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AIIM November 2010

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AIIM November 2010 Presentation Transcript

  • 1. Increase Website Traffic
    Lead Generation For More Sales
    Brian Offenberger, CeM
  • 2. Meet Brian Offenberger
  • 3. Customers Have Changed
  • 4. Old Media vs. New Media
  • 5. Marketing Hasn’t Changed
    Talking instead of interacting
    Push messaging (outbound)
    Messaging about companies and products
  • 6. Blocking Traditional Marketing
    People are better at blocking traditional marketing
    Email = spam filters
    Telemarketing = caller id and do-not-call lists
    TV = TIVO and video content online
    Radio = Sirius (satellite) and online, IPOD
    Trade show = online alternatives, most job seekers and vendors
    Print publications = closing down and/or laying off staff…blogs much more popular
  • 7. Where Did People Go?
    Search engines – rather than deal with a sales rep…search it online
    Blogs replaced trade publications
    Social mediasphere – social media such as LinkedIn, Twitter, Facebook, YouTube and others
  • 8. Today’s Actions
    If people block traditional marketing and have gone online in historically unprecedented numbers, WHAT SHOULD YOU DO?
  • 9. Today’s Rule for Success
    Match the way you market your products with the way your prospects LEARN ABOUT and SHOP for your products. The best way to do that is by generating leads throughinbound marketing.
  • 10. Inbound Marketing Is Like…
    Fishing –
    Bait the hook the right way (relevant content)
    Fish in the right spots (marketing channels)
    Fish find bait and come to you (inbound marketing)
  • 11. Marketing Objective # 1
    Change the mode of your marketing from a one way sales message to a collaborative, living, breathing, interactive resource center for your marketplace
  • 12. Marketing Objective # 2
    Turn your website into a magnetic resource center for your industry that PULLS PEOPLE IN
  • 13. Marketing Objective # 3
    Use a multi-channel approach for lead generation, lead nurturing and customer retention
    Use more online marketing
    Use direct response messaging – no more branding
    Measure and test to understand results and find out what works best
  • 14. Increase Website Traffic
  • 15. Website Factors
    Must be seen by search engines
    Meta titles, descriptions, and tags
    Keyword relevance
  • 16. Natural Search Rankings
    • Context
    • 17. Authority/inbound links
    • 18. Social graphing
  • Smart Phones
    Primary internet access point by 2014
    Location and geo-targeting
    Mobile compatible websites     
  • 19. Facebook
    Customize your stuff
    Encourage interaction to build authority
    Be conversational
  • 20. Facebook Examples
    A typical Facebook Page for a company without customized content
  • 21. Facebook Examples
  • 22. LinkedIn
    • Great profiles – business and personnel
    • 23. Relevant groups – vertical market targets
    • 24. 3 steps for success
  • Content
    • Be REMARKABLE
                
    • Be relevant
    • 25. Be unique
  • Types of Content
    • Case studies
    • 26. Articles
    • 27. Interviews
    • 28. Blogs
    • 29. Video
  • YouTube
    • Relevant
    • 30. Concise
    • 31. Tagged correctly
  • Inbound Links
    Write for others
    Remarkable content
    Concentrated effort
  • 32. Online Advertising
    Search engines
    Social networks – LinkedIn, Facebook
    Blogs and forums
  • 33. Success Formula
    Traffic + Conversions = Sales
  • 34. Quick Conversion Tips
    • Answer the question “Why Buy From You”
    • 35. Answer the question “Can I Trust You”
    • 36. Keep Scent Constant
    • 37. Make Buying Easy
  • Action Steps
    • Conduct traffic source analysis
    • 38. Engineer your website (structure and context)
    • 39. Know your market
    • 40. Listen to relevant conversations
    • 41. Start a blog
  • You Could Win!
    Custom Facebook and LinkedIn marketing plan for your business
    -with-
    Custom Facebook welcome page
    $1995 value
  • 42. How to Reach Me
    Toll Free: (877) 837-8803
    Fax: (602) 412-3663
    Local: (602) 412-3168
    Website: www.RightOn-NoBull.com
    Email: Brian@RightOn-NoBull.com
    Facebook: www.Facebook.RightOn-NoBull.com
    Address: 5530 East Beck Lane
    Scottsdale, AZ 85254