Opening Doors to New Revenue Steams with Landing Pages & Performance Marketing

Open Doors to new revenue streams with Landing Pages + Performance Marketing

Mark KellyPresident & CEO

What We’ll Talk About

• Ways to Generate Leads (we’ll focus on paid advertising options)

• The Enabling Power of Landing Pages

• How To Make Your Clients (or Company) Love You (hint – drive more revenue)

• Real Data on Effectiveness of Lead Generation by Channel

Some Top Lead GenerationChannels

• Google Pay-Per-Click (PPC)• Bing Pay-Per-Click• LinkedIn Pay-Per-Click• Facebook Pay-Per-Click• Industry Portals

Google Adwords Ad

Google AdWords Landing Page

Typical Portal

Let’s build a landing page for each portal

Client: “We need more leads.”

Bing, LinkedIn, Facebook, Mobile

Channel Effectiveness Comparison

Channel Cost Per Click Lead Volume Cost Per Lead

Google PPC 2 - tie 1 1 – tie

Bing PPC 1 4 1 – tie

LinkedIn PPC 2 - tie 2 5

Facebook PPC 5 5 4

Industry Portals 2 - tie 3 3

• Legend: – 1 is high, 5 is low

• What is this saying?• Most lead volume is from Google, but highest cost per lead• 2nd highest lead volume from LinkedIn, and lowest cost per lead• Lowest cost per click on Facebook, but lowest lead volume as well• Low lead volume from Bing and high cost per lead

Lead Gen Channel Tips• For All Channels – TRACKING is key

– Online Forms– Call Tracking

• Google– Avoid Display Network initially– Focus your keywords ruthlessly

• Bing– Duplicate your Google campaign on Bing once it is optimized

• LinkedIn– Skills targeting is where it is at– Combine Company category targeting with Job Title category targeting for

another good strategy• Example

– Company Category: Construction– Job Title Category: Owner

• Facebook– Newsfeed ads have changed the game

• Industry Portals– Try to negotiate a pay-per-click arrangement

LinkedIn Targeting ExampleSkills Targeting

LinkedIn Targeting ExampleCompany Category + Job Title Category Targeting

Take Action

• What more could you be doing for your clients or for your company?

• Break down those doors• The Challenge:– Take an hour tomorrow out of your day, go to a

coffee shop, and brainstorm all the additional marketing programs you could be testing and running.

[email protected]

(206) 529-4310

Mark KellyPresident & CEO