WELCOMEStuart McLaren

WelcomeProspectSoft CRM & Web Solutions

Agenda

09:00 Arrive09:30 Introduction - Web Lead Strategy09:50 Profit from Google Part 111:00 Break11:15 Profit from Google Part 211:50 Practicalities, Tools and Solutions13:15 Conclude

Clarifying the Target

What are your expectations?

More Leads from Google

More leads for less money

Make more money

Beat the competition

Expand your market

Become more profitable

Setting Targets

Enquiries

Quotations

Orders

Marketing Enquiries in

Success: Profit Generated

Retention % Re-spend

& Referrals

Conversion %

Business Success

Motivation, Plan, ActionWhat next?

Motivation

• There are 1.7bn Internet users globally• There are 803M people in Europe (TOTAL)• There are 402M Internet users in Europe• There are 43.8M Internet users in UK

– www.internetworldstats.com• In UK, 19.4m visited e-commerce site last month

– 25% found via search engines• £30.2bn spent online in UK in 2006• £52bn expected in UK in 2010

– Forrester UK, e-commerce forcast

MotivationIT and E-Business

– Undercut competition• Be more efficient - do more with less staff• Able to reduce costs and undercut compeition

– Out-perform the competition• Have the right stock • Deliver it quicker

– Reach more people than the competition• Databases to drive Mailshots, e-shots• More customer information driving better targetting

– Respond to change faster than the competition• Capture and analyse more information, faster• Respond and implement change faster

Visitors

Plan & Task Breakdown

SEO Visitors Advertising & PPC Outbound e-Marketing

Registration (Lead)eCommerce Basket

Online Sales Closed (Offline) Sales

Visitor Interest / Attention

Remarket / Revisit / Respend

Lead Generation Scorecard

Direct Mail Web Leads

Web page updates 5

Google PageRank 6/10

Ave Keyword position 8

Mailers Sent 3000 Page hits 2000

Direct Mail leads 100 Web leads 10

TOTAL LEADS 110

To Generate 110 enquiries every month

To be the largest supplier of Security Systems in Midlands

Target, Motivation, PlanSo far…

What do we need to do…Next…Action

Profit from Google

Profit from Google

1. Get more hits2. Grab more attention (avoid bounces)3. Generate more registrations4. Log and distribute leads5. Ensure Lead follow-up6. Progress & Close the sale7. Re-Market for retention / respend8. Analyse, Innovate, Analyse, Iterate, Orchestrate

Getting More HitsGoogle SEO

Why Just Google

UK Stats

SEO

Search Engine Optimisation

What is it? Why should you be interested? What can you do about it?

What is SEO?

Search engine optimization (SEO) is the process of improving the volume and quality of traffic (number of relevant people visiting your website) to a web site from search engines via Natural search results.

Sponsored Links

Natural Search Results

Sponsored Links

Why SEO is Important?

Anyone searching is pre-qualified with interest (not so with adverts)

SEO attracts more attention from more People (Online Visitors) searching on Google than PPC (and its free)

It is critically important to Search engines too

Sponsored Links

Natural Search Results

Sponsored Links

Eye Tracking on Google

More Space for Naturally Optimised Results

And most importantly, it is free!!!

What does this really mean to you?

6000 Visitors per month

500 Visitors per month

Natural Search Engine Optimisation is • Free• Generates Leads (or at least a first step)• Enhances Online Presence – helps in

attracting talent as well as prospective customers.

Action

How to naturally/organically optimise a website, so it appears on the top few results...

Unfortunately, there are no short cuts...

So what does Google look for...

Broken Links – W3C Regulations -

Linking to/from the right websites

Using the Right Keywords

Duplicate Content

Most Importantly Frequently Updated Content

Volunteers…Live workshop…

a. Avoid Broken Links & Poor HTML

Broken Links Checkhttp://validator.w3.org/checklink

Other checks for good formatting etchttp://validator.w3.org

b. Links from the right sites

Links to your sitewww.google.co.uk (link: yoururl.com)

Dmoz and Yahoowww.dmoz.org & uk.dir.yahoo.com

b. Links from the right sites

• Back-links– Paid Links– Reciprocal links– E.g. http://www.burglaralarmfinder.co.uk

• Pagerank– Combination of factors but effectively the “importance” of

sites/pages • Find relevant back-links

– Search your keywords– Find directories and general info sites for back-links– Review back-links from top ranking competitors sites

c. Use the right keywords

Reviewing the Keywords in your sitehttps://adwords.google.co.uk/select/KeywordToolExternal

Analyse your Keywords. Analyse your top online competitors.

d. Duplicate content

A Warning on Duplicate Content

e. Frequently updated Content

e. Frequently updated content

Why?

Search engine ranking is determined by:– Importance– Relevance

Regularly updated content shows that your site is:– Important – someone thinks it is important enough to keep adding to

and updating it– Relevant – it is much less likely to be out of date, and much more

likely to be still relevant if it was updated recently. We have also discussed keeping content updated with the right keywords.

Profit from Google

1. Get more hits2. Grab more attention (avoid bounces)3. Generate more registrations4. Log and distribute leads5. Ensure Lead follow-up6. Progress & Close the sale7. Re-Market for retention / respend8. Analyse, Innovate, Analyse, Iterate, Orchestrate

Profit from Google

1. Get more hits2. Grab more attention (avoid bounces)3. Generate more registrations4. Log and distribute leads5. Ensure Lead follow-up6. Progress & Close the sale7. Re-Market for retention / respend8. Analyse, Innovate, Analyse, Iterate, Orchestrate

Visitors

Plan & Task Breakdown

SEO Visitors Advertising & PPC Outbound e-Marketing

Registration (Lead)eCommerce Basket

Online Sales Closed (Offline) Sales

Visitor Interest / Attention

Remarket / Revisit / Respend

Grab More Attention

• Attention Relevant to Keywords• News articles

– Especially with thumbnails, relevant and regularly changing

• Offers and promotions• Fresh design• Simple, straight forward navigation• Clear titles and sub-sections• Compare different pages and layouts

Generate More Registrations

• General Opportunities to register• Specific Opportunities

– End of news articles– End of product information

• Reason to register– Free quote– Free white paper, Industry Newsletter– Online Demonstration– Event (webinar)

Generate More Registrations

Ensure completed registration form– Further testimonials– Re-enforce reason to register (demo, whitepaper -

quality, content, value etc.)– Reduce fields?– Split into two halves?– Colour / images?– Avoid distraction of other offers/promotions/news

etc.Compare/Contrast registration Pages

Log and Distribute Leads

• Simple?– Could leads get lost?– Do they go to the right sales person?– How quickly does a customer get a response?– Can you analyse leads afterwards?

• Ensure quality and consistency– Daily / hourly process for checking new leads– Visual qualification to sift out junk– Decide who / how best to action each lead– Capture & pass out all details from registration

Ensure Lead Follow-up

• Ensure your valuable leads are acted upon– Once passed to sales, what happens?– Have clear steps/stages that define progress– Create a process that allows for nurturing

(not all leads will be immediate/hot)– Is a dead lead really dead?

• Can we analyse how far a lead gets?– At what point lead is rejected?– Why leads are rejected?

Progress & Close the Sale

• Ensure a successful process is followed– Know who is involved– Track through the decision making process– Monitor quoting / pricing interactions– Prioritise focus on “winnable” deals– Capture the close

• What proportion of web leads are won?– From which source– From which registration page– From which demographic?

Re-market, Retention, Respend

• Re-marketing before close– Backup the sales person with branding, regular

communication to create confidence to buy

• Ensure ongoing business after initial sale– Regular useful marketing / information– Maintain customer “delight”– Target re-spend opportunities– Create tailored offers for customers– Build relationship triangles

Analyse

• Consolidate• Innovate• Analyse• Iterate• Orchestrate• Automate

Profit from Google

1. Get more hits2. Grab more attention (avoid bounces)3. Generate more registrations4. Log and distribute leads5. Ensure Lead follow-up6. Progress & Close the sale7. Re-Market for retention / respend8. Analyse, Innovate, Analyse, Iterate, Orchestrate

Volunteers…Live workshop…

Profit from Google

1. Get more hits2. Grab more attention (avoid bounces)3. Generate more registrations4. Log and distribute leads5. Ensure Lead follow-up6. Progress & Close the sale7. Re-Market for retention / respend8. Analyse, Innovate, Analyse, Iterate, Orchestrate

Agenda

09:00 Arrive09:30 Introduction - Web Lead Strategy09:50 Profit from Google Part 111:00 Break11:15 Profit from Google Part 211:50 Practicalities, Tools and Solutions13:15 Conclude

Practicalities, Tools and Solutions

Practicalities, Tools and SolutionsDemonstration

WEB SOLUTION RANGEProspectSoft CRM Web Solutions

ProspectSoft Web Solutions

SOLUTION RANGEProspectSoft CRM

CRM Solutions• MAPI Email Integration (such as Outlook)

– Powerful and easy to use• Multi-Company Accounts integration

– Transparent single interface• Screen Customiser

– Change standard fields & labels• XML API

– ‘Whatever the customer wants’• Contact Management B2B and/or B2C

– Hierarchical logical structure– To-Do Lists and customer notepads

• Telephony Integration– Incoming & Outgoing

• Campaign Manager– Full marketing management

• Document Manager– MS Office Integration– Documents created from & stored in ProspectSoft CRM

• Sales Ledger Integration– Deep Integration

• Sales History– Information where you need it

• Purchase Ledger Integration– Further Integration

• Purchase History– True Relationship management

• Products & Pricing– From existing system

• Sales Lead Tracker– Logical and Simple Structure

• Quotation Engine– Integration to MS Office Templates

• Sales Order Processing– Quote Conversion, no re-keying

• Advanced Relationships– Consultants, Agents or Contractors

• Problem Tracker– Logical and Simple Structure– Notification by Email

• Infobase searching– Building company Intelligence

• Problem Analysis Matrix– Analysis Matrix (eg: 1010 combinations)

• Service Contracts– Information where you need it

• Automatic alerts– Pro-active support– Automatic escalation

• Report Writer & Toolkit– Access to key business indicators

• Real-Time data Tunnel– True system integration

• Inventory Register– Track fixed assets & equipment

PUTTING IT ALL TOGETHERProspectSoft CRM Solutions

Run Your Business:Financials

Grow Your Business:ProspectSoft CRM

Turbo Boost YourGrowth:

e-Business Strategy

Run Your Business:Financials

Grow Your Business:ProspectSoft CRM

Turbo Boost Your Growth:e-Business Strategy

Cons

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Seam

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A Business Revolution…

ProspectSoft Integrated solutions• Combining Accounts, CRM and Web Solutions• The ONLY truly end-to-end Solution for SME’s• Across all communication medium

– Web, Telephone, Email, Face to Face Interaction

• Across all interaction points– Marketing, Sales, Fulfilment, Accounts, Customer Support

Summary

1. CRM / the Web is a big problem if you let your competitors get ahead

2. CRM / the Web is a great opportunity if you take the competitive advantage

3. ProspectSoft CRM & Web solutions can help you execute a robust business & e-business strategy

Q&AAny Questions?

LEARN MOREGain a competitive advantage with our Business Growth Workshops

Upcoming events

• Successful e-Commerce– E-Commerce that really works. Set yourself apart from the

competition by building genuine online relationships

• Further Business Growth Events– Outbound email marketing, Customer Service...and more

Call to action

• Book on Business Growth Events

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