Secret 11

“Advanced and Targeted Marketing”

“Be Someone, Do Something and Be Somewhere”.

Dan Kennedy

1. The advanced steps assumes the 7 basics are all in place

a. Monthly paper newsletters _______________

b. Signage _____________________________

c. Yellow page/ phone book listings __________

d. Professional newsletter monthly ___________

e. You have a website on-line _______________

f. Regular data capture of prospects on and off line_________________________________

g. List maintenance is occurring ____________

2. First Advanced Strategy = Targeting

a. Determining and then carving out a niche or niches __________________________________________________________________________________

b. Targeting your marketing to the niche or niches you desire ___________________________________

________________________________________

Multi-step the marketing to your niche Examples – Direct mail sequences

1. 3 Letter strategy 60 – 90 days Intro with PS offer _________________ Pitch the offer ____________________ Final offer _______________________

2. Sequential emails ___________________

____________________________________

3. Second Advanced Strategy

a. Become the expert and maintain the top position in your niche

1. Education and continued evolution_________________________________________________

2. Positioning in the community-visibility at events and functions. _________________________

________________________________________

4. Third advanced strategy:

5. Fourth Advanced Strategy:

S.E.O. and aggressive on-line presence

** Probably the single most important advanced strategy in your arsenal

Caveats – Do not ignore your geography

Ex. – if there are 10 doctors within 5 miles, who are (is) your niches (s)?

b. A functioning, updateable website________________

_____________________________________________

_____________________________________________

c. Must have Lead Capture Capability_______________

_____________________________________________

_____________________________________________

d. Designed with SEO (search engine optimization) for your niche or niches (by page)

1. keywords & keywords selection_________________________________________________________2. doing the research ___________________________________________________________________3. monitoring your statistics______________________________________________________________

6. Video & Video Submission

a. short, relatively good quality ________________________________________________________________b. host on YouTube (tm)_____________________________________________________________________c. update and resubmit regularly_______________________________________________________________d. post to blogs and Podcasts ________________________________________________________________

7. Article & Article Submission

a. Write original articles __________________________

_____________________________________________

b. Submit to on-line directories ____________________

_____________________________________________

c. Make sure there is a good offer with ways to reach you (phone/email/URL)___________________________

_____________________________________________

8. PPC – Pay Per Click Strategies

a. Google Adwords ______________________________

______________________________________________

b. Yahoo Search ________________________________

______________________________________________

1. setting up an adwords campaign_______________

2. installation of tracking code __________________

__________________________________________

3. using google analytics every week!!!____________

__________________________________________

9. Staffing so things get done

a. Hire with foresight ____________________________

_____________________________________________

b. Technological mindset and savy_________________

_____________________________________________

c. Skill sets and ability to get things done and keep it all organized for you (our software)________________

_________________________________________

_________________________________________

10. You’ll need to outsource to reach the Top of Your Market!

a. Our done-for-your services (ultimately cost you far less and save you the most. ___________________________

__________________________________________

__________________________________________

b. Customized works done by Kim

1. positioning and refinement____________________

___________________________________________

2. image creation _____________________________

___________________________________________

3. refinement and re-appraisal ___________________

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Summary ______________________________________________________________________________________________________________________________________________________________________________________________________________________________