1. More leads, More enquiries, More sales

2. Today is a reflection on 10 years of me working with businesses to create leads, enquiries and sales online
Thanks for giving up an hour of your time today. I really hope you can walk away with at least 1 positive action that is going to impact on the way you do business

3. Get the slides later today

4. David Taylor

5. Please interrupt with questions

6. Let's start with a couple of observations about how people buy stuff
People hate to be sold... but people love to buy
Your task is to convince them it was their idea to buy from you

7. If you want to generate more leads and sales...
You have to understand the needs of the people you are trying to sell to

8. How people buy.. garden maintenance
They identify a need
They seek out a solution
They identify a preferred supplier
They validate pre purchase
They commit to purchase
They consume the purchase
They assess satisfaction
They become a return customer or complain

9. All of you in the room have a business that fulfills a need or needs
If you want to sell more, your first challenge is to really define the 'needs' you fulfil
So many websites say 'We can do this, we can do that' but fail to reflect their customer's needs
What buyers say about pitches 'They spent the first 15 minutes telling us how good they were'
Example: Web site design... what's the need?
Holiday cottage.. what's the need?

10. Look at how you communicate about your business to your audience
Are you reflecting their needs?

11. Get Noticed!
Your second challenge is to 'get noticed' by people with those defined needs
Businesses spend a lot of time and money getting noticed

12. Getting noticed
Search engine optimisation
Choose one target keyword phrase
Home page title, meta keyword, meta description
Main heading on home page
3 places on home page
Other pages support the main keyword
Google My Business
Yell.com
Publish blog posts
YouTube

13. Getting noticed
Social media
Don't try and sell
Offer solutions to problems
Offer content your audience values
Build relationships and community

14. Get noticed
Paid display
Reviews
Content marketing
Forums
marketing
YouTube
Blog posts
Let's go back to the holiday cottage

15. So you got them to your website, now what?
Now it's time to engage with your prospect and develop a relationship
They need to know you, like you, trust you

16. Ultimately your website only has one objective
To connect you and your prospect so that you have an opportunity to close the deal

17. Get engagement on your website
Provide solutions to audience needs
Authority
Relevance
Trust
Value
Track record
Competence
Provide an obvious 'what next'
How?
Text/image
Live chat
Video

18. Where many websites go wrong
The critical point of sale
Poor quality design
Trying to convey too much
Conveying what you can do rather than what customer wants
Not recognising people are time poor
Failure to break down barriers to contact

19. The vet survey
How visual perception affect people's judgement

20. Sales funnels
Free value give away for address

21. How many of you read, interpret and act on Google Analytics data regularly?
Time on site
Average pages viewed
Most popular pages
Source of traffic
Bounce rate
New vs return
Behaviour flow

22. So where are we?
You got noticed
You got people to your website
You created an engagement
They are ready to commit to an enquiry

23. Validation pre purchase
The critical point of sale
At this point there often has to be a human intervention by you
Listen don't talk – the client often knows what they want by this point
The customer by now is 90% decided on using you so don't blow it

24. When a customer commits to purchase that's when the hard work really starts.
Oh you thought the hard work was gaining the sale? Sorry
This is where you have to deliver on everything you promised up to this point.

25. Post sale
Get feedback to improve
Keep nurturing the relationship with marketing or personal contact
Consider asking for a referral
Sometimes ask for a review

26. Let's talk about people you already have a connection with
marketing (who consistently opens and acts on your mails)
Selling more to former clients (individual contacts alerting them to opps/fears) GNPR
Your social channel contacts (linkedin network, twitter followers)

27. Summary
Getting more leads, enquiries and sales online depends on
Getting noticed by the right people
Providing value, based on knowing your customer needs
Engaging and removing the barriers to buying
Growing and nurturing the relationship long term

28. If you need further support
Audit
Report
Recommendations
Implementation
Leave your business card on your chair and we will contact you

29. Questions, comments, observations?

30. More leads, more enquiries, more sales