Marketing for Active Evaluation

May 2011

Marketing Training

Process Flow

How to be found

1.

Prospect

Searches for

Our Services

3.

Clicks on

a Few of

the Top

Results on

Page 1

2.

Uses a

Number of

Different

Keywords

Process Flow

How to influence

5.

Reads Post

and Clicks

on Ad/Link

in text of

Blog for

Compelling

Content

6.

Lands on

Conversion

Page and

Registers

for Content

4.

Arrives on

Blog Post

Optimized for

Keyword

Process Flow

How to track & measure

7.

Registration

Flows

to

Salesforce

Queue

8.

BDD Takes

Over Lead

and Reaches

Out to Further

Qualify

9.

BDD

Converts to

Opportunity

or Changes

Lead Status

Field

10.

SEO and

Campaign

Tracking

Shows

Results

How to be found: Behind the scenesProcess Flow:

• Select keywords with high traffic and low competition

• Use FREE Google Adword tool to find keywords forcompetition websites

• Make keyword left most in blog title

• Write a description to entice a searcher to click on your link

• Check the other top 20 ranked sites and try to get a link from them with the keyword anchor text

• Have other posts pointto this post with the keyword anchor text

• Make the keyword a tag

1. 2. 3.Prospect Searches

for Our Services

Uses a Number of

Different Keywords

Clicks on a Few of

the Top Results on

Page 1

How to Make it Work:

How to influence: Behind the scenesProcess Flow:

• Address a specific client problem that you have heard

• Provide guidance on how to solve it

• Always include an image or video

• Make the first sentence grab their attention

• Focus the content to make them want to register for the content without being ‘salesy’

4. Arrives on Blog

Post Optimized

for Keyword

How to Make it Work:• Entice them with more

info if they read the registration content

• Provide a link to the conversion page in the ad

• Create a compelling display ad to draw attention

• Show a visual example of the most attractivegraph / diagram from the content

• Clearly communicate what the content is and how it will help them

• Create a unique registration page for each ad

5. 6.Reads Post and

Clicks on Ad / Link

in text of Blog for

Compelling Content

Lands on

Conversion Page

and Registers

for Content

How to measure: Behind the scenesProcess Flow (cont’d):

How to Make it Work(cont’d):

• Assign each conversion page URL with a campaign in Salesforce

• Sales Queue assigned to each campaign

• Clear what the registrant is interested in

• Follow-up within24 hours

7. 8.Registration Flows

to Salesforce Queue

BDD Takes Over

Lead and Reaches

Out to Further

Qualify

• If opportunity, convert lead to opportunity directly to keep link with lead source

• If not, change lead status to dead or nurture

• Track registrations in Salesforce

• Track keyword ranking in SEO tool

• Track conversion funnels in Google Analytics

9. 10.BDD Converts to

Opportunity or

Selects Lead Status

Field

SEO & Campaign

Shows Results