Low to No Cost Strategies for Lead Generation 24 HRS a Day

Low to No Cost Strategies for Lead

Coach Ltd. Hong Kong.
Copyright: Internet Marketing
Generation 24 Hours a Day

• Business Exchange Club - Business Networking
• HK Social Media
Current Social Media Trends
• Hongkongwebanalytics.com – Kenneth Kwok
• webwednesday.hk – Napoleon Biggs

• WomenMediaNetworks.com

Property of Internet Marketing
• Startupshk.com, boot.hk
• Canadian Chambers
Technology Forum

Groups Around Town

For Information and Schedule visit:

www.socialmediaweek.org/hongkong
Internet Marketing Coach will be providing editorial coverage

Announcements

What Local “Gurus” Do
• Charge HK $100-350/session
• Charge over HK $1K for Hosted Events
• Learn Something
• Network

• Sell you something
• Sell you a dream/magic,
which you don’t realize YOU
have to make happen

Quote
From any marketing expert you will hear:

“Any type of marketing works any
where in the world, it’s just whether or

not it works for your business and for
your customers.”

Reality
• Limited Budgets
• Limited Time
• Limited Resources
• Too Much Noise

• We seem to be busy but are really confused

What happens?
• Knowledge is forgotten
or still confusing
• Some people buy, some not
• Some will share ideas

• If event was good will go again to get motivated
• Maybe set up a meeting or two to follow up with people met

What Have You Done?


Doing Things Different
• EDUCATE HK Businesses
• Motivate to take ACTION with baby steps and limited budget
• Provide networking and platform for other businesses to talk
about THEIR business

• Provide SUPPORT from experts and group members
• Share the KNOWLEDGE to as many people as possible
• Not general knowledge but what’s actually WORKING in Hong
Kong
• It’s all about, YOU

Host of Meetup Group


Suggested Themes
• Facebook Marketing
• Email Marketing
• Social Media Engagement
• Video Marketing

• Pay Per Click & Paid Advertising, SEO, SEM
• Affiliate Marketing
• Content Marketing
• Digital Marketing to Reach China Customers

Members Enjoy….
• Online Webinars to cover a specific theme on Internet
Marketing each month
• Learn tools and how to implement into business
• Support from Internet Marketing Experts and other business

owners
• Access to Online Recordings and Training Materials
• Promote other business and platform to speak
• Internet Marketing Assessment – 2 HOUR Strategy Session for
HK $500

Want a copy of this slide deck?
Make sure I receive your business card, or even your name,
phone number and email on a piece of paper and you will get
access to my presentation.


Let’s Begin


• Social Media strategies

• Creating a Simple Online Sales
Funnel

• Gain insight into your competitor's
business

• How to track and measure your
online campaigns

• How to gain instant credibility for
your business

• Today's Top 5 Internet Marketing
Strategies in Hong Kong

Topics

Changing Landscape of Sales
Cycle
• Mass Marketing vs. Niche Marketing (more costly,
less effective, not targeted)
• Expedited Customer Service
• Reputation is more Public

• Companies are more Transparent
• Global Customer Base

8 Step Sales Cycle


What is Social Media?
Social media is refers to the use of web-based and mobile
technologies to turn communication into an interactive dialogue
.
- wikipedia.org

What?......
• An ongoing conversation that’s happening RIGHT NOW
• A promotional channel for content distribution
• A long-term return on investment
• A steady stream of information for:
• Research
• Feedback
• Building Relationships with customers, clients, contacts

Basically another channel used for marketing and
advertising

Traditional Media Perspective
Awareness

Consideration

Purchase

The Social Feedback Cycle
Awareness

Talk
Form
Opinion
Consideration
Use

Purchase

HK Online Usage
Top Websites – All Categories
Polled 1.8M Hong Kong Users
Hitwise Pty Ltd.

APAC Online Usage
Top Social Network In Individual Asia Pacific Feb 2010
(Age 15+ Home & Work)
Source: Comscore

Current Statistics
• Over 7M Population in Hong Kong
• Est. 6/2011, CIA World Factbook
• Hong Kong Linkedin Rank 35 Globally
• Facebook Ranked #1 In SNS
• Est. Over 60% of Web Users in Hong Kong have at least 1 social
media account
• Social media makes up over 50% of all online usage
• Overtaken email as #1 activity on the web
• As of February, 2011, there were 156 million public blogs
• Posting almost 1,000,000 blog posts daily
• 62% of Hong Kong believe companies should have a social media
presence
• 80% believe those companies should be interacting with customers

How is Social Media Used?
• Customer Service
• Product/Service Feedback
• Networking and Job Searching
• Promotions
• News
• Internal communication

Tools vs. Strategy

Pick battles big enough to matter,
small enough to win. ~Jonathan Kozel

Budgeting for Social Media
• What to budget for:
• Time
• Design and Branding
• Analytics Tools
• Social Monitoring
• Automation Applications
• Social Media Advertising
• Outsources/Consulting

How to Get Started
• Start with platforms you can actively maintain
• What outsourcing is needed?
• Design, development, content management,
market research
• Plan your content flow
• Will you push content through all channels?
• Find tools to automate processes
• Tweetdeck
• Hootsuite
• Sendible

Commit to your Marketing
Initiative
• If you decide to use Facebook, commit to using it and provide
valuable content without annoying your friends or fans.
• Don’t need to update everyday
• Have a purpose with every post and track response
• Fan Pages, if you hardly post or post with no value, people will
stop following you.

Hong Kong Known for Word of
Mouth
• FB is all about word of mouth
• Be careful, if you provide bad product and services, people will
talk
• But who is actually listening to you

Understand User Behavior
• Targeted Content
• Groups
• Fan Pages
• Tune Out the Noise
• Privacy Settings
• Lists
• Defined Updates
• Subscriptions
• Mobile Usage Increase
• Limited Real Estate
• Feeds are Limited
• Challenge for Ads

Viral Concept
Noise

1 x2 X4 16 256 65536

Target Marketing with Lists
• What Are Lists?
• A quick, optional way to organize your contacts so you can control
what you see in your News Feed and post updates to specific
people.
• Customers
• Prospects
• Business Partners
• Vendors
• Lists can be created on Linkedin, Facebook, Twitter, etc.

The Fan Page
• Create a community
• Easy way for touch points – customers, prospects
• Spread the word to people who actually care
• Make compelling to what users want to hear about
• Don’t post, just to post
• Add value and have them come back for more

Engage with your Fans
• Lead Generator - Don’t ask them just to like, offer something
of value in return
• Special Content, Discounts or Contests
• Make use of FB apps like Send to Friend
• Make page look like webpage (tabs, landing page)
• Put in a shopping cart
• Show part of your services/products and link back to website

Sample from my 15 Year old
Nephew

Groups
• Influence others
• Create a following based on an interest
• Connect with prospects based on the same concepts and
ideas you are selling
• Find groups with like minded people who will follow your
group
• Promote each other’s groups
• Groups can be found on Facebook, Linkedin and other Social
Media Channels

The Power of Like & Sharing
• Lots of sites are using the Like and Share features to spread
the word
• FB Likes on Own website, social proof
• Meetup platform sharing on FB and Twitter
• Sharing and Liking increases visibility to more users

Who Else Likes this?
Providing visibility and social proof from people in your circle

Track Who Shares – Fan Pages
Posting valuable information
• Number of time shared determines
value

Asia Expat
Recommend, Share and it puts into my FB News Stream also Social Proof that others know
use the site.

Integration on Website
Likes and people you know

Exposing Social Proof
Using your Facebook Stream in your Website
Link to Chris Mentor

Facebook Ads
Guide to Facebook Ads
http://www.facebook.com/adsmarketing/

Business Intelligence – Is FB Just
Personal?
• Find out about prospects, likes dislikes, who they know
• Find out about your competition, follow their feeds and
groups
• Target people of influence
• Research, Feedback

FB is a Tool
• Find out how your customers are using it and target their
behaviors to consume information

Case Study


Email to everyone


Facebook Event


Targeted Lists


Fan Page


Target Groups


Targeting Biz Partners
• Different Email Messaging
• Announced my Meetup event, email title used was “Looking
for Business Partners to serve my Customers”
• Let them know I am actively looking for partners to promote

each other “Fusion Marketing”

Online Sales Funnel


Hong Kong’s Top
Strategies 2012

• You can set your own rules (redemption/expiration
period, minimum # buyers, max quantities)
• Reach other countries/cities
• Minimum 50% discount, Need physical location
• Not valid for cash back (unless required by law)
• Must be used in one visit
• Cannot be combined with other offers
• All bookings are subject to availability

Common Rules

• Get a large number of customers to cross and up
sell other products and services
• Groupon collects money, takes 20% you get the rest
• All products and services Pre-Paid
• Target location and ideal customer
• If minimum buyers not met, deal cancelled, no
charge
• Customer recommend offer and they buy get
$50HKD Groupon Credit
• Customers can gift offers
• Groupon Mobile App and email notifications

Advantages

• Can you realistically deliver what you offer?
• Can you meet the demand of short term volume of
business?
• Are you attracting just deal hunters with no
loyalty?
• Does the group buying site target your ideal
customer?
• Do you have a strategy to convert into loyal
customers?
• Does the website get enough engaging customers

Is It For You?

• Groupon.hk (formerly ubuyibuy.com)
• Beecrazy.com
• Groupcow.com
• juscocityhk.com
• jigocity.com.hk
• 58tuangou.com

Some Group Buying Sites

The data samples featured are from the Hitwise Online Competitive
Intelligence Service, which bases its daily insights on the online usage
and behavior of 1.8 million Hong Kong Internet users.

Facebook

• Email usage decreased due to use of
communications over various Social Media
Channels
• Targeted, permission-based email remains one of
the best ways to reach existing and potential
customers
• Web-based email remains engaging
• Targeting and re-Targeting same people, most
won’t change emails so easily

Email Marketing

• 35% Smartphones of which 65% are New Users
• 56% use at work, 63% use at home
• 56% do searches on mobile, 81% on PCs
• 29% View Videos
• 57% Using Social Networks
• Compared to rest of the world, Hong Kong rates top
10 smartphone penetration (based on 30 market
studies)
Source: Asia Digital Analytics Summit 2011

Mobile Applications

Multi-Channel Sites
• Multi-Channel Site is any company that has built or has access
to larger websites that has a lot of members or generates a lot
of traffic.
• Concept is similar to group buying but the concept is that on
each separate channel, they have ran analytics to understand

their customers and what they are looking for
• Your product or service will be promoting to your target
consumer
• You pay to have one company promote to several sites
through various methods, Paid Ads, Discussion Boards, Social
Media, Search Engine Marketing.

Less Search Engine Marketing


Control


Influence


More Control


Challenge to Justify
• Management cannot see clear ROI for marketing
campaigns, data elusive
• The cost to start and run campaigns is not worth
the effort
• The time it takes to gain traction and sales is too
long, impatient
• Resolved to do what has proven to work

Map Offline to Online
• Take current benchmarking metrics and identify the
business goals/objectives
• Map these same business goals to your Digital
Campaigns and track the results
• Find comparisons that clearly show that the same
business goals were achieved
• Show what competitors are doing
• Start with No Cost Tools to prove concept
$4000 HKD – Ad in Magazine, 30 days,
with 50K Subscribers. Result in 50
new prospects and 10 converted.

$4000 HKD – Ad on high traffic site,
with 50K subscribers. Result in 300
new prospects and 100 converted.

What Digital Marketing Allows
• PROS
• Lower point of entry
• Evens the playing field
• Build word of mouth and credibility much faster

• Ability to operated under automated tasks without hiring
• Research competitors

• CONS
• Too many choices, too much to learn
• Trends change quickly
• Bad Reputation can spread rapidly

What Encourages Customer
Loyalty
Know
You

Buy Like
TRUST

More You

Refer
You

Online Marketing: Asia
Has Highest % of
Skepticism

• Know You
• Like You
• Refer You
• Buy More

Create Marketing Campaign
Template

• The Most Defining Action of
your Campaign
• Surveys (Customers,
Prospects, Competitors)
• Digital Analytics
• Trial and Error
• Prospects, Customers,

Business Partners, V.I.P.

Targeted Customer

• Product
• What Solution does it provide?
• Is Value communicated to customer?
• Price
• Retail, Discounted, Shared Revenue (Affiliate)
• Bulk discount
• Promotion
• Limited time/quantity
• Discounts to new or existing customers

• Place
• Where to your customers hang out/shop (online/offline)?
• What devices do your customers use?

Define your Campaign

At 211 degrees, water is hot.
At 212 degrees, it boils.
And with boiling water, comes steam.
And steam can power a locomotive.

SimpleTruths.com – YouTube “simple truths
212”

Build on Momentum

• You don’t have to be everything to everybody
• Select several niches and test several campaigns
• Find the Hot Customers, increase Know & Like
• Identify V.I.P. Fans, Help them to help you
• Keep campaigns targeted and very focused

Tips

• 4 months - 131 members

• KNOW- People know me by face
• LIKE - Credibility and Authority Established
• TRUST – Commitment Proven

Put Into Play

Get Busy Doing
or
Get Busy Losing!

• Contact Art Lee at:
• Facebook.com/artglee
• Twitter: @artstribe
• hkLinkedin.com/in/artglee

• Email:
artlee@internetmarketingcoach.hk
• Web: InternetMarketingCoach.hk

Questions?

Low to No Cost Strategies for Lead Generation 24 HRS a Day

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