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Mark Kelly, President & CEO of Chair 10 Marketing spoke about landing pages and performance marketing at the Seattle Unbounce Meetup on March, 13th.
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Open Doors to new revenue streams with Landing Pages + Performance Marketing
Mark KellyPresident & CEO
What We’ll Talk About
• Ways to Generate Leads (we’ll focus on paid advertising options)
• The Enabling Power of Landing Pages
• How To Make Your Clients (or Company) Love You (hint – drive more revenue)
• Real Data on Effectiveness of Lead Generation by Channel
Some Top Lead GenerationChannels
• Google Pay-Per-Click (PPC)• Bing Pay-Per-Click• LinkedIn Pay-Per-Click• Facebook Pay-Per-Click• Industry Portals
Google Adwords Ad
Google AdWords Landing Page
Typical Portal
Let’s build a landing page for each portal
Client: “We need more leads.”
Bing, LinkedIn, Facebook, Mobile
Channel Effectiveness Comparison
Channel Cost Per Click Lead Volume Cost Per Lead
Google PPC 2 - tie 1 1 – tie
Bing PPC 1 4 1 – tie
LinkedIn PPC 2 - tie 2 5
Facebook PPC 5 5 4
Industry Portals 2 - tie 3 3
• Legend: – 1 is high, 5 is low
• What is this saying?• Most lead volume is from Google, but highest cost per lead• 2nd highest lead volume from LinkedIn, and lowest cost per lead• Lowest cost per click on Facebook, but lowest lead volume as well• Low lead volume from Bing and high cost per lead
Lead Gen Channel Tips• For All Channels – TRACKING is key
– Online Forms– Call Tracking
• Google– Avoid Display Network initially– Focus your keywords ruthlessly
• Bing– Duplicate your Google campaign on Bing once it is optimized
• LinkedIn– Skills targeting is where it is at– Combine Company category targeting with Job Title category targeting for
another good strategy• Example
– Company Category: Construction– Job Title Category: Owner
• Facebook– Newsfeed ads have changed the game
• Industry Portals– Try to negotiate a pay-per-click arrangement
LinkedIn Targeting ExampleSkills Targeting
LinkedIn Targeting ExampleCompany Category + Job Title Category Targeting
Take Action
• What more could you be doing for your clients or for your company?
• Break down those doors• The Challenge:– Take an hour tomorrow out of your day, go to a
coffee shop, and brainstorm all the additional marketing programs you could be testing and running.