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Applying technology to jumpstart your sales v092311


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Applying technology to jumpstart your sales v092311

  1. 1. Supercharge Your Business with Tech Applying Technology to Jumpstart Your Marketing
  2. 2. e-Business Now Founding Partners
  3. 3. In today’s session, we will cover: <ul><li>What’s in the Secret Sauce </li></ul><ul><li>Getting People to Your Site </li></ul><ul><li>Turning Site Visits into Sales </li></ul><ul><li>Building Relationships </li></ul><ul><li>Appearing in Searches </li></ul>Technology helped me boost sales
  4. 4. This social media stuff… it’s so complicated!
  5. 5. SECRET SAUCE! = Marketing Marketing drives Sales <ul><li>Reach new customers </li></ul><ul><li>Deepen your relationships </li></ul><ul><li>Improve the perception </li></ul><ul><li>Help you brand your business </li></ul><ul><li>Measureable, Testable, Recordable </li></ul><ul><li>Global Reach </li></ul>Technology powers Marketing <ul><li>Resource Economical </li></ul>
  6. 6. Marketing + Technology = Marketing! JUST BIGGER!
  7. 7. What Marketing Looks Like for You
  8. 8. The PROCESS of Marketing - Culling Not Seeking Seeking
  9. 9. The PROCESS of Marketing - Piquing Seeking Quality Seeking Commitment Seeking Features Seeking Price Seeking Convenience
  10. 10. The PROCESS of Marketing - Engagement Seeking Quality Seeking Commitment Seeking Features Seeking Price Seeking Convenience GOOD Content elevates the PIQUE to ENGAGEMENT
  11. 11. The PROCESS of Marketing - Conversion Conversion
  12. 12. The PROCESS of Marketing Seeking Quality Seeking Commitment Seeking Features Seeking Price Seeking Convenience
  13. 13. Business School: AIDA Principle A ttention: I nterest: D esire: A ction: Attract the attention of the customer Create customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising Convince customers that they want and desire the product or service and that it will satisfy their needs Lead customers towards taking action and/or purchasing Takeaway: Don’t think about why they should use it, why can’t they stop using it?
  14. 14. Search Engine Optimization (SEO)
  15. 15. Get Found and Get on Top! “ Sam’s Pizza” ranks 15 th down on page 153 “ Sam’s Pizza” pays $300 per mo to appear in a rotating ad on page 2 @SamsPizza on twitter appears 3 rd down on page 1 “ ORGANIC” Google figures out how relevant you are and ranks you accordingly “ PAID” You pay Google to appear closer to the top “ AFFILIATED” Join Social Media, use consistent keywords, appear on page one.
  16. 16. What it Looks Like – Search CISCO ORGANIC AFFILIATED PAID (PPC)
  17. 17. How To Get Found - Organic <ul><li>INDEXED </li></ul><ul><li>AFFINITY | RELEVANCY </li></ul><ul><li>WEIGHT | TRUST </li></ul><ul><li>TIME DECAY | FREQUENCY </li></ul>Page Rank Edge Rank Graph Rank
  18. 18. Get Targeted to Get Traffic! What makes a good keyword? <ul><li>The best keyword is typically not a word but a phrase </li></ul><ul><li>Relevant to your business </li></ul><ul><li>Popular/Natural with searchers </li></ul><ul><li>Being FOUND on the internet, especially in social media, depends on KEYWORDS and TAGGING </li></ul>What would I use to describe this?
  19. 19. Competition Key Words <ul><li>Go to your competitor’s website. </li></ul><ul><li>RIGHT-clicking the page and select View Source </li></ul><ul><li>Look for <meta> and you can see the keywords they have built into their website! </li></ul>
  20. 20. PUT Your Words EVERYWHERE! Printed Materials Meta and Header Tags of your Website (backend) Social Media Usernames Social Media Profiles Website Body Text Social Site Updates and Content What Are Your Words??? Image Tags (backend) Link Text
  21. 21. How do I do this Marketing Stuff?
  22. 22. Marketing happens with Vehicles I FOUND IT (?) CONTENT Seeking Quality Seeking Commitment Seeking Features Seeking Price Seeking Convenience Your Business Website
  23. 23. Traditional Vehicles are the New Media Phone Book and Mail TV & Radio Advertising Physical Proximity Print Advertising Family, Friends, Teacher’s Association, Softball Team Word of Mouth
  24. 24. Old is New – Phone Book and Mail Phone Book and Mail Search Engines and Email
  25. 25. Go On! Google Yourself <ul><li>Just because YOU aren’t paying attention, doesn’t mean your customers aren’t. </li></ul>
  26. 26. Old is New – TV & Radio TV & Radio Advertising TV & Radio Advertising
  27. 27. The Stickier the Better! A website is sticky if visitors stay for a long time. The better the content and features, the longer and more often visitors stay. Search Engine Online Game Site Not sticky Super Sticky!
  28. 28. Old is New – Physical Proximity Physical Proximity Geolocation & Local
  29. 29. If I were a realtor… by Chris Brogan <ul><li>I’d write a blog about the location where I was selling. </li></ul><ul><li>I’d take tons of pictures and post them on the blog. </li></ul><ul><li>I’d shoot walking tour videos all the time with a Flip camera and post them. </li></ul><ul><li>I’d shoot interview videos with people from my community. </li></ul><ul><li>I’d host meetups and tweetups for local residents, inviting people who are house hunting. </li></ul><ul><li>I’d find various niche communities (developers, stonemasons, parents) and start community platforms for them on Ning . </li></ul><ul><li>I’d empower as many local businesses onto the Net as I could, and help them get successful. </li></ul><ul><li>I’d encourage as many people in my community to join Twitter as possible, and I’d bundle them into a list. </li></ul><ul><li>I’d consider setting up hyperlocal news and events sites , or at least empower/support their construction. </li></ul><ul><li>I probably wouldn’t put pictures of me in a tie (or a dress) and write about the rates . I probably wouldn’t pitch you dozens of times in a row . I probably wouldn’t just rehash links to listings . </li></ul>
  30. 30. Old is New – Print Advertising Print Advertising Web Advertising
  31. 31. Buying Keywords: Web Advertising DESCRIPTION LANDING PAGE TITLE
  32. 32. Old is New – Friends, Family, Association Family, Friends, Teacher’s Association, Softball Team Social Networks
  33. 33. Commercials Don’t Build Relationships
  34. 34. Old is New – Word of Mouth Word of Mouth Sharing – Viral - Influence
  35. 35. What’s Your Purple Cow?
  36. 36. New Media are the Traditional Vehicles Search Engines and Email TV & Radio Advertising Geolocation & Local Web Advertising Social Networks Sharing | Viral | Influence
  37. 37. Preparation and Results Preparation Results Same amount of upfront work and planning as you would for old marketing Same level of results with old marketing, half the time and budget Takeaway: Marketing is Marketing, even with Technology Want to hear about my new product?
  38. 38. You never buy me flowers anymore…
  39. 39. Email Marketing: See It Through FAIL Point
  40. 40. Facebook: Pay to Play <ul><li>Get committed to buying advertising </li></ul><ul><li>Get committed to graphic or app designers </li></ul><ul><li>Get committed to multimedia content, often </li></ul><ul><li>Facebook is like telemarketing – you’re setting up shop in the living room when people are eating dinner </li></ul><ul><li>Now with the minimum threshold requirements, have a time and monetary budget before you go here. </li></ul>Buy Advertising Ad Budget
  41. 41. Twitter: The newest business language <ul><li>The scariest thing about Twitter is the decoding </li></ul><ul><li>Twitter all about the “conversation” – people converse in the following ways </li></ul><ul><ul><li>DM (Direct message, one user to another) </li></ul></ul><ul><ul><li>RT or via (retweeting of a message another wrote) </li></ul></ul><ul><ul><li>@username (talking about/to another user) </li></ul></ul><ul><ul><li>#hashtag (index to a topic discussion) </li></ul></ul><ul><ul><li>Slashes.dots/arelinks (shortened links) </li></ul></ul>Click here for current tweets about quotes Click here for link to site Click here for link to site Click here for link to site Click here for original person who posted
  42. 42. Keeping Tabs with CRMs <ul><li>Record your customer relationship management information </li></ul><ul><li>Plenty of free and low cost based applications </li></ul><ul><li>Knowing when they make a decision and what they named their kids will bear fruit </li></ul><ul><li>Having help keeps the details straight </li></ul><ul><li>What if you win the lottery? </li></ul>
  43. 43. Secret Weapon: Gist Social CRM Your Client
  44. 44. LinkedIn Power Strategies <ul><li>Organize your contacts and let THEM keep info up to date - accessible anywhere </li></ul><ul><li>Get listed and noticed as an industry leader </li></ul><ul><li>Generate leads, find partners, help out, find suppliers </li></ul><ul><li>Think of it as an online rolodex - create a map of suppliers, customers, friends, associates, etc. </li></ul><ul><li>Recommend great people and ask for recommendations from your clients </li></ul>
  45. 45. It ain’t Marketing if it ain’t Measurable You can stay motivated and understand where you are being successful by setting goals and measuring your progress!
  46. 46. You Don’t Have to Do it Alone! <ul><li>Having good content doesn’t mean you have to MAKE the good content. </li></ul><ul><li>Partner with a complementary business – the skin care salon and the organic facewash product developer share a blog on good skin. </li></ul><ul><li>Partner with a non-profit or community organization. SCORE sells affiliate marketing space on our site which is content rich </li></ul><ul><li>Aggregate information already out there. pulls together all entreprenuer events in three states in one display. </li></ul><ul><li>Find a blogger to love you. is one such matchmaking service. </li></ul>
  47. 47. All Roads Lead to… Your WEBSITE!
  48. 48. Vehicles Bring “Traffic” to Your Site YOUR WEBSITE
  49. 49. How many clicks does it take? Your Web Site Social Media Site World Wide Web $$$$$$$$$$
  50. 50. How Convertible is Your Site? What is your product or service? How many steps for me to purchase? Is it clear how I begin doing business with you? Can I fan, follow or receive updates from you?
  51. 51. Know Thy Visitor <ul><li>Get analytics on your site! </li></ul><ul><li>Referral Traffic: another site that brings people to your site </li></ul><ul><li>(web marketing) </li></ul><ul><li>Direct Traffic: people who type in your URL directly </li></ul><ul><li>(non web marketing) </li></ul>Takeaway: 10MM visitors to a site I can’t buy from = $0 sales How do I drive traffic for my business?
  52. 52. Module in Review <ul><li>What’s in the Secret Sauce </li></ul><ul><li>Getting People to Your Site </li></ul><ul><li>Turning Site Visits into Sales </li></ul><ul><li>Building Relationships </li></ul><ul><li>Appearing in Searches </li></ul><ul><ul><li>Marketing! Old Is New </li></ul></ul><ul><ul><li>Vehicles and Social Media </li></ul></ul><ul><ul><li>Content and CRM </li></ul></ul><ul><ul><li>Conversion and Visitors </li></ul></ul><ul><ul><li>Organic, Paid, Affiliated </li></ul></ul>What did I learn today?
  53. 53. Wait, Wait, I didn’t get it all down! <ul><li>HANDOUT: Every link I mentioned </li></ul><ul><li>PRESENTATION: Go to and click “Workshops and Events” and you can view ALL of our presentations for all of our workshops </li></ul><ul><li>MORE Info: How to Guides available at </li></ul><ul><li>PERSONALIZED Service: Contact SCORE to schedule a FREE business counseling session to help you integrate this into your own business </li></ul>