Enterprise toronto june 11

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Welcome Enterprise Toronto

How to turn your website into your best sales tool.

Presented by:Marie Wiese

President & Founder Marketing CoPilot


Your website is THE most important tool in your business today.


My potential customers don’t look online before they buy a product or service like mine.


My customers don’t care if I have a website or not.


People are visiting my website, but I am not getting any leads from it.


My website is not part of my business strategy.


97% of people searching for a solution to a business or personal problem start their search in a web browser.


95% don’t go past Page One of search results.


Most buyers are 70% through the buying process before you ever hear from them.


Why?

• No one wants to be bothered or “sold to”.

• Everyone wants to self-educate and self-serve.


Today’s Reality...

Buying behaviour has changed.



There are only three things you need to turn your website into your best sales tool...


Three Things...

1. A message2. A web presence3. Results


Let’s Dispel Some Myths...

There are no magic beans.


This is a journey, not a destination.


Test, Measure, Repeat.


You have to do the work.


Says the passenger to the train station attendant...

“I don’t know where I am going, but will that train take me

there?”



#1 Your Message

Clearly define your value proposition.

Why should your ideal customer choose you instead of a competitor?

Hint: great customer service or save you time and money, don’t count!


Value Proposition

• Start with your customers as the authority on your value.

• Who are the best ones and why did they choose you?

• Match you competitors in every area but in one you need to excel.

• Don’t describe “what” you do. Describe “why” it matters to your customer.


Good vs Bad

Bad: We sell nice flowers.



Good: We have the widest selection of orchids.



Good vs Bad

Best: We have more than 30 orchid varieties delivered within 24 hours anywhere in Ontario.



#2 Your Web Presence

You need a tightly defined buyer persona.Buyer priorities, obstacles and reference points.

You need to map the buying process to your website.

Remember your call to action (CTA).


The Don’ts

Don’t ask someone to marry you on the first date.

Don’t try a tactics once and say, “that didn’t work”.

Don’t try a tactic that doesn’t have a clear objective attached to it.

Don’t ignore the customer buying process.


The Do’s

It takes five to seven communication touches to determine an action.

Make all activity part of a continuous loop.

Track and measure everything.


#3 Your Results

Google Analytics is your best friend.You can’t measure what you can’t

track.Your can’t track objectives you don’t

have.



Things to Track

• What were the most compelling words that drove someone to your website?

• Visitor trends month over month• Where people come from?• How long they stay?• Where they go?• What they look at?• What did they do?



Website as Sales Rep

A Case Study


Imagine...

You sell commercial office cleaning >>


The Three Most Important Things You Need

1. Message2. Web Presence3. Results


Map Your Customers

• What is their biggest challenge in choosing and hiring a commercial office cleaner?

• What do they care about?• Who is making the decision?• How will they make the decision?• What do they need to know when they are my

website?


Pretty Standard.Really?


Imagine...

• You have cycled through three office cleaners in the last six months.

• You hate the process of sourcing, interviewing and securing a cleaner.

• You call people and they never call you back.• You wish you could just go online and get the

information about price, packages and services within 60 seconds of a search result.





Singular Objective

• Gather email addresses to send value-added content via email (Constant Contact) and nurture over time


Your Web Presence Can...



Just for you...

• Get the Process Wheel from the home page of the Marketing CoPilot website www.marketingcopilot.com

• Go to www.marketingcopilot.com/scorecard to get your free customer scorecard and start the process

• Get free resources and How Do I? Guides at www.marketingcopilot.com

http://www.marketingcopilot.com/scorecard


Date post:	18-Nov-2014
Category:	Technology
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Enterprise toronto june 11

Technology