Finding Your Customer• Who To Look For• How To Show Up• Where To Look• How To Be Seen/Heard• How To Get Found
Helping Prospects To Buy• Connect• Relate• Appeal• Promote
Keeping TheLead Funnel Filled• Hunting• Being Heard / Seen• Getting Referred• Getting Found
What’s Your Brand?LogoPromiseCustomersExperienceValuePropositionStoryPersonalityGoods /ServicesUSPProblemYou SolveYour PlaceIn TheWorld
Know Thy Self• Brand: what you stand for• Brand: what you effect• Brand: what’s your story• Brand: where/how you fit
Know Your SourcesVendorsSuppliersFriends & FamilyGroupsOrganizationsCommunitiesClubsActivitiesCustomers
Know Thy Customer• What they stand for• What’s their life style• What’s their point of pain• Where/how they fit
Define A Best Customer• Purchase – average spend per purchase• Frequency – how often they purchase• Paying – how they pay• Relationship – how they react, relate• Influence – who can they influence• Loyalty – price shop, share, rate, review, refer• Lifetime Value – how long will they stay
Research•Keywords: what are your keywords – including long-tail and how areyour competitors doing with these keywords? Opportunity Keywords.(Freekeywords.wordtracker.com, Google Analytics, Google KeywordSuggestion tool, search on Google and look at their suggestions…)•Competitive Keyword Analysis: what keywords are your competitorsbeating you at and how are they doing it? (adwords.google.com)•Competitive Analysis: beyond the keywords, how are your competitorspositioning, valuing and presenting. What do they offer?
Keeping TheLead Funnel Filled• Hunting•In Person•On Line• Being Heard / Seen• Getting Found• Getting Referred
Hunting in Personwhat you will need• Great Elevator Pitch(hint: not who and what you are or even what youdobut what’s the outcome you create.)• Business Card
Hunting in Personwhere to hunt• Networking Groups• Business & Industry Groups• Professional Associations• Fairs, Conferences, Conventions• Community Groups & Organizations• Volunteer Groups & Events• Activities (social, sport, religious, age related)
• No gatekeepers• Start and/or maintain relationships with decisionmakers, influencers, customers, fans• Keep ‘top of mind’• Protect your reputation• Expand circle of influence• Find hidden opportunities• Turn a sales cold call into a warm call• Remove geographic or budgetary boundariesSuper Charge W/ Social Media43
Hope For A Referral61Oh goobers,I forgot thatis what youdo!Oh goobers,I forgot thatis what youdo!
Help Them Help You• Your online content and emails should besharable across multiple channels• Ask for ratings, recommendations,testimonials – and help them with the ‘copy’• You go first….• Ask for an introduction (and tell them why itmakes sense for them)
Getting Found• Directories• Website Rankings for keywords• Articles Ranking for keywords• Tweeting with #keywords• Ads