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.

1. Generating Leads Online
FOR B2B AND B2C

2. What Defines Online?
Digital
Social
Media
Your
Website
Third Party
Sites
Organic
Search
Paid
Advertising
Email
Mobile

3. Let’s Do Everything!

4. We Need to Do Social!

6. Social Media Landscape

7. Not Sustainable. No ROI. Just No…

8. Where to Start?
Knowing what’s right for
your company.

9. 1. Accept There is No Perfect Answer

10. Marketing Plans Vary for a Reason
•Audiences
•Products
•Resources
• Time
• Money
• Skill

11. 2. Define Your Goals

12. Common Goals
• Sales
• Generate leads
• Convert leads to customers
• Increase Life Time Value (LTV)
• Win-Back
• Address public issues
• Recruitment

13. 3. Define Your Target Audience

14. Why Define an Audience
• Less work
• Increase product satisfaction
• Save money
• Improve messaging
• Simplify operations

15. Defining an Audience
• Demographics
• Psychographics
• Behavioral
• Environmental
BE SPECIFIC

16. Viability
• Size
• Expected growth
• Compatibility
• Cost to Reach
• Competitive Position

17. 4. Understand Your Target Audience

18. Question Everything
• Why do 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 Your Outlets

20. How to Choose
•What can you manage?
•Where is your audience?
•What are your resources?

21. 6. Craft Your Message

22. Let’s Build a Tree House

23. Let’s Build a Pool

24. Understand Nuances
• Words have different meanings
•Cheap vs. Affordable
•Specialist vs. Expert
•There isn’t always a tree house
•The audience only sees
part of the picture

25. 7. Experiment

26. Basics for Monitoring Digital
•Know what you are looking for
•Check regularly
• Social
• Paid
• Organic/Email
•Evaluate over time

27. Track the Path to Your Goals
•Reach
•Frequency
•Content
•Calls-to-Action
•Completions
•Quality leads

28. 8. Make Changes Over Time

29. What to Change
•Have controls and variables
•Change small items slowly
•Big changes at once are
hard to track

30. 9. Keep Learning

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 in Multiple Baskets

33. You Have Limited Control
•Never rely on one third
party system
•Understand what your
vendors are doing
•Challenge Ideas &
Conduct Experiments

34. Recap
• Know your goals
• 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
Chief Creative Officer
410-252-7879
jennifer@adashmorecreative.com