Dr. joe bovanese presentation 1.29.15

Direct Response Marketing 2015: 
Strategies for Success 
Direct Marketing Association of Detroit
January 29, 2015
Joe Bavonese, PhD 
Uncommon Practices
www.uncommonpractices.com 
(800) 940-‐0185

Uncommon Practices www.uncommonpractices.com 2
OUTLINE 

! Background
! Attention!
! Mobile
! Social
! Video
! SEO
! Pay Per Click
! Summary


Background 
 

! PhD in Clinical Psychology
! Started Relationship Institute 1992
! I Built it…but They Didn’t Come
! Realized Need for Business
Training
! Started Uncommon Practices 2004
! Internet Marketing Self-‐Study

Background
I heard of a guy in LA,
Jay Abraham, who was
supposed to be THE small
business marketing GURU.

So I attended a live workshop
with him in LA in 1996.

Bargain price for 3 day workshop:
$3500!

Background
Thus Began my Training in 
Direct Response Marketing,
Which I have Used with my
Brick and Mortar B to C
Psychotherapy Business
(Relationship Institute) as
Well as Online B to B Business
Coaching Business (Uncommon Practices)

Relationship Institute Sessions

BACKGROUND 

! Uncommon Practices Teaches Service
Businesses How to Grow their
Businesses 
! Focus on Branding; Internet Marketing
and Community Networking 
! Joe Has Given 18 Presentations
Nationally from Uncommon Practices

Uncommon Practices www.uncommonpractices.com
Attention is the Most Precious
Resource in Today’s World
8

9

10

ATTENTION 

! Attention Spans Are Shorter than Ever 
! Information Overload Leads to Multi-‐
Screen Multitasking as the NORM 
! Engaging Your Customer’s Attention is
the Greatest Challenge in Business
Today

ATTENTION 

! Because Attention Spans Are So Short
and People Are Overloaded with So
Much Information, the Interruption
Marketing Model of the 20th Century
Does Not Work  
! Permission Marketing is Much More
Successful, Especially When Building
an Email List

ATTENTION 

! Before Potential Customers Give You
Permission To Engage with the
Content of Your Business, You Must
First Get their Attention 
! But In This Attention-‐Deﬁcit World, You
Are Lucky If You Get 10 -‐ 20 Seconds of
a Potential Client’s [Divided] Attention

So What Information Can You
Possibly Provide in 10 -‐ 20
Seconds That Makes a
Potential Customer Want to
Know More About Your
Business?
ATTENTION

Where you Went to School? 

Features of Your Product/Service?

Awards You Have Received?

Special Discounts?
ATTENTION

NONE OF THOSE.

Speciﬁc Statements about Your
Potential Customer’s Biggest
Problem/Frustration/Challenge -‐  
 
AND is Emotionally Engaging -‐ 

Focuses Attention Better than
Anything Else

Problem Statements Work Best!
Which of These Gets Attention?

! I Do Marriage Counseling

! I am Trained in the Gottman
Method

! Just Find Out Your Spouse is
Cheating on You?

Problem Statements Get
Attention -‐ Build Your List by
Following Them with

! Beneﬁts 
! Features 
! Call to Action

MOBILE 

! The Smartphone Will Continue to Rise
in Prominence in 2015 

! Rise Fueled by Larger Screens, More
Powerful Processors, Brilliant Displays,
Social Apps and All Day Battery Life 

! Apple iOS and Google Android
Dominate 96% of the Smartphone
Market in US

MOBILE 

! Responsive Design for Your Website 
! Large, Readable Buttons that Can
Easily be Touched by One Finger
! Fewer Items in Navigation
! Avoid Long Scrolling Rectangle of Text
! Break Content into Multiple Pages
! Be Sure Your Site Passes the Google
‘Mobile Friendly’ Test

MOBILE 

The Google ‘Mobile Friendly’ Test:
https://www.google.com/webmasters/tools/
mobile-‐friendly/

MOBILE 

! Depending on Your Industry, 40-‐65% of
Search Will Occur on Smartphones in
2015 

! Google Has 82% of Mobile Search 

! Apple, Bing and Facebook Working to
Separate From Google

MOBILE 

! Search on Mobile Devices 
! Test Out Mobile Search on Your
Smartphone, to See How Your Site
Ranks 
! Conﬁgure Phone, Email and Texting
Options to Contact You with ONE
TOUCH: Test it!

MOBILE 

! Search on Mobile Devices 

! Be Sure Your Free Google Business
Proﬁle Shows up on a Local Mobile
Search 
www.google.com/business  
! Also Create Apple Maps Proﬁle for
Mobile 
mapsconnect.apple.com

MOBILE 

! Email Crucial to Direct Marketing Success

! 65% Opened on Mobile Device First
! Short Subject Lines Work Best
! Preview All Emails on Your
Smartphone
! Video in Email Has Best Open Rate
! Place Call to Action on First Screen
! Still Has Much Better Conversion Rate
vs Social

SOCIAL 

! Facebook
! Create Facebook Business Page
! Video is the Content of Choice (3
billion DAILY video views 4th Quarter
2014; 3x growth in 6 months)
! Facebook Passed YouTube in 2014 in
Videos Viewed on Desktop
Computers
! 60% of Video Will be Viewed on
Mobile Devices in 2015

SOCIAL 

! Facebook 
! Organic Posts Shrink Further in
Visibility in 2015
! Forcing Advertisers to Pay to Get
Views
! Promoting Posts & Ads Lead to
Higher Conversions, Due to Precise
Targeting and Re-‐Targeting Options

SOCIAL 

! Facebook 
! Engagement & Conversion is More
Diﬃcult on Facebook vs. Google
Due to Multiple Distractions and
Social Focus
! Always Take People OFF of
Facebook onto Your Website

VIDEO 

! Video is Taking Over the Internet 
! Oﬀers Best Opportunity for
Sustained Attention and Emotional
Engagement of Potential
Customers 
! Videos Are Indexed in Google
Faster than Any Other Content

VIDEO 

! Video is Taking Over the Internet 
! Make As Many Videos As You Can,
Addressing Frequently Asked
Questions, in MP4 format 
! Upload to Your YouTube Account
for Free, and then Embed on Your
Website

•You MUST Learn How to Get Found on the First Page of
Google 

Internet Marketing

SEO 

! Not as Predictable or Useful as In Past 
! Fewer Spaces Available on Page 1 of
Search 
! Most Diﬃcult to Rank Well: Newer
Sites with Less than 10 Pages of
Content

SEO 

! Still Useful Aspects of SEO 
! Title and Description Tags
! Inbound Links
! Page Load Time
! Write Valuable Content on Your Site
! Wikipedia Listing

SEO 

! Be Wary of Companies Selling SEO
Service 
! Do NOT Pay Over $1500
! Do NOT Pay for an Ongoing
Monthly Fee (Unless Your Industry
Changes Very Rapidly)
! Ask to See Examples of Listings
from Your Industry

PAY PER CLICK ADVERTISING 

! Google AdWords: 90% of Google
Income 

! Price Per Click Increasing as More
Businesses Enter the Game 
! Have Your Campaigns Reviewed by
Seasoned AdWords User so You
Don’t Waste Money -‐ Clicks are NOT
Conversions!

PAY PER CLICK ADVERTISING 

! Google AdWords
! If Your Business Depends on Phone
Calls, Call Tracking Service such as
Call Rail Highly Recommended to
Track Results
! Use Call, Sitelink and Location
Extensions on All Campaigns

Sample Call Rail Report

PAY PER CLICK 

! Facebook 
! Increasing Presence on Mobile
Devices; $3.6 Billion in Q4 2014 (53%
increase YoY)
! Client Targeting is the Most Precise
in the History of Advertising
! Don’t Be Fooled by Cheap Prices!
! Conversion Can be Diﬃcult

PAY PER CLICK
Newspaper Jan 29, 2015
Reality: Google $62 Billion; Facebook $17 Billion

PAY PER CLICK 

! Facebook
! May Take 2 or 3 Steps to Have a
Potential Client Contact You vs. a
Google Ad
! First Educate and Inform, Build
Mailing List
! Educational Autoresponder
Sequence is a Good Idea with
Facebook Advertising

Facebook Pay Per Click Ads
 
46

SUMMARY 

! Mobile First Strategy is Crucial 

! Combination of Text and Video
Content Converts Best for Opt-‐in to
Your Email List 

! Test Everything! Use Google Analytics
with Conversion Tracking Set Up

Dr. joe bovanese presentation 1.29.15

More Related Content

What's hot

Viewers also liked

Similar to Dr. joe bovanese presentation 1.29.15

More from dmadetroit

Recently uploaded

Dr. joe bovanese presentation 1.29.15