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Plazabridge group Inbound Lead Generation Planning Guide

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Planning guide to improving the quality score and stage of your leads. Are Your Leads Sales Team Ready? Contact BrianLadd@plazabridgegroup.com for more information

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Plazabridge group Inbound Lead Generation Planning Guide

  1. 1. Generating Leads 2013 …..through Inbound Marketing
  2. 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. 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. 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. 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. 6. Planning §  Define your goals §  Know your target audience profile §  What stage in the decision making process Part 1 - Planning
  7. 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. 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. 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. 10. Part 2 Campaign Development §  Define the offer §  Elements of the landing page §  Heuristics for landing pages §  Promote Campaign
  11. 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. 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. 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. 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. 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. 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. 17. CAMPAIGN EXAMPLES Landing Page & Thank You Page
  18. 18. Creating The Campaign (Section II cont.) Examples © 2009 Zift Solutions
  19. 19. Say Thank You! © 2009 Zift Solutions
  20. 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. 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. 22. THANK YOU! Need Help? Contact BrianLadd@plazabridgegroup.com

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