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East Bay SCOREEffective Web Design & Online Lead Generation

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Ask questions! This is meant interactive.

Agenda9:00amIntroduction9:15 am Buyer Personas (activity)(buyer persona slide & worksheet)9:45am Effective Website Design6 Essentialwebsite design principles10:00 am GeneratingLeads OnlineSearchengine marketing (organic vs.paid)Successful Keywords10:30 amBreak10:40amGenerating Leads Online ContinuedHowto attract prospects to your website and convert them into customersA strategic approach to social mediaOnline reputation managementMeasuring your marketing ROIHow to analyze your competition's online strategies11:30 am Q&A and 1:1

Introduction

Who is WSI?Founded in 1995 birth of the Internet1,500 Digital Marketing Consultants87 Countries Worldwide12 Major Productions Centers Around the GlobeEst. system-wide revenues in excess of $100 million in 2014

Who is Luke Middendorf?WSI Certified Internet Marketing Consultant located in the San Francisco Bay Area15 years in technology and enterprise software, ranging from technology start-ups to large enterprises Prior to WSI Luke lead the Western Region at Smartling, a software-as-a-service (SaaS) application devolved to help modernize and simplify the translation and localization process for global businesses and Web 2.0 companies. Previous to that Luke was on the leadership team at Vontu, an enterprise software solution focused on Data Loss Prevention (DLP), which was acquired by Symantec in 2007 for $350 million. At Symantec Luke was responsible for leading the DLP expansion into Latin America, completing projects in some of the largest accounts in Brazil, Mexico, Colombia, Chile and the Dominican Republic.

Marketing, its like Fishing

The Inspiration

Buyer Personas

Who are we fishing for?

Who Are you fishing for?

Buyer Personas are:Semi-fictional representations of your ideal customer, based on real data, and some select educated speculation about customer demographics, behavior patterns, motivations, and goals.

Buyer Personas

Owner of businessStarted biz w/own capitalHelps with sales, finance, marketing, HRStatic company websiteNo CRM systemWants to get more leads and earn more moneyNeeds easy to use toolsWants his life to be easier

Director/VP of Marketing10+ years marketing experienceWorries about brand presence (colors, logos, fonts)Skilled at PR and brandingWebsite built for $25k with firmUses Salesforce.comWants to learn inbound marketingNeeds reports to show CEODoesnt like to tinkerOmar the OctopusAngela the Angelfish

CMO/VP of Global MarketingManages high level strategic objectives from the C-SuiteBiggest hurdles are organizational change rather than softwareUnhealthy relationship w/salesWants software that can conform to the organization's unique needsServices and relationship just as important as the software itself

Helen the Hammerhead

Why create buyer personas?Personas help identify where your ideal customers spend time on the internet so you can be there too.Buyer personas guide product & service development.Personas help you create the right content.

Create Your Buyer Persona WorksheetNameTitleRolesGoalsChallengesDemographicsAgeIncomeEducationLocationWhat is their Story?Job/Demographic,Typical Day,Challenges/Pain Points,Information Sources,Common objections to products/services.

Effective Web Design

Choosing the right equipment

6 Key Essential Website Design ElementsAnswer Who, What & How Your visitors should be able to tell who you are, what you do and how you can help them.Clear call-to-actionLook at the top left corner. What do your customers see?Contact information should be easy to find!Content should be customer focused not company

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6 Key Essential Website Design Elements continuedResponsive design50% - 80% of traffic is mobileOptimized pages and contentKeywords, meta descriptions, URLsMore on this in the SEO sectionClean, professional designHorizontal navigation barMake it easy for information to be found!

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Professional Design Workflow

Key Development StagesResearchWho are your competitors? What are their strengths?WireframesBlueprint - Template design and layoutLanding Page Artwork / ImagesOur first impression is visualCodingCMS customization

Key Development StagesBrowser TestingTest multiple browsers across multiple devicesFinal ReviewHave multiple people review every page of your website and provide feedback.

Responsive Design - Desktop

Responsive Design - iPhone

Individual Page For Each Location

Landing Page Example

Responsive Design - Desktop

Responsive Design - iPhone

Generating Leads Online

Choosing the right lure.

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The Lead Funnel Different types of Lures.

Search Engine MarketingSearch Engine Optimization (SEO)Local Search Engine OptimizationPay-Per-Click Advertising (PPC)

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3 ways to rank

PPCLocal SEOSEO

Keyword

KeywordsKeywords are the words typed into search engines.Theyre the topics that searchers are trying to learn more about.MIMIC THE LANGUAGE THAT YOUR BUYER PERSONAS USE.

Google AdWords Keyword Planner

Google AdWords Keyword Planner

WHAT IS SEARCH ENGINE OPTIMIZATION (SEO)?SEO is the process of improving your website so that it attracts more visitors from search engines.Search engines need to find the most relevant, useful, trustworthy answers.They send spiders to crawl through the web searching for that content.

SEO STRATEGYDo keyword research.Create content around your keywords.Optimize content around a primary keyword. Promote your content.Earn links to your content.

*more detail on these items in the Bonus section

PPCPay Per Click (PPC) paid advertising on various search enginesGoogle AdwordsYahoo! And BingFacebook (ads and promoted posts)You do not pay to display your ad; rather, you pay a fee each time someone clicks on your adCan get on top of search engines quickly

PPCAdvantages:Can target specific geographic areasGet to the top quicklyCan turn on or up or down or off any timeDisadvantagesCosts moneyEasy to waste moneyLots of factors into good placement

Break

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Generating Leads Onlinecontinued

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The Lead Funnel

The Buyers JourneyAwarenessStageConsiderationStageDecisionStageAnalyst reportsResearch reportseBooksEditorial contentExpert contentWhitepapersEducational Content

Prospect is experiencing and expressing symptoms of a problem or opportunity.Expert guidesLive interactionsWebcasePodcastVideoComparison whitepapers

Prospect has now clearly defined and given a name to their problem or opportunity.Vendor comparisonProduct comparisonCase studiesTrial downloadProduct LiteratureLive demo

Prospect has now decided on their solution strategy, method, or approach.

Content Creation Map

Mapping Content to your personas & the buyers journey41

Utilize the Power of BloggingThe average company that blogs generates:55% more website visitors.97% more inbound links.434% more indexed pages.

COMPANIES THAT BLOG GENERATE 126% MORE LEADS THAN THOSE THAT DO NOT

Survey N = 2,300Source: HubSpot

Social MediaWhere is the right place to fish?

Approaching Social MediaOnline conversationsYour customers are already talking about you, whether you know it or notYou have 2 choices:Engage and ParticipateIgnore it

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The Social MediaYelp 142 million monthly users77.3 million reviewsFacebook1.23+ billion users757 million active every day (as of 12/2013)Twitter232+ million active usersLinkedIn332+ million users (as of 11/2014)Google+540+ million active usersPinterest70+ million users (as of 7/2013)80% of them are women

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Social Media DosBuild your brandManage your online reputationEngage in conversationsEducate your customers, clientsLead generationPromoting your sales, specials, discountsOffer free stuff or advice

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Social Media 80/20 RulePeople buy into you, before they buy from you!

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Social Media ContentCreate a content calendar:Blog postsPress releasesYouTube or Vimeo videosAny other contentCreate 5 tweets, and post them once a day on Twitter.Post articles, videos, PR to FB, LinkedIn, wherever else youre connected.

Managing Your Online ReputationYOU have to manage it all before a bad review happens.You must claim and own all your review and social media sites now, before someone creates or takes over your identity

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Managing Your Online Reputation

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Managing Your Online Reputation

Immediately responds; gets on top of the bad review.52

Measuring Marketing ROI

Are you catching fish and are they the right ones?

Marketing ROIAre you generating more revenue from your marketing programs than you are putting into them?

Identify which marketing source was responsible for each new customer.

Google AnalyticsInstall Google AnalyticsOriginating TrafficUnderperforming PagesBounce RateContent PerformanceEntrances and time on pagePPC TrafficNumber of visitors are direct from paid AdsGeographic LocationAre you attracting visitors from your target locations or are they coming from Timbuktu?

If you spend money or time on marketing or advertising, and you dont measure it, you may as well flush your money down the tubes.

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Measuring Marketing ROI

If you spend money or time on marketing or advertising, and you dont measure it, you may as well flush your money down the tubes.

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Organic Traffic

PPC Traffic

If you spend money or time on marketing or advertising, and you dont measure it, you may as well flush your money down the tubes.

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User Behavior

If you spend money or time on marketing or advertising, and you dont measure it, you may as well flush your money down the tubes.

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Marketing, its like Fishing

Conclusion

Once the rod was recovered, by me jumping into the cold Minnesota lake, Brodrick landed his first fish.

We were successful because Grandpa has fished this lake, off of that dock, for many years. He knew which fish he wanted Brodrick to catch, he chose the right rod, the right bait and the right place to fish. Brodrick caught several more fish and his first fishing experience was a huge success.

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Q&A

Q&A

www.wsi-connect.com

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Bonus

ResourcesWhat is SEO and could I leverage it to get more leads? http://info.wsi-connect.com/blog/what-is-seo-and-could-i-leverage-it-to-get-more-leads3 Essentials for Choosing the Right SEO Consultant http://info.wsi-connect.com/blog/3-essentials-for-choosing-the-right-seo-consultantBuyer Personas and the Science Behind Them http://info.wsi-connect.com/blog/buyer-personas-and-the-science-behind-them

Resources ContinuedHelp with Yelp for Local Business http://info.wsi-connect.com/blog/help-with-yelp-for-local-businessHow Email Marketing Could Transform Your Local Business http://info.wsi-connect.com/blog/how-email-marketing-could-transform-your-local-businessHow Email Marketing Could Transform Your Local Business http://info.wsi-connect.com/blog/how-email-marketing-could-transform-your-local-business

Keywords SEO Best PracticesAdd the keyword to the page title and URL.Add the keyword to the body, headers and image alt-text.Place the primary keyword in the meta description.

LinksSet up a page on the top online directories.1. Google2. Bing3. Yahoo!4. Yelp5. Merchant Circle6. LinkedIn7. YellowPages.com9. Whitepages10. Supermedia11. Yellowbook12. CitySearch13. Mapquest14. Biznik15. Local.com16. Foursquare17. ThinkLocal18. CitySlick19. USYellowPages20. SuperPages

Hubspot: 50 Business Directories For Local Marketinghttp://blog.hubspot.com/blog/tabid/6307/bid/10322/The-Ultimate-List-50-Local-Business-Directories.aspx

Social Media Business PagesFacebookUse a business pageNot a personal pageOnce you have 25 likes lock in your web addressPromote articles, blogs, videos, press, etc.TwitterFollow people who you want to connect withPromote other peopleRe-tweet themTweet their articlesHave online conversationsClick-through rate is very lowLinkedInConnect to other business peopleComplete your online resumeGet recommendationsJoin groups. Participate.

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Your Competitors Digital StrategyWhat audience are they targeting?Do they have compelling content?Read their services pages and blog posts.Do they have whitepapers or eBooks available on-site?Do they engage in video marketing? Videos on-site?Analyze their marketing strategiesWhat are their focus keywords?Spyfu http://www.spyfu.com/Keyword Spy http://www.keywordspy.com/What is the traffic volume for those keywords?Google Keyword Plannerhttps://adwords.google.com/KeywordPlannerHow well is their site ranked on search engines?moz.com/researchtools/oseIs their Google My Business page optimized? http://www.slideshare.net/HubSpot/8-tips-for-optimizing-your-google-page-posts-to-boost-seoIs their site compatible with mobile devices?Googles Mobile Friendly Test https://www.google.com/webmasters/tools/mobile-friendly/Do they utilize email marketing?Is there a way to join their mailing list on their site?Analyze Social Media EngagementHow many followers/fans/etc?FacebookTwitterPinterestLinkedInInstagram

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Luke MiddendorfDigital Marketing ConsultantWSI Connect

Mobile: (415) 518-1533lmiddendorf@wsi-connect.comwww.wsi-connect.com71Questions?

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