The 'Lead Machine' - Jeremy Spiller

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How to bake the perfect online marketing strategy

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  • How to bake the perfectonline marketing strategy

  • Jeremy Spiller

    n Twitter.com/jeremyspiller

    0044 1273 704771

    [email protected]

  • If you cant explain it simply you dont understand it well enough

  • #cimcake

  • 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

  • Your website

  • You cannot win a Grand Prix with one of these

    Digital Marketing Search Engine Marketing |

  • The right highly tuned vehicle is needed

  • Change

  • Mobile search

  • !Mobile

    Is your site optimised for mobile?

  • Responsive design, free guide

    www.whitehatmedia.com

    Is your Business Mobile-Ready? Free Guide

  • Change in sales and marketing

    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

  • The right highly tuned vehicle is needed

  • 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

  • More than 70 Microso/ 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.

  • A plan for success

  • Traditional sales and marketing overview

    Demand Generation Lead Nurture

    CRM

  • Traditional sales and marketing overview

    Demand Generation Lead Nurture

    CRM

  • Who are your leads today?

    People who complete your enquiry forms?

  • Read your blogs? Respond to your email? Download your eBooks? Attend your webinars? Watch your videos? Visit your website?

    Who are your leads today?

  • Fairly standard view

  • Useful

  • Very useful

  • The Balanced Scorecard

    nBy Robert S.Kaplan and David P Norton (1996)

    nA Landmark Achiement Michael Hammer

  • The digital marketing balanced scorecard

    Audit Plan Action Measure Results

    SEO

    PPC

    Content

    Social

    Email

  • More resources

    New strategy

    Measurement

    What this means to you

  • Larger teams are needed, more specialists

  • You can outsource

  • Channels

  • Demand generation channels

  • Lets look at channels

  • Gather and nurture quality data

    nContent campaigns

    nSocial media off-ramping

    nWebinar registration

    nEvents

    nTraditional

  • Segment your data

    Type of contact

    Profile

    Interest

  • The most impactful change; the subject line. What do you think of the following?

  • Net Results Newsletter

  • Campaigns weve been working on?

  • 78% of SAPs customers are SME

  • How to Build an All-Star Social Media Team

  • 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

    All based on good content

  • Plan your content calendar

    Frequency? To who, and segment? What content?

  • Track success with analytics

  • What is paid search?

    Rapid results

    Can be costly

    Must be measured well

    Easy to use, difficult to master

  • 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

  • Use Day Parting

    Change bid prices depending on the time of day

  • Offer value

  • Search Engine Optimisation (SEO) Factors

    Competitors

    On-page

    Off-page

  • Title tags Descriptions H1, H2, H3 Link text Alt image text URLs

    On-page can be easily fixed

  • 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

  • Importance of off page

  • Off page is continuous

  • Major Google updates now more frequent

    2

    31

    2012 2006

  • And with strange names

    Panda Penguin Venice

    Mostly about improving content

  • Link and off-ramp directly from social media

    And encourage others to do so through share, re-tweet

  • Lead nurture

  • Only 3% of your site visitors are ready to purchase on the first visit

    Conversion

  • People decide over a time span

  • Traditional sales and marketing overview

    Demand Generation Lead Nurture

    CRM

    Thus the need for nurture

  • Content

  • Content has become centre stage

  • Personalise

  • Progressively profile

    Learn more

  • Measure and monitor

  • Automa=cally track ac=vity

    Downloaded; Best Practices for Creating a Content Marketing Strategy

  • Automate and score

  • TOFU MOFU BOFU

    Time

    Ready To Buy

    Building Readiness to Buy

  • 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

  • Traditional sales and marketing overview

    Demand Generation Lead Nurture

    CRM

  • Maybe help and support

  • 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

  • If you want help or to know more

    [email protected]