4. Marketing is a System
1. Strategy before tactics
2. Fill your marketing hourglass
3. Publish educational content
4. Create a total online presence
5. Use a lead generation trio
6. Make selling a system too
7. Live by the calendar
5. Strategy before tactics
• Identify your ideal client
• Choose a value proposition
• Define a core difference
• Connect the dots
7. Customer driven strategy
• Why did you buy?
• Why do you stay?
• What’s one thing you loved?
• What frustrates you?
• What would you Google?
• Who else do you refer?
19. Pillars of a total online presence
• Content Platform
• Organic SEO
• Email Marketing
• Social Media Marketing
• Online Advertising
• Mobile and Location
• Analytics and Conversion
21. Optimize online content
• Ask your customers
• Google Keywords
• Wordtracker
• Blog religiously
• Think local content
• Chapters
• Get links!
• Use social
23. The right links
• Write a blog • Blog comments
• Guest post • Social bookmarking
• Social PR • Social networks
• Social profiles • Article directories
24. Capture and segment visits
• Trade value for emails
• Use email service
• Constant Contact
• Aweber
• Vertical Response
• emfluence
• Pippity/Wufoo
• Survey funnel
• Get Smart Content
25. Claim real estate
• Social profiles
• Facebook
• Google+
• LinkedIn
• Twitter
• Knowem
• Be Sharable
• Optimize brand assets
• YouTube
• Slideshare
• Flickr/Picasa
26. Integrate landing pages
• Every goal gets a page
• Drive advertising
• Drive social
• Premise
• Unbounce
27. Play ratings and reviews
• Google+ Local
• Yahoo Local
• Bing Local
• Yelp
• CitySearch
• InsiderPages
31. O2O advertising
• Google Adwords
• Google Express
• Facebook targeting
• Landing pages
32. Twitter best practices
• Think objectives
• List your customers
• Follow (twellow.com)
• Use search and aggregate
• Use 3rd party tool – tweetdeck
33. Facebook best practices
• Build fan page
• Make personal public subscribers
• Promote with “Like” button
• Focus on the Wall with content
• Use images for status updates
• Add “Like” plugin to your site
• Buy ads to promote content
34. LinkedIn best practices
• Profile – links, keywords, descriptive
• Connect through groups
• Comment and share in groups
• Mine for leads – premium acct.
• Questions and Answers
35. Google+ Best Practices
• Build a full profile
• Claim your place page
• Promote with “+1” button
• Focus on small Circles
• Use images and videos
• Comment with +name
• Hangout with customers
43. Educate – the perfect intro
• How you can spot our ideal client
• How to present our core message
• List of trigger statements
• Our referral offer
• Our marketing process
46. Intro in reverse
• Letter of introduction
• Perfect introduction
• Blank introduction
47.
48. Partner program
• Recruit and introduce
• Conduct video interview
• Create content opp
• Acquire special offers
• Make referrals
• Rate and review
• Create events
• “Little Black Book”