Lead Generation: Best Practices Presented By: Rick Cooper Social Media Outcomes This manual was created for online viewing. State specific information in this manual is used for illustration and is an example only. 2510 Alpine Road | P.O. Box 509 | Eau Claire, WI 54702-0509 Email: [email protected] | Web: www.associationofmarketing.org Telephone: 866.226.0828 | Fax: 715.833.3953 | Seminar ID: 401767 ASM The ASSOCIATION of STRATEGIC MARKETING TM
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Lead Generation:Best Practices
Presented By:Rick Cooper
Social Media Outcomes
This manual was created for online viewing. State specific information in this manual is used for illustration and is an example only.
All Rights Reserved. ASM programs are copyrighted and may not be recorded or transcribed in whole or part without its express prior written permission. Your attendance at an ASM seminar constitutes your agreement not to record or transcribe all or any part of it. Full terms and conditions available at www.associationofmarketing.org/terms.php.
This publication is designed to provide general information on the topic presented. It is sold with the understanding that the publisher is not engaged in rendering any legal or professional services. The opinions or viewpoints expressed by faculty members do not necessarily reflect those of ASM. These materials were prepared by the faculty who are solely responsible for the correctness and appropriateness of the content. Although this manual is prepared by professionals, the content and information provided should not be used as a substitute for professional services, and such content and information does not constitute legal or other professional advice. If legal or other professional advice is
required, the services of a professional should be sought. ASM is in no way responsible or liable for any advice or information provided by the faculty.
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Association of Strategic Marketing, P.O. Box 509, Eau Claire, WI 54702-0509 | Telephone: 866.226.0828 | Fax: 715.833.3953Email: [email protected] | Web: www.associationofmarketing.org
Seminar ID: 401767
Prepared By:Rick Cooper
Social Media Outcomes
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Lead Generation:Strategies to Build Market Share
Rick CooperOnline Marketing &
Social Media Consultant
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Key Learnings
• How to motivate people to opt in
• How to attract new customers and clients with a free offer
• Acquiring leads using opt in boxes and lead capture pages
• Delivering on your free offer
• Tips to nurture leads
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Lead Generation Strategies
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Stats:
85% of B2B marketers say lead generation is their most important content marketing goal in 2016.
Source: Content Marketing Institute
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“Effective marketing is really quite simple: Identify your destination (goals). Determine how best to get there (strategy). Get started (tactics). Measure your progress (reporting and analysis). Make course corrections as needed (continuous improvement).”
~Mac McIntosh5
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Stats:
93% of B2B companies say content marketing generates more leads than traditional marketing strategies.
Source: Forbes via Marketo, 2013
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How to motivate people to opt in
• Understand what information people are searching for
• Learn how your prospective customers like to consume information (written, audio, video)
• Create a compelling free offer to give people who opt in
Only 45% of businesses are conducting mobile marketing with mobile websites (70%), mobile applications (55%), and QR codes (49%) as the most common tactics.
Source: StrongView16
QR Codes
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Leverage Opt In Boxes
• Add targeted free offers throughout your site using an opt in box in the sidebar
• Consider requesting just name and email to increase opt ins
• Use a colorful opt in box design to grab attention and clearly state the offer
68% of B2B companies are still struggling with lead generation.
Source: CSO Insights via Lattice Engines
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“You can buy attention (advertising). You can beg for attention from the media (PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free.”
~David Meerman Scott20
Stats:
The average cost of a B2B sales lead varies by industry. Healthcare leads are most expensive ($60) followed by business/finance ($43). At the low end are leads for marketing products/services ($32) and technology ($31).
Source: Madison Logic via Marketing Insider, 2015
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Techniques to drive traffic to your site
• Include offers in your email messages to invite people to your Lead Capture Page (Encourage people to share the offer)
• Use Pay Per Click Ads to send people to your Lead Capture Page
• Create banner ads and find affiliate and joint venture partners to post them
70% of B2B marketers claim that videos are more effective than other content when it comes to converting users to qualified leads.
Soure: Vidyard, 2014
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Follow Up Techniques for New Leads
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Stats:
48% of sales people never follow up with a prospect25% of sales people make a second contact and stop12% of sales people make more than three contacts
2% of sales are made on the first contact3% of sales are made on the second contact5% of sales are made on the third contact10% of sales are made on the fourth contact80% of sales are made on the fifth to twelfth contact
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Where to send people after they opt in
• Create a custom landing page to deliver your free resource
• Consider an upsell offer that would create an immediate sale (Funnel)
• Include social media links and encourage people to like, follow or connect online