A Website is Not Enough in Today’s Digital Economy

Presented originally at the 2016 Missouri Meetings and Events St. Louis Regional Expo.

Presentation Transcript

1. A WEBSITE IS NOT ENOUGH IN TODAY’S DIGITAL ECONOMY Presented by Frank Spohr Clicked Studios, LLC © 2016 • All Rights Reserved • www.clickedstudios.com
2. CREATING A NEW WEBSITE OR REVAMPING AN OLD WEBSITE RARELY EQUALS INSTANT SUCCESS
3. MORE OFTEN THAN NOT, NEW WEBSITE LAUNCHES AND…
4. NOTHING HAPPENS
5. OR IT PERFORMS WORSE!
6. DUE TO THOSE UNFORTUNATE OUTCOMES, TODAY WE’RE GOING TO ADDRESS WHAT IT TAKES TO REALLY MOVE THE NEEDLE FORWARD IN ONLINE BUSINESS
7. A LITTLE ABOUT FRANK SPOHR
8. HELPING COMPANIES BUILD THEIR WEBSITES AND GROW THEIR BUSINESSES SINCE THE YEAR 2000
9. 2008 – FOUNDER AND CEO OF CLICKED STUDIOS TOP RANKED WEB DESIGN FIRM IN ST. LOUIS ON GOOGLE FOR NEARLY 5 YEARS RUNNING
10. TAKEN A DATA & ROI DRIVEN APPROACH WITH SEO, SEM, CONTENT MARKETING, UX, UI, DESIGN, PSYCHOLOGY, CONVERSION RATE OPTIMIZATION, AND PPC TO HELP COMPANIES LARGE AND SMALL GROW THEIR TRAFFIC, GET MORE SALES, AND SELL MORE OFTEN
11. WHAT WILL YOU GET OUT OF THIS PRESENTATION?
12. 1. AN UNDERSTANDING OF HOW A WEBSITE TIES INTO A LARGER DIGITAL MARKETING STRATEGY
13. 2. DIFFERENT WAYS TO GENERATE WEBSITE TRAFFIC and what to expect from each…
14. 3. LEARN ABOUT A COMMON, BUT MAJOR MISTAKE MANY COMPANIES MAKE WITH THEIR WEBSITE THAT NEGLECTS LONG TERM GROWTH FOR SHORT-TERM SALES
15. 4. WHAT YOUR PRIORITIES SHOULD BE WHEN PEOPLE VISIT YOUR WEBSITE
16. SO WHY IS A WEBSITE ALONE NOT ENOUGH TODAY?
17. TOO MANY BUSINESSES PUBLISH AND PRAY HOPING A NEW DESIGN OR PAGE IS WHAT THEY NEED TO BE SUCCESSFUL. THEY PUBLISH AND THEN…
18. TOO MANY FACTORS MAKING IT HARDER THAN EVER
19. 1. JUST HAVING A WEBSITE DOESN’T GET PEOPLE’S ATTENTION. EVERYONE HAS ONE THESE DAYS.
20. 2. EVERYONE IS BLASTED WITH COUNTLESS ADS & OFFERS EVERY DAY. YOU BETTER HAVE SOMETHING INTERESTING & UNIQUE BEFORE YOU EVEN BUILD YOUR WEBSITE.
21. 3. EVEN WHEN YOU DO GET PEOPLE TO VISIT YOUR WEBSITE, ON AVERAGE 98% ARE NOT READY BUY. COUNTLESS REASONS WHY, BUT THIS IS THE HARSH REALITY.
22. WE LIVE IN A BUSY WORLD!
23. HOW DO WE FIGHT THIS?
24. UNIQUE OFFER + PREDICTABLE WAY TO REACH CUSTOMERS + WEBSITE WITH SPECIAL CONTENT + MARKETING AUTOMATION + INTELLIGENT FOLLOW-UP
25. UNIQUE OFFER OFFER SOMETHING OF VALUE WITH YOUR OWN UNIQUE TWIST ON IT. CAN YOU OFFER SOMETHING FASTER, STRONGER, MORE DEPENDABLE, MORE USEFUL, OR BETTER DESIGNED?
26. PREDICTABLE WAY TO REACH CUSTOMERS NO MORE POSTING TO FACEBOOK OR WRITING A BLOG POST AND HOPING FOR THE BEST. WE’LL LOOK AT HOW PROFESSIONALS GET TRAFFIC ON SOCIAL NETWORKS AND SEARCH ENGINES PREDICTABLY.
27. WEBSITE WITH SPECIAL CONTENT MORE THAN A BROCHURE SITE. FOCUSED ON PROVIDED INFO AND VALUE. BUILDS RELATIONSHIPS
28. MARKETING AUTOMATION TOOLS TO HELP YOU BUILD RELATIONSHIPS WITH THE OTHER 98% OF WEBSITE VISITORS WHO WEREN’T READY TO BUY ON THEIR FIRST VISIT.
29. INTELLIGENT FOLLOW-UP USING MARKETING AUTOMATION STRATEGICALLY TO BUILD TRUST FIRST… AND THEN PROMOTING NEW OFFERS, EVENTS, PRODUCTS, SERVICES, ETC. OVER TIME.
30. HOW IS THIS ACTUALLY USED IN THE REAL WORLD?
31. FIRST, AN ASSUMPTION…
32. YOU HAVE A GOOD OFFER AND YOU’VE DIFFERENTIATED YOURSELF FROM THE COMPETITION
33. SKIP THIS STEP AND YOU’RE DEAD BEFORE YOU BEGIN
34. GOOD NEWS EASIER THAN EVER TO GET TRAFFIC IF YOU KNOW WHERE TO GO.
35. WHAT DO MOST PEOPLE DO THOUGH? SPEND TONS OF TIME FINDING ARTICLES AND LINKS TO POST TO THEIR FACEBOOK, TWITTER, LINKEDIN, ETC.
36. OK… STRATEGY BUT TAKES TONS OF TIME TO IMPLEMENT 3, 6, 12 MONTH WAIT FOR RESULTS RANDOM SPIKES IN TRAFFIC SOCIAL NETWORKS MAKING IT HARDER TO REACH YOUR AUDIENCE ORGANICALLY (ALGORITHM UPDATES)
37. ANOTHER POTENTIAL WAY SEARCH ENGINE MARKETING FAT HEAD = HARD LONG TAIL = EAS(IER) SOMETIMES
38. THE LONG TAIL SEARCH PHRASES WITH 4 – 5+ WORDS IN THEM THINK “home insurance reviews 2016” instead of a fat head term like “home insurance”
39. THE LONG TAIL IT ACCOUNTS FOR 89.4% OF ALL SEARCH ENGINE TRAFFIC
40. GET SOME LONG TAIL IDEAS Www.wordstream.com/keywords Www.moz.com/keyword-explorer Www.keywordtool.io
41. USE THOSE TOOLS TO GET STARTED RIGHT NOW GENERATE A LIST OF 10 – 20 LONG TAIL KEYWORDS AND YOU CAN START WRITING ARTICLES WHERE YOU HAVE A CHANCE TO RANK. TIME TO SEE RESULTS: 2 WEEKS TO SEVERAL MONTHS
42. WHAT IF YOU CAN’T WAIT WEEKS OR MONTHS TO GET TRAFFIC? LONG TAIL SEO IS GREAT, BUT IT ISN’T THE BEST IF YOU’RE IN A TIME CRUNCH.
43. THE ANSWER PAY-PER-CLICK ADVERTISING WHEN DONE THE RIGHT WAY
44. WHAT IS THE RIGHT WAY? REMEMBER HOW WE MENTIONED WEBSITES WITH SPECIAL CONTENT? THAT’S HOW!
45. SPECIAL CONTENT HOME PAGE VS. SERVICE PAGE VS. LANDING PAGE
46. HOME PAGE
47. SERVICE PAGE
48. LANDING PAGE
49. PROMOTING A HOME PAGE VS. A LANDING PAGE AN EXAMPLE OF A LOSER CAMPAIGN VS. A WINNING CAMPAIGN
50. A LOSING CAMPAIGN Sending Traffic Straight to Home Page Cost per click: $1.20 Number of clicks (people clicking to see website): 100 Cost of this traffic: $120.00 ——- Percentage who buy product at your website: 2% Number of customers (100 visitors X 2%) = 2 customers ——- Product Cost: $47.99 Revenue generated by campaign = $95.98 ——- Net Loss ($95.98 net rev. – $120 ad spend): -$24.02 98% of people do not buy and leave website never to return. Sales are made, but it is not enough to recoup ad costs. Advertiser must stop campaign or go broke.
51. A WINNING CAMPAIGN Sending Traffic to Landing Page to Get Emails First Cost per click: $1.20 Number of clicks (people clicking to see website): 100 Cost of this traffic: $120.00 ——- Offer a free guide, tip sheet, free trial, etc. this time. —— Opt-In Rate: 30% Total people who opt-in = 30 subscribers ——- Subscribers given freebie to deliver value and build trust in your brand. Additional emails sent to build relationship and FINALLY THE OFFER IS MADE. —— Purchase Percentage: 15% Total Purchases = 15% X 30 subscribers = 4.5 customers Product Price: $47.99 —– Revenue generated by campaign = $215.96 ——- NET PROFIT = $215.96 – $120.00 = $95.96 Actual ROI tends to be higher since you can keep emailing people over time and convert additional subscribers into purchases.
52. THE MOST IMPORTANT DETAIL PRIORITIZING THE EMAIL OVER THE SALE ALLOWS YOU TO KEEP SELLING TO THE SAME PERSON. INSTEAD OF THAT PERSON BEING WORTH A 1-TIME SALE OF $47.99 THE PERSON HAS THE POTENTIAL TO BE WORTH HUNDREDS OR THOUSANDS OVER THE COURSE OF YOUR BUSINESS RELATIONSHIP.
53. HOW DO OTHER COMPANIES USE THIS STRATEGY? SOFTWARE COMPANIES PLACE ADS ON SEARCH ENGINES TO GIVE AWAY FREE DEMO IN EXCHANGE FOR EMAIL.
54. HOW DO OTHER COMPANIES USE THIS STRATEGY? BUSINESS COACHES ON FACEBOOK INVITE YOU TO FREE WEBINAR OR GIVE AWAY FREE GUIDE IN EXCHANGE FOR EMAIL.
55. HOW DO OTHER COMPANIES USE THIS STRATEGY? RETAIL STORES OFFER INTERESTING GADGETS AT COST OR FREE + S&H TO BUILD LARGE LIST. EMAILS SENT ON BACK-END TO MAKE BULK OF PROFITS.
56. HOW DO OTHER COMPANIES USE THIS STRATEGY? SUBSCRIPTION COMPANIES GIVE AWAY FREE MONTH IN EXCHANGE FOR EMAIL TO PROMOTE SPECIAL DEALS TO PEOPLE WHO DO NOT BECOME PAYING CUSTOMERS AFTER TRIAL ENDS.
57. HOW DO OTHER COMPANIES USE THIS STRATEGY? RESTAURANTS GIVE AWAY COUPONS IN EXCHANGE FOR EMAIL.
58. 5 PRORITIES YOU CAN TAKE HOME
59. 1. IF YOU HAVE THE LUXURY OF TIME, LONG TAIL SEO IS A POTENTIALLY LOW-COST WAY TO GET PEOPLE TO YOUR WEBSITE.
60. 2. IF TIME IS OF THE ESSENCE, ROI CAN BE SEEN QUICKLY WITH PPC ON SEARCH ENGINES AND SOCIAL NETWORKS WHEN YOU STRUCURE YOUR CAMPAIGN CORRECTLY
61. 3. FOCUSING ON BUILDING YOUR LIST IS A PATH TOWARDS MORE LONG-TERM REVENEUE
62. 4. (EXTRA) WHEN DECIDING TO SPEND ENERGY BUILDING YOUR LIST VIA YOUR WEBSITE OR SOCIAL MEDIA FOLLOWERS, CHOOSE YOUR OWN LIST. DON’T BE A VICTIM TO CHANGING SOCIAL MEDIA COMPANY POLICIES.
63. 5. YOUR WEBSITE REALLY IS THE LAST PART OF THE PUZZLE. MAKE SURE YOUR OFFER AND PROMOTION STRATEGY ARE IN PLACE FIRST. A WEBSITE IS WORTHLESS WITHOUT THESE.
64. Q&A Find Me Online www.clickedstudios.com Follow Me on Twitter @frankspohr Like Us on Facebook www.facebook.com/clickedstudios

By | 2017-07-06T15:40:23+00:00 May 25th, 2016|Blog, Online Marketing, PPC, Promotion, SEM, SEO, Social Media Marketing|0 Comments

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