The Definitive Guide to Lead Generation

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CHAPTER FOUR: CONTENT MARKETING COMPANY BLOG Your blog is a great resource for generating leads. Just remember that someone reading your blog may not want to immediately sign up for a demo—they may not even know what your product is—so aim for less ambitious calls-to-action (CTAs). Ask your readers to subscribe to your blog, or to follow you on social channels. By opening the door to further conversation, you are taking the first step towards generating a quality lead. A well-executed blog will keep your readers interested, encourage them to come back for more, and eventually spark their curiosity about your company. The Top 3 “Do’s” for Starting a Great Blog Brian Clark, Founder and CEO, Copyblogger “Don’t focus on having a great blog. Focus on producing a blog that’s great for your readers.” – Brian Clark Founder and CEO, Copyblogger 1. Do understand who you’re trying to reach. Start by thinking in terms of audience archetypes. This keeps you focused on quality content, which begins the sales cycle but doesn’t make the customer feel “sold” to. 2. Do uniquely position your content. Think media first, not marketing. You’re basically creating a digital magazine, but you’re using a different business model than other media companies—you’re selling your own products and services, not advertising. 3. Do create an initial content strategy and editorial calendar. You’ll naturally adapt and revise both based on the real-time feedback you get, but you need a “best guess” approach based on your research. And don’t forget you’ll have to hustle to get attention until you’ve built an audience that will spread the word for you. 30
CHAPTER FIVE: WEBSITE AND SEO
Page 2 and 3: TABLE OF CONTENTS 03 04 07 11 19 20
Page 4 and 5: CHAPTER ONE: WHAT IS LEAD GENERATIO
Page 6 and 7: CHAPTER ONE: WHAT IS LEAD GENERATIO
Page 8 and 9: CHAPTER TWO: HOW HAS LEAD GENERATIO
Page 10 and 11: CHAPTER TWO: HOW HAS LEAD GENERATIO
Page 12 and 13: CHAPTER THREE: DEFINING A LEAD WHAT
Page 14 and 15: CHAPTER THREE: DEFINING A LEAD WHAT
Page 16 and 17: ASK THE EXPERTS: WHAT IS A LEAD? Q&
Page 18 and 19: CHAPTER THREE: DEFINING A LEAD MAPP
Page 20 and 21: CHAPTER FOUR: CONTENT MARKETING
Page 22 and 23: CHAPTER FOUR: CONTENT MARKETING WHY
Page 24 and 25: ASK THE EXPERTS: CONTENT MARKETING
Page 26 and 27: CHAPTER FOUR: CONTENT MARKETING THE
Page 28 and 29: CHAPTER FOUR: CONTENT MARKETING VIS
Page 32 and 33: CHAPTER FIVE: WEBSITE AND SEO WEBSI
Page 44 and 45: CHAPTER FIVE: WEBSITE AND SEO CHECK
Page 46 and 47: CHAPTER FIVE: WEBSITE AND SEO SEARC
Page 48 and 49: CHAPTER FIVE: WEBSITE AND SEO AUTHE
Page 50 and 51: CHAPTER FIVE: WEBSITE AND SEO KEYWO
Page 52 and 53: CHAPTER FIVE: WEBSITE AND SEO ON-PA
Page 54 and 55: CHAPTER FIVE: WEBSITE AND SEO THE P
Page 56 and 57: CHAPTER SIX: LANDING PAGES
Page 58 and 59: CHAPTER SIX: LANDING PAGES LANDING
Page 60 and 61: CHAPTER SIX: LANDING PAGES LANDING
Page 62 and 63: CHAPTER SEVEN: SOCIAL MEDIA AND LEA
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ASK THE EXPERTS: SOCIAL MEDIA AND L
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ASK THE EXPERTS: SOCIAL MEDIA AND L
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CHAPTER EIGHT: EMAIL MARKETING MAIN
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CHAPTER EIGHT: EMAIL MARKETING EMAI
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CHAPTER EIGHT: EMAIL MARKETING EMAI
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ASK THE EXPERTS: EMAIL MARKETING RO
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CHAPTER EIGHT: EMAIL MARKETING PAID
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CHAPTER NINE: PAID PROGRAMS
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CHAPTER NINE: PAID PROGRAMS PAY-PER
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CHAPTER NINE: PAID PROGRAMS CONTENT
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CHAPTER NINE: PAID PROGRAMS DIRECT
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CHAPTER NINE: PAID PROGRAMS DIRECT
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CHAPTER NINE: PAID PROGRAMS EVENTS
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CHAPTER NINE: PAID PROGRAMS EVENTS
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CHAPTER NINE: PAID PROGRAMS EVENT P
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CHAPTER TEN: TELEPHONE-BASED LEAD G
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CHAPTER ELEVEN: MIDDLE-OF-FUNNEL LE
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PART THREE: OPTIMIZE AND MEASURE YO
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CHAPTER TWELVE: TESTING AND OPTIMIZ
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CHAPTER THIRTEEN: METRICS
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CHAPTER THIRTEEN: METRICS METRICS P
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CHAPTER THIRTEEN: METRICS OPPORTUNI
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CHAPTER THIRTEEN: METRICS FIRST-TOU
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CHAPTER THIRTEEN: METRICS MARKETING
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CHAPTER THIRTEEN: METRICS FOCUS ON
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CHAPTER FOURTEEN: LEAD GENERATION T
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CHAPTER FOURTEEN: LEAD GENERATION T
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CONCLUSION LEAD THE WAY! We know th
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APPENDIX Marketing Automation PPC S
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DG2LG-01142014 © 2014 Marketo, Inc
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The Definitive Guide to Lead Generation

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