Madrid, October 2013 - Lead Generation and Nurture
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Demand and Lead Generation Digital and Social Media Madrid, October 2013
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SEO strategy, social media, content generation and planning, demand generation and the lead nurture program.
Transcript of Madrid, October 2013 - Lead Generation and Nurture
Demand and Lead Generation
Digital and Social Media
Madrid, October 2013
Agenda • SEO strategy
• Social media, content generation and planning
• Demand Generation
• Coffee Break
• Lead Nurture program
• Coffee Break
• Group Exercise
MD/Owner Head of Search & Social
• Global MSB
• Worked with Microsoft for five years
• Audited more than 100 Partner websites
• Manage Microsoft Western Europe Social Media
• Set up Global Digital Marketing Program
• Setting up Partner Empowerment Program
“If you can’t explain it simply you don’t understand it well
enough”
Albert Einstein
Traditional sales and marketing overview
Demand Generation Lead Nurture
The Complete Lead Engine
Demand Lead Nurture
Measure return on investment
People decide over a time span
Bringing it all together The Balanced Scorecard
§ By Robert S.Kaplan and David P Norton (1996)
§ “A Landmark Achiement” Michael Hammer
The online marketing balanced scorecard
Audit Plan Action Measure Results
SEO
PPC
Content
Social
The perfect balanced scorecard
Audit Plan Action Measure Results
SEO
PPC
Content
Social
Windows 1.01 (1985) Windows 3.1 (1992)
Change.
Windows 95 (1995) Windows 2000 (2000)
The perfect balanced scorecard
Windows XP Windows 7
The perfect balanced scorecard
The perfect balanced scorecard
Mobile Search
Is your website mobile ready?
Change, convergence is with us
Technology continues to evolve
Behaviour is changing
Geo-location continues to increase
And video is now huge and growing
Channels
Free Guide 42 Tips on how to generate more business from your website
http://business.whitehatmedia.com
1 • Collateral
2 • Telemarketing
3 • Events
Change in sales and marketing
1
2
3
8
7
6
5
4
Collateral
Telemarketing
Events
Email SEO
PPC
Social Media
Content
Change in sales and marketing
Challenges
More resources
New strategies
Measurement
What does this mean to you
More people are needed
You can outsource to specialists
White Hat Media are specialists
Work with 70 Partners
Focus on lead generation
Microsoft approved
Global program
Value measurement
The integration of all teams is vital
sales marketing development Process finance logistics human resources
Demand Generation, let’s look at some channels
Channels
Steven Gradidge Head of Search and
Social
Brighton & Hove Albion FC Fan
Search Engine Optimisation (SEO) Factors
Competitors
On-page
Off-page
Importance Of Off-Page
The SEO Customer Journey
1) Search
2) Results
3) Landing Page
4) Calls To Action
5) Purchase
The Triangle of Trust
Universal Search
Now, a strong linking strategy is required
Benchmark Keywords Competitors On-Page Off-Page Measure
The SEO Process
Seasonality: The Problems of Measuring Traffic
Source: Google Insights
Seasonality: Take a guess what key phrase this is:
Gareth Bale
Benchmark early
Check and monitor positions
Keywords: Search can be confusing
Search Engine Results Pages for ‘Windows’
If I Wanted Apples…To Eat
Target Phrases: Generic Vs. Long Tail
Very generic e.g. CRM
Retail System
Best
SMB
Social
Cloud
KPI’s Analytics
Reputation management applications
Market Data
Other applications
Internal Systems
Sources of Data For SEO
Measure Where You Are
Key-phrase 1
Key-phrase 2
Key-phrase 3
Key-phrase 4
Key-phrase 5
Positions, then why?
Competitors You
You cannot win a Grand Prix with one of these
Digital Marketing – Search Engine Marketing |
The right highly tuned ‘vehicle’ is needed
On-page
Code
Content
Structure
1
2
3
Three Areas to Consider:
Landing pages: Must be Optimised for Search
• Title tags • H1, H2, H3 • Link text • Alt image text • URLs
Back Links: Online PR
Bank Link Quality
Specialist, PR
Blog, forum
Directories, paid, low quality article
Social media, influence, trusted Better quality, more difficult to achieve
Link directly from Social Media
…and encourage others to do so through shares, re-tweets etc.
Support supporting content
§ Best liaised directly
§ Offer exclusives stories or content
Online Press and PR
Invite guests bloggers
Their networks will link to the post
Guest Post Post
Link
Guest post on other sites and link back
And not what they don’t
But share what they want
§ Four months campaign
§ Traffic has increased 43%
§ Organic traffic has increased 134%
§ 42 targeted keywords now on the first page
Global Dynamics Partner
Sales
Based on relationships and supports the concept of ‘Trusted Advisor’
Best for B2B
Social Media
Search and social together create trust
Trust SEO Social Media
• High positions • Easy access • Visibility
• Good content • Mention • Visibility
People belong to tribes
People belong to tribes
Doctor Danah Boyd PHD, Microsoft Research Centre
“Choice is and continues to be dictated by social relations. People choose to go where their friends are”
Social Media is not a Cure
Update
The Network effect
22,500 150
Network Virality
What’s in it for me?
Content has become centre stage
Trusted
Expert
Interesting
Valuable
Well written
Shareable
Funny
Educational
What is good content?
Content has become centre stage
Polls Competitions Photography
Blog Videos Discounts
Content: Give Them What They Want
These are where the leads are!
Want
Need
Humanise Your Content
eat chocolate, hate Monday mornings, free lunches, good music, sleeping in on a rainy day, love finding money down the sofa, skinny dipping, get excited when they receive their Amazon delivery, laugh when people fall over, hate getting caught by red lights, like that fresh bed sheet smell, enjoy an unexpected compliment, Inter/AC Milan
Good Content Takes Time
“The amount of time required to develop a presentation is directly proportional to how high the stakes are”
Nancy Duarte Slideology
Content Calendar
Augu
st
FB
FB FB
FB
FB G+
G+
G+ Tw
Tw
Tw Pi
Pi
IG
IG
Tips For Successful Social/Content
J Seamless sign-off process
J Minimal stakeholder involvement
J Accountability
J Great content
J Measure, benchmark and report
Be where the people are
Good Content is not always found. Make it shareable!
Blog Success
• B2B companies that blog generate 67% more leads per month than those who do not
• 66% of marketers say their company blog is “critical” or “important” to their business
• 77% of Internet users read blogs
Source: KBK Communications
Reasons Why Blogs Fail
• Self promotional • Too ‘salesy’ • No clear purpose • No accountability • No plan
White Hat Media Blog
Facebook Algorithm: EdgeRank
Affinity
Weight
Decay
Edge
EdgeRank
Brother Old Friend
Brand
Brother
Brand
• Heavy WEIGHT • High AFFINITY • Low DECAY
• Low WEIGHT • Low AFFINITY • High DECAY
High EDGE
Low EDGE
Facebook: Brand Pages
HIGH
LOW
HIGH
Social Media Crisis
1
2
3
Social Media Crisis
• All stakeholders within any given crisis to know their role within the process (chain-of-command)
• Each stakeholder understands their accountability within online and offline communication channels
• Each crisis level has a clearly defined response time
• A social media crisis document should be developed before an actual crisis occurs
• Confirmed channels: Email? Telephone? SMS?
Tools to measure ROI
KPI’s: Which ones?
Traditional sales and marketing overview
Demand Generation Lead Nurture
The Complete Lead Engine
Demand Lead Nurture
Measure return on investment
Build a Lead Engine
More than 100 Microsoft Partners’ sites audited in the last five months
‘After our site was audited and recommendations by White Hat Media our traffic and enquiries quadrupled’ Comment made in public at a Microsoft event in Berlin to 60+ Partners by Sander Schoneveld, General Manager, K3.
Free Digital Marketing Gap Analysis for 8 Partners ü Identify areas which can be improved ü Multiple recommendations ü More website business
Q: Who are your leads today?
People who…
• Read your blogs? • Respond to your email? • Download your eBooks? • Attend your webinars? • Watch your videos? • Visit your website?
Tele-market through content
Create content
Share on social media
Email Call
Follow up download
A continuous source of enquiries and prospects.
Training and consultancy
Example, LinkedIn inbound content
Example, LinkedIn, Slideshare combo
Case study; content marketing
Content marketing
Content marketing
Monitor Listening Posts Anticipate Respond rapidly
Customer Services
Support customer services
Set up communities
Listen
Respond Customer becomes advocate
Customers share in her
network
What do you think?
What do you think?
Content creation
• eBooks, white papers
• Blogs
• Video
• Polls, surveys
• Webinars
Example, reaching out lead nurture
Data capture and squeeze pages
Drive leads through content
Content schedule Track and monitor
Why Lead Nurture?
4 types of Lead Nurture
• Introduction • Opt in to something else Welcome
• Engage to further profile • Educate about value prop Education
• Differentiate • Re-iterate value prop Why us?
• Provide decision tools Accelerate
Segment and personalise
Why people unsubscribe
Know and trust the sender: 59.2%
Subject Line: 41.1% Previously opened and thought valuable: 30.1%
(source: ReturnPath)
Routes to ROI – get yourself seen
Top 3 factors that affect opening rates
The most impactful change; the subject line. What do you think of the following?
‘Net Results Newsletter’
‘78% of SAPs customers are SME’
‘6 Online Community Tips You Should Steal Today’
‘How to Build an All-Star Social Media Team’
Why people unsubscribe
But what is the best frequency?
Test
Gather feedback
Test again
Plan Your content calendar
Who?
When?
What?
Track success with analytics
A few more tips
n Always personalise
n Never use capitals
n Auto-complete forms
n Always offer an un-subscribe option
n Nurture and follow up
Personalise
Progressively profile
Learn more
Automated Marketing
Automation
AutomaAcally track acAvity
‘Downloaded; Best Practices for Creating a Content Marketing Strategy’
Automate and score
TOFU MOFU BOFU
Time
Ready To Buy
Building Readiness to Buy
Clearly idenAfy and measure your goals
• Increase number of
leads
• Increase volume of
sales
• Reduce CCA
• Reduce lead time
The Complete Lead Engine
Demand Lead Nurture
Measure return on investment
You have joined a software solution provider as the Marketing Director. To date, the company has enjoyed limited success marketing and selling. To support growth plans, the business needs to invest more time and money in digital marketing. This is to be done through creating and implementing a successful demand generation, and lead and customer nurture plan. Elements that need to be considered are: Objectives Planning Resources Channels and tactics for (i) lead nurture and (ii) customer nurture programmes Content Impact and value of digital marketing Delivering value to your customer’s customers Measurement
Business Case - Proposal
Company 1
• Business to business • Software for retail • Target market Austria • Consider strategy, demand
generation, channels, nurture
Business Case - Proposal
Company 2
• Business to business • Software for financial services • Target Market Western Europe • Consider strategy, demand
generation, channels, nurture
Let’s sum it all up…
Make sure your site is as good as it can be
Q: How? A: Audit and acAon
Drive Demand to your website
Build your Lead Engine
Segment, personalise, profile
Automate and measure, ROI
Track Score Goals
Enjoy your success
