Online Marketing Strategy for Maximum Visibility and Lead Generation

Amiro Consulting Online Marketing on Demand Martin Tantow, President [email_address] +1 (408) 594-5250 +49 (163) 1703350

What is Web Marketing? ,[object Object]

Why is it important? ,[object Object],[object Object],[object Object]

[object Object],[object Object],Will they find you?

[object Object],[object Object],[object Object],[object Object],You’ll need a strategy & execute well!

Generating leads by optimizing your online presence Be Seen ,[object Object],[object Object],[object Object],Be Found ,[object Object],[object Object],[object Object],Capture & Engage ,[object Object],[object Object],[object Object],Convert ,[object Object],[object Object],Analyze ,[object Object],[object Object],[object Object],Website Search marketing Lead generation Sales strategy Web Analytics

Be Seen: Build a professional website ,[object Object],[object Object],[object Object],[object Object],[object Object],Unique visitors Page views Time spent Key KPIs:

Be Seen: Quick SEO Overview (1/2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Be Seen: Quick SEO Overview (2/2) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Be Seen: Make sure your site can weather the storm ,[object Object],[object Object],[object Object],[object Object],Website performance is critical. Money is well spent!

Be Seen: The importance of search rankings ,[object Object],[object Object],[object Object],Source: iProspect Blended Search Results Study, April 2008 First page Only a few Over 3 pages First 3 pages First 2 pages Being on the first page on search results is critical.

Do you remember these Websites? Be Seen: How popular website looked when they were launched Well, that’s how they look like today! Source: http://web.archive.org/

Be Found: Organic vs. Paid (PPC) Search Engine Traffic Organic ,[object Object],[object Object],[object Object],[object Object],Paid (PPC) ,[object Object],[object Object],[object Object],[object Object],Organic and paid search engine traffic campaigns should be part of every Online Marketing strategy

Be Found: SEO & PPC working in tandem ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Approach

Be Found: Pay-per-click (PPC) Sponsored = paid “ Organic” search result ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],PPC Campaigns

Be Found: Heat Maps Heat maps give visibility to where people look on the screen; here: search result Why is SEO/SEM so important? Because you want to be listed in that upper left corner!

Be Found: Local Search ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Local search, like traditional search can be optimized

Be Found: Summary Your local listing Your PPC ads Your organic search results

Be Found: Participate in Social Media

Be Found: Getting Started with Social Media ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Be Found: Social Media = Trust in Advertising

Be Found: Social Media = Conversational Media The good... Address, Tel, URL, etc Opening hours Good reviews Map

Be Found: Social Media = Conversational Media ...and the ugly... Bad reviews Bad reviews Competitors Competitors Competitors Competitors

Be Found: Social Media Insights ,[object Object],[object Object],[object Object]

Be Found: What’s Right for your Brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Commitment & return low high

Capture & Engage: Create Registration Pages Build registration pages to collect user information

Capture & Engage: Ask people what they think ,[object Object],[object Object],[object Object],[object Object]

Capture & Engage: Have a Simple Call To Action ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Capture & Engage: Listen and Learn ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Convert: Integrate with a CRM System go CLOUD

Convert: Integrate with a CRM System ,[object Object],[object Object]

Convert: Optimize your sales process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],?

Convert: Analyze the sales process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Web Form Lead Capture Import Data Web Site Visitors Inbound Calls Lists Marketing Campaign • Google AdWords • Email Marketing • Partners • Banner Ad • Webcast • Trade Shows • PR ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],• Use the Jigsaw connector to import your leads • Marketing Imports the Tradeshow leads • Jigsaw Integration • Trade show • Site Registration • Ask the Expert Form • Webcast Registration • Organic Web traffic • AdWords/Paid Ad referrals • Direct Web Traffic • Word-of-mouth referrals Create New Leads ,[object Object],[object Object],Leads are captured through a variety of channels including: Website Registration, Tradeshow, Event Sign up, Inbound calls and sales inquiry forms. The chart below explains how leads are created in the CRM system through different lead sources. A campaign is an outbound marketing project that marketing plans, manages, and tracks within Salesforce. It can be a Pay per Click Ad, Live event, Banner advertisement, email, or other type of marketing initiative. Campaigns Google AdWords™ is an online advertising service used to create advertisements that display on major search engines, including Google. Google AdWords A lead is a prospect or potential opportunity - a person you met at a conference who expressed interest, or someone who filled out a form on the company’s website. Leads Convert: Sales Lead Generation Source: Salesforce.com

Converted Leads by Month Lead by Status Lead Conversion % Qualified? Set up different views to manage your leads. For example, today’s leads or leads sorted by lead type. Yes When you’re working a lead, you’ll set up a series of tasks, which might vary based on the type of lead. For example: Day 1: Personalize mass email Day 2: Call/voicemail Day 4: Call/voicemail Day 7: Personalize mass email Establish Contact? My Open Leads Duplicate Lead? Working Leads The find duplicate button searches for similar leads or contacts in Salesforce. If a lead turns out to be a duplicate, easily merge the two records. Salesforce has a number of AppExchange partners that provide high volume de-duplication and data cleansing tools. Yes No Use email marketing and call downs to re-market to your archived leads. Keep an archive of your dead leads. No Create a set of qualification questions, such as current situation, product of interest, timeframe, key decision makers If the lead is qualified, convert it into a contact, with an associated opportunity and account. Top Sales Reps Create a closed-loop follow-up process so leads don’t slip though the cracks. Establish a lead qualification process to make sure all sales reps use the same consistent methodology . Convert: Lead Qualification Process Source: Salesforce.com

Convert: Converting Opportunities into Customers Source: Salesforce.com Month-to-Date Trending Closed Business by Month Top Sales Reps Top 10 Deals Presentation Proposal Negotiation Won Yes No Open Opportunities You can monitor your opportunities reports and dashboards to keep track of your top deals and prioritize your time. Customize Salesforce to fit your internal sales methodologies and processes, making it easier to monitor your sales pipeline. Use email marketing and call downs to re-market to your archived opportunities. Keep an archive of your dead opportunities. Salesforce gives your entire company a 360-degree view of your customers and facilitates collaboration across your organization, helping you build strong, lasting customer relationships. Sales Support Marketing New Customers Close deals faster by providing a single place for updating deal information, tracking opportunity milestones, and recording interactions. Easily analyze your sales pipeline so you can quickly identify and eliminate any bottlenecks in the sales cycle.

Convert: Marketing Automation E-Mail Marketing E-Mail Marketing is one of the most important effective tools if used in the right way ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Recommendations

Convert: ROI by marketing activity Source: Search Marketing Benchmark Guide 2008, MarketingSherpa

Analyze: Keyword Research Example: Car Industry ,[object Object],[object Object]

Analyze: Keyword Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Analyze: Web Analytics: Keyword Research ,[object Object],Keyword Tool

Analyze: Keyword Research Prius Cheap car Car deals Hybrid Car deal ,[object Object],[object Object],Prius / Hybrid hype Hype for cheap cars Google Insights for Search Analysis

Analyze: Keyword Research Searches for “Cheap Car” in California Searches for “Cheap Car” in Northern California State level City level Bay Area

Analyze: Google Analytics is not enough ,[object Object],[object Object],[object Object],GetClicky Woopra

Analyze: Measure people’s behavior and improve website Heatmaps and Confetti view (CrazyEgg) Site Overlay (Google Analytics) ,[object Object],[object Object],[object Object]

will help you to Close more deals! Generate more leads from the Web Increase conversion rate from lead to prospect Increase your pipeline with higher conversion

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],We understand Online Marketing Talk to us [email_address] @amiroconsulting www.amiroconsulting.com

Online Marketing Strategy for Maximum Visibility and Lead Generation

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