Workshop Highlights…

Contact: how to get found….

Authority: how to be valued…

Community: how to be a part…

Sales: how to convert leads…

MarketingMarketingis about being is about being SIGNIFICANT!SIGNIFICANT!

Marketing is about being Significant!

Can’t even read a page yet they want me to sign-up…I don’t think SO!!!

I haven’t even read a page on this site yet, and they’re spamming me with a signup request!!!

PayWalls are not Significant!

A Tweet leads to a PayWall protected site…no news till you pay for same is NOT a formula of significance…

I haven’t even read a page on this site yet, and they’re spamming me with a signup request!!!

MARKETING:MARKETING:COMMUNICATING COMMUNICATING TRUE VALUE &TRUE VALUE &SIGNIFICANCE TO SIGNIFICANCE TO YOUR AUDIENCE.YOUR AUDIENCE.

Significance is information I can use…

Sophos is a treasure chest of info on security and what to do about same!

The Go To Market Engine…Simple but not Easy!You need Sales to exist.

To get sales, you need to be found….or establish Contact!

Once folks find you, you need to be an Authority to impress them…

Once they’re impressed enough, they will join your community….

And then Sales happen!

Step 1: Make Contact…you need to be found!

What is a search.…

Informational…Informational searching involves looking for a specific fact or topic…“leopard frogs” or “MAC trucks”

Navigational…Navigational searching seeks to locate a specific web site“Air Canada site” or “YouTube site”

Transactional…Transactional searching looks for information related to buying a particular product or service…“low cost airfares to Mexico” or “iPhone 5 dealers”

Google lets me search…

But what if I want more info or specialized reviews?

Or I could use Social Media to ask a friend…

I ask…and get answers from trusted friends….I ask…and get answers from trusted friends….

Isn’t this one of Social Media’s true strengths?Isn’t this one of Social Media’s true strengths?

Yup…I agree too!Yup…I agree too!

Armed with what I’ve learned…

I drill down on that brand and see if I think it “measures up!”

Search is dominant…social media not so much…

91% of users say they use web search every week…91% of users say they use web search every week…

Channels used for purchase decisions…

Where are you thinking of spending your own GTM Where are you thinking of spending your own GTM dollars? It better be in search!dollars? It better be in search!

Where people click: Search!

A lot more people click on organic Search than PPC!!!A lot more people click on organic Search than PPC!!!

Budget Allocation by Channel…

A lot more people click on organic Search than PPC!!!A lot more people click on organic Search than PPC!!!

Yet more marketing bucks go to FB & Twitter!

A lot more people click on organic Search than PPC!!!A lot more people click on organic Search than PPC!!!

In Social Media…

MORE <> BETTERMORE <> BETTER<insert your fav well tweeted/YouTube poor customer service anecdote here…>

Get Found…that’s Step 1!

Once you’re found….you need to “be” something….something worthwhile….

Step 2: Be Significant…you have to matter!

Want to really “NAIL” this?

Simon’s book tells you how Simon’s book tells you how to “find” your “WHY?”to “find” your “WHY?”

Significance comes in many flavours...

Sometimes, significantmeans writing stuff thatisn’t directly about you oryour brand.

It means writing thingsthat appeal to folks whoaren’t even potentialcustomers yet.

Significance also means delivering...

And delivering by offering up the BEST content you can….And delivering by offering up the BEST content you can….

Significance doesn’t mean Adverts everywhere!

MEH! This is the trap that too many startups fall into….i.e. Adwords!MEH! This is the trap that too many startups fall into….i.e. Adwords!

Ford gets It!

I don’t even drive a Ford, yet the site is truly interesting!I don’t even drive a Ford, yet the site is truly interesting!

There is no better VALUE in marketing…• There is NO BETTER VALUE IN MARKETING than great content!!!

• If write it yourself, it costs zero hard dollars. If you hire a fantastic pro to write it, it might cost you $500/article. If you do a video, maybe $2500.

• And each piece you produce is a permanent asset and authority builder. Plus every piece is a shot at a viral ‘home run.’ Spend $500 on paid advertising and see if you get that!

• I’m not saying ‘ignore paid ads.’ Paid ads – PPC or otherwise – are crucial. We always put them into clients’ marketing mix. But they generate a proportional, short-term return.

• You need to also invest in something that generates a long-term, potentially geometric return. That’s all this significance stuff.

Answer Questions…“It takes many good deeds to build a good reputation, and only one bad one to lose it.”…Benjamin Franklin

•Whatever business area you are involved in I’m sure you can name someone who is a leading expert in that field. You may or may not know them personally, but their reputation precedes them.

•People follow them on social media, read their articles and wait with baited breath for a new opinion. You may find yourself disagreeing with some of the things they say, or you may think their every word is gospel and I’m sure you’ve wondered on how they managed to create such a successful brand reputation for themselves?

•They answer questions….it can be that simple to start building your rep!

Real Estate Salesman? Ask Google for help…

Here’s your next 4 blog post themes…Here’s your next 4 blog post themes…

You can change the items at will…and that’s the You can change the items at will…and that’s the cool part of using the billions of pages indexed cool part of using the billions of pages indexed by Google…by Google…

Technology Startup? Answer at Quora…

We’ve found more than one global client on Quora…this works!!!We’ve found more than one global client on Quora…this works!!!

Busy eCom Site? I just want some JEANS!!!

Don’t make me use filters and configurators….I just want some jeans!!!Don’t make me use filters and configurators….I just want some jeans!!!

Be simple. Be cool. Be easy to use intuitively!

Simple does NOT mean crowded, too busy, screen jammed either!Simple does NOT mean crowded, too busy, screen jammed either!

Step 3: Build Community…who is listening?

Build a Community to Attract New Leads!

Once you demonstrateSignificanceSignificance via your newAuthority….it’s time to build‘community.’

Which is a trendyterm for what we used to callthe ‘house list’ – aka the folksyou can reach out to whenyou’re selling stuff.

And it’s these community members who will buy…

Build a FB Community to Attract New Leads!• Facebook is a sure bet

to create a community of like minded individuals…

• Here, I wanted to see more about Bass fishing…and there are 373,000 like minded anglers!

• Works by passing along expertise…

Build an LI Community to Attract New Leads!• Try creating a LinkedIN

group that will help all of your members to learn about fishing

• To learn about local and regional waters and conditions too…

• And to build new leads!

Build a Twitter Following to Attract New Leads!• Develop a group that

will all Tweet about common fishing ideas or locations or threads on conditions…

• Remember to use information to build your community….

• And to build new leads! Plus…there are hundreds more too!

But Be Careful!!!• BUT remember…

• Social media communities can be built around anything and everything…

• i.e. United Airlines Suck!• UPS Drivers Suck!• ComCast Sucks!

Step 4: Convert…everyone must convert!

Everyone Needs to Convert!• This is the rule that you

must establish and work towards…every single day!

• You must be found, count and be a member of the leads community to get a lead to convert…

Bonus: Tips to Remember! Measure everything!Measure everything!

Be consistent!Be consistent!

Don’t quit!Don’t quit!

Be passionate!Be passionate!

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