The 'Lead Machine' - Jeremy Spiller
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Transcript of The 'Lead Machine' - Jeremy Spiller
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How to bake the perfectonline marketing strategy
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Jeremy Spiller
n Twitter.com/jeremyspiller
0044 1273 704771
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If you cant explain it simply you dont understand it well enough
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#cimcake
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A bullet point list
n Change
n What does this mean to you?
n Building a joined up strategy
n Demand generation
n Lead nurture
n Next steps
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Your website
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You cannot win a Grand Prix with one of these
Digital Marketing Search Engine Marketing |
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The right highly tuned vehicle is needed
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Change
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Mobile search
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!Mobile
Is your site optimised for mobile?
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Responsive design, free guide
www.whitehatmedia.com
Is your Business Mobile-Ready? Free Guide
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Change in sales and marketing
1 Collateral
2 Telemarketing
3 Events
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Change in sales and marketing
1
2
3
8
7
6
5
4
Collateral
Telemarketing
Events
Email SEO
PPC
Social Media
Content
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The right highly tuned vehicle is needed
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Audit and Recommendations
Search engine optimisation
Social media presence Content Technology Site structure Conversion quality 50 plus factors
checked
Audit and analysis Have the best site you can have
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More than 70 Microso/ Partners sites audited in the last five months
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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.
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A plan for success
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Traditional sales and marketing overview
Demand Generation Lead Nurture
CRM
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Traditional sales and marketing overview
Demand Generation Lead Nurture
CRM
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Who are your leads today?
People who complete your enquiry forms?
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Read your blogs? Respond to your email? Download your eBooks? Attend your webinars? Watch your videos? Visit your website?
Who are your leads today?
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Fairly standard view
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Useful
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Very useful
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The Balanced Scorecard
nBy Robert S.Kaplan and David P Norton (1996)
nA Landmark Achiement Michael Hammer
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The digital marketing balanced scorecard
Audit Plan Action Measure Results
SEO
PPC
Content
Social
Email
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More resources
New strategy
Measurement
What this means to you
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Larger teams are needed, more specialists
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You can outsource
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Channels
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Demand generation channels
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Lets look at channels
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Gather and nurture quality data
nContent campaigns
nSocial media off-ramping
nWebinar registration
nEvents
nTraditional
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Segment your data
Type of contact
Profile
Interest
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The most impactful change; the subject line. What do you think of the following?
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Net Results Newsletter
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Campaigns weve been working on?
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78% of SAPs customers are SME
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How to Build an All-Star Social Media Team
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Why people unsubscribe
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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
All based on good content
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Plan your content calendar
Frequency? To who, and segment? What content?
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Track success with analytics
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What is paid search?
Rapid results
Can be costly
Must be measured well
Easy to use, difficult to master
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Cost paid x Quality Score: CTR x Quality Score: other
The price you pay for each click (often be less than the price you bid)
The % of people who click on your ad
Wording of your ad
Text on your landing page
Age of your account
CTR of your account
c. 70% c. 20% c. 10%
Bid price and Quality Score
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Use Day Parting
Change bid prices depending on the time of day
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Offer value
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Search Engine Optimisation (SEO) Factors
Competitors
On-page
Off-page
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Title tags Descriptions H1, H2, H3 Link text Alt image text URLs
On-page can be easily fixed
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Audit and Recommendations
Search engine optimisation
Social media presence Content Technology Site structure Conversion quality 50 plus factors
checked
On-page can be easily fixed
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Importance of off page
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Off page is continuous
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Major Google updates now more frequent
2
31
2012 2006
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And with strange names
Panda Penguin Venice
Mostly about improving content
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Link and off-ramp directly from social media
And encourage others to do so through share, re-tweet
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Lead nurture
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Only 3% of your site visitors are ready to purchase on the first visit
Conversion
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People decide over a time span
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Traditional sales and marketing overview
Demand Generation Lead Nurture
CRM
Thus the need for nurture
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Content
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Content has become centre stage
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Personalise
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Progressively profile
Learn more
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Measure and monitor
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Automa=cally track ac=vity
Downloaded; Best Practices for Creating a Content Marketing Strategy
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Automate and score
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TOFU MOFU BOFU
Time
Ready To Buy
Building Readiness to Buy
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The perfect Balanced Scorecard
Audit Plan Action Measure Results
SEO 10 10 10 10 10
UX 10 10 10 10 10
Content 10 10 10 10 10
Social 10 10 10 10 10
PPC 10 10 10 10 10
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Traditional sales and marketing overview
Demand Generation Lead Nurture
CRM
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Maybe help and support
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The very best website you can have A strong plan Demand generation through channels Lead Nurture Great content Automated marketing Measure and monitor Help and support, maybe
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If you want help or to know more
