Making your marketing accountable is one of the keys to making it successful. We explore ways to make your marketing trackable and accountable in this presentation given to Sage Australia/New Zealand at the Partner Insights Summit.

2. 2 Steps to Lead Generation
That Actually Works
Dan Kraus, President

3. Branding vs Lead Gen Marketing
• Branding works before the consumer is in
the market, whereas lead generation works
once the consumer enters the market.
• You must do both but…
– Lead Gen Marketing WILL create Brand
– Brand Marketing rarely creates Lead Gen

4. Leading Results Overview
• Instructors for the Sage Marketing Academy
• Marketing services firm – coaching and consulting
» 1:1 Coaching, Group Coaching
» Fractional VP of Marketing
» Social Media Coaching and Learning
» Referral Marketing Coaching and Classes
• Authorized Duct Tape Marketing coaches (4)
• Clients World-Wide
• We help our clients stop wasting money on
marketing that does not create results

5. Leading Results Core Marketing 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 time to figure
out if what I need is what you do.

6. Definition of Marketing
Know Like Trust TRY Buy Repeat Refer

7. Two-Step Marketing

8. The
Marke)ng
Hourglasssm
Know • Social, Advertising, Referrals, Networking,
SEM, PR
Like • Website, blog content, social, content
offers, PR, Video, webinars
Trust • Expert webinars, marketing materials, white
papers, Case Studies, Testimonials
Try • Workshops, evaluations, demo, DIY
training, starter packs
Buy • Service team, new customer kit, process
documentation
Repeat • Post project review, cross selling, customer
events
Refer • Champion events, partner intros, peer2peer
©
Duct
Tape
Marke.ng
–
all
rights
reserved

9. Low
Events (in person)
Research
Reports
Blogs Webinars
Branding Orientation
White Social Networking
Papers Media /Referrals
Web Marketing
(SEO/PPC) Email Marketing
Newsletters Microsites
Print
Advertising
Case Branded
Studies Content Traditional
Media
Articles Videos
High
(PR)
Low Lead Generation Orientation High

10. Getting Responses = Valued Content
• You need materials that Educate
• The problems you solve, packaged for
consumption

11. Content that builds trust
• Reviews
• Testimonials
• Personality
• Social media
• SEO oriented

12. Content that educates
• White papers
• Webinars
• FAQs
• Success stories
• About You

13. If you think its all about content…

14. Two-Step Categories
• Advertising
• Sponsorships
• Direct Response - Mail/eMail

15. Advertising

16. A few ideas…
• Pay-Per-Click
• Local Business Journals
• Industry Publications
• Industry/Interest newsletters
• Traditional Media (newspaper, TV, Radio)

17. Pay Per Click Advertising
Keys to Success with PPC
• Direct response
• 2 step approach
• Dedicated Landing Pages

18. PPC Terms
• Clicks – The number of times an ad is clicked.
• Impressions – The number of times an ad has been
displayed.
• Click-through Rate (CTR) – (clicks / impressions).
• Cost per Click (CPC) – The cost every time 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 calculation that
determines ad relevance, placement and cost.

19. Quality Score
“Quality Score is an estimate of how relevant your
ads, keywords, and landing page are to a person
seeing your ad” – Google
QS Factors
• Your keyword's past clickthrough rate (CTR):
• Your display URL's past CTR:
• Your account history (CTR)
• The quality of your landing page:
• Your keyword/ad relevance:
• Your keyword/search relevance:
• Geographic performance:
• Your ad's performance on a site:
• Your targeted devices

20. 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

21. Pay-for-placement on a Google SERP

22. Good Adwords Book
Google AdWords
Anastasia Holdren
O’Reilly Publishing

23. Landing pages & Micro-sites
• Goal = Conversation
• No Distraction = Higher Conversion
• Focused Relevance = High Quality Score
• Higher QS = Lower Cost Per Conversion
Search Marketing (PPC/SEO)
Direct Marketing (DM/eDM)
Advertising
Tradeshow Conversions

24. Anatomy of a Landing Page

25. Anatomy of a Landing Page
Logo is
SMALL!!

26. Anatomy of a Landing Page
Logo is SMALL!!
Tagline or
explanation

27. Anatomy of a Landing Page
Logo is SMALL!!
Tagline or
explanation
next step is
Clear and
Obvious

28. Anatomy of a Landing Page
Logo is SMALL!!
Tagline or
explanation
next step is Clear
and Obvious
3-5 Key
differences

29. Anatomy of a Landing Page
Talk to a person
RIGHT NOW!!!

30. Anatomy of a Landing Page
Talk to a person
RIGHT NOW!!!
Tell me more

31. Anatomy of a Landing Page
Talk to a person
RIGHT NOW!!!
Tell me more
Credentials and
Testimonials

32. LinkedIN Advertising

33. Making PPC Effective & 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.

34. Sponsorships

35. Sponsorships
• Relevant Opportunities
– Subscription newsletters
– Partner/Industry/Local Events
– Tradeshows***

36. In-Line Newsletter Sponsorship

37. Events & Tradeshows
• Don’t sponsor unless speaking
• Provide educational content
• Insist on your own evaluation
• Provide value for return of eval
• Offer follow up on the eval

38. Direct Response

39. Print Advertising
Image ad vs. direct response

40. Anatomy of a direct response ad
• Single purpose
• Headline
• Value proposition
• Offer
• Call to action

41. Headline
Offer
Headline Value
Action

42. Direct Mail/Email
Direct mail is ideal small
business vehicle
• Target ideal prospect
• Test offers
• Relatively inexpensive
• Consider Lumpy
• Email newsletters to
stay in touch

43. Testing
• Start small
• Code everything
• Split test A/B
• One variable at a time
• Google AdWords for testing key phrases
• Try Weekends too (for email)

44. Direct mail lists
• The best is one you build!
• 2nd best is one you borrow
• When all else fails…
• The best email list – Only 1 choice – Build It

45. Headlines (Subject Lines) that get results
• Question Based (vs Statement Based)
• Problem Based (vs Solution Based)
• Curious (vs Non-Curious)
“Why do some headlines fail?”
www.psychotactics.com

46. Structure of Your Email Marketing
1
2
3
4
5

47. We help small businesses stop wasting money on marketing

48. Takeaways
• Brand Marketing is not 2 Step
– Get them to take action
• 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

49. Result
Your marketing is measurable!
Offer #1
Complete the
evaluation, get the
slides

50. Offer #2
• Marketing Hour Glass Audit
– You complete our questionnaire
– We spend an hour or so with you to
review your approach against the
Marketing Hour Glass
Check the box for the free 45 minute
business evaluation

51. We help small businesses stop wasting money on marketing
Thank You
Please take a moment to complete
presentation evaluation
Contact Us
Web: www.leadingresults.com
Email: info@LeadingResults.com
Phone: +1-704-875-1188
Skype: LeadingResults
Twitter: @LeadingResults ; @LauraBLorenz
FaceBook: facebook.com/leadingresults