A Four Step Process to Website Success

What Business Leaders Need to Know About Online Marketing3 H 25 M

Need to improve your online sales? Learn best digital marketing and online sales strategies to increase the ROI of advertising and website sales.

  • A Four Step Process to Website Success
    • Episode 1
    • Episode 2
    • Episode 3
    • Episode 4
    • Episode 5
    • Episode 6
    • Episode 7

Episode 1

29 M

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  • Episode Description
  • Transcript

Episode 1

[MUSIC] Thank you. It's a pleasure to be here. This is certainly a unique setting for me as a speaker. And I think what I wanna get across today is that we're gonna talk about a process, a process for digital marketing that can increase your sales. And I think, if you get anything out of this, it's gonna be a structure you take back to your office and as a business leader you learn how to implement that structure and put your team in the right motion to get things done properly. And one of the things I wanna do just to get started, I wanna hear from you. I wanna hear what you'd like to get out of today, why you're here, basically, and let's go around the room fairly quickly. Tell me your name, your company, and what you'd like to get out today. And why don't we start with Art here first. >> Art, Exceptional Dentistry. Obviously we had dinner last night, so you know a little bit more about our stuff. But the main thing that I'd like to know is that, when selecting somebody to help you with these things, is how do you do it? Everybody has, one guy will go, this is how you do it. The next guy goes that's totally wrong. Then that guy's right, this guy's wrong. And I guess how you make sense of all the information that's out there. >> That's a good point. We talked about that at dinner last night, the idea of how do you build a team and how do you get the right concepts in place for your digital marketing? And the answer to that question is, you have to learn digital marketing first. If you don't understand digital marketing or a process for it then it's hard to set the direction for your team, that's the first thing. The second thing is, you have to understand the vision and direction of your own business and you have to communicate that to this team. So the answer really is to not listen to all the noise that's out there cuz everybody's right in some perspective, right? The answer is to understand it yourself and to set the direction and lead the team. So this workshop is gonna be the beginning of that for you. Thanks, Jim. >> Jim Coppler here, president of the Core Corporation. We're a design and build construction company. And I'm seeing some more leads, I guess, people finding us out of nowhere on the Internet. I still am suspect of the value of it, maybe because I don't understand it. So I'm just wanting to learn more about it. >> Okay. And what it will it take to generate leads and to help grow the business, possibly. >> Yes, everybody tells me that the millennials are, everything's going to be on, this is where it's going. I just want to get my head around that. >> Okay, good, we're gonna talk about that. Joe, I think Joe's- >> Right here. >> Okay. >> Joe Cirulli, Gainesville Health and Fitness Centers and request physical therapy. And I mean, I'm always trying to learn. So I wanna learn more about it, but I have a great team of five people on my marketing team, and I have two of those people here who will get the information, and even become better at what they do. >> Okay, excellent, thank you. >> Dan Voger with the A&N Corporation, we're manufacturers of stainless steel kind of like basically plumbing fittings for a lot of different science and technology. We are actually in the middle of developing a brand new website, redoing it. And I also have my team here, so just probably going through and making sure we're doing everything right. >> Everything's right, okay, excellent. >> Good morning, my name is Rory Causseaux, CHW. It's a professional services firm, engineering, surveying and the like. And we too just went through a website remodel and some marketing, just really understanding clarity. Did we do some of our things right? Some of the things that we can do better and also how are we gonna draw services for what we provide services to? Who are our clients, and will they use the website to get to CHW? >> Okay, thank you. >> My name is Domenic Scorpio. I'm a commercial construction manager, and I wanna increase sales. No, all joking aside, that was supposed to be a joke. >> [LAUGH] >> But seriously, the way we get our business is qualification based or low bid based, and our website is primarily just a validation of those qualifications. People learn about us, and then they go to the website to just validate who we are, and are we qualified. So I do wanna think about it differently. I mean, we're always trying to have digital touches to our clients just so they know what we're up to. >> Mm-hm. >> So maybe how we can do that more effectively. >> Okay, I'm gonna call that branding. >> Sure. >> If that's okay. >> Okay. >> Okay, yes. >> Marc Douglass, What's Happening Promotions. We are a marketing and advertising local merchandise firm. And I'm not joking. I would like to increase sales. >> [LAUGH] >> We're primarily business to business we have a lot of consumers coming to our site ordering from us, but it is something, an avenue that we're interested in approaching. Okay, excellent, thank you. >> Good morning, Jerry. >> I'm Jerry Roberts of Gator's Dockside Restaurants and also a franchisee of Piesanos Pints and Pies in Ocala. Two things, I really wanna learn more. But I also saw something in your bio that was written, that was sent early, that said, learn how to send better emails. >> Okay. >> Did I miss that? Did I misread that? >> No, that's correct. >> Okay. >> Absolutely we're gonna talk about that, yes. Excellent, thank you. >> Allan Spear, Allan Spear Construction, we're a concrete and masonry contractor. What we wanna do is try to get more customers, but the right customer. So it's more taking the right shots to get the right people and not inundating us with the wrong type of customer. >> Call that qualify leads, and yes, the Internet can do that, absolutely, and your website. >> Say, Jerry. >> Yeah, Jerry Benton, Campus USA Credit Union. Kind of like the other Jerry, I'm interested in the reaching out part, the emails, the texts. >> Yes- >> Just how often, what's the proper etiquette? >> Maybe for- >> Good stuff, good stuff. Let's continue around the room. Cuz a lot of you guys probably have never met each other. So really quick, which company are you from? >> My name is Thomas, I'm with Allan. It looks like you're running out of space so if you wanna- >> No, I'm gonna come right up here. >> Okay. >> We'll get the sound. I guess branding. So I mean, we have a residential area, we have a commercial area. Do you have both of those on the same website? Do you try to lead people two different ways? That sort of thing. >> Okay, I see. >> And then you have a different customer base. >> Right, right >> Excellent, thank you. Yes, sir? >> Glendon Byron, Allan Spear Construction also. >> Glen? >> Glendon, G-L-E-N-D-O-N. >> Okay. >> And I think it's targeting the group. Mostly interested in how do you target your group? >> Okay, you're timing your group? >> Target. >> Targeting, okay. Okay, we'll call it targeting. Yeah, we'll talk about that. In fact, the Internet basically leaves a trail of your target market. And it's called keyword research and search engine optimization, those kinds of things, absolutely. Yes. >> I'm Jennifer. >> Jennifer, okay. >> I'm actually with Allan but he owns A different business and it's Cherished Memories Pet Cremation. >> Okay. >> [LAUGH] Yeah. >> All right. >> So we're actually working on building our entire website right now. >> Okay. >> So, >> So new site is in the works. >> Yep. >> What would you like to get out today? >> Just everything. >> Everything, okay. >> [LAUGH] >> Honestly, just starting from the bottom here for me. >> [LAUGH] >> Everything. >> Yep. [LAUGH] >> Okay, good. Yes, sir? >> People sending a post [INAUDIBLE] productions and our of course. And I guess, we recently attended a Google conference, or a little meeting. And they were saying, everything is going to the phones. And we're watching our analytics go 60, 40. And we're even flip over some months, where except the percent global. So I'm wondering how digital it is? How do we take advantage rather than mobile advertising, digital? We use paper clippings whatnot to drive traffic to our websites. And people are finding our websites on mobile. So how do we reach the people on their devices digitally, make sense? >> Okay, no, that's great. In fact, we should talk more about mobile, especially for consumers. And yes, the threshold now is past 50%- >> Great. >> For consumer markets. So if you're in a consumer market, half of your visitors will come from mobile devices. And that's actually a big milestone, cuz I've been watching this since the very beginning. I watched it when it was 5%. >> When did it shift? >> In the last, probably, 2 or 3 years, but it's plateaued too, which is interesting. >> The people now, are they reacting to the ads? Whether they are seen mobile ads, that's one thing. But still, all that's very measurable cuz it's- >> It's very hard to get people to react to ads. >> They'd react- >> And we'll talk about that. >> Okay. >> Conversion rates are very low. Give me your first name again. >> Mickey. >> Mickey, right, so you're saying, Mike [INAUDIBLE] okay. >> My name is Nick Wagner, I'm with Dana, A&N Corporation. Like you said, we're in the middle of building brand new website. So right now, we're at our inbound marketing strategy- >> Inbound Marketing. >> Phase, and so I'm interested in learning if we're doing everything right, like you said, and what we can do to help our inbound market. >> Okay, excellent, thank you. Yes, sir? >> I'm Dana King, with A&N Corporation as well. My biggest reason for being here, cuz we actually went through this yesterday with our design group, is understanding what's possible. >> What's possible, okay. >> Because there's a lot of stuff out there that's possible and effective that we just don't know exists, cuz we're the old folks. >> Right, well, and to lead into that question too is the idea of how people use the web now. So years ago, everybody focused pretty much on websites and Google, right? But now, everyone has their niches or their silos that they use the web. And people tend to stay in those niches or silos. If you're an eBay person, you stay on eBay. If you like Amazon, you go to Amazon. If you like Facebook, you stay on Facebook. And it's hard to get people to switch back and forth, and we see that in the data now in watching websites. So for you, you've got to have a wide variety of reaches and touches with folks. And we'll talk about that. And you also have to understand where your customers are. Are they on Google? Are they on Facebook? Are they on LinkedIn? And other websites. Good point, yes, sir. >> I'm Paul, I'm also with A&N Corporation. So right along the same lines, we're in the middle of a project. So I'm kinda hoping to kinda both not be surprised about what we're doing cuz we're right in the middle of it. But also find out what we haven't thought about yet. And ultimately, making sure we're spending Dana's money well, >> Okay. >> On the project. >> We all wanna make sure we spend Dan's money well [INAUDIBLE]. >> [LAUGH] >> One of the things I wanna mention about when, it sounds like there's a few people with new websites in the works. Websites are not brochures, right? Brochures have to go to print and there's a end time, right? It has to be done, it has to go to print and get delivered. Although even that's changing now with print on demand. But for the most part, when a brochure is in print, it's done. Websites are never done. So a website that's under construction should launch as soon it is better than what you currently have. As soon as the site's an improvement over what you currently have now, it should launch. Because you're gonna constantly be updating it. So websites really are a process, not a finished thing that you check off your list. Website's done, now, I can breathe easier. And we'll talk more about that too. Yes, sir. >> My name is Ryan Edwards. I'm with Gainesville Fitness, and I'm looking about learn a little bit more about organic SEO. >> Yes, there we go, that's the first. So we got quite a few people in here before we get to SEO. >> Yeah, so just what separates, I guess, the first two posts on a Google search compared to maybe the fourth or fifth or sixth? What are some of the things that'll get you up to the top of that page? >> Okay, we're gonna do that. In fact, we're gonna do searches today for your businesses and I'll show you why you show up and why you don't show up. We'll talk about that, that's good, yes? >> Hi, Jenn Denault, I'm with Scorpio. And looking to, all of those things are great, but I'm also looking to hear what, there's two Ns on Jenn though. >> Two Ns, okay. >> [LAUGH] >> Just kidding. [LAUGH] But I'm also interested to see what are the biggest mistakes that people are making right now, so we can avoid them? >> Okay. >> Like stop doing what immediately. >> Okay, yeah, we'll cover some of that, yes? >> Shannon Braddy, I'm with CHW and Marketing. And I'll echo the SEO, Barry mentions just so with that unveiling our new website. >> Excellent. >> And that we have the best content that demonstrates our services. >> Great, sounds good, thank you. >> My name is Holly Scorpio, and I am the Art Director for Scorpio Construction. And- >> I'm Teng. >> [INAUDIBLE] >> [LAUGH] And I am curious how you update a website and keep it unique. >> Okay. Okay, great, we're gonna talk about CMS and WordPress and that kinda thing, so that's good. Okay, yes? >> I'm Sarah, I'm with Health and Fitness on the marketing team. >> Okay. >> I'd be curious to know about educational content versus promotional content, if there's a secret formula to do doing both. I've been focusing a lot on that on our website and getting more educational content. I wanna make sure I'm going in the right direction. >> Okay, excellent, and we're gonna talk a lot about content because that really is where the web is moving and the Internet's going. And you have to become content specialists. In fact, what you're gonna here in the presentation today is that you have to become publishers. You have to become content experts. That's what Google expects from you. If you don't do it, your competitors will do it and they'll pass you by. Now, you may still do fine with your company, and you'll generate leads and so forth. But that's where the web is moving is people wanna see content. They wanna see depth of content. Not promotional content, but content that improves quality of their lives or helps them do their job better. And we'll talk about that specifically as well. Good, good, yes, sir. >> My name's Chad Perez. I'm the CEO of in a town called. >> Okay. >> So aside from knowing all the answers to all these questions today, >> [LAUGH] >> That was a bad joke. >> It was a funny joke. >> [LAUGH] >> Play good, good, dominant. >> [INAUDIBLE] >> Sit over here next to us. [LAUGH] >> [LAUGH] >> I think it's just that corner. We need to stick together, guys. >> [LAUGH] >> Yeah, you know what? I think there are a lot of really big ticket companies in town. I think when it comes to business to consumer and some of those smaller ticket items, a lot of this stuff is really valuable. But when it comes to selling a $20 million project, the value of having a solid web presence versus the good old boy network. There;s still some value to that, so How do we continue to differentiate ourselves in the stories we still in our good old boy network, as well as our web presence and in our brands? >> Yeah, I'd like to call that branding, as well, and also strategy. >> Because that's branding and strategy. If you need a co-presenter, I'll join in. We might defer to you on these, so be ready. Okay, a couple more. Yes, sir? >> Good morning, I'm Chris Fortner, I'm the CEO of Suwannee Medical Personnel. >> Okay. >> And we provide nurses to hospitals in the area. And we have a solid client base, plenty of orders. Our challenge is recruiting qualified nurses. >> That's a good one. That's a really good one. You suppose people are gonna go to look at your website before they apply for a job with you. And do you suppose that some of your best candidates are gonna look at your website before they apply? And maybe look at the websites of a few competitors. Absolutely, thank you. Yes. >> Martin, NWHP. I'm interested in new tools for oversight of analytics. New tools, okay. Yeah, what else is out there that I'm not tapping into yet? I'm gonna give you resources that I've whittled down over 17 years of working in this field. There's a lot of stuff out there, and I'll give you the top resources, so we'll look at that. Excellent, well, this is great. Yes, we're gonna cover all this, and much more. I love the breadth of content and information you all are looking for. It's very common when I do these presentations for people to want to hear mostly about SEO, half the room wants SEO. But you guys are very much knowledgeable about this. So there's a handout that the executives should have, and the rest of you can follow with me on the slides here. I can also email these slides to you if you'd like to see them later. Love to see the turnout, love to see what you are looking to get. So let's jump right in. >> Okay, Tom, can you back up a tad so we can get a little better angle with you here. >> I don't know if the video guys wanna do that, but you can probably see it on the monitor. They were very specific, they wanted me to stand here and keep everything as it is, but. >> There's another seat over here, I'm sitting over here. >> There's a seat over here if you're at the end there. >> In fact, there's two seats over here. So if it's easier. >> Watch your head. So let's jump into this. So I was able to hear from all of you and you we're very clear on what you want, and let me explain what the purpose of the presentation is. So this is a sales and marketing presentation. We are gonna talk about technologies, but we are gonna talk about technology as it is used to increase your sales, drive leads, or direct online sales. And I'm gonna show you a process that is a very simple, straightforward process that you have to use as the outline for how you approach digital marketing. So the idea of winging it, the idea of just handling things one piece at a time, that has to stop as of today. As of today we have a strategic purpose behind our digital marketing and it's gonna be based on this process I'm gonna show you here in just a second. We're gonna spend about 30 minutes or so and look at some slides. I'm gonna give you this background, this information and then we're gonna spend most of the session looking at your websites. And I'm gonna be critiquing the site, you're gonna hear some really hard stuff. You're gonna feel uncomfortable. You're gonna probably be a little defensive and wanna explain to me why you put that picture on your website and so forth. That's okay, we can do that. But I want you to increase your sales. And I've done this for 17 years. So if you'll listen and take that information in and go back and think about it, when you make these changes, I could pretty much guarantee you that strategically, you'll see improvements in what you're doing. More traffic, more leads, that sort of thing. And you'll have a very specific action plan. So it's great that most of you have your team members here. Cuz you guys, welcome to your job functions. You're gonna see them, because there's gonna be a lot of stuff to do. This is what the program results are for today. This program solves this problem with the average Vistage CEO. So there's a Vistage CEO survey that takes place every quarter. And this is question number 10, and for years this is what question number 10 was. Is what is your biggest challenge for your business? And the top response is always customer retention and/or lead generation. This presentation helps solve that problem. This is what Vistage CEOs around the country tell me they want to get out of this. And, like I said, I'm gonna send you the slides, so you can see this. The presentation handles these questions and these issues, specifically around budgets and teams, and how you move everything forward. And we are gonna talk about budgets today and what it costs to build a website. And I'm gonna talk about what it costs me to run my company to build a website for you. So you can get a sense of an idea of what an agency's overhead is like, and the different types of tier of agencies and how to approach that. So I've seen websites with Vistage members and they've spent 20, $25,000 dollars on a site that we could do for $5000. So you start to ask the question, where are the margins and what should we spend and then what she we spend an ongoing basis, monthly to make this site produce leads? And we'll talk about that, too. I love this quote from Edward Deming, he's the king of processes. And we know that in our business we have to have processes. Not only to scale, but also to be successful. And marketing and sales also needs processes. Even the best sales people in the world, they don't wing it. They have a process and that works for them. That's what produces business. So let's look at this process we're gonna talk about today. It's made of four components, and a lot of folks tell me this is common sense, but was it common sense before you saw the slide, or after? It's usually common sense after you see the slide. So from now on, when you think about your website, I want you to think about it in four different areas. I want you to think about the strategic purpose of the site. Then I want you to think about the design and development, separate those two. And then think about traffic generation as a separate entity. And finally developing a process for monitoring what you're doing, driving ROI, and making sure the sales or the website is like a silent sales person working for you 24/7. What happens in most Vistage companies is we get these steps all messed up. And I'll tell you how that happens. We tend to start with driving traffic first. Let's get more traffic to our website. But you know what, there's no phone number on our website. So when the traffic comes into the website, they can't figure out how to contact you so they leave immediately. Or there is no strategic direction before you drive traffic. Or the focus is on design and development, and they'll lean on the agency, the agency does what they think is a great design, but maybe that design doesn't match the strategic purpose of your company, right? So we're gonna break these steps down and there is gonna be an outline moving forward. And let's start with Step One, Strategy, all right? I'm working on about 100, almost 100 presentations now, I've been doing this for 17 years. I've met a lot of business CEOs, in about 15 to 30 seconds, you can tell me more about your strategic vision of your company than most of your home pages can. Now I've seen all your websites and there's actually some pretty good websites in this group. However, I know there's a lot more behind your business than what I saw on the home page. So our challenge today is to communicate that strategic vision on the web. And that is one of your key focuses under Step One, Strategy. And I'm gonna give you some feedback here that's a little counterintuitive. In order for you to provide that strategic direction, you have to learn what it means to do digital marketing, you have to understand the basics of it. And my thought is that one of the ways to learn digital marketing Is to start looking at data, right? So remember when you first joined Vistage, and the first time you saw a financial report, and what did you do when you saw the financial report? You looked at all the data and you said, what does that mean? What's a balance sheet, why is that on the balance sheet? And now you're running multi-million dollar businesses, because you understand those financials. Digital marketing starts with data, you see the data, you ask the questions, what does that mean? Why are people only visiting two pages on our website when we have 500 pages? Why are people leaving the homepage after 20 seconds? Start asking those questions, you start to learn about digital marketing. Also, getting in a sense of what keywords are in Google, understanding AdWords. So Google is one of the highest valued companies in the world, why? Because of AdWords, doesn't it make sense for you guys to understand why the most highly valued company in the world is where it is and how they did it? It's through AdWords, and we're gonna talk about AdWords a little bit today too. Develop a digital marketing plan, these slides then become the outline for your digital marketing plan, which you can do in one or two pages, right? And then finally, build the team, and we're gonna talk today about how you build the team. The biggest mistake that business CEOs make in building a team is putting the wrong people in the wrong seat. Because they think they can do that job, but really they're not doing that job. And the most common example of that is having an IT person do design, right? Or having a designer do IT, or having a marketing person set the direction for IT. No, you have to bring these disciplines together, and we'll talk about that. This is your action plan, these are the results that I expect to see and that you will see if you do these four steps. You'll see an increased revenue, you'll see a better ROI, and we're gonna do an ROI example, in fact, we'll do a few of them today. So you'll see for every thousand dollars you spend in these efforts, what kind of return you should see. And in looking at your websites, yes, there are missing opportunities. And what's really cool about having this group here is that you're gonna hear some of those missing opportunities right from the group. This is one of the most important slides in the presentation, I just want to talk about this really quickly before we move on. As a business leader, your job is to take the website and do a strategic translation of what your vision and your mission is for your company. It has to be done quickly, with taglines and with images, and it has to engage people the way you have grown this company. That's key for you as a business leader to drive this. And you have to do it with very simple and clear communication, because we have no attention spans anymore. Everybody here can't wait to check their phone, I'm sure, right? But you've gotta do that in your homepage very quickly. So if your homepage has a lot of elements on it, a lot of information, people are gonna leave. They're gonna hunt and pick to try to find what they want, they'll probably miss what you wanted them to see. In fact, we're gonna look at the Google website. Is there any coincidence with Google being the most popular search engine and the flat out most easiest to use website in the world? There's one thing you do on Google, you go in and you search, right? But behind that search box on Google is tens of thousands of web pages, and we'll talk about that too. And then, of course, we talk about the idea of becoming a content publisher in your industry. That Google is rewarding companies that do that. Right now your competitors, that are coming on and becoming content experts, they're the ones you're gonna have to worry about. If they start gathering market share, because they're going to that site and not your site, then that's a problem. And we will show you how to look at that in your stats as well. And then the final bullet point is you've gotta push your team for trackable conversions. You want the site to convert, and there's lot of ways people convert on the web, from email newsletter sign ups to direct form submissions, to phone calls, to email. All of those options need to be there, and you have to be tracking them. That's what will make the money for you as the leads come in or the direct sales. So if you don't set this direction for your team, this kind of direction and strategic direction, they'll make it up as they go along. And they'll use what they have in their skill set to determine strategic direction for your business, right? So that's why you see a lot of times websites that you try to figure out, what is going on here, what's the interpretation? Step one, that was strategy, and I'm gonna fly through these topics. I have, actually, this book, Four-Step Process, covers all this in a lot more detail. I'm gonna go through this quickly, cuz I wanna get to your websites. And, let's go to step two, any questions on step one, before I jump forward? Okay. 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