Promote, Market & Sell Online... Without Selling Your Soul
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Transcript of Promote, Market & Sell Online... Without Selling Your Soul
Copyright Michelle Villalobos, Mivista Consulting, Inc. 2009. All Rights Reserved. To Reprint, Distribute or Repurpose, visit www.MivistaConsulting.com and click “Contact Us”.
promote, market & sell online... without selling your soul
use low-cost or no-cost online tools to pull fans & business to you (without shamelessly
pushing, peddling or promoting yourself)
Copyright Michelle Villalobos, Mivista Consulting, Inc. 2009. All Rights Reserved. To Reprint, Distribute or Repurpose, visit www.MivistaConsulting.com and click “Contact Us”.
Copyright Michelle Villalobos, Mivista Consulting, Inc. 2009. All Rights Reserved. To Reprint, Distribute or Repurpose, visit www.MivistaConsulting.com and click “Contact Us”.
Copyright Michelle Villalobos, Mivista Consulting, Inc. 2009. All Rights Reserved. To Reprint, Distribute or Repurpose, visit www.MivistaConsulting.com and click “Contact Us”.
what’s the difference?
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
• internet = leverage • pull business• become known for something specific• connect with like-minded people on a large scale• charge higher prices• gain credibility (easier sales process)• increase perceived value in the marketplace• earn praise and recognition• become a celebrity in your field
itʼs not who you know... itʼs who knows you
Copyright 2007- 2009 Mivista, Inc. www.MivistaInc.com (888) 531-3830
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Copyright 2007- 2009 Mivista, Inc. www.MivistaInc.com (888) 531-3830
Copyright Michelle Villalobos, Mivista Consulting, Inc. 2009. All Rights Reserved. To Reprint, Distribute or Repurpose, visit www.MivistaConsulting.com and click “Contact Us”.
so how do you do it?
Copyright Michelle Villalobos, Mivista Consulting, Inc. 2009. All Rights Reserved. To Reprint, Distribute or Repurpose, visit www.MivistaConsulting.com and click “Contact Us”.
so how do you do it?• start with a strong brand• be findable & ensure whatʼs there is good • capture fans - the ones who love you best• gather them in one place (at least)• deliver value to their lives in some way• provide an easy way for them to promote you• communicate regularly (no spam!)• create a process to grow your online audience• think exposure vs. leads
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
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i. you: the brand
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
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(short & sweet)
(BPS, USP, BIS, blah-blah-blah)
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
who am I?why am I here?what do I believe in?
for whom?what value do I offer?
= YOU: the brand
how am I unique?
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
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ii. own your name
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
pick your name
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• Can you own your actual name?
• Is your name very common?
• Can you add a middle initial or middle name?
• What about a descriptor or a pseudonym?
• Consider your brand.
• Coin a term/phrase.
• Is geography a consideration?
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
name difficulties
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Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
stake your claim
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www.YourName.com
www.YourNameSomething.com
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
iii. establish key words & phrases
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
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•3 - 5 words you want associated with your name•what do you want to be top of mind for?•keep in mind location, target audience•what are people looking for you looking for? •get into their heads•try Google keyword tool (type in your URL)•ask your clients/friends/outside perspective
to do (right now)
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
Tracey Hagen Photography
case study
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
case study
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
case study
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
case study
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
4
“Miami portrait photographer who captures your personality with an artistic flair. Tracey can make you look great and create a piece of fine art to hang on your wall. Art photography for the people (and animals) who matter most!”
“Tracey Hagen Photography”
vs.
case study
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
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case study
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
case study
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
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iv. put it everywhere
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
what happens when people Google you?
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
go Google yourself!!
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
gerrystecca.com saatchigallery.com.ukalso:flickr.com
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
how is this pull not push?
• nowhere does he say “Iʼm the best”• no awards, news, etc. (unless you look)• the work speaks for itself• people choose to engage (i.e., Facebook, Myspace)• other people promote for him• he makes himself findable
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
start with the easy stuff
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Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
for anything visual
Google maps
http://maps.google.com/ click put your business on Google maps then add a listing
http://en.wikipedia.org/wiki/Wikipedia:Your_first_article
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
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put your name on everything you put onto the internet.
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
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stand out!
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
find ways to deliver value
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Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
find ways to deliver value
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value
screensavers
entertainment
free music downloads
how-tos
eventstime elapse video
slideshows
engage with you
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need content?
http://www.google.com/reader
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
write articles
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Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
don’t like writing?
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Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
monitor
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http://www.google.com/alerts
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
monitor
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http://www.google.com/alerts
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
monitor
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Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
get interviewed
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Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
upload a media kit/bio
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• photo
• background - short paragraphs
• images/samples - lots!
• artist’s statement (?)
• be real
• align with your brand
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
don’t hide
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Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
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be a person
Copyright 2007- 2009 Mivista, Inc. www.MivistaInc.com (888) 531-3830
Tracey Hagen Photography
Before
Copyright 2007- 2009 Mivista, Inc. www.MivistaInc.com (888) 531-3830
Tracey Hagen (photographed by Little’s Classic American Portraits)
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
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have a home base
have a home base
have a home base
have a home base
have a home base
have a home base
have a home base
have a home base
links to your site are essential
• ask friends• ask fans• find partners - preferably with big traffic!
• get creative (i.e., testimonials)
• reciprocate• only choose if aligns with your brand• get listed (i.e., directories)
blogs are super easy
blogger or wordpress?
http://pulsed.blogspot.com/2007/07/blogger-wordpress-chart.html
have a home base
link to it everywhere
don’t forget the http://
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
your home base
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Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
website evolutioncase study
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Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
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Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
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exposure vs. leads
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how Marie Forleo got me• Why You Shouldn't Initiate "The Talk" - Your April 1 Dish
• Date Confidently Using Real Men's Tips! Your April 27 Dish
• Too Clingy? Stop Neediness Now, Michelle - Your Apr 29 Dish
• 7 Secrets of a Flirting Goddess - Your May 1 Dish
• What NOT to Do On a Date - Your May 15 Dish
• The #1 Cause of Dating Drama – Your May 18 Dish
• Is He Mr. Right or Mr. WRONG? Your May 20 Dish
• Michelle, Why Didn't He Call? Your May 29 Dish
• Secrets of Getting Over a Breakup - Your June 1 Dish2
Copyright Michelle Villalobos, Mivista Consulting, Inc. 2009. All Rights Reserved. To Reprint, Distribute or Repurpose, visit www.MivistaConsulting.com and click “Contact Us”.
list growth
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Start List Size
Growth Rate Week 4 Week 10 Week 20 Week 52 Total
Growth
1005001000
1005001000
1005001000
4 10 20 52
1% 104 110 122 168 65%
1% 520 552 610 839 65%
1% 1,041 1,105 1,220 1,678 65%
2% 108 122 149 280 166%
2% 541 609 743 1,400 166%
2% 1,082 1,219 1,486 2,800 166%
5% 122 163 265 1,264 958%
5% 608 814 1,327 6,321 958%
5% 1,216 1,629 2,653 12,643 958%
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
website basics
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• useful trumps cool• “The Power of One” • design = identity.• type• simple, clean• consistent theme • no auto-play music• update often
• check links: www.linkalarm.com
• titles matter• 3-clicks• objective?• show your face• have a personality• video is awesome
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
maintain & manageyour brand
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Copyright Michelle Villalobos, Mivista Consulting, Inc. 2009. All Rights Reserved. To Reprint, Distribute or Repurpose, visit www.MivistaConsulting.com and click “Contact Us”.
relationship models:
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Copyright Michelle Villalobos, Mivista Consulting, Inc. 2009. All Rights Reserved. To Reprint, Distribute or Repurpose, visit www.MivistaConsulting.com and click “Contact Us”.
online relationship model
communicatefeedback
one-to-one
audience becomes
leads
clients become
fans
extend 2
Copyright 2008, Michelle E. Villalobos, Mivista, Inc. All Rights Reserved. www.mivistainc.com
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Copyright 2008, Michelle E. Villalobos, Mivista, Inc. All Rights Reserved. www.mivistainc.com
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Copyright 2008, Michelle E. Villalobos, Mivista, Inc. All Rights Reserved. www.mivistainc.com
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Copyright 2008, Michelle E. Villalobos, Mivista, Inc. All Rights Reserved. www.mivistainc.com
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Copyright 2008, Michelle E. Villalobos, Mivista, Inc. All Rights Reserved. www.mivistainc.com
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Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
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Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
facebook tips
• be a person
• use a great image – more personal
• create lists to separate
• be conversational, not promotional
• import your blog, link to your site
• be reachable
• groups? name is everything.
• pay attention, listen, respond, post.
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
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By Michelle Villalobos. Copyright 2009, All Rights Reserved. Feel free to forward along and share to your heart’s content (please give credit, though!) For speaking engagements, custom programs or presentations, please contact [email protected].
By Michelle Villalobos. Copyright 2009, All Rights Reserved. Feel free to forward along and share to your heart’s content (please give credit, though!) For speaking engagements, custom programs or presentations, please contact [email protected].
listen
By Michelle Villalobos. Copyright 2009, All Rights Reserved. Feel free to forward along and share to your heart’s content (please give credit, though!) For speaking engagements, custom programs or presentations, please contact [email protected].
follow people in your industry, people you admire,
people you like
By Michelle Villalobos. Copyright 2009, All Rights Reserved. Feel free to forward along and share to your heart’s content (please give credit, though!) For speaking engagements, custom programs or presentations, please contact [email protected].
use an application (i.e., Seesmic)
By Michelle Villalobos. Copyright 2009, All Rights Reserved. Feel free to forward along and share to your heart’s content (please give credit, though!) For speaking engagements, custom programs or presentations, please contact [email protected].
deliver value: educate, inform, entertain, or
ask, relate.
By Michelle Villalobos. Copyright 2009, All Rights Reserved. Feel free to forward along and share to your heart’s content (please give credit, though!) For speaking engagements, custom programs or presentations, please contact [email protected].
have a perspective - a strong one...
By Michelle Villalobos. Copyright 2009, All Rights Reserved. Feel free to forward along and share to your heart’s content (please give credit, though!) For speaking engagements, custom programs or presentations, please contact [email protected].
1 to 10 “promo-to-value ratio”
By Michelle Villalobos. Copyright 2009, All Rights Reserved. Feel free to forward along and share to your heart’s content (please give credit, though!) For speaking engagements, custom programs or presentations, please contact [email protected].
no one cares if you're: sitting in traffic, just
woke up, going to bed, tired, hungry, happy or
sad... unless you’re hilarious (or famous)
By Michelle Villalobos. Copyright 2009, All Rights Reserved. Feel free to forward along and share to your heart’s content (please give credit, though!) For speaking engagements, custom programs or presentations, please contact [email protected].
publicly acknowledge others
By Michelle Villalobos. Copyright 2009, All Rights Reserved. Feel free to forward along and share to your heart’s content (please give credit, though!) For speaking engagements, custom programs or presentations, please contact [email protected].
give thanks!
By Michelle Villalobos. Copyright 2009, All Rights Reserved. Feel free to forward along and share to your heart’s content (please give credit, though!) For speaking engagements, custom programs or presentations, please contact [email protected].
Here’s a great
example of how to get people to unfollow
you...
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
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Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
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Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
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Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
1
By Michelle Villalobos. Copyright 2009, All Rights Reserved. Feel free to forward along and share to your heart’s content (please give credit, though!) For speaking engagements, custom programs or presentations, please contact [email protected].
to do
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
own your name• reveal yourself, be human, be authentic
• build trust, be market-oriented
• educate, entertain, inform
• build trust by delivering value regularly
• have a consistent theme, go narrow & deep
• repeat that message
• be social
• listen first, listen most
• put your name everywhere you post2
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
where to start1.establish your name & key words
2.fill out key profiles using the above
3. set google alerts (it feels good)
4.profile picture
5.establish a home base - even if it’s a blog
6.capture people with an offer (value piece)
7.email marketing (i.e., Constant Contact)
8.pick one way to deliver value (regularly)
2
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
be patient
2
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
thank you!
2
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
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Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
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Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830
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Copyright Michelle Villalobos, Mivista Consulting, Inc. 2009. All Rights Reserved. To Reprint, Distribute or Repurpose, visit www.MivistaConsulting.com and click “Contact Us”.
want more?Sign up for my network. Lots of free stuff! (Like this slideshow)
www.MichelleVillalobos.com
To work one-on-one with me: Call Jessica Lurie (305) 608-9455