Jerr
y M
tiona cGuir
Tradi
l&D e G
igital uide
to Inc to D
Tools
rease igita
Onlin l Sa
e Res
ults
les
Thursday, October 15, 2009

Thursday, October 15, 2009

ake
t’s T oll
Le k P
uic
A Q
How many people here
are at least generally
familiar with online
marketing?
Thursday, October 15, 2009

What’s the difference?
Sales?
Marketing?
Advertising?
Thursday, October 15, 2009

Thursday, October 15, 2009

Meet & greet with
Networking Strategy
Building Awareness
Reaching out with
Share Knowledge
Direct Outreach
Engage
Use good results with
Sale Referral Strategy
Follow We get results
Web & Social Strategy
Thursday, October 15, 2009

What can Jerry
Teach Us?
Thursday, October 15, 2009

What do they mean when they say
Show Me The Money....
Thursday, October 15, 2009

What do they mean when they say
Are you treating me
like a statistic?
Show Me The Money....
Thursday, October 15, 2009

What do they mean when they say
Are you building a good
client relationship?
Are you treating me
like a statistic?
Show Me The Money....
Thursday, October 15, 2009

What do they mean when they say
Are you building a good
client relationship?
Wrapp ed around the customer?
Are you treating me
like a statistic?
Show Me The Money....
Thursday, October 15, 2009

Jerry says..
It’s Not All
About Marketing
We live in a online marketing
and social media world but are
you getting the optimal results?
Thursday, October 15, 2009

Authenticity
Thursday, October 15, 2009

Flexibility
Thursday, October 15, 2009

Do you customers feel like you
Step Over Them
while looking at marketing?
Thursday, October 15, 2009

The things you build should be inspired by the
people who use them. But sometimes this can
be a challenge. Most of the time we get so
wrapped up in the “obvious results” we see
individuals as numbers on a spreadsheet.
Those “numbers” represent unique people.
What do they really want?
Thursday, October 15, 2009

Some Myths
common urban legends
How do urban legends start?
Thursday, October 15, 2009

First Myth:
SEO, PPC & Email Marketing
are all I need to worry about online....
Thursday, October 15, 2009

Keyword Research Build Ad Creative
Build Site Properly Build Links To Site
Optimize Pages Track Conversions
Thursday, October 15, 2009

can Geico really save me money?
Keyword Research Build Ad Creative
Build Site Properly Build Links To Site
Optimize Pages Track Conversions
Thursday, October 15, 2009

What can be
done outside of
the ordinary?
Thursday, October 15, 2009

Second Myth:
if I do a great job marketing
that’s enough to close the deal
Thursday, October 15, 2009

What do you mean when you say
Help Me Help You...
Thursday, October 15, 2009

What do you mean when you say
Do as I say?
Help Me Help You...
Thursday, October 15, 2009

What do you mean when you say
Do as I say?
I’m not interested in your story
Help Me Help You...
Thursday, October 15, 2009

What do you mean when you say
Do as I say?
I’m not interested in your story
er?
Wrapped around the custom
Help Me Help You...
Thursday, October 15, 2009

Pain Points Aren’t Solved
with Calls To Action
Help Me. Help You.
Click Here Please
Thursday, October 15, 2009

Third Myth:
people don’t respond
to traditional sales techniques
Thursday, October 15, 2009

Authentic
relationships are sales too.
Thursday, October 15, 2009

More realization than myth
you mean it’s not magic?
I might have to do more?
Thursday, October 15, 2009

CAUTION AHEAD
Some things we think about the tools and
marketing can support a tendency to not
support the sales process.
Thursday, October 15, 2009

Sometimes we expect
too much from prospects
If th
e pro
spec ’t like
under
stoo t
Peop le don
t
d the ld bu
propo
sition to be so .
o buy
woul he love t
dn’t
have they
sold. to be r
He w itome
come ould
Jef frey G
to bu
y. 1989
John
Patte
rson
1889
Thursday, October 15, 2009

We get results
but it could be better
Thursday, October 15, 2009

Jerry says..
Build Strong
Relationships
In this economy the effect of
marketing is multiplied by
strong client relationships
Thursday, October 15, 2009

How did Jerry
make this
transition?
Money
ow Me The
Sh
Ambassado
r of Quan
Thursday, October 15, 2009

Tools will
never replace
a genuine
PPC
?
relationship
SEO
Social Media
Email Referrals
Email
Just because
Trust Barrier
you build it
doesn’t mean
they will
Thursday, October 15, 2009

I’ll help you
Confidante
I’ll Refer you
I’ll Try it Advocate
Customer
I trust you
Why you? Client
Prospect
Who are you?
Trust Barrier
Suspect
Thursday, October 15, 2009

Jerry says..
Have A Story
That Resonants
Learn who the customers are
and where you can find and
connect with them.
Thursday, October 15, 2009

who
is your target audience?
what
are their needs and desires?
how
can you solve them?
when & where
are your opportunities to provide value?
Thursday, October 15, 2009

Jerry says..
Understand
The Entry Points
People won’t always buy the
first time you talk with them.
You should have other offers
Thursday, October 15, 2009

What do they want?
Inquire
Offer Show
Prove your value
Offer a solution
Thursday, October 15, 2009

Jerry says..
Get Your Sales
Process Down
People won’t always buy the
first time you talk with them.
You should have other offers
Thursday, October 15, 2009

Be in the relationship
before the sale
Lead Opportunity Sale
Thursday, October 15, 2009

PPC
SEO
Email
BYS
Follow-up Threshold
Follow-up Emails & Correspondence
Drip Campaigns & Knowledge Sharing
Client Trackig
Accounting/Project Threshold
Thursday, October 15, 2009

Jerry says..
Understand The
Lifetime Value
People won’t always buy the
first time you talk with them.
You should have other offers
Thursday, October 15, 2009

Find ways to use technology to
ENGAGE CLIENTS
in a meaningful way throughout the
ENTIRE LIFETIME
of the relationship
Thursday, October 15, 2009

Thanks Again!
Kelsey Ruger
http://www.twitter.com/themoleskin
http://www.linkedin.com/in/kelseyruger
http://www.themoleskin.com
kelsey@themoleskin.com
Thursday, October 15, 2009