Behind the Curtain
Analysis, Research & Recommendations
Do you ever wonder how it all fits together? Does it make your head hurt just thinking about all the moving parts of marketing your business online? Do you get frustrated because just when you finally get something figured out, they change it?
Even though it can be confusing and frustrating, what goes on “behind the curtain” of your website is critical. Many times I look at a site and discover right away why the site isn’t attracting business. Most of the time there’s an easy fix that totally changes the site’s performance. What follows is a brief description of the process.
The first step is making sure your website and landing pages are top notch and highly effective. We use social media to drive prospects to your website. So that’s where we start.
Step One: Website Audit & Report
The audit reveals exactly what is keeping your website from showing up in search, creating conversions and properly representing your brand. From slow loading sites to improperly coded images and sitemaps, every detail is thoroughly reviewed and detailed in your report. Once the report is complete I can also give you an idea of what it will cost to correct any issues we find.
Step Two: User Experience Testing
Do you really know what a prospect or customer thinks when they get to your site? Is it immediately clear what you do and how to contact you? Is it easy for them to navigate and find what they’re looking for? Do the pictures and copy represent a pro? We use randomized testing to get answers to those questions. Once we define opportunities to improve I’ll be able to correct those and get your site on track to attract and retain prospects.
Step Three: Review of Landing Pages
If you’re driving traffic to landing pages for sales or opt-in purposes, they need to have a few critical elements. If those elements are missing, they don’t convert. There are also very different goals for each type of landing page. We’ll assess the pages and make suggestions for any needed changes. I’m happy to make the changes necessary for you, or you may want to make the changes yourself.
Step Four: Find and Target Your Ideal Client
I don’t want you wasting money and time marketing in places your ideal customer doesn’t even show up. Because no matter how great your website is, no one will go there if they never hear about it. During our initial strategy session, we’ll determine exactly who you serve, what sets you apart and what you need more of in your business. Then I’ll use my years of online experience to find your “peeps” so we can focus our energy and resources on turning them into customers.
Step Five: Facebook Groups, Forums, LinkedIn Groups, Google+ Circles
I’ll identify specific places where you can get in front of groups of your ideal customers! As I research and develop an understanding of exactly what content they want and in what format, I’ll create a plan to give them exactly that. Of course, all the content I post will be in your voice, expressing your brand and your values. I take care of both creating original content and curating valuable content and adding your voice and brand to make it shine.
Step 6: Analysis of Your Online Presence
I’ll take a close look at your online presence across social media, directories, your website–anywhere you show up online. I’ll check engagement statistics, test links, see what’s missing and what’s working well. I’ll have recommendations that guide you to the best social platform for you and I’ll have a plan to move you forward quickly in establishing a strong brand identity and message. I’ll also tell you where you shouldn’t waste your time.
Step Seven: Research Your Top Two Competitors
Together we’ll identify your top 2 competitors. Then I’ll search the internet and discover where they’re marketing, review their websites, analyze their engagement with prospects and customers and find out how you compare. I’ll expose any deficiencies and create a plan to capitalize on those to set you above and apart from your competition. I’ll also determine what they’re doing right and make recommendations on similar tactics that may work for your business.
Step Eight: Keyword Research
Using online software I’ll do extensive research into the highest ranking keywords for your industry and niche. You’ll receive a list of the top 30. Once we have this list we can examine your website copy, marketing materials, even image names to make sure the best keywords for your business are being used. Search Engine Optimization (SEO) has changed a lot and is still evolving daily. Stuffing your website full of keywords doesn’t work any longer. But there are specific ways we can use keywords and other tactics, like creating quality content, to help you “get found” online.
At the end of our process, you’ll have overall strategies and tactics in place and will be able to measure activity monthly. This enables us to see what’s working and refine the process as we move forward. Even as social media and online marketing constantly change, you’ll have me by your side to keep you informed, make adjustments when necessary and give you analytic reports to track conversions, engagement, reviews and more.