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DoMust
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IntroductionDemand generation requires a healthy mix of varied demandgeneration tactics covering the offline and online world. Here
we list seven indispensable demand generation tactics you
must try.
Websites and Landing Pages
A website is a fundamental starting point for all businesses.Think of it like this: In the pre-Internet era, the predominant
way for consumers to find businesses was through the yellow
pages section of the local phone directory. Without a listing,
businesses would be highly dependent on expensive print
advertising or word-of-mouth recommendations. As a practical
matter, not listing your business in the yellow pages in those
times was unimaginable.
And so it goes nowadays for websites. Its the modernequivalent of advertising in the phone directorys yellow
pages.
When you create a website, you need to enhance it in
particular ways to drive more traffic to your Internet
destination. You do that through search engine optimization
(SEO), search engine marketing (SEM) and social media
marketing (SMM), to name a few of the available techniques.
We explore them more thoroughly in subsequent sections.
Website landing pages are a special type of page that serves a
unique purpose in demand generation. Its an extension of a
link or an advertisement that displays verbiage optimized for
search engines and social media. Landing pages typically use
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lead forms that are designed to collect visitor details as part
of a CTA. There are two landing page flavors:
Reference landing pages:This flavor promotes
visitor interaction and can generate a lead. It
provides useful information about products and
services. A CTA will prompt them to leave
information about their companies and needs that
will help a site owner determine if the visitor is a
potential lead.
Transaction landing pages:This flavor is moredirect. It has a strong CTA that prompts the
visitor to purchase something immediately or very
soon thereafter. A software upgrade offer is a
typical example.
Here are some guidelines for building effective landing pages:
Use images frequently, especially for the CTA offer
(e.g. the cover of a whitepaper) and for whateveryou are selling. If youre offering a webinar, use the
presenters picture.
Use good design sense, and make the page
consistent with the rest of your web site.
Keep text short and succinct. Get right to the point
and dont waste words.
Optimize for search engines (keywords, etc.).
Display your privacy policy prominently.
Minimize the amount of data you need to collect onforms.
If appropriate, use CTA buttons to bring visitors to
forms.
Finally, remember to send a thank you note following the
completion of a CTA. A little courtesy goes a long way.
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Youll want to understand more about the usage of your web
site. Although there is a multitude of free and paid analyticstools available, your first stop should be at the Google
Analytics home page (http://www.google.com/analytics);
or check out LeadFormixs online resources (http://www.
leadformix.com/pdf/effective-BPA.pdf).
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Search Engine Optimization (SEO)
Potential customers increasingly find vendors before
vendors find customers. The invention of Internet search has
dramatically altered the relationship between companies
and prospects. The reliance on search engines has spawned a
relatively new science: search engine optimization (SEO).
SEO is, very simply, the process of improving the visibility
of web pages in a search engine by gaming the system to
display those pages higher in a list of search results than wouldnormally be expected using an engines default algorithm. This
assumes of course that people, on average, have a propensity
to explore or otherwise use links that are higher on a search
result list, all other things being equal.
The practice of SEO requires some knowledge about how
any given search engine works. However, a common set of
practices has emerged for all popular engines, along with a
dedicated industry of consultants who specialize in deliveringoptimization services and measuring results.
The usual opportunities for optimization involve:
Better keyword usage
Page design alterations, including HTML
manipulation
Links from other locations (so-called backlinks)
This is by no means an exhaustive list; and SEO science is
always evolving. You should purchase this expertise from the
outside if you dont already have it in your company.
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6
To learn more, your first stop should be this page:
http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35291
Best practices include:
Targeting the right keywords.Target groups of
keywords because one will be insufficient. Choose
long tail keywords.
Assigning proper meta tags.The title ( tag
is the most important place for one or more
keywords. If you can use keywords in the URL,
separate them with a hyphen (e.g., lead-generation.
html). Keeping URLs relatively short may also
make your brand stand out for long tail search
terms. The description is what users will see in
search results, so make sure to include primary and
secondary keywords in that tag. But exercise
caution stuffing too many keywords into the
description will cause the search engine to ignore
the page entirely. Headings ( and tags)
are also important search engines use them to
index the page properly.
Developing appropriate content.Think about how
you search for things on the Internet. If you are like the
average user, you scan a page quickly and probably read
only 25% of the content. You look for headings,
bullets, hyperlinks, keywords and other visual clues
to speed up the process of determining whether
or not this page is useful; and if it is, you want to
ferret out the needed information quickly. Textual
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content needs to be simple, clear and as brief as
possible. Less is more. In an era of instantgratification, long narratives and excessive detail
will drive web traffic to your competitors.
Building links.You enhance a sites ranking by
building links to your pages from other Websites.
These are also known as backlinks. Typical ways of
doing this include:
Directory submissions
Blog and forum postingsSocial bookmarking
Classified advertisements
Article marketing
Link exchange with relevant sites
Link baits
Practices to avoid:
Flash without HTML.Web crawlers dont see Flashcontent, so make sure you also provide an HTML
version.
JavaScript menus.Web crawlers dont see
JavaScript, so they cannot use such menus to
navigate the site. Build a sitemap to ensure a
crawler will get to all parts of your site.
Search Engine Marketing
Search Engine Marketing (SEM) is also known as pay per click
(PPC). Its the predominant form of paid Internet advertising.
There are three fundamental types:
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Fixed price:Advertisers pay web site owners a fixed
price each time a user clicks on advertisements onthose sites. Advertisements are links to the
advertisers pages.
Bids:Search engines require advertisers to bid on
keywords or phrases relevant to the advertisers
target audience. When searches using those
keywords return results, the advertisements appear.
Each advertisement is a link to an advertisers page.
Affiliates:This model enables revenue sharing
between a web site that hosts advertisements
and the advertiser. If a click-through results in a
sale, the affiliate receives a percentage of the
revenue.
Advertisements on a web page can take many forms. There are
too many to review in this document.
The three largest PPC services are Google Adwords, Yahoo!
Search Marketing and Microsoft adCenter (Bing). All use bid-
based systems.
Social Media Marketing
Social media represents a set of relatively new channels to
reach people and enable conversations, unlike more traditional
forms of marketing. It feels more intimate than other types ofmarketing communications because the messaging is
informal, shared, bidirectional and audience members choose
explicitly to affiliate with a person or an entity.
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4. (Optional) Do sentiment analysis before you begin.You
may want to know more about prevailing sentiments beforeyou begin using social media. This means learning more
about what people are thinking and feeling by using tools
or services. Its impossible to make a general
recommendation about whether or not this step is
necessary, or to what extent to do such an analysis. If you
perceive that the use of social media for marketing has
substantial risk, this may be a prudent step.
5. Think dialog and engagement.The social in social mediameans ongoing conversations that build trust and
relationships. If you commit to using this channel, do it well,
or not at all. If you want to begin on a small scale, focus on a
single platform while simultaneously ensuring the proper
allocation of resources and time to sustain the inevitable
conversations. Other hints:
Use schedules and a regular cadence to set
expectations and build a sense of predictability withyour audience.
When possible, be proactive with your communications
rather than reactive.
Use contests, games, quizzes and giveaways; but use
them judiciously. Consider the impact on your
brand as perceived by your target audience.
Respond to comments and questions frequently.
6. Monitor and measure.Social media campaigns require theongoing collection of subjective and objective data to
understand whats working, what isnt, and if the results
justify the investment of resources. The major platforms
provide tools that make monitoring more efficient. Use
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them. You should compile regular reports about activity,
sentiment, attitudes and so forth for your team, and
possibly for higher levels of management. They may be
subjective and imprecise, but they are essential. Metrics are
the objective side of monitoring. Some standard measures
include:
Blogs:Number of posts, responses, inbound links,
conversion rates.
LinkedIn:Number of followers, number of people
who follow the followers, number of affiliated
groups, how often the company page shows in
search results, conversion rates.
Facebook:Number of likes, fans, member profiles,
shared links, clicked links, conversion rates.
Twitter:Number of tweets, followers, inbound links,
conversion rates.
Video sites (e.g., YouTube):Number of views, times
viewed, subscribers, inbound links, search page
ranks, connections, interactions, referrals, group
members.
7. Make it personal.Always remember that social media is
much more than distributing one-to-many communications.
Its also a series of one-to-one interactions that enable
sustained relationships and promote trust. The people who
represent your company on these forums need to be aware
of rules and guidelines for appropriate tone, topics, ways of
responding to criticism, and so forth. Your brand is at stake,
and an inadvertent slip could turn into a big problem. You
may not want to leave these decisions to a social media
guru fresh out of college. To ensure better objectivity, create
a separate team (distinct from those who actually use social
media on your companys behalf) to monitor and report on
interactions and attitudes on these platforms.
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Webinars
A webinar (web seminar) is a presentation or a discussion (or
both) using web conferencing technologies over the Internet.
The visual portion of the webinar (e.g., a PowerPoint
presentation) is always transmitted and received this way, but
the audio portion may use conventional phone lines or a VoIP
capability that is typically part of every web conferencing tool.
Companies that provide web conferencing services have
assembled an impressive list of features on their platforms:
Support for slide shows, including pointers and
drawing tools;
Support for streaming video;
Support for displaying any kind of content or PC
desktops;
Ability to transfer control of the meeting to or from
any participant;
Shared whiteboards;Text messages between participants;
Voting and survey capabilities; and
Ability to record and replay the entire conference at
a later time.
Access to web conferencing tools is typically provided as a
service from third parties. Some larger companies may host
their own facilities for security or other reasons.
The considerations for a good webinar are essentially the same
as for an in-person seminar. The big difference is the degree of
control the organizer has over audience participation. That
power should be used judiciously because webinar
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Test on a small scale first.Experiment before
making big commitments.
Event Management
In spite of the dramatic increase in availability and use of web
conferencing tools and virtual meeting tools (including virtual
tradeshows), in-person events and conferences are far from
dead. In fact, just the opposite is true: Online services (for
example, email and social media) have melded nicely with the
offline world and enabled some unexpected trends. Eventattendance, as well as event variety, is at an all-time high
notwithstanding a difficult economy during the last several
years.
Take, for example, IT industry conferences such as Oracle
OpenWorld and Dreamforce. For the most part, attendance
has been growing substantially each year. Some recent
attendance statistics for Openworld:
2009: 43,000
2010: 41,000
2011: 45,000
2012:50,000 (expected)
Dreamforce has a similar trend:
2009: 19,000
2010: 30,0002011: 45,000
2012: 72,000
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