how to lure thousands of qualified prospects to your website

OutReach Give – Share - CoachMichel Ozzello - Nov 2010

ideas7to lure thousands

of qualified prospects

to your website

OutReach Give – Share - Coach

People/Businesses have needs.They search for solutions.

You just need to get found by them!

inbound MARKETING

OutReach Give – Share - Coach 3

DefinitionsCTR – Click Trough Rate

Percentage of people who click a link

CPC – Cost Per ClickThe value paid for each person who clicked a link

Conversion Rate % of people who take the conversion action

(i.e. download)

Cost/ConversionThe value paid for each conversion action

.1PAID SEARCH


Paid Search

Pros Cons

• Easy to set-up• Huge scale potential

‒ Content network• Good segmentation

‒ Country, Language…

• Competition• Keyword Cost• Resources to manage it!


The Long Tail

$50 a click

$0.5 a click


20%


Jan Feb Mar Apr May Jun Jul Aug Sep Oct

Clicks Cost

Long Tail Optimization

Long TailOptimization

Long Tail Expansion



$ / Click $ / Conv.

CPC & Cost/Conversion

Consistently decrease costs with Long Tail optimization


Working the Long Tail


$ / Click $ / Conv.

7.398 active keywords

5.199 paused/deleted

3.738 negatives

Tool Tip:Google Keyword Tool

.2S E O


SEOPros Cons

• Free!• You control your content• Huge Scale potential

• Time consuming• You don’t control the web!• Hard and difficult work!• Ongoing effort


1%-2% click on Google Ads


98%-99% click on organic results


URL (3-5 hyphenated words)Page Title (max 7 words) Headings Images

• ALT and TITLE tags (prose), Image File names (hyphenate)Metas • Description (150 char. prose, for people)• Keywords (<10)

Inbound Links• Anchor text

SEO in 2 minutes Tool Tip:

SEOmoz

.33rd PARTY EMAIL

BLASTS


Third Party Email BlastsPros Cons

• Existing (niche) communities• Easier to make msg resonate

• Good CTR & Higher conversions• People have opted in• It’s not your list-no unsubscribe to you!-some signup for your emails

• Not that easy to find• Can be expensive • Off-target demographics


Some tips

• Get all available data– Community/website demographics– Stats from previous campaigns (like CTR)– Your ROI estimates

• Negotiate as much as you can– Volume discounts– Packages with additional elements (like Banners)

• Track and Measure!

Tool Tip: Alexa Toolbar& Google URL Builder

.4CONTENT

AGGREGATORS


Content AggregatorsPros Cons

• Free!• Good volume of visitors • Helps SEO juice• Automated posting services

• Automated posting messes formatting• Less targeted • Less Promotion• Crowded


What? Where?

• Directories– Articles/Papers– Downloads– Demos/Videos – News– Web Directories– …

• Bookmarking– Digg– Delicious– Reditt– Stumble Upon– DZone – …

Tool Tip:

Submit Everywhere

.5VIDEO


VideoPros Cons

• Free (and cool)!• Easy to produce and distribute• Huge Scale Potential• People like watching videos

• Production Costs• Getting crowded – fast!


“the 2nd largest search engine”B2B Forum, May 2010

.6USER GENERATED

CONTENT


User Generated ContentPros Cons

• Great for SEO juice• Spreads like wildfire across

several sites• Has “Referral” authority

• You don’t control the content • High engagement work

Tool Tip: SocialMention& Google Alerts

.7SOCIAL MEDIA


Social MediaPros Cons

• Free!• Enormous potential for scale• Everyone’s doing it

• Time consuming• Where to start? Where to bet?• Everyone’s doing it!


http://twitter.com/delloutlet

http://twitter.com/delloutlet


http://www.quora.com/

http://answers.onstartups.com/

http://www.stackoverflow.com/

[ ]RECAP


Thank you!

[email protected]

@mozzello

pt.linkedin.com/in/michelozzello

michelozzello


Google Analytics analytics.google.com

Google URL Builder bit.ly/URL-Builder

Google Alerts alerts.google.com

SEOmozwww.seomoz.org

36

Google Keyword Toolbit.ly/keyword-tool

Alexa Toolbarwww.alexa.com/toolbar

SocialMention www.socialmention.com

SubmitEverywherewww.submit-everywhere.com

Tool Tips


Credits

Photos:www.totalinternet.com.au/article/18/Search-Engine-Optimisation/Long-Tail-searches-are-becoming-more-popular/

dancleary.typepad.com/dan_cleary/2008/11/obama-poster-mimics-soviet-propaganda-art.html

giavasan.diludovico.it/archivio/2009/02/15/news-aggregator-10/

www.theredrecruiter.com/

graemeharrison.typepad.com/connect/2009/02/has-digital-killed-the-movie-star.html

www.seodesignsolutions.com/blog/search-engine-optimization/google-search-engine-optimization-tips/

laist.com/2007/12/20/extra_extra_136.php

Design & Layout Inspiration: http://www.slideshare.net/GlobalGossip/you-suck-at-powerpoint

http://www.totalinternet.com.au/article/18/Search-Engine-Optimisation/Long-Tail-searches-are-becoming-more-popular/

http://dancleary.typepad.com/dan_cleary/2008/11/obama-poster-mimics-soviet-propaganda-art.html

http://giavasan.diludovico.it/archivio/2009/02/15/news-aggregator-10/

http://www.theredrecruiter.com/

http://graemeharrison.typepad.com/connect/2009/02/has-digital-killed-the-movie-star.html

http://www.seodesignsolutions.com/blog/search-engine-optimization/google-search-engine-optimization-tips/

http://laist.com/2007/12/20/extra_extra_136.php

http://www.slideshare.net/GlobalGossip/you-suck-at-powerpoint


how to lure thousands of qualified prospects to your website

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