creating the lead machine: leveraging marketing for lead generation
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Creating the Lead Generation Machine
March 2014
Defining Success in Digital Marketing
Website Lead Generation
Search & Content Marketing Lead Generation
Yelp Lead Generation
Join Now
Glossary
LeadSomeone who has shown interest in being a customer.
Conversion RatePercentage of people who convert into a lead or take a desired action.
AttributionMarketing channel responsible for the lead.
Customer Lifetime Value The average revenue a customer will produce for the JCC.
Acquisition CostThe amount a lead or customer costs.
Half the money I spend on advertising is wasted; the trouble is, I don't know which half.
- John Wanamaker
Bold, Digital Frontier
8,000avg visitors to JCC website
800avg membership page visits
Per Month
X 3%conversion rate
= 24website leads
X 50%close ratio
=24website leads
12new members
X $1,320LTV
=12new members
$15,840future revenue
8,000avg visitors to JCC website
800avg membership page visits
Per Month
X 4%conversion rate
= 32website leads
X 50%close ratio
=32website leads
16new members
X $1,320LTV
=16new members
$21,120future revenue
Website Lead Generation
Next Generation Websites
Agenda
Website
Newsle+ers
Email Marke2ng
Youtube
Social Media
PPC
Search
All Roads Lead Back to Your Website
Website Design = 1st Impression
JCC of the Palm Beaches
Houston JCC
JCC of Schenectady
Silicon Valley JCC
Responsive Design
Content
Content is King
Organization of Content
Organization by Interests
Organization by Age
Organization by Interest or Age
Organization by Interest or Age
Content Marketing
Website Content
Email Newsletter
Blogging
Social Media Posts
YouTube Videos
Digital Magazine
Important JCC Website Elements
High Value Behavior for JCCs
• Become a member • Sign up for camp • Donate • Register for an event • Subscribe to a newsletter
Become A Member: Call To Action
Become A Member: Landing Page
Become A Member: Form
Sign Up For Camp: Call To Action
Sign Up For Camp: Landing Page
Sign Up For Camp: Form
Donate: Call To Action
Donate: Landing Page
Donate: Form
Register For An Event: Call To Action
Register For An Event: Landing Page
Register For An Event: Form
Subscribe To A Newsletter: Call To Action
Subscribe To A Newsletter: Landing Page with Form
Conclusion
Search & Content Marketing Lead Generation
March 28 - April 1, 2014
JCCs of North America Biennial 2014
Search & Content Marketing Lead Generation
www.level7.io
Site Visits
Quality Site Content
User Experience Organic Search Rank
www.level7.io
Site Visits
Quality Site Content
User Experience Organic Search Rank AdWords Quality Score
Ad Impressions
Ad Clicks
www.level7.io
Site Visits
Program Participants
Members
Remarketing Audience
Builds
www.level7.io
Site Visits
Revenue
Correlates
Quality Site Visits Growth is a leading indicator of Revenue Growth.
www.level7.io
Site Visits
Program Participants
MembersRevenue
Quality Site Content
www.level7.io
Site Visits
Program Participants
MembersRevenue
Quality Site Content
User Experience Organic Search Rank AdWords Quality Score
Ad Impressions
Ad ClicksCorrelates
Remarketing Audience
Builds
www.level7.io
"The most important thing you should do is make it easier for people to find &
engage with your programs & cause."
���13
www.level7.io
"The most important thing you MUST do is make it
easier for people to find & engage with your
programs & cause."���14
www.level7.io
The earlier you get started, the more impact it will have for your community.
���15
Kevin Embree Founder & CEO, Level Seven
kevin@level7.io @kevinembree or @L7Labs
www.level7.io
Focused on Results. Dedicated to the Movement.
Yelp Lead Generation
JCCs of North America Biennial
YELP OVERVIEW
120 Million Monthly Visitors
Average monthly unique visitors for the quarter, as measured by Google Analytics
YELP MOBILE STATS
Approximately 53 million unique visitors visited Yelp on their mobile devices
Monthly average during Q4 2013, *Total searches in Q4 2013
of Yelp searches happened on mobile* 59%
53 MILLION REVIEWS AND COUNTING 53 Million reviews Reviewed businesses in every category
Cumulative reviews contributed since inception
YELP IS #1 IN THE REGIONAL/LOCAL CATEGORY AND THE 23RD MOST VISITED WEB PROPERTY OVERALL
comScore Jan. 2014
Liz C. needs to find a gym/take a class/get involved in the community
Searches locally for her need
Leaves feedback
Yelp Search Marketing Increase Local Visibility
And Traffic to Yelp Listings
Yelp Profile Management Lead Conversion
Manage Corporate Branding
Respond to Reviews Scale Word-of-Mouth
Client Retention
How JCC Engages at All Phases of Yelp User Experience
Decides which location to visit
Customer Interactions with JCC
Purchased a Yelp Deal
84 Check ins!
YELP USER CONNECTING WITH JCC GYMS
Yelp Users participated in
Yoga in the last 6 months
60 70 80 90 100 110 120 130
Less than $25,000
$25,000 - $34,999
$35,000 - $49,999
$50,000 - $74,999
$75,000 - $99,999
$100,000 plus
Index
Household income of Female Yelp users Age 25-48 who “always” seek new ways to lead a healthier life
comScore Jan. 2013 – Users who accessed Yelp on a smartphone
Mobile Yelp users are175% more likely to engage in physical activity to improve and maintain health
Yelp users like to keep fit
40 60 80 100 120 140 160 180
Never
Sometimes
Always
comScore Jan. 2013 – Users who accessed Yelp desktop
Snapshot: Last 30 days 19 Local Advertising Yelp Profiles
Last 30 Day Activity (as of 2/28/2014)
• Total Profile Views: 7,498 • 42% Mobile Views • 58% Desktop Views
• Total User Actions: 1937
• Directions: 280 • Mobile Calls: 173 • Mobile Check Ins: 165 • Call to action Clicks 35 • Clicks to Website: 1284
• 26% of profile views resulted in a customer action
417 total Local Yelp Profiles Last 30 Day Activity (as of 03/20/2014)
• Total Profile Views: 6,914 • 39% Mobile Views • 61% Desktop Views
• Total User Actions: 1593
• Directions: 302 • Mobile Calls: 160 • Mobile Check Ins: 194 • Clicks to Website: 937
• 23% of profile views resulted in a customer action
Business Owners Dashboard
Track Business ac8vity
Search by Loca8on
Refine Results by 8me range
Track Ac8vity on feed
Respond to reviews
Local Search and Conquest Ads
Reach audiences searching locally at other businesses
Branded Profile Page
Expandable pop-up with specialties & business history
Call-to-Action unit
Updated business information
Scrolling Photo Slideshow
(& optional video)
Removal of competitor ads
Removal of competitor ads
Sarah Steele Chang Director National Accounts
sarahs@yelp.com
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