Ultra-Effective Marketing Systems The Essential Principles of Building a never-ending list of Eager Potential Customers
Overview of course <ul><li>Session 1:  What keeps your customer awake at night? </li></ul><ul><li>Session 2:  Building you...
Format of the Session <ul><li>Please Do… </li></ul><ul><li>Make notes </li></ul><ul><li>Ask simple questions as we go alon...
Definitions <ul><li>Channel </li></ul><ul><li>Lead </li></ul><ul><li>Lead generating </li></ul><ul><li>Positioning </li></...
Session 1 Get To Know Your Market
2 Rules in Business <ul><li>Find out what your customer wants… </li></ul><ul><li>… give it to them </li></ul><ul><li>(and ...
Objectives for this Session <ul><li>Positioning </li></ul><ul><li>22 Marketing Techniques </li></ul><ul><li>Build a channe...
SITA
S.I.T.A. <ul><li>S cab </li></ul><ul><li>I nformation </li></ul><ul><li>T rust </li></ul><ul><li>A ction </li></ul>
Example: Migraine <ul><li>S cab </li></ul><ul><li>I nformation </li></ul><ul><li>T rust </li></ul><ul><li>A ction </li></u...
Example: Accountants <ul><li>S cab </li></ul><ul><li>I nformation </li></ul><ul><li>T rust </li></ul><ul><li>A ction </li>...
Demographics <ul><li>Type: </li></ul><ul><li>Age/Employees/Turnover:  </li></ul><ul><li>Location </li></ul><ul><li>Publica...
Demographics - Migraine <ul><li>Type:  Migraine, Mintel, library </li></ul><ul><li>Age/Employees/Turnover:  15-60 </li></u...
Demographics - Accountant <ul><li>Type:  Small Business </li></ul><ul><li>Age/Employees/Turnover: <100k </li></ul><ul><li>...
Why do all this? <ul><li>Where? </li></ul><ul><li>Terms? </li></ul><ul><li>Tone? </li></ul><ul><li>Info? </li></ul>
Further Resources <ul><li>Forums </li></ul><ul><li>Google alerts  (1.3  type  & 1.4) </li></ul><ul><li>Twitter Alerts  (1....
3 Positioning Statements <ul><li>Potential Prospect </li></ul><ul><ul><li>What? </li></ul></ul><ul><ul><li>Where? </li></u...
3 Positioning Statements: Migraine <ul><li>Potential Prospect </li></ul><ul><ul><li>What?  15-55 suffer from Migraine once...
3 Positioning Statements: Accountants <ul><li>Potential Prospect </li></ul><ul><ul><li>What?  Self employed, T/O £100k, 2 ...
3 Ways of Generating Leads
22 Lead Generation Channels <ul><li>Advertising </li></ul><ul><li>Newspaper </li></ul><ul><li>Billboard </li></ul><ul><li>...
22 Lead Generation Channels <ul><li>Search </li></ul><ul><li>18. Pay Per Click </li></ul><ul><li>19. SEO </li></ul><ul><li...
Marketing Costs <ul><li>50% max </li></ul><ul><li>CPL & CPA </li></ul><ul><ul><li>Never-ending Marketing Budget </li></ul>...
Session 2 Building Lead Generation Channels
4 Part Model <ul><li>Target </li></ul><ul><li>Track </li></ul><ul><li>Test </li></ul><ul><li>Traffic </li></ul>
1. Target <ul><li>3 Positioning Statements: </li></ul><ul><ul><ul><li>“ My best prospect is…” </li></ul></ul></ul><ul><ul>...
1. Target: Migraine <ul><li>3 Positioning Statements: </li></ul><ul><ul><ul><li>“ My best prospect is …  a migraine suffer...
1. Target: Accountancy <ul><li>3 Positioning Statements: </li></ul><ul><ul><ul><li>“ My best prospect is …  a small busine...
2. Track <ul><li>Google Analytics  (2.1) </li></ul><ul><li>Goal Conversion  (2.2) </li></ul><ul><li>Domains </li></ul><ul>...
3. Test <ul><li>Split Test (A/B) </li></ul><ul><li>Channel test </li></ul><ul><li>Web copy  (2.3) </li></ul><ul><li>Multiv...
4. Traffic Is it working? Yes! No Buy more Money left to test? Yes: test & repeat No: Abandon
Resources <ul><li>Target </li></ul><ul><li>Claude Hopkins </li></ul><ul><li>Google Tool </li></ul><ul><li>Wordtracker  (3....
Resources, continued… <ul><li>Test </li></ul><ul><li>Multivariate </li></ul><ul><li>A/B Split Test </li></ul><ul><li>Web O...
Session 3 An In-Depth look at 3 Lead Generation Channels
The 3 Channels <ul><li>Pay Per Click (Google Adwords) </li></ul><ul><li>Social Media Profiles </li></ul><ul><li>Email Mark...
1. Pay Per Click <ul><li>Pro </li></ul><ul><li>Results </li></ul><ul><li>Quick </li></ul><ul><li>Audience </li></ul><ul><l...
1. Pay Per Click <ul><li>Key Principles </li></ul><ul><li>Research </li></ul><ul><li>… more research </li></ul><ul><li>… a...
1. Pay Per Click <ul><li>Good Examples </li></ul><ul><li>Marketing  (4.1 & 4.2) </li></ul><ul><li>Weight loss  (4.4 & 4.5)...
1. Pay Per Click <ul><li>Resources </li></ul><ul><li>PPC Guide </li></ul><ul><li>Google University </li></ul><ul><li>Perry...
2. Social Media <ul><li>Pro </li></ul><ul><li>Easy </li></ul><ul><li>Updateable </li></ul><ul><li>Ranking </li></ul><ul><l...
2. Social Media <ul><li>Key Principles </li></ul><ul><li>Business, not pleasure </li></ul><ul><li>Friends=customers </li><...
2. Social Media <ul><li>Good Examples </li></ul><ul><li>Paul Johnston  (5.1) </li></ul><ul><li>Discussion  (5.2) </li></ul...
2. Social Media <ul><li>Resources </li></ul><ul><li>Trust Agent </li></ul><ul><li>HelloTxt </li></ul><ul><li>Ning.com </li...
3. Email Marketing <ul><li>Pro </li></ul><ul><li>Direct </li></ul><ul><li>Cheap </li></ul><ul><li>Immediate </li></ul><ul>...
3. Email Marketing <ul><li>Key Principles </li></ul><ul><li>Relevant? </li></ul><ul><li>Anticipated? </li></ul><ul><li>Per...
3. Email Marketing <ul><li>Good Examples </li></ul><ul><li>Tesco  (5.4) </li></ul><ul><li>Bad Examples </li></ul><ul><li>S...
3. Email Marketing <ul><li>Resources </li></ul><ul><li>Seth’s List </li></ul><ul><li>Can I change your mind? </li></ul><ul...
End! What to do next…
Process for Success <ul><li>Lead sheet </li></ul><ul><li>Every niche </li></ul><ul><li>Tracking </li></ul><ul><li>Testing ...
Where to get help <ul><li>Us – 30 days free support </li></ul><ul><li>People in the group </li></ul><ul><li>Discussion Boa...
Evaluation <ul><li>What did you want out of the day? </li></ul><ul><li>What did you get out of the day? </li></ul><ul><li>...
Offer of Further Help <ul><li>Our weekend </li></ul><ul><li>Benefits </li></ul><ul><ul><li>Build it with you </li></ul></u...
Offer of Further Help <ul><li>1,000% guarantee </li></ul><ul><li>£695 per person </li></ul><ul><li>2 days, 8.30 -6pm </li>...
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Seminar 1 Ultra Effective Marketing Systems

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  • Note 1 Notew 1sssss
  • 2 Rules of business: Find out what your customer wants Give it to them Love your customer What do they Do? Like? Have? Hate? Profiles: Deomgraphic Where Who? Ahe etc Psychographic Attitudes Values Opinion Demoegraphcis Ksdcj Sdjch skdlnc We look at a mixture of both (do we need ot even talk about demo &amp; physcho?) We use this 4 step model: What is thier scab? Who do thjey trust? What infomration do they seek? What makes them take actin now? Example: Migrane Sufferer Scab: Migraines Trust: Doctors, anyone with medical qualifications, someone who suffers Info: Stop the pain, stop the onset Act Now: a prompt solution with no risk Business needed an accountant Scab: Receipts in a bag Trust: Accountant, qualifications, experience Info: organisation for future, reports, don’t watse time Act Now: fear of impormtu assessment, year end, Demographics Tyoe of compnay/person Age/employees/Turnover Location What od they read? What search terms do they look for? Example: Migraine Type of person: Anyone with migrain pain Age: Prob between 13 – 60 Location: Lets restrict to UK What do they read: http://www.thehealthierlife.co.uk/natural-health-articles/migraine-headache/drug-free-migraine-treatments-00576.html Search terms: Migrain releif, migrain symptons. Show keywords Example: Accountants Type of person: Small business Age/T/o/Employees: Location: Lets restrict to Manchester What do they read: startup.co.uk, business link Search terms: accontancy, cheap accountnacy. Show keywords What can we learn? Where they are loking What key terms they use What tone they respoind to What info they want Further resources, Look at forums Do google alerts Do twitter alerts Putting ity together
  • 2 Rules of business: Find out what your customer wants Give it to them Love your customer What do they Do? Like? Have? Hate? Profiles: Deomgraphic Where Who? Ahe etc Psychographic Attitudes Values Opinion Demoegraphcis Ksdcj Sdjch skdlnc We look at a mixture of both (do we need ot even talk about demo &amp; physcho?) We use this 4 step model: What is thier scab? Who do thjey trust? What infomration do they seek? What makes them take actin now? Example: Migrane Sufferer Scab: Migraines Trust: Doctors, anyone with medical qualifications, someone who suffers Info: Stop the pain, stop the onset Act Now: a prompt solution with no risk Business needed an accountant Scab: Receipts in a bag Trust: Accountant, qualifications, experience Info: organisation for future, reports, don’t watse time Act Now: fear of impormtu assessment, year end, Demographics Tyoe of compnay/person Age/employees/Turnover Location What od they read? What search terms do they look for? Example: Migraine Type of person: Anyone with migrain pain Age: Prob between 13 – 60 Location: Lets restrict to UK What do they read: http://www.thehealthierlife.co.uk/natural-health-articles/migraine-headache/drug-free-migraine-treatments-00576.html Search terms: Migrain releif, migrain symptons. Show keywords Example: Accountants Type of person: Small business Age/T/o/Employees: Location: Lets restrict to Manchester What do they read: startup.co.uk, business link Search terms: accontancy, cheap accountnacy. Show keywords What can we learn? Where they are loking What key terms they use What tone they respoind to What info they want Further resources, Look at forums Do google alerts Do twitter alerts Putting ity together
  • 2 Rules of business: Find out what your customer wants Give it to them Love your customer What do they Do? Like? Have? Hate? Profiles: Deomgraphic Where Who? Ahe etc Psychographic Attitudes Values Opinion Demoegraphcis Ksdcj Sdjch skdlnc We look at a mixture of both (do we need ot even talk about demo &amp; physcho?) We use this 4 step model: What is thier scab? Who do thjey trust? What infomration do they seek? What makes them take actin now? Example: Migrane Sufferer Scab: Migraines Trust: Doctors, anyone with medical qualifications, someone who suffers Info: Stop the pain, stop the onset Act Now: a prompt solution with no risk Business needed an accountant Scab: Receipts in a bag Trust: Accountant, qualifications, experience Info: organisation for future, reports, don’t watse time Act Now: fear of impormtu assessment, year end, Demographics Tyoe of compnay/person Age/employees/Turnover Location What od they read? What search terms do they look for? Example: Migraine Type of person: Anyone with migrain pain Age: Prob between 13 – 60 Location: Lets restrict to UK What do they read: http://www.thehealthierlife.co.uk/natural-health-articles/migraine-headache/drug-free-migraine-treatments-00576.html Search terms: Migrain releif, migrain symptons. Show keywords Example: Accountants Type of person: Small business Age/T/o/Employees: Location: Lets restrict to Manchester What do they read: startup.co.uk, business link Search terms: accontancy, cheap accountnacy. Show keywords What can we learn? Where they are loking What key terms they use What tone they respoind to What info they want Further resources, Look at forums Do google alerts Do twitter alerts Putting ity together
  • 2 Rules of business: Find out what your customer wants Give it to them Love your customer What do they Do? Like? Have? Hate? Profiles: Deomgraphic Where Who? Ahe etc Psychographic Attitudes Values Opinion Demoegraphcis Ksdcj Sdjch skdlnc We look at a mixture of both (do we need ot even talk about demo &amp; physcho?) We use this 4 step model: What is thier scab? Who do thjey trust? What infomration do they seek? What makes them take actin now? Example: Migrane Sufferer Scab: Migraines Trust: Doctors, anyone with medical qualifications, someone who suffers Info: Stop the pain, stop the onset Act Now: a prompt solution with no risk Business needed an accountant Scab: Receipts in a bag Trust: Accountant, qualifications, experience Info: organisation for future, reports, don’t watse time Act Now: fear of impormtu assessment, year end, Demographics Tyoe of compnay/person Age/employees/Turnover Location What od they read? What search terms do they look for? Example: Migraine Type of person: Anyone with migrain pain Age: Prob between 13 – 60 Location: Lets restrict to UK What do they read: http://www.thehealthierlife.co.uk/natural-health-articles/migraine-headache/drug-free-migraine-treatments-00576.html Search terms: Migrain releif, migrain symptons. Show keywords Example: Accountants Type of person: Small business Age/T/o/Employees: Location: Lets restrict to Manchester What do they read: startup.co.uk, business link Search terms: accontancy, cheap accountnacy. Show keywords What can we learn? Where they are loking What key terms they use What tone they respoind to What info they want Further resources, Look at forums Do google alerts Do twitter alerts Putting ity together
  • Seminar 1 Ultra Effective Marketing Systems

    1. 1. Ultra-Effective Marketing Systems The Essential Principles of Building a never-ending list of Eager Potential Customers
    2. 2. Overview of course <ul><li>Session 1: What keeps your customer awake at night? </li></ul><ul><li>Session 2: Building your lead generation channels </li></ul><ul><li>15 minute Break </li></ul><ul><li>Session 3: An In-depth look at 3 of the channels </li></ul><ul><li>Extra session: Question & Answer, then Networking </li></ul>
    3. 3. Format of the Session <ul><li>Please Do… </li></ul><ul><li>Make notes </li></ul><ul><li>Ask simple questions as we go along </li></ul><ul><li>Help yourself to water </li></ul><ul><li>Write down questions to ask at the end </li></ul><ul><li>Remember 30 days support </li></ul><ul><li>Get involved </li></ul><ul><li>Fire alarm, Toilet, etc </li></ul><ul><li>Please Don’t… </li></ul><ul><li>Ask questions till the end </li></ul><ul><li>Suggestions… </li></ul>
    4. 4. Definitions <ul><li>Channel </li></ul><ul><li>Lead </li></ul><ul><li>Lead generating </li></ul><ul><li>Positioning </li></ul><ul><li>PPC </li></ul><ul><li>SEO </li></ul><ul><li>Prospect </li></ul>
    5. 5. Session 1 Get To Know Your Market
    6. 6. 2 Rules in Business <ul><li>Find out what your customer wants… </li></ul><ul><li>… give it to them </li></ul><ul><li>(and charge them for it…) </li></ul>
    7. 7. Objectives for this Session <ul><li>Positioning </li></ul><ul><li>22 Marketing Techniques </li></ul><ul><li>Build a channel </li></ul><ul><li>In-depth channel </li></ul><ul><li>Next steps </li></ul>
    8. 8. SITA
    9. 9. S.I.T.A. <ul><li>S cab </li></ul><ul><li>I nformation </li></ul><ul><li>T rust </li></ul><ul><li>A ction </li></ul>
    10. 10. Example: Migraine <ul><li>S cab </li></ul><ul><li>I nformation </li></ul><ul><li>T rust </li></ul><ul><li>A ction </li></ul><ul><li>Regular migraines </li></ul><ul><li>How to stop the onset </li></ul><ul><li>Doctor? Sufferer? </li></ul><ul><li>Instant download </li></ul>
    11. 11. Example: Accountants <ul><li>S cab </li></ul><ul><li>I nformation </li></ul><ul><li>T rust </li></ul><ul><li>A ction </li></ul><ul><li>Receipts in bag </li></ul><ul><li>Find an accountant </li></ul><ul><li>Ex HMRC </li></ul><ul><li>Year End coming </li></ul>
    12. 12. Demographics <ul><li>Type: </li></ul><ul><li>Age/Employees/Turnover: </li></ul><ul><li>Location </li></ul><ul><li>Publications </li></ul><ul><li>Search terms </li></ul>
    13. 13. Demographics - Migraine <ul><li>Type: Migraine, Mintel, library </li></ul><ul><li>Age/Employees/Turnover: 15-60 </li></ul><ul><li>Location: UK </li></ul><ul><li>Publications: Websites, NHS, Self help </li></ul><ul><li>Search terms: Migraine relief, Migraine symptoms, migrain (Misspelling) (1.1) </li></ul>
    14. 14. Demographics - Accountant <ul><li>Type: Small Business </li></ul><ul><li>Age/Employees/Turnover: <100k </li></ul><ul><li>Location: 20 Miles from my office </li></ul><ul><li>Publications: Startup.co.uk, FSB mag, BLink </li></ul><ul><li>Search terms: accountant Manchester (1.2) </li></ul>
    15. 15. Why do all this? <ul><li>Where? </li></ul><ul><li>Terms? </li></ul><ul><li>Tone? </li></ul><ul><li>Info? </li></ul>
    16. 16. Further Resources <ul><li>Forums </li></ul><ul><li>Google alerts (1.3 type & 1.4) </li></ul><ul><li>Twitter Alerts (1.5 & 1.6) </li></ul><ul><li>Blog Searches </li></ul><ul><li>News Searches </li></ul>
    17. 17. 3 Positioning Statements <ul><li>Potential Prospect </li></ul><ul><ul><li>What? </li></ul></ul><ul><ul><li>Where? </li></ul></ul><ul><ul><li>Pain? </li></ul></ul><ul><li>Potential Solution </li></ul><ul><ul><li>Ideal? </li></ul></ul><ul><ul><li>Tone? </li></ul></ul><ul><ul><li>Result? </li></ul></ul><ul><li>Potential supplier </li></ul><ul><ul><li>Why this? </li></ul></ul><ul><ul><li>Why me? </li></ul></ul><ul><ul><li>Why now? </li></ul></ul>
    18. 18. 3 Positioning Statements: Migraine <ul><li>Potential Prospect </li></ul><ul><ul><li>What? 15-55 suffer from Migraine once a month </li></ul></ul><ul><ul><li>Where? In the UK </li></ul></ul><ul><ul><li>Pain? They will get a Migraine soon </li></ul></ul><ul><li>Potential Solution </li></ul><ul><ul><li>Ideal? Change something to get no migraines </li></ul></ul><ul><ul><li>Tone? Medical research & testimonials </li></ul></ul><ul><ul><li>Result? Never get another migraine </li></ul></ul><ul><li>Potential supplier </li></ul><ul><ul><li>Why this? Only one without prescription drugs </li></ul></ul><ul><ul><li>Why me? Ex-sufferer </li></ul></ul><ul><ul><li>Why now? Difference tomorrow </li></ul></ul>
    19. 19. 3 Positioning Statements: Accountants <ul><li>Potential Prospect </li></ul><ul><ul><li>What? Self employed, T/O £100k, 2 employees </li></ul></ul><ul><ul><li>Where? 20 miles form Manchester </li></ul></ul><ul><ul><li>Pain? They are behind with VAT return & fear an inspection </li></ul></ul><ul><li>Potential Solution </li></ul><ul><ul><li>Ideal? Low cost, low effort accountancy system </li></ul></ul><ul><ul><li>Tone? Experienced, calm, advisory </li></ul></ul><ul><ul><li>Result? No more worries (invite HMRC over for tea) </li></ul></ul><ul><li>Potential supplier </li></ul><ul><ul><li>Why this? Bookkeeper cheaper than accountant </li></ul></ul><ul><ul><li>Why me? I used to keep messy accounts </li></ul></ul><ul><ul><li>Why now? Half price set up for next 10 days </li></ul></ul>
    20. 20. 3 Ways of Generating Leads
    21. 21. 22 Lead Generation Channels <ul><li>Advertising </li></ul><ul><li>Newspaper </li></ul><ul><li>Billboard </li></ul><ul><li>Directory </li></ul><ul><li>Flyer </li></ul><ul><li>Sponsorship </li></ul><ul><li>On-Car/Bus </li></ul><ul><li>Advertorial </li></ul><ul><li>Radio adverts </li></ul><ul><li>Someone Tells you </li></ul><ul><li>9. Cold Call </li></ul><ul><li>10. Direct Mail </li></ul><ul><li>11. Email </li></ul><ul><li>12. PR </li></ul><ul><li>13. Networking </li></ul><ul><li>14. Public Speaking </li></ul><ul><li>15. Host beneficiary </li></ul><ul><li>16. Trade show </li></ul><ul><li>17. Direct refferal </li></ul>
    22. 22. 22 Lead Generation Channels <ul><li>Search </li></ul><ul><li>18. Pay Per Click </li></ul><ul><li>19. SEO </li></ul><ul><li>20. Social media </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>MySpace </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Ecademy </li></ul></ul><ul><ul><li>Ning </li></ul></ul><ul><li>Search Continued… </li></ul><ul><li>21. Social media content </li></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Squidoo </li></ul></ul><ul><li>22. Directory (Dmoz) </li></ul><ul><li>23. Article marketing </li></ul>
    23. 23. Marketing Costs <ul><li>50% max </li></ul><ul><li>CPL & CPA </li></ul><ul><ul><li>Never-ending Marketing Budget </li></ul></ul><ul><ul><li>LV </li></ul></ul><ul><li>What’s your CPA? </li></ul>
    24. 24. Session 2 Building Lead Generation Channels
    25. 25. 4 Part Model <ul><li>Target </li></ul><ul><li>Track </li></ul><ul><li>Test </li></ul><ul><li>Traffic </li></ul>
    26. 26. 1. Target <ul><li>3 Positioning Statements: </li></ul><ul><ul><ul><li>“ My best prospect is…” </li></ul></ul></ul><ul><ul><ul><li>“ They are looking for…” </li></ul></ul></ul><ul><ul><ul><li>They should choose me because…” </li></ul></ul></ul>
    27. 27. 1. Target: Migraine <ul><li>3 Positioning Statements: </li></ul><ul><ul><ul><li>“ My best prospect is … a migraine sufferer in the UK and is really worried about getting another migraine soon ” </li></ul></ul></ul><ul><ul><ul><li>“ They are looking for… something based on medical research that will permanently prevent migraines ” </li></ul></ul></ul><ul><ul><ul><li>They should choose me because… I also suffer, and I found a cure based on medical research/Herbal medicine ” </li></ul></ul></ul>
    28. 28. 1. Target: Accountancy <ul><li>3 Positioning Statements: </li></ul><ul><ul><ul><li>“ My best prospect is … a small business who is behind on their financial paperwork ” </li></ul></ul></ul><ul><ul><ul><li>“ They are looking for… something that will help them organise their finances easily & cheaply ” </li></ul></ul></ul><ul><ul><ul><li>They should choose me because… I used to be in their shoes and trained as a book-keeper to help them ” </li></ul></ul></ul>
    29. 29. 2. Track <ul><li>Google Analytics (2.1) </li></ul><ul><li>Goal Conversion (2.2) </li></ul><ul><li>Domains </li></ul><ul><li>0845 nos </li></ul><ul><li>Names </li></ul><ul><li>Codes </li></ul><ul><li>Vouchers </li></ul>
    30. 30. 3. Test <ul><li>Split Test (A/B) </li></ul><ul><li>Channel test </li></ul><ul><li>Web copy (2.3) </li></ul><ul><li>Multivariate (2.4) </li></ul>
    31. 31. 4. Traffic Is it working? Yes! No Buy more Money left to test? Yes: test & repeat No: Abandon
    32. 32. Resources <ul><li>Target </li></ul><ul><li>Claude Hopkins </li></ul><ul><li>Google Tool </li></ul><ul><li>Wordtracker (3.1) </li></ul><ul><li>SimilarSites.com </li></ul><ul><li>Google Alerts </li></ul><ul><li>Twitter Alerts </li></ul><ul><li>Track </li></ul><ul><li>Google Analytics </li></ul><ul><li>SitescanGA.com </li></ul><ul><li>Domain Stats (3.2 & 3.3) </li></ul><ul><li>URL Shortener (3.4) </li></ul><ul><li>AreMySitesUp.com </li></ul><ul><li>Ranking reports </li></ul><ul><li>Links back to site (3.5) </li></ul>
    33. 33. Resources, continued… <ul><li>Test </li></ul><ul><li>Multivariate </li></ul><ul><li>A/B Split Test </li></ul><ul><li>Web Optimiser </li></ul><ul><li>Hypertracker.com </li></ul><ul><li>Traffic </li></ul><ul><li>TrafficBug.com </li></ul><ul><li>Adwords </li></ul><ul><li>Tutorials </li></ul><ul><li>Online PR (PRWEB) </li></ul><ul><li>Twitter </li></ul><ul><li>HelloTxt </li></ul><ul><li>SEO (3.6) </li></ul>
    34. 34. Session 3 An In-Depth look at 3 Lead Generation Channels
    35. 35. The 3 Channels <ul><li>Pay Per Click (Google Adwords) </li></ul><ul><li>Social Media Profiles </li></ul><ul><li>Email Marketing </li></ul>
    36. 36. 1. Pay Per Click <ul><li>Pro </li></ul><ul><li>Results </li></ul><ul><li>Quick </li></ul><ul><li>Audience </li></ul><ul><li>Track </li></ul><ul><li>Test </li></ul><ul><li>Unlimited </li></ul><ul><li>Better=Cheaper </li></ul><ul><li>Con </li></ul><ul><li>Hard </li></ul><ul><li>Expensive </li></ul><ul><li>Ongoing </li></ul><ul><li>Competitive </li></ul><ul><li>Lose money </li></ul>
    37. 37. 1. Pay Per Click <ul><li>Key Principles </li></ul><ul><li>Research </li></ul><ul><li>… more research </li></ul><ul><li>… and more research </li></ul><ul><li>Tight groups </li></ul><ul><li>Bespoke landing page </li></ul><ul><li>Exclude ‘Content’! </li></ul><ul><li>Daily budget </li></ul><ul><li>Location </li></ul><ul><li>Day-parts </li></ul><ul><li>Bribe, not a product </li></ul>
    38. 38. 1. Pay Per Click <ul><li>Good Examples </li></ul><ul><li>Marketing (4.1 & 4.2) </li></ul><ul><li>Weight loss (4.4 & 4.5) </li></ul><ul><li>Dog training (4.7 & 4.8) </li></ul><ul><li>Bad Examples </li></ul><ul><li>Marketing (4.1 & 4.3) </li></ul><ul><li>Weight loss (4.4 & 4.6) </li></ul><ul><li>Dog training (4.7 & 4.9) </li></ul>
    39. 39. 1. Pay Per Click <ul><li>Resources </li></ul><ul><li>PPC Guide </li></ul><ul><li>Google University </li></ul><ul><li>Perry Marshall Book </li></ul><ul><li>Talk to us </li></ul>
    40. 40. 2. Social Media <ul><li>Pro </li></ul><ul><li>Easy </li></ul><ul><li>Updateable </li></ul><ul><li>Ranking </li></ul><ul><li>Communities </li></ul><ul><li>Con </li></ul><ul><li>Confusion </li></ul><ul><li>Time-drain </li></ul><ul><li>Distracted </li></ul><ul><li>Fraud </li></ul><ul><li>Noise </li></ul>
    41. 41. 2. Social Media <ul><li>Key Principles </li></ul><ul><li>Business, not pleasure </li></ul><ul><li>Friends=customers </li></ul><ul><li>Don’t sell </li></ul><ul><li>Relationships </li></ul><ul><li>Not no of friends, no of conversations </li></ul><ul><li>Test </li></ul><ul><li>Schedule updates </li></ul><ul><li>Don’t give up </li></ul>
    42. 42. 2. Social Media <ul><li>Good Examples </li></ul><ul><li>Paul Johnston (5.1) </li></ul><ul><li>Discussion (5.2) </li></ul><ul><li>Updates </li></ul><ul><li>Questions </li></ul><ul><li>Bad Examples </li></ul><ul><li>Mr G (5.3) </li></ul><ul><li>Selling, No Photos </li></ul><ul><li>Nestle (5.6) </li></ul>
    43. 43. 2. Social Media <ul><li>Resources </li></ul><ul><li>Trust Agent </li></ul><ul><li>HelloTxt </li></ul><ul><li>Ning.com </li></ul>
    44. 44. 3. Email Marketing <ul><li>Pro </li></ul><ul><li>Direct </li></ul><ul><li>Cheap </li></ul><ul><li>Immediate </li></ul><ul><li>Systemised </li></ul><ul><li>Con </li></ul><ul><li>Spam </li></ul><ul><li>Recorded </li></ul><ul><li>Tonality </li></ul><ul><li>Ban </li></ul>
    45. 45. 3. Email Marketing <ul><li>Key Principles </li></ul><ul><li>Relevant? </li></ul><ul><li>Anticipated? </li></ul><ul><li>Personal? </li></ul><ul><li>Sell? Help you buy? </li></ul><ul><li>Necessary? </li></ul><ul><li>Cold call </li></ul>
    46. 46. 3. Email Marketing <ul><li>Good Examples </li></ul><ul><li>Tesco (5.4) </li></ul><ul><li>Bad Examples </li></ul><ul><li>Some fella (5.5) </li></ul>
    47. 47. 3. Email Marketing <ul><li>Resources </li></ul><ul><li>Seth’s List </li></ul><ul><li>Can I change your mind? </li></ul><ul><li>Big Red Fez </li></ul>
    48. 48. End! What to do next…
    49. 49. Process for Success <ul><li>Lead sheet </li></ul><ul><li>Every niche </li></ul><ul><li>Tracking </li></ul><ul><li>Testing </li></ul><ul><li>Get help </li></ul>
    50. 50. Where to get help <ul><li>Us – 30 days free support </li></ul><ul><li>People in the group </li></ul><ul><li>Discussion Board </li></ul><ul><li>Recruit us! </li></ul>
    51. 51. Evaluation <ul><li>What did you want out of the day? </li></ul><ul><li>What did you get out of the day? </li></ul><ul><li>What was your favourite bit? </li></ul><ul><li>What was the revelation? </li></ul><ul><li>What difference do you think it makes to your business? ££ </li></ul><ul><li>Your website address & brief description of your business </li></ul>
    52. 52. Offer of Further Help <ul><li>Our weekend </li></ul><ul><li>Benefits </li></ul><ul><ul><li>Build it with you </li></ul></ul><ul><ul><li>Our knowledge </li></ul></ul><ul><ul><li>12 monthly webinars </li></ul></ul><ul><ul><li>Lifetime peer support board </li></ul></ul><ul><ul><li>Free domains etc </li></ul></ul><ul><li>Sessions on: </li></ul><ul><ul><li>Marketing plan </li></ul></ul><ul><ul><li>PPC </li></ul></ul><ul><ul><li>Direct Mail </li></ul></ul><ul><ul><li>Emails </li></ul></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Websites </li></ul></ul><ul><ul><li>Automating </li></ul></ul>
    53. 53. Offer of Further Help <ul><li>1,000% guarantee </li></ul><ul><li>£695 per person </li></ul><ul><li>2 days, 8.30 -6pm </li></ul><ul><li>Plus bonus sessions </li></ul><ul><li>Plus meal with us </li></ul><ul><li>Plus one to one support </li></ul><ul><li>Offer today </li></ul><ul><ul><li>1 day free consulting: </li></ul></ul><ul><ul><li>£500 </li></ul></ul><ul><ul><li>Free lifetime pass: </li></ul></ul><ul><ul><li>£695 x 10 </li></ul></ul><ul><ul><li>All books we’ve mentioned today: </li></ul></ul><ul><ul><li>£60 </li></ul></ul><ul><ul><li>Monthly Stage payments </li></ul></ul><ul><ul><li>£95 x 7 </li></ul></ul><ul><ul><li>Or £595 for 2 </li></ul></ul><ul><ul><li>Offer closes Monday evening </li></ul></ul><ul><ul><li>£50 deposit secures offer for 12 months </li></ul></ul><ul><ul><li>Pay £50 today! </li></ul></ul>

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