Digital Marketing That Works

Insight Intelligence

Welcome to this webinar from Insight

Proven digital marketing that works…

How Leading Firms Are Winning High Quality Customers Using Online Marketing

Digital Marketing That Works

Who are Insight and what do we do?

•Nearly 30 years of working with professional firms of all sizes, helping them to grow

•Over 3000 delegates to live events this year

•Over 10,000 reports downloaded

•Over 45,000 subscriber to our professional services bulletin

•Over 300 consultative 1:1’s with partners of firms this year

Digital Marketing That Works

The Market - Birthed In Change

90sDial-up

Early 00’sBroadband

Now Everywhere

Digital Marketing That Works

Are you being left behind?

Digital Marketing That Works

Don’t get left behind

Check the reality with;•App’s•Apples to accounting•Mobiles to MYOB

Digital Marketing That Works

Whatever happens - remain agile

Further change is guaranteed therefore you must have a plan in place whilst remaining agile

“If you find change difficult you want to try redundancy”

Norman Swartzkoph

Digital Marketing That Works

Mistake 1

Failing to take your digital identity, responsibility and social media reputation seriously!

Digital Marketing That Works

You will be ‘checked out’ online

Every single potential client will visit your website, your LinkedIn profile and other social pages before choosing to use you.

Existing clients will periodically check you out online from time to time especially when being approached by the competition

Digital Marketing That Works

Digital Marketing That Works

What’s the minimum expected?

• A well constructed, professionally written website that is not all about you

• Good quality optimisation and/or Pay Per Click so you can be found online

• Carefully constructed landing pages• Regular email marketing (monthly at the least) • A well honed presence on LinkedIn• Twitter and potentially Facebook

Digital Marketing That Works

The sad news

We review thousands of companies online presence and most:• Are outdated • Poorly constructed • Inappropriately reflect the company • Contain no genuine photos • Stuffed full of generic ‘stuff’• Have little or no imagination• Have not been written by a professional

Digital Marketing That Works

Mistake 2 - The website

One of the most common mistakes made on the website itself is that its not designed to impress nor win business.

This becomes evident when you spend a few moments looking at any site – even perhaps your own?

Digital Marketing That Works

Don’t stuff it full of rubbish

If it distracts the potential customerIf it takes them off your siteIf it overloads them with contentIf its technical, full of jargon or complexIf it does not contain clear benefits It it talks about you (with the exception of the about you section)

THEN BIN IT

Digital Marketing That Works

Start with the end!

Digital Marketing That Works

The end - an enquiry

And for that to take place you need effective Calls To Action CTA these should be placed in different places on your site using different offers (yes we all really do like offers!) and some very simple while others offering something in return.

Digital Marketing That Works

Calls to Action – Add Value

Digital Marketing That Works

Calls to Action – Get Response

Digital Marketing That Works

DON’T – accept a template

Here is an example from the accountancy community

Digital Marketing That Works

Spot the Difference

Digital Marketing That Works

Spot the Difference

Digital Marketing That Works

Spot the Difference

Digital Marketing That Works

Spot the Difference

Digital Marketing That Works

Spot the Difference

Digital Marketing That Works

Mistake 3

Not looking at or knowing how your website is really performing !

“If you do not measure it – you cannot manage it!”Peter Drucker

Digital Marketing That Works

Questions That Need Answers

• How much traffic is my site getting?• Where is it coming from?• What is it doing while on my site?• How much of it is translating into opportunities?• What do I need to put right?• How many enquired by emailSo, for all your marketing spend, you can work out what it yields for you

Digital Marketing That Works

Statistics & Challenges

Average Firm Monthly Stats•660 Visits (410 Unique)•200 New Opportunities•4-8 Enquiries•?? New Clients

The Challenge Is…•Where from?•Who are they?•How do they enquire?•How can I do this?

Answer these questions, achieve your ambitions!

Digital Marketing That Works

Measures of Content Performance

• SEO benefits / ranking• Direct visits / referrals to specific articles• Increase in overall time on site• Increase in repeat visitors and page visits• Clients and prospects referring to articles• Increase in site conversion rates

Digital Marketing That Works

Do you feel prepared?

• 68% of Marketing decision makers report that they feel “unprepared” for the challenges of social media marketing.

Digital Marketing That Works

Quick reminder of how it works

Firstly, there’s YOU…Then there’s

your network

These are people where there is some degree of liking, rapport and trust. These are your contacts

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Digital Marketing That Works

Firstly, there’s YOU…Then there’s

your network

Then there’s

your networks’ network…

Then there’s those who are away – friends of friends or away – friends of friends of friends

Then there’s your networks’ networks’ network…

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Degrees of Separation

Digital Marketing That Works

Are more connections better?

• If you know them all well yes but …• Not a numbers game• Quality• Engagement• Reciprocation• Success

Digital Marketing That Works

Quick personal profile tips

• Why you?– Headline– Is your profile boring?– Complete?

• Get found– Use variants of words– 100% complete is not enough– New sections

• Don’t look like a failure• Broken channels of communication

Digital Marketing That Works

Keeping in touch

• Status– Including links– Rewrite standard text

• Filter home page• Comment and engage

Digital Marketing That Works

How do you meet the perfect client?

XX AccountantsXX LawyersXX CharitiesXX Directors and aboveXX Directors of construction companiesXX that play golfXX Mangers … oh dear

Digital Marketing That Works

7 Steps

• Be on there• Make the most of your profile• Know your network• Identify your target client• Search for them / their company• Join the right groups• Engage or fail

Digital Marketing That Works

How to use email marketing to drive traffic to your website…

• Value/Sales led email to educate and draw a response• Landing pages setup so process is easy for the prospect

and streamlined for your sales conversion• Analytics setup on website and email to gain intelligence• Heat maps on you website• Speed of response

• Autoresponders

• Focused future messages

Digital Marketing That Works

Email Marketing That Works

Digital Marketing That Works

Email Marketing That Works

Incentives or offers

Digital Marketing That Works

Email Marketing That Works

Getting & Building ListsThe math…Outbound TM 40 per week = 1604 partners LinkedIn or networking 5 each per week = 80Reception 1 per day = 202 Client managers 2 each per week = 16PPC = 50LinkedIn = 50

TOTAL = 376 per month or 4512 p.a.

Digital Marketing That Works

Email Marketing That Works

Digital Marketing That Works

Email Marketing That Works

Digital Marketing That Works

A free resource pack for everyone

There is a limit to what can be covered by webinar; that’s why we offer the following.

1. 9 Common LinkedIn mistakes - your free 31 page report that outlines what to avoid and how to get the most from starting with LinkedIn. Plus a separate document, giving you bespoke website strategies that work.

2. One page digital marketing plan to help you create your strategy

3. Free prospect search, including email addresses

4. Free 1:1 together by phone - expert, independent advice from the comfort of your office and without obligation

3. Invitation to join us for a full day live

4. Free evening with our senior team over champagne and Canapés