Lead  Generation  for  Broadcasters

Seth  Resler  @SethResler @JacobsMedia

@SethResler @JacobsMedia

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Seattle

St. Louis

Boston Providence New York City

Silicon Valley

Seth  Resler

@SethResler @JacobsMedia

How  do  stations  generate  sales  leads?

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@SethResler @JacobsMediaProspecting

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@SethResler @JacobsMediaWebsites

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For more information, call (555) 867-5309

Advertise

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Advertise with Us

@SethResler @JacobsMediaAgenda

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• Review: Content Marketing?

• The Ad Buying Cycle

• Use Content Marketing to Attract Leads and Close Sales

@SethResler @JacobsMedia

Content  Marketing

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@SethResler @JacobsMediaContent  Marketing

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@SethResler @JacobsMediaContent  Marketing

1.  Create  Content  2.  Promote  ‣Social  Media  ‣Search  Engines  ‣On  the  Air  

3.  Convert  4.  Measure

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@SethResler @JacobsMedia

How  do  clients  decide  to  buy  ads?

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@SethResler @JacobsMediaComplex  Sale

• Long  buying  cycle    • Expensive  • Multiple  stakeholders  • Research  • Usually  B2B

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@SethResler @JacobsMediaCar  Buying  Cycle

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Do  I  need  a  car?

What  make  and  model?

Where  do  I  buy  it?

Let’s  take  a  test  drive!

@SethResler @JacobsMediaAd  Buying  Cycle

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Should  we  advertise?

To  which  demographic?

Which  medium?

Which  station?

@SethResler @JacobsMediaWanna  buy  some  ads?

@SethResler @JacobsMedia

How  do  we  engage  potential  clients    earlier  in  the  buying  cycle?

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@SethResler @JacobsMediaAd  Buying  Cycle

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Should  we  advertise?

To  which  demographic?

Which  medium?

Which  station?

@SethResler @JacobsMediaEarly  Stage  Content

Should  we  advertise?  

•List:  10  Things  to  Do  Before  You  Advertise  •Quiz:  Are  You  Ready  to  Advertise?  

•White  Paper:  How  to  Plan  a  Successful  Advertising  Campaign  

•Webinar:  The  Secrets  to  a  Successful  Advertising  Campaign

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@SethResler @JacobsMediaMid-­‐Stage  Content

Which  demographic?    Which  medium?  

•Webinar:  How  to  Target  the  Right  Customers    

•List:  10  Signs  You  Shouldn’t  Be  Advertising  on  Radio  or  TV    

•Quiz:  Which  Advertising  Medium  is  Right  for  Your  Company?  

•White  Paper:  How  to  Select  the  Right  Media  Mix  for  Your  Advertising  Campaign

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@SethResler @JacobsMediaLate  Stage  Content

Which  station?  

•List:  10  Questions  to  Ask  Your  Radio  or  TV  Salesperson    

•Quiz:  Which  Station  is  Right  for  Your  Company?  

•White  Paper:  A  Guide  to  Understanding  TV  and  Radio  Ratings  

•Webinar:  The  Secrets  to  Selecting  the  Right  Station  to  Advertise  On

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@SethResler @JacobsMediaContent  Ideas

• Format:  White  Papers,  Webinars,  Videos,  Podcasts,  Quizzes,  Lists,  Advice  Columns,  Expert  Interviews,  Events,  etc.  

• Target  Industries:  Automotive,  Financial,  Communications,  Restaurants,  etc.  

• Stakeholders:  C-­‐Level,  Marketing,  Sales,  Agency,  etc.  

• Holidays  &  Events  • Case  Studies

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@SethResler @JacobsMedia

How  do  we  stay  engaged  with  clients  throughout  the  buying  cycle?

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@SethResler @JacobsMediaLead  Nurturing

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Should  we  advertise?

To  which  demographic?

Which  medium?

Which  station?

@SethResler @JacobsMediaCapture  Contact  Info

Please  select  a  form:      ▢  Long          ▢  Email          ▢  None  

•Will  they  complete  it?  •Which  stage?  •What  type  of  content?  •What  device  are  they  on?  •Do  you  need  the  info?

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@SethResler @JacobsMediaAutomated  Email  Campaign

• List  for  potential  clients  (not  the  audience)  

• Signup  triggers  the  campaign  

• Drip  out  content  

• Watch  what  they  open

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@SethResler @JacobsMedia

When  should  our  salespeople  call?

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@SethResler @JacobsMediaLead  Scoring

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Should  we  advertise?

To  which  demographic?

Which  medium?

Which  station?

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@SethResler @JacobsMediaCoffee  is  for  Closers

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@SethResler @JacobsMediaLeads

• Lead  Nurturing:  Engages  with  potential  clients  during  every  phase  of  the  buying  cycle  

• Lead  Scoring:  Determines  which  stage  of  the  buying  cycle  a  potential  clients  is  in

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@SethResler @JacobsMediaWebsite  Revisited

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Advertise

Want to grow your business? We can help! To speak to an advertising specialist, call (555) 867-5309.

Still researching? Not ready to talk to a specialist yet? No problem! Here are some tools to help:

• Checklist: Are You Ready to Advertise? • How to Target the Right Audience • Guide to Understanding Media Ratings

Advertising Resources

- Early - Middle - Late

@SethResler @JacobsMediaContent  Marketing  for  Leads

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Advertising Resources

@SethResler @JacobsMediaAdvantages

• Engage  earlier  in  the  buying  cycle  

• Engage  them  through  the  entire  cycle  

• Salespeople  enter  at  the  right  time,  closing  more  deals  

• Salespeople  don’t  waste  time

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@SethResler @JacobsMediaNext  Steps

• Identify  the  stages  of  the  buying  cycle  • Create  content  for  each  stage  • Put  content  behind  the  appropriate  forms  • Design  a  system  to  score  leads  • Determine  when  a  lead  is  ready  to  talk  to  a  salesperson  

• Implement  an  email  campaign  to  nurture  leads  that  aren’t  ready  for  salespeople  yet

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Seth@JacobsMedia.com  

•A/B  Tests  •Analytics  •Blogs  •Email  

•Mobile  App  •Podcasts  •Search  Engines  •Social  Media  

•Text  Messaging  •Usability  Tests  •Videos  •Website