Welcome to our first webinar of 2014! • Specifically for our premium members • Please ask questions throughout • Send questions to ‘Organizers and Panelists’ • I’ll try to answer questions at the end
• We’ll send you a copy of the presentation and post in our Education Center!
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@WeddingWireEDU @sonnyg
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change is the only constant
innovation accelerates
Constant Change + Acceleration = More Complexity
Building a business has evolved
10 Components to Building Your Business
1
BRAND
Pass the branding test by removing your logo
BRAND Don’t Focus on Your Logo Be Seen Consistently
Stand Out vs. Competition
2
WEBSITE
MEASURE – Understand your Google Analytics
ANALYZE – Find opportunities and issues
IMPROVE – Focus on the most important pages
Simplify your contact form on your website
OPTIMIZE – Start heat mapping & A/B testing Crazy Egg
Optimizely
WEBSITE Review Analytics Monthly Test, Test, Test
Focus on Lead Conversions
3
SEO
Source: Marketing Sherpa
Keywords are the most important SEO item
Find a balance between short tail and long tail
Include ‘wedding’, category and location
Creating regular blog content drives success
Hubspot, Lead Generation Lessons, 2011
URL structure provides the overall framework
The best links are relevant, direct and one-way
SEO Focus on 10 Keywords Create Unique Content
Build Relevant Links
4
SOCIAL
What % of online users count on social media when making a purchase?
46% Source: Nielsen
Social media is influencing SEO results
1) Showcase your Personality
2) Treat your social profiles like your website
3) Include Social Sharing Buttons
4) Know What You’re Doing Well
5) Include Richer Content (i.e. photos!)
6) Share the Journey and your Expertise
7) Hit a Couple Home Runs CORE
GROWTH
EMERGING
8) Have a Schedule
SOCIAL Add an Emerging Channel Pull vs. Push in Messaging
Consistent Schedule
5
VIDEO
1 billion unique monthly visitors 2nd largest search engine in U.S.
reach more 18-34 than any network
6 billion hrs watched per month
Google has intertwined G+ with YouTube
Turn your photos into professional videos
VIDEO Create Short Video Clips Build Youtube SEO
Add Videos to Website
6
MOBILE
>
What % of our visitors come from mobile phones and tablets?
45%
1) Mobilize your business with new tech
On a per use basis, the latest smartphone is the cheapest item you can buy
2) Mobilize your website
Your next website should be mobile first
3) Mobilize your email communication
What % of our emails to engaged couples are opened on mobile?
65%
Cut down info & images, 1 column, 1 action
4) Mobilize your payments
5) Mobilize your client experience
MOBILE Get on iOS or Android Think Mobile First
Mobilize End-to-End
7
CRM customer relationship management
The average CRM solution increases sales by up to‌
+29%
CRM helps manage consumer relationships
The goal is to go convert leads into clients
Contract s
Payment s
Client Sites
Questionnair es
Tasks
Create Consistency across the emails you send
Make your message Personalized and Relevant
Ensure your audience is Active before you send
CRM Digitize Your Documents Focus on Email CPR
Manage Customer Funnel
8
REPUTATION
REVIEWS
ENDORSEMENTS
TESTIMONIALS
SOCIAL SHARING
% of engaged couples who use online reviews to select their vendors?
95%
Average traffic increase for wedding pros with 11+ reviews on WW?
123%
Review Collector makes it simple to ask
go the extra inch
REPUTATION Get 1 Review per Month Part of Sales Cycle
Don’t Be Afraid to Ask
9
NETWORK
A Linkedin profile helps your personal SEO
Join us at one of our local events next year
NETWORK Give, Give, Give Attend Educational Events
Create Referral Networks
10
TECH
mobile tech
mobile payments
location aware
wearable tech
3D printing
internet of things
Number of connected devices by 2020?
50 billion
TECH Invest in Mobile Tech Try Wearable Tech
Be Ready to be Connected
Let’s set 5 goals for 2014
be a pioneer
CCA
New Look
engaged.weddingwire.com
4 Steps to More Sales
Thanks! cmo@weddingwire.com