TGC/IncomeStore Digital Footprint / Los Angeles / 11.14 Very few photos / Content Rich

1. Guerrilla Safari
New Customers for FREE or Nearly FREE

2. Guerrilla Safari
For business owners, finding new customers is job No. 1.
Here's how to get the job done.
 Referrals
 Social Media
 Strategic Alliances
 Press

3. Referral Generation
 Plan
 Be Referable
 Target
 Educate
 Motivate
 Follow-up

4. Referral Generation
 Adjust your mindset: You’re not asking to get
“hooked up,” you’re empowering your
audience to “hook up” their friends/associates.
 People are naturally motivated to refer
valuable businesses to their friends and
associates, for the benefit of those people.

5. Referral Generation
Moments of Truth: Not every client
interaction is ripe for asking
Identify moments of truth when the value
you offer is most present in your client
interactions.
1. After a successful launch/refresh
2. After an increase in revenue
3. After statements of gratitude from your clients/partners

6. Referral Generation
Ask an Open Ended Question: Avoid
YES/NO
Replace “Do you know anyone…”
with “I’m so glad you’re getting so
much value from our work together.
Who do you know who might benefit
from a passive and residual income
stream?”

7. Referral Generation
 LISTEN
 Once you ask the open ended question, your
clients may take a second to think about their
answer. Wait and listen until they have some
ideas. Quietly jot down a list of everyone they
mention, and remain quiet until they let you
know they’re done.

8. Referral Generation
Control the process
 Set an appointment/date to go over
referrals.
 Write an email template. This will not only
speed things up, it also allows you to control
the message.

9. Referral Stats
 65% of new business comes from referrals – New York Times
 92% of respondents trusted referrals from people they knew –
Nielsen
 People are 4 times more likely to buy when referred by a friend
– Nielsen
 Non-cash incentives are 24% more effective at boosting
performance than cash incentives – University of Chicago
 Offering a reward increases referral likelihood, but the size of
the reward does not matter – American Marketing Association
 The Lifetime Value of a new referral customer is 16% higher –
Wharton School of Business
 83% of consumers are willing to refer after a positive experience
–yet only 29% actually do – Texas Tech

10. Social Media
The best way to build an active and engaged
audience on social media is to focus on the people
who already know you best. By sharing content
that’s relevant to them, and taking the time to
interact and respond to any feedback you receive,
you’ll be able to grow the size of your audience and
build stronger relationships in the process.

11. Social Media
 Identify your Target Audience.
 Knowing your “Avatar” is half the battle.
 You also need to think about the problem your
product or service solves.
 What language would a customer use to
identify the problem?
 What is the best way to engage with this
customer?

12. Social Media
 Small businesses succeed on social media
when “Accurate Search” finds conversations
that include keywords that are appropriate to
their products & services OR the problems
their P&S solve.
 When we find people using these keywords,
we can easily learn which social networks our
customers are using. We can also determine
the type of content they want and the best
time and frequency to post. This makes us
much more effective at reaching our
audience on social media.

13. Social Media
#Hashtags and Keywords
Once you’ve determined your relevant hashtags, monitor
them to find the conversations you should be a part of. The
hashtags I follow include #smallbusiness (my target
audience), #IncomeStore (our company name for
monitoring), and #onlinemarketing (conversations where I
can add my expertise).

14. Social Media
You can also find the influencers
you should be liking and following
using hashtags. Influencers are
experts in topics related to your
business and often have a large
following. Engaging with them can
help you gain exposure to a
bigger, equally targeted
audience.

15. Social Media
Engage
 Once you’ve found social conversations that are
relevant to your business, you can start to engage
potential customers and share your expertise.
 Make sure to add to the conversation without
disrupting it. If people are sharing and
commenting on articles related to your business,
look for opportunities to share your perspective. If
people ask questions you can answer, offer your
help.

16. Social Media
Calls to Action
 Posts that provide a call to action are more likely to get
engagement (likes, follows, shares, retweets, favorites) from your
audience.
 Your call to action shouldn’t always be related to your product or
service. People often use social media to be entertained, to find
valuable information, and to interact .
 Make your content engaging by asking your audience a fill-in-the-
blank or True/False question.
 Half your content should be solely focused on engagement, with
only about 20% of your content focused on the promotion of your
business.

17. Social Media

18. Social Media
STATS
 85% of fans on Facebook recommend brands to others.
 43% are more likely to buy a new product when learning about
it on social media.
 77% are more likely to buy a new product when learning about
it from friends or family.
 81% of purchasing decisions were influenced by friends’ posts
vs. 78% influenced by brands’ posts.
 79% of U.S. consumers who’ve “Liked” a brand on Facebook
did so in order to receive discounts or other incentives.
 49% of U.S. consumers say friends and family are their top
sources of brand awareness, up from 43% in 2009.
~ Nielsen, Market Force, Jack Morton

19. Strategic Alliances
 Strategic alliances are cooperative agreements between
two or more businesses that join together to help each other
reach mutually beneficial objectives.
 Each contribute skills, knowledge, experience, and
resources so that they can accomplish together what
neither can readily do on their own.
 The key to creating a really good strategic alliance is
thinking outside the box. The more you think outside the box,
the more opportunities you will discover.

20. Strategic Alliances
Get Friendly First
 Strategic alliances usually come out of friendships and
professional relationships that have already proved
productive and worthwhile. Get to know a company, the
people, their work and their reputation before you align
with them. Their reputation will be your reputation.

21. Strategic Alliances
Make Sure Your Values Match
 Talk to clients about your potential strategic alliance
partners. Ask questions about the values of your potential
partners. Make sure their values match yours. You want to
make sure they have integrity, are customer-service
focused and are respected in their profession.

22. Strategic Alliances
Educate Yourself
 Learn everything you can about the other companies
(and the people in them) with whom you are aligning,
and become an expert at what they offer so that you
can know who are the right clients for them and what
they can offer your clients.

23. Strategic Alliances
Keep Your Eyes Open
 Instead of just thinking only about how to bring in clients
for your company, now you have to be looking out for
how to bring in business for your strategic alliance
partners.

24. Strategic Alliances
Hire Them
 I strongly encourage you to hire whoever you are
considering entering into a strategic alliance partnership
with. This allows you to know how they work with their
clients and it also allows you to genuinely say that they
did a great job for you.

25. Strategic Alliances
Explore the Possibilities
 Get together with your potential strategic alliance
partners and discuss how you would like to work
together, what products or services each of you provide
and how you can support each other.

26. Strategic Alliances
Create A Strategic Plan
 It is best to get clear ahead of time what you are going
to do for each other and put it in writing. Create a plan
for how you are going to help each other build your
business. Give special attention to cross-promotional
marketing.

27. Strategic Alliances
Cross Promote Each Other
 Send out a letter to your clients about your strategic
alliance partners. Promote them in your e-mailings, and
link exchange with them on your website. Post about
each other in your blogs, and on your social networks.
The ways to cross promote are many.

28. Strategic Alliances
Sell For Each Other
 When you meet with clients and potential clients make
sure you discuss with them what your strategic partners
have to offer. Answer questions, provide contact
information and make the initial call for your client and
introduce them to your strategic alliance partner.

29. Strategic Alliances
Share Resources
 Let each other know about opportunities you come
across that will benefit each other. Be observant in your
business activities; notice what kinds of marketing and
other opportunities you come across that would be of
benefit to your strategic partners.

30. Press
 A press release is your ticket to publicity.
 Have a good reason for sending a press release.
 A grand opening, a new product, a record-setting sales
year, a new location or a special event are all good
reasons.

31. Press
 Make sure your press release is appropriately targeted for
the publication or broadcast you're sending it to. The
editor of Road & Track is not going to be interested in a
new baby pacifier you've invented.

32. Press
 To ensure readability, your press release should follow the
standard format: typed, double-spaced, on white
letterhead with a contact person's name, title, company,
address and phone number in the upper right-hand
corner.

33. Press
 Below the information, put a brief, eye-catching headline
in bold type. A dateline, for example, "Los Angeles,
California, April 10, 2010" follows, leading into the first
sentence of the release.
 Limit your release to 1 or 2 pages at most.
 It should cover the six basic elements: who, what, when,
where, why and how.
 The answers to these six questions should be mentioned in
order of their importance to the story to save the editor
time and space.

34. Press
 Don't embellish or hype the information.
 You are not writing the article, you are merely presenting
the information and showing why it is relevant to that
publication in hopes that they will write about it.
 Pay close attention to grammar and spelling.
Competition for publicity is intense, and a press release
full of typos and errors is more likely to get tossed aside.

35. Press
 Know exactly what you're going to say before you
telephone the reporter. Have it written down in front of
you -- it's easier, and you'll feel more confident. Don't be
a pest. You can easily be persistent without being
annoying.

36. Press
 If you reach the reporter on the telephone, remember
that he or she is extremely busy and probably on
deadline. Be courteous, and ask if he or she has time to
talk. If not, offer to call back at a more convenient time.
 If the reporter can talk to you, keep your initial pitch to 20
seconds; afterward, offer to send written information to
support your story ideas.

37. Press
 Be helpful and become a resource by providing reporters
with information. Remember, they need your story ideas.
There are only so many they can come up with on their
own.
 Always remember that assistants get promoted. Be nice
to everyone you speak with, no matter how low they are
on the totem pole. After you establish a connection,
keep in touch; you never know where people will end up.

38. Press
 The secret to success in the PRESS is to be sure you're
telling a story that's worth printing. The best publicity
draws on one of a handful of tried-and-true themes.
 Newsworthy stories have something that hits you as a
reader and that rises above "just the facts." Here are five
can't-fail angles that the media loves:

39. Press
1. Underdog. Do you have a David versus Goliath story to
tell? Everybody loves an underdog: You were small and the
odds against you were great, but you took on the big guys
and won! If play this card, you might attract more attention
than you ever thought you could.

40. Press
2. Superman. Do you have "first, fastest, brightest" story to
tell? You don't have to be faster than a speeding bullet or
more powerful than a locomotive, but it would help. If
you've got a truly unique story -- you're the first, or the
biggest, or the strongest, or the loudest -- then you have a
certifiably newsworthy story.

41. Press
3. Cinderella. Do you have a rags-to-riches story to tell?
Stories about the GWOG (Guy Working Out of Garage) who
strikes it rich always command public interest. Late Apple
co-founder Steve Jobs may represent the quintessential
example of the small entrepreneur rising to greatness, but
there are countless other examples.

42. Press
4. Dear Abby. Do you have a "free advice" story to tell? You
can't beat free counsel for building trust. Brainstorm the best
tips you have to offer customers in your industry. That is the
basis for an interesting article.

43. Press
5. Scientist. Do you a story based on hard facts and figures?
You can assert all you want, but numbers make it real.
Research -- real, proprietary research carried out by you
and featuring your own data -- can be a great way to get
attention. Conducting a survey works just fine.

44. Press
by Jim O’Grady, Entrepreneur Magazine
 As journalists, we hear this question from entrepreneurs all
the time: "How can I convince you to write a story about
my business?" The simple answer: Get our attention.
 In 1939, a pastry company hired a man to eat 13 donuts
while hanging upside-down on a plank extended from
the roof of a Manhattan skyscraper. Given American
litigiousness, a stunt like that wouldn't work today--but
we'd want to write about it if it did.

45. Press
 Think of the press as your audience and as a market. Just
as you tailor your message to reach different segments of
your customer base, you need to customize your story to
appeal to each publication you pitch.
 We've put together a starter kit of methods to make your
pitch stand out from the deluge that swamps journalists'
e-mail inboxes daily.

46. Press
 Give us a Narrative
 Make it New
 Make it Weird
 Tug at Our Heartstrings
 Make it Timely
 Be Honest
 Go for Shock Value