Your Client's Online Business Experience Is Broken; Let's Fix It

Your Client’s Online Business
Experience is Broken; Let’s Fix it

Bolo AZ 2011 @ElizabethHannanDoe
Bolo AZ 2011 | Author: John Page 1 of 18

Think Systematic Processes


Where To Next?
✽ How to identify a disconnect between lead
generation and your client‟s online business
process.
✽ What metrics and tools should you implement
and focus on?
✽ Who is their buyer? “For the love of the niche”
✽ The whole ecyosystem; identifing roadblocks

✽ Lets translate metrics into online actions
✽ Creating appeal around your client‟s distinctive
competence
✽ Determining the „Sweet-Spot” between building
awareness, generating content and leads.

✽ Enabling instead of Disabling people; channeling
your “Inner Human”
✽ Strategy with Action Items and Solutions in mind

| Author: John Page 5 of 18

Identify The Disconnect

✽ How to identify a disconnect
between lead generation and
your client‟s online business
process.

> You cannot plan for a successful
campaign or sustainable growth
unless you fully understand the
client‟s niche and where the
potential buyer comes from.

9. Oktober 2011 | Author: John Page 6 of 18

Where to look?
✽ Be the digital adventurer and analysist that you are!

✽ In addition, ask the client for last years sales numbers.
✽ Where did those buyers come from?
✽ Request SEO analytics for past year, observe what
keywords drove traffic to their site.
✽ Talk to their customer service reps; they are on the
frontline for feedback mechanisms
✽ How many sales directly came from social media sites?
✽ Track links from everything!
✽ Use your discovered “keywords” for social media
campaigns.
✽ What content is the business producing and posting
regulary? Youtube metrics? Newsletter?
✽ Use your “mediums” Are they Digital publishing? Itunes?
Etc.

Want to upsell? Look for patterns in traffic and metrics that
support your services!


Use “Search better”
✽ We all default to our favorite search engine, but really is
that information valuable?
✽ Try researching (your clients and their competitors) on
Delicious or Stumble Upon instead.

✽ Google “serves us” search results
that an algorithm decides is a
common solution as well as
profitable to Google at the same
time.
✽ Delicious shows us search results
other “Humans” have deemed as
worthy and notable.
✽ Which information is worthy to add to your strategy as an
actionable item?


For the love of the niche!

✽ You cannot plan for a successful campaign or
sustainable growth unless you fully
understand the client‟s niche and where the
potential buyer comes from.
✽ Who is their buyer? What compels them to
buy?
✽ Look at the whole process; the whole
ecyosystem; identifing roadblocks in their
process.

9. Oktober 2011 | Author: John
Bolo Conference 2011 Page 11 of 18

Niche is “technically’ not enough

✽ Distinctive Competence Definition
✽ What unique thing is it that we do really well? What quality or attribute sets us aside
from our competitors?”

✽ Buyer Persona Definition
✽ Buyer Personas are representative of
buyers in action and engaged in the
buying process

✽ Determining the „Sweet-Spot” between
building awarenesss, fresh content and
generating leads.
✽ “Sweet-Spot” is the point in which your
output of content, community curation
and online engagment generates a
steady increase in leads, data capture,
awareness and sales over a
predeternined set period of time.

Bolo Page 12 of 18

Am I lost?

Bolo Page 13 of 18

Interaction

✽ When planning out a content strategy or
web design or a year long campaign
keep in mind you are communicating
with “humans”.

✽ Automation is great up to a point, but
after that point it suc*s to be the
potential consumer you are now
technically spaming.

✽ Enable (not disable) others to be your
brand ambassadors.

✽ Think of an Affiliate Marketing program
and a healthy does of Blogger Outreach
as an solutions upgrade.


Human Interaction
= Listening, Acknowledging and Engagement


Takeaways

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Get In Touch
Download these slides:
http://slidesha.re/npo9xH

Phone: 646.580.6290

Email: Elizabeth@BlueBlazingMedia.com
Web: BlueBlazingMedia.com.com
Blog: JiveFromTheHive.com
Linkedin: Linkedin.com/in/ElizabethHannan
Twitter: @ElizabethHannan

Thanks!

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Your Client's Online Business Experience Is Broken; Let's Fix It

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