This webinar provided tips for effective online lead generation, including optimizing keywords, creating SEO-friendly content, using remarketing to target past visitors, engaging audiences on social media, testing landing page layouts and calls-to-action, simplifying forms to increase conversions, and using analytics to measure lead growth. The webinar recommended developing keyword maps, writing content for readers, segmenting remarketing audiences, stimulating participation on social platforms, testing page elements, minimizing form fields, and monitoring leads in analytics. Attendees were invited to request a free digital marketing analysis from the host company.

1. 7 Tips for Effective Online Lead Gen
Strategies for staying one step ahead of the rest
Dial: +1 (909) 259-0012
Access Code: 570-306-217
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2. Housekeeping Items
 Are the slides available?
 Yes! Please email digitalmedia@webmarketing123.com
 We want to hear from you!
 @webmarketing123
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 facebook.com/webmarketing123
 Want to learn more?
 Contact us for a free site analysis. Details at end of
webinar.
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3. Digital Marketing and the Complex Sale
Search marketing aims to broaden and shorten the sales funnel
- SEO:
Broad/generic
Problem Recognition
A Introducers keyword searches
- Display advertising
- Email marketing
Information Search
- Social media
- Brand names
B Influencers
- Remarketing Evaluation of
Alternatives
- Search advertising
Purchase
- Search marketing Decisions
C Closers - Model numbers
- Branded terms
Purchase
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4. Webinar Agenda
SEO Keyword Optimization
1 Make your site effectively search-engine-friendly
Content Creation and Copywriting
2 Create an easily scan-able, SEO-ready website
Remarketing
3 Target missed opportunities with personalized incentives
Social Media Marketing
4 Provoke thought-leadership by creating a quality following
Landing Page Optimization (LPO)
5 Test various layouts and calls to action to determine a “winner”
Driving Increased Form Fill Outs
6 Simplify your calls-to-action to make your forms convert
Analytics Tracking
7 Measure lead growth and make appropriate changes
#wm123
@bradleywjoe

5. Webinar Agenda
SEO Keyword Optimization
1 Make your site effectively search-engine-friendly
Content Creation and Copywriting
2 Create an easily scan-able, SEO-ready website
Remarketing
3 Target missed opportunities with personalized incentives
Social Media Marketing
4 Provoke thought-leadership by creating a quality following
Landing Page Optimization (LPO)
5 Test various layouts and calls to action to determine a “winner”
Driving Increased Form Fill Outs
6 Simplify your calls-to-action to make your forms convert
Analytics Tracking
7 Measure lead growth and make appropriate changes
#wm123
@bradleywjoe

6. 1 Keyword Optimization
Keyword selection is important because it determines the course of
your campaign
• Best Practices
• Have a mix of both generic and
“long-tail” terms
• Do not focus just on search volume
• Google your proposed search terms
to see if the sites ranking on page 1
are relevant to what your business
offers
• Look at search trends for your
proposed keywords
• Expand on your keywords by finding
variations
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7. 1 Keyword Optimization
Select a mix of both “head match” and “long tail” keywords
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8. 1 Keyword Optimization
Investigate Google Insights to compare long-term trends:
www.google.com/insights/search
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9. Webinar Agenda
SEO Keyword Optimization
1 Make your site effectively search-engine-friendly
Content Creation and Copywriting
2 Create an easily scan-able, SEO-ready website
Remarketing
3 Target missed opportunities with personalized incentives
Social Media Marketing
4 Provoke thought-leadership by creating a quality following
Landing Page Optimization (LPO)
5 Test various layouts and calls to action to determine a “winner”
Driving Increased Form Fill Outs
6 Simplify your calls-to-action to make your forms convert
Analytics Tracking
7 Measure lead growth and make appropriate changes
#wm123
@bradleywjoe

10. 2 Content Writing
Content is King – Create compelling, impressionable content
• Best Practices
• Write for humans
• Proofread
• Grammar
• Tone of voice / natural writing style
• Avoid Doing These
• Try to trick search engines with manipulative tactics
• Have website based entirely in Flash
• Overusing your keywords: Read it out loud!
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11. 2 Keyword Optimization
Develop a “mapping” guide for optimization and create themes
across your site
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12. 2 Content Siloing
Consider your site’s thematic structure and develop content silos
• Thematically Group Pages About Us
Around Keywords
Products
Services
• Link Pages Within The Same
Groups To Further Strengthen
Theme of Website
Products Services About Us
• Search Engine Spiders Can
See a Theme Across Your Site
That Makes Sense
Other Relevant Internal Pages
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@bradleywjoe

13. 2 Shareable Content
On-page content needs to be supported by other content channels
• Support your content with other
relevant sources such as:
• Company blog
• Newsletters
• Facebook posts
• Tweets
• White papers
• Case studies
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14. 2 Shareable Content
Is your content worthy of being shared? Be a trusted source.
Industry relevant
Links from Forums blogs
What You Need to Offer:
• Unique Research
• Informed Opinions
Links are • News/Trend Analysis Mentioned in news
Tweeted/Retweeted publications
• Authentic Expert Contributors
Liked/Shared on Cited at conferences +
Facebook events
Courtesy: SEOmoz
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@bradleywjoe

15. Webinar Agenda
SEO Keyword Optimization
1 Make your site effectively search-engine-friendly
Content Creation and Copywriting
2 Create an easily scan-able, SEO-ready website
Remarketing
3 Target missed opportunities with personalized incentives
Social Media Marketing
4 Provoke thought-leadership by creating a quality following
Landing Page Optimization (LPO)
5 Test various layouts and calls to action to determine a “winner”
Driving Increased Form Fill Outs
6 Simplify your calls-to-action to make your forms convert
Analytics Tracking
7 Measure lead growth and make appropriate changes
#wm123
@bradleywjoe

16. 3 Remarketing
Reach more of your audience with more relevant ads
Remarketing:
1 Reach users who
previously visited
your web site
Interest category
2 marketing: Reach
users based on their
interests
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17. 3 Remarketing
Target specific behavioral groups of visitors
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18. 3 Remarketing Campaign Considerations
Best practices for optimal remarketing performance
• Plan out your segmentation strategy
• Combo audiences
• Frequency capping
• Cookie durations
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19. Webinar Agenda
SEO Keyword Optimization
1 Make your site effectively search-engine-friendly
Content Creation and Copywriting
2 Create an easily scan-able, SEO-ready website
Remarketing
3 Target missed opportunities with personalized incentives
Social Media Marketing
4 Provoke thought-leadership by creating a quality following
Landing Page Optimization (LPO)
5 Test various layouts and calls to action to determine a “winner”
Driving Increased Form Fill Outs
6 Simplify your calls-to-action to make your forms convert
Analytics Tracking
7 Measure lead growth and make appropriate changes
#wm123
@bradleywjoe

20. 4 Social Media Marketing
Stimulate user participation with “shareable” content
• Create a quiz to spur conversation
• Cross-promote on Twitter and Facebook
• Utilize “Share Buttons” on your blog
• Make it fun, show what’s new you can offer!
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21. 4 Social Media Marketing: Facebook
Facebook Fan Pages
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22. 4 Social Media Marketing: Facebook (cont.)
FBML allows visitors to input lead information without ever leaving
the Facebook platform
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23. 4 Social Media Metrics
New metrics to measure increased mindshare
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24. Webinar Agenda
SEO Keyword Optimization
1 Make your site effectively search-engine-friendly
Content Creation and Copywriting
2 Create an easily scan-able, SEO-ready website
Remarketing
3 Target missed opportunities with personalized incentives
Social Media Marketing
4 Provoke thought-leadership by creating a quality following
Landing Page Optimization (LPO)
5 Test various layouts and calls to action to determine a “winner”
Driving Increased Form Fill Outs
6 Simplify your calls-to-action to make your forms convert
Analytics Tracking
7 Measure lead growth and make appropriate changes
#wm123
@bradleywjoe

25. 5 Landing Page Optimization
Improve your user experience
Is Your Call to Action Obvious?
Clearly announce what you want users to do
Are there many competing objectives?
Is Your Value Proposition Clearly Stated?
What differentiates you from your competitors?
What inspires visitors to take the next step?
Has your Primary Objective established Visual Priority?
Is the size of elements relative to importance?
Have you considered visitor’s logical eye path?
Have you optimized your lead forms?
Is all information absolutely necessary?
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@bradleywjoe

26. 5 Landing Page Optimization
Make your business solution compelling
• Capture the theme
• Have a call-to-action
• Experiment with copy variations
• Simplify navigation
• Include a clear offer or incentive
#wm123
@bradleywjoe

27. Webinar Agenda
SEO Keyword Optimization
1 Make your site effectively search-engine-friendly
Content Creation and Copywriting
2 Create an easily scan-able, SEO-ready website
Remarketing
3 Target missed opportunities with personalized incentives
Social Media Marketing
4 Provoke thought-leadership by creating a quality following
Landing Page Optimization (LPO)
5 Test various layouts and calls to action to determine a “winner”
Driving Increased Form Fill Outs
6 Simplify your calls-to-action to make your forms convert
Analytics Tracking
7 Measure lead growth and make appropriate changes
#wm123
@bradleywjoe

28. 6 Form Fill Outs
Shorter forms are best; really consider which information is critical
Form is
minimal
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29. 6 Form Fill Outs
Shorter forms are best; really consider which information is critical
Automatic cursor
placement
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30. 6 Form Fill Outs
Shorter forms are best; really consider which information is critical
Trust signals
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31. 6 Form Fill Outs
Shorter forms are best; really consider which information is critical
Reassurance
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32. 6 Form Fill Outs
Shorter forms are best; really consider which information is critical
Clear wording on
submission button
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@bradleywjoe

33. 6 Form Fill Outs
Interstitial, or “pop up,” form example
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@bradleywjoe

34. Webinar Agenda
SEO Keyword Optimization
1 Make your site effectively search-engine-friendly
Content Creation and Copywriting
2 Create an easily scan-able, SEO-ready website
Remarketing
3 Target missed opportunities with personalized incentives
Social Media Marketing
4 Provoke thought-leadership by creating a quality following
Landing Page Optimization (LPO)
5 Test various layouts and calls to action to determine a “winner”
Driving Increased Form Fill Outs
6 Simplify your calls-to-action to make your forms convert
Analytics Tracking
7 Measure lead growth and make appropriate changes
#wm123
@bradleywjoe

35. 7 Analytics Tracking
Measure and visualize your conversion funnels
#wm123
@bradleywjoe

36. Key Takeaways
• Optimize your keywords to become search-engine friendly
• Create cornerstone content for your business and site foundation
• Utilize social media to encourage thought-leadership and following
• Face-lift your landing pages to precisely promote your site theme
• Simplify your forms and focus on the most critical information to capture
• Measure and monitor lead growth in analytics
#wm123
@bradleywjoe

37. Thank You!

38. Contact Us about Qualifying for a Free Digital Marketing Analysis
Thank you for your attendance today!
Custom Analysis includes:
- SEO Competitive Report: find out where you rank against your top
competitors and what tactics they’re employing to outrank you
- PPC Ad Audit: learn the benefits of improving your ads to increase
quality score, lower cost-per-click, improve ad rank, and drive more
conversions/sales
- PPC Performance Tune-Up: identify the quick wins in your current
search marketing campaign as our Search Execs walk you through your
30 day campaign report
Please contact:
digitalmedia@webmarketing123.com
#wm123
@bradleywjoe