Techconnect Singapore 2014 - Driving Quality Leads with Content
-
Upload
linkedin-singapore -
Category
Marketing
-
view
50 -
download
0
description
Transcript of Techconnect Singapore 2014 - Driving Quality Leads with Content
![Page 1: Techconnect Singapore 2014 - Driving Quality Leads with Content](https://reader031.fdocuments.in/reader031/viewer/2022012916/5493165ab47959d03c8b4c0c/html5/thumbnails/1.jpg)
![Page 2: Techconnect Singapore 2014 - Driving Quality Leads with Content](https://reader031.fdocuments.in/reader031/viewer/2022012916/5493165ab47959d03c8b4c0c/html5/thumbnails/2.jpg)
Through the
buying cycle
60%
![Page 3: Techconnect Singapore 2014 - Driving Quality Leads with Content](https://reader031.fdocuments.in/reader031/viewer/2022012916/5493165ab47959d03c8b4c0c/html5/thumbnails/3.jpg)
Create Content that Drives Lead Generation
Step 1
![Page 4: Techconnect Singapore 2014 - Driving Quality Leads with Content](https://reader031.fdocuments.in/reader031/viewer/2022012916/5493165ab47959d03c8b4c0c/html5/thumbnails/4.jpg)
Step 1: Create Content that Drives Lead Generation
Lead generation success starts by developing and delivering
the right content. You need to GIVE value to GET value.
“Sell something, get a customer for a day. Help someone, get a customer for life.”
– Jay Baer, digital marketing strategist, speaker, author and president of Convince & Convert
![Page 5: Techconnect Singapore 2014 - Driving Quality Leads with Content](https://reader031.fdocuments.in/reader031/viewer/2022012916/5493165ab47959d03c8b4c0c/html5/thumbnails/5.jpg)
Start by asking yourself… “What are the common questions my audience is asking?”
Step 1: Create Content that Drives Lead Generation
9
![Page 6: Techconnect Singapore 2014 - Driving Quality Leads with Content](https://reader031.fdocuments.in/reader031/viewer/2022012916/5493165ab47959d03c8b4c0c/html5/thumbnails/6.jpg)
Turn Your Content Into Compelling Updates
Step 2
![Page 7: Techconnect Singapore 2014 - Driving Quality Leads with Content](https://reader031.fdocuments.in/reader031/viewer/2022012916/5493165ab47959d03c8b4c0c/html5/thumbnails/7.jpg)
Use targeting to deliver the right
message to the right person at the right time.
But be careful NOT to over-target.
Step 2: Turn Your Content Into Compelling Updates
![Page 8: Techconnect Singapore 2014 - Driving Quality Leads with Content](https://reader031.fdocuments.in/reader031/viewer/2022012916/5493165ab47959d03c8b4c0c/html5/thumbnails/8.jpg)
Your audience should always be at the center of your content. This is about THEM, not YOU.
01 Call out your audience
02 Use the word “you”
03 Explain what’s in it for them
Step 2: Turn Your Content Into Compelling Updates
![Page 9: Techconnect Singapore 2014 - Driving Quality Leads with Content](https://reader031.fdocuments.in/reader031/viewer/2022012916/5493165ab47959d03c8b4c0c/html5/thumbnails/9.jpg)
• Strong thumbnail images
• Compelling headlines• Name dropping
What works
• The hard sell • Long copy• Blurred photos
What doesn’t
Step 2: Turn Your Content Into Compelling Updates
![Page 10: Techconnect Singapore 2014 - Driving Quality Leads with Content](https://reader031.fdocuments.in/reader031/viewer/2022012916/5493165ab47959d03c8b4c0c/html5/thumbnails/10.jpg)
Optimize Your Landing Pages
Step 3
![Page 11: Techconnect Singapore 2014 - Driving Quality Leads with Content](https://reader031.fdocuments.in/reader031/viewer/2022012916/5493165ab47959d03c8b4c0c/html5/thumbnails/11.jpg)
Step 3: Optimize Your Landing Pages
Once the member clicks your update, delight them with an experience on your website that will convert.
![Page 12: Techconnect Singapore 2014 - Driving Quality Leads with Content](https://reader031.fdocuments.in/reader031/viewer/2022012916/5493165ab47959d03c8b4c0c/html5/thumbnails/12.jpg)
70% of clicks from Sponsored Updates will come from mobile.
Step 3: Optimize Your Landing Pages
Most important, make sure your landing page is mobile responsive—otherwise you are wasting leads.
![Page 13: Techconnect Singapore 2014 - Driving Quality Leads with Content](https://reader031.fdocuments.in/reader031/viewer/2022012916/5493165ab47959d03c8b4c0c/html5/thumbnails/13.jpg)
Step 3: Optimize Your Landing Pages
Keep your forms short.
No one wants to spend time filling out a lengthy form. Only capture the information you absolutely need—this will help with conversions, especially on mobile.
Name
Phone
SUBMIT
![Page 14: Techconnect Singapore 2014 - Driving Quality Leads with Content](https://reader031.fdocuments.in/reader031/viewer/2022012916/5493165ab47959d03c8b4c0c/html5/thumbnails/14.jpg)
Tune Your Campaigns for Maximum Effectiveness
Step 4
![Page 15: Techconnect Singapore 2014 - Driving Quality Leads with Content](https://reader031.fdocuments.in/reader031/viewer/2022012916/5493165ab47959d03c8b4c0c/html5/thumbnails/15.jpg)
Step 4: Tune Your Campaigns for Maximum Effectiveness
When creating the link for your LinkedIn updates, use a tracking code in the URL to measure lead generation results.
![Page 16: Techconnect Singapore 2014 - Driving Quality Leads with Content](https://reader031.fdocuments.in/reader031/viewer/2022012916/5493165ab47959d03c8b4c0c/html5/thumbnails/16.jpg)
Step 4: Tune Your Campaigns for Maximum Effectiveness
Once your Sponsored Updates campaign is live, you can track the performance using our LinkedIn Company Page Analytics tool.
![Page 17: Techconnect Singapore 2014 - Driving Quality Leads with Content](https://reader031.fdocuments.in/reader031/viewer/2022012916/5493165ab47959d03c8b4c0c/html5/thumbnails/17.jpg)
17
![Page 18: Techconnect Singapore 2014 - Driving Quality Leads with Content](https://reader031.fdocuments.in/reader031/viewer/2022012916/5493165ab47959d03c8b4c0c/html5/thumbnails/18.jpg)
Create the all-encompassing guide to whatever conversation you want to own
![Page 19: Techconnect Singapore 2014 - Driving Quality Leads with Content](https://reader031.fdocuments.in/reader031/viewer/2022012916/5493165ab47959d03c8b4c0c/html5/thumbnails/19.jpg)
Repurpose Content
Company Pages Sponsored Updates LinkedIn Groups SlideShare
![Page 20: Techconnect Singapore 2014 - Driving Quality Leads with Content](https://reader031.fdocuments.in/reader031/viewer/2022012916/5493165ab47959d03c8b4c0c/html5/thumbnails/20.jpg)
The Results: First 30 Days Snapshot
11,530 Downloads4207 Webinar Registrants
22,764 Views19,224 Uniques
Over 1/3 of Leads were MQLs
![Page 21: Techconnect Singapore 2014 - Driving Quality Leads with Content](https://reader031.fdocuments.in/reader031/viewer/2022012916/5493165ab47959d03c8b4c0c/html5/thumbnails/21.jpg)
18000% ROI
![Page 22: Techconnect Singapore 2014 - Driving Quality Leads with Content](https://reader031.fdocuments.in/reader031/viewer/2022012916/5493165ab47959d03c8b4c0c/html5/thumbnails/22.jpg)
Steps To Lead Generation Success with Sponsored Updates
Step 2: Create Compelling Updates
Step 1: Create Content That Drives Leads
Step 4: Tune Your Campaigns
Step 3: Optimize Your Landing Pages
![Page 23: Techconnect Singapore 2014 - Driving Quality Leads with Content](https://reader031.fdocuments.in/reader031/viewer/2022012916/5493165ab47959d03c8b4c0c/html5/thumbnails/23.jpg)
&
![Page 24: Techconnect Singapore 2014 - Driving Quality Leads with Content](https://reader031.fdocuments.in/reader031/viewer/2022012916/5493165ab47959d03c8b4c0c/html5/thumbnails/24.jpg)