Welcome To: Creating A Digital Marketing Strategy To Increase Sales Your Business Coach Today is: Brian Gibson of Monopolize Marketing
Brian Gibson Originally from Leeds, England, live in South Florida for 35 years Teaching Traditional and Online marketing since 1993 B2B & B2C marketing since 1993 Marketing Consultant with Monopolize Marketing Coral Springs, Florida
How Many Of You Are Using Landing Pages? Squeeze Pages? Reports, White Papers, Videos, Podcasts? Pay Per Click Campaigns? SEO? Social Media, FB, LI, Twitter, etc.? Digital Marketing Strategies?
(Digital) Marketing Defined: Marketing is the continual educating of a customer or prospect for the life of that customer, on the advantages and benefits and self-serving serving to them results your company or service brings them that no-one one else can, or will, or does AND; It s the intelligently formulated process of increasing their demand or desire for your product or service and finally, It s the strategic process of bringing them to closure and completed action.
From Digital Marketing To In-Person Selling WHEN to begin? A B C D E F G H I J K L M N O P Q R S T U V W X YZ Marketing - Educating Selling If you start selling here, or here or here, it s more difficult to close
1. 85% A KPMG Survey Of Top CEO s Revealed 5 Main Concerns: 85% are worried about how digital disruption and innovation is impacting their business 2. 50% 50% say they re not effectively using digital to connect to their customers 3. 69% 69% are concerned about having to deal with issues they ve never confronted before 4. 51% 51% think that they re not keeping pace with their customer expectations 5. 90% 90% are deeply concerned about losing customers to competitors Familiar Concerns?
Proof The Confidence Gap Exists In Your Business 1. Platitudes, Generalities Smartest, Fastest, Cheapest, Most Experienced, Most Professional, 15 PhD s, Best Customer Service, Family Business, Established in 1846 BC 2. The Scratch Out, Write-In Name Test 3. Inside Reality, Outside Perception
Which Business / Product To Choose?
Does The Confidence Gap Exist In Your Business Platitudes, Generalities Change To THEM Focused Not YOU focused Your Inside Reality vs. Your Outside Perception How they see you vs. how you really are
Are You Missing Out On More Sales? PROBLEM: Typically only 1% to 5% Are Now Buyers Is your Current System Nurturing & Educating 95% Of Your Possible Buyers? Probably not.
The Educational Spectrum Now Buyers vs. Future Buyers a b c d e f g h I j k l m n o p q r s t u v w x y z
Your Prospect s Buying Journey Getting The Best Deal or Value A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Prospects first get the idea that they need what you sell. Heavy-duty fact-finding and narrowing of product / service choices Ripe, Ready To BUY NOW Prospects 1%-5% How do you get the 95% FUTURE Buyers? Why Prospects DON T Buy Right Away? Not enough pain with current situation. They don t perceive that they have a need. They can t distinguish that you re any better. Corporate bureaucracy. You don t have enough resources (time, staff, $$$) to follow-up with all of the prospects. Problem: Almost EVERY Marketing or Sales Effort focuses only on the Now buyers.
Automated (Mostly Digital) Sales Flow System Lead Generation, Conversion & Adding Sales - All On Autopilot. A B C D E F G H I J K L M N O P Q R S T U V W X Y Z Here s HOW you get the 95% FUTURE Buyers as well as the 1% to 5% NOW buyers! Video Reviews Advertising Referral Offer #1, #2, #3, #4 Tradeshows Micro-Site Prospect Buys UPSELL Item(s) / Monthly Offers Webinars Lead Generation Prospect decides based on info presented. Prospect Gets More Info No Response Message # 1 Message # 2 Podcasts Landing Pages Squeeze Pages Lead Generator #2, #3, #4, etc. Message # 3 Message # Prospect Is Ready To Buy Newsletters Prospects are messaged consistently - until they: 1. Buy, or 2. They Opt Out of the system. through the system
Reports / Guides Online or Offline Benefits Perfect sales presentation Prospect can read when it s convenient & at own pace Overcomes objections before they can be voiced Inexpensive to produce PDF via web or email - or Printed and handed out Special Offer Inside Report
Nike doesn t sell sports apparel. Nike sells winning.
De Beers doesn t sell diamonds. De Beers sells forever.
Texting Typically gets a 98% open / read rate! Booth # 1729 Purplegator Keep It Legal! Telephone Consumer Protection Act (TCIP) Compliant? Prior consent from the recipient (express or inferred) Accurate identification of the sender (your business name) A clear unsubscribe function
72 hours of video uploaded per minute Over 4 billion videos viewed per day Over 1 billion users Over 3 billion hours watched per month
YouTube Success Stories?
Re-Package, Re-Purpose Create Once Use Everywhere Record a video - Zoom.us free up to 40 min. In Camtasia, separate the audio file one click Upload Video to YouTube Upload audio file as MP3 to Podcast or website Download the text transcription YouTube Use text segments for newsletter content
Re-Package, Re-Purpose Create Once Use Everywhere Result: 20 min video website and YouTube 20 min audio podcast - website 3300 word transcription (approx) 6 6 to 10 articles for newsletter
Reality: Many More People Leave Your Site Than Convert 97% of new web site visitors do not convert the first time they arrive at your site Source: Google
Re-Targeting
Remarketing: A Static Graphical Ad Appears While A Previous Visitor To Your Web Site is Surfing Elsewhere Online
WARNING: Re-Targeting Does Have a Creepiness Factor SOLUTION: Cap The Impressions to 3-5 a day. What s your Sales Cycle? Show ads only as long as you feel most people need to convert (customer sales cycle / decision cycle) 30 60 days?
Re-Targeting Reach those who already visited who did not buy, become a lead, opt-in, or take next steps You re-engage them from 1 day to 6 months after they left Also target only those people who took action to upsell or cross sell, or otherwise engage with them.
How Re-Targeting Works Adwords creates a special tracking code You place this code into your website Then it places a cookie (code) in the computer of people visiting your website Displays ads to those visitors who visit sites on Google s Display Network 2 2 million + sites - when it detects that cookie.
Re-Targeting Ad Examples Come Back
Applying Re-Targeting Ask yourself these questions: Why would someone leave your website before converting? What does it mean if a user leaves your website on a specific page? (Exit page) What would you say to these abandoned visitors to get them back, and how would you convince them to Buy or Opt-In?
ReTargeting Ad Examples Relevant Landing Pages
Re-Targeting Strategies Target users who visit specific pages on your website or all pages. You can EXCLUDE users who visited specific pages as well. You can target people who converted online between 2 weeks and 4 months ago and show special repeat customer offers.
Re-Targeting Ad Examples For Pole Barn Sales
Similar Audiences Find people who share the same characteristics with your site visitors. Based on the past 30 days browsing activity on Display Network sites AdWords automatically finds new potential customers - whose interests and characteristics are similar to those people in your re-targeting list.
Other Re-Targeting Options YouTube Video Remarketing You can also follow people around online who have interacted with your YouTube Channel and/or watched one of your videos on YouTube. Set it up within your Google Adwords account.
OFFLINE Tying It All Together ONLINE Customers Circle Size indicates importance and weight needed to be effective.
OFFLINE Tying It All Together Trade shows, Displays, Visual, Storytelling Sales Videos, Sales Presentations Visual Storytelling e-mail B2B reminder tied in with direct mail ONLINE PR Print Ads Store Special Promotions Online Special Web Offers Website B2B Direct Mail Messaging & collateral Customers PPC / Re- Marketing, Landers Salesmen B2B call Microsite, guides, reports, quotes Catalogs, Sell Sheets Events Sales force explains Building process Online Advertising, Landers, Squeeze Pages, Text Messaging, email PR PR /SEO/ Digital Infiltration / Disruption Text, Pictures, Video, Blog Platforms
Revenue Most businesses continuously rely on one marketing approach to grow and sustain their business The Diving Board Philosophy
Revenue Developing a Back End Joint Ventures What would happen to your revenue level and profitability if you combined a wide array of marketing approaches? The Parthenon Philosophy
What We Didn t Have Time For S.I.P. A Sales Incentive Program That Works! A A Customer Referral Program That Really Works How To Create A Landing / Squeeze Page Combo Sequence To Capture Their Information Landing Page Examples How To Automate An Informational Newsletter The Exponential Biz Growth Spreadsheet Find Out How Good You Are - The Marketing Mirror Test
Need More Growth, More Customers? Join me Brian Gibson on a quick 10 minute call to determine if I can help you grow your business. There s nothing for sale, just seeing if I can help Call 561-342-1119 or drop me an email to: brian@monopolizemarketing.com And let s set up a date/time to talk. Again, there s nothing for sale.