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Welcome

Stuart McLaren. Welcome. ProspectSoft CRM & Web Solutions. Welcome. Agenda. 09:00 Arrive 09:30 Introduction - Web Lead Strategy 09:50 Profit from Google Part 1 11:00 Break 11:15 Profit from Google Part 2 11:50 Practicalities, Tools and Solutions 13:15 Conclude.

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Welcome

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Presentation Transcript

  1. Stuart McLaren Welcome

  2. ProspectSoft CRM & Web Solutions Welcome

  3. Agenda 09:00 Arrive 09:30 Introduction - Web Lead Strategy 09:50 Profit from Google Part 1 11:00 Break 11:15 Profit from Google Part 2 11:50 Practicalities, Tools and Solutions 13:15 Conclude

  4. Clarifying the Target

  5. What are your expectations? • More Leads from Google • More leads for less money • Make more money • Beat the competition • Expand your market • Become more profitable

  6. Setting Targets

  7. Enquiries Quotations Orders Business Success Marketing Enquiries in Re-spend & Referrals Retention % Conversion % Success: Profit Generated

  8. What next? Motivation, Plan, Action

  9. Motivation • There are 1.7bn Internet users globally • There are 803M people in Europe (TOTAL) • There are 402M Internet users in Europe • There are 43.8M Internet users in UK • www.internetworldstats.com • In UK, 19.4m visited e-commerce site last month • 25% found via search engines • £30.2bn spent online in UK in 2006 • £52bn expected in UK in 2010 • Forrester UK, e-commerce forcast

  10. Motivation IT and E-Business • Undercut competition • Be more efficient - do more with less staff • Able to reduce costs and undercut compeition • Out-perform the competition • Have the right stock • Deliver it quicker • Reach more people than the competition • Databases to drive Mailshots, e-shots • More customer information driving better targetting • Respond to change faster than the competition • Capture and analyse more information, faster • Respond and implement change faster

  11. Plan & Task Breakdown SEO Visitors Advertising & PPC Outbound e-Marketing Visitors Visitor Interest / Attention Registration (Lead) eCommerce Basket Online Sales Closed (Offline) Sales Remarket / Revisit / Respend

  12. Lead Generation Scorecard

  13. Target, Motivation, Plan So far…

  14. What do we need to do… Next…Action

  15. Profit from Google

  16. Profit from Google • Get more hits • Grab more attention (avoid bounces) • Generate more registrations • Log and distribute leads • Ensure Lead follow-up • Progress & Close the sale • Re-Market for retention / respend • Analyse, Innovate, Analyse, Iterate, Orchestrate

  17. Google SEO Getting More Hits

  18. Why Just Google UK Stats

  19. SEO Search Engine Optimisation What is it? Why should you be interested? What can you do about it?

  20. What is SEO? Search engine optimization (SEO) is the process of improving the volume and quality of traffic (number of relevant people visiting your website) to a web site from search engines via Natural search results.

  21. Sponsored Links Sponsored Links Natural Search Results

  22. Why SEO is Important? Anyone searching is pre-qualified with interest (not so with adverts) SEO attracts more attention from more People (Online Visitors) searching on Google than PPC (and its free) It is critically important to Search engines too

  23. Sponsored Links Sponsored Links Natural Search Results

  24. Eye Tracking on Google

  25. More Space for Naturally Optimised Results

  26. And most importantly, it is free!!!

  27. What does this really mean to you?

  28. 6000 Visitors per month 500 Visitors per month

  29. Natural Search Engine Optimisation is • Free • Generates Leads (or at least a first step) • Enhances Online Presence – helps in attracting talent as well as prospective customers.

  30. Action How to naturally/organically optimise a website, so it appears on the top few results...

  31. Unfortunately, there are no short cuts...

  32. So what does Google look for...

  33. Volunteers… Live workshop…

  34. a. Avoid Broken Links & Poor HTML Broken Links Check http://validator.w3.org/checklink Other checks for good formatting etc http://validator.w3.org

  35. b. Links from the right sites Links to your site www.google.co.uk (link: yoururl.com) Dmoz and Yahoo www.dmoz.org & uk.dir.yahoo.com

  36. b. Links from the right sites • Back-links • Paid Links • Reciprocal links • E.g. http://www.burglaralarmfinder.co.uk • Pagerank • Combination of factors but effectively the “importance” of sites/pages • Find relevant back-links • Search your keywords • Find directories and general info sites for back-links • Review back-links from top ranking competitors sites

  37. c. Use the right keywords Reviewing the Keywords in your site https://adwords.google.co.uk/select/KeywordToolExternal Analyse your Keywords. Analyse your top online competitors.

  38. d. Duplicate content A Warning on Duplicate Content

  39. e. Frequently updated Content

  40. e. Frequently updated content Why? Search engine ranking is determined by: • Importance • Relevance Regularly updated content shows that your site is: • Important – someone thinks it is important enough to keep adding to and updating it • Relevant – it is much less likely to be out of date, and much more likely to be still relevant if it was updated recently. We have also discussed keeping content updated with the right keywords.

  41. Profit from Google • Get more hits • Grab more attention (avoid bounces) • Generate more registrations • Log and distribute leads • Ensure Lead follow-up • Progress & Close the sale • Re-Market for retention / respend • Analyse, Innovate, Analyse, Iterate, Orchestrate

  42. Profit from Google • Get more hits • Grab more attention (avoid bounces) • Generate more registrations • Log and distribute leads • Ensure Lead follow-up • Progress & Close the sale • Re-Market for retention / respend • Analyse, Innovate, Analyse, Iterate, Orchestrate

  43. Plan & Task Breakdown SEO Visitors Advertising & PPC Outbound e-Marketing Visitors Visitor Interest / Attention Registration (Lead) eCommerce Basket Online Sales Closed (Offline) Sales Remarket / Revisit / Respend

  44. Grab More Attention • Attention Relevant to Keywords • News articles • Especially with thumbnails, relevant and regularly changing • Offers and promotions • Fresh design • Simple, straight forward navigation • Clear titles and sub-sections • Compare different pages and layouts

  45. Generate More Registrations • General Opportunities to register • Specific Opportunities • End of news articles • End of product information • Reason to register • Free quote • Free white paper, Industry Newsletter • Online Demonstration • Event (webinar)

  46. Generate More Registrations Ensure completed registration form • Further testimonials • Re-enforce reason to register (demo, whitepaper - quality, content, value etc.) • Reduce fields? • Split into two halves? • Colour / images? • Avoid distraction of other offers/promotions/news etc. Compare/Contrast registration Pages

  47. Log and Distribute Leads • Simple? • Could leads get lost? • Do they go to the right sales person? • How quickly does a customer get a response? • Can you analyse leads afterwards? • Ensure quality and consistency • Daily / hourly process for checking new leads • Visual qualification to sift out junk • Decide who / how best to action each lead • Capture & pass out all details from registration

  48. Ensure Lead Follow-up • Ensure your valuable leads are acted upon • Once passed to sales, what happens? • Have clear steps/stages that define progress • Create a process that allows for nurturing (not all leads will be immediate/hot) • Is a dead lead really dead? • Can we analyse how far a lead gets? • At what point lead is rejected? • Why leads are rejected?

  49. Progress & Close the Sale • Ensure a successful process is followed • Know who is involved • Track through the decision making process • Monitor quoting / pricing interactions • Prioritise focus on “winnable” deals • Capture the close • What proportion of web leads are won? • From which source • From which registration page • From which demographic?

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