How to Attract and Engage New
Client during the Economic
“Winter”
Webinar – Jan 17th 2013
Agenda
• What lies ahead?
• Understanding your market and
building your Core Story
• 8 Musts of Inbound Marketing Intro
• Resources to help you
Baby-boomer Generation
Baby-boomers
1946 - 1964
Source: HS Dent Foundation
Peak Spending Years
Source: HS Dent Foundation
Economic “Winter”
• Economic recovery….2013, 2014,
2015?…..try 2020 !
Source: HS Dent Foundation
Attracting and Engaging new
customers
A Sales Pitch?
• Do you really want a sales pitch?
• Hmmm…..perhaps not
Key Questions
•
•
•
•
What does your business do?
What does your business really do?
Who are you selling to?
How can you add value?
Potential Buyer Pyramid
Buying
3%
Open but Not
Active
Not thinking about it
Soft No: “I don’t think I’m
interested”
Not Interested
Copyright © by Chet Holmes www.chetholmes.com
7%
30%
30%
30%
Key Questions
Example
Q: What does your business do?
A: We are an IT Asset Disposal company
Q: What does your business really do?
A: We help our corporate clients manage
their IT asset strategy by
– Maximising their return on retired assets
– Taking complete responsibility for Data
Security and Environmental Compliance
– Developing programmes that leverage
assets for social good wherever possible
OKBoring!
I’m happy
now…….
I’m I’m
although
leaving!
still
frowning
Key Questions
Example
Q: Who are you selling to?
A:
The IT or Facilities Manager?
The CFO or CEO?
Well done
Wrong!!!!
Einstien!!!!
They have the ability to
say “No”
But they have the
ability to say “Yes”!!!
Important
distinction!!!!
USP?
• Don’t think Unique Selling Points….it’s
inwardly focused on you and not the
client
• Instead think Ultimate Strategic Position
of how you can improve the lives of your
customers
Building your Core Story
• Always use Market data and not product data
• Information that is OF VALUE to your
prospects
• Should be loaded with BAD NEWS
A Compelling Title
• Move from “We have the most advanced IT
recycling processes in the UK” to….
• “The Five Most Dangerous Data Exposure
trends facing companies today”
OR
• “Three Ways to reduce your Corporate IT
expenditure by 50%”
8 Internet Marketing Musts!
1. Keyword
Strategy
2. Optimise
website SEO
8. Measure
& Refine
3. Create
Blog &
Content
7. Be
MobileFriendly
4. Social
Media
6. Nurture
Leads
5. Convert
Traffic to
Leads
1. Keyword Strategy
• Keywords and key phrases are the search
terms of the internet
How do I create a strategy?
• Create 3 – 5 keywords for your business
• Choose based up difficulty or relevance
• Design and optimise website around keywords
1. Keyword Strategy contd.
• Keywords or key phrases – the search terms to
which your service/product is the solution
• Make them relevant – Google rewards relevance
• Put yourself in your customer’s shoes – what
would they be searching for?
• Consistency – keywords should appear
throughout your website, landing pages, alt text
• Be specific and targeted – otherwise you will at
best not rank due to high keyword competition or
worse (if you are doing PPC) attract people who
are not interested in buying your product
1. Keyword Strategy contd.
• Google or Hubspot’s keyword tools for ideas
• Understand and use Google’s matching options –
Broad, Phrase, Exact
• Use Negative keyword filtering
https:/adwords/google.com/o/KeywordTool
2. Optimise website - SEO
• Increase ranking for keywords
• Two types:
– On-page SEO presenting
your site’s content for search
engines
– Off-page SEO what other
websites say about you
“authority”
http://website.grader.com
http://marketing.grader.com
Elements of On-page Optimisation
1. Page
Title
10. URL
Structure
2. Meta
Descriptio
n
9. Google
Crawl Date
3.
Headings
7. MOZ
Rank
4. CSS
6. Domain
Info
5. Images
Elements of On-page Optimisation
Tips for Page Title SEO
– Include keywords
– Make it less than 70 characters
– Place keywords as close to beginning as possible
– Make it readable for visitors
– If including company name put it at end of title
– Use different titles for each page – each page title
Page
Title opportunity!
is a keyword
Elements of On-page Optimisation
Meta Data & Meta Description
Meta Data
Meta Description
• No direct effect on SEO
• Provides searcher with short description of page
=> should include keywords - RELEVANCE!
Elements of On-page Optimisation
Headings
• Identified using <h1>, <h2>, <h3> etc tags
• More likely to be interpreted by search
engines as keywords than rest of page text
• Include keywords in your headings whenever
possible!
Elements of On-page Optimisation
Images
• Don’t use images excessively
• Use Alt Text on your images
• Use keywords in image filenames (separate
using “-”)
Elements of On-page Optimisation
Other tips
• Domain info – search engines prefer sites that
are registered for a long period of time as this
indicates commitment and unlikely to be
spam
• Google Crawl – you want this to happen as
often as possible and the best way to ensure
that it to continually add new and fresh
content
3. Create a Blog
• Not promotional
• Industry relevant
• Keeps your website
dynamic
• Constantly add value to create an Ultimate
Strategic Position (USP)
4. Social Media
•
•
•
•
30 million people on Facebook in the UK1
10 million people on Twitter2
33 million smart phones sold in UK since 2005
Average Facebook user has over 130 friends3
1 http://www.guardian.co.uk/technology/2011/jun/13/has-facebook-peaked-drop-uk-users
2 http://www.guardian.co.uk/technology/2012/may/15/twitter-uk-users-10m
3 http://dannybrown.me/2012/06/06/52-cool-facts-social-media-2012/
4. Social Media
• Include social share/follow me buttons on all
of your pages and content
• Get your big ears on - Social listening
• What is your social strategy?
Target
Write www.ClaireDiazOrtiz.com
Engage
Explore
Tracking
5. Convert Traffic to Leads
Offer
CTA
Create an
Create a
eye catching
compelling
Offers/content Call To Action
Landing
Page
Create effective
Landing Page
to capture Lead
details
Thank
You Page
Embed
CTA
Create a
Thank You page
to give back
navigation to
visitor
Embed CTA in:
Website pages
Blogs
Emails
Tweets
Videos
5. Convert Traffic to Leads
• You need engaging, valuable and original
http://www.youtube.com/watch?v=ZUG9qYTJMsI
content:
Dollar Shave Club
– Blogs
– White papers
– Checklists
– Videos
– E-Books
– Interviews
– Surveys
That makes you STAND OUT!!!
5. Convert Traffic to Leads
6. Lead Nurturing
• 70% of leads will end up buying something
from you1
• Targeted, relevant, valuable and timely
Key Tips:
• Website plenty opt-in
opportunities
• Stay relevant
• Be personal
• Include a call-to-action
• Measure Click Through Rate
(CTR)
• Unsubscribe option a must
• Always add value!
1 – Marketing Sherpa
7. Be Mobile-Friendly
We are becoming
increasingly
dependent upon
mobile technology
Source: Scott Klososky www.futurepointofview.com
Optimise for Mobile:
• Responsive
Design
• Emails/Calls-toAction
• Downloads
• Video
Source: Scott Klososky www.futurepointofview.com
8. Measure & Refine
5 Steps to Measure & Refine
• Implement Analytics – Google, Hubspot etc.
• Identify improvement areas
• Choose metrics
• Refine
• Continually monitor
(track sheet)
Resources
Where can I get help?
Inbound Marketing
• http://www.hubspot.com/
Educational Marketing
• The Ultimate Sales Machine
by Chet Holmes
Social Marketing
• Claire Diaz-Ortiz www.ClaireDiazOrtiz.com
Tech Trends/Social Marketing
• Scott Klososky www.futurepointofview.com
How can you utilise
technology to give your
business a strategic
advantage?
Source: Scott Klososky www.futurepointofview.com
Optimise Process to Maximise Profits
Customer Portal
CRM
Automate Invoicing You
Compliance Reports
Workflow Designer
Contracts
Tabernus/Blancco Integration
Track & Trace
Offsite Asset Validation
Inventory Management
The Constantly
Resultgrowing to
keep your business
ahead!
Inbound Marketing-as-a-Service?
Who would be interested in outsourced?
• Weekly Blogs
• Monthly SEO
• Landing page and CTA development
• Inbound campaign/offers
• Lead Nurturing
• Social media
“If you don’t like
change, you are going
to hate extinction” –
Ross Shaffer
Thank You!
Contact: Robert McKechnie
Tel: 0141 567 8168
Mob: 07833 977 658
E-mail: robert.mckechnie@greenoaksolutions.co.uk
www.greenoaksolutions.co.uk
@Greenoaksol