Presented by Guillermo Mazier/ Atlas Advertising

Topics We Will Cover
1. Understanding Digital Lead Generation
2. Why is Digital Lead Generation Important?
3. Typical Objectives for Digital Lead Generation
4. Defining Implementation of a Digital Marketing Program to
Drive Leads
5. Summary: Key Takeaways

1. Respond faster and more accurately, knowing what a
prospect needs or wants based on their persona
2. Use digital tools and tactics to nurture a lead through your
sales cycle as slowly or as quickly as necessary
3. Succeed in driving revenue at a faster rate, opening
opportunities for increased visibility and spending on
community awareness
4. Let your website and other online assets do the heavy
lifting
After Today, You’ll Be Armed To…

Digital Lead Generation isn’t a FAD marketing
program. It’s an ongoing investment that must be
resourced properly. It’s not a one-stop, one-
campaign paradigm. It’s not built on quick wins
for leads. There are hard costs and soft costs
associated with building a successful Digital Lead
Generation strategy that deserve proper budget
allocations and future considerations such as EDO
focus, staff capabilities, and resources.
- Atlas Advertising

“Technology is the most consistent
factor in rendering a job useless.”

When Websites Replaced
Travel Agents

NAICS: 561510 - Travel agencies
Planning a trip today is a do-it-yourself endeavor: you can book
accommodations, transportation, discover restaurants and entertainment,
and navigate your route all online. Thus, the traditional travel agent is no
longer necessary.
*CareerCast listed travel agents among “useless jobs” that are becoming obsolete.The list also included data
entry clerks, sign spinners and shoe repairers.
When Websites Replaced
Travel Agents

Economic Developers are !
SLOW TO ADOPT DIGITAL

The Composition of
Digital Lead Generation
Compelling, purposeful content coordinated to drive traffic,
convert leads, and nurture until sales ready.

How can I really focus on my prospects/customers
through marketing?

• To create an effective Digital Lead Gen strategy,
you must first be clear on your target audience
• The most efficient way of doing this is through the
creation of buyer personas – fictional biographies
of your target audience
• To create a buyer persona, start by asking simple
questions:
• Who are my ideal targets?
• What are their goals?
• What are their challenges or limitations?
• How can I most effectively reach them?
• What types of content do they digest?
• You may very well have multiple target personas,
but by answering these questions for each of your
targeted industries or customers, you will be able
to craft a fairly detailed persona for each potential
contact or lead.
Focus on your Customers

Sample Buyer Persona - Manufacturing
Manufacturing Mark
Mark (60-65) is the CEO of a mid-sized automotive parts
manufacturing business in the Midwest. Mark’s
responsibilities range from business development to
finance. He is committed to the continued growth of his
business and insists on being involved in most of the
businesses processes. Because of this, his daily schedule
is full of meetings with representatives of the business’s
various departments. Due to the size and budget of the
company, Mark has not had a need for a dedicated site
selector but the business is growing rapidly and he is
considering a new, larger location in Northeast Ohio. The
selection process is new to him and he is looking for
expertise in selecting the right facility where the business
can operate now and grow in the future.

Sample Buyer Persona – Site Selection
Site Selector Steve
Site Selector Steve (35-40) is a commercial site selector in
metro Dallas. Working for a nationally recognized brand,
Steve is well versed in market trends and analytics and is
keen to find the best solutions for his clients. Increasingly,
Steve is looking beyond the immediate city limits for those
solutions. Steve is receptive to new ideas and wants to be
at the forefront of new areas of the market. Digitally savvy,
Steve reads emails constantly. He is also a staple at real
estate industry events, both regionally and nationally.

How should I go about selecting targeted prospects/
industries?

• Companies in “transition”
• New leadership
• New product/patent/technology
• Recent cash infusion/M&A
• Market forces
• Unique or defined asset users
• Workforce recently available
• Unique site – example 1m square
feet of refrigerated space
• Upstream or downstream gap exists
within existing cluster supply chain
• Connection to location innovation
environment
Targeting Recruitment Prospects

• Companies in “transition”
• New leadership
• New product/patent/technology
• Recent cash infusion/M&A
• Market forces
• Impact on the community
• Direct revenue: payroll/real estate tax
• Indirect & induced impact:
Modeling software utilizes
headcount, revenue, and other data
sources)
Targeting Retention/Expansion Prospects

Do you believe that web pages ranked
higher in search results are more
trustworthy than those ranked lower?

• Organic search engine results are 85% of all end
user clicks, as opposed to only 15% for sponsored
ads, like pay-per-click (PPC)
• Website marketing and applying SEO (getting
found) strategies works for you 24/7/365 vs.
traditional ads on the radio, newspaper, TV and
billboards, which are time sensitive
Why is Getting Found so Important?

Takeaway 1:
Before they buy, they Google
COMPANY LOOKING TO EXPAND/
RELOCATE
YOUR EDO

Takeaway 2:
Social takes a back seat to
search when buying
>Google

Takeaway 3:
Ranking well can make you
seem more trustworthy

• What generates most of my leads?
• What are my best conversion tools?
• How can I increase conversions?

Use Inbound and Content Marketing to
Convert

• Infographics
• Videos
• Blog articles
• Off-site guest posts
• Off-site guest articles
• Datagraphics
• Gated content
• White papers
• Webinars
• POV documents
• Email marketing
• Real estate updates
What Does Content Marketing Look Like?

How it Works
Awareness
Whitepaper, Ebook, Kit, Tip Sheet,
Checklist, How-To Video,
Educational Webinar
Evaluation
Product Webinar, Case
Study, Sample, FAQ, Data
Sheet, Demo Video
Opt-in
Free Trial, Live Demo,
Consultation, Estimate,
Coupon
Your
Content
Landing
Pages
Leads+ =

LeadIQ is a lead generation software plugin to your website
that tells you for 10 to 15 % of your users:
• Which company came to your website
• What they did
• What they searched for
• What properties they viewed
• What kind of properties or companies they searched for
• And how to contact them
Use Business Intelligence Software to
Convert

• Company name
• Location (latitude, longitude,
plus address)
• Industry
• Number of employees
• Phone number
• When they visited (Date
• Company phone number
• Pages viewed
• Properties viewed
• + 30 other fields
Data Included in LeadIQ

Sample Digital Campaign Tracking
for EDO Marketers (ONE MONTH)

How to Measure Digital Marketing
Detailed, real-time metrics for:
q Site traffic details and analytics
q Total impressions
q Click through rate (CTR)
q SEM performance
q Opt-in conversions
q Downloads
q Conversions
q Leads
q Length of sales cycle

• Custom Dashboards
• Marketing Automation
Platform Analytics
• Google Analytics
How to Measure Digital Marketing

Tell Your Story Where Your Audience
Looks for Information
Create a Continuous Digital Lead Gen
Program, Measure Results
Establish an Integrated Digital/
Marketing Automation Infrastructure
Extend Digital Presence, Set Goals
4 Steps to Start a Digital Marketing Program

Establish an
Integrated CRM/
Marketing
Automation
Feature
Select MA
Platform, Set
Goals
Implement and
integrate with
website and
CRM
Set up lead
nurturing
Extend Current
Digital Presence SEO/SEM Website
Content: Web &
Assets/Offers Social
Tell your Story
Where your
Audience Looks
for Information
Content
Creation and
Distribution
Social Webinars Media/Bloggers
Create a
Continuous
Content Marketing
Program
KPIs CTAs Landing Pages Email
Digital Marketing Program Elements

How do I implement a Digital Lead Generation
Program?

1. Define your Digital Marketing Objectives
2. Messaging Baseline
– Content audit and development plan:
• Buyer persona targeted
• Top, middle, and bottom of the buyer journey
– Distribution: channels where prospects go to ____?
– Buyer personas
– Message map – unique differentiators
3. Digital Baseline
– SEO: Keyword evaluation and selection
– Website – messaging to buyer personas, calls-to-action
– Blog – Set one up, develop editorial calendar
– Social media accounts: LinkedIn, Twitter, Google+
4. Lead Nurturing Baseline
– Create unified contact database in marketing automation system
– Segment audiences
– Establish initial KPIs and reports
Phase 1: Discover (30 days)

1. Marketing Automation Platform
– Integrate to website, blog, and CRM
– Calls-to-action
– Landing pages
– Contact database
– Social media
2. Website
– Copywriting to support CTAs
– CTA placements throughout the site
3. Social Media
– Account set up and followers targeting
4. Content Creation
– Define Q1 campaign
– Premium content plan
– Blog editorial calendar
– Emails
5. Search Engine Marketing
– Set up campaigns to drive qualified leads
and build the pipeline
Phase 2: Develop (Next 30 days)

1. Campaign Content Development
– Blog
– Premium assets
2. Inbound Marketing
– Website content
– CTAs & landing pages
– SEO (w/ optional PPC integration)
– Email workflows
3. Social Media
– Posts, tweets, engagement
4. Email Campaigns
Dare to Influence
*53 years ago, John Glenn became the first
American to orbit the Earth
Phase 3: Deploy (Months 3-12)

1. Follow up 100% of the time, and follow up quickly!
According to the Harvard Business Review, companies that try to contact
potential customers within an hour of receiving queries are nearly 7 times as
likely to have meaningful conversations with key decision makers as firms that
try to contact prospects even an hour later.
It’s not enough to be the first to respond. It also helps to be the first to answer
their questions. Be sure to deepen your knowledge of the prospect and the
product.

2. Use ‘Digital’ to generate leads and quantify them
Figure out the number of leads generated through digital, speed of response,
conversion of lead to opportunities, and inquiry.

3. Understand How Users Interact with Your Community’s Website

57%
AVERAGEVISIT
DURATION
PAGESPER
VISIT
SITE
BOUNCERATE
VSRETURNING
UNIQUEVISITS
74.7%
3.27%
25.3%
4. Aim for Specific Goals

BUILD
THIS
5. Make it easy to measure results and Setting a Plan so That
Each Staff Person Can Drive High Performance