Zoom In On Landing Page & Collecting Leads

1. LANDING PAGES & COLLECTING LEADS
ZOOM IN ON…
PJ LEIMGRUBER | @MISTERPEEJ | EIA 2016

2. ABOUT THE SPEAKERP.J. LEIMGRUBER | @MISTERPEEJ

3. INTRODUCTION
ABOUT PJ LEIMGRUBER
▸ 1988 - Born in New York, Grew up in Florida
▸ 2011 - Bootstrapped an e-Commerce startup, RAGEHATS, to $50k/month
▸ 2012 - Co-Founded a boutique digital marketing/SEO firm, Rank Executives
▸ 2013 - Co-Founded, NEOREACH w/ brother @ Stanford, California. Raised 3M
in VC dollars.
▸ 2016 - Returned to Florida to focus on building my next venture in the PR
space.

4. INTRODUCTION
MY BACKGROUND
▸ Rank Executives - Search Engine Optimization (SEO), Internet Ads, Content/
Blogger Marketing, PR, Web Development.
▸ Key Clients: Nissan USA & Watches.com
▸ NeoReach - Influencer Marketing Search & Management Software for
Enterprise business and Ad Agencies
▸ Key Clients: Unilever, NBC Universal, Travel Channel, Citrix, Blue Apron,
Nnvidia, Wal-Mart, New York Times, Fan Duel

5. INTRODUCTION
MY HOBBIES
▸ I’m learning to mix & produce music.
▸ I love basketball, and I play as often as I can.
▸ I enjoy cooking and scouting out new restaurants in new cities. I believe the
best way to learn about a destination is to experience the cuisine.
▸ Recently married my wife Amanda in March 2016
▸ I have a cute dog named Sadie.

6. INTRODUCTION

7. GETTING STARTED
WHAT WILL WE COVER TODAY? STUFF THAT COSTS TIME BUT NOT MONEY
▸ PART 1 = Creating The Perfect Landing Page
▸ Part 2 = Generating Targeted Traffic & Collecting Leads
▸ Submission Sites & Posting Tactics
▸ The Basics of Content Marketing & Blogging
▸ How To Outreach To Bloggers & Press
▸ Social Media Best Practices
▸ Other Random Tactics, Tools and Strategies

8. HOW TO USE GOOGLEB/C YOU’VE BEEN DOING IT WRONG THIS WHOLE
TIME…

10. GETTING STARTED
USING GOOGLE PROPERLY IS THE BACKBONE FOR GROWTH HACKING
▸ The use of “quotes” tells Google to search for this exact phrase in this exact
order.
▸ The use of + is the most effective way to separate words in the same search.
▸ For example: “write for us” + blog.
▸ Using these advanced search operators will make you laser sharp at using
Google.
▸ GOOGLE WILL TEACH YOU EVERYTHING - DON’T BE LAZY - GOOGLE IT!

11. GETTING STARTED
PLEASE!!! INSTALL GOOGLE WEBMASTER TOOLS & ANALYTICS
▸ It’s free to sign up.
▸ Install custom analytics code onto your website/landing page.
▸ Tracks visitors & other important metrics like time on site, bounce rate, click
through rate (CTR)
▸ Great data = informed decision making.
▸ We will talk more about this

12. CREATING
THE
PERFECT
LANDING
PAGE

13. WHAT IS A LANDING PAGE?
LANDING PAGES HAVE ONE MAJOR OBJECTIVE
TURN SITE VISITORS INTO LEADS.

15. PART 1: CREATING THE PERFECT LANDING PAGE
OBJECTIVE - TURN SITE VISITORS INTO LEADS
▸ Tells the visitor a short story so
they know exactly what they’re
getting.
▸ It shows them a picture of what
they’re going to get.
▸ No navigation because we don’t
want them going anywhere else.
▸ The content/copy is brief, but super
compelling. Less than 200 words of
body text is ideal.
▸ Has a form to capture their
information (more on this)
▸ Has social sharing icons that make it
easy to share.

16. PART 1: CREATING THE PERFECT LANDING PAGE
STEP 1: CREATE A COMPELLING HEADLINE
▸ Capture visitors attention
immediately. Make them want to
read on.
▸ Try to keep headline on one line.
<Hard Problem You Solve> Made
Easy
<Two Word> Software for
<Industry> Professionals
Eliminate your <Niche> Problem
For Good.
Smarter <Hard Thing> Is Here.
The Future of <blank>

17. PART 1: CREATING THE PERFECT LANDING PAGE
STEP 2: PICK A GOOD HEADER IMAGE
▸ Image of your product
▸ Professional Stock Photo
Sources:
Stocksy
Dollar Photo Club
Fotolia

18. EXAMPLE OF A PERFECT HEADLINE

19. EXAMPLE OF A PERFECT HEADLINE

20. PART 1: CREATING THE PERFECT LANDING PAGE
STEP 3: MAKE IT EASY TO UNDERSTAND WHAT YOU DO. DON’T OVER-DO TEXT
▸ Break down into 3
steps/features
▸ Short description of
each
▸ Use “power words” like
get, feel, have, enjoy
source: lumosity.com

21. COMPELLING HEADLINE
WITH LEAD CAPTURE
3 STEPS &
SHORT/COMPELLING TEXT
source: hbloom.com

22. PART 1: CREATING THE PERFECT LANDING PAGE
STEP 4: BIG BUTTONS AND CALLS TO ACTION
GET STARTED
*
START FOR FREE TRAIL
*
APPLY FOR EARLY ACCESS
*
Don’t Miss Out On The
Next Big Thing
*
SIGN ME UP!

23. PART 1: CREATING THE PERFECT LANDING PAGE
STEP 5: COLLECTING THE INFORMATION YOU NEED
▸ Use forms to collect their
information.
▸ Collect as little info as you need to
onboard them.
▸ The number of fields should
correlate with the buyers journey.
▸ If you are just building interest/
awareness, then basic info like
name and email is enough.

24. PART 1: CREATING THE PERFECT LANDING PAGE
PRO TIP: ENCOURAGE SOCIAL SHARING & REFERRALS
▸ KICKOFF LABS
▸ Put Social Share Buttons
At the Bottom
▸ Encourage early signup

25. PART 1: CREATING THE PERFECT LANDING PAGE
PRO TIP: BUILD CREDIBILITY
▸ Short testimonials or
endorsements from
customers.
▸ Stars & graphics
▸ Certification or Customer
Logos
further reading: http://unbounce.com/landing-pages/15-ways-to-increase-trust-in-your-landing-pages/

26. PART 1: CREATING THE PERFECT LANDING PAGE
SOURCES & LINKS FOR FURTHER RESEARCH
▸ http://unbounce.com/landing-page-articles/the-anatomy-of-
a-landing-page/
▸ https://blog.kissmetrics.com/landing-page-design-
infographic/
▸ https://www.formstack.com/the-anatomy-of-a-perfect-
landing-page
▸ https://instapage.com/blog/landing-page-examples

27. RECOMMMEND
SOFTWARE…TO BUILD YOUR LANDING PAGE

28. LAUNCHROCK
…GOOD BECAUSE IT IS FREE

29. INSTAPAGE
…BY FAR THE EASIEST TO USE

30. OTHERS TO CONSIDER
▸ KICKOFF LABS
▸ LEADPAGES
OR
WEBSITE BUILDERS LIKE
- WIX
- SQUARESPACE

31. LANDING PAGE = DONE
AWESOME! NOW LETS GET SOME TRAFFIC TO IT.

32. SUBMISSION &
POSTING TACTICS
FREE PLACES YOU CAN LIST
YOUR WEBSITE/STARTUP
THAT WILL SEND FREE
TRAFFIC!

33. PLACE #1 - STUMBLEUPON
StumbleUpon
Free web-browser
extension which acts as an
intelligent browsing tool
for discovering and
sharing web sites by a
recommendation engine
PART 2.1: SUBMISSION AND POSTING BASED TACTICS

34. PART 2.1: SUBMISSION AND POSTING BASED TACTICS
PLACE #2 - PRODUCT HUNT
A curation of the best new
products, every day.
Discover the latest mobile
apps, websites, and
technology products that
everyone's talking about.

35. PLACE #3 - SCOOP.IT
Launch a topic at Scoop.it
and post your website into
your topic page
PART 2.1: SUBMISSION AND POSTING BASED TACTICS

36. PLACE #4 - REDDIT & R/STARTUPS
Share your startup on
Reddit’s /r/startups category
or any other hyper targeted
subreddit.
Note - Engage with the
community first. Don’t just
sign up and post. They hate
spammers.
PART 2.1: SUBMISSION AND POSTING BASED TACTICS

37. PLACE #5 - CREATE A CRUNCHBASE PAGE
CrunchBase
CrunchBase is the leading
platform to discover
innovative companies and
the people behind them.
Used by millions of
entrepreneurs, investors,
and analysts.
pro tip: works great for recruiting & hiring
PART 2.1: SUBMISSION AND POSTING BASED TACTICS

38. PLACE #6 - BETALIST betalist
Goes out to 25k+ early
adopters.
Limited to pre launch
startups.
people come here to learn
about new ideas and
startups…
PART 2.1: SUBMISSION AND POSTING BASED TACTICS

39. CREATE COOL CONTENTAND GIVE IT AWAY… THIS IS CONTENT MARKETING

40. PART 2.2: CONTENT MARKETING
REMEMBER…
▸ You are considered an expert in the field of which
your company/startup is in.
▸ So put that knowledge to good use - and help
make the internet better by contributing to it.
▸ Guess who searches for information related to
your expert area of genius?? (YOUR CUSTOMERS)

41. THE GOLDEN RULE
In order to GET value
You must GIVE value!
PART 2.2: CONTENT MARKETING

42. EXAMPLES OF COOL CONTENT
▸ Infographics
▸ Blog Posts
▸ Viral Memes
▸ Slideshares
▸ Whitepapers
▸ How To Guides
▸ Viral Videos
▸ Giveaways
▸ Webinars
▸ Free Tools
▸ Industry Reports
▸ News/Press Releases
PART 2.2: CONTENT MARKETING

43. RESOURCES ON THE WEB ▸ Share Infographics:
▸ http://visual.ly/
▸ Create & Share Viral Memes:
▸ https://imgflip.com/memegenerator
▸ Publish Slideshares:
▸ http://www.slideshare.net
▸ Blogging Communities:
▸ https://myblogu.com
▸ https://topbloggers.com/
PART 2.2: CONTENT MARKETING

44. WRITE AN AWESOME BLOG POST
JUST ONE - BUT MAKE IT AMAZING!!!

45. Write attention grabbing
headline guides or write
posts that fill these
templates.
Free Tool:
https://
www.portent.com/tools/
title-maker
• The Secret of [blank]
• Little Known Ways to [blank]
• Get Rid of [problem] Once and For All
• What Everybody Ought to Know about [blank]
• The Lazy [blank’s] Way to [blank]
• 4 Ways to [Blank] That You Never Knew Existed
HOW TO BLOG EFFECTIVELY - WRITE MAGNETIC HEADLINES
PART 2.2: CONTENT MARKETING

46. ▸ Write a post called “Our competitor
vs Our Company”
▸ This will attract search engine traffic
looking for reviews of competitor
HOW TO BLOG EFFECTIVELY - WRITE A POST COMPARING YOU VS. COMPETITOR
PART 2.2: CONTENT MARKETING

47. OUTREACHAKA… MESSAGING STRANGERS ON THE INTERNET

48. PART 2.3: OUTREACH
TACTIC #1 - CREATE A MEDIA KIT FOR YOUR “THING” (PRODUCT/COMPANY/STARTUP)
▸ This can be a is a word document or powerpoint.
▸ MUST INCLUDE: company overview, images/screenshots, logos,
▸ What problem does your “thing” solve? Who are the users of your “thing”?
▸ How can people learn more or get started using your “thing”
▸ This will make it easy for someone to learn about you, write about you,
recommend you, etc.

49. TACTIC #2 - OUTREACH TO BLOGGERS
Outreach to bloggers
and invite them to share
your content.
Best way is to Google for
blogs in your industry or
Find them using any of
these services:
PART 2.3: OUTREACH

50. TACTIC #3 - FIND GUEST POSTING OPPORTUNITIES
▸ Guest authorship means YOU
author your own blog post on a
topic (related to your company/
product/startup)
▸ Make it interesting; and not too
sales focused.
▸ Be sure to include your name and a
link to your site in your author bio.
PART 2.3: OUTREACH

51. PRO TIP: GOOGLE IS THE BEST FOR FINDING THESE OPPORTUNITIES
• Here’s how: Search “Write for us” + Your Industry/Niche +
Blog or “Guest Post” + Your Industry/Niche + Blog!
• Use “quotes” around a term, this tells Google to look
exactly for this term, in this particular order. Parse your
queries by adding a +
• This will help Google better narrow down your search
and return laser focused results!
PART 2.3: OUTREACH

52. TACTIC #4 - OUTREACH TO INFLUENCERS IN YOUR INDUSTRY
Outreach to influential people on
Twitter, Instagram, Pinterest,
Facebook, Vine etc. and invite
them to share your content.
There is an entire industry
devoted to this called “Influencer
Marketing.”
Hard to get for free, but hell - we
don’t have any money so its
worth a shot!
PART 2.3: OUTREACH

53. TACTIC #5 - PINPOINT AND MESSAGE AN INDUSTRY JOURNALIST
Pinpoint a new journalist at a big
publication, offer them an exclusive on
your content.
Provide them with data that only you
have access to.
Help the new journalist look good.
Tweet @ them or Message on LinkedIN
PART 2.3: OUTREACH

54. TACTIC #5 CONT - EXAMPLE PUBLICATIONS TO TARGET
▸ Huffington Post
▸ Business 2 Community
▸ E Learning Industry
▸ Examiner
▸ Markets Morning
▸ YFS Magazine
▸ Tech Cocktail
▸ Start-Up Beat
▸ Tech Wyse
▸ All Business
▸ Natural News
▸ Elite Daily
▸ The Self Employed
▸ Small Biz Trends
▸ Life Hacker
▸ Socialnomics
▸ Social Media Today
▸ Young Upstarts
PART 2.3: OUTREACH

55. AND MAKE RELATIONSHIPSDON’T JUST USE THEM AND FORGET IT

56. SOCIAL MEDIATACTICS & BEST PRACTICES

57. PART 2.4: SOCIAL MEDIA
TACTIC #1 - CREATE A FACEBOOK BUSINESS PAGE

58. TACTIC #2 - CREATE A TWITTER PAGE
Put in the wrench time
and make some eye
popping designs.
There a tons of templates
and a little work goes a
long way.
PART 2.4: SOCIAL MEDIA

59. TACTIC #3 - CREATE A GOOGLE MY BUSINESS PAGE
PART 2.4: SOCIAL MEDIA

60. TACTIC #4 - SHARE THAT AWESOME CONTENT YOU MADE
PART 2.4: SOCIAL MEDIA

61. TACTIC #5 - DIRECT MESSAGE POWER USERS
Direct message thought
leaders, interact with
them, congratulate them
on their recent press, etc.
Say thanks! Fluff their
ego.
Get a retweet/repost/
reshare
PART 2.4: SOCIAL MEDIA

62. TACTIC #6 - TRADE SHOUT OUTS
Trade shout outs with
other companies and
thought leaders.
Accounts with a similar
social following to you
will be more willing to
cross promote.
PART 2.4: SOCIAL MEDIA

63. TACTIC #7 - ADD SOCIAL SHARE BUTTONS TO YOUR CONTENT
Add social sharing buttons to your
site
Yep, no secret sauce here
Just make it easy for your customers
to share the content on your site.
PART 2.4: SOCIAL MEDIA

64. OTHER TACTICS & STRATEGIESA MIXED BREW

65. PART 3: A MIXED BREW OF TACTICS
TACTIC #1 - RESPOND TO UNANSWERED QUESTIONS ON QUORA
Respond to unanswered questions in
your niche on Quora. Quora is a
question-and-answer website where
questions are asked, answered,
edited and organized by its
community of users.

66. PART 3: A MIXED BREW OF TACTICS
TACTIC #2 - SIGN UP FOR MENTION
Mention allows you to monitor in real-time
anything published on the web and social
networks.
You can react by getting an alert triggered
by a keyword or key phrase you set up.
Connect social accounts (Twitter,
Facebook, Buffer) to your alerts as well.

67. PART 3: A MIXED BREW OF TACTICS
TACTIC #3 - SIGN UP GOOGLE ALERTS
Google Alerts is a content change detection
and notification service, offered for free by
Google.
The service sends emails to the user when it
finds new results—such as web pages,
newspaper articles, blogs, or scientific
research—that match the user's search term.
Great way to find authors, bloggers, and
websites in your niche.

68. PART 3: A MIXED BREW OF TACTICS
TACTIC #4 - SUBMIT A FREE PRESS RELEASE
Write a press release. If you don’t know what
those are. Google them, read some, and
give it your best shot.
Then you can submit a free press release
using a service like PRlog

69. PART 3: A MIXED BREW OF TACTICS
TACTIC #5 - HELLO BAR
HelloBar is one of the more
popular lead generation tools
available, and it allows you to
add these eye-catching
notification bars to the top of a
webpage.
I have been using this tool
myself for about eight months
now, and it has never
disappointed me.

70. PART 3: A MIXED BREW OF TACTICS
TACTIC #6 - COMPETITOR RESEARCH
Grab the URL of your
closest competitor
Use tools like
MajesticSEO to see who
links to your competitors.
Outreach to those
webmasters, and ask
them to feature your
product/service/website.

71. THE ENDQUESTIONS?
▸ Tweet (and follow) @misterpeej and ask me
any questions.
▸ Skype Me: pj.neoreach
▸ Email Me: pj@rankexecutives.com