Generating Leads Online

Generating Leads OnlineFOR B2B AND B2C

What Defines Online?

Digital

Social Media

Your Website

Third Party Sites

Organic Search

Paid Advertising

Email

Mobile

Let’s Do Everything!

We Need to Do Social!

Social Media Landscape

Not Sustainable. No ROI. Just No…

Where to Start?Knowing what’s right for your company.

1. Accept There is No Perfect Answer

Marketing Plans Vary for a Reason

•Audiences

•Products

•Resources

• Time

• Money

• Skill

2. Define Your Goals

Common Goals

• Sales

• Generate leads• Convert leads to customers• Increase Life Time Value (LTV)• Win-Back

• Address public issues

• Recruitment

3. Define Your Target Audience

Why Define an Audience

• Less work

• Increase product satisfaction

• Save money

• Improve messaging

• Simplify operations

Defining an Audience

• Demographics

• Psychographics

• Behavioral

• Environmental

BE SPECIFIC

Viability

• Size

• Expected growth

• Compatibility

• Cost to Reach

• Competitive Position

4. Understand Your Target Audience

Question Everything

• Why do they care?

• What motivates them?

• What features/benefits matter?

• Who makes the final decision?

• Where do they spend their time?

• How do they find information?

• Who influences them?

5. Choose Your Outlets

How to Choose

•What can you manage?

•Where is your audience?

•What are your resources?

6. Craft Your Message

Let’s Build a Tree House

Let’s Build a Pool

Understand Nuances

• Words have different meanings

•Cheap vs. Affordable

•Specialist vs. Expert

•There isn’t always a tree house

•The audience only sees part of the picture

7. Experiment

Basics for Monitoring Digital

•Know what you are looking for

•Check regularly

• Social

• Paid

• Organic/Email

•Evaluate over time

Track the Path to Your Goals

•Reach

•Frequency

•Content

•Calls-to-Action

•Completions

•Quality leads

8. Make Changes Over Time

What to Change

•Have controls and variables

•Change small items slowly

•Big changes at once are hard to track

9. Keep Learning

Algorithms, Laws, Ethics, Oh My!

•Google: 500-600 algorithm updates per year

•Facebook started in 2004, Pinterest in 2010

•White Hat vs. Black Hat

•Increased pressure for regulation

10. Eggs in Multiple Baskets

You Have Limited Control

•Never rely on one third party system

•Understand what your vendors are doing

•Challenge Ideas & Conduct Experiments

Recap

• Know your goals

• Really understand your targeted, viable audience

• Invest where your audience will respond

• Carefully craft your message

• Experiment

• Track the path to your goals

• Make changes over time

• Stay on top of the ever-changing world

• Spread your resources

Thank You

Jennifer Dodson

Chief Creative Officer

410-252-7879

[email protected]