CTA EXPO 2009 Chicago: CTA Marketing - Presentation by Shane Stiles gate39media

1. Driving Traffic and Generating Leads From Your WebsiteOctober 19, 2009 CTA EXPO 2009 www.gate39media.com

2. Hello! Meet gate39media Over 50 financial industry clients including IBs, CTAs, FCMs, funds, exchanges, educators, and service providers Founded in 2002 by Shane Stiles, former Internet Developer with CME. NIBA Board Advisor. Located here in Chicago. Combination of design, marketing, latest technology with Futures industry knowledge Website Solution specifically for CTAs

3. What Millionaires Want From Brokerage Websites "In a survey of 1000 millionaires, 79% visit their investment provider's Web site at least a few times a year and 83% of those do so every month. This would appear to firmly quash the old myth that millionaires need hand-holding and aren't willing to use online self-service.”2009 Forrester Study called “What Millionaires Want From Brokerage Websites”Wall Street Technology 2/18/09

4. What Millionaires Want From Brokerage Websites "Investors who give their firm's online tools a top score in quality hold, on average, nearly $2 million more at that firm than do investors who give their firm's online tools the lowest possible score," the report states. "These satisfied online customers are also 37% more likely to consider the firm for additional purchases."2009 Forrester Study “What Millionaires Want From Brokerage Websites”Wall Street Technology 2/18/09

5. Searching for Managed Futures People are searching for information on managed futures Number of Google searches for September: Managed Futures: 18,800 Managed Accounts: 23,700 Managed Account: 26,500 TOTAL: appx 69,000 searches in September Nearly double Oct 2008 searches

6. How do I get clients to my site? It’s all about visibility

7. Website Visibility Recommended Referred Seen Meet Listed Searched Keys to visibility

8. How is traffic generated? A customer recommends your firm to a friend Spoken, phone call, email, social media (vote/link/fan) Referral from a broker, affiliate, service provider Saw your firm in the media, conference, seminar Met you in person Listed in an online database, directory, or other website CTA databases sites, broker sites, industry sites Search engine keyword search

9. Make it easier to be “found” Make it easier to be recommended When appropriate—include “Send to a friend” function. Particularly from articles, blogs Facebook, Twitter, and LinkedIn really do work Web address on all promotional materials and business cards, use email from your domain PR—trumpet your achievements with press releases and issue to industry outlets and through wire services such as Business Wire

10. Make it easier to be “found” Get listed CTA Directories, Futures related directories Local searches Get published—be sure articles feature your URL and links back to your site Blog/Twitter—build up your own following Set-up your social media accounts—LinkedIn in particular—online networking Search engine optimization

11. A few words about SEO Search engine optimization (SEO) is not a cure all SEO takes time and a lot of work SEO is not just about coding tricks SEO is about links to your website SEO works best when you define key terms to target—ideally as specialized or as unique as possible

12. The SEO Formula Good Content Quality Links Regular Updates Longevity Solid code Visibility on the web =

13. Importance of Content Content attracts users—and keeps them coming back (nurturing leads) Content showcases your knowledge Content is indexed by search engines Content creates referrals and the “viral” effect Content should be added/updated regularly Content is the hardest part!

14. Email Marketing Cost effective Opt-in service—your customers are asking for information from you Measurable Keeps customers current on your activities Newsletters vs. campaigns Newsletters are great tools for CTAs—showcase knowledge in a conversational, non-sales format

15. Email Newsletters Drive Traffic to Articles and to Call-to-action Email newsletters are not meant to contain the whole article, but headlines, short summaries to get interest, and then links to the article on the site Main objective is to get customers on your site and take action Therefore successful newsletters/websites—have original content and call-to-action

16. Where’s the Lead Capture? Customers provide their information to access the latest performance data Create a free consultation page or offer page When you get a lead—what do you do? Give to sales team Add to your CRM or database with notes Continue to follow up with them even if they aren’t buying today (nurturing leads)

17. Thank you gate39mediawww.gate39media.com/cta Shane Stiles, President shane@gate39media.com 312.715.1475