Final - Rick-Cooper-Lead-Generation-Webinar-Dec2017 › written_materials › 401767.pdf · Lead Generation: Best Practices Presented By: Rick Cooper Social Media Outcomes This manual

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.

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Lead Generation:Best Practices

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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

7© 2017 Social Media Outcomes

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Stats:

The three most commonly used B2B lead generation strategies are email marketing (78%), event marketing (73%), and content marketing (67%).

Source: Demand Metric Research Corporation via Direct Marketing News

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Expand Market Share

Company A

Company C

Company B

9SocialMediaOutcomes.com

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Stats:

76% of B2B buyers use three or more channels when researching a potential purchase.

Source: Blue Nile Research

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Creating a free offer to attract new prospects

• Create a free offer that provides a solution to a common problem

• Create a resource people are excited about and will share online

• Determine the next step in the sales process and create a free offer that will naturally lead there


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Stats:

Strategic landing pages are used by 68% of B2B businesses to acquire leads.

Source: Marketo, 2014

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Driving Traffic to a Lead Capture Page

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Lead capture pages and opt in boxes

• Look for best practices when creating a lead capture page

• Create an end to end lead generation system

• Ask for name and email (and phone number if you plan to telemarket the leads)


Use a Lead Capture Page


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Stats:

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

• Add opt in boxes at end of blog posts


Stats:

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


Best Practices

Inbound Marketingvs.

Outbound Marketing

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Stats:

Lead generation from LinkedIn was successful for 65% of B2B companies.

Source: LinkedIn, 2013

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Drive Traffic Online

PPC

• Facebook and Twitter

• LinkedIn

JV

• Email Marketing

• Social Media

Content

• Blog Posts and Articles

• Online Videos


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Stats:

42% of businesses name email as one of their most effective lead generation channels.

Source: Circle Research, 2012

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Content marketing strategies to attract potential customers

• Create blog posts with a link back to your lead capture page

• Create videos that invite people to opt in for a free offer

• Share content and offers on social media. Add value and drive traffic back to your site


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Stats:

Only 57% of B2B firms consider converting leads into paying customers as their top priority when devising their marketing campaigns.

Source: MarketingSherpa via HubSpot28

Tips to leverage strategic alliances and joint venture partners

• Reciprocal email strategy

• Ask bloggers to post content with a byline and a link back to your site

• Ask social media partners to share a free offer on their Facebook or Twitter page

• Tapping into Social Media Influencers


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Stats:

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


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Stats:

Companies that excel at lead nurturing have 9% more sales reps making quota.

Source: CSO Insights

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Lead Prospects to a Buying Opportunity

Lead Conversion

Content Marketing

Email Marketing

Event Marketing


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Stats:

A CRM system is believed by 84% of companies to be beneficial in determining the quality of leads.

Source: Demand Metric Research Corporation via Direct Marketing News

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How to leverage email autoresponders to follow up

• Create a custom autoresponder series to build trust and rapport

• Share additional free offers as well as product offers

• Consider your overall email marketing strategy to determine how many autoresponder messages to schedule


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Stats:

Only 5‐10% of qualified leads successfully convert for marketers.

Source: B2B Technology Marketing Community

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Strategies to develop a new lead and convert into a buyer

• Have an ongoing email marketing strategy

• Send an online survey to new leads to gather information and customize your follow up

• Telemarket your leads


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Stats:

More than 79% of marketing leads don’t convert into sales with the lack of lead nurturing as the leading cause.

Source: MarketingSherpa via HubSpot

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Free Report:7 Steps to Create a Lead Capture Page

Download the report at:SocialMediaOutcomes.com/7steps

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Contact Information:Rick Cooper916‐248‐5440Rick@SocialMediaOutcomes.comwww.SocialMediaOutcomes.comSocial Media:LinkedIn.com/in/RicksCooperFacebook.com/SocialMediaOutcomesTwitter.com/RickCooper

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Notes

Documents

Final - Rick-Cooper-Lead-Generation-Webinar-Dec2017 › written_materials › 401767.pdf · Lead Generation: Best Practices Presented By: Rick Cooper Social Media Outcomes This manual