HOW SME’S CAN DRIVE RAPID, SIGNIFICANT

REVENUE GAINS ONLINEA walk-through of how we work with our clients,

that you can apply to your own business, starting today

— See a case study of how we helped a local client achieve significant online successes in just 3 months— Learn exactly what you need to do to start doing the same— Even though you’ll get slides, please make notes—best way to retain info— Grab coffee—dancing through slides like Floyd Mayweather

FIRSTLY, WHAT DO WE MEAN BY “RAPID”, AND “SIGNIFICANT”?

(2013–14, working with an English language school based in the UK.)

— Results generated in under 7 months with global language school from UK— Selling services or products? Doesn’t matter.

TODAY, YOU WILL LEARN:• a methodical approach to building your online

business;

• the importance of fixing internal bo!lenecks;

• how to relieve dependency on 3rd party agencies;

• finding marketing channels that work best;

• how to increase your success online;

• massively reducing the risk of hiring third-party agencies;

CLÉMENT YEUNGChairman,

Vandt International

— We create and carry out effective web marketing plans that bring you more opportunities, more sales and more profit—guaranteed— We do this through performance fees— We also offer a money-back guarantee on projects over a certain time-frame and value

JUAN CARLOHead of Marketing,

Juan Carlo

— Clément to introduce JC— JC to introduce Juan Carlo: — passed on from generation to generation — used to use china plates from grandma — father used to do everything (chef, waiter, supervisor) — now 600-strong, with facilities to cater up to 10,000 guests — 4x President & 3x Chairman FCAP

— Sharon Cuneta— Regine & Ogie— Zoren & Carmina

(Past and current Juan Carlo corporate clients.)

— Siemens for 20 years— 10,000 head event for Accenture

JUAN CARLO’S DILEMMA

• We needed to learn how to market online (no marketing beforehand)

• Our workflows and processes needed upgrading

• Wanted to train the team in-house

• Competitors were taking marketshare

• Absolutely needed to a!ack online to scale

— It grew as a business out of passion and word of mouth, finally ready to scale— Needed to secure our position online in the prestigious catering marketplace— With updated workflows, processes and platforms we were able to see a much higher ROI from our staff

PROVIDING THE SOLUTIONSee exactly what we’ve done, and what we plan to do

to grow a Filipino SME online, this year.

OUR SUCCESSES SO FAR WITHOUT ANY MARKETING YET

BEFORE VANDT WITH VANDT COMPARISON

WEBSITE VISITS 12,974 9,969

LEADS GENERATED 554 603 +10%

CR VISITORS > LEADS 4.27% 6.05% +42%

CONTRACTS CLOSED 3 9 TRIPLED

CR LEADS > CONTRACTS 0.54% 1.49% TRIPLED

AVG. ORDER VALUE 100,000 PHP 211,111 PHP DOUBLED

TOTAL VALUE 300,000 PHP 1,900,000 PHP 6X MORE

— Both websites didn’t undergo any marketing—new website marketing starts now— Comparing festive period (1st Nov 2014 – Jan 31st) with same # of days after site launched this year— How did we achieve this, and what will we do next? I’ll show you

ITEM PRIORITIZATION MODEL

— You have lots of ideas, but you don’t know which to tackle first— The smaller the figure, the faster, less expensive and more lucrative — smallest score should get implemented first — doesn’t mean stop planning or working on other things

COMPETITION RESEARCHGe!ing clear on where you stand in the marketplace

and what you should be doing next

— Understand who your competitors are—try up to 50— Creates a benchmark for your industry and ranks you in it— Invaluable for understanding what you need to do to beat competition — e.g. perhaps you need to attack specific keywords by building better backlinks or engage in paid advertising campaigns etc

EXAMPLE METRICS COVERED

WEBSITE METRICS SOCIAL METRICS LINK BUILDING SEM

Global rank Avg. # Facebook posts Domain authority Monthly AdWords budget

National rank # Facebook shares Page authority Monthly organic traffic

Avg. # visits / month # Facebook Likes Root domain links Paid vs organic clicks /pm

Time on site # Tweets Total links # keywords

Page views # +1’s Clicks /pm

Bounce rate # paid keywords clicks

— Just a fraction of the metrics we measure in the competition research— Once we’re done, we know exactly what the next steps are — which channels matter most — which keywords — which platforms etc.

RE-ALIGNING THE BRAND IDENTITY

Connecting with the audience

(Juan Carlo’s old logo.)

— What’s wrong with this logo? Lots.

— Removed the reference to “the Caterer”— Added a tagline that plays on the words— Massively simplified the logo— Subdued the color palette (classier)— Added a crown for the royal effect— Modernized the typefaces

— Companies have a lot of problems understanding how to create their materials— Brand guidelines ensure effective communication in-line with brand — corporate literature — tone of voice — typography — use of photography — colors etc— Just make sure whenever you market online that you have these guidelines

BUILDING AN EFFECTIVE, SCALABLE ONLINE PRESENCE

WORDPRESS COULDN’T DELIVER WHAT WE NEEDED, TO GROW

• More business features such as digitization of customer database

• Be!er security

• Less downtime (SLA)

— It was clear we needed to find a more robust solution if we were going to scale this business

ADOBE BUSINESS CATALYST• Complete online business development solution

• Website with secure areas

• In-built CRM

• E-commerce platform

• Email marketing

• Dashboard analytics

• Cloud-based with a SLA for maximum uptime

— Even though we’re Adobe partners, we work with a wide range of softwares — Adobe was the best match for Juan Carlo’s needs

EMPOWERING YOUR TEAMGiving them the skills and responsibilities to help you grow.

BUILDING A DIGITAL TEAMWhat you can do to increase autonomy from third-party agencies

— If you have the ability, fill the community manager & content creator roles — nominate a project manager (better, faster communications with third-parties) — create ongoing content for SEO and social media — web developer and designer positions — webmaster role for SEO, paid ads implementation and hosting/domain management— Strategy will STILL be handled by the agency, but relief on operations

MARKETING & SALES SLA

• How do we synchronize business objectives?

• Leads generated by marketing

• How do we know if they’re good or bad?

• Leads converted by sales

• How do we know if they did their job properly?

— Get the two departments to start working together—one of the biggest issues— Only really applies to service-based companies or where e-commerce isn’t appropriate— We need to find a way to further remove human error or liability

MARKETING & SALES SLA

— If you can do this, you will know where your bottlenecks are and you can fix them — results in massive increases in revenue b/c also focusing on A&B leads — maybe better marketing, or maybe better sales team— This model can be modified according to your audience

WEB DESIGN & CONVERSION

KNOW YOUR ONLINE OBJECTIVES

• Buy something?

• Complete a booking form?

• Enquire through a contact form?

• Share content on social networks?

• Click on ads?

• All / a combination of the above?

— Knowing what you should be doing online will help you design your site — establish your primary KPI and work backwards — e.g. for Juan Carlo, sales can’t be made online because of the sales cycle — lead generation for tasting experience events is the best way to start

— What Juan Carlo’s website looked like before the rebranding and redesign— Cluttered— No clear benefit-driven description of the service— Highly competitive elements—no clear CTA— Absence of social proof— Not optimized for mobile

— What Juan Carlo’s website looks like now— More direct, clearer, benefit-driven descriptive text— Much clearer CTA, in-line with site objective (measurable leads)— Social proof testimonials

— Explain a conversion funnel— Landing page for generating leads in a very specific, premeditated way — All primary CTAs lead to this page — Just enough information required to route to appropriate department and sell effectively — Not more than would damage the conversion

WHAT COULD A 213% INCREASE IN REVENUE DO FOR YOUR BUSINESS?

102.4%

213.2%

— Conversion optimization is just as important as generating quality traffic— Working with a leading North American bodybuilding accessory— For all tests we follow the item prioritization model— Our results regularly requested to be featured as case study on industry-leading A/B software— Softwares you an use to perform your own tests are VWO.com, unbounce.com and even Google Content Experiments inside Google Analytics

— Google is now penalizing all web pages in SERPs that aren’t optimized— From Jan 1st–May 5th: — 60.15% desktops and laptops — 28.72% smartphones — 11.13% tablets (highest conversion rate to leads) — roughly 40% of visitors on mobile devices

TO CONCLUDE

TO CONCLUDE• An effective solution starts with prioritizing activities

• Understand where you are in your marketplace to gain marketshare and beat competition

• Make sure you speak the language of your audience

• Build your online materials on suitable platforms

• Get your internal departments to work together for higher ROI

• Create materials that are optimized across devices

• Test, test and keep testing your funnels!

THE END… OR NOT?

vandt-marketing.com/contact

— If today was too much or you have specific questions, free 30-minute consultation with myself — fill in contact form with AdTech as place you heard about us — all you need to do is buy me a drink of Jonnie Walker Blue Label— Actually, the next man to talk has a very similar taste in drinks — one of the most genuine and value-driven men I know—I recommend you stay and listen to him talk — additionally, these slides will be available for you at request or via Ad:Tech — thank you very much and enjoy the rest of your day!