Post on 12-May-2015
description
Presented by:
Nick Footer | Anvil Media, Inc. | Business Development ExecutiveTwitter: @nickfooter | nickf@anvilmediainc.com
Jeff Linton | Act-On Software | Senior Manager, Product MarketingTwitter: @ActOnSoftware | Jeff.Linton@ActOnSoftware.com
Lead Generation and Lead Nurturing
Anvil | Digital Marketing Agency
Anvil Media, Inc. is a digital marketing agency specializing in search engine optimization, pay-per-click management, online reputation management,
mobile marketing, social media marketing, web analytics, and site conversion optimization services.
Anvil | Keyword Research
Anvil | What Is A Keyword?
Anvil | Keyword Research
Anvil | Why Should You Care?
Title
Do you own one of these?
Anvil | Keyword Research
Anvil | Impact Of Google Instant
Anvil | Keyword Research
Anvil | Keyword Tools
Anvil | Organic Listings
Anvil | SEO - Content
BlogWhitepapersReviews/FAQVideosWebinarsPodcastsPress ReleasesArticlesGlossaryNewsletter Archives
Anvil | SEO - Code
HTML textCSS (Cascading Style Sheets)Breadcrumb navigationRobots.txt File404 Error Pages301 redirects & CanonicalizationXML & HTML Sitemap
Anvil | Code – 404s
Anvil | Code – Tag Optimization
Keyword used in title tagKeyword used in meta description (for click throughs)
Links are a “vote” for your websiteEach site that links to you tells the search engines that your site must be useful and important.
Why Do Search Engines Care About Links?
Your Site
Another Site
Another Site Another
Site
Your site must be good since others link to it. I
will rank it higher!
Anvil | Credibility - Links
Anvil | Credibility – Anchor Text
Anchor Text: The text that, when clicked on, links to another website. Images don’t have anchor text.
Nofollow: Only visible in website code. Tells search engines NOT to pass any “link” value.
The anchor text in this link is “ROI Revolution”
Anvil | Local SEO
Local Search Stats | Growing Local Results Constantly Changing
Anvil | Local SEO Example
Anvil | Paid – Search Engines
Anvil | Paid – Components
Search Engine
Keywords
Ad CreativeLanding Pages
Conversion
Anvil | Paid – Ads
Headline = 25 Characters
Description Line = 35 Characters x 2
Display URL = 35 Characters
Anvil | Landing Pages
It’s all about User
Experience
Keywords in Headline
Keywords in Body Copy
Fast Loading Images & Page
Privacy Policy - About Us
Clear Call to Action &
Relevancy to Ad
Anvil | Paid - Conversion
In the end, we need to get the user to do what we want them to do.
Anvil | Paid – Display Networks
Contextually based resultsWe call this the “Content Network” or “Display Network”1000’s of Websites in Network
Anvil | Text Display Ads
Anvil | Display Image Ads
Anvil | Paid – Social
Lots Of Networks | Demographic TargetingHyper Targeted Ads | User DataFree Advertising | Test FirstLanding Pages | Convert
Anvil | Social - Facebook
800 LB Guerrilla | 1 billion users by AugustUnique Content | Landing TabsBuild Prospects Lists
Anvil | Social - Facebook
Anvil | Social - Twitter
Customer Service | Listening Programs
Anvil | Social - Twitter
Engage | Not Push Marketing Platform
Anvil | Social - LinkedIn
Q&A | Proven Thought Leadership
Anvil | Social - LinkedIn
Groups | Foster Collaboration
Anvil | Social - YouTube
Recently Updated | Premium Channels
Anvil | Social - YouTube
Sales Tool | Interactive
Anvil | Social – Google+
Fastest Growing | 100 Million Users
Lead Generation Channels
Organic, Paid, Social Leads | Now Convert!
2008 | Beaverton Oregon
Raghu Raghavan | CEO Founder of Responsys | 2 IPO’s
Fastest Growing SaaS
600 | 2 Years
Act-On | Marketing Automation
46% Increase | Annual Revenue 26% Increase | Lead Conversions 25% Decrease | Cost Per Lead
Marketing Automation | Success
Importance | Marketing Automation
Sales | Marketing Align Sales | Marketing | Customer Buying Process
Remove the Unknown for Sales Why is this a Lead
Removes the Complexity All-in-One
Marketing Bigger | Stronger | More Effective for Less
Lead Nurturing | Conversions
Understanding | Targeting
Segmentation | Planning
Nurture | Drip | Re-Market
Demo | Free Trail | Contact Sales
Top Performing organizations outperformed everyone else by 2-3x in revenue growth and lead-to-sales conversion. These organizations are 3x more likely to use a Marketing Automation tool.
Gleanster Research - 2011
Steps to Increase Revenue Today
Develop Content
Keep Score
Cadence | Progression
Align | Handoff
Track | Measure &Refine | Repeat
Revenue | Content
Focus | End in Mind
Solving Specific Issues
Why it that Important
Who Gets What
Specific Content
Create a Plan
Revenue | Keep Score
Custom to Meet your Needs
Profile Based
Behavior Based
B.A.N.T.
Value = 10..20..30
Revenue | Cadence & Progression
Timing When
How Much
How Often
Automation Tools
Progressive Forms (pre-fill)
Landing Pages - Email
Convert | Track | Report
Revenue | Align & Handoff
What is a Lead
MQL to SQL
Who Decides
The Goal
Automation Tools
Scoring | Qualification
Setting Triggers
Increase Revenue Today
Track | Measure | Refine | Repeat
Drip Marketing
Segmentation
Landing Pages
Webinars
Registration Forms
WebsiteContent
Start Today
Start Simple | K.I.S.S.
Plan with End in Mind
Informative Webinar Topics - Videos – Best Practices
Marketing Automation{ 46% Increase in Revenue }
{ 26% Increase in Lead Conversions }{ 25% Decrease in Cost / Lead }
Contact
Nick Footer Business Development Executive
Anvil Media, Inc.310 NE Failing StreetPortland, OR 97212
503.595.6050 x228 office503.481.6629 cellnickf@anvilmediainc.comTwitter: @nickfooterLinkedIn: nickfooter
Upcoming Anvil Webinars
March 21st, 2012 – 10am PSTLocal SEO
April 18th, 2012 – 10am PSTSite Search
May 16th, 2012 – 10am PSTAdvanced Analytics
Find Out More and Registerhttp://www.anvilmediainc.com/search-engine-marketing-webinars