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WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
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WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1

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WUDMAC …

WUDMAC
3-day Online and Digital Marketing conference organized by Dr. Hossam Darwish of the World-Wide Union for Digital Marketing and Consulting, Cairo.
More Information on Speaking and Training at http://MandySwift.com

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  • Easy Music in break
  • Slide to be put up 2mins before end of Break. ‘Welcome Back’ music
  • Let’s start by looking at your Online Marketing ‘Foundations’ and why they are so important.FACT: Results of a major US study showed that “90% of small businesses fail online because of a lack of skills and knowledge on the part of the owner.”... The report didn’t say these businesses were failing because they weren’t working hard enough. The report didn’t say these businesses were failing because they didn’t have an online presence or because they weren’t spending enough time on social media...The report said 90% of small businesses were failing because they were doing the wrong things.
  • We all know that Online Marketing can be very lucrative. ‘Online’ is the new “international marketplace”, it’s where the vast majority of your customers are – So the question has to be: “So WHY Do so many people Struggle? “
  • Let me start by telling you a story ... My story ... Because I want you to understand where I am coming from when I tell you all this.
  • So now we know the reasons why having foundations are so important, the next thing we need to know is: What exactly are those foundations and how do you build them?(I call them “foundations” because they are the parts of your business that nobody sees. They form all the ‘background work’, the ‘real marketing work’ that you need to do. And the fact that you can’t see them, is the reason why so many new businesses struggle online. Because what do we do when we first start out in business? – We look around to see what everyone else is doing and we copy them. And the problem with that is, of course, we only see the ‘above ground’ stuff – the ‘tactics’ – and unfortunately, as you have seen from my story, the tactics will not work for you until you have a Strategy. And the strategy will not work for you until you have your foundations in place.
  • So let’s look at each of the Foundations – each of the ‘cornerstones’ of your business in a bit more detail...
  • So what is your Brand?WARNING! Your ‘Brand’ has got nothing to do with your ‘branding’...
  • Your Brand is not What you Do... Your brand is Who you ARE
  • Lastly, your Brand is a Promise of you and it is up to you to live up to that promise...
  • Put simply,your Brand should answerthe Question: “What is it that is unique and different about ME, in a way that I can own, and that my customers want”
  • So Why is your Brand so important?As a small business it is tempting to think your ‘Brand’ is not important but nothing could be further from the truth. Why? Because guess what? People don’t buy products or services, people buy people. So whether you are a massive corporation or a tiny one-man band, the single most essential thing to remember is that people don’t buy what you do, they buy who you are. And if your customers don't get 'who you are', they will not get 'why they should do business with you' either.So your Brand needs to connect with people on an Emotional level.
  • Your Brand is what will create the ‘Know, Like and Trust’ factor in your business. It is the thing that will allow people to Engage with you.Why is that important? Research done by Dr. Robert Cialdini shows that: “All things being equal, people prefer to buy from people they know, like and trust ...”
  • Butthe really interesting thing is that the same research also showed that: “All things being NOT being equal, people still prefer to buy from people they know, like and trust...”What does that mean?It means that once people know you, they are more likely to do business with you regardless of whether you are better than the competition or not. They will do business with you because they know you. Not because your products or cheaper.
  • So now you know your Brand, we can use it to craft you UVP – your Unique Value Proposition or ‘Sustainable Competitive Advantage’.
  • So we’ve asked the question: What is it that is unique and different about ME, in a way that I can own ...”We know:What is the Real Life Problem that I solve?”
  • We’ve also discussed the fact that People don’t buy products or services – People buy PEOPLE.But much more important than that, is the fact that people don’t just buy people, People buy people who can give them RESULTS
  • REMEMBER: You always need to talk BENEFITS to your customers.... Not Features.Once you understand your UVP, it will become the core of your entire marketing message.
  • Clearly, just possessing an amazing UVP is not going to get people to beat a path to your door.There is no point having an amazing UVP unless you know who to point it at – and that is where your Target Market research comes in.
  • Rather than trying to think ‘Who is my target audience’ or ‘what is my niche’, I want you to think of it as “Who is my Ideal Client”? “Where can I find them” and “How can I help them”.
  • Why is knowing you Ideal Client so important? When you know your Ideal Client, when you know Exactly what they want, how they think, their hopes, their needs, their desires, then you know Exactly how to speak to them in a language they can understand and you begin to understand what your MESSAGE needs to be.
  • Your Message needs to convey Your Brand, Your UVP and the Real Benefit you bring people in a way that makes your customers go “I want THAT”.Do people’s eyes light up when they hear your message?Your messsge should not make people say “That’s interesting” or “Tell me more”. Your message should make people say “I wantTHAT!”
  • When you think about ‘believability’ and ‘credibility’ everyone instantly thinks of Testimonials. However there are 4 key components to Believabilty:Personal ExperienceCommon senseSocial Proof (which includes testimonials) Risk reversal
  • Quiz: Handout with Top 10 Mistakes to follow quiz
  • Quiz: Handout with Top 10 Mistakes to follow quiz
  • Quiz: Handout with Top 10 Mistakes to follow quiz
  • Quiz: Handout with Top 10 Mistakes to follow quiz
  • Slide to be put up 2mins before end of Break. ‘Welcome Back’ music
  • * Your plan should identify the required Internet marketing channels, website development requirements, communications requirements, performance management systems, company operations integration, a budget, and some idea of a timeline to start the process and when it needs to be completed.
  • Easy Music in break
  • Slide to be put up 2mins before end of Break. ‘Welcome Back’ music
  • Quiz: Handout with Top 10 Mistakes to follow quiz
  • Quiz: Handout with Top 10 Mistakes to follow quiz
  • Quiz: Handout with Top 10 Mistakes to follow quiz
  • Easy Music in break
  • Slide to be put up 2mins before end of Break. ‘Welcome Back’ music
  • Quiz: Handout with Top 10 Mistakes to follow quiz
  • Slide to be put up 2mins before end of Break. ‘Welcome Back’ music
  • Transcript

    • 1. Welcome Your Customers Are Already Online ... Are You? Internet Marketing Courses For Beginners & Intermediate 13-14 DEC 2012 – Cairo Nefertiti Hall - Shepherd Hotel
    • 2. Welcome Your Customers Are Already Online ... Are You? Internet Marketing Courses For Beginners & Intermediate 13-14 DEC 2012 – Cairo Nefertiti Hall - Shepherd Hotel
    • 3. Introductions: • Dr. Hossam Darwish • Mohamed Hossam • Mandy Swift • Andy Medlam
    • 4. Course Outline: “How to Do Internet Marketing the Right Way to Get More Leads, More Clients & More Sales Online”
    • 5. “In a time of change it is the learners who inherit the earth... while the learned usually find themselves perfectly equipped to live in a world that no longer exists.” - Eric Hoffer
    • 6. Learning Outcomes: • Understand the Single Biggest Reason Why over 90% of Small Businesses Struggle Online • Understand How You Can Avoid Being One of Them • Understand How to Build Your Online Marketing Foundations
    • 7. • Understand the Top 10 Internet Marketing Mistakes
    • 8. Good Web Design • How to create a website that converts traffic into customers • The 5 Key Components of a good website • Top 10 Mistakes in Web Design
    • 9. Social Media • How to find the Right social media platform for Your business • How to use social media to attract more customers • Top 10 Mistakes people make using Social Media
    • 10. Video • How to use YouTube and Video to attract more customers • How to use Video to boost your Search Engine rankings • How to get people to Take ACTION once they‟ve watched your video
    • 11. Break
    • 12. Session One: The Cornerstones of Your Success Online
    • 13. Your Online Marketing ‘Foundations’: “Building a business without foundations is like building a house of cards on the sand – sooner or later, it will FALL DOWN”
    • 14. So WHY Do so many people Struggle? “ 90% of small businesses fail because they are doing the wrong things” Rich Scheffren - US Report
    • 15. A little bit more about Me... ... It‟s not a pretty story...
    • 16. What are your Online Marketing Foundations? 1) Your Brand 2) Your Unique Value Proposition (UVP) 3) Your Target Audience – Your „Ideal Client‟ 4) Your Message
    • 17. Your Brand & Your UVP: “In order to be irreplaceable, one must always be different” – Coco Chanel
    • 18. What is Your ‘Brand’? your Logo your Website your Business Card
    • 19. Your Brand is not What you DO... Your Brand is Who You ARE...
    • 20. it Inspires people to choose YOU your “Essence” it POSITIONS you in the market who you ARE in the marketplace
    • 21. Your Brand should answer the Question: “What is it that is unique and different about ME? ” - Unique in a way that I can own ... ... and that my customers want ... ... (and are actively searching for)
    • 22. Your Brand also needs to answer the Question: “What is the Real Life Problem that I solve?”
    • 23. WHY is your Brand So Important? People don‟t buy products or services – People buy PEOPLE People don‟t buy what you do, they buy who you are
    • 24. “All things being equal, people prefer to buy from people they know, like and trust ...” Influence – Dr. Robert Cialdini
    • 25. “All things being equal, people prefer to buy from people they know, like and trust...” NOT still
    • 26. Parting Shot: If you cannot convey your Brand in three words or less – you do not have a Brand
    • 27. Crafting Your UVP: ...Can you state your Biggest benefit or theme of your business in one or even two sentences?
    • 28. “What is it that is unique and different about ME... in a way that I can own ...” “What is the Real Life Problem that I solve?”
    • 29. People don‟t buy products or services – People buy PEOPLE People buy people who can give them RESULTS
    • 30. Your UVP needs to convey the RESULTS you offer your customer – the Biggest Benefit you bring...
    • 31. And it needs to do it in one, maximum two sentences...
    • 32. This is WHO you aim your UVP at Your Target Audience:
    • 33. Your UVP answered the Question: “What is the Real Life Problem that I solve?” _____________________ Your Target Market research answers the Question: “Who do I do it for?”
    • 34. Who is your Ideal Client? How do you find them? Do they actually want what you offer? How can I help them?
    • 35. When you know your Ideal Client ... When you understand what they most want and need to hear...
    • 36. ...Then you can begin to craft the MESSAGE they need to hear from you in order to buy from you...
    • 37. Your Message “I want THAT” How “sticky” is your core marketing message?
    • 38. Credibility & Believability “The best message in the world is worthless if no-one believes it” An often overlooked part of Messaging is Believability
    • 39. Believability 1) Personal Experience 2) Common sense 3) Social Proof (which includes testimonials) 4) Risk reversal Four Components:
    • 40. Top 10 Internet Marketing Mistakes “Build It and They Will Come...” - The Biggest Myth Online
    • 41. 1) Trying to market before you have your „Foundations‟ in place - No Brand - No clearly defined Target Audience - Not understanding your Ideal Client & where your Audience are hanging out - Fuzzy Messaging 2) Failing to give enough VALUE 3) Marketing without a Strategy. Following the latest „trend‟ or „tactic‟ because you have no „road map‟ 4) Failing to understand your Personality Type and/or not understanding how to translate that into your Marketing Personality or marketing style 5) „CopyCat Marketing‟. Copying what someone else is doing, regardless of whether or not it fits your marketing style
    • 42. 6) „Robot‟ Marketing – Over-writing your content for Google and not your audience. Forgetting that social engagement and social proof is now a big part of „SEO‟ 7) Lack of Targeting – Failing to understand the difference between „Quantity‟ and „Quality‟ 8) Losing Leads by not capturing names and emails for follow-up email marketing 9) Hiding behind a website. Not picking up the phone or networking 10) Not creating Market Authority. Focusing too much on „promoting‟ and the „sales process‟ and not enough on „Positioning‟ yourself to raise your intrinsic value
    • 43. BONUS MISTAKE: Failing to integrate offline and online marketing
    • 44. Lunch
    • 45. with Dr. Hossam Darwish Session Two: Creating and Developing an Internet Marketing Plan that Makes Money:
    • 46.  Establish a Long-Term Vision for Your Site  Identify Target Market  Create Long-Term S.M.A.R.T. Goals that Support Your Vision  Break Long-Term Goals Down into Short-Term Goals  Develop Key Performance Indicators The Key Steps to Include in Your Plan
    • 47.  Research Marketing Options  Build Actionable To-Do List  Identify Costs and Resources  Finalize and Implement To-Do List  Bring it All Together
    • 48. Define Your Online Competitive Market  Define your Value Proposition  Develop An Incentive  Define Benefits  Develop an Internet Strategy  Build Your Internet Plan around that strategy*
    • 49. Break
    • 50. Session Three: –Your Website – The ‘Hub’ of Your Online Marketing Wheel with Mandy Swift
    • 51. The Purpose of Your Website Website ... More Enquiries ... ... Better Exposure ... ... More Business ...
    • 52. The 5 Key Components of A Good Website ** Understand Your Purpose **
    • 53. 1. Headline 2. Sub-headline 3. Design / Layout 4. Copy 5. Call to Action
    • 54. Purpose ‘Focus Points’ Most Wanted action Most Reasonable Action Call to Action A -ttention I -nterest D -esire A -ction Headline Copy/Video Easy on the Eye Logical Flow Clear ‘Next Step’
    • 55. Website Case Studies 1) Who is their Target Audience – Who would choose this company? 2) What is their Unique Value – Why would their audience pick them? 3) What is the Most Wanted Action? Is it in line with the “Most Reasonable Next Step” ? “The 8 – Second Rule”
    • 56. http://www.holidaygems.co.uk/
    • 57. This is where your newsletter offer should be! „Become an Insider VIP ...It‟s Free and you get the inside scoop...‟ „Join our VIP member‟s inner circle ... get the insider deals First...‟
    • 58. Benefits not Features!
    • 59. Top 10 Web Design Mistakes “The majority of customers who decide to contact a company do so their webpage not because of it!” “46%of British consumers have cancelled plans to spend with a small business after finding a poor website” – 1and1 Internet Ltd despite
    • 60. 1) Using your website as a Sales Page rather than as a Lead Generation Page 2) Failing to give enough VALUE 3) No Free Optin and/or failing to test different offers to see which offer converts best. E.G. - Free Report - Video - DVD - Newletter 4) Using a web designer with no online marketing or copywriting skills 5) No specific Audience so message is unclear and untargeted
    • 61. 6) Not having a Most Wanted Action or having an MWA that is incongruent with your customers Most Reasonable Next Action 7) Poor design and layout (Distracting / Poor navigation / Too busy) 8) Lack of „flow‟ – Poor Focus Points 8 a) Poor Headline 8 b) Poor Copywriting - „features‟ instead of „benefits‟ - „I/We‟ instead of „You‟ - No Unique and Targeted Value Proposition - Large blocks of unbroken text 9) No clear traffic generation strategy and Not sending traffic to a specific Landing Page 10) Failing to Test and Measure
    • 62. Break
    • 63. Session Four: –Website ‘Hotseats’– Website Case Studies with Mandy Swift
    • 64. Q & A

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