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Website Design for CSE Live! 2017 (http://live.canadianspecialevents.com). It is also their 20th anniversary!

Testimonial by Stacy Wyatt, Founder of the Canadian Special Events Magazine:

"Alex,

Firstly, I want to thank you for all your help and incredible support on our site for the 2017 CSE Live show. I have written a full review, which I think is formatted so you can use it in its entirety or you can pull something you like out of it.

We hired Alex Cheng and Boutique websites to re imagine and re design our show site for the 2017 Canadian Special Events Live conference. We asked them to create a site that reflected our brand while offering our audience a clean, simple and easy to navigate experience. This was not an easy challenge given all the content we needed to include. The result was one of the best conference sites we’ve published in 20 years and we might be biased but we think our show site was absolutely the most beautiful site in the business; and it worked as good as it looked.

Alex’s contribution went well beyond building our site, something we learned early. When he takes on a client, he brings everything to the table; marketing, branding, web development, design. Truly a one stop shop. Alex offered advice, he edited content and he took initiative to give us tools and strategies that really enhanced the user experience.

By the time show week came around, Alex had become an integral part of the CSE Team and we firmly believe that Alex’s work made a powerful impact with our audience and ultimately influenced the success of the event.

Boutique websites knows the event industry, the event client and the work we do.

Hands down A+.

Sincerely,

Stacy Wyatt
Founder & Creative Director
Canadian Special Events Magazine
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27/07/2017
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How To Build Authority And Grow Your Business

There are numerous topics about how to write powerful engaging content so in this article, I will be focusing on the essential prep work before writing content, key actions after you write your content and most importantly, how to leverage your content to build authority.

Let's get started...

So what is Online Authority?

Online Authority is when you say something people listen to you… not exactly… The widely accepted definition is...

Online Authority is simply being a thought leader on a specific topic and translating that knowledge in original and meaningful ways.

In today’s world, there are so many businesses giving away programs and offering free content. Are these businesses going crazy? Well.. no. They are reaping the rewards that outweighs the cost of whatever they are offering. I’m sure once you are finish with this article, you too will want to be a thought leader and build your Online Authority.

I'll give you a quick example; 5 years ago when I decided to go back to school for Event Management, I decided to start a networking group called the Toronto Events Network. I always ran my network on the side while pursuing a full time job in the events industry. It was hard work, just like creating content for a blog or an email newsletter, it took many hours of contribution. However, it paid off rather quickly and many times over. Some of the benefits included collaborating with notable people in the industry, opening doors to many career opportunities and today I have a list of over 5000 event professionals.

Here are some benefits you can get by building YOUR Online Authority...

Benefits Of Being An Online Authority:

In the personal example above, I only named a few of the benefits you can get from being an Online Authority. Depending on your specific niche and target audience, you may get different benefits. The smaller your niche, the easier it is to be an authority. I’m proud to say that I’m an authority in Jenga in my household =)

Below are some benefits that many businesses get when they start generating high quality content consistently:

· As An Online Authority, You Build Trust (which also leads to higher sales). If you read my previous article, “Finishing Strong in 2016” you would know that 81% of shoppers conduct online research before buying. The more content, trust and credibility you have the higher the probability that a shopper will purchase your products or services

· Building Relationships With Your Audience Also Positions Your Brand As An Authority. When you build a relationship with your readers, it is so much easier to have them do business with you. Make sure the relationship you build is a good on by creating high quality content. It also compliments your other marketing campaigns.

· Nurture Leads and Differentiate Your Business With Your Competition. If you read my previous article, “Why Your Customer's Experience Matter?” you would know that it takes 6-8 touch points before a customer makes a purchasing decision. By nurturing your leads, you are able to fulfill the 6-8 touch points efficiently and have the opportunity to differentiate yourself from your competition by the content you create.

· Become A Hub and An Industry Source For Knowledge. You need to create such high quality content that your traffic want to stay on your website and engage with you. Since the new update to Google’s Algorithm in 2015, a long term and consistent strategy is the most effective strategy for SEO (Search Engine Optimization). You want to attract high quality traffic to your site and establish your Online Authority. That is the most surefire way to achieve SEO results.

· The new sales funnel (as mentioned in our article, “Finishing Strong in 2016” under Strategy #8). Today, prospects that reach out to you are further along your sales funnel than before. With the abundance of resources on the Internet, prospects often do their research and qualify themselves before contacting a business. To compliment this new behavior, successful businesses are making sure there is more than enough content out there for their prospects to look up.

Getting Your Content Ready:

· Who Is Your Customer? Just like all the other articles in my blog, we need to get crystal clear about your target audience. You may want to create multiple customer profiles for this.

· What Are You An Expert In? Figure out what your expertise is and ask yourself how being an expert in this particular topic help your business grow? Does it align with your core product or service? Is this relevant to your target audience?

· Do Keyword Research. Use tools like Google Keyword Planner and Google Trends to determine which keywords are best for your target audience. In Google Trends, enter the words or phrases you are considering to optimize your content with and click “Explore”. This will give you insight into how many people are actually searching for these keywords or phrases.

· Develop A Writing Style That Fits You. Always write with passion and in a way that you can own. No one wants to read boring information… It’s like someone talking to you in monotone !!

· Publish Quality Content and Publish Content Consistently. Remember the new update on Google’s algorithm we talked about earlier? It’s about consistent effort over a long period of time. There are no shortcuts or quick-fix strategies that will get you to the top. You need to adopt a long term strategy to build your SEO, your online authority and your relationship with your readers.

Content Creation

· Guest Contribution. There are many ways of building quality content, but if you get lazy sometimes, try getting a notable expert to contribute to your content. You could do a Q&A or collaborate in writing a piece of content together.

· Get Speaking Engagements. I know this is an off line strategy, but it can be very effective in building your authority online. Much like hosting events, speaking engagements create a lot of traffic and visual content (like photos and videos) after the event is over. It also becomes a topic of discussion with your audience. To get these speaking engagements, network with influencers in your target audience. You want to know about events hosted by these influencers before they are launched and see if there is an opportunity for you to speak at their event.

· Sponsorship An Event. When you sponsor an event, you automatically get your brand into an event. It’s definitely a time-saver!

· Compile and Expand Content. Once you have enough content out there, you can look at ways to compile and expand on your written content and turn it into an ebook. An ebook is another form of content and there are many ways you can use that for building authority and relationships. Learn More.

· Don’t Be Stingy! Business owners often are afraid to give too much away and as a result lose their readers. If you can effectively help your readers through your content, they will happily do business with you. It’s only natural to do business with people they like and trust.

Key Actions To Leverage Content

· Sharing Is Caring. After you have created your piece of content you need to share it. Share your content on social media! Make sure you allow your readers to share it on their social media. You can also repost it on other platforms like Medium, google+, your blog or send it out as an email newsletter.

· Cross Linking. Make sure it’s on your website somewhere so you can cross link your own pages. This is highly beneficial for your seo efforts because Google can see that you have a cluster of related content on a specific topic.

· Remember to Optimize. Once you publish your content, you need to track your Key Performance Indicators (KPI’s) and look at opportunities to optimization for your next piece of content.


If you have taken the time to read the entire email, congratulations! You are a hustler and an entrepreneur who have patience and grit. I want to thank you for your support and hope that you continue to subscribe to our Central Events Agency's Weekly Wednesdays. Please share this link to your friends so they can also subscribe to our list as well.

If you haven't already, please join our Central Events Agency (closed group) on Facebook and receive invites to exclusive industry events (enjoy gourmet food, entertainment and dazzling experiences).

With every great wish and deep belief in your success,

Alex Cheng
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5 Tips to Advertise With Purpose

As a small business, we can't afford to advertise in the Super Bowls. However if you are like me, you want to THRIVE in your business and stop wondering where your next customer is coming from. You want to work on your business, not in your business...


I mean, you should never stop leveraging your word-of-mouth marketing, but if you want to generate more business beyond the limitations of your network, PPC (Pay-Per-Click or Online ads) is the perfect solution for you! It’s time to let you Muh Lah (money) do the talkin’ for y’all !

For those of you who have done PPC ads before, you would understand the learning curve required to get results. I am here to steer you in the right direction and if you already found one, these powerful and time-tested tips will transform what you are already doing.


Rules of the game…

Before we start, here are a few things to remember. As soon as your prospect clicks on your PPC ad, they are only going to stay for 5 seconds before deciding whether your page is worth their time or not.

Therefore…

Never link your PPC ad to your website, instead you need to have a separate landing page (one page website) that is designed specifically for your PPC ad campaign. If you have several PPC campaigns going, consider making a landing page for each ad campaign.

Let’s continue…


Tip #1: Be Acutely Focused On Your Goal












Before strategy and concept creation, ask yourself, what you want to achieve with your landing page? Do you want to make a sale? Build your email list? Have them attend an event?


After you have defined your goal, you need to researching on how your competitors are doing this. This research exercise will also give you an idea of your customer profile. In this case you should only have one customer profile for each PPC ad campaign.


Tip #2: Make It A Custom Experience












By understanding your specific customer profile and being inspired by your competition’s methods, design a PPC landing page where the desired action you want them to take is the most natural thing to do.

Never lead your paid visitors (Traffic generated from PPC ads) to your homepage! It’s confusing and it’s not focused on a specific goal. The key to a successful PPC campaign is a consistent experience for your paid visitors. It’s a way for you to continue your conversation from your PPC ad campaign.

Make sure your landing page has only one purpose and one desired action. Irrelevant elements on your landing page will only distract your visitors from your goal. It is also important to have elements that would support your goal and lead them to the desired action. So if your customers have specific questions or uncertainties that hold them back from taking the desired action, make sure your landing page can address them.


Tip #3: Are You Credible?















Are you trustworthy? In the Online world, authority is a very important factor. Remember you are asking for an action from your visitors. In a way, you are forming a relationship with this person. For those who click on your PPC ad, most of them will just be browsing or window shopping.

Here are some ways you can gain credibility:

- Statistical Evidence (show them your numbers!)

- Media / Press Features

- Customer Testimonials (especially from a well established person or brand)

- Guarantees (Put some skin in the game)

- Have you worked with notable people or brands? Include their logos on your page but get their permissions first!


Tip #4: A Clear Call-To-Action Button


















This is the most important element on your page, your CTA (call-to-action) button. This is your desired action and their final destination. It must be clear and natural for them to click on this button. Let them know what will happen when they click on it and make sure you have enough supporting elements that will help them click on it. You might want to have the same CTA button on multiple locations on your landing page. Try to keep the text short and relevant to your customer profile.

Your CTA must be visually distinct and stands out from the rest of your page. Everything else should be secondary to your CTA button. An important point to remember is that your CTA text (text inside of the CTA button) must directly relate to your PPC ad. If your PPC ad promises to give your visitors a free ebook, then your CTA button must fulfill on that.


Tip #5: Test Everything!











If you are working with a website designer, make sure you conduct A/B testing for major elements on your page. It is the most reliable way to test usability and effectiveness for individual elements of your page.


This is probably the most important tip. Sometimes, a small change can make a big difference in converting your traffic and achieving your goal. Basic changes could include changing the colour of your CTA (Call-To-Action) button, or the amount of content on your page.

Last Note:

Thank you for taking the time to read this! I hope you learned something and can now run effective PPC ad campaigns! I want to thank you for your support and hope that you continue to subscribe to our Central Events Agency's Weekly Wednesdays. Please share this link with your friends so that they can also subscribe to our list as well.


If you haven't already, please join our Central Events Agency (closed group) on Facebook and receive invites to exclusive industry events (enjoy gourmet food, entertainment and dazzling experiences).


With love + immense respect,

Alex Cheng

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Your Customer's Experiences

Are you cool and hip in the eyes of your clients? In this week's email, we will share with you about how you can strategically build a brand that is both engaging and relevant to your customers. We will also explore why customer’s experiences matter and provide you with key tactics to build a solid foundation for YOUR brand.


Your Customers DESERVE A Brand Experience!

Published in a recent article by Adobe, “an experience is essentially an opportunity for your customer to build a relationship with you.” Have you looked at your relationships with your customers? A relationship is a two-way street. If you want to do business with your customer or prospects, you need to invest in that relationship. That is why the brand experience is on the top of any marketer’s (and it should be on YOUR) priority list.

Let’s face it, people crave for relevant experiences. Look at Apple’s “1984 Big Brother” Super Bowl commercial (https://goo.gl/y7SuHt). The ad was groundbreaking not just because of the content but also because it introduced how Super Bowl ads could be entertaining. As a result, Apple sold over 3.5 million computers (it aired 2 days before the debut of the Mac computer).

And here’s another great example for all you wedding professionals out there; When copywriter Frances Gerety wrote the words, “a diamond is forever” for De Beers in 1947, he framed their diamonds to be part of something much bigger and meaningful (experience). It was named the best slogan of the 20th century by Advertising Age.


Hallmarks of a highly successful customer experience:

- They are highly personal (relevant) and interactive. The experience is not just “one-way”. The content is based on your understanding of your customers and their individual actions (tracking their customer journey and their immediate responds to your specific campaigns). The content is relevant to them and how the content is presented is memorable and engaging.

- You and your brand are consistent. Consistency creates the overall brand. Whether it’s how you dress in person, the look and feel of your website or the value you are providing in your marketing campaigns, it needs to be consistent and memorable. This is so that your customers recognize a pattern that supports and reinforces your overall brand.

- Social proof and delivering on your brand’s promise. In the medieval marketplace, your business depends upon word-of-mouth marketing. Today we have reviews, word-of-mouth and numerous platforms that would give your company “social proof”. What didn’t change since the medieval marketplace, is the need for social proof and delivering a high quality product or service.

- The primal need to connect (authentic connections). According to a recent article from Salesforce, it takes 6-8 touch points to generate a quality sales lead. This is where building an accurate customer journey map for each customer profile (target audience) is essential. You want build upon your last message as your customer goes through the sales funnel and campaigns. Your customers WANT to connect with you but every business out there is just so damn friendly these days. If you understand your customers, your customer journey and create engaging content that you can track and respond in real time (with automation), your customers will connect with you.


What you can do today...

- Build a solid foundation. Make sure your website, social media profiles, and business tools (such as business cards, flyers, letterheads, etc.) are professional and has a consistent brand. Your logo plays a significant role in keeping your brand’s message and aesthetic consistent.

- When we design websites for our clients, we build multiple customer profiles. We understand their business and we take into account what their website need to achieve and how it works together with their brand and overall marketing strategy. Since your website plays an essential role in receiving traffic from all of your marketing efforts, make sure you invest in your website as it is fundamental to any marketing. You can learn more here: https://goo.gl/gJWs61.

- Find out more about social media consistency: https://goo.gl/LQx0wK.

- Develop a customer journey map for each of your customer profiles. If you read my previous email, you would have learned how stalk your customers and construct a customer profile in Strategy #2 (Refer to: https://goo.gl/s28GJj). To construct a customer journey map, you need to track your customer’s journey for each of the platforms you currently are marketing in (twitter, facebook, email, etc.).

- Start with your website. What pages do people look on before they contact you? What kind of information is relevant to them? How many times do they visit your website before they contact you directly? What sources are they coming from? How long do they stay on each page? This will give you a general idea of your customer journey. The insights you get from this research reveals only the middle or end of their journey but not the beginning traffic is often referred to your website through other means.

- To track this, I use Google analytics and some of their more advanced features (Google tag manager and goal setting).

- Since your website plays an essential role in receiving traffic from all of your marketing efforts, make sure you invest in your website as it is fundamental to any online marketing your do. Find out more here: https://goo.gl/gJWs61.

- Use campaigns to track your customer journey. Generate a campaign for each of your customer profile and for each individual platform. This may take some time but it will allow you to build your customer journey map which will give you many opportunities to improve each touchpoint along your customer journey. An example is running a campaign for facebook and tracking the traffic coming to your website from that platform.

- Generate trackable URLs for your campaigns using the url shortener (https://goo.gl).

- Work with your website developer to setup custom landing pages as an extension of your website. These custom landing pages will speak directly to the incoming traffic from your marketing campaigns and make it easy to accurately track your campaigns especially if you are running more than one campaign at the same time.

- For email campaigns, integrate google analytics to your email provider (constant Contact, Mailchimp, etc.) so that you can track events on your website like purchases, open rates, click rates and pages visited.

- Record each campaign’s insights and compare it to future campaigns to develop an accurate map. Remember to always improve your campaigns based on your findings.

- For more information about Customer Journey Mapping refer to https://goo.gl/9cTA91.


The above groundwork will allow you to have a solid foundation in which you can now begin to generate powerful marketing campaigns that:

- Are highly personal and interactive

- Has a consistent and memorable brand

- Has a clear brand promise.

- Allow your brand to genuinely connecting with your customers and build a long-lasting and profitable relationship.

The majority of small businesses are overlooking the big picture of strategically generating a powerful and consistent experience for their customers over multiple touch points (don’t worry, even large corporations struggling to do this!).

For a small business, we have the economical advantage of utilizing our own in-house efforts to execute on the above groundwork. However, if you are like most of our clients, (who value their time), executing it in-house would mean that you will be delegating more work on an already busy team (or already sleep-deprived YOU) on something that is not in their (or your) realm of expertise.

If you are just starting out and a one person operation, you might want to consider working with a marketing agency on an advisory level. It will go a long way if you set up your foundation right from the beginning. Marketing is not blindly throwing campaigns at the wall to see what sticks, it is a systematic and creative process!

If you took the time to read our entire email, we would like to thank you for your time and support in our new email series! You are also someone who is a true entrepreneur and believes in investing in education to build grow your business. I hope you will continue to subscribe to our Central Events Agency's Weekly Wednesdays. Please share this link to your friends so they can also subscribe to our list as well.

If you haven't already, please join our Central Events Agency (closed group) on Facebook and receive invites to exclusive industry events (enjoy gourmet food, entertainment and dazzling experiences).

With love + immense respect,

Alex Cheng
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Finish Strong (That’s right, your last quarter of 2016)...

October marks very start of our last quarter! The first three quarters have passed and it doesn’t matter anymore, all that matters now is your last quarter.


Reason for finishing 2016 with a BANG:

Creates momentum and raises morale for 2017 (Superpowers for 2017)!

Test out new marketing and sales tactics that can be re-utilized in 2017 (shed the stuff that doesn’t work).

Create an influx of quality leads that can be converted into customers in 2017.


Are you ready to finish STRONG!? Climb up to the highest peak of Mount Everest!?


Below are 8 effective strategies IF you choose to execute them. Most of them take a bit of time and effort to do, but I can assure you that it is worth the investment.


STRATEGY #1: Get Serious With Your Game Plan


Be crystal clear on your revenue goals for the next 3 months. Set a goal and commit to achieving it (Even if you need to drink a few more coffees a day to stay in the hustle!). Make sure you are clear about how many events you would need to secure in order to reach this goal.


***Take this opportunity to set up systems to keep you accountable. For an individual business owner, you should get trustworthy accountability partners. Set up weekly, if not daily calls to keep you accountable to your goals. Apps and calendars are also useful. Don’t lie to yourself, if you make a commitment, keep it!


Once you have established your revenue goal and systems of accountability, ensure you have an effective game plan. Continue below…


STRATEGY #2: Review what has worked in the last 12 months.


Spend half a day reviewing conversations and campaigns that have led to high quality customers. Take notes on what have worked in the past and discard less fruitful efforts. You want to pump your last quarter with steroids!


Develop and/or adjust your customer profile(s) (target audience description) and tweak your marketing message to cater to your audience. Find your most profitable product or service and match it with your ideal customer profile.


Here is a link to help you with that: https://www.demandmetric.com/content/customer-profile-template


The importance of this work is invaluable and must to be accurately executed to ensure you attract high quality leads that will grow your business. Don’t try to convince or guilt your friends and family to buying your used car from you...


STRATEGY #3: Find Your “A-List” Leads and Stalk Them!


Identify your “A” leads. Go over the notes in your “A-list”. This will help refresh your memory and remind you of your last conversation with them. Figure out what factors are holding them back from working with you. Next, take a look at their past events, their event objectives (RFP’s) and pay close attention to their likes and dislikes. You will need to address their needs and wants in a natural conversation. Don’t just talk, ask them the right questions and listen.


You got it, you gotta call each of these leads! Focus on these leads in October and keep track of your followups through a CRM like Pipedrive.


STRATEGY #4: Get in touch with your 5 best customers


Start by identifying your best customers. These customers are extremely happy with your services and are more than willing to refer business to you. The key is to listen to them rather than asking for referrals right away.


According to Small Business Trends, small businesses get 85% of their business from word of mouth.


Listen to what they are up to. Ask if they were happy with your work and take time to understand how you can provide them with more value. Then ask them if they know anyone that they think would benefit from connecting with you.


Possible outcomes:

A high quality lead that have been pre-qualified by your satisfied customer.

Potential to upsell a product or services that would help them with their current needs

Reignite your relationship with your customer and keep you top of mind for future business.


STRATEGY #5: Mass Lead Generation & PR


The more leads you get, the more customers you get at the end of your funnel. When you are generating leads, make sure you take into account the time it takes to convert a lead to a customer. You got less than 3 months! You will need to generate 80% of your leads in October and leave November and December to convert those leads.


If you have been running a newsletter for nurturing your leads, it is a great time to announce a promotional email about new services, case studies, complimentary consultation (with point form benefits) and/or special pricing.

Contact influential bloggers and request to be a guest blogger or request them to be a guest blogger for your blog to drive traffic to your website.

Here is a great link that will help you with that: http://blog.hubspot.com/marketing/blogger-outreach-tools#sm.00008gs3rx18ywfgiycwp28nrwwlg

If you are targeting corporate events or event planners, Linkedin is a great source for leads. Only message contacts that fit in your customer profile. Tell them about your business, leave a link and ask them if they are willing to have a coffee or quick phone call to connect.

Here’s a great link: https://www.salesforce.com/uk/blog/2015/12/ten-tips-for-using-linkedin-for-sales-prospecting.html


STRATEGY #6: Track Everything..


Every strategy you implement needs to be tracked. If it’s not, then your efforts are in vain. Once you have determined your ideal customer profile(s), you must then determine your KPI (Key Performance Indicators). This is the measurement for your success! There are your goals, but your KPI tell you a more detailed story.


KPI’s can be the clickthrough rate, open rate, conversion rate, views, engagements, etc. It could help you identify if there was a breakdown in your sales funnel or customer journey. It can also reveal opportunities that you can now take advantage of.


Whatever you do, cold calling, content marketing, email marketing, etc. You need to track it or it is not considered marketing.


Here is a basic article about tracking your marketing campaigns:

https://businesscollective.com/5-key-elements-to-track-your-next-marketing-campaign/


STRATEGY #7: Don’t Forget Your Fellow Industry Colleagues


According to a study conducted by Verizon and Small Business Trends (smallbiztrends.com), 85% of businesses say that they get their business from word-of-mouth. It’s all about who you know! You may or may not be saying that you don’t know anyone, but you do. If you have been in business for a few years, I’m sure you know your competitors, your colleagues and you must have customers.


I had a conversation with a colleague of mine the other day and she wanted to start doing something different with her marketing. She wanted to attract customer from outside her circle of influence. We eventually came to the conclusion that it’s good to attract new customers from outside her circle, but it is far more cost effective and efficient to attract customers from word-of-mouth.


85% of businesses get their business from word-of-mouth. That’s a HUGE number! The key is to embrace that statistic instead of going against the flow.


Revenue generating activities you can do to attract more business through word-of-mouth:

Approach your competitors for a coffee: See if they like to do business with a certain type of clients that you don’t avoid and vice versa. There might be an opportunity to send each other clients!

Approach colleagues and friends: They might just know the perfect referral for your business

Reignite relationships with past clients: Make sure you only approach past clients who were very happy with your work. There is a reason why they were your clients and a reason why they were very happy with your work. They must know others who would love to do business with you and will also become very happy with your work. Ask them for 3 referrals. The referrals might not become a customer right away, but nurture them and ask them for referrals as well.


Find out more here:

https://smallbiztrends.com/2014/06/small-businesses-get-customers-through-word-of-mouth.html


STRATEGY #8: Make Sure Your Funnel Is Well Oiled


In the past a sales funnel work like this: Awareness > Consideration > Conversion. A business would create awareness and get their contact information (buying ads, word-of-mouth, email, etc.) then they would qualify them (do they have the budget, do they need the product / services, etc.) and they would convert them. However, today’s sales funnel is very much different.


Today’s sales funnel is customer driven. Top Of Funnel: The customer defines a want or need and searches for businesses that can provide a product or service to satisfy these needs. Middle Of Funnel: The customer will pick 3-5 providers and qualify these providers by finding out about their price, reviews and their specific value. Bottom Of Funnel: Finally, they will reach out to the provider (sometimes for the first time) and convert into a customer.


As a business owner, here is what you can do:

Top Of Funnel: Widen your Top Of Funnel by executing all of the strategies above. You might want to look into hiring a email marketing or PPC (Pay Per Click) expert to help you generate leads. Boutique Websites have done many Email Campaigns that measure KPI’s and are designed to engage your ideal customer profiles.

Middle of Funnel: Make sure you produced enough content that your prospects can easily answer all of their questions regarding your business and your product / services (have a blog, get reviews, infographics and have visuals of events you have done in the past).

Bottom of Funnel: Where does your customers go to after they get all that information and qualify themselves to be your ideal customers? Most prospects convert when they are on your website. A lot of times, they need that final push or are looking for that final trigger before deciding that you are the one. Here is where you need to make sure your website is designed to give them just that. Make sure your website loads fast, ensure that the content is speaking directly to your ideal customer’s wants and needs, give them the “Wow” factor that they were not expecting and make it easy for them to access information and contact you. The user-experience is crucial at this stage. Tracking the customer journey is also important because you can now enhance your customer’s experience by adjusting individual events that move them closer to conversion.

If you have taken the time to read the entire email, congratulations! You are a hustler and an entrepreneur who have patience and grit. I want to thank you for your support and hope that you continue to subscribe to our Central Events Agency's Weekly Wednesdays. Please share this link to your friends so they can also subscribe to our list as well.

If you haven't already, please join our Central Events Agency (closed group) on Facebook and receive invites to exclusive industry events (enjoy gourmet food, entertainment and dazzling experiences).

With every great wish and deep belief in your success,

Alex Cheng
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Finish Strong (That’s right, your last quarter of 2016)...

October marks very start of our last quarter! The first three quarters have passed and it doesn’t matter anymore, all that matters now is your last quarter.


Reason for finishing 2016 with a BANG:

Creates momentum and raises morale for 2017 (Superpowers for 2017)!

Test out new marketing and sales tactics that can be re-utilized in 2017 (shed the stuff that doesn’t work).

Create an influx of quality leads that can be converted into customers in 2017.


Are you ready to finish STRONG!? Climb up to the highest peak of Mount Everest!?


Below are 8 effective strategies IF you choose to execute them. Most of them take a bit of time and effort to do, but I can assure you that it is worth the investment.


STRATEGY #1: Get Serious With Your Game Plan


Be crystal clear on your revenue goals for the next 3 months. Set a goal and commit to achieving it (Even if you need to drink a few more coffees a day to stay in the hustle!). Make sure you are clear about how many events you would need to secure in order to reach this goal.


***Take this opportunity to set up systems to keep you accountable. For an individual business owner, you should get trustworthy accountability partners. Set up weekly, if not daily calls to keep you accountable to your goals. Apps and calendars are also useful. Don’t lie to yourself, if you make a commitment, keep it!


Once you have established your revenue goal and systems of accountability, ensure you have an effective game plan. Continue below…


STRATEGY #2: Review what has worked in the last 12 months.


Spend half a day reviewing conversations and campaigns that have led to high quality customers. Take notes on what have worked in the past and discard less fruitful efforts. You want to pump your last quarter with steroids!


Develop and/or adjust your customer profile(s) (target audience description) and tweak your marketing message to cater to your audience. Find your most profitable product or service and match it with your ideal customer profile.


Here is a link to help you with that: https://www.demandmetric.com/content/customer-profile-template


The importance of this work is invaluable and must to be accurately executed to ensure you attract high quality leads that will grow your business. Don’t try to convince or guilt your friends and family to buying your used car from you...


STRATEGY #3: Find Your “A-List” Leads and Stalk Them!


Identify your “A” leads. Go over the notes in your “A-list”. This will help refresh your memory and remind you of your last conversation with them. Figure out what factors are holding them back from working with you. Next, take a look at their past events, their event objectives (RFP’s) and pay close attention to their likes and dislikes. You will need to address their needs and wants in a natural conversation. Don’t just talk, ask them the right questions and listen.


You got it, you gotta call each of these leads! Focus on these leads in October and keep track of your followups through a CRM like Pipedrive.


STRATEGY #4: Get in touch with your 5 best customers


Start by identifying your best customers. These customers are extremely happy with your services and are more than willing to refer business to you. The key is to listen to them rather than asking for referrals right away.


According to Small Business Trends, small businesses get 85% of their business from word of mouth.


Listen to what they are up to. Ask if they were happy with your work and take time to understand how you can provide them with more value. Then ask them if they know anyone that they think would benefit from connecting with you.


Possible outcomes:

A high quality lead that have been pre-qualified by your satisfied customer.

Potential to upsell a product or services that would help them with their current needs

Reignite your relationship with your customer and keep you top of mind for future business.


STRATEGY #5: Mass Lead Generation & PR


The more leads you get, the more customers you get at the end of your funnel. When you are generating leads, make sure you take into account the time it takes to convert a lead to a customer. You got less than 3 months! You will need to generate 80% of your leads in October and leave November and December to convert those leads.


If you have been running a newsletter for nurturing your leads, it is a great time to announce a promotional email about new services, case studies, complimentary consultation (with point form benefits) and/or special pricing.

Contact influential bloggers and request to be a guest blogger or request them to be a guest blogger for your blog to drive traffic to your website.

Here is a great link that will help you with that: http://blog.hubspot.com/marketing/blogger-outreach-tools#sm.00008gs3rx18ywfgiycwp28nrwwlg

If you are targeting corporate events or event planners, Linkedin is a great source for leads. Only message contacts that fit in your customer profile. Tell them about your business, leave a link and ask them if they are willing to have a coffee or quick phone call to connect.

Here’s a great link: https://www.salesforce.com/uk/blog/2015/12/ten-tips-for-using-linkedin-for-sales-prospecting.html


STRATEGY #6: Track Everything..


Every strategy you implement needs to be tracked. If it’s not, then your efforts are in vain. Once you have determined your ideal customer profile(s), you must then determine your KPI (Key Performance Indicators). This is the measurement for your success! There are your goals, but your KPI tell you a more detailed story.


KPI’s can be the clickthrough rate, open rate, conversion rate, views, engagements, etc. It could help you identify if there was a breakdown in your sales funnel or customer journey. It can also reveal opportunities that you can now take advantage of.


Whatever you do, cold calling, content marketing, email marketing, etc. You need to track it or it is not considered marketing.


Here is a basic article about tracking your marketing campaigns:

https://businesscollective.com/5-key-elements-to-track-your-next-marketing-campaign/


STRATEGY #7: Don’t Forget Your Fellow Industry Colleagues


According to a study conducted by Verizon and Small Business Trends (smallbiztrends.com), 85% of businesses say that they get their business from word-of-mouth. It’s all about who you know! You may or may not be saying that you don’t know anyone, but you do. If you have been in business for a few years, I’m sure you know your competitors, your colleagues and you must have customers.


I had a conversation with a colleague of mine the other day and she wanted to start doing something different with her marketing. She wanted to attract customer from outside her circle of influence. We eventually came to the conclusion that it’s good to attract new customers from outside her circle, but it is far more cost effective and efficient to attract customers from word-of-mouth.


85% of businesses get their business from word-of-mouth. That’s a HUGE number! The key is to embrace that statistic instead of going against the flow.


Revenue generating activities you can do to attract more business through word-of-mouth:

Approach your competitors for a coffee: See if they like to do business with a certain type of clients that you don’t avoid and vice versa. There might be an opportunity to send each other clients!

Approach colleagues and friends: They might just know the perfect referral for your business

Reignite relationships with past clients: Make sure you only approach past clients who were very happy with your work. There is a reason why they were your clients and a reason why they were very happy with your work. They must know others who would love to do business with you and will also become very happy with your work. Ask them for 3 referrals. The referrals might not become a customer right away, but nurture them and ask them for referrals as well.


Find out more here:

https://smallbiztrends.com/2014/06/small-businesses-get-customers-through-word-of-mouth.html


STRATEGY #8: Make Sure Your Funnel Is Well Oiled


In the past a sales funnel work like this: Awareness > Consideration > Conversion. A business would create awareness and get their contact information (buying ads, word-of-mouth, email, etc.) then they would qualify them (do they have the budget, do they need the product / services, etc.) and they would convert them. However, today’s sales funnel is very much different.


Today’s sales funnel is customer driven. Top Of Funnel: The customer defines a want or need and searches for businesses that can provide a product or service to satisfy these needs. Middle Of Funnel: The customer will pick 3-5 providers and qualify these providers by finding out about their price, reviews and their specific value. Bottom Of Funnel: Finally, they will reach out to the provider (sometimes for the first time) and convert into a customer.


As a business owner, here is what you can do:

Top Of Funnel: Widen your Top Of Funnel by executing all of the strategies above. You might want to look into hiring a email marketing or PPC (Pay Per Click) expert to help you generate leads. Boutique Websites have done many Email Campaigns that measure KPI’s and are designed to engage your ideal customer profiles.

Middle of Funnel: Make sure you produced enough content that your prospects can easily answer all of their questions regarding your business and your product / services (have a blog, get reviews, infographics and have visuals of events you have done in the past).

Bottom of Funnel: Where does your customers go to after they get all that information and qualify themselves to be your ideal customers? Most prospects convert when they are on your website. A lot of times, they need that final push or are looking for that final trigger before deciding that you are the one. Here is where you need to make sure your website is designed to give them just that. Make sure your website loads fast, ensure that the content is speaking directly to your ideal customer’s wants and needs, give them the “Wow” factor that they were not expecting and make it easy for them to access information and contact you. The user-experience is crucial at this stage. Tracking the customer journey is also important because you can now enhance your customer’s experience by adjusting individual events that move them closer to conversion.

If you have taken the time to read the entire email, congratulations! You are a hustler and an entrepreneur who have patience and grit. I want to thank you for your support and hope that you continue to subscribe to our Central Events Agency's Weekly Wednesdays. Please share this link to your friends so they can also subscribe to our list as well.

If you haven't already, please join our Central Events Agency (closed group) on Facebook and receive invites to exclusive industry events (enjoy gourmet food, entertainment and dazzling experiences).

With every great wish and deep belief in your success,

Alex Cheng
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Vision Accomplished Events & Design is a perfect example of our dream client. When we design a website for our client, we also send them a questionnaire. We need to understand and have a glimpse of our client's business plan and create the most effective website design for their business. Karen from Vision Accomplished was thrilled at the website we designed and posted an amazing testimonial for our facebook and google+ page!

http://www.visionaccomplishedeventsdesign.com
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When a talented singer and performer approached us to design her website, we knew it was an opportunity to show off some of our skills! Boutique Websites is a marketing agency who focuses on creating unique websites and one-of-a-kind website for the creative entrepreneur! Check out Mel Dube's website for a "wow" experience!

http://meldube.com
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Boutique Websites: When Annmarie approached us to redesign her website, we were thrilled! Taking inspiration from her past work and her future ambitions, it was clear we had to come up with a very luxurious website that is mobile friendly, elegant and would give her visitors a "wow" experience.

http://www.eventculture.ca
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It was our pleasure to work with one of the most influential Destination Wedding planner in Canada to design her website. They were looking for something extraordinary with a flair and we gave them just that. From the logo to their website, we made it extra special!

http://www.bellachicevents.com/
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