What We’ll Explore A Look Back: Words of Wisdom from Bill Gates A Look Ahead: What He Left Out The Basics: They Count More Than Ever… But They’ve Changed Other Industry Standards: Why Not Us What it Looks Like When It’s Right:
A Look Back… The Road Ahead written by Bill Gates Written in 1995, and looks back 20 years In those 20 years… Programming written in BASIC (Beginners All Purpose Instruction Code) Bill & Paul Allen purchased an “Altair 8800” computer No software, 1975, decided to form a company called “Microsoft”, wrote the first software
His Main Revelation “When we look back at the last 20 years, it is obvious that a number of large companies were so set in their ways that they did not adapt properly and lost out as a result”
What The Book Covered A Revolution Begins From Big and Slow to Small and Fast The Beginning of the Information Age Easily Accessed, Digital in Nature Lessons from the Computer Industry Positive Spiraling… Negative Spiraling
What The Book Covered (cont.…) 4) Applications & Appliances PC’s, VCR’s, “wallet PC’s” 5) Paths to the Highway Didn’t exist, software, PC, Internet T1 Line = $20K per year, $20/mo = 20 hours per month of individual usage (think TODAY!) 6) The Content Revolution Indexed, “interactively explored”
7) Implications for Business Flexibility, access, improved communication 9) Friction-Free Capitalism Comparisons, Spec Sheets, Pricing The Role of the Sales Person/Middleman 9) Education: The Best Investment Flexibility, schools “slow to adapt”, curriculums Collaboration, results & monitoring, real time What The Book Covered (cont.…)
10)Plugged In at Home Stay at home, but still socialize, “virtual dating” Keep up with friends, find new companions Communities of others with common interests Online subscriptions, gaming services Forums on a variety of topics What The Book Covered (cont.…)
11) Race for the Gold MSOFT “investing” $100M per year in R & D 5 year time frame for payback Broadband connections being tested Services being invented that “make it easy to do business” and stay connected What The Book Covered (cont.…)
12) Critical Issues Worker retraining Privacy and access to critical information Professions and industries will fade Pressure on middlemen “Cellular Telephone Service is Spreading Rapidly” What The Book Covered (cont.…)
In Closing “If you’re too focused on your current business, it’s hard to change and focus on innovating” Bill Gates
Part 2: Areas That Weren’t Covered How to Create Customers Search Engine Optimization Social Networking Mobile Device Technology Video Marketing Customer Relationship Management Database Management
Google and Yahoo Didn’t Exist Imagine no Google… Imagine no Yahoo… Imagine no Bing… Where will we be in 10 years time?
How to Create Customers In 2000, a fundamental shift from “outbound” marketing to “inbound marketing” Customers/Prospects found you where, when and how they wanted You’ve got to heed that notice and build it into your plan
Search Engine Optimization Read the books, go to class or trust a vendor that “gets it” Someone that offers “case studies” and “proof” and measures Return on Investment If you’re not in the ORGANIC first or second position, you miss out on 52-63% of total opportunity
SEO Stats That Should Shock You 88-92% of YOUR buyers go online regardless of the relationship to shop 95% of total “clicks” are organic in nature Organic positions #1 & #2 get 52-63% of total clicks IF THAT’S NOT YOU… What Now?
Social Networking Bill Gates alluded to it several times but… there was no way for him to know How to MONETIZE this and not waste time is the key What can it do for your company? Plenty!
What Social Networking IS IT IS: A way for communities to engage, talk, interact, refer, build trust and talk about their needs. IT IS: A way for a company to recognize this, interact with them, solve problems for them and build a referral engine on steroids!
What Social Networking is NOT It is NOT: A place to mindlessly post what you have for sale It is NOT: A place to let others know what you had for lunch, and where you next stop is It is NOT: A place to sell UNTIL… you have earned the trust of your audience and community
The Big Four: A BRIEF Overview Facebook Twitter YouTube LinkedIn
Facebook Over a half BILLION users Average time spent per day… 6 hours If you don’t have a FacebookFanpage, you’ll be perceived as “not with it” The KEY: Integrate with website, automate technologies to post, don’t waste time
Twitter Will have 1 BILLION USERS by 2012, still no formal business plan It’s a SEARCH ENGINE people can use to target conversations that interest them It’s a real way to receive “real time” information of your choice
YouTube 28% of searches through Google are done through YouTube Highly effective for SEO and local product/service ranking It educates, it’s to the point, but there is a technical side to doing this properly and efficiently!
LinkedIn Highly effective “peer” engagement forum Increased response rates to e-mails, high ability to target peers and industry prospects Ways to optimize your profile can create you as the “expert” in your field
Cool “off the radar” Stuff Social Media can be damaging if it’s not managed You’ve gotta get a routine and manage your daily, weekly, monthly activities I SPY… You CAN… Use Google Alerts to monitor conversations Use “Twitter Search” and “Trackable Links” to monitor discussions about your brand Visibly see the “viral” nature of your brand
Mobile Device Technology Bill Gates referred to it as a “Wallet PC” There are over 53 million smart phones, and it’s growing exponentially There’s an “APP” for that Service, Rentals, Parts and?
Mobile Device Technology Is your website mobile device browser compatible? Can your prospects find you on their phones? Are your reps getting leads on their phones? Can they download your “apps” to schedule service, order parts or rent?
Mobile Device Technology Imagine for a moment… Real Time Inventory Feeds of Used Equipment Apps to schedule service appointments or rentals An Ad campaign for .01 – 03 per click, targeted to users in your area
Video Marketing Some brief background… The competition rarely uses this and they definitely don’t understand it It practically guarantees you a first place organic ranking The “set up” process leads a visitor from one video to another
Video Marketing It tells your company story It educates about your service and your difference It builds trust and rapport It speeds up the sales cycle
Video Marketing Imagine for a moment… A company intro video that leads to… A service department video that leads to… A fleet management video that leads to… A PROSPECT THAT WANTS TO DO BUSINESS!
Done Correctly It IS… Viral in nature… your message spreads like wildfire It is the ultimate customer referral and satisfaction program It adds relevancy to your business… IF IT’S DONE CORRECTLY!!!
Customer Relationship Management Which version are you? Marketing Automation: Capturing leads and following up automatically? Contact Management: Managing your reps activities, quotation pipeline? FULL CRM: Full business system integration with CRM program?
NO CRM, NO SUCCESS If you don’t have a “call to action”, and landing page strategy, you’re just hoping for success You can’t follow-up automatically You can’t test campaigns You can’t measure ROI!
Part 3: BASICS COUNT! “Marketing & Innovation are the two main reasons business exists… everything else is a cost”. Peter Drucker
Marketing 101 Basics Marketing is Basically a 3 Step Process Have something good to say… Say it well… Say it often…
Have Something Good to Say You’ve innovated your business to warrant consideration You make the customer service experience something to remember It is ingrained throughout your company, you’re people know it and live it
Say it Well Your website is first class and is “user friendly” Your material is professional and leaves a good impression Your material and website BOTH focus on solving problems and “how to” guides
Fundamental #4: To the Right Prospects Use good data Be efficient with it’s use Plan in advance to lower costs Connect ALL of the dots
Say it Often Customers and Prospects get bombed by over 3,000 marketing message per DAY! They buy when they’re ready to buy, not when you’re ready to sell You’ve got to balance out all mediums and communicate consistently
Customer Surveys Do you survey to know how you’re doing? Do you do verbal or written surveys? Do you act on the answers, consistently?
Direct Response Marketing Is your stuff “me too”, or is it compelling? Does it “ask for the order” by telling someone what to next (like visit our landing page?) Does is hit the emotional hot buttons of a prospect?
Follow-Up Processes Are they mapped out? Response goals: 30 minutes, tomorrow, next week or? 4 X in 48 Hours… see example
Thanks for the Business! At every touch point With every person With every follow-up opportunity Cross sell at EVERY opportunity
Part 4: What Other Industries Can Teach Us Imagine this… Your prospects look for something online They find you first… You are the first to respond… You engage them… 4 X in 48 hours… ONE POSITIVE EXPERIENCE CAN LEAD TO MILLIONS IN SALES AND PROFITS!!!