2016 The BPI Strategy Group. Walter Wise Strategic Advisor, BPI Strategy Group

Transcription

1 Walter Wise Strategic Advisor, BPI Strategy Group

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3 Retired from the USAF in years as a linguist, navigator (C-130), and program manager years as a CEO, Senior VP, Regional VP, VP of Business Development, Program Manager for 8a, VO, SDVO and small businesses CEO of the BPI Strategy Group in Merrimack, NH ( Northeast Veterans Business Resource Center in Lawrence, MA (

4 Why listen to me? I have worked with a number of businesses and have seen the best and worst marketing and business practices out there. I have the scars and t-shirts to prove it. About every business owner I have spoken with or worked with is very good at what they do, but when it comes to running their business, especially marketing, that are lost.

5 If you stick around to the end, I will tell you how to get help in fixing these problems if you indeed have them. And I have a free gift that will help. So let s get started.

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7 As go through this presentation, we are going to Spy On Your Competitors and the Foolish Mistakes they are making when it comes to marketing their business

8 Another thing to bear in mind is that these are by no means the ONLY mistakes they are making

9 They are just specific mistakes that, when you avoid them, can make a huge difference to your bottom line and net profits. They are the mistakes that can kill any business. And they can kill yours too, IF you don t avoid them

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11 21 years ago, when I started in business after leaving the military, And even 10 years ago when I started my own marketing and strategy advisement business, The world was a very different place.

12 No lead generating websites Marketing done the old fashioned way Networking Cold calls Direct mail Yellow Page ads Gripping and Grinning marketing was only coming in vogue

13 Fast-Forward to Today This is how you would go about this now, using modern marketing and the technology available to everyone

14 Google Ad Words/Pay Per Click LinkedIn Facebook campaigns Auto-responder sequences Lead converting websites Free reports in exchange for name and address

15 Video and video sales letters Retargeting campaigns Prospect nurture campaigns Social media Facebook LinkedIn Twitter Blogs Repeat daily, automatically, forever

16 Are you still doing old fashioned marketing or are you taking advantage of the latest trends and developments? Your competition is still in the dark ages.

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18 When you look at your competitors website, no matter how beautiful and professional the design, odds are that it lacks one vital ingredient

19 This one missing ingredient could mean the difference between raging success or failure

20 We call this your Most Wanted Response or your Call to Action

21 And without it, your website is pretty much dead in the water

22 It is the main reason why your competitors are busy throwing a small fortune on expensive web marketing that promises the earth but brings home next to nothing

23 Let me quickly explain what I mean by this

24 When a prospect arrives at your website, what SPECIFIC ACTION do you want them to take?

25 Why do you even want a website? Is it to make you look good in the eyes of prospects or customers?

26 Is it to inform, to educate, to generate leads, to sell stuff?

27 Who do you want to see it? Prospects, customers, staff?

28 What Is Going To Bring Them To It? Advertising, Facebook? Google AdWords? Search engines, marketing, telemarketing, brochures, direct mail?

29 What Action Do You Want Them to Take When They Get There? Call you, complete a contact form, buy something, subscribe to a newsletter, take a survey, watch a sales video or register for your webinar?

30 Because here's the thing the last time I checked most people aren t psychic. They aren t mind-readers

31 And it is both highly illogical and altogether unreasonable of you to expect them to be so

32 Your competitors don t realize this and so they are busy wasting their hard-earned money on fancy, expensive websites that are little more than glorified brochures.

33 Don t let this happen to you!

34 You need to have a SPECIFIC Most Wanted Response for people when they visit your website.

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36 Another Foolish Mistake that is killing your competitors business is that their message is like Chloroform-In-Print!

37 It is hardly surprising. If you are anything like most business owners, you are probably pretty good at WHAT you do, you just get all frazzled and frustrated when it comes to MARKETING what you do

38 Stop and think about this for a moment, you wouldn t try and do your own dental work would you? YOU SAY: Of course not! That would be utterly crazy!

39 In fact, one of the dumbest things your competitors are doing is writing their own marketing copy. They all say the same things over and over and over again. Platitude after platitude after platitude

40 Global Leader Listen to our customers Provide excellent service Greater commitment to client success Results oriented Understand client needs Been in business since 1431 BC

41 Okay, so DON T do that in YOUR business!

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43 FACT: If your offer doesn t make people stop and say: Oh WOW! then you are most definitely leaving serious amounts of money on the table.

44 Let me explain what I mean...

45 One of my marketing friends was asked to come up with a powerful offer for a Pizza Restaurant The owner of the restaurant was extremely worried Because not one but two major pizza chains had just opened outlets in the same street as his store! The poor guy was ready to Call It Quits and go back to his old job

46 Here is what they came up with: BIGGER, Better-Tasting Pizza with DOUBLE the Toppings of the Chain Stores, Or It s FREE! This offer became his Business Mantra and he and his staff used it for years to Wipe The Floor with their competition!

47 Like I said, your competition just doesn t understand this and so they keep making the same dry, dead, boring, same-old, same-old offers as everyone else. Offers that prospects feel compelled to ignore.

48 Remember, the idea is to have an offer so powerful that your prospects would be a complete idiot to say No or to buy from anyone other than you!

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50 One of the most idiotic and utterly inexcusable of all the Foolish Mistakes that your competitors could ever possibly make is that they are failing to follow up on their prospects.

51 FACT: If you Follow Up with online leads within 5 Minutes, you are 9 Times More Likely to Convert Them! SOURCE: InsideSales.com

52 48% of sales people never follow up with a prospect 12% of sales people make more than three contacts 2% of sales are made on the 1st contact 3% of sales are made on the 2nd contact 5% of sales are made on the 3rd contact 10% of sales are made on the 4th contact 80% of sales are made on the 5th to 12th contact

53 HINT: Creating and using a follow up system is a guaranteed way to grow your business. With less than 52% of all sales people following up with their prospects, you will not only grow your business but you will stand out amongst your peers. If you are in a market with heavy competition you literally eliminate your competitors by simply following up.

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55 Ignoring the Power of Video Marketing is one of the most idiotic and costly of all the Foolish Mistakes your competitors are making

56 Here s Why:

57 1.8 MILLION WORDS - That s the value of one minute of video, according to Dr. James McQuivey of Forrester Research. That s the equivalent of 3,600 typical web pages! Supposing you could write an average of one web page an hour, it would take you 150 days of writing to achieve the impact of just one minute of video.

58 Why is it important? 100 Million - The number of Internet users who watch online video each day. 90 % - The percentage of online shoppers at a major retailer s website who said they find video helpful in making shopping and buying decisions 85 % - The percentage of executives who told Forbes that they watch work-related videos on business websites at least once a week

59 65% visit the marketer s website after viewing a video! 64% - That s how much more likely website visitors are to buy a product on an online retail site after watching a video.

60 You simply CANNOT afford to ignore the role of video in your marketing!

61 An Australian real estate group experienced 403% more inquiries in ads using video than those without videos. In other words, real estate ads with videos generated quadruple the leads of those without videos.

62 I repeat: You simply CANNOT afford to ignore the role of video in your marketing!

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64 When it Comes to Social Media, Many of Your Competitors Have a Serious Case of OSTRICH SYNDROME

65 They think if they just stick their heads in the sand and ignore it, somehow it s all going to melt away and they wont have to deal with it

66 And Here s The Thing: Only an absolute fool would ignore the role and influence of Social Media in marketing their business!

67 Don t be like your competitors. Not seeing, hearing or speaking issues that pertain to your business

68 The more that you ignore Social Media, the harder it will be for you to show up in Google, Yahoo and Bing

69 Recap You have seen the foolish mistakes that your competitors are making that are killing their businesses

70 Mistake #1 Being Stuck in the Past Mistake #2 No Most Wanted Response Mistake #3 Boring Copy Mistake #4 No Compelling Offers Mistake #5 No Follow Up Mistake #6 No Video Marketing Mistake #7 Ignoring Social Media

71 Let me give you one more a bonus for staying to the end Mistake #8 Not managing and monitoring their online presence.

72 We are becoming more and more reliant on the Internet for just about everything.

73 Consumers have become heavily influenced by what people are saying about local businesses, aka social signals.

74 These social signals significantly sway a potential consumer s decisions to choose your client s business.

75 95% of new customers find local services using a search engine 90% of consumers say that online reviews influence their purchases 88% of consumers say that they trust online reviews as much as personal recommendations from family 75% have decided to buy from you before their initial contact 70% of customers trust a business with a minimum of 6 to 10 recent reviews posted online. 62% of consumers read online reviews when searching for a local business

76 But your competitors are not paying attention..

77 Their information is scattered.

78 It isn t always accurate

79 And what about those online reviews?

80 70% of customers trust a business with a minimum of 6 to10 recent reviews posted online. 62% of consumers read online reviews when searching for a local business

81 Prospects lose trust in businesses with inaccurate online information

82 And few online reviews, not to mention the effect of a bad ( or ) review

83 Typical Business

84 An accurate and positive online presence = REVENUE

85 You CANNOT afford to ignore your online presence and reputation

86 The Final Recap! You have discovered 8 mistakes that your competition makes. And I told you how to avoid them so they don t you don t make them too

87 Mistake #1 Being Stuck in the Past Mistake #2 No Most Wanted Response Mistake #3 Boring Copy Mistake #4 No Compelling Offers Mistake #5 No Follow Up Mistake #6 No Video Marketing Mistake #7 Ignoring Social Media Mistake #8 Ignoring Online Presence

88 Almost every Business owner I ever met Is really good at what they do.

89 But when it comes to marketing and some other aspects of running a business..

90 Let s just say that most are lacking in the necessary skills

91 You need someone who understands how to market your business. Someone who has been there and done that and has the scars and the t-shirts to prove it.

92 Another thing I know is that many business owners wait until it too late to ask for help.

93 So before it is too late for you, let s have a 45 minute conversation, a strategy session if you will and talk about your business. This is my gift to you for attending and staying until the end.

94 We ll chat about your three biggest problems, find out what is working and what is not and come up with a plan to fix them. No cost No obligation

95 But I need to be very transparent, Obviously this is what I do for a living, and it s my intention that you will get so much value out Strategy Session that you will want my help moving forward. If you decide not to move forward, with me after our meeting, there will be no pressure and we will walk away friends. And you will have your Tactical Action Plan in hand to address those three issues

96 To schedule your Business Breakthrough Strategy Session, go to my calendar and pick a date and time that works best for you.

97 ANY FINAL QUESTIONS? Contact Information: Walter Wise Name Position, Company Website Remember to Complete the Speaker Survey: bfbootcamp.net /event name/ click on speakers / select your speaker 97

98 Contact Information: Walter Wise