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-boomers1946 - 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

• Do you really want a sales pitch?• Hmmm…..perhaps not

A Sales Pitch?

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

BuyingOpen but Not

Active

Not thinking about it

Soft No: “I don’t think I’m interested”

Not Interested

3%

7%

30%

30%

30%

Copyright © by Chet Holmes www.chetholmes.com

Key QuestionsExampleQ: 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

Boring! I’m leaving!

OK I’m happy now…….

although I’m still frowning

Key QuestionsExampleQ: Who are you selling to?A: The IT or Facilities Manager?The CFO or CEO?

Wrong!!!!

They have the ability to say “No”

But they have the ability to say “Yes”!!!

Important distinction!!!!

Well done Einstien!!!!

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%”

1. Keyword Strategy

2. Optimise website -

SEO

3. Create Blog &

Content

4. Social Media

5. Convert Traffic to

Leads

6. Nurture Leads

7. Be Mobile-Friendly

8. Measure & Refine

8 Internet Marketing Musts!

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

• 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 filteringhttps:/adwords/google.com/o/KeywordTool

1. Keyword Strategy contd.

2. Optimise website - SEO

• Increase ranking for keywords• Two types:– On-page SEO presentingyour site’s content for searchengines– Off-page SEO what other websites say about you“authority”http://website.grader.com http://marketing.grader.com

Elements of On-page Optimisation1. Page

Title2. Meta

Description

3. Headings

4. CSS

5. Images6. Domain Info

7. MOZ Rank

9. Google Crawl Date

10. URL Structure

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

is a keyword opportunity!

Elements of On-page Optimisation

Page Title

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

Meta Data

Meta Description

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

Elements of On-page Optimisation

• Not promotional• Industry relevant• Keeps your website dynamic

• Constantly add value to create an Ultimate Strategic Position (USP)

3. Create a Blog

Key Components of a Great

Blog:• Attention-Grabbing Title

• Well written/formatted

• Images/Videos

• Links

• Calls-to-Action

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-users2 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/

• Include social share/follow me buttons on all of your pages and content

• Get your big ears on - Social listening

4. Social Media

• What is your social strategy?TargetWriteEngageExploreTracking

www.ClaireDiazOrtiz.com

5. Convert Traffic to Leads

Offer CTA Landing Page

Thank You Page

Embed CTA

Create acompellingOffers/content

Create aneye catchingCall To Action

Create effectiveLanding Pageto capture Leaddetails

Create aThank You pageto give backnavigation tovisitor

Embed CTA in:Website pagesBlogsEmailsTweetsVideos

That makes you STAND OUT!!!

5. Convert Traffic to Leads

• You need engaging, valuable and original content:– Blogs– White papers– Checklists– Videos– E-Books– Interviews– Surveys

http://www.youtube.com/watch?v=ZUG9qYTJMsI Dollar Shave Club

5. Convert Traffic to Leads

6. Lead Nurturing

• 70% of leads will end up buying something from you1

• Targeted, relevant, valuable and timely

1 – Marketing Sherpa

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!

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-to-

Action• 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)

ResourcesWhere can I get help?Inbound Marketing• http://www.hubspot.com/ Educational Marketing• The Ultimate Sales Machine by Chet HolmesSocial Marketing• Claire Diaz-Ortiz www.ClaireDiazOrtiz.comTech 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

Automate Invoicing

Workflow Designer

Customer Portal

Compliance Reports

Tabernus/Blancco Integration

Inventory ManagementOffsite Asset Validation

CRM

Contracts

Track & Trace

Constantly growing to keep your business

ahead!

The Result

You

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 8168Mob: 07833 977 658

E-mail: robert.mckechnie@greenoaksolutions.co.ukwww.greenoaksolutions.co.uk

@Greenoaksol