Exploring how Leads Are Like Aggregate and why a solid website is important for conversion was the topic of presentation by Kevin Mullett for the Deister Machine Company Sales Meeting. This also happened to be a celebration of Deister Machines's 100 year Anniversary. In this presentation Kevin explains to this business to business group why it is essential to have a home on the web they own, and how sift through all the noise to find the solid business leads that are most likely to turn into customers.

1. LEADS ARE LIKE
AGGREGATE
@kmullett Deister 100 Year Celebration

2. circa 1987
me on a bulldozer
WHO AM I?
@kmullett Deister 100 Year Celebration

3. Online marketing doesn’t work if potential
customers can’t find you or if you have to push
everyone there.
CAN I FIND YOU
@kmullett Deister 100 Year Celebration

4. WHERE DO WE DO RESEARCH IN 2012?
Recommendations for a restaurant will likely be taken
at face value. Recommendations for expensive
equipment will be validated. Where do we go to do
research these days?
@kmullett Deister 100 Year Celebration

5. No marketing media channel has
100% eyeballs or is 100% effective.
We need to prioritize based on
goals, resources, and business
objectives.
NO ONE SPOT
@kmullett Deister 100 Year Celebration

6. Maybe it’s time to rethink what you
are willing to spend money on, and
why.
WHAT IS WORKING?
@kmullett Deister 100 Year Celebration

7. WHY THE WEB IS THE MARKETING CENTER
• Works WITH all other marketing
• 24/7 lead generation
• Where people do research
(At their pace not yours)
• Easy, quick, and inexpensive
updates
A NetCentered approach
@kmullett Social Media Summit #SMSFW

8. Clients now have more tools
than ever to sift through
everyone that might be able
to fill their need.
VISIBILITY SCREENS
@kmullett Deister 100 Year Celebration

9. tv
dm (direct mail)
radio
newspaper
print (brochures/ads)
email marketing
social
SEO
search marketing
tradeshows
sponsorships (nascar etc.)
yellow pages (not shown)
@kmullett Deister 100 Year Celebration

10. TIP: SOMEONE NEEDS TO MIND THE STORE
Search engine optimization (SEO) won't fix bad
content or make it convert into business, but
without it "just writing good content" leaves you
reaching less people than you could.
Who’s on watch?
Google CEO Eric Schmidt to Congress – 516 updates and over
13’000 tests in 2010. (pdf)
@kmullett Social Media Summit #SMSFW

11. There is a lot of misinformation,
speculation, opinion and hype
being spread about online
marketing. Worse is the
expectation that it should be
free, effortless, and easy, yet
produce greater ROI.
HYPE & HYSTERIA
@kmullett Deister 100 Year Celebration

12. TIP: ASK YOUR COUSINS 12 YEAR OLD…
@kmullett Deister 100 Year Celebration

13. TIP: TECHNICAL COMPETENCY MATTERS
These technical factors impact SERP and conversion.
@kmullett Deister 100 Year Celebration

14. BUDGET & STRATEGY
@kmullett Deister 100 Year Celebration

15. TIP: BEWARE OF FREE OPINIONS
Projects are always limited by: time, money, effort,
resources, knowledge, buy in. (from HIPPOs or clients)
@kmullett Deister 100 Year Celebration

16. TIP: IT’S NOT ABOUT WHAT YOU LIKE
Which phone line will
you be ignoring today?
Tools to find
your audience:
@kmullett Deister 100 Year Celebration

17. ACTION: GET YOUR HOUSE IN ORDER FIRST!
Grab your local listings:
getlisted.org
Keep name, address, phone consistent!
@kmullett Social Media Summit #SMSFW

18. Don’t be surprised when you
get very little value out, of that
which you put very little value
in.
DO YOU SEE THE VALUE?
@kmullett Blog Indiana #BIN2012

19. TIP: THINK OFFLINE, ONLINE, MOBILE
QR Codes and mobile sites
need a strategic purpose! Hello
trade shows…
@kmullett Deister 100 Year Celebration

20. OWNERSHIP
@kmullett Deister 100 Year Celebration

21. ACTION: BLOGGING…DO I HAVE TO?
Efficient blogging ideas.
• Convert customer question
response emails into posts
• Share via social
• Use video reviews & stories
• Link to specific information
yoursite.com/blog
pages from blog posts.
vs
blog.othersite.com • Get guest bloggers
@kmullett Deister 100 Year Celebration

22. ACTION: GOOGLE GIVES YOU CLUES
Let Google give you ideas on
which long tail subjects to
write about.
• Google Instant
• More search tools (left)
• Searches related to (bottom)
• Related searches (top)
[doesn’t always appear]
@kmullett Deister 100 Year Celebration

23. TIP: YOUR WEBSITE IS NOT FOR YOU
If you ask me to build you a pink website, I will
build you a pink website but… I won’t pretend
it’s a good idea if it doesn’t fit the intended
audience. YOU are not the intended audience!
@kmullett Deister 100 Year Celebration

24. ACTION: GET COMFY ON CAMERA
• A Humanistic look into your company and processes
• Easy and inexpensive to embed from Youtube
• Increased visibility & no plug-in
• Visitors and search engines like video
@kmullett Deister 100 Year Celebration

25. ACTION: MEASURE IF IT WORKED
• Monitor contacts, calls, lead sources (referrals)
• email subscriptions and network growth (quality)
• Check Google Analytics, Google Webmaster tools:
bounce rates, time on site, pages visited, conversion,
confirmation pages, and…well that’s another seminar.
@kmullett Deister 100 Year Celebration

26. Humanize your
message, Encourage
conversation, Listen
first, Promote Less.
H.E.L.P PHILOSOPHY
@kmullett Deister 100 Year Celebration

27. bit.ly/aboutKM
ME Image by Joe Shoemaker
@kmullett cirrusabs.com / @cirrusabs

28. GET TIPS, TRICKS, INVITES, AND INFO
Find out what’s in
The Puzzle Box
bit.ly/ThePuzzleBox
cirrusabs.com
twitter.com/cirrusabs
facebook.com/cirrusabs
youtube.com/user/cirrusabs
linkedin.com/companies/cirrus-abs
@kmullett cirrusabs.com / @cirrusabs

29. ACTION: PREPARE FOR BUSINESS
• Open G+, Youtube, & Skype accounts
• Buy a webcam
• Harness the power of smartphones
• Practice with someone (me)
Are you keeping up and prepared to communicate
how others wish to be communicated with?
@kmullett Deister 100 Year Celebration

30. ACTION: KEEP TRAFFIC, SEO & VISIBILITY!
Embed signup capability via services like eventbrite
@kmullett Deister 100 Year Celebration

31. ACTION: CHECKING WHERE YOU RANK
Get: Rank Checker
a Firefox browser add-on
• Measure baseline
• Measure changes
• Measure competition
• Check in private browsing
@kmullett Deister 100 Year Celebration

32. ACTION: START LISTENING & WATCHING
Set alerts for: business name(s) or brand,
employee names, usernames, your brand name,
competition, influencers in your field,
product/service names, and misspellings.
@kmullett Deister 100 Year Celebration

33. ACTION: GRAB YOUR BRAND/IDENTITY
namechk.com
@kmullett Deister 100 Year Celebration

34. ACTION: TELL THEM & TELL THEM WHY…
• Are we clear with our message?
• Is design or action most important?
• What is our call to action?
• What is in it for them?
@kmullett Deister 100 Year Celebration