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Passive Leads: Boosting Sales through Measured Marketing Strategies

Learn how a measured approach to marketing, including website development, can generate passive leads for your business. Discover the importance of consistency, the 4 P's of marketing, and creating a website that attracts and retains customers. Increase sales and establish a platform for growth.

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Passive Leads: Boosting Sales through Measured Marketing Strategies

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  1. WELCOME TO… www.heyhereiamcomeandvisitme.com.au The web… and other Marketing strategies

  2. Today’s Workshop… Learn how a measured approach to your overall marketing including website development can generate "Passive Leads" for the life of your business and establish a platform upon which to continue growing!

  3. RULE #1 Leads = Sales Whether it be through Website Marketing or other Advertising mediums. Our objective is to increase Leads to increase Sales.

  4. Defining Marketing… Common misconception: Marketing means “Advertising” Marketing is: The process of Identifying, Contacting, Attracting & Keeping customers. (ICAK) Secret Ingredient: CONSISTENCY

  5. Briefly… The 4 P’s “The Customer’s perspective” • Product –Packages, Benefits, Features & Evolution. • Price – Value, Competitors, Discounts & Policies. • Promotion – Sales & Advertising, P.R., Web & more! • Place – Distribution Scope of your Product/Service.

  6. RULE #2 Learn to SELL! The ability to sell is a vital component in the process of Marketing. Leads are only good for one thing… SALES! Sales become customers that are good for referrals.

  7. Lifecycle of a Lead Incoming Enquiry: Information Exchanged Sale Up Sell (Merchandise & Memorabilia) Repeat Sales (re-bookings) Referrals

  8. Open Discussion… Marketing is: The process of Identifying, Contacting, Attracting & Keeping customers. (ICAK) Identifying – Let’s discuss!

  9. Identifying… • Schools(principals & coordinators • Churches (Church Secretary, committee members) • Corporate (Owners & HR managers) • Groups(Recreational, NFP & Disabled) • National & International (Don’t sell yourself short!)

  10. Contacting… • MethodsDirect: *Phone *Email *Direct Mail Non-Direct: *Publications/Magazines *Advertising 2. Timing is everything*School terms *Church calendar *Seasonal prompts

  11. Attracting… • Incentives & Value-adds • Discounts (off peak times) • Promotions (seasonal attractions, important dates) • Benefits & Features • Word of Mouth

  12. Keeping… • Database Building (Notification & Reminders, paper and electronic system – 3P’s) • Customer Relationships • Regular Contact • Newsletters/Advertising • Special Offers

  13. RULE #3 Create “Passive” Leads Passive leads are incoming enquiries to your business that have been established over time through consistent marketing initiatives. Examples…

  14. Examples… • Directory/Tourism Publications • Affiliations (other camps, Suppliers & Local Business) • Signage (Where applicable) • Sponsorships • Donations(Schools, Charities & Churches) • Internet Directories (discussed later in detail) • Organic Search Engine Listings

  15. WWW SUCCESS When your website becomes a lead generation power plant!

  16. Website Marketing • Importance of Website • Building your Website • Search Engine Optimisation • Promoting your Website

  17. Importance… A clear indication of Australians uptake of the internet.

  18. Importance…

  19. Importance… • Primary source of information sought by consumers. • One of the most cost effective advertising mediums available to businesses. • Customers expect to see you online – negative perceptions can be formed. • With this in mind… don’t under cook this chook! Websites that don’t communicate the right message can turn customers away especially when compared to your competitors – Q: Are you getting Leads from your website?

  20. Building Your Website • 1. What is your Site’s Key Objective?* To Be SEEN! Even when you’re not being looked for!* Communicate/Introduce your business/ Brand/ key features and benefits.* Solve a problem - information* Collect contact details* Encourage Contact* Sales? i.e. memorabilia.* Manage customer contact? i.e.take bookings.

  21. Building Your Website • 2. Your Website is…* Your Virtual Staff Member – more than a shop front, should be full of relevant information and always ready to offer polite and helpful service.* Often the first point of contact with your potential customers – not like the good old days when new customers picked up the phone, these days they see your website and make a decision whether or not to call you.

  22. Building Your Website • 3. Site Plan: • A site plan is a blueprint for a Website.An overview that lists all of the pages available, how they are linked and all of the content you wish to provide. This is where your critical work begins. Not until this plan is complete should the architectural design work commence.

  23. Building Your Website • 4. Architecture: • Aesthetics – Pleasing & practical site design, people love pics. Brand consistent colours/shapes. Simple navigation and ease of information accessibility. • Technical Quality – Test browser compatibility, Load speeds (3-5 seconds), SEO Compatibility - your site’s foundation should include: Meta Titles, Meta Descriptions, Meta Keywords and correct file naming. • Google Analytics – A FREE tool that your web master can add to your website to provide traffic reports on your site.

  24. Building Your Website 5. Content Management:The content throughout your site should be relevantand informative.Include in your content some interactive components such as; site map, location maps, contact forms, newsletters, blogs, news feeds, surveys, great offers or downloads which are updated regularly, monthly, quarterly, etc. With more activitly comes more hits. Including auto updates such as news feeds, local weather, date and time, are great low maintanence ways to ad activity to your site.

  25. 10 SEO ( Search Engine Optimisation) 1. Sufficient page text – Search Engines love and reward good content with high ranking results. 2. Unique Page Title - Each page on your site should have a unique title based on the pages content and your most important keywords. Don’t use your business name use a critical key word that may be searched to find your product, service, location etc..3. Unique Meta Description - Each page on your site should have a unique meta description based on the pages content and your most important keywords.

  26. 10 SEO ( Search Engine Optimisation) 4. Unique Meta Keywords - Place unique meta keywords on each page based on page content and priority keywords. 5. Keyword repetition in page text - Keywords should be used frequently on the page but don't get carried away, make sure the page is still comfortable for your visitors to read. 6. Keyword tags in page text - Use heading html tags and bold to tell the search engines what you think are the most important words on your page. 7. Keyword placement in page text - Ensure that first & last paragraphs on your page include your major keywords.

  27. 10 SEO ( Search Engine Optimisation) 8. Reciprocal Links - are a great way to share traffic with other businesses that may be interested in like products or services. It’s very simple to ad links to your site and share your link with other sites. 9. ONE-WAY-Links - One of the major influences of a good search engine ranking position (SERP), is having good quality ‘one-way’ links pointing to you from high quality ‘like’ sites & directories. 10. Link-Baiting – Seek to add content that people will enjoy and want to link to. Ask sites to link to yours. QUALITY websites pointing to your site will greatly improve your SERP.

  28. Online Marketing • Your Search Results (Organic & Paid) • Website Directories (Free & Paid listings) • Pay Per Click Programs (Targeted advertising) • Social Networks (Generating online W.O.M) • Promote your Website across all Mediums

  29. Online Marketing 2. Website Directories FREE Listings:There are various directories both free and paid where you can list your contact details, products and services. Examples: - yellowpages.com.au - truelylocal.com.au - whitepages.com.au - pinkpages.com.au - yourlocalbusinessdirectories.com - yourchamberofcommerce.com These same directories promote greater exposure once you take up a paid advertising campaign.

  30. Online Marketing 2. Website Directories Where to Start:Your objective in listing on directories is to improve your visibility and hits which will in turn improve your organic search rank. HINT: Pretend you’re a customer and do a basic internet search yourself as though you were looking for your service. Some results will be competitors, look at their website and see if there’s anything they’re doing that can improve your site, other results will be directories – list where you can for free and consider paid advertising at your discretion.

  31. Online Marketing 2. Website Directories Another Valuable Resource – Venuefinder.com.au Venuefinder.com.au has been established for over 2 years. Has generated an estimated $2.5 Million worth of business since inception. * At last count was generating an average of 120+ leads/month * Exposure to 16000 schools and churches. * Promoted heavily in CCI’s primary magazine publication * “Somewhere To Go” – highly trusted information resource distributed to schools and churches.

  32. Online Marketing 3. Pay Per Click Programs (Targeted Advertising) Google Ad Words - Really put the site owner in control of your marketing spend. With the flick of a button you can control the hourly budget spent either increasing or decreasing in line with your results and cash flow. You can find Google ads on the top and right side of the search pages of a browser. Search results found in the middle of the browser page are organic search results and determined by hits not money spent. SEE KEYWORD INFORMATION DATA HERE!

  33. Online Marketing 4. Social Networks (Generating online WOM) BOOM: The social network scene has exploded with sites like Face Book and MySpace becoming popular not only with the younger net savvy Generation but especially with Generation Y – that are now up to 31yo and hold senior positions in Corporate, Schools, Churches & other groups. WOM: People love pictures! Showcasing images of different groups having fun and commenting on your social networks and blogs is an excellent online testimony to future customers – young people grow up into customers too!

  34. Online Marketing 4. Promote your website across all mediums If you have it, Flaunt it! –You can now confidently direct your customers to your website as you please. Your website is working for you 24/7 long after you’ve turned on your answering machine!Internet people are sometimes creatures of the night, choosing to do their research after hours from the comfort of their home. They realise they cant call you but will often send an email or complete an enquiry form if you offer this option.

  35. Online Marketing 4. Promote your website across all mediums If you have it, Flaunt it! –You can now confidently direct your customers to your website as you please. Your website is working for you 24/7 long after you’ve turned on your answering machine!Internet people are sometimes creatures of the night, choosing to do their research after hours from the comfort of their home. They realise they cant call you but will often send an email or complete an enquiry form if you offer this option.

  36. Online Marketing 4. Promote your website across all mediums Improve all of your marketing effectiveness:When you send letters, invoices, emails, brochures or advertise in the many offline mediums available – including your website address will compel the audience to interact further with your business. You can communicate a lot of information on a website at far more economical rate than in a brochure, print ad or radio. All these initiatives are only improved once supported by a URL that is easier to remember than a phone number!

  37. MarketingOnline and OFF… Thank you! DISCUSSION(…time permitting)

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