Turn Your Website into a Virtual Sales Rep for Your IT Services Business


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Your website is a critical asset that can be leveraged to engage with your target audience, generate sales opportunities and grow your business.

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Turn Your Website into a Virtual Sales Rep for Your IT Services Business

  1. 1. How to Turn Your Website Into a Virtual Sales Rep for Your Business
  2. 2. Agenda • How Effective is Your Virtual Sales Rep? • It’s all About Content & Inbound Marketing • Understand Your “Buyer Persona” • Use Content to Get Found, Convert & Close • Build an Inbound Marketing Engine • Assess Your Website’s Effectiveness • Question & Comments
  3. 3. Your Website is a Virtual Sales Rep Grows Your Business Tells Your Story How Effective is Your Virtual Sales Rep?
  4. 4. Your Website in Action Education: What problem am I trying to solve? Evaluation: How do I best solve my problem? Decision: Where do I get the best solution? The Buyer’s Journey Attract Visitors Turn Visitors Into Buyers Your Website is the First Place Everyone Goes to Learn About You…
  5. 5. A Critical Marketing Resource Suspects: Unqualified Leads Prospects: Qualified Leads Oppty’s: Potential Deals Your Lead Funnel Attract Visitors Fill Your Funnel With Leads Your Website Can Perform 90% of the Sales Process For You! $$$
  6. 6. It’s All About Content Showcase Cloud Solutions Describe Business Outcomes You Have the Perfect Platform to Create the Perfect Sales Rep
  7. 7. It’s All About Inbound Marketing Leverage your website to: • Generate quality traffic • Convert traffic into leads • Nurture leads into buyers In other words to: • Be your virtual sales rep • Grow your business • Lower your acquisition cost Deals Get Found Convert Close SEO Social Media Blog
  8. 8. Inbound Marketing Flips the Model OUTBOUND is OUT … • Too expensive • Very unpredictable • Less & less effective INBOUND is IN … • More cost-effective • Consistent results • It really works!
  9. 9. What the Experts are Saying…
  10. 10. “Inbound” is the New Marketing • 200 million Americans registered on the FTC “Do Not Call” list • 89% of Internet users now search online before making a purchase • By 2020, customers will manage 85% of their relationship without a human • Companies using inbound marketing have 55% more traffic & 70% more leads • Inbound marketing can cut the cost of deal acquisition in half
  11. 11. Understand Your Buyer’s Persona • Their pain points • Why they buy • Their decision process • The value they realize • Their evaluate criteria • Their information sources Do the research and eliminate the guesswork Talk to real buyers about real buying decisions Interview your best customers and ideal prospects
  12. 12. Deliver Relevant Content to Them Deals Decision Stage Consideration Stage Awareness Stage Awareness Stage • Problem-related • Videos, checklists, eBooks Consideration Stage • Solution-related • Webinars, case studies Decision Stage • Decision-related • Assessments, demos, trials Audit and categorize your existing content Repurpose content for appropriate buyer stages Create new content to refresh or fill the gaps
  13. 13. A Wise Man Once Said…
  14. 14. Use Content to Get Found Deals Get Found Convert Close SEO Social Media Blog • SEO Optimization – Keyword research – Link building • Your Blog – Relevant & authoritative – Frequent & consistent • Social Media – Tw, LI, FB, G+, YT, RSS – Build & engage communities Do you have at least 500 to 1,000 monthly visitors? Does your traffic increase every month?
  15. 15. Use Content to Convert Traffic Deals Get Found Convert Close SEO Social Media Blog • Content Offers (CTA’s) – Quality Content = Conversion • Landing Pages – Design & placement – Contact data & analytics • CR Optimization – A/B testing & analysis – Continuous improvement How many landing pages do you have today? Do you convert 5% of your monthly visitors?
  16. 16. Use Content to Close Deals Deals Get Found Convert Close SEO Social Media Blog • Lead Nurturing – TOF, MOF & BOF content • Lead Scoring – Rate & qualify all leads – Based on touches & behavior • Segmented Lists – Based on lead score – Nurturing & qualify into deals Do you close 1 in 10 of your monthly leads? Are they the right kind of deals?
  17. 17. Build an Inbound Marketing Engine  Business Goals  Marketing Targets  Buyer Persona/Journey  Website Assessment  SEO Optimization  Campaign Strategy  Content Development  Weekly Blog Posts  Social Media Marketing  Search Engine Marketing  Lead Nurturing  Analytics Assessment  Campaign Optimization  New Content Creation Develop Your Inbound Marketing Engine Drive Your Inbound Marketing Engine In 90 days you will have an efficient engine for scaling your business
  18. 18. Measure & Optimize it Constantly Key Performance Metrics • Traffic volume • Site conversion • Lead quantity • Lead quality • Deal acquisition rate • Average deal values Monitor the Metrics That Matter on a performance dashboard Assess the role of content, campaign strategy and methods Do more of what works and less of what doesn’t work
  19. 19. Realize a Return on Investment Managed Funnel $$$ - Suspects - Prospects - Opportunities Traffic Content for Website & Offers (based on buyer persona) Landing Pages (conversion- optimized) Leads Segmented Database $2,500/month Revenue Generated 36 months Contract Term $90,000 Contract Value 50% Gross Margin $1,250/month Gross Profit $2,500/month Marketing Expense 2 months Payback Period $42,500 Return on Investment Typical Inbound Marketing ROI Targeted Buyers Incremental Revenue (SEO, Blog & Social Media)
  20. 20. My Favorite Quote …
  21. 21. Some Questions for You … • How many deals do you need each month? – What is your lead-to-close conversion rate? • How many leads do you need each month? – What is your visitor-to-lead conversion rate? • How many visitors do you need each month? – How many do you have today? • What is the state of your inbound marketing? – What gaps need to be addressed right away?
  22. 22. Find Out by Taking Our Inbound Marketing Assessment Provided by:
  23. 23. Grade Your Website with the Hubspot Grader https://marketing.grader.com/
  24. 24. Implement Inbound Marketing using a Managed Service SEO SEM Graphics Analytics Strategy Lead Nurturing Conversion Content Social Media HTML • Flat monthly fee • Deep experience • Multiple disciplines • Flexible & adaptable • Fraction of the cost of internal resources • Scalable up & down • Operates as your virtual organization
  25. 25. Questions and Contact Info Todd Hussey todd@csbexcellence.com Phone: (800) 785-4620 www.csbexcellence.com Dave Zwicker dave@csbexcellence.com Phone: (800) 785-4620 www.csbexcellence.com