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STATE OF UNION - 2012 DIGITAL SALES & MARKETING
...they’ve changed
Things aren’t changing
STATE OF UNION - 2012 DIGITAL SALES & MARKETING
...they’ve changed
Things aren’t changing
...they’ve changed
Things aren’t changing
39% OF B2B COMPANIES
USING TWITTER
HAVE AQUIRED
NEW CUSTOMERS
FROM IT
39%
...they’ve changed
Things aren’t changing
40% OF TWITTER
ACCOUNTS HAVE NEVER
SENT A TWEET40%
...they’ve changed
Things aren’t changing
41% OF B2B COMPANIES
USING FACEBOOK
HAVE AQUIRED
NEW CUSTOMERS
FROM IT
41%
...they’ve changed
Things aren’t changing
2/3 OF ADULTS HAVE A SOCIAL MEDIA NETWORK PRESENCE65%
USED IT YESTERDAY43%2005 2006 2007 2008 2009 2010 2011
8%
16%
29%
46%
61%65%
2%
9%13%
27%
38%
43%
Ever Yesterday
...they’ve changed
Things aren’t changing
COMPANIESTHATBLOG
20X/MO GET55% MORE SITE VISITORS AND
70% MORE WEB LEADS THAN COMPANIES THAT DON’T
55% & 70%
Things aren’t changing
LEADS GENERATED
VIA INBOUND
MARKETING COST 62%
LESS
62%OUTBOUND:
$373/LEAD AVE
INBOUND:$143/LEAD AVE
...they’ve changed
...they’ve changed
Things aren’t changing
ARE ON THE DO
NOT CALL LIST.
BECAUSE PEOPLE DON’T
LIKE TO BE INTERRUPTED WITH WHAT IS A PRIORITY TO
YOU!
200 MILLION
...they’ve changed
Things aren’t changing
SEARCH ENGINE RESULTS:
75% NEVER LOOK PAST THE
FIRST PAGE
75%It is all… page one
...they’ve changed
Things aren’t changing
86% OF PEOPLE SKIP
TV ADS86%
...they’ve changed
Things aren’t changing
89% OF INTERNET USERS SEARCH ONLINE
BEFORE PURCHASING
FROM A
LOCAL BUSINESS
89%
...they’ve changed
Things aren’t changing
Q3-2010 TO 201155+ AGE
GROUP MORE THAN
DOUBLED MOBILE VISITS
109%
16%
61%68%
109%
67%
45%41%
76%
44%37%
70%
...they’ve changed
Things aren’t changing
...they’ve changed
Things aren’t changing
TRADITIONAL MARKETING IS NOT DEAD
...they’ve changed
Things aren’t changing
WOULD YOU CHOOSE:
to be quoted in:
orTechCrunch USA TODAY
...they’ve changed
Things aren’t changing
WOULD YOU CHOOSE:
½ hour show on:
or
...they’ve changed
Things aren’t changing
REALITY CHECK, ARE YOU CURRENTLY:
being quoted
in:
running a ½ hour
show on:or
...they’ve changed
Things aren’t changing
ME NEITHER
...they’ve changed
Things aren’t changing
wait. So what if I hold off?
Choices are: act or
wait. So what if I hold off?
Choices are: act or
TWO STORIES ABOUT CHANGE…
wait. So what if I hold off?
Choices are: act or
The first Digital Watch·18 carat gold·sold for $2,100
APRIL 4, 1972:
Texas Instruments offers $20 digital watch
JAN. 1976:
AN
D…
BY 1977: it was $9.95
wait. So what if I hold off?
Choices are: act or
During the 70’s & 80’s more than 1000 SwissWatchmakers went
wait. So what if I hold off?
Choices are: act or
MUSIC HISTORY101
AN
D…
wait. So what if I hold off?
Choices are: act or
wait. So what if I hold off?
Choices are: act or
TRUTH OF NATURE: ADAPT OR DIE
What is Behavioral Sales & Marketi ng?
Newspaper
MagazinesRadioTelevision
MailersCold Calling
Telemarketing
Gatekeepers
Sales Funnel
B r u s h F l a m e .comB E H A V I O R A L Sales &
Marketing1. Who you really are as a business owner and a company.2. Your unique value proposition.3. An effective call to action and sales process that puts the
client at ease.
Also need to understand your customer’s behavior:1. Their lifestyles.2. Where they go for information.3. Their buying patterns and habits.
...they’ve changed
Things aren’t changing
There are 5 basic pieces to keep on the
radar for modern sales & marketing
...they’ve changed
Things aren’t changing
1. Your Brand
...they’ve changed
Things aren’t changing
2. Referral GenerationFrom Tupperware Parties to Multi Level
Marketing…
Referrals
…people
give their
money to
...they’ve changed
Things aren’t changing
3. Consultative Sales
“S
ale
s”
tod
ay.
..
·Ask, Listen & Respond·Track follow up on everyone·Have scripts and use them always·Tell “your story”, but focus on learning and knowing their story·Automate Everything
Mod
ern
Sale
s
Fu
nn
el
“Sales” yesterday…
...they’ve changed
Things aren’t changing
4. S.E.O.is: having
GOOGLE, BING & YAHOO
guess that people are looking for you when they click “Search”
How Search Engines Work:
...they’ve changed
Things aren’t changing
5. Social Media
ocial Media Riddle:
What took Radio 38 years, TV 13 years and the iPod 3
years
Reach
50
m
illi
on
vie
wers
...they’ve changed
Things aren’t changing
5. Social Media
ADDED OVER 200 MILLION IN LESS THAN A YEAR!
1. Keywords
“If you wanted to boil internet marketing down to a single starting point,
keywords are it.”
1. Keywords
What are they?Search engines are complex math
equations. They look for words that match what people are searching for.The more accurate their suggestions–
the more people will use them.
1. KeywordsHow to select them?
1. Click on “Reporting & Tools”2. Click the “Keyword Tool” option
Go To:http://adwords.google.com
1 2
1. Enter the domain of a competitor next to “website” under “Find Keywords”
2. Click the “Search” box 3. Select the words/phrases that have little
competition, but much traffic
2. Optimize Your Site
“75% don’t look past the first page”
2. Optimize Your SiteOn Page
Optimization:These are the
things you can do immediately to
your site
Off Page Optimization:
These are Authoritative
sites that link to your site
2. Optimize Your SiteOn Page: Clean up your site
1. Make sure your contact information is on every page and readily availably for anyone looking to speak with you
2
1. Give you images names that reflect the keywords you are aiming at. “IMG00254” doesn’t say anything beneficial.
2. Make sure tocomplete the
- Title- Alt-text- Caption
- Description- Fire URL name
You have to tell the search engines what text relates to the picture you’ve included.
1
2. Optimize Your SiteOn Page: Clean up your site
1. Make sure your titles reflect what the content holds
2. Also include Heading One & Heading Two for each post
1. Make sure your META title & description are well written & consise• The Title is the blue link on the
Search Engine Results Page• The Description is the paragraph
below (max 150 characters!)
43
2. Optimize Your SiteOff Page: Quality Links
1. Organize your URL structure• p=123 doesn’t say anything
2. Make sure the “Permalinks”give the keywords that describe your page & biz.
5
1. Have links to your page as well as other “Authoritative” sites
2. Make keywords bold & italic3. Be certain the links are full of keywords
that tell the search engines what visitors they should send you
6
7
1. Register on Directories, other blogs and get links from any organization that you are a part of.
2. Have some that link to you – of which you don’t link to them.• Links they use, become your keyword
3. Create Content
“Your web presence becomes your most direct link to your
potential referrals”
3. Create ContentMake it worth
reading:Resist the
temptation to stuff with keywords – a boring blog won’t
keep visitors.
Give a headline worth of the
NYtimes:This is the link that
people will use when choosing how
great your site is.
3. Create ContentQuality Info: Cover the bases
1. Make it well written. Grammar & Spelling describe your excellence.• Ignore them at your peril
2 1. Have the content be consistent. Don’t try to pretend you have a different focus for SEO.
1
3 1. Insert one photo or Graph on the site for each blog post. • Format all multimedia with
propert:• Name of file• Permalink
Create multiple product specific landing pages – and record give a specific call to action. Have visitors do something.
4. Distribute Content
“Engage your favorites, but
spread the net as wide as possible”
4. Distribute ContentFirst:
Your Blog & Facebook
Second:LinkedIn
Third:Pick your favorites
like Pinterest & Twitter, but use Ping & Hootsuite to easily
maintain a broad distribution channel
of profiles
5. Convert to LeadsStep One:
Figure out what you’re offering
Step Two:Create buttons or “Calls to Action”
End Result:links to landing pages where visitors get the “freebie” in
exchange for their info
5. Convert to LeadsMeasure, Refine, Repeat
Test each piece of the Conversion• Call to Action Button• Landing Page (s)• Offer being Extended
2 Combine the pieces of each step that work when creating a new Call to Action• Consistently and regularaly create
new Calls To Action• Why have a storefront without a
sign?
1
6. Nurture your Leads
“According to Gleanster Research
50% of leads are qualified, but not
ready to buy”
6. Nurture your LeadsConcept of Lead Nurturing:• Companies that excel at lead
nurturing generate 50% more sales-ready leads
• 75%-95% of website traffic is currently in research mindset
6. Nurture your LeadsIt’s more than a template
List Building• Ask, “Would your recipient be
upset if they didn’t receive you message?”
• If yes, you should send it.• Always give the option to opt-in
• Give them a reason to opt-in
2 What should be Sent?• Confirm genuine interest by lead
• Why did they originally contact• Follow up on that interest• Answer “What’s in it for Me?”
• Be Personal• Don’t send a boring template• Make it a personal note that
personally goes out a few hundred recipients
• Most images don’t make it through• Most email inboxes block them• They carry viruses!
• Whatever you do – be consistent• Choose your routine & hit it
1
6. Nurture your LeadsIt’s more than a template
Have a Purpose• Offer new content that resembles
what connected them orginially• Share something on Facebook• DON’T JUST BRAG!
• Direct them to a Landing Page• New landing page for
every correspondance.
4 Measure Each Success• Click Through Rate (CTR)
• How many people that received your link clicked to open it
• Unsubscribe Rate• If you have an email or topic
that has a lot of unsubscribes – don’t send it again
• Conversion Rate• How many clicks filled out the
landing page information• This is the point of the email.
• Track sales of conversions• The point is to make money• How many turned into sales
3
7. Format for Mobile
“Sales of smartphones, tablets and notebooks are expected to grow 26% annually through
2015”
7. Format for MobileMobile Redirect
• Have a version of your site that is designed for mobile
• If you don’t have this – ask your hosting service & they can put a line of code on your homepage
that redirects based on the size of the screen being used
7. Format for MobileMobile Layout
• Having them redirected to a mobile friendly site is only as good as the mobile version that the user
is re-directed to.• Make sure you simplify the information on the site to just
what is most important.
8. Analyze and Adjust
“A System is only as good as the person that is
running it.”
8. Analyze and AdjustWhat Now?
Steps to Schedule1. Implement an analytics program2. Identify opportunities3. Set a metric for success4. Refine your search5. Evaluate Performance
1 2 Track & Report1. Marketing Grade (3rd party site)2. Traffic (Google Analytics)3. Leads (Track In-house)4. Customers (IBID)5. Traffic, Leads & Sales by Keywords
Etiquette for Business
Be Yourself
Etiquette for Business
You’re talking to people – not
computers
Be Yourself
Etiquette for Business
Who you are is what you type
Be YourselfYou’re talking to people – not computers
Etiquette for Business
Be Accurate
Be YourselfYou’re talking to people – not computersWho you are is what you type
Etiquette for Business
Spelling & Grammar
Be YourselfYou’re talking to people – not computersWho you are is what you typeBe Accurate
Etiquette for Business
Avoid typing in all capital letters
Be YourselfYou’re talking to people – not computersWho you are is what you typeBe AccurateSpelling & Grammar
Etiquette for Business
Avoid racy humor & profanity
Be YourselfYou’re talking to people – not computersWho you are is what you typeBe AccurateSpelling & GrammarAvoid typing in all capital letters
Etiquette for Business
Wait to reply until you’re no
longer angry
Be YourselfYou’re talking to people – not computersWho you are is what you typeBe AccurateSpelling & GrammarAvoid typing in all capital lettersAvoid racy humor & profanity
Etiquette for Business
Give unsolicited endorsements.
Distribute them.
Be YourselfYou’re talking to people – not computersWho you are is what you typeBe AccurateSpelling & GrammarAvoid typing in all capital lettersAvoid racy humor & profanityWait to reply until you’re no longer angry
Etiquette for Business
Never criticize, condemn or
complain
Be YourselfYou’re talking to people – not computersWho you are is what you typeBe AccurateSpelling & GrammarAvoid typing in all capital lettersAvoid racy humor & profanityWait to reply until you’re no longer angryGive unsolicited endorsements. Distribute them.
Etiquette for Business
Be genuinely interested in other people
Be YourselfYou’re talking to people – not computersWho you are is what you typeBe AccurateSpelling & GrammarAvoid typing in all capital lettersAvoid racy humor & profanityWait to reply until you’re no longer angryGive unsolicited endorsements. Distribute them.Never criticize, condemn or complain
Etiquette for Business
Act happy and have fun
Be YourselfYou’re talking to people – not computersWho you are is what you typeBe AccurateSpelling & GrammarAvoid typing in all capital lettersAvoid racy humor & profanityWait to reply until you’re no longer angryGive unsolicited endorsements. Distribute them.Never criticize, condemn or complainBe genuinely interested in other people
Etiquette for Business
Listen
Be YourselfYou’re talking to people – not computersWho you are is what you typeBe AccurateSpelling & GrammarAvoid typing in all capital lettersAvoid racy humor & profanityWait to reply until you’re no longer angryGive unsolicited endorsements. Distribute them.Never criticize, condemn or complainBe genuinely interested in other peopleAct happy and have fun
A Shameless Commercial
is no longer limited by geography.
Who do you know that could benefit from this service?
For the first time in historysmall to medium business
Tracks which of the 1.14 billion“web marketing” results really work,
and which ones work well.
Web marketing Web marketing
Our Behavioral Sales & Marketing system:
Our Behavioral Sales & Marketing system:
Web marketing
Our Behavioral Sales & Marketing system:
Selects the right tools by mixingyour business personality and strengths with the end goal of your organization.
business personality strengthsend goal of your organization
Our Behavioral Sales & Marketing system:
Our Behavioral Sales & Marketing review:
Consists of an initial conversationto gather info about your current presence
and how you want to be known.
Our Behavioral Sales & Marketing review:
Our Behavioral Sales & Marketing review:
Our Behavioral Sales & Marketing review:
Our Behavioral Sales & Marketing audit:
Run completely off site, we collect the real data on your current web presence
and aligns the options availablewith your desired results.
Run completely off site, we collect the real data on your current web presence
and align the options availablewith your desired results.
Our Behavioral Sales & Marketing audit:
You
may
be
surp
rised
wha
t is
curr
ently
ou
t the
re…
abo
ut y
ou
Our Behavioral Sales & Marketing results:
Lays
out
a st
ep b
y st
ep tr
ack
to fo
llow
that
will
take
you
whe
re y
ou w
ant t
o be
with
out t
he h
ours
it w
ould
hav
e ta
ken
tofin
d, s
elec
t and
impl
emen
t wha
t you
foun
d.
GPS
Our Behavioral Sales & Marketing follow up:
Trac
ks o
ur re
com
men
ded
tool
s, a
s w
ell a
s ne
w n
etw
orks
, dire
ctor
ies
or u
pdat
esth
at m
ay h
elp
or h
inde
r im
plem
enta
tion
Trac
ks w
e ha
ve p
revi
ousl
y pu
t tog
ethe
r
Use This ->
<- Not This
Our Behavioral Sales & Marketing follow up:
Any
new
tool
s or
upd
ates
are
add
edim
med
iate
ly to
the
web
por
tal t
hat
allo
w e
very
clie
nt u
nlim
ited
24/7
acc
ess
Log In:_________
Password: _____
Our Behavioral Sales & Marketing options:
We
wel
com
e th
e op
port
unity
toha
ndle
the
set u
p of
you
r sys
tem
,or
eve
n ru
nnin
g it
for y
ou.
This includes everything from tweets toblog posts to live web chat staffing.
Social MediaBranding
Referral Generation
SEOSales Script
Sources: http://HubSpot.com – These guys are great. Give them business. Thank you HubSpot – you’re loved.http://infogrow.typepad.com/sales_marketing_effective/2012/01/the-power-of-traditional-marketing-channels.html
http://Twitter.comhttp://Facebook.com http://www.zdnet.com/blog/security/gmail-adds-features-to-thwart-phishing-attacks/8941http://blogs.villagevoice.com/runninscared/tv/http://www.prlog.org/11492850-exciting-new-price-comparison-computer-store-launches-its-new-website.htmlhttp://www.sparkmuseum.com/TELEPHONE.HTMhttp://www.iphonebuzz.com/iclipper-copy-and-paste-without-jailbroken-iphones-285911.phphttp://www.simplyzesty.com/google/search/developing-a-social-search-strategy-content-reigns-supreme/http://www.dotcomweavers.com/blog/2011/08/19/is-online-marketing-important-to-local-businesses-who-only-work-locally/http://toplinesuccess.com/Intel/4-good-reasons-why-a-small-business-should-start-a-company-blog/http://www.pewinternet.org/~/media/Files/Reports/2011/PIP-SNS-Update-2011.pdfhttp://TechCrunch.comhttp://USATOday.comhttp://www.wired.com/epicenter/2011/11/disney-youtube-content-deal/http://www.ksdk.com/news/local/story.aspx?storyid=259068http;//Img:Glengarry,GlenRoss(1992)http://www.liquidprint.com/blog/landing-page-design-is-the-key-to-your-advertising-success.aspxhttp://glanceworld.com/whats-new-in-wordpress-3-2.htmlhttp://makobiscribe.com/2011/05/blogger-resource-guest-post-linked-in.htmlhttp://www.smashingmagazine.com/2009/10/13/call-to-action-buttons-examples-and-best-practices/2009 – Forrester Research Studyhttp://www.frescodata.com/main/emailmarketinghttp://www.practicalecommerce.com/articles/2105-SEO-Report-Card-Woot-comKnebl, Kevin. "Chapter 7." The Social Media Sales Revolution. By Landy Chase. 143+. Print.
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