Workshop leadgeneration

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Samenvattende presentatie van de workshop rond Online lead generation. Enkele interessante tips + leuke case study over lead nurturing. Doel van de presentatie is om je een inzicht te geven hoe je online leads kan genereren.

Text of Workshop leadgeneration

B2B DIGITAL LEAD GENERATION

27 november 2012

woensdag 12 december 12

Lets talk factsProgramma

Bart Dewaele

Kenny Spriet

Kenny

Verwelkoming

Lead Generation

Workshop

woensdag 12 december 12

LEAD GENERATION

woensdag 12 december 12

woensdag 12 december 12

Lead Generation

Leadgeneratie betreft alle activiteiten die gericht zijn op het in contact te komen met potentile klanten. In de zakelijke markt is dit vaak een specifieke sales-activiteit.

Er zijn veel manieren om leads te genereren, zoals media relaties, promotie evenementen, white paper marketing, e-marketing, netwerkevenementen, beurzen en telemarketing

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Lead Generation

A GP Bullhound research report stated that the online lead generation was growing at 71% YTY more than twice as fast as the online advertising market. The rapid growth is primarily driven by the advertiser demand for ROI focused marketing, a trend that is expected to accelerate during a recession

bron: wikipedia

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Lead generation in 2013

Het gaat niet meer over mensen lastig vallen met jouw marketing

boodschap.

Het gaat om converseren, leer spreken met je doelgroep

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Website bron voor leadsEnkele tips om eenvoudig leads uit de website te halen.1.Zorg dat er heel wat documenten op de website beschikbaar

zijn. Echter je laat de bezoeker beperkte informatie zien en geeft hem de mogelijkheid om het volledige document gratis te downloaden. Hier plaats je dan een klein invulformuliertje, et voil de lead is geboren.

2.Je kan een gamma aan conversies aanbieden: stel een vraag, tell a friend, bekijk casestudies, download de brochure, bel mij terug

3.Stel gratis persoonlijk adviesrapporten ter beschikking.

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Online reputation managementThe start of a cleaner webpresence

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Weve got a situation here.

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Negatieve SERP = geen online aanwezigheidKlanten met een ORM-probleem zijn per definitie klanten die geen sterke online stem hebben.

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Bepalen digitale strategieWelke stem brengen we uit? En voor wie?

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Wie?

Doelgroepcategorien

Welke boodschap uitbrengen?

Definiren personas

Context verrijken personas

Focus en doelstelling bepalen

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Plan van aanpak

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ORM-auditWaar probleemmeldingen en zoekgedrag kruisen.

Resultaat: Juiste keywords Juiste kanalen Juiste pijnpunten

SetupKeuze van profielen en namen, op voorgaande kruispunten.

Resultaat: Social homes Profielen Content

RapportageHoe verandert je web-aanwezigheid? Zijn er nieuwe problemen / opportuniteiten?

Resultaat: Posities op kernwoorden Evolutie slechte content Monitoring nieuwe content

OnderhoudMoeten resultaten gepromoot, beconcurreerd of behandeld worden?

Resultaat: Posities op kernwoorden Evolutie slechte content Monitoring nieuwe content Stimuleren goede content

DetecteerPositioneer

MonitorOptimaliseer

Is dit bedrijf betrouwbaar?

Dit bedrijf is betrouwbaar!

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Gewenst resultaat: British Petrol

Goed nieuws

Dit bedrijf is betrouwbaar!

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Analyse: Resultaten

Negatieve meldingen:

8 Paginas FrequentiePositieWeg te werken per keyword waarop pagina verschijnt

http://www.test-aankoop.be/forums-topic-detail-test-aankoop-p173487/topicsrc/355252.htm 1 1 2 1 1,25 4 /5http://www.test-achats.be/forums-topic-detail-test-achats-p15932/topicsrc/544129.htm

4 6 4 3,7 3 /5

http://tevredenheid-reviews.woutervhb.be/review.asp?id=12561375802 2 1 /5

http://bouwinfo.be/forum/threads/165516-Ervaring-met-woning-Blavier5 5 1 /5

http://tevredenheid-reviews.woutervhb.be/reviews.asp?aanbieder=Blavier%20Woningen6 6 1 /5

http://forum.cleaned.be/index.php?showtopic=47425&st=3159 9 1 /5

http://www.9lives.be/forum/algemene-discussies/709152-huis-kopen-bouwen.html7 7 1 /5

http://kaatjevincent.blogspot.be/2007_08_01_archive.html5 5 1 /5

Aantal resultaten per keyword: 4 2 1 5 1

gemiddeld

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Google Alerts

Gevaarlijke content monitoren

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Google Reader

Feed relevante content

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Buer

Bepalen dynamiek campagne

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3 kritische succesfactoren

Marketing/Marketeer wordt owner van de

buying cycle

Het doel is kwaliteit van leads ni