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MASTERING INTERNET MARKETING Lorraine Ball | Roundpeg
MASTERING INTERNET MARKETING
Lorraine Ball | Roundpeg
A World Potential Customers
Stages of the Purchase Cycle
Stages of the Purchase Cycle
Stages of the Purchase Cycle
Your Website is the Center
WHAT SHOULD YOU MEASURE?
Visits | Views | Conversion
VISITSIf you build it, will the come?
Metric: Sessions (Visits)
• Objective: More visits than a year ago
Metric: Visits
• Where do visitors come from?
Where Does Traffic Come From?
Organic Search Direct Referral Social Email
Action : Target Each Source
• Increase – Direct traffic with off line activity– Organic traffic with content– Referrals with directory listings and
cross promotion– Social traffic with activity– Create or expand your email list– Consider paid advertising when all else
fails
VIEWS (INTEREST)People come, now what?
Metric: View
• Objective: At least two pages per visit
• Common mistakes– Too many choices– Slow load speed– Non-responsive design– Poor navigation
Metric : Interest
• What attracts people– Landing pages
Page % of Traffic
/ (Home Page) 38%
/2009/11/do-whole-house-humidifiers-work/ 9%
/2013/11/why-does-my-furnace-smell/ 7%
/contact-us/ 7%
/about-us/customer-feedback-form/ 6%
/electrician/ 5%
/2013/01/hvac-tax-credits-2013/ 3%
Metric: Interest
• What are people interested in– Most popular posts– Path – Do you have internal links
Common Mistake: Interest
• Common Mistakes– Old, thin or unoriginal content– Not treating your website as the center
of your marketing
Action: Create Clear Path
Action: Create a Clear Path
Conversion
• Contacts and inquiries • Newsletter signups• Service requests
Action: Increase Conversion
• Give people something to do– Add downloads, check lists and surveys– Create web based offers– Add service renewal and scheduling
$
Acquiring Customers
Copyright © 2012 Constant Contact, Inc.
1 2 3 4 5 6 7
• Time… Money… Energy… Effort• Takes 7 touches, on average, for a
sale– Some buy right away– Others research and try– Some show interest but don’t trust you
Internet Marketing Builds Relationships
Conversion Program
• Offer• Sign Up Form / Landing Page• Follow up Program
Conversion: Offer
Promote Offer
• Newsletters• Social media• Print• Face to face• Wherever your customers are
Promote Your Offer Where Your Customers Are
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2
Incoming or Outgoing Calls
Eventsand Meetings
Place of BusinessGuest Book
Guests
Email Signature
K Smitheen
Your Offer
Social Media
Calling Your Audience to Action
• Calls to Action include…
– Links to click on
– Information to print out
– Phone numbers to call
– Instructions
• Describe the immediate benefits…– What’s in it for your audience?
– Why should they do it now?
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Conversion: Trade for Email
Conversion: Sell the Offer with a Landing Page
Follow up with Email
• Drip Campaigns• Newsletters
Keep Customers Coming Back
• The value of a customer
– You’ve already paid for them
• It’s 6-7 times more expensive to gain a customer than to retain a customer 1
– They spend more
• Repeat customers spend 67 percent more 2
– They are your referral engine
• After 10 purchases, a customer has already referred up to 7 people 2
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Sources:
1. Flowtown, 2010
2. Bain and Company
Questions?
Ask me about our weekly seminarsAsk about a free trial of Constant Contact
