Planning guide to improving the quality score and stage of your leads. Are Your Leads Sales Team Ready? Contact BrianLadd@plazabridgegroup.com for more information

1. Generating Leads 2013
…..through Inbound Marketing

2. ! Best Practice Basics
§ Campaign should address a clearly defined Target Audience
§ Use simple and clear messaging
§ Search engine marketing components must be coordinated:
keywords, ads, landing page(s)
§ Articulate key messages with complementary visual displays
(media)
§ Create a clear offer (Call to Action)
! Offer must be compelling to the target audience at their
stage of the buying cycle
Before we start: Best Practices

3. § Everything on the page counts!
! Example: Color and Contrasts,
! Forms- Must be SIMPLE
! Clean format –Singularly focused
§ Localize all content, looks, feel
§ Plan for each region’s top search engines
§ And don’t forget to say: Thank you!
§ Nurture abandoned contacts through ad retargeting
§ Ensure that partners are prepared to contact all conversions
! Market data indicates 78% of sales that start with a web
inquiry get won by the first company that responds
! Lead nurturing has been shown to significantly reduce the
sales cycle.
Before we start: Best Practices

4. Best Practices: Lead decision stages
Seed
Nurturing
Lead
Nurturing
Lead
Nurturing
Intermediate
Ready
Conversion
Early
Ad Retargeting
Ad Retargeting
Ad Retargeting
Ad Retargeting
Ad Retargeting
Ad Retargeting

5. Best Practices: Capture and Nurture System
...Build Relationships with Leads at all stages
Seed
Nurturing Lead
Nurturing
Lead
Nurturing
PPC/SEM
Website CTA’s
Conversion
Email Marketing
Email Marketing
Email Marketing
Ad Retargeting
Ad Retargeting
Ad Retargeting
CampaignTypes

6. Planning
§ Define your goals
§ Know your target audience profile
§ What stage in the decision making process
Part 1 - Planning

7. ! Establish Campaign Goals (define for each
campaign):
§ What market are we trying to reach?
§ What is the profile of the target audience?
! Job Title, level, industry, etc.
§ Is there a regional focus?
§ Product or service focus?
Some assumptions for all campaigns:
§ Attract net new name prospects for partners
§ Compliment corporate branding and marketing efforts
§ Appeal to partner specific value proposition
§ Support geo-targeting for partner specific regions
§ Utilize ad retargeting to nurture unconverted prospects
Planning: Goals

8. ! Know your target audience
§ Audience Profile:
! Industry
! Job title and position
! Decision Influencer or Decision Maker?
! Key Concerns or Interests of this person?
! What market is being targeted? What is their need?
! What do we know?
§ Identify Pains of the Target Audience
§ What do they “think” they need?
§ How might they search? How might they describe their issues?
! Partner’s Perspective
§ How can our partners help us learn more about this target audience?
§ What is the unique value the partner brings to this target audience at this stage?
§ What are the partner ‘s goals?
! What information may be missing about our target audience?
Planning: Target Audience

9. Early Inter-
mediate
Ready
Planning: Decision Process
§ General Audience Decision Process
Ø Early or Beginners – These prospects are just beginning to look
! Learning and collecting information
! May need to develop felt needs
Ø Middle or Intermediate Experience
! Familiar with subject or solutions they may need
! They may be looking for more information that uncovers more options or details
– Justification or ROI’s
– Others that have experiences like theirs
Ø Ready or Buyers – ready to buy
! They have done their homework
! Ready to make decisions or purchases

10. Part 2
Campaign Development
§ Define the offer
§ Elements of the landing page
§ Heuristics for landing pages
§ Promote Campaign

11. ! Define the offer
§ Define the Offer
! Something worth providing personal information for
! Should speak to the needs of the target audience
! Compliment the supplier’s but not undermine the partner’s
value proposition
§ Create the Key Messages to the Target Audience
§ Create Content for Landing Page
Development: Define the offer

12. ! Elements
§ Headline, Sub-title
§ Form
§ Submit Form Button
§ Imagery
§ Dynamic content, videos
§ Testimonials
§ Partnership Level or Awards and Recognition
§ Navigation options
§ Security and Trust
§ Logos and Branding
§ Social media links
Development: Landing Page Elements

13. ! Meaningful Headline-Match the user’s world or thought processes
§ Short, simple, to the point
§ Easy to read, understand (talks to our target audience main need)
§ Visual- Above the Fold – don’t make the audience search or work hard to find
! Form: Simple Fields
§ Only most important information (name, email address…)
! Logos and Branding - should be subdued, the information is more important than
who
! Aesthetically pleasing – proper choice of colors, arrangement, varying fonts
! Call to Action must be above the fold
! Form button design should be bold and clear –
§ Visible immediately
§ Bright or Bold Color Copy, Larger Font Size
! Thank you pages are important for nurturing relationship between partner and
prospect
! Create dialog – social media, can we help you further?
! Simple and Limited Navigation (no more than 2 clicks)
§ Help users recognize, diagnose, and recover from errors
Development: Landing Page Heuristics

14. ! Keywords
§ Identify Numerous Traffic-Driving Keywords and Potential Traffic Sources
§ Create Closely Related Keyword Groups
§ Convert Keyword Groups into Ad Groups
§ Designate Negative Keywords
§ Create Ad Text that Relates to Your Ad Group's Keywords
§ Adjust Landing Page Copy to be Relevant to Your Keywords and Ad Text
! Create Ad Groups
§ Structure your campaign logically around themes
§ Use no more than five to ten keywords
§ Create clear understandable message relating to target’s need
§ Split your keyword list up into specific ad groups
! Plan for campaign testing
§ Structure Ad Groups and Keywords in logical manner to promote
comparison testing
§ Identify the “control group” for the campaign
Development: Promotion

15. 1. Set up elements
• Landing page
• Ad groups
• Keywords
• Ad retargeting
2. Set up test scenarios (A/B testing)
3. Review results
4. Refine
5. Repeat steps 2-4 regularly
! Note – Allow 3-4 weeks for a new campaign to begin
showing results
§ Some campaigns restricted to small geo’s may take longer to
fine tune.
Part 3 – Execute the Campaign

16. ! Key Performance Indicators (KPIs) for Search Engine
Marketing
§ Impressions
§ Clicks and Click Through Rate (CTR)
§ Conversions and Conversion Rate
§ Ad spend and Cost per Conversion
Execution: Reporting

17. CAMPAIGN EXAMPLES
Landing Page & Thank You Page

18. Creating The Campaign
(Section II cont.)
Examples
© 2009 Zift
Solutions

19. Say Thank You!
© 2009 Zift
Solutions

20. ! Key Performance Indicators (KPIs) for Search Engine
Marketing
§ Impressions
§ Clicks and Click Through Rate (CTR)
§ Conversions and Conversion Rate
§ Ad spend and Cost per Conversion
Roles and Responsibilities

21. Average Timeline for Better Planning
ü Gather content for campaign
ü Document Goals/Objectives
ü Conduct keyword research
ü Initiate campaigns (A/B testing)
ü Architect desired analytic reports
ü Build sample campaigns
0---------------à30 31---------------à60
TIME
ü Gather data and review test analytics
ü Adjust and Execute full campaign
ü Expand campaigns
ü Continue to Monitor/Refine campaigns
61---------------à90

22. THANK YOU!
Need Help?
Contact BrianLadd@plazabridgegroup.com