This document summarizes a webinar on transforming companies into "lead magnets". The webinar featured speakers from HubSpot and PropelGrowth and was moderated by DemandGen Report. It provided guidance on creating engaging content to attract an audience and drive leads through inbound marketing strategies like search engine optimization, social media, and websites designed for lead capture. The webinar emphasized starting with customer needs and perspectives to develop compelling content across multiple online channels.
1. Lead Generation Quick Start Series
Workshop #3
Transforming Your Company Into
A “Lead Magnet”
2. Today’s Speakers:
Featuring:
Candyce
Edelen
Moderator:
CEO
Andrew
Gaffney
PropelGrowth
Editor
@CandyceEdelen
DemandGen
Report
@agaffney
Jeanne
Hopkins
Director
of
Marke:ng
HubSpot
@jeannehopkins
3. Welcome Webinar Attendees
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4. About DemandGen Report
-‐ Launched
in
2007
to
track
best
prac:ces
in
lead
genera:on
-‐ NewsleLer
has
grown
to
more
than
25,000
readers
-‐ We
also
offer
a
menu
of
research
and
best
prac:ces
reports
-‐ New
audio/video
podcasts
at
DemandGenReport.com
@DG_Report
linkd.in/DG_Specialists
5. Content
&
Findability
How
to
Use
Content
to
Drive
Inbound
MarkeKng
and
Generate
Leads
presented
by
Candyce
Edelen
CEO,
PropelGrowth
6. Topics
Crea:ng
and
publishing
content
§ Findability
§ Developing
content
§ Website
as
a
lead
capture
tool
ALrac:ng
and
engaging
an
audience
§ Social
media
§ Engagement
strategies
§ Driving
traffic
back
to
the
website
7. CreaKng
and
Publishing
Content
§ Focus
on
customer
needs
§ Iden:fy
behavior
in
early
stages
of
buying
process
§ Develop
a
messaging
strategy
8. Findability
§ Focus
on
how
your
customers
search
§ No
“vanity
terms”
§ Determine
search
terms
– Adwords
tool
(adwords.google.com)
– Wonder
wheel
12. Engineer
Website
for
Engagement
§ Landing
pages
§ Related
links
§ Resources
center
§ Lead
capture
forms
§ SEO
best
prac:ces
§ Integrated
blog
13. Using
Social
Media
to
A<ract
a
Following
§ Find
social
sites
your
clients
use
§ Establish
profiles
and
join
groups
§ Listen
to
discussions
§ Interact
where
appropriate
14. Social
Sites
Groups
Full
profile,
keywords
Find
relevant
groups,
Company
page,
content
link
blog
+
Twi<er
listen
to
conversaKons,
discussions,
comments
Human
engagement,
Subscribe,
comment
Join
relevant
groups,
conversaKons
(hashtags)
invite
and
do
guest
blogs
engage
in
discussion
Trade Pubs
Post
content,
comment,
Company
channel,
viral
video,
white
papers,
op-‐ed
arKcles
embeddable,
comments
15. Wrapping
up
§ Inbound
marke:ng
requires
compelling
content
§ Start
from
your
customer’s
point
of
view
§ Consider
findability
at
every
step
§ Look
for
opportuni:es
to
engage
your
audience
25. Thank you for attending!
Next
in
the
series:
#4
The
Role
of
Content
in
Driving
Leads
May
24
at
1pm
ET
Featuring:
Joe
Pulizzi,
Execu:ve
Director,
Content
Marke:ng
Ins:tute
Spread
the
word
with
Colleagues
Registered?
-‐>
bit.ly/LeadGen-‐QuickStart
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