AIIM November 2010
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1 Lead Generation For More Sales Brian Offenberger, CeM Increase Website Traffic
Transcript of AIIM November 2010
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Lead Generation For More Sales
Brian Offenberger, CeM
Increase Website Traffic
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Meet Brian Offenberger
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Customers Have Changed
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Old Media vs. New Media
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Marketing Hasn’t Changed
• Talking instead of interacting
• Push messaging (outbound)
• Messaging about companies and products
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Blocking Traditional Marketing
• People are better at blocking traditional marketing– Email = spam filters– Telemarketing = caller id and do-not-call lists– TV = TIVO and video content online– Radio = Sirius (satellite) and online, IPOD– Trade show = online alternatives, most job seekers
and vendors– Print publications = closing down and/or laying off
staff…blogs much more popular
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Where Did People Go?
• Search engines – rather than deal with a sales rep…search it online
• Blogs replaced trade publications
• Social mediasphere – social media such as LinkedIn, Twitter, Facebook, YouTube and others
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Today’s Actions
If people block traditional
marketing and have gone
online in historically
unprecedented numbers,
WHAT SHOULD YOU DO?
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Today’s Rule for Success
Match the way you market your products with the
way your prospects LEARN ABOUT and SHOP
for your products. The best way to do that is by
generating leads through inbound marketing.
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Inbound Marketing Is Like…
Fishing –
• Bait the hook the right way (relevant content)
• Fish in the right spots (marketing channels)
• Fish find bait and come to you (inbound marketing)
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Marketing Objective # 1
Change the mode of your marketing from a
one way sales message to a collaborative,
living, breathing, interactive resource center
for your marketplace
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Marketing Objective # 2
Turn your website into a
magnetic resource center for
your industry that PULLS
PEOPLE IN
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Marketing Objective # 3
• Use a multi-channel approach for lead generation, lead nurturing and customer retention
• Use more online marketing
• Use direct response messaging – no more branding
• Measure and test to understand results and find out what works best
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Increase Website Traffic
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Website Factors
• Must be seen by search engines
• Meta titles, descriptions, and tags
• Keyword relevance
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Natural Search Rankings
• Context
• Authority/inbound links
• Social graphing
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Smart Phones
• Primary internet access point by 2014
• Location and geo-targeting
• Mobile compatible websites
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• Customize your stuff
• Encourage interaction to build authority
• Be conversational
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Facebook ExamplesA typical
Page for a
company
without
customized
content
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Facebook Examples
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• Great profiles – business and personnel
• Relevant groups – vertical market targets
• 3 steps for success
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Content
• Be REMARKABLE • Be relevant
• Be unique
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Types of Content
• Case studies
• Articles
• Interviews
• Blogs
• Video
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YouTube
• Relevant
• Concise
• Tagged correctly
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Inbound Links
• Write for others
• Remarkable content
• Concentrated effort
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Online Advertising
• Search engines
• Social networks – LinkedIn, Facebook
• Blogs and forums
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Success Formula
Traffic + Conversions = Sales
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Quick Conversion Tips
• Answer the question “Why Buy From You”
• Answer the question “Can I Trust You”
• Keep Scent Constant
• Make Buying Easy
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Action Steps• Conduct traffic source analysis
• Engineer your website (structure and context)
• Know your market
• Listen to relevant conversations
• Start a blog
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You Could Win!
Custom Facebook and LinkedIn marketing plan for your business
-with-
Custom Facebook welcome page
$1995 value
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How to Reach Me
• Toll Free: (877) 837-8803• Fax: (602) 412-3663• Local: (602) 412-3168
• Website: www.RightOn-NoBull.com• Email: [email protected]• Facebook: www.Facebook.RightOn-NoBull.com
• Address: 5530 East Beck Lane
Scottsdale, AZ 85254
