Chapter 2pr GENERAL IZED PERFORMANCE CHARACTERISTICS OF INSTRUMENTS
Is Your Business Google-ized February 2016
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Is your Business Google- ized?
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Transcript of Is Your Business Google-ized February 2016
Is your Business Google-ized?
AgendaInbound versus OutboundWhy Google?The big pictureYour WHYWhat is a customer worth to you?Ideal Customer/ClientTurn strangers into visitorsTurn visitors into leadsTurn leads into customersNurture and create promoters
#googleized
Why Inbound?
Why Google?
WHY Exercise:
1.Everything we do, we believe…(your mission)
2.The way we (satisfy our mission is)…
3.We offer/sell…
What is a customer/client worth to you?
Now it is your turn...
Average value of a sale = ____________Number of repeat transactions = ____________Average retention time in months or years for a typical customer = _______________Add in 4 solid referrals with the same average = __________
Total Lifetime Value of a New Customer = ____________________
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
Begin with your current clientsBACKGROUND:•Basic details about persona’s role, key information about the persona’s company•Relevant background infoDEMOGRAPHICS:•Gender, age range, household income (consider a spouse’s income, if relevant)IDENTIFIERS:•Buzzwords & mannerismsGOALS:•Persona’s primary & secondary goalCHALLENGES:•Primary and secondary challenge to persona’s successHOW WE HELP:•How you solve your persona’s challenges & help achieve their goalsCOMMON OBJECTIONS:•Identify the most common objections your persona will raise during the sales processREAL QUOTES:•Include a few real quotes (taken during interviews) that well represent your persona to make it easier for employees to relate to/understand to them
Simple Activity
1.Basic demographicsGender, Age, Relationship status, income
2.What are their challenges?3.How will your service/product help them?4.What do they like to do in their free time?
Day in the Life…
Strangers Visitors Leads Customers Promoters
ATTRACT CONVERT CLOSE DELIGHT
Creating ContentKeywords-SEOSocial Publishing
FormsCalls-to-ActionLanding Pages
CRMEmaileNews
ReviewsAppreciation
Strangers Visitors Leads Customers Promoters
ATTRACT CONVERT CLOSE DELIGHT
Creating ContentKeywords-SEOSocial Publishing
When Creating Content, Keep It Educational
Not educating your buyer personas on who you are and what you do, but educating them on their problems and solutions to those problems.
Types of Content Blog articles Give-aways Webinars Podcasts Checklists Videos Infographics Others?
Activity
“Write down at least 3 questions that people often
ask you.”
What is Search Engine Optimization?
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.
Optimization?
How would someone figure out how toinstall a 3-prong electrical outlet?
Your Goal is to be in the Top Organic Results
SEO StrategyDo keyword research.
Create content around your keywords.
Optimize content around a primary keyword.
Promote your content.
Earn links to your content.
Keywords are the words typed into search engines.
They’re the topics that searchers are trying to learn more about.
SEO StrategyDo keyword research.
Create content around your keywords.
Optimize content around a primary keyword.
Promote your content.
Earn links to your content.
Take Five
How do you Optimize a Page?
Around a primary keyword.
Include relevant links with the content.
Promote a good user experience.
Optimize your website for mobile.
Is it in the Page Title?
If a website page, use a pipePrimary keyword | Company name , location Is it in the URL?
(mybusiness.com/long tail keyword)
Add keyword to Page Title and URL
Add the keyword to the body, headers and image alt-text
Use naturally in the body.
Alt text on images
Headers and sub headers
Include relevant internal and external links within the content.
Hyperlink text with keywords that you would like to rank for.
SEO StrategyDo keyword research.
Create content around your keywords.
Optimize content around a primary keyword.
Promote your content.
Earn links to your content.
https://www.youtube.com/watch?v=jottDMuLesU
Distribution makes content relevant
The right distribution technique gets the right content in front of the right person at the right time.
Leveraging Content Via Distribution
Where are your ideal customers hanging out?
Fastest growing age group is 65+Facebook – 25-34Twitter – 18-24 (lowest 65+)Google+ - Male 25-44Pinterest – Female 18-44YouTube – 18-49 (more than cable)
80% Of internet users own a smartphone.
Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal. This change will affect mobile searches in all languages worldwide and will have a significant impact in our search results. Consequently, users will find it easier to get relevant, high quality search results that are optimized for their devices.
Strangers Visitors Leads Customers Promoters
ATTRACT CONVERT CLOSE DELIGHT
FormsCalls-to-ActionLanding Pages
1,000 people click on your link in social media to your blog.(Visitors)
100 people fill out the form in the sidebar.(Leads)
50 are qualified leads.
1-2 are ready to buy.8-9 will buy after learning more.
3% that land on your page are ready to make a purchase.17% need a bit more information80% are just browsing
PLR – Private Label Rights
Strangers Visitors Leads Customers Promoters
ATTRACT CONVERT CLOSE DELIGHT
CRMEmaileNews
Educate your Leads - Nurture1-immediate
• Receive an email with the give-away link and another small offer.
2- 3 days
• Send a related checklist (linked to your blog)
6 days
• Invite locals to an open house
8 days
• Invite to follow you on social media for specials and contents
10 days
• Sign up for newsletter with tips.
14 days
• Advertise your spring offering
x x
Strangers Visitors Leads Customers Promoters
ATTRACT CONVERT CLOSE DELIGHT
ReviewsAppreciation
Reviews
SearchMaps
Appreciation Strategy
Cards Referral Offers
Loyalty Programs
Text Specials
Social Media Groups Specials
Newsletters
Strangers Visitors Leads Customers Promoters
ATTRACT CONVERT CLOSE DELIGHT
Creating ContentKeywords-SEOSocial Publishing
FormsCalls-to-ActionLanding Pages
CRMEmaileNews
ReviewsAppreciation
Join Us!Free Webinar
Last Friday of Each Month at Noon EST
http://www.inboundtrain.com/Geek-Meets
Many more resources can be found on this page…..
http://www.inboundtrain.com/googleized-class-2016
Contact InformationWayne Sturm360 TennesseeTrusted Google Maps Business View Photographer(907) [email protected]
Sandi SturmInbound TrainInbound Marketing Specialist(865) [email protected]
