You know, being a small business owner can be a bewildering place sometimes, can’t it?

We all start a business with the best of intentions – to make a difference, and to follow our own destiny on a path of our own choosing.

And yet no sooner have we started, then it suddenly becomes clear that we need to be good at product launches, pricing, keeping our books, paying tax, finding prospects, selling, delivering our product/service, customer service, invoicing, chasing payment, encouraging the purchase of further products, keeping one step ahead of our competitors…to name but a few!

It can quickly make that office job, where you only have to concentrate on your main speciality, pretty appealing again, can’t it?

So it is little wonder, that when it comes down to the bread and butter elements of any business – sales & marketing, many business owners are not really that certain what it is that needs to be done.

It can be a little embarrassing to accept that fact and look for help.

Somehow, it feels a bit dumb to not really understand what the key elements of these incredibly important business foundations actually are and then to take action in carrying them out. But if we are to make a difference, our customers need to know about us.

Instead, we focus on staying within our comfort zones, hoping that our ideal clients will find us, but wondering why the business isn’t doing better.

Whilst the new channel of marketing your business online has been a heaven-sent economical gift for many a small business owner, it is also guilty of muddying the waters.

Go to any Networking event around the country, and you will find web designers, web developers (what’s the difference by the way)?, SEO experts, PPC experts, and social media experts.

It must be most bewildering for any business owner to know which of these is needed in their business, which one will provide quicker results, and whether there is a better strategy for your particular industry or sector.

But the real problem is that it de-constructs what marketing is really all about -

    • informing as many of your ideal clients about how you can help them
    • and generating quality leads that can be converted into customers

For in difficult economic times, the one main concern for all businesses is survival!

And no, that’s not being over dramatic at all.

Several industries, such as the solar panel sector for example, were doing exceedingly well. A growth sector in fact. That was until the government broke something that didn’t need fixing. And before you know it, there are many solar panel installation companies going bust every week.

Whilst in the Trades, the residential market is pretty quiet, and many electricians and plumbers are instead turning their focus to commercial customers instead. Of course, competition is strong, as everyone is in the same boat, fighting for survival.

So what will make the difference in these difficult times?

One key factor is understanding your ideal client.

What is it that they really need right now?

And then making sure that your product/service can solve that problem.

If you can show that you really understand your customers, and what they need, they will choose you straight away over the others also clammering for their time and money. As no matter what your business is, if you are not generating leads and letting your ideal clients know about you, you will not generate any sales, and then there is no business.

So above all, you need a clear marketing strategy. From the strategy comes the marketing plan, the how you are going to achieve your business goals.

And that’s where we can help you.

We deliver bespoke strategic marketing systems that will generate your business quality leads that will grow your business.

Our results speak for themselves and as we create a strategy based around your business goals. We only speak your language – quality leads, increased sales, higher profit margins, business growth.

You never need worry about what SEO or PPC is ever again.

To have a chat about how your marketing strategy needs to reflect your business goals, give us a call now on 0203 286 0230. We will be delighted to get you on the right track straight away, and working towards the business you want.

 

 

 

 

 

 

 

Does the thought of making a Cold Call bring you out in a sweat?

CTS 150x150 Why Telemarketing is an important weapon in your Marketing ArsenalFor 99% of all business owners, the answer would be an undeniable yes.

Funny how we come out with all sorts of excuses to put off making those calls, suddenly book-keeping our accounts seems quite an attractive prospect and must be done right now…

Sound familiar?

The fear of rejection is a major reason why we recoil from the thought of it. Perhaps it brings back childhood memories of being the last to be picked for a school sports team that does it.

But, if you can overcome that fear, and actually pick up the phone, the rewards can be immense.

Why?

FAQs 150x150 Why Telemarketing is an important weapon in your Marketing ArsenalWell, it’s not unlike the revelations you almost always see on an episode of “Undercover Boss”. The far-removed-from-the-shop-floor-CEO, suddenly has his or her eyes re-opened to the reality of how customers and their staff perceive their business. This can be both reassuring as well as full of future opportunities that may have otherwise been lost.

In fact, the advantages certainly outweigh the negatives. It can be a useful tool to benchmark yourself against your competitors, to see how successful your USP really is, or whether you fall into the “you’re just like the rest of them” labelled box.

In today’s digital world, although we have immediate online response, it is no replacement for direct human contact. It is very easy to use the written word as a safety blanket against hearing what your customers or prospects really think about you. Plus it is much harder to feel the emotional response to your products and services.

Telemarketing doesn’t need to be used solely for booking appointments with prospective buyers.

- No, it can be used as a vital research tool before you invest too much money in a new marketing campaign. Not only is it quick, easy and cheap, but you’ll rarely find anyone holds back from telling you their opinion on a future product or service or even the price point you plan to launch.

Or you may want to check that the market sector you are targeting does indeed have a need for your solution.

In times where we have massive expectations on what we want our precious marketing budget to deliver, spending a little time talking directly to our target audience has to be a prudent as well as valuable step to take.

3 Quick Tips for novice Telemarketers to Increase your chances of Success:

On average, you will need to make 20 calls in order to book 5 appointments, so like almost everything else in the marketing world, it is a numbers game.

But follow these 3 tips, and you should achieve this plus more!

1. Give careful consideration to the businesses on your List to call

As you are effectively marketing to a cold list of prospects, you want to give yourself the best chance possible of attracting some attention and hooking some interest on your first call. So if you are offering a high end product, it may not be a great idea to target start ups.

2. Write out a Script for how you want the call to go

As the famous expression goes, “people don’t plan to fail, they fail to plan”. As a novice telemarketer, the more planning you put into your script, the more confident you will feel, and this will come across in the call itself. Also write down all the objections you may hear, and your planned response to each of them. Ideally, you need to practise the script first with a willing objective third party, who will give feedback not only on the content, but also on your performance. Also try using your smart phone to record the role play and hear for yourself where you may need to improve.

3. Be realistic about the results

…at least initially. Do not go after the ideal client you’ve had your eye on straight away. That would be a recipe for “dis-as-ter dahling” (as Craig from “Strictly” would say). Instead, choose some low pressure prospects from your list, where you can relax and not put yourself under pressure to deliver.

Like everything in life, it takes practise. So you can’t expect to be landing a £10,000 deal in your first few calls. Not only that, but this too is an important distinction; – you should not go into a cold call expecting to make a sale. You are purely introducing your business and effectively starting a marketing process to move from cold call to warm lead to hot prospect to client in several more steps.

Finally, remember that being consistent, so that you make cold calling a part of your daily marketing activities, it will soon become second nature to you, and your answers will become more natural, as well as your ability to think on your feet and handle objections.

If you would like to learn more about creating your own telemarketing campaign, or need some assistance creating your script or obtaining a compiled list, do contact us here at Webertek.

We can help you if you are keen to carry out your own campaign and need help in designing it, or if you would prefer to outsource the entire activity, we can do that for you too.

To find out more, call us right now on 0203 286 0230 before your competitors do.

 

 

 

Hell No! –  Statistics show that 23% of sales is generated by direct marketing

Webermail 150x150 In an online world, is Direct Marketing now redundant?According to a recent survey undertaken by the Direct Marketing Association (DMA), direct marketing generated an average of 23% of sales in 2011 in the UK. With 4 out of the 5 companies providing Business to Business (B2B) services being the most reliant on direct marketing.

Direct marketing – a way of communicating your goods and services to a targeted audience – is an excellent way of ensuring your business gets noticed by your ideal customer, as these statistics clearly prove.

With statistics like these, direct marketing ought to be seen as an investment and not an expense!

So why isn’t it?

Digital marketing – using your website as a lead generating tool – has been a cost effective and efficient way to market to customers. It has partly become popular due to social media causing older age groups to become online savvy. Everyone now has a website and it’s across all age ranges from new born baby photos to travelling silver surfers blogs.

So there is a perception that small business can market themselves for free. When in reality, many business owners just haven’t got the time to fully understand the techniques and technical details of what it takes to market themselves successfully online.

As a result email marketing has therefore become understandingly popular. No postage fees, and automated systems available to automatically market to your list 24×7. All at the expense of direct mail marketing. This is not to say that email marketing is not a useful and successful tool for generating leads, because it is. However, the main risk here is that everyone is now doing it. And they’re not doing it well. This has lead to blanket spam emails, as people do not take the time to target their emails, or even to add value. Far more likely to turn the recipient off than into a buyer.

The DMA research estimates that in the next 12 months, the amount of money companies are predicted to invest on email marketing is set to increase by 11.9% alone!  In an economy in recession and with no indication of when a recovery is to occur, these figures can’t fail to go unnoticed by even the tightest of business people.

Advantages of Direct Marketing

However, with a tough economy, it’s become even more important to stand out from the crowd. To show your prospects why you are different and why they should choose you. Right now, it is much easier to achieve that through direct mail marketing. You are far more likely to get your message read, plus the prospect feels differently as you have spent money to contact them, and taken that extra effort.

Unlike media advertising, it enables you to target particular people with a personalised message. Direct marketing can be cost effective and extremely powerful at generating sales, so it is ideal for small businesses. Direct marketing allows you to generate a response from targeted customers. As a result, small businesses can focus their limited marketing resources where they are most likely to get results.

Direct marketing uses a variety of different methods. Direct mail, mailshots and leafleting are widespread, and other forms of direct and integrated communication are growing in popularity. Telephone marketing, mobile marketing and texting offer more opportunities to reach your target market.

The ideal campaign would use an integrated approach of direct marketing with digital marketing using various social media elements as a promotion tool.

A direct marketing campaign with a clear call to action can help you boost your sales to existing customers, increase customer loyalty, recapture old customers and generate new business.

Keep your beady eye on the costs and track the benefits…

Direct marketing can be evaluated and measured precisely. You can analyse results to see which target group was most responsive. You can also test your marketing with sample groups before you roll out the campaign that will deliver the best response rate.

Whether you are targeting business (B2B) customers or consumers, direct marketing can deliver results. Choosing the right communication method is vital. Businesses can be more receptive to receiving sales calls than consumers, for example. Individuals will prefer different ways of contact, so it’s important to make sure you take account of their preferences.

The other advantage is that direct marketing is totally accountable. With any direct marketing campaign, you can calculate a break-even point – the number of sales you need to make to cover the cost of the marketing. In addition, you can work out the cost per response and the actual Return on Investment (RoI).

This simple analysis will enable you to tweak your campaigns in order to improve your results. You can also identify those that are most responsive and target them again in future.

How to get started

In order to implement a successful direct marketing campaign, there are 3 essential components:

  1. a list
  2. an offer 
  3. sales copy

Thankfully, help is at hand, as here at Webertek, we have the knowledge and experience to guide you through the process.

For further information, why not call Stephanie at Webertek on 0203 286 0230 and ask how direct marketing represents a truly cost-effective way of making yourself known to your target audience.  Make sure you stay ahead of your competitors.

As a business owner, when we think about our hot prospects and ideal clients, all too often we believe that what is important to them is what our products and services are, how we can help their business and the all important price.

So during the lead nurturing phase at the very beginning of the buying cycle, we focus on telling the prospect all about our various products, how they compare and what they cost.  The fact is however, we have all too often jumped in too fast with the details, before establishing sufficient rapport with the client first.

In my previous post, I talked about my client Bob. As a provider of IT Support services to his clients, Bob had no trouble finding leads. His issue was with converting the leads into sales. So one day, I asked Bob to talk me through a typical initial consultation with a prospect.  As expected, it focussed on his product offerings and price.

He was most surprised when I told him there are 6 common questions every buyer will ask themselves before they commit to buy from you.

Would you like to hear what they are?

Before I tell you, just for a bit of fun, it would be good if you have a pad and pen in front of you just to take a couple of minutes to jot down what you think they may be. Then you can compare your list with mine and either give yourself a good hearty slap on the back or adjust your own sales pitch to try out on your next lead.

Ok, ready?

Here they are:

1. Who are you?

It’s important to give the prospect a brief resume of who you are and why you are qualified to help them

2. Do I trust you?

If you have done a good job of answering the first question, you should already have relaxed the prospect a little so that they feel comfortable you could do the job for them.

3. Am I afraid of it?

I find this is particularly pertinent in businesses where a technical solution is being sold, or for that matter it equally applies to accountancy. If you are in the health niche and selling a product that helps people with a certain condition, there may also be a degree of skepticism that first needs to be dealt with.

4. Will this work for me?

The initial questions are quite emotive ones, dealing with how the prospect feels about you and the product/service. After these have been addressed, it turns more into a practical set of questions, where you will need to have introduced your products and discussed how they can help the prospect.

5. Who says it’s important?

It is critical that you back up your sales pitch with an authority such as a well known company, brand, book or news article or social proof backing up independently the importance of your product or service. It helps your prospect to see an external proof element, especially if they are still feeling a little bit afraid or unsure if it will work for them. Testimonials are also effective, as Amazon and TripAdvisor are both testament too.

6. What will my peers think?

This question is perhaps a little more subjective, as some of you may believe other people’s opinions really don’t matter to you, so why should they to your client. But whether we are a a consumer buyer or a b2b buyer, the fact remains we like to discuss our purchases with others. From a business perspective, the buyer may need to justify the purchase first of course. So it is important to the buyer to feel comfortable that their buying decision won’t result in ridicule or feeling conned.

People buy on Emotions

Ultimately, all these questions come down to one thing:

 - how will this process make me feel?

It is your job to make your prospects feel good about purchasing from you. If you can do this, the product spec and price become secondary items. You only need to look at Apple’s success to realise that!

To find out  more on how to improve your marketing so that your prospects buy from you, why not give us a call right now on 0203 286 0230

 

SMART goals” is one of those management bingo terms that often gets bounded about when you’re straight out of school/college and in your first proper office job and your manager sits you down to set your performance review objectives.

(And in case those days were actually years ago, the acronym stands for Smart, Measurable, Achieveable, Realistic and Time-bounded).

It all sounds like management guff doesn’t it?  And yes, you can easily conclude that it doesn’t apply in the “real world” of entrepreneurial Britain.

However, how many of us actually truly apply these to the business goals we set in our own business? Too often we are caught up in wanting to get on with getting the clients through the door to have time to sit down and write down what it is we want to achieve from our business and how we believe we can actually help others. That’s really what it boils down too. And without that clarity of what it is we are wanting to achieve, how can we possibly expect our prospects to know what it is we could do for them?

Goals are often tied up with your personal value systems as well. So if you are struggling to feel motivated in your business, it is often because what you are doing is not congruent/aligned with your value system. That’s why understanding your WHY is so important. Are you in business to make as much money as you possibly can? To help others? To prove that you can be a successful business owner? To contribute to society by employing others? To get one up on your neighbours?

It really doesn’t matter what it is that makes you tick, but what is important is that your goals reflect your why. Just by changing this focus, suddenly everything will become much easier for you, and the obstacles will magically disappear.

For example, I have a client, let’s call him Bob, who is highly organised and knows exactly what financial targets he needs to meet each month. His goals are based around how many new clients he needs to convert each week and month. Very admirable I hear you cry in Bob’s defence. Yes, if only more business owners knew these figures! However, Bob wasn’t motivated and couldn’t understand why everything seemed so difficult and an uphill battle.

One morning we sat down together over a coffee, and Bob told me how he’d been feeling. He was doing his dream job, working for himself on his own terms, so why wasn’t he getting on with it and enjoying himself? I simply replied “Why did you go into business in the first place?” All Bob wanted to do was help other businesses to succeed. Not at all unrealistic and most certainly achievable.

So I challenged Bob to set his goals around how many other businesses he could help each month, putting the emphasis onto what was important to Bob. After all, the more businesses he helps, the more he will achieve his financial goals regardless. Right?

Just this simple tweak has helped Bob to focus on what’s important to him, rather than what he thinks should be important to him. As a result, he can relax more during client consultations which in turn allows him to speak from the heart and give the client what they need rather than what it is he is going to get.

So if you’re struggling to feel motivated about your business, just take a few minutes to re-ask yourself the question why this is so important to you. Then contrast it with your current goals to see whether they match. Once your goals are congruent with your why, everything will become much easier!

Let me know how you get on.

Or you can email me your questions here for a personal response on how to get unstuck and moving again.

 

 

Many of us spend so much time focusing on getting new clients to our business, that we often ignore what’s already sitting right under our noses.

How often do you follow up with your clients to see if there’s anything else you can help them with?

Or what about those clients who no longer buy your services. Do you keep in touch with them? Perhaps sending them a Christmas card, or the odd article that you found that is relevant to their business, or even call them just for a chat?

Then there is that list of prospects that you diligently contacted once, and were so enthusiastic about, until the next new shiny object distracted you, or perhaps you didn’t feel that your campaign of 1 email “worked”.

Well here’s the thing:

- Marketing is a process, not an event.

It is about consistently getting yourself known in multiple media as often as you possibly can to your target market.

Just by keeping in regular touch with past or present clients, your email list or even a purchased list of prospects will keep you front of mind with your audience, so that when they are ready to buy, you are the first person they think of.

I was reminded of this fact just recently when an enterprising Uni student contacted me at the beginning of the Summer to ask for some work experience over the long holiday period. Whilst I was impressed with his initiative, I was too busy to reply to him. A week later he followed up with a phone call to see if I’d received his request. It resulted in me asking for his CV. As the ensuing weeks followed, this student kept in touch with me via email, never demanding, just checking in with me.

Well his follow ups paid off. With a new targeted marketing campaign about to kick off, not only do I need a hand to manage it, but it also turns out to be an excellent opportunity for a person willing to learn the marketing ropes. Who did I instantly think of?

He starts next week.

Who can you contact today?

To find out more on how you can set up a Client Reactivation System for your list, give our team a call right now on 0203 286 0230

 

Do you use email marketing campaigns in your business for lead generation purposes?

If so, do you have a definite planned out email campaign, or is it a lot more sporadic and random in how you use it?

Many small business owners do use an auto responder of some kind to manage their emails. Whether this be a free one such as Mail Chimp, or a paid for tool such as Aweber.

However, once the business owner has the tool, they very rarely know how to use it properly to construct sequences. Instead, it gets used for the monthly newsletter and perhaps a few broadcast emails during the month to either promote the said newsletter, or to email out to the list the latest special offer.

This is backed up by a recent survey by Pardot, in which it was found that nearly 70% of B2B companies are not using email marketing as their primary lead generation tool.

Pardot conducted an online survey in June 2012 to determine the role of email in B2B marketing strategies. It found that will it is still a prominent marketing tool, it is mainly used today as a nurturing platform to develop relationships with prospects, rather than for acquiring leads.

In terms of usage, it found that a majority of B2B companies (65%) allocate less than 25% of their budgets to email marketing, while only 9% are devoting more than 50% of their budgets to email efforts.

“Instead of using email, most marketers are using a variety of other lead generation tactics to get that initial prospect information into their systems,” explains Adam Blitzer, co-founder and COO of Pardot. “Email marketing is then used to move new leads through the sales process or to re-engage dormant leads.”

Nowadays there is more emphasis on communicating through a variety of media channels, which includes email, landing pages, forms, social media, paid search ads and press releases in order to generate leads.

It requires lots of trial and error and testing of these channels in order find out which works best for your business and target audience. It should not just be a case of banging out the email and not tracking the open rates.

Marketers report the following trends:

  • 44% of respondents agree that sending emails on Tuesday results in better open rates.
  • 53% have had the most success sending emails between 8am and 12pm.
  • 53% say that Friday is the worst day for email open rates.
  • The most effective offer to include in an email is an invitation to a webinar.
  • White papers are the second-most effective when it comes to generating responses, followed by case studies.
  •  Less-popular content includes freebies, discounted services, limited time offers, and personal, text-based emails.

This proves that there is a lot more to email marketing than many business owners understand. Just like websites, it is often sold as a money making tool that will pay and look after itself after you have implemented it. But this is just not true.

Just like a car needs to be cleaned, regularly serviced and have petrol in it in order for you to drive from A to B, so your online marketing tools also need the same attention and focus if they are to attract new clients to your business.

If you would like to find out how to make your email marketing strategy start working for your business, call us on 0203 286 0230 for a free 15 minute consultation which we guarantee you will leave with 3 tips you can implement straight away in your business.


 

So you’ve done all the hard work and set up your direct response website to attract new customers.

Now you can put your feet up and wait for the phone to ring, right?

Wrong.

Like a plant, your website needs the right conditions for it to grow and flourish. If it’s not in the right soil, isn’t fed and watered regularly and the dead headed flowers taken off, the plant will quickly shrivel up and die.

Similarly, your website going live is only the beginning. If you continue to look after it well, it will grow and attract new customers which you can then convert into sales.

So here’s a list of the Top 3 activities you should be carrying out regularly to keep your website in tip top shape:

 

1.You need to regularly check into the WordPress Admin panel to see if your theme and plugins need updating. By keeping these on the latest versions, you will reduce the risk of your site being hacked into and damage being done. This is very much like your anti-virus software, if you don’t keep it up-to-date, you may get stung by the latest virus doing the rounds.

2. Create new content for your website – this is by far the biggest problem with 99% of small business owners websites. As time is such a premium, the website tasks are at the end of a very long To Do list. As a result, once the website has been created, nothing new is ever added. And in fact, pricing or product details are out of date. A common giveaway is when you go to the Blog page of the site, and you see the last blog post was added several years ago.

Would that build trust in you to contact the business and buy from them? I don’t think so. If the web content is not up-to-date and fresh because you can’t be bothered to update it, why should your customers buy from you? First impressions count.

From an internet marketing perspective however, fresh content is also important for another reason. The Search Engines love it.

To improve your ranking so that your website will get the majority of the traffic for the term searched on, your site must be seen by Google to be fresh and up to date. Every time you add new content to your website, Google’s robots will come and crawl over the site to see what new wonderful things you have done. If it’s relevant and good quality information, your ranking will improve. Simple as that.

If you don’t create new content, the robots have no reason to come to your site. Google can tell the date it last came to your site, (otherwise know as caching), and if your competitor keeps adding a new blog post every week, you can quickly see who is going to get all the Google Link Juice love. And it’s not going to be you.

So make sure you write those blog posts, and then tweet about them, tell your Facebook fans about it or even add a new video. You Tube is owned by Google, and is the second largest search engine, after…yes you guessed it – Google.

3. Make sure you measure your visitor stats – there really is no excuse not to do this. Google Analytics is free software that you can add to your website using a plugin. This will allow you to track all the new visitors to your website, including how many people visited your site on a daily basis, how they found you in the first place, which pages are the most popular, and which the least. From these stats, you can quickly see what you are doing well and what perhaps needs improving.

If you were a shop owner, you would do a weekly or even daily stock take to measure what was selling and therefore needed re-ordering, versus what wasn’t selling and maybe a candidate for the next sale. If you weren’t in touch with your figures, you would be out of business very quickly indeed.

So please make sure you review the stats as often as possible. It doesn’t take long, and it’s actually quite addictive once you see the very tangible results of how your latest blog post has increased your traffic for the day, or how giving out your card at the latest networking meeting has sent you more traffic. Google has lots of help and tutorials to show you how to use it too.

If you need help with any of these activities, we are here to help.

Just fill in your details here or call us on 0203 286 0230 and we’ll get you started and give you some free extra tips even your competitors don’t know about.

 

Nowadays many small businesses are far more in touch with the benefits of internet marketing than the larger corporates who still believe that marketing is only about branding and pretty colours.

You only have to go to one networking event to find a multitude of specialists in web design, search engine optimisation, social media or copywriting to name but a few. So with so much choice on offer, how do you make sure that you make the right choice for your business?

Here are some key points to consider:

  1. Are you new to marketing or a seasoned pro? This is important as if you are less experienced you will need a marketing company that is able to provide  a one-stop shop of marketing services rather than a specialist. If you already have a direct response website for your business that is attracting leads, it may be that you require a more specialised marketing agency to help you in specific areas only, such as converting those leads into sales.
  2. Can the marketing company be your trusted advisor? Like everything in business, trust is an important factor when choosing a supplier, especially when as a business owner, it is your “baby”. So look for a marketing company that is confident, (but not cocky), and helps you to understand everything without talking down to you. You should feel comfortable enough to believe that no question is a silly one if you require clarification. Clearly you cannot expect them to know everything, but they should know the right questions to ask and where to go for the answers. Finally, they should be using the same internet marketing techniques for their own business successfully. If not, walk away.
  3. Can you collaborate together? When you start a new project with a marketing firm, you don’t want them to throw all your ideas out of the window and expect you to follow an entirely new path. Make sure your chosen agency listens to your ideas, and can offer suggestions and solutions without overriding your needs.
  4. Will you be kept in the dark or regularly informed on progress? There is a fine balance between knowing too much and knowing nothing at all. When you start a project with a new supplier, it is important that you are kept regularly updated as this builds trust and helps you to understand the processes. Once you are more confident in the supplier, you may be happier to reduce the level of communication a notch or two. But the Project Manager should feel more like a teacher or a coach. When a project is well managed, your marketing team will be working alongside you through each step of the process, almost like an extension to your business. Don’t expect them to hold your hand the whole time, but do expect them to answer your questions promptly, tell you where the project stands, and what needs to be done next to keep the project on track.
  5. Will they teach you how to fish? – whilst you do not need to become an expert marketer yourself, a good marketing company will ensure that before the end of the project, you know what the next steps should be or how to keep growing your marketing strategies. A common problem for business owners is that a one man band web designer will not explain that a website is only the beginning. It needs to be fed, watered and regularly weeded and pruned if it is going to grow into a successful lead generating site. A good marketing company will ensure you understand how all the different techniques fit together and how you can use them to keep on reeling in the big fish in front of your competitors time after time.

It is important to remember the main reason why you are employing a marketing company in the first place. It is to boost contact and communication with your target market. Your marketing efforts should help customers to relate to you in an emotional way that encourages them to trust you. Ask your customers for feedback and make adjustments based on their needs. When you hit the right formula, you will know by your increased sales figures and positive customer feedback.

At Webertek, we believe we measure up against all these key points, as our clients regularly tell us so in our regular feedback surveys. But don’t take our word for it, book a free phone marketing consultation with us now to discover how you can attract more clients online. Just complete the Contact Us form here, or call us on 0203 286 0230

It’s part of a business owner’s DNA to wear lots of different hats simultaneously and pick up the latest business buzz words.

So there are not many small business owners that haven’t heard of websites, search engine optimisation, social media and online advertising.

Indeed most will have a website of some description and may have even tried their arm at SEO and social media too. But all in isolation, and not as part of a cohesive plan.

It is much harder to understand how all these marketing strategies and tactics fit together, which order they should be carried out in, and indeed what the benefits of them are in the first place. This all leads the business owner into overwhelm and either doing nothing about it at all for fear of getting it wrong, or trying their hand at tweeting for a few days, only to conclude it’s a waste of precious time.

The following post outlines the process of internet marketing step-by-step, from getting found online, to converting visitors into leads and clients, and finally measuring the results.

Step 1: Develop a Marketing Strategy before you do anything else

Make sure you consider what your goals and objectives are before getting stuck in. It’s easy to get excited by the thought of a new website. However, it’s important to consider what marketing budget you can set aside for the website and subsequent costs to drive traffic to it once it’s live. 

Like a dog, a website is for life, not just for Christmas.

So if you are not prepared to invest in the growth of your business online, wait until you are.

Your marketing plan should include a profile of who your ideal client is and how you can attract them. Consider where potential clients are looking now for companies like yours. What are your competitors doing?

Most importantly, decide how the marketing budget you have to spend is going to provide you with a return on investment.

Step 2: Create and Maintain a Direct Response Website

Your website is the focal point of all your online marketing and where lead generation takes place.

It is important that it is easy to navigate for the visitor, and the benefits to the potential client of buying your products/services should be very clear.

The site should also be search engine friendly and compatible for smart phone users who might be looking for your business whilst on the move.

To find out more about what a direct response website should be, check out this earlier post.

Step 3: Generate Traffic to your Website 

Once you have your website, the fun can really begin.

There are a variety of  techniques such as blogging, social media, SEO and PPC  that are proven methods for bringing new and qualified visitors to your site.

Contrary to popular belief, it is not a case of “build it and they will come“.

Just like a shop that is situated off the main high street, down a little side street, if there are no signposts advertising it’s whereabouts, how would you know it was there?

The shop needs footfall to ensure it’s success, and similarly, good levels of traffic to your website will increase the number of opportunities for visitors to turn into leads and subsequent sales.

Did you know that:

    • a blog will get you 55% more traffic as 400% more indexed pages are produced by blogging
    • Businesses see a 63% increase in marketing effectiveness when using social media
    • 46% of daily searches are for information on products or services
    • 20% of monthly Google searches are for local businesses
    • 30% of the links that search users click on are paid for (ie. pay per click)

Step 4: Convert Traffic to Leads

This is achieved by creating attractive offers and calls to action that appeal to potential buyers at all levels.

Build landing pages that describe the offer/gift, such as a free e-book or a webinar, with a form to collect lead information such as name and email address.

Upon completion of the form, the visitor will be sent the offer via an email generated through an auto responder, and this will allow you to continue building a relationship and trust with the visitor through your sales funnel.

Also ensure that there is at least one Call To Action (CTA) on every page of your website to encourage your visitors to take action immediately.

Step 5: Convert Leads into Sales

Once the lead is in your sales funnel, you need a process to nurture the lead to become a sale.

Leads can be segmented into lists based on the information you collect, allowing you to send targeted messages.

Email marketing can also be used to send regular messages to all the contacts in your system that should add value and lead the prospect to want to buy from you.

What you mustn’t do is bombard or spam the lead with endless email offers as you will quickly turn the prospect against you.

If instead you continue to add value, give generously of your expertise and be patient, your efforts will be rewarded.

Step 6: Measure Everything

Every single element of your internet marketing can be measured. How can you possibly know what is bringing you success, or more importantly, which areas need tweaking, if you don’t measure the metrics?

So few business owners regularly check Google Analytics for example to measure their website metrics such as unique visitors to the site, referring websites and popular pages.

At the very least, every business owner should measure the following in order to ensure a Return on Investment is being achieved:

    • Traffic to Leads
    • Leads to Customers
    • Cost per Lead
    • Cost per Customer

So now that you know the process, how well is your business doing with its internet marketing?

Or what could it be doing better?

Webertek is here to help you. If you have any questions about the process, are getting stuck in one particular Step, or just want someone else to do it all for you, please call us now on 0203 286 0230 for a no strings attached 15 minute marketing healthcheck.