How to drive customers to your website - Richmond Creatives
- 1. WWW.THEORUBY.COM/NEWS Digital marketing for growing your business How to drive customers to your website (without paid ads) Exclusive Content
- 2. Aim: To simplify the term "marketing funnel" and give practical examples to help you attract repeat customers and grow your business online. Session Tips: 1) Don't try to rewrite the slides or memorise! Everything will be available here tomorrow: www.theoruby.com/marketing-guides 2) Try to write a few practical notes when you see the notepad 3) If you want extra help I offer a free 30-minute clinic for small businesses 4) Always aim to think about your own business and your ideal customer! Introduction
- 3. 1) Setup | Get the best tracking and monitoring tools 2) Understand | Discover customer touchpoints 3) Prepare | Ensure your marketing channels are consistent 4) Review | Define your own success 5) Attract | Create a compelling story 6) Convert | Generate sales with a unique offer 7) Nurture | Build long-lasting relationships 7 Steps to Marketing Success
- 4. 1) Intelligent Tracking Tools Purpose: To be able to monitor your marketing efforts it's important to have these tracking tools set up from the start
- 5. 1) Google Analytics - Stay focused Where are visitors coming from? How long are they staying? What pages are they viewing? What is their exit page - is there a reason? New vs returning visitors Always ask - what are you trying to find out?
- 6. Google Analytics - Acquisition - Sources 1.Google Analytics - Acquisition - Know where your visitors are coming from 1.
- 7. Google Analytics - Audience - Users / Views / Duration / Screen 1.
- 8. Google Search Console - Organic traffic and website plus your sitemap errors 1.
- 9. Emails - G-suite Social Media Advertising Phone calls Website visits Meetings Forms Third-party integration - Zapier Purpose: To track all conversations and touch-points with customers so you have a clear understanding of their journey Monitor all this and more! 1) CRM - Customer Relationship Management
- 10. CRM - Customer Relationship Managment - Benefits 1.
- 11. CRM - Customer Relationship Managment - Benefits 1.
- 12. CRM - Customer Relationship Managment - Dashboard 1.
- 13. 1) How to do you currently track customers? Common answers: Excel Phonebook Accounting software Is there 1 thing you can do straight away to improve your method?
- 14. Social Media - See Power Hour 6 Google Search Email Responses Networking / Zoom SEO Tools like Uber Suggest - See Power Hour 7 & 11 Market Research / Surveys Eventbrite / Meetup / Nextdoor / Quora Don't be afraid to ask! *Think like your customer* Purpose: To find out where your customers are and how to reach them Research 2) Understand | Customer Touchpoints
- 15. 1) Pick 5 aspirational companies offering the same product/service 2) Use Trello / Pocket / Pinterest to create a storyboard 3) Focus on what gets the most engagement Purpose: Find the leaders in your niche and replicate their winning formula Social media / Content / Email Marketing / PR / Ads Top Tip: Ad campaigns - facebook.com/ads/library 2) Understand | Competitor Analysis
- 16. 2) What are your main competitors doing? Common answers: Social media posts Content - written & video Events Can you do any of these yourself?
- 17. Website Social media Directory Listings Print material Email etc. Purpose: Build a strong brand with consistent messaging to create awareness and loyalty Look at all of your marketing material and communication channels: My Example: - Navy, Light Blue, Red, Personal & Professional Digital Marketing for Growing Your Business 3) Prepare | Consistent Branding Across All Channels
- 18. 3) Prepare | Consistent Branding Across All Channels
- 19. 3) Prepare | Consistent Branding Across All Channels
- 20. 3) Prepare | Consistent Branding Across All Channels
- 21. 3) Prepare | Consistent Branding Across All Channels
- 22. 3) Are you consistent? Do your social media channels and listings match your website? Do you have a simple, clear strapline and bio?
- 23. 4) Review | Monitor Results and Update Campaigns Set goals for each campaign & be realistic Prepare to adjust your expectations with seasonal / PESTEL factors Look ahead - are there any other influences that could affect results? Look at email opens / clicks / subscribers / unsubs / subject / days Monitor activity across channels and continuously drive engagement Purpose: To know exactly which campaigns are working and why so you can grow faster and save resources - ongoing!
- 24. 4) What does success look like? What is your target income for the month/season/year? How many customers do you need to reach your goals?
- 25. 5) Attract | Create a Compelling Story Clearly identify the problem that you are solving and your USP Ensure your marketing material is well delivered and easy to understand Pick a niche and stick to it! Build a series of communication that engages your growing audience Press release - something newsworthy? Who should know about it? Purpose: Generate genuine interest from customers by offering something of value by supporting them or responding to their pain points.
- 26. 5) What's your USP? In 1 sentence explain what makes you stand out How do you tell potential customers that you exist?
- 27. 6) Convert | From lead to paying customer Listen first, build a relationship What is the entry point, Free trial, discount, consultation? Use verified reviews to boost social 1,2,4 Rule - 1st contact - wait 1 week - 2nd contact - wait 2 weeks - Final Contact Important terminology: CTA - Call to action - the desired result Purpose: To close prospective customers by building trust and giving them a strong reason to purchase.
- 28. 6) Why should customers choose you? How does a customer start working with you? Is your buying process pain-free? If a customer can't purchase today how can you engage them?
- 29. 7) Nurture | Build Relationships and Repeat Customers Never take customers for granted - a single sale is not a success Customers can always swap their supplier so give them a strong reason to stay Semi-regular contact through email marketing, content and calls Take the time to make direct contact - be smart, timely and monitor Always ask about thier business and the successes/challenges they face Purpose: The most valuable businesses manage to retain and delight their customers at every opportunity
- 30. 7) Customer loyalty is your most valuable asset! Do satisfied customers recommend you? Can customers leave reviews or share your work? Do you engage existing customers with events/emails/competitions?
- 31. Creator / Maker Focus Do you have an Instagram / Facebook shop? Does your website showcase your skills? Do you encourage repeat customers with discounts/email? Do you have a google business account setup? Are you visible at craft events and in local directories? Can you partner with any other complimentary creators? Have you got a short video to demo your skillset?
- 32. Google Analytics Search Console Google Business WordPress Rankmath Setup & Training on all tools available Elementor HubSpot Mailerlite Shotcut Canva Create your marketing toolkit Reccomended Tools
- 33. New Analytics Software Contact me for a free demo 07709 852 364 theo@theoruby.com Tracking & Reporting of all of your channels in one user friendly dashboard! Over 50 channels supported and counting!
- 34. Ask Yourself? 1) Can you easily track website visitors and how they engage? 2) Do you know where your ideal customers are and competitor strengths? 3) Is your brand messaging coherent for ALL not just your internal team? 4) What does success look like? How often should you monitor? 5) What is your key USP and how do you communicate it? 6) How do customers buy - is it a smooth and simple transaction? 6) Do you keep in touch with your customers regularly - do they care?
- 35. Final Thoughts Don't ignore any relationship... a competitor can be a partner Don't be afraid to test new activity and be creative with your marketing Always ask yourself what the purpose is for every action and campaign Be proud of your business but know your place in the market Extend your reach with Eventbrite / Meetup / Social / Chambers / Business Centres / Enterprise Hubs / Personal Contacts / Directories etc. Ask for feedback from loyal customers
- 36. Do the Bitesize Marketing Guides Deliver? Purpose: To offer valuable free content to small business owners Setup | Tracking and monitoring via Google, Hubspot, Mailerlite, Social Media Understand | Facebook / LinkedIn / Networking Events / Enterprise Hubs & more Prepare | Branding colours, messaging and personal/professional values Review | Every campaign is monitored and tweaked to improve results Attract | 100% Free support to get started and bespoke solutions for customers Convert | Subscribers get in touch for a consultation and recommendations Nurture | Weekly contact via email, Facebook and calls to customers & partners
- 37. THANK YOU Please get in touch if you have any questions theo@theoruby.com 07709 852 364 Subscribe to receive marketing guides www.theoruby.com/news