Posted on Mon, Jul 19, 2010 @ 01:07 PM
Outsourcing lead generation is always an interesting topic. Some people say that you should never outsource your lead generation...others wonder why you would ever do anything else.
These days generating leads can involve a wide variety of strategies and tactics including:
o Search engine optimization
o Pay per click advertising
o Content marketing
o Blogging
o Joint ventures/affiliate marketing
o Email marketing
o Social media marketing
o And more...
So here are a few quick thoughts on lead generation outsourcing:
- It is impossible for one person to be an expert in all of these areas. There is just too much to know and things move too fast.
- If you don't have an internal team with these skill sets and/or the time and resources to extensively train, you will need some help.
- Don't throw all of your lead generation responsibility over to a vendor. Stay involved. You should own the strategic marketing component of your business.
- Start by creating your lead generation system - once you have identified which leads you want to generate, how many you need and how you are going to get them. Then, outsourcing specific tasks and activities is a lot easier and puts things in context. It also allows you to attach ROI much effectively to outsourced engagements.
Posted on Thu, May 27, 2010 @ 02:01 PM
Search Engine Optimization or SEO: The process of improving your website to rank higher in search engines results.
In SEO, your ultimate goal is to create marketing funnels that connect searchers with your web pages that provide relevant content and calls to action for targeted search terms.
In case you weren't already aware of it, the top 3 search results get the majority of the clicks and most of that goes to the #1 spot. That means as part of your strategy, it might make more sense to be #1 for a lower volume search term that to invest heavily on trying to rank for a higher volume term with intense competition. But regardless of your strategy there are some things you are going to have to do in order to get your share of organic search traffic from your prospects. There are optimization opportunities in the following areas:
- On your site
- On the page
- Off site
Onsite:
We cannot get ranked if the site cannot get spidered and indexed so this is one of the first steps of optimization. Google Webmaster Tools can provide some useful tools and guidance on these issues. Onsite items include link text, broken links and wasted pagerank on larger sites.
On Page:
On page optimization factors are not the most powerful, yet they can provide some of the easiest near term improvements without a ton of work. On page factors include writing keyword rich Page Titles and META descriptions that are appealing to both visitors and the search engines. On page optimization should also include writing page copy that not only contains targeted keywords but also includes common modifiers (the words commonly added to the beginning or the end of the core search terms).
Off Site:
Off site optimization includes periodically checking factors such as the quality of outbound links, broken links and of course inbound links. Inbound links will be the subject of another series coming shortly. But for now, just know that the authority and reputation of inbound links is still the primary ranking factor for SEO.
Summary:
A well thought out optimization campaign covering all of these areas will go a long way towards optimizing your sites rankings in the search engines.
For more detail, you can find another free guide in our Search Marketing Series below. I hope you find it useful and please feel free to provide feedback.
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Learn the steps to optimize your website for higher rankings, better traffic and more leads. Download it Now |
Posted on Wed, May 26, 2010 @ 03:02 PM
Before you start any organic or paid search marketing program, you need to know which keywords you are targeting. For our purposes, we will define keywords as what the searcher types into the search box. This can be a single word or it might be a phrase.
Keyword Strategy
If you have been around Internet marketing for any length of time, you have probably heard of keyword research. This is the process of identifying the keyword universe that is available in a given market. However, keyword strategy goes much further than research. Keyword strategy also includes:
- which message you want to present in the search listings
- which landing or entry page you want to display
- which pages you can get ranked for a given term
Key Considerations:
Not all searches are created equal so as part of your keyword strategy you must consider:
- Search Volume
- Relevance
- Commercial Intent
Search Volume - is how many searches are performed on a given term per month. We can't do anything to influence this number but we obviously want to understand relative search volume from one term to another.
Relevance- the idea of relevance is that we want to target search terms that provide the best opportunity for us to satisfy the searchers needs. The results in a high click through rate when we can get site visitors to take action.
Commercial Intent - when people search, they are searching for something. Therefore, keywords represent intent. However, intent is not always so clear cut. Some searches are to learn more about a topic, others are to research alternatives and others still are to find the best deal or make a purchase.
Microsoft offers a free tool Detecting Online Commercial Intent that can help give us an idea whether a search query is informational or commercial. But keep in mind this is only an estimate and that no tool can give us a perfect estimate of human intent (at least not yet). So for now, real life testing and analysis will still provide our best proof.
Free Search Marketing Guide: Develop Your Keyword List
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To get additional guidance in performing keyword research and building your keyword list, download this free guide. Download it Now |
Posted on Tue, May 25, 2010 @ 05:31 PM
The Internet has dramatically changed the way people research purchases and buy products and services. However, many people still believe that the Internet is only for ecommerce companies like Amazon.com.
But just like consumers, business buyers are using search engines early and often in the buying process. A study among nearly 1,500 businesspeople and found that:
- 93% research business purchases online and 89% of that group uses a search engine
- 64% start the research process with a search engine
- 83% of business users prefer Google
Source: Enquiro Solutions
In fact, the higher the price point of the solution, the ealier in the sales process the buyer used a search engine for research.
Yet, many B2B companies are still in the very beginning stages of understanding search engine marketing and how to generate leads online.
So this post is the first of a series on search engine marketing. We are starting at the very beginning with an overview of the types of search engine results and we will work our way through a series of steps and best practices for getting started with Search Marketing.
Types of search results:
1) Organic or natural search: this is the section of the search engine results pages (SERPs) that are determined by the search engine algorithms. Organic rankings are very attractive because they are proven to be more trusted than paid listings and there is also no charge for being listed.
2) Paid or sponsored search: Paid search results are the listings shown on the right column of the SERPs and often on the top. These listings are shown as part of a paid advertising program such as Google Adwords. A company has much more control over their ability to get listed and which messages to display but there is a fee that goes along with that privilege.
3) Local search: Local search is the section of the SERPs that is triggered by a search that is determined by the search engines to be targeted at a specific geographical region. A search of this nature often triggers local business listings plotted along a map. There is no charge for being listed in the local business listings but getting your listing shown over all other listings may take some focus and optimization.
For help determining which type of search marketing program to run, please check out the free guide below.
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Use this guide to evaluate your search marketing options and select whether paid and/or organic search might make sense for your business. Download it now. |
Posted on Tue, May 25, 2010 @ 08:18 AM
This is a short post about search engine results pages (SERPs). This is important because we have to remember that rankings by themselves are not the objective.
We cannot control how many people search for a given term. The search volume is what it is. However, we can increase the click through rate by writing compelling headlines and descriptions. We can also potentially increase conversion rate by setting up the visit by writing a good "ad" for the page.
So let's take a quick look at the listings shown in the SERPs. A listing is made up of a title/heading, a description and a url.
The heading of the SERP is usually the page title tag and the description is the META description.
Keywords that are used in the search phrase are presented in bold as shown above. The url can also have an influence on click through rate. Studies have shown that searchers prefer shorter and cleaner urls.
Posted on Tue, Apr 13, 2010 @ 02:17 PM
For those wanting to keep up to date on the latest search marketing trends, you're invited to participate in the 7th Annual Search Marketing Benchmark Survey from Marketing Sherpa. For your participation, you will get a copy of the executive summary and an invitation to a webinar highlighting the survey results. See invitation link below:
Search marketers are invited to participate in the @MarketingSherpa 7th Annual Search Marketing Benchmark Survey http://www.surveygizmo.com/s/269878/k0tnd
Posted on Tue, Mar 30, 2010 @ 10:46 AM
The first tip for lead capture forms on your website is easy...get one! If you're not asking visitors to take some action on your website, then the chances are...they aren't.
Traffic and search engine rankings are great but they don't pay the bills. Since our goal is leads and sales, our first transaction is typically a lead generation form.
Here are a few basic ideas to get started:
- An order form
- Newsletter signup
- White paper download form
- Webinar signup (on your site or that of a technology partner)
- A "contact us" form
Each and every form should be consistent with your brand promise & value proposition. Are they?
If you're not absolutely positive, set aside some time today for testing. Pretend you're a prospect and visit every form on your site.
- Look at the number of fields and the type of information you are asking for. As a prospect, do you think you're making a fair trade for your time and data? Be honest.
- How's the writing? Is it consistent with the rest of your site?
- Is the layout friendly or clunky? It should look as great as the rest of your site.
- Submit your data and look at your thank-you page. This is precious real estate. Here, you have a terrific opportunity to keep building your message and relationship on this page. Are you taking advantage of that opportunity?
- Review the fulfillment email. Again, does it look, feel and sound as good as it should?
Posted on Wed, Mar 24, 2010 @ 08:28 AM
Building your company’s first website can be challenging, especially if you’ve never tackled this type of project before.
OK, honestly, if you've never done it before it can be a nightmare. But I'm trying to be helpful here ....
These days, most business buyers and potential partners will review your site before they do business with you. It’s potentially the most powerful sales & marketing tool you have – it can help you:
- Generate leads
- Nurture existing leads and move them closer to purchase
- Deliver information about your products & services in a compelling way
- Process orders, cross- and up-sell, and run special promotions
- Communicate with existing customers and distribution channels
- Generate publicity
Think of your site as an interactive brochure that speaks with different groups and converts visitors into prospects and customers. It’s an extension of your brand and an example of the quality of work you do.
Although a site can be a substantial investment, it doesn’t have to be expensive; it just needs to effectively communicate with your market and support your brand. Yet when you develop your site with richer content and some basic marketing functionality, you gain broad and potentially lucrative marketing capabilities.
So where do you start? With the content – the information and tools you’ll need to share with prospects and customers. Design, functionality and programming all come later – first, you need to decide what your site needs to deliver to your market.
There’s a lot to think about, but here’s a basic process to get you started:
1.
Identify who will visit your site, then list the information & tools that each “profile” will want and need. For example, if you sell to three different customer segments – Fortune 100, midmarket, and small businesses – you’ll need to offer content that speaks directly to each segment. Profile your visitors in as much detail as possible; try to identify what they really need each time they visit your site, then add that content to the list.
2.
Gather internal ideas. Invite someone from each team in your company; ask what content could help them improve the way they reach out to sell or service customers. You can do this in a series of one-on-one meetings or hold a brainstorming session. At this point you’re just collecting ideas so add everything to the list.
3.
Identify content that can help you sell to prospects who find you online. Most business buyers use the web to find information about products, vendors, and solutions for their problems. And the higher the price of the product/service, the earlier the buyer starts the search. When do you think prospects will seek you out and what do you need to give them to engage them, get them to request more information, and/or buy now?
4.
Identify content that you’ll need for marketing campaigns. Think short- and medium-term. Consider content such as special organic search landing pages, paid search landing pages, email newsletter section, news section, downloadable white papers, webinar archives, signup forms, etc. You’ll want to make sure your site is ready to handle these activities.
5.
Check out your competitors. What content do they offer that you haven’t already identified and should include on your own site?
6.
Miscellaneous ideas. Is there anything else you may want and haven’t already thought of? Browse other industry sites, award winners, even business sites in vastly different industries – you never know where a great idea will strike!
This process may take a day, a week, or multiple months depending on the complexity of the site and the content needed.
Now that you have a long list, it’s time to prioritize. What do you absolutely need right away and when will you reasonably need the rest? Understand what you’ll want in the medium-term, but remember that you can launch sections on a rolling schedule.
What happens next? This list goes a long way in helping you and potential vendors/developers understand the scope of your project. If you’re developing the site in-house, your next step will be to organize the content to create the site architecture, then start defining your requirements for look-and-feel, functionality, technology, and reporting.
If all of this sounds overwhelming – you’re not alone. But remember -- how do you eat an elephant?
One bite at a time.
Posted on Mon, Mar 22, 2010 @ 08:03 AM
You probably know that publicity in the media can be extremely valuable in building credibility and awareness for your company.
A legitimate news story is an endorsement that can reach a wide audience for very little cost beyond your own creativity and time. It can help you
- Build awareness about your products/services, expertise and people
- Drive prospects to your website
- Drive participation in a promotion or event
- Educate the market about problems your company can solve
Getting publicity isn't about luck. Just like any sales & marketing campaign, you gain publicity by knowing your audience, capturing their attention, and delivering a message that's interesting, timely and relevant.
Before you crank out a press release, how can you maximize your chances for success? Here are a few general tips:
1. Start with a strategy. What's your goal for the campaign? Are you looking for serious coverage in a major industry publication, or do you just need links or content for your website? Different strategies require different tactics.
2. Who's your audience? Are you writing to capture the imagination of reporters or are you trying to reach your market directly? Know and write to your audience.
3. What's your hook? Why should your audience stop what they're doing and read your story RIGHT NOW? We all have thousands of options dancing in front of us at all times. A good story has a hook, a compelling reason for the audience to read right now.
If you're having trouble coming up with a hook, think about the last movie you saw. Was the leading character the same in the end in the beginning? Was life the same at the end of the movie? No, because a real story is about change. A character faces conflict and changes as a result.
If there's change and/or conflict in your announcement, there's your hook – you probably have a story. If you can't find any change or conflict, then you have an announcement. You may still generate some coverage, but if you can come up with a real story, you'll probably find greater success with your campaign.
Posted on Wed, Mar 17, 2010 @ 08:45 AM
Your competitive positioning is the foundation for your entire business.
- What sets you apart from other market offerings?
- What makes your product, service or business valuable to your customers?
- What space have you carved out in the marketplace?
- What mind share do you occupy?
To create a unique brand strategy that will bring your competitive positioning to life, start by profiling your market. A market profile is not unlike your own. Viewing your profile allows you to see all of the unique features of your face, a face that is different from every other. Each distinct facial feature sets you apart.
A market profile reveals the unique characteristics of your typical customer and customer groups. It paints a picture of whom you are selling to and what your typical customer looks like. A good one will allow you to separate your prospects from those who aren’t interested in your product. Your brand appeal should be focused solely on the people or businesses that fit your profile.
The Classics
Let’s look at the classical approach to creating a market profile. Think about each attribute of your market and quantify that information.
Industries (for B2B)
- That industries do you serve?
- Do you appeal to more than one type of industry/person?
- Are there opportunities in other industries?
- Is the general industry in a growth phase or is it in decline?
Geography
- Where do your customers reside?
- Are your target customers global, national or locally concentrated?
- Does your product cross cultural barriers?
Characteristics
Business-to-Business
- What is the size of your typical target business?
- What stage of development are they experiencing?
- What is their ownership structure: private, public, nonprofit, or governmental?
Consumer Markets
- What is the age, gender, income, marital status, or family status of your target customer?
- Do they have unique occupations, clubs or common interests?
Size & Trends
For Both B2B and Consumer Markets
- How many potential customers or business prospects are there?
- What amount does your target customer spend in your category of business?
- What is their average income or annual business revenue?
- What are the individual demographics or business trends in your target area?
Expressionism
You’ve now learned many of the concrete details about your market profile. Now add the elements of the “touchy feely” buyer persona to the equation. This will add intelligence to your profile, and give you a better understanding of who you’re really selling to.
Consider:
- What problems do your customers face, whether business or personal?
- What are their personalities, pains and desires?
- Who actually makes/approves the buying decision? It may not be who you originally identified.
- What is a typical decision-making process?
- What unique sets of psychological processes do your buyers have in common?
- Are there other people who influence the buying decisions?
Once you’ve painted the precise profile of your market, make sure that the information is available to everyone involved in making strategic decisions. Most of your competitive positioning and strategy choices should be judged through this framework.
Most importantly, when you are making brand strategy decisions, make sure that they resonate with everyone in your market profile. If your profile is accurate and focused, you will lay the foundation for a strong brand that your market embraces.
To learn more about the Strategic Marketing Process, download our free Strategic Marketing eBook
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