Lead Generation Quick Start Series

Workshop #3

Transforming Your Company Into A “Lead Magnet”

Today’s Speakers: Featuring:  Candyce  Edelen  CEO  PropelGrowth  @CandyceEdelen    Jeanne  Hopkins  Director  of  Marke:ng  HubSpot  @jeannehopkins    

Moderator:  Andrew  Gaffney    Editor  DemandGen  Report  @agaffney    

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About DemandGen Report -­‐  Launched  in  2007  to  track  best  

prac:ces  in  lead  genera:on    

-­‐  NewsleLer  has  grown  to  more  than  25,000  readers    

-­‐  We  also  offer  a  menu  of  research  and  best  prac:ces  reports      

-­‐  New  audio/video  podcasts  at  DemandGenReport.com       @DG_Report  

linkd.in/DG_Specialists    

How  to  Use  Content  to  Drive  Inbound  MarkeKng    and  Generate  Leads  

Content  &  Findability  

presented  by      Candyce  Edelen          CEO,  PropelGrowth  

Crea:ng  and  publishing  content  §  Findability  §  Developing  content  §  Website  as  a  lead  capture  tool  

ALrac:ng  and  engaging  an  audience  §  Social  media  §  Engagement  strategies  §  Driving  traffic  back  to  the  website  

Topics  

§  Focus  on  customer  needs  §  Iden:fy  behavior  in  early  stages  of  buying  process  §  Develop  a  messaging  strategy    

CreaKng  and  Publishing  Content  

§  Focus  on  how  your  customers  search  §  No  “vanity  terms”  §  Determine  search  terms  –  Adwords  tool  (adwords.google.com)  – Wonder  wheel  

Findability  

Google  Wonder  Wheel  

Google  Wonder  Wheel  

Develop  Content  

§  Landing  pages  §  Related  links  §  Resources  center  §  Lead  capture  forms  §  SEO  best  prac:ces  §  Integrated  blog  

Engineer  Website  for  Engagement  

§  Find  social  sites  your  clients  use  §  Establish  profiles  and  join  groups  §  Listen  to  discussions  §  Interact  where  appropriate  

Using  Social  Media  to  A<ract  a  Following  

Social  Sites  

Full  profile,  keywords  link  blog  +  Twi<er  

Groups Company  page,  content  discussions,  comments  

Find  relevant  groups,    listen  to  conversaKons,  

 

Human  engagement,  conversaKons  (hashtags)  

FORUMS Subscribe,  comment  

invite  and  do  guest  blogs  Join  relevant  groups,  engage  in  discussion  

Company  channel,  viral  video,  embeddable,  comments  

Trade Pubs Post  content,  comment,    

white  papers,  op-­‐ed  arKcles  

§  Inbound  marke:ng  requires  compelling  content  §  Start  from  your  customer’s  point  of  view  §  Consider  findability  at  every  step  §  Look  for  opportuni:es  to  engage  your  audience  

Wrapping  up  

§  cedelen@propelgrowth.com  

§  www.propelgrowth.com/blog  

§  www.propelgrowth.com/trendspoLers  

§  www.linkedin.com/in/candyceedelen  

§  @CandyceEdelen  

§  www.focus.com/profiles/candyce-­‐edelen/public  

 

Learn  More  

Analyze  

Convert  

Get  Found  

HubSpot  Conversion  Funnel  

Inbound  vs.  Outbound  

Blog  Frequency  vs.  Customer  AcquisiKon  

Acquire  Customers  by  Channel  

B2B  vs.  B2C  

Lead  Sources  

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Thank you for attending!  Next  in  the  series:    #4  The  Role  of  Content  in  Driving  Leads    May  24  at  1pm  ET    

Featuring:    Joe  Pulizzi,  Execu:ve  Director,  Content  Marke:ng  Ins:tute  

Spread  the  word  with  Colleagues  Registered?    -­‐>  bit.ly/LeadGen-­‐QuickStart  <-­‐