Entrepreneurs & Business Owners Permission Marketing The Successful Internet Marketing Growth Strategy By Leon Streete BSc (Hons) Who is Leon Streete? • 15 Years of Marketing Websites – How can we get more customers? • Specialist Areas: – Internet Marketing – Growing Businesses Online • My Purpose is to help people – MLK, Gandhi 2 Summary Your Marketing Plan & Action – How to drive success "All of us perform better and more willingly when we know why we're doing what we have been told or asked to do.” Zig Ziglar Plan • What is the end Goal? • What are the components to your strategy? – Who has a website? – Who knows how well it performs on a monthly basis? • Results and KPI’s – Increase in leads & Sales… – Increase Conversion rate • Vision: Driving Your Message and Profit The Process START Marketing Plan / Strategy Test & Measure • Evolve Marketing • Where your customers are Define Your Product • USP / Guarantee Your Workflow • Landing Page • Call to action 5 Plan – Think Big The Future • Purpose: Why you get out of bed in the morning. • Vision: Where do you see your business going? • Mission: What is your business' mission statement (i.e. how will you achieve your vision)? • Goal: What are your short and long term goals? What activities will you undertake to meet them? Set a goal SO BIG that you can’t achieve. Until you grow into the person who CAN. Unknown 6 Plan – Strategy What is your overall marketing strategy? What steps or activities will you undertake to achieve your goals/objectives? For each marketing activity/milestone: • SMART Goals - Short, Medium & Long term • Market Research – Will your product or service fit? / S.W.O.T analysis • Success indicator: What indicator / measurement result will need to be met before this activity is considered a success? Plan – Audience Audience Profiling and Market • Name some of the things you could do to define your audience? • What problems can you, your products or services solve for them? Finances • How much are your products / services? • Does this price take into account your costs including personal, start-up, operational, cash flow and working capital? • Have you also allocated a profit margin in your costing? Plan – Targets Key Performance Indicators (KPIs) • Set up your KPIs against your campaign Five Ways Formula Leads x Conversion = Customers Customers x Average Sales x Transactions = Turnover Turnover x Margin = Profit Competitors • How do you rate against your competitors in terms of their USP, their strengths and weaknesses? How can your business improve on what it offers? Research Google • Google Adwords Keyword Tool • https://adwords.google.co.uk/select/K eywordToolExternal • Communities – • Social, forums etc List Building, Affiliates How to Communicate Visual, Auditory, Kinaesthetic (VAKog) – Are you appealing to all of your customers? – Representational Systems of NLP • • • Visual (V) - "I can imagine the big picture" Auditory (A) - "Let's tone down the discussion" Kinaesthetic (K) - "to grasp a concept" or "to gather you've understood." • Call to Action - great content • Interactivity – What are you asking your prospects to do? Marketing Mix • What is in your marketing mix? – – • What things are available to you, name some? Try 10 as a target. Does your marketing message add value? Is that person better off for reading or seeing your message? 12 A Campaign Content Strategy Split Test Track Conversions Auto Responder's Freebie Direct back to your website Record in CRM Publish to your Blog Market to your channels Upsell 13 Content Strategy • Pages & Your Blog – – – – Formally or Informally communicate to your audience Become an expert and offer free advice, Fix PROBLEMS Indirectly sell to your prospects Adds fresh content to your website and through User comments • Confidence – Add accreditation and achievement logos 14 Blogging How do I go about writing a blog? • Think of your customers problems as a starting point. • Add personality and culture Blogging Tips and Tricks • Write from the heart and make your visitor’s smile. • Teach your visitors something- help your reader get ahead in life! 15 Your Website • • • • Responsive Compatibility Mobile Ready Tablet ready • • Easy to navigate Clear contrast to focus the eyes to key areas Use a width of 1024 pixels to fit on most browsers • FREEBIE – Inbound • eBook, Video, Podcast • Linked to auto responders - Mailchimp 17 Email • Building your mailing list Just get on with it - instead of waiting for 2000 • Opt-ins and POP-Ups: On your website include a pop up • Join the VIP list – timely and consistent • Auto Responders – Schedule and keep the communication running, leverage time • Best times: Tuesday – Thursday 10-11am or 2-3pm 18 Email – In action Search Engines –Google • PPC – Pay Per Click, Google Adwords • SEO – Search Engine Optimisation Organic / Natural Listings 20 Social Media Create profiles • Interact with your customers • Network up with other businesses / strategic partners • Link from your profile to your website • www.facebook.com > 1 Billion • www.linkedin.com > testimonials • www.youtube.com > engage You Tube the second biggest search engine • www.twitter.com > tweet stuff • www.pinterest.com > pin stuff • https://plus.google.com > hang out in circles Best times: 10-11am or 12-2pm 21 Video How engaged are your prospects? Youtube.com • • The #3 Website in the world (Traffic) The #1 Video Submission Website (Traffic) • Great for Viral Marketing – • Video …The medium that customers must listen too, once they press play Marketing - Social Media Hoot Suite – Marketing Management • Manage your profiles from one place, Schedule • All link & integrate 23 Offline / QR Codes QR Code Marketing Tips for Small Businesses 1. Start with well-defined goals. Think about why you're asking someone to scan your code in the first place. What do you want them to do? 2. Decide if a QR code is right for your target audience. 3. Make scanning a QR code worth the effort. 4. Your QR code should link to a mobile-optimized website, rather than a standard desktop site. This will increase the effectiveness of your campaign and build on the curiosity factor. www.qrbreeder.com 24 Why Test & Measure? Insanity: doing the same thing over and over again and expecting different results. Albert Einstein Test & Measure: Tools Open a Google Account – – – – https://www.google.com/accounts/ Webmaster Tools Merchant Centre (ecommerce) Adwords Test & Measure Tools • Google Analytics – – – – Set up Goals (On your contact forms) Enable Ecommerce tracking Conversion Rate Tracking Split Test • (Google Website Optimiser) – Return On Investment (ROI) 27 Sales - CRM • Qualify & Convert Leads Grow & Evolve • Fresh regular updates – New content, New videos, Comments • Keep up to date with new technology – Social Media – Business Pages, Fan Pages etc • Survey your customers. – Try Survey Monkey • Introduce new products and services • Test & Measure and take Action Questions ? "Success is the sum of small efforts, repeated day in and day out." Robert Collier Thank you. www.youngcow.co.uk 30 Useful Links Search Engines: www.google.com https://accounts.google.com/ www.google.com/analytics/ www.google.co.uk/AdWords www.google.com/places/ www.bing.com www.bing.com/toolbox/webmaster Tools: www.alexa.com http://colorschemedesigner.com/ www.domaintools.com www.mxtoolbox.com www.w3schools.com https://adwords.google.co.uk/select/KeywordToolExternal Web Design & Internet Marketing: www.youngcow.co.uk Social Media Websites www.facebook.com www.twitter.com www.linkedin.com www.stumbleupon.com www.pinterest.com Online Payments: www.paypal.com www.sagepay.com CMS Websites: www.wordpress.org www.joomla.org Email Marketing: www.mailchimp.com www.aweber.com Ecommerce Websites: http://www.magentocommerce.com/download http://www.prestashop.com/ www.ebay.co.uk www.amazon.co.uk Surveys: www.surveymonkey.com 31 Internet Marketing Mind Map 32