IntroductionHeres how today will work.Youll participate in three mini-workshops which will take place over a 90 minute period,with 30 minutes allotted for each. Youll then take the results from the workshop youwere in and proceed to the next workshop in the same room.If time allows, well have a group Q and A session at the end.The workshop is structured such that you will not need to go in a particular order -keep in mind that the order you take the rotating workshops may not be the sameorder as they are presented on the form.Most of the period youll be working in teams or in pairs, with a group leader presentfor help, or available to pair up with the odd person out.After the introduction period, youll be told what workshop youll be in first, which willlikely take place according to where youre seated in the room. Again, be sure thatyoure looking at the portion of the worksheets that bear the same title as the sessionyoure in.The objective of the workshop is to allow you to efficiently bring together these basicitems in your digital business strategy: ● Who to talk to ● What to talk about ● When the best timing is for your customers and your business ● Where to have the conversation ● Why to chose a specific type of online interaction with your customers ● How to have this translate into more business & customersMastering these three chief elements will help you get the maximum amount of onlinevisibility in the least amount of time.
Content - The Who and the WhatTargeting makes your marketing more efficient; once you know who youre talking to,you can also discover the best way to reach them - by putting yourself in their shoes.Audience Visualization - Partner - 2 minutesThe purpose of this exercise is to get a general idea of who the targetcustomer/client is.Your audience, general:__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________In the second part, you and your partner will take turns visualizing a specific picture ofthis perfect customer.Your perfect customers attributes:__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Exercise 3: According to the questions the group leader asked, My Customer Personasname is ________________________________________ .Content Generation - Groups of Four or Five - 20 minutesTopic Brain storming for My Topics:If they knew an expert ____________________________________, they would wantto ask her:
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Did we cheat? ___ YES ___NOIf Yes, we used:Googlehttps://www.google.comGoogle Suggesthttp://www.google.com/support/websearch/bin/answer.py?answer=106230Twitter Searchhttp://twitter.com/#!/search-homeWordtracker Keyword Questionshttps://freekeywords.wordtracker.com/keyword-questionsConverse - The When and the WhereTwo things that will often define the discussion youre having is when and where ittakes place. Tactically this may mean, whether you use Twitter, LinkedIn, or Facebookto publish updates and arguably, at what time of day.Strategically this means, what time of day you will do your marketing, and what partsof the discussion will take place in public or private, online or offline.When is the Party? Partners- 8 minutesThe Objective of this exercise is to determine when is the best time for you to fit
marketing into your schedule.My Work Schedule____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________This is the time of day my partner helped me choose:______________________________________________________________________I Call Bull - 15 MinutesThe purpose of this exercise is to learn more appropriate ways to bring ourbusiness objectives into online conversationsEach person gets a turn to be the ideal client, the BS meter, or part of thebrainstorming group, while the other two take turns being the business owner couldtalk about at an in-person casual meeting for drinks in two exchanges. If theyveparticipated in the content workshop, they can use their customer persona names.The presenter plays the role of the customer, and each member of the brainstorminggroup takes turns playing the business owner. The BS meter yells out BULL! every timethe interaction is not authentic, and BREAK! if they get to two exchanges without bull.At break/bull the teams rotate roles.The BS Meter is responsible for choosing the situation of the conversation and who getsto go next as the BS meter. Each person must get a turn.Example: Strawberry "Shake" Rooster is a 32 year old single lawyer. Sarahs businesssells cupcakes. The question is then what do Strawberry and Sarah talk about that cansmoothly segue into cupcakes?
The BS Meter chooses a lunch meeting.Strawberry: So what did you get into today?Brainstormer 1: Not much. Tried this new place at lunch today.Strawberry: That sounds good. What did you have?Brainstormer 2: CupcakesBS Meter: BULL!Where to Talk - Partners - 6 minutesSplit back into your original pairings. Now that you have the input of when youll fit inmarketing, and what is/is not BS for an in-person meeting, its time to distill that datainto useful information for your online marketing.From your scheduling brainstorming, youll know about how long youll be online, soyou know how long youll have to make a connection or several connections to otherpeople. With the "I call BULL" session, you have some idea of how difficult it is tonaturally do an elevator pitch conversationally.The point being- quick connections are rare. Discuss with your partner what youlearned about how to talk to people online to prep them ( in public online) for anintroduction to your business (one on one or offline). Talk about where you can haveeach type of conversation.Jot down any ideas about how to warm up to the business conversation naturally.____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Connect- The How and The WhyRegardless of your goal in reaching customers online, if you arent working towardsit, your efforts may feel futile. You need to keep in mind, on a daily basis, why youreconnecting online (your ultimate and short term goals) and how to make your effortsturn into profits.The Because Exercise and Our Reasons Why - Being More Specific About YourLong Term and Short Term GoalsBecause Exercise - Round One - 6 minutes each partnerThe Starter Question: What is Your Ultimate Marketing Goal?At the end of your session, rewrite your goal with any insights you get from theexercise.__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Because Exercise - Round Two 4 minutes each partnerStarter Question is: What is Your Top online Marketing goal for the week?__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________Creating Your Funnel Exercise Part One- Partner Exercise - 5 minutes each (Tenminutes)How are you taking prospects into your sales funnel? Do you have one? Over 99% offirst time visitors do not buy during that visit. What are you doing to get them to comeback?What Id like a new customer to do if they dont buy(You may not write "Take a hike.")
__________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________During the next four minutes, work with your partner on the steps between gettinga person to come to your site, to them receiving their first communication from yourcompany BUT start at the end and work backwards.Partner - at each step, point out reasons why you as a customer would or would notget to that stage.The last thing that happens before a sale is:______________________________________________________________________________________________________________________________________________Before that:______________________________________________________________________________________________________________________________________________And before that:_____________________________________________________________________________________________________________________________________________________________________________________________________________________Thank you again to our sponsors at Georgetown University and Network Solutions.There will be a recap posted to the Women Grow Business blog, with links to additionalresources in a convenient embeddable format if youd like to share with friends.Our next event is an online Twitter chat with Thursday Bram, next Monday at Noon. Please besure to subscribe to the blog so you dont miss any updates. You can also follow us on Twitter,LinkedIn, and Facebook.