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The Internet
Marketing Audit
  Presentation
  A Complete Process To Getting
 More Sales From The Internet &
     Mobile In The Most Cost
     Effective Ways Possible
Audit Presentation




 A LITTLE ABOUT ME
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.
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.
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.
Audit Presentation




            INTRO
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...
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...
Audit Presentation




       1) FINDING
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.
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.
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.
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.
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.
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.
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.
Audit Presentation




     2) CONVERTING
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Audit Presentation




       3) MILKING
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...
Audit Presentation: MILKING
Marketing Through The Ages - From Centuries Ago To Now

                        YOUR
                        SHOP
YOU




POTENTIAL
CUSTOMERS
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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?
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?
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.
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.
Audit Presentation




         TRACKING
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.
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.
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.
Audit Presentation




    WHERE TO START
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.
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.
Audit Presentation




    FINAL THOUGHTS
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.
Audit Presentation




      RECOMMENDED
        READING
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
Audit Presentation




   YOUR NEXT STEPS
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...
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.

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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
  • 2. Audit Presentation A LITTLE ABOUT ME
  • 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...
  • 9. Audit Presentation 1) FINDING
  • 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.
  • 17. Audit Presentation 2) CONVERTING
  • 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.
  • 28. Audit Presentation 3) MILKING
  • 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...
  • 30. Audit Presentation: MILKING Marketing Through The Ages - From Centuries Ago To Now YOUR SHOP YOU POTENTIAL 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.
  • 51. Audit Presentation TRACKING
  • 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.
  • 55. Audit Presentation WHERE TO START
  • 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.
  • 58. Audit Presentation FINAL THOUGHTS
  • 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.
  • 60. Audit Presentation RECOMMENDED READING
  • 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
  • 62. Audit Presentation YOUR NEXT STEPS
  • 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.