€¦ · Web viewThis guide will make the organization process easier and more enjoyable. ... Designing internet marketing campaigns are a powerful time investment for your business

Hello and congratulations!

I would like to welcome you to The Search Engine Pros Fast Start Guide.

My name is Taylor Reaume, founder of The Search Engine Pros. This guide will make the organization process easier and more enjoyable.

Congratulations on taking the first step toward designing a traffic generation plan. Did you know that we do much more traffic generation? Over 400 projects have taught us that internet marketing is not just about driving traffic. It’s also about creating a kick butt follow up system and web site statistics so that we can better fine tune your marketing dollars each month.

Designing internet marketing campaigns are a powerful time investment for your business. Granted, it’s no walk in the park. This is complicated stuff and it involves smart pre-planning of both technology and content.

One of the great things about working with us is that we offer an all in one approach. No road blocks here! If you’re tired of fragmented web solutions, you’ve come to right place.

We request new clients to fill out the DISCOVERY QUIZ below to help us clarify initial goals. You do not need to fill out the other pages just yet, just the quiz is fine for now. The other pages are not required initially, unless time is of the essence for you.

After completing the quiz below, send this same word document back to your agent for review and include your availability for a follow up call.

Thank you and I look forward to getting to know you better.

THESEARCHENGINEPROS.COMTM

Taylor Reaume / Founder800-605-4988http://www.TheSearchEnginePros.com

“Why just build a web page, when you can build a business!”

~Taylor Reaume

The following questions items are…

SIMPLE, EASY & EFFECTIVE!

Let’s Get Started!

www.TheSearchEnginePros.com 2 Taylor Reaume, Founder


Table of Contents

DISCOVERY QUIZ...........................................................................................3Get Organized.................................................................................................3Building Your Email List With Giveaways.......................................................3Common Objections In Your Industry.............................................................3What Makes You Different?.............................................................................3Your Centers Of Influence (Complementary Businesses)...............................3



Smart marketing begins with smart questions. Please begin by answering the questions below. Simply provide your educated guess. If you do not know the answer, leave it blank. We will be doing our own pass on this quiz as well. Your answers are particularly helpful in terms of subtle preferences.

Your Name:Your Email:Your Phone:Your Business Address:Your Web Site:

Competition: Who are they and how are you different?

List 10 web sites of your top SEO competitors? (hint, type your main keyword on Google and look in organic results)

1. <SEO competitor>2. <SEO competitor>3. <SEO competitor>4. <SEO competitor>5. <SEO competitor>6. <SEO competitor>7. <SEO competitor>8. <SEO competitor>9. <SEO competitor>10. <SEO competitor>

What are 10 web sites of your top PPC competitors? (hint, type your main keyword and look in PPC results in right side column of Google)

1. <PPC competitor>2. <PPC competitor>3. <PPC competitor>4. <PPC competitor>5. <PPC competitor>6. <PPC competitor>7. <PPC competitor>8. <PPC competitor>9. <PPC competitor>


DISCOVERY

QUIZ


10. <PPC competitor>

What are 10 unique points of difference between you and your competitors? (hint, we're the only ones that offer, etc)

1. <Enter Point of Difference>2. <Enter Point of Difference>3. <Enter Point of Difference>4. <Enter Point of Difference>5. <Enter Point of Difference>6. <Enter Point of Difference>7. <Enter Point of Difference>8. <Enter Point of Difference>9. <Enter Point of Difference>10. <Enter Point of Difference>

Who are your complementary business partners (centers of influence) that are likely to be talking to the same target market as you, but not competing directly? i.e. realtor / mortgage broker. (hint, which industries tend to refer you business).

1. <complementary business> 2. <complementary business> 3. <complementary business> 4. <complementary business> 5. <complementary business> 6. <complementary business> 7. <complementary business> 8. <complementary business> 9. <complementary business> 10. <complementary business>

What are your client’s points of pain (fears)? 1. <enter pain> 2. <enter pain> 3. <enter pain> 4. <enter pain> 5. <enter pain> 6. <enter pain> 7. <enter pain> 8. <enter pain> 9. <enter pain> 10. <enter pain>



What are your client’s points of relief (desires)?

1. <points of relief>2. <points of relief>3. <points of relief>4. <points of relief>5. <points of relief>6. <points of relief>7. <points of relief>8. <points of relief>9. <points of relief>10. <points of relief>

What are three things that make your company memorable?1. <enter 1st most memorable> 2. <enter 2nd most memorable> 3. <enter 3rd most memorable>

What is your best guess of ten popular key phrases searchers use to find your site?1. <enter popular keyphrase> 2. <enter popular keyphrase> 3. <enter popular keyphrase> 4. <enter popular keyphrase> 5. <enter popular keyphrase> 6. <enter popular keyphrase> 7. <enter popular keyphrase> 8. <enter popular keyphrase> 9. <enter popular keyphrase> 10. <enter popular keyphrase>

In your opinion, what are ten popular “blogs” in your industry? (hint, Google "blogs + keyphrase")

1. <enter popular blog web site url> 2. <enter popular blog web site url> 3. <enter popular blog web site url> 4. <enter popular blog web site url> 5. <enter popular blog web site url> 6. <enter popular blog web site url> 7. <enter popular blog web site url> 8. <enter popular blog web site url>



9. <enter popular blog web site url> 10. <enter popular blog web site url>

In your opinion, what are ten popular “forums” in your industry? (hint, Google "forums + keyphrase")

1. <enter popular forum web site url> 2. <enter popular forum web site url> 3. <enter popular forum web site url> 4. <enter popular forum web site url> 5. <enter popular forum web site url> 6. <enter popular forum web site url> 7. <enter popular forum web site url> 8. <enter popular forum web site url> 9. <enter popular forum web site url> 10. <enter popular forum web site url>

In your opinion, what are ten popular ezines or print publications in your industry? (hint, Google "magazine + keyphrase")

1. <enter popular publications web site url> 2. <enter popular publications web site url> 3. <enter popular publications web site url> 4. <enter popular publications web site url> 5. <enter popular publications web site url> 6. <enter popular publications web site url> 7. <enter popular publications web site url> 8. <enter popular publications web site url> 9. <enter popular publications web site url> 10. <enter popular publications web site url>

Describe ten popular tag lines for your company? (hint, Look at your web site) 1. <enter tag line>2. <enter tag line>3. <enter tag line>4. <enter tag line>5. <enter tag line>6. <enter tag line>7. <enter tag line>8. <enter tag line>9. <enter tag line>10. <enter tag line>



Tell us about your target market?

What is your "ideal" customer ? age, sex, education level, income level, and other important information?

What is the location of your target market?

What do they like to do?

What is their typical occupation title?

With whom do they associate?

How do they learn?

How do they contribute to society?

Where do they look for you?

When do they look for you?

If you had to divide your target market into two segments, which two segments are most important to you? (hint, market segments can be divided by types of people, age, gender, lifestyle, product group, education, occupation, income level, location, and 100's of other ways, the idea is to focus on the segments you appeal to most. For example, our 8 market segments are: Small Business, Authors, Corporations, Start Ups, Social Media, SEO, PPC, Email Marketing. Your best guess here is 100% okay.)

1. <enter 1st most important market segment> 2. <enter 2nd most important market segment>

If you had to divide your target market into three segments, which three segments are most important to you?

1. <enter 1st most important market segment> 2. <enter 2nd most important market segment> 3. <enter 3rd most important market segment>

If you had to divide your target market into six segments, which six segments are most important to you?

1. <enter 1st most important market segment> 2. <enter 2nd most important market segment> 3. <enter 3rd most important market segment> 4. <enter 4th most important market segment>



5. <enter 5th most important market segment>6. <enter 6th most important market segment>

If you had to divide your target market into eight segments, which eight segments are most important to you?

1. <enter 1st most important market segment> 2. <enter 2nd most important market segment> 3. <enter 3rd most important market segment> 4. <enter 4th most important market segment>5. <enter 5th most important market segment>6. <enter 6th most important market segment>7. <enter 7th most important market segment>8. <enter 8th most important market segment>

Thank you,Taylor ReaumeP. 805.453.9674http://www.TheSearchEnginePros.com p.s. How did you hear about The Search Engine Pros?

Please email answers to [email protected] and we will get in contact within 24 hours.

Better Time Management = Better Login Organization

Time management is a skill you will need to learn to run your business, and a skill that means you will need to work smarter, nor harder. There's a dif-ference between having the busy-ness thing going on and not getting much accomplished and being busy in a productive manner. That means FOCUS, something you have read about in many time manage-

ment books.

You'll find this interesting. It's the 80/20 rule that states 80% of unfocused effort generates 20% worth of results. That's not good! But look at it another way, 20 percent of your staff will cause 80 percent of your problems, but another 20 percent of your staff will pro-


Get Organize

d


http://www.thesearchenginepros.com/

tel:805.453.9674

vide 80 percent of your production. It works both ways. Think: what would happen if you changed your focus?

Put off things you need to do? Procrastination can undo even the most seemingly dedicated busi-ness people. You need to make time for success and that means not putting off things until to-morrow that you can accomplish today.

Need to get in the right mood, wait for the right time? Goals that need to be achieved to grow your business in a successful way wait for no man and once you have them, you must strive to reach them. Goals give focus, and what gives more pleasure than reaching your goals? Maybe it's the way you work that needs to be looked at. Are your goals not clear, and you are underesti-mating task difficulties? Do you underestimate the time needed to carry out your tasks and have unclear standards for task completion? Are you deep in your heart afraid of success or failure or a perfectionist?

If you answered yes to any of the above questions, then you need FOCUS. That doesn't mean tunnel vision. It means honing in on what your work patterns are and then learning to adjust your habits to get that focus you need. It's a simple equation: where you focus your attention is where you put your energy. And consider this, attention to something at hand is a matter of choice – YOUR choice! You need to choose what you want your attention to be focused on.

Find out how well you are doing by creating a focus test. Easy test, just look back at your last week and ask yourself what you did to achieve your goals, what you were focusing on. Be honest with the answer, and if the answer does happen to be you didn't achieve your goals because you didn't have it together, then shake your head, dust yourself off, learn from the experience and move on.

In today's fast paced digital society, the "time value of money" concept is more important than ever.

With every new free email sign-up, Internet service and piece of software requiring a unique username and password, the list of favorite numbers, relatives' birthdays and secret-word passwords becomes simply unmanageable.

If you're going to play in the digital game, you need to get your passwords organized. Just as a professional tennis player cannot stop and think about how to return a shot over the net, a business owner does not have luxury to stop and search for usernames and passwords.

Follow a few steps to get your digital security life in order so you never have to hit that "Forgot your password" button again. Below you'll find the typical set of passwords that most business owners juggle today. Feel free to add others you own as well.



One tool that’s been invaluable to me is ROBOFORM. This is a jewel of a program that will save your passwords all in one place, and auto fill web logins: www.roboform.com

Below is a list of passwords that we will need from you. The reason we need these passwords is to locate your social network sites so that we can embed them into your email newsletters. Also, we encourage setting up a Thank you Page on your web site for tracking purposes.

WEB LOGINS SOCIAL LOGINS GOOGLE LOGINSDomain Registrar URL: (usually www.Godaddy.com )LOGIN: PASS:

Web Site HostURL: (usually http://www.yoursite.com/cpanel )LOGIN:PASS:

Web Site FTPSERVER: (usually ftp.yoursite.com )LOGIN:PASS:

Web Site CMS Login (Wordpress, Joomla, Site-Ninja)URL: (usually http://www.yoursite.com/wp-admin )LOGIN: PASS:

Shopping Cart LoginsURL: LOGIN: PASS:

YouTube (go register)URL: http://www.youtube.com LOGIN: PASS:

Facebook Login (go register)URL: http://www.facebook.com FAN PAGE:LOGIN: PASS: Twitter (go register)URL: http://twitter.com LOGIN: PASS: Ping Network (go register)URL: www.ping.fmLOGIN: PASS: LinkedIn (go register)URL: http://linkedin.comLOGIN: PASS:

GMAILLogin URL: http://www.gmail.comUsername: Password:

GOOGLE ANALYTICSLogin URL: http://www.google.com/analytics/Username: Password:

GOOGLE WEBMASTER TOOLSLogin URL: http://www.google.com/webmasters/tools/Username: Password:

GOOGLE ADSENSELogin URL: https://www.google.com/adsense Username: Password: GOOGLE ADWORDSLogin URL: https://www.google.com/adwordsUsername: Password:

Complete the email list segmentation exercise below: (I’ve filled in our example answers to give you ideas):

How do people find you?

List all the SOURCES of the people in your list. That is, where did you meet these peeps? Examples might be ‘Web Form: Newsletter’ or ‘Banner Ad’ or ‘Event: 2012 Tradeshow in Los Angeles’.

Source DescriptionWeb Form: 7 Marketing Musts Opted into 7 day ecourse on our siteWeb Form: Contact Form Opted in via our contact us formWeb Form: Free Quote Opted in via our free quote formEvent: Tech Brew Opted in at a local tradeshowEvent: SEO Workshop Opted in at our weekly classEvent: Internship Expo Opted in at UCSB internship expos



https://www.google.com/adwords

https://www.google.com/adsense

http://www.google.com/webmasters/tools/

http://www.google.com/analytics/

http://www.gmail.com/

http://www.ping.fm/

http://twitter.com/

http://www.facebook.com/

http://www.youtube.com/

http://www.yoursite.com/wp-admin

http://www.yoursite.com/cpanel

http://www.godaddy.com/

http://www.roboform.com/

Event: Contacts N Coffee Opted in at local networking groupEvent: Goleta Chamber of Commerce Opted in at local networking group

How do you categorize people?

List all of the ways the people are related or connected to you or your company. For example, ‘Client’, ‘Prospect’, ‘Past Client’, ‘Partner’ or ‘Vendor’.

Type DescriptionAffiliate These are people that want to promote us and get paidProspect These are prospects interested in our serviceClient These are clients that have paid us and are activePast Client These are past clients that are no longer activeEmployee These are people that want to promote us and get paidFamily These are people that want to promote us and get paidIntern InternsVendor Companies we do business with consistentlyNetworking Partners Complementary business partnersA List Clients Clients that make life more wonderfulA List Prospects Prospects with most potentialVenture Capitalists The people with all the money

Do Targeted Emails Increase Read Rates?Yes. Immensely. The objective of segmenting your email list members is to increase the relevancy of your messages so that they add more value to your members - ultimately, so that they buy more from you. This can be overwhelming if you're just starting out, so I recommend planning on at least segmenting by prospects vs. clients. Start there and as you begin to get improved results (better sales, conversions, etc), then continue narrowing your email segments to improve list member loyalty, confidence and improved purchasing likeliness. You can do it.



Is Email List Segmentation The Same As Market Segmentation?

No, but it is confusingly similar. Market segmentation is a marketing exercise that divides a target market into distinct groups in an effort to maximize marketing energy. Concentration of marketing energy (or force) is the essence of all marketing strategy, and market segmentation is the conceptual tool to help achieve this focus.

Email Segmentation helps increase the power of your email marketing, and decrease the number of people opting out of your list.

Email List Segmentation Example:

Basic email list segmentation involves separating your email list into 2 simple groups. Group A and Group B. Group A might be your prospects. Group B might be your clients. Emails sent to Group A (prospects) are written according to the needs of a prospect. Emails sent to Group B (clients) are written according to the needs of a client.

An example of advanced email segmentation can be seen with larger chains like Nordstrom’s. Nordstrom’s measures the subscribers that click on men’s clothing photos, versus women’s clothing photos and segments the next mailings accordingly. The result is a much higher return on investment for the mailing.

Market Segmentation Example:

Two common ways to divide a market are by Lifestyle and Demographics.

Lifestyle Segmentation is based upon consumer attitudes, values, behaviors, emotions, perceptions, beliefs, interests, and is the most common.

Demographic segmentation focuses on price, age, income, gender, housing type and education level. Price segmentation and distribution segmentation are other advanced ways to segment a market.

There are 100’s of ways to divide a market, but the goal is to focus on the segments you appeal to the most. The overarching goal is of course to increase marketing effectiveness.



Make sense? Okay, let’s get on with it then. It’s time to segment your market!

DIVIDE YOUR MARKET INTO SEGMENTS AS THEY COME TO MIND BELOW:

Segment Desires FearsStart Ups Shoestring budget so they want low price and

good service, more educationThey are the least fearful, they know what they need but are afraid of failure as well.

Small Business

They typically just want more business and do not want to learn. Many are focused on Google Local. Want a writer that knows their business extensively.

Afraid of going out of business. They have less than no time, and they are afraid to be taken advantage of due to their lack of knowledge. Afraid writers have no idea about their business model / subject.

Corporations They want us to train their in houseThey don’t want to lose time and money and they need to get a person trained in house

Authors They want to know we have experience with launching other authors

Afraid of blowing the book deal because of failed marketing efforts

Social Media

They want to build their reputation levels on social sites, They want to see we have a niche in their industry and understand their core values

Afraid of PR blunder, social media is a very intimate part of the business and requires high trust with marketing company

Search Engine Optimization

They want to improve their Google organic presence and increase their search engine traffic. They want to see ranking results of other clients

They are afraid we will do “black hat” SEO and get them banned from Google. They are afraid of spending money and getting no results. They are afraid of communication issues.

Pay Per ClickThey want a quick and fast marketing medium, they want to know that we understand landing pages, and advanced PPC strategy

They don’t want to lose time and money and they need to get a person trained in house

Email Marketing

They want to improve their follow up and repeat business. They want to see examples of other newsletters we have designed so they feel comfortable we can help in this area.

Afraid of spam compliance and the huge up front time effort for setting up email drip efforts.

Woohoo! Now we’re cookin!

Now that we have our target market in focus more, let’s create some specific advertising messages for your email newsletters. Right about now is where most people go into a mind meltdown, run for the ice cream and turn on the TV. Not this time, because we’re going to make this easy as pie for you.

Special offers are a great way to remind your customers and keep your brand on top of mind. Where most people fall down is they “overthink” the



whole thing. Keep it simple and start by creating one special offer as an email subject line, for each of the segments you created above.

Let me be clear, your primary goal here is 1.) not to overthink this, and 2.) simply create one special offer for each of the 5-10 segments you created above.

Start by trying to get your special offer into an email subject line. This process is much easier when you think of the special offer as an email subject line. This is simple, easy, cake walk. We’re not talking about writing the declaration of independence here, 10-20 words okay? Do it now. You are the special offer T-e-r-m-i-n-a-t-o-r.

Below I’ll include some time tested email subject line offers to give you some good ideas.

Later, we’ll talk about whitepapers and why they are so important to build your email list. But for now, let’s stay focused on organizing your email lists, and setting up special offers to send them.

How Can You Sweeten The Deal?

Now that you have identified your market segments we’ll create special offers that speak directly to each and command their attention.

Market Segment Email Subject Line For Special OfferStartups Startups That Rock: Only 2 more days left to get half offSmall Business August Is “Match Any Competitor’s Pricing + More” MonthCorporations September Is “Repeat Clients Get $500 Credit” MonthAuthors Announces A Limited Time Bonus For AuthorsSocial Media Reveals New Social Media PackagesSEO Announces A Special On December SEO OrdersPay Per Click One Very Happy PPC Customer Will Get 500 ClicksEmail Marketing 1 Week Only: Half Off Email Marketing Services



Your Next Steps:

A. Web Logins: Call your domain registrar and domain hosting com-pany, i.e. Godaddy.com, and ask them to provide you with your logins. Godaddy is known as the largest domain registrar, but they also pro-vide web hosting too. Other’s domain registrars include Register.com, Namecheap.com, Dotster.com, NetworkSolutions.com. Ask your web design to provide the other logins.

B. Social Logins: If you have not yet registered for these social web sites, do so now. Record your user and pass in the space provided.

C. Google Logins: It helps if you have a separate gmail account setup specifically for your marketing team. The Gmail account will be used for registering several important sites such as Google Webmaster Tools, Google Analytics, Google Adsense and Google Adwords. Most of the time it makes sense to not email your web designer about these, but to register these on your own.

D. Google Analytics: This is a free statistics program that helps us make a benchmark of your current traffic levels and enables you to monitor your traffic each week. Perhaps most importantly, analytics allows you to track Goals. To setup a “Goal” you must first find your “success page”.

E. Find Your Success Page(s): Conversion tracking requires a “suc-cess page” The success page is helpful in understanding which key-words are converting to actions at your site. An Action is defined as a sale, newsletter opt in or contact through your web form. For exam-ple, when someone uses your contact form, normally they are sent to a "success.html" or a "thank you.html" page. This is where we place the conversion tracking code. Then when someone lands on these pages, we will know where they came from. Please visit your web site, and go through the process of buying a product, or go through the process of using your contact form, or opting into your newsletter. Next record the URL of the Success Page, or the Thank you page.



Next paste that URL below for us. If you do not have a success page, please email your web designer and have it created. Then send us the final urls of where you would like us to place the tracking codes.

F. Please remember to keep all work inside this word document. Enter the text version of your newsletter in the yellow box below. You may also include any images you want to use inside this yellow box as well.

G. Send back this word document (exact same document) ONLY when you have completed all steps. Your results will be expected in the body of the yellow box below.

EMAIL THE CONTENTS OF THE YELLOW BOX TO YOUR AGENT

Logins To Be Used For Setting Up Thank You Pages & Tracking

From Email: [email protected] Name: Your NameEmail Subject: MY LOGINS – www.mysite.comEmail Content:

Below are my usernames and passwords:

Web Logins:

Domain Registrar URL: (usually www.Godaddy.com )LOGIN: PASS:

Web Site HostURL: (usually http://www.yoursite.com/cpanel )LOGIN:PASS:

Web Site FTPSERVER: (usually ftp.yoursite.com )LOGIN:PASS:

Web Site CMS Login (Wordpress, Joomla, Site-Ninja)URL: (usually http://www.yoursite.com/wp-admin )LOGIN: PASS:

Shopping Cart LoginsURL: LOGIN: PASS:

Social Logins:



http://www.yoursite.com/wp-admin

http://www.yoursite.com/cpanel

http://www.godaddy.com/

YouTube (go register)URL: http://www.youtube.com LOGIN: PASS:

Facebook Login (go register)URL: http://www.facebook.com FAN PAGE:LOGIN: PASS: Twitter (go register)URL: http://twitter.com LOGIN: PASS: Ping Network (go register)URL: www.ping.fmLOGIN: PASS: LinkedIn (go register)URL: http://linkedin.comLOGIN: PASS:

GOOGLE LOGINS:

GMAILLogin URL: http://www.gmail.comUsername: Password:

GOOGLE ANALYTICSLogin URL: http://www.google.com/analytics/Username: Password:

GOOGLE WEBMASTER TOOLSLogin URL: http://www.google.com/webmasters/tools/Username: Password:

GOOGLE ADSENSELogin URL: https://www.google.com/adsense Username: Password: GOOGLE ADWORDSLogin URL: https://www.google.com/adwordsUsername: Password:



https://www.google.com/adwords

https://www.google.com/adsense

http://www.google.com/webmasters/tools/

http://www.google.com/analytics/

http://www.gmail.com/

http://www.ping.fm/

http://twitter.com/

http://www.facebook.com/

http://www.youtube.com/

You Get What You Give…

Let’s shift gears from content to email list building. How do we build our permission based email lists? By giving away stuff in exchange for subscribing of course!

Permission based marketing is that future of marketing. In order to increase the number of people that you can market to every month, you might consider to offer your web visitors a free gift, report or subscription to your

newsletter.

An email newsletter provides you with an excellent opportunity to build up a loyal readership. Then you can send a message to them every so often and remind them that you are still around.

Did you know that the large majority of visitors at your web site leave after 30 seconds, never to return again? Effective marketers understand that if you can just get the visitors email address, you’ll have a recurring income customer. If you can get visitors to join your e mail newsletter list, you’ll have a customer for life that you can market to over and over every month. Of course, you need to play by the rules, and offer an opt -out link at the bottom of your emails should they wish to leave your email list.

So just what does a “giveaway” or a give to get strategy look like? SEE BELOW:

Enter Email Address To Download Instantly: ______________

Building Your Ema

il List

With Giveaways

In this particular case, a major film book publisher MWP.com is collecting emails by offering a free film budget.

Modern day marketers refer to this an “ethical bribe”. For example, Sign up for our newsletter and we’ll send you the “Top 10 Reasons Customer Choose Us”. In other words, “Here’s something of value…will you consider joining our newsletter in exchange for us providing it to you?”

There’s really no end to the amount of freebies you can giveaway. If you present a different freebie on every page of your web site, that speaks to the segment of your market, you’ll be an email list building super star.

The smartest marketers factor a giveaway item as a line item in the marketing budget. From an ROI perspective on an annual basis, the giveaway strategy is remarkable when factoring in new customer acquisition.

Often times I get clients asking me “Why would anyone want to sign up for my newsletter? Or…Why would anyone want a giveaway?” First understand that giveaway or no giveaway, there are actually a large number of people that choose to opt into your email newsletter list, just based on the fact that they like you as a company.

There are a variety of motives for subscribing to a newsletter. Some people just want to keep up to date with your blog posts. Other people want to be reminded of your special offers in the future. Some just want to have your contact details fresh in their inbox every month for convenience.

Permission based marketing is the future of marketing. Ask any modern day angel investor. The size of your email newsletter list will largely determine the valuation of your company should you decide to sell.

Marketing is the battle of perceptions, not products. With an email newsletter list, you can shape perceptions and grow your company each month. It’s just another marketing platform from which you can speak and deliver your message to your target audience.

Email marketing happens to be the one which all others hinge upon. I.e. SEO, PPC, Social Media, etc, they are all driving traffic to your opt in form. This is why it’s so critical to have the email marketing strategy in place, before bringing out the big guns with SEO, PPC and Social Media. When



someone opts into your newsletter, they are essentially saying “show me what you got”, or “you have permission to sell to me”.

Another way of thinking about this is to think in terms of your last buying transaction when you were left wanting the sales agent to “sell” you. I’m sure you’ve found yourself in the position of wanting to buy something, and almost wishing the company would “sell” you on the benefits. Web site without a clear email opt in strategy are like the sales person that doesn’t know how to “sell” someone.

At year end the year, companies with no list building strategy are left wondering why the competition continues to outsell them.

EXAMPLE OF A GIVE TO GET STRATEGY:

Join Our Newsletter And Get Ken’s Free DUI Guide!

You will receive your download in your inbox immediately. 100% spam free. We hate spam too and your information will never be shared with anyone for any reason. You may unsubscribe at any time.

The idea is to segment your giveaway ideas into interest areas at your web site. Each giveaway should speak directly to the needs of the interest segment. For example, using the realtor example, a smart strategy would



http://www.hallumlaw.com/free-dui-guide

be to segment your giveaways on your web site according to the areas where the segment of your target market are likely to be reading.

For Example:

On the home buyers section, put a giveaway that is likely to be downloaded by this particular segment of your target audience; such as “The 10 Biggest Mistakes Home Buyers Made In 2011”

On the home sellers section, put a giveaway that is likely to be downloaded by this particular segment of your target audience; such as “Avoiding The 3 Big Pitfalls Of Selling A Home”

On the Foreclosure section, put a giveaway that is likely to be downloaded by this particular segment of your target audience;

“7 Things You Must Know About The Foreclosure Process”

What are the best kinds of Giveaways?

The best giveaways are digital. Digital e-books, excel files, audio files, pdf case studies, etc. Digital giveaway products do not require a costly recurring outlay. However, giving away a free round of golf at the Pelican Hill Resort is, in my opinion, worth the marketing dollars many times over.

If you are in the B2B (business to business) category you might consider a 7 day “e-course”. Many larger ticket transactions buys such as mortgage, real estate, computer IT, have a difficult time converting sales on the first visit, and havethe most success with the 7 day e-course strategy.

Just as you wouldn’t ask a girl to marry you on the first date, you don’t want to go for the jugular on the first web site visit. You have to add value first, not second.

To be successful in any business, B2B or B2C, it’s imperative to find a way to add massive value, efficiently, to your customers, before asking them to buy. An e-course is one of the best ways to do this.



An e-course is a series of 7 of the most powerful gems of wisdom you can come up with about your industry. You then create a powerful and compelling graphic which sells the important of the knowledge. Next you offer to give it away at no charge. On the 7th day, you make your pitch or offer.

The concepts of newsletter list building are the same when applied to your Facebook strategy to get more “likes”. When someone likes your page, they are giving their permission to show your messages to them on the Facebook stream. Below are more creative ideas I have seen used in the past that may help you spark ideas with regards to “giveaways”.

On our Facebook Fan page, we offer a free keyword research report for liking our page. Once people like our page, they will start seeing our Facebook updates each morning in their inbox (They have given us

permission).

WII-FM

What’s In It For Me? WII-FM. This is the radio station that most people are tuned into. Now that you have a sense of why a “giveaway” is so important to building your email list, let’s see if we can come up with a few good ones. Keeping in mind our discussion of market segmentation, jot down some compelling giveaways for joining your email newsletter. The most common giveaway is called a whitepaper (suit and tie version of a free report). Feel free to think of other giveaways to incentivize subscribers. The best giveaways are digital, and do not disrupt business processes or cost money to replicate. I have included our own as examples to help you visualize.

Market Segment Email Subject Line For WhitepaperStartups Top 10 Reasons Customers Choose The Search Engine ProsSmall Business Top 10 Marketing Mistakes Small Business Owners MakeCorporations Top 10 Reasons Corporations Fail At SEOAuthors Top 10 Marketing Sites For AuthorsSocial Media 35 Huge Social Media Strategy MistakesSEO 7 Deadly Mistakes That Will Kill Your SEO Strategy Pay Per Click Adwords PPC Cheat Sheet: Download InstantlyEmail Marketing The 17 Best Email Subject Lines



http://www.facebook.com/thesearchenginepros

Marketing automation and permission based email marketing is being called the future of marketing by many of the most advanced marketers today.

For example, when a lead comes into your system, the lead will automatically receive 12 months of Holiday newsletters. Your staff automatically receives “reminder” emails to follow up with the prospect in person. When the lead becomes a client, the client is sent high impact (highly valuable) answers to common questions that reduce customer support calls.

The goal is not to spam your database. But rather to use the new technology to deliver massive value, at precise time intervals, to your customers.

Marketing automation email systems have a dramatic impact not only increasing sales, but on decreasing support calls. Marketing automation can double your business this year if you set it up properly with the right content. If you set up the wrong content, mediocre content, you’ll likely end up the corner of bewilderment and frustration.

Email marketing and marketing automation works, but you must do it properly. Sending out powerful, universally appealing, valuable information is the way you’ll find success. Do not spam your list with low quality content. This truly will have a negative impact on your sales.

People are smart. Make sure you provide them with good information that is related to your product so that they will keep on reading. Be sure not to bombard them with just sales messages. Remember you want them to trust you!

Email marketing is one of the lowest cost, most popular ways to market your business, and when done properly, you can really grow your business with this marketing method.






Common Objectio

ns In Your Industry


What are the most common objections you hear in your business?

Try to list out the most common objections in your business and then practice answering it out loud in a remarkably short and effective sentence. The answers colum below contains the messages you want to put on your web site and in your email newsletters.

Objection AnswerMy SEO is with another company.......I've been ripped off before....I know how to do SEO myself......I don't trust marketing companies….All marketing companies try to cheat you…I can get my secretary to do the marketing…I can get it for less at.....I don't understand it – don’t have time…


What

Makes

You Different

?


What makes you different?Tell your story…

Don’t be better. Be different. Make it clear to your customer base how you’re different. Marketing is the battle of perception, not products. Consider brainstorming the line: “We’re one of the only…that does…”

We are the only company in town that offers free classes that help you increase your knowledge of search engine marketing.We are specialists in Multilingual SEO, very few companies offer this.Our founder has a track record of success, most have no real track record.We are number one on Google for terms like “Santa Barbara Marketing”, “Santa Barbara SEO”, “Santa Barbara Social Media” and many more. We approach marketing from an all in one approach, one stop shop, that gets results, rather than trying to piece together many different companies’ strategies.Unlike most marketing companies that have negative reviews on Google, The Search Engine Pros does not have a single negative review. This is a testimony to our 110% satisfaction policy and dedication to over delivering and making sure the customer feels they have got a huge value with our company.


Your Centers Of

Influence (Complementar

y Businesses)


Identify Your Complementary Businesses & Co-market with their newsletter lists.

A complementary business partner is one that is talking to your target market all day, but not directly competing (selling the same product or service). For example, a realtor is a complementary business partner to a mortgage broker. If the realtor is smart, they will team up with the 1 in 10 mortgage brokers that have some heightened level of notoriety and sphere of influence. Try to think in terms of "thought leaders" i.e. influence and reach. Start by making a list of industry categories that are complementary to your own. Use the http://dir.yahoo.com and help spark ideas. Find your business category and look at those around you. It is not a requirement that you know the business partner – but it sure doesn’t hurt to also list a set of A list complementary partners below. These are the ones you will send ULTRA special offers to.

Complementary Contact DetailsPrinting Company Sally Smith – [email protected] Capitalist Tom Arnold – [email protected] Plan Writer Robert Lee – [email protected] Agency John White – [email protected] Designer Michele Thomas – [email protected] Arthur Baker – [email protected] Ryan Jones – [email protected] Company Joe Bob – [email protected] Company Fred Bien – [email protected] Designers Hannah Smart – [email protected] Speaking Coach Justin Paul – [email protected] Yolanda Spry – [email protected]

CONGRATULATIONS!



You have just taken the most important step in your quest to become a superstar e-marketer.

Remember, there’s working on the business, and working in the business. To scale and grow a company, one must take time to look objectively at the processes from time to time.

Good luck!Taylor Reaume



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€¦ · Web viewThis guide will make the organization process easier and more enjoyable. ... Designing internet marketing campaigns are a powerful time investment for your business