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Enterprise toronto june 11

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Enterprise toronto june 11

  1. 1. Tweet your comments @mariewiese #marketingcopilotWelcome Enterprise TorontoHow to turn your website into yourbest sales tool.Presented by:Marie WiesePresident & Founder Marketing CoPilot
  2. 2. Tweet your comments @mariewiese #marketingcopilotYour website is THE mostimportant tool in your businesstoday.
  3. 3. Tweet your comments @mariewiese #marketingcopilotMy potential customers don’t lookonline before they buy a product orservice like mine.
  4. 4. Tweet your comments @mariewiese #marketingcopilotMy customers don’t care if I have awebsite or not.
  5. 5. Tweet your comments @mariewiese #marketingcopilotPeople are visiting my website, but Iam not getting any leads from it.
  6. 6. Tweet your comments @mariewiese #marketingcopilotMy website is not part of mybusiness strategy.
  7. 7. Tweet your comments @mariewiese #marketingcopilot97% of people searching for asolution to a business or personalproblem start their search in a webbrowser.
  8. 8. Tweet your comments @mariewiese #marketingcopilot95% don’t go past Page One ofsearch results.
  9. 9. Tweet your comments @mariewiese #marketingcopilotMost buyers are 70% through thebuying process before you everhear from them.
  10. 10. Tweet your comments @mariewiese #marketingcopilotWhy?• No one wants to be bothered or “soldto”.• Everyone wants to self-educate and self-serve.
  11. 11. Tweet your comments @mariewiese #marketingcopilotToday’s Reality...Buying behaviour has changed.
  12. 12. Tweet your comments @mariewiese #marketingcopilot
  13. 13. Tweet your comments @mariewiese #marketingcopilotThere are only three things youneed to turn your website intoyour best sales tool...
  14. 14. Tweet your comments @mariewiese #marketingcopilotThree Things...1. A message2. A web presence3. Results
  15. 15. Tweet your comments @mariewiese #marketingcopilotLet’s Dispel Some Myths...There are no magic beans.
  16. 16. Tweet your comments @mariewiese #marketingcopilotThis is a journey, not adestination.
  17. 17. Tweet your comments @mariewiese #marketingcopilotTest, Measure, Repeat.
  18. 18. Tweet your comments @mariewiese #marketingcopilotYou have to do the work.
  19. 19. Tweet your comments @mariewiese #marketingcopilotSays the passenger to the trainstation attendant...“I don’t know where I am going,but will that train take me there?”
  20. 20. Tweet your comments @mariewiese #marketingcopilot
  21. 21. Tweet your comments @mariewiese #marketingcopilot#1 Your Message Clearly define your value proposition.Why should your ideal customerchoose you instead of a competitor?Hint: great customer service or save you timeand money, don’t count!
  22. 22. Tweet your comments @mariewiese #marketingcopilotValue Proposition• Start with your customers as the authority onyour value.• Who are the best ones and why did theychoose you?• Match you competitors in every area but inone you need to excel.• Don’t describe “what” you do. Describe “why”it matters to your customer.
  23. 23. Tweet your comments @mariewiese #marketingcopilotGood vs BadBad: We sell nice flowers.
  24. 24. Tweet your comments @mariewiese #marketingcopilot
  25. 25. Tweet your comments @mariewiese #marketingcopilotGood: We have the widestselection of orchids.
  26. 26. Tweet your comments @mariewiese #marketingcopilot
  27. 27. Tweet your comments @mariewiese #marketingcopilotGood vs BadBest: We have more than 30orchid varieties delivered within24 hours anywhere in Ontario.
  28. 28. Tweet your comments @mariewiese #marketingcopilot
  29. 29. Tweet your comments @mariewiese #marketingcopilot#2 Your Web PresenceYou need a tightly defined buyer persona.Buyer priorities, obstacles and reference points.You need to map the buying process to yourwebsite.Remember your call to action (CTA).
  30. 30. Tweet your comments @mariewiese #marketingcopilotThe Don’ts Don’t ask someone to marry you on the firstdate. Don’t try a tactics once and say, “that didn’twork”. Don’t try a tactic that doesn’t have a clearobjective attached to it. Don’t ignore the customer buying process.
  31. 31. Tweet your comments @mariewiese #marketingcopilotThe Do’sIt takes five to seven communicationtouches to determine an action.Make all activity part of a continuousloop.Track and measure everything.
  32. 32. Tweet your comments @mariewiese #marketingcopilot#3 Your ResultsGoogle Analytics is your best friend.You can’t measure what you can’ttrack.Your can’t track objectives you don’thave.
  33. 33. Tweet your comments @mariewiese #marketingcopilot
  34. 34. Tweet your comments @mariewiese #marketingcopilotThings to Track• What were the most compelling words thatdrove someone to your website?• Visitor trends month over month• Where people come from?• How long they stay?• Where they go?• What they look at?• What did they do?
  35. 35. Tweet your comments @mariewiese #marketingcopilot
  36. 36. Tweet your comments @mariewiese #marketingcopilotWebsite as Sales RepA Case Study
  37. 37. Tweet your comments @mariewiese #marketingcopilotImagine...You sell commercial officecleaning >>
  38. 38. Tweet your comments @mariewiese #marketingcopilotThe Three Most ImportantThings You Need1. Message2. Web Presence3. Results
  39. 39. Tweet your comments @mariewiese #marketingcopilotMap Your Customers• What is their biggest challenge in choosingand hiring a commercial office cleaner?• What do they care about?• Who is making the decision?• How will they make the decision?• What do they need to know when they are mywebsite?
  40. 40. Tweet your comments @mariewiese #marketingcopilotPretty Standard.Really?
  41. 41. Tweet your comments @mariewiese #marketingcopilotImagine...• You have cycled through three office cleanersin the last six months.• You hate the process of sourcing, interviewingand securing a cleaner.• You call people and they never call you back.• You wish you could just go online and get theinformation about price, packages andservices within 60 seconds of a search result.
  42. 42. Tweet your comments @mariewiese #marketingcopilot
  43. 43. Tweet your comments @mariewiese #marketingcopilot
  44. 44. Tweet your comments @mariewiese #marketingcopilot
  45. 45. Tweet your comments @mariewiese #marketingcopilotSingular Objective• Gather email addresses to send value-addedcontent via email (Constant Contact) andnurture over time
  46. 46. Tweet your comments @mariewiese #marketingcopilotYour Web Presence Can...
  47. 47. Tweet your comments @mariewiese #marketingcopilot
  48. 48. Tweet your comments @mariewiese #marketingcopilotJust for you...• Get the Process Wheel from the home page ofthe Marketing CoPilot websitewww.marketingcopilot.com• Go to www.marketingcopilot.com/scorecardto get your free customer scorecard and startthe process• Get free resources and How Do I? Guides atwww.marketingcopilot.com
  49. 49. Tweet your comments @mariewiese #marketingcopilot

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