How to Get Leads from your Business Website

This speech was given to the Grey Lynn Business Association on 10th June 2016.  It includes tips on testing how your website is working, 12 ways to make local marketing work including inbound and outbound marketing tactics.

marketing manufacturer zero to hero

Case Study: zero to local hero for manufacturer

Auckland manufacturing firm, Cabjaks makes kitchen cabinets.  They worked with Creative Agency Secrets for 3 months to improve their keyword natural search results, SEM and on-site keyword SEO.

Cabjaks Manufacturing kitchen cabinets

Cabjaks Manufacturing kitchen cabinets

Summary of outcomes: Adwords results

In January when we started they sold a small amount of goods based on clicks from Adwords.
By March the revenues from Adwords clicks were up by 413%.
April is performing even better.

Cabjaks is becoming a strong brand on Google properties too

  • There have been 6 Five Star reviews in March (the previous one was September 2015).
  • We are now on page 6 of local search (up from 20+) and importantly a competitor is falling off the second page.
  • The YouTube optimisation has gained a 13% increase in views.
  • And Analytics confirms a 12% increase in website visitors over the past 30 days.

A “zero to hero” response in just three months demonstrates the success of our work with this manufacturing brand.

Coworking space

How to get your first co-working members?

We have just opened a coworking space and although we are getting good traffic to the website we are struggling converting paid members, both online and offline. Any tips from those who have started coworking spaces on how you signed up your first 10 or 20 members?

The answer is the same for any new product or service being launched.

I have been a coworking user for 3 years (not an operator). Local Marketing by Experience is what you need to do. By this I mean get visitors to the space and pitch them when they are there…

My advice is this

  1. offer the space as a meeting venue for Meetups locally. Get people visiting the space through meetups and ask the organiser to allow you to pitch all attendees about the available space and “special rates” for their members.
  2. Research highly networked people you know and ask them to help you publicise on social platforms. Ask them to occupy the space free of charge on the condition that they use your space to host their meetings – so they bring people in.
  3. Offer the space short term for the use of local business incubator (they typically run Lean Canvas startup programs for 8 – 12 weeks). This gets visitors in the space and it looks busy… again, you achieve the objective of getting people in and using the space and used to visiting.
  4. Review your pricing. Find out why visitors choose to go elsewhere and if it’s price – adjust accordingly.
  5. Review your offer. Can you offer Co (collaboration) and Working (shared workspace)? Most only offer workspace. My advice is to proactively manage the collaboration part. How can you introduce workers to each other, now can you facilitate them winning new customers in your space, how can you leverage your networks to help them win business… .
    Coworking space

    Coworking space

    How can you use your platform to help them sell more?  If you do this, people will want to use your platform for their business because it grows as a result of the collaboration and the working together.  And the condition for that is to pay you to occupy your workspace…. problem solved.

Although all these tactics can work, my view is that the last one gives the most opportunity – but it takes work and is possibly hardest to deliver on quickly.

This is in answer to a question on Clarity.fm 

Learn How to Growth Hack your Website in May

Learn How to Growth Hack your Website in May

What it means to Growth Hack.

Growth Hacking is a new phrase meaning to aggressively make a step-change in business success.  It’s not just a cute phrase, there are specific techniques which can make significant improvements to website success.

You define success and we’ll teach you how to make it happen.

What is your #1 marketing and sales problem?

Get the answers about how you can growth hack your web success with USA experts Dan Morris and Rachel Martin during May 2016.

Face to face consult or small group workshops.

Email [email protected] with your #1 marketing and sales problem.

Rachel Martin website GrowthHacking expert

Rachel Martin website GrowthHacking expert

 

 

SEO Tools

7 Tools to Improve Your SEO

Improving the SEO for your business is very important. When potential customers search for your products and services you obviously want to appear as high in the search engine rankings as possible. In order to do so, your SEO has to be better than your competitors. Google and other search engines will rank what they think is relevant to what is searched for. Therefore, you have to make sure Google thinks your business is relevant to rank. The higher ranking you get on Google, the more likely you will be to drive more traffic to your website. So, what do you do and where do you start?

BrightLocal’s 7 SEO tools

BrightLocal is a company that specializes in SEO tools that help businesses grow through the effective use of search marketing. Today, BrightLocal have more than 20,000 customers worldwide using their 7 SEO tools.

1. Local Search Rank Checker

The first tool is the Local Search Rank Checker. It tracks your ranking on search engines like Google, Bing and Yahoo and it covers both organic and local search rankings. You have the opportunity to set up this tool to run a report automatically every month or week and you can compare your result to previous reports. Decide what settings will work best for your business. Finally, the report is also available for you to download. Keep track on your ranking and make sure it goes up!

2. Local SEO Check-up

The Local SEO Check-up tool provides a fast and comprehensive audit of a business’ local SEO set-up. It’s a complete local SEO audit tool that runs more than 300 automatic SEO checks. It enables you to speed up your SEO audits and it only takes 5 minutes to set up! You get a clear and accurate report within 15 minutes which you can share directly with clients and prospects. The things this tool checks includes: inbound links, domain authority, your presence on the most important local directories, social media, and Google Places.

3. Google+ Local Wizard

You use Google+ Local Wizard to quickly analyze you Google+ optimization and benchmark your business against your top 10 local competitors. You can also see your ranking on Google+ for your key terms.

4. CitationTracker

CitationTracker is a tool that helps you find, track and manage your local citations. A citation is a listing for your business on a third party site, for example; on a review site like Yelp. By using this tool you will get help with your citations in four different ways. It will help you find existing citations, locate old and incorrect citations, spy on your competitors citations and track the change you make to your current citations. You can also find new citations by locating your top 5 competitors and list your business on the same site!

5. CitationBurst

The CitationBurst tool helps you if you don’t want to go through the labours of manual citation building yourself. CitationBurst will do it for you! It gives you the chance to submit to multiple directories at one time and help to generate listings on local, general and niche directory sites. Pick what sites you want to submit to and CitationBurst will complete the submissions for you within 14 days.

6. ReviewFlow

What ReviewFlow does is that it locates and monitors online reviews on important directories and reviews sites. Using this tool makes it possible to find existing reviews and track all new reviews you receive. ReviewFlow keeps track on all major review sites such as Google+, Yelp and Tripadvisor. By collecting reviews from all sites the report makes it easier for you to read and comment your reviews. You can schedule the report to update monthly, weekly or even daily.

7. ReviewBiz

The final tool is ReviewBiz. It gives you the opportunity of adding a ReviewBiz badge to your website. Create and customize your button and copy paste the code onto your website. By doing that, your clients can easily click-through to a review site of your choice to read and add reviews about your business. Positive reviews will boost your local ranking!

SEO Tools

Image credit: pixabay.com

Natural Search Listing on Google

Google my business. Do you know how to test your website is working correctly?

There are only five things that you want a business website to do.

  1. get found natural search
  2. answer questions
  3. bring in enquiries
  4. get prospects to reveal their identity
  5. showcase expertise

What this means is that an effective website should be shortcutting the amount of time it takes to get a new customer. 

Three tests to do now

So how can you tell if your current website is performing? Here are 3 tests you can run which are free and will take you around five minutes to do.

Hubspot Grader – Hubspot has a website grader tool which can easily appraise your current website using publicly available information. This is not perfect but it gives you a score out of 100 and then explains where your website could be improved. Remember this is a marketing tool designed to sell the Hubspot service. https://website.grader.com/

WooRank  This is a Chrome Browser extension which does a similar job to Hubspot and can be used to double check your own website in a similar manner. I find it very useful.  https://www.woorank.com/en/p/developers

Google Page Analytics. If you have Google analytics installed on your website and you are logged into the service you can open up your own website and using the Page Analytics chrome extension appraise exactly the % of people who have clicked on each hyperlink. I like to start with the homepage and to see which links are performing well.

This was what told me that many home page sliders are not working well for our clients.  And has led me to recommend discontinuing using them.  Go check yours out.

https://chrome.google.com/webstore/detail/page-analytics-by-google/

What about Search?

Now let us have a look at how are your website displays in natural search on Google.

Firstly Google looks at four aspects of your site: Words, Pictures, Video and Maps. Of course having all of these is the best way to be – but if you only have one, you should plan to add others.

Search for your business by name in your local Google. You should see a listing on the left hand side of the page and a map and logo listing on the right hand side which includes a Google Streetview if you have an address listed. Here is an example of one of them.

Natural Search Listing on Google

Natural Search Listing on Google

If the information is incorrect. It is urgent that you correct it.

I was searching for a Real Estate agent recently and got given the wrong office phone number from my search. You can imagine how annoying that must be!

Change how your business displays in Search

You can edit the display listings on Google search by registering your website in Google My Business. https://www.google.co.nz/business/  You must get verified before you can do the edits but it is very simple.

In the tool you can link your Google analytics account, maps, YouTube account, reviews and G+. This means that Google has an accurate, integrated record of everything your business adds. You can see how important this is as Google dominates search in New Zealand.

Tips for editing your business description

The first 3 lines are the most important part and so you must put both a short description of your organisation, one line about your services or products, and how to contact you. This last should be a hyperlink so you can send visitors to the correct page on your website.

Getting Search to give you insights

Google analytics is your friend because once you have an Analytics account you also get a Search Console account. This was formerly called Google Webmaster Tools. By associating the two accounts you can then help your analytics to display additional useful information. It’s very important to have a sitemap and then you can display insights inside your analytics account for your marketing team.

In the old days Google allowed you to see what search terms were being used that brought visitors to your website. They stopped doing this because it cut into their advertising revenue. Now you can see search phrases and the number of times your website has been displayed for each phrase. It is less specific then before but it still gives you a good general idea. In our e-book how to Get My Website Working For Me we explain how to edit the six pages that Google displays underneath your business name.

You should consider which of these six pages is the most important and the order in which you want to display them. You can “Demote” a page so that Google displays an alternative.  For example you should have your contact us page on the listing but you may choose not to have a list of clients.

Setting the page priority levels is done using your site map this determines the hierarchy of pages. However you may have several pages at the same level on the ‘family tree’. You can switch these around inside Google Search Console based on your needs as I explained above.

So how did your business website perform in your tests?

These simple tools will give you the means to demonstrate to budget holders the importance of prioritising your website improvements and how it displays in search.   

Improving your local SEO is an important part of your business marketing.  It’s all part of Getting your website working hard for your business [there’s a free ebook telling you how].

Read more blog posts about Profile Raising by clicking the icon below. It’s one of the steps in our 8 Step Methodology 

4 Profile

Know your audience better with Audience Industries Circles

Know your audience better with Audience Industries Circles

How well do you really know your audience?

Do you know what their interests are, what they want and need? Sure, we’d like to think it’s all about us and our brand. But there are strategies to reach your audience in a way that will get them engaged in you and your brand that goes beyond the surface of what you think they want from you. There are tried and true ways for you to know your audience better.

What’s your common denominator?

Find out what you have in common with your audience so you can be the brand that they trust. Engage them to keep them coming back to you. If you’re a marketing communication manager, in public relations, an agency marketer or have done the Audience Industries Sequoia curriculum, you should understand what to do, how and when you need to to make sure your audience comes back to you… every time.

Get to know your audience better with Audience Industries Circles

Audience Industries is coming to a town near you in May and are bringing Circles with them. Really good news for you. The course is broken up into 7 modules that will help you to really get to know your audience. Audience Industries wants to show you how to bring your audience to you, over and over again. Keep them coming back by speaking their language, learning their paths and optimize your ads to deliver maximum value for your site. Because we know, it’s all about the money.

Here’s what’s in store for you if you sign up for Circles:

  • Module 1: Learn what your audience has in common with you
  • Module 2: Be the brand/business that your audience trusts
  • Module 3: Find out what your audience wants and needs
  • Module 4: Break down the elements of compelling stories and apply them to YOUR story
  • Module 5: Understand what makes your audience take actions on your site and use the information for good
  • Module 6: Get the strategies that create likes, clicks, shares… real engagement on your social media channels
  • Module 7: What you should know before you optimize your ads

Sound like something your business needs?

We thought it might. That’s why founders Dan Morris and Rachel Martin are bringing Audience Industries to New Zealand for the second time. The Circles curriculum is coming to these big NZ cities this May, so book your tickets now while there’s still time:

It’s not just the Circles curriculum that’s coming to town.

If you think the Circles curriculum is good… you’re right! But Audience Industries has 3 other curricula that we think you should take a look at, too, to help you grow your business in an online world. Read more about the Audience Industries NZ Tour from Creative Agency Secrets to see just what else you can learn from Dan and Rachel. Don’t waste any more time wondering how to grow you business revenue online! Book your tickets for a city near you now.

Audience Industries Will Help You Drive Revenue Online

Audience Industries Will Help You Drive Revenue Online

Are you new to digital communications, work in marketing or as a web admin? Good. You’ll want to hear this:

Your online activities for your business can significantly monetize your audience!

Maybe you knew this already but, if you’re here, you may need a little help getting to that point. Lucky you, we have just the thing! The Audience Industries NZ tour is coming to town!

How Audience Industries Will Help You Drive Revenue Online

The Audience Industries program is made up of 4 separate curricula, which together cover everything you need to know about increasing your online profitability.

Let’s focus on the most widely applicable course, the Sequoia curriculum. With 6 modules and 4-8 hours of your time, learn how to turn around your online efforts in simple ways that will make a huge difference to your business.

  1. Learn your audience’s ladder of value, where they came from and when they’ll be ready for you.
  2. Keep the audience coming back for more with pro marketing.
  3. Build the ultimate audience with every word you write.
  4. Stand out so your audience can find you.
  5. Find out how to get your audience from each of your social media platforms to you.
  6. Don’t sell yourself short. Your knowledge is worth a lot more. Start to understand pricing, format and what to expect in the future.

Intrigued?

I thought you might be. When it comes to your business, what you’ll take away from the Sequoia course will be invaluable. There’s no question.

Dan Morris and Rachel Martin

Founders of Audience Industries and your online marketing gurus for the tour, will be arriving on our shores in May to share their marketing expertise with us.  Are you in or near Auckland, Dunedin, or Wellington? If so, read more about the tour and book your spot now while the going is still good!

If you want to improve your online revenue for your business, don’t let this tour pass you up. Book now and take the first step towards maximising the potential of your website.

What is the best way to get new customers for a digital agency Creative Agency Secrets Digital Marketing

What is the best way to get new customers for a digital agency?

We are an Eastern Europe digital agency of 40+ team specialising in business software development. We have been doing some projects for a high profile customers in the UK through our partner there. What would be the best way for us to find new customers? We don’t have a sales nor marketing team as most sales were driven by our partner.

The key elements are to follow the Customer Value Optimisation model. Now since you don’t have Business Development resource in-house you are going to have to hire or outsource to get the skillset you need.

Before that, and the most important part of the CVO is “Determine your Product / Market Fit”. That’s the core and here I strongly advise you spend some money on hiring a marketing expert who can facilitate a session with you to extract that, capture it into a written strategy plan and help you write the tactical implementation plan. (that’s the Return Path on CVO).

Then you have the core already agreed and can use this to brief outsourced folks to write landing pages, ad copy, research DM lists, run social, do follow up calls etc. In this way you can hire execution people who are cheaper than strategy people.

My own Lead Generation Methodology follows a similar pathway detailed on this slideshare deck and accompanying YouTube

The Art and Science of Generating Leads

Watch the Video training of the Art and Science of Generating Leads