Tampa Bay CEO Meeting Hosted by Michael Westafer | Roger West Creative

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Information about Tampa Bay CEO Meeting Hosted by Michael Westafer | Roger West Creative
Business & Mgmt

Published on March 12, 2014

Author: rogerwestcreative

Source: slideshare.net


In this presentation given at a Tampa Bay CEO Meeting, Michael Westafer tells his story of how he started a successful business in one of the most competitive industries in the world: digital marketing.

During the past 7 years, CEO Michael Westafer has built a team of creative professionals with decades of experience in design, marketing and technology. Together, they combine the power of these three very different industries into a seamless marketing solutions for their clients at Roger West.

What sets Mike's team apart is their attention to detail and steadfast commitment to results. In this presentation, Mike shares with other CEOs how they can use marketing to drive real results in their business, and shares several client examples and case studies, including data surrounding lead generation and other stats.

Michael Westafer Host Presentation

A little about me…

Where I am from Born in Clearwater, Florida ü  Crystal River – 9 years ü  Marietta – 1 year ü  Clearwater 11 years ü  Savannah – 3 years ü  Hilton Head – 4 years ü  Charlotte – 1 year ü  Tampa Bay – 11 years

Education ü  St Pete Junior College ü  Savannah College of Art and Design (SCAD) ü  BFA Graphic Design ü  Master in Computer Information Systems

ü  Agency Experience: Gulfstream Aerospace, New York Yankees, NetJets, Hilton Hotels, Marriot Conference Centers, Disney Vacation Resorts, Memorial Health Care, Brighthouse Networks ü  Design Studio – first crack at business ü  Ecommerce Shop – Helped take a 3 million dollar business to 16M in less than two years ü  Health Insurance Start Up - Vice President of Marketing and Technology Experience

My Family

My Secret I am closet gamer

Who is Roger West?

Sales vs Marketing http://youtu.be/OsQrBptivHQ

“We utilize strategy, design and technology to implement marketing solutions that deliver measurable results for our clients.” Ignite your Business!

Interactive Marketing Agency + Marke&ng  Strategy   Crea&ve   Technology   +

The Difference is in the Attitude ü  Anything is Possible ü  No Predetermined Proprietary Solutions ü  Strategy Focused Make a Wish!

“If an expert says it can't be done, get another expert.”

Our B2B Experience

Our Restaurant Experience

Our Health Care Experience

Leadership Michael Westafer, CEO ü  17 years of design and technical experience ü  MSCIS and BFA graphic design Chris Aybar, CTO ü  17 years as Web programmer, analyst and engineer ü  Microsoft and Open Source Certified Programmer

Key Personnel ü  Natalie Mitchell – Director of Account Service ü  Jesse Bidot – Associate Creative Director ü  Mike Trocke – Senior Art Director ü  Joe Godbee – Senior Designer ü  Tiffany Bruss – Account Coordinator

A Little Chest Pounding ü  MarketingSherpa, Email Marketing Award Winner ü  American Advertising Federation, Gold & Silver ADDY Awards Winner ü  Microsoft Corporation, Marketing Distinction Award ü  Horizon Interactive, Best of the Best Award ü  Interactive Media, Outstanding Achievement Award ü  Stevie, Website Stevie Award ü  Davie, Website Davie Award ü  Web Marketing Association, Standard of Excellence

Transformations Before and After


Does this stuff work?

Meet Phytel Population Health Management Software

2012 Marketing Results ü  Attracted 51,924 Website Visitors ü  Collected 7,500 New Contacts ü  Generated 4,483 Quality Marketing Leads ü  Created 139 New Opportunities ü  Closed $7.2 Million (recurring revenue)

This Year

Do I have your attention?

Let’s explore your buying process Let’s list a few of your most recent large purchases - (business or personal)

So, what is the buying process really like? ü  How did you hear of the product/solution? ü  How did you evaluate the product/solution? ü  What resources did you consult? ü  Was a sales person involved? ü  If so, when did they enter the process? ü  Who did you tell about the purchase after the deal? ü  How did you tell them?

Have you ever made a purchase solely on a… ü  Cold call? ü  Sales meeting and a brochure? ü  Unsolicited email? ü  Unsolicited postcard or other direct mail?

The Problem The marketing and sales process doesn’t match the buyer’s process.

Our Misguided Process 1.  Problem/Need Recognition 2.  Information Search 3.  Evaluation of Options 4.  Purchase Decision 5.  Post-Purchase Behavior

“To be successful and grow your business and revenues, you must match the way your market your products with the way your prospects learn about and shop for your products.” “People shop and learn in a whole new way compared to just a few years ago, so marketers need to adapt or risk extinction.” – Brian Halligan

The Real Process

HOW DO WE FIX? Working without a plan may seem scary. But blindly following a plan that has no relationship with reality is even scarier.“ Rework

Start with the Data Get a CRM ü  Salesforce ü  Microsoft CRM ü  SugarCRM Start Tracking ü  Leads, Opportunity, Wins, Campaign, Lead Source Must haves… ü  Needs to be setup right and monitored ü  Sales people should use it and be held accountable ü  Web Site should populate it

Branding / Messaging ü  Create an experience ü  Solve business problems ü  Differentiate your company ü  Be consistent ü  Be relevant ü  Look amazing ü  Be different

“A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer’s decision to choose one product or service over another.” – Seth Godin

Content Strategy – Match the buying process ü  Learn & Self-Educate q Blog Articles q Videos q Whitepapers q eBooks q Webinars ü  Research & Vetting q Case Studies q Testimonials q Product Comparison q Pricing & Data Sheets q Demos

Web Design for ROI ü  Optimized for search engines ü  Promote and syndicate content (RSS) ü  Promotes your unique selling proposition ü  Separates you from the competition ü  Provides compelling and relevant content ü  Calls the user to Action ü  Generates Leads and/or Sales ü  Landing pages optimized for conversion ü  Responsive or mobile site ü  Social Sign in for higher conversions

Marketing Automation Popular Tools: ü  Marketo ü  HubSpot ü  ExactTarget Start @ $1000+ per month Typical Features: ü  Email Marketing ü  Event Marketing ü  Drip lead nurturing ü  Lead scoring ü  Event Triggering ü  CRM integration

SEO ü  Start with Solid Site Architecture ü  Distribute Meaningful Content ü  Optimize for Key Terms ü  Make Content Shareable ü  Match relevant content types ü  Build Natural Inbound Links

Public Relations ü  Become the authority ü  Get Published ü  Announcements / News ü  Nomination / Awards ü  Social Media Management ü  Guest Speaker

Popular Marketing Tactics ü  Partner Events ü  Partner Webinars ü  Sponsor Events/Tradeshow ü  Pay-Per-Click ü  Contest / Giveaways ü  Social Content Distribution ü  Referral Programs ü  Newsletters ü  Nurture Marketing q  Prospects q  Clients

Analytics Google Analytics ü  How people get to your site ü  Where they go once they arrive ü  How long they stay ü  When they bounce ü  Where they exit ü  Goal Completions ü  Campaign / source tracking Crazy Egg ü  Heat Map - Visually identify the most popular areas of a given page. ü  Scroll Map - It helps you to see which parts of your pages are working and which ones are not. ü  Confetti Tool - Gain greater insight as to what your users are doing on your pages, both mobile and full sites.

Typical Spend At least 10-20% of Sales Typical Client Spends 40K-120K with RWCC

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