2. Who
is
this
Dan
Kraus
guy?
• 25
year
sales
&
marke8ng
veteran
– 9+
years
with
Great
Plains
So@ware
(‘89-‐’98)
– 6+
years
with
SAP
(‘03-‐’09)
– Allaire
– Macromedia
– Infinium
So@ware
– ADP,
Con8nental
Cable
(Comcast)
• Founded
3
companies
• UMASS
Amherst,
Marke8ng
• @LeadingResults
3. Leading
Results
Overview
• Instructors
for
the
Sage
Marke8ng
Academy
• Marke8ng
services
firm
–
coaching
and
consul8ng
» 1:1
Coaching,
Group
Coaching
» Frac8onal
VP
of
Marke8ng
» Social
Media
Coaching
and
Learning
» Referral
Marke8ng
Coaching
and
Classes
• Authorized
Duct
Tape
Marke8ng
coaches
• Offices
in
Charlobe,
Boston
and
Philadelphia
• Clients
throughout
North
America
• We
help
our
clients
stop
was8ng
money
on
marke8ng
that
does
not
create
results
4. Leading
Results
Core
Marke8ng
Mantra
• Don't
talk
about
the
products
you
sell;
talk
about
the
problems
you
solve.
• Then
talk
about
the
remarkably
different
way
that
I
will
experience
working
with
you
as
you
solve
those
problems.
• Be
sure
you
tell
me
what
I
get;
NOT
what
you
do.
Because
I
don't
have
8me
to
figure
out
if
what
I
need
is
what
you
do.
7. Branding
vs
Lead
Gen
Marke8ng
• Branding
works
before
the
consumer
is
in
the
market,
whereas
lead
genera8on
works
once
the
consumer
enters
the
market.
• You
must
do
both
but…
» Lead
Gen
Marke8ng
WILL
create
Brand
» Brand
Marke8ng
rarely
creates
Lead
Gen
8. Where
are
your
ac8vi8es
focused?
Branding
Centric
Lead
Gen
Centric
• Ar8cles
(PR)
• Newslebers
• Social
Media
• Web
Marke8ng
(SEO/PPC)
• Blogs
• Events
(in
person)
• Case
Studies*
• Webinars
• Videos*
• Microsites
• White
Papers*
• Email
Marke8ng
• Research
Reports*
• Print
Adver8sing*
• Branded
Content*
• Tradi8onal
Media*
19. Establish
Exper8se
and
Ownership
of
it
• Blogging
on
key
topics
• Guest
blog/speaking/presen8ng
• Create
a
community
around
a
key
topic
• Microsites
• Customer
tes8monials
about
your
exper8se
• Video
how-‐to
21. A
few
ideas…
• Pay-‐Per-‐Click
• Local
Business
Journals
• Industry
Publica8ons
• Industry/Interest
newslebers
• Tradi8onal
Media
(newspaper,
TV,
Radio)
22. Pay
Per
Click
Adver8sing
Keys
to
Success
with
PPC
• Direct
response
• 2
step
approach
• Dedicated
Landing
Pages
23. Advantages
of
a
PPC
Program
When
should
a
PPC
program
be
considered?
• To
begin
your
SEM
program
almost
immediately
• Good
for
tes8ng
(products,
keywords,
loca8ons)
• Allows
for
geo-‐targe8ng
• Allows
for
interest/skill/personality
targe8ng
• Can
focus
on
long
tail
keyword
phrases
• Easy
to
modify,
shi@,
expand
or
cancel
24. Disadvantages
(primarily
compared
to
organic
SEO):
• Not
always
viewed
• Lible
credibility
(similar
to
the
common
comparison
and
percep8on
of
adver8sing
versus
PR
as
a
promo8onal
tool)
• An
organic
SEO
strategy
becomes
more
cost-‐
effec8ve
as
it
matures
and
is
beber
suited
as
a
longer
term
strategy
25. PPC
Terms
• Clicks
–
The
number
of
8mes
an
ad
is
clicked.
• Impressions
–
The
number
of
8mes
an
ad
has
been
displayed.
• Click-‐through
Rate
(CTR)
–
(clicks
/
impressions).
• Cost
per
Click
(CPC)
–
The
cost
every
8me
an
ad
is
clicked
on
by
a
searcher
• Conversion
–
The
number
of
clicks
that
result
in
a
conversion
(no
more
than
one
conversion
per
click).
• Quality
Score
–
Google
calcula8on
that
determines
ad
relevance,
placement
and
cost.
27. This chart shows the relative importance of three factors used to calculate the
Quality Score: 1) Clickthrough Rate (CTR), 2) Landing/destination page,
and 3) Relevance.
Source: Howie, Ian, Google AdWords PPC Advertising, WordTracker, November 2009, ISBN: 978-0-9561475-4-7
34. Making
PPC
Effec8ve
&
Affordable
• Know
Your
Customers
• Know
Your
Keywords
• Make
your
landing
pages
relevant
-‐
The
higher
your
Quality
Score,
the
higher
your
Ad
Rank
and
the
lower
your
cost.
38. Events
&
Tradeshows
• Don’t
sponsor
unless
speaking
• Provide
educa8onal
content
• Insist
on
your
own
evalua8on
• Provide
value
for
return
of
eval
• Offer
follow
up
on
the
eval
42. Anatomy
of
a
direct
response
ad
•
Single
purpose
•
Headline
•
Value
proposi8on
•
Offer
•
Call
to
ac8on
43. Direct
Mail/Email
Direct
mail
is
ideal
small
business
vehicle
• Target
ideal
prospect
• Test
offers
• Rela8vely
inexpensive
• Consider
Lumpy
• Email
newslebers
to
stay
in
touch
45. Tes8ng
• Start
small
• Code
everything
• Split
test
A/B
• One
variable
at
a
8me
• Google
AdWords
for
tes8ng
key
phrases
• Try
Weekends
too
(for
email)
46. Direct
mail
lists
• The
best
is
one
you
build!
• 2nd
best
is
one
you
borrow
• When
all
else
fails…
» SRDS
» infoUSA
» List
brokers
• The
best
email
list
–
Only
1
choice
–
Build
It
47. Headlines
(Subject
Lines)
that
get
results
• Ques8on
Based
(vs
Statement
Based)
• Problem
Based
(vs
Solu8on
Based)
• Curious
(vs
Non-‐Curious)
“Why
do
some
headlines
fail?”
www.psychotac8cs.com
52. Takeaways
• Brand
Marke8ng
is
not
2
Step
» Get
them
to
take
ac8on
• Understand
the
value
you
provide
–
Share
some
(you
need
content)
• Your
Nurture
Process
should
be
2
step
too
• 2
Step
is
One
Part
–
Don’t
Forget
Referrals
and
PR
53. Result
Your
marke8ng
is
measurable!
Offer
#1
Complete
the
evalua8on,
get
the
slides
54. Offer
#2
• Marke8ng
Hour
Glass
Audit
» You
complete
our
ques8onnaire
» We
spend
an
hour
or
so
with
you
to
review
your
approach
against
the
Marke8ng
Hour
Glass
» We’ll
provide
you
with
a
blank
copy
of
this
calendar
template
Check
the
box
for
the
free
45
minute
business
evalua3on
55. We
help
small
businesses
stop
was8ng
money
on
marke8ng
Thank
You
&
Ques/ons
Please
take
a
moment
to
complete
presenta8on
evalua8on
Contact
Us
Web:
www.leadingresults.com
Email:
info@LeadingResults.com
Phone:
888-‐717-‐1715
Twiber:
@LeadingResults
;
@LauraBLorenz
FaceBook:
facebook.com/leadingresults
