Your website is a critical asset that can be leveraged to engage with your target audience, generate sales opportunities and grow your business.

1. How to Turn Your Website
Into a Virtual Sales Rep
for Your Business

2. Agenda
• How Effective is Your Virtual Sales Rep?
• It’s all About Content & Inbound Marketing
• Understand Your “Buyer Persona”
• Use Content to Get Found, Convert & Close
• Build an Inbound Marketing Engine
• Assess Your Website’s Effectiveness
• Question & Comments

3. Your Website is a Virtual Sales Rep
Grows
Your
Business
Tells
Your
Story
How Effective is Your Virtual Sales Rep?

4. Your Website in Action
Education:
What problem am I
trying to solve?
Evaluation:
How do I best
solve my problem?
Decision:
Where do I get
the best solution?
The Buyer’s
Journey
Attract
Visitors
Turn Visitors Into Buyers
Your Website is the First Place
Everyone Goes to Learn About You…

5. A Critical Marketing Resource
Suspects:
Unqualified
Leads
Prospects:
Qualified
Leads
Oppty’s:
Potential
Deals
Your Lead
Funnel
Attract
Visitors
Fill Your Funnel With Leads
Your Website Can Perform 90%
of the Sales Process For You!
$$$

6. It’s All About Content
Showcase
Cloud
Solutions
Describe
Business
Outcomes
You Have the Perfect Platform to Create the Perfect Sales Rep

7. It’s All About Inbound Marketing
Leverage your website to:
• Generate quality traffic
• Convert traffic into leads
• Nurture leads into buyers
In other words to:
• Be your virtual sales rep
• Grow your business
• Lower your acquisition cost
Deals
Get Found
Convert
Close
SEO
Social
Media Blog

8. Inbound Marketing Flips the Model
OUTBOUND is OUT …
• Too expensive
• Very unpredictable
• Less & less effective
INBOUND is IN …
• More cost-effective
• Consistent results
• It really works!

9. What the Experts are Saying…

10. “Inbound” is the New Marketing
• 200 million Americans registered on the
FTC “Do Not Call” list
• 89% of Internet users now search online
before making a purchase
• By 2020, customers will manage 85% of
their relationship without a human
• Companies using inbound marketing
have 55% more traffic & 70% more leads
• Inbound marketing can cut the cost of
deal acquisition in half

11. Understand Your Buyer’s Persona
• Their pain points
• Why they buy
• Their decision process
• The value they realize
• Their evaluate criteria
• Their information sources
Do the research and eliminate the guesswork
Talk to real buyers about real buying decisions
Interview your best customers and ideal prospects

12. Deliver Relevant Content to Them
Deals
Decision
Stage
Consideration
Stage
Awareness
Stage
Awareness Stage
• Problem-related
• Videos, checklists, eBooks
Consideration Stage
• Solution-related
• Webinars, case studies
Decision Stage
• Decision-related
• Assessments, demos, trials
Audit and categorize your existing content
Repurpose content for appropriate buyer stages
Create new content to refresh or fill the gaps

13. A Wise Man Once Said…

14. Use Content to Get Found
Deals
Get Found
Convert
Close
SEO
Social
Media Blog • SEO Optimization
– Keyword research
– Link building
• Your Blog
– Relevant & authoritative
– Frequent & consistent
• Social Media
– Tw, LI, FB, G+, YT, RSS
– Build & engage communities
Do you have at least 500 to 1,000 monthly visitors?
Does your traffic increase every month?

15. Use Content to Convert Traffic
Deals
Get Found
Convert
Close
SEO
Social
Media Blog • Content Offers (CTA’s)
– Quality Content = Conversion
• Landing Pages
– Design & placement
– Contact data & analytics
• CR Optimization
– A/B testing & analysis
– Continuous improvement
How many landing pages do you have today?
Do you convert 5% of your monthly visitors?

16. Use Content to Close Deals
Deals
Get Found
Convert
Close
SEO
Social
Media Blog • Lead Nurturing
– TOF, MOF & BOF content
• Lead Scoring
– Rate & qualify all leads
– Based on touches & behavior
• Segmented Lists
– Based on lead score
– Nurturing & qualify into deals
Do you close 1 in 10 of your monthly leads?
Are they the right kind of deals?

17. Build an Inbound Marketing Engine
 Business Goals
 Marketing Targets
 Buyer Persona/Journey
 Website Assessment
 SEO Optimization
 Campaign Strategy
 Content Development
 Weekly Blog Posts
 Social Media Marketing
 Search Engine Marketing
 Lead Nurturing
 Analytics Assessment
 Campaign Optimization
 New Content Creation
Develop
Your Inbound
Marketing Engine
Drive
Your Inbound
Marketing Engine
In 90 days you will have an efficient engine for scaling your business

18. Measure & Optimize it Constantly
Key Performance Metrics
• Traffic volume
• Site conversion
• Lead quantity
• Lead quality
• Deal acquisition rate
• Average deal values
Monitor the Metrics That Matter on a performance dashboard
Assess the role of content, campaign strategy and methods
Do more of what works and less of what doesn’t work

19. Realize a Return on Investment
Managed Funnel
$$$
- Suspects
- Prospects
- Opportunities
Traffic
Content for Website & Offers
(based on buyer persona)
Landing Pages
(conversion-
optimized)
Leads
Segmented Database
$2,500/month Revenue Generated
36 months Contract Term
$90,000 Contract Value
50% Gross Margin
$1,250/month Gross Profit
$2,500/month Marketing Expense
2 months Payback Period
$42,500 Return on Investment
Typical Inbound Marketing ROI
Targeted
Buyers
Incremental Revenue
(SEO, Blog &
Social Media)

20. My Favorite Quote …

21. Some Questions for You …
• How many deals do you need each month?
– What is your lead-to-close conversion rate?
• How many leads do you need each month?
– What is your visitor-to-lead conversion rate?
• How many visitors do you need each month?
– How many do you have today?
• What is the state of your inbound marketing?
– What gaps need to be addressed right away?

22. Find Out by Taking Our
Inbound Marketing Assessment
Provided by:

23. Grade Your Website with
the Hubspot Grader
https://marketing.grader.com/

24. Implement Inbound Marketing
using a Managed Service
SEO
SEM
Graphics
Analytics
Strategy
Lead
Nurturing
Conversion
Content
Social
Media
HTML
• Flat monthly fee
• Deep experience
• Multiple disciplines
• Flexible & adaptable
• Fraction of the cost
of internal resources
• Scalable up & down
• Operates as your
virtual organization

25. Questions
and Contact Info
Todd Hussey
todd@csbexcellence.com
Phone: (800) 785-4620
www.csbexcellence.com
Dave Zwicker
dave@csbexcellence.com
Phone: (800) 785-4620
www.csbexcellence.com