how to increase leads and close new business with digital marketing

HOW TO INCREASE LEADS AND CLOSE NEW BUSINESS

A few brands I’ve helped

Today, we haveONE GOAL

Help you generate NEW BUSINESS

throughDIGITAL MARKETING

Quick Facts About Digital

• 240 million internet users in the United States• 16 billion searches conducted monthly• 85% of customers believe the top businesses

on SERPs are the best businesses• 58% of customers start the buying process

online• 20% of all searches have local intent• Digital advertising is completely granular

SEM is the quickest way to reach new customers looking

for your services

Search Engine Optimization

Search Engine Optimization (SEO) is the process of improving the visibility of a web site or a web page in search engines via the "natural" or un-paid ("organic" or "algorithmic") search results.

Claim Your Local Listings

https://www.google.com/local/business/add/info?pli=1

Name, Address, Phone Number (NAP)

The quickest way to tell Search Engines that you’re local and your content matters to your target area

Define Target Keywords

• What type of words would you like to show up for when you search for your business? (Your Company Name Doesn’t Count)

• Do you show up for these terms?• Does the competition?

Sample Keywords

• Phone Services• Business VoIP• SIP Trunking• Internet Telephony• Broadband Companies• Phone Companies• VoIP Companies

Define Target Market

• Where do you conduct 80% of your business?

• Where do you conduct the rest?• Are there areas experiencing rapid

growth?• Rapid Decline?

Refine Keyword List Example

• Dallas Phone Services• Plano Phone Companies• VoIP Dallas, TX• SIP Services DFW• Broadband, Richardson TX• Business Phones in the Metroplex

Save Your Keyword List!

This list will be used for

• SEO• PPC• Social• Other Marketing

Content is KING

Keywords Rich Content includes

• Product Pages• Slicks• Promotions• News• Blog• Social Media

The Keywords you’ve defined are vital to the content you create

Don’t Forget Usability

Layout– Easy to read and

understand– Clear Messaging– Pass the “blur” test– Site Speed– W3C compliant– Cross-Browser functionality– Page Errors– Plugins– Etc.

http://marketing.grader.com/

Inbound Marketing

32 ways to build links - http://bit.ly/HYdYuv

Inbound links tell Search Engines that your content is valuable and should rank. Get Links.

Pay Per Click (PPC)

PPC allows advertisers to reach target customers by placing ads in sponsored sections of a website.

A transaction only occurs if the ad is actually clicked

Break out the Keyword List!

Start creating your first adWords campaign based on the keyword list you have created.

Use the tools Google provides to gauge a starting point for your campaign.

https://adwords.google.com/o/KeywordTool

AD COPY• Create your first text ad• The headline should grab users’ attention

and make them aware of your offering.• Description line 1 should spark users’ interest

in your offering.• Description line 2 should develop a desire to

obtain your product or service.• And finally, the Display URL should consolidate

a user’s decision to take action.

Landing PagesLanding pages allow you to provide consistent messaging to drive leads down the funnel while minimizing abandonment

Quality Score

Google and the other major search engines use a proprietary score to measure and display ads

• Click Through Rate• Ad Relevance• Landing Page

BudgetWhat is your Cost-Per-Lead on other forms

of advertising?Are you comfortable with that amount?

PPC Advertising offers 100% Granular tracking of your budget including clicks and conversions

Test, Analyze, Change, Repeat

• Analytics• A/B Testing• Optimize• Report

Social Media

http://bit.ly/1e8gPwR

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Wrap Up

• Malachi Threadgill– Director, Internet Marketing

• Call Me – 217-547-7075• Email – mthreadgill@anpi.com