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How to Attract and Engage New Client during the Economic “Winter” Webinar – Jan 17 th 2013.

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How to Attract and Engage New Client during the Economic “Winter” Webinar – Jan 17 th 2013
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How to Attract and Engage New Client during the Economic Winter

Webinar Jan 17th 2013

AgendaWhat lies ahead?Understanding your market and building your Core Story8 Musts of Inbound Marketing IntroResources to help you

Baby-boomer Generation

Baby-boomers1946 - 1964Source: 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 QuestionsWhat does your business do?What does your business really do?Who are you selling to?How can you add value?Potential Buyer Pyramid3%7%30%30%30%Copyright by Chet Holmes www.chetholmes.com Imagine you are in a stadium and you have the opportunity to get on stage and pitch your company to everyone in the stadium. If you do not use education-based marketing i.e. if you are not perceived as adding value then at least 90% of the audience is leaving!The hardest thing to do today is to grab the attention of potential buyers and keep their attention long enough to help them buy your product/service9Key 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 assetsTaking complete responsibility for Data Security and Environmental ComplianceDeveloping programmes that leverage assets for social good wherever possibleBoring! Im leaving!

OK Im happy now. although Im still frowningBack to our key questions

What you really doreturn on assets, compliance responsibility, social good..you could even take this a step further and offer guaranteed return on asset at the point of purchase this provides CFOs/IT Directors with a level of certainty that enables them to better manage their IT greening programmes10Key QuestionsExampleQ: Who are you selling to?A: The IT or Facilities Manager?The CFO or CEO?

Wrong!!!!They have the ability to say NoBut they have the ability to say Yes!!!Important distinction!!!!Well done Einstien!!!!Back to our key questions11USP?Dont think Unique Selling Points.its inwardly focused on you and not the client

Instead think Ultimate Strategic Position of how you can improve the lives of your customers

Youll attract more buyers if you are offering to teach them something of value to them that you will ever attract by simply trying to sell them our product!12Building your Core StoryAlways use Market data and not product dataInformation that is OF VALUE to your prospectsShould be loaded with BAD NEWS

Chet Holmes calls your main marketing pitch or stadium pitch your core story and the reason for this is that if it is done properly your core story should underpin and become the core of all of your marketing activities. It should be the main theme of your website, your brochures, your events, your blogs, your email/direct mail campaigns etc.13A Compelling TitleMove from We have the most advanced IT recycling processes in the UK to.The Five Most Dangerous Data Exposure trends facing companies today ORThree Ways to reduce your Corporate IT expenditure by 50%

8 Internet Marketing Musts!1. Keyword StrategyKeywords and key phrases are the search terms of the internet

How do I create a strategy?Create 3 5 keywords for your businessChoose based up difficulty or relevanceDesign and optimise website around keywords

Keywords or key phrases the search terms to which your service/product is the solutionMake them relevant Google rewards relevancePut yourself in your customers shoes what would they be searching for?Consistency keywords should appear throughout your website, landing pages, alt textBe 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 Hubspots keyword tools for ideasUnderstand and use Googles matching options Broad, Phrase, ExactUse Negative keyword filteringhttps:/adwords/google.com/o/KeywordTool 1. Keyword Strategy contd.

Extremely hard to rank for difficulty of 70 and above. Initially target difficulty of 0 40 then when you start to get some traction 40 - 60222. Optimise website - SEOIncrease ranking for keywordsTwo types:On-page SEO presentingyour sites content for searchenginesOff-page SEO what other websites say about youauthorityhttp://website.grader.com http://marketing.grader.com

Elements of On-page OptimisationTips for Page Title SEOInclude keywordsMake it less than 70 charactersPlace keywords as close to beginning as possibleMake it readable for visitorsIf including company name put it at end of titleUse different titles for each page each page title is a keyword opportunity! Elements of On-page Optimisation

Page TitleMeta Data & Meta Description

No direct effect on SEOProvides searcher with short description of page => should include keywords - RELEVANCE! Elements of On-page Optimisation

Meta DataMeta DescriptionHeadingsIdentified using , , etc tagsMore likely to be interpreted by search engines as keywords than rest of page textInclude keywords in your headings whenever possible! Elements of On-page Optimisation

ImagesDont use images excessivelyUse Alt Text on your imagesUse keywords in image filenames (separate using -)

Elements of On-page Optimisation

Other tipsDomain info search engines prefer sites that are registered for a long period of time as this indicates commitment and unlikely to be spamGoogle 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 OptimisationNot promotionalIndustry relevantKeeps your website dynamic

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

3. Create a Blog

Key Components of a GreatBlog:Attention-Grabbing TitleWell written/formattedImages/VideosLinksCalls-to-Action

4. Social Media30 million people on Facebook in the UK110 million people on Twitter233 million smart phones sold in UK since 2005Average 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 contentGet your big ears on - Social listening4. Social Media

What is your social strategy?TargetWriteEngageExploreTrackingwww.ClaireDiazOrtiz.com325. Convert Traffic to LeadsCreate acompellingOffers/contentCreate aneye catchingCall To ActionCreate effectiveLanding Pageto capture LeaddetailsCreate aThank You pageto give backnavigation tovisitorEmbed CTA in:Website pagesBlogsEmailsTweetsVideosThat makes you STAND OUT!!!5. Convert Traffic to LeadsYou need engaging, valuable and original content:BlogsWhite papersChecklistsVideosE-BooksInterviewsSurveys

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

5. Convert Traffic to Leads

6. Lead Nurturing70% of leads will end up buying something from you1Targeted, relevant, valuable and timely1 Marketing SherpaKey Tips:Website plenty opt-in opportunitiesStay relevantBe personalInclude a call-to-actionMeasure Click Through Rate (CTR)Unsubscribe option a mustAlways add value!

7. Be Mobile-FriendlyWe are becoming increasingly dependent upon mobile technologySource: Scott Klososky www.futurepointofview.com

Optimise for Mobile:Responsive DesignEmails/Calls-to-ActionDownloadsVideo

Source: Scott Klososky www.futurepointofview.com 8. Measure & Refine5 Steps to Measure & RefineImplement Analytics Google, Hubspot etc.Identify improvement areasChoose metricsRefineContinually monitor (track sheet)

ResourcesWhere can I get help?Inbound Marketinghttp://www.hubspot.com/ Educational MarketingThe Ultimate Sales Machine by Chet HolmesSocial MarketingClaire Diaz-Ortiz www.ClaireDiazOrtiz.comTech Trends/Social MarketingScott 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 InvoicingWorkflow DesignerCustomer PortalCompliance ReportsTabernus/Blancco IntegrationInventory ManagementOffsite Asset ValidationCRMContractsTrack & Trace

Constantly growing to keep your business ahead!

The ResultYou

Inbound Marketing-as-a-Service?Who would be interested in outsourced?Weekly BlogsMonthly SEOLanding page and CTA developmentInbound campaign/offersLead NurturingSocial media

If you dont like change, you are going to hate extinction Ross ShafferThank You! Contact: Robert McKechnieTel: 0141 567 8168Mob: 07833 977 658E-mail: [email protected][email protected]


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