WordCamp Chicago 2013: A Web Site is Not Enough: Think Marketing Strategy

You built a new web site, so why aren't the phones ringing? It's time to do more and reach out to potential clients. This presentation discusses how to build a full marketing strategy that produces results.

Transcript

1. A  Web  Site  is  Not  Enough:   Think  Marketing  Strategy   Presented  by  Kathy  Sharo   Web  Words  Ma2er   Web  Words  Ma2er,  Inc.    May  2013  
2. Web  Words  Ma2er,  Inc.    May  2013   People  need  to  know  that  you’re  out  there!  
3. Today’s  Topics   Reach  Out,  Get  Leads   ì  Business  need:    why  and  who   ì  Audience:    do  what  they  do   ì  How  to  develop  a  plan/2  examples   ì  How  a  web  site  fits  in   ì  Measure:    improve  results     Web  Words  Ma2er,  Inc.    May  2013  
4. Starting  Point—Ask  Why?   ì  Business  quesHon   ì  What  is  your  need?   ì  Possible  answers   ì  Find  new  clients   ì  Sell  exisHng  clients  new  products   ì  Pursue  a  new  market   Web  Words  Ma2er,  Inc.    May  2013   Different  business  needs  =  different  markeHng  answers   New  clients—need  to  establish  a  relaHonship,  awareness  tacHcs   ExisHng  clients—have  relaHonship,  “touch  base”  tacHcs  
5. Starting  Point—Ask  Who?   ì  Business  quesHon   ì  What  is  your  target  audience?   ì  Bad  answer:    anyone  who  will  buy   ì  Good  answer:    specific   ì  Type  of  company,  specific  Htles,  age   group,  locaHon,  etc.   ì  HR  directors,  manufacturing  companies,   100-­‐500  employees   ì  ReHred  people,  over  65,  Chicago  suburbs   Web  Words  Ma2er,  Inc.    May  2013  
6. Creating  a  Plan   Find  new  clients   ì  Create  awareness   ì  Public  relaHons   ì  Pay  per  click/organic   search   ì  ArHcles  on  LinkedIn  or   Facebook  groups   Resell  exisHng  clients   ì  Deepen  relaHonship   ì  Email  campaigns  or   newsle`ers   ì  Blog  or  posts/Likes  on   LinkedIn  or  Facebook   ì  Webinars   Web  Words  Ma2er,  Inc.    May  2013   Blend  Business  Need  and  Audience  
7. Example   Daughters   Facebook  group:     Caregiver  Survival   Network   ì  Post  educaHonal   “PR”  arHcles   ì  Offer  newsle`er   Professional  Caregivers   LinkedIn  group:    Home   Healthcare     ì  Post  educaHonal  “PR”   arHcles   ì  Offer  pre-­‐taped   webinar   Seniors   Senior  web  sites  and   email   ì  Ad  on  Seniors  Guide   web  site   ì  Sign  up  for  periodic   emails   •  Business  need:    find  new  clients   •  Audience:    seniors  over  65  who  need  assisted  living  products   •  Daughters/sons  taking  care  of  parents   •  Professional  caregivers   •  Direct  to  seniors  
8. Example   Introduce  a  shiC  in  focus  from  solving   prinFng  to  solving  bindery   ì  Email  to  introduce  new  focus  with   call-­‐to-­‐acHon  visit  web  site   ì  Promote  sign-­‐up  for  quarterly   educaHonal  newsle`er   ì  Sales  connects  on  LinkedIn  and   posts  case  studies  once  a  month   •  Business  need:    resell  to  current  clients,  introduce  new  business  focus   •  Audience:    medium  to  large  prinHng  companies,  operaHons  director  or   manager  
9. Web  Words  Ma2er,  Inc.    May  2013   The  strategy  worked!    The   client  visits  your  web  site.     How  can  you  moHvate  them   to  hit  “contact  us?”  
10. Home  page   Video   demonstraHon   TesHmonial   Contact  us   Web  Site  Part  of  Strategy   Be  deliberate:   ì  Consider  where  you   want  visitors  to  go  next   ì  Write  copy  that  invites   people  to  a  next  step   ì  Use  call-­‐to-­‐acHons   Web  Words  Ma2er,  Inc.    May  2013  
11. Connecting  the  Dots   ì  Using  markeHng  to  meet  a  business  need   ì  Helping  the  right  people  find  you   ì  By  doing  what  your  audience  does   ì  Engaging  with  useful  informaHon   ì  MoHvaHng  specific  acHon   ì  All  driving  to  “contact  us”     Now,  let’s  discuss  metrics   Web  Words  Ma2er,  Inc.    May  2013  
12. To  Manage,  Measure   Data  Pinpoints  where  Improvements  Needed   ì  Set  an  overall  lead  goal  (ex:    15%  over   previous  year)   ì  Measure  each  thing  you  do:   ì  #  leads  per  tacHc   ì  Measurements  for  each  tacHc   ì  Example—email  campaigns   ì  Open  rate  tells  you  if  subject  line  working   ì  Click-­‐thru-­‐rate  shows  if  email  copy  working   Great  Resource:   MarkeHng  Sherpa  
13. To  Manage,  Measure   Web  Site   ì  #  visitors  year  over  year   ì  #  “contact  us”  (conversions)   ì  Bounce  rate—under  30-­‐40%   ì  If  over,  home  page  may  not  engage   ì  Time  on  page—above  2  minutes   ì  If  under,  page  may  not  engage   Note:    bounce  rate  and  Hme   on  page  can  vary  by  type  of   business  
14. Important  Tips   ì  Words  drive  web  searches   ì  People  find  you  through  words   ì  Know  which  words  they  use  (Google   AdWords)   ì  Put  those  words  on  your  web  site  pages   Web  Words  Ma2er,  Inc.    May  2013  
15. Important  Tips   ì  Main  markeHng  message   ì  Solve  a  problem,  fill  a  need   ì  Be  disHncHve   ì  Useful  content  and  arHcles   ì   Educate,  top  Hps,  how  to   ì  TesHmonials  and  case  studies   ì  Huge  credibility   ì  Pick  fewer  things,  do  them  well   Web  Words  Ma2er,  Inc.    May  2013  
16. Summary   ì  Connect  the  dots,  create  a  strategy   ì  Do  what  your  audience  does   ì  Be  deliberate   ì  Measure,  pinpoint  improvements   Web  Words  Ma2er,  Inc.    May  2013  
17. Thank  you!   Web  Words  Matter   Kathy  Sharo   www.webwordsma`er.com       contact@webwordsma`er.com   847-­‐525-­‐4342   Web  Words  Ma2er,  Inc.    May  2013