wsi - lead generation

48
Online Lead generation

Upload: wsi-e-marketing

Post on 09-May-2015

1.497 views

Category:

Business


0 download

DESCRIPTION

WSI - We Simplify the InternetWSI is the world leader in Internet marketing, Web development and Web design.When you work with WSI you can be sure you’re working with a leading edge company that not only contributes and incorporates the best practices in its field, but also sets new benchmarks and raises the bar for others to follow.

TRANSCRIPT

Page 1: WSI - lead generation

Online Lead generation

Page 2: WSI - lead generation

3 steps to success

Market research using

keywords

Market research using

keywords

Paid Search advertising Paid Search advertising

Get found in Google

Get found in Google

Page 3: WSI - lead generation

Market research Keywords are the blueprint

Pay-Per-ClickBanner Ads

Press Releasese-mail Campaigns

Link Building

Offline Marketing

Search

Copywriting

Page 4: WSI - lead generation

20%

23%

22%

15%9%

5%

6%

How People Search?

1 Word

2 Words

3 Words

4 Words

5 Words

6 Words

7+ Words

Page 5: WSI - lead generation

The Keyword Buying Cycle

Page 6: WSI - lead generation

Keywords Help You Understand

Page 7: WSI - lead generation

Keyword research takes time

ResearchResearch

AnalyseAnalyse

DiscardDiscard

EvaluateEvaluate

DocumentDocument

Page 8: WSI - lead generation

Brainstorming KeywordsWhat is the

average customer

searching for?

What is the average customer

searching for?

What solutions do I provide?

What solutions do I provide?

What questions are

my visitors asking?

What questions are

my visitors asking?

What are my visitors trying

to accomplish?

What are my visitors trying

to accomplish?

What related categories can

I find in search?

What related categories can

I find in search?

Are there any relevant

geographic phrases?

Are there any relevant

geographic phrases?

What are the industry terms & glossaries?

What are the industry terms & glossaries?

What can I find in thesaurus?

What can I find in thesaurus?

What terminology describes the

problems I solve?

What terminology describes the

problems I solve?

Page 9: WSI - lead generation

Find Core Terms First

Must beMust be Are NotAre Not

BagSports bagBaby beddingGarage plansSchool stationeryBatteryBoat batteryIT jobsCycleCycle clothing

BagSports bagBaby beddingGarage plansSchool stationeryBatteryBoat batteryIT jobsCycleCycle clothing

2 or 3

words2 or 3

words

Represents

page topicRepresents

page topic

Relevant

qualifiersRelevant

qualifiers

Single wordSingle word

Overly

broadOverly

broad

Page 10: WSI - lead generation

Map Out Site Content by Keyword Phrase

Page 11: WSI - lead generation

Core Term Qualifiers

beauty supplybeauty supply

natural beauty supplie

s

natural beauty supplie

s

discount beautysupply Supply

discount beautysupply Supply

beauty supply store

beauty supply store

beauty supplie

s

Page 12: WSI - lead generation

Segmenting Keywords

Research

Info Buy

Shop

•Looking for general information•Don’t know what they want•Optimise on higher-level category pages & articles

•Looking for education•How-To & other informational queries

•Optimise on blogs & article pages

•Have specific product in mind

•Looking for trustworthy place to buy

•Optimise on specific product pages

•Have narrowed down to product type

•Comparing features•Optimise on category & comparison pages

Page 13: WSI - lead generation

Keyword Segmenting for Info Sites & Blogs

Beauty productsFacial cleanersHair styles

Dry skin remedyOrganic shower gelLook youngerReduce irritationEnvironmentally friendlyAll natural

1

2

3

Broad Topics

Specific Desires

Immediate concerns

Page 14: WSI - lead generation

keyword ROI1 Keyword

TravelWedding

2 KeywordsTravel packages

Wedding locations

3 KeywordsDiscount travel packages

Outdoor wedding locations

4 KeywordsDiscount travel packages HawaiiOutdoor wedding locations Cape

5 keywordsDiscount travel packages Honolulu HawaiiOutdoor wedding locations Clifton Cape

6+ KeywordsDiscount adventure travel packages Honolulu

HawaiiOutdoor beach wedding locations Clifton

Cape

Traffic

Excellent

Great

Good

Low

Poor

Conversion

Poor

Low

Good

Great

Excellent

Page 15: WSI - lead generation

Free Keyword Tools• Google Wonder Wheel

• SEO.Book.com

• Labs.wordtracker.com

• Freekeywords.wordtracker.com

• WSI Power Search

Page 16: WSI - lead generation

Google Wonder wheel

Page 17: WSI - lead generation

Google Wonder wheel

Page 18: WSI - lead generation

Google Wonder wheel

Page 19: WSI - lead generation

Google Wonder wheel

Page 20: WSI - lead generation

Google Wonder wheel

Page 21: WSI - lead generation

www.SEOBook.com

Page 23: WSI - lead generation

Labs.wordtracker.com

Page 26: WSI - lead generation
Page 27: WSI - lead generation

• Market Research

• 2-3 word phrases

• Target audience needs

• Qualifiers/intent keywords

• Segment into niches

Keyword review

Page 28: WSI - lead generation

Paid Search Advertising

What is it?What is it?Why use it?Why use it?

Page 29: WSI - lead generation

What is PPC?

•4 line Ad4 line Ad•No graphicsNo graphics•All have same spaceAll have same space•Bid for positionBid for position•Display when people Display when people searchsearch•Lead to landing pageLead to landing page

Page 30: WSI - lead generation

Why Use PPC?It’s like taking an ad in It’s like taking an ad in the newspaperthe newspaper

&&only paying when only paying when someone reads itsomeone reads it

Page 31: WSI - lead generation

What makes a Successful PPC Ad?

3Write enticing copyWrite enticing copywith distinct offerswith distinct offers

1Pay for ROI-generating

positions

2 Make clear keyword Make clear keyword matchesmatches

4 Use brand recognitionUse brand recognition

5 Create display URLsCreate display URLs

Sale on all HDTV’s30% off sale on all HDTV models!Limited time! Get free shipping too!

www.recognisedbrand.com/HDTVs

Page 32: WSI - lead generation

Bid on Bid on competitors competitors brandsbrands

Page 33: WSI - lead generation

Search engine optimisation - 101

All you need to know about SEOAll you need to know about SEO

Page 34: WSI - lead generation

An SEO makeover gets you noticed

Indexed pagesIndexed pages

RankingsRankings

VisitorsVisitors

ConversionsConversions

Page 35: WSI - lead generation

Search engines are stupid

Don’t make me think

Don’t make me think

Can’t tell intent to determine Can’t tell intent to determine relevancerelevance

Page 36: WSI - lead generation

SEO CONSISTS OF:on-page on-page optimisationoptimisation

www.wsiom.co.za/social-media

•Keywords•Heading•Sub headings•Text

1 URL Factors

2 On-Page Factors

Page 37: WSI - lead generation

SEO CONSISTS OF:on-page on-page optimisationoptimisation

www.wsiom.co.za/social-media

off-page off-page optimisationoptimisation

•Directories

•Blogs

•Press Releases

•Articles

•Social sites

Page 38: WSI - lead generation

Links Build Ranking MomentumLinks Build Ranking Momentum

Page 39: WSI - lead generation

Links are the Highway of the Links are the Highway of the WebWeb

Used Car

Sales

Used Car

Sales

Low mileage BMW

2005 Lexus2005 Lexus

Pre-owned Audi

Pre-owned Audi

Buy used

Mercedes

Buy used

Mercedes

Click HereClick Here

Page 40: WSI - lead generation

Power of anchor text

Landing PageLanding Page

Wedding Dresses

Authority Site

Wedding dresses

Wedding Dresses

Blog Site

Wedding Dresses

Directory Site

Hey GoogleBoost rankings for “wedding dresses”

Page 41: WSI - lead generation

www.eliance.com

PPc & Seo Roundup

Organic vs. Organic vs. PaidPaid

CostCost ClicksClicks

Expected PPC Clicks @ Fixed Cost

Initial search results

Lower maintenance

Page 42: WSI - lead generation

Facebook Advertising

Page 43: WSI - lead generation

Facebook Advertising

Page 44: WSI - lead generation

Facebook Advertising

Page 45: WSI - lead generation

Facebook Advertising

Page 46: WSI - lead generation

Facebook Advertising

Facebook ads work great — if you've already got fans on the network

Page 47: WSI - lead generation

• Bid your search position

• Optimise for 2-3 word phrases

• Get in-bound links

• Facebook Ads

Lead generation roundup

Page 48: WSI - lead generation

Questions on Lead Questions on Lead GenerationGeneration