Learn how to identify which digital tools attract attention from companies, how to incorporate industry attraction into your digital media strategy, how to digitally target entrepreneurs within an industry, and how to digitally target site selectors and business location decision makers.

1. Presented by Guillermo Mazier / Atlas Advertising

2. Topics We Will Cover
1. Understanding Digital Lead Generation
2. Why is Digital Lead Generation Important?
3. Typical Objectives for Digital Lead Generation
4. Defining Implementation of a Digital Marketing Program to Drive Leads
5. Summary: Key Takeaways

3. 1. Respond faster and more accurately, knowing what a prospect needs or
wants based on their persona
2. Use digital tools and tactics to nurture a lead through your sales cycle as
slowly or as quickly as necessary
3. Succeed in driving revenue at a faster rate, opening opportunities for
increased visibility and spending on community awareness
4. Let your website and other online assets do the heavy lifting
After Today, You’ll Be Armed To…

5. Digital lead generation isn’t a FAD marketing program.
It’s an ongoing investment that must be resourced
properly. It’s not a one-stop, one-campaign
paradigm. It’s not built on quick wins for leads.
There are hard costs and soft costs associated with
building a successful digital lead generation strategy
that deserve proper budget allocations and
future considerations such as EDO focus, staff
capabilities, and resources.
- Atlas Advertising

6. “Technology is the most consistent
factor in rendering a job useless.”

7. When Websites Replaced
Travel Agents

8. NAICS: 561510 - Travel agencies
Planning a trip today is a do-it-yourself endeavor: you can book
accommodations, transportation, discover restaurants and entertainment,
and navigate your route all online. Thus, the traditional travel agent is no
longer necessary.
*CareerCast listed travel agents among “useless jobs” that are becoming obsolete.The list also included data
entry clerks, sign spinners and shoe repairers.
When Websites Replaced
Travel Agents

9. Economic Developers are !
SLOW TO ADOPT DIGITAL

10. The Composition of
Digital Lead Generation
Compelling, purposeful content coordinated to drive traffic,
convert leads, and nurture until sales ready.

13. How can I really focus on my prospects/customers
through marketing?

14. • To create an effective digital lead gen strategy, you
must first be clear on your target audience
• The most efficient way of doing this is through the
creation of buyer personas – fictional biographies
of your target audience
• To create a buyer persona, start by asking simple
questions:
• Who are my ideal targets?
• What are their goals?
• What are their challenges or limitations?
• How can I most effectively reach them?
• What types of content do they digest?
• You may very well have multiple target personas,
but by answering these questions for each of your
targeted industries or customers, you will be able
to craft a fairly detailed persona for each potential
contact or lead.
Focus on Your Customers

15. Sample Buyer Persona - Manufacturing
Manufacturing Mark
Mark (60-65) is the CEO of a mid-sized automotive parts
manufacturing business in the Midwest. Mark’s
responsibilities range from business development to
finance.
He is committed to the continued growth of his business
and insists on being involved in most of the business’
processes. Because of this, his daily schedule is full of
meetings with representatives of the business’ various
departments.
Due to the size and budget of the company, Mark has not
had a need for a dedicated site selector but the business is
growing rapidly and he is considering a new, larger location
in Northeast Ohio.
The selection process is new to him and he is looking for
expertise in selecting the right facility where the business
can operate now and grow in the future.

16. Sample Buyer Persona – Site Selection
Site Selector Steve
Site Selector Steve (35-40) is a commercial site selector in
metro Dallas. Working for a nationally recognized brand,
Steve is well versed in market trends and analytics and is
keen to find the best solutions for his clients.
Increasingly, Steve is looking beyond the immediate city
limits for those solutions. Steve is receptive to new ideas
and wants to be at the forefront of new areas of the market.
Digitally savvy, Steve reads emails constantly. He is also a
staple at real estate industry events, both regionally and
nationally.

17. How should I go about selecting targeted prospects/
industries?

18. • Companies in “transition”
• New leadership
• New product/patent/technology
• Recent cash infusion/M&A
• Market forces
• Unique or defined asset users
• Workforce recently available
• Unique site – example: 1m square feet of refrigerated space
• Upstream or downstream gap exists within existing cluster supply
chain
• Connection to location innovation environment
Targeting Recruitment Prospects

19. • Companies in “transition”
• New leadership
• New product/patent/technology
• Recent cash infusion/M&A
• Market forces
• Impact on the community
• Direct revenue: payroll/real estate tax
• Indirect & induced impact:
Modeling software utilizes headcount, revenue, and
other data sources)
Targeting Retention/Expansion Prospects

20. • Outline what your region does best, and your plan for the future
• Include key industry differentiation
• How do you set yourself apart from other communities?
• Show what’s already thriving in your area
• Existing industries are your best cheerleaders, and your project
closers
Targeting Key Industries

21. • Remember, there is no “best” location: A project’s drivers, and thus
its choice of destination, will vary by business needs
Targeting Key Industries
• Reduce costs
• Achieve operational efficiencies
• Access raw materials
Manufacturing
• Access pre-commercial research
• Attract top-level science talent
• Tap funding sources
R&D
• Acquire marketing & financial talent
• Network with industry leaders
• Link with global community
Office
• Lower cost labor
• Minimal disaster risk
• Excellent telecomm/power
Mission Critical

23. 23
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insert it again.
The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may have to delete the image and then
insert it again.
The image cannot be displayed. Your computer may not have enough memory to open the image, or the image may have been corrupted. Restart your computer, and then open the file again. If the red x still appears, you may
have to delete the image and then insert it again.
Do you believe that web pages ranked
higher in search results are more
trustworthy than those ranked lower?

24. • Organic search engine results are 85% of all end user
clicks, as opposed to only 15% for sponsored ads, like
pay-per-click (PPC)
• Website marketing strategies and applying SEO
(getting found) works for you 24/7/365 vs. traditional
ads on the radio, newspaper, TV, and billboards,
which are time sensitive
Why is Getting Found so Important?

25. Takeaway 1:
Before they buy, they Google
COMPANY LOOKING TO EXPAND/
RELOCATE
YOUR EDO

26. Takeaway 2:
Social takes a back seat to
search when buying
>Google

27. Takeaway 3:
Ranking well can make you
seem more trustworthy

29. • What generates most of my leads?
• What are my best conversion tools?
• How can I increase conversions?

30. Use Inbound and Content Marketing to
Convert

31. • Infographics
• Videos
• Blog articles
• Off-site guest posts
• Off-site guest articles
• Datagraphics
• Gated content
• White papers
• Webinars
• POV documents
• Email marketing
• Real estate updates
What Does Content Marketing Look Like?

32. How It Works
Awareness
Whitepaper, E-book, Kit, Tip Sheet,
Checklist, How-To Video,
Educational Webinar
Evaluation
Product Webinar, Case
Study, Sample, FAQ, Data
Sheet, Demo Video
Opt-In
Free Trial, Live Demo,
Consultation, Estimate,
Coupon
Your
Content
Landing
Pages
Leads+ =

33. LeadIQ is a lead generation software plugin to your website
that tells you for 10 to 15 % of your users:
• Which company came to your website
• What they did
• What they searched for
• What properties they viewed
• What kind of properties or companies they searched for
• And how to contact them
Use Business Intelligence Software to
Convert

34. • Company name
• Location (latitude, longitude,
plus address)
• Industry
• Number of employees
• Phone number
• When they visited (Date
• Company phone number
• Pages viewed
• Properties viewed
• + 30 other fields
Data Included in LeadIQ

36. Sample Digital Campaign Tracking
For EDO (One Month)

37. How to Measure Digital Marketing
Detailed, real-time metrics for:
q Site traffic details and analytics
q Total impressions
q Click through rate (CTR)
q SEM performance
q Opt-in conversions
q Downloads
q Conversions
q Leads
q Length of sales cycle

38. • Custom Dashboards
• Marketing Automation
Platform Analytics
• Google Analytics
How to Measure Digital Marketing

39. Tell Your Story Where Your Audience
Looks for Information
Create a Continuous Digital Lead Gen
Program, Measure Results
Establish an Integrated Digital/
Marketing Automation Infrastructure
Extend Digital Presence, Set Goals
4 Steps to Start a Digital Marketing Program

40. Establish an
Integrated CRM/
Marketing
Automation
Feature
Select MA
Platform, Set
Goals
Implement and
integrate with
website and
CRM
Set up lead
nurturing
Extend Current
Digital Presence SEO/SEM Website
Content: Web &
Assets/Offers Social
Tell your Story
Where your
Audience Looks
for Information
Content
Creation and
Distribution
Social Webinars Media/Bloggers
Create a
Continuous
Content Marketing
Program
KPIs CTAs Landing Pages Email
Digital Marketing Program Elements

41. How do I implement a Digital Lead Generation
Program?

42. 1. Define your Digital Marketing Objectives
2. Messaging Baseline
– Content audit and development plan:
• Buyer persona targeted
• Top, middle, and bottom of the buyer journey
– Distribution: channels where prospects go to ____?
– Buyer personas
– Message map – unique differentiators
3. Digital Baseline
– SEO: Keyword evaluation and selection
– Website – messaging to buyer personas, calls-to-action
– Blog – Set one up, develop editorial calendar
– Social media accounts: LinkedIn, Twitter, Google+
4. Lead Nurturing Baseline
– Create unified contact database in marketing automation system
– Segment audiences
– Establish initial KPIs and reports
Phase 1: Discover (30 days)

43. 1. Marketing Automation Platform
– Integrate to website, blog, and CRM
– Calls-to-action
– Landing pages
– Contact database
– Social media
2. Website
– Copywriting to support CTAs
– CTA placements throughout the site
3. Social Media
– Account set up and followers targeting
4. Content Creation
– Define Q1 campaign
– Premium content plan
– Blog editorial calendar
– Emails
5. Search Engine Marketing
– Set up campaigns to drive qualified leads
and build the pipeline
Phase 2: Develop (Next 30 days)

44. 1. Campaign Content Development
– Blog
– Premium assets
2. Inbound Marketing
– Website content
– CTAs & landing pages
– SEO (w/ optional PPC integration)
– Email workflows
3. Social Media
– Posts, tweets, engagement
4. Email Campaigns
Dare to Influence
*53 years ago, John Glenn became the first
American to orbit the Earth
Phase 3: Deploy (Months 3-12)

46. 1. Follow up 100% of the time, and follow up quickly!
According to the Harvard Business Review, companies that try to contact
potential customers within an hour of receiving queries are nearly 7 times as
likely to have meaningful conversations with key decision makers as firms that
try to contact prospects even an hour later.
It’s not enough to be the first to respond. It also helps to be the first to answer
their questions. Be sure to deepen your knowledge of the prospect and the
product.

47. 2. Use digital to generate leads and quantify them
Figure out the number of leads generated through digital, speed of response,
conversion of lead to opportunities, and inquiry.

48. 3. Understand how users interact with your community’s website

49. 57%
AVERAGEVISIT
DURATION
PAGESPER
VISIT
SITE
BOUNCERATE
VSRETURNING
UNIQUEVISITS
74.7%
3.27%
25.3%
4. Aim for specific goals

50. BUILD
THIS
5. Make it easy to measure results, and set a plan so that each
staff person can drive high performance