Transcript Leon Streete - presentation

Entrepreneurs & Business Owners
Permission Marketing
The Successful Internet
Marketing Growth Strategy
By
Leon Streete BSc (Hons)
Who is Leon Streete?
• 15 Years of Marketing Websites
– How can we get more customers?
• Specialist Areas:
– Internet Marketing
– Growing Businesses Online
• My Purpose is to help people
– MLK, Gandhi
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Summary
Your Marketing Plan & Action
– How to drive success
"All of us perform better and more
willingly when we know why we're doing
what we have been told or asked to do.”
Zig Ziglar
Plan
• What is the end Goal?
• What are the components to your strategy?
– Who has a website?
– Who knows how well it performs on a monthly
basis?
• Results and KPI’s
– Increase in leads & Sales…
– Increase Conversion rate
• Vision: Driving Your Message and Profit
The Process
START
Marketing
Plan /
Strategy
Test &
Measure
• Evolve
Marketing
• Where your
customers
are
Define Your
Product
• USP /
Guarantee
Your
Workflow
• Landing
Page
• Call to action
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Plan – Think Big
The Future
• Purpose: Why you get out of bed in the morning.
• Vision: Where do you see your business going?
• Mission: What is your business' mission statement (i.e. how will you
achieve your vision)?
• Goal: What are your short and long term goals? What activities will you
undertake to meet them?
Set a goal SO BIG that you can’t achieve.
Until you grow into the person who CAN.
Unknown
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Plan – Strategy
What is your overall marketing strategy? What steps or activities
will you undertake to achieve your goals/objectives? For each
marketing activity/milestone:
• SMART Goals - Short, Medium & Long term
• Market Research – Will your product or service fit? / S.W.O.T
analysis
• Success indicator: What indicator / measurement result will need
to be met before this activity is considered a success?
Plan – Audience
Audience Profiling and Market
• Name some of the things you could do to
define your audience?
• What problems can you, your products or
services solve for them?
Finances
• How much are your products / services?
• Does this price take into account your costs
including personal, start-up, operational, cash
flow and working capital?
• Have you also allocated a profit margin in
your costing?
Plan – Targets
Key Performance Indicators (KPIs)
• Set up your KPIs against your campaign
Five Ways Formula
Leads x Conversion = Customers
Customers x Average Sales x Transactions = Turnover
Turnover x Margin = Profit
Competitors
• How do you rate against your competitors in terms of
their USP, their strengths and weaknesses? How can
your business improve on what it offers?
Research
Google
•
Google Adwords
Keyword Tool
•
https://adwords.google.co.uk/select/K
eywordToolExternal
•
Communities
–
•
Social, forums
etc
List Building,
Affiliates
How to Communicate
Visual, Auditory, Kinaesthetic (VAKog)
– Are you appealing to all of your customers?
– Representational Systems of NLP
•
•
•
Visual (V) - "I can imagine the big picture"
Auditory (A) - "Let's tone down the discussion"
Kinaesthetic (K) - "to grasp a concept" or "to gather you've understood."
• Call to Action - great content
• Interactivity – What are you asking your prospects to do?
Marketing Mix
•
What is in your marketing mix?
–
–
•
What things are available to you, name some?
Try 10 as a target.
Does your marketing message add value? Is
that person better off for reading or seeing
your message?
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A Campaign
Content
Strategy
Split Test
Track
Conversions
Auto Responder's
Freebie
Direct back to
your website
Record in CRM
Publish to your
Blog
Market to your
channels
Upsell
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Content Strategy
• Pages & Your Blog
–
–
–
–
Formally or Informally communicate to your audience
Become an expert and offer free advice, Fix PROBLEMS
Indirectly sell to your prospects
Adds fresh content to your website and through User comments
• Confidence
– Add accreditation and achievement logos
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Blogging
How do I go about writing a blog?
• Think of your customers problems as a starting point.
• Add personality and culture
Blogging Tips and Tricks
• Write from the heart and make your visitor’s smile.
• Teach your visitors something- help your reader get
ahead in life!
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Your Website
•
•
•
•
Responsive
Compatibility
Mobile Ready
Tablet ready
•
•
Easy to navigate
Clear contrast to focus
the eyes to key areas
Use a width of 1024
pixels to fit on most
browsers
•
FREEBIE – Inbound
• eBook, Video, Podcast
• Linked to auto responders - Mailchimp
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Email
• Building your mailing list
Just get on with it - instead of waiting for 2000
• Opt-ins and POP-Ups:
On your website include a pop up
• Join the VIP list – timely and consistent
• Auto Responders – Schedule and keep
the communication running, leverage time
• Best times: Tuesday – Thursday 10-11am
or 2-3pm
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Email – In action
Search Engines –Google
• PPC – Pay Per Click,
Google Adwords
• SEO – Search
Engine Optimisation
Organic /
Natural Listings
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Social Media
Create profiles
• Interact with your customers
• Network up with other businesses / strategic partners
• Link from your profile to your website
• www.facebook.com > 1 Billion
• www.linkedin.com > testimonials
• www.youtube.com > engage You Tube the second biggest search engine
• www.twitter.com > tweet stuff
• www.pinterest.com > pin stuff
• https://plus.google.com > hang out in circles
Best times: 10-11am or 12-2pm
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Video
How engaged are your
prospects?
Youtube.com
•
•
The #3 Website in the world (Traffic)
The #1 Video Submission Website
(Traffic)
• Great for Viral Marketing –
• Video …The medium that
customers must listen too,
once they press play
Marketing - Social Media
Hoot Suite – Marketing Management
• Manage your profiles from one place, Schedule
• All link & integrate
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Offline / QR Codes
QR Code Marketing Tips for Small
Businesses
1. Start with well-defined goals. Think about why
you're asking someone to scan your code in the first
place. What do you want them to do?
2. Decide if a QR code is right for your target audience.
3. Make scanning a QR code worth the effort.
4. Your QR code should link to a mobile-optimized website,
rather than a standard desktop site.
This will increase the effectiveness of your campaign and build on the curiosity
factor. www.qrbreeder.com
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Why Test & Measure?
Insanity: doing the
same thing over and
over again and
expecting different
results.
Albert Einstein
Test & Measure: Tools
Open a Google Account
–
–
–
–
https://www.google.com/accounts/
Webmaster Tools
Merchant Centre (ecommerce)
Adwords
Test & Measure Tools
• Google Analytics
–
–
–
–
Set up Goals (On your contact forms)
Enable Ecommerce tracking
Conversion Rate Tracking
Split Test
• (Google Website Optimiser)
– Return On Investment (ROI)
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Sales - CRM
• Qualify & Convert Leads
Grow & Evolve
• Fresh regular updates
– New content, New videos, Comments
• Keep up to date with new technology
– Social Media
– Business Pages, Fan Pages etc
• Survey your customers.
– Try Survey Monkey
• Introduce new products and services
• Test & Measure and take Action
Questions ?
"Success is the sum of small efforts,
repeated day in and day out."
Robert Collier
Thank you.
www.youngcow.co.uk
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Useful Links
Search Engines:
www.google.com
https://accounts.google.com/
www.google.com/analytics/
www.google.co.uk/AdWords
www.google.com/places/
www.bing.com
www.bing.com/toolbox/webmaster
Tools:
www.alexa.com
http://colorschemedesigner.com/
www.domaintools.com
www.mxtoolbox.com
www.w3schools.com
https://adwords.google.co.uk/select/KeywordToolExternal
Web Design & Internet Marketing:
www.youngcow.co.uk
Social Media Websites
www.facebook.com
www.twitter.com
www.linkedin.com
www.stumbleupon.com
www.pinterest.com
Online Payments:
www.paypal.com
www.sagepay.com
CMS Websites:
www.wordpress.org
www.joomla.org
Email Marketing:
www.mailchimp.com
www.aweber.com
Ecommerce Websites:
http://www.magentocommerce.com/download
http://www.prestashop.com/
www.ebay.co.uk
www.amazon.co.uk
Surveys:
www.surveymonkey.com
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Internet Marketing Mind Map
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