Andrew - Lead Generation Fuze 2018

Andrew Potter - FUZE CONF 2018
Lead Generation
By Andrew Potter

Andrew Potter
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12 Years Web & IT 5 Years Marketing 3 Turntables4 Pets (Dogs)
About Me

Andrew Potter
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1 Wife
Her Name is Colleen

Andrew Potter
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Justice
Justice is a 6 year old English Mastiff
Maggie
Maggie is a 5 year old Pug Frenchie Cross
Mila
Mila is from the Land of the Unknown
Riggs
Riggs Is a 13 Year old Rottie Cross
From the SPCA

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About This Workshop
6 Parts. Complete Overview of how to generate leads using todays tools

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Part 1
Why People Use the internet & Brief Introduction to
online marketing and the benefits of how it can be
used to effectively scale a business
Part 2
Websites, Social Media Channels, and Tools you will
need to effectively generate leads using online
marketing
Part 3
Getting Accurate Data: Take yourself and your
competition out of the equation. Goal Creation, And
Implementing Remarketing Audiences

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Part 4
Utilizing a Blog, Social Media, YouTube, & Organic
Website Traffic To identify your ideal audience.
Part 5
Utilizing Paid Social Media to generate leads. Paid
Search & Display using custom audiences to attract
and convert. Tracking Offline (TV, Print, Billboards)
Marketing Using Google Analytics
Part 6
Tracking and Nurturing your leads, Identifying HOT
Leads, Sending The Right Message at the right time.
Utilizing A CRM to identify Profits on a per Campaign
basis.

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Part 1

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Part 1
BRIEF INTRO TO THE BENEFITS OF ONLINE
MARKETING
Measurement & Trackability
Personalization & Demographic
Targeting
Global Reach at a low cost
Instant results

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Impressions/Views
The point in which an ad is viewed once by a visitor, or displayed once on a web
page.
Clicks
You can't have clicks without impressions. Users need to see your ads before
they can decide whether or not to click them.
Behaviour
Track behaviour & engagement on your online assets.
Measurement & Trackability

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Demographic Targeting (Adwords)
Age
Gender
Parental Status
Household Income (Available In US)
Language
Personalization
Affinity & In-Market Audiences
Targeting (AdWords)

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Demographic Targeting (Facebook)
Age
Gender
Parental Status
Household Income (Available In US)
Location
Language
Education
Relationship Status
Work
Ethnic Affinity (Available In US)
Life Events
Targeting (Facebook)

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TV World Wide
The Cost to run a world wide TV Campaign would be astronomical
Target Specific Groups
The Ability to pick and choose your ideal Audience lowers the cost of global
reach
Global Reach at a low cost

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1. Create Online Ad Campaign
2.) Get Website Visitors
3.) Sell Products & Services
Instant results

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Part 1
Why People Use The Internet
Problem Solving Entertainment

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Looking For New Dress Patterns
Jim is a designer that has a client who is obsessed with the latest fashion.
Browsing Audi.CA
Jim’s vehicle just broke down and is now in desperate need for a new one to get
to work.
Watching Linus Tech Tips
Jims Laptop has been extremely slow lately and is need of a fix ASAP.
Problem Solving

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Looking For New Dress Patterns
Elizabeth loves to window shop and uses it to calm herself after a busy day at
work.
Browsing Audi.CA
Elizabeth is obsessed with the Audi brand and heard about the new Q5 from a
friend.
Watching Linus Tech Tips
Elizabeth is a tech Geek at heart and doesn't miss an episode of Linus Tech on
YouTube.
Entertainment

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Part 2

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Part 2
COMPONENTS REQUIRED TO GENERATE LEADS
ONLINE
Online Properties
Tracking Pixels
Google Suite Of Software
Marketing Automation Platform & a CRM

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Lead Gen Website
E-Commerce Website
Social Media Channels
Online Properties

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Wordpress
WordPress 59%
Drupel
Drupal 4.1%
SquareSpace
SquareSpace 2.1%
Shopify
Shopify 2.1%
Magento
Magento 2.2%
Source:
https://w3techs.com/technologies/overview/content_manageme
nt/all

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Facebook Linkedin YouTube Snapchat Google +

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Google Adwords
Pay to display brief advertising copy, product listings, and video content within
the Google ad network to web users.
Google Analytics
A freemium web analytics service offered by Google that tracks and reports
website traffic.
Google Tag Manager
A tag management system created by Google to manage JavaScript and HTML
tags used for tracking and analytics on websites.
Google Suite Of Software

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Audience
The Audience reports provide insight into characteristics of your users.
Acquisition
The Acquisition reports contains data on how a site acquires customers
Behaviour
The Behaviour reports allows you to analyze the common behaviors of
your website’s visitors.
Conversions
The Conversion reports contain data about the completion of an activity
that is important to the success of your business, such as a completed
sign up for your email newsletter (a Goal conversion) or a purchase (a
Transaction, sometimes called an Ecommerce conversion).

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Active Users
Track active users for increments of 1, 7, 14, and 30 days, and stay
abreast of the level of user enthusiasm for your site or app
Audiences
Create audiences, publish them to Analytics, then apply them to
reports to explore audience behavior in response to your marketing.
You can use the audience as a secondary dimension in reports, and as
a dimension in segments, custom reports, and custom funnels
Demographics (Age, Gender)
Understanding the age-and-gender composition of your audience gives
you an opportunity to precisely tailor your content and advertising, from
the graphics, language, and technical sophistication you employ on
your site to the creative contents and placements for your ads

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Geo (Language, Location)
Provides information regarding the geographic location and the
language in which there browser is set to display.
Behavior (New vs. Returning,
Frequency & Recency,
Engagement)
Measure the gravitational pull of your site, and the extent to which
you’re encouraging first-time users to return. You can also see the
economic impact of new vs. returning users (e.g., the 30% of users
who are returning account for 45% of total transactions).
Interests (Affinity Categories, In-
Market Segments, Other
Categories)
Interest information gives you context for expanding your advertising
into related markets (Affinity Categories), and for focusing your
advertising on exactly the users who demonstrate a likelihood to
consume your content or purchase your products (In-Market
Segments, Other Categories).

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Search Network
When you advertise on the Google Search Network, your ad can show
near search results when someone searches with terms related to one
of your keywords.
Display Network
The Display Network, integrates your multimedia ads into carefully
chosen websites, where it can reach users while they shop, browse or
read.
Gmail
Gmail ads are interactive ads that show at the top of your inbox tabs.
Some of these ads are expandable. When you click one of these ads, it
may expand just like an email. The expanded ad can include images,
video, or embedded forms.
YouTube
TrueView -- reach potential customers when they watch videos on
YouTube – and only pay when they show interest.

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Tags
Tags are pieces of code provided by analytics, marketing, or support
providers to help you integrate their products into your website
Triggers
A trigger listens for certain events, such as clicks, form submits, or
page loads.
Variables
A variable is a named placeholder for a value that will change, such as
a product name, a price value, or a date.
Organization & Implementation
Speed
You can configure tags via a web-based user interface without having
to alter and deploy additional code. This reduces errors and frees you
from having to involve a developer whenever you need to make
changes.

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Why Do You Need It?
You Need To Track People!
Tracking Pixels
What Are They?
Simply: HTML code snippet is provided by a company that wishes to track user
behavior on a website.

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Facebook Linkedin Marketing Platform Google Other Third Party
Multiple Tracking Pixels

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15 Trackers on kijiji
Other Websites Have WAY more

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What Is It?
Marketing Automation a subset of customer relationship management (CRM)
that focuses on the definition, scheduling, segmentation and tracking of
marketing campaigns.
Why Do I Need It?
Simply: So you can track & nurture your leads.
Marketing Automation Platform

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Marketo Pardot Hubspot Wishpond Mautic
Marketing Automation
Platforms

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What Is It?
A tool that is used for contact management, sales management, productivity,
and more. The goal of a CRM system is simple: Improve business relationships.
Why Do I Need It?
Simply: you need to be able to measure your online & offline sales in an online
marketing world.
CRM (Customer Relationship
Management)

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Salesforce Zoho Insightly Hubspot CRM OPEN SOURCE
Multiple CRMS

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Part 3

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Part 3
COLLECT ACCURATE DATA
Exclude Yourself & Your Company
Create your Goals
Exclude Your Competition
Implement Remarketing Audiences

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Why Should You Exclude Yourself?
You are NOT the customer. Your digital footprint messes with your ideal
audiences footprint.
Exclude Yourself

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Why you Should Exclude Your Competition
Your competition is NOT the customer.Their digital footprint messes with your
ideal audiences footprint.
Exclude Your Competition

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Exclusion Demonstration 5 Mins

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1. Type Into Google “Whats My IP”

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2.) Visit Grabify IP Logger
https://grabify.link/

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3.) Enter URL & Create A Grabify
URL

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4.) Copy Grabify URL

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5.) Copy Grabify URL

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6.) Send Link To Those IPs You
Wish To Know

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7.) Visit The Access Link

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8.) Get Results

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9.) Click Admin

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10.) Click Create View

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11.) Name & Create New View

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12.) Click Filters

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12.) Click Add Filter

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13.) Filter Setup
-- Name Filter
-- Use Predefined For Filter Type
-- Select Exclude
-- Traffic From The IP Addresses
-- That Are Equal To
-- Enter Your IP

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What Are Goals?
Goals in Google Analytics allow you to track specific user interactions on your
site. These user interactions can be anything including form submissions, button
clicks, ebook downloads, and more.
Why They are Important
“Know from whence you came. If you know whence you came, there are
absolutely no limitations to where you can go.”
― James Baldwin
Create Your Goals

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Goal Creation Demonstration 5
Mins

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What Are Audiences
Audiences in Analytics are users that you group together based on any
combination of attributes that is meaningful to your business.
Why They Are Important
“If you know the enemy and know yourself, you need not fear the result of a
hundred battles. If you know yourself but not the enemy, for every victory gained
you will also suffer a defeat. If you know neither the enemy nor yourself, you will
succumb in every battle.”
― Sun Tzu, The Art of War
Create & Implement Audiences

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Audience Creation Demonstration
5 Mins

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1. Go To Your Filtered View Of
Google Analytics

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2.) Click Admin, and navigate to the
property in which you want to
create the audience.

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3.) In the Property column, click
Audience Definitions > Audiences.

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4.) Click + New Audience.

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5.) Define your audience.
You can choose from
preconfigured audience definitions

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6.) Select Smart List - Change
Duration to 540 Days

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7.) Name Your Audience

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7.) Select your Destinations
-- Publish

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Repeat Process 1-4

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Part 4

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Part 4
USE TRAFFIC TO GENERATE YOUR IDEAL AUDIENCE
Organic Website Traffic
YouTube Video Engagement
Organic Social Media Engagement
Implement Remarketing Audiences

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Organic Website
Traffic

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28 %
#1 SERP Position
6 %
#4 SERP Position
10 %
#3 SERP Position
14 %
#2 SERP Position

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Go Big Or Go Home
Provide Context and Links To your Information
Optimize

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Social Media
Engagement

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Grow Your Following
Share Your Content
Repeat
Social Media Growth

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YouTube
Engagement

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The Goal Is 1000 Subscribers
Create Content That Your Customers Are Researching
Use Data To Create An Audience
YouTube Engagement

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Remarketing List Demonstration - 5
Mins

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Part 5

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Part 5
USING COLLECTED DATA TO ENHANCE YOUR PAID
ADVERTISING
Social
Google Display Network
Google Search Network
Analyze Offline (Traditional Media)
Inside Google Analytics

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Facebook
Linkedin
Social Media

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Create A Campaign
Use a Previously Created Audience
Measure
Google Search & Display
Network

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Search & Display Demonstration -
5 Mins

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URL Builder
Vanity URLS
PROMO CODES
Analyze Offline Marketing

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Part 6

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Part 6
Connecting Sales & Marketing
Tracking, Nurturing, & Identifying Leads
Alternative Messaging & Chat
The Right Message At The Right TIme
Using A CRM To Prove Financial Profits

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Tracking
Identifying

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Nurturing
Sending The Right Message

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Marketing Automation
Demonstration
- 10 Mins

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Website Chat
Facebook Messenger
SMS

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Create Reports Based On Source
Upload Offline Conversion Data
Measure
Utilizing Your CRM Data

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Zapier
Leads Bridge
Connect It All Together

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Questions? I Have Answers.

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Thank You!

Andrew - Lead Generation Fuze 2018

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