The Web Canopy Studio Show

What can Kate Bush teach us about reviving old content?

Season four of Stranger Things just wrapped up, and it's made major waves in the music world with the reintroduction of Kate Bush's 1985 release called, "Running Up That Hill (Make a Deal With God)" from her Hounds Of Love album.

It's fascinating that it has not only become such a pivotal part of the show (no spoilers here!), but it has also taken over the airwaves 37 years later.

The success of "Running Up That Hill" has raised a question for me and for the team here at Web Canopy Studio:

...Can old content become relevant again?

In the marketing world, it's pretty easy to put out a piece of content and watch it go off into the ether and die, where we never really hear from it again.

But it doesn't necessarily have to be that way.

It took "Running Up That Hill" almost 40 years with relatively low recognition before it took off thanks to a new medium.

It hit #1 on the Billboard Global 100.

It has been used 1.8 million times in TikTok videos.

It has been streamed 465 million times globally, which is a 16,000% increase before the show aired.

And it's now the most-streamed song on both the US and global markets for the last few weeks.

So how do we take a page out of Kate Bush's book and get our old marketing content to be relevant again?

In this episode, I'm breaking down:

- how to find old content that you produced and make it relevant again
- how to expand on your content and make it better
- how to reach a wider audience
- and how to create an awesome experience for your audience

And I promise - no spoilers! 

View the full blog article here to escape the upside down: https://www.webcanopystudio.com/blog/running-up-that-hill-with-content-marketing 

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Ready to get more out of your website? Be sure to check out our newest program called the Website Accelerator!

https://www.webcanopystudio.com/start

The Website Accelerator is the only program of its kind that helps you create a low-stress, easy-to-manage website that generates customers.
Inside, we're going to guide you through all the ins-and-outs of building a high-converting website that generates results.
You'll get access to all of our templates, themes, and resources, access to our team through group masterminds, and 1-on-1 specialized training.
You'll work 1-on-1 with our team of strategists, developers, designers, and content writers on regular calls and communication so we can work side by side
You'll also be able to join others just like you who are going through this process, as members of our team lead group masterminds and Q&A sessions.
We're going to give you everything you need to design and build a beautiful, conversion-focused website inside your own HubSpot portal.
We'll give you copy templates for landing pages, templates for email copy, HubSpot theme templates, swipe files, video training, audio files, PDFs, checklists, and guides to take ALL the difficult stuff off your plate.
We're going through HubSpot tips, tricks, and strategies, how to get more out of the platform, and how to streamline and optimize your usage so you aren't spending hours a week just trying to keep up...
And that just scratches the surface! 
Check out the Website Accelerator here: https://www.webcanopystudio.com/start

HubSpot recently released FREE CMS Tools, which has been making big news in the world of website development.

But what does that mean for you? What is included in these tools? How can this be helpful for companies not currently on HubSpot?

I'm breaking this down, and much much more on this episode of the Website Conversion Show!

In this episode I’m outlining exactly:

- what is included inside this awesome release from our friends at HubSpot

- what ideas you should be thinking through in order to create, or add to, your website presence

- and how to make your website turn into a conversion machine no matter how big or small your company may be

Link to the full show details and show notes here: https://www.webcanopystudio.com/blog/powerful-ways-to-leverage-hubspot-free-cms-tools 

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Ready to get more out of your website? Be sure to check out our newest program called the Website Accelerator!

https://www.webcanopystudio.com/start 

The Website Accelerator is the only program of its kind that helps you create a low-stress, easy-to-manage website that generates customers.

Inside, we're going to guide you through all the ins-and-outs of building a high-converting website that generates results.

• You'll get access to all of our templates, themes, and resources, access to our team through group masterminds, and 1-on-1 specialized training.
• You'll work 1-on-1 with our team of strategists, developers, designers, and content writers on regular calls and communication so we can work side by side
• You'll also be able to join others just like you who are going through this process, as members of our team lead group masterminds and Q&A sessions.
• We're going to give you everything you need to design and build a beautiful, conversion-focused website inside your own HubSpot portal.
• We'll give you copy templates for landing pages, templates for email copy, HubSpot theme templates, swipe files, video training, audio files, PDFs, checklists, and guides to take ALL the difficult stuff off your plate.
• We're going through HubSpot tips, tricks, and strategies, how to get more out of the platform, and how to streamline and optimize your usage so you aren't spending hours a week just trying to keep up...

And that just scratches the surface! 

Check out the Website Accelerator here: https://www.webcanopystudio.com/start

• How do you know how much you should be spending each year on your marketing? 
• On your website? 
• On your ads? 
• On your staff salaries and vendors?
• What kind of return should you be expecting?
• How do you know that you’re making the right decisions and not just “winging” it with your best guess? 

These are pretty important things to figure out so we don’t end up wasting our time, energy, and money on things that don’t add to the bottom line. 

I want to share with you everything I can around proper planning of your efforts so you're not stuck spending dollars and hours on things that don't work.

In this week's episode of the Website Conversion Show podcast, I'm opening up so much about this topic, giving tons of actionable tips and strategies to fill you in on the in's and out's of planning your spend to focus on the most ROI possible.

What is the biggest mistake most companies make in planning their marketing efforts and their marketing budgets?

Well... the majority of marketing flops come from 1 of the following 2 poor scenarios… Sometimes both! 

• Not setting appropriate goals
• Spending time and money on stupid stuff

In this episode I’m outlining exactly:

• how to actually plan your marketing budget the right way...
• how to choose precisely where you should spend your time, energy, and money to get a positive ROI (no more winging it or just guessing...
• And how to reduce the amount of time you’re spending on things that don’t matter...

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View The Website Conversion Framework Graphic Here: https://www.webcanopystudio.com/blog/6-keys-to-a-high-converting-website  

How well does your website perform today?
Get This Free Website Assessment Report Today!

Are you frustrated with your website’s performance? Is it a clearly outdated thorn in your side? Do you wish you could actually use your website as the #1 sales tool for your business and consistently put high-quality leads on your calendar for calls and demos?

If you want a customized action plan for how you can actually achieve all of this, then you need to take our free Website Conversion Assessment at https://www.webcanopystudio.com/assessment

It only takes roughly 10 minutes of your time. Answer 30 questions on this self-guided assessment, and instantly get your report delivered.

When you fill out this assessment, you will receive a personalized report which includes:

✅  Individual evaluations for how your website performs in each of the 6 key areas of the Website Conversion Framework

✅  Detailed descriptions of the areas you should focus on and why they are critical to your company’s success

✅  A checklist for each area of focus that shows you exactly what you need to do to fix your website in a step-by-step format
Additional resources to help your website perform better

And the best part?

You don't need to hire developers or designers to make these changes! The majority of what we're providing you in this assessment are things that you can address on your own without relying on coding or special tech requests.

Get your free self-guided assessment and see how your website fares today!

https://www.webcanopystudio.com/assessment

We do a lot of work with companies who sell consulting services or high-end software products, and this is what almost all of their sales processes look like: 

• We’re going to get people on a call
• We’re going to schedule a time to meet
• We’re going to start asking them some background questions about their business to show them we’re interested in them

Sounds like a pretty good sales process, right? 

WRONG! 

This is a flawed sales process that’s not going to yield positive results.

To run an effective sales process, specifically in the exploratory call, we have to sell backwards. 

You have to approach your sales calls… as if you are a doctor trying to understand your patient’s situations.

What this means is that throughout your call, you’re going to get away from the idea of pitching, and you’re going to start getting them answer questions regularly, and specifically about the objections that you know are going to come up, so you can start to diagnose their problems quickly and easily.

This episode is for you if you are looking for a new approach to your sales process with a step-by-step plan to follow. And the best part is, it’s scalable. 

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View The Website Conversion Framework Graphic Here: https://www.webcanopystudio.com/blog/6-keys-to-a-high-converting-website  

How well does your website perform today?
Get This Free Website Assessment Report Today!

Are you frustrated with your website’s performance? Is it a clearly outdated thorn in your side? Do you wish you could actually use your website as the #1 sales tool for your business and consistently put high-quality leads on your calendar for calls and demos?

If you want a customized action plan for how you can actually achieve all of this, then you need to take our free Website Conversion Assessment at https://www.webcanopystudio.com/assessment

It only takes roughly 10 minutes of your time. Answer 30 questions on this self-guided assessment, and instantly get your report delivered.

When you fill out this assessment, you will receive a personalized report which includes:

✅  Individual evaluations for how your website performs in each of the 6 key areas of the Website Conversion Framework

✅  Detailed descriptions of the areas you should focus on and why they are critical to your company’s success

✅  A checklist for each area of focus that shows you exactly what you need to do to fix your website in a step-by-step format
Additional resources to help your website perform better

And the best part?

You don't need to hire developers or designers to make these changes! The majority of what we're providing you in this assessment are things that you can address on your own without relying on coding or special tech requests.

Get your free self-guided assessment and see how your website fares today!

https://www.webcanopystudio.com/assessment

Most people see all the different elements of their marketing as separate entities that float around independently of each other. 

They have the tools and channels they manage, and they see the website as just a PIECE of that. 

But where this strategy fails miserably, and why so many business owners and marketers massively miss the boat on scaling their lead generation. is because they are not looking at their website… and their CRM… as one unit, as the central hub to everything they’re doing. 

All elements flow in and out of this unit together.

In this episode, John walks through how and why your website is not an isolated, standalone tool. And how to start perceiving your CRM and Website as a comprehensive and central component to everything you are doing.

This episode is for you if you are looking to unlock much more potential inside of your lead generation and inside of our nurturing by shifting the way you view your CRM and Website.

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View The Website Conversion Framework Graphic Here: https://www.webcanopystudio.com/blog/6-keys-to-a-high-converting-website  

How well does your website perform today?
Get This Free Website Assessment Report Today!

Are you frustrated with your website’s performance? Is it a clearly outdated thorn in your side? Do you wish you could actually use your website as the #1 sales tool for your business and consistently put high-quality leads on your calendar for calls and demos?

If you want a customized action plan for how you can actually achieve all of this, then you need to take our free Website Conversion Assessment at https://www.webcanopystudio.com/assessment

It only takes roughly 10 minutes of your time. Answer 30 questions on this self-guided assessment, and instantly get your report delivered.

When you fill out this assessment, you will receive a personalized report which includes:

✅  Individual evaluations for how your website performs in each of the 6 key areas of the Website Conversion Framework

✅  Detailed descriptions of the areas you should focus on and why they are critical to your company’s success

✅  A checklist for each area of focus that shows you exactly what you need to do to fix your website in a step-by-step format
Additional resources to help your website perform better

And the best part?

You don't need to hire developers or designers to make these changes! The majority of what we're providing you in this assessment are things that you can address on your own without relying on coding or special tech requests.

Get your free self-guided assessment and see how your website fares today!

https://www.webcanopystudio.com/assessment

“How much content do I need to put out to generate more organic traffic and leads?”

This is one of the most common SEO questions people tend to ask.

People feel like they need to constantly create content and continue building a ton of stuff.

In doing so, they often forget a crucial step.

Creating Topic Clusters. 

By grouping your content into smart topic clusters and developing an internal linking strategy around the topic, you are able to do so much with very little. 

In this episode, John Aikin outlines the process and importance of organizing content in a way that helps people move in a natural buying cycle: awareness, consideration, and decision. 

This episode is for you if you want to improve your SEO processes and start optimizing your content strategy to help your content rank higher in search results. 

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View The Website Conversion Framework Graphic Here: https://www.webcanopystudio.com/blog/6-keys-to-a-high-converting-website  

How well does your website perform today?
Get This Free Website Assessment Report Today!

Are you frustrated with your website’s performance? Is it a clearly outdated thorn in your side? Do you wish you could actually use your website as the #1 sales tool for your business and consistently put high-quality leads on your calendar for calls and demos?

If you want a customized action plan for how you can actually achieve all of this, then you need to take our free Website Conversion Assessment at https://www.webcanopystudio.com/assessment

It only takes roughly 10 minutes of your time. Answer 30 questions on this self-guided assessment, and instantly get your report delivered.

When you fill out this assessment, you will receive a personalized report which includes:

✅  Individual evaluations for how your website performs in each of the 6 key areas of the Website Conversion Framework

✅  Detailed descriptions of the areas you should focus on and why they are critical to your company’s success

✅  A checklist for each area of focus that shows you exactly what you need to do to fix your website in a step-by-step format
Additional resources to help your website perform better

And the best part?

You don't need to hire developers or designers to make these changes! The majority of what we're providing you in this assessment are things that you can address on your own without relying on coding or special tech requests.

Get your free self-guided assessment and see how your website fares today!

https://www.webcanopystudio.com/assessment

Why do most marketers fail miserably today?

The truth is that agencies and marketers alike are often not that great at generating and closing quality leads because they get lost in the stuff that should be considered ongoing maintenance.

Most agencies will build entire proposals around nothing but services that exist in the attract phase of the flywheel.

There's a significant flaw with this. That nobody really cares what the content you have on your website, what your buyer personas look like, what words you hope to rank for, or even how much engagement you are going to get on your social platforms - if you're not closing enough leads to make your business grow.

In this episode, John Aikin discusses the main reasons marketers often overlook the core focus of generating leads and how to start shifting the way we view lead generation and the flywheel as a whole.

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View The Website Conversion Framework Graphic Here: https://www.webcanopystudio.com/blog/6-keys-to-a-high-converting-website  

How well does your website perform today?
Get This Free Website Assessment Report Today!

Are you frustrated with your website’s performance? Is it a clearly outdated thorn in your side? Do you wish you could actually use your website as the #1 sales tool for your business and consistently put high-quality leads on your calendar for calls and demos?

If you want a customized action plan for how you can actually achieve all of this, then you need to take our free Website Conversion Assessment at https://www.webcanopystudio.com/assessment

It only takes roughly 10 minutes of your time. Answer 30 questions on this self-guided assessment, and instantly get your report delivered.

When you fill out this assessment, you will receive a personalized report which includes:

✅  Individual evaluations for how your website performs in each of the 6 key areas of the Website Conversion Framework

✅  Detailed descriptions of the areas you should focus on and why they are critical to your company’s success

✅  A checklist for each area of focus that shows you exactly what you need to do to fix your website in a step-by-step format
Additional resources to help your website perform better

And the best part?

You don't need to hire developers or designers to make these changes! The majority of what we're providing you in this assessment are things that you can address on your own without relying on coding or special tech requests.

Get your free self-guided assessment and see how your website fares today!

https://www.webcanopystudio.com/assessment

We have to hook the audience like we're fishing, right? 

We have to hook them, or we're never going to get them in the boat. If we don't do our job of putting the correct information out there that catches their attention, that appeals to them, our efforts become a complete loss.

But you shouldn't just stop there. 

In this episode, John Aikin uncovers critical actions you should take to successfully create a conversion, including compelling details for the: 

• Hook
• Story
• Offer
• Capture
• Nurture

This episode is for you if you are wondering how to create more conversions with people in all different stages of the buyer's journey. 

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View The Website Conversion Framework Graphic Here: https://www.webcanopystudio.com/blog/6-keys-to-a-high-converting-website  

How well does your website perform today?
Get This Free Website Assessment Report Today!

Are you frustrated with your website’s performance? Is it a clearly outdated thorn in your side? Do you wish you could actually use your website as the #1 sales tool for your business and consistently put high-quality leads on your calendar for calls and demos?

If you want a customized action plan for how you can actually achieve all of this, then you need to take our free Website Conversion Assessment at https://www.webcanopystudio.com/assessment

It only takes roughly 10 minutes of your time. Answer 30 questions on this self-guided assessment, and instantly get your report delivered.

When you fill out this assessment, you will receive a personalized report which includes:

✅  Individual evaluations for how your website performs in each of the 6 key areas of the Website Conversion Framework

✅  Detailed descriptions of the areas you should focus on and why they are critical to your company’s success

✅  A checklist for each area of focus that shows you exactly what you need to do to fix your website in a step-by-step format
Additional resources to help your website perform better

And the best part?

You don't need to hire developers or designers to make these changes! The majority of what we're providing you in this assessment are things that you can address on your own without relying on coding or special tech requests.

Get your free self-guided assessment and see how your website fares today!

https://www.webcanopystudio.com/assessment

One of the hardest parts of building a strong marketing machine is regular content production. 

Coming up with relevant content is not always easy. 

Building on the same topic over and over again is even harder. 

However, it doesn’t necessarily have to be that way. 

In this episode, John Aikin dives into 3 keyword strategies for creating more content around 1 topic to help you revamp your SEO strategy. The strategies covered include: 

1. Inspiration Related Searches

2. Instruction Related Searches

3. Implementation Related Searches

This episode is for you if you are wondering how to create more content around the keywords your already rank for and improve your rank for similar terms. 

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View The Website Conversion Framework Graphic Here: https://www.webcanopystudio.com/blog/6-keys-to-a-high-converting-website  

How well does your website perform today?
Get This Free Website Assessment Report Today!

Are you frustrated with your website’s performance? Is it a clearly outdated thorn in your side? Do you wish you could actually use your website as the #1 sales tool for your business and consistently put high-quality leads on your calendar for calls and demos?

If you want a customized action plan for how you can actually achieve all of this, then you need to take our free Website Conversion Assessment at https://www.webcanopystudio.com/assessment

It only takes roughly 10 minutes of your time. Answer 30 questions on this self-guided assessment, and instantly get your report delivered.

When you fill out this assessment, you will receive a personalized report which includes:

✅  Individual evaluations for how your website performs in each of the 6 key areas of the Website Conversion Framework

✅  Detailed descriptions of the areas you should focus on and why they are critical to your company’s success

✅  A checklist for each area of focus that shows you exactly what you need to do to fix your website in a step-by-step format
Additional resources to help your website perform better

And the best part?

You don't need to hire developers or designers to make these changes! The majority of what we're providing you in this assessment are things that you can address on your own without relying on coding or special tech requests.

Get your free self-guided assessment and see how your website fares today!

https://www.webcanopystudio.com/assessment 

One of the great things about automation is that it eliminates so much manual labor and allows you to optimize your data with ease.

There are countless things that you can do with automation when somebody fills out a form on your website.

And if you're using a tool like HubSpot, there are so many simple workflows that you can set up to streamline your entire marketing and sales operation from the get-go.

In this episode, John Aikin discusses 10 automation tactics that you can implement today, including:

1️⃣  Onboarding

2️⃣  Nurturing

3️⃣  Lead Scoring

4️⃣  Property Adjustments 

6️⃣  Segmentation

7️⃣  Deal creation

8️⃣  Contact Assignment

9️⃣  Followup Tasks

🔟  Contact Handoffs

This episode is for you if you are looking for different ideas for creating automation to filter your contacts and build momentum for your sales and marketing teams!

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View The Website Conversion Framework Graphic Here: https://www.webcanopystudio.com/blog/6-keys-to-a-high-converting-website  

How well does your website perform today?
Get This Free Website Assessment Report Today!

Are you frustrated with your website’s performance? Is it a clearly outdated thorn in your side? Do you wish you could actually use your website as the #1 sales tool for your business and consistently put high-quality leads on your calendar for calls and demos?

If you want a customized action plan for how you can actually achieve all of this, then you need to take our free Website Conversion Assessment at https://www.webcanopystudio.com/assessment

It only takes roughly 10 minutes of your time. Answer 30 questions on this self-guided assessment, and instantly get your report delivered.

When you fill out this assessment, you will receive a personalized report which includes:

✅  Individual evaluations for how your website performs in each of the 6 key areas of the Website Conversion Framework

✅  Detailed descriptions of the areas you should focus on and why they are critical to your company’s success

✅  A checklist for each area of focus that shows you exactly what you need to do to fix your website in a step-by-step format
Additional resources to help your website perform better

And the best part?

You don't need to hire developers or designers to make these changes! The majority of what we're providing you in this assessment are things that you can address on your own without relying on coding or special tech requests.

Get your free self-guided assessment and see how your website fares today!

https://www.webcanopystudio.com/assessment