generating leads online
TRANSCRIPT
Generating Leads OnlineFOR B2B AND B2C
What Defines Online?
Digital
Social Media
Your Website
Third Party Sites
Organic Search
Paid Advertising
Mobile
Let’s Do Everything!
We Need to Do Social!
Social Media Landscape
Not Sustainable. No ROI. Just No…
Where to Start?Knowing what’s right for your company.
1. Accept There is No Perfect Answer
Marketing Plans Vary for a Reason
•Audiences
•Products
•Resources
• Time
• Money
• Skill
2. Define Your Goals
Common Goals
• Sales
• Generate leads• Convert leads to customers• Increase Life Time Value (LTV)• Win-Back
• Address public issues
• Recruitment
3. Define Your Target Audience
Why Define an Audience
• Less work
• Increase product satisfaction
• Save money
• Improve messaging
• Simplify operations
Defining an Audience
• Demographics
• Psychographics
• Behavioral
• Environmental
BE SPECIFIC
Viability
• Size
• Expected growth
• Compatibility
• Cost to Reach
• Competitive Position
4. Understand Your Target Audience
Question Everything
• Why do they care?
• What motivates them?
• What features/benefits matter?
• Who makes the final decision?
• Where do they spend their time?
• How do they find information?
• Who influences them?
5. Choose Your Outlets
How to Choose
•What can you manage?
•Where is your audience?
•What are your resources?
6. Craft Your Message
Let’s Build a Tree House
Let’s Build a Pool
Understand Nuances
• Words have different meanings
•Cheap vs. Affordable
•Specialist vs. Expert
•There isn’t always a tree house
•The audience only sees part of the picture
7. Experiment
Basics for Monitoring Digital
•Know what you are looking for
•Check regularly
• Social
• Paid
• Organic/Email
•Evaluate over time
Track the Path to Your Goals
•Reach
•Frequency
•Content
•Calls-to-Action
•Completions
•Quality leads
8. Make Changes Over Time
What to Change
•Have controls and variables
•Change small items slowly
•Big changes at once are hard to track
9. Keep Learning
Algorithms, Laws, Ethics, Oh My!
•Google: 500-600 algorithm updates per year
•Facebook started in 2004, Pinterest in 2010
•White Hat vs. Black Hat
•Increased pressure for regulation
10. Eggs in Multiple Baskets
You Have Limited Control
•Never rely on one third party system
•Understand what your vendors are doing
•Challenge Ideas & Conduct Experiments
Recap
• Know your goals
• Really understand your targeted, viable audience
• Invest where your audience will respond
• Carefully craft your message
• Experiment
• Track the path to your goals
• Make changes over time
• Stay on top of the ever-changing world
• Spread your resources
