This post begins with a story. If you want to go directly to the actual marketing plan, the lead generation landing page and the results, scroll down.
Wil Reynolds wrote a post about hiring two SEOs who got his attention. But unknown to Wil, both of those gents turned out to be 17-years-old and still in school.
One was Jon Cooper and the other was Ed Fry. Jon’s got a legit link building blog and Ed came out of nowhere with this masterpiece: SEO Guide to Creating Viral Linkbait and Infographics.
After reading Wil’s story, I knew I had to write a post about my SEO intern, Kelsey Kamentz. During her internship Kelsey did something significant – she quantifiably generated revenue for our company.
How Kelsey found me
I wrote a post about hiring an SEO intern, Kelsey found the post (it was briefly in spot 7 for the keyword ‘Paid SEO internship’) and she followed the application instructions, flawlessly.
Why Kelsey got hired
Kelsey had zero SEO experience and never worked at a so-called ‘real company’. During our Skype interview Kelsey was low-key, but sharp and well-spoken. But it was Kelsey’s story about how she earned her undergrad that made me hire her.
Kelsey started earning college credit in high school. She also started her own business in high school. Through distance learning and flat out hustle, Kelsey earned her undergrad at age 18. She bankrolled her way through college and graduated 100% debt-free. Crazy Millennial.
Create content. Market. Generate leads. Generate revenue.
A few weeks after Kelsey joined the team I gave her a content creation project so she could understand that SEO is about more than just building links or doing keyword research, and that although she was technically an SEO intern, she was also a marketing intern.
The project I gave Kelsey was to write an eBook, for our target audience, which gave them legit and actionable information about how to use the new iPad for educational and learning breakthroughs.
The exact marketing plan
Here’s a copy-and-paste of the marketing plan (if you can call it that) that I put together over a cup of nasty coffee from a sketchy gas station convenience store:
Would you blog about this eBook and include a link to the free download?
Would you let me write a guest post about the eBook that includes a link to the free download?
I know, you’re mind is blown by the sheer awesomeness of this oh-so-deep marketing plan, especially the outbound email marketing loveliness.
But seriously, we spent $1500 and a week creating the content and building everything we needed to launch. My target net revenue goal was $15,000.
The lead generation landing page and the eBook
Here’s the eBook landing page:
Here’s the cover of the eBook:
The email marketing template
Here’s the email that went to an email list of 120,000:
The numbers and results
Email clickthrough rate: 5.8% (email’s not dead, suckaz)
Number of people that clicked-through: 6,960
Landing page conversion rate: 57%
Total number of leads: 4,273 (3,967 leads through email and 306 through Facebook, Twitter and blogs)
Total marketing spend: $1500
Net revenue: $35,364
For a person to become a lead, they had to download the eBook and willingly give us their email or phone number. The leads who came into our sales funnel by directly downloading the eBook, from the landing page, spent $35,364 on our products after 30 days of nurturing.
Why this worked so well
Kelsey wrote great content that added value for the reader, and through this, the reader gained enough trust for our brand and products to take the action to buy. I credit Kelsey for the win on this one because her content delivered what was promised to the reader.
Kelsey doesn't have her own site (yet, right Kelsey?) and she’s not active on Twitter (yet, right Kelsey?) but my guess is this isn't the last you've heard of Kelsey Kamentz because she’s a true gem.
So, this post is a public recognition of Kelsey's awesomeness, and hopefully you've gotten a few ideas you can take action on. If you have any questions or if there's anything I can help you with, please leave a comment or email me at explorionary[at]gmail.com.