Transcript Marketing that Puts You Everywhere You Need to Be

Staying Ahead of the
Competition
Using Social Networking
and Internet Marketing
Four Necessary Steps
Marketing that Puts You Everywhere You Need to Be
Who Is Susan Merlo?
Grew up Here in Ringwood
Marketing that Puts You Everywhere You Need to Be
Who Is Susan Merlo?
Live in Beautiful New Fairfield, Connecticut
Marketing that Puts You Everywhere You Need to Be
Who Is Susan Merlo?
Worked in the Corporate World for About 20 Years
Marketing that Puts You Everywhere You Need to Be
Who Is Susan Merlo?
Started My First Internet-based Company in 2002
Marketing that Puts You Everywhere You Need to Be
Who Is Susan Merlo?
Now Focused on Teaching Small Businesses How
To Increase Revenue Using Strategic Marketing
Marketing that Puts You Everywhere You Need to Be
No Need to Take Notes
YourName [email protected]
Text your Name and Email Address
to (xxx) xxx-xxxx and I’ll send you
a copy of my notes, plus some free
tools that will help you grow your
bottom line through marketing
Marketing that Puts You Everywhere You Need to Be
What Is Your Business’s
Number One
Marketing Challenge?
Marketing that Puts You Everywhere You Need to Be
Top 4 Marketing Challenges
No 1: Getting Found -- Having Customers Find You
No 2: Keeping Folks Engaged Until They’re Ready to Buy
No 3: Knowing What to Do vs Marketing Dollars’ ROI
No 4: Following-Up - Actually #1 Business Challenge
Marketing that Puts You Everywhere You Need to Be
Four Steps That Are Necessary To Stay Ahead of
(or at least keep up with)
Your Competition
YOU & YOUR BUSINESS MUST:
Step 1: Be Easy to Find on the Internet
Step 2: Engage Your Ideal Prospects & Existing Clients
Step 3: Take Action and Remain Active
Step 4: Have an Easy Way to Communicate Over Time
Marketing that Puts You Everywhere You Need to Be
Step 1:
Your Business Must Be
Easy to Find on the Internet
Marketing that Puts You Everywhere You Need to Be
Step 1: Your Business Must Be Easy to Find on the Internet
Marketing Online isn’t an Option Anymore,
IT’S A REQUIREMENT!
24 of the 25 Largest Newspapers are Experiencing
Record Declines in Circulation
Are you Still Spending Money on Yellow Pages,
Newspaper Inserts & Other Old-School Media?
Marketing that Puts You Everywhere You Need to Be
Step 1: Your Business Must Be Easy to Find on the Internet
97% of Consumers use Online Searches when
Researching Products or Services
According to Yahoo!, 92% of all Business Searches
Begin Online, either in the Office, at Home or on a
Mobile Phone
Your Website is Still Important, As Long as It’s
Optimized and Can Be Easily Found and Read
Marketing that Puts You Everywhere You Need to Be
Step 1: Your Business Must Be Easy to Find on the Internet
Your Website is Still Important, As Long as It’s Optimized
and Can Be Easily Found and Read: EXAMPLES
BixlersMarine.com
- Add Keywords to EVERY page
- Add a Lead Capture Box
SAFramesFrames.com
- Too Many Keywords – Keyword Stuffing
- Build Out Your Facebook Page (I know you’re trying!)
- Add a Lead Capture Box
Melissa Griegel Photography
- If you Google “Photographer in Ringwood NJ” 1 Competitor Stands Out
- Add Keywords to Your Website
- Build Out Your Facebook Page or Take It Down
- Add a Lead Capture Box
WilliamsAlexander.com
- NO Keywords at all
- Add a Lead Capture Box
Marketing that Puts You Everywhere You Need to Be
Step 1: Your Business Must Be Easy to Find on the Internet
Separately, in Addition to Your Website, There are
Key Places Where Your Business Needs to Create a
Presence. Why?
Because
1) Being there gets your Website Optimized, and
2) It’s where your Clients and Prospects are
Spending Time.
So, Marketing Online is No Longer About
Just Having a Website.
You Need to Do More!
Marketing that Puts You Everywhere You Need to Be
Step 1: Your Business Must Be Easy to Find on the Internet
For Example . . .
On-line Directories –There are Proven Advantages to
Those Businesses who get Listed in Them Properly;
Doing so Results in YOU GETTING FOUND!
Which Directories Should You Be In? I’ll Send You a
list, and in the meantime, Google:
Your Industry and the Area You Serve
Marketing that Puts You Everywhere You Need to Be
Step 1: Your Business Must Be Easy to Find on the Internet
For Example . . .
YouTube - Now the Second Largest Search Engine
People go there to look for Videos to Answer Their
Questions, Show or Learn How to do Something or
About Something, and to Review Products and
Businesses
AND – GOOGLE LOVES VIDEO – so Linking Correctly
to YouTube is Excellent for Search Engine
Optimization and Your Business!
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Marketing that Puts You Everywhere You Need to Be
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Step 1: Your Business Must Be Easy to Find on the Internet
For Example . . .
Social Networking - There’s No Avoiding
the Fact That People Are There AND
They’re Surfing AND They’re Talking
Marketing that Puts You Everywhere You Need to Be
Step 1: Your Business Must Be Easy to Find on the Internet
In Fact . . .
Marketing has Shifted from a One-Way Broadcast to a
Multi-Point Conversation
Internet Search Engines, Directories & Social Media are
like Bulletin Boards Holding Tons of Information
The New “Word of Mouth” aka “Referrals” Come From
Online Social Media – Especially Facebook and Twitter
People Seek and Make Recommendations for Products,
Services & Experiences
Marketing that Puts You Everywhere You Need to Be
Step 2:
You Must Engage Your Ideal
Prospects and Existing
Customers
Marketing that Puts You Everywhere You Need to Be
Step 2: You Must Engage Your Prospects & Existing Customers
Statistics . . .
There are now over 2.8 billion Social Media Profiles,
representing about half of all internet users worldwide.
36% of Social Media users post brand-related content.
50% of people follow brands in Social Media.
75% of companies now use Twitter as a marketing
channel.
38% of CEOs label Social Media a high priority, and
57% of businesses plan to hike their social media spend
in 2012.
Marketing that Puts You Everywhere You Need to Be
Step 2: You Must Engage Your Prospects & Existing Customers
Statistics . . .
89% of Agencies said they would use Facebook to
advertise for their clients in 2012 – either by purchasing
ads, creating pages, or other methods of engagement
39% of Agencies said they would focus on Twitter
36% of Agencies said they would focus on YouTube
21% of Agencies said they would focus on LinkedIn
18% of Agencies said they would focus on Google+
Marketing that Puts You Everywhere You Need to Be
Step 2: You Must Engage Your Prospects & Existing Customers
Statistics . . .
There are over 1 Billion Facebook posts per day
The average lifetime for a Facebook Page Post is only 3
hours
Facebook has 845 million ACTIVE users
There are 2.7 Billion Likes/Comments per day
Facebook has reached 100 Billion Friendships
There are 250 Million Photos Uploaded EACH DAY
Marketing that Puts You Everywhere You Need to Be
Step 2: You Must Engage Your Prospects & Existing Customers
Statistics . . .
78% of Consumers Trust Peer Recommendations
Only 14% Trust Advertisements
The Fastest Growing Demographic among Facebook
Users is: 35 to 65 Year-old Women
Marketing that Puts You Everywhere You Need to Be
Step 2: You Must Engage Your Prospects & Existing Customers
So Let’s Talk About What Social Networking
Means To Your Business …
Social Media Sites are Where Your
Prospects & Your Customers are
Spending a Great Amount of Time.
They Often Use it to Search for
Businesses they can Trust to Buy
Products or Services or Get their
Problems Solved.
Marketing that Puts You Everywhere You Need to Be
Step 2: You Must Engage Your Prospects & Existing Customers
So Let’s Talk About What Social Networking
MeansTo Your Business …
In Order to Stay Competitive, You
Must Be Present Where Your Clients &
Prospective Clients Are.
The Business that Don’t, May Be
Pushed Aside By the Businesses that
Do.
Marketing that Puts You Everywhere You Need to Be
The Good News is . . .
It’s Not Too Late!
There is Still Time To Get Established!
Marketing that Puts You Everywhere You Need to Be
So What Do You Do? Get in the Mix!
And, Do It Right!
It’s NOT “Set and Forget.” To Engage Properly, Your
Business Must Share Content that’s Fresh and
Interesting / Useful / Helpful!
If Your Business is not Delivering Something New and
Interesting or Engaging on a Regular Basis, People will
NOT Connect with You.
Social Networking is, well, Social! And It Takes a
Strong Effort!
Marketing that Puts You Everywhere You Need to Be
Step 2: You Must Engage Your Prospects & Existing Customers
Get Found and Engage with Your Prospects on Their
Terms.
They WILL Follow You on Twitter, Friend You on
Facebook, and will Subscribe to Your YouTube
Channel, IF...
You Offer Insightful Information, Expert Perspective,
Recommendations, News, Coupons, Membership
Privileges … Whatever You Think will Appeal to Your
Ideal Client! Let’s Look at Some Examples:
Marketing that Puts You Everywhere You Need to Be
Step 2: You Must Engage Your Prospects & Existing Customers
Offer Insightful Information
- Local businesses can discuss local issues
- How-to Tips / Do It Yourself Info
- Public Service Announcements
Offer Expert Perspective
- You Are an Expert – reflect this everywhere!
- Talk About What You’ve Been Working On Lately
- Common Pitfalls and How to Avoid Them
Marketing that Puts You Everywhere You Need to Be
Step 2: You Must Engage Your Prospects & Existing Customers
Offer Recommendations
- As an expert, what do you value or recommend?
- Chamber Members can give each other testimonials
- Make Referrals / Linked In
Offer News
- What’s going on in your industry?
- What’s going on in your Ideal Clients’ world?
- What’s going in town/state/country/world?
Marketing that Puts You Everywhere You Need to Be
Step 2: You Must Engage Your Prospects & Existing Customers
Offer Coupons
- People are always looking for a bargain
- Groupon / Living Social / Daily Deals / FB Deals
- Use them to grow your customer list
Offer Membership Privileges
- Membership has its Privileges for sure!
- Special events / Special Offers / Special Access
Marketing that Puts You Everywhere You Need to Be
Step 2: You Must Engage Your Prospects & Existing Customers
It’s All About . . .
Building Relationships
Earning Their Trust
Earning Their Business
Marketing that Puts You Everywhere You Need to Be
Step 3:
Take Action and Remain Active
Marketing that Puts You Everywhere You Need to Be
Step 3: You Must Take Action AND Remain Active
First Things First . . .
- You’ve Got to Get Out There and Get Found
- You’ve Got to Create the Necessary Web Presence
- You’ve Got to Start Monitoring Your Brand
Marketing that Puts You Everywhere You Need to Be
Step 3: You Must Take Action AND Remain Active
Create a Long-term Marketing Plan
Build a Marketing Program Incrementally to Control
Costs
Over Time, you Can Integrate all the Necessary
Elements so They Amplify Each Other— Search Engines,
Video, Social Media, Mobile Marketing
Marketing that Puts You Everywhere You Need to Be
Step 3: You Must Take Action AND Remain Active
Identify WHO Your Ideal Client Is and Where They Are
Spending Time Looking For You
Next, set up a presence for yourself wherever they are
Last, engage them and keep on communicating with
them
Marketing that Puts You Everywhere You Need to Be
So
Let’s Recap:
Marketing that Puts You Everywhere You Need to Be
Step 1:
Your Business Must be Easy to Find
on the Internet
Step 2:
Engage Your Target Customers &
Existing Clients
Step 3:
Take Action and Remain Active
Marketing that Puts You Everywhere You Need to Be
Step 4:
Have An Easy Way To
Communicate Over Time
Marketing that Puts You Everywhere You Need to Be
Step 4: You Must Have An Easy Way To Communicate Over Time
Monetize All The Work You Do!
Continue to Engage & Follow up
Continue to Stay in Front of Your Prospects & Clients
Continue to Provide Valuable Information
Continue to Make Offers
Continue to SELL!
Marketing that Puts You Everywhere You Need to Be
Step 4: You Must Have An Easy Way To Communicate Over Time
What Are You Doing to …
Capture New Leads?
Communicate with Existing Clients?
What Tools Do You Use?
What Are Your Strategies?
What Are Your Tactics?
Marketing that Puts You Everywhere You Need to Be
Step 4: You Must Have An Easy Way To Communicate Over Time
If You’re Going to Stay In Business…
You Need to Follow Up
You Need to Communicate and Follow Through
You Need to Have Leads and Follow Up on Those
Leads
You Need to Make Sales in Order to Make Money
Consider Your Cost of Sale! It Costs 6 to 7 Times
More to get a New Customer to Buy than it does to
get an Existing Customer to Repurchase
Marketing that Puts You Everywhere You Need to Be
Step 4: You Must Have An Easy Way To Communicate Over Time
It’s Difficult to:
- Write Copy
- Capture Leads
- Follow Up
- Make Offers
AND
RUN
YOUR
BUSINESS
SUCCESSFULLY
- Make Sales
Without An Automated System!
Marketing that Puts You Everywhere You Need to Be
Step 4: You Must Have An Easy Way To Communicate Over Time
The Most Effective Way to Communicate and Follow Up:
A Phonecall or a Visit will Always be the Best Way
to Keep in Touch vis-à-vis Customer Service
A Combination of eMail Marketing, Social Media
Marketing and Mobile/Text Message Marketing is
Very Effective (Called “Cross-Channel Marketing”)
Marketing that Puts You Everywhere You Need to Be
Step 4: You Must Have An Easy Way To Communicate Over Time
Consider Where Your Ideal Client Spends All Their Time
(besides Social Media)?
91% of Americans have Mobile Phones
20% of them (about 45 Million People) have Phones
with Internet Capability
Your Prospects and Customers are using Social Media –
On their Computers AND on their Mobile Phones
If You’re Business is Not in the Mix, Communication is
Basically Taking Place Without You!
Marketing that Puts You Everywhere You Need to Be
Step 4: You Must Have An Easy Way To Communicate Over Time
Let’s Talk About Where You’re Finding Leads
-
Networking / Events
Telephone Book / Directories
Referrals
Advertising / Marketing
Your Website
Your Social Media Sites
Local Signage
Search Engines
Television / Radio / Other Media
How Are You Measuring The Success of Your System?
Marketing that Puts You Everywhere You Need to Be
Step 4: You Must Have An Easy Way To Communicate Over Time
Let’s Talk About Where You’re Finding Leads
Public Speaking
Public Radio
Business Cards
Yellow Pages
Customer Loyalty
Thank You Notes
Guarantees
Barter
Surveys
Postcards
Signage
Sweepstakes
Outdoor Media
Contests
Occasions
Directories
Testimonials
Sales Letters
Follow-up Marketing
Viral Marketing
Email
Direct Mail
Up-sells
Welcome Message
Marketing that Puts You Everywhere You Need to Be
Freebies
Catalogs
Promotions
Private Label
Continuity Programs
Price Reduction
Endorsements
Voicemail
Special Pricing
Pre-selling
Affiliate Programs / Joint Ventures
Events
Newspaper
Mailing Lists
Newsletters
Affinity Marketing (Bundling)
Network Marketing
List Building
Database Marketing
Public Relations
Advertising
Tips & Tricks
Pay-per-Click
Interviews
SEO
Auctions
eBooks
Membership Sites
Social Media
Videos
Website
Ezines
Internet Marketing
Blogging
Auto-responders
Banner Ads
Ebay
Internet Radio
Step 4: You Must Have An Easy Way To Communicate Over Time
Your Sales Funnel Should Look Like This!
Marketing that Puts You Everywhere You Need to Be
Step 4: You Must Have An Easy Way To Communicate Over Time
You Should Have At Least
5 Channels To Capture Leads and Communicate
Marketing that Puts You Everywhere You Need to Be
Step 4: You Must Have An Easy Way To Communicate Over Time
Let’s Talk About Ways You Communicate/Follow Up
-
Email
Video Email / Audio Email
Phone Call / Voice Mail
Postcard
Letter
Text Message
Webinar / Seminar
Teleseminar
How Are You Measuring The Success of Your System?
Marketing that Puts You Everywhere You Need to Be
Step 4: You Must Have An Easy Way To Communicate Over Time
Let’s Talk About Ways You Communicate/Follow Up
Marketing that Puts You Everywhere You Need to Be
Step 4: You Must Have An Easy Way To Communicate Over Time
You’ve Got to Communicate – Both Talk AND Listen!
Communications Must be Targeted
Not “Spray and Pray”
Communications Must Be Measurable
You WILL Increase Your Sales Rate
by Up to 5x With Multiple Channels of
Communication
Marketing that Puts You Everywhere You Need to Be
Step 4: You Must Have An Easy Way To Communicate Over Time
Cross-Channel Marketing:
Starts With Capturing Leads and Building a List
The Truth Is You Can Have 2,000 to 3,000 Followers
on Facebook or Twitter, but If You Put an
Offer on Either, You’re Lucky If You Get 10-20 People
Interested
You Need to Have Lead Capture Channels
Marketing that Puts You Everywhere You Need to Be
Step 4: You Must Have An Easy Way To Communicate Over Time
Right Now, Text Message Marketing is HOT!
152 Billion Mobile Text Messages are Sent Each Month
Most People Have their Social Media Messages Delivered
via Text Message or Email or Both!
90% of Text Messages are Read Within One Minute of
Receipt
Marketing that Puts You Everywhere You Need to Be
Think About What Would Be The Key
to a Successful Marketing Program
for YOUR Business
Marketing that Puts You Everywhere You Need to Be
Would You Like to Apply These Strategies to Your Business?
How We Can Help:
Conduct a Marketing Assessment (of You AND Your
Competitors) to Determine Which Elements are the
Most Important for You Right Now
Create Strategic Local Directory Profiles
Create a Full Presence on the Top Social Media Channels
Thorough Keyword Research Incorporated Into Your
Website
Marketing that Puts You Everywhere You Need to Be
Would You Like to Apply These Strategies to Your Business?
How We Can Help:
Set up Your Cross-Channel Marketing System
Teach You How and Where to Start
How To Build Incrementally
How To Measure Results
How To Do it with Zero Extra Work on Your Part
Marketing that Puts You Everywhere You Need to Be
Would You Like to Apply These Strategies to Your Business?
Basically,
We Create Your Blueprint
Marketing that Puts You Everywhere You Need to Be
Would You Like to Apply These Strategies to Your Business?
We’ll put a plan together for you based on our
assessment.
We’ll Set Up Your Social Media Accounts and
Customize them for Optimal Conversion.
We’ll Teach You What You Need to Know In Order to
Get You Going and Keep You Moving Forward.
It will be Your Plan to Keep and Execute However
You Wish.
Marketing that Puts You Everywhere You Need to Be
Would You Like to Apply These Strategies to Your Business?
X
One time cost of $2,499
One time cost of $1,499
Marketing that Puts You Everywhere You Need to Be
Would You Like to Apply These Strategies to Your Business?
AND, We can continue to do it all for you
-- with zero extra work on your part
Marketing that Puts You Everywhere You Need to Be
Would You Like to Apply These Strategies to Your Business?
We’ll Expand Your Directory Presence Monthly, Making
Ongoing Recommendations and Changes
We’ll Create Awareness Campaigns in order to Solicit
Positive Feedback from Your Customers (Huge Traffic
Booster)
We’ll Conduct Your Brand Monitoring and Manage Your
Reputation
We’ll Assist with Your Automated Communication
Campaigns
We’ll Issue You a Monthly Analytics Report So That You
Can Measure Your Success
Marketing that Puts You Everywhere You Need to Be
Would You Like to Apply These Strategies to Your Business?
Monthly Fees Start at $300
Marketing that Puts You Everywhere You Need to Be
Let’s get started
right now by
Answering Your
Questions!
Marketing that Puts You Everywhere You Need to Be