Planning the Agency Website
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Too often web projects are rushed into, and the implementation work is started without giving proper attention to the strategy and purpose behind the marketing objectives of the site. This webinar will take you through our 9-step process for planning marketing websites, with a specific focus on the ad agency website. During this webinar you will learn: 1. How to create a plan that will bring in the right people to your site and make them do the right things once they get there. 2. How to plan the foundational elements of your site that will make it a successful marketing and lead-generation tool. 3. How to create a process that will let you plan effective marketing sites for yourselves and your clients for years to come.
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Planning the Agency Website
- 5. Planning Measuring
Hinweis der Redaktion
- over 200 agencies chose to participate from around the world\nit’s a real honor to spend this time with you, and I promise to make good use of your time\n\nif you’d like to follow and contribute to the twitterstream for this event, please use the agencywebplan hashtag\n\n30 minute webinar during which we’ll review the 9-step process and then look at 3 case studies of small agencies sites which embody the principles we’ll be covering. The presentation will be followed by a 15 minute q&a session.\n\nYou have to market yourselves\nYour website is your best opportunity to do that\nEffective marketing isn’t free or easy. To be effective it takes either lots of time, lots of money or both\nthis goal of this webinar is to teach you how to make your site into a lead-generation machine\nwhat if your website were solely responsible for 20% of your closed new business?\nthat’s exactly what we experience, and this is exactly how we do it. \n
- You have to market yourselves\nYour website is your best opportunity to do that\nEffective marketing isn’t free or easy. To be effective it takes either lots of time, lots of money or both\nthis goal of this webinar is to teach you how to make your site into a lead-generation machine\nwhat if your website were solely responsible for 20% of your closed new business?\nthat’s exactly what we experience, and this is exactly how we do it. \n
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- \n Conduct 15 one on one 30-60 minute phone interviews, with ghost note taker\n have conversations, not interviews\n interview all level of clients and site subscribers\n focus on goals, attitudes and behaviors; forget about ages, incomes and other demographics\n Interview checklist:\n\n
- \n This is an intuitive and non-scientific process, go with your gut\n Aim for 3-5 segments per site\n Segment by user goals\n Learn more about my industry (newsletter, blogs, webinars, etc)\n Hire an expert in the industry (contact us, request a meeting)\n Buy product x\n Test the segments:\n Are the segments unique enough?\n Do they feel like real people?\n Can they be easily described?\n Do they cover all key user types?\n Is it clear how these segments will affect decision making?\n\n
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- \n Unique qualities\n Name & Photo\n Personal info\n Business objectives\n Persona prioritization\n\n
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- attracting the stage 2 researcher\nthey are asking google questions about marketing they are struggling with\nso...\n
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- written by you and your firm, based on your expertise, as an educational resource for your clients\nindexable, and on your site\n
- popular platforms include\nadvanced content strategies include video production, public speaking engagements and book publishing \nnext year’s webinar series will be entirely dedicated to these advanced content strategies. \n\nbut, for any of these platforms or strategies to be viable, you have to write. \n
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- CS webinar, newsletters and blog post\nonce we have our personas and content strategy plan in place we can move on to the final role:\n
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- we want\nand the attention is the big one there.\neven if....\n
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- CTAs are points of engagement on your site that allow visitors to take the next step in their relationship with you, be that signing up for your newsletter or out right hiring you. \n
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- Thank You. I hope this webinar gave you a perspective on how you can make your site into a lead-generation tool that has a significant and consistent impact on your sales pipeline and your closed new business. This is a topic I enjoy so much that I’ve decided to write a book about it. The book is nearly complete and will be released by David Baker’s RockBench publishers later this season. \n\nIf you’d like more help with transforming your website into this kind of tool, we can help you in 3 ways:\n1. I’d encourage you to visit our site, Chris Butler and the Newfangled crew have created a wealth of information on all the topics covered here.\n2. You can hire us to perform an audit of your site. For a fee of $500 we will host an hour-long web meeting with you to review the current state of your site and our recommendations for how you can improve it to be a more effective marketing tool. \n3. You can hire us to work with you to rebuild your site. Our minimum level of engagement is $25k. \n\nNext webinar: What Your Users Want: A Simple Approach to Usability, if you’re not already a newsletter subscriber, I encourage you to become one.\n\nNow, on to Q&A.\n\n\n