This presentation will give you the key elements to building a solid online marketing strategy utilizing the best practices for Search Engine Optimization, Pay-Per-Click advertising and social media marketing. This will include what critical pitfalls to avoid and a road map of steps for a successful online sales program.

1. How to Obtain New Clients Online
Gustavo Lucardi, COO,
Trusted Translations, Inc.

2. Do you Obtain Clients Online?
• How do you obtain clients online?
• Interactive Session
• Participative Session
• Learn from everybody
• Feel free to ask any questions or to provide comments
during the presentation

3. • Suspects or Just Visitors (Impress)
• Prospects (Educate)
• Leads (Engage)
• Opportunity (Persuade)
• Sale (Return)
• Recurrent Client (Keep returning, Add value, Submit
Online)
Your Website Visitors Could Be

4. Content Sites
(Lead Generation Sites)
Suspects
Prospects
Leads
Ecommerce Sites
Suspects
Prospects
Leads
Opportunity
Sale
Objective of your Website

5. • How many of you have a Lead Generation Site?
• How many of you have an Ecommerce Site?
• Advantages of Ecommerce Sites
• Advantages of Lead Generation Sites
Objective of your Website

6. Traffic
• Not just any
traffic!
• Quality Traffic
• Convert into
Leads
• And later into
Sales

7. Play on Google’s Side!

8. Play on Google’s Side!

9. Play on Google’s Side!

10. • How many of you use Webmaster Tools?
• How many of you have Analytics?
• How many of you use AdWords?
• Interaction between Google Webmaster Tools, Google
Analytics and Google AdWords
Play on Google’s Side!

11. Google in Detail: Hummingbird

12. • In September 2013, Google announced that it had rolled
out a brand new algorithm – "Hummingbird" – the month
before
• The name was chosen with care – the Hummingbird is
very fast, and extremely precise
• Through Contextual and Conversational Search, Google
is getting better at understanding the “search intent” of
the user and producing matched search results – quickly
and accurately
Google in Detail: Hummingbird

13. Example of Contextual Search
Google in Detail: Hummingbird

14. Example of Conversational Search
Google in Detail: Hummingbird

15. Bounce rate represents the percentage of visitors who
enter the site and "bounce" (leave the site) rather than
continue viewing other pages within the same site.
A visitor may bounce by:
• Clicking on a link to a page on a different web site
• Closing an open window or tab
• Typing a new URL
• Clicking the "Back" button to leave the site
• Session timeout
Google in Detail: Bounce Rate

16. Monday: Page A > Page B > Page C
Tuesday: Page B > Page A > Page C
Wednesday: Page A > Exit
How many pageviews for each page? Which is the
Bounce Rate for each page? Which is the Exit Rate for
each page?
Page A: 3 pageviews, 50% bounce rate, 33% exit rate
Page B: 2 pageviews, 0% bounce rate, 0% exit rate
Page C: 2 pageviews, 0% bounce rate, 100% exit rate
Google in Detail: Bounce Rate

17. • Search Engine Optimization (SEO)
• Pay-Per-Click Advertising (PPC)
• Social Media Marketing (SM)
• Have a Strong Online Presence
• Play on Google’s Side (Webmaster Tools, Analytics
and Adwords)
Online Sale Strategy

18. • On Site SEO - Off Site SEO
• Local SEO - Niche
• Responsive Design
• Landing pages
• Snippets
• Long Tail Keywords vs Vanity Keywords
• Bounce Rate!
Online Sale Strategy: SEO

19. • Adwords is 90% of your PPC strategy
• Adwords is the short way to do Keyword research by
iteration (try and error)
• Remarketing: Similar Audiences is the most interesting
tool in Adwords (and in Analytics!)
• Find the best remarketing combinations
(AdWords/Analytics)
• Adwords Relation with SEO:
More Impressions > More Organic Traffic
Online Sale Strategy: PPC

20. Know the Value of your Website Visitors
• 100 Suspects, 20 Prospects, 10 Leads, 2
Opportunities, 1 Sale
• And the value of a Sale is 100 USD (Gross Margin)
and the Lifetime Value of a Client is 200 USD (Gross
Margin)
• Which is the value of a Suspect, a Prospect, a
Lead, an Opportunity and a Sale?
• Suspect (Visitor) 2 USD, Prospect 5 USD, Lead 20
USD, Opportunity 100 USD, Sale 200 USD
• The value of a Visitor tells you how much you could

21. • SMO (Organic) vs SM PPC vs Social SEO
• You must have a strong Online Presence
• Facebook
• Twitter
• Linkedin
• Blogs (No guest posting on other blogs)
• PRs
Online Sale Strategy: SM

22. For a Successful Online Sales Program…
• Use Webmaster Tools, Analytics, and Adwords
and interact with them
• Integrate SEO, PPC and SM in a
comprehensive Online Strategy and interact with
them
• Have a Strong presence Online
• Know the value of the Suspects, Prospects,
Leads, Opportunity, Sale, and Lifetime of a
Client by Channel, in the most detailed way you
can, even by keyword

23. Bonus Track
• There are still opportunities out there
• 25% of searches have never been seen before
• There is still no content for some google searches
• For example, before this presentation, there was no
content online for the exact phrase:
“How to Obtain New Clients Online”
https://www.google.com/#q=%22how+to+obtain+new+clients+online%22

24. Thank you!
Gustavo Lucardi
glucardi@trustedtranslations.com