MASTERING INTERNET MARKETING

Lorraine Ball | Roundpeg

A World Potential Customers

Stages of the Purchase Cycle

Stages of the Purchase Cycle

Stages of the Purchase Cycle

Your Website is the Center

WHAT SHOULD YOU MEASURE?

Visits | Views | Conversion

VISITSIf you build it, will the come?

Metric: Sessions (Visits)

• Objective: More visits than a year ago

Metric: Visits

• Where do visitors come from?

Where Does Traffic Come From?

Organic Search Direct Referral Social Email

Action : Target Each Source

• Increase – Direct traffic with off line activity– Organic traffic with content– Referrals with directory listings and

cross promotion– Social traffic with activity– Create or expand your email list– Consider paid advertising when all else

fails

VIEWS (INTEREST)People come, now what?

Metric: View

• Objective: At least two pages per visit

• Common mistakes– Too many choices– Slow load speed– Non-responsive design– Poor navigation

Metric : Interest

• What attracts people– Landing pages

Page % of Traffic

/ (Home Page) 38%

/2009/11/do-whole-house-humidifiers-work/ 9%

/2013/11/why-does-my-furnace-smell/ 7%

/contact-us/ 7%

/about-us/customer-feedback-form/ 6%

/electrician/ 5%

/2013/01/hvac-tax-credits-2013/ 3%

Metric: Interest

• What are people interested in– Most popular posts– Path – Do you have internal links

Common Mistake: Interest

• Common Mistakes– Old, thin or unoriginal content– Not treating your website as the center

of your marketing

Action: Create Clear Path

Action: Create a Clear Path

Conversion

• Contacts and inquiries • Newsletter signups• Service requests

Action: Increase Conversion

• Give people something to do– Add downloads, check lists and surveys– Create web based offers– Add service renewal and scheduling

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Acquiring Customers

Copyright © 2012 Constant Contact, Inc.

1 2 3 4 5 6 7

• Time… Money… Energy… Effort• Takes 7 touches, on average, for a

sale– Some buy right away– Others research and try– Some show interest but don’t trust you

Internet Marketing Builds Relationships

Conversion Program

• Offer• Sign Up Form / Landing Page• Follow up Program

Conversion: Offer

Promote Offer

• Newsletters• Social media• Print• Face to face• Wherever your customers are

Promote Your Offer Where Your Customers Are

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2

Incoming or Outgoing Calls

Eventsand Meetings

Place of BusinessGuest Book

Guests

Email Signature

K Smitheen

Your Offer

Social Media

Calling Your Audience to Action

• Calls to Action include…

– Links to click on

– Information to print out

– Phone numbers to call

– Instructions

• Describe the immediate benefits…– What’s in it for your audience?

– Why should they do it now?

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Conversion: Trade for Email

Conversion: Sell the Offer with a Landing Page

Follow up with Email

• Drip Campaigns• Newsletters

Keep Customers Coming Back

• The value of a customer

– You’ve already paid for them

• It’s 6-7 times more expensive to gain a customer than to retain a customer 1

– They spend more

• Repeat customers spend 67 percent more 2

– They are your referral engine

• After 10 purchases, a customer has already referred up to 7 people 2

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Sources:

1. Flowtown, 2010

2. Bain and Company

Questions?

Ask me about our weekly seminarsAsk about a free trial of Constant Contact

Stay in Touch

Lorraine Ball.lorraine@roundpeg.biz | @lorraineball www.roundpeg.bizFacebook.com/roundpegindy