LEAD GENERATION. October Do not reproduce or redistribute without previous consent from VeMedia Limited

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1 LEAD GENERATION October 2014

2 A little about me Vanessa Araujo is currently managing director at VeMedia Online a full service marketing agency focusing on digital strategies that drive business objectives while enhancing performance and ROI Vanessa s career started in the startup world of Silicon Valley and later evolved to working for the major lead generation player in the United States QuinStreet Over seven years of experience in client management, lead generation, market penetration/expansions and search engine marketing.

3 Agenda What is lead generation Key components How to create a successful lead generation strategy Bring the right users to your site Site optimization Analytics, analytics and some more analytics How to close leads and win the business Effective Follow up Assertive Selling Database Nurturing

4 LEAD GENERATION The art of converting website visits into inbound leads for your business

5 Leads Means Business Leads Mean Money Source: Hubspot Data from Hinge Research Institute also shows that firms generating 60% of their leads online are 2X more profitable than those generating less than 20% of their leads online.

6 Lead Generation Anatomy Relevant Traffic Landing Page Form Qualify LEAD Call-to-action CTA Compelling Offer

7 How do you qualify someone as a lead? Intent Did they share their contact information? Willingness What kind of information did they share? The user s origin SEO, PPC, Social Media?

8 Information Abundance Attention Scarcity Source: Marketo

9 HOW TO BUILD THE RIGHT STRATEGY

10 Overall Strategy

11 1. BRING THE RIGHT AUDIENCE TO YOUR SITE Search Engine Optimization (SEO) Paid Search (PPC) Social Media Your Website

12 Traffic Channels PPC Quick traffic High Volume Highly targeted - Expensive - Competitive SEO Free Traffic Educated Audience - Slow to Build Social Media Engaged Traffic Word of Mouth Ability to go Viral - Takes Time - Negative Feedback

13 2. HAVE A KILLER LANDING PAGE A headline & sub-headline A brief description of the offer At least one supporting image A compelling call-to-action Source: Hubspot (Optional) supporting elements such as testimonials or security badges And most importantly, a form to capture information Make it socially shareable

14 LANDING PAGE GAME

15 Option A

16 Option B

17 Option C

18 Option D

19 Example 1

20 Example 2

21 3. OPTIMIZE YOUR FORMS Ask for the right information Do not overwhelm your prospect Never use Submit for your button Use proof elements to build trust Make your form stand out Always try to make the form as short as possible

22 Examples Source: Hubspot Source: Hubspot Source: Hubspot

23 4. HAVE SOMETHING GOOD TO OFFER Make it clear in your brief paragraph and/or bullet point what the benefits of the offer are. Make sure not to only list the benefits - give it a marketing touch Be very very clear about the limitations and conditions of your offer

24 5. HAVE A COMPELLING CALL-TO-ACTION Place Your CTA Where the Eye Can See Use Contrast to Make CTAs Stand Out Be precise and clear Create sense of urgency Source: Hubspot

25 6. DIGITAL ANALYTICS The magic word is ROI Source: Aksit

26 HOW WIN THE BUSINESS

27 Work Smart Not Hard Contact your leads within the first hour Have a process for every step lead cycle Train and invest on your staff Do not have only sales people Nurture your leads - if someone is not ready now it does not mean they wont be in the future!

28 [E] [M] 852.