Turn the Web Into A Sales Channel
64
Mary Owusu, MBA Manager, Digital Marketing & Analytics | The PCA Group, Inc. Find me at linkedin.com/in/maryo www.thepcagroup.com
description
A guide for sales and marketing professionals on how to use the web to make offline efforts more measurable.
Transcript of Turn the Web Into A Sales Channel
Mary Owusu, MBAManager, Digital Marketing & Analytics | The PCA Group, Inc.
Find me at linkedin.com/in/maryo
www.thepcagroup.com
W ’ i t k thi t ti f fW ’ i t k thi t ti f fWe’re going to keep this presentation free of We’re going to keep this presentation free of technical buzzwords. It’s about YOU. technical buzzwords. It’s about YOU.
www.thepcagroup.com
The role of Sales and Marketing professionalsThe role of Sales and Marketing professionalsThe role of Sales and Marketing professionalsThe role of Sales and Marketing professionalswithin an organizationwithin an organization
Top
Sales & Sales &MiddleMarketing Activities
Sales & Marketing Activities
CCustomerswww.thepcagroup.com
Examples of “Sales & Marketing Activities”Examples of “Sales & Marketing Activities”
Sales & Marketing A i i i
Top
Activities•Tradeshows•Direct mailers
Middle
•Print ads•Email blasts•Cold calling
Customers
•Cold calling•Referral marketing•TV/radio adsetc.
www.thepcagroup.com
What is at theWhat is at theTOP of the Funnel?TOP of the Funnel?
Top
Middle
Customers
www.thepcagroup.com
Custo e s
What is in theWhat is in theMIDDLE of the Funnel?MIDDLE of the Funnel?
Turn suspects and prospects into customers by Top
NURTURING &
Middle
& QUALIFYING
CCustomers
www.thepcagroup.com
What is at theWhat is at theBOTTOM of the Funnel?BOTTOM of the Funnel?
Keep customers engaged and loyal to your products/services; and use
Topto your products/services; and use their referrals to generate more prospects for the middle of the
funnel
Middle
funnel.
DON’T FORGETCCustomers
www.thepcagroup.com
The goal of this presentation is to help The goal of this presentation is to help S l M k i f i lS l M k i f i lSales & Marketing professionals Sales & Marketing professionals
USE THE WEB to make their activities USE THE WEB to make their activities USE THE WEB to make their activities USE THE WEB to make their activities more measurable, more measurable, more intentional, more intentional,
and more effectiveand more effectiveand more effective.and more effective.
www.thepcagroup.com
Why you should care about the webWhy you should care about the webWhy you should care about the webWhy you should care about the web
THE WEB
www.thepcagroup.com
www.thepcagroup.com
What is the #1 reason why most marketing efforts fail?
Lack of a Clear!Strategy!
www.thepcagroup.com
Define Your Strategy1. What is the challenge/opportunity we
are facing?
Introducing a new product to the marketplace
Reduce dependency one customer
www.thepcagroup.com
Define Your Strategy2. Is this a Top Funnel, Middle Funnel or
Customer Level challenge/opportunity?
Circle the answer(s)
www.thepcagroup.com
Define Your Strategy3. What differentiates our organization
from the competition?
We are local
Our customers say we have the best service
and qualityand quality
www.thepcagroup.com
Define Your Strategy4. What differentiates my products /
services from the competitors’?
Our machinery can cut and bend metals up to
¾ inch thick
We design, build AND install custom productsWe design, build AND install custom products
www.thepcagroup.com
Define Your Strategy5. What marketing/sales activities can or
will we use for this challenge?
tradeshows, direct mailers, ad in trade
publication, pass business cards, hold
seminar, etc.)seminar, etc.)
www.thepcagroup.com
www.thepcagroup.com
Align each activity with the web
www.thepcagroup.com
Allstate aligned its TV ad with search engineAllstate aligned its TV ad with search engineAllstate aligned its TV ad with search engine Allstate aligned its TV ad with search engine efforts and ranked #1 for “accident forgiveness”efforts and ranked #1 for “accident forgiveness”
(which gets 4 400 Google searches/mo)(which gets 4 400 Google searches/mo)(which gets 4,400 Google searches/mo)(which gets 4,400 Google searches/mo)
3,600 / month
www.thepcagroup.com
And for “good hands”And for “good hands”gg(which gets 60,500 Google searches/mo)(which gets 60,500 Google searches/mo)
… But look at what happened in 2013…… But look at what happened in 2013…
www.thepcagroup.com
20132013
www.thepcagroup.com
20132013
www.thepcagroup.com
Did you know that position #1 is 5x more likely to Did you know that position #1 is 5x more likely to get clicked on than position #3?get clicked on than position #3?
www.thepcagroup.com
And the moral of the story is…f yThe success of every sales / marketing activity you do offline can be made toactivity you do offline, can be made to be measured online.
www.thepcagroup.com
The web strategy for generating more activity at The web strategy for generating more activity at the TOP of the funnel is Inbound Marketing.the TOP of the funnel is Inbound Marketing.
Top
Middle
pINBOUND
MARKETINGSTRATEGY
Sales & Marketing Activities
www.thepcagroup.com
Customersctivities
Types of Inbound MarketingTypes of Inbound Marketing
SEO: Search Engine OptimizationSEO: Search Engine Optimization
www.thepcagroup.com
Types of Inbound MarketingTypes of Inbound Marketing
SEO: Search Engine OptimizationFind out what words dominate Google. Do they also dominate your website?
SEO: Search Engine Optimization
Do they also dominate your website?
www.thepcagroup.com
Types of Inbound MarketingTypes of Inbound Marketing
PPC: Pay Per Click Advertising
Find out what words dominate Google. Do they also dominate your website?Do they also dominate your website?
D PPC t t k tit i
www.thepcagroup.com
Do PPC to outrank your competitors in a matter of minutes. Then scale back as your SEO takes off.
Types of Inbound MarketingTypes of Inbound MarketingContent MarketingH ti d th t t tHave you noticed that content pages (ex: wikipedia, about.com) sometimes outrank regular business websites?Develop online how‐to guides / manuals / white papers / blogs. All should be created with the intention of
business websites?
blogs. All should be created with the intention of educating, not selling. But make sure they contain a link to your website.
Types of Inbound MarketingTypes of Inbound Marketing
Mobile Marketingbil b iMobile website
Mobile adsMobile appsQR codesQR codes
www.thepcagroup.com
Types of Inbound MarketingTypes of Inbound Marketing
Social Media k iMarketing
Yes it IS
‐Grab your username
measurable!‐Grab your username‐Do blog (or outsource it)‐Not all networks are a fit f ll ifor all companies
www.thepcagroup.com
Summary NotesSummary Notes
If you chose Top Funnel for i k l k hquestion 2, take a look at the
activities you listed for yquestion 5 and write in the Inbound Marketing tactics thatInbound Marketing tactics that will fit each one the best
www.thepcagroup.com
The web strategy for generating more activity in The web strategy for generating more activity in the MIDDLE of the funnel is Conversion.the MIDDLE of the funnel is Conversion.
Top
Middle
p
CONVERSION STRATEGY
Sales & CustomersMarketing
Activitieswww.thepcagroup.com
Ways to Convert into CustomersWays to Convert into Customers
Compelling Contentk h i lSpeak their language,
not yoursyEmotion beats logic 5x to 1
www.thepcagroup.com
Ways to Convert into CustomersWays to Convert into Customers
Unique Landing PagefCreate one for every
campaignp gThe search engines now use Bounce Rate as one of the fmetrics that determines how high your website will rank
Bounce rate = % of people who leave your website in 5‐10 secs www.thepcagroup.com
Ways to Convert into CustomersWays to Convert into Customers
Elements of a good unique landing pageBold and clear headline or
A ‐ Attention‐‐ Bold and clear headline or image that resonates with the piece that brought them there
I ‐ Interest ‐‐ Explain the benefits
‐‐ Prove your credibility: offerD ‐ DesireA A i
‐‐ Prove your credibility: offer advice/tips; provide authoritative content; testimonials.
www.thepcagroup.com
A ‐ Action ‐‐ Have a clear call‐to‐action
Ways to Convert into CustomersWays to Convert into Customers
Example of a good unique landing page
www.thepcagroup.com
Ways to Convert into CustomersWays to Convert into Customers
Use FormsE h•Easy to see on the page
•Looks good (has visual impact)•Builds trust (discloses use of personal information)p )•Short and concise•Has an easy to read captchaHas an easy to read captcha
www.thepcagroup.com
Ways to Convert into CustomersWays to Convert into Customers
Use DownloadablesWhi•White paper
•Podcast•Etc.
www.thepcagroup.com
Ways to Convert into CustomersWays to Convert into Customers
Custom Phone NumberU i h b•Use unique phone number
•Use a VoIP phone system so you have the strong data to analyze your abandon y yrates, hang‐ups, wait times, success rates etcsuccess rates, etc.
www.thepcagroup.com
Ways to Convert into CustomersWays to Convert into Customers
Offer “FREE”A i•A give‐away goes a long way•Every company can afford to give gsomething away (ex: seminar!)(ex: seminar!)
www.thepcagroup.com
Ways to Convert into CustomersWays to Convert into Customers
On the web, people’s eyesOn the web, people’s eyesOn the web, people s eyes On the web, people s eyes move in an “F” formationmove in an “F” formation
www.thepcagroup.com
Ways to Convert into CustomersWays to Convert into Customers
We take the “F” seriously on our websiteWe take the “F” seriously on our website
Summary NotesSummary Notes
If you chose Middle Funnel for i k l k hquestion 2, take a look at the
activities you listed for yquestion 5 and write in the Conversion tactics that will fitConversion tactics that will fit each one the best
www.thepcagroup.com
The web strategy for generating more activity at The web strategy for generating more activity at the BOTTOM of the funnel is the BOTTOM of the funnel is Relationship Management.Relationship Management.
Top
MiddleRELATIONSHIP MANAGEMENT
Sales & Marketing
MANAGEMENT STRATEGY
www.thepcagroup.comCustomers
Marketing Activities
Types of Relationship ManagementTypes of Relationship Management
Email Marketing•Segment customers•Send tailoredSend tailored messages (relevant)•Cross‐sell and Up‐sell•Learn from the reports
www.thepcagroup.com
Types of Relationship ManagementTypes of Relationship Management
Social Media k iMarketing
Builds relationships and gives themand gives them a place to vent their concerns
www.thepcagroup.com
Types of Relationship ManagementTypes of Relationship ManagementContent MarketingP ll t t i tPulls current customers into your website and keep them loyal
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 websiteBut make sure they contain a link to your website.
Types of Relationship ManagementTypes of Relationship Management
Reviews Matter•Use current customers to build positive reviews•Great for•Great for management of your
Source: www.internetmarketinginc.com
online reputationg
www.thepcagroup.com
Summary NotesSummary Notes
If you chose Customer Level f i k l kfor question 2, take a look at the activities you listed for yquestion 5 and write in the Relationship ManagementRelationship Management tactics that will fit each one the best
www.thepcagroup.com
www.thepcagroup.com
P M i PlPut Measures in Place
Use GoogleURL BuilderURL BuilderSo you can apply unique URLs to promotions
http://support.google.com/analytics/bin/answer.http://support.google.com/analytics/bin/answer.?hl?hl GB& 1033867GB& 1033867py?hl=enpy?hl=en‐‐GB&answer=1033867GB&answer=1033867
P M i PlPut Measures in Place
Set upGoogleGoogleAnalyticsSo you can measure traffic on your websiteon your website
l / l til / l tiwww.thepcagroup.com
www.google.com/analyticswww.google.com/analytics
P M i PlPut Measures in Place
The Key Metrics to track in Google AnalyticsThe Key Metrics to track in Google Analytics
VISITORS
FORMS/CALLSFORMS/CALLS
CLOSED DEALS
www.thepcagroup.com
P M i PlPut Measures in Place
Understanding the Key MetricsUnderstanding the Key MetricsUnderstanding the Key Metrics Understanding the Key Metrics by way of examples…by way of examples…
1. How many visits did I get to my website when we were at the tradeshow?were at the tradeshow?
2. How many people came to a unique campaign page?page?
3. How many people completed the form?4. How many called the unique phone number?y q p
Summary NotesSummary Notes
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 goodfor at least 1 month to get a good baseline (3 months preferably)
Write in the key metrics on the Action Write in the key metrics on the Action Plan Worksheet www.thepcagroup.com
www.thepcagroup.com
C i l A l h R lContinuously Analyze the Results
Go back to the Key Metrics. How are you doing?Go back to the Key Metrics. How are you doing?
VISITORS
FORMS/CALLSFORMS/CALLS
CLOSED DEALS
www.thepcagroup.com
Summary NotesSummary Notes
Remember ‐ Data is critical How are you doing against the baseline? Track it with your Action Plan Worksheety
www.thepcagroup.com
Sales & Marketing professionals Sales & Marketing professionals cancanSales & Marketing professionals Sales & Marketing professionals cancanUSE THE WEB to make their activities USE THE WEB to make their activities
more measurable, more measurable, more intentional more intentional more intentional, more intentional,
and more effective.and more effective.The The Web Web is is a a measurable Sales measurable Sales Channel.Channel.
www.thepcagroup.com
Follow these 4 StepsFollow these 4 Steps
www.thepcagroup.com
Align with these StrategiesAlign with these Strategies
INBOUND
g gg g
TopMARKETINGSTRATEGY
MiddleSales &
CONVERSION STRATEGY
Marketing Activities
RELATIONSHIP
Customers
RELATIONSHIP MANAGEMENT
STRATEGY
www.thepcagroup.com
Use the Action Plan WorksheetUse the Action Plan Worksheet
www.thepcagroup.com
Mary Owusu, MBAManager, Digital Marketing & Analytics | The PCA Group, Inc.
Find me at linkedin.com/in/maryo
www.thepcagroup.com
