Planning: Target Audience

9. Early Inter-
mediate
Ready
Planning: Decision Process
§ General Audience Decision Process
Ø Early or Beginners – These prospects are just beginning to look
! Learning and collecting information
! May need to develop felt needs
Ø Middle or Intermediate Experience
! Familiar with subject or solutions they may need
! They may be looking for more information that uncovers more options or details
– Justification or ROI’s
– Others that have experiences like theirs
Ø Ready or Buyers – ready to buy
! They have done their homework
! Ready to make decisions or purchases

10. Part 2
Campaign Development
§ Define the offer
§ Elements of the landing page
§ Heuristics for landing pages
§ Promote Campaign

11. ! Define the offer
§ Define the Offer
! Something worth providing personal information for
! Should speak to the needs of the target audience
! Compliment the supplier’s but not undermine the partner’s
value proposition
§ Create the Key Messages to the Target Audience
§ Create Content for Landing Page
Development: Define the offer

12. ! Elements
§ Headline, Sub-title
§ Form
§ Submit Form Button
§ Imagery
§ Dynamic content, videos
§ Testimonials
§ Partnership Level or Awards and Recognition
§ Navigation options
§ Security and Trust
§ Logos and Branding
§ Social media links
Development: Landing Page Elements

13. ! Meaningful Headline-Match the user’s world or thought processes
§ Short, simple, to the point
§ Easy to read, understand (talks to our target audience main need)
§ Visual- Above the Fold – don’t make the audience search or work hard to find
! Form: Simple Fields
§ Only most important information (name, email address…)
! Logos and Branding - should be subdued, the information is more important than
who
! Aesthetically pleasing – proper choice of colors, arrangement, varying fonts
! Call to Action must be above the fold
! Form button design should be bold and clear –
§ Visible immediately
§ Bright or Bold Color Copy, Larger Font Size
! Thank you pages are important for nurturing relationship between partner and
prospect
! Create dialog – social media, can we help you further?
! Simple and Limited Navigation (no more than 2 clicks)
§ Help users recognize, diagnose, and recover from errors
Development: Landing Page Heuristics

14. ! Keywords
§ Identify Numerous Traffic-Driving Keywords and Potential Traffic Sources
§ Create Closely Related Keyword Groups
§ Convert Keyword Groups into Ad Groups
§ Designate Negative Keywords
§ Create Ad Text that Relates to Your Ad Group's Keywords
§ Adjust Landing Page Copy to be Relevant to Your Keywords and Ad Text
! Create Ad Groups
§ Structure your campaign logically around themes
§ Use no more than five to ten keywords
§ Create clear understandable message relating to target’s need
§ Split your keyword list up into specific ad groups
! Plan for campaign testing
§ Structure Ad Groups and Keywords in logical manner to promote
comparison testing
§ Identify the “control group” for the campaign
Development: Promotion

15. 1. Set up elements
• Landing page
• Ad groups
• Keywords
• Ad retargeting
2. Set up test scenarios (A/B testing)
3. Review results
4. Refine
5. Repeat steps 2-4 regularly
! Note – Allow 3-4 weeks for a new campaign to begin
showing results
§ Some campaigns restricted to small geo’s may take longer to
fine tune.
Part 3 – Execute the Campaign

16. ! Key Performance Indicators (KPIs) for Search Engine
Marketing
§ Impressions
§ Clicks and Click Through Rate (CTR)
§ Conversions and Conversion Rate
§ Ad spend and Cost per Conversion
Execution: Reporting

17. CAMPAIGN EXAMPLES
Landing Page & Thank You Page

18. Creating The Campaign
(Section II cont.)
Examples
© 2009 Zift
Solutions

19. Say Thank You!
© 2009 Zift
Solutions

20. ! Key Performance Indicators (KPIs) for Search Engine
Marketing
§ Impressions
§ Clicks and Click Through Rate (CTR)
§ Conversions and Conversion Rate
§ Ad spend and Cost per Conversion
Roles and Responsibilities

21. Average Timeline for Better Planning
ü Gather content for campaign
ü Document Goals/Objectives
ü Conduct keyword research
ü Initiate campaigns (A/B testing)
ü Architect desired analytic reports
ü Build sample campaigns
0---------------à30 31---------------à60
TIME
ü Gather data and review test analytics
ü Adjust and Execute full campaign
ü Expand campaigns
ü Continue to Monitor/Refine campaigns
61---------------à90

22. THANK YOU!
Need Help?
Contact BrianLadd@plazabridgegroup.com