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Tweet your comments @mariewiese #marketingcopilot
Welcome Enterprise Toronto
How to turn your website into your best sales tool.
Presented by:Marie Wiese
President & Founder Marketing CoPilot
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Your website is THE most important tool in your business today.
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My potential customers don’t look online before they buy a product or service like mine.
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My customers don’t care if I have a website or not.
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People are visiting my website, but I am not getting any leads from it.
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My website is not part of my business strategy.
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97% of people searching for a solution to a business or personal problem start their search in a web browser.
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95% don’t go past Page One of search results.
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Most buyers are 70% through the buying process before you ever hear from them.
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Why?
• No one wants to be bothered or “sold to”.
• Everyone wants to self-educate and self-serve.
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Today’s Reality...
Buying behaviour has changed.
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There are only three things you need to turn your website into your best sales tool...
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Three Things...
1. A message2. A web presence3. Results
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Let’s Dispel Some Myths...
There are no magic beans.
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This is a journey, not a destination.
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Test, Measure, Repeat.
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You have to do the work.
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Says the passenger to the train station attendant...
“I don’t know where I am going, but will that train take me
there?”
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#1 Your Message
Clearly define your value proposition.
Why should your ideal customer choose you instead of a competitor?
Hint: great customer service or save you time and money, don’t count!
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Value Proposition
• Start with your customers as the authority on your value.
• Who are the best ones and why did they choose you?
• Match you competitors in every area but in one you need to excel.
• Don’t describe “what” you do. Describe “why” it matters to your customer.
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Good vs Bad
Bad: We sell nice flowers.
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Good: We have the widest selection of orchids.
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Good vs Bad
Best: We have more than 30 orchid varieties delivered within 24 hours anywhere in Ontario.
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#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 your website.
Remember your call to action (CTA).
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The Don’ts
Don’t ask someone to marry you on the first date.
Don’t try a tactics once and say, “that didn’t work”.
Don’t try a tactic that doesn’t have a clear objective attached to it.
Don’t ignore the customer buying process.
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The Do’s
It takes five to seven communication touches to determine an action.
Make all activity part of a continuous loop.
Track and measure everything.
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#3 Your Results
Google Analytics is your best friend.You can’t measure what you can’t
track.Your can’t track objectives you don’t
have.
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Things to Track
• What were the most compelling words that drove 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?
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Website as Sales Rep
A Case Study
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Imagine...
You sell commercial office cleaning >>
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The Three Most Important Things You Need
1. Message2. Web Presence3. Results
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Map Your Customers
• What is their biggest challenge in choosing and 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 my
website?
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Pretty Standard.Really?
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Imagine...
• You have cycled through three office cleaners in the last six months.
• You hate the process of sourcing, interviewing and securing a cleaner.
• You call people and they never call you back.• You wish you could just go online and get the
information about price, packages and services within 60 seconds of a search result.
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Singular Objective
• Gather email addresses to send value-added content via email (Constant Contact) and nurture over time
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Your Web Presence Can...
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Just for you...
• Get the Process Wheel from the home page of the Marketing CoPilot website www.marketingcopilot.com
• Go to www.marketingcopilot.com/scorecard to get your free customer scorecard and start the process
• Get free resources and How Do I? Guides at www.marketingcopilot.com
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