How to generate more leads from your search, social and content marketing
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Transcript of How to generate more leads from your search, social and content marketing
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
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Your current numbers Define
> Website visits > Conversion rate
> Customer
> Leads > Conversion rate
> Opportunities > Conversion rate
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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
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Define
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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
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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
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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
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Part 2
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Create Create targeted content
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Create
Map your content to your personas
and their stage in the buying journey.
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Optimise your content for search
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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
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Create Promote your offers in your content
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Create Promote your offers extensively
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Use advertising as increasingly you
need to pay to
play...
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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
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Twitter promotion• Regular promotion via your accounts• Promotion and sharing via friends and colleagues• Hashtags • Follower replies• Targeted interaction• Sponsored posts
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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)
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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.
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Recap
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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...
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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 • [email protected] • +44 (0)1202 788333
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