INTELLIGENT MARKETING

How to generate more

leads from your search,

social & content

marketing

INTELLIGENT MARKETING

INTELLIGENT MARKETING

Define

Start with a plan for what you want to achieve

INTELLIGENT MARKETING

Your current numbers Define

> Website visits > Conversion rate

> Customer

> Leads > Conversion rate

> Opportunities > Conversion rate

INTELLIGENT MARKETING

Your targets Define

> 1067 Website visits > 1.5% conv rate

> 1 Customer

> 16 Leads > 25% conv rate

> 4 Opportunities > 25% conv rate

Define Your ideal customer

• Role • Industry • Company size • Location • Stage • Challenge

INTELLIGENT MARKETING

Define

INTELLIGENT MARKETING

Personas - a few tips

• Get personal• Model your best customers• Less is more• Use them regularly• Get to know them

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Define

Your personas’ challenges

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Define

Your customer journey

INTELLIGENT MARKETING

COMPANY NEEDS

INDIVIDUAL NEEDS

Help me do my job

- Responsiveness- Ease of use- Reliability- Think like me

Make me look and feel good

- Brand- Relationships

- Integrity- Make me feel special

- A ractive price

Meet our functionalneeds

- Specifications- Product range- Service package- Industry expertise- Within budget

Build/protect our

company reputation- Brand fit

- Innovation- Consistency of offer

Value for money Partnership

RATIONAL EMOTIONAL

Define Buying motivators

INTELLIGENT MARKETING

Define

Your space

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Create Your offer

A free taste of what you can offer

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Target your offers to personas and

their stage in

the buying

journey

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Create High performing landing pages

INTELLIGENT MARKETING

Part 2

INTELLIGENT MARKETING

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Create Create targeted content

INTELLIGENT MARKETING

Create

Map your content to your personas

and their stage in the buying journey.

INTELLIGENT MARKETING

Optimise your content for search

INTELLIGENT MARKETING

SEO - a few tips• Identify the questions being asked• Map questions to key phrases• Research high ranking posts• Identify gaps and opportunities• Optimise post title, meta description, images and content• Link to and from relevant site pages• Identify off-site link opportunities• Use paid promotion for posts

INTELLIGENT MARKETING

Create Promote your offers in your content

INTELLIGENT MARKETING

Create Promote your offers extensively

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Use advertising as increasingly you

need to pay to

play...

INTELLIGENT MARKETING

Connect

Using social media for lead generation

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LinkedIn promotion• Build your relevant connections• Promote via your feed• Promote via your colleagues feed• LinkedIn Pulse• Groups• InMail advertising

INTELLIGENT MARKETING

Twitter promotion• Regular promotion via your accounts• Promotion and sharing via friends and colleagues• Hashtags • Follower replies• Targeted interaction• Sponsored posts

INTELLIGENT MARKETING

Facebook promotion• Regular promotion via your accounts• Promotion and sharing via friends and colleagues• Groups • Advertising• Remarketing

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Instagram promotion• Profile optimisation and link• Share for share• Liking/Commenting/Following • Networking• Contests

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Pinterest promotion• Targeted boards• Targeted images• Links to relevant offer• Description • Hashtags

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Own your space

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Nurture Define your sales funnel

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Nurture your leads

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Lead nurturing: A few stats

• Only 25% of leads are legitimate and should advance to sales. (Source: Gleanster Research)

• Research shows that 35-50% of sales go to the vendor that responds first. (Source: InsideSales.com)

• 61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified. (Source: MarketingSherpa)

INTELLIGENT MARKETING

An example sequence• 0 days: Thanks for Downloading Email with additional links to blogs• 1 day: Educational Email• 4 days: CTA email: next stage download• 7 days: Educational Email • 14 days: Educational Email• 21 days: CTA email: next stage download•28 days: Thanks for receiving our content. Here’s how you can get more.

INTELLIGENT MARKETING

Recap

INTELLIGENT MARKETING

Thank you...

LexisClick

The digital marketing experts for ambitious SMEs on their journey

to becoming market

leaders

Introduction to LexisClick

Easy to find

The first to return toRegularly

recommended

A pleasure to use

A growing

business

needs to be...

We help our customers’ achieve their business growth targets and increase their inbound leads and sales, by using Intelligent Marketing to help their expertise #SHINE.

• Marketing Strategy

• Search Engine Optimisation

• Content Marketing

• Online Advertising

• Email Marketing

• Social Media Marketing

• Web Design and Optimisation

To make them...

INTELLIGENT MARKETING

Introduction to your presenterLead Digital Marketing Consultant at LexisClick, 2007 – present.

Started working in online marketing, designing and building websites in 1997 – when he designed and built British Steel’s first website from the delights of Scunthorpe.

Followed by 10 years working in London in digital marketing across a variety of industry sectors both within business and as a consultant – with 6 years spent at PricewaterhouseCoopers (PWC) as a digital marketing consultant. Stephen Bavister

Managing Director LexisClick

39www.lexisclick.com • marketing@lexisclick.com • +44 (0)1202 788333

INTELLIGENT MARKETING