attract and engage web visitors

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Attract and engage website visitors Alex Tucker - @tuckera Chris Arnold - @chrisarnoldcouk

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In part 2 of our professional services masterclass series, we discuss what makes web design and content engaging, and share some practical tips on driving the right visitors to your site in greater numbers.

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Page 1: Attract and engage web visitors

Attract and engage website visitors

Alex Tucker - @tuckeraChris Arnold - @chrisarnoldcouk

Page 2: Attract and engage web visitors

Tweet us

@practice_web

#PWlive

Page 3: Attract and engage web visitors

Recap - 7 page marketing plan

Page 1 – SWOT

Page 2 – Marketing goals

Page 3 - Current capabilities

Page 4 – Marketing research

Page 5 – Messaging

Page 6 – Tactics

Page 7 - KPIs

Page 4: Attract and engage web visitors

HANG ON A MINUTEBEFORE WE GET STARTED

Page 5: Attract and engage web visitors

How much traffic do I need?

• Start with £ sales • How many new clients to we need?• How many proposals to we need?• What's our conversion rate from visitor to enquiry?

Page 6: Attract and engage web visitors

Some benchmarks

On average, professional services firms…• Turn 10% of web visits into enquiries • Convert 50% of leads into proposals• Win 30% of those proposals

Page 7: Attract and engage web visitors

Be aware

• We need ≥60 visitors for each new client• Visits ≠ Visitors• Visitors rarely convert to leads on their first visit

• You still need clients to visit your site

Page 8: Attract and engage web visitors

Know your audience

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Create client profiles“Job title or persona”

What is this users typical scenario:

How will they find the site:

What are they looking for on the

site:What questions are

they asking:

What do you want them to do on the

site:What added value

can you offer them:

Page 10: Attract and engage web visitors

Questions to ask• What motivates them?• What keeps them up at night?• Are they decision maker? Influencer? Researcher?

• How fluent are they?• What language do they speak?• Where do they look for information online?

Page 11: Attract and engage web visitors

Important to remember

You are painting a portrait of a person, not describing an organisation

Page 12: Attract and engage web visitors

ENGAGING PROSPECTS ON THE WEB

Page 13: Attract and engage web visitors

Engaging prospects

make life easiersocial proof

sell

Page 14: Attract and engage web visitors

Web pages should

• Answer the right questions

• Provide supporting material / resources

• Call to action

Content

Call to action

Supporting resources

Page 15: Attract and engage web visitors

How that looks

Page 16: Attract and engage web visitors

Productivity Trick – Repurpose

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ATTRACTING VISITORS SOCIAL : SEARCH : EMAIL

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Social marketing

Website

& Blog

Twitter

Facebook

LinkedIn

YouTube

Page 19: Attract and engage web visitors

Make social marketing work…

• Refer to your client profile (remember part 1?)

• target as far as you can• Groups• Lists

• Remember – it’s social• Use the 6:3:1 rule

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(and other search engines)

Page 21: Attract and engage web visitors

Search Marketing – onsite

• Use keywords naturally• Have relevant and unique page titles• Include meta descriptions• Structure websites properly• Use unique, original content throughout• Have alt text for images• BE RELEVANT (go back to your client profile)

Page 22: Attract and engage web visitors

Search Marketing - offsite

• Outreach• Local, industry relevant directories• Social Media*• Press releases – real ones• Google Places• Google reviews• Consistent information

Page 23: Attract and engage web visitors

Search Marketing - AVOID

• Keyword stuffing and• Hidden keywords• Exact match domain re-directs• Duplicate, quality content• Poor quality links• Any agency who guarantees anything

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And lets not forget…

• 2.9 billion user accounts• Used 122 billion times per hour• 3 times as big as Facebook and twitter combined

• Used 100 times more than search engines• Arguably the most trackable marketing medium

• Been here forever and here to stay…

Page 25: Attract and engage web visitors

You guessed it

Page 26: Attract and engage web visitors

Email best practices

• Segment• Personalise• Use clear, non-salesy, jargon-free copy• Optimise for mobile• A/B test to learn what works

Page 27: Attract and engage web visitors

Next week

Converting visitors to enquiries and sales

www.practiceweb.co.uk/developing-your-practice/webinars