Digital Marketing For Lead Generation & Sales

Agenda •  Introduction •  Orientation to Digital Marketing •  Framework to Multiply Revenue through DM •  SEO & SEM for Lead Generation •  Exercise: Online Adv Strategy for Lead

Generation •  How can you realize your objectives? •  Q & A

What is Digital Marketing?

“The process of reaching out to and engaging with your customers/users through Digital Media (Internet, Email,

Mobile)”

SEO or Organic Search

SEM or PPC

Inbound Marketing

Mobile Marketing

Let’s learn from Real Examples

Customer Acquisition

Influence Lead Sale

Remarketing on Google

Remarketing Example

Kogi Korean BBQ Taco Truck

Blog + Flickr + Twitter - 10 people/stop to 800 people/stop

25% Revenue through Facebook

facebook.com/Chumbak

Over 20% All Sales through Facebook

Reveal the Name Contest 1.  150,000 people

participated 2.  35,000+ requests for Test

Drives 3.  8000 Cars booked in 10

days

Car Launch

Tweet 2 Order

QR (Quick Response) Codes

SEO

Reach

Online Presence

Audience Aggregation

Leads Sales SEO, Ads,

Email, Social

Media…

Conversion Optimization

Analytics (Metrics, Tools)

Customer Acquisition Framework

KISSmetrics Post Trial Sign-up Flow

KISSmetrics Welcome Email

KISSmetrics Push Forward Email

KISSmetrics Evangelizing Email

KISSmetrics Relationship Email

Opportunity Reach Leads Sales Revenue Growth % 1000 100 10 1 Lac 1500 150 15 1.5 Lacs 50 1000 150 15 1.5 Lacs 50 1000 150 15 1.5 Lacs 50 1000 100 20 2 Lacs 100 1500 337 67.5 6.75 Lacs 575

SEO & SEM for Lead Generation

Organic vs Paid

Organic

•  Time bound •  Higher entry cost (time / Rs.) •  Lower ongoing cost (time / Rs. •  Long term strategy

Paid

•  Instant •  Lower entry cost (time / Rs.) •  Dynamic cost over time •  Targeted •  Measurable ROI •  Short-Mid Term Strategy

Search

Growth of Google Queries in Last 5 yrs!

Number of Searches/Day on Google

3 Billion Searches/Day (announced Aug. 2012)

State of Search- India

Source: Netmarketshare and business-standard.com

Google 97%

Yahoo 1%

Bing 1%

Others 1%

Indian Search Engine Market Share

Search Often Brings the Most Highly Qualified Traffic

Understanding the Customer Journey The customer shopping journey can classified into sequential stages.

Awareness

Consideration

Intent

Due Diligence

Decision http://gweb-think-tools.appspot.com/customer-journey-to-purchase/

Not common, mostly occurs with high ticket

items

Awareness !  Generally shorter key

phrases !  Typically core

business terms or category terms

!  Very high search volume

!  Lower conversion rates

!  Example: !  handbags !  sweaters !  Dresses

Awareness

Consideration

Intent

Due Diligence

Decision

Consideration !  Generally 2-3 word

keywords !  one identifier + the root !  Lower search volume !  Better conversion rates !  Higher amount of

keywords in this stage !  Example:

!  Brand + category samsung mobile

!  Gender + category Women’s sweaters

!  Need + Category plus-size dresses

!  Brand + Discount dominos coupons

Awareness

Consideration

Intent

Due Diligence

Decision

Intent !  Generally 3-4 word keywords !  two identifiers + the root !  Even lower search volume !  Even better conversion rates !  Example:

!  Local (keyword) samsung mobile delhi

!  Brand + model (keyword) samsung galaxy s5

!  Price identifier + brand/product category + product samsung s4 price

!  Best + brand/attribute + model/product type best samsung mobile phone under 15000

Awareness

Consideration

Intent

Due Diligence

Decision

Due Diligence !  Common for high-ticket items !  Keywords to understand financial

commitments !  benefit/return of post-purchase,

warranty, reviews (product specific), comparison

!  Example: !  Brand + model + reviews/customer

service/aftermarket !  Samsung galaxy s5 reviews !  Samsung galaxy s5 warranty !  whirlpool gold refrigerator reviews !  samsung s4 vs nexus 5 !  2012 honda city resale value

!  Less common for most retail shopping

Awareness

Consideration

Intent

Due Diligence

Decision

Decision !  Generally 4+ word keywords !  four or more identifiers + the root !  Can include “Buy” or “Shop” !  exact specs of product search !  Example:

!  Buy + brand + model + attribute + value prop

!  Google nexus 5 free shipping !  levis jeans size 38

!  Brand + model + pricing + value prop

!  sony cybershot dsc wx50 digital camera cheap

Generally fewer keywords in this stage, many customers convert via direct load

Awareness

Consideration

Intent

Due Diligence

Decision

Website Optimization for Lead Generation

Build Links WITH Your

Content to Win.

Pick Content Type

Build Content With High Search Link Intent

KEYWORD “FACTS” KEYWORD

“INFORMATION” KEYWORD “DATA”

Learn the art of storytelling

Promote

Star Ratings, Reviews & Price

Author Photo

Date of Publication

Video Snippet

RICH SNIPPETS AND SCHEMA MARKUP SERPS

Only 0.3% of websites are making use of the Google approved Schema tool.

Pages Using Schema.org Markups Rank Higher in Google

The most common schema

A Mashable survey in August 2013 revealed that 17.4 percent of global web traffic comes from mobile compared to 11.1 percent in the previous year.

RESEARCHING KEYWORDS

Keyword Planner Start with Google’s Keyword Planner

Google Trends Use Google Trends to find rising keywords and be early adopter of term

CREATE GREAT CAMPAIGNS

4 Campaign C’s 1.  Company 2.  Category 3.  Content 4.  Compete

Company Brand keywords and ads that direct visitors who are already familiar with your company to your homepage.

“PageTraffic” example:

Category Keywords and ads related to your product / solution that do not include your brand name.

“PageTraffic SEO Services” example:

Content Ads not for looking necessarily for a product, but for information.

“Marketing Automation Guide” example:

Compete Where searchers are actively looking to compare options and competitors.

“Marketo vs Hubspot” example:

CONVERTING CLICKS TO CUSTOMERS

Create Great Landing Pages

Source: Unbounce

Create Great Landing Pages

Exercise: Online Advertising Strategy for Lead Generation

Google Adwords vs Facebook Ads

•  Adwords: intent => higher conversion •  Facebook: targeting •  Facebook: early mover advantage

Opportunity of Targeting on Facebook

•  Age •  Location •  Gender •  Interest •  Relationship Status •  Social Connection on Facebook •  Occupation •  Education •  Email, Phone or Userid

Interest & Behaviour Targeting

Custom Audience: Email/Phone/UID

Retargeting on Facebook

Landing Page Optimization

Time to Create Your Strategy http://bit.ly/dv-lg

Thank You!

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