The Blueprint To Making A "Authority" Website
Step 1: Develop A Successful Marketing Strategy
Marketing Is An Investment In The Growth Of Your Business - Not An Expense
What's The Purpose Of Your Marketing Plan?
*What are your goals? What are your objectives?
*What marketing challenges have you faced?
*Who is your ideal customer and how you can you attract them?
*Where do potential buyers look for companies like yours?
*How much should you invest in a marketing program?
*How is this marketing program going to provide and RO?
Step 2. Create & Maintain A Powerful Website?
An effective website is the hub of all your online marketing and lead generation.
*Easy to navigate
*Professional Appearance
* Search Engine Friendly
*Mobile Ready
*Easy To Update
Step 3. Generate More Traffic
By increasing your traffic to your website, you increase the number of opportunities for visitors to turn into leads.
These tasks are proven ways to bring new and qualified visitors to your website:
1. Blogging
*Create blog articles that interest your audience
*Blogging creates more pages in the search engines
*This means more opportunities for you to be found
* A blog gets you 55% more traffic
*400% more indexed pages are produced by blogging
2. Social Media
*Building a following, share your blog posts, and engage in social media conversations
*Businesses see 63% increase in marketing effectiveness in social media
* Nearly 2/3 of the Internet users regularly use a social network
3. SEO
*Identify targeted keywords, optimize your website for those keywords, routinely create keyword targeted content, and build quality links to your website
*46% of daily searches are for info on products & services
*20% of monthly Google searches are for local businesses
4. PPC (Optional)
*Create & manage PPC Advertising campaigns that drive additional quality traffic to your website
*Optimize your pay per click campaigns to generate the most traffic and leads for the lowest cost per click
*70% of the links Search Users click on are organic
Step 4. Convert Traffic To Leads
Create attractive offers and calls to action that appeal to potential buyers at all levels
The Proven Process
* Build landing pages that describe the offers with a form to collect lead information
*Upon completing the form, the user will gain access to the offer, receive an auto responder email, and be entered as a lead into your CRM system
*Place Call To Actions (CTA's) throughout the site to encourage more lead generation
Graph Levels Of Potential Buyers
*Unaware Buyers
*Interested Buyers
*Problem Recognized
*Ready To Buy
What Are They Thinking?
*What Is It? Who Are You?
*Who Needs It & Why?
*What Are The Consequences Of Not Having It?
*What Are My Options?
*Why Should I Choose You?
What Types Of Offers Attract These Buyers?
*Awareness - Blog Articles, Ads, Web Banners, PR (Customer Stories), Articles, Analyst Papers, Flash Demos
*Educational Offers - eBooks, White Papers, Independent Articles, Introductory Videos
*Validation Offers - Webinars, Podcasts, Seminars, Customer References, Brochures, Sell Sheets
*Sales Offers - Request A Proposal, Schedule A Meeting, Presentations, Trials, Demos
Step 5. Convert Leads Into Sales
Lead Intelligence - Know which pages your leads view & when they return to your site. Lead scores are generated for all leads so you know who to contact.
Segment Leads - Leads are segmented into lists based on the form they completed or information you collect. This allows you to quickly send targeted messages.
Lead Nurturing - Various lead nurturing campaigns are developed to further educated "Top of the Funnel" leads down to sales.
Email Marketing - Email Marketing is used to send timely messages to all contacts in your system
CRM Integration - Integrate a Customer Relationship Management software for an improved sales process and closed-loop marketing campaign.
Marketing Automation is used to perform these laborious tasks cost-effectively and hands free!
Step 6. Measure Everything
Most Important Metrics Measured
*traffic to leads
*Cost per lead
*Leads to Customers
*Cost per customer
Traffic:
Unique Visitors
News & Repeat Visitors
Traffic Sources
Popular Pages
# of pages in Google
Bounce Rates
CTA Performance
SEO:
Keyword Performance
Search Rankings
Traffic From Search
Inbound Links
PPC:
Click Through Rates
Cost Per Click
Traffic From Search
Inbound Links
Blog:
Referral Sources
Blog Subscribers
Social:
Audience Size & Growth
Engagement
Email:
Subscribers
Click Through Rates
Growth Rate
Sharing & Forwarding
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