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LEADS ARE LIKE
                          AGGREGATE
@kmullett   Deister 100 Year Celebration
circa 1987




 me on a bulldozer




               WHO AM I?
@kmullett      Deister 100 Year Celebration
Online marketing doesn’t work if potential
 customers can’t find you or if you have to push
 everyone there.

               CAN I FIND YOU
@kmullett      Deister 100 Year Celebration
WHERE DO WE DO RESEARCH IN 2012?
   Recommendations for a restaurant will likely be taken
   at face value. Recommendations for expensive
   equipment will be validated. Where do we go to do
   research these days?




@kmullett      Deister 100 Year Celebration
No marketing media channel has
 100% eyeballs or is 100% effective.
 We need to prioritize based on
 goals, resources, and business
 objectives.




               NO ONE SPOT
@kmullett      Deister 100 Year Celebration
Maybe it’s time to rethink what you
   are willing to spend money on, and
   why.




               WHAT IS WORKING?
@kmullett      Deister 100 Year Celebration
WHY THE WEB IS THE MARKETING CENTER
    • Works WITH all other marketing
    • 24/7 lead generation
    • Where people do research
    (At their pace not yours)

    • Easy, quick, and inexpensive
    updates

    A NetCentered approach




@kmullett          Social Media Summit #SMSFW
Clients now have more tools
 than ever to sift through
 everyone that might be able
 to fill their need.

              VISIBILITY SCREENS
@kmullett     Deister 100 Year Celebration
tv
                                     dm (direct mail)
                                     radio
                                     newspaper
                                     print (brochures/ads)
                                     email marketing
                                     social
                                     SEO
                                     search marketing
                                     tradeshows
                                     sponsorships (nascar etc.)
                                     yellow pages (not shown)


@kmullett   Deister 100 Year Celebration
TIP: SOMEONE NEEDS TO MIND THE STORE

     Search engine optimization (SEO) won't fix bad
     content or make it convert into business, but
     without it "just writing good content" leaves you
     reaching less people than you could.

     Who’s on watch?
     Google CEO Eric Schmidt to Congress – 516 updates and over
     13’000 tests in 2010. (pdf)




@kmullett         Social Media Summit #SMSFW
There is a lot of misinformation,
speculation, opinion and hype
being spread about online
marketing. Worse is the
expectation that it should be
free, effortless, and easy, yet
produce greater ROI.




               HYPE & HYSTERIA
@kmullett      Deister 100 Year Celebration
TIP: ASK YOUR COUSINS 12 YEAR OLD…




@kmullett   Deister 100 Year Celebration
TIP: TECHNICAL COMPETENCY MATTERS




   These technical factors impact SERP and conversion.
@kmullett     Deister 100 Year Celebration
BUDGET & STRATEGY
@kmullett   Deister 100 Year Celebration
TIP: BEWARE OF FREE OPINIONS




   Projects are always limited by: time, money, effort,
   resources, knowledge, buy in. (from HIPPOs or clients)

@kmullett      Deister 100 Year Celebration
TIP: IT’S NOT ABOUT WHAT YOU LIKE




               Which phone line will
               you be ignoring today?

    Tools to find
    your audience:

@kmullett     Deister 100 Year Celebration
ACTION: GET YOUR HOUSE IN ORDER FIRST!
  Grab your local listings:
  getlisted.org




    Keep name, address, phone consistent!

@kmullett         Social Media Summit #SMSFW
Don’t be surprised when you
   get very little value out, of that
   which you put very little value
   in.




              DO YOU SEE THE VALUE?
@kmullett     Blog Indiana #BIN2012
TIP: THINK OFFLINE, ONLINE, MOBILE




   QR Codes and mobile sites
   need a strategic purpose! Hello
   trade shows…

@kmullett      Deister 100 Year Celebration
OWNERSHIP
@kmullett   Deister 100 Year Celebration
ACTION: BLOGGING…DO I HAVE TO?
                               Efficient blogging ideas.

                               •   Convert customer question
                                   response emails into posts
                               •   Share via social
                               •   Use video reviews & stories
                               •   Link to specific information
   yoursite.com/blog
                                   pages from blog posts.
           vs
   blog.othersite.com          •   Get guest bloggers


@kmullett        Deister 100 Year Celebration
ACTION: GOOGLE GIVES YOU CLUES
  Let Google give you ideas on
  which long tail subjects to
  write about.

  • Google Instant
  • More search tools (left)
  • Searches related to (bottom)
  • Related searches (top)
  [doesn’t always appear]




@kmullett            Deister 100 Year Celebration
TIP: YOUR WEBSITE IS NOT FOR YOU


     If you ask me to build you a pink website, I will
     build you a pink website but… I won’t pretend
     it’s a good idea if it doesn’t fit the intended
     audience. YOU are not the intended audience!




@kmullett       Deister 100 Year Celebration
ACTION: GET COMFY ON CAMERA
     • A Humanistic look into your company and processes
     • Easy and inexpensive to embed from Youtube
     • Increased visibility & no plug-in
     • Visitors and search engines like video




@kmullett     Deister 100 Year Celebration
ACTION: MEASURE IF IT WORKED
    • Monitor contacts, calls, lead sources (referrals)
    • email subscriptions and network growth (quality)
    • Check Google Analytics, Google Webmaster tools:
    bounce rates, time on site, pages visited, conversion,
    confirmation pages, and…well that’s another seminar.




@kmullett      Deister 100 Year Celebration
Humanize your
message, Encourage
conversation, Listen
first, Promote Less.




              H.E.L.P PHILOSOPHY
@kmullett     Deister 100 Year Celebration
bit.ly/aboutKM




            ME                           Image by Joe Shoemaker


@kmullett   cirrusabs.com / @cirrusabs
GET TIPS, TRICKS, INVITES, AND INFO
     Find out what’s in
     The Puzzle Box

     bit.ly/ThePuzzleBox

     cirrusabs.com
     twitter.com/cirrusabs
     facebook.com/cirrusabs
     youtube.com/user/cirrusabs
     linkedin.com/companies/cirrus-abs

@kmullett      cirrusabs.com / @cirrusabs
ACTION: PREPARE FOR BUSINESS

                    • Open G+, Youtube, & Skype accounts
                    • Buy a webcam

                    • Harness the power of smartphones

                    • Practice with someone (me)




    Are you keeping up and prepared to communicate
    how others wish to be communicated with?


@kmullett     Deister 100 Year Celebration
ACTION: KEEP TRAFFIC, SEO & VISIBILITY!




  Embed signup capability via services like eventbrite

@kmullett      Deister 100 Year Celebration
ACTION: CHECKING WHERE YOU RANK




                           Get: Rank Checker
                           a Firefox browser add-on
                           • Measure baseline

                           • Measure changes

                           • Measure competition

                           • Check in private browsing


@kmullett   Deister 100 Year Celebration
ACTION: START LISTENING & WATCHING
    Set alerts for: business name(s) or brand,
    employee names, usernames, your brand name,
    competition, influencers in your field,
    product/service names, and misspellings.




@kmullett    Deister 100 Year Celebration
ACTION: GRAB YOUR BRAND/IDENTITY
  namechk.com




@kmullett       Deister 100 Year Celebration
ACTION: TELL THEM & TELL THEM WHY…




                    • Are we clear with our message?
                    • Is design or action most important?
                    • What is our call to action?
                    • What is in it for them?

@kmullett   Deister 100 Year Celebration

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Sales Leads Are Like Aggregate - Deister Sales Meeting

  • 1. LEADS ARE LIKE AGGREGATE @kmullett Deister 100 Year Celebration
  • 2. circa 1987 me on a bulldozer WHO AM I? @kmullett Deister 100 Year Celebration
  • 3. Online marketing doesn’t work if potential customers can’t find you or if you have to push everyone there. CAN I FIND YOU @kmullett Deister 100 Year Celebration
  • 4. WHERE DO WE DO RESEARCH IN 2012? Recommendations for a restaurant will likely be taken at face value. Recommendations for expensive equipment will be validated. Where do we go to do research these days? @kmullett Deister 100 Year Celebration
  • 5. No marketing media channel has 100% eyeballs or is 100% effective. We need to prioritize based on goals, resources, and business objectives. NO ONE SPOT @kmullett Deister 100 Year Celebration
  • 6. Maybe it’s time to rethink what you are willing to spend money on, and why. WHAT IS WORKING? @kmullett Deister 100 Year Celebration
  • 7. WHY THE WEB IS THE MARKETING CENTER • Works WITH all other marketing • 24/7 lead generation • Where people do research (At their pace not yours) • Easy, quick, and inexpensive updates A NetCentered approach @kmullett Social Media Summit #SMSFW
  • 8. Clients now have more tools than ever to sift through everyone that might be able to fill their need. VISIBILITY SCREENS @kmullett Deister 100 Year Celebration
  • 9. tv dm (direct mail) radio newspaper print (brochures/ads) email marketing social SEO search marketing tradeshows sponsorships (nascar etc.) yellow pages (not shown) @kmullett Deister 100 Year Celebration
  • 10. TIP: SOMEONE NEEDS TO MIND THE STORE Search engine optimization (SEO) won't fix bad content or make it convert into business, but without it "just writing good content" leaves you reaching less people than you could. Who’s on watch? Google CEO Eric Schmidt to Congress – 516 updates and over 13’000 tests in 2010. (pdf) @kmullett Social Media Summit #SMSFW
  • 11. There is a lot of misinformation, speculation, opinion and hype being spread about online marketing. Worse is the expectation that it should be free, effortless, and easy, yet produce greater ROI. HYPE & HYSTERIA @kmullett Deister 100 Year Celebration
  • 12. TIP: ASK YOUR COUSINS 12 YEAR OLD… @kmullett Deister 100 Year Celebration
  • 13. TIP: TECHNICAL COMPETENCY MATTERS These technical factors impact SERP and conversion. @kmullett Deister 100 Year Celebration
  • 14. BUDGET & STRATEGY @kmullett Deister 100 Year Celebration
  • 15. TIP: BEWARE OF FREE OPINIONS Projects are always limited by: time, money, effort, resources, knowledge, buy in. (from HIPPOs or clients) @kmullett Deister 100 Year Celebration
  • 16. TIP: IT’S NOT ABOUT WHAT YOU LIKE Which phone line will you be ignoring today? Tools to find your audience: @kmullett Deister 100 Year Celebration
  • 17. ACTION: GET YOUR HOUSE IN ORDER FIRST! Grab your local listings: getlisted.org Keep name, address, phone consistent! @kmullett Social Media Summit #SMSFW
  • 18. Don’t be surprised when you get very little value out, of that which you put very little value in. DO YOU SEE THE VALUE? @kmullett Blog Indiana #BIN2012
  • 19. TIP: THINK OFFLINE, ONLINE, MOBILE QR Codes and mobile sites need a strategic purpose! Hello trade shows… @kmullett Deister 100 Year Celebration
  • 20. OWNERSHIP @kmullett Deister 100 Year Celebration
  • 21. ACTION: BLOGGING…DO I HAVE TO? Efficient blogging ideas. • Convert customer question response emails into posts • Share via social • Use video reviews & stories • Link to specific information yoursite.com/blog pages from blog posts. vs blog.othersite.com • Get guest bloggers @kmullett Deister 100 Year Celebration
  • 22. ACTION: GOOGLE GIVES YOU CLUES Let Google give you ideas on which long tail subjects to write about. • Google Instant • More search tools (left) • Searches related to (bottom) • Related searches (top) [doesn’t always appear] @kmullett Deister 100 Year Celebration
  • 23. TIP: YOUR WEBSITE IS NOT FOR YOU If you ask me to build you a pink website, I will build you a pink website but… I won’t pretend it’s a good idea if it doesn’t fit the intended audience. YOU are not the intended audience! @kmullett Deister 100 Year Celebration
  • 24. ACTION: GET COMFY ON CAMERA • A Humanistic look into your company and processes • Easy and inexpensive to embed from Youtube • Increased visibility & no plug-in • Visitors and search engines like video @kmullett Deister 100 Year Celebration
  • 25. ACTION: MEASURE IF IT WORKED • Monitor contacts, calls, lead sources (referrals) • email subscriptions and network growth (quality) • Check Google Analytics, Google Webmaster tools: bounce rates, time on site, pages visited, conversion, confirmation pages, and…well that’s another seminar. @kmullett Deister 100 Year Celebration
  • 26. Humanize your message, Encourage conversation, Listen first, Promote Less. H.E.L.P PHILOSOPHY @kmullett Deister 100 Year Celebration
  • 27. bit.ly/aboutKM ME Image by Joe Shoemaker @kmullett cirrusabs.com / @cirrusabs
  • 28. GET TIPS, TRICKS, INVITES, AND INFO Find out what’s in The Puzzle Box bit.ly/ThePuzzleBox cirrusabs.com twitter.com/cirrusabs facebook.com/cirrusabs youtube.com/user/cirrusabs linkedin.com/companies/cirrus-abs @kmullett cirrusabs.com / @cirrusabs
  • 29. ACTION: PREPARE FOR BUSINESS • Open G+, Youtube, & Skype accounts • Buy a webcam • Harness the power of smartphones • Practice with someone (me) Are you keeping up and prepared to communicate how others wish to be communicated with? @kmullett Deister 100 Year Celebration
  • 30. ACTION: KEEP TRAFFIC, SEO & VISIBILITY! Embed signup capability via services like eventbrite @kmullett Deister 100 Year Celebration
  • 31. ACTION: CHECKING WHERE YOU RANK Get: Rank Checker a Firefox browser add-on • Measure baseline • Measure changes • Measure competition • Check in private browsing @kmullett Deister 100 Year Celebration
  • 32. ACTION: START LISTENING & WATCHING Set alerts for: business name(s) or brand, employee names, usernames, your brand name, competition, influencers in your field, product/service names, and misspellings. @kmullett Deister 100 Year Celebration
  • 33. ACTION: GRAB YOUR BRAND/IDENTITY namechk.com @kmullett Deister 100 Year Celebration
  • 34. ACTION: TELL THEM & TELL THEM WHY… • Are we clear with our message? • Is design or action most important? • What is our call to action? • What is in it for them? @kmullett Deister 100 Year Celebration