Thursday, December 8, 2011

Keywords In Adwords Can Not Stand Alone

In my quest to conquer Google Adwords, I realize that a well performing campaign is only as good as its landing page or lead capture page and the follow up messages it employs.  Let me explain.

Most marketers believe they only need to create a well written Adwords campaign and make a good buy on the keywords, then they can just sit back and watch the money roll in.  Not so.  A good Adwords campaign consists of a great engine, a good behind the scenes marketing foundation.  Like the sound engineers and lighting geniuses working a concert to insure Beyonce` looks and sounds good, so must your Adwords campaign.  A landing page only captures the lead, the follow up messages to that lead are what converts the lead into a sale.  Using social media marketing can help with that.  Take a look at what social media marketing actually does for a marketer who intertwines Google Adwords, lead capture, and email marketing into one powerhouse marketing strategy.


When the social media marketer wants to promote a product, the best platform to accomplish is by using a press release.  You can let bloggers, press, analysts and other influencers know about your content by blogging other social bookmarking avenues.

On the landing page it needs:
a registration form that is easily completed. ask for name, email address and company name. don't get too personal, people don't want to divulge lots of information. Give away a white paper for registration on your landing page.

Nurture your leads. Keep the conversation going by continuously giving your contacts relevant information.  Remember how you attracted them, is going to be the same thing that keeps them. So, if your offer is for a wine club, make sure you send them relevant information as it pertains to drinking and choosing wine. Anything else is irrelevant. Nurturing leads is a method to prep your prospect until they are ready to make that purchase.  Warm leads are the best leads because they have the greatest potential for repeat purchases.  There will always be impulsive buyers who make a buying decision on the first opportunity, but these customers normally do not return for future offers.  Nor do they refer others.  The warm lead, the leads you nurture are more selective.  Preferring to develop a long-term relationship with you.  Don't let them down by ignoring this opportunity.  Not all people buy at first, they want to make sure you are not scamming them. Take a look at the following graphic:

(graphics courtesy of Jon Miller, VP of Marketing and co-founder of Marketo)

Encourage interaction by including share opportunities in your follow up emails.  Use social media icons like Facebook, Twitter and the almighty email option.  These icons are universally recognized and are trusted methods to share content. Make it easy for your leads to share them.  Some marketers prefer to place these sharing opportunities at the end of a message, I prefer to place the sharing options directly under the headline inside the message AND at the end of the message.  This way it makes sharing a top of mind decision as well as a closing one after the reader has read the message.   Check out below in graphical reference below, which represents the decision making process in lead capture strategy:

My campaigns will be successful because I'm working backwards.  That is, creating the content to send to my leads, then setting up a method to distribute that content to prospects.  The Lead Capture page is just the method to get them to receive the information.  A good landing page will offer a white paper for prospects.  Make sure you have this freebie ready for immediate download for your prospects.  White papers are one of the most successful methods of generating leads.

I'll check back with you in a few days for some more tips and techniques.

What has worked for you in the past to generate leads?  Let us know, we'd love to hear about it!