![What to Say
• Your top tips on XYZ • Statistics
• Case studies • White papers
• Your opinion on [your • Something humorous (for example, a
industry, economic trends, best story/anecdote, etc.)
practice] • Customer/company success stories
• What's new/hot • Dates in the industry
• How to XYZ • Quiz or competition
• Reviews • Ask for a contribution/comment
• Resource links on the Internet • FAQs (For example, handling the
• Tell a story classic objections to buying your
• Interview your service/product)
client/supplier/yourself • Breaking news
• X-day training series • Tools (calculators, worksheets,
• Debunk the myth of XYZ templates, checklists)
• Run a survey • Q&A](https://image.slidesharecdn.com/makeyourwebsitesellchamberofcommercepresentation-13484796031635-phpapp01-120924044846-phpapp01/75/Make-Your-Website-Sell-Chamber-Of-Commerce-Presentation-91-2048.jpg)
Uploaded byMorgan Wylie
Make Your Website Sell! Chamber Of Commerce Presentation
The document discusses strategies for improving website sales through effective marketing techniques, emphasizing the importance of action over perfection. It highlights key aspects such as understanding customer desires, utilizing email marketing, and developing engaging content to convert visitors into customers. Additionally, it covers the significance of targeted advertising and measuring success in online campaigns.
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Make Your Website Sell! Chamber Of Commerce Presentation
- 1. MORGAN WYLIE Make Your Website Sell! Thinking Differently for Success
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- 5. Your Best Salesperson • A Human Salesperson: – Training – Investment – Targets – Official position • A Website? • The „Checkbox‟ mentality
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- 7. The Theory ofConstraints
- 8. Time, Friend ofthe Website
- 9. Time, Friend ofthe Website • Weekly Creative Time • Deadlines • Web log of activities • 80:20 • Outsource everything! • Randy Pausch – Time Management Lecture
- 10. Delays, Enemy ofthe Website
- 11. Delays, Enemy ofthe Website • Perfection • Fear – Of Failure – Of Success • A new way everyday!
- 12. Making Your WebsiteLook Wonderful Isn’t That Important!
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- 19. Lights, Camera, ACTION! • Taking action is fundamental to marketing • And, therefore, fundamental to success • THE ACTION JOURNEY (aka the Principle of Cat Herding)
- 20. INTERNET MARKETING PRINCIPLES
- 21. What Did theGreeks Ever Do For Us?
- 25. How to DoubleYour Business
- 30. Traffic Copy Emails Conversions 1 1 1 Multiplier 2 2 2 Conversions 2 4 8
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- 36. VISITOR A SEES WEBPAGE 1
- 37. VISITOR A VISITOR B SEES WEB PAGE 1 SEES WEB PAGE 2
- 38. VISITOR A VISITOR B VISITOR C SEES WEB PAGE 1 SEES WEB PAGE 2 SEES WEB PAGE 1
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- 47. Marketing – Pay-per-Click Get Sophos Now Unbeatable Anti-Virus Protection 100 Million Users World-Wide! www.click4sophos.co.uk/sophos Get Sophos Now Defend Your Network With Sophos Download Sophos Instantly Online! www.click4sophos.co.uk/sophos
- 48. Marketing – Pay-per-Click CTR: Get Sophos Now 1.94% Unbeatable Anti-Virus Protection Conversion 100 Million Users World-Wide! Rate: 2.5% www.click4sophos.co.uk/sophos CTR : Get Sophos Now 3.67% Defend Your Network With Sophos Conversion Download Sophos Instantly Online! Rate: 5.5% www.click4sophos.co.uk/sophos c
- 49. Marketing – Pay-per-Click Web Design Award Winning Web Design Services Visit Now For Friendly Advice! www.morganwylie.com Web Design Award Winning Web Design Services Visit Now For Friendly Advice! www.morganwylie.com/webdesign
- 50. Marketing – Pay-per-Click CTR: Web Design 3.39% Award Winning Web Design Services Conversion Visit Now For Friendly Advice! Rate: 4.2% www.morganwylie.com CTR : Web Design 4.89% Award Winning Web Design Services Conversion Visit Now For Friendly Advice! Rate: 7.4% www.morganwylie.com/webdesign
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- 52. YouFaceLinkTwitBook • Advertising • SEO Possibilities • Opportunity Mining/Brand Management
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- 59. It‟s A List! Customers Prospects Suspects Services Products
- 60. It‟s Not aList! • What is their biggest desire? – Divides into • surface desire (e.g. increase profit) • core desire – define by answering… “If I could just…” (e.g. grow big enough to sell my business) – Now sum it up in one word? “Freedom” • What is the market’s biggest problem? • Perhaps they are overwhelmed/time poor/everyone hates them? • How do you find out? Join the forums and read.
- 61. It‟s Not aList • Cultivate the Predisposed • Instant Empathy – the list is defined by one person who represents the whole
- 62. It‟s A Person! Customers Prospects Suspects Demographic (Age, Sex, Income, Marital Status, Children, etc)
- 63. It‟s A Person Customers Prospects Suspects Psychographic (Interests, Lifestyle, Behavior, Values, Past Failures, Future Desires, Common Traits)
- 64. Top Techniques toPerfect Copy
- 65. XYZ is afirm of Chartered Accountants and Registered Auditors established since 1974. Its reputation as an efficient firm of accountants has grown and has attracted a large number of companies. In today's ever changing world, clients need to be confident that their financial affairs are in good hands. This confidence is gained by our personal approach to professional matters and by the results achieved by our advice and recommendations.
- 67. IT goes wrong-- we're not scaremongering, it's just a fact of life. When it does, we‟re here to help. Our approach to your IT is simple; get there fast (98% on site within 4 hours) fix it fast (99% of visits are first time fixes) report and prevent (our preventative advice will save you money) Here's our promise to you: if you aren't impressed by our speed and quality of service on our first visit we will give you your money back! So, let's start with a simple conversation. If we can help we'll tell you, if we can't we'll leave it at that. Call us today…
- 68. IT goes wrong-- we're not scaremongering, it's just a fact of life. When it does, we‟re here to help. Our approach to your IT is simple; get there fast (98% on site within 4 hours) fix it fast (99% of visits are first time fixes) report and prevent (our preventative advice will save you money) Here's our promise to you: if you aren't impressed by our speed and quality of service on our first visit we will give you your money back! So, let's start with a simple conversation. If we can help we'll tell you, if we can't we'll leave it at that. Call us today…
- 69. • Make Money from Your Website! Attention • Did you know that only 1% of visitors become customers? Interest • Here‟s how you can convert the other 99% Desire • Click Here for Your FREE Download Action
- 70. • Make Money from Your Website Attention • Did you know that only 1% of visitors become customers? Interest • Here‟s how you can convert the other 99% Desire • Click Here for Your FREE Download Action
- 71. Copy • Write as you speak – We‟re tuned in to spoken language – Makes writing easy – Makes understanding easy • Use bullets and lists • Get straight to the point • Clear and concise • Use short sentences • Avoid jargon • Get a sense of your own style • Try using dictation software • JUST START WRITING
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- 73. People Surf forInformation NOT to be Sold To!
- 74. If somebody visitsyour website ONCE it is highly UNLIKELY the will take the Core Action Here‟s Why…
- 75. Uptake Statistics MAJORITY 67%
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- 77. Introduction • Targeted • Measurable • Proven – 70% of online shoppers had purchased because of e-mail – 59% of e-mail recipients had bought in a store because of an e-mail • Nearly Always Seen
- 78. Introduction • SPAM • E-MAIL MARKETING – Unsolicited – Opt-in – Hidden Sender – They know who you are – Don‟t Want What‟s Offered – They‟ve registered an – ILLEGAL interest in your product/service
- 79. ATTRACTING THE EMAILADDRESS
- 82. Attracting The EmailAddress • Most of us don‟t want to be sold to • We want: – Help – Advice – Information – From a trusted source • 80%-100% Helpful information and advice • People will want to buy from you because you‟re not trying to manipulate them into a sale! • DO RIGHT BY YOUR PROSPECT
- 90. • Each user always start at E-mail #1 • Logical Flow of information in bite-sized chunks • Links back to your website • FREE!
- 91. What to Say • Your top tips on XYZ • Statistics • Case studies • White papers • Your opinion on [your • Something humorous (for example, a industry, economic trends, best story/anecdote, etc.) practice] • Customer/company success stories • What's new/hot • Dates in the industry • How to XYZ • Quiz or competition • Reviews • Ask for a contribution/comment • Resource links on the Internet • FAQs (For example, handling the • Tell a story classic objections to buying your • Interview your service/product) client/supplier/yourself • Breaking news • X-day training series • Tools (calculators, worksheets, • Debunk the myth of XYZ templates, checklists) • Run a survey • Q&A
- 92. How Often toSay It • How frequently should you send e-mails? – Use your sales cycle as a guide (from prospect to customer) • Short sales cycle = more frequent • Long sales cycle = less frequent – Not less than once very 2-3 weeks – Monthly newsletters aren‟t effective – Ask your customers
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- 94. Thank You… justone more thing…
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- 97. www.morganwylie.co.uk – DigitalMarketing
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Editor's Notes
- #42 Getting on the 1st Results PageStats on 2nd pageGoogle – Adwords: Get you to the top Only pay for the click Geographical Focus London Evening Standard Metrics out the back amazingNBS – Opportunistic Advert