Making Your Website
Your Best Salesperson
THE POWER OF GREAT MARKETING!GETS YOU LEADING RESULTS!
Don't talk about the services or products you sell; talk about the
problems you solve.
Then talk about the remarkably different way that I will experience
working with you as you solve those
problems.
Be sure you tell me what I get; NOT what you do. Because I don't have
time to figure out if what I need is what you do.
LEADING RESULTS CORE MANTRA!
Company Overview!“HAPPINESS IS A COMPETITIVE ADVANTAGE”
Darling!
Laura!
Kim!
Matt!
Courtney!
Dan!
• Balanced and Blended Lead Generation Marketing
• Duct Tape Marketing Consultants
• HubSpot Gold Partner
• Charlotte NC (clients around the world)
• Established 2009
• 10 employees
• No Contractors
THE 7 STEPS WE FOLLOW FOR
CLIENT SUCCESS
1. Strategy before tactics 2. Document the Buyer’s Journey as the
Marketing Hourglass 3. Publish Educational, Insightful Content
4. Establish and Integrate Your Online Presence
5. Create a Balanced Marketing 2x2
6. Integrate Nurture and Sales into the System
7. Live by a calendar
Outbound!
• Paid Promotion
• Trade Shows
Referrals!
• Customer Process
• Industry Partners
Inbound!
• Blog
• Social
• SEO
• Citations
Earned Media!
• Social Proof
• Public Relations
• Thought Leadership
Balanced Marketing
DELIVERING THE POWER OF GREAT MARKETING
7
Processes for Consistency
Outbound aka Traditional
Marketing
Websites and InBound
Marketing Y
Earned Media and Thought
Leadership
Referral and Word-of-Mouth
Marketing Programs
8
How We Engage!
Website Development!
(HubSpot & WordPress)!
Marketing Execution Agency
Marketing Strategy Workshops
Marketing !Coaching & !
Training!
Fractional VP of Marketing Services
Keynote Speaking
Inbound !Marketing !
Training!
Know Like Trust Buy Repeat Refer TRY
The Definition of Marketing
The funnel
is broken
The funnel
is irrelevant
57% of a typical purchase decision
is made before a customer even
talks to a supplier. Source: CEB
Website
We
bsit
e
Website
Sh
op
Sh
op
Shop
The future of “new business” is
less about demand fulfillment and
information control and more about
organizing information and
assisting behavior.
Think about your Website…
How you would approach it if you were trying to date the prospect, rather than sell to them.
• Make it about them - not you
• Get rid of I, We, Us..
• Let them know in 3 seconds or
less how to find what they want
Its Not About Me; Its For You
• Don’t make them work for it.
• Don’t be “original”
Make Navigation Easy Enough for 3rd Graders
Does Anyone Read Blogs?
• Make your site relevant and timely – to the
search engines
• Blog your keywords, 3x per post per 750
words (more or less)
• 2x per month minimum
Entertain Them & Don’t Make Them Read
• Make it watchable – add video and all the
relevant tags so that the video not only sells for
you, but helps you get found
• Explainer Videos
• Help Videos
• Testimonial Videos
• Convert Visitors to Leads
• Tell them what you want them to do
• Checklists, guides, etc
Add Calls To Action & Assets
• Address on every page,
• City/state listed under every customer
testimonial
• Specific pages for locations
• Local phone number
• Local affiliations
Make It Clear That You Are LocaI
• Add testimonials and client quotes
throughout (esp. video)
• List certifications, awards, partnerships
Establish Trust - Early & Often
Be Social and Reachable
• Use social sites to show personality and culture
• Connect with prospects in their channel of
choice
• Use click-to-chat to provide real-time
conversation and answers
• Have your college/university alumni page link to
your website. (you kids, your spouse)
• Guest Blog for Links
• Donate service to NPO for links
• Volunteer for links (eg SCORE)
Inbound Links Help You Be Found
• Make the whole site readable by your ideal
customer
• Make it specific. Each page has 1 and only 1
topic.
• Avoid jargon and gobbledegook
Don’t Make Them Use a Dictionary
• Make it personal – get pictures of your
people in the staff pages
People Buy From People
Make it ridiculously easy to find you
• On every page:
» Address
» Clickable phone number at top and footer
» Contact us
» Email link
» Mailing list sign up
• Map and directions if they visit
Don’t play Hide & Seek
• Focus on only one thing to do from an ad
• No navigation
• Clear offer
• Credibility on the page
• Click to chat
Make Your Paid Advertising Effective
• Leverage schema
• Title page appropriately (Café XYZ, Café XYZ Catering
Menu, Café XYZ Take-out Menu)
• Update content frequently (blog)
• Use meta tags to help humans
Help Search Engines Help You
Leverage Technology
It is extremely hard
to put all the
technology together,
and KEEP it
together.
Summary
Ultimately, an effective website will
keep your message and advantage
consistent and provide steady flow
of new prospect.
• Marketing and Website Review
» You complete our questionnaire
» We spend 30 minutes with you to review it
Offer
þ Email [email protected] if you are interested
Questions & Answers
Contact Us
Web: www.leadingresults.com
Email: [email protected]
Phone: 888-717-1715
Twitter: @leadingresults
“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” – Sun Tzu
A Note About ROCO RELEVANT ORIGINAL CREATIVE OFFERS
Roco is our content monster. He has a passion for Relevant, Original,
Creative, Offers and his commitment to the team at Leading Results is to
keep us light-hearted, fun, creative and passionate for what we do (after
all, how seriously can you take a monster like this?)
He has had some formal and creative education at a Monster-sorri
School in Transylvania (where all monsters originate). And much like the
founders of Google (who also received this type of education) his
schooling allowed him to be free-thinking and creative in his approach to
problem solving.
Roco found his calling in life when he started consuming content as a
paper shredder for big companies, but decided that the content he was
seeing wasn’t filling enough. Roco joined Leading Result eight years ago
(in monster years, mind you).
Roco has had great people skills from a young age. His first job in the
human world was with a small part in the musical Avenue Q. In his free
time Roco enjoys social media like Pintrest and Monstergram and has a
continuing interest in theater. He also enjoys surfing and exploring.
"
"
THANK YOU !
THE POWER OF GREAT MARKETING!GETS YOU LEADING RESULTS!