Post on 13-May-2015
description
Mary Owusu, MBAManager, Digital Marketing & Analytics | The PCA Group, Inc.
Turn the Web Into A Sales Channel
www.thepcagroup.com
Find me at linkedin.com/in/maryo
We’re going to keep this presentation free of technical buzzwords. It’s about YOU.
www.thepcagroup.com
Customers
Sales & Marketing Activities
Sales & Marketing Activities
Middle
Top
The role of Sales and Marketing professionalswithin an organization
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Customers
Sales & Marketing Activities•Tradeshows•Direct mailers•Print ads•Email blasts•Cold calling•Referral marketing•TV/radio adsetc.
Middle
Top
Examples of “Sales & Marketing Activities”
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www.thepcagroup.com
Middle
Top
Customers
What is at theTOP of the Funnel?
Turn suspects and prospects into customers by
NURTURING &
QUALIFYING
Middle
Top
Customers
What is in theMIDDLE of the Funnel?
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Keep customers engaged and loyal to your products/services; and use
their referrals to generate more prospects for the middle of the
funnel.
DON’T FORGET
Middle
Top
Customers
What is at theBOTTOM of the Funnel?
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The goal of this presentation is to help
Sales & Marketing professionals
USE THE WEB to make their activities
more measurable, more intentional,
and more effective.www.thepcagroup.com
www.thepcagroup.com
THE WEB
Why you should care about the web
4 Steps to Turning the Web into a Sales Channel
plandefine your strategy
alignalign each activity
with the web
baselineput measures in
place
measurecontinuously analyze
the results
www.thepcagroup.com
Lack of a Clear Strategy!
plan
What is the #1 reason why most marketing efforts fail?
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www.thepcagroup.com
Introducing a new product to the marketplace
Reduce dependency one customer
1. What is the challenge/opportunity we
are facing?
Define Your Strategyplan
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Circle the answer(s)
2. Is this a Top Funnel, Middle Funnel or
Customer Level challenge/opportunity?
Define Your Strategyplan
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We are local
Our customers say we have the best service
and quality
3. What differentiates our organization
from the competition?
Define Your Strategyplan
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Our machinery can cut and bend metals up to
¾ inch thick
We design, build AND install custom products
4. What differentiates my products /
services from the competitors’?
Define Your Strategyplan
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tradeshows, direct mailers, ad in trade
publication, pass business cards, hold
seminar, etc.)
5. What marketing/sales activities can or
will we use for this challenge?
Define Your Strategyplan
4 Steps to Turning the Web into a Sales Channel
plandefine your strategy
alignalign each activity
with the web
baselineput measures in
place
measurecontinuously analyze
the results
www.thepcagroup.com
Align each activity with the webalign
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www.thepcagroup.com
3,600 / month
Allstate aligned its TV ad with search engine efforts and ranked #1 for “accident forgiveness”
(which gets 4,400 Google searches/mo)
And for “good hands” (which gets 60,500 Google searches/mo)
… But look at what happened in 2013…
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2013
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2013
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Did you know that position #1 is 5x more likely to get clicked on than position #3?
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And the moral of the story is…The success of every sales / marketing activity you do offline, can be made to be measured online.
align
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www.thepcagroup.com
Customers
Middle
Top
Sales & Marketing Activities
INBOUND MARKETING
STRATEGY
The web strategy for generating more activity at the TOP of the funnel is Inbound Marketing.
align
SEO: Search Engine Optimization
Types of Inbound Marketingalign
Top
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Find out what words dominate Google. Do they also dominate your website?
SEO: Search Engine Optimization
Types of Inbound Marketingalign
Top
www.thepcagroup.com
www.thepcagroup.com
Find out what words dominate Google. Do they also dominate your website?
Types of Inbound Marketingalign
Top
Do PPC to outrank your competitors in a matter of minutes. Then scale back as your SEO takes off.
PPC: Pay Per Click Advertising
Develop online how-to guides / manuals / white papers / blogs. All should be created with the intention of educating, not selling. But make sure they contain a link to your website.
Content MarketingHave you noticed that content pages (ex: wikipedia, about.com) sometimes outrank regular business websites?
Types of Inbound Marketingalign
Top
Types of Inbound Marketingalign
Top
Mobile MarketingMobile websiteMobile adsMobile appsQR codes
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-Grab your username-Do blog (or outsource it)-Not all networks are a fit for all companies
Types of Inbound Marketingalign
Top
Social Media MarketingYes it IS measurable!
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If you chose Top Funnel for question 2, take a look at the activities you listed for question 5 and write in the Inbound Marketing tactics that will fit each one the best
Summary Notesalign
Top
www.thepcagroup.com
Customers
Middle
Top
Sales & Marketing Activities
CONVERSION STRATEGY
The web strategy for generating more activity in the MIDDLE of the funnel is Conversion.
align
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Ways to Convert into Customers
Compelling ContentSpeak their language, not yoursEmotion beats logic 5x to 1
Middl
ealign
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Ways to Convert into Customers
Unique Landing PageCreate one for every campaignThe search engines now use Bounce Rate as one of the metrics that determines how high your website will rank
Bounce rate = % of people who leave your website in 5-10 secs
Middl
ealign
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www.thepcagroup.com
A - Attention
I - Interest
D - DesireA - Action
Ways to Convert into Customers
Elements of a good unique landing page
Middl
ealign
-- Bold and clear headline or image that resonates with the piece that brought them there
-- Explain the benefits
-- Have a clear call-to-action
-- Prove your credibility: offer advice/tips; provide authoritative content; testimonials.
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Ways to Convert into Customers
Example of a good unique landing page
Middl
ealign
Ways to Convert into Customers
Middl
ealign
Use Forms•Easy to see on the page•Looks good (has visual impact)•Builds trust (discloses use of personal information)•Short and concise•Has an easy to read captcha
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Ways to Convert into Customers
Middl
ealign
Use Downloadables•White paper•Podcast•Etc.
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Ways to Convert into Customers
Middl
ealign
Custom Phone Number•Use unique phone number•Use a VoIP phone system so you have the strong data to analyze your abandon rates, hang-ups, wait times, success rates, etc.
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Ways to Convert into Customers
Middl
ealign
Offer “FREE”•A give-away goes a long way•Every company can afford to give something away (ex: seminar!)
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www.thepcagroup.com
Ways to Convert into Customers
Middl
ealign
On the web, people’s eyes move in an “F” formation
Ways to Convert into Customers
Middl
ealign
We take the “F” seriously on our website
If you chose Middle Funnel for question 2, take a look at the activities you listed for question 5 and write in the Conversion tactics that will fit each one the best
Summary Notesalign
Middl
e
www.thepcagroup.com
www.thepcagroup.comCustomers
Middle
Top
Sales & Marketing Activities
RELATIONSHIP MANAGEMENT
STRATEGY
The web strategy for generating more activity at the BOTTOM of the funnel is Relationship Management.
align
Email Marketing•Segment customers•Send tailored messages (relevant)•Cross-sell and Up-sell•Learn from the reports
Types of Relationship Managementalign Botto
m
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Types of Relationship Management
Social Media MarketingBuilds relationships and gives them a place to vent their concerns
align Botto
m
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Examples: Online how-to guides / manuals / white papers / blogs. All should be created with the intention of educating, not selling. But make sure they contain a link to your website.
Content MarketingPulls current customers into your website and keep them loyal
Types of Relationship Managementalign Botto
m
Types of Relationship Management
Reviews Matter•Use current customers to build positive reviews•Great for management of your online reputation
align Botto
m
Source: www.internetmarketinginc.com
www.thepcagroup.com
If you chose Customer Level for question 2, take a look at the activities you listed for question 5 and write in the Relationship Management tactics that will fit each one the best
Summary Notesalign Botto
m
www.thepcagroup.com
4 Steps to Turning the Web into a Sales Channel
plandefine your strategy
alignalign each activity
with the web
baselineput measures in
place
measurecontinuously analyze
the results
www.thepcagroup.com
Use GoogleURL BuilderSo you can apply unique URLs to promotions
http://support.google.com/analytics/bin/answer.py?hl=en-GB&answer=1033867
baselinePut Measures in Place
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Set upGoogleAnalytics
baselinePut Measures in Place
So you can measure traffic on your website
www.google.com/analytics
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www.thepcagroup.com
FORMS/CALLS
VISITORS
CLOSED DEALS
baselinePut Measures in Place
The Key Metrics to track in Google Analytics
1. How many visits did I get to my website when we were at the tradeshow?
2. How many people came to a unique campaign page?
3. How many people completed the form?4. How many called the unique phone number?
baselinePut Measures in Place
Understanding the Key Metrics by way of examples…
Use Google URL Builder to generate URLs for your Sales and Marketing activities
Place Google Analytics on your website for at least 1 month to get a good baseline (3 months preferably)
Write in the key metrics on the Action Plan Worksheet
Summary Notesbaseline
www.thepcagroup.com
4 Steps to Turning the Web into a Sales Channel
plandefine your strategy
alignalign each activity
with the web
baselineput measures in
place
analyzecontinuously analyze
the results
www.thepcagroup.com
www.thepcagroup.com
www.thepcagroup.com
FORMS/CALLS
VISITORS
CLOSED DEALS
analyzeContinuously Analyze the Results
Go back to the Key Metrics. How are you doing?
Remember - Data is critical How are you doing against the baseline? Track it with your Action Plan Worksheet
Summary Notesanalyze
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Sales & Marketing professionals can
USE THE WEB to make their activities
more measurable, more intentional,
and more effective.
The Web can be a Sales Channel.
Let’s Summarize
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4 Steps to Turning the Web into a Sales Channel
plandefine your strategy
alignalign each activity
with the web
baselineput measures in
place
measurecontinuously analyze
the results
Follow these 4 Steps
www.thepcagroup.com
Customers
Middle
Top
Sales & Marketing Activities
RELATIONSHIP MANAGEMENT
STRATEGY
CONVERSION STRATEGY
INBOUND MARKETING
STRATEGY
Align with these Strategies
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Use the Action Plan Worksheet
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Thank You!
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Mary Owusu, MBAManager, Digital Marketing & Analytics | The PCA Group, Inc.
Turn the Web Into A Sales Channel
Find me at linkedin.com/in/maryo