Book More Weddings

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Book More Weddings

• Growing Your Business Using The Internet and
  Getting Great Results From Your Website in 2007
• Chris Jaeger
• BOOKMOREWEDDINGS.COM
• Association of Bridal Consultants Northeast
  Conference
• Princeton, N.J. - July 23, 2007

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About Chris

• Live in Gloucester, Massachusetts
• Former Corporate Banking Executive
• Started Online Wedding Magazine 1995
• USABRIDE.COM
• 600,000 Brides/Grooms Per Month
• WEDDINGPLANNINGLINKS.COM
• BOOKMOREWEDDINGS.COM

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Experience

• Ive done everything wrong at least once!!
• Research, research, research
• Hang around with some weird people
• Help my clients avoid mistakes
• And get great results
• Within realistic budgets
• TINSTAFL

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TodayLets Talk AboutThe Basics

• Good Design
• Conversion
• Traffic
• Search Engine Optimization
• Search Engine Marketing
• Prompt Follow-Up / Sales Skills

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Design
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Good Design

• Professionally Designed
• No Reason Not To Today
• It Takes A Team
• Programmer (clean code, layout, scripts)
• Graphics Person
• Professional Copywriter (message)
• Online Marketing Specialist (SEO/SEM)

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Good Design II

• Professional Look, Immediate Theme
• Look Better Than Your Competition
• Intuitive Easy To Navigate
• Great Information Whats In It For Me
• Clear and Strong Value/Benefit
• Call To Action
• Search Engine Friendly

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Good Design III

• Avoid All FLASH
• Avoid Frames
• Avoid Odd Colored Backgrounds
• Avoid Mouse-Over (Only) Navigation
• Avoid Looking Un-Professional (Do It Yourself)

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Conversion
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Conversion (What Its All About)

• Getting Visiting Brides To Do Something
• Action Generating Leads/Inquiries
• Action Generating Phone Calls
• Action Download Your Free Worksheet
• Action eCommerce Buy

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Conversion Happens When

• Good Design
• Dont Give Them A Reason To Leave
• Slow loading pages, navigation that doesnt work,
  amateur look and feel
• Marketing Message Is VERY Important
• Solid Call To Action
• Booking 2007 Weddings Now !!

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Conversion More Tips

• Always Use A Form (vs. EMAIL Link)
• Make Contact Option Too Easy To Find
• Provide A Compelling Reason
• Free Initial Consultation
• Phone Number EVERYWHERE
• Avoid Flashy Graphics, Animation, Gimmicks (Live
  Person)

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Conversion More Tips

• EMAIL Newsletters
• Become Your Area Expert
• Promote Your Professional Associations
• Frequently Asked Questions Page
• Gallery of VERY Happy Customers
• Make It Too Easy To Contact You

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Calculating Conversion

• My Book More Wedding Formula
• Generally Applicable
• 1000 Visitor Sessions
• Divide By 2
• 500 Qualified Brides/Grooms
• 50 Inquiries (online forms or calls)
• 10 Conversion

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Traffic
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Qualified Traffic

• Not All Your Traffic is Qualified
• Focus On Building Qualified Traffic
• Not Just Hits
• Hits Are Not Brides
• Visitor Sessions
• Check Your Logs

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Traffic Where Do You Get It

• Word of Mouth
• Search Engines
• Search Engine Marketing (PPC)
• Online Advertising
• Online/Offline Integration
• BYDESIGNEVENTS.COM
• BOSCOBRIDAL.COM

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Search Engine Optimization
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Search Engine Optimization

• Process Science and Art
• Making Your Site Pages Findable
• Matching Pages To Searches
• Search Engines Want Relevancy
• SEO Is Very Competitive
• Requires Patience
• Requires Specialized Knowledge

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SEO II

• Managing 20 to 30 Variables
• Critical Keywords/Phrases
• Meta-Tags and Page Title Tags
• Use Of Keywords/Phrases In Marketing Message
• Search Engine Friendly Site
• Search Engine Spiders
• Critical In-Bound Links (i.e. Popularity)
• Dont Cheat !!

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SEO III

• Difficult To DIY
• Competition With Expertise (Hired) Will Beat You
• Hard To Knock Off Top Positions
• Google Is The King
• Dont Forget MSN, Yahoo!, AOL, Ask
• Many others

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Search Engine Marketing
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Search Engine Marketing

• Pay-Per-Click
• Sponsored Advertising
• Pay For Results
• Important to Convert
• Very Cost Effective and Measurable
• It Works !! (Yes - 100 of the time!)
• If Not Something Is Wrong

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Search Engine Marketing II

• 500 Month Budget (.50cpc)
• Drives 1000 Qualified Clicks
• Convert 20
• 200 Leads (inquiry forms, calls)
• Close 10
• 20 New Customers for 500

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Search Engine Marketing III

• It Works
• Smart Business Owners HaveFigured This Out
• Very Competitive
• Guarantees You Top Position and Visibility
• Requires Expert Knowledge To Be Effectively
  Managed

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Sales
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Sales

• Its All About The Close
• Follow-Up Promptly (Same Day or Hour!)
• Brides Make Multiple Inquiries Per Session
• Gather Good Information (online forms)
• Your Website Cant Do Everything

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Sales II

• Stay Fresh
• Avoid Burnout
• Read, Listen To Tapes
• My Favorite Books Today
• Little Red Book of Sales (and Answers)
• The eMyth (Revisited)
• The Rules of Management

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Contact Chris Jaeger

• Book More Weddings
• [phone]
• http//www.bookmoreweddings.com