How to Turn Your Website Into a Virtual Sales Rep

for Your Business

Agenda

• How Effective is Your Virtual Sales Rep?

• It’s all About Content & Inbound Marketing

• Understand Your “Buyer Persona”

• Use Content to Get Found, Convert & Close

• Build an Inbound Marketing Engine

• Assess Your Website’s Effectiveness

• Question & Comments

Your Website is a Virtual Sales Rep

GrowsYour

Business

TellsYourStory

How Effective is Your Virtual Sales Rep?

Your Website in Action

Education:What problem am I

trying to solve?

Evaluation:How do I best

solve my problem?

Decision:Where do I get

the best solution?

The Buyer’s Journey

Attract

Visitors

Turn Visitors Into Buyers

Your Website is the First PlaceEveryone Goes to Learn About You…

A Critical Marketing Resource

Suspects:Unqualified

Leads

Prospects:Qualified

Leads

Oppty’s:Potential

Deals

Your Lead Funnel

Attract

Visitors

Fill Your Funnel With Leads

Your Website Can Perform 90%of the Sales Process For You!

$$$

It’s All About Content

ShowcaseCloud

Solutions

DescribeBusiness

Outcomes

You Have the Perfect Platform to Create the Perfect Sales Rep

It’s All About Inbound Marketing

Leverage your website to:• Generate quality traffic

• Convert traffic into leads

• Nurture leads into buyers

In other words to:• Be your virtual sales rep

• Grow your business

• Lower your acquisition costDeals

Get Found

Convert

Close

SEO

Social Media Blog

Inbound Marketing Flips the Model

YOU FIND BUYERS

BUYERS FIND YOU!

OUTBOUNDIN

BOUND

OUTBOUND is OUT …• Too expensive

• Very unpredictable

• Less & less effective

INBOUND is IN …• More cost-effective

• Consistent results

• It really works!

What the Experts are Saying…

“Inbound” is the New Marketing

• 200 million Americans registered on the FTC “Do Not Call” list

• 89% of Internet users now search online before making a purchase

• By 2020, customers will manage 85% of their relationship without a human

• Companies using inbound marketing have 55% more traffic & 70% more leads

• Inbound marketing can cut the cost of deal acquisition in half

Understand Your Buyer’s Persona

• Their pain points

• Why they buy

• Their decision process

• The value they realize

• Their evaluate criteria

• Their information sources

Do the research and eliminate the guesswork

Talk to real buyers about real buying decisions

Interview your best customers and ideal prospects

Deliver Relevant Content to Them

Deals

DecisionStage

ConsiderationStage

AwarenessStage

Awareness Stage• Problem-related• Videos, checklists, eBooks

Consideration Stage• Solution-related• Webinars, case studies

Decision Stage• Decision-related• Assessments, demos, trials

Audit and categorize your existing content

Repurpose content for appropriate buyer stages

Create new content to refresh or fill the gaps

A Wise Man Once Said…

Use Content to Get Found

Deals

Get Found

Convert

Close

SEO

Social Media Blog • SEO Optimization

– Keyword research– Link building

• Your Blog– Relevant & authoritative– Frequent & consistent

• Social Media– Tw, LI, FB, G+, YT, RSS– Build & engage communities

Do you have at least 500 to 1,000 monthly visitors?

Does your traffic increase every month?

Use Content to Convert Traffic

Deals

Get Found

Convert

Close

SEO

Social Media Blog • Content Offers (CTA’s)

– Quality Content = Conversion

• Landing Pages– Design & placement– Contact data & analytics

• CR Optimization– A/B testing & analysis– Continuous improvement

How many landing pages do you have today?

Do you convert 5% of your monthly visitors?

Use Content to Close Deals

Deals

Get Found

Convert

Close

SEO

Social Media Blog • Lead Nurturing

– TOF, MOF & BOF content

• Lead Scoring– Rate & qualify all leads– Based on touches & behavior

• Segmented Lists– Based on lead score– Nurturing & qualify into deals

Do you close 1 in 10 of your monthly leads?

Are they the right kind of deals?

Build an Inbound Marketing Engine

Business Goals

Marketing Targets

Buyer Persona/Journey

Website Assessment

SEO Optimization

Campaign Strategy

Content Development

Weekly Blog Posts

Social Media Marketing

Search Engine Marketing

Lead Nurturing

Analytics Assessment

Campaign Optimization

New Content Creation

Develop Your Inbound

Marketing Engine

DriveYour Inbound

Marketing Engine

In 90 days you will have an efficient engine for scaling your business

Measure & Optimize it Constantly

Key Performance Metrics• Traffic volume

• Site conversion

• Lead quantity

• Lead quality

• Deal acquisition rate

• Average deal values

Monitor the Metrics That Matter on a performance dashboard

Assess the role of content, campaign strategy and methods

Do more of what works and less of what doesn’t work

Realize a Return on Investment

Managed Funnel

$$$

- Suspects- Prospects- Opportunities

Traffic

Content for Website & Offers(based on buyer persona)

Landing Pages(conversion-optimized)

Leads

Segmented Database$2,500/month Revenue Generated36 months Contract Term$90,000 Contract Value50% Gross Margin$1,250/month Gross Profit $2,500/month Marketing Expense2 months Payback Period$42,500 Return on Investment

Typical Inbound Marketing ROI

Targeted Buyers

Incremental Revenue

(SEO, Blog &Social Media)

My Favorite Quote …

Some Questions for You …

• How many deals do you need each month?

– What is your lead-to-close conversion rate?

• How many leads do you need each month?

– What is your visitor-to-lead conversion rate?

• How many visitors do you need each month?

– How many do you have today?

• What is the state of your inbound marketing?

– What gaps need to be addressed right away?

Find Out by Taking Our Inbound Marketing Assessment

Provided by:

Grade Your Website with the Hubspot Grader

https://marketing.grader.com/

Implement Inbound Marketing using a Managed Service

SEO

SEMGraphics

Analytics

Strategy

LeadNurturing

Conversion

ContentSocialMedia

HTML

• Flat monthly fee

• Deep experience

• Multiple disciplines

• Flexible & adaptable

• Fraction of the cost of internal resources

• Scalable up & down

• Operates as your virtual organization

Questions and Contact Info

Todd Husseytodd@csbexcellence.comPhone: (800) 785-4620www.csbexcellence.com

Dave Zwickerdave@csbexcellence.comPhone: (800) 785-4620www.csbexcellence.com