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From Stranger To Prospect: Capturing More Web Visitors And Converting More Of Them Into Customers | Digital Gaggle October Conference 2016

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From Stranger To Prospect: Capturing More Web Visitors And Converting More Of Them Into Customers | Digital Gaggle October Conference 2016

Acquiring new visitors to your website from Google and the various social channels which now exist is ever more difficult in today’s competitive marketplace. Jon will reveal the secrets from successful campaigns which have driven new traffic and converted leads into sales.

Acquiring new visitors to your website from Google and the various social channels which now exist is ever more difficult in today’s competitive marketplace. Jon will reveal the secrets from successful campaigns which have driven new traffic and converted leads into sales.

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From Stranger To Prospect: Capturing More Web Visitors And Converting More Of Them Into Customers | Digital Gaggle October Conference 2016

  1. 1. ©Noisy Little Monkey | 2016 @MrJonPayne Capturing & Converting More Web Visitors
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  5. 5. Add It Up Money In The Middle Walk A Mile In My Shoes @MrJonPayne
  6. 6. Add It Up I’ll do the math(s) @MrJonPayne
  7. 7. Big Title @MrJonPayne
  8. 8. 8 100 Calls 10 Appointments 4 Quotes 1 (£900) SALE My Daily Sales Funnel Outbound Telemarketing 12.5 calls an hour £18,000 per month @MrJonPayne
  9. 9. 9 150 Calls 13 Appointments 5 Quotes 1.25 (£1,125) SALE My Better Daily Sales Funnel Outbound Telemarketing 19 calls an hour £22,500 per month @MrJonPayne
  10. 10. 10 100 Calls 10 Appointments 4 Quotes 1 (£900) SALE My Daily Sales Funnel Outbound Telemarketing 12.5 calls an hour £18,000 per month 10% 40% 25% @MrJonPayne
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  12. 12. 12 100 Calls 15 Appointments 6 Quotes 1.5 (£1,350) SALE My Better Daily Sales Funnel Outbound Telemarketing 19 calls an hour £27,000 per month 15% 40% 25% @MrJonPayne
  13. 13. @MrJonPayne
  14. 14. @MrJonPayne
  15. 15. 15 Strangers Visitors Leads 1 Customer Average B2B Websites Inbound Marketing 1% 2% 5,000 @MrJonPayne
  16. 16. 16 Strangers Visitors Leads 4.5 Customers Average B2B Website Improvement Inbound Marketing 4.5% 2% 5,000 @MrJonPayne
  17. 17. Add It Up @MrJonPayne
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  19. 19. 19 Strangers Visitors Leads 4.5 Customers Average B2B Website Improvement Inbound Marketing 4.5% 2% 5,000 @MrJonPayne
  20. 20. @MrJonPayne
  21. 21. 21 @MrJonPayne
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  23. 23. 23 New in dev site @MrJonPayne
  24. 24. 24 New in dev site @MrJonPayne
  25. 25. 25 New in dev site @MrJonPayne
  26. 26. 26 New in dev site @MrJonPayne
  27. 27. 27 New in dev site @MrJonPayne
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  30. 30. 30 New in dev site @MrJonPayne
  31. 31. @MrJonPayne
  32. 32. 32 The Shave Cream An essential component of the wet shaving experience. When used with a brush, this shaving cream is vital in achieving the smooth finish of the close shave and finally vanquish tough stubble. Sandalwood scented to provide a natural, woodland smell. 100 ml. Made in the UK. @MrJonPayne
  33. 33. 33 LET’S FACE IT, SHAVING GEL AND SHAVING FOAM ARE NAFFER THAN THE PREQUEL STAR WARS MOVIES. All style with no substance and as irksome as Jar Jar Binks… Unlike the Phantom Menace or mass market shaving gels, our traditional Shaving Cream won’t leave you with a hollow and insatiable itch. Most gels and foams will dry out over time, sucking much need moisture from your silky skin. Our sandalwood scented Shave Cream will not only moisturise your skin while you shave, but its thick silky lotion will provide a comfortable and cushioning lather to protect your skin and ensure an effortless shave. For best results we recommend applying our Shaving Cream the right way with a Badger Shaving Brush, then following your shave up with some soothing After Shave Balm @MrJonPayne
  34. 34. 34 Strangers Visitors @MrJonPayne
  35. 35. 2 @MrJonPayne
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  44. 44. Multi-million pound T/O without traditional marketing @MrJonPayne
  45. 45. Add It Up Money In The Middle @MrJonPayne
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  47. 47. How? Groundwork @MrJonPayne
  48. 48. • Identifies as “Marketing Manager” • Goals Currently I’m trying to push through the install of an integrated ordering system to work online, in store and on app because I want better data about our customers. This is a huge task, but in the meantime I’m also rebranding recently acquired businesses, on-boarding their sites / social. This is strategic stuff but my everyday also includes growing footfall to existing “bricks a mortar” stores while growing profit from our growing website. • Challenges Time, I have none. Plus I only have one other team member and she’s crazy busy too. I don’t get enough time to be imaginative as I’d like. Keeping lots of different, ageing websites up and running while I get better back end systems in place. Implementing inspiring ideas I come across at Seminars and on LinkedIn groups 49 Group Marketing Gary @MrJonPayne
  49. 49. 50 How To Create Buyer Personas
  50. 50. Marketing Manager Mark • Marketing Manager for a B2C bricks and mortar business (been in the role 4 years) has inherited multiple unloved and unused websites. Some with ecommerce. • Moved to this role from another business where he felt he could go no further. • Long term partner of 6 years, recently engaged, no kids • Age 35 • £35k a year • Just bought a house in the suburbs, commutes into work, drives a 2nd hand Golf, dreams of owning an Audi (fiancé bought him a bike for commuting but he never uses it!!) • Lives in suburb near major UK city. Commute = under 50 mins. • Calm demeanor, good sense of humor, rarely swears • Bad at replying to emails, only calls you when its urgent • Prefers face to face meetings as it gives him some space to think • Loves LinkedIn (has twitter for work but doesn’t use it), reads Evo & GQ, despite his left leaning politics, he’s really looking forward to the new Amazon Top Gear PERSONA NAME: SECTION 1: WHO?1 2 3 4 Group Marketing Gary BACKGROUND Job? Career Path? Family? DEMOGRAPHICS Male or Female? Age? Income? Location? IDENTIFIERS Demeanour? Communication Preference?
  51. 51. Marketing Manager Mark • Increase sales while keeping costs down • Impress his boss and reinforce his argument for creating a role of Marketing Director into which he can slip • Start a family, shouldn’t do this until work is more stable… • Has to fight for budget with other departments • Feels like he has no time for online marketing • Convincing his bosses as to what works • His boss wants to bring in his college drop out son “to work Twitter for us and build a new website” • Inspire with best practice + quick implementation ideas • Show brand harming effects of bad practice • Suggest how to measure success • Rebuild & optimize ecommerce site • Increase brand awareness and traffic to IRL store via local SEO PERSONA NAME: SECTION 2: WHAT? 5 6 7 Group Marketing Gary GOALS Primary, Secondary & Personal Goal? CHALLENGES Primary Challenge? Secondary Challenge? WHAT CAN WE DO … to help our persona achieve their goal … to help our persona overcome their challenges
  52. 52. Marketing Manager Mark • “My boss thinks online marketing is a quick fix. What can we do to give him quick results while working on something sustainable?” • “This all sounds great but I’ve got no time to implement any of this shiny new stuff, I barely get my day to day finished before 7 o’clock” • “I’ve been burned by Search & Social ‘Snakeoil’ merchants in before…” • I don’t want to increase my already packed work schedule • I don’t think I have time to implement these ideas • I don’t currently have the budget for this stuff PERSONA NAME: SECTION 3: WHY? 8 9 Group Marketing Gary REAL QUOTES About goals, challenges, etc. C O M M O N O B J E C T I O N S Why wouldn't they buy your product/service?
  53. 53. Marketing Manager Mark • The inbound marketing agency run by technical SEO experts who like having a laugh. PERSONA NAME: SECTION 4: HOW? 10 11 Group Marketing Gary M A R K E T I N G M E S S A G I N G How should you describe your solution to your persona? E L E V A T O R P I T C H Sell your persona on your solution • For the B2B market, Noisy Little Monkey is the technical SEO partner of choice among all Inbound Marketing Agencies because our track record for the last 10 years is strewn with success stories and not one Google penalty.
  54. 54. Add It Up Money In The Middle Walk A Mile In My Shoes @MrJonPayne
  55. 55. 56 Better Than Last Year Noisy Little Monkey @MrJonPayne
  56. 56. •Traffic Up 22% •Leads up 87% •Profit up 13% 57 9 Months of proof – YOY Stats @MrJonPayne
  57. 57. •Money In The Middle •Create personas •Walk a mile in their shoes •Create / share content that helps them •Add It Up •Easier to improve conversion rates than visitor numbers •Discuss quality of leads with biz devs •BONUS! Regular, unique content will grow visitors 58 Take Aways @MrJonPayne
  58. 58. 59 Follow @MrJonPayne @MrJonPayne

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