Acquiring new visitors to your website from Google and the various social channels which now exist is ever more difficult in today’s competitive marketplace. Jon will reveal the secrets from successful campaigns which have driven new traffic and converted leads into sales.

1. ©Noisy Little Monkey | 2016
@MrJonPayne Capturing & Converting More Web Visitors

2. 2

3. 3

4. 4

5. Add It Up
Money In The Middle
Walk A Mile In My Shoes
@MrJonPayne

6. Add It Up
I’ll do the math(s)
@MrJonPayne

7. Big Title
@MrJonPayne

8. 8
100
Calls
10
Appointments
4
Quotes
1 (£900)
SALE
My Daily Sales Funnel
Outbound Telemarketing
12.5 calls an hour £18,000 per month
@MrJonPayne

9. 9
150
Calls
13
Appointments
5
Quotes
1.25 (£1,125)
SALE
My Better Daily Sales Funnel
Outbound Telemarketing
19 calls an hour £22,500 per month
@MrJonPayne

10. 10
100
Calls
10
Appointments
4
Quotes
1 (£900)
SALE
My Daily Sales Funnel
Outbound Telemarketing
12.5 calls an hour £18,000 per month
10% 40% 25%
@MrJonPayne

11. 11

12. 12
100
Calls
15
Appointments
6
Quotes
1.5 (£1,350)
SALE
My Better Daily Sales Funnel
Outbound Telemarketing
19 calls an hour £27,000 per month
15% 40% 25%
@MrJonPayne

13. @MrJonPayne

14. @MrJonPayne

15. 15
Strangers Visitors Leads
1
Customer
Average B2B Websites
Inbound Marketing
1% 2%
5,000
@MrJonPayne

16. 16
Strangers Visitors Leads
4.5
Customers
Average B2B Website Improvement
Inbound Marketing
4.5% 2%
5,000
@MrJonPayne

17. Add It Up
@MrJonPayne

18. 18

19. 19
Strangers Visitors Leads
4.5
Customers
Average B2B Website Improvement
Inbound Marketing
4.5% 2%
5,000
@MrJonPayne

20. @MrJonPayne

21. 21
@MrJonPayne

22. @MrJonPayne

23. 23
New in dev site
@MrJonPayne

24. 24
New in dev site
@MrJonPayne

25. 25
New in dev site
@MrJonPayne

26. 26
New in dev site
@MrJonPayne

27. 27
New in dev site
@MrJonPayne

28. @MrJonPayne

29. 29
@MrJonPayne

30. 30
New in dev site
@MrJonPayne

31. @MrJonPayne

32. 32
The Shave Cream
An essential component of the wet shaving experience.
When used with a brush, this shaving cream is vital in
achieving the smooth finish of the close shave and
finally vanquish tough stubble. Sandalwood scented to
provide a natural, woodland smell.
100 ml. Made in the UK.
@MrJonPayne

33. 33
LET’S FACE IT, SHAVING GEL AND SHAVING FOAM ARE NAFFER THAN THE PREQUEL STAR WARS
MOVIES.
All style with no substance and as irksome as Jar Jar Binks…
Unlike the Phantom Menace or mass market shaving gels, our traditional
Shaving Cream won’t leave you with a hollow and insatiable itch.
Most gels and foams will dry out over time, sucking much need moisture
from your silky skin. Our sandalwood scented Shave Cream will not only
moisturise your skin while you shave, but its thick silky lotion will provide a
comfortable and cushioning lather to protect your skin and ensure an
effortless shave.
For best results we recommend applying our Shaving Cream the right way
with a Badger Shaving Brush, then following your shave up with some
soothing After Shave Balm
@MrJonPayne

34. 34
Strangers Visitors
@MrJonPayne

35. 2
@MrJonPayne

36. @MrJonPayne

37. @MrJonPayne

38. @MrJonPayne

39. @MrJonPayne

40. @MrJonPayne

41. @MrJonPayne

42. @MrJonPayne

43. @MrJonPayne

44. Multi-million pound T/O without traditional marketing
@MrJonPayne

45. Add It Up
Money In The Middle
@MrJonPayne

46. 47

47. How?
Groundwork
@MrJonPayne

48. • Identifies as “Marketing Manager”
• Goals
Currently I’m trying to push through the install of an integrated ordering
system to work online, in store and on app because I want better data about our customers.
This is a huge task, but in the meantime I’m also rebranding recently acquired businesses,
on-boarding their sites / social.
This is strategic stuff but my everyday also includes growing footfall to existing “bricks a
mortar” stores while growing profit from our growing website.
• Challenges
Time, I have none. Plus I only have one other team member and she’s crazy busy too.
I don’t get enough time to be imaginative as I’d like.
Keeping lots of different, ageing websites up and running while I get better back end
systems in place.
Implementing inspiring ideas I come across at Seminars and on LinkedIn groups
49
Group Marketing Gary
@MrJonPayne

49. 50
How To Create Buyer Personas

50. Marketing Manager Mark
• Marketing Manager for a B2C bricks and mortar business (been in the role 4
years) has inherited multiple unloved and unused websites. Some with
ecommerce.
• Moved to this role from another business where he felt he could go no further.
• Long term partner of 6 years, recently engaged, no kids
• Age 35
• £35k a year
• Just bought a house in the suburbs, commutes into work, drives a 2nd hand
Golf, dreams of owning an Audi (fiancé bought him a bike for commuting
but he never uses it!!)
• Lives in suburb near major UK city. Commute = under 50 mins.
• Calm demeanor, good sense of humor, rarely swears
• Bad at replying to emails, only calls you when its urgent
• Prefers face to face meetings as it gives him some space to think
• Loves LinkedIn (has twitter for work but doesn’t use it), reads Evo & GQ,
despite his left leaning politics, he’s really looking forward to the new
Amazon Top Gear
PERSONA NAME: SECTION 1: WHO?1
2
3
4
Group Marketing Gary
BACKGROUND
Job? Career Path? Family?
DEMOGRAPHICS
Male or Female? Age? Income? Location?
IDENTIFIERS
Demeanour? Communication Preference?

51. Marketing Manager Mark
• Increase sales while keeping costs down
• Impress his boss and reinforce his argument for creating a role of
Marketing Director into which he can slip
• Start a family, shouldn’t do this until work is more stable…
• Has to fight for budget with other departments
• Feels like he has no time for online marketing
• Convincing his bosses as to what works
• His boss wants to bring in his college drop out son “to work Twitter
for us and build a new website”
• Inspire with best practice + quick implementation ideas
• Show brand harming effects of bad practice
• Suggest how to measure success
• Rebuild & optimize ecommerce site
• Increase brand awareness and traffic to IRL store via local SEO
PERSONA NAME: SECTION 2: WHAT?
5
6
7
Group Marketing Gary
GOALS
Primary, Secondary & Personal Goal?
CHALLENGES
Primary Challenge? Secondary Challenge?
WHAT CAN WE DO
… to help our persona achieve their goal
… to help our persona overcome their challenges

52. Marketing Manager Mark
• “My boss thinks online marketing is a quick fix. What can we do to
give him quick results while working on something sustainable?”
• “This all sounds great but I’ve got no time to implement any of this
shiny new stuff, I barely get my day to day finished before 7
o’clock”
• “I’ve been burned by Search & Social ‘Snakeoil’ merchants in
before…”
• I don’t want to increase my already packed work schedule
• I don’t think I have time to implement these ideas
• I don’t currently have the budget for this stuff
PERSONA NAME: SECTION 3: WHY?
8
9
Group Marketing Gary
REAL QUOTES
About goals, challenges, etc.
C O M M O N O B J E C T I O N S
Why wouldn't they buy your product/service?

53. Marketing Manager Mark
• The inbound marketing agency run by technical SEO experts who
like having a laugh.
PERSONA NAME: SECTION 4: HOW?
10
11
Group Marketing Gary
M A R K E T I N G M E S S A G I N G
How should you describe your solution to your
persona?
E L E V A T O R P I T C H
Sell your persona on your solution
• For the B2B market, Noisy Little Monkey is the technical SEO partner
of choice among all Inbound Marketing Agencies because our
track record for the last 10 years is strewn with success stories and
not one Google penalty.

54. Add It Up
Money In The Middle
Walk A Mile In My Shoes
@MrJonPayne

55. 56
Better Than Last Year
Noisy Little Monkey
@MrJonPayne

56. •Traffic Up 22%
•Leads up 87%
•Profit up 13%
57
9 Months of proof – YOY Stats
@MrJonPayne

57. •Money In The Middle
•Create personas
•Walk a mile in their shoes
•Create / share content that helps them
•Add It Up
•Easier to improve conversion rates than visitor numbers
•Discuss quality of leads with biz devs
•BONUS! Regular, unique content will grow visitors
58
Take Aways
@MrJonPayne

58. 59
Follow @MrJonPayne
@MrJonPayne