This document provides guidance on online marketing for lead capture. It emphasizes defining key marketing personas, using the right tools like an editorial calendar, sales funnel, and landing pages based on a business and marketing plan. It also stresses focusing content and marketing specifically on target personas, starting with one pathway on the website map and tweaking it, and using 3-4 consistent social networking tools for sharing.

1. WEB MARKETING
Online Marketing for Lead Capture

2. feel free to tweet
@kayak360

3. unless of course, you are planning to fail
don’t fail to plan

4. define your key marketing persona(s) and
focus your marketing specifically on them
the right target

5. editorial calendar, sales funnel, landing page
(based on a business plan and marketing plan)
the right tools

6. Content and SEO Components Marketing Components
Blog Editorial Calendar Topic & Title
Content &
Details
Keywords Persona
Call to
Action
Related
Offer
Status
Author: Status...
Due Date: Who...
Publish Date:
Campaign:
Author: Status...
Due Date: Who...
Publish Date:
Campaign:
Author: Status...
Due Date: Who...
Publish Date:
Campaign:
Author: Status...
Due Date: Who...
Publish Date:
Campaign:
Author: Status...
Due Date: Who...
Publish Date:
Campaign:
Please share - Always Attribute
EDITORIAL CALENDAR

7. Sales & Marketing Funnel Marketing Qualified Offer(s) Sales Qualified
Marketing Persona Activities
Awareness
[ TOFU ]
Education
[ MOFU ]
Validation
[ BOFU ]
Sales Responsibility
Identify decision-makers and
influencers and focus content on
them specifically.
Social Sharing & Engagement,
Blog Posts and Comments, etc.
Free, non-sales
Information related to
your services
Free non-sales info with
introduction to YOUR
related services
Free sales info expanding
on YOUR related services
Live Salesperson
(phone, email, visit)
Marketing Staff
kayakonlinemarketing.com/ema Please share - Always Attribute
SALES FUNNEL PLANNER

8. Landing Page(s) Worksheet Topic & Title
Funnel Position
(TOFU, MOFU,
BOFU)
Primary
Keywords
Marketing
Persona
CTA Button Status
Project ID: Status...
Author: Who...
Due Date:
Publish Date:
Notes
Project ID: Status...
Author: Who...
Due Date:
Publish Date:
Notes
kayakonlinemarketing.com/ema Please share - Always Attribute
LANDING PAGE PLANNER

9. kayakonlinemarketing.com/ema-toolkit
3 spreadsheets - download the kit

10. there are 300+ social tools for sharing and
collaboration – pick 3 or 4 that you (and your
prospects) will use consistently
networking tools
kayakonlinemarketing.com/ema-toolkit

11. be certain this is one of them
Google+
kayakonlinemarketing.com/ema-toolkit

12. a site map is not used to show the the hierarchy
of your pages, it is a set of planned pathways
for your prospect to follow
web site map
kayakonlinemarketing.com/ema-toolkit

13. kayakonlinemarketing.com/ema-toolkit
Advertising,
Social Engagement
Search Query
TOFU MOFU BOFU SALES

14. plan out a single pathway and tweak it.
once it is performing properly, add more.
start with one
kayakonlinemarketing.com/ema-toolkit

15. Yes. Is it a silver bullet? No.
does it really work?
kayakonlinemarketing.com/ema-toolkit

16. Launch of Planned Campaign

17. thank you
@kayak360