How to sell website optimization services to inbound clients
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Transcript of How to sell website optimization services to inbound clients
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www.contentmarketingblueprint.com
CMB Partner Office Hours
How to sell website optimization services to
inbound clients.Every Tuesday @3pm Eastern
www.contentmarketingblueprint.com
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www.contentmarketingblueprint.com
Today’s Schedule15 minutes: Topic Introduction15 minutes: Open Discussion
Extra time: CMB Partner Questions
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www.contentmarketingblueprint.com
Max TraylorDirector of Client Services Innovative Marketing Resources
@TheMaxTraylor
+MaxTraylor
Linkedin/in/maxtraylor
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www.contentmarketingblueprint.com
Your Hosts
Max Traylor Bob TraylorDirector of Client Services | Innovative Marketing Resources
President| Do Not Call Protection
Stefan SurkaBusiness Development| CMB
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www.contentmarketingblueprint.com
What is the CMB Community?
Inbound agencies that use the Content Marketer’s Blueprint to sell and service retainers.
Join the Conversation:@CMBlueprint or +ContentMarketersBlueprint
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After the Webinar
www.contentmarketingblueprint.com/blog
• Webinar recording
• Slides
• Blog article
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www.contentmarketingblueprint.com
Today’s Question:
How can I sell website optimization services to my clients without doing an entire website redesign?
www.contentmarketingblueprint.com
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www.contentmarketingblueprint.com
First, why are most websites anti-
inbound
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SEO in 1990s and 2000s
Volume of content = Credibility
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What happens?
Content Overload… No Process
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Symptoms
Very short time on site
Low number of pages/visit
Low site conversion rate
Low quality of leads
You can’t tell what they do in 10 seconds…
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What is a website optimization
strategy?
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Website optimization is…
Buyer persona work provides a map of what content is needed and when.
Website optimization plan organizes web pages to match the buying process.
Simplify your site!
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Selling a website optimization plan…
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Use data to identify the need.
CMB’s Lead Quality Report
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www.contentmarketingblueprint.com
Why are we doing this?
If users don’t find the content they want, they will go somewhere else.
Your website needs to lead a user down the buying process in order to make a sale.
Let me help you get more out of your website.
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Scope of work
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IMR’s Website Optimization Plan
Sitemap Organization of pages to match the buyer’s journey.
Purpose map Set goals for each page of the site to match the
buyer’s journey.
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www.contentmarketingblueprint.com
Quick recap on the buyer’s journey
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Home ProgramsCampus
LifeAdmissions Blog
Residential life
Food services
AcademicsHow to apply
Financial aid
Schedule a call
Awareness Consideration Decision
• Programs overview
• Why choose an all boys school
• Virtual Tour
• Admissions Event
• Schedule a call with admissions
Converting visitors to admissions leads with valuable offers. (must fill out a
quick form to access)
Health center
Arts
Athletics
Library…Calendar
A plan that reflects the evaluation process
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www.contentmarketingblueprint.com
Purpose Map
Detailed plan for each page of the website
Who is this page for?
What does this page need to accomplish (objective)
How will the page accomplish the objective? (brand messaging)
What do we want the user to do next? (action)
What might stand in the way of the user taking the next step? (pushbacks)
How will we address that pushback? (Secondary Action)
Additional direction for content/design team.
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www.contentmarketingblueprint.com
Pricing
Between $1,000 and $3,000
Make sure you set a limit to how many pages you are mapping out, and monitor your hours so you don’t go over budget.
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www.contentmarketingblueprint.com
Download the asset
Proposal copy, step by step guide to delivering the service, and a sample purpose map are available for
download on the blog.
www.contentmarketingblueprint.com/blog
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www.contentmarketingblueprint.com
Next Session: Tuesday June 24th @ 3:00 PM EST
“How to sell a premium content package”
Sign up at: www.contentmarketingblueprint.com/2014-
webinars