Convert your leads for accounting

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thanks for joining me today my name is Colin Brown and I've been helping businesses Thrive online since 1995 today I'm going to show you how you can turn your website into a lead generating machine so you can get more client engagements so let's get started the fact of the matter is that most business websites are nothing more than brochure sites to prove it I went out to Google just before this presentation and did a Google search for business valuation near me which would be a typical search term an everyday person might use that knows they need a business valuation here's what I found now just so you know my intentions not to beat up on anybody here but clearly these sites could use some TLC so let's go through each one you'll notice on this first one we've got the logo here in the left corner you've got some navigation which is very hard to see based on this background and you've got some text here in the middle stating that the business valuation and forensic accounting firm experts you can rely on now here's the problem with this this is what you can see when you go to their website so it's above we call it above the fold it's what you can see without having to scroll down and there's no way to contact them there's no call to action there's no clear direction there's no next steps and the messaging is quite poor it doesn't give me a lot of confidence that they are truly the experts that we could rely on the next site I went to looks like they use the exact same template so this is a WordPress template because it's got the logo up here it's got some navigation it looks very similar and then of course it has a big image now in this case they looks like they do have a chatbot which is nice but once again it says contactus but it doesn't show how to contactus above the fold so once again no clear Direction no next steps no call to action um and the messaging is extremely poor there there's not even any text here to describe or explain what it is that's going on the next one I went to was on the list actually gave me this the connection to your site is not secure so all they're missing here is setting up a digital certificate so that their site will be shown this is a simple fix but no one would ever want to go to the site because it does say that it's not secure so continuing to that site would be a mistake and of course they're losing a lot of business the next one this was actually from a paid ad and in this case it does go to a page that is specifically about business valuation so they explain what business valuation is and then ask the question what is your business worth I will give this probably a two if we're talking on a scale of 1 to 10 and the reason being is once again there's no call to action there's no clear definition of what the next step is that you should take it does explain what you do or at least expl explain what a business valuation is and ask the question but there's nothing that would you know without scrolling or clicking through some things you wouldn't really know much about this and once again you've got about 3 to 5 Seconds to capture someone's attention when they come to your website and if it's not captured and if there's not something compelling to keep them there they're going to leave and the likelihood of them ever coming back is very very slim in this case since they're paying for ads this is definitely a mistake they're losing thousands of dollars on this particular site the next site was a little bit better so there's a lot of things I do like about this it does have a chat bot so you can interact it does want to try and schedule a consultation immediately a couple mistakes they did make here is that I tried to click on this link to schedule a consultation and the link doesn't so that's something they'd want to fix their called to action is book a free consultation so they've got a couple different ways to do it but the main call to action here in the middle doesn't function so once again these guys are spending a lot of money on ads and they're actually losing quite a bit of money so it's just wasted a couple other things to note about this especially on these pages is because they have limited content there's not a lot of text Google can't figure out what your site is about without text cuz when they send their spider there it's looking for text that will tell them what the site is about so this can actually negatively impact your search engine optimization or we call it SEO and so you do need fresh relevant content so that your site will appear in the search results so let's review the current Consultants client getting process this is basically what everyone is doing they're getting traffic through social media or paying for ads or in the search engines and they're sending it to their main website which is basically a brochure site now remember your website is often your first impression a client will have of your business so ensuring it's interactive upto-date and optimized for search engine can make a significant difference in attracting and retaining clients I want you to consider the concept of Leverage let's say you're paying $100 a month for someone to host and maintain your website and let's say you currently get 10 client engagements a year from your website which you're totally happy with but now let's apply the concept of Leverage What if you could spend the same amount of $100 a month but you had your website optimized to capture leads and nurture prospects which you can't get with a brochure site same cost but now you have a higher conversion rate more traffic and now your website generates hundreds of clients per year the same concept of Leverage can be applied to ads let's say you budget a $1,000 a month for Google ads and the clickthrough rate is currently 1% you can still spend $11,000 but create better ads that create better clickthrough rates of 5% your sales would immediately Skyrocket marketing is one of the greatest areas of Leverage you can have in your business you just have to get better at it or get better help in this diagram it shows the buyer categories I originally saw this in a book on marketing but I've since seen it published in many different locations so I'm unaware of the original source so I didn't cite it here but in any case I have found this to be my experience in the 36 years of being in business that at any one time when someone comes to your website only about 3% are ready to buy at that time 177% are gathering information another 20% are aware of a problem and then 60% of the people are actually even unaware that there is a problem or of what the problem is this is where you realize that you are in the education business because you must educate the bottom 97% of the market whereas all your competitors are focused on selling the 3% that are ready to buy now and a tip here is that you sell the problem more than the solution which I won't have time to talk about today but I'll create in another training on that topic alone so what is your overall strategy if you need to educate your client let's dive in so here we have your website in this case we've also created a an ebook or a physical book you've got traffic where you get traffic from social media search and ads and then an online course or webinar now a website can be used to promote your book A book can be used to promote your website and also an online course or webinar which will educate your clients you can also use social media to sell your book to send traffic to your website and to send people to be instructed or educated on your particular expertise and how you solve client problems so these all integrate together and if you consider that each one of these is a digital asset and think of it as a digital asset and realize that for example post something on YouTube and it is a digital asset that will continue to drive traffic for many many years to come so here is the new model to help you get more clients first you have traffic you can get traffic from primarily these three sources social media content you can pay for ads which is quite expensive and you can get traffic from search which is publishing great content on your website and blog second you then send that traffic to an opin page this could be your main website or to a specific page where you offer a high value piece of content we recommend that it be an ebook checklist spreadsheet or something that your target audience can get immediate benefit and something they perceive as high value at this stage you've captured a prospect or lead that you can follow up with next you send them to a landing page which could be a recorded webinar or course that will demonstrate that you indeed the expert on this topic now that you're seen as the expert they can be invited to take the next step which is either scheduling and booking a call or consultation or actually buying something depending on what you're offering notice that in each of these stages we are educating our prospect on how we can best help them solve their problems or achieve their goals and at any time that they fall off we will continue to nurture and provide education that will benefit them also knowe that this is a long-term strategy in marketing we call this a marketing fun which guides and directs our prospects through a natural evolution of becoming a client and this graphic is another representation of the same process we just reviewed in the previous slide what is cool about this process is that it can be measured and Quantified to help you make better decisions and figure out where you have problems in the case of traffic let's say you currently have 1,000 visitors per month to your website how would you know this through web analytics and using Google analytics is the cheapest and easiest way to start tracking your traffic and where it's coming from and if you stay to the end I'll give you my sop or my standard operating procedure for setting up Google analytics on your website for free Okay so let's continue of those 1,000 visitors assume we have a 3% conversion rate for those that want our lead magnet offer which means 30 new prospects have been added to our Prospect database we next send them to the next page in our funnel which is a recorded webinar that teaches our prospects something but also helps them realize that we are indeed the expert if we assume that only 50% watch the webinar we are down to 15 and of those that book a call with us only 30% become clients as long as this model is kicking out cash then we'll continue to optimize each section of the funnel and will nurture and educate any of those that drop off anywhere in the funnel you can plug this into a spreadsheet once you know your numbers and you'll be able to know the number of clients you can predictably require each and every month every step in your marketing funnel is a point of Leverage that you can optimize to get the most out of your website when prospects drop off anywhere in the funnel we put them in an email nurturing sequence that will look something like this we'll continue to provide education tips and tricks that they can Implement in their business and all the while we are developing a relationship with them that makes us the expert in their eyes so when they're ready to buy we are at the top of their mind so why aren't you're doing this now let's look at everything you need to do to get this set up properly you're going to need a website you're going to need to create a book or an ebook you're going to need to create a course or a webinar you need to set up analytics you need a chatbot you're going to need a a 30 email sequence you should be posting to social media every single day you need to set up a lead magnet a white paper something that your clients are going to be interested in you need to set up a sales funnel you're going to need a video sales letter and of course you're going going to need all the tools that will create all these things you're going to need a web Builder you're going to need a CRM you're going to need a lead capture or autoresponder you need some workflow management you're going to be able to have to create and manage ads you need reputation management AB split testing you're going to need calendly to set up your appointments you're going to need to create PowerPoints for your courses you're going to have to learn to record video and you're going to need some graphic design at this point you should be feeling complete overwhelmed there is no way anyone would be able to put all those pieces together to create leverage in their business there's just too much to do so let me show you how I've solved this problem in my business so let's dive in and see what a website can do today first we'll take a look at the dashboard this dashboard is going to show all of your opportunities the value your conversion rates it's going to show where people are in your particular funnel you can have multiple funnels you'll see all the tasks that are assigned to you any manual actions that need to be taken and your lead Source report it's also connected to your Google analytics so you can see all your Google analytics directly here you're also connected to your Google business profile which will allow you to get local clients as you get ranked higher in your local area it'll also connect to your Google ads and your Facebook ads as well so you have a single location to get all the information that you need to make good decisions for for your business next we have conversations conversations consist of texts email and even phone calls and you'll see as they appear for every conversation that has taken place with this particular prospector client and of course you have calendars this is going to connect to your individual calendar so that people can book appointments with you without you having to intervene this is going to stop the phone tag and going back and forth to schedule or book an appointment and your clients and Prospects can do that all without having to interact with anyone you can also see your contacts and here you're able to select them individually you could change their pipeline you can add an automation to this selected group you can also send an SMS text blast an email blast and you can also add a tag a tag allows you to segment your contacts into specific markets or groups or lists very very useful then you can delete you can also send review requests that is going to help your reputation management so that you get a higher ranking in the Google business profile you can also export your contacts and import your contacts so as you can see it's very comprehensive you can also look at your opportunities this is very similar to the way Salesforce Works in that you can see the stages of where people are in your pipelines and it's as simple as moving them or typically a person is moving moved based on an interaction or some type of event that takes place and it's done automatically but you can also manually move these along your pipeline you've also got invoices recurring invoices we have documents and contracts with digital signatures you can see all of your orders all of your subscriptions you can actually take payments in links so you could do that through a text you could do it in an email you can see all your transactions set up all your products you can set up coupons for discounts you can also set up automatic receipts when payments are made you can set up your taxes and notifications it also integrates with nmi authorized.net stripe and even PayPal for taking payments and all the money's directly deposited into your bank account on the marketing side we connect to all of your social media accounts so that you can create a post and have it scheduled automatically be sent across all of your social media accounts you can also set up email campaigns you can set up templates you can set up trigger links and there's even an affiliate manager so that you can enlist an army of Affiliates to go sell your products and services and you pay them a commission all managed automatically then there's Automation and this is probably the most powerful feature of the entire system it allows you to build automations that will automatically take place based on triggers that that you get to set up so in this case when somebody fills out the contact form it's going to create a tag and a lead in the system it's going to create an opportunity you can see how easy this is it's going to put them in the lead pipeline they're going to be a lead if I wanted to add an opportunity name and a source and a lead value I could do that as well it's then going to automatically send out an email I can have it use a template then I'm going to have it wait I'm going to have it wait for 3 days and then I'm going to send out another email at that point I'm going to have it add a task and it's going to be assigned to a specific person and it's going to be due in one day then it's going to wait for 2 days and then it's going to send out another email at that point it will remove this particular person who has triggered this event from this workflow but as you can see the actions that you can take are extensive so that's Automation and workflows now let's dive into the sites so you have funnels and websites and a funnel is a process that takes a prospect through a process to check out and make a purchase off your website then you have websites you have unlimited websites and it's as simple as going in clicking and you can set up as many many pages as you want you can see all your stats you can see all your sales you can put it in test mode while you're testing and then turn it to live once it's live let's take a quick look at how to edit a page you simply click on edit and in this case it's like a wizzywig editor you can go through each one of these you select something you want to modify and the properties for that particular option is over here which allows you to change it so if you want to change this image for example example you select the image then you go over to the image options and you can see that you can change this image you can change all the colors just select the area that you want to change or modify very simple to use once you're done you can click on Save and then click on publish and your page is all up to date it's so easy that you can even have your front desk people make changes to the website which sounds like a scary thing except that it has change management built in so that if it changes made and you don't like it you can always revert back to a previous version you can also set up a client portal set up your own forms you can build them yourself you can also set up surveys there's a chat widget it's all very easy to use under memberships you can set up products which are simply courses so if you're a course creator or someone who wants to educate your clients this is a great tool you can also set up communities then there's reputation management rep reputation management is important so that you can be found in the Google 3 pack so that local prospects can find you easily it is the best way to get traffic today by optimizing and keeping your reputation clean online and it's all done automatically then we have reporting and you'll be able to see all your Google ads conversions your Facebook ads your call reporting your appointment report and everything you need to be able to run run your business online now the question I have to ask is does your website do this if not it may be time to take a look at ebiz Suite now this is a very short and definitely not a comprehensive demonstration of some of the feature sets that come with ebiz but we hope you'll take a look and learn more head on over to ebiz.com and we hope you'll find great success online for your business