Recession Busting Ecomm Business And Marketing Strategies V3
Upcoming SlideShare
Loading in...5
×
 

Recession Busting Ecomm Business And Marketing Strategies V3

on

  • 575 views

 

Statistics

Views

Total Views
575
Views on SlideShare
566
Embed Views
9

Actions

Likes
0
Downloads
0
Comments
0

1 Embed 9

http://www.linkedin.com 9

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Recession Busting Ecomm Business And Marketing Strategies V3 Recession Busting Ecomm Business And Marketing Strategies V3 Document Transcript

  • $19.95 Recession-Busting eCommerce, Retail, and Service Business Money-Making Strategies! An eCommerce, Retail and Service Business Roadmap to New Sales Opportunities and An Idea Stimulating Special Report for These Economically Challenging TimesBy Bill Mooney iwww. MarketingSuccess.comI just can’t get this conversation out of my head. I had a great talk with my father-in-law inearly 2008 shortly after this nasty recession hit. We were sitting down in his living room, ashort distance off the historic Route 66, talking about business in general. I don’t have to tellyou this recession has hit a lot of people very hard. My father-in-law has been a verysuccessful retail business owner by any and every business standard, although he would bethe first to argue with my assessment. He agreed that this recession is like no other he hadbeen through.Anyway, we were talking about the recession and business in general, and his simplecomment motivated me to write this special report for my eCommerce and retail clients tospur creative thinking. I remember his statement clear as day, “Bill, the game has changed!”That statement sounds so simple, so elementary, so basic that most of us would let the wordsjust pass on by without much more than a smile and a “whatever” in our mind. But it hasreally stuck with me these past couple of years. Most business owners, managers, andexecutives are so concerned about what is happening with sales today, or yesterday, that theyare frozen to take any action of change. They are playing the same game.Some business owners may change, but in a mode of safety, security, timidity, or fear, mostwon’t, which will be the demise of their business as they know it. Is this what your eCommerce and Marketing Plans feels like? bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 1
  • What is Your eCommerce and Internet Marketing Prowess?Take this brief quiz to have a better understanding of your eCommerce and InternetMarketing strengths and weaknesses. Answer each question with a score from 0 to 5. Zeromeans non-existent. Five means absolutely and 100% correct.1) I am taking sales away from my online competitors. 0 1 2 3 4 52) I fully understand the business and marketing opportunities on the internet. 0 1 2 3 4 53) I have a full-time employee on staff, or hired professional, who is an expert ineCommerce and/or internet marketing. 0 1 2 3 4 54) I embrace change and am eagerly looking for opportunities to super-charge mybusiness and marketing efforts! 0 1 2 3 4 5If you scored an average of at least four on each of these questions, congratulations, you areon your way to dominating your market, or you will be dominating soon. If you scored threeor below on any of these questions, it’s time for you and your company to make a seriousparadigm shift towards a better strategy. The following 66 strategies and thought-provokingtopics should get you started on your way to scoring a 5 on all 4 questions. And, I am here tohelp your company move into the world of target marketing and develop an automaticmarketing machine!So, I’ve broken down your business activities into 15 different categories. Within eachcategory, I’ve written ideas and strategies that will stimulate your creative mind to getbeyond this turbulent time and help you reinvent your business.Find a quiet place and spend an hour or two absorbing these concepts. Bring a big writingtablet so you can capture the avalanche of ideas that will be coming out faster than you canwrite!I look forward to hearing your feedback, new ideas, and success stories that I can share withothers. Be sure to check out my Free special offer worth $500 as you read through thestrategies!The game has changed, and so should you!Bill MooneyeCommerce Development · Internet Marketing Coach · Business Rejuvenation Expert bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 2
  • The 15 Highways to Recession-Busting Your Business! eCommerce and Retail Internet Marketing Customer Database Products and Services Your Unique Selling Proposition (USP) Target Market Marketing and Media Strategy Lead Generation Bonuses, Premiums, Special Offers, and Free Trials Testimonials Reputation Management/Reviews Affiliates, Joint Ventures, and Charities Referral Programs Employees and Operations Vendors Your CompetitionPlus a Special Bonus…… How does your company rate? Look for my copyrighted rating systemworksheet and a great story how a successful eCommerce start up operationrejuvenated their business. A few changes can recession-proof your companytoday! bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 3
  • eCommerce and Retail Internet Marketing 1) CONSIDER DEVELOPING AN eCOMMERCE WEBSITEHere is a quick way to add revenue to your bottom line. A client of mine was quickly on theway to add about $1,200,000 to $1,500,000 in additional profitable revenue the first year ofthis new venture by adding eCommerce to his arsenal. And he does not have a large business,just one retail store.Look for my short analysis of the business model at the end of this special report. If you areconsidering starting an eCommerce site, this is a must-read, and I can help you get the resultsyou need and avoid the potholes…..very quickly! 2) REINVENT OR DEVELOP YOUR WEBSITE TO MAKE IT A LEAD-GENERATING, MONEY-MAKING MACHINE!Most retail websites I have helped reinvent for clients are too generic when I first reviewthem. Many of them are beautiful catalog sites with pretty pictures, have a good selection ofproduct, and make the retail store look professional. I haven’t met a store owner who isn’tproud of how wonderful their site looks. Their logo looks amazing. The colors match and thetheme travels through the entire site. But when I ask them how much revenue the sitegenerates for them, or other measureable results the site produces, you would be amazed atthe confused looks and stammering speech I get in response. I have yet to meet a store ownerthat knows the answers to these questions off the top of their head.They know how much their store sold last month, but they don’t know how their website isperforming for them. You need to know how your website is performing. You need to knowhow much each lead through the door costs you regardless of the lead source. You need toknow how much business each lead source is bringing in the door. If you don’t you areflushing dollars down the toilet.Spend a few minutes and take an objective look at your website right now. What message areyou trying to project to your customers? Does your store name jump off the page? How aboutyour logo? Should your site be flashy, colorful, bright with lots of pictures, or should itcontain more relevant content?I know you probably spent a lot of money on that beautiful logo and color scheme, but isn’tthe message you send to the customer more important?What is the immediate message you are sending to your visitor? Is that really the messageyou want to send? Your message shouldn’t be your logo.Most product and service businesses should have more relevant content than flashy pictures,videos, etc. Don’t get me wrong, use pictures, videos, audio, and whatever you have, but thewritten word is how you will effectively or ineffectively get your message across. And thesearch engines love relevant written content. More on SEO (Search Engine Optimization)later. bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 4
  • 3) CONSIDER A PROFITABLE PAY-PER-CLICK (PPC) CAMPAIGNAnd I mean profitable. I was talking with a Realtor client of mine the other day and he saidhe didn’t want to do a Google adwords campaign because many of the agents in his officehave tried it, and it didn’t lead to any business. I can faintly hear my elementary schoolteacher saying…. “If at first you don’t succeed…..”An online and brick and mortar furniture client I work with is spending about $3,000 to$3,500 per month on pay-per-click and generates between $100,000 and $140,000 per monthin additional revenue. That’s about a 3% cost for marketing. Some of you pay that much incredit card processing fees alone.If done correctly and efficiently, the leverage of pay-per-click can be enormous. If donepoorly, the adword fees can be an enormous waste of money.Effective pay-per-click campaigns come down to the simple marketing approach of… … the right message … to the right people … at the right time … using the right mediaFrom many of the PPC ads I’ve seen, it’s no wonder most sites aren’t profitable. They aregoing after the wrong words or phrases, they are sending them to a page that won’t get thevisitor to do something (a poor call-to-action), or they don’t have a system to properly followup with the prospective customer. Have a great plan, test it, and adjust if isn’t working. Thereis a reason that in 2009, barely a decade after the first dollar was spent of Google ads, that anestimated $15 billion was spent of PPC. Forrester Research estimates that more than $31billion will be spent on PPC in the year 2014.PPC can work for you with a proper strategy in place. And you must test, test, and test beforecommitting a lot of money and effort into the campaign. Or better yet, send me an email andI will help you with your strategy and implementation of your program. bill@imarketingsuccess.com 4) OPTIMIZE YOUR WEBSITE FOR BETTER KEYWORD TRAFFIC (SEO)There’s no magic to website optimization, or search engine optimization (SEO). Just a littlescience, planning, and execution will get your site to rise in the natural search engines betterthan what you are doing now. My Realtor client told me the website company who developedhis site “optimized” it…get ready….. 5 years ago. Think about that…. He was satisfied withsite optimization 5 years ago. That’s ancient news.It takes paying attention to the performance of the keywords, adding content regularly, goingafter new words or phrases, and paying attention constantly. You should be monitoring theprogress and performance of your SEO plan at least monthly, more optimally, every otherweek. I monitor some of my clients’ search engine optimization (SEO) weekly. Optimizing bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 5
  • five years ago will not cut it, six months ago will even put you in the rear view mirror ofthose of us that are driving the high-powered website.The furniture store I told you about in the last section went from not being on the internet tohaving over 10,000 monthly visitors in a short 2.5 months. AND, their organic traffic(website searchers finding your site through natural means, not through paid ads) went fromzero percentage of their overall traffic to over 25% of their traffic in less than 4 months.Those are phenomenal numbers for any website, let alone on the very small budget we had todevelop the eCommerce program. All because we went after targeted keyword trafficspecific to the products we were selling and our content on the site was very relevant to thekeywords. 5) DEVELOP AN iPHONE, DROID, or iPAD APPDeveloping an application for a smart-phone or tablet can be cheaper than what you mightexpect. Apps for iPhones, iPads, and other mobile devices can be great tools to enhancebrand awareness and help marketing efforts. And don’t think your business is too unique tohave one. As I was strolling down the grocery aisles recently, I noticed a cough syrupcompany came out with an ingenious app for iPhones and Blackberries. It was advertised onthe shelf in front of their product. Their app helps me choose the best cough syrup to buydepending on my cough symptoms. What an ingenious idea and very simple too.What can a retail or eCommerce store develop? Plenty of things. Watch your customers asthey shop in your store. We developed a simple app to help the customer scan tags and placeproducts in their “favorites” and send them to the sales agent to help shop for their home.Sort of a lay-away plan.You are only bound by your imagination, or by our imagination and experience. 6) MAKE SURE YOUR WEBSITE IS A LEAD-GENERATING MACHINEGet on the internet and surf several sites in several industries. Try to figure out what theowner of the site is trying to accomplish with the pages of the site. Are they trying to sell yousomething? Do you feel compelled to shop more or maybe purchase? Do they make you feellike you would love to visit the site later? Did they have a compelling message or USP(unique selling proposition)?Most site developers love to make a site look nice, brag about the owner or company, anddescribe some of the assets they have….you know, we have 26 trucks in our fleet…..we arehoused in 17,000 square feet of space. So what?The website should be a prospect/lead generating machine. If your site is not capturingcontact information from a good percentage of the many people who visit your site aspossible, you are losing opportunities! What bait do you have to extract contact informationfrom the visitor? You should have a very nice giveaway (bait) to entice the visitor to giveyou their contact information. Are you too stingy to give something away? Just think aboutwhat the lifetime value of just one of your customers might be. Isn’t giving somethinginexpensive worth it? bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 6
  • I can hear some of you saying, “yeah Bill, people don’t sign up for newsletter, tips, or emailalerts any more.” I call B.S. It’s happening every day.To manage all these extremely targeted leads, you will need a high-quality CRM (customerrelations management) package integrated with your site. (You can email or call me forsuggestions depending on your sophistication and price-point).If you don’t have a compelling offer to encourage people to take your bait, then you aremissing the boat. And oh yeah, that Google adwords campaign has just wasted another fewhundred bucks. Can you hear the sound of the toilet flushing your marketing money down the drain? 7) FIGURE OUT WHAT YOUR CONVERSION RATE IS, AND IMPROVE IT!Do you know how many visitors you have coming to your site? What pages do they surf?How many visitors provide you with their contact information? How many buy? How longdo your visitors stay on the site? What is your bounce rate? What pages do your customersexit the site? These are some great things to know if you want to make your site work for youinstead of paying money every year for a glorified business card.Spend the time today to set up a tracking and reporting system. Most of the information isavailable if you have Google Analytics set up on your site.I track anywhere between 10 to 25 different measureable results for my clients to make surewe are heading in a productive direction. 8) SOCIAL MEDIA, SHOULD I PARTICIPATE?Short answer, you had better be actively involved! But how involved should you be?Depends on the business and product or service you are providing.I’ve see furniture stores struggle in social media for many reasons. Other businesses do verywell with social media, like certain consumable products. You need to have the right contenton the social media page, make it fun, not always sell to people, and you need to manage thecontent daily and weekly. This is the best strategy to keep your readers involved with yourpage and coming back. Engage your followers in a fun and enlightening way. bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 7
  • There are a lot of people using social media. Facebook alone celebrated their 250 millionthuser in July 2009.In July 2010, one year later, they passed the 500 millionth user mark.About half of all internet users are involved with Facebook.As of February 2011 about 175 million users log onto Facebook every day.About 200 million Facebook users are accessing their account through their mobile device.And this is just Facebook. We haven’t talked about Twitter, Digg, and a lot of the othersocial media outlets. Not to mention the new Google Plus product starting to explode.Get involved. I would start with Facebook and Google Plus. Great marketing opportunities ifyou have the right message! 9) NATURAL SEARCH ENGINE TRAFFICThe biggest difference between natural search engine traffic and paid traffic (Pay-Per-Clickcampaigns-PPC) is the cost. With PPC, you buy internet traffic. With natural search traffic,visitors come to your site because they found you naturally through their specific search andyour efforts to drive this free traffic to your site.There is an art and a science to get your site to come up in the search engines like Google andYahoo naturally.The science is in the way you set up your pages on the site, your keyword selection,descriptions of the pages, meta-tags, etc. The art side of the equation is how you present theinformation to the visitor, both on your site and through the other content you have scatteredaround the internet.One of the biggest parts of my marketing business is to create specific content campaigns formy customers to drive targeted, natural, search engine traffic to their sites. There are ways toget some of that traffic to your site quickly, but you will need to be patient. The searchengines take time to figure out that your content is on your site (indexing.) The onlinefurniture store I was telling you about earlier started to see positive natural search results inabout four months. After nine months our effort is humming. In about one year to 18 months,the site will be dominating some very specific keywords. 10) SHOULD I START A BLOG OR TWEET?Writing a blog, or tweeting, or posting on social media sites such as Facebook takes atremendous amount of dedication from your company. The benefit to blogging or tweeting isthat you can create very target-rich content in a very short period of time and build arelationship with your customers and fans. bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 8
  • Blogging and tweeting can be fun, it you want it to be. Or it can feel like drudgery if youdon’t set it up correctly in the beginning. I would suggest planning out 6 months to a year ofcontent before you start down the path of sharing your thoughts to the world. Nothing isworse for your online image and traffic growth than creating a blog ghost town (a blog thathas started and then stopped over time.) Customer DatabaseYour customer database is the life blood of your business. Think about your customerdatabase as your herd. Nurture it, expand it, and make your herd work for you. 11) SEGMENT YOUR LIST!Look for the most responsive qualities and the least responsive qualities within yourcustomer database. Customers will respond to one offer more than another and one price-point over another. Have they already purchased a living room set? Then change yourmarketing to this customer for dining and bedroom sets. Using a powerful CustomerRelations Management (CRM) software package will allow you to customize your messageto each customer based on their past buying habits. Pre-qualifying your customers and knowwhat they are looking for from the outset is a very powerful too. You will be able to dripmarket (consistent and automatic marketing) them over time customized to their needs. 12) NURTURE YOUR LIST!I find too many eCommerce and brick and mortar retailers don’t use their email and directmail lists effectively. Don’t be afraid to email or direct mail your list often. If someonedecides they don’t want your information, then they will opt-out. That’s just fine. Your listjust got richer with serious relationship-based customers. And don’t worry about the othertransactional buyers who opt-out. They will likely be back if they feel you gave them a goodvalue and service last time. They are just transactional buyers for furniture or whatever youare selling them.Cultivating and nurturing your list is about the best way to change some of thosetransactional buyers into relationship buyers in the long run. 13) INVEST IN A QUALITY CRM PACKAGE!There are many Customer Relationship Management software packages out there topurchase or rent. I don’t consider Outlook and Constant Contact true CRM’s. Outlook is agreat calendar, email management, and contact management program. But it doesn’t have themarketing and sales features a quality CRM should include. Constant Contact is a great emailblast package, but as of this writing, it doesn’t have the ability to categorize your customerslike you should and manage the message to each category (i.e. living room furniture buyers;dining room furniture buyers). bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 9
  • A great CRM package will include all of those functions plus the ability to add auto-responders, track sales, and automate a lot of marketing functions. Products and Services 14) CONSIDER A LOWER PRICED OFFER OR SERVICE!During these tough economic times, customers are much more price conscientious thannormal. The general public has become brainwashed by the media that everyone is hurtingand consumer confidence is down. It is a total buyers’ market, and consumers believe youwill sell your products and services to them for less than you paid for it wholesale.Try to counter that belief and appeal to the low end of the price range. That could be withdifferent products. You will obviously have to make up profits with higher volume. 15) BUNDLE YOUR PRODUCTS OR SERVICES FOR BETTER VALUE!Free shipping and delivery with a 3 piece living room set. I know this isn’t a rocket scienceconcept, but we do have the tendency to forget about the obvious, especially when we arestressed about sales and profitability. I would imagine that’s why you are reading this,because you are looking to spur on your creative juices again after stressing over sales,payroll, lease payments, and utilities.Look for the not-so-obvious bundle. Maybe team up with the electronics store next-door andsell a TV with a new entertainment center.Or a $100 gift card from the nice restaurant next door (of course you only paid $25 for the$100 card…. Or maybe you didn’t have to pay for the card through your excellentnegotiating skills)! 16) UNBUNDLE YOUR PRODUCTS OR SERVICES TO INCREASE MARKET SHARE!Buying sets of furniture at a discount? Break it up and have a bed only sale. 17) CONSIDER ADDING MORE PRODUCTS AND SERVICESCheck the internet, your friends, your network, and your family for other opportunities topick up a new product line or a new service to offer your clientele. I do help my clients findsmall internet niches to attack. It’s a great strategy to improve overall market share.One online furniture client found an occasional table manufacturer that is promoting dropshipping. What a great way to have some add-on sales and not have to touch the product. 18) PACKAGE YOUR SERVICES TO BECOME A TANGIBLE PRODUCT bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 10
  • By packaging, you can pre-sell some of your services to promote customer loyalty; it cancreate immediate cash-flow and stimulate sales during the slow cycles. For the furniturebusiness, maybe you can have a design service or a paint color service. Or use your deliverypeople to help customers move their home if they buy from you. One successful offer Ihelped a furniture online retailer promote was to include a free leather protection plan forevery leather piece sold. The cost was only $40, but the perceived value was 4 times that.Shortly thereafter, most of his competitors started to offer the same thing.I’m just throwing out ideas to help you think outside the box. 19) LOOK TO FILL A NEW VOID TO REINVENT YOUR BUSINESSOne of my customers found a small niche that was being underserved in his community. Theniche was baby furniture. He decided to dedicate a very small portion of the retail floor tobaby furniture. We set him up with a computer terminal nearby, the right website pages, andan iPad to help the new moms and dads shop in his store, and voila, a ton of dollars per-square-foot. And you know what? Many of those folks are coming back for new beds, livingroom sets, etc. One of the added benefits to this program was that he created morerelationship buyers over time as opposed to the price-conscious transactional buyer. Your Unique Selling Proposition (USP) 20) THE WEAPON OF MASS DELIVERY (of paying customers)Your USP is your best weapon against your competitors. A USP essentially explains yourposition against your competition. What makes you different? Why are your unique? Whyshould I buy from you?If you have a hard time defining your USP, then you will be in trouble with your business ifyou aren’t already there. 21) TELEGRAPH YOUR PRIMARY BENEFITAnother way to think of a USP would be telegraphing your primary benefit to yourcustomers. Most small and medium businesses feel more comfortable telegraphing theirprimary features to their customers as opposed to their benefits. That’s one of the fastestways to go out of business.What is a benefit?Consider what a customer would want when joining a fitness club. Will they join the clubthat promotes that they have 25,000 square feet of space, free weights, a pool, and reallygreat music playing all the time? Maybe. If some of those features are important to them. bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 11
  • But what about the facility that boasts 90% of their clients who join for weight loss programslose an average of 25 pounds in 8 weeks, and we can do the same for you? That would bevery compelling if you are looking to lose a few pounds.Which USP would be more powerful? The 25,000 square foot gym, or losing 25 pounds in 8weeks?You have to remember that the customer is always going to think WIIFM (What’s In It ForMe.) Benefits will appeal to WIIFM. Features, not so much. 22) AN ICONIC USP THAT BUILT AN EMPIREWhat brand would you think of if I said “Fresh, Hot Pizza Delivered in 30 Minutes or Less,Guaranteed?”Dominoes built an empire on this USP.How did they come up with this USP? Looks to me like they figured out what theircustomer’s biggest fears and frustrations were and then solved them. Who wants a pizza anhour from now that is cold and tastes old? 23) YOUR USP IS….Spend some time figuring out your customers’ biggest fears and frustrations and then tailoryour message around solving their problems. And your message better be believable.Dominoes made sure people believed them and placed a guarantee behind their USP. Theylater had to eliminate theirs because of accidents and lawsuits, but you should see the pointhere loud and clear. 24) BOOST YOUR USP WITH A COMPELLING OFFER & STORYHow will your customers resist a special or compelling offer with a powerful USP? Howabout giving away an ebook like this one for new prospects? Or free cheesy bread with everylarge pizza. We could go on all day with ideas. Got your tablet handy?Don’t stop writing fresh ideas until you have 20 compelling offers written down every day,for 5 days a week. That’s 100 new opportunities every week. Not all of them will be verygood, but that’s ok. It will start the creative juices flowing very fast. Keep it up for a monthand you will be amazed how creative your mind can be when you use it effectively! What is your story?Everyone loves a story. Tell your customers and prospects your company’s great story, andtie it in with your USP. A mentor of mine once suggested I write in a conversational tone. Ido my best to connect with you in my writing style and content. As I write, I imagine the twoof us sitting down at a table after a round of golf enjoying a Diet Coke. We are just having aconversation. This style of writing is much easier to read, and I think it is easier to write in aconversational tone. My grammar might not be perfect, but what’s most important is that mymessage to you is loud and clear. bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 12
  • Is it? 25) IS YOUR USP A COUPON?I smile and shake my head a little when I see a company spitting out coupons to theircustomers like there is no tomorrow. Couponing as a prime marketing strategy is a bit of a“me too” mindset. “That’s what works in our industry.”Get yourself out of the coupon box and try some targeted direct response marketing.What message are you projecting to your customers when you always have a couponavailable? Constant couponing tells me that your regular prices are too high. I will wait untilthe next coupon to come visit you.Invest your time promoting that your regular prices are an incredible value through yourUSP. Then a coupon is a special treat for the customer when you do want or need a salessurge. Target Market 26) DO YOU REALLY KNOW WHAT YOUR TARGET MARKET IS?I recently went on a trip with my wife to visit my in-laws in another state. My father-in-lawis really into sport shooting. Specifically target shooting with scoped rifles and handguns. Ifound out how hard it is to hit the bulls-eye on the target. My wife thinks it’s easy though,hitting her first shot with a high-powered rifle dead center. We won’t get into that right now.Are you using the shotgun approach to marketing? Throwing a message out there to themasses and hoping people come in to a store. There is a local small health club chain in ourarea. They recently became the exclusive health club sponsor to a local professional sportsteam. I’m sure they paid a tremendous amount of money on the sponsorship. But what arethey getting for their advertising money? Maybe some brand exposure. But how can theyquantify their sales off of this investment? This is a shotgun approach.How about a more direct approach selling the benefits of joining their club to a targetedaudience within about 3 miles of the club? This would be a more targeted approach, likeusing a scoped rifle as opposed to a shotgun.What I find common with most new clients is they are still listening to the old-school“advertisers” trying to sell radio, TV, and newsprint. These approaches to generate qualityleads are very shotgun in nature. Don’t get me wrong, they can still be effective with theright message, but you better test that message before money is spent on these expensivemethods.As I work together with my clients and better understand their business, I am able to helpthem focus their marketing efforts on their targeted customer. Targeted focus much like bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 13
  • firing that high-powered 30-06 rifle at 100 yards. Once you hone in on the target and steadythe rifle, the odds of hitting the exact target are very good, especially if you are my wife.Spend a good amount of time defining your target market. What are their income levels?What kind of cars do they drive? What’s the age range? How about the clothes they wear?Go very deep in your analysis.Then the process of honing your message and marketing gets much easier. 27) THE BEST WAYS TO TARGET MARKET • Geographically – zip codes, cities, counties, states….. spend the time analyzing your area(s) i. Work your geographic market to death! ii. Track where your sales have happened using software • Demographics – What does your target market have in common? • Associations – What groups does your target market belong to? • Personal - What are their hobbies? What music do they listen to? 28) HAVE MULTIPLE TARGET MARKETSThe beauty of developing an eCommerce business, or internet marketing campaign, is thatyou can have multiple target markets. Only target multiple customers if you have theoperational support to manage the different streams of sales, of course.I have one client that has 5 different websites that serve very specific niches within his largerbusiness category. Because of the niche, it is easier for him to perform better with the searchengines, thus driving very targeted traffic to specific pages on his site.I would say go-for-it on one condition…..that you are prepared to manage the many differentaspects of the multi-pronged marketing efforts. Marketing and Media Strategy 29) RE-EVALUATE YOUR MARKETING STRATEGY Re-evaluate your marketing strategy right now! Who are your best relationshipcustomers? What do they do for a living? What is their income range? How can you reachmore of those relationship customers?Where do your customers live? Analyze the zip codes of your most loyal customers andtarget those neighborhoods with direct response campaigns. bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 14
  • List all different type of media outlets in your area. Television, radio, local newspapers, pressreleases…. Keep thinking. 30) WHAT ABOUT TV, RADIO, AND PRINT MEDIA?If you are a small to medium sized business, I’m sure you have seen the returns on theinvestment of TV advertising shrink rapidly. Think about it, most of us are recording showson DVR’s, streaming shows on Netflix and Hulu, and renting movies for $1 at Redbox thesedays. Who wants to watch commercials?Have you followed the trends of TV advertising lately? The costs are rising, especiallyduring political seasons because the big buyers are purchasing big blocks of prime-timespaces. What does that leave you? Yeah, the late-night slot after the show has ended.Can you measure how many leads you are getting from TV? How much is it costing you persale for the TV slots you are buying?And radio? Who listens to radio commercials any more? My finger hits the next station sofast and often I’m surprised I haven’t built up calluses. Not to mention how many people areusing their iPods for the car music anymore.And don’t get me started on print advertising. Have you seen how thin the papers are anymore? We all know about how fast newspaper subscriptions are dwindling.If you are spending money on any of these media, please evaluate what it is costing you perlead and per sale. There are cheaper and better performing alternatives out there. 31) CONSIDER TARGETING THE “LOW END” OF THE MARKETLook what stores are doing well in this economy. What furniture businesses are prospering?What other businesses are prospering?.... and why?How about selling low-end products and have the customer pick them up at your warehouse?No deliveries. This is discount warehouse approach to gaining market share. I haveeCommerce customers taking this approach under another “brand” to not dilute their localbrand name and damage the market share on the upper end they have already established. 32) TARGET THE ULTRA AFFLUENTThis market usually will not want to compromise their lifestyle, even if it means going intodebt.One of my clients recently ran a 4-year financing promotion. He had the single best day hehad in years, and the month ended up being in his top 10…and in this economy. bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 15
  • 33) LOOK FOR PEOPLE AND INDUSTRIES THAT DO WELL IN THIS TYPE OF MARKETMarketing to the medical community seems to be a good strategy in tough times. Theirbusiness is generally recession proof. Look for other recession proof business. How aboutmarketing to employees in the software industry? Look at your community and target thoseindustries that have been doing well. 34) ONLY TARGET THE TARGET-RICH PROSPECTSSpend most of your time and resources on those super targeted prospects. Buy or rent verytarget-rich lists. Make sure your message to them is right on. Your message must resonateand solve their biggest fears and frustrations. What are their biggest fears and frustrations?Right now it might be how long will your furniture store be around? Will I get my product?Be creative. 35) LOOK FOR MULTIPLE BUYERSMost of these lists will have multiple buyers segmented out of the list. People who buy thingsoften. This list will cost a bit more, buy these are your target customers during these toughtimes. Make sure you have a compelling offer with a call to action for these buyers. Don’tforget to include the power of the guarantee! 36) DEVELOP AN IRRESISTABLE OFFERIrresistible, that’s the operative word. Think about the carnival pitchman who gets people toact now. Or imagine those infomercials that have a very strong call-to-action. Not that youhave to be sell like the Sham-Wow guy, but develop an irresistible offer now! Again, appealto their fears and frustrations. What are the biggest objections your sales people are facingtoday? Fix that with an offer to take that resistance away. 37) LOOK FOR CO-OP OPORTUNITIES IN MARKETING TO REDUCE COSTSMaybe you have some friends or business associates that would like to share the expense of adirect mail campaign to the same list. How about teaming up with a nearby restaurant thatcaters to the same client? Or a clothing store? Be creative. If you are struggling, I guaranteeyou, other brick and mortar stores are struggling and are open to ideas. Unless they have acopy of this ebook too! Be my guest and pass this ebook on to your friends and businessassociates.Do your vendors and suppliers offer co-op dollars for marketing efforts? 38) MORE MARKETING!!!!This is not the time to retreat and put your head in the sand with your marketing efforts.That’s what a lot of your competitors are doing, I guarantee it! In this economic environment, bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 16
  • there are people still buying, you just need to expand your market share and be more focusedwith your marketing efforts. How do you grab more market share? Through effective andhighly targeted marketing efforts. Print, TV, and radio advertising are dying and expensivebreeds. You need to embrace the digital marketing effort. You have an opportunity to reachbuyers in new ways. Just observe your customers shopping habits online and in retail stores. Ibet most of them are taking pictures with their cell phones, texting their spouses, and alsocomparison shopping right in your store, or while they are on your website.While shopping with my wife the other day, I took out my cell phone at Costco to check aprice of some food wrap to make sure we weren’t paying too much for this monster sizedpackage. I stopped and really thought about my buying habits and patterns and how theyhave changed over the last year or so because of technology and the economic environment.Observe your own buying habits, thoughts and feelings these days. If you are thinking aboutprice, or convenience, or the poor service you received when you are shopping, then youshould know that you customers have similar behaviors when they are in your store. Scarythought, huh?Stop advertising! Market. If you can not measure the success of a campaign, it’s notmarketing, it’s advertising. And advertising is extremely expensive. Marketing doesn’t haveto be expensive. What I am really saying is make sure you can measure your results with anypromotional campaign you launch. And test, test, test before you commit a large amount ofmoney and resources to a new campaign. 39) USE SIMPLE SALES LETTERS AS OPPOSED TO EXPENSIVE LITERATUREStatistics show that a sales letter with a direct response approach highlighting the benefits ofyour products or services as opposed to their features generates a much better response thanfeature or image marketing. And don’t fall for the “a short letter is better than a long letter”conventional wisdom. Be a storyteller within your marketing materials. People love stories.Longer text consistently out-performs short letters. Think about that. I was working with oneof my clients on a sales letter for a website landing page the other day. He wanted help with acomprehensive Google Adwords campaign.I wrote a sales letter for him. His first reaction was, “this seems a little long.” “I asked him,what are your hobbies?” He said, “I like to play the guitar when I can.” I asked him if he hada favorite brand. Of course, he said yes. I proceeded to ask him what he would do if hewanted to buy a new guitar. He started to get the point. He told me, “I would get on theinternet and hit every site that carried the brand and model I wanted. I would then read all theinformation, and re-read it.”When we want information, we seek it out. When we find it, we study it, and study it somemore. If you write well enough to connect with the customer, bam, easy sale! Remember, theright message, to the right people, at the right time, using the right media spells success. 40) USE LOW-COST MARKETING TOOLS MORE OFTENEmail broadcasts, webinars, voice mail broadcasts, and audio and video sales letters on yourwebsite can be fast, cheap, and effective methods to close more sales. Mailing postcards can bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 17
  • be very reasonable and, if done well, a very good return on the investment. Direct them to awebsite landing page with an irresistible, compelling offer. Keep your eyes and ears open forless expensive opportunities. 41) DIAL UP THE EMOTION IN YOUR SALES COPYFind out what your customers’ biggest fears and frustrations are, and solve their problems!An emotional and compelling story always helps the response….when appropriate of course. 42) EXCLUSIVE OR PRE-QUALIFIED MARKETINGPeople love to belong to groups or be part of something special. Appeal to those desires.Create an exclusive club, or group, and make a compelling offer to your customer database tojoin. Maybe your subscription is free or maybe you should charge a small amount.Make an exclusive offer to those within your group or club. This is a great technique for asales surge. The larger your herd, the larger the sales surge. Lead GenerationNow that you are on your way with a defined target market, and a clear and compellingUnique Selling Proposition (USP), let’s go get your new customers! 43) RIGHT MESSAGE, RIGHT PEOPLE, RIGHT TIME, RIGHT MEDIALead generation becomes easier when you have the right message, delivered to the rightpeople, at the right time, and using the right media.I became a lead for a cowboy hat store on my recent trip to visit my in-laws in New Mexico.If you have ever been to old-town Sante Fe, New Mexico, then you can understand why Ibought a new hat there. Sante Fe is a beautiful old western town. I’ve been looking for acowboy hat that fits me for years. I have a challenging hat size and I can rarely buy a hat offthe shelf. When I see a baseball hat my size, anywhere, I buy it because I never know when Iwill see another one my size. So I am a prime lead for a hat company that can solve mychallenge. I have never been lured in by any company’s USP for all these years of wanting anice cowboy hat that fits. Never.My wife, my in-laws, and I were strolling around old town one beautiful summer Fridaytaking in the sites after a wonderful lunch in the Sante Fe Café when I noticed a small signnext to a cowboy hat in a glass case. Now, I wasn’t really looking for a new hat, but the signcaught my eye. The sign said “custom” cowboy hats and the shop name. At that point Iwanted to see if they had one in my size. If I hadn’t seen that sign, I would have likely justgone about my day and enjoyed the sights. In my mind the word “custom” meant possibly ahat that would fit me. bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 18
  • Because I did see that sign and the message resonated with me, we promptly walked directlyto the custom hat shop and the rest is history. I am now the proud owner of a chocolatebrown cowboy hat that actually fits me!Their message was the right message for me. It hit me at the right time and the right place.And the media was a simple sign that I could see.I haven’t been marketed to very well in the past. With the new internet marketingopportunities, I should have been marketed for a new fitted cowboy hat. I am active onFacebook. I am active on Linkedin. But no hat company has been very progressive with theirtarget marketing. I think I will need to send a few hat companies this ebook. Maybe theyneed some help. What do you think?What is your message and can you get it out to your customers when and where they want tosee it? 44) BUY A LIST FROM A BROKERThere is no shame in buying or renting an opt-in list for your target market. What better wayto quickly reach thousands and thousands of targeting leads?Remember, these lists are opt-ins, meaning they have agreed to receive your offer. Believe itor not, there are still people that are opting in for your information. Opt-in means yourmarketing efforts are not considered spam. Do it. Don’t be ashamed. Bonuses, Premiums, Special Offers, and Free TrialsBonuses, premiums, special offers, and free trials are great tools for sales surges and leadgeneration. Much the same way this letter will hopefully get you to contact me to help youwith your marketing and eCommerce efforts. The information I am giving you in this letter isfree.My strategy is that you will find a few gems in this ebook that will help you get yourbusiness on a more profitable track. And then you will take me up on my two (2) FreeBonuses presented later in this ebook. I am giving you $500 worth of free expert advice, justfor becoming part of my iMarketingSuccess family. 45) BIG DISCOUNTSWe see big discounts being offered all the time. When we subscribed to a local newspaper inyears past, my wife and I would joke every Friday when the paper came out. Like clock-worka large chain department store was promoting a Saturday and Sunday only sale. To this day, Iwill not buy anything at retail price at that store. I wait for a “sale.” Maybe they do have melooking for their coupons, but they have worn me out with the word “sale.” bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 19
  • Have a sale, but make it a sale. Make it believable that you are discounting items big. Showproof that the discounts are real and deep. 46) USE APPROPRIATE KEYWORDSA furniture brick and mortar store I have been helping has had tremendous success using theword “Liquidation” these days. It seems to resonate with the customers.The first question the sales people get from the customers when they step into the store is“are you going out of business?”It’s a great opportunity to let them know, no, we are reducing our warehouse inventory. Thatword single-handedly turned my client’s business around last summer….. he even ran itagain for two months this summer with fabulous results.Easy payment terms and giveaways are still tried-and-true techniques to build traffic. 47) TRADE-INSThink about taking trade-ins like car dealers do. Maybe an old sofa isn’t worth anything, butgiving the customer a few dollars for it might separate you from your competition and makethem feel better about working with your company. 48) CELEBRITY APPEARANCESThis is an old school technique, but still works. One of my clients actually contracted with alocal celebrity musician to play a series of concerts at his store. What an amazing leadgeneration tool. Testimonials 49) COLLECT TESTIMONIALS LIKE THEY ARE GOING OUT OF STYLEIts one thing to tell your customers that your company is wonderful, or your products are thebest thing since sliced bread, but for one of your customers to do it for you is priceless!My suggestion is to be bold and ask for testimonials whenever you can. Get your testimonialsin written form, audio, or video form. Get testimonials any way you can. My preference is toget as many video testimonials as possible. Video testimonials place a personal touch on thewords. Pictures of your customers with written words are the next best thing. 50) WHAT IS A GOOD TESTIMONIAL?I feel some of the best testimonials come from the weight loss industry. The before andafter videos, photos, and the verbal testimonials are very powerful. bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 20
  • Work on getting your customers to frame their testimonials to highlight the benefits of yourcompany or product. Get testimonials that will help remove doubt about your company.Use photos of the customer and their full names. Using their full names adds a tremendousamount of credibility to the testimonial. Reputation Management and ReviewsLet me set the record straight, I look at reputation management more like reputationmarketing. You need to market yourself. You need to market your business. You need tomarket your reputation. Let me explain.Where do most business owners spend their energies when they see that horrible negativereview? The first reaction is anger. “How can that SOB write that in public?” “That’s goingto kill my business!” They take the review personally and immediately think of ways to get the review removedfrom the site. I wish I had a dollar for every time a business owner asks me, their friend, theirassociates, or relatives to write a positive review to help push the negative review down.That’s the totally wrong path to reputation marketing.I’m telling you, don’t waste your energy worrying about these yo-yos!Spend your time flooding the internet with so much positive comments that’s these fewnegative reviews get overwhelmed like a professional football team playing a high schoolvarsity team. They will simply get man-handled and overwhelmed.Here’s a little test. Go to Google right now and type in the name of your business. If you donot control the first two pages on Google with positive things about your company, you arelosing customers and thousands of dollars every month. Call or email me. I have an incredible Reputation Management and Reputation Marketing program that will guarantee your success! 51) DON’T BE BULLIED BY ONLINE REVIEWSDon’t you feel like your business is being bullied whenever you see a negative review ofyour business? Take action and have a proactive approach to this new phenomenon. If youdon’t pay attention, you are losing truckloads of business. Who needs negative press rightnow? 52) MAKE LEMONADE OUT OF LEMONSDoes a bad online review get your blood boiling? Then you are like just about all of mybusiness owner clients.What do you do about those bad reviews? I know, many are very petty or downrightunjustified. But something has to be done. bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 21
  • Your mood management is the first step towards making lemonade out of lemons. Snap outof your bad mood and focus on making some lemonade. The reviewer’s assessment saysmore about the person making the assessment that about your…or your company. I know, Iknow….bad reviews can hurt your company’s reputation.Here is my suggestion to make lemonade out of lemons. You will need to monitor allappropriate review sites, or hire a professional, like me, to monitor and manage your onlinereputation.Respond to a negative online review immediately. And I would respond to the positivereviews quickly too.Remember, the potential new customer is not only looking at the bad review, but how youhandle that review. I believe the response is more important than the review itself.Make sure you are very positive in the response and offer the customer to come in to resolvethe issue. Don’t let your mood get the better of you and your response. Take the high road.Provide the complainant a couple of days and times to make an appointment with your oryour representative to resolve the issue. I would even reiterate the previous offer you made tothem in the response. This will show other readers that you did address the customer’sproblem right away.Most of those customers won’t even take you up on your offer.The best option is still to have a company like mine be your Reputation Marketing company! Affiliates and Joint Ventures 53) HIRE A BOATLOAD OF SALES PEOPLE AT A VERY LOW COSTThat’s essentially what affiliates are, additional sales people. Look for similar websites thatsell similar or related products. Let your affiliates promote your products or services to theircustomer base and pay them a small percentage of each sale. There are wonderful softwarepackages available to track sales from your affiliate sites and calculate the appropriatecommissions.Clickbank is a wonderful website to attract potential affiliates, especially for electronicproducts. 54) TEAM UP WITH LIKE-MINDED COMPANIESCreating joint-venture promotions with companies that will compliment your products orservice is a very profitable strategy. bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 22
  • These joint ventures dont necessarily have to sell your products. I was part of an onlineventure several years ago selling golf fitness products online. We formed a joint venture withPGATour.com to provide them with free articles and tips for their website. Our sales wentfrom a handful a day to upwards of 40 a day almost overnight because we had a very targetedjoint venture and the right message and product.Look for these types of joint ventures. They can be very profitable and only cost a few hoursof writing. You can also hire a ghost writer if thats not your bag. Or hire someone like me toget it done for you. That’s probably the best option…. Hire me to make this happen for you(shameless plug.) Referral Programs 55) TRANSACTIONAL OR RELATIONSHIP BUYERSLet’s face it, word-of-mouth advertising and marketing is one of the oldest and tried-and-truemethods to increase your business. I’m sure you have transactional buyers and relationshipbuyers in your business.Transactional buyers hammer you on price, turn-around-time, and anything else he or she canget you to agree to, just to save a buck. For some items I purchase, I am a transactionalbuyer. But for other items, I look for the relationship.The relationship buyer will buy from you, or your company, because they like doing businesswith you. Price is not always the issue. They want a great value. And the value is the wholebuying experience.How can you get more relationship buyers that fit your target market?From your existing customers of course. Your customers have friends and families withsimilar values. Just as mom and dad told us when we were younger, you are measured by thecompany you keep.The referral customer is less skeptical and more trusting of your business.Let’s tap into those opportunities. 56) HOW MANY REFERRALS CAN I GET?That’s really up to you. Think about how many friends, family, business associates you mayhave. All of those are potential referrals. Probably hundreds of potential referrals.How many friends do you have on your Facebook page? Your Linkedin account? These aremore opportunities. bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 23
  • In reality, you will get about one to three referrals from each customer if you have a goodprogram in place. So looking at the potential with each customer, you have virtually anunlimited number of referrals.If half of your customers refer two people, the potential can be enormous. (Your customerswill typically refer 1 to 3 of their friends to you, but the potential is much higher with anaggressive program.) If you have 1000 customers and 50% of your customers refers 2customers, that’s another 1000 new customers. If 50% of those refer 2 more customers, that’sanother 1000 customers. There are big opportunities for you are ahead.How much is each new customer worth to you? How much will they spend with you over thelifetime of your relationship? $5,000? $10,000? $500?Make sure you give your customers a nice gift as a thank you.How much can you spend on a nice referral gift for your existing customer? Do the math. Is10% of one transaction value too much? Five percent of their lifetime value? How muchprofit do you get on each sale? Do the math and don’t be cheap. It’s that easy. 57) WHAT SHOULD I BUY FOR MY REFERRAL GIFTS?Take a look at your target market and see what they may like as a gift. One baseball trainingcenter would give the athlete a new $250 glove for every 5 customers they brought in to theprogram. The glove only cost the owner about $100, but he got an immediate surge inbusiness of over $1,500. And over the lifetime of those new customers, about $12,000. Not abad return on investment.What do your customers want? If you are a furniture store, maybe your customer would likea new painting to go with their living room set…. Or an area rug.The sky is the limit. 58) STOP BEGGING FOR REFERRALSExcellence in service will earn your referrals. Do you have an “Excellence in Service”program in place? I would get on that immediately…..probably right after you have re-worked your Unique Selling Proposition (USP.)Create a list right now of the things you would like to change about your business to make ita better experience for your customers….and a better working environment for youremployees.Conduct referral promotions to generate more interest in your business. A new baseballglove? A new area rug?How about referral events. I helped one client create a concert series and the only people thatcould attend were existing customers and their friends and families. These new prospects hadto register online (using your customer relations management (CRM) system to capture theirinformation of course!) bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 24
  • And of course you could simply ask for referrals. Ask your recent customers how they feltabout your products and/or service. After they share their great experience with you, askthem if they would be open to putting that in writing. If the customer is in your store, breakout your nice digital camera (which should be fully charged and handy) and take a picture ofyou and them with an ear-to-ear grin. I know it may feel uncomfortable, but you will besurprised how eager people will be if they are truly a fan of your company.Get the idea? Employees and Operations 59) GET RID OF THE DEAD WEIGHT, NOW!It may sound cold to you, but you have to evaluate each one of your staff. Don’t get mewrong, I am all about managing your employees up, or out. If you haven’t completedquantifiable employee evaluations recently, I would get on it right away. Manage thosemarginal employees up. If not, there are plenty of amazing people out there looking for agreat opportunity. 60) BE RESPECTFUL!In a recessionary period, employees are already nervous about their positions and the future.Now is not the time to play the “got them over a barrel” card. The more you can supportthem and their efforts the better they will perform.If you are stressed about business, believe me, they can and will feel the stress too. If they arestressing about their jobs, their performance will suffer.Just as sports coaches should do, have the employee focus on the results of the next task, notthe mechanics of how to get the job done.Get your employees to compete hard for the team, and your business will thrive. Morereferrals, more leads, more sales. 61) IMPROVE YOUR SALES TEAM!I’m sure you track the sales every month for each of your staff. And what, about 20% aredoing 80% of your sales?Make sure you have metrics on every sales opportunity and find out what the best performersare doing to close more sales. I know this sounds obvious, but you would be surprised at howmany business owners aren’t thinking about their sales numbers in this way.Work on improving your conversion ratio. One possibility is to bring in a professional salestrainer to help the lower producers. How about some online sales training for the sales repsnot producing? Manage them up, or manage them out. bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 25
  • Look for professional sales people. Not order takers, or store tour guides. Professionals willjump at the opportunity to use your new CRM sales tool we helped you set up (anothershameless plug for my services) and automatically follow up with leads like there is notomorrow. 62) THE I.C.O.A great friend and mentor, Dan Haygeman ( Work/Life Balance Coach;www.danhaygeman.com), exposed me to a fantastic study completed by a gentleman namedWill Schutz for the U.S. Navy shortly after WWII. The Navy wanted to know why some ofthe ships during the war performed far better than others. The I.C.O. (Inclusion, Control,and Openness) chart was the result of that study. The more I use this system and teach it tobusiness owners, the more I am impressed with the results. I will give you a brief overview inthis ebook. If you would like to learn more, please email me and I am available forpresentations and coaching.Each employee has certain intrinsic needs to perform at their peak every day. If they don’treceive their level of need, then you will see their mood change rapidly, and the employee’sperformance tanks.Those three needs are Inclusion, Control, and Openness. This is how employees think and react in general….When I receive the needed amount of inclusion, I feel significant.When I receive the needed amount of control, I feel competent.When I receive the needed amount of openness, I feel likeable.The needed amount from their manager, peer, or subordinate is different for each employee. • When an employee doesn’t receive the needed amount of inclusion, their mood can change very quickly. Their reaction can be negative because they don’t want to feel insignificant. • When an employee doesn’t receive the needed amount of control, their mood can change very quickly. Their reaction can be negative because they don’t want to feel humiliated. • When an employee doesn’t receive the needed amount of openness, their mood can change very quickly. Their reaction can be negative because they don’t want to feel rejected.Watch your employee reactions this week. Make notes on mood changes and see if you canfind out what makes each employee tick. Think of junior high aged kids. The likeability andrejected portion is heavily into play.In the business environment I see less of the likeability factor involved, and a lot moresignificance and competency being questioned. bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 26
  • Feel free to email me if you would like more on the ICO chart. It’s a great tool. bill@iMarketingSuccess.com Vendors and Suppliers 63) DUMP THEM!Bottom line, you need to periodically review your vendors and suppliers’ performance. Ifthey are not performing to your needs, manage them up, or quickly fire them. You do notneed the headache.One of my furniture clients recently dropped an entire line because the orders kept gettingfouled up. The furniture was selling fairly well, but the employees had to spend a tremendousamount of time managing the mistakes. In the end the profits from this manufacturer weren’tworth it.Can them! 64) MAKE THEM COMPETERemember, this is still America and the free enterprise system is still alive. Make yourvendors compete for your business. How about developing a performance rating system andonly let the strong survive? 65) DO YOUR VENDORS AND SUPPLIERS SUPPORT YOUR BUSINESS MODEL?If you are heading towards eCommerce for your business, do your existing vendors andsuppliers support your efforts? Do their products ship clean and fast? If not, ask them to helpyou out, or look for others that will support your efforts. Your Competition 66) WHAT IS THEIR USP?One of the first orders of business when I start working with a new client is to analyze theircompetition.I first look at the competition’s web presence and see what type of online business they aredoing. I look at their Unique Selling Proposition (USP) and the message they are projecting.I look at the intricacies of the competitor’s site to see if they know what they are doing to bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 27
  • optimize their site. And most companies are not doing a very good job with the details ofimproving their website’s performance.After my evaluation, I will travel to the competition’s retail store, if they have one, or if theclient approves the travel if out of my town, I make a personal visit. During my visit Ievaluate how well the competition is selling their USP and if it is an effective strategy. I alsoevaluate other benefits and features from the competition.It’s amazing what you can learn with a visit to a retail competitor. Most do a very poor jobwith the details that make a difference. Sometimes you come across a gem or two.Need help with an analysis of your competition? Send me an email today. bill@iMarketingSuccess.com How I Helped One Small Retail Furniture Store Add $100,000 to $140,000 a Month in Revenue in Three Short MonthsBy a Targeted and Surgical Approach to Marketing, We Sold over $75,000of Furniture the First Month with an Average Ticket Price of over $2,500I was approached by a forward-thinking small business owner during the deepest part of therecession to help him rejuvenate his business during this recession. He had just experiencedhis worst month in sales ever. That lousy month’s sales were only about 20% of his best evermonth, and about 67% less than his typical month. His sales that horrible month were lessthan ½ of his break-even point. Not a very good month to say the least.He was very stressed and motivated to do something different….and fast! He brought in the business rejuvenation expert to get him back on track!After several strategy sessions we decided that expanding his furniture business nationallywas the best tactic and would have a fast and lasting effect. No, the strategy was not to openup more brick and mortar stores all over the country, but to sell his products throughout thelower 48 states online.I quickly began to complete research on all his product lines to determine which would be the best to sell nationally online, and what would be the best USP for this division of his business.We then proceeded to develop the mechanics of the site for best customer interaction andfocus on just a few brands, and not include his entire line of products. That would be far toomuch to manage at first. He was on a tight budget so we needed to get profitable sales rollingin as fast as possible. bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 28
  • Miraculously, we had the site up and running and logged our first sale 3 months afterlaunching the project. The first full month of business recorded about $75,000 in sales and itgrew from there.Here’s the bottom line on the formula for eCommerce success. If you use most of thetechniques I have described in the 66 strategies above, you will increase your chances ofsuccess tremendously.And I can help you get results rejuvenating your business too!As you read on, you will find a rating section of this ebook. You will be able to rate yourperformance in the 15 categories we discussed in the beginning of the book. And you will seehow we focused on our new online furniture business.We started this project focused on the 6 most critical categories (1, 2, 3, 4, 13, and 15.) Asthe business owner continues to hone and add more of our strategies down the road, thegrowth will continue in months and years to come. But he must stay on track to keep up withgrowth. Now here is the great part….I’ve always been taught, and I coach professionals on the principle, “if you want success insomething, you need to measure the progress!”My simple rating system for my eCommerce, internet marketing, and business strategies willhelp you measure your progress like you never have before.To illustrate how we put this to use, my furniture store in the example above had an overallscore of 43 out of 75. That’s only a 57% score. Not very good in the classroom, but in reallife, it produced some very good results.Why?His rapid success was because he focused on the 6 critical categories (numbers 1, 2, 3, 4, 13,and 15.) His score for those 6 categories was a 23 out of a possible 30 points. Still only 77%,but very good results for such a new venture. Imagine what will happen when he gets close to100% on all the categories.This furniture online business scored very well on the USP category, beating the competitioncategory, and the employee and operation section. I spent a lot of time developing thosecategories for him to launch the project.My advice to you is to take the same strategic path and focus very hard on the key 6categories. Then move on to the rest of the lineup. I am available for coaching you on yourpriorities and the intricate mechanics of getting things done. Here’s What a vendor Who Was Involved in this Particular Furniture eCommerce Project Has to Say about Our Rapid eCommerce Success bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 29
  • “Your company has consistently doubled shipments with Home Direct from yourinception. I can tell you right now that success is VERY rare. I was with my VP of sales just this past Monday and he commented on the rate of increase in your businessstating “not even CSN grew this fast”. That is high praise indeed considering CSN doesan average of X to X (number left out due to confidential information) shipments monthly with us.” Joshua Hrapek Shipping Consultant Home Direct USA Are you looking for similar results with your eCommerce or internet marketing efforts?I can help you! Two FREE Offers You Can’t Refuse Valued at Over $500!I have two FREE offers I don’t think you can refuse. The first is letting me help you with amarketing challenge you need solving. If you email me at bill@iMarketingSuccess.com witha brief description of a marketing challenge that needs immediate attention, I will personallyemail you back with suggestions. This is a $250 offer, just for reading my ebook all the wayto the end. Be sure to include all of your contact information. iMy second FREE offer to you is that I will personally critique your MARS© Score.Email me your scores per category, and I will offer you valuable suggestions to help youwith prioritizing your direction. This is another $250 value. Is there a catch?Not really. But my offer has a limited time and I can only handle so many new requests aweek since I am working on rejuvenating other small and medium sized businesses at thesame time. After I receive my 10th request in a week, I will have to put you on a waiting list.I despise waiting lists, but there is only so much I can do with a high demand.And I can’t work for free for very long. So I will soon cut off the free portion of the offer. Soemail me right now at: bill@iMarketingSuccess.com What’s your next step? Take the test to see where you rate. What is Your iMARS© Score?To improve anything in life you need to measure your progress and track your results. We doit with our financial investments and budgeting. To lose weight, it’s best to track your food bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 30
  • intake, exercise, and follow the weight loss. Athletes know to track their progress with anymetric they can from fitness level to performance.But what about marketing effectiveness?Not many people do it because they really don’t have the ability to measure the effectivenessof their plan…. Until now.I have a rating system to help you manage your progress. It’s called iMARS(iMarketingSuccess.) It’s a great tool to track your current effectiveness within our 15categories. When you start to implement some of the ideas in this ebook and those youdiscovered through your strategy sessions, you will be able to improve your score quickly. Ofcourse, we are here to help you strategize as you need it.What’s the benefit to a better score? Of course, more leads, more profitable revenue, and ahealthier company.The following pages describe each of the 15 categories and how you can rate your owncompany. Then we will talk about what these numbers can mean to your business. bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 31
  • How do you rate your Category (eCommerce and Retail Internet Marketing)?Rate your company’s performance in the eCommerce and Retail Internet Marketing categoryfrom a scale of 0 to 5. I’ve defined the scale for this category below.0 –Your strategy and action for internet and eCommerce strategy is nonexistent. (Yourroadmap for eCommerce and internet marketing for your store is non-existent, and you don’thave a vehicle to get your business into the fast lane on the internet marketing interstatehighway.)1 - You have thought about some of the internet strategies for your website and/or retailstore but have not implemented them yet, or have no immediate plans (You haven’t evengotten into the car to start your journey.)2 - You have gotten into the car to start your journey. You may not have a well defined planand are toying with the internet strategies without much passion and vigor.3 - You are up and running, but you aren’t following any measurable results and not payingattention to your program very closely. You need more help with the plan, implement such aplan and strategies to get you moving and making the operation more successful. You are inyour car, traveling a little, but are on the side streets looking for the on-ramp to the highway.4 - Your business is active in internet marketing for both your website and brick and mortarstore (if you have one), but you need to quantify your progress. You may be making a fewdollars, or collecting some leads, but it’s just not paying big bucks yet and you need to shift itinto overdrive. (You are hitting the on-ramp to the internet marketing highway.)5 - You are an expert in internet marketing for your website and/or brick and mortar store.This “division” of your business is very profitable, is automatically generating truckloads ofqualified and highly targeted leads, and you are now looking for the next challenge forgrowth in your business. I tip my hat to you and would love to share success stories. And wemight be able to help each other out and join in my Mastermind group. Enter Your Score for Category ______ bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 32
  • How do you rate your Category (Customer Database)?Rate your company’s performance in the Customer Database category from a scale of 0 to 5.I’ve defined the scale for this category below.0 – Your strategy and action for building and developing your prospect, lead, and customerdatabase is non-existent. (Your roadmap for customer database marketing for your store isnon-existent, and you don’t have a vehicle to get your business into the fast lane on theinternet marketing interstate highway.)1 - You have thought about some of the internet strategies for developing and automatingyour customer database but have not implemented them yet, or have no immediate plans todo so (You haven’t even gotten into the car to start your journey.)2 - You have just opened the door and sat down in the driver’s seat to start your journey. Youmay not have a well defined plan for your database, or have your customer’s contactinformation database started and want to do something with the information. You aren’tpursuing internet strategies with much passion or vigor.3 - You have a customer database system, but you aren’t following any measurable resultsand not paying attention to your program very closely. You may be using an emailmanagement system such as Constant Contact, but you aren’t using a more powerfulCustomer Relations Management CRM software package as you would like. Your emailsystem is not fully automated at this point. You need more help with a plan to develop anauto-responder series, implement such a plan and strategies to get you moving to make theoperation more successful. (You are in your car, traveling a little, but are on the side streetslooking for the onramp to the highway.)4 - Your company is active with your more powerful CRM (more robust than Outlook orConstant Contact) for both your website and brick and mortar store (if you have one), butyou need to quantify your progress and need to automate the entire process to achievemaximum results. You may be making a few dollars, or collecting some leads, but it’s justnot paying big bucks yet and you need to shift it into overdrive. (You are hitting the onrampto the internet marketing highway.)5 - You are an expert in CRM and automated marketing for your website and/or brick andmortar store. This “division” of your business is very profitable, is automatically generatingtruckloads of qualified and highly targeted leads, converting them into sales and creatinglifetime relationship customers. You are now looking for the next challenge for growth inyour business. I tip my hat to you and would love to share success stories. And we might beable to help each other out and join in my Mastermind group. Enter Your Score for Category ______ bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 33
  • How do you rate your Category (Products and Services)?Rate your company’s performance in the Products and Services category from a scale of 0 to5. I’ve defined the scale for this category below.0 –Your strategy and action for developing your products and services in non-existent. Youhave been essentially selling the same products and/or services for a year or more. (Yourroadmap for strategic products and services for your store is non-existent, and you don’t havea vehicle to get your business into the fast lane on the internet marketing interstate highway.)1 - You have thought about some of the internet strategies for developing your product andservice base but have not implemented them yet, or have no immediate plans to do so (Youhaven’t even gotten into the car to start your journey.)2 - You have just opened the door and sat down in the driver’s seat to start your journey. Youmay not have a well defined plan to enhance your products and services, and are playingaround with internet strategies without much passion or vigor.3 - You have an active product and service strategy to keep up with the changing times. Youmay not be tracking changes closely or following any measurable results. You would like topay a little more attention to your product program. You need more help with the plan,implementation, and strategies to get you moving and making the operation more successful.(You are in your car, traveling a little, but are on the side streets looking for the on-ramp tothe highway.)4 - Your company is very active with product changes and strategies for both your websiteand brick and mortar store (if you have one), but you need to quantify your progress and needto automate the entire process to achieve maximum results. You may be making a fewdollars, or collecting some leads, but it’s just not paying big bucks yet and you need to shift itinto overdrive. (You are hitting the on-ramp to the internet marketing highway.)5 - You are an expert in product and services strategies for your website and/or brick andmortar store. This “category” of your business is very profitable, is automatically generatingtruckloads of qualified and highly targeted leads, converting them into sales and creatinglifetime relationship customers. You are now looking for the next challenge for growth inyour business. I tip my hat to you and would love to share success stories. And we might beable to help each other out and join in my Mastermind group. Enter Your Score for Category ______ bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 34
  • How do you rate your Category (Your USP)?Rate your company’s performance with a great USP from a scale of 0 to 5. I’ve defined thescale for this category below.0 – You do not have a very good Unique Selling Proposition (USP), or all you have is a tag-line that someone came up with at a lunch meeting or off-the-cuff. You have had the sameslogan or tag-line for a long time. (Your roadmap for an incredible USP for your store is non-existent, and you don’t have a vehicle to get your business into the fast lane on the internetmarketing interstate highway.)1 - You have thought about your USP for a little while, but have not gone through theexercise of really figuring out what is best for your company and the customer. (You haven’teven gotten into the car to start your journey.)2 - You have just opened the door and sat down in the driver’s seat to start your journey. Youmay not have a well defined plan for a better USP, but have not pursued using it in yourmarketing materials.3 - You have a very good specific USP and you are using it in your marketing materials. Youmay not be tracking changes in your traffic leads, and conversions because of your USP.Youwould like to pay a little more attention to developing your USP and marketing materials inmore depth. You need more help with the plan, implementation, and strategies to get youmoving and making the operation more successful. (You are in your car, traveling a little, butare on the side streets looking for the on-ramp to the highway.)4 - Your company has an established USP strategy for both your website and brick andmortar store (if you have one), but you need to quantify your progress and need to integrateyour USP deeper into your daily marketing efforts to achieve maximum results. You may bemaking a few dollars, or collecting some leads with your specific target, but it’s just notpaying big bucks yet and you need to shift it into overdrive. (You are hitting the on-ramp tothe internet marketing highway.)5 - You have an incredible USP for your website and/or brick and mortar store. This “USP”is driving great business your way, is very profitable, is automatically generating truckloadsof qualified and highly targeted leads, converting them into sales and creating lifetimerelationship customers. You are now looking for the next challenge for growth in yourbusiness. I tip my hat to you and would love to share success stories. And we might be ableto help each other out and join in my Mastermind group. Enter Your Score for Category ______ bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 35
  • How do you rate your Category (Target Market)?Rate your company’s performance in the Target Marketing category from a scale of 0 to 5.I’ve defined the scale for this category below.0 – Your strategy for developing a specific target market in non-existent. You have beenessentially selling the same products and/or services for a year or more jus hoping anycustomers come to your store or website. (Your roadmap for target marketing for your storeis non-existent, and you don’t have a vehicle to get your business into the fast lane on theinternet marketing interstate highway.)1 - You have thought about your target market a little, but have not gone through theexercise of really examining exactly who buys from you.(You haven’t even gotten into thecar to start your journey.)2 - You have just opened the door and sat down in the driver’s seat to start your journey. Youmay not have a well defined plan to exam and detail who your best buyers are, and areplaying around with internet strategies to sell to that market without much passion or vigor.3 - You have an active target market strategy to keep up with the changing times. You maynot be tracking changes to your target market very close or following any measurable results.You would like to pay a little more attention to developing your target market in more depth.You need more help with the plan, implementation, and strategies to get you moving andmaking the operation more successful. (You are in your car, traveling a little, but are on theside streets looking for the on-ramp to the highway.)4 - Your company is very active with target market changes and strategies for both yourwebsite and brick and mortar store (if you have one), but you need to quantify your progressand need to automate the entire process to achieve maximum results. You may be making afew dollars, or collecting some leads with your specific target, but it’s just not paying bigbucks yet and you need to shift it into overdrive. (You are hitting the on-ramp to the internetmarketing highway.)5 - You are an expert in your target market for your website and/or brick and mortar store.This “market” of your business is very profitable, is automatically generating truckloads ofqualified and highly targeted leads, converting them into sales and creating lifetimerelationship customers. You are now looking for the next challenge for growth in yourbusiness. I tip my hat to you and would love to share success stories. And we might be ableto help each other out and join in my Mastermind group. Enter Your Score for Category ______ bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 36
  • How do you rate your Category (Marketing and Media Strategy)?Rate your company’s performance in the Marketing and Media Strategy category from ascale of 0 to 5. I’ve defined the scale for this category below.0 –Your marketing and media strategy is minimal. You are doing the same things you havealways done like TV promotions, a few newspaper ads, and a radio spot or two. You havebeen essentially marketing the same way for over a year. (Your roadmap for marketing andmedia strategy for your store is non-existent, and you don’t have a vehicle to get yourbusiness into the fast lane on the internet marketing interstate highway.)1 - You have thought about some internet marketing strategies or considered getting intoeCommerce to expand your market share but have not implemented your ideas yet, or haveno immediate plans to do so (You haven’t even gotten into the car to start your journey.)2 - You have just opened the door and sat down in the driver’s seat to start your journey. Youmay not have a well defined plan to get start internet marketing and/or eCommerce toimprove your revenue without much passion or vigor.3 - You have an active internet marketing strategy to keep up with the changing times. Youmay not be tracking changes closely or following any measurable results. You would like topay a little more attention to your internet program. You need more help with the plan,implementation, and strategies to get you moving and making the operation more successful.(You are in your car, traveling a little, but are on the side streets looking for the on-ramp tothe highway.)4 - Your company is very active with internet marketing and maybe you have dabbled ineCommerce (dabbled meaning generating a little revenue, but the website is generating lessthan 25% of your existing business revenue. You need to quantify your progress and need toautomate the entire process to achieve maximum results. You may be making a few dollars,or collecting some leads, but it’s just not paying big bucks yet and you need to shift it intooverdrive. (You are hitting the on-ramp to the internet marketing highway.)5 - You are an expert in internet marketing and eCommerce strategies for your entirebusiness. This “division” of your business is very profitable, is automatically generatingtruckloads of qualified and highly targeted leads, converting them into sales and creatinglifetime relationship customers. You are now looking for the next challenge for growth inyour business. I tip my hat to you and would love to share success stories. And we might beable to help each other out and join in my Mastermind group. Enter Your Score for Category ______ bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 37
  • How do you rate your Category (Lead Generation)?Rate your company’s performance with your Lead Generation program from a scale of 0 to5. I’ve defined the scale for this category below.0 –You do not have a very good Lead Generation program, or the one you have isperforming horribly. (Your roadmap for lead generation for your store is non-existent, andyou don’t have a vehicle to get your business into the fast lane on the internet marketinginterstate highway.)1 - You have thought about your Lead Generation for a little while, but have not gonethrough the exercise of really figuring out what is best for your company. (You haven’t evengotten into the car to start your journey.)2 - You have just opened the door and sat down in the driver’s seat to start your journey. Youmay not have a well defined plan for a better Lead Generation program, but have not pursuedusing it very vigorously.3 - You have a very good Lead Generation program and you are generating some leads. Youmay not be tracking how well the program is performing with sales conversions. You wouldlike to pay a little more attention to developing your program in more depth. You need morehelp with the plan, implementation, and strategies to get you moving and making theoperation more successful. (You are in your car, traveling a little, but are on the side streetslooking for the on-ramp to the highway.)4 - Your company has an established Lead Generation strategy for both your website andbrick and mortar store (if you have one), but you need to quantify your progress and need tointegrate your program deeper into your daily efforts to achieve maximum results. You maybe making a few dollars off these leads, but your programs are just not paying big bucks yetand you need to shift it into overdrive. (You are hitting the on-ramp to the internet marketinghighway.)5 - You have an incredible Lead Generation program for your website and/or brick andmortar store. This “Lead-Gen” is driving great business your way, is very profitable, isautomatically generating truckloads of qualified and highly targeted leads, converting theminto sales and creating lifetime relationship customers. You are now looking for the nextchallenge for growth in your business. I tip my hat to you and would love to share successstories. And we might be able to help each other out and join in my Mastermind group. Enter Your Score for Category ______ bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 38
  • How do you rate your Category (Bonuses, Premiums, etc)?Rate your company’s performance with your Bonus and Premium program from a scale of 0to 5. I’ve defined the scale for this category below.0 –You do not have a very good bonus, premium, and special offers program, or the one youhave is performing horribly. (Your roadmap for bonus and premium marketing for your storeis non-existent, and you don’t have a vehicle to get your business into the fast lane on theinternet marketing interstate highway.)1 - You have thought about offering more bonuses, premiums, and special offers for a littlewhile, but have not gone through the exercise of really figuring out what is best for yourcompany. (You haven’t even gotten into the car to start your journey.)2 - You have just opened the door and sat down in the driver’s seat to start your journey. Youmay not have a well defined plan for a better bonus program, but have not pursued using itvery vigorously.3 - You have a very good bonus and premium program and you are generating some leads.You may not be tracking how well the program is performing with sales conversions. Youwould like to pay a little more attention to developing your program in more depth. You needmore help with the plan, implementation, and strategies to get you moving and making theoperation more successful. (You are in your car, traveling a little, but are on the side streetslooking for the on-ramp to the highway.)4 - Your company has an established bonus and premium strategy for both your website andbrick and mortar store (if you have one), but you need to quantify your progress and need tointegrate your program deeper into your daily efforts to achieve maximum results. You maybe making a few dollars off these leads, but your programs are just not paying big bucks yetand you need to shift it into overdrive. (You are hitting the on-ramp to the internet marketinghighway.)5 - You have an incredible bonus and premium program for your website and/or brick andmortar store. This bonus and premium program is driving great business your way, is veryprofitable, is automatically generating truckloads of qualified and highly targeted leads,converting them into sales and creating lifetime relationship customers. You are now lookingfor the next challenge for growth in your business. I tip my hat to you and would love toshare success stories. And we might be able to help each other out and join in myMastermind group. Enter Your Score for Category ______ bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 39
  • How do you rate your Category (Testimonials)?Rate your company’s performance with your Testimonial program from a scale of 0 to 5.I’ve defined the scale for this category below.0 –You do not have a very good testimonial program, or the one you have is performinghorribly. (Your roadmap for using testimonials to your best advantage for your store is non-existent, and you don’t have a vehicle to get your business into the fast lane on the internetmarketing interstate highway.)1 - You have thought about collecting more testimonials for a little while, but have not gonethrough the exercise of really figuring out what is best for your company. (You haven’t evengotten into the car to start your journey.)2 - You have just opened the door and sat down in the driver’s seat to start your journey. Youmay not have a well defined plan for a better testimonial program, but have not pursuedusing it very vigorously.3 - You have a very good testimonial program and you are generating some leads. You maynot be tracking how well the program is performing with sales conversions. You would liketo pay a little more attention to developing your program in more depth. You need more helpwith the plan, implementation, and strategies to get you moving and making the operationmore successful. (You are in your car, traveling a little, but are on the side streets looking forthe on-ramp to the highway.)4 - Your company has an established testimonial strategy for both your website and brick andmortar store (if you have one), but you need to quantify your progress and need to integrateyour program deeper into your daily efforts to achieve maximum results. You may bemaking a few dollars off these leads, but your programs are just not paying big bucks yet andyou need to shift it into overdrive. (You are hitting the on-ramp to the internet marketinghighway.)5 - You have an incredible testimonial program for your website and/or brick and mortarstore. This testimonial program is driving great business your way, is very profitable, isautomatically generating truckloads of qualified and highly targeted leads, converting theminto sales and creating lifetime relationship customers. You are now looking for the nextchallenge for growth in your business. I tip my hat to you and would love to share successstories. And we might be able to help each other out and join in my Mastermind group. Enter Your Score for Category ______ bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 40
  • How do you rate your Category (Reputation Management)?Rate your company’s performance with your Reputation Management program from a scaleof 0 to 5. I’ve defined the scale for this category below.0 –You do not have a very good reputation management program, or the one you have isperforming horribly. (Your roadmap for reputation management for your store is non-existent, and you don’t have a vehicle to get your business into the fast lane on the internetmarketing interstate highway.)1 - You have thought about launching a reputation management program for a little while,but have not gone through the exercise of really figuring out what is best for your company.(You haven’t even gotten into the car to start your journey.)2 - You have just opened the door and sat down in the driver’s seat to start your journey. Youmay not have a well defined plan for a better reputation management program, but have notpursued using it very vigorously.3 - You have a very good reputation management program and you are generating somepositive results and actual leads. You may not be tracking how well the program isperforming with sales conversions. You would like to pay a little more attention todeveloping your program in more depth. You need more help with the plan, implementation,and strategies to get you moving and making the operation more successful. (You are in yourcar, traveling a little, but are on the side streets looking for the on-ramp to the highway.)4 - Your company has an established reputation strategy for both your website and brick andmortar store (if you have one), but you need to quantify your progress and need to integrateyour program deeper into your daily efforts to achieve maximum results. You may bemaking a few dollars off these leads, but your programs are just not paying big bucks yet andyou need to shift it into overdrive. (You are hitting the onramp to the internet marketinghighway.)5 - You have an incredible reputation management program for your website and/or brickand mortar store. This program is driving great business your way, is very profitable, isautomatically generating truckloads of qualified and highly targeted leads, converting theminto sales and creating lifetime relationship customers. You are now looking for the nextchallenge for growth in your business. I tip my hat to you and would love to share successstories. And we might be able to help each other out and join in my Mastermind group. Enter Your Score for Category ______ bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 41
  • How do you rate your Category (Affiliates, Joint Ventures)?Rate your company’s performance with your Affiliate and/or Joint Venture program from ascale of 0 to 5. I’ve defined the scale for this category below.0 –You do not have a very good affiliate and joint venture program, or the one you have isperforming horribly. (Your roadmap for affiliate and joint venture marketing for your store isnon-existent, and you don’t have a vehicle to get your business into the fast lane on theinternet marketing interstate highway.)1 - You have thought about launching an affiliate-joint venture program for a little while, buthave not gone through the exercise of really figuring out what is best for your company.(You haven’t even gotten into the car to start your journey.)2 - You have just opened the door and sat down in the driver’s seat to start your journey. Youmay not have a well defined plan for a better affiliate-joint venture program, but have notpursued using it very vigorously.3 - You have a very good affiliate-joint venture program and you are generating somepositive results and actual leads. You may not be tracking how well the program isperforming with sales conversions. You would like to pay a little more attention todeveloping your program in more depth. You need more help with the plan, implementation,and strategies to get you moving and making the operation more successful. (You are in yourcar, traveling a little, but are on the side streets looking for the on-ramp to the highway.)4 - Your company has an established affiliate-joint venture strategy for both your websiteand brick and mortar store (if you have one), but you need to quantify your progress and needto integrate your program deeper into your daily efforts to achieve maximum results. Youmay be making a few dollars off these leads, but your programs are just not paying big bucksyet and you need to shift it into overdrive. (You are hitting the on-ramp to the internetmarketing highway.)5 - You have an incredible affiliate-joint venture program for your website and/or brick andmortar store. This program is driving great business your way, is very profitable, isautomatically generating truckloads of qualified and highly targeted leads, converting theminto sales and creating lifetime relationship customers. You are now looking for the nextchallenge for growth in your business. I tip my hat to you and would love to share successstories. And we might be able to help each other out and join in my Mastermind group. Enter Your Score for Category ______ bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 42
  • How do you rate your Category (Referral Programs)?Rate your company’s performance with your Referral Programs from a scale of 0 to 5. I’vedefined the scale for this category below.0 –You do not have a very good referral program, or the one you have is performinghorribly. (Your roadmap for a referral program for your store is non-existent, and you don’thave a vehicle to get your business into the fast lane on the internet marketing interstatehighway.)1 - You have thought about launching a referral program for a little while, but have not gonethrough the exercise of really figuring out what is best for your company. (You haven’t evengotten into the car to start your journey.)2 - You have just opened the door and sat down in the driver’s seat to start your journey. Youmay not have a well defined plan for a better referral program, but have not pursued using itvery vigorously.3 - You have a very good referral program and you are generating some positive results andactual leads. You may not be tracking how well the program is performing with salesconversions. You would like to pay a little more attention to developing your program inmore depth. You need more help with the plan, implementation, and strategies to get youmoving and making the operation more successful. (You are in your car, traveling a little, butare on the side streets looking for the on-ramp to the highway.)4 - Your company has an established referral program for both your website and brick andmortar store (if you have one), but you need to quantify your progress and need to integrateyour program deeper into your daily efforts to achieve maximum results. You may bemaking a few dollars off these leads, but your programs are just not paying big bucks yet andyou need to shift it into overdrive. (You are hitting the on-ramp to the internet marketinghighway.)5 - You have an incredible referral program for your website and/or brick and mortar store.This program is driving great business your way, is very profitable, is automaticallygenerating truckloads of qualified and highly targeted leads, converting them into sales andcreating lifetime relationship customers. You are now looking for the next challenge forgrowth in your business. I tip my hat to you and would love to share success stories. And wemight be able to help each other out and join in my Mastermind group. Enter Your Score for Category ______ bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 43
  • How do you rate your Category (Employees and Operations)?Rate your company’s performance with your Employees and Operations program from ascale of 0 to 5. I’ve defined the scale for this category below.0 –You do not have a very good employee development program, or the one you have isperforming horribly. (Your roadmap for a better employee program for your store is non-existent, and you don’t have a vehicle to get your business into the fast lane on the internetmarketing interstate highway.)1 - You have thought about launching a better employee development program for a littlewhile, but have not gone through the exercise of really figuring out what is best for yourcompany. (You haven’t even gotten into the car to start your journey.)2 - You have just opened the door and sat down in the driver’s seat to start your journey. Youmay not have a well defined plan for a better employee development program, but have notpursued using it very vigorously.3 - You have a very good employee development program and you are generating somepositive results and actual results. You may not be tracking how well the program isperforming with sales conversions and improved performance. You would like to pay a littlemore attention to developing your program in more depth. You need more help with the plan,implementation, and strategies to get you moving and making the operation more successful.(You are in your car, traveling a little, but are on the side streets looking for the on-ramp tothe highway.)4 - Your company has an established employee development program for both your websiteand brick and mortar store (if you have one), but you need to quantify your progress and needto integrate your program deeper into your daily efforts to achieve maximum results. Youmay be making a few dollars off the improved performance, but your programs are just notpaying big bucks yet and you need to shift it into overdrive. (You are hitting the on-ramp tothe internet marketing highway.)5 - You have an incredible employee development program for your website and/or brickand mortar store. This program is driving great business your way, is very profitable, isautomatically generating truckloads of qualified and highly targeted leads, converting theminto sales and creating lifetime relationship customers. You are now looking for the nextchallenge for growth in your business. I tip my hat to you and would love to share successstories. And we might be able to help each other out and join in my Mastermind group. Enter Your Score for Category ______ bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 44
  • How do you rate your Category (Vendors)?Rate your company’s performance with your Vendor program from a scale of 0 to 5. I’vedefined the scale for this category below.0 –You do not have a very good vendor development program, or the one you have isperforming horribly. (Your roadmap for a better vendor program for your store is non-existent, and you don’t have a vehicle to get your business into the fast lane on the internetmarketing interstate highway.)1 - You have thought about launching a better vendor development program for a little while,but have not gone through the exercise of really figuring out what is best for your company.(You haven’t even gotten into the car to start your journey.)2 - You have just opened the door and sat down in the driver’s seat to start your journey. Youmay not have a well defined plan for a better vendor development program, but have notpursued using it very vigorously.3 - You have a very good vendor development program and you are generating some positiveresults and actual results. You may not be tracking how well the program is performing withimproved profitability and improved performance. You would like to pay a little moreattention to developing your program in more depth. You need more help with the plan,implementation, and strategies to get you moving and making the operation more profitable.(You are in your car, traveling a little, but are on the side streets looking for the on-ramp tothe highway.)4 - Your company has an established vendor development program for both your website andbrick and mortar store (if you have one), but you need to quantify your progress and need tointegrate your program deeper into your daily efforts to achieve maximum results. You maybe a little more profitable off the improved performance, but your programs are just notpaying big bucks yet and you need to shift it into overdrive. (You are hitting the on-ramp tothe internet marketing highway.)5 - You have an incredible vendor development program for your website and/or brick andmortar store. This program is driving great business your way, is very profitable, isautomatically generating truckloads of qualified and highly targeted leads, converting theminto sales and creating lifetime relationship customers. You are now looking for the nextchallenge for growth in your business. I tip my hat to you and would love to share successstories. And we might be able to help each other out and join in my Mastermind group. Enter Your Score for Category ______ bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 45
  • How do you rate your Category (Your Competition)?Rate your company’s performance with your Competition program from a scale of 0 to 5.I’ve defined the scale for this category below.0 –You do not have a very good competition tracking program, or the one you have isperforming horribly. (Your roadmap for a better competitor tracking program for your storeis non-existent, and you don’t have a vehicle to get your business into the fast lane on theinternet marketing interstate highway.)1 - You have thought about launching a better competition tracking program for a littlewhile, but have not gone through the exercise of really figuring out what is best for yourcompany. (You haven’t even gotten into the car to start your journey.)2 - You have just opened the door and sat down in the driver’s seat to start your journey. Youmay not have a well defined plan for a better competition tracking program, but have notpursued using it very vigorously.3 - You have a very good competition tracking program and you are generating somepositive results and actual results. You may not be tracking how well the program isperforming with improved market share and improved performance. You would like to pay alittle more attention to developing your program in more depth. You need more help with theplan, implementation, and strategies to get you moving and making the operation moreprofitable. (You are in your car, traveling a little, but are on the side streets looking for theonramp to the highway.)4 - Your company has an established competition tracking program for both your websiteand brick and mortar store (if you have one), but you need to quantify your progress and needto integrate your program deeper into your daily efforts to achieve maximum results. Youmay be gaining a little more market share off the improved performance, but your programsare just not paying big bucks yet and you need to shift it into overdrive. (You are hitting theon-ramp to the internet marketing highway.)5 - You have an incredible competition tracking program for your website and/or brick andmortar store. This program is driving great business your way, you are gaining a huge marketshare, is very profitable, is automatically generating truckloads of qualified and highlytargeted leads, converting them into sales and creating lifetime relationship customers. Youare now looking for the next challenge for growth in your business. I tip my hat to you andwould love to share success stories. And we might be able to help each other out and join inmy Mastermind group. Enter Your Score for Category ______ bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 46
  • How Does Your Company Score? Score eCommerce and Retail Internet Marketing ____ Customer Database ____ Products and Services ____ Your Unique Selling Proposition (USP) ____ Target Market ____ Marketing and Media Strategy ____ Lead Generation ____ Bonuses, Premiums, Special Offers, and Free Trials ____ Testimonials ____ Reputation Management/Reviews ____ Affiliates, Joint Ventures, and Charities ____ Referral Programs ____ Employees and Operations ____ Vendors ____ Your Competition ____ Total ____bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 47
  • Let’s Analyze Your iMARS© ScoresThere are 15 categories within our iMARS© system and a maximum score of75.The Key categories (1, 2, 3, 4, 13, and 15) have a maximum score of 30.Your total score is _______/ 75Your Key score is _______/30Your average score is ______The key to understanding your strengths and weaknesses lies in these numbers. I would firststart by looking at your key score. If your score isn’t at least a 23, you have some basic andserious work to do right now to stabilize your marketing efforts. Work towards getting thatnumber up to 27 or more in the next two months.If your average score is below a 4, you need to put your efforts in high gear. If you have afull-time employee working on your marketing, you need to have a serious talk about underperformance. If you have a contractor helping you with your marketing, time to hire a newcontractor. Get that number at 4 or more in the next three months. That would be the samewith your overall score. You need to have that score at 60 or above by the end of the nextthree months to have an effective program.Remember, our online furniture store achieved a Key score of 23 within just a few monthsand was generating $100,000 to $140,000 in profitable revenue for the owner. Does thatmean you will have the same results? Who knows, but it is worth looking into. You couldhave dramatically better results if you have a great plan. Are you looking for similar results with your eCommerce or internet marketing efforts?I can help you! bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 48
  • Two Offers You Can’t Refuse Valued at Over $500!I have two FREE offers I don’t think you can refuse. The first offer is to have me help youwith a marketing challenge you need solving. If you email me atbill@iMarketingSuccess.com with a brief description of a marketing challenge that needsimmediate attention, I will personally email you back with suggestions. This is a $250 offer,just for reading my ebook all the way to the end. Be sure to include all of your contactinformation. iMy second FREE offer to you is that I will personally critique your MARS© Score.Email me your scores per category, and I will offer you valuable suggestions to help youwith prioritizing your direction. This is another $250 value. Is there a catch?Not really. But my offer has a limited time and I can only handle so many new requests aweek since I am working on rejuvenating other small and medium businesses at the sametime. After I receive my 10th request in a week, I will have to put you on a waiting list. Idespise waiting lists, but there is only so much I can do with a high demand.And I can’t work for free for very long. So I will soon cut off the free portion of the offer. Soemail me right now at: bill@iMarketingSuccess.comThe information is right here. You’ve documented your strengths and weaknesses and youknow you need to move forward. So call or email today to take advantage of my generousoffer today. No obligation and no need for a guarantee since I’m not charging you a dime!I look forward to hearing from you today!Bill MooneyeCommerce Development,Online Reputation Management and Marketing,Business Rejuvenation Expert,Internet Marketing Coachwww.iMarketingSuccess.com503-563-5233 bill@iMarketingSuccess.com · www.iMarketingSuccess.com · copyright 2011© 49