1. Unlocking Your Digital Formula Chris Leone - COO @ChrisLeone

2. ●11 years in business ●Inbound Marketing Agency ●Google Analytics Certified Agency ●Google Adwords Certified Agency ●Hubspot Certified Partner ●13 team members About WebStrategies:

3. We’re in the business of creating leads and sales for our customers.

4. @ChrisLeone Review of current trends Show you the steps to unlock your digital formula 1 2

9. Your formula is derived from how your customers behave. @ChrisLeone

11. 4 P’s 1.Persona 2.Properties 3.Path 4.Purpose @ChrisLeone

12. If you try to market to everyone, you will market to no one. @ChrisLeone

13. Business Owner Bill Has experience in the field prior to his current role and has met his professional aspirations Has a family with kids in High School/College Sports fan Male 40s-50s Earns around $200k or more He’s local to community. He’s straightforward, not pretentious. Has an open mind and seeks direction but could be skeptical. Will be ROI focused and may have price objections. He’s Type A and can be “ADD”. He’s also quantitative/results-oriented. More strategic than tactical.

14. Business Owner Bill Desires growth through increased leads/sales Maintain/improve overall health and longevity of organization Secondary: Beat competitors Has been burned before (creates skepticism) Tech-impaired - can’t process the technical details so he can’t grasp how the end result gets reached, but does desire the outcome Provide leads/sales Do the right things right Educate him

15. Business Owner Bill Can’t connect ROI/skeptical of ROI numbers/formula Doesn’t differentiate between our offerings and other services “I’m not growing as fast as I’d like” “How do I know if I'm getting/going to get burned” “What are my competitors doing? Should we do it too? How can we be better?” “Am I working "in" my business or "on" it?” “Is my team doing the right thing?” “Should we be doing the latest and greatest? What if we miss out?” “I have so many ideas- what do I do with them/how do I prioritize?” “We have to make our numbers to keep the business running.” “I want the business to grow, but how do I do it?”

17. B2B e-Commerce

18. @ChrisLeone

19. Content Marketing Display SEO, PPC Social Media Email Branded Search Direct Reviews @ChrisLeone

20. Persona: who, specifically, are you marketing to? Properties: what places do they visit throughout their journey? Path: what path do they take to get there? Purpose: what role do those properties serve in the persona’s buying funnel? @ChrisLeone

21. How To Do This For Yourself 1.talk to your customers 2. 3. 4. @ChrisLeone

22. ●When did you first realize you had a need? ●What was the first thing you thought of? ●What was the first thing you did? ●What sites did you visit? ●What did you search? ●When did you first find us? ●How long before you contacted us? ●What else did you see that was influential? ●etc. @ChrisLeone

23. How To Do This For Yourself 1.talk to your customers 2.develop customer “pain statements” 3.simulate their research phase (bit.ly/catalyst- customer-journey) 4.begin marketing to all phases of buying funnel @ChrisLeone

24. Your formula is derived from how your customers behave.

25. Thank you. @ChrisLeone