How to Lure Thousands of Qualified Prospects to Your Website
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An old deck I used back in 2010 to share ideas and strategies for digital lead generation on the web. Although it has several years, there are still some gems that are valid and can help with digital inbound marketing and lead gen (and I still totally love the look&feel of the deck so I had to share!)
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How to Lure Thousands of Qualified Prospects to Your Website
- 1. OutReach Give – Share - Coach Michel Ozzello - Nov 2010 ideas
- 2. OutReach Give – Share - Coach People/Businesses have needs. They search for solutions. You just need to get found by them! inbound
- 3. OutReach Give – Share - Coach Definitions CTR – Click Trough Rate Percentage of people who click a link CPC – Cost Per Click The value paid for each person who clicked a link Conversion Rate % of people who take the conversion action (i.e. download) Cost/Conversion The value paid for each conversion action 3
- 5. OutReach Give – Share - Coach Paid Search Pros Cons • Easy to set-up • Huge scale potential ‒ Content network • Good segmentation ‒ Country, Language… • Competition • Keyword Cost • Resources to manage it!
- 7. OutReach Give – Share - Coach The Long Tail $50 a click $0.5 a click
- 8. OutReach Give – Share - Coach 8
- 9. OutReach Give – Share - Coach Jan Feb Mar Apr May Jun Jul Aug Sep Oct Clicks Cost Long Tail Optimization 9 Long Tail Optimization Long Tail Expansion
- 10. OutReach Give – Share - Coach Jan Feb Mar Apr May Jun Jul Aug Sep Oct $ / Click $ / Conv. CPC & Cost/Conversion 10 Consistently decrease costs with Long Tail optimization
- 11. OutReach Give – Share - Coach Working the Long Tail 11 Jan Feb Mar Apr May Jun Jul Aug Sep Oct $ / Click $ / Conv. 7.398 active keywords 5.199 paused/deleted 3.738 negatives
- 13. OutReach Give – Share - Coach SEO Pros Cons • Free! • You control your content • Huge Scale potential • Time consuming • You don’t control the web! • Hard and difficult work! • Ongoing effort
- 14. OutReach Give – Share - Coach 1%-2% click on Google Ads 14
- 15. OutReach Give – Share - Coach 98%-99% click on organic results 15
- 16. OutReach Give – Share - Coach SEO in 2 minutes
- 18. OutReach Give – Share - Coach Third Party Email Blasts Pros Cons • Existing (niche) communities • Easier to make msg resonate • Good CTR & Higher conversions • People have opted in • It’s not your list -no unsubscribe to you! -some signup for your emails • Not that easy to find • Can be expensive • Off-target demographics
- 19. OutReach Give – Share - Coach Some tips • Get all available data – Community/website demographics – Stats from previous campaigns (like CTR) – Your ROI estimates • Negotiate as much as you can – Volume discounts – Packages with additional elements (like Banners) • Track and Measure! 19
- 21. OutReach Give – Share - Coach Content Aggregators Pros Cons • Free! • Good volume of visitors • Helps SEO juice • Automated posting services • Automated posting messes formatting • Less targeted • Less Promotion • Crowded
- 22. OutReach Give – Share - Coach What? Where? • Directories – Articles/Papers – Downloads – Demos/Videos – News – Web Directories – … • Bookmarking – Digg – Delicious – Reditt – Stumble Upon – DZone – …
- 24. OutReach Give – Share - Coach Video Pros Cons • Free (and cool)! • Easy to produce and distribute • Huge Scale Potential • People like watching videos • Production Costs • Getting crowded – fast!
- 25. OutReach Give – Share - Coach “the 2nd largest search engine” B2B Forum, May 2010
- 26. OutReach Give – Share - Coach 26
- 28. OutReach Give – Share - Coach User Generated Content Pros Cons • Great for SEO juice • Spreads like wildfire across several sites • Has “Referral” authority • You don’t control the content • High engagement work
- 30. OutReach Give – Share - Coach Social Media Pros Cons • Free! • Enormous potential for scale • Everyone’s doing it • Time consuming • Where to start? Where to bet? • Everyone’s doing it!
- 31. OutReach Give – Share - Coach http://twitter.com/delloutlet
- 32. OutReach Give – Share - Coach 32
- 33. OutReach Give – Share - Coach 33
- 34. [ ]RECAP
- 35. OutReach Give – Share - Coach Thank you! michel.ozzello@outsystems.com @mozzello pt.linkedin.com/in/michelozzello michelozzello
- 36. Google Analytics analytics.google.com Google URL Builder bit.ly/URL-Builder Google Alerts alerts.google.com SEOmoz www.seomoz.org 36 Google Keyword Tool bit.ly/keyword-tool Alexa Toolbar www.alexa.com/toolbar SocialMention www.socialmention.com SubmitEverywhere www.submit-everywhere.com
- 37. OutReach Give – Share - Coach Credits Photos: www.totalinternet.com.au/article/18/Search-Engine-Optimisation/Long-Tail-searches-are-becoming-more-popular/ dancleary.typepad.com/dan_cleary/2008/11/obama-poster-mimics-soviet-propaganda-art.html giavasan.diludovico.it/archivio/2009/02/15/news-aggregator-10/ www.theredrecruiter.com/ graemeharrison.typepad.com/connect/2009/02/has-digital-killed-the-movie-star.html www.seodesignsolutions.com/blog/search-engine-optimization/google-search-engine-optimization-tips/ laist.com/2007/12/20/extra_extra_136.php Design & Layout Inspiration: http://www.slideshare.net/GlobalGossip/you-suck-at-powerpoint 37