Starting with developing a marketing strategy and personas we dive into the process of driving leads and sales. Topics such as SEO, PPC, E-Mail and Content are touched on with quick tips to help improve results.

1. Andy
Halko
@andyhalko
Insivia
@insivia
DRIVING LEADS
AND SALES WITH
SMART MARKETING

2. THINK SMART.
ACT BOLD.

3. OUR GOAL IS
REVENUE

4. THE
SCIENCE
OF MARKETING

5. OPTIMIZING e!
THE FUNNEL w !
CAN HAVE ` !
HUGE ` !
IMPACT `!

6. THIS IS YOUR LEAD
FUNNEL ON BAD
MARKETING

7. BUSINESSES
WITH A WRITTEN
DESCRIPTION OF
THEIR FUTURE
30%
25%
50%
GREATER
COMPANY SIZE
MORE OWNER
COMPENSATION
FASTER
GROWTH

8. REVENUE MAPPING

9. Create Goals First!
And how you will measure them.!

10. KNOW YOUR AUDIENCE
Go deep and don’t guess.!

11. TARGET, TARGET, TARGET.
It’s not “Marketing”, It’s “Micro Targeting”.!

12. LOTS OF
OPTIONS
LIMITED
BUDGETS
SEO
CONTENT
PPC
E-­‐MAIL
SOCIAL
TRADITIONAL
MOBILE

13. CONTENT
VALUABLE
UNIQUE
RELEVANT
SEARCH
INBOUND LINKS
SOCIAL SHARES
PHRASE FOCUSED
SOCIAL
POSTS
SHARES
VIRAL
E-MAIL
CONTENT
SEGMENTS
AUTOMATION
CONTENT
SEGMENTS
PROFILES
PPC
LANDING
PAGES
SALES
FOLLOW UPS
TRADITIONAL
TRADE SHOW
DIRECT MAIL
WORKSHOPS

14. BRAND
AWARENESS
NEW CUSTOMER
ATTRACTION
CLIENT EXPANSION
+ REFERRALS
NEW PRODUCT
LAUNCH
PPC + ADVERTISING
PUBLIC RELATIONS
SPONSORSHIP
SOCIAL MEDIA
PPC + SEO
ADVERTISING
SOCIAL MEDIA
TRADITIONAL
E-MAIL MARKETING
RETARGETING
AUTOMATION
SOCIAL MEDIA
PPC + ADVERTISING
MICROSITES
SOCIAL MEDIA
AUTOMATION

15. The best place to hide
a dead body is page 2
of search results

16. Know What Matters

18. PAY-PER-CLICK
WORKS
WHY CAN PPC
WORK SO WELL
HIGHLY TARGETABLE
DETAILED TRACKING
BUDGETED
TESTABLE
INSTANT
EXTERNAL INSIGHT
$ 1,000 Initial Investment
$ 1.00 CPC = 1,000 Clicks
10% Lead Conversion = 100 Leads
$ 1,200 Average Sale
$ 9,600 in Sales
Optimize, Increase Budget, Win
8% Close Conversion = 8 Sales
$ 8,600 Return On Investment

19. QUALITY BEATS CASH

20. QUALITY SAVES CASH

21. SUBJECT LINE
Tell, don’t sell.
IMPROVING EMAIL OPEN RATE
40% OF B2B MARKETERS RATED
THE LEADS GENERATED BY EMAIL
MARKETING AS HIGH QUALITY.
SENDER
Familiarity.
HISTORY
Don’t burn bridges.

22. Limit the Actions
Use Images
Relevant, Engaging + Valuable
Segment & Target Information
Include Social Sharing
Test & Measure
CLICK-
THROUGH
RATES
AVERAGE IS
1% – 4%
E-MAILS THAT INCLUDE
SOCIAL SHARING BUTTONS HAVE
158% HIGHER CLICK-THROUGH RATES.

23. Buy – Beg – Bug à Earn!
Shouting your message !
out, and hoping your !
customers hear it.!
Creating something that !
draws the customer to you.!
The shift from outbound to inbound!

24. VALUE IS KING
Help me solve a problem!
!
Teach me something new!
!
Tell me a story!
!
Show me something I’ve never seen before!
!
Make me laugh, or cry, or cheer!

25. PERSONA FOCUSED VALUE
If it doesn’t fit their need, !
it is a huge hole in your funnel.!

27. NURTURE LEADS!
50% of leads are qualified
but are not ready to buy.!
95%
Of prospects visiting your
website are there to research.!
Today’s prospects are !
unlikely to buy until the last!
1/3
the
purchasing
process.

28. Automation!
Stay top of mind while nurturing down the funnel!

29. CONVERTING SUSPECTS & LEADS
Tac>cal
Experien>al

31. WE ARE IN CONTROL OF RESULTS

32. CLOSING SALES

33. BUILD A SYSTEM

34. GET A COPY OF THESE SLIDES
insivia.com/wirenet
DRIVING LEADS
AND SALES WITH
SMART MARKETING