DIGITAL ADVERTISING TRAINING - Liturgical …...CPC stands for Cost Per Click. Typically referring...

DIGITAL ADVERTISING TRAINING

• You are here to learn about the digital advertising solutions that LPi is now able to offer to local business around the U.S.

There will be 4 (four) digital advertising solutions that you learn about today.

You’ll learn what they are, how they benefit business owners and how to position their value both individually and in bundled solutions.

OVERVIEW

QUICK HOUSEKEEPING

Bathrooms & Cell PhonesPlease feel free at anytime to get up, stretch, use the restroom. Also silence cell phones and try and limit usage.

RelaxThis will be a fun and safe environment to learn, grow and ask questions.

How do you eat an elephant?Even after today there will still be questions. Don’t try to thoroughly understand everything at once.

Building a foundation – DON’T OVER THINK THIS!As leaders, we’re not doing you justice if we’re not building out a future.

LPI has an awesome opportunity to gain traction in a field that is stereotypically difficult to understand but statistically in-demand by a multitude of different industries.

LPI is unique in that it has a tremendous retention rate with it’s current Ad Bulletin advertising products (70%) and a solid relationship and tie with the local community churches.

LPI has developed a digital advertising program that creates a systematic ROI sales funnel for small to midsize businesses across the country in which is where we can leverage our unique relationships to close an approximate 1 - 3% of our client database.

WHY DIGITAL ADVERTISING?

We want you to succeed! Period. By being able to offer more comprehensive, in-depth advertising strategies and analysis you can now provide your advertisers with cohesive marketing campaigns that put them in front of in market, niche audiences throughout their purchasing journey!

These offers are designed in a way that significantly augment your opportunity for compensation in thus providing you with even more income so that you can enjoy things in your personal life!

ENHANCING YOUR OPPORTUNITY

LPI thrives when you thrive! Being able to provide your advertisers with more solutions helps there business succeed, helps you gain more income so that you can enjoy your personal life even more and helps the longevity of the company that your represent!

DIGITAL ADVERTISINGSOLUTIONS

TRAINING OVERVIEW

This training is designed to help enhance your understanding of brand-to-decision advertising and marketing while helping you develop your own style of how to approach your clients about opportunities that will help them gain a better market share.

IDENTIFYING OPPORTUNITY

OWNING THE RELATIONSHIP

LPI has an very unique selling proposition. In addition, a unique tie to the church that enables our sellers to get into the doors at various businesses. We have trust and an “approval” with the businesses through the relationships with the churches.

This trust allows LPI to get the appointment to sit down with the business to discuss new opportunities.

Digital agencies have the know how, enthusiasm and interest but not the validation for the investment.

The massive amount of individual clients nationwide gives us a large pool to prospect. (10% close ratio)

BRAND AWARENESS

ENGAGEMENT

RESEARCH

DECISION

ROI

Using our resources and outlets we’ll be able to create a strong advertising campaign designed to generated immediate awareness of your brand!

We’ll identify target audiences and reach them at their peak decision making time frames!

We’ll utilize retargeting methods to ensure that your message is delivered to the most optimal buying consumer!

We want to educate and inform your ideal consumers as to why your brand is a better option!

We’ll identify target audiences and reach them at their peak decision making time frames!

CONSUMER BUYING PROCESS

AGGRESSOR

Aggressive sales approach, quick to make decisions, short, not the greatest listener, ask the question “how?” a lot. Motivated by ensuring services are great for clients (likes to be hero)!

ANALYST

Slow and methodical approach, likes to get into the “weeds”, great listener, rational and analytical. Ask the question “what is it?” a lot. Motivated by reaffirmation of intelligence. (likes to be problem solver)

ACTOR

High energy, extrovert, loud, friendly, emotional. Big idea person, okay listener. Ask the question “what if?” a lot.Motivated by mass emotionalappeal and greater good for their clients. Not detailed. (likes to be creative)

ALLY

Extremely approachable, friendly and hard to say “no” to. Easy to talk to, great listener. Ask the question “why?” a lot. Motivated by harmony and collaboration. Not great at asking for sale. (likes to be liked by many)

KNOW YOUR PERSONALITY

PRODUCT OVERVIEW

These products are designed to help our advertisers reach consumers throughout all levels of the buying funnel.The better that you understand principle advertising concepts the easier it will be to identify our each digital advertising product can benefit your client!

ImpressionAn impression is a term used in most digital advertising references when it comes to measurements of share of voice and volume. It is defined as any time a digital display advertisement is LOADED onto a webpage.

CPMCPM stands for Cost Per Thousand (Latin for thousand is “mille”). Use for pricing out a quantity of impressions for a digital display advertising campaign. For instance an$8 CPM for 100,000impressions = $800 cost.

CPCCPC stands for Cost Per Click. Typically referring to Pay Per Click Advertising (Google Adwords & Bing). For these digital advertising campaigns, a budget is set/ given to google as a bid for certain keywords andphrases. Each time a consumer “clicks” on the advertisement a certain amount money is deducted from that budget.

CTR%Refers to an equation that is used to measure the effectiveness of a digital display advertising campaign. The Click Through Rate (CTR%) is calculated by dividing te amount of clicks received by the amount of impressions delivered as a percentage. For instance a digital campaign that delivered 100,000 impressions and received 92 clicks has a CTR% of .92

EMAIL MARKETING

12%

• Email marketing can be extremely effective and drive traffic immediately either to a website or into a storefront!

• LPI will now be able to customize a list for clients and create an optimized email marketing campaign based on gender, geography, age, interest & income!

Open Rate%

Click Thru Rate % of Opens

5%

Audience targeting is based on identifying an ideal consumer audience, niche or group that is most likely interested in your industry or in market for your services.

TARGETED DISPLAY

We can provide a variety of audience targeting and retargeting services such as:

• Geography• Demographics• Category / Content• Site Retargeting• Device Targeting

Right PersonAudience targeting is all about understandingwho your ideal consumer is and what identifies them as being in-market for your services -

Right PlaceA step further, where is your ideal consumer located, where do they shop, live or travel to?

Right TimeMaking sure that your message is reachingthose consumers at the right time with the right message is key to delivering results!

Success!Understanding our clients objectives helps toidentify what success looks like and how we can even further optimize campaigns!

12

TARGETED DISPLAY

Advertising on social media can be extremely beneficial when it comes to your brand, offers, events or mission!

49%

49% of consumers like a page on Facebook® to

support the brand.

486

486,000 people access Facebook® every

minute

40

On average consumers spend at least 40

minutes of Facebook® everyday.

SOCIAL MEDIA

Why Pay-Per Click?

• Immediate exposure• Highly measurable and

informative• Target idea consumers

and groups• Drives immediate

traffic to our clients website.

89%

Purchase cycles begin with search

51%

Overall organic search traffic

31%

Marketing budgets spent on PPC

Source:Business2Community

PAY -PER CLICK

SEARCH

Utilizing PPC is great for converting an engaged audience into potential clients. You can target specific keywords, generate immediate traffic and create dynamic campaigns centered around a given geographical region.

DISPLAY

Display is excellent for branding and showcasing your products, services or mission in a more visually stimulating way. Display can be targeted to specific audience based on their demographic, geographical location and interest.

Increased search activity• When display is combined

with search, organic searches increase by 28%

Lower paid search for advertisers

• Users exposed to display adsclick on paid search results5% less often than do non-exposed visitors

Enhanced branding effect• Exposed users make 50%

more brand queries andhave a 25% higher brandawareness.

PPC & DISPLAY

OFFERBUNDLESProviding bundles may seem to some as a cookie cutter approach to a more sophisticated digital seller but in actually for the masses takes the guessing out of “what makes a great campaign”. The creative is in reach a unique audience for each individual client.

STARTER

30,000 Targeted Emails / mo. 120,000 Targeted Display

impressions / month

PREMIER

BEST VALUE

$1750 / mo.

$2,500 / mo.

$3,810 / mo.


impressions / month Pay Per Click campaign

ea. month


impressions / month 100,000 targeted Social

Media impressions Pay Per Click campaign

ea. month

12 mo. commitment 12 mo. commitment 12 mo. commitment

AGGRESSOR

Aggressive sales approach, quick to make decisions, short, not the greatest listener, ask the question “how?” a lot. Motivated by ensuring services are great for clients (likes to be hero)!

ANALYST

Slow and methodical approach, likes to get into the “weeds”, great listener, rational and analytical. Ask the question “what is it?” a lot. Motivated by reaffirmation of intelligence. (likes to be problem solver)

ACTOR

High energy, extrovert, loud, friendly, emotional. Big idea person, okay listener. Ask the question “what if?” a lot.Motivated by mass emotionalappeal and greater good for their clients. Not detailed. (likes to be creative)

ALLY

Extremely approachable, friendly and hard to say “no” to. Easy to talk to, great listener. Ask the question “why?” a lot. Motivated by harmony and collaboration. Not great at asking for sale. (likes to be liked by many)

KNOW YOUR PERSONALITY

Training Example:One of the keys to successin integrating change, in particular when it comes to digital advertising is identifying what's holding managers and sales executives back from being successful!

“This is hard to understand…”

“I see clicks but no customers…”

“I don’t want to lose the client…”

“They already have someone…”

“This is too expensive…”

IDENTIFYING OBSTACLES

CLOSING FORMULA

Emotional Rational Justification

70%

10%

20%

EMOTION

RATIONALJUSTIFY

LISTEN FOR YOUR WHALE

Not every advertiser that you encounter will be an “ideal” digital advertising customer. There are some things that may help you identify opportunities before you pick up the phone and there will be times that an advertiser may open up a door for a unique digital advertising partnership.

“I’ve participated in the bulletin for over 4 years now and I do it as a courtesy as an involved community business but it has never really yielded any results. Lately we’ve be looking at other opportunities that will drive consumers to our website that are actively seeking or ready to buy a home…”

Kelly CarnevaleVP Marketing

CNC Home Realtors

NEEDS ASSESSMENT

Needs assessments are all about asking the core questions that dig into the ways that a business owner makes money. The better that you understand their needs and business objectives and consumer niche audience the better we can develop a marketing solution that will help them be successful!

NEEDS ASSESSMENT

This exercise is designed to test your questioning and listening skills. This is your opportunity to better understand what the key objectives are for your client. How they produce revenue and what their core niche audience group is.

“It’s a new year for me and I’m finding that as usual business is slowing down just a bit. It's pretty typical. People usually don't want to move around this time of year as its really cold out. We definitely need to move the needle and sale some houses though!"


CNC Home Realtors

VALUE PROPOSITION

Positioning the value of our digital advertising products is all in how you uncover what it is that your client is trying to accomplish. What are their goals and aspirations? What do they value, how do they measure success and how will our products and services help them achieve this?

VALUE PROPOSITION

In this exercise you’ll learn how to hone in on your value proposition skills. Remember, it’s important to try and build a sense of emotion into your proposition as to how this will help your client excel in either their personal or professional aspirations!

“I know that I need to do more as far as creating a sound, cohesive strategy for CNC but our resources are limited. I have a designer and an IT person that will help on occasion but other than that we’re always working and getting things done ourselves, not sure how you can help with that?”

“We’d like to Target:”• Home Buyers• 30 – 75 Mile Radius of our address• $250,000+ Homes• HHI of $100K+• 30+ in Age


CNC Home Realtors

PERFECTING YOUR CLOSE

Do you feel that you’re ready for a close? Is it time to ask for the sale? Do you believe that you’ve played enough to the emotional, rational and justifiable points of your digital advertising proposition? KNOWING when to ask for a sale is just as important as the ASK itself.

PERFECTING YOUR CLOSE

In this exercise you’ll have to decipher whether or not to ask for the close. Remember that the objections that you face will most likely clue you in as to what decision making issue they are still stuck at.

“I’m excited and very intrigued by everything that you’ve talked about today. I’m not sure that everything we discussed will be of benefit but there are some things that I had questions about…”


CNC Home Realtors

WHAT’S YOUR VISION? How do you forsee your

conversation going with your advertisers? How can you plan and prepare better to produce the outcome that you want?What are the hurdles that youbelieve you will face and howwill you overcome them?

It’s important to be aggressive in the first 90 days with the DASE’s as their activity level and ability to close sales within that time frame will most likely indicate how well they will perform for the year.

The DASE is compensated 10% of the overall gross monthly billable revenue of the campaign in the first year of the campaign and then 5% for every year after that. In addition, the DASE will receive a $250 incentive for every agreement that is signed.

30, 60, 90 DAY30DAYS

100 Prospects20 Opportunities

10 Proposals1 Sale ($20K+ Revenue)

60 DAYS


30 Proposals4 Sales ($80k+ Revenue)

90 DAYS


60 Proposals8 Sales ($160k+ Revenue)

A portion of the 3 day training that will be conducted with the DASE’s will focus on the practice of prospecting. Prospecting for digital opportunities, though not difficult, does involve a practiced eye in being able to identify certain signs that may elude to a prospect being of better quality over others.

Before the DASE leaves training they must complete a practice of generating 100 prospects within their area that they are going to approach about a digital advertising campaign.

100 PROSPECTS

The weekly 1 on 1 with the DASE is not unlike your typically weekly meeting with current ASE’s. Objectives, pipeline and coaching are all needed with DASE’s to ensure that they are on track to hit key performance metrics.

Weekly 1 on 1 Outline

• Objectives• Salesforce• Pipeline Vs. Billable• # of Proposals for the week• # of Opportunity for the week• 30,60, 90 day progress• Issues / things to resolve• Coaching & feedback

WEEKLY 1 ON 1

As a standard, each DASE will be given and trained on a weekly outline to best optimize their week and productivity. Note that each sales person has their own unique way of setting up their week but given guidance we wanted to ensure that the objectives of each working week are met.

WEEKLY OUTLINE

MONDAY

• Salesforce• Committed Sales• Friday Follow Up• Prospecting• Sales Calls• Touch Points• 1st – 3rd Emails• Team Meetings

TUESDAY

• Prospecting• Touch Points• Sales Calls• Face2Face Meeting• 1st – 3rd Emails• 1 on 1’s• Team Meetings

WEDNESDAY

• Touch Points• Sales Calls• Face2Face Meeting• 1st – 3rd Emails

THURSDAY

• Touch Points• Sales Calls• Face2Face Meeting• 1st – 3rd Emails• Team Meetings (D)

FRIDAY

• Face2Face Meeting• Salesforce• Committed Sales• Follow Up Recap• Organize Next Week• Proposal Requests• 1st – 3rd Emails

A portion of the 3 day training that will be conducted with the DASE’s will focus on the practice of prospecting. Prospecting for digital opportunities, though not difficult, does involve a practiced eye in being able to identify certain signs that may elude to a prospect being of better quality over others.

Before the DASE leaves training they must complete a practice of generating 100 prospects within their area that they are going to approach about a digital advertising campaign.

100 PROSPECTS

The weekly 1 on 1 with the DASE is not unlike your typically weekly meeting with current ASE’s. Objectives, pipeline and coaching are all needed with DASE’s to ensure that they are on track to hit key performance metrics.

Weekly 1 on 1 Outline

• Objectives• Salesforce• Pipeline Vs. Billable• # of Proposals for the week• # of Opportunity for the week• 30,60, 90 day progress• Issues / things to resolve• Coaching & feedback

WEEKLY 1 ON 1

As a standard, each DASE will be given and trained on a weekly outline to best optimize their week and productivity. Note that each sales person has their own unique way of setting up their week but given guidance we wanted to ensure that the objectives of each working week are met.

WEEKLY OUTLINE

MONDAY

• Salesforce• Committed Sales• Friday Follow Up• Prospecting• Sales Calls• Touch Points• 1st – 3rd Emails• Team Meetings

TUESDAY

• Prospecting• Touch Points• Sales Calls• Face2Face Meeting• 1st – 3rd Emails• 1 on 1’s• Team Meetings

WEDNESDAY

• Touch Points• Sales Calls• Face2Face Meeting• 1st – 3rd Emails

THURSDAY

• Touch Points• Sales Calls• Face2Face Meeting• 1st – 3rd Emails• Team Meetings (D)

FRIDAY

• Face2Face Meeting• Salesforce• Committed Sales• Follow Up Recap• Organize Next Week• Proposal Requests• 1st – 3rd Emails

Each month, the DASE’s will be given a list of accounts that have just auto renewed (approximately 1 month afterward). This report will be generated by Joan Turner and disbursed accordingly by Digital Sales Director.

PAST ACCOUNTS PIPELINE

As a practice, we want to ensure that our most loyal advertisers and brand ambassadors are also being approach about the digital advertising opportunity with LPi.

DIGITAL ADVERTISING TRAINING - Liturgical …...CPC stands for Cost Per Click. Typically referring...

Documents

Transcript of DIGITAL ADVERTISING TRAINING - Liturgical …...CPC stands for Cost Per Click. Typically referring...