1. WELCOME Stuart McLaren

2. Welcome ProspectSoft CRM & Web Solutions

3. Agenda 09:00 Arrive 09:30Introduction - Web Lead Strategy 09:50Profit from Google Part 1 11:00Break 11:15Profit from Google Part 2 11:50Practicalities, Tools and Solutions 13:15Conclude

4. Clarifying the Target

5. 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

6. Setting Targets

7. Enquiries Quotations Orders Marketing Enquiries in Success: Profit Generated Retention % Re-spend & Referrals Conversion % Business Success

8. Motivation, Plan, Action What next?

9. 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 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

10. Motivation IT 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

11. Visitors Plan & Task Breakdown SEO Visitors Advertising & PPCOutbound e-Marketing Registration ( Lead) eCommerce Basket Online Sales Closed (Offline) Sales Visitor Interest / Attention Remarket / Revisit / Respend

12. Lead Generation Scorecard Direct MailWeb Leads Web page updates5 Google PageRank6/10 Ave Keyword position8 Mailers Sent3000Page hits2000 Direct Mail leads100Web leads10 TOTAL LEADS110 To Generate 110 enquiries every month To be the largest supplier of Security Systems in Midlands

13. Target, Motivation, Plan So far…

14. What do we need to do… Next…Action

15. Profit from Google

16. 1.Get more hits 2.Grab more attention (avoid bounces) 3.Generate more registrations 4.Log and distribute leads 5.Ensure Lead follow-up 6.Progress & Close the sale 7.Re-Market for retention / respend 8.Analyse, Innovate, Analyse, Iterate, Orchestrate

17. Getting More Hits Google SEO

18. Why Just Google UK Stats

19. SEO Search Engine Optimisation What is it? Why should you be interested? What can you do about it?

20. 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.

21. Sponsored Links Natural Search Results Sponsored Links

22. 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

23. Sponsored Links Natural Search Results Sponsored Links

24. Eye Tracking on Google

25. More Space for Naturally Optimised Results

26. And most importantly, it is free!!!

27. What does this really mean to you?

28. 6000 Visitors per month 500 Visitors per month

29. 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.

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

31. Unfortunately, there are no short cuts...

33. 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

34. Volunteers… Live workshop…

35. a. Avoid Broken Links & Poor HTML Broken Links Check http://validator.w3.org/checklink Other checks for good formatting etc http://validator.w3.org

36. b. Links from the right sites Links to your site www.google.co.ukwww.google.co.uk (link: yoururl.com) Dmoz and Yahoo www.dmoz.orgwww.dmoz.org & uk.dir.yahoo.comuk.dir.yahoo.com

37. b. Links from the right sites Back-links – Paid Links – Reciprocal links – E.g. http://www.burglaralarmfinder.co.ukhttp://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

38. c. Use the right keywords Reviewing the Keywords in your site https://adwords.google.co.uk/select/Keyword ToolExternal Analyse your Keywords. Analyse your top online competitors.

39. d. Duplicate content A Warning on Duplicate Content

40. e. Frequently updated Content

41. 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.

42. Profit from Google 1.Get more hits 2.Grab more attention (avoid bounces) 3.Generate more registrations 4.Log and distribute leads 5.Ensure Lead follow-up 6.Progress & Close the sale 7.Re-Market for retention / respend 8.Analyse, Innovate, Analyse, Iterate, Orchestrate

43. Profit from Google 1.Get more hits 2.Grab more attention (avoid bounces) 3.Generate more registrations 4.Log and distribute leads 5.Ensure Lead follow-up 6.Progress & Close the sale 7.Re-Market for retention / respend 8.Analyse, Innovate, Analyse, Iterate, Orchestrate

44. Visitors Plan & Task Breakdown SEO Visitors Advertising & PPCOutbound e-Marketing Registration ( Lead) eCommerce Basket Online Sales Closed (Offline) Sales Visitor Interest / Attention Remarket / Revisit / Respend

45. 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

46. 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)

47. 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

48. 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

49. 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?

50. 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?

51. 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

52. Analyse Consolidate Innovate Analyse Iterate Orchestrate Automate

53. Profit from Google 1.Get more hits 2.Grab more attention (avoid bounces) 3.Generate more registrations 4.Log and distribute leads 5.Ensure Lead follow-up 6.Progress & Close the sale 7.Re-Market for retention / respend 8.Analyse, Innovate, Analyse, Iterate, Orchestrate

54. Volunteers… Live workshop…

55. Profit from Google 1.Get more hits 2.Grab more attention (avoid bounces) 3.Generate more registrations 4.Log and distribute leads 5.Ensure Lead follow-up 6.Progress & Close the sale 7.Re-Market for retention / respend 8.Analyse, Innovate, Analyse, Iterate, Orchestrate

56. Agenda 09:00 Arrive 09:30Introduction - Web Lead Strategy 09:50Profit from Google Part 1 11:00Break 11:15Profit from Google Part 2 11:50Practicalities, Tools and Solutions 13:15Conclude

57. Practicalities, Tools and Solutions

58. Demonstration

59. WEB SOLUTION RANGE ProspectSoft CRM Web Solutions

60. ProspectSoft Web Solutions

61. SOLUTION RANGE ProspectSoft CRM

62. 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: 10 10 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

63. PUTTING IT ALL TOGETHER ProspectSoft CRM Solutions

64. Run Your Business: Financials Grow Your Business: ProspectSoft CRM Turbo Boost Your Growth: e-Business Strategy Run Your Business: Financials Grow Your Business: ProspectSoft CRM Turbo Boost Your Growth: e-Business Strategy Consistent Experience Seamlessly Integrated

65. 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

66. 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

67. Q&A Any Questions?

68. LEARN MORE Gain a competitive advantage with our Business Growth Workshops

69. 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

70. Call to action Book on Business Growth Events Review Meeting – Review your CRM, Web or complete IT Strategy and get more help from us Questionnaire – Please now take the time to give us your feedback

71. THANK YOU Please complete and hand in your Questionnaire