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How To Create A Marketing System That Sells

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How To Create A Marketing System That Sells

  1. 1. How To Create A Marketing System That Sells With Chris Leadley
  2. 2. About us – Chris Leadley •Studied Marketing & Media at University •Worked in the marketing department for a large international company •Made redundant from company buyout •Worked for Rick in his motor repair shop •Built 4 businesses from scratch with business partner •Marketing Consultant & Strategy Partner
  3. 3. House ‘Rules’ • Not a ‘Get Rich Quick’ scheme • Not a ‘Do Nothing Get Paid’ solution • No ‘Easy Money’ • My Results are MY RESULTS - they are not typical but my clients do achieve them.
  4. 4. Six ways to influence peole to buy • Reciprocity • Commitment and Consistency • Social Proof • Liking • Authority • Scarcity You need all of these to be present in your marketing Source Dr. Robert Cialdini “Influence: The Psycology of Persuasion”
  5. 5. What you probably have •Website
  6. 6. What you probably have •Website •Facebook
  7. 7. What you probably have •Website •Facebook •LinkedIn
  8. 8. What you need to do!
  9. 9. Three ESSENTIAL Parts To The System Your Foundations Lead Generation Lead Conversion
  10. 10. Your Foundations • Identify your market • Create a customer avatar • Position your self and your business • Maximise content and inbound marketing • Optimise your Social Media profiles • Get ‘Search Engine Optimised’ • Create positioning material • Manage reputation
  11. 11. Lead Generation • Create a ‘Lead Magnet’ • Combine with a ‘Lead Capture Page’ or Lead Generating ‘Mini-site’ • Send buyers to your ‘Lead Capture System’ • Use your customer avatar to decide best advertising • Use ‘free’ social media • Use Direct Response Marketing • Pay Per Click advertising and traditional advertising methods • Track your visitors - Use software to get site visitors details
  12. 12. Lead Conversion • Want to actually help your customers • Use Re-Marketing • Automated ‘warming up’ email sequence – build a relationship with leads • Automated Direct Mail • Call them (this is OK if you genuinely want to help them or they have an interest in your product) • Engage on Social Media – Follow them – engage in chat – send messages – ask if they need assistance ONLY 20 Minutes Per Day! (Get a social media intern or outsource)
  13. 13. Your Foundations
  14. 14. Plan Out Your Strategy & Marketing • Know your customer • Research • Ideal Client/Customer Avatar • Their Interests • Likes • Behaviours • Buying Patterns
  15. 15. • Know your business • Your products and services • ROI • Budgets • Lifetime Customer Value
  16. 16. Authority Positioning • Position As Authority • Use Webinars/Video/Training • Highlight skills and knowledge • Builds trust and confidence with your audience • Used to build your email/customer database
  17. 17. • Webinars/Blog Posts etc • Gotowebinar • Great way to ‘sell’ product or service mass market • Should be content based & educational • Can be re-used as giveaway or content • Can charge for access
  18. 18. Maximise Social Proof • Get your Social Media sorted! • Facebook • Twitter • LinkedIn • Google+ • Instagram • Pinterest • YouTube
  19. 19. • Facebook Page • Consistent Branding • Colours • Images • Message • Put lead capture form in page
  20. 20. • Google+ Profile
  21. 21. • LinkedIn Company Page
  22. 22. • Twitter Company Page • Custom Background • Link through to lead capture page
  23. 23. • LinkedIn Personal Profile • Professional Photo • Good Description • Well Written Introduction
  24. 24. • Google+ and Facebook • Professional Photo • Good Description • Profiles can be found in Google & Bing so try to keep them clean • Put link to Page in about section
  25. 25. Lead Generation
  26. 26. Create A Lead Magnet(s) • Create something your website visitors want – INFORMATION/HELP • Video/Webinar Replay • Guide/Report • Audio • Training • How To…
  27. 27. Some tips… • Get someone to interview you about your business, product or service • Get the interview transcribed • Will need editing
  28. 28. Dedicated Lead Generation Site/Pages • Create Dedicated Lead Capture Mini- Site or Page (Squeeze/Opt-In Page)
  29. 29. • Create Dedicated Lead Capture Mini Site or Page (Squeeze/Opt-In Page)
  30. 30. Integrate Lead Capture Into Website • Create Lead Capture Form For Existing Website
  31. 31. Integrate Lead Capture Into Website • Create Lead Capture Form For Existing Website
  32. 32. • Create Lead Capture Form For Existing Website
  33. 33. Advertising Campaigns • Pay Per Click Advertising • Google • Bing • Facebook • Twitter • Instagram • Pinterest • LinkedIn
  34. 34. • Targeting • Country/Local • Age • Gender • Education • Interests • Keywords • RESEARCH!
  35. 35. • Test & Measure • A/B Split Testing • Keywords • Pictures • Copy • Adjust • Google Analytics
  36. 36. Lead Conversion
  37. 37. Social Media Conversations • Posts - converse • 5-1 Ratio • 5 Non marketing posts to 1 marketing post • Content • Keep relevant
  38. 38. Warming Email Sequence • Set Up Auto-Responder • Integrate it with your Lead Capture Site Page and Website Form • Aweber • Get Response • Mailchimp • Infusionsoft
  39. 39. • Write engaging email sequence for follow up • Follow up with your database • Newsletters are a good way to sell ‘without selling’
  40. 40. Re-marketing • People have shown an interest in you or your product • Tracking • Show your ads to them again • Banner Ads • Brings cost down
  41. 41. Direct Promotional Action • Direct Mail • Underused • Highest Response • Post Card • Sales Letter • Re-engages • Local • Targeted
  42. 42. • Direct Mail • Direct Response • Call to action • CLAIM FREE GUIDE • Invite to training
  43. 43. Remember - Three ESSENTIAL Parts Your Foundations Lead Generation Lead Conversion
  44. 44. Free Marketing Review • Complimentary 1 on 1 private strategy meeting • www.chrisleadley.com • Chris 07545 486740

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