Workshop: Generating Leads, Prospects and Sales
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Transcript of Workshop: Generating Leads, Prospects and Sales
Workshop: Generating Leads, Prospects and Sales with Digital MarketingInstructor: Rey Villar
AIMSVAR 2013 Annual ConferenceDoubleTree AtlantaApril 25, 2013
Rey Villar
Sr. Digital MarketerNetCredit.com
Twitter: @reyvillarLinkedIn: reynaldovillar
15 years in mortgage origination
12+ years in online marketing
B2C lead gen for mortgage, insurance, healthcare and consumer finance
B2B lead gen for health insurance technology, manufacturing
Affiliate marketer Digital marketing
writer/coach to Chicago entrepreneurs and marketers
UW-Stout grad student Long-suffering Cubs fan
living in Packerland
who?
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
web lead genTraditiona
l Marketing
Broadcast
Estimation
Slow
“Pay and Pray”
DigitalMarketing
Targeted
Precision
Instant
“Pay per Result”
A NewMarketingLandscape
Traffic Prospects Leads Sales Retenti
on
The Online Lead Gen Process
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
how it works
Session Objectives
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
web lead gen
Specific steps for generating more online leads
Concrete ways to convert more online leads into online orders
Tools to harness the web for automation and efficiency
Session Goals
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
web lead gen
Session Deliverables
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
web lead gen
Understanding of online lead gen
Practical tips and steps
Resources and free tools
Plan of action
Online Marketing
Search Engine
Marketing
Paid Search (PPC, etc.)
SEO
Affiliate Marketing
Website Optimization
Analytics
Conversion Optimization
Email Marketing
Automated Campaigns
Social Media Marketing
Reputation Management
Online Marketing Channels
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
web lead gen
Traffic
• Generate traffic with SEO, PPC, web ads, affiliate marketing, email marketing
Prospect
• Generate & nurture prospects with email , social, affiliate marketing, SEO & SEM
Leads
• Generate & nurture leads: affiliate, SEM/SEO, email and conversion optimization
Sales
• Generate sales with conversion optimization, affiliate marketing, email marketing, sales team
Retention
• Retain clients with email, social media and direct marketing
The Online Lead Gen Process
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
how it works
CPA
PPC
SEO
• Search engine optimization (organic)• Pay-per-click (SEM, paid placement)• Cost-per-acquisition (affiliate marketing)
Primary Traffic Drivers
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
web traffic
Online Marketing
Search Engine
Marketing
Paid Search (PPC, etc.)
SEO
Affiliate Marketing
Website Optimization
Analytics
Conversion Optimization
Email Marketing
Automated Campaigns
Social Media Marketing
Reputation Management
Online Marketing Channels
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
web lead gen
Ranking higher on…Search enginesOrganic entriesResults pagesBy gaming the search
engine algorithms
Search Engine Optimization
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
seo
3 Basic Search Engine Stages
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
seo
1. Crawl
2. Index
3. SERP Rankings
Google SERP (circa 2004)
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
seo
95% of all non-branded clicks come from Page 1 (iCrossing 2010)
36.4% of all clicks go to #1 entry (Optify 2010)
12.5% of clicks to go #2 entry (Optify 2010)
39% believe that top rank means industry best (eConsultancy 2009)
1st Page or Bust!
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
seo
Google SERP (circa 2008)
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
seo
Blended results for Google search for “shoes” with Racine, WI, location setting:
A. Top-3 Adwords adsB. Sidebar-7 Adword adsC. Google+ (Places) 7-PackD. Google maps (for Google+
Places)E. Organic listings – part 1F. Organic listings – part 2G. Google News
A
B
C
D
E
F
G
SERPs Today
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
seo
They don’t care about you… as a business
Google’s priority is the user experience
That’s the key to their dominance – and profits!
Google’s Likes You, But…
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
seo
Blended results for Google search for “running shoes” with Racine, WI, location setting:
A. Top-3 Adwords adsB. Google ShoppingC. Sidebar Adword adsD. Google+ (Places)E. Google maps (for Google+
Places)F. Organic listings – part 1G. Organic listings – part 2
A
B
CD
EF
G
SERPs Today
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
seo
Blended results for Google search for “Abraham Lincoln”
A. Organic 1st link – with sitelinks
B. Organic listings – part 1
C. Google VideoD. Organic listings – part
2E. Google NewsF. Organic listings – part
3G. Knowledge Graph
panel
Notice: NO ads
A
B
C
D
E
F
G
SERPs Today
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
seo
Pros and Cons
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
seo
Brand drivenLower costHigher ROIsLong-term resultsPersistence rewarded
Brand drivenLower volumeLower conversion ratesGradual resultsRequires commitment
Higher Ranking
s
More Traffic
More Leads
The Basic SEO Lead Gen Formula
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
seo
Domain & Server
Links
Social Media
Structure
Content
240+ Search Ranking Factors
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
seo
Gaming the Search Process
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
seo
1. Crawl
2. Index
3. SERP Rankings
Pyramid structureLinks between internal pagesPublicly accessibleMinimizing flash
and javascript
Facilitating the Search Crawler
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
seo
Title tag: <title> Header tag: <h1>, <h2>,
<h3>, etc. Image Alt & Title tags: alt=“___” Author: <meta name=“author” content=“___”> Description tag (indirect): <meta
name=“description” content=“___”> Micro-formatting Keyword variation
Facilitating the Indexing Stage
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
seo
Domain Age Domain Name URL Page Name Domain History Brand Reputation Page Speed Content Quality Inbound Links Keywords
Important Ranking Factors
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seo
Keywords
ContentLinks
Focus on the 3 Most Important
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
seo
Ranking Factors: Keywords
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
seo
Keyword: Queries typed into search engines
Google’s algorithm matches websites to search engine queries
Early search engines were keyword driven
Google still relies on keyword queries… but is moving beyond them.
medical software
best medical software
top medical software
health care software
med software system
medical office
software
AIMSVAR conference
Ranking Factors: Keywords
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
seo
The 1st Step for Both PPC & SEO
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
seo
• Which KWs show intent
• Prioritize target KW list
• What KWs is your audience using?
• Use KWs in content and links
4. Insertio
n
1. Audienc
e
2. Intent
3. Prioritiz
e
Keywords
ContentLINKS
Focus on the 3 Most Important
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
seo
“the Anti-Christ”
“more evil than Satan”
“miserable failure”
Victims of the Google Link Bomb
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seo
Ranking Factors: Link Volume
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seo
Number of linking domains Variety of linking domains Number of linking TLDs: .edu, .gov, .org, .com,
etc. Number of linking root and internal pages Use keywords for link anchors
Session Goals
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
web lead gen
1. Friends and families2. Organizations and associations3. Alumni groups4. Press releases and free directories5. Meetup.com and online groups6. Conference attendees
Free Linkbuilding Opportunities
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
seo tips
Keywords
CONTENTLinks
Focus on the 3 Most Important
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
seo
Content Relevance & Theme
Content Quality & Readability
Content Freshness
Content Length
Content Uniqueness
Ranking Factors: Content
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
seo tips
It’s About User Engagement
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
remember
Articles Product descriptions Blog posts Marketing materials User-generated content
(UGC)
Powerpoint slides Infographics Whitepapers Video and audio
Content is King
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
seo
Session Goals
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
web lead gen
Getting/Creating Good Content
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
seo tips
Manufacturer materials and content – but unique!
Buyer guides, glossary and news summaries
Craig’s List, Odesk.com
“Repurposing”
Repurposing
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
seo tips
Start with strong content Keep unique Great for link-building! Plus press releases
White Paper
Power Point Slides
Info-graphic
PDF Doc
Video
Avoid Google Jail: Spam Content
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
seo
Hidden text Keyword stuffing Duplicate content Doorway pages Cloaking: different pages for
various search engines
CPA
PPC
SEO
• Search engine optimization (organic)• Pay-per-click (and paid placement)• Cost-per-acquisition (affiliate marketing)
Primary Traffic Drivers
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
web traffic
Search & Paid Advertising
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
sem/ppc
Immediate Results Guaranteed Top Position Builds Brand Awareness Easier to Measure and Fine Tune Potentially Higher Conversion Rates
PPC Advantage
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sem/ppc
Increasingly competitive
Easy to waste money
Overwhelming data flow
Traffic stops when budget ends
Click fraud potential
Potential Pitfalls
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
sem/ppc
Session Goals
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
web lead gen
Think Vegas: what can you afford to lose?
Average Commissions/Deal $500.00
Target Average Profit $200.00
Target Cost Per Deal $300.00
Average Lead Closing Ratio 6.00%
Your Maximum Lead Price $18.00
PPC Click-to-Lead Ratio 6.00%
Max Affordable PPC Price $1.08
1. Set a Budget
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
sem/ppc
2. Keyword Research
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
sem/ppc
• Look for needs & desires
• SpyFu.com• Compete.com• Google Trends
• Intent• Volume
• Google Adwords Keywords Tool
• GA Placement Tool
• Review competitor ads
• Create ads for “need” points
4. Insertio
n
1. Audienc
e
2. Intent
3. Prioritiz
e
Check out your competition
ABC = CTA (Call to Action)
Use hot button keywords
Benefits vs features
Text vs display ads
3. Create PPC ads
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
sem/ppc
Don’t send to PPC clicks to home page
Think sales (conversion) funnel
Sync landing pages with ads
More ABC=CTA
Clicks are proto-leads
4. Landing Pages
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sem/ppc
PPC Landing Page Example
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sem/ppc
Trained sales or service staff
Optimized website
High-conversion LP and funnel
Tracking functions
Financial oversight
5. Pre-launch Checklist
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
sem/ppc
PPC
Search
Display
Mobile
Tier 2
Where do ads show up?
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
sem/ppc
99 Designs, Odesk
Trada
Google.com/ads/learn
Free vouchers
Free campaign reviews
Adwords Placement & Traffic Estimator
PPC Toolbox
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
sem/ppc
Online Marketing
Search Engine
Marketing
Paid Search (PPC, etc.)
SEO
Affiliate Marketing
Website Optimization
Analytics
Conversion Optimization
Email Marketing
Automated Campaigns
Social Media Marketing
Reputation Management
Online Marketing Channels
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
web lead gen
Proven Effectiveness
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affiliate
Pay per click or call
Lead generators (CPL)
Specialists or publishers
Networks
Ecommerce sales affiliates (CPA)
Performance Marketing
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
affiliate
Publishers with ad space
Companies with opt-in email lists
PPC and SEO experts
Requires 3rd party tracking on your site
Competition for top publishers
CPA Marketers at Work
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
affiliate
Affiliate Marketing Map
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
affiliate
Automated form or phone
Current acceptable cost per sale
Exclude PPC brand bids
Affiliate networks
Affiliate agencies
80/20 rule
Two-way street
Getting Started
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
affiliate
Affiliate meetup group
Affiliate Summit
Affiliate forums
Data feeds
YouTube
Affiliate Tools
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
affiliate
Online Marketing
Search Engine
Marketing
Paid Search (PPC, etc.)
SEO
Affiliate Marketing
Website Optimizatio
n
Analytics
Conversion Optimization
Email Marketing
Automated Campaigns
Social Media Marketing
Reputation Management
Online Marketing Channels
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
web lead gen
Click-throughs = At Bats
App Starts = Batting Average
Lead Generation = RBIs
Close Ratio = Win/Loss Percentage
Sometimes Ugly wins!
Site Optimization = Baseball
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
conversions
Secret Formula
1. Test! Test! Test!
2. Mimic successful competitors
3. Measure and track
4. Test! Test! Test!
How to Improve Conversions
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
conversions
Google Analytics
Google Search
CrazyEgg
CMS (Wordpress)
Website Optimization Tools
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
conversions
Visit your top competitor websites every week
Install Google Analytics
Set up Google Analytics conversion funnels
Decide on a primary landing page
Test the landing page every week
Site Optimization Game Plan
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
conversions
Online Marketing
Search Engine
Marketing
Paid Search (PPC, etc.)
SEO
Affiliate Marketing
Website Optimization
Analytics
Conversion Optimization
Email Marketing
Automated Campaigns
Social Media Marketing
Reputation Management
Online Marketing Channels
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
Why Email Marketing
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
Increase lead conversion
Upsell products and services
Generate referrals
Retain customers
Automation opportunities
Great open rates for B2B
Benefits of Email Marketing
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
Read & understand the CAN-SPAM Act
Spamming will cost money
It does go on your record
Use it to increase click-throughand conversion rates
Know the Law
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
Commercial emails must include:
An Opt-Out mechanism
Valid physical address
Must be identified as an ad
Have correct header data
Non-deceptive subject line
Know the Law
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
NEVER do any of the following:
Sell or share opt-out data
List-build through scraping
Delay/hinder opt-outs
Use deceptive header info
Use deceptive subject lines
Know the Law
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
Use your email marketing system to…
Build awareness and trust
Provide helpful info
Nurture prospects
Be there when they’re ready
Persistence & Nurture Marketing
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
Create “set & forget” autoresponder campaigns:
New prospects or leads
New clients
Funnel drop-offs
Referral requests
Monthly newsletters
Email Marketing Automation
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
Online Marketing
Search Engine
Marketing
Paid Search (PPC, etc.)
SEO
Affiliate Marketing
Website Optimization
Analytics
Conversion Optimization
Email Marketing
Automated Campaigns
Social Media
Marketing
Reputation Management
Online Marketing Channels
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
web lead gen
Yelp and review sites
Yahoo! Answers and forums
Meetup
Google+ and Facebook
Social Media Checklist
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
social
Have a goal beyond engagement, likes and joins.
Build your profile as if your career depended on it.
Integrate with SEO, website and email.
Social Media Plan
Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar
social
Social
Author tag
SEO
Rey Villar
Sr. Digital MarketerNetCredit.com
PrincipalWeb1Media.com
Email: [email protected]
Twitter: @reyvillarLinkedIn: reynaldovillarBlog: web1media.com/blog
15 years in mortgage origination
12+ years in online marketing
B2C lead gen for mortgage, insurance, healthcare and consumer finance
B2B lead gen for health insurance technology, manufacturing
Affiliate marketer Digital marketing
writer/coach to Chicago entrepreneurs and marketers
UW-Stout grad student Long-suffering Cubs fan
living in Packerland
who?
Workshop: Generating Leads, Prospects and Sales with Digital MarketingInstructor: Rey Villar
AIMSVAR 2013 Annual ConferenceDoubleTree AtlantaApril 25, 2013