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 Marketing HubSpot @jeannehopkins
Moderator: Andrew Gaffney Editor DemandGen Report @agaffney
Welcome Webinar Attendees Your GoToWebinar Attendee Viewer is made of 2 parts:
1. Viewer Window 2. Control Panel
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About DemandGen Report
- Launched in 2007 to track best practices in lead generation
- Newsletter has grown to more than 25,000 readers
- We also offer a menu of research and best practices reports
- New audio/video podcasts at DemandGenReport.com @DG_Report
linkd.in/DG_Specialists
How to Use Content to Drive Inbound Marketing and Generate Leads
Content & Findability
presented by Candyce Edelen CEO, PropelGrowth
Creating and publishing content
Findability
Developing content
Website as a lead capture tool
Attracting and engaging an audience
Social media
Engagement strategies
Driving traffic back to the website
Topics
Focus on customer needs
Identify behavior in early stages of buying process
Develop a messaging strategy
Creating 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 practices
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 Attract a Following
Social Sites
Full profile, keywords link blog + Twitter
Groups
Company page, content discussions, comments
Find relevant groups, listen to conversations,
Human engagement, conversations (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 articles
Inbound marketing requires compelling content
Start from your customer’s point of view
Consider findability at every step
Look for opportunities to engage your audience
Wrapping up
www.propelgrowth.com/blog
www.propelgrowth.com/trendspotters
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 Acquisition
Acquire Customers by Channel
B2B vs. B2C
Lead Sources
1. Viewer Window 2. Control Panel
Questions
Type your question here
Thank you for attending!
Next in the series:
#4 The Role of Content in Driving Leads
May 24 at 1pm ET Featuring:
Joe Pulizzi, Executive Director,
Content Marketing Institute Spread the word with Colleagues Registered?
-> bit.ly/LeadGen-QuickStart <-