how to generate sales leads with online marketing
DESCRIPTION
In this presentation, CEO of Aristotle, Marla Johnson Norris, explains the best ways to use online marketing to fill a company's sales pipeline including: Learn how to enhance your online properties and promotions New technologies and advancements in online marketing Social media and company sales strategies The formula for ridiculously effective online lead generation for both domestic and international audiencesTRANSCRIPT
April 22, 2014 | World Trade Center Arkansas
Marla Johnson Norris
@marlajono
Climb Higher than the Competition for More Bountiful Results
website
How to get MORE, higher fruit:
• Do Web, Social, Email better.
• Have a PLAN to drive business that you can share and IMPLEMENT.
• Use the Internet as your Lead Gen Machine.
• Get the Zen of It.
I will cover:
1. Keys to thinking about your online marketing and sales strategy
2. The formula for ridiculously effective online lead generation
I will cover:
3. The role social media and email marketing have in your company’s sales strategy
4. How new online marketing technologies and advancements can enhance the way you fill your sales pipeline
Keys to thinking about your online marketing and sales strategy
overwhelmed?
awkward?
FREQUENCY &
COMMUNICATION
OUTREACH & AWARENESS
LEAD
GENERATION
It is the nature of man to rise to greatness if greatness is expected of him. John Steinbeck
A dream is just a dream. A goal is a dream with a plan and a deadline.
Harvey Mackay
If your only goal is to become rich, you will never achieve it.
John Rockefeller
KEYS to extending market reach:• Be your authentic self… online. • Find YOUR professional/personal
voice… online. • Think of your online presence as
being about CONNECTING with others with gratitude, kindness and humor… online.
• Study and focus on your audience and give them what they need and want… online.
• Now is not the time to slough on great website content!
• PEOPLE and SEARCH ENGINES depend on it.
WEBSITE
WEBSITE AUDIENCE
1. Think first about your target audiences. Who is out there in your audience?
2. (Imagine your audience out there naked.)
3. Write for top three potential customer categories. (SEO)
WEBSITE CONTENT
1. True Benefit Statements2. Real Testimonials 3. Authentic Images4. Be the BEST YOU5. Humor and Fun
WEBSITE PROCESS
1. Definitely look at peer websites. 2. Make notes.3. Forget about it. Do YOUR thing!
WEBSITE STRATEGY
Responsive Design
Mobile Madness
This year, mobile is
predicted to overtake desktop Internet usage.”
(Microsoft Tag, 2014)
72% of Americans browse
the Internet on their mobile phones. (International Telecommunications Union, 2014)
Responsive Design
Stunning Website Redesign
1. Responsive Web Design
2. Easy-to-use CMS
3. Intuitive Navigation
4. Positive User Experience
5. Great Graphics
Website – KISS IT!
Responsive Website Design & CTAs
WEBSITE STRATEGY
Social Integration
Add Video Now!
• Engage and educate• Show up better in search engines
WEBSITE STRATEGY
Frictionless CTAs
The formula for ridiculously effective online lead generation
FREQUENCY &
COMMUNICATION
OUTREACH & AWARENESS
LEAD
GENERATION
FORMULA:
Audience Message + Fun Creative + Outreach Calendar (Search, Social, Email, Ads)+ Landing Page CTA METRIC$
MESSAGE & CREATIVE:• Website, Email, Social, SEO, Ads• Benefits to Audience (pain)• Offer or Urgency• Personalization or Caring• Unique and Fun
OUTREACH CALENDAR:• Pulsed Outreach – ADS, SEO, PPC, Social
(YouTube, Pinterest…)
Social Outreach: YouTube…
Tennessee Valley Authority creates tons of video content, leading to 80,000 video views.
LANDING PAGE & CTA:• Landing Page CTAs by Audience/Product
FREQUENCY &
COMMUNICATION
OUTREACH & AWARENESS
LEAD
GENERATION
Song of Arkansas
Song of Arkansas
• February 10th – 24th: Voting
• March 3rd: Notifying the winner
• March 10th: Announcing at the Governor’s Conference
Song of Arkansas: Contest PageVisits to Landing Page: 48,824
Entries: 230
Total Sales Leads (clicks to partner sites): 746
Nov 26, 2013 – Feb 19, 2014
Arkansas.com/song-of-arkansas.com
Song of Arkansas
34,000 Votes
10% of Web Traffic
AGILE METRICS/Lean Learning• Try Something Small• Fail, Learn, Try Again• Experiment• Measure & Report Monthly
METRICS that follow the money: Key Performance Indicators (KPIs)
• Website• Program Applicants (e.g.
Leadership & Delta Doctors)
• Qualified Leaders• Portal Login Sessions• Quality Funding
Applications• PDF downloads• Visits/Unique/Geo• Site Engagement
• Social Media/PR• Followers/Connections• Reach & Engagement• Shares• Clicks to Website
• Email• Subscribers• Open Rate• Click through Rates
The role social media and email marketing have in your company’s sales
strategy
Social & Earned Media
FREQUENCY &
COMMUNICATION
OUTREACH & AWARENESS
LEAD
GENERATION
Strategy
1.Goals
2.Engagement
3.Campaigns
4.Reports
KEY: It’s ALL about Relationships• Be present. Then tweet. Don’t be
interruptive. • What insight did you gain? • What people did you meet? • What do you love about this group?
@marlajono
Creative Tactics
1.Campaignsa. Sweepstakesb. Promotions
2.Videosa. Web Seriesb. Interviewsc. User Stories
Creative Tactics
3. Photographya. Infographicsb. Behind-the-scenesc. Eventsd. Conferences
4. Presentationsa. Webinarsb. Slideshare PPTs
Workflows
1. Objective-Based Workflowsa. Initiatives based on
social objectives
b. Workflows coordinate with content calendar
c. Workflows create systems of accountability and efficiency
Content Calendar
Advantages ofa Content Calendar
• Simplifies workflow• Coordinates staff• Keeps objectives in mind
• Hashtags (#) – topics, themes and even messages
• Handles (@) – people
SOCIAL
KEY: It’s ALL about Relationships• Twitter – Give props. Share.• Instagram - Integrate w Twitter & Facebook• Facebook – More personal but also about
mission/work/community• LinkedIN - Great job or meeting messages.
Reviews and endorsements• YouTube – Video telling stories, sharing
laughs. You are fun to work with, right?
@marlajono
KEY: It’s ALL about Relationships
• Hootsuite - Managing your messaging including DMs
• Pinterest – The shareable image or infographic
• Website – Complete and comprehensive information. Call to action (CTA). Binding all others. SEARCH PERFORMANCE
@marlajono
4. How new online marketing technologies and advancements can enhance the way you fill your sales pipeline
• Create Great Content
• Reach Out to New Customers
• Pull Them into Your Sales
Pipeline Pipeline
Benefit & Value Statements
Online Marketing Toolbox and Content Marketing
Integrated Campaigns Fire on ALL Cylinders
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SEARCH: Calls To Action & Urgency
Online Ads - Lead Generation
• TARGET by geography, behavior and interests• Paid Search• SEO
4 Simple Steps for Calls To Action
1.) Write a Clear and Compelling Message
2.) Make it Big and Bright and ‘Buttony’
3.) Place it ‘Above the Fold’
4.) Optimize CTA for SEO
Website – CTAs & Educating Customers
Comparison Shopping & Retargeting
•Ad servers•Remarketing •Market
Segmentation
Email for B2B
72% of B2B BUYERS are more likely to share useful content via email.”
64% of decision-makers
read their email via mobile devices.
Source: Earnest Agency, 2013
Stunning Email Design
1. Desktop & Mobile Friendly
2. Photo & Video Rich
3. Brand Consistent
Stunning Email Design
Key Takeaways
• Plan and experiment to learn• Keep your message simple and
consistent online and offline• Have great calls to action• Optimize for mobile• Tell your story better with video• Stay in touch with customers and
promote your business with social
Now Go FIRE ON ALL CYLINDERS!
Scale Your Support
• Get CREATIVE SUPPORT• Get TECHNICAL SUPPORT (IT)• Get SALES SUPPORT• Get OUTREACH/MARKETING/MEDIA
SUPPORT (staff/employee) for your company, workload and staffing demand for size of company.
Scale Your Support
• Storytellers – content creators, videographers, photographers, short/sweet writers
• Technically-savvy types – using the tools we need today – CMSes, Facebook Insights, Hootsuite, Database modeling, email marketing, social platform understanding
FORMULA• Plan and experiment to learn with your
outreach messaging/benefits• Basics of Marketing – audience focus,
messaging (calendar), timing/seasonality for relevance in SEO, PPC, Social & Ads
• Landing Pages – mobile, tablet, desktop • CTAs by Audience – urgency or
specialness• Following the Money – tracking media
conversion to actions (KPIs)