7 must do demand gen tactics

8/12/2019 7 Must Do Demand Gen Tactics

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7 Must-Do Demand Generation Tactics

infShare this book: 2012 CallidusCloud. All Rights Reserved

DoMust

Demand GenerationTactics

2012 CallidusCloud. All Rights Rese

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IntroductionDemand generation requires a healthy mix of varied demandgeneration tactics covering the offline and online world. Here

we list seven indispensable demand generation tactics you

must try.

Websites and Landing Pages

A website is a fundamental starting point for all businesses.Think of it like this: In the pre-Internet era, the predominant

way for consumers to find businesses was through the yellow

pages section of the local phone directory. Without a listing,

businesses would be highly dependent on expensive print

advertising or word-of-mouth recommendations. As a practical

matter, not listing your business in the yellow pages in those

times was unimaginable.

And so it goes nowadays for websites. Its the modernequivalent of advertising in the phone directorys yellow

pages.

When you create a website, you need to enhance it in

particular ways to drive more traffic to your Internet

destination. You do that through search engine optimization

(SEO), search engine marketing (SEM) and social media

marketing (SMM), to name a few of the available techniques.

We explore them more thoroughly in subsequent sections.

Website landing pages are a special type of page that serves a

unique purpose in demand generation. Its an extension of a

link or an advertisement that displays verbiage optimized for

search engines and social media. Landing pages typically use

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lead forms that are designed to collect visitor details as part

of a CTA. There are two landing page flavors:

Reference landing pages:This flavor promotes

visitor interaction and can generate a lead. It

provides useful information about products and

services. A CTA will prompt them to leave

information about their companies and needs that

will help a site owner determine if the visitor is a

potential lead.

Transaction landing pages:This flavor is moredirect. It has a strong CTA that prompts the

visitor to purchase something immediately or very

soon thereafter. A software upgrade offer is a

typical example.

Here are some guidelines for building effective landing pages:

Use images frequently, especially for the CTA offer

(e.g. the cover of a whitepaper) and for whateveryou are selling. If youre offering a webinar, use the

presenters picture.

Use good design sense, and make the page

consistent with the rest of your web site.

Keep text short and succinct. Get right to the point

and dont waste words.

Optimize for search engines (keywords, etc.).

Display your privacy policy prominently.

Minimize the amount of data you need to collect onforms.

If appropriate, use CTA buttons to bring visitors to

forms.

Finally, remember to send a thank you note following the

completion of a CTA. A little courtesy goes a long way.

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Youll want to understand more about the usage of your web

site. Although there is a multitude of free and paid analyticstools available, your first stop should be at the Google

Analytics home page (http://www.google.com/analytics);

or check out LeadFormixs online resources (http://www.

leadformix.com/pdf/effective-BPA.pdf).

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Search Engine Optimization (SEO)

Potential customers increasingly find vendors before

vendors find customers. The invention of Internet search has

dramatically altered the relationship between companies

and prospects. The reliance on search engines has spawned a

relatively new science: search engine optimization (SEO).

SEO is, very simply, the process of improving the visibility

of web pages in a search engine by gaming the system to

display those pages higher in a list of search results than wouldnormally be expected using an engines default algorithm. This

assumes of course that people, on average, have a propensity

to explore or otherwise use links that are higher on a search

result list, all other things being equal.

The practice of SEO requires some knowledge about how

any given search engine works. However, a common set of

practices has emerged for all popular engines, along with a

dedicated industry of consultants who specialize in deliveringoptimization services and measuring results.

The usual opportunities for optimization involve:

Better keyword usage

Page design alterations, including HTML

manipulation

Links from other locations (so-called backlinks)

This is by no means an exhaustive list; and SEO science is

always evolving. You should purchase this expertise from the

outside if you dont already have it in your company.

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To learn more, your first stop should be this page:

http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35291

Best practices include:

Targeting the right keywords.Target groups of

keywords because one will be insufficient. Choose

long tail keywords.

Assigning proper meta tags.The title ( tag

is the most important place for one or more

keywords. If you can use keywords in the URL,

separate them with a hyphen (e.g., lead-generation.

html). Keeping URLs relatively short may also

make your brand stand out for long tail search

terms. The description is what users will see in

search results, so make sure to include primary and

secondary keywords in that tag. But exercise

caution stuffing too many keywords into the

description will cause the search engine to ignore

the page entirely. Headings ( and tags)

are also important search engines use them to

index the page properly.

Developing appropriate content.Think about how

you search for things on the Internet. If you are like the

average user, you scan a page quickly and probably read

only 25% of the content. You look for headings,

bullets, hyperlinks, keywords and other visual clues

to speed up the process of determining whether

or not this page is useful; and if it is, you want to

ferret out the needed information quickly. Textual
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content needs to be simple, clear and as brief as

possible. Less is more. In an era of instantgratification, long narratives and excessive detail

will drive web traffic to your competitors.

Building links.You enhance a sites ranking by

building links to your pages from other Websites.

These are also known as backlinks. Typical ways of

doing this include:

Directory submissions

Blog and forum postingsSocial bookmarking

Classified advertisements

Article marketing

Link exchange with relevant sites

Link baits

Practices to avoid:

Flash without HTML.Web crawlers dont see Flashcontent, so make sure you also provide an HTML

version.

JavaScript menus.Web crawlers dont see

JavaScript, so they cannot use such menus to

navigate the site. Build a sitemap to ensure a

crawler will get to all parts of your site.

Search Engine Marketing

Search Engine Marketing (SEM) is also known as pay per click

(PPC). Its the predominant form of paid Internet advertising.

There are three fundamental types:

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Fixed price:Advertisers pay web site owners a fixed

price each time a user clicks on advertisements onthose sites. Advertisements are links to the

advertisers pages.

Bids:Search engines require advertisers to bid on

keywords or phrases relevant to the advertisers

target audience. When searches using those

keywords return results, the advertisements appear.

Each advertisement is a link to an advertisers page.

Affiliates:This model enables revenue sharing

between a web site that hosts advertisements

and the advertiser. If a click-through results in a

sale, the affiliate receives a percentage of the

revenue.

Advertisements on a web page can take many forms. There are

too many to review in this document.

The three largest PPC services are Google Adwords, Yahoo!

Search Marketing and Microsoft adCenter (Bing). All use bid-

based systems.

Social Media Marketing

Social media represents a set of relatively new channels to

reach people and enable conversations, unlike more traditional

forms of marketing. It feels more intimate than other types ofmarketing communications because the messaging is

informal, shared, bidirectional and audience members choose

explicitly to affiliate with a person or an entity.


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4. (Optional) Do sentiment analysis before you begin.You

may want to know more about prevailing sentiments beforeyou begin using social media. This means learning more

about what people are thinking and feeling by using tools

or services. Its impossible to make a general

recommendation about whether or not this step is

necessary, or to what extent to do such an analysis. If you

perceive that the use of social media for marketing has

substantial risk, this may be a prudent step.

5. Think dialog and engagement.The social in social mediameans ongoing conversations that build trust and

relationships. If you commit to using this channel, do it well,

or not at all. If you want to begin on a small scale, focus on a

single platform while simultaneously ensuring the proper

allocation of resources and time to sustain the inevitable

conversations. Other hints:

Use schedules and a regular cadence to set

expectations and build a sense of predictability withyour audience.

When possible, be proactive with your communications

rather than reactive.

Use contests, games, quizzes and giveaways; but use

them judiciously. Consider the impact on your

brand as perceived by your target audience.

Respond to comments and questions frequently.

6. Monitor and measure.Social media campaigns require theongoing collection of subjective and objective data to

understand whats working, what isnt, and if the results

justify the investment of resources. The major platforms

provide tools that make monitoring more efficient. Use

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them. You should compile regular reports about activity,

sentiment, attitudes and so forth for your team, and

possibly for higher levels of management. They may be

subjective and imprecise, but they are essential. Metrics are

the objective side of monitoring. Some standard measures

include:

Blogs:Number of posts, responses, inbound links,

conversion rates.

LinkedIn:Number of followers, number of people

who follow the followers, number of affiliated

groups, how often the company page shows in

search results, conversion rates.

Facebook:Number of likes, fans, member profiles,

shared links, clicked links, conversion rates.

Twitter:Number of tweets, followers, inbound links,

conversion rates.

Video sites (e.g., YouTube):Number of views, times

viewed, subscribers, inbound links, search page

ranks, connections, interactions, referrals, group

members.

7. Make it personal.Always remember that social media is

much more than distributing one-to-many communications.

Its also a series of one-to-one interactions that enable

sustained relationships and promote trust. The people who

represent your company on these forums need to be aware

of rules and guidelines for appropriate tone, topics, ways of

responding to criticism, and so forth. Your brand is at stake,

and an inadvertent slip could turn into a big problem. You

may not want to leave these decisions to a social media

guru fresh out of college. To ensure better objectivity, create

a separate team (distinct from those who actually use social

media on your companys behalf) to monitor and report on

interactions and attitudes on these platforms.

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Webinars

A webinar (web seminar) is a presentation or a discussion (or

both) using web conferencing technologies over the Internet.

The visual portion of the webinar (e.g., a PowerPoint

presentation) is always transmitted and received this way, but

the audio portion may use conventional phone lines or a VoIP

capability that is typically part of every web conferencing tool.

Companies that provide web conferencing services have

assembled an impressive list of features on their platforms:

Support for slide shows, including pointers and

drawing tools;

Support for streaming video;

Support for displaying any kind of content or PC

desktops;

Ability to transfer control of the meeting to or from

any participant;

Shared whiteboards;Text messages between participants;

Voting and survey capabilities; and

Ability to record and replay the entire conference at

a later time.

Access to web conferencing tools is typically provided as a

service from third parties. Some larger companies may host

their own facilities for security or other reasons.

The considerations for a good webinar are essentially the same

as for an in-person seminar. The big difference is the degree of

control the organizer has over audience participation. That

power should be used judiciously because webinar

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Test on a small scale first.Experiment before

making big commitments.

Event Management

In spite of the dramatic increase in availability and use of web

conferencing tools and virtual meeting tools (including virtual

tradeshows), in-person events and conferences are far from

dead. In fact, just the opposite is true: Online services (for

example, email and social media) have melded nicely with the

offline world and enabled some unexpected trends. Eventattendance, as well as event variety, is at an all-time high

notwithstanding a difficult economy during the last several

years.

Take, for example, IT industry conferences such as Oracle

OpenWorld and Dreamforce. For the most part, attendance

has been growing substantially each year. Some recent

attendance statistics for Openworld:

2009: 43,000

2010: 41,000

2011: 45,000

2012:50,000 (expected)

Dreamforce has a similar trend:

2009: 19,000

2010: 30,0002011: 45,000

2012: 72,000

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infShare this book: 2012 CallidusCloud All Rights Reserved

USA

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Pleasanton, CA 94588

Phone: +1 (925) 251-2283

UK

Callidus Software Ltd

Building 3, Chiswick Park

566 Chiswick High Road

London W4 5YA

Phone: + 44 (0)208 899 6444

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Careers: [email protected] www.lea d formix.com

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