11 Ways Computer Consulting Businesses Attract the Right Website Visitors (Webinar Slides)

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Have you noticed that many of your marketing channels aren’t working as well as they used to? You’re not alone. The game has changed…drastically. Is your company really prepared for this? With 57% of the typical B2B sales cycle over before most decision makers contact any vendor (source: CEB), it's critical for your business to get found in that initial search. You’ll learn how in this very special one hour webinar. Within the slide deck, you'll also learn how you can free access to the full 1 hour webinar recording.

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    A great overview and call to action on how B2B marketing has really changed. Its time to connect to my ideal clients!
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11 Ways Computer Consulting Businesses Attract the Right Website Visitors (Webinar Slides)

  1. 1. SPHomeRun.com 11Ways Computer Consulting Businesses Attract the Right Website Visitors #sphomerun
  2. 2. SPHomeRun.com Questions • GoToWebinar Questions Panel (or) • Twitter hashtag #sphomerun Recording & Slides • Will be e-mailed to all attendees within two business days of the event
  3. 3. SPHomeRun.com To Get Free Access to the Recording of This 1 Hour Webinar, Visit http://www.sphomerun.com/11- ways-computer-consulting- businesses-attract-the-right- website-visitors-webinar
  4. 4. SPHomeRun.com Joshua Feinberg Co-Founder & Chief Marketing Officer SP Home Run Inc. Helps growing IT channel companies get found by the right decision makers, in the right places, at the right time Former VAR, IT consultant, MCSE, Microsoft content provider, and IBM rep Follow @joshua_feinberg on Twitter
  5. 5. SPHomeRun.com Outline The Game Changed 1. Website Copywriting 2. Blog Writing 3. On-Page Search Optimization
  6. 6. SPHomeRun.com Outline 4. Off-Page Link Building 5. Local SEO 6. Social Media Marketing
  7. 7. SPHomeRun.com Outline 7. Presentation Development 8. Screencast Production 9. PR
  8. 8. SPHomeRun.com 10. Podcast Production 11. Co-Marketing Campaigns
  9. 9. SPHomeRun.com Engage in the conversation on Twitter #sphomerun
  10. 10. SPHomeRun.com A long time ago in a galaxy far, far away...
  11. 11. SPHomeRun.com Before Tweetups or Hangouts…
  12. 12. SPHomeRun.com Image: brizzle born and bred When everyone watched the same
  13. 13. SPHomeRun.com Image: Five Starr Photos ( Aussiefordadverts) When media controlled information
  14. 14. SPHomeRun.com Image: Alden Jewell Car buying was simple & 1-sided
  15. 15. SPHomeRun.com Image: Alden Jewell Who needed eBay or Amazon?
  16. 16. SPHomeRun.com Image: AZAdam “Everything” was in the catalog
  17. 17. SPHomeRun.com Image: Alden Jewell Even 1960s couldn’t stop Madison Av
  18. 18. SPHomeRun.com Image: Infrogmation Where many sales funnels started
  19. 19. SPHomeRun.com Image: x-ray delta one Want more TV shows to watch?
  20. 20. SPHomeRun.com Image: Todd Ehlers Too lazy to get up from your chair?
  21. 21. SPHomeRun.com Image: Cristiano Betta Computing starts to get personal
  22. 22. SPHomeRun.com Image: Accretion Disc And changes the workplace forever
  23. 23. SPHomeRun.com Image: scriptingnews But gatekeepers still control info
  24. 24. SPHomeRun.com Image: cote Print media empires still thrive
  25. 25. SPHomeRun.com Then along comes portability
  26. 26. SPHomeRun.com Image: codepo8 And an on-ramp to the Internet
  27. 27. SPHomeRun.com Image: Tomas Pihl And the roots of mobile are planted
  28. 28. SPHomeRun.com Image: mueritz Even our kids are entranced
  29. 29. SPHomeRun.com Image: toprankonlinemarketing But, the bad guys take it way too far
  30. 30. SPHomeRun.com Image: xrayspx Stop calling me!!!
  31. 31. SPHomeRun.com Image: toprankonlinemarketing
  32. 32. SPHomeRun.com Image: toprankonlinemarketing Trade shows start going virtual
  33. 33. SPHomeRun.com Image: tPaul Hudson Apple finally gets mobile right
  34. 34. SPHomeRun.com Image: Paulo Ordoveza Make that insanely right!
  35. 35. SPHomeRun.com Image: JNFerree Social media spreads like wildfire
  36. 36. SPHomeRun.com Image: Flyinace2000 TV commercials are history
  37. 37. SPHomeRun.com @Dharmesh
  38. 38. SPHomeRun.com @Dharmesh
  39. 39. SPHomeRun.com @Dharmesh
  40. 40. SPHomeRun.com @Dharmesh
  41. 41. SPHomeRun.com @Dharmesh
  42. 42. SPHomeRun.com So with 57% of the typical B2B sales cycle over before decision makers contact anyone… Source:CEBGroup
  43. 43. SPHomeRun.com the only question is very simple, but profoundly important to your survival:
  44. 44. SPHomeRun.com Will your company be found? (Or will you become invisible and irrelevant?)
  45. 45. SPHomeRun.com If your marketing still looks like it did 5 years ago, your company’s future is in danger.
  46. 46. SPHomeRun.com Engage in the conversation on Twitter #sphomerun
  47. 47. SPHomeRun.com Outline The Game Changed 1. Website Copywriting 2. Blog Writing 3. On-Page Search Optimization
  48. 48. SPHomeRun.com Attracting more website visitors is not the goal
  49. 49. SPHomeRun.com The goal is to attract more website visitors that a) Convert to leads and b) Become new clients
  50. 50. SPHomeRun.com How do we know who we’re looking to attract? Excellent question!
  51. 51. SPHomeRun.com Start with a super-crisp definition of your ideal client
  52. 52. SPHomeRun.com IT services that your firm can profitably deliver with its current skill set to its target client base in a given geographic area
  53. 53. SPHomeRun.com Then start gathering information on clients and potential clients Image: NASA Goddard Space Flight Center
  54. 54. SPHomeRun.com • Surveys • Persona interviews Image: Daniel Oines
  55. 55. SPHomeRun.com • What is their day like? • What problems do they have? • What are their goals?
  56. 56. SPHomeRun.com • How do they research IT products and services? • Where do they hang out online? Offline? • What do they search?
  57. 57. SPHomeRun.com Use the survey results and persona interviews to start your keyword research
  58. 58. SPHomeRun.com 3 Keyword Research factors to consider: • Persona • Monthly “inventory” • Competition level
  59. 59. SPHomeRun.com Website Copywriting: Picture may be worth 1,000 words – and visual content is hot – but Google and visitors motivated by your words
  60. 60. SPHomeRun.com 10 years ago, OK to have a static 20-30 page brochure website If you need leads, you must think differently
  61. 61. SPHomeRun.com Google has been able to measure website update frequency pretty much since day one
  62. 62. SPHomeRun.com Google+, Google Apps, Google accounts, Gmail, and other logged in services (via SSL) broadcast your websites’ stickiness and relevancy
  63. 63. SPHomeRun.com What’s the easiest way to frequently create highly relevant content on your website?
  64. 64. SPHomeRun.com Outline The Game Changed 1. Website Copywriting 2. Blog Writing 3. On-Page Search Optimization
  65. 65. SPHomeRun.com Blogging! http://www.sphomerun.com/blog
  66. 66. SPHomeRun.com 66% of those that blog weekly acquire clients through their websites Source: HubSpot State of Inbound Marketing
  67. 67. SPHomeRun.com 78% of those that blog daily acquire clients through their websites Source: HubSpot State of Inbound Marketing
  68. 68. SPHomeRun.com 92% of those that blog multiple times a day acquire clients through their websites Source: HubSpot State of Inbound Marketing
  69. 69. SPHomeRun.com Enough said!
  70. 70. SPHomeRun.com Bonus blogging tip: All blog posts should always include a picture above the fold. What really pops? Food, kittens, and cute kids
  71. 71. SPHomeRun.com Engage in the conversation on Twitter #sphomerun
  72. 72. SPHomeRun.com Outline The Game Changed 1. Website Copywriting 2. Blog Writing 3. On-Page Search Optimization
  73. 73. SPHomeRun.com On-Page Search Optimization After selecting a good keyword phrase, where should it go?
  74. 74. SPHomeRun.com • Title • Meta description • Image ALT tag • 1st paragraph • A few times mentioned naturally within the body of the blog post • Within headings/subheadings • Bolded text • Anchor text links
  75. 75. SPHomeRun.com • Write for your readers (people) • Not for search engine “spiders” • Remember, it’s the readers that can convert to leads and materialize into paying clients Image: basibanget
  76. 76. SPHomeRun.com Outline 4. Off-Page Link Building 5. Local SEO 6. Social Media Marketing
  77. 77. SPHomeRun.com Off-Page Link Building Inbound links from relevant authority sites are “votes”
  78. 78. SPHomeRun.com Don’t attempt to game the system You’ll get caught and severely penalized
  79. 79. SPHomeRun.com
  80. 80. SPHomeRun.com Outline 4. Off-Page Link Building 5. Local SEO 6. Social Media Marketing
  81. 81. SPHomeRun.com Local SEO
  82. 82. SPHomeRun.com “Local Search Engine Optimization is a specific kind of online marketing, and blurs the lines between traditional SEO and Social Media.” David Mihm, GetListed.org
  83. 83. SPHomeRun.com Outline 4. Off-Page Link Building 5. Local SEO 6. Social Media Marketing
  84. 84. SPHomeRun.com Social Media Marketing • Listen and Interact • Post status updates • Share valuable 3rd party resources (3:1)
  85. 85. SPHomeRun.com Social Media Marketing How do you decide where to focus your efforts?
  86. 86. SPHomeRun.com Social Media Marketing Ask your clients and potential clients where they hang out
  87. 87. SPHomeRun.com Engage in the conversation on Twitter #sphomerun
  88. 88. SPHomeRun.com Outline 7. Presentation Development 8. Screencast Production 9. PR
  89. 89. SPHomeRun.com Presentation Development Got PowerPoint files sitting around collecting dust?
  90. 90. SPHomeRun.com Presentation Development Add to Slideshare with relevant CTA
  91. 91. SPHomeRun.com
  92. 92. SPHomeRun.com
  93. 93. SPHomeRun.com www.ITMarketingIdeas.com
  94. 94. SPHomeRun.com
  95. 95. SPHomeRun.com Presentation Development Re-purpose valuable blog posts as Slideshare presentations
  96. 96. SPHomeRun.com Presentation Development Add to Slideshare with relevant CTA http://www.slideshare.net/sphomerun
  97. 97. SPHomeRun.com Outline 7. Presentation Development 8. Screencast Production 9. PR
  98. 98. SPHomeRun.com Screencast Production • Website walkthroughs • Demos • Tutorials • Webinar recordings
  99. 99. SPHomeRun.com Screencast Production Re-purpose valuable blog posts into narrated screencasts with relevant CTAs
  100. 100. SPHomeRun.com
  101. 101. SPHomeRun.com Screencast Production Power Tip: Invest in a decent headset for good sound quality
  102. 102. SPHomeRun.com Outline 7. Presentation Development 8. Screencast Production 9. PR
  103. 103. SPHomeRun.com PR News releases should no longer be written just for media Write for all stakeholders
  104. 104. SPHomeRun.com PR: News Releases • On page SEO strategy • Social sharing • Anchor text linking • Relevant CTA
  105. 105. SPHomeRun.com Source: Alesia Krush for Content Marketing Institute
  106. 106. SPHomeRun.com PR Some value to external distribution, but don’t overspend Hard to quantify -- a moving target
  107. 107. SPHomeRun.com PR For distribution, think Goldilocks: • Usually $300-$500 = overkill • But steer clear of free services
  108. 108. SPHomeRun.com 10. Podcast Production 11. Co-Marketing Campaigns
  109. 109. SPHomeRun.com Image: Bill Norton Who else wants to be a talk radio host?
  110. 110. SPHomeRun.com Consider a multi-pronged strategy to maximize the reach of your podcast
  111. 111. SPHomeRun.com • Record as .MP4 video (YouTube) • Export .MP3 audio (iTunes) • Write a blog post and embed both formats
  112. 112. SPHomeRun.com Power Tip: Order a transcript and add to YouTube description and blog post
  113. 113. SPHomeRun.com
  114. 114. SPHomeRun.com
  115. 115. SPHomeRun.com http://www.sphomerun.com/podcast
  116. 116. SPHomeRun.com 10. Podcast Production 11. Co-Marketing Campaigns
  117. 117. SPHomeRun.com Co-Marketing Campaigns No IT channel firm (even a solo proprietor) is too small to have partners
  118. 118. SPHomeRun.com Host Joshua Feinberg is joined by Craig Sharp, Owner and Manager at Abussi Ltd in Birmingham, United Kingdom
  119. 119. SPHomeRun.com
  120. 120. SPHomeRun.com For small generalist IT companies: 1. Accountants 2. Apple Mac Consultants 3. CRM Specialists 4. Microsoft SharePoint Specialists 5. Legacy Systems Specialists 6. Vertical Market Experts 7. IT Security Experts 8. Software Developers 9. System Builders
  121. 121. SPHomeRun.com Co-Marketing Campaigns • Target similar size • Complementary, not competitive
  122. 122. SPHomeRun.com Example: SP Home Run Partner Program • IT channel thought leaders • Inbound marketing agencies
  123. 123. SPHomeRun.com Every IT channel firm will define its partner program a little differently Our starting point: • Reciprocal guest blogging • Co-author and co-market white papers • Appear on each other’s podcast • Co-produce and co-market webinars
  124. 124. SPHomeRun.com Making it a “real” channel program: • If local, get all your partners together a few times a year for partner-only events (huge value in being the connector) • If global (like SP Home Run), do it virtually • Add a partner-only community to get partners working together
  125. 125. SPHomeRun.com Image: Alan Light “Talk amongst yourselves” (SNL)
  126. 126. SPHomeRun.com Phase 2 in the works: • Lead generation CPA program • Referral bonus • Revenue sharing
  127. 127. SPHomeRun.com http://www.sphomerun.com/partner
  128. 128. SPHomeRun.com Review The Game Changed 1. Website Copywriting 2. Blog Writing 3. On-Page Search Optimization
  129. 129. SPHomeRun.com Outline 4. Off-Page Link Building 5. Local SEO 6. Social Media Marketing
  130. 130. SPHomeRun.com Outline 7. Presentation Development 8. Screencast Production 9. PR
  131. 131. SPHomeRun.com 10. Podcast Production 11. Co-Marketing Campaigns
  132. 132. SPHomeRun.com Every piece of content that you develop should always include a Call to Action (CTA)
  133. 133. SPHomeRun.com This webinar’s CTA is… Image: James Lee Drum roll please….
  134. 134. SPHomeRun.com http://www.sphomerun.com/freema
  135. 135. SPHomeRun.com If you need • more leads • better marketing results • more clients Sign up for your Free Inbound Marketing Assessment http://www.sphomerun.com/freema
  136. 136. SPHomeRun.com Inbound Marketing Assessment includes: • 60 minute conversation by phone/online with an Inbound Marketing Certified consultant • a basic review of your strategy • opportunities to improve your results • how your marketing compares to your competitors • how your website can generate more qualified leads http://www.sphomerun.com/freema
  137. 137. SPHomeRun.com http://www.sphomerun.com/freema Thank you for joining us for today’s webinar!
  138. 138. SPHomeRun.com • © 2013 SP Home Run Inc. • SP Home Run is a registered trademark of SP Home Run Inc. • All Worldwide Rights Reserved. http://www.sphomerun.com/freema
  139. 139. SPHomeRun.com To Get Free Access to the Recording of This 1 Hour Webinar, Visit http://www.sphomerun.com/11- ways-computer-consulting- businesses-attract-the-right- website-visitors-webinar

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