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Generating Leads Online
This document provides guidance on generating online leads for B2B and B2C businesses. It recommends defining goals and target audiences, understanding the target audience, choosing appropriate online outlets like social media, crafting the right message for each outlet, experimenting with content and tracking results, making changes over time based on data, continuing to learn about evolving algorithms and regulations, and diversifying marketing efforts across multiple channels. The overall message is that an online lead generation strategy requires careful audience analysis, testing different approaches, and adapting over time.
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Generating Leads Online
- 1. Generating Leads Online FORB2B AND B2C
- 2. What Defines Online? Digital Social Media Your Website ThirdParty Sites Organic Search Paid Advertising Email Mobile
- 3.
- 4. We Need toDo Social!
- 6.
- 7. Not Sustainable. NoROI. Just No…
- 8. Where to Start? Knowingwhat’s right for your company.
- 9. 1. Accept Thereis No Perfect Answer
- 10. Marketing Plans Varyfor a Reason •Audiences •Products •Resources • Time • Money • Skill
- 11. 2. Define YourGoals
- 12. Common Goals • Sales •Generate leads • Convert leads to customers • Increase Life Time Value (LTV) • Win-Back • Address public issues • Recruitment
- 13. 3. Define YourTarget Audience
- 14. Why Define anAudience • Less work • Increase product satisfaction • Save money • Improve messaging • Simplify operations
- 15. Defining an Audience •Demographics • Psychographics • Behavioral • Environmental BE SPECIFIC
- 16. Viability • Size • Expectedgrowth • Compatibility • Cost to Reach • Competitive Position
- 17. 4. Understand YourTarget Audience
- 18. Question Everything • Whydo they care? • What motivates them? • What features/benefits matter? • Who makes the final decision? • Where do they spend their time? • How do they find information? • Who influences them?
- 19. 5. Choose YourOutlets
- 20. How to Choose •Whatcan you manage? •Where is your audience? •What are your resources?
- 21. 6. Craft YourMessage
- 22. Let’s Build aTree House
- 23. Let’s Build aPool
- 24. Understand Nuances • Wordshave different meanings •Cheap vs. Affordable •Specialist vs. Expert •There isn’t always a tree house •The audience only sees part of the picture
- 25.
- 26. Basics for MonitoringDigital •Know what you are looking for •Check regularly • Social • Paid • Organic/Email •Evaluate over time
- 27. Track the Pathto Your Goals •Reach •Frequency •Content •Calls-to-Action •Completions •Quality leads
- 28. 8. Make ChangesOver Time
- 29. What to Change •Havecontrols and variables •Change small items slowly •Big changes at once are hard to track
- 30.
- 31. Algorithms, Laws, Ethics,Oh My! •Google: 500-600 algorithm updates per year •Facebook started in 2004, Pinterest in 2010 •White Hat vs. Black Hat •Increased pressure for regulation
- 32. 10. Eggs inMultiple Baskets
- 33. You Have LimitedControl •Never rely on one third party system •Understand what your vendors are doing •Challenge Ideas & Conduct Experiments
- 34. Recap • Know yourgoals • Really understand your targeted, viable audience • Invest where your audience will respond • Carefully craft your message • Experiment • Track the path to your goals • Make changes over time • Stay on top of the ever-changing world • Spread your resources
- 35. Thank You Jennifer Dodson ChiefCreative Officer 410-252-7879 [email protected]