Learn why your website by itself is not enough in today's digital economy and how you can use different marketing strategies to grow your business.

1. A WEBSITE IS NOT ENOUGH IN
TODAY'S DIGITAL ECONOMY
Presented by Frank Spohr
Clicked Studios, LLC © 2016 • All Rights Reserved • www.clickedstudios.com

2. CREATING A NEW WEBSITE OR
REVAMPING AN OLD WEBSITE
RARELY EQUALS INSTANT
SUCCESS

3. MORE OFTEN THAN NOT, NEW
WEBSITE LAUNCHES AND...

4. NOTHING HAPPENS

5. OR IT PERFORMS WORSE!

6. DUE TO THOSE UNFORTUNATE
OUTCOMES, TODAY WE'RE
GOING TO ADDRESS WHAT IT
TAKES TO REALLY MOVE THE
NEEDLE FORWARD IN ONLINE
BUSINESS

7. A LITTLE ABOUT FRANK SPOHR

8. HELPING COMPANIES BUILD
THEIR WEBSITES AND GROW
THEIR BUSINESSES SINCE THE
YEAR 2000

9. 2008 - FOUNDER AND CEO OF
CLICKED STUDIOS
TOP RANKED WEB DESIGN
FIRM IN ST. LOUIS ON GOOGLE
FOR NEARLY 5 YEARS
RUNNING

10. TAKEN A DATA & ROI DRIVEN
APPROACH WITH SEO, SEM,
CONTENT MARKETING, UX, UI,
DESIGN, PSYCHOLOGY,
CONVERSION RATE
OPTIMIZATION, AND PPC TO
HELP COMPANIES LARGE AND
SMALL GROW THEIR TRAFFIC,
GET MORE SALES, AND SELL
MORE OFTEN

11. WHAT WILL YOU
GET OUT OF THIS
PRESENTATION?

12. 1. AN UNDERSTANDING OF
HOW A WEBSITE TIES INTO A
LARGER DIGITAL MARKETING
STRATEGY

13. 2. DIFFERENT WAYS TO
GENERATE WEBSITE TRAFFIC
and what to expect from each...

14. 3. LEARN ABOUT A COMMON,
BUT MAJOR MISTAKE MANY
COMPANIES MAKE WITH
THEIR WEBSITE THAT
NEGLECTS LONG TERM
GROWTH FOR SHORT-TERM
SALES

15. 4. WHAT YOUR PRIORITIES
SHOULD BE WHEN PEOPLE
VISIT YOUR WEBSITE

16. SO WHY IS A WEBSITE ALONE
NOT ENOUGH TODAY?

17. TOO MANY BUSINESSES
PUBLISH AND PRAY HOPING A
NEW DESIGN OR PAGE IS
WHAT THEY NEED TO BE
SUCCESSFUL. THEY PUBLISH
AND THEN...

19. TOO MANY FACTORS MAKING
IT HARDER THAN EVER

20. 1. JUST HAVING A WEBSITE
DOESN'T GET PEOPLE'S
ATTENTION.
EVERYONE HAS ONE THESE
DAYS.

21. 2. EVERYONE IS BLASTED
WITH COUNTLESS ADS &
OFFERS EVERY DAY.
YOU BETTER HAVE
SOMETHING INTERESTING &
UNIQUE BEFORE YOU EVEN
BUILD YOUR WEBSITE.

22. 3. EVEN WHEN YOU DO GET
PEOPLE TO VISIT YOUR
WEBSITE, ON AVERAGE 98%
ARE NOT READY BUY.
COUNTLESS REASONS WHY,
BUT THIS IS THE HARSH
REALITY.

23. WE LIVE IN A BUSY WORLD!

24. HOW DO WE FIGHT THIS?

25. UNIQUE OFFER
+
PREDICTABLE WAY TO REACH
CUSTOMERS
+
WEBSITE WITH SPECIAL CONTENT
+
MARKETING AUTOMATION
+
INTELLIGENT FOLLOW-UP

26. UNIQUE OFFER
OFFER SOMETHING OF VALUE WITH
YOUR OWN UNIQUE TWIST ON IT.
CAN YOU OFFER SOMETHING
FASTER, STRONGER, MORE
DEPENDABLE, MORE USEFUL, OR
BETTER DESIGNED?

27. PREDICTABLE WAY TO REACH
CUSTOMERS
NO MORE POSTING TO FACEBOOK OR
WRITING A BLOG POST AND HOPING
FOR THE BEST. WE'LL LOOK AT HOW
PROFESSIONALS GET TRAFFIC ON
SOCIAL NETWORKS AND SEARCH
ENGINES PREDICTABLY.

28. WEBSITE WITH SPECIAL CONTENT
MORE THAN A BROCHURE SITE.
FOCUSED ON PROVIDED INFO AND VALUE.
BUILDS RELATIONSHIPS

29. MARKETING AUTOMATION
TOOLS TO HELP YOU BUILD
RELATIONSHIPS WITH THE OTHER
98% OF WEBSITE VISITORS WHO
WEREN'T READY TO BUY ON THEIR
FIRST VISIT.

30. INTELLIGENT FOLLOW-UP
USING MARKETING AUTOMATION
STRATEGICALLY TO BUILD TRUST
FIRST... AND THEN PROMOTING NEW
OFFERS, EVENTS, PRODUCTS,
SERVICES, ETC. OVER TIME.

31. HOW IS THIS ACTUALLY USED
IN THE REAL WORLD?

32. FIRST, AN ASSUMPTION...

33. YOU HAVE A GOOD OFFER AND
YOU'VE DIFFERENTIATED
YOURSELF FROM THE
COMPETITION

34. SKIP THIS STEP AND
YOU'RE DEAD BEFORE
YOU BEGIN

35. GOOD NEWS
EASIER THAN EVER TO GET
TRAFFIC IF YOU KNOW WHERE
TO GO.

36. WHAT DO MOST PEOPLE DO
THOUGH?
SPEND TONS OF TIME FINDING
ARTICLES AND LINKS TO POST
TO THEIR FACEBOOK,
TWITTER, LINKEDIN, ETC.

37. OK... STRATEGY
BUT TAKES TONS OF TIME TO IMPLEMENT
3, 6, 12 MONTH WAIT FOR RESULTS
RANDOM SPIKES IN TRAFFIC
SOCIAL NETWORKS MAKING IT HARDER
TO REACH YOUR AUDIENCE ORGANICALLY
(ALGORITHM UPDATES)

38. ANOTHER POTENTIAL WAY
SEARCH ENGINE MARKETING
FAT HEAD = HARD
LONG TAIL = EAS(IER)
SOMETIMES

40. THE LONG TAIL
SEARCH PHRASES WITH 4 – 5+
WORDS IN THEM
THINK “home insurance reviews
2016” instead of a fat head term
like “home insurance”

41. THE LONG TAIL
IT ACCOUNTS FOR 89.4% OF
ALL SEARCH ENGINE TRAFFIC

42. GET SOME LONG TAIL IDEAS
Www.wordstream.com/keywords
Www.moz.com/keyword-explorer
Www.keywordtool.io

43. USE THOSE TOOLS TO GET
STARTED RIGHT NOW
GENERATE A LIST OF 10 – 20 LONG TAIL
KEYWORDS AND YOU CAN START
WRITING ARTICLES WHERE YOU HAVE
A CHANCE TO RANK.
TIME TO SEE RESULTS: 2 WEEKS TO
SEVERAL MONTHS

44. WHAT IF YOU CAN'T WAIT
WEEKS OR MONTHS TO GET
TRAFFIC?
LONG TAIL SEO IS GREAT, BUT IT ISN'T
THE BEST IF YOU'RE IN A TIME
CRUNCH.

45. THE ANSWER
PAY-PER-CLICK ADVERTISING WHEN
DONE THE RIGHT WAY

46. WHAT IS THE RIGHT WAY?
REMEMBER HOW WE MENTIONED
WEBSITES WITH SPECIAL CONTENT?
THAT'S HOW!

47. SPECIAL CONTENT
HOME PAGE
VS.
SERVICE PAGE
VS.
LANDING PAGE

48. HOME PAGE

49. SERVICE PAGE

50. LANDING PAGE

51. PROMOTING A HOME PAGE VS.
A LANDING PAGE
AN EXAMPLE OF A LOSER CAMPAIGN
VS. A WINNING CAMPAIGN

52. A LOSING CAMPAIGN
Sending Traffic Straight to Home Page
Cost per click: $1.20
Number of clicks (people clicking to see website): 100
Cost of this traffic: $120.00
-------
Percentage who buy product at your website: 2%
Number of customers (100 visitors X 2%) = 2 customers
-------
Product Cost: $47.99
Revenue generated by campaign = $95.98
-------
Net Loss ($95.98 net rev. - $120 ad spend): -$24.02
98% of people do not buy and leave website never to return.
Sales are made, but it is not enough to recoup ad costs.
Advertiser must stop campaign or go broke.

53. A WINNING CAMPAIGN
Sending Traffic to Landing Page to Get Emails First
Cost per click: $1.20
Number of clicks (people clicking to see website): 100
Cost of this traffic: $120.00
-------
Offer a free guide, tip sheet, free trial, etc. this time.
------
Opt-In Rate: 30%
Total people who opt-in = 30 subscribers
-------
Subscribers given freebie to deliver value and build trust in your brand. Additional
emails sent to build relationship and FINALLY THE OFFER IS MADE.
------
Purchase Percentage: 15%
Total Purchases = 15% X 30 subscribers = 4.5 customers
Product Price: $47.99
-----
Revenue generated by campaign = $215.96
-------
NET PROFIT = $215.96 - $120.00 = $95.96
Actual ROI tends to be higher since you can keep emailing people over time and
convert additional subscribers into purchases.

54. THE MOST IMPORTANT DETAIL
PRIORITIZING THE EMAIL OVER
THE SALE ALLOWS YOU TO KEEP
SELLING TO THE SAME PERSON.
INSTEAD OF THAT PERSON BEING
WORTH A 1-TIME SALE OF $47.99
THE PERSON HAS THE POTENTIAL
TO BE WORTH HUNDREDS OR
THOUSANDS OVER THE COURSE OF
YOUR BUSINESS RELATIONSHIP.

55. HOW DO OTHER COMPANIES
USE THIS STRATEGY?
SOFTWARE COMPANIES PLACE
ADS ON SEARCH ENGINES TO GIVE
AWAY FREE DEMO IN EXCHANGE
FOR EMAIL.

56. HOW DO OTHER COMPANIES
USE THIS STRATEGY?
BUSINESS COACHES ON
FACEBOOK INVITE YOU TO FREE
WEBINAR OR GIVE AWAY FREE
GUIDE IN EXCHANGE FOR EMAIL.

57. HOW DO OTHER COMPANIES
USE THIS STRATEGY?
RETAIL STORES OFFER
INTERESTING GADGETS AT COST
OR FREE + S&H TO BUILD LARGE
LIST. EMAILS SENT ON BACK-END
TO MAKE BULK OF PROFITS.

58. HOW DO OTHER COMPANIES
USE THIS STRATEGY?
SUBSCRIPTION COMPANIES GIVE
AWAY FREE MONTH IN EXCHANGE
FOR EMAIL TO PROMOTE SPECIAL
DEALS TO PEOPLE WHO DO NOT
BECOME PAYING CUSTOMERS
AFTER TRIAL ENDS.

59. HOW DO OTHER COMPANIES
USE THIS STRATEGY?
RESTAURANTS GIVE AWAY
COUPONS IN EXCHANGE FOR
EMAIL.

60. 5 PRORITIES YOU CAN TAKE
HOME

61. 1. IF YOU HAVE THE LUXURY
OF TIME, LONG TAIL SEO IS A
POTENTIALLY LOW-COST WAY
TO GET PEOPLE TO YOUR
WEBSITE.

62. 2. IF TIME IS OF THE
ESSENCE, ROI CAN BE SEEN
QUICKLY WITH PPC ON
SEARCH ENGINES AND SOCIAL
NETWORKS WHEN YOU
STRUCURE YOUR CAMPAIGN
CORRECTLY

63. 3. FOCUSING ON BUILDING
YOUR LIST IS A PATH
TOWARDS MORE LONG-TERM
REVENEUE

64. 4. (EXTRA) WHEN DECIDING
TO SPEND ENERGY BUILDING
YOUR LIST VIA YOUR WEBSITE
OR SOCIAL MEDIA
FOLLOWERS, CHOOSE YOUR
OWN LIST. DON'T BE A VICTIM
TO CHANGING SOCIAL MEDIA
COMPANY POLICIES.

65. 5. YOUR WEBSITE REALLY IS
THE LAST PART OF THE
PUZZLE. MAKE SURE YOUR
OFFER AND PROMOTION
STRATEGY ARE IN PLACE
FIRST. A WEBSITE IS
WORTHLESS WITHOUT THESE.

66. Q&A
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@frankspohr
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