STATE OF UNION - 2012 DIGITAL SALES & MARKETING

...they’ve changed

Things aren’t changing

STATE OF UNION - 2012 DIGITAL SALES & MARKETING

...they’ve changed

Things aren’t changing

...they’ve changed

Things aren’t changing

39% OF B2B COMPANIES

USING TWITTER

HAVE AQUIRED

NEW CUSTOMERS

FROM IT

39%

...they’ve changed

Things aren’t changing

40% OF TWITTER

ACCOUNTS HAVE NEVER

SENT A TWEET40%

...they’ve changed

Things aren’t changing

41% OF B2B COMPANIES

USING FACEBOOK

HAVE AQUIRED

NEW CUSTOMERS

FROM IT

41%

...they’ve changed

Things aren’t changing

2/3 OF ADULTS HAVE A SOCIAL MEDIA NETWORK PRESENCE65%

USED IT YESTERDAY43%2005 2006 2007 2008 2009 2010 2011

8%

16%

29%

46%

61%65%

2%

9%13%

27%

38%

43%

Ever Yesterday

...they’ve changed

Things aren’t changing

COMPANIESTHATBLOG

20X/MO GET55% MORE SITE VISITORS AND

70% MORE WEB LEADS THAN COMPANIES THAT DON’T

55% & 70%

Things aren’t changing

LEADS GENERATED

VIA INBOUND

MARKETING COST 62%

LESS

62%OUTBOUND:

$373/LEAD AVE

INBOUND:$143/LEAD AVE

...they’ve changed

...they’ve changed

Things aren’t changing

ARE ON THE DO

NOT CALL LIST.

BECAUSE PEOPLE DON’T

LIKE TO BE INTERRUPTED WITH WHAT IS A PRIORITY TO

YOU!

200 MILLION

...they’ve changed

Things aren’t changing

SEARCH ENGINE RESULTS:

75% NEVER LOOK PAST THE

FIRST PAGE

75%It is all… page one

...they’ve changed

Things aren’t changing

86% OF PEOPLE SKIP

TV ADS86%

...they’ve changed

Things aren’t changing

89% OF INTERNET USERS SEARCH ONLINE

BEFORE PURCHASING

FROM A

LOCAL BUSINESS

89%

...they’ve changed

Things aren’t changing

Q3-2010 TO 201155+ AGE

GROUP MORE THAN

DOUBLED MOBILE VISITS

109%

16%

61%68%

109%

67%

45%41%

76%

44%37%

70%

...they’ve changed

Things aren’t changing

...they’ve changed

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TRADITIONAL MARKETING IS NOT DEAD

...they’ve changed

Things aren’t changing

WOULD YOU CHOOSE:

to be quoted in:

orTechCrunch USA TODAY

...they’ve changed

Things aren’t changing

WOULD YOU CHOOSE:

½ hour show on:

or

...they’ve changed

Things aren’t changing

REALITY CHECK, ARE YOU CURRENTLY:

being quoted

in:

running a ½ hour

show on:or

...they’ve changed

Things aren’t changing

ME NEITHER

...they’ve changed

Things aren’t changing

wait. So what if I hold off?

Choices are: act or

wait. So what if I hold off?

Choices are: act or

TWO STORIES ABOUT CHANGE…

wait. So what if I hold off?

Choices are: act or

The first Digital Watch·18 carat gold·sold for $2,100

APRIL 4, 1972:

Texas Instruments offers $20 digital watch

JAN. 1976:

AN

D…

BY 1977: it was $9.95

wait. So what if I hold off?

Choices are: act or

During the 70’s & 80’s more than 1000 SwissWatchmakers went

wait. So what if I hold off?

Choices are: act or

MUSIC HISTORY101

AN

D…

wait. So what if I hold off?

Choices are: act or

wait. So what if I hold off?

Choices are: act or

TRUTH OF NATURE: ADAPT OR DIE

What is Behavioral Sales & Marketi ng?

Newspaper

MagazinesRadioTelevision

MailersCold Calling

Telemarketing

Gatekeepers

Sales Funnel

B r u s h F l a m e .comB E H A V I O R A L Sales &

Marketing1. Who you really are as a business owner and a company.2. Your unique value proposition.3. An effective call to action and sales process that puts the

client at ease.

Also need to understand your customer’s behavior:1. Their lifestyles.2. Where they go for information.3. Their buying patterns and habits.

...they’ve changed

Things aren’t changing

There are 5 basic pieces to keep on the

radar for modern sales & marketing

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Things aren’t changing

1. Your Brand

...they’ve changed

Things aren’t changing

2. Referral GenerationFrom Tupperware Parties to Multi Level

Marketing…

Referrals

…people

give their

money to

...they’ve changed

Things aren’t changing

3. Consultative Sales

“S

ale

s”

tod

ay.

..

·Ask, Listen & Respond·Track follow up on everyone·Have scripts and use them always·Tell “your story”, but focus on learning and knowing their story·Automate Everything

Mod

ern

Sale

s

Fu

nn

el

“Sales” yesterday…

...they’ve changed

Things aren’t changing

4. S.E.O.is: having

GOOGLE, BING & YAHOO

guess that people are looking for you when they click “Search”

How Search Engines Work:

...they’ve changed

Things aren’t changing

5. Social Media

ocial Media Riddle:

What took Radio 38 years, TV 13 years and the iPod 3

years

Reach

50

m

illi

on

vie

wers

...they’ve changed

Things aren’t changing

5. Social Media

ADDED OVER 200 MILLION IN LESS THAN A YEAR!

1. Keywords

“If you wanted to boil internet marketing down to a single starting point,

keywords are it.”

1. Keywords

What are they?Search engines are complex math

equations. They look for words that match what people are searching for.The more accurate their suggestions–

the more people will use them.

1. KeywordsHow to select them?

1. Click on “Reporting & Tools”2. Click the “Keyword Tool” option

Go To:http://adwords.google.com

1 2

1. Enter the domain of a competitor next to “website” under “Find Keywords”

2. Click the “Search” box 3. Select the words/phrases that have little

competition, but much traffic

2. Optimize Your Site

“75% don’t look past the first page”

2. Optimize Your SiteOn Page

Optimization:These are the

things you can do immediately to

your site

Off Page Optimization:

These are Authoritative

sites that link to your site

2. Optimize Your SiteOn Page: Clean up your site

1. Make sure your contact information is on every page and readily availably for anyone looking to speak with you

2

1. Give you images names that reflect the keywords you are aiming at. “IMG00254” doesn’t say anything beneficial.

2. Make sure tocomplete the

- Title- Alt-text- Caption

- Description- Fire URL name

You have to tell the search engines what text relates to the picture you’ve included.

1

2. Optimize Your SiteOn Page: Clean up your site

1. Make sure your titles reflect what the content holds

2. Also include Heading One & Heading Two for each post

1. Make sure your META title & description are well written & consise• The Title is the blue link on the

Search Engine Results Page• The Description is the paragraph

below (max 150 characters!)

43

2. Optimize Your SiteOff Page: Quality Links

1. Organize your URL structure• p=123 doesn’t say anything

2. Make sure the “Permalinks”give the keywords that describe your page & biz.

5

1. Have links to your page as well as other “Authoritative” sites

2. Make keywords bold & italic3. Be certain the links are full of keywords

that tell the search engines what visitors they should send you

6

7

1. Register on Directories, other blogs and get links from any organization that you are a part of.

2. Have some that link to you – of which you don’t link to them.• Links they use, become your keyword

3. Create Content

“Your web presence becomes your most direct link to your

potential referrals”

3. Create ContentMake it worth

reading:Resist the

temptation to stuff with keywords – a boring blog won’t

keep visitors.

Give a headline worth of the

NYtimes:This is the link that

people will use when choosing how

great your site is.

3. Create ContentQuality Info: Cover the bases

1. Make it well written. Grammar & Spelling describe your excellence.• Ignore them at your peril

2 1. Have the content be consistent. Don’t try to pretend you have a different focus for SEO.

1

3 1. Insert one photo or Graph on the site for each blog post. • Format all multimedia with

propert:• Name of file• Permalink

Create multiple product specific landing pages – and record give a specific call to action. Have visitors do something.

4. Distribute Content

“Engage your favorites, but

spread the net as wide as possible”

4. Distribute ContentFirst:

Your Blog & Facebook

Second:LinkedIn

Third:Pick your favorites

like Pinterest & Twitter, but use Ping & Hootsuite to easily

maintain a broad distribution channel

of profiles

5. Convert to LeadsStep One:

Figure out what you’re offering

Step Two:Create buttons or “Calls to Action”

End Result:links to landing pages where visitors get the “freebie” in

exchange for their info

5. Convert to LeadsMeasure, Refine, Repeat

Test each piece of the Conversion• Call to Action Button• Landing Page (s)• Offer being Extended

2 Combine the pieces of each step that work when creating a new Call to Action• Consistently and regularaly create

new Calls To Action• Why have a storefront without a

sign?

1

6. Nurture your Leads

“According to Gleanster Research

50% of leads are qualified, but not

ready to buy”

6. Nurture your LeadsConcept of Lead Nurturing:• Companies that excel at lead

nurturing generate 50% more sales-ready leads

• 75%-95% of website traffic is currently in research mindset

6. Nurture your LeadsIt’s more than a template

List Building• Ask, “Would your recipient be

upset if they didn’t receive you message?”

• If yes, you should send it.• Always give the option to opt-in

• Give them a reason to opt-in

2 What should be Sent?• Confirm genuine interest by lead

• Why did they originally contact• Follow up on that interest• Answer “What’s in it for Me?”

• Be Personal• Don’t send a boring template• Make it a personal note that

personally goes out a few hundred recipients

• Most images don’t make it through• Most email inboxes block them• They carry viruses!

• Whatever you do – be consistent• Choose your routine & hit it

1

6. Nurture your LeadsIt’s more than a template

Have a Purpose• Offer new content that resembles

what connected them orginially• Share something on Facebook• DON’T JUST BRAG!

• Direct them to a Landing Page• New landing page for

every correspondance.

4 Measure Each Success• Click Through Rate (CTR)

• How many people that received your link clicked to open it

• Unsubscribe Rate• If you have an email or topic

that has a lot of unsubscribes – don’t send it again

• Conversion Rate• How many clicks filled out the

landing page information• This is the point of the email.

• Track sales of conversions• The point is to make money• How many turned into sales

3

7. Format for Mobile

“Sales of smartphones, tablets and notebooks are expected to grow 26% annually through

2015”

7. Format for MobileMobile Redirect

• Have a version of your site that is designed for mobile

• If you don’t have this – ask your hosting service & they can put a line of code on your homepage

that redirects based on the size of the screen being used

7. Format for MobileMobile Layout

• Having them redirected to a mobile friendly site is only as good as the mobile version that the user

is re-directed to.• Make sure you simplify the information on the site to just

what is most important.

8. Analyze and Adjust

“A System is only as good as the person that is

running it.”

8. Analyze and AdjustWhat Now?

Steps to Schedule1. Implement an analytics program2. Identify opportunities3. Set a metric for success4. Refine your search5. Evaluate Performance

1 2 Track & Report1. Marketing Grade (3rd party site)2. Traffic (Google Analytics)3. Leads (Track In-house)4. Customers (IBID)5. Traffic, Leads & Sales by Keywords

Etiquette for Business

Be Yourself

Etiquette for Business

You’re talking to people – not

computers

Be Yourself

Etiquette for Business

Who you are is what you type

Be YourselfYou’re talking to people – not computers

Etiquette for Business

Be Accurate

Be YourselfYou’re talking to people – not computersWho you are is what you type

Etiquette for Business

Spelling & Grammar

Be YourselfYou’re talking to people – not computersWho you are is what you typeBe Accurate

Etiquette for Business

Avoid typing in all capital letters

Be YourselfYou’re talking to people – not computersWho you are is what you typeBe AccurateSpelling & Grammar

Etiquette for Business

Avoid racy humor & profanity

Be YourselfYou’re talking to people – not computersWho you are is what you typeBe AccurateSpelling & GrammarAvoid typing in all capital letters

Etiquette for Business

Wait to reply until you’re no

longer angry

Be YourselfYou’re talking to people – not computersWho you are is what you typeBe AccurateSpelling & GrammarAvoid typing in all capital lettersAvoid racy humor & profanity

Etiquette for Business

Give unsolicited endorsements.

Distribute them.

Be YourselfYou’re talking to people – not computersWho you are is what you typeBe AccurateSpelling & GrammarAvoid typing in all capital lettersAvoid racy humor & profanityWait to reply until you’re no longer angry

Etiquette for Business

Never criticize, condemn or

complain

Be YourselfYou’re talking to people – not computersWho you are is what you typeBe AccurateSpelling & GrammarAvoid typing in all capital lettersAvoid racy humor & profanityWait to reply until you’re no longer angryGive unsolicited endorsements. Distribute them.

Etiquette for Business

Be genuinely interested in other people

Be YourselfYou’re talking to people – not computersWho you are is what you typeBe AccurateSpelling & GrammarAvoid typing in all capital lettersAvoid racy humor & profanityWait to reply until you’re no longer angryGive unsolicited endorsements. Distribute them.Never criticize, condemn or complain

Etiquette for Business

Act happy and have fun

Be YourselfYou’re talking to people – not computersWho you are is what you typeBe AccurateSpelling & GrammarAvoid typing in all capital lettersAvoid racy humor & profanityWait to reply until you’re no longer angryGive unsolicited endorsements. Distribute them.Never criticize, condemn or complainBe genuinely interested in other people

Etiquette for Business

Listen

Be YourselfYou’re talking to people – not computersWho you are is what you typeBe AccurateSpelling & GrammarAvoid typing in all capital lettersAvoid racy humor & profanityWait to reply until you’re no longer angryGive unsolicited endorsements. Distribute them.Never criticize, condemn or complainBe genuinely interested in other peopleAct happy and have fun

A Shameless Commercial

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Who do you know that could benefit from this service?

For the first time in historysmall to medium business

Tracks which of the 1.14 billion“web marketing” results really work,

and which ones work well.

Web marketing Web marketing

Our Behavioral Sales & Marketing system:

Our Behavioral Sales & Marketing system:

Web marketing

Our Behavioral Sales & Marketing system:

Selects the right tools by mixingyour business personality and strengths with the end goal of your organization.

business personality strengthsend goal of your organization

Our Behavioral Sales & Marketing system:

Our Behavioral Sales & Marketing review:

Consists of an initial conversationto gather info about your current presence

and how you want to be known.

Our Behavioral Sales & Marketing review:

Our Behavioral Sales & Marketing review:

Our Behavioral Sales & Marketing review:

Our Behavioral Sales & Marketing audit:

Run completely off site, we collect the real data on your current web presence

and aligns the options availablewith your desired results.

Run completely off site, we collect the real data on your current web presence

and align the options availablewith your desired results.

Our Behavioral Sales & Marketing audit:

You

may

be

surp

rised

wha

t is

curr

ently

ou

t the

re…

abo

ut y

ou

Our Behavioral Sales & Marketing results:

Lays

out

a st

ep b

y st

ep tr

ack

to fo

llow

that

will

take

you

whe

re y

ou w

ant t

o be

with

out t

he h

ours

it w

ould

hav

e ta

ken

tofin

d, s

elec

t and

impl

emen

t wha

t you

foun

d.

GPS

Our Behavioral Sales & Marketing follow up:

Trac

ks o

ur re

com

men

ded

tool

s, a

s w

ell a

s ne

w n

etw

orks

, dire

ctor

ies

or u

pdat

esth

at m

ay h

elp

or h

inde

r im

plem

enta

tion

Trac

ks w

e ha

ve p

revi

ousl

y pu

t tog

ethe

r

Use This ->

<- Not This

Our Behavioral Sales & Marketing follow up:

Any

new

tool

s or

upd

ates

are

add

edim

med

iate

ly to

the

web

por

tal t

hat

allo

w e

very

clie

nt u

nlim

ited

24/7

acc

ess

Log In:_________

Password: _____

Our Behavioral Sales & Marketing options:

We

wel

com

e th

e op

port

unity

toha

ndle

the

set u

p of

you

r sys

tem

,or

eve

n ru

nnin

g it

for y

ou.

This includes everything from tweets toblog posts to live web chat staffing.

Social MediaBranding

Referral Generation

SEOSales Script

Sources: http://HubSpot.com – These guys are great. Give them business. Thank you HubSpot – you’re loved.http://infogrow.typepad.com/sales_marketing_effective/2012/01/the-power-of-traditional-marketing-channels.html

http://Twitter.comhttp://Facebook.com http://www.zdnet.com/blog/security/gmail-adds-features-to-thwart-phishing-attacks/8941http://blogs.villagevoice.com/runninscared/tv/http://www.prlog.org/11492850-exciting-new-price-comparison-computer-store-launches-its-new-website.htmlhttp://www.sparkmuseum.com/TELEPHONE.HTMhttp://www.iphonebuzz.com/iclipper-copy-and-paste-without-jailbroken-iphones-285911.phphttp://www.simplyzesty.com/google/search/developing-a-social-search-strategy-content-reigns-supreme/http://www.dotcomweavers.com/blog/2011/08/19/is-online-marketing-important-to-local-businesses-who-only-work-locally/http://toplinesuccess.com/Intel/4-good-reasons-why-a-small-business-should-start-a-company-blog/http://www.pewinternet.org/~/media/Files/Reports/2011/PIP-SNS-Update-2011.pdfhttp://TechCrunch.comhttp://USATOday.comhttp://www.wired.com/epicenter/2011/11/disney-youtube-content-deal/http://www.ksdk.com/news/local/story.aspx?storyid=259068http;//Img:Glengarry,GlenRoss(1992)http://www.liquidprint.com/blog/landing-page-design-is-the-key-to-your-advertising-success.aspxhttp://glanceworld.com/whats-new-in-wordpress-3-2.htmlhttp://makobiscribe.com/2011/05/blogger-resource-guest-post-linked-in.htmlhttp://www.smashingmagazine.com/2009/10/13/call-to-action-buttons-examples-and-best-practices/2009 – Forrester Research Studyhttp://www.frescodata.com/main/emailmarketinghttp://www.practicalecommerce.com/articles/2105-SEO-Report-Card-Woot-comKnebl, Kevin. "Chapter 7." The Social Media Sales Revolution. By Landy Chase. 143+. Print.

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