lead generation: what works today

Lead Generation:What Works Today

Debra Murphy

[email protected]

Agenda

Small Business MarketingWhat’s changed and what hasn’t changed?

Benefits and challenges of online marketing

What is online lead generation?

Marketing on the Internet ChannelDo you have a Web presence?

Have you defined you online marketing strategy?

How do you get started with the tools?

What’s your Internet marketing system?

2© 2010 Masterful Marketing®

Small Business MarketingWhat Has Changed?

Buyers research service providers on the Internet long before engaging in a sales processOnline third-party feedback (from people they don’t know) influences decisionPerception of your expertise is based on what they find (or don’t find)Potential buyers may choose to engage with you through social networks to learn more about youSocial media and the social web give you access to a world of new markets and new customers


Small Business MarketingWhat Hasn’t Changed?

You still need a marketing plan Identify your target market

Discover what makes you different

Develop / refine your brand

Define your marketing goals

Identify marketing strategies & tactics to achieve goals

Execute plan


Small Business MarketingBenefits of Online Marketing

Levels the playing field

Positions you as the expert in your industry

Increases online exposure

Develops relationships / grows contact list

Encourages online WOM

Influences purchase decisions

Increases your reach

Drives visitors / generate leads


YOU

Small Business Marketing Challenges of Online Marketing

Requires: A strategy on how to approach it for

your business A marketing system to ensure

consistency A definition of what makes you

different to stand out from the crowd

A valuable offer (content, information) to get attention

Understanding how to sell without selling

A plan for how to prioritize time, energy and money for best results


Online Lead Generation

Leads are acquired by something you do that gets a person to take some action:

Fills out a form on your website

Signs up for your mailing list

Calls you to initiate the relationship

Likes your Facebook Business Page

Connects with you on LinkedIn

Takes an action based on something you do online


Online Lead Generation

Strategies: Advertising: i.e. PPC

advertising, Local Business Listings, content syndication

Events: i.e. Tele-clinics, online conferences, webinars

Direct Marketing: i.e. monthly eNewsletter, email campaigns

Word of Mouth: i.e. building communities on Facebook, LinkedIn and Twitter

Public Relations: i.e. press releases with social media links

Tactics: Offer a valuable piece of

content to encourage prospects to sign up and join mailing list

Develop your social media profiles and actively network online to build a community of interested followers

Create and contribute quality content to help people solve challenges

Drive visitors to your website through SEO and SEM tactics


Goal: Establish yourself as an industry thought leader by educating your prospects with quality content

Getting Started

Determine your web presence

Define your marketing strategy

Establish your online home base hub

Identify your social media strategy

Begin building your profiles

Develop a system to maintain consistency


Do You Have a Web Presence?

Do a “vanity search” – search your name and business name – what’s your first impression?Review your brand – name, logo, color scheme Is it aligned with who you really

are? Is it consistent across all your

web properties?

Review your website – is it up to date and easy to update?Review your existing profiles on social networks – are they consistent and project your value?


Have you defined your Internet Marketing Strategy?

Professional website and/or Blog is the hub

Keywords are critical to all tactics

Quality content drives results

Identify strategies and tactics to drive visitors

Define a system for success


Website Blog

Keywords SEO

Search Engine

Marketing

Social Media

Article Marketing

Email Marketing

Tele-clinics

Webinars

Google AdWords

Establish Your Home Base

Set up your Web site / blog as your home base Research your keywords Implement search engine optimization Develop a content strategy

Know what you want to achieve Identify the content your ideal prospect wants/needs Repurpose content you already have – create new when needed Don’t try to do it all – stay focused on a couple of content types

Develop a comment strategy Develop a list building strategy Syndicate your content

RSS Feeds Article marketing sites


Social Media Strategy

Research your target audience and listen to what they have to sayFind out where your target hangs out onlineDetermine how you can help, educate and gain visibilityIdentify the tactics for engaging your target audience and attract them to youCreate your complete and keyword rich profile that sets you apart and projects your human sideIntegrate your valuable content - blog posts, eBook, presentations, audio, video posts, advice - to attract your target market Upload a quality picture that projects YOU!


Social Media Tools

LinkedIn

Facebook

Twitter

Google

Optional (depending on your business): YouTube, SlideShare, FriendFeed


Google Profile

Shows up when people search for your name

Provides a portal to your online identity

Links to your identities at other services

Sign in with your Google account, fill out the form and complete your profile including photo


Facebook Business Page

Profiles your business

Enables clients / prospects to get to know you through your content

Directly engages with clients / prospects

Helps with visibility in search engines

Get a vanity URL as soon as you get to 25 fans -www.facebook.com/username


Using Your Facebook Page for Marketing

Add Like Box to your blog / websiteInvite your opt-in email list to like your Facebook PageStart a discussion so fans can interact with each otherAcknowledge fans when they write on your Page WallCreate and promote events to your fans and friendsIncorporate your Blog postsWelcome new fans with a welcome tabUpdate your Page status with tips, advice and other useful information


Twitter for BusinessConnect and network with people who: Share your industry

Share your views

Share quality information and ideas

Get instant access to what’s being said about you or your industry

Access a steady stream of ideas, content, links, resources and tips

Extend the reach of your thought leadership –blog posts and other content


Getting Started with Twitter

Create an account, add a picture, follow interesting peopleWhat to Tweet about: Topics your followers would be

interested in or would build community

Ask questions and get opinions Give advice and educate followers Comment on other tweets and re-

tweet something interesting Point to pictures and videos Promote blog posts (yours and others)

- put context around what it is and why it adds value

Create a balance – too much self promotion will result in people un-following you


LinkedIn Profile

Create a compelling profile Fill in completely Use keywords everywhere

Headline Websites Public profile (your name) Summary Specialties Interests

Get a vanity URL

Make the full view public enabling Google, Yahoo and Bing to indexClaim and update your company page


Marketing using LinkedIn

Get and give recommendationsGroups Join or create groups of interest Participate in discussions Display your expertise whenever

possible

Update your status with content relevant to your connectionsParticipate in Questions & Answers Attract a targeted audience Make connections Share your expertise and help people

Create & promote eventsIncorporate your blog, presentations or e-books on your profile


Integrating it All

Connect LinkedIn to Twitter, Facebook to Twitter

Use Friendfeed for integrating other networks

Use HootSuite for a single dashboard


Internet Marketing SystemConsistent Flow of Information

Daily: Update Facebook page

Update status messages across networks

Scan Google Reader subscriptions and share content that would be valuable to your followers (add to Friendfeed to ensure it goes out to all social networks)

Check Google Alerts for mentions of your name and business name

Respond to new Twitter, LinkedIn and Facebook connection requests

Weekly: Blog once a week at a minimum

Scan LinkedIn Q&A and answer a few questions

Review content for new uses (presentations, videos, screencams, articles, ebooks, etc)

Monthly: Tweak profiles

Check Webmaster tools

Check Google analytics for information on traffic

Write a recommendation for a contact in LinkedIn, request one in return

Review Facebook Business Page, update and add new features


Get Connected, Get Found™

Schedule time to work on your marketing and make social media part of itDon’t overlook any content you create that can be useful to your followersSet your system up and work it – the value of social media on your marketing will become evidentBe realistic on what you can do with the resources you have available
