Workshop: Generating Leads, Prospects and Sales

Workshop: Generating Leads, Prospects and Sales with Digital MarketingInstructor: Rey Villar

AIMSVAR 2013 Annual ConferenceDoubleTree AtlantaApril 25, 2013

Rey Villar

Sr. Digital MarketerNetCredit.com

Twitter: @reyvillarLinkedIn: reynaldovillar

15 years in mortgage origination

12+ years in online marketing

B2C lead gen for mortgage, insurance, healthcare and consumer finance

B2B lead gen for health insurance technology, manufacturing

Affiliate marketer Digital marketing

writer/coach to Chicago entrepreneurs and marketers

UW-Stout grad student Long-suffering Cubs fan

living in Packerland

who?

Rey Villar | Twitter: @reyvillar | LinkedIn: reynaldovillar

web lead genTraditiona

l Marketing

Broadcast

Estimation

Slow

“Pay and Pray”

DigitalMarketing

Targeted

Precision

Instant

“Pay per Result”

A NewMarketingLandscape

Traffic Prospects Leads Sales Retenti

on

The Online Lead Gen Process


how it works

Session Objectives


web lead gen

Specific steps for generating more online leads

Concrete ways to convert more online leads into online orders

Tools to harness the web for automation and efficiency

Session Goals


web lead gen

Session Deliverables


web lead gen

Understanding of online lead gen

Practical tips and steps

Resources and free tools

Plan of action

Online Marketing

Search Engine

Marketing

Paid Search (PPC, etc.)

SEO

Affiliate Marketing

Website Optimization

Analytics

Conversion Optimization

Email Marketing

Automated Campaigns

Social Media Marketing

Reputation Management

Online Marketing Channels


web lead gen

Traffic

• Generate traffic with SEO, PPC, web ads, affiliate marketing, email marketing

Prospect

• Generate & nurture prospects with email , social, affiliate marketing, SEO & SEM

Leads

• Generate & nurture leads: affiliate, SEM/SEO, email and conversion optimization

Sales

• Generate sales with conversion optimization, affiliate marketing, email marketing, sales team

Retention

• Retain clients with email, social media and direct marketing

The Online Lead Gen Process


how it works

CPA

PPC

SEO

• Search engine optimization (organic)• Pay-per-click (SEM, paid placement)• Cost-per-acquisition (affiliate marketing)

Primary Traffic Drivers


web traffic

Online Marketing

Search Engine

Marketing


SEO

Affiliate Marketing


Analytics


Email Marketing

Automated Campaigns





web lead gen

Ranking higher on…Search enginesOrganic entriesResults pagesBy gaming the search

engine algorithms

Search Engine Optimization


seo

3 Basic Search Engine Stages


seo

1. Crawl

2. Index

3. SERP Rankings

Google SERP (circa 2004)


seo

95% of all non-branded clicks come from Page 1 (iCrossing 2010)

36.4% of all clicks go to #1 entry (Optify 2010)

12.5% of clicks to go #2 entry (Optify 2010)

39% believe that top rank means industry best (eConsultancy 2009)

1st Page or Bust!


seo

Google SERP (circa 2008)


seo

Blended results for Google search for “shoes” with Racine, WI, location setting:

A. Top-3 Adwords adsB. Sidebar-7 Adword adsC. Google+ (Places) 7-PackD. Google maps (for Google+

Places)E. Organic listings – part 1F. Organic listings – part 2G. Google News

A

B

C

D

E

F

G

SERPs Today


seo

They don’t care about you… as a business

Google’s priority is the user experience

That’s the key to their dominance – and profits!

Google’s Likes You, But…


seo

Blended results for Google search for “running shoes” with Racine, WI, location setting:

A. Top-3 Adwords adsB. Google ShoppingC. Sidebar Adword adsD. Google+ (Places)E. Google maps (for Google+

Places)F. Organic listings – part 1G. Organic listings – part 2

A

B

CD

EF

G

SERPs Today


seo

Blended results for Google search for “Abraham Lincoln”

A. Organic 1st link – with sitelinks

B. Organic listings – part 1

C. Google VideoD. Organic listings – part

2E. Google NewsF. Organic listings – part

3G. Knowledge Graph

panel

Notice: NO ads

A

B

C

D

E

F

G

SERPs Today


seo

Pros and Cons


seo

Brand drivenLower costHigher ROIsLong-term resultsPersistence rewarded

Brand drivenLower volumeLower conversion ratesGradual resultsRequires commitment

Higher Ranking

s

More Traffic

More Leads

The Basic SEO Lead Gen Formula


seo

Domain & Server

Links

Social Media

Structure

Content

240+ Search Ranking Factors


seo

Gaming the Search Process


seo

1. Crawl

2. Index

3. SERP Rankings

Pyramid structureLinks between internal pagesPublicly accessibleMinimizing flash

and javascript

Facilitating the Search Crawler


seo

Title tag: <title> Header tag: <h1>, <h2>,

<h3>, etc. Image Alt & Title tags: alt=“___” Author: <meta name=“author” content=“___”> Description tag (indirect): <meta

name=“description” content=“___”> Micro-formatting Keyword variation

Facilitating the Indexing Stage


seo

Domain Age Domain Name URL Page Name Domain History Brand Reputation Page Speed Content Quality Inbound Links Keywords

Important Ranking Factors


seo

Keywords

ContentLinks

Focus on the 3 Most Important


seo

Ranking Factors: Keywords


seo

Keyword: Queries typed into search engines

Google’s algorithm matches websites to search engine queries

Early search engines were keyword driven

Google still relies on keyword queries… but is moving beyond them.

medical software

best medical software

top medical software

health care software

med software system

medical office

software

AIMSVAR conference

Ranking Factors: Keywords


seo

The 1st Step for Both PPC & SEO


seo

• Which KWs show intent

• Prioritize target KW list

• What KWs is your audience using?

• Use KWs in content and links

4. Insertio

n

1. Audienc

e

2. Intent

3. Prioritiz

e

Keywords

ContentLINKS



seo

“the Anti-Christ”

“more evil than Satan”

“miserable failure”

Victims of the Google Link Bomb


seo

Ranking Factors: Link Volume


seo

Number of linking domains Variety of linking domains Number of linking TLDs: .edu, .gov, .org, .com,

etc. Number of linking root and internal pages Use keywords for link anchors

Session Goals


web lead gen

1. Friends and families2. Organizations and associations3. Alumni groups4. Press releases and free directories5. Meetup.com and online groups6. Conference attendees

Free Linkbuilding Opportunities


seo tips

Keywords

CONTENTLinks



seo

Content Relevance & Theme

Content Quality & Readability

Content Freshness

Content Length

Content Uniqueness

Ranking Factors: Content


seo tips

It’s About User Engagement


remember

Articles Product descriptions Blog posts Marketing materials User-generated content

(UGC)

Powerpoint slides Infographics Whitepapers Video and audio

Content is King


seo

Session Goals


web lead gen

Getting/Creating Good Content


seo tips

Manufacturer materials and content – but unique!

Buyer guides, glossary and news summaries

Craig’s List, Odesk.com

“Repurposing”

Repurposing


seo tips

Start with strong content Keep unique Great for link-building! Plus press releases

White Paper

Power Point Slides

Info-graphic

PDF Doc

Video

Avoid Google Jail: Spam Content


seo

Hidden text Keyword stuffing Duplicate content Doorway pages Cloaking: different pages for

various search engines

CPA

PPC

SEO

• Search engine optimization (organic)• Pay-per-click (and paid placement)• Cost-per-acquisition (affiliate marketing)

Primary Traffic Drivers


web traffic

Search & Paid Advertising


sem/ppc

Immediate Results Guaranteed Top Position Builds Brand Awareness Easier to Measure and Fine Tune Potentially Higher Conversion Rates

PPC Advantage


sem/ppc

Increasingly competitive

Easy to waste money

Overwhelming data flow

Traffic stops when budget ends

Click fraud potential

Potential Pitfalls


sem/ppc

Session Goals


web lead gen

Think Vegas: what can you afford to lose?

Average Commissions/Deal $500.00

Target Average Profit $200.00

Target Cost Per Deal $300.00

Average Lead Closing Ratio 6.00%

Your Maximum Lead Price $18.00

PPC Click-to-Lead Ratio 6.00%

Max Affordable PPC Price $1.08

1. Set a Budget


sem/ppc

2. Keyword Research


sem/ppc

• Look for needs & desires

• SpyFu.com• Compete.com• Google Trends

• Intent• Volume

• Google Adwords Keywords Tool

• GA Placement Tool

• Review competitor ads

• Create ads for “need” points

4. Insertio

n

1. Audienc

e

2. Intent

3. Prioritiz

e

Check out your competition

ABC = CTA (Call to Action)

Use hot button keywords

Benefits vs features

Text vs display ads

3. Create PPC ads


sem/ppc

Don’t send to PPC clicks to home page

Think sales (conversion) funnel

Sync landing pages with ads

More ABC=CTA

Clicks are proto-leads

4. Landing Pages


sem/ppc

PPC Landing Page Example


sem/ppc

Trained sales or service staff

Optimized website

High-conversion LP and funnel

Tracking functions

Financial oversight

5. Pre-launch Checklist


sem/ppc

PPC

Search

Display

Mobile

Tier 2

Where do ads show up?


sem/ppc

99 Designs, Odesk

Trada

Google.com/ads/learn

Free vouchers

Free campaign reviews

Adwords Placement & Traffic Estimator

PPC Toolbox


sem/ppc

Online Marketing

Search Engine

Marketing


SEO

Affiliate Marketing


Analytics


Email Marketing

Automated Campaigns





web lead gen

Proven Effectiveness


affiliate

Pay per click or call

Lead generators (CPL)

Specialists or publishers

Networks

Ecommerce sales affiliates (CPA)

Performance Marketing


affiliate

Publishers with ad space

Companies with opt-in email lists

PPC and SEO experts

Requires 3rd party tracking on your site

Competition for top publishers

CPA Marketers at Work


affiliate

Affiliate Marketing Map


affiliate

Automated form or phone

Current acceptable cost per sale

Exclude PPC brand bids

Affiliate networks

Affiliate agencies

80/20 rule

Two-way street

Getting Started


affiliate

Affiliate meetup group

Affiliate Summit

Affiliate forums

Data feeds

YouTube

Affiliate Tools


affiliate

Online Marketing

Search Engine

Marketing


SEO

Affiliate Marketing

Website Optimizatio

n

Analytics


Email Marketing

Automated Campaigns





web lead gen

Click-throughs = At Bats

App Starts = Batting Average

Lead Generation = RBIs

Close Ratio = Win/Loss Percentage

Sometimes Ugly wins!

Site Optimization = Baseball


conversions

Secret Formula

1. Test! Test! Test!

2. Mimic successful competitors

3. Measure and track

4. Test! Test! Test!

How to Improve Conversions


conversions

Google Analytics

Google Search

CrazyEgg

CMS (Wordpress)

Website Optimization Tools


conversions

Visit your top competitor websites every week

Install Google Analytics

Set up Google Analytics conversion funnels

Decide on a primary landing page

Test the landing page every week

Site Optimization Game Plan


conversions

Online Marketing

Search Engine

Marketing


SEO

Affiliate Marketing


Analytics


Email Marketing

Automated Campaigns





email

Why Email Marketing


email

Increase lead conversion

Upsell products and services

Generate referrals

Retain customers

Automation opportunities

Great open rates for B2B

Benefits of Email Marketing


email

Read & understand the CAN-SPAM Act

Spamming will cost money

It does go on your record

Use it to increase click-throughand conversion rates

Know the Law


email

Commercial emails must include:

An Opt-Out mechanism

Valid physical address

Must be identified as an ad

Have correct header data

Non-deceptive subject line

Know the Law


email

NEVER do any of the following:

Sell or share opt-out data

List-build through scraping

Delay/hinder opt-outs

Use deceptive header info

Use deceptive subject lines

Know the Law


email

Use your email marketing system to…

Build awareness and trust

Provide helpful info

Nurture prospects

Be there when they’re ready

Persistence & Nurture Marketing


email

Create “set & forget” autoresponder campaigns:

New prospects or leads

New clients

Funnel drop-offs

Referral requests

Monthly newsletters

Email Marketing Automation


email

Online Marketing

Search Engine

Marketing


SEO

Affiliate Marketing


Analytics


Email Marketing

Automated Campaigns

Social Media

Marketing




web lead gen

LinkedIn

Yelp and review sites

Yahoo! Answers and forums

Meetup

Twitter

Google+ and Facebook

Social Media Checklist


social

Have a goal beyond engagement, likes and joins.

Build your profile as if your career depended on it.

Integrate with SEO, website and email.

Social Media Plan


social

Social

Author tag

SEO

Rey Villar

Sr. Digital MarketerNetCredit.com

PrincipalWeb1Media.com

Email: [email protected]

Twitter: @reyvillarLinkedIn: reynaldovillarBlog: web1media.com/blog

15 years in mortgage origination

12+ years in online marketing

B2C lead gen for mortgage, insurance, healthcare and consumer finance

B2B lead gen for health insurance technology, manufacturing

Affiliate marketer Digital marketing

writer/coach to Chicago entrepreneurs and marketers

UW-Stout grad student Long-suffering Cubs fan

living in Packerland

who?

Workshop: Generating Leads, Prospects and Sales with Digital MarketingInstructor: Rey Villar

AIMSVAR 2013 Annual ConferenceDoubleTree AtlantaApril 25, 2013

Workshop: Generating Leads, Prospects and Sales

Marketing

Transcript of Workshop: Generating Leads, Prospects and Sales