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Exploring how Leads Are Like Aggregate and why a solid website is important for conversion was the topic of presentation by Kevin Mullett for the Deister Machine Company Sales Meeting. This also happened to be a celebration of Deister Machines's 100 year Anniversary. In this presentation Kevin explains to this business to business group why it is essential to have a home on the web they own, and how sift through all the noise to find the solid business leads that are most likely to turn into customers.
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me on a bulldozer
Deister 100 Year Celebration @kmullett
WHO AM I?
circa 1987
Deister 100 Year Celebration @kmullett
CAN I FIND YOU
Online marketing doesn’t work if potential customers can’t find you or if you have to push everyone there.
Deister 100 Year Celebration @kmullett
WHERE DO WE DO RESEARCH IN 2012?
Recommendations for a restaurant will likely be taken at face value. Recommendations for expensive equipment will be validated. Where do we go to do research these days?
Deister 100 Year Celebration @kmullett
No marketing media channel has 100% eyeballs or is 100% effective. We need to prioritize based on goals, resources, and business objectives.
NO ONE SPOT
Deister 100 Year Celebration @kmullett
Maybe it’s time to rethink what you are willing to spend money on, and why.
WHAT IS WORKING?
Social Media Summit #SMSFW @kmullett
WHY THE WEB IS THE MARKETING CENTER
• Works WITH all other marketing • 24/7 lead generation • Where people do research (At their pace not yours)
• Easy, quick, and inexpensive updates
A NetCentered approach
Deister 100 Year Celebration @kmullett
Clients now have more tools than ever to sift through everyone that might be able to fill their need.
VISIBILITY SCREENS
Deister 100 Year Celebration @kmullett
tv dm (direct mail)
radio newspaper print (brochures/ads)
email marketing social SEO search marketing tradeshows sponsorships (nascar etc.)
yellow pages (not shown)
Social Media Summit #SMSFW @kmullett
TIP: SOMEONE NEEDS TO MIND THE STORE
Search engine optimization (SEO) won't fix bad content or make it convert into business, but without it "just writing good content" leaves you reaching less people than you could. Who’s on watch? Google CEO Eric Schmidt to Congress – 516 updates and over 13’000 tests in 2010. (pdf)
HYPE & HYSTERIA Deister 100 Year Celebration @kmullett
There is a lot of misinformation, speculation, opinion and hype being spread about online marketing. Worse is the expectation that it should be free, effortless, and easy, yet produce greater ROI.
Deister 100 Year Celebration @kmullett
TIP: ASK YOUR COUSINS 12 YEAR OLD…
Deister 100 Year Celebration @kmullett
TIP: TECHNICAL COMPETENCY MATTERS
These technical factors impact SERP and conversion.
Deister 100 Year Celebration @kmullett
BUDGET & STRATEGY
Deister 100 Year Celebration @kmullett
TIP: BEWARE OF FREE OPINIONS
Projects are always limited by: time, money, effort, resources, knowledge, buy in. (from HIPPOs or clients)
Deister 100 Year Celebration @kmullett
TIP: IT’S NOT ABOUT WHAT YOU LIKE
Tools to find your audience:
Which phone line will you be ignoring today?
Social Media Summit #SMSFW @kmullett
ACTION: GET YOUR HOUSE IN ORDER FIRST!
Keep name, address, phone consistent!
Grab your local listings: getlisted.org
Blog Indiana #BIN2012 @kmullett
DO YOU SEE THE VALUE?
Don’t be surprised when you get very little value out, of that which you put very little value in.
Deister 100 Year Celebration @kmullett
TIP: THINK OFFLINE, ONLINE, MOBILE
QR Codes and mobile sites need a strategic purpose! Hello trade shows…
OWNERSHIP Deister 100 Year Celebration @kmullett
Deister 100 Year Celebration @kmullett
ACTION: BLOGGING…DO I HAVE TO?
Efficient blogging ideas. • Convert customer question
response emails into posts • Share via social • Use video reviews & stories • Link to specific information
pages from blog posts. • Get guest bloggers
yoursite.com/blog vs
blog.othersite.com
Deister 100 Year Celebration @kmullett
ACTION: GOOGLE GIVES YOU CLUES
Let Google give you ideas on which long tail subjects to write about. • Google Instant • More search tools (left) • Searches related to (bottom) • Related searches (top) [doesn’t always appear]
Deister 100 Year Celebration @kmullett
TIP: YOUR WEBSITE IS NOT FOR YOU
If you ask me to build you a pink website, I will build you a pink website but… I won’t pretend it’s a good idea if it doesn’t fit the intended audience. YOU are not the intended audience!
Deister 100 Year Celebration @kmullett
ACTION: GET COMFY ON CAMERA
• A Humanistic look into your company and processes • Easy and inexpensive to embed from Youtube • Increased visibility & no plug-in • Visitors and search engines like video
Deister 100 Year Celebration @kmullett
ACTION: MEASURE IF IT WORKED • Monitor contacts, calls, lead sources (referrals) • email subscriptions and network growth (quality) • Check Google Analytics, Google Webmaster tools: bounce rates, time on site, pages visited, conversion, confirmation pages, and…well that’s another seminar.
Deister 100 Year Celebration @kmullett
Humanize your message, Encourage conversation, Listen first, Promote Less.
H.E.L.P PHILOSOPHY
ME
bit.ly/aboutKM
cirrusabs.com / @cirrusabs @kmullett
Image by Joe Shoemaker
@kmullett
GET TIPS, TRICKS, INVITES, AND INFO
Find out what’s in The Puzzle Box bit.ly/ThePuzzleBox
cirrusabs.com twitter.com/cirrusabs facebook.com/cirrusabs youtube.com/user/cirrusabs linkedin.com/companies/cirrus-abs
cirrusabs.com / @cirrusabs
Deister 100 Year Celebration @kmullett
ACTION: PREPARE FOR BUSINESS
• Open G+, Youtube, & Skype accounts • Buy a webcam • Harness the power of smartphones • Practice with someone (me)
Are you keeping up and prepared to communicate how others wish to be communicated with?
Deister 100 Year Celebration @kmullett
ACTION: KEEP TRAFFIC, SEO & VISIBILITY!
Embed signup capability via services like eventbrite
Deister 100 Year Celebration @kmullett
ACTION: CHECKING WHERE YOU RANK
Get: Rank Checker a Firefox browser add-on • Measure baseline • Measure changes • Measure competition • Check in private browsing
Deister 100 Year Celebration @kmullett
ACTION: START LISTENING & WATCHING Set alerts for: business name(s) or brand, employee names, usernames, your brand name, competition, influencers in your field, product/service names, and misspellings.
Deister 100 Year Celebration @kmullett
ACTION: GRAB YOUR BRAND/IDENTITY namechk.com
Deister 100 Year Celebration @kmullett
ACTION: TELL THEM & TELL THEM WHY…
• Are we clear with our message? • Is design or action most important? • What is our call to action? • What is in it for them?
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