Lead Generation Quick Start Series

Workshop #3

Transforming Your Company Into

A “Lead Magnet”

Today’s Speakers:

Featuring: Candyce Edelen CEO PropelGrowth @CandyceEdelen Jeanne Hopkins Director of Marketing HubSpot @jeannehopkins

Moderator: Andrew Gaffney Editor DemandGen Report @agaffney

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About DemandGen Report

- Launched in 2007 to track best practices in lead generation

- Newsletter has grown to more than 25,000 readers

- We also offer a menu of research and best practices reports

- New audio/video podcasts at DemandGenReport.com @DG_Report

linkd.in/DG_Specialists

How to Use Content to Drive Inbound Marketing and Generate Leads

Content & Findability

presented by Candyce Edelen CEO, PropelGrowth

Creating and publishing content

Findability

Developing content

Website as a lead capture tool

Attracting and engaging an audience

Social media

Engagement strategies

Driving traffic back to the website

Topics

Focus on customer needs

Identify behavior in early stages of buying process

Develop a messaging strategy

Creating and Publishing Content

Focus on how your customers search

No “vanity terms”

Determine search terms

– Adwords tool (adwords.google.com)

– Wonder wheel

Findability

Google Wonder Wheel

Google Wonder Wheel

Develop Content

Landing pages

Related links

Resources center

Lead capture forms

SEO best practices

Integrated blog

Engineer Website for Engagement

Find social sites your clients use

Establish profiles and join groups

Listen to discussions

Interact where appropriate

Using Social Media to Attract a Following

Social Sites

Full profile, keywords link blog + Twitter

Groups

Company page, content discussions, comments

Find relevant groups, listen to conversations,

Human engagement, conversations (hashtags)

FORUMS

Subscribe, comment invite and do guest blogs

Join relevant groups, engage in discussion

Company channel, viral video, embeddable, comments

Trade Pubs

Post content, comment, white papers, op-ed articles

Inbound marketing requires compelling content

Start from your customer’s point of view

Consider findability at every step

Look for opportunities to engage your audience

Wrapping up

cedelen@propelgrowth.com

www.propelgrowth.com/blog

www.propelgrowth.com/trendspotters

www.linkedin.com/in/candyceedelen

@CandyceEdelen

www.focus.com/profiles/candyce-edelen/public

Learn More

Analyze

Convert

Get Found

HubSpot Conversion Funnel

Inbound vs. Outbound

Blog Frequency vs. Customer Acquisition

Acquire Customers by Channel

B2B vs. B2C

Lead Sources

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Questions

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Thank you for attending!

Next in the series:

#4 The Role of Content in Driving Leads

May 24 at 1pm ET Featuring:

Joe Pulizzi, Executive Director,

Content Marketing Institute Spread the word with Colleagues Registered?

-> bit.ly/LeadGen-QuickStart <-