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