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MASTERCLASSfor Lead Generation
Presented by JENN LYLESand ANTHONY ESPINOZA
Facilitated by LEADSQUARED
LEAD GEN MASTERCLASS
JENNLYLES
CONTACT INFO:
Jenn Lyles
Lead Generation Consultant
jenn.lyles@yahoo.com
256-431-7532
LEAD GEN MASTERCLASS
ANTHONY ESPINOZA
CONTACT INFO:
Anthony Espinoza
VP of Digital Strategy – Advance 360
aespinoza@advance360.com
310-704-5369
LEAD GEN MASTERCLASS
GET A FREE SEOANALYSIS
LEAD GEN MASTERCLASS
Email us to claim your FREE SEOAnalysis
Jenn Lyles: jenn.lyles@yahoo.com
Anthony Espinoza:aespinoza@advance360.com
CREATING COMPELLING ADS
LEAD GEN MASTERCLASS
ONE SIZE DOES NOT
FITALL
LEAD GEN MASTERCLASS
JOURNEY OF A BUYER
LEAD GEN MASTERCLASS
THE BUYINGCYCLE
AWARENESS CONSIDERATION DECISION
Experiencing symptoms
of a problem.i.e. I hate my job.
Defining possible
solutions and
opportunities.
i.e. I’d like to be anurse
but need night classes.
Decided on a solution
and compares list of
solutions to make a
choice.i.e. Both these schools
are near me, but only
this one has night
classes.
LEAD GEN MASTERCLASS
LEAD GEN MASTERCLASS
• Tell a story
• Be funny (sometimes)
• Think emotional
• Video is GREAT
• Give an e-book
• Connect with the lead
LEAD GEN MASTERCLASS
ENGAGEMENT LEADS TOACTION
ANTHONY ESPINOZA | ADVANCE 360
Engage: SocialTargeting strategy checklist
✓✓Whois my target audience?
✓✓Use data to narrow the pool of people online.
✓✓Crucial to consistently optimize relevancy scores
and engagement rates based on real-time data.
✓✓Monitor frequency as a tactic to increase
conversions.
✓✓Retarget those who have already been to your site
to keep you top of mind.
✓✓Target the right message to the right person.
ANTHONY ESPINOZA| ADVANCE360
Real-time targeting based on location: “Geo-fence”
Target:
✓✓YourCompetitors
✓✓Area High Schools
✓✓Community Colleges
✓✓Open House Events
Geo-retargeting based on location
profile: “Geo-retarget”
• Leverages users’ device’s past location
to target wherever they may go next.
Engage: Geo-‐fencing
ANTHONY ESPINOZA | ADVANCE 360
LANDINGPAGES
LEAD GEN MASTERCLASS
LEAD GEN MASTERCLASS
LANDINGPAGES
• Keep it simple
• Match your campaign
• Strong call-to-action
• Clickable phone number and texting number
• Simple form (try multi-step)
• Test things!
• Minimize chances of clicking off the page
LEAD GEN MASTERCLASS
REPORTING IMPACTS BOTTOMLINE
ANTHONY ESPINOZA | ADVANCE 360
REPORTING:SOCIAL
ANTHONY ESPINOZA | ADVANCE 360
REPORTING: PAIDSEARCH
MATCHCRAFT:
Full access 24/7 to
your reporting
including
impression share,
clicks, calls and
keyword
performance
ANTHONY ESPINOZA | ADVANCE 360
WORKING WITH A DIGITALAGENCY
LEAD GEN MASTERCLASS
FORSCHOOLS
• Do you have access to reporting?
• Do you know what your Google ads say?
• Do you know what landing page is attached to all of your
campaigns?• Do you know your cost per lead?
• Are you A/B testing?
• Does your agency understand your industry?
• Does your agency understand your brand?
• Do your ads look like a strong reflection of your school?
LEAD GEN MASTERCLASS
KEY QUESTIONS FOR YOURAGENCY
• Does your agency use a DMP (Data Management Platform)?
• Do you have a dashboard to monitor your spend and immediately
understand your best performing keywords?• Have your quality leads improved through your Paid Search?
• Can you monitor your Paid Search lead phone calls?
• How does your agency target the competition?
• How does your agency determine the best platforms/channels for
your campaigns?
• Does your agency know how to build campaigns acrossmultiple
platforms to work together to maximize results?
ANTHONY ESPINOZA | ADVANCE 360
GET A FREE SEOANALYSISEmail us to claim your FREE SEOAnalysis
Jenn Lyles: jenn.lyles@yahoo.com
Anthony Espinoza:aespinoza@advance360.com
LEAD GEN MASTERCLASS
CUSTOM ONBOARDING & INTEGRATIONS
Enrol lment CR M
fo r Career Schools
GET STARTED FOR FREE
OFFICE ADDRESS
510, Thornall Street, Suite 210, Iselin, NJ, 08837
EMAIL ADDRESS
sales@leadsquared.com
PHONE NUMBER
+1-732-385-3546
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