Selling Digital MarketingJune 26, 2014

Sales FunnelLead Generation

Call to Action

Interest Creation

Demo

Proposal

Close

Nu

rture

& Fo

llow

-up

Only 6% of small business websites are optimized for mobile yet over 50% of web traffic is now on mobile devices.

Stats that Sell

Lead Generation – First 10• Personal Network – First 10

• LinkedIn• Contact Lists• Church, Alumni Groups, etc…

• Established Contact• Newsletter / Emails• Lunches• Networking Events

HubShout Tools• Monthly Newsletter Content – Copy and send to your prospects• Email Marketing Platform – Use it to create and send a monthly newsletter• Auto-responder Content – Work with your AM to setup an auto-responder

Follow the 4-3-2-1 rule for

referrals. Make four calls a day, write three notes a week, hold two

meetings a week, attend one event a week

Websites that have an active blog can increase leads by 126%.

Stats that Sell

Lead Generation – Beyond 10• Search Engine Optimization• Industry Niche (legal seo, dental seo)• Geographic Niche (altanta seo firm)

• Partnerships – Agencies / Associations / Etc…• Conferences – Try a business expo in your area• Cold Calling• Paid Search• Lead Generation

HubShout Tools• Monthly Newsletter Content – Copy and send to your prospects• Email Marketing Platform – Use it to create and send a monthly newsletter• Auto-responder Content – Work with your AM to setup an auto-responder

Call to Action• What we use• Web grader / Marketing assessment• Demo of dashboard• Whitepapers / Guides / Videos• Free trial of blog writing (trade show special)

HubShout Tools• Web grader• Digital marketing assessment webinar

Event-triggered marketing can potentially save 80% of your direct mail budget.

Stats that Sell

Interest Creation• Web Grader (HubShout, WooRank,

MySiteAuditor)• Can be generated and delivered as part of

initial contact• Highlight areas of weakness (compare

competitors)• No passwords required• See webinar

• Detail Marketing Assessment• Not required but larger clients may need it• Several hours of work• Requires access to prospect passwords / data• See webinar

HubShout Tools• Webinars on web grader and marketing audit• Webgrader, Sell Sheets

Interest Creation - Validation• Do you practice what you preach?• Attractive site• Rankings• Video• Strong call to action• Track conversions• Blog• Social Media• Email Marketing

HubShout Tools• Have a content marketing campaign for your website (HS plug!!)• Track leads / phone calls in HubShout

66% of consumers have made a purchase online as a result of an email marketing message.

Stats that Sell

Demo• Goal is to show that you have a

system and methodology for your programs• Make it about turning clicks into

customers• Key selling points• Unified reporting• Track calls and leads• Email marketing via Amazon SES• Track and measure your content

marketing HubShout Tools

• Webinar on dashboard demo

Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads. 

Stats that Sell

The Proposal• Recap

• You’ve got a lead, they have read your website, they have seen a demo, they are impressed

• Proposal Components• Stock proposal components• Custom introduction defining

their opportunity• Basic keyword research• Pricing

HubShout Tools• Proposal builder

Closing• Critical Exchange Point• You get them to give you something• You give them something

• Follow a process• Plan your approach• Document it• Set specific follow-ups

Closing• Objections & Reposition

• How to deal with too expensive• Neutralize – Say “OK”• Confirm what is really going on – Is

that your only concern?• Uncovers the real reasons

• Question & Uncover• Figure out why they feel that way• “Why do you feel it is too expensive”• They can get it cheaper / faster / etc…

somewhere else• Reposition

• “I guess I failed”• Let me better explain

• Ask for sale again after addressing the real objection

Closing• Close Tactics – Grant Cardone• Never Best Time

• Cost now is X. Cost later is X. You can start benefiting now.

• Me sending you another piece of paper will only add to your work load.

• Personal Favor• More examples…

• Pick one that works for your style