Is your website generating leads for your business?

By

Denis Finnegan Finn Media Ltd

Sales Focused Digital Marketing

Twitter: @finnmediamkt @denispfinnegan

For event : #DEW Web: www.finnmedia.ie

Facebook: /finnmediamarketing Email: hello@finnmedia.ie

Our Background

Qualified Marketing company

Digital Marketing

Building online authority for our clients

Twitter: @finnmediamkt @denispfinnegan

For event : #DEW Web: www.finnmedia.ie

Facebook: /finnmediamarketing Email: hello@finnmedia.ie

Aim of workshop

importance of a focused on-line presence

Understanding on-line behaviour

Creating well designed website & landing page

Creating your digital marketing strategy

, SEO, PPC &Social Media Introduction

Tactics to improve its success KPI’s & ROI

How people use the Internet

Interact with friends & brands

Find out information & news

Search for products or service

Play on-line games & view shows

Activities to Increase Web Traffic

Remember a website can: •Determine quality leads which can be delivered to your inbox – Lead generation •Use SEO/PPC to find prospects who are actively searching for services/products •Collect valuable information (using Analytics) to determine what people like •Automate some processes such as selling products, downloads etc •Collect emails and contact details for your database marketing •Work along side your other marketing activities to add value to your campaigns

Stages to success

1. Design customer focused website for conversion

2. Create digital strategy to choose correct activities

3. Use KPI’s to review ROI and adapt strategy

Before you build

Research

Ask plenty of questions:

Why do I want a site ?

What are my targets/goals?

Who is my target audience?

What is the online behaviour of my target audience?

What devices do they use?

What are the products/services you are selling?

Why should people buy from you online?

What are your successful competitors doing?

What type of conversion pages do you need?

What is the structure for my SEO strategy

Have you planned the site for growth and expansion?

3 click rule

Important

Click 1 : Home page (Handshake page)

Click 2 : Service /Product page (selling page)

Click 3 : Call to action (Busy office)

Case study – Legal firm with global appeal

3 click rule

3 click rule

Case study: Company offering services to dairy industry

Digital Marketing Strategy

What is it?

Digital strategy is about finding that place where the Consumer, Technology and your Brand meet.

Measurements

KPI’s (Key performance Indicators)

Analyse your analytics. Learn what brings your readers to your site.

Monitor sales results & sources – Prevents wasting budget

Understand your offering

Describe your company in 20 words

Why should people buy from you (USP) ?

What is your current online presence?

What marketing is working/not working?

What are the benefits of your products/services – customer focused

Know your customer

Segment your customer

Find out what they want

What influences their decision

Where do they hang out?

What products/services do your customers use that are associated with your products

How can I find out?

Primary research

Ask existing customers – surveys,

Talk to sales team & create profiles

Secondary research

Search online, blogs, Existing studies

Targeted Steps 1. Create content that appeals to your market

2. Direct that information using channels

Facebook, Twitter, LinkedIn, Pinterest, Vine (Social)

Emails, Bulk text, Newsletters (Database Marketing)

SEO with quality content (blogs & articles)

PPC (Google Adwords)

Offline channels

3. Track results using KPI Charts

Targeted Steps 1. Create content that appeals to your market

2. Direct that information using channels

Facebook, Twitter, LinkedIn, Pinterest, Vine (Social)

Emails, Bulk text, Newsletters (Database Marketing)

SEO with quality content (blogs & articles)

PPC (Google Adwords)

Offline channels

3. Track results using KPI Charts

Results Focused

• Increase conversion rate

•

Marketing Activities January Leads

January Sales

Conversion Rate ROI

Email Marketing Campaign

SEO

Google Adwords

Printed advert

Tradeshow

etc

Search Engine Optimisation

Why bother?

“Basically, if someone wanted to find us online, they couldn’t – we didn’t exist as far as online was concerned,”

SEO – Search Engine Optimisation

Optimise your website/blog to get found at the top of

search engine results when your target market types in key

phrases.

Get found ahead of competition regardless of size

Target your landing pages for different customers

Allow new audience to find your services/products

Tools – Keyword planner, SEOMoz, , Open site explorer

Pay Per Click (Benefits)

1. Advertise to those looking for you right now

2. Advertise to an exact geography

3. Measurable at every level

Advanced Measuring - Google Adwords

•Special Phone Numbers

•Special Landing Pages or Sub-sites

• Conversion Tracking

•Negative Keywords

Social media

Note: Called Social Media – Not Sales Media

LinkedIn – B2B, Professional

Facebook - B2C – Target consumers & building brands

Twitter – Communicate with peers & gossip

Blogging – Influence your peers and market

YouTube – Used to showcase products/services

Social media

Your Secret Weapon

Google Analytics

WHAT IS GOOGLE ANALYTICS? • Google Analytics is a service offered by Google that generates detailed statistics about a website's

traffic and traffic sources and measures conversions and sales. The product is aimed at marketers and website owners who want to review the data that can assist with their website objectives.

WHAT DOES IT COST? • The basic service is completely free of charge and is suitable for most businesses. There is a paid

version available also.

HOW TO ADD GOOGLE ANALYTICS TO YOUR WEBSITE? • Once you create an account, you will receive a snippet of code that needs to be added to every

page on your website above or below the </body> code. Your website developer should assist you but ensure you create the account on your gmail/google apps account so you have ownership on your analytics and not your web developer/digital marketer.

WHAT CAN IT TRACK? • It is an impressive tool as it can provide a lot of data which companies can use in their marketing

campaign. These include:

Google Analytics REAL TIME TRAFFIC

• You can see visitors who are on your website in real time.

AUDIENCE

• This section of the tool allows you to see the amount of visitors that visit on your website, their locations, what browsers they use, mobile Vs desktop information and their behaviour on--line.

TRAFFIC SOURCES:

• This will help you in choosing your inbound marketing activities as the data can tell you where your visitors arrive on the site from. This is useful if you have your website link on a 3rd party website and you need to see how successful the campaign is. This section will also tell you how successful your organic (SEO) results are performing , adwords, email campaigns and how important if at all are your social media platforms in driving traffic to your website.

CONTENT:

• The content section tells you what your most visited web pages are, including your landing pages for the website and a visitor flow map to discover how your visitors view your website. This is excellent for planning what webpages to edit or add content for as well as improving your call to actions.

AVERAGE TIME ON YOUR SITE:

• If you can get this figure up to 4 minutes it will greatly improve your conversion rates. To achieve this, use the data above to improve content, navigation flow and provide information your target audience are looking for and/or cannot get elsewhere.

BOUNCE RATE: It represents the percentage of visitors who enter the site and "bounce" (leave the site) rather than continue viewing other pages within the same site.

CALL TO ACTION VIEWS:

• Keep a record of the number of people who go to your call to action pages either checking figures in the content section or add conversion goals. This way you know how many people visit the contact us page, purchase page, location map etc and if you increase this figure, sale leads will increase.

Results Focused

Task Priorities

Results Focused

• Key Performance Indicators (KPI’s)

•

Month Website Visitors

No. of Transaction

Amount of Sales

Conversion rate

June 6000 100 9,000 1.6%

July

Results Focused

• Increase conversion rate

•

Month Website Visitors

No. of Transaction

Amount of Sales

Conversion rate

June 6000 100 9,000 1.6%

July 6000 140 12,600 2.3%

Landing page layout Important for conversion rates

Provide clear information for your audience

Provide clear Call to actions

Make it easy to collect leads

Create visitor interaction when possible

Case study

To Conclude 1. Know your customer & market

2. Review website layout and content

3. Use analytics to choose your marketing activities

4. Monitor KPI’s and ROI

5. Review & adapt strategy

SalesBoost

Digital Marketing service from Finn Media

Designed to assist companies who understand they need an on-line presence to generate a flow of qualified leads but do not have the time themselves.

We research and choose digital marketing activities that are proven to increase your ROI

• FAQ

• Review

www.finnmedia.ie