David Harrison discusses effective digital marketing strategies for websites. A successful site should attract visitors through search engine optimization, pay-per-click advertising, social media, banners, and offline marketing. It should then convert visitors into customers by giving them a reason to take action. The site needs to fulfill customer needs and retain customers by staying in contact through email, blog posts, and offers. Getting all four steps - attract, convert, fulfill, and retain - right is key to maximizing a site's potential.
A look at the various online advertising options available to businesses regardless of budget. Broken up into three sections, we cover everything from Facebook business pages and online local listings to PPC campaigns and direct buy advertising. This presentation was originally delivered at the Hawthorne Hotel in Salem, MA on March 25, 2014 as part of Salem State's Enterprise Center business workshop series. Originally presented by Tom Stirling, Brian Hanna and Chris Paganelli, employees of Stirling Technologies, a Wincester, MA based web consulting and web design firm.
Your website can “work for you” as an effective sales pipeline. Learn the marketing fundamentals of how to make your site into more than just an attractive brochure. Christine Green is a marketing strategist who specializes in Website Effectiveness and Social Media Optimization for small businesses. Find out more at http://www.christinegreen.com/
A look at the various online advertising options available to businesses regardless of budget. Broken up into three sections, we cover everything from Facebook business pages and online local listings to PPC campaigns and direct buy advertising. This presentation was originally delivered at the Hawthorne Hotel in Salem, MA on March 25, 2014 as part of Salem State's Enterprise Center business workshop series. Originally presented by Tom Stirling, Brian Hanna and Chris Paganelli, employees of Stirling Technologies, a Wincester, MA based web consulting and web design firm.
Your website can “work for you” as an effective sales pipeline. Learn the marketing fundamentals of how to make your site into more than just an attractive brochure. Christine Green is a marketing strategist who specializes in Website Effectiveness and Social Media Optimization for small businesses. Find out more at http://www.christinegreen.com/
Slide show from the February 2011 Seminar on Search Engine Marketing by e-CBD. Topics covered include: SEO, Conversion Rate Optimisation and Content Strategy.
Your Irresistible Home Page: 5 Steps to Writing a Sizzling Home Page that Get...Tammi Metzler
Discover how to translate your passions & expertise into just the right words on your website's home page to inspire website visitors to join your newsletter list, request a consultation, or invest in your solutions!
Join me in this webinar, where I will share with you how to get more clients using your signature story in our next Overcoming Mediocrity anthology book project, because it DOES WORK!
Why on earth would you want to share your personal story?
When it comes to your story, here’s the million-dollar truth:
You must tell your story because your signature story builds trust and creates a memorable brand for YOU. It positions you!
There are three reasons for this:
1. People Remember Stories
Your prospect might not remember the first thing you said with your facts, features or data, but tell her your story of how you lost over 100 pounds and are now a dedicated weight-loss coach who knows how to get proven results because THAT is what she will remember.
Because stories are visceral, stories are universal and they connect with our hearts.
2. People Need Personal Connection
More than ever, we are all seeking deeper connections beyond reading today’s Facebook news feed. When it comes to your marketing materials, always think in terms of connection with your prospects and clients. And make sure you learn how to use your signature story as a part of your marketing.
Your story builds trust. It tells your prospect that you’re real and that you “get” her.
3. People Need Trusted Resources
Knowing how to position yourself is crucial in your marketing. Sharing your signature story will allow you to speak into your prospect’s head and their heart at the same time. When you are honest enough to share your story, they recognize that you are a vulnerable and “real” person and this will help them to feel comfortable working with you (HEART). This, of course, is also an opportunity to share your results, numbers, certifications, publications, sales, speaking dates, etc. in your story and also in your author bio (HEAD).
Both head and heart matter to your clients.
So, when it comes to your work in the world – whether you’re trying to get customers, clients, readers or patients – your story, your vulnerability has to be a piece of the puzzle.
Let me help you bring it all together by featuring you in our next Overcoming Mediocrity book project. Not only will we do everything for you (except write your story) to publish and print your new book, but we have many avenues that we implement to market you and your brand where we highlight your new “Published Author” status.
NEED TO KNOW MORE?
All of the details for this project are housed in our project website. http://www.dpwnpublishing.com/
http://mybusinesscardbook.com/
http://youtu.be/EB0P_snpvV8
Discover how to translate your passions & expertise into just the right words on your website's home page to inspire website visitors to join your newsletter list, request a consultation, or invest in your solutions!
Digital pivot conversion rate optimization.Digital Pivot
Digital Pivot is SEO and brand reputation agency, however, we believe that it is not enough to get more visits to your website, it is important to get more clients, with SEO efforts or with media buying it is important to optimize the website for sales
For more info please contact us at digitalpivot.net
Learn how to get more web design, writing, SEO, and consulting clients. Read the full article here: https://carminemastropierro.com/how-to-get-more-clients-full-step-by-step-guide/
Don't Leak Leads - How to Plug Leaks in Your Sales FunnelTodd Ebert
In the perfect world, every prospect you want to do business with would see your ad, visit your site and turn into a customer. In that world you would have a sales cylinder instead of a sales funnel. But sadly that is not the real world and most businesses have rather steep funnels with only a few customers dripping out the bottom. If they are honest every marketer on earth would agree that they have leaks in their sales funnel. Hence we created this ebook to help identify the most common leaks and help businesses plug them so they get more customers from their marketing investment.
Slide show from the February 2011 Seminar on Search Engine Marketing by e-CBD. Topics covered include: SEO, Conversion Rate Optimisation and Content Strategy.
Your Irresistible Home Page: 5 Steps to Writing a Sizzling Home Page that Get...Tammi Metzler
Discover how to translate your passions & expertise into just the right words on your website's home page to inspire website visitors to join your newsletter list, request a consultation, or invest in your solutions!
Join me in this webinar, where I will share with you how to get more clients using your signature story in our next Overcoming Mediocrity anthology book project, because it DOES WORK!
Why on earth would you want to share your personal story?
When it comes to your story, here’s the million-dollar truth:
You must tell your story because your signature story builds trust and creates a memorable brand for YOU. It positions you!
There are three reasons for this:
1. People Remember Stories
Your prospect might not remember the first thing you said with your facts, features or data, but tell her your story of how you lost over 100 pounds and are now a dedicated weight-loss coach who knows how to get proven results because THAT is what she will remember.
Because stories are visceral, stories are universal and they connect with our hearts.
2. People Need Personal Connection
More than ever, we are all seeking deeper connections beyond reading today’s Facebook news feed. When it comes to your marketing materials, always think in terms of connection with your prospects and clients. And make sure you learn how to use your signature story as a part of your marketing.
Your story builds trust. It tells your prospect that you’re real and that you “get” her.
3. People Need Trusted Resources
Knowing how to position yourself is crucial in your marketing. Sharing your signature story will allow you to speak into your prospect’s head and their heart at the same time. When you are honest enough to share your story, they recognize that you are a vulnerable and “real” person and this will help them to feel comfortable working with you (HEART). This, of course, is also an opportunity to share your results, numbers, certifications, publications, sales, speaking dates, etc. in your story and also in your author bio (HEAD).
Both head and heart matter to your clients.
So, when it comes to your work in the world – whether you’re trying to get customers, clients, readers or patients – your story, your vulnerability has to be a piece of the puzzle.
Let me help you bring it all together by featuring you in our next Overcoming Mediocrity book project. Not only will we do everything for you (except write your story) to publish and print your new book, but we have many avenues that we implement to market you and your brand where we highlight your new “Published Author” status.
NEED TO KNOW MORE?
All of the details for this project are housed in our project website. http://www.dpwnpublishing.com/
http://mybusinesscardbook.com/
http://youtu.be/EB0P_snpvV8
Discover how to translate your passions & expertise into just the right words on your website's home page to inspire website visitors to join your newsletter list, request a consultation, or invest in your solutions!
Digital pivot conversion rate optimization.Digital Pivot
Digital Pivot is SEO and brand reputation agency, however, we believe that it is not enough to get more visits to your website, it is important to get more clients, with SEO efforts or with media buying it is important to optimize the website for sales
For more info please contact us at digitalpivot.net
Learn how to get more web design, writing, SEO, and consulting clients. Read the full article here: https://carminemastropierro.com/how-to-get-more-clients-full-step-by-step-guide/
Don't Leak Leads - How to Plug Leaks in Your Sales FunnelTodd Ebert
In the perfect world, every prospect you want to do business with would see your ad, visit your site and turn into a customer. In that world you would have a sales cylinder instead of a sales funnel. But sadly that is not the real world and most businesses have rather steep funnels with only a few customers dripping out the bottom. If they are honest every marketer on earth would agree that they have leaks in their sales funnel. Hence we created this ebook to help identify the most common leaks and help businesses plug them so they get more customers from their marketing investment.
NAR Recommendations and Solutions for HousingCENTURY 21
A letter from NAR President, Ron Phipps, to President Barack Obama and a five point plan
to provide recommendations and solutions to stabilize and revitalize the housing industry and economy.
A visual guide to inbound marketing with tips on how to grow your business.
This is a bonus addition to the newly released 2nd edition of "Inbound Marketing" the book by Brian Halligan and Dharmesh Shah
How To Focus On The Big Picture
As a businessperson, you should not allow the paltriness in your mind to get the better of you. You should not confine yourself to thinking about petty things. What you need to think about is the big picture.
This is where you strategize, foresee and plan things to implement today so that the future of your business is stabilized.
If you only think about your current expenses and the present scenario of your business, then you are going to be stuck in the rut for a very long time. If you want you take your business to a wider clientele and really prosper with it, then you need to think about the big picture.
Gerald
gerald-pilcher.com
If you ask thousands of bloggers. what is the main thing you face online to make money online. they will tell you TRAFFIC. traffic is lifeblood of any online business. here are some 5 strategies to grow your audience online
The plan is simple. To grow your business with effective online marketing you have to understand the basics. These 28 pages quickly introduce you to digital marketing principles and will save you a ton of time. www.feldmancreative.com
A beginners guide to affiliate marketing using click bank jvjoo digistore24AsifAli1096
1 Introduction 4
2 Old School Affiliate Marketing 5
3 Affiliate Marketing 3.0 8
4 Finding a Profitable Niche 10
5 Keyword Research 12
6 Squeeze Pages 14
7 The Money's In The List 16
8 How To Build Your List 18
9 Getting a Squeeze Page 21
10 Squeeze Page Headlines 24
11 The Conversion Page (Thankyou Page) 26
12 Split Testing your Squeeze Page 27
13 Follow-up Emails 28
14 Traffic 31
What is the best way to get business leads? With time, things have changed, and the overwhelming response of online promotion and marketing has given business owners a reason to think.
Home Business Models Exposed Delves Into 12 of The Top Home Business Ideas Giving You a Deep Insight into Each So You Can Make an Informed Decision on Which Way You'd Like To Start Your Home Business. More here http://www.inforesellrights.com
This guide explains how inbound marketers can qualify leads and stop sales teams from complaining. The guide presents a brief analysis of lead generation, common framework for sales and marketing and inbound marketer's lead qualification toolbox. The guide is enriched with quotes of Chris Makara and Matt Heinz - top sales&marketing experts.
5 ways to increase your affiliate commissionsChidi Nwadiuto
Affiliate marketing is a business model with huge opportunities for marketers. In this report, you’re going to learn how to tap fully into that potential so that you can start earning BIG while working LITTLE.
The term passive income essentially refers to any revenue stream that doesn’t require your constant attention and care.
For example, if you were to sell a mobile app then you could theoretically release the app onto the app store and then let the sales role in. You could then head off to retire to a tropical island and you’d still be earning the same money.
This is the dream for many internet marketers – to be able to earn cash while they sleep. Not only because... well that’s obviously amazing... but also because it means the business model is highly scalable. If you can release one hit app, you can release a hundred. You won’t be working any extra, but your earnings will have gone up x100!
The problem with releasing an app though is that it requires skill, time, money and luck. The Average Joe cannot simply decide that they are going to release a best-selling app.
That’s the bad news.
The good news though is that there are other ways you can make passive income. Some of these methods are incredibly simple and highly effective. And the best part of all is that anyone can use them.
Affiliate marketing is just such a method. I’m here to tell you that it’s time you sat up and took notice of this option. Moreover, it’s time you started doing it right.
Affiliate marketing really is a system that anyone can use to start making passive money online. It’s fool-proof and it requires no technical skill. The only reason that more people aren’t doing this is that they either don’t know about it, or they don’t really believe how powerful and effective it is.
Let’s put it simply: if you invest just a couple of hours each evening into affiliate marketing, then you can expect to eventually earn enough money that you can quit your day job.
The best part? You don’t even need to create a product yourself. You don’t even need to create your own marketing materials. You are going to simply to take an existing business model and duplicate it to start making money for yourself. It’s a copy-and-paste business plan. See? Fool proof!
Okay, so not quite fool proof.
In this report, you’re going to discover 5 ways that you can
start getting more from your affiliate marketing.
Attracting business from around the world using the internetGlobal Magnet
Learn about some of the key concepts and trends in digital marketing today, including how to use Google, Facebook, YouTube, Twitter, LinkedIN and some of the new ‘social media stars’ like Pinterest and many more to generate MORE business for YOUR business.
The workshop was aimed at SMEs wanting to learn more about the myriad of options online to acquire new customers and discover business opportunities both LOCALLY and GLOBALLY.
If you are serious about keeping your business competitive in the digital age, you could not afford to miss this presentation.
2. What are we going to talk about?
How you can increase the return you get from your website.
What you need to do to meet that objective.
3. What your site should do
A good site should meet 4 key criteria:
It should:
• Attract Visitors
• Convert Visitors into potential Customers
• Fulfil those potential customers needs
• Retain those customers for the future
4. Attract Visitors
• Search Engine Optimisation (SEO)
• Pay per Click Advertising (PPC)
• Social Media Marketing (SMM)
• Banner Advertising
• Offline Marketing
5. Attract Visitors:SEO
Google is the dominant force in “Search” as we all know.
Remember that Google has a job to do – it needs to supply its users with
what they are looking for.
It does this by returning search results that it perceives to be the most
relevant to the search query.
If your content “matches” the query it will have a chance of being
displayed …
CONTENT IS KING!
Of course it is not quite that easy!
The more your page is “recommended” the higher it will rank – a
recommendation in Google‟s eyes is a link … it will also allocate a score
to the quality of links to your site.
6. SEO in 2 Minutes!
Tags – hidden pieces of code that tell Google what your page is about
Eg:
<meta name="keywords" content="sheetplant, association," /> <meta
name="description" content="The SheetPlant Association - Taking your
business into the 21st Century" /> <meta name="generator"
content="Joomla! 1.5 - Open Source Content Management" />
<title>Welcome to the SPA website</title>
The <title> tag is really important!
Content – Google can only read text – it does not care that your site is
the most beautifully designed piece of work on the web! Your text should
reflect your title …
Your first text is: Welcome to the SPA website
7. SEO in 2 Minutes!
If I search for SPA website however you are not on the first few pages!
… because there is a competitor phrase!
… SPA is a treatment and is very competitive!
If I search for Sheet Plant Association however you are of course
Position 1 – this phrase is in the text on the front page….
… but you probably already know the address of this website …
If I search for “corrugated sheet plant” the SPA site is Number 5 –
change the title to “Corrugated Sheet Plant Association” and you‟d likely
be Number 1!
The higher you are, the more clicks you get …
8. SEO in 2 Minutes!
… so think what your customers will be searching for and then tailor your
tags and CONTENT to reflect that …
The SPA site will have links coming in from RELEVANT sites (other
members) so its AUTHORITY will be higher …
… so its position will be higher
… so it will ATTRACT more visitors …
9. Attract Visitors: Pay per Click
Pay per Click (PPC) is exactly what it says on the tin – you pay an
amount of money when someone clicks on your advert …
It is worth remembering however that only 60% of searchers will click on
these paid ads, so you are not reaching your full market …
10. Attract Visitors: Pay per Click
How your ad is written is important – it is an advert, so needs to be
appealing!
Running ads in conjunction with an SEO program is sensible … but if
you are ranking high in the organic rankings there is little point in also
paying for that click (www.wer.co.uk) …
PPC is excellent for targeting those “long tail” searches … those phrases
that are not searched for as often, but if searched for will lead to good
conversion rates …
PPC is really easy to measure … if you pay £1/click, convert 1% of 100
clicks to an order worth £1000 it is worth doing …
If you are paying £10/click the maths are somewhat different!
… but you can easily work out what your CPA (Cost per Acquisition) is!
11. Attract Visitors: Any interest?
There is no point of course doing either SEO or PPC if there is no
interest. The following table shows the number of searches on just a
couple of phrases, so the interest is certainly there!
12. Attract Visitors: Social Media
We have all heard about Social Media! Quite a few of us will use it.
Is it of any use in a B2B context?
Yes … and No!
The main channels are:
• Facebook
• Twitter
• Linkedin
• Blogging
What is it in reality? It is really about “engaging” with your customers
and/or potential customers …
13. Attract Visitors: Social Media
If you need your house decorating and don‟t know a decorator
yourself, you might do a number of things:
• Ask a friend
• Search online
• Look in Yellow Pages (some people still do!)
Which one carries more weight? I would suggest the recommendation …
Social Media is essentially an online version of recommendations …
If people speak well of you people will believe in you more … if people
speak ill of you (and they will!) they will believe in you less …
So you should at least be monitoring what people are saying about you!
14. Attract Visitors: Social Media
People buy from people …
So if you create a “human” face to your business you should increase
people‟s trust in you and they will be more likely to buy from you …
… theoretically …
… but creating this “human” content takes a lot of time, and it needs to
be done regularly, and it takes resources to do it!
Is it worth it?
It does probably depend on what you sell and who you sell it to …
Marriott sells late rooms via Twitter …
Marriott‟s CEO writes on the company blog …
Marriott maintains an up to date Facebook page
15. Attract Visitors: Social Media
Are these channels appropriate for cardboard?!!
Some of you may have different customer types who would appreciate
social media engagement …
… but ALL of you can benefit from better Google rankings … Blogs
provide a great way of adding fresh content to your site … FAQ‟s, new
machinery, new processes … all of these can be stories that help your
rankings ..
… so our advice with regard to Social Media is to start with blogging …
16. Attract Visitors: Banners
We‟re not big fans of banner advertising!
We‟re not sure it really works!
… it does however consolidate your brand recognition …
… so if there are industry related sites where they sell banners, it may
be worth looking at … but it would be near the bottom of our list!
17. Attract Visitors: Offline Marketing
It is really important that campaigns are co ordinated across online and
offline campaigns so messages are consistent.
If you send out a flyer with a new product launch perhaps, back it up with
some sort of web campaign – an e-shot, a blog post, a FB post!
… but do it across all available channels … you simply can‟t be sure
where people may read or at least see your message these days, so use
as many channels as possible!
If you are a large company ensure that Digital and Traditional marketing
departments are communicating efficiently with the same goal rather
than trying to score points for their own discipline!
18. Attract Visitors: Summary
Find out what your customers are looking for and then ensure you give
them what they want!
• Correctly optimised web content
• Appropriately targeted and well written Adwords
• Fresh Content via Blogs and Social Media Channels
• Campaigns co ordinated with offline
19. Convert Visitors
What do we mean by a conversion?
When your visitor does something!
• Buys something
• Books something
• Enquires about something
• Signs up for something
• Makes a „phone call
• Subscribes to your RSS feed
• Likes your FB page
20. Convert Visitors
Why will people convert?
Because you give them a reason to do so!
• Good Content
• Easy to find information
• Calls to action
Your site needs to be attractive on the eye, structured to aid conversion
and easy to use.
Think about when you use the web – why do you like some sites and not
others. Look at the “big” sites – Amazon, Ebay, Asos – they tick all the
boxes above!
21. Fulfil Visitors
This is more appropriate when you might be selling something – if you
say you‟ll deliver in 24 hours make sure you do so …
… but if someone sends you an enquiry make sure you reply
… if someone signs up for a newsletter make sure they receive it
… if someone re tweets your tweet, say thank you …
None of this is rocket science, but it is amazing how many expensively
built sites don‟t do it well … look again at people like Amazon though for
the best possible model – if they are ever late delivering they just refund
the postage immediately … so you don‟t think ill of them …
22. Retain Customers
We all know that getting business from an existing customer is easier
than getting it from a new customer …
… so use your site to stay in touch
• Email Marketing
• Blog Posts
• RSS Feeds
… Special Offers, Industry News, Product Developments … TELL
people!
23. Summary
Running a successful website requires time and effort, but if it is done
properly it is a highly efficient way of gaining and retaining business.
The site needs to ATTRACT, CONVERT, FULFIL and RETAIN – get all 4
steps right and you will be successful … get one of them wrong and you
may not necessarily fail, but you won‟t be maximising your sites
potential!
24. A little bit of a pitch!
Morello is a full service Digital Marketing Agency.
We design, develop and market sites across a wide range of sectors.
If you‟d like to talk to us about how we can help you improve your own
online presence, I will leave a number of cards at the front here.
Our web site is at www.morellodigital.co.uk
Our „phone number is 01743 244204
Our FB page is www.facebook.com/morellodigital
Our Twitter name is @morellodigital
… and Tim tells me that SPA will subsidise any work we do for you to the
tune of 10%!
Any questions?