using the pervasive presence strategy tm...•why internet marketing doesn’t work •know your...

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Using thePervasive Presence StrategyTM

GOALS FOR TODAY• Why Internet Marketing Doesn’t Work

• Know Your Target Audience

• So What Do We Know Works

• Review Your Digital Assets

• Relevancy, Omnipresence, and Intimacy

• Make it ALL Work Together

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FYIYou can get a copy of today’s presentation

And additional reference links

@ www.mikemarko.com/2018-05-16

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WHO IS MIKE?• mechanical engineer; masters degree with an emphasis on thermal design

• almost two decades of project management experience

• project manager for multi-million dollar projects

• black belt in lean six sigma (how to optimized business and manufacturing processes; and mentored others to do the same)

• lead/facilitated many interdepartmental process improvement teams and made significant business process improvements

• supervisor for hardware manufacturing cost estimating team

• led in development of manufacturing processes

• led in design and developing in manufacturing new products; and product lines

• field troubleshooting for new product development

• new product development (concept and design)

• expert at SEO (search engine optimization)

• master at social media marketing strategy

• created a unique system for very effectively getting clients/customers for clients using internet marketing techniques

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WHY INTERNET MARKETING DOESN’T WORKMany businesses only:

• May have a website (which may not have a clear CTA)

• May do a few posts to a social media platform

• May have several social media platforms, but are not congruent

• May not have an paid advertising strategy

• May only focus on getting traffic to the website

• May not have a clear cut idea who their ideal customer is

But basically…

• They don’t have an up to date online marketing strategy

• They don’t stand out from the “noise”4

WHO ARE YOU MARKETING TO?• If you are marketing to EVERYONE, you

market to NOONE

• Know your target audience and ideal customer

• Marketing to a 18-year old young woman… is different than marketing to a 70-year old man.

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WHO IS YOUR IDEAL CUSTOMER?Take the time to identify them

• Are you promoting B2B or B2C

• Who is the decision maker?• How old are they? Determine the range

• What is their gender?

• What race, religion, and orientation are they?

• What is their education level?

• What is their marital status?

• Do they have children? If so how many? How old?

• Where do they live? Country? Urban vs rural? Any specific cities? Specific zip codes?

• What is their income level/net worth? Determine the range

etc...6

WHAT KEEPS THEM UP AT NIGHT?Now that you know your target audience…

Determine their “pain points”

You can find this out via:

• Research

• Surveys

• Networking/talking

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“TRADITIONAL” APPROACHMARKETING WEBSITE

• Takes on average 7-10 exposures to get someone in the market to “pull the trigger”

• Only ~2% act on first exposure

• Means that lose out on a lot from initial exposure even though initial exposure is most expensive

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BETTER APPROACH

• Retargeting is less expensive than initial exposure

MarketingBlog Post

On WebsiteNext Action

Content onWebsite

TeachingVideo

FreeConsultation

MicroCommitment

AdRetargeting

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TYPICAL COST BREAKDOWN

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SALES

20-100%

LEAD GENERATION

0-80%

ADVERTISING PYRAMID

SALES

~10%

AWARENESS

~15%

AUDIENCE BUILDING

~25%

LEAD GENERATION

~50%

Omnipresence

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OMNIPRESENCEBecome the “Pepsi” or “Apple” of your marketplace

Then become “there” to your target audience, showing relevancy to solving their problem…even if they don’t know what the solution is to their problem.

RELEVANCY + OMNIPRESENCE = RESULTS

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OMNIPRESENCE

SALES

~10%

AUDIENCE BUILDING

~25%

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Omnipresence

Omnipresence includes:

• the timing of your content,

• the frequency you show up,

• and the platforms you use.

If you are everywhere, you are akin to a mosquito.

If you ramp up omnipresence…

You are like a swarm of mosquitoes

(eg. Tai Lopez)

RELEVANCY

SALES

~10%

AUDIENCE BUILDING

~25%

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Relevant

Relevancy includes:

• the offer,

• your messaging,

• and your positioning in the market

If you just post for posting sake, you don’t bring value to your target audience.

If you are JUST relevant…

You’re just a little know library of knowledge.

Marketing to nobody.

RELEVANCY + OMNIPRESENCE

SALES

~10%

AWARENESS

~15%

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Omnipresence

Relevant

Omnipresence includes:

• the timing of your content,

• the frequency you show up,

• and the platforms you use.

Relevancy includes:

• the offer,

• your messaging,

• and your positioning in the market

The right message to the right audience at the right time.

Charge what you want

INTIMACY

SALES

~10%

AWARENESS

~15%

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Intimate

Intimacy includes:

• your transparency to your values,

• talking about past struggles (vulnerability),

• and conversation (engaging into a two way conversation with your audience).

This allows your audience to get to know you.

OMNIPRESENCE + INTIMACY

SALES

~10%

AWARENESS

~15%

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Omnipresence

Intimate

Intimacy includes:

• your transparency to your values,

• talking about past struggles (vulnerability),

• and conversation (engaging into a two way conversation with your audience).

This allows your audience to get to know you.

Omnipresence includes:

• the timing of your content,

• the frequency you show up,

• and the platforms you use.

You can plug into and connection. You build very

strong “tribe” dynamics. This allows you to establish the

perfect connection.This is how you develop a

strong following.

RELEVANCY + INTIMACY

SALES

~10%

AWARENESS

~15%

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RelevantIntimate

Intimacy includes:

• your transparency to your values,

• talking about past struggles (vulnerability),

• and conversation (engaging into a two way conversation with your audience).

This allows your audience to get to know you.

Relevancy includes:

• the offer,

• your messaging,

• and your positioning in the market

This is where you find the ideal client.

If you are totally transparent, sharing your values and background, and are

relevant to your audience and have the right messaging then you connect with those of equal value and match up with

the right needs.

Things flow when you work with them.

RELEVANCY + OMNIPRESENCE + INTIMACY

SALES

~10%

AWARENESS

~15%

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Omnipresence

RelevantIntimate

When you combine the perfect client

with the perfect priceand the perfect connection

you get explosive business growth.

IMPLEMENTING PERVASIVE PRESENCEHow to implement Pervasive Presence using:

• Relevancy

• Omnipresence

• Intimacy

Using your digital assets

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TM

TM

BASIC MARKETING

FACEBOOK

WEBSITES

FACEBOOK ADSW/ TARGETING

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PLUS GOOGLE ADWORDS

FACEBOOK

WEBSITES

FACEBOOK ADSW/ TARGETING

GOOGLE ADSW/ TARGETING

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TYPICAL STRATEGY

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TYPICAL STRATEGY

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PRIMARY SOCIAL MEDIA

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PRIMARY SOCIAL MEDIA

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PRIMARY SOCIAL MEDIA

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OMNIPRESENCE STRATEGY

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OMNIPRESENCE STRATEGYEmail

Marketing

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CONTENT MARKETING• Helps show you are an authority in your

niche/market (relevant)

• Used to get prospective clients interested by talking to their pain points

• Allows you to “always be there” as part of an omnipresence strategy

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CONTENT MARKETING ELEMENTSContent marketing includes content such as:

• Blog Posts and “Pillar” Blog Posts

• Tips

• News

• Videos (Filmed and “live”)

• Memes

• Infographics

• Engaging questions/surveys

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STAGES OF MARKETINGThree stages (FSS)

1. Freeway (Cold Traffic)

2. Sidewalk (Warm Traffic)

3. Store (Hot Traffic)

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FREEWAY (COLD TRAFFIC)These People

• There are people that have a problem that “keeps them up at night”

• They are aware of the problem, but probably not the root cause

• They are not aware of you

• They are not really aware of the solution

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FREEWAY (COLD TRAFFIC)You Serve These People Content That

• Helps them understand the root cause of the problem

• Content so they start to know who you are

• Content that starts talking about the solution from a high level

Be relevant

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SIDEWALK (WARM TRAFFIC)These People

• Are aware that there is a solution, and are researching for more information

• They are just starting to get to know you

• They knowledge is going to keep getting better about possible solutions to their problem

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SIDEWALK (WARM TRAFFIC)You Serve These People Content That

• More information about the solution, in greater detail

• Video! They need to start feeling comfortable about who you are, and making a connection

• Content with your picture

• Help them make that first step of improvement on their own

Be relevant and omnipresent, with some intimacy

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STORE (HOT TRAFFIC)These People

• Have knowledge of the solution

• Want to know how they can implement the solution: what are the options to get started

• They know and trust you

• They are a follower of you since you have been assisting them

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STORE (HOT TRAFFIC)You Serve These People Content That

• Promotes you

• Promotes your services

• Has social proof (like testimonials, test cases, examples of success, etc)

Be relevant, omnipresent & intimate

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FINAL THOUGHTSToday we talked about

• Why Internet Marketing Doesn’t Work

• How to Define Your Target Audience

• We talked About How to Make Your Digital Assets Work Together

• We Talked About Going Back to Marketing Basics

• Make it ALL Work Together

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MORE INFORMATIONWebsite: www.mikemarko.com

Company Website: www.IMConsultantServices.com

Social Media:

@mikemarko1 (Facebook @mikemarko37)

@imconsultantservices

You can get a copy of today’s presentation

And additional reference links

@ www.mikemarko.com/2018-05-16

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