Eleven Steps for Successful Lead Generation Using Marketing PR and White Papers fo Generate Leads

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1 Eleven Steps for Successful Lead Generation Using Marketing PR and White Papers fo Generate Leads

2 Eleven Steps for Successful Lead Generation Using Marketing PR and White Papers to Generate Leads Results such as sales and qualified leads have become the top priorities for human resource (HR)/employee benefits marketers and have superseded traditional marketing objectives. Lead generation tactics can help marketers meet the revenue-focused demands of executives and create provable ROI. The HR/employee benefits marketplace, like so many others, has been undergoing a rapidly accelerating conversion for the last decade. Marketers are under pressure from executives to generate more revenue and demonstrate more accountability. At the same time, they are furiously working to adapt and expand their marketing portfolio to accommodate an increasingly online marketplace. Recent research from TNS Media shows Internet display ads grew by 13% during 2005 (and this does not include pay per click advertising). During this same period, ad spending in B2B magazines (e.g., HR trade magazines) grew by only 2.4%. Whether purchasing recruiting software or insurance products, increasing numbers of HR buyers begin their buying process online. It is therefore imperative that marketers have and maintain a visible presence online. And having a great website is no longer enough. Your website must be search engine-optimized, and all your marketing tactics must help support the goal of high online visibility. In 2005, more marketers ranked driving sales and revenue as a very important marketing objective (85% of respondents) than traditional objectives such as creating buzz (17% ranked very important) and media placements (44% ranked very important). 1 The only other marketing objective that most respondents agreed was very important was generating leads (73% of respondents). While marketers realize that these new goals take precedence, many are struggling to find actionable strategies for successful 1 All statistics taken from the Trends in HR Marketing: Annual Findings report by HRmarketer. The research data referenced in that report was collected during Q The HR/Benefits providers represented in that study came from diverse segments, including HRIS and/or ERP solutions, HR consulting, recruitment and staffing, compensation and incentive programs, employee benefits, training and development and outsourcing. 1

3 execution. In order to effectively generate leads, marketers must have a plan in place that includes integrated campaigns and is supplemented by tracking and analysis to ensure continual success. One proven method of achieving this goal is following the principles of "Marketing PR." Marketing PR is the combining of what are traditionally two separate departments (PR and marketing) to one united front whereby all marketing and PR tactics support lead generation and online visibility versus just media placements (a traditional PR metric). Following the principles of Marketing PR will get you the print visibility you want, the online visibility you re lacking and the sales leads you need. An effective Marketing PR plan uses white papers as the offer to generate sales leads and boost your company s online presence. The Marketing PR Plan: Eleven Steps for Successful Lead Generation 1. Create a compelling offer: To create the offer, follow these steps: Identify your target audience. What is their demographic, psychographic and Infographic profile? 2 Identify relevant (important and timely) and compelling (new and interesting) topics that resonate with your buyers. Find an expert or learn what is necessary to become an expert in that area in order to add credibility to the offer. Match the offer with the desired prospect action. Does your offer s value equal the value of their time investment necessary to complete the desired action? Create the offer, such as: Books or ebooks Checklists Research or analyst reports Tools (ROI calculator or IQ quiz) Webcasts / Webinars White papers, articles or case studies 2 An Infographic profile shows the information usage characteristics of a defined segment including where, what, when and how much information they consume and trust. 2

4 2. Build the corresponding data capture form: Use a unique, specific refer code (url?refer=code) in the press release, and blog. Create a dynamic landing page that includes the data capture form and coordinated creative with a summary and/or bullet points describing the download. When your prospect fills out the form, they will be directed to a thank you page where they can download the offer. Sample data capture form Integrate the data capture form with a sales force automation tool. This allows you to capture the desired information from each prospect and pass to the sales team in real time. 3. Write press releases announcing the offer s availability Write two press releases that announce the availability of the offer. One press release is written for the media and will be distributed (along with a well-written "pitch") to a targeted list of journalists, with the goal of securing a placement in print and online media outlets. The second press release will be written for your buyers, search engine-optimized and distributed online only. Both press releases include a link to the specific landing page for this offer. (For more information on crafting a press release, read Mastering Online & Traditional Press Releases.) Press releases should always be newsworthy, so take advantage of the most pertinent points in your offer and use them to entice readers and drive them to your data capture form. 4. Upload your press releases to your website By uploading your marketing releases to your website, you simultaneously increase your search engine optimization (SEO) and inform all those who access your website of the offer s availability. Also, press releases allow you to continually refresh the content on your site. 5. Send your press releases to the media Take advantage of any contacts your PR department has and send the traditional press release to mainstream newspapers, trade publications and other relevant media sources. Media visibility services like HRmarketer include updated lists of hundreds of media outlets and journalists that are interested in HR-related news. 6. Send your press releases through Direct2Net 3

5 The Direct2Net service 3 is the ideal vehicle to get your marketing press release on search engines like Yahoo! and Google as well as hundreds of other online media outlets and blogs. More than 30 million Americans use Yahoo! News and Google News each month, and 72 percent of Americans now use a search engine as a news source. 4 Make sure your information is a part of this database. 7. Place your press releases in industry enewsletters In most industries, the enewsletter is one of the fastest-growing media outlets. Consider sponsoring a popular enewsletter that your buyers read to promote the availability of the article and/or renting a targeted online list for a dedicated direct marketing campaign that announces the availability of the download. Many enewslettters allow you to post your release for free or for a fee within the body of the newsletter. Again, HRmarketer.com lists all these enewsletters. 8. your press releases directly to your house list or purchased list Distributing your press release to your house list or to a purchased list generates demand for your offer in your target audience, which can in turn generate qualified leads. Your house list is composed of your most likely future customers, and most prospects need to receive 10 or more impressions before they purchase. 9. Place your condensed report as a byline article Besides press releases, local enewsletters or print publications often solicit byline articles from industry thought leaders. If you can place a condensed version (typically 800 1,000 words including most relevant and interesting points as well as industry-related commentary), you can direct readers to your information capture form and website. HRmarketer has a database of all the HR and related media outlets that accept byline articles, along with submission instructions. 10. Post a synopsis of your report or thought leader commentary on your company blog Blogs are an emerging marketing tool. According to a recent Webinar by the American Marketing Association, blogs will continue to grow in relevance and popularity because they give prospects a chance to converse with each other and the company. Because the Blog posting will redirect visitors to your web site, this will enhance your web site s SEO and online visibility. Create a synopsis of the report, focusing on the most timely aspects of your report to create positive conversations and drive prospects to your data capture form. 11. Place a link to your report in your company enewsletter 3 Direct2Net is a service mark of HRmarketer.com. Memberships to HRmarketer.com include Direct2Net Internet distributions that allow companies to post their news releases to hundreds of online media outlets, search engines and news portals. Direct2Net also allows customers to include keyword rich hyperlinks in their press releases which enhances a press releases SEO." 4 Neilson//Net ratings, January

6 Finally, promote your offer in your own company enewsletter. Subscribers are often future customers who are not yet ready to buy; entice them to take a step in the buying process by downloading your offer. Continuing the Demand-Generation Effort Each of the above steps is intended to drive leads, but in order to take advantage of these leads you must have a data capture form and analysis tools in place. While white papers often are offered free to website browsers, the most recent articles, white papers and research reports should be linked to a data capture form to generate leads. If each data capture form is specific to the offer, you can then track the success of each offer and customize your future offers. This analysis gives you the ability to focus your allocations on the offers with the highest ROI. All captured leads should be promptly added to your house list, which eventually becomes a community. This proprietary list of prospects is a target for marketing and a forum to shape interactive conversations from your marketing department to the most likely buyers. Marketing is no longer one voice to the masses. Smart marketers know they are no longer dictating to buyers but rather suggesting. This interplay between marketers and prospects enables more effective lead capture than ever before. Marketers in the HR/employee benefits marketplace can easily access the resources they need to generate leads and drive revenue once they have a plan. About HRmarketer.com HRmarketer.com is the #1 online marketing and media visibility service specifically tailored for companies that target decision-makers and other purchasing influencers for human resource products and services, employee benefit brokers and insurance carriers. HRmarketer combines a database of marketing and public relations information with press release distribution, marketing PR lead generation, campaign management, business intelligence and advisory services. The company services over 300 human resource suppliers. 5