The Path to Product Excellence: Avoiding Common Pitfalls and Enhancing Commun...
The Local Business Internet Marketing Audit Presentation
1. The Internet
Marketing Audit
Presentation
A Complete Process To Getting
More Sales From The Internet &
Mobile In The Most Cost
Effective Ways Possible
3. Audit Presentation: ABOUT ME
A Little About Me
● I'm not a guru. I hate nonsense, fancy new age ideas
and thinking, and b@llshit.
● My background began with network marketing, and then
I moved onto Internet marketing, making money with
websites from my computer - I have a track record.
● This was (and still is) an extremely competitive way
to make money, and it wasn't until I got a temporary
job doing some marketing for a local, independent
jewellery shop, that I realised there was a market
for helping local businesses with their Internet
marketing.
4. Audit Presentation: ABOUT ME
A Little About Me
● I love what I do. I love the Internet for its
accessibility and speed of finding information, and
ease of communication, but I also don't want to see
it emptying high streets. I want to see high
streets, full of life and community.
● My goal is ultimately to make more money for my
company, by providing value for all - by helping you
gain more happy customers. Then there are three
winners - you, your customers, and me. But if I
leave you better than I found you - regardless if
you hire us to do the work outlined in this
presentation, then I've already won.
5. Audit Presentation: ABOUT ME
A Little About Me
● I always say that my advice is free, and that I'm
always on the end of the phone for guidance. At this
stage of my career, I am able to offer you free
advice on the phone if you phone me up for help -
but I don't know how long I can do this for, as my
business grows. You may have to book a consultation.
7. Audit Presentation: INTRO
How To Increase Your Turnover
There are two ways to do this:
1. Make more from the customers you already have.
2. Get more customers and continue the above.
There are three stages to making this happen...
8. Audit Presentation: INTRO
Three Stages To Getting More Sales
1. FINDING: Without any marketing, your business is a
shop in the desert. You need to erect signposts
leading your potential customers to you, or they'll
never find you. A potential customer needs 7
exposures to a product before buying.
2. CONVERTING: Once you get them there, you need to be
persuading them buy, or you have no business.
3. MILKING: Once they have bought, you want to maintain
a relationship so you can sell more stuff to them
for as long as you can.
Let's break this down further...
10. Audit Presentation: 1) FINDING
In-Premises Postcards
What is it and why: One of the easiest
ways to get potential and actual customers
onto your database is to have postcards
you give to them - after a transaction, or
just hand them out. Have them fill it in, and you'll
be able to contact them at will. 3.6% of in-store
issued vouchers are redeemed.
What you can do: Have your local printer design and
print you something. Make sure it contains your
website address, and a spot for them to complete their
details in-store. Even better if you can give them the
option to text in - you will able to contact them via
text, then.
11. Audit Presentation: 1) FINDING
Search Engine Marketing (SEM)
What is it and why: 1 out of 3 of all online
searches are for a local business - that's 2.6
billion local searches online a month. 83% of people
first search online before making a local product or
service purchase. Google is the most popular online
search tool, but you need to create signposts for them
to find your website. The more and higher quality
signposts they are, the higher you will rank. 98% of
people only look at page 1 of Google. On page 1, 1st
place gets 42% of visitors, 12% for 2nd, 3rd is 8.5%,
and so on. If you're not on the 1st page - especially
the top 3 - for any of your keywords, it will be hard
to be found.
12. Audit Presentation: 1) FINDING
Search Engine Marketing (SEM)
How you stand: Google 'google adwords
keyword tool', and search the following
keywords: [YOUR BUSINESS NAME], [MARKET in
TOWN], [MARKET TOWN], [MARKETS TOWN], [ETC].
Do the same for 'mobile devices'. Add it all up -
this is how many potential customers are looking
for you on Google. Then go to: www.seoserp.
com/web_tools/google_top_1000_serps_checker.asp and
enter your web address, and the same keyword phrases
as before. It will tell you where you rank for these
keywords in Google.
13. Audit Presentation: 1) FINDING
Search Engine Marketing (SEM)
What you can do: You can submit your site
to Google, Yahoo!, and Bing, by simply
searching for "submit my site to [SEARCH
ENGINE]". You can also add links back to your
website from other sites - the bigger the sites
the better. Warning: this is an ongoing job. A
tip is to go to Google and type in your main keywords.
Look at the sites at the top. These are your
competition. Now type "[COMPETITORS WEBSITE].co.uk"
including the quotes, into Google. This will tell you
all the sites that are linking to your competitor in
Google. See if you can get a link back from these
sites to you.
14. Audit Presentation: 1) FINDING
AdWords/Pay-Per-Click (PPC)
What is it and why: You buy traffic from
Google, by the click, every time your ad is
clicked - that appears on the right side of
Google. The more competitive the keyword, the
more per click you pay. Google AdWords revenue
is nearly £15 billion p.a. 1.1% of Google users
click on AdWords rather than left-side links.
What you can do: Google 'adwords voucher'. You'll get
your first clicks for free if you find one. Get advice
for writing good ads on Google. You can bid on brand
keywords, but brand names are not allowed in ad copy,
so AdWords is easier on a local level, rather than
nationally.
15. Audit Presentation: 1) FINDING
Quick Response (QR) Codes
What is it and why: A QR code is like a
barcode, that can be scanned by a phone,
to carry-out a pre-set task, like go to a
website, or create a text. More that 2/3
of Americans and Europeans who scan QR
codes do so to obtain information about a
product. 18% of those who scan, buy afterwards.
What you can do: You will see these more and more, so
don't miss the boat. From now on, when you advertise
'offline', go to www.QRstuff.com and create a code
that does what you want the customers to do. Copy/save
the code to your ad to attract those QR code users.
16. Audit Presentation: 1) FINDING
Data Collection
What is it and why: Done properly, a
customer database is the most valuable
asset to a business. Data collection is
simply the act of obtaining customer data to
opt them into the marketing funnel.
What you can do: Every conceivable interaction with
customers should be a way to collect data from them -
without being intrusive - to be able to sell to them
again and again. Data can be taken when answering the
phone, getting details for repairs, or taking special
orders, etc. 1-5% is considered an average opt-in rate
for website subscribers - it is vastly higher when
face-to-face.
18. Audit Presentation: 2) CONVERTING
Website
What is it and why: The foundation of an
online marketing presence, a website is
essential, and the cornerstone that businesses
leverage in order to generate new leads. With
35% of the world online, 7% of all sales
coming from the Internet, and 48% of all
sales influenced by exposure to the web, a
website generates trust that a directory listing or a
Facebook page simply can't match.
How you stand: Go to www.WebsiteGrader.com and enter
your web address. You will now be given a list of all
the things your website is missing.
19. Audit Presentation: 2) CONVERTING
Website
What you can do: Firstly, go through the
results from www.WebsiteGrader.com and action
them - Google will reward you for it. Then,
consider moving your site to WordPress (WP)
if not already - easy to edit and Google loves
them. Local biz websites should have the phone no.
and email/contact link at the very top of every page -
and on the front page, a contact form (preferably with
a special offer), plus a video if possible. Use your
branded email address - sales@yourwebsite.com - for
added authority. A good website can expect less than
50% bounce rate, and 1% to 2.5% conversion rate. Also,
longer-term domain names are trusted more by Google.
20. Audit Presentation: 2) CONVERTING
Ecommerce Shop
What is it and why: 83.9% of web searchers
made at least one purchase during 2012.
If you sell product that can easily be
packed and shipped directly to customers -
and still make a profit running it, it is
certainly something to think about.
What you can do: They can be expensive to set-up, and
if you aren't already getting good traffic to your
site, then you won't make many sales. A better plan is
to start with the "1) FINDING" methods above to drive
traffic to your shop/website first. Also, start with
an eBay and/or Amazon shop, to get them in the front
end.
21. Audit Presentation: 2) CONVERTING
Mobile Website (IMPORTANT!)
What is it and why: A mobile website is a
second website, built specifically for mobile
phone viewing. From 2013, more people will be
accessing the Internet from their phones than
their computers. Google says that if your
website is hard to read on a mobile phone,
61% of your audience leaves, and 40% goes to
a competitor that has a good mobile web
presence. The likelihood someone will buy
averages 7.4% on a mobile device - over 3 times higher
than on a computer. The problem is 90% of websites
look horrible on a smartphone. On a phone, people want
certain information - and they want it fast.
22. Audit Presentation: 2) CONVERTING
Mobile Website (IMPORTANT!)
How you stand: Look at your website on your
mobile phone. Is it shrunk to fit the screen?
Do you have to pinch the screen and zoom in
to read it? Are the buttons tiny? Does it
have lots of graphics to make it load slow?
If you click on your phone number (which
SHOULD be displayed), does it automatically
open it up to start a call? If not (this
describes most, don't worry) chances are, your
customers will not enjoy the experience, and will
exit the site fast. Now, go to Google and look at how
some of your competitors fare. You will see the .mobi
extension a lot - this is good for Google mobile.
23. Audit Presentation: 2) CONVERTING
Mobile Website (IMPORTANT!)
What you can do: Go to www.skochy.com/iv and
sign-up. You will get taken to some mobile
phone-optimised website demos. Have a look
around and see how a mobile site should look.
Having a mobile site means having TWO sites -
your current one for computer/laptop users,
and another for mobile users (redirected). If
you want to create it yourself, buy a .mobi
domain, then go to Google and type in 'free
mobile website'. See if you can find any free tools
to create one yourself. They will likely be covered in
advertising, and won't be perfect, but it will mean
you are 'mobilised'. Make sure it is unique content.
24. Audit Presentation: 2) CONVERTING
Advanced Website Elements (Reg/Mobile)
What is it and why: 53.5% of people and
70.8% of web users watched online video in
2012. Good things to try are a virtual tour/
meet the team video on your website using
YouTube; customer tutorials (YouTube) on your website
and emailed to your customers; portfolio/ product
showcase videos (YouTube) on your website and emailed
to your customers; and an online booking/
consultation/ appointment form on your website.
What you can do: Grab a video camera and start filming
some of the above. Upload to YouTube and add to your
website and email to your customers regularly.
25. Audit Presentation: 2) CONVERTING
Social Media (Facebook/Twitter/YouTube/Google+)
What is it and why: Google says 65% of people
using smartphones are visiting social media
sites. 67% of B2B companies and 41% of B2C have
acquired a customer through Facebook.
What you can do: Create a business profile in
Twitter, Facebook, YouTube and Google+ (use www.
GetListed.org for this). Link them to your regular and
mobile websites for easy access. Get your web man to
have them nicely designed with your brand. Use
Facebook for competitions and news, Twitter for
announcements, Google+ for soliciting reviews
(important: found on Google searches), and YouTube for
your videos.
26. Audit Presentation: 2) CONVERTING
Mobile App
What is it and why: A mobile app is a
software tool made for mobile phones, that
is downloaded onto people's phones. It can
be a weight loss tool if you're a gym, or a
recipe library if you're a cooking class, or a hair
tips guide if you're a salon. There are endless
functions that can be made into an app. Mobile app
downloads will reach 76.9 billion in 2014, and will
generate $35 billion sales.
What you can do: Google 'free mobile app builder'.
They will likely be very basic, and covered in adverts
but it'll be a start. Apps are normally expensive to
build.
27. Audit Presentation: 2) CONVERTING
Recurring Membership/Subscription
What is it and why: Having a membership
programme ensures ongoing, monthly income
regardless of a customer’s visit/product
purchase). They could be offered a particular service
each month, or an even bigger discount from those
offered by the free loyalty programme. There could be
a special members area on the website, where they
would be able to have access to stock at a discount
not available in store.
What you can do: Have a think if you have any services
or products you could offer your customers on a
regular basis. It must be valuable emough for them to
pay monthly.
29. Audit Presentation: MILKING
Some Stats You Need To Understand
The importance of staying in touch with your customers:
● It costs 7 times more to acquire a new customer than
to retain an existing one.
● Repeat customers spend 33% more than new customers.
● 80% of future profits come from only 20% of existing
customers.
● A 5% increase in customer retention can lead to 75%
increase in profits.
How to stay in touch with your customers...
31. Audit Presentation: 3) MILKING
Your Customers Are All Over The Place Today
As you can see, we started out with word-of-mouth
being the only way to reach your potential or actual
customers, centuries ago. And then the post was
invented, and then the newspaper. Then came the
telephone, and with it the Yellow Pages. Then we had
radio, and then television. And in more recent times,
email, Internet, and Facebook/Twitter/etc. Fast
forward to today, and we now have the ability to use
text messaging to reach customers very easily. Your
customers are everywhere. But, traditional marketing
has seen a 161% decrease in usage by businesses in
recent times. Let's explore why.
32. Audit Presentation: 3) MILKING
The Power Of Modern Communication
Today, we can still utilise all the marketing channels
of old. The problem with the older channels - direct
mail, television, radio, news ads, Yellow Pages, etc.
- is that they are all very expensive, and don't have
the same exposure that they used to - particularly
direct mail, news/magazine ads, and Yellow Pages.
Radio and TV are just too costly. On the flip side,
email, Internet, Facebook, text messaging, are vastly
cheaper to reach your customers with - and since this
is where most of your customers are today, they are
supremely cost effective compared to the older
channels. In the following slides, we'll look at why
this is.
33. Audit Presentation: 3) MILKING
Text Messaging/SMS
What is it and why: 89% of the population has a
mobile phone, 90% use them for texting, and 95% of
texts are opened within 5 minutes. Further, text
messaging is estimated to be 5x more effective than
direct mail, and 10x times more so than newspaper
advertising. Texts are good for sale announcements,
discount codes, appointment reminders - anything.
What you can do: Start collecting mobile numbers in
your marketing, or at the checkout. Offer a higher
discount for mobile numbers, to reward your customers
appropriately. Go to www.TextBurst.com and create a
campaign. Add the shortcode and your 'keyword' to your
advertising.
34. Audit Presentation: 3) MILKING
Email Marketing
What is it and why: Email presently generates
21.6% of total revenue from online campaigns.
44% of email users said email inspired at
least one online purchase and 41% said it prompted
at least one offline purchase. It can be used for
notify of seasonal sales, new ranges, voucher code
notification ("print this and bring in-store"),
Facebook competitions, VIP sign-up, etc.
What you can do: Go to www.AWeber.com and create an
account. Create a list and a web form for your
customers to fill in. Put the form on a web page you
want them to go to. Advertise this page in your
promotions.
35. Audit Presentation: 3) MILKING
Blogging
What is it and why: A blog is a portion of
your website specifically designed for news
articles and updates. They are powerful in
getting listed in Google. 57% of businesses
have acquired a customer through their company blog,
and companies that blog get 55% more web traffic.
How you stand: Type "[YOUR MARKET] blog" into Google
to get an idea of how popular your market is for blogs
and blogging. Zero competition is not a good sign.
What you can do: Go into your website's backend and
create a blog. It can be yourwebsite.co.uk/news or
something. Post anything that you would normally
email, also.
36. Audit Presentation: 3) MILKING
Special Offer Vouchers
What is it and why: An easy way to draw
people back into your business, whilst
capturing their contact data. 4/5 people
used a mobile text voucher in 2102,
redemption rates of text/mobile vouchers is 10 x
newspaper or post vouchers, 45% of new media users
prefer to receive mobile vouchers via text, and 20% of
new media users look for incentives on their phones.
What you can do: Come up with an offer, and promote,
or give with the restaurant bill. Anyone that emails/
texts gets the code you created like 'SPECIAL'. The
customer shows you the code when paying, in return for
the offer.
37. Audit Presentation: 3) MILKING
Loyalty Programme
What is it and why: 30% of consumers say a
loyalty programme is the one thing to make
them spend more. Perhaps a % off their first
purchase (to encourage sign-up), one discounted
buy a month, and extra % off at sale time. Price
increases may be an idea, to factor in discount. Ask
us about our cafe-type text message punch card system.
What you can do: Go to www.SkochyConsulting.com/ roi-
tool and play with some numbers. What's your average
sale & customer lifetime value? Work out a % you can
afford in your margins and advertise the offer in your
ads. Send an offer monthly to the list to keep them
sweet.
38. Audit Presentation: 3) MILKING
VIP Programme
What is it and why: Great way to spread the message
and build the customer list. Loyalty programme
members are incentivised to refer their friends
and family, by getting another layer of discount
per month. Clothing chain GAP have a VIP scheme where
they reward those members that refer 10+ people to
their loyalty programme with an EXTRA 10% on top of
the initial 10%. Hardly any bricks & mortars do this.
What you can do: Already have a loyalty programme?
Set-up an optin page. Send an email to your list. Tell
them they will get another 10%(?) if they supply 10
names and emails on the optin page. Then email these
folks to join.
39. Audit Presentation: 3) MILKING
Local Business Joint Ventures
What is it and why: This is leveraging another
business' customer list. If a customer is on a
business' database, it is because they trust
them. This trust means they can be contacted
with related offers. And these businesses will
be happy to send out an offer on your behalf, as long
as they are rewarded. The legwork involved means these
joint ventures (JV's) are rarely tapped by local
businesses. Due to a percentage payment to the
database-owner, there may not be much of a profit from
the initial campaign (if any), but the real money is
made when the new customers are added to your database
on the back of this promotion, for long-term selling.
40. Audit Presentation: 3) MILKING
Local Business Joint Ventures
How you stand: Have a look around outside your
premises - are there businesses that may share
the same customers as you? Then you may be in
luck. For those businesses without a database,
it can work by them having a postcard that they
give to their customers in store - the endorser’s
incentive being that they will be paid a percentage of
your sales resulting from these postcards.
41. Audit Presentation: 3) MILKING
Local Business Joint Ventures
What you can do: Ask the owner to recommend you
to his list. Arrange a special offer just for
his customers, and strike a deal for how he
will be rewarded - perhaps 50% of the profits,
or 10% of sales generated. You pay the costs of
the promo. Get all new customers onto your
database/loyalty programme for future selling. If he
sends 1000 letters/emails, and only 10% of his come in
- that's 100 new customer to you. JV with a new
business each month - each time with a different
partner, as some people will be on more than one
database, and will not appreciate being hit too often.
42. Audit Presentation: 3) MILKING
Blogging/Email Newsletters/Tips
What is it and why: Simply by staying in the
customer's mind is a great start to forming
lasting relationships with them. And regular tips
via email, or your blog, is a great way to do this. It
breeds trust. Messages sent out to your customers,
with free advice, and no sales pitch, sub-communicates
that you don't need sales, and you will only try to
sell them something you believe is valuable. Any
related offers from other businesses can also be sent,
with commission paid to you when your customers buy.
What you can do: What information would interest your
customers? Start sending them tips on this and more.
43. Audit Presentation: 3) MILKING
Virtual Tour/Product Showcase
What is it and why: This is where, using
the power of video and YouTube, you focus on 1 or more
products each month, with a video tour. This can give
more perceived value to any item, and can be emailed
and texted each month to your customers.
How you stand: Do you have products worthy of video
showcasing? Car dealerships, estate agents, jewellers
- any product of high value. Even new hair styles.
What you can do: Use your phone to record a short
video (which can be a simple video montage of photos).
Use www.Animoto.com to produce them, adding some light
music in the background. Upload to YouTube, and add to
your site.
44. Audit Presentation: 3) MILKING
Testimonial Competitions
What is it and why: People want to leave
positive feedback but they never get around
to it. And as we know, sometimes people leave
negative feedback, too. It is important to incentivise
them with vouchers or specials that motivate them to
leave you good reviews on Google+ Local, which is the
first thing people see when searching you on Google.
What you can do: Have them leave good reviews on
Facebook, Twitter, YouTube, and Google+, and frame it
as a competition. The best review is the winner, and
gets a prize. Or the first one out the hat. Announce
it on your blog/Facebook/Twitter, and make them feel
famous.
45. Audit Presentation: 3) MILKING
Customer Reactivation
What is it and why: This is where you find any
customer info on your database, and contact them,
requesting their permission to send them promotional
messages - as long as they have the option to opt-out.
How you stand: Do you have any customer information
anywhere? Repair slips, details taken down during a
special order, etc?
What you can do: As long as you obtained their details
during a transaction, or lead-up to a transaction, you
can send them a a one-off email/letter in the post
giving them the option to receive further marketing
messages. Check the up-to-date law on this before you
proceed.
46. Audit Presentation: 3) MILKING
In-store Sales Tactics
What is it and why: A customer is most
receptive to buying something when they are
already in the process of buying. Some tactics
that can be used are upselling, downselling, or cross-
selling at every available opportunity. Bonuses and
surprise bonuses, too, are very effective in fighting
buyer's remorse. Under-promise/over-deliver.
What you can do: At the point of sale, the following
tactics can be exercised:
● Upsell - offering a piece that matches, for
example. Or offering a related item, at a special
offer if bought as a set.
47. Audit Presentation: 3) MILKING
In-store Sales Tactics
What you can do:
● Downsell - this can be selling a pendant
without the chain, if they can't afford the price
for the set. Take a part out of a set that they
like and sell it by itself.
● Cross-sell - the McDonalds’s example is the best:
"Would you like fries with that?" Is there
something related/unrelated that you can casually
ask if they also want? A cleaning product for the
item, or insurance, etc?
48. Audit Presentation: 3) MILKING
In-store Sales Tactics
What you can do:
● Bonus - are there any products that can be
offered as a bonus if they buy certain products? It
can even be a downloadable information product on
the maintenance of the item bought. It can just be
something cheap for you but valuable to them.
● Unannounced/surprise bonus - great for combatting
refund/returns/buyers remorse, is there anything
you can give for free once they've purchased, that
will send them away bemused with delight?
● Price increases - can you ethically raise prices on
anything? Can you start charging for things you do
for free?
49. Audit Presentation: 3) MILKING
Final Thoughts On Milking
The optimum way to maintain a relationship with
prospects, is to allow them to register via the
channel(s) most comfortable to them (email/address/
mobile phone/Facebook/Twitter/blog), and contact them
in some way 2-5 times a week using a combo of email,
letter, text, Facebook, Twitter, postcard, gifts, etc.
They may get a text message a couple of times a month,
a couple of emails, some Facebook updates, a blog here
and there. A lot of it will be subliminal, and they
won't always realise how much you're contacting them.
Another thing you can do is get prospects' birthdays,
and send some kind of birthday card/gift/discount
(perhaps with a special offer) - this is a very
powerful.
50. Audit Presentation: 3) MILKING
Final Thoughts On Milking
As you progress, try to be segmenting the customer
database into different groups:
● Those that buy regularly (generally, 20% of
customers generate 80% of the turnover).
● Those that haven't bought in the last 3/6 months.
● Those that haven't bought at all.
The more targeted a marketing message, the more
powerful it will be. Another great tactic is to phone
the best (or worst) customers from time-to-time, to
say hello.
52. Audit Presentation: TRACKING
Tracking Your Marketing
What is it and why: One thing you'll want to
start doing before you go too much further, is
tracking advertising, to see what is working. It's
important to track marketing, because without it,
you'll never know where the advertising money is best
spent. More and more, traditional advertising like
newspaper, magazine ads, and Yellow Pages, etc., are
diminishing in terms of the enquiries they trigger.
What you can do: Here is how you can track marketing:
● Email addresses - did you know you can have a
different email address for each campaign? E.g.,
newsad@yourwebsite.com so you know where they saw
the ad.
53. Audit Presentation: TRACKING
Tracking Your Marketing
What you can do:
● Phone calls - there is a service called www.
SwitchBoardFREE.com that allows you to have a free
08 phone number - as many as you like. You can use
a different number in each advertising campaign you
have, so you will know which campaigns are
generating calls. The 08 number redirects to your
regular number.
● Count footfall - this one requires work, as you
will need to make a tally and find out where people
heard about you, even if done subtly.
54. Audit Presentation: TRACKING
Tracking Your Marketing
What you can do:
● QR codes - I mentioned these before. Each
one can be given a different web address, so
you can see which ones are being found.
● Web addresses - sign-up with Google Analytics
(free). Create a separate sales page for each
promotion, and see how many hits it gets in Google
Analytics. This will tell you which ads are
performing.
All in all, you'll have a much better idea of what is
working for you, and what is not. Finally, ask us
about our more in-depth advanced phone and online
tracking.
56. Audit Presentation: WHERE TO START
Where You Should Start
Most companies that do what I do start by finding new
customers and throwing them at your website/shop. The
problem with this is that if your website doesn't
already convert very well, this can be a waste of good
leads. Also, to remind you of some earlier stats:
● It costs 7 times more to acquire a new customer
than to retain an existing one.
● Repeat customers spend 33% more than new customers.
● 80% of future profits come from only 20% of
existing customers.
● A 5% increase in customer retention can lead to 75%
increase in profits.
57. Audit Presentation: WHERE TO START
Where You Should Start
As you can see from those stats, if you already have a
database, or can build one easily, it makes sense to
leverage this before spending money on new leads. But
the website/mobile website/Facebook/Twitter that you
send people to, also needs to be converting to a good
standard. So I recommend doing things in this order:
1. Get your website/mobile website/Facebook/Twitter
profile to a decent, converting standard.
2. Start working on the customer-milking methods, so
you can leverage the customers you already have.
3. Re-invest from the customer-milking into customer-
finding methods. When the system works, don't stop
filling the pipeline with new prospects.
59. Audit Presentation: FINAL THOUGHTS
Some Things To Bear In Mind
● The work involved in addressing the above
activities is time-consuming.
● Some things are instant.
● Some things take time - give it 6-12 months - as
repeat customer spend and newly added customers to
the database start to be noticed.
● Make a note of average monthly turnover, average
transaction value, cost per customer, customer
lifetime value on start. Do the same for 6 months
and 12 months, to see if there are improvements.
● It may be that everything is not cost effective for
your business, and not worth continuing.
61. Audit Presentation: RECOM. READING
I Highly Recommend The Following Books
Influence: The Psychology Of Persuasion - Robert
Cialdini
The 48 Laws Of Power - Robert Greene
How To Win Friends & Influence People - Dale Carnegie
63. Audit Presentation: YOUR NEXT STEPS
Where To Go From Here
There are four ways to get all this work done:
● 1) Do it yourself.
● 2) Get your web/techie man to do it.
● 3) Hire me (I'm not cheap, but I get results).
We'll start with a face-to-face critique using this
guide.
● 4) Hire another company (they'll be cheaper).
Whichever way you choose, if you start to attack
everything in this presentation, you should expect to
start seeing exceptional improvements...
64. Audit Presentation: CONTACT US
Get in touch if you would like us to help you with all this:
www.skochyconsulting.com
scott@skochy.com
0843 28 965 28
Good luck.