The Basketball Trainer s Website Marketing Automation. BluePrint

Transcription

1 The Basketball Trainer s Website Marketing Automation BluePrint How to Improve your Online Marketing Strategy to Attract the Long Term Clients you Really Want

2 01. INTRODUCTION 4 Overview & Breakdown 02. THE FOUR CORE SERVICES OF INBOUND MARKETING ATTRACTING MORE QUALIFIED VISITORS CONVERTING VISITORS INTO LEADS TURNING LEADS INTO CLIENTS TURNING CLIENTS INTO PROMOTERS 03. CONCLUSION CONCLUSION, GAMEPLAN SOLUTION

3 INTRODUCTION In today s world, the most essential element of growing your business online is your website. It is the foundation of building a successful online presence for clients to find and interact with your business. While this is true, simply having any old website is just not the solution for a company s longterm success. 5 to 10 years ago, maybe, but the way individuals are making buying decisions has drastically changed. If you don t have a website developed to capture leads, nurture them through marketing automation to turn the into clients, you re missing out on the Massive Opportunity and most essential way to systematically generate new clients online. Enter Inbound Marketing... Inbound marketing has been the most effective marketing method for doing business online. Instead of the old usual marketing methods of buying ads, direct mail, buying lists, and generally hunting for clients, inbound marketing focuses on creating quality content that attracts the people who want Your fitness training services. Today, the average decision maker is doing most of his or her

4 shopping and buying research online, long before they contact you. In fact, according to The Conference Board, 60% of the buying decision process is completed before a company is ever contacted. This is why a comprehensive, systematic approach to marketing is so important for your training business. By the time you get to the hard sell, the process is almost over. You need a proven strategy that guides your potential client s decision before they reach the hard sell, showing them every step of the way why your training delivers the best service to meet their needs. Spending the time to do so will allow visitors to learn from you, and with their new found knowledge, your prices become automatically justified. This is because you ve taken the time to educate them on the importance of the foundamentals, strategies and basketball skills in a way they ve never viewed it before. So you become an expert in their eyes with the solution to solve their problem. If your inbound strategy is inefficient or incomplete, you won t be able to accomplish this. If you don t build the necessary foundation first, the ultimate sales pitch will be less likely to land successfully.

5 If, however, you have a comprehensive, fully realized inbound marketing plan, you ll be able to ultimately increase your revenue. So how do you create a comprehensive inbound marketing strategy that will drive sales? We provide you with the insight of four core services to help you. In this ebook, we ll take a comprehensive look at each of them and show you how best to use them to your advantage. 1. ATTRACTING MORE QUALIFIED VISITORS The first step in any inbound marketing strategy is to drive customers to find you online and make them aware of your brand. Perhaps you already have a Facebook page that you update occasionally, and maybe even a blog with a few posts. Or maybe you re starting entirely from scratch. Either way, it s important to lay the foundation for your inbound marketing strategy by creating a strong online presence that will drive customers your way. Generating more traffic for a website is like baking: you will need lots of complementary ingredients

6 that work cohesively to get a good result. There is no single tactic proven to produce worthwhile results by itself. Rather, it s a set of strategies and supporting tools working together. Those tactics include... A) SEARCH ENGINE OPTIMIZATION We lay the groundwork for success by hashing out a solid search engine optimization strategy. Meeting or exceeding traffic goals is impossible without this. Targeted keywords, based on what your potential customers are interested in (Ball handling, in-game moves, defense, ect.) are placed in your blog post content (More about this in the next tactic). This way, when those customers search for those terms going forward, your website will be displayed among the search results. Finding the right keywords and phrases to target, and doing upfront research to ensure that the keywords you re focused on are attainable and worthwhile. Identifying key bloggers and industry influencers with whom to build relationships and create back-links is necessary to increase the site s authority with search engines.

7 B) CONTENT CREATION THROUGH BLOGGING Each page on a website is an opportunity for a potential customer to find your company. This is why content creation is so important. You will also need to understand What a blog is and the importance of blogging, Topics for blog posts are infinite. Regular and frequent blog posts show the site is active, current, and fresh, which helps boost your site s ranking on search engines (Google, Bing, Yahoo, etc.). Blog posts influence purchase decisions because you re leveraging customer language and topics. The most effective and innovative companies leverage their blogs as a sale tool during sales consultations and normal conversations with individuals who may fit your ideal clients persona. Create blog posts about past or current clients who ve gotten results that new potential clients may want to gain. This builds credibility with prospects and shows you have a proven, documented track record of delivering results. Think about every question a past client has asked you, What s the best drills for improving my handles?, What can I do to improve vertical? How can I gain confidence on the court? Think about the answers and write a blog post explaining each topic. If one client asked for your expertise on the subject, you

8 can bet a few hundred more will have the same questions. This positions you as an expert in their eyes, seeing that you not only have the answers but detailed, information written by you on the specific topic. This gives them something they can take with them once they leave your session or consultation and builds front of mind awareness for you on all things basketball. On top of that, it s something prospects can pass around for you when they re around their circle of influence. Get creative with your blog posts to attract the ideal clients you d like to work with. The possibilities are endless. C) SOCIAL MEDIA SHARING If a blog gets posted in the forest, will anyone read it? Point being, although lots of time and effort can get spent creating keyword-rich blog content, creating and optimizing content isn t enough on its own. You can t simply sit around waiting for clients to come to you. You need to be actively promoting your blog. That s where social media comes in. Establishing a presence for your company on Facebook, Twitter, Youtube, LinkedIn, and other social platforms gives you an outlet to share your blog with people who are interested in basketball training and your services as solutions for helping them. What s more, social media provides a perfect opportunity for your audience to share links

9 they find interesting with their own social circles, thus extending your reach even further to more potential clients. You ll use clever and provocative language and imagery to post content on networks such as Facebook and Twitter and generate interested clicks, and links, back to your site. Having an Optimized Hoops Institute website gives visitors the ability to easily share what they just read directly with their followers just by clicking on the share blog post link, streamlining this process for you. 2. CONVERTING VISITORS TO LEADS Take this scenario: You ve been consistently blogging creating educational and informative posts using the right key-words, and your search rankings are improving as a result. You ve been promoting your site to the right audience. You ve developed an editorial calendar that you re sticking to, and two to three blog posts get published 1-2 weeks. You re sharing those links in social media, and are actively participating in online conversations around keywords and phrases. Things are happening. Monthly traffic has started to point up

10 and to the right. But actual sales and revenue are still in the same place. What s the problem? Well, generating traffic is the first step. Those website visitors need to be converted into usable leads, which can then be converted into sales. How is this done? By having landing pages, with premium content designed for lead generation. WHAT DOES THIS CONSIST OF? You ve successfully generated a significant amount of web traffic. Now, you need to separate the action takers from the tire kickers, and find out who s really interested in what you have to offer, and who s just passing through. How do you do this? By developing more premium content offers: things like white papers, ebooks, webinars, and other content that goes into more depth about the specific areas of mentality, skills training, etc. Often, these offers help solve a problem for the potential client, or provide a step by step process for how to do something that they need (Example: How to build Stephen Curry handles in 5 weeks). This content is generally provided free of charge, but in order to access it, the prospect needs to sign up to your list on your website, providing their name, address, and other contact information. THIS IS THE PROCESS OF LEAD GENERATION! :)

11 These offers move potential customers deeper into the sales funnel. If they re willing to take the extra step of signing up on your list with through your site and downloading the content, it shows that they have an active interest in that topic. When a visitor fills out the form to access this content, a lead is created. You can then use what you know about that content, and your client s target buyer prospect, to build out both an electronic and human follow-up process. Example: A visitor comes to your website and sees an ebook that says, How to practice to develop Kyrie Irving handling in 5 weeks. They download the ebook filling out their name, and phone number. This creates a lead. By them downloading the ebook, you now know they want to improve their ball handling. You offer a 1-on-1 training program that s dedicated to helping them do just that. The best part, you now have a reason to contact them and already know what their goal is. So you call them to follow up with them. Explain who you are, if they got a chance to read the ebook and how did they like it. This leads to you setting up a consultation to discuss their basketball goals and a potential long term client has just been created! Now image having this work over and over and over for you for years to come in your business. To learn more about this process and how you can improve your lead generation through

12 your website, click here. If you who want to convert leads from traffic successfully, you must be able to craft compelling premium content and offers, landing pages, and call-to-action (CTA) buttons. While this process is important and necessary to your marketing success, it s an extremely time consuming process. Hours, days and weeks of creating premium content, ebooks and special offers for your potential clients. Time that you don t currently have do to your client training schedule and other areas of your business that require your attention. Fortunately, Hoops Institute provides you with a proven tested Done-for-You ebook selection, with follow up lead nurturing sequences to save you weeks of creating content and everything from scratch. To Learn more, click here. For businesses seriously considering their website as an enabler of growth, the efficiency in this process can be quickly understood. And from a sales perspective, leads generated from premium educational, ideal-client-targeted content are hugely productive because that ideal client content needs were met. 3. TURNING LEADS INTO CLIENTS You need to have lots of targeted content throughout your

13 website. From a leads into customers perspective, it s important that the content spans the length of the buyer persona s sales funnel. Educational information such as industry trends and how-to blog posts are proven winners for the top of the funnel. However, the middle part of the ideal client s buying journey calls for content that is tied more closely to your products and services, and is delivered to them in the format they prefer, wherever they happen to be looking, on any device in order to turn a lead into a client. WHAT DOES THIS CONSIST OF? All leads, who have downloaded your content, must either have a human follow-up with them personally, or an automated process must do so. Automated follow-ups can be used in moderation with the sequences we build for you, but in general, you are likely to want to reach a potential customer and connect with them for the follow up. People love personalized connections. Some of that follow-up should be deeper content and offers, which invite them to access more of your content, or come in for

14 a free consultation, or try your 15 day Offensive Improvement challenge. Let the quality of those leads set the priority for how deeply you follow-up. This is great because these leads keep self-qualifying whenever they opt into these offers! The offers are typically presented through marketing and marketing automation. You ll offer them additional relevant content that answers the different questions they ll have at the various stages in their buying journey. Such lead nurturing and segmented campaigns are used to better target leads and are intended to generate sales. If you understand the importance of having an effective marketing solution through your website to bring in more qualified leads and are ready to get started, click here to find the best option for you. If you d like to schedule a consultation to get started, click here to book yours now. If you want your efforts to be indisputably connected to sales and revenue goals (and we strongly suggest you do), you must be able to connect the dots between how content feeds and nurtures leads at all stages of the sales funnel.

15 4. TURNING CLIENTS INTO PROMOTERS You ll want to create unexpected, valued, positive moments for your clients that are indelibly inscribed in each client s mind. Personalized moments that can be reproduced time and again with still more clients. Moments so awesome that clients can t stop talking about what they experienced to everyone they know online and offline. Think about the cashier at Starbucks that greeted you by name and remembered your favorite drink after she only took your order once... A week ago! Or the cashier at Chipotle that gave you extra meat and a drink for free. You re still telling those stories, aren t you? When customers or clients can t stop talking about their amazing experiences, they ve become advocates, evangelists, defenders, apostles, supporters... Promoters. Ask an Apple customer, or the owner of a Canon Camera. These individuals are willing to turn down a cheaper product to keep doing business with these brands. They re energized by their chosen brand. Apple customers are willing to stand outside, in any weather conditions (sometimes for days!) waiting for the latest iphone to be

16 released, texting and tweeting others to join them! Now that s Brand Loyalty! This is where you want to be, this is the goal for every client you train. Rather brought in from online or a referral client a current client, you want every single one of them talking about your training business as if they were your salespeople. (Because they technically are!) Various studies show that delighted customers can be worth 10x [or more] of the value of their initial purchase. Advocates buy more, more often, and actively convince others to buy as well. CONCLUSION: LEVEL UP YOUR BUSINESS The ingredients for creating brand advocates are right at your fingertips: personalized communication, paired with educational information that s useful and relevant. You to make your clients feel like they re cared about and taken care of, not just as clients but as individuals and as human beings. When you re a Hoops Institute member, you ll receive all the tools you need to make this happen out of the gate with your New Optimized website, your blog, the premium done-for-you content, templates, and marketing automation to attract, convert, and close. Aided by us, you ll create personalized and eagerly anticipated digital brand experiences for your clients.

17 SCHEDULE A GAMEPLAN CONSULTATION If you ve made it this far, you understand the importance of building an Online marketing engine to setup your business up for longterm success. Schedule your consultation to discuss your online goals and get your Game Plan demo to Level Up your Basketball Business. Free Consultation