Internet Marketing for the Small (and Local) Business...

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Internet Marketing for the Small (and Local) Business Owner

Highlands Ranch Chamber of Commerce300 Plaza Drive, Ste. 225

Highlands Ranch, CO 80129

Who Is This For

Small to medium local firms and their owners

Professionals in individual practice (CPA, etc.)

Rainmakers looking for new ideas

What Is This For

First time so we overloaded the content

SCORE’s Test to see what people want

How much material we can cover in 4 hours

Do we want more or less time

Do we want deeper focus on fewer topics

So we have a lot in a short amount of time

Can’t go deep (more workshops and mentoring)

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What This Is And Is Not

This is mostly what I have learned and used over the last 15 years of marketing, selling and living online.

This is not a bunch of facts, stats and graphs; you can look that up on your own.

How are we going to do this

Move fast to cover a lot

Focus on the Why and What, not so much How

How = how to use individual tools

Ask questions as we go

Links to everything at the end

1 to 2 breaks and will stay after

Tad Stephens

University of Texas at Arlington, BBA in Information Technology and Economics, 1988

University of Texas at Dallas, MS in Accounting Information Systems, 1992

Independent/Freelance IT consultant for Fortune 1000 companies for 25 years

Founder/President – Cpethink.com 2004

Need a hobby…

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Shiny Object Syndrome – Oh My!

Learning Objectives

After today you will be able to

Identify your niche or market

Identify channels to reach your audience

Identify platforms to reach your audience

Develop a plan to market to your audience

Execute that plan

Measure the results and tweak that plan

Rinse (tweak) and repeat

Results Are Not Typical

I will walk you through many of the system(s) I use to get great results

Please understand that my results are not typical because the average person who attends ANY training gets zero results because usually they don’t follow through

This is NOT "get rich quick", work at home "bizzopp“, push button anything

Don’t fail to recognize opportunity because it is dressed in overalls and looks like work ~ Edison

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Ok, Let’s Get Started

What We'll Cover

Marketing And Influence Basics

Building A Website Search Engine Optimization Google My Business Your Online Reputation Facebook/Instagram

Marketing Pay‐Per‐Click Advertising

Content Marketing Mobile Marketing LinkedIn Marketing Email Marketing Putting It All Together Keeping Track Of It All Problems I Have Seen

(what stops people) The Wrap


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Marketing and Influence Basics

Influence by Robert B. Cialdini, PH.D

Reciprocation

Commitment and Consistency

Social Proof

Liking

Authority

Scarcity

2 or more in everything

Marketing and Influence Basics Pre‐Suasion by Robert B. Cialdini, PH.D

Priming ‐ Privileged Moments Confirmation Bias Single‐Chute Question Attention Isolation Focus Open Loops Mystery Links Cognitive Ease Metaphors Family‐Tribes‐Teams‐Geography


Up the Loyalty Ladder by Murray & Neil Raphel

Don’t ask someone to marry you on the first date

Know –> Like –> Trust –> Value

If you remember only 1 thing from today, this needs to be it!

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The Power of Habit by Charles Duhigg

40% of human behavior is habit – basal ganglia

Habit Loop – Cue > Routine > Reward

Claude Hopkins – Simple Cue > Craving > Clear Rewards

Small Wins and Micro Commitments (if 2 things)


The 80/20 Principle by Richard Koch

You cannot control what you don’t measure

Plan – Execute – Measure – Analyze – Update – Repeat

Feedback Loop


The 1 Page Marketing Plan:… by Allen Dib

Result is a simple 1 page plan

Getting to that is a bit of work

If just one book, this is the one

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• The E Myth Revisited by Michael E. Gerber

– If you haven’t read this you should

– Are you working on or in your firm?


What just happened with the slides?


Consistency, consistency, consistency

Persistence – Steve Jobs

Execute it correctly and completely or don’t

You have no control over what you don’t measure

If it works scale, if not adjust/stop – feedback loop

Your #1 metric – ROI, Time and Money

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Most marketing methods work

The ones that don’t are usually not done correctly or consistently or stopped too soon


You have to give them what they want

Before

They will consider accepting what they need


Copywriting Script #1

1. Identity ‐ who am I and why listen to me2. Struggle ‐ what I fought & never won3. Discovery ‐ what I realized & how I won4. Result/Surprise ‐ things now and why5. Close – Would you ________________

‐ Kevin Rogers, The 60‐Second Sales Hook

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Copywriting Script #2

1. Problem – 5%2. Agitate – 90%3. Solve – 5%

If a 4th grader can’t understand it, it’s too complicated

‐ Perry Marshall, PerryMarshall.com


Copywriting Script #2 Example

1. How do you (solve the problem)? – Problem 2. How are you doing now? – Agitate 3. How would you like to be doing? – Agitate4. How soon do you want to get there? – Agitate5. What’s holding you back? – Agitate6. What do you want to look like in 12 months? – Agitate7. I’ve done that, would you like some help? – Solve

‐ Ben Adkins, Closers Cafe

What We'll Cover






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Building A Website

What is a website’s 1st purpose?

To Bring You Business

Building A Website

What is a website’s 2nd purpose?

Refer To #1

Don’t spend Time or Money on a website until it will bring you business.

Building A Website

Do you need one? – (Y/N)

What kind and how much? – (eComm, Lead Gen, Other)

1. Cookie cutter or stay flexible – “wix alternatives”

• Do one for free then look for what you need2. Templates – “shopify alternatives”

• Kajabi, CF, Builderall, etc.3. DIY – Wordpress (this is a huge rabbit hole)

4. Custom – Upwork (this is a huger rabbit hole)

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Building A Website

Websites will suck time and money out of your business unless you are very, very, very careful

1. Domain name– 2 words or less– Easy to remember and spell (usually your business name)

2. Conversions – What is yours?3. Website content > SEO (next section)

– Text – Fiverr, Upwork, DIY, other– Graphics – (logo, photos, etc.) – Fiverr, Upwork, DIY, other– Videos – Fiverr, Upwork, DIY, other

Questions?

What We'll Cover






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Search Engine Optimization (SEO)

According to StatisticBrain, people used Google search just over 9 billion times per day in 2016.


Crawled, Indexed, Algorithm (furry creatures)?

Google Analytics

Google Search Console (Webmaster Tools)

Not a race, more like being chased by a bear


Main Points

1. On Page First – Get it solid (siloing, optimized)

2. What are your money words (keywords)

– Google Keyword Planner

3. Claim & Optimize your GMB page (next)

4. Local Directories (NAP, niche, ranking now)

5. Reputation (i.e. Reviews, next, next section)

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On Page – What is on your site

1. Siloing – categorizing and internal linking (Amazon)

2. 1000+ words per post?

3. Embedding v. Linking to videos

– YouTube

4. Page Title and Meta Description

5. Content optimization and consistency (hard part)


Off Page – What is NOT on your site, against ToS?

Backlinks from blogs, networks, articles, PRs, etc.

For local sites: Citations & Directories – Name, Address, Phone (NAP)

Yext (avoid), Advice Local & Synup (Ok for multi use)

Bright Local (my fav, economical for limited use)

“Legal” and relatively fast way to multiple P1 rankings

What We'll Cover






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Google My Business (GMB)

Your GMB page is already there (most likely)

1. Claim it

2. Optimize it

3. Post regularly

1. Blog

2. Images (.jpg only, optimized)

3. Videos (optimized)

Google My Business

Claim your

GMB Page

Do This Now (or as soon as you get back)

What We'll Cover






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Your Online Reputation

Are reviews online currency?

What is “gating reviews” and why is against Google’s ToS?

What can I do about fake reviews?

Replies are for the reviewer AND the next customer!

Your Online Reputation

Be direct and be consistent

Best way to get good reviews? Earn Them (suck it up buttercup)

People give reviews for themselves, not you, they are emotional

Promote the review sites that Google ranks for your niche

It’s usually a lot easier than you think

What We'll Cover






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Facebook Marketing

Is your audience on Facebook?

If yes, Are they engaged on Facebook?

If no to either, skip it

If yes to both, then…

Facebook Marketing

Look at others successful in your niche and copy them

Groups v. Pages

Traffic ‐ Outbound engagement

PPC (next section, do this last, what are solo ads?)

Time v. Ad Spend v. Both (yes you may do both)

It can work but it can be a lot of work (and/or money)

Next is My Secret Method (not really a secret, )

Local Facebook Pages and Groups

• Find a local FB Page or Group in your area

– Search for: “area” neighbors, neighborhood, community, group, local area, etc.

– Read and abide by their terms – DO NOT SELL

– Ask for services to introduce yourself

– Ask for services from people you want as leads

–Make friends, become part of the community

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• Become part of the community

– Look for opportunity to offer tips

– 2 to 4 weeks after joining post a timely tips

– Schedule them out months in advance on a weekend

– Ask for help, then help, then provide yours

– Know –> Like –> Trust –> Value


• Be considerate/discrete ‐ you are not here to sell

– Never negotiate on the page/group (PM, Email, etc.)

– Always allow them to rave about you

– They will be the best sales people you will ever find

– Select only the clients you want

– Referral partner for the clients you don’t want

– Gutter guy in Evergreen, $100,000+ per year

What We'll Cover






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Instagram Marketing

Is your audience on Instagram?

If yes, Are they engaged on Instagram?

If no to either, skip it

If yes to both, then…

Instagram Marketing

Look at others successful in your niche and copy them

Traffic ‐ Outbound engagement

PPC (next section, do this last, what are solo ads?)

Time v. Ad Spend v. Both (yes you may do both)

It can work but it can be a lot of work (and/or money)

Next is My Secret Method (not really a secret, )

Instagram Marketing

Find 2 to 4 active hash tags in your niche (#niche)

30 minutes a day to start, increase to 60 and outsource

1. Set up your profile with 2 personal to 1 offer picture

2. Link back to your sales page that provides value

3. Find posts to comment and complement on

4. Complement and/or add value on the post– DO NOT SELL OR OFFER

5. Daily post 2 personal to 1 offer

6. Track, tweak, repeat (feedback loop)

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What We'll Cover






Pay‐Per‐Click Advertising

Apologies – this is way too deep of a topic to cover “how to” in the time we have.

But we can cover a lot that most don’t want to tell you and will save you money and get better results.


2 Major Platforms We’re Going To Look At

1. Google Ads (Formally Google AdWords)

2. Facebook Ads

3. And mention RTB networks (can be much cheaper)

1. Real Time Bidding

2. $25,000 to start plus $10,000 monthly ad spend

3. Becoming available to smaller advertisers for much less

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PPC and Platform Considerations

Fundamentally different but similar (Auctions & Budgets)

Google – Searching (buying, researching, both, etc.)

Facebook – Killing time and playing games

Both work, when they don’t it’s usually the advertiser (usually, but not always)

RTB – after you have used the first 2



Today it’s usually more than just an ad and an offer

1. Targeting – a whole lot to this and super important

2. Keywords – Google Search and super important

3. Placement

4. Graphics (display networks) and/or Copy

5. Landing page or destination (FB hates sales/affiliate pages)

6. Conversion – next step marketing



Platform’s goal is to generate ad revenue for them, not revenue for you

YouTube for how to

2 basic approaches

1. Broad – spend and targeting (let platform tell you what works)

2. Narrow – spend and targeting (more research up front)

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Absolutely NEVER forget to set a restrictive budget!

No one has your best interests at heart (most of the time)

What We'll Cover






Content Marketing

Content marketing is the act of creating valuable and relevant content for your target audience, with three goals in mind:

1. Establishing and strengthening your brand

2. Building trust in your authority

3. Driving sales

Basically branding (yuck…, but I do it because… )

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Content Marketing

It allows my prospect to get to Know – Like – Trust me without pitching them

Sometimes it’s necessary and sometime its's super valuable

Content Marketing

Getting Started

1. Who are you making content for?

2. What problem are you going to solve?

3. When/How/Where are your prospect going to consume?

4. What’s your “next step” for them (always have a CTA)?

5. Refer back to the Copywriting Scripts #1 and #2

I prefer video, it’s easier for me and I’ll do it (Zoom)

What We'll Cover






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Mobile Marketing

Everything you do has (needs) to work on a phone

Mobile Marketing

SMS – Short Message Service or

Simple Message System

There are some good ones and some not so good ones

Yes people read 96% of their messages, how many are valuable?

Do you need this?

What We'll Cover






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LinkedIn Marketing

Business to Business (B2B)

Regional or bigger geographic areaCan do smaller

Time consuming and expensive

Can be super effective

Plan your campaign and execute your plan

It will take time, a long term strategy

What We'll Cover






Email Marketing

Email is not dead, it’s not even tired

It is a bit harder than it used to be, but not much

Targeting (your list) and Copy are the keys

The money is in your list and relationship with your list

Frequency – MailChimp Study (once a day v. oncea month)

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Email Marketing

Always, Always, Always be building your list

This is where your website comes in

Double or Single opt‐in

What is CAN‐Spam? (I can spam you)

Give them what they want (value to them)

Get and stay in their Top 10

ESPs – Email Service Providers (CAN‐Spam v. ToS)

Email Marketing

ESPs – Email Service Providers (CAN‐Spam v. ToS)

MailChimp – simple & reasonable (strict)

Active Campaign – features & moderate (moderate)

Infusionsoft – overkill and high (don’t know, don’t care)

There are many, many more, these are just examples

Questions?

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Bonus!

Lumpy Mail

(like all this isn’t enough )

Lumpy Mail

Pick a niche even if you don’t want to

Find a list

First Data, list providers (Ugh…)

Scrape (iffy…)

Local or Area Chamber of Commerce

Local Leads Groups (BNI, etc.)

Goal is to mail 5 pieces a day

Lumpy Mail

Lumpy mail sequence

Cost

$2.08+ postage

$2.00 ‐ $7.00 for the lump

$4 ‐ $9 * 5/day, $20 ‐ $45/day or $400 ‐ $900

Total cost ~ $400 ‐ $900/month

For 100 leads that will remember you

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Lumpy Mail

Cost is not the metric to consider

But do be thoughtful

Start with a small budget and work up

ROI is your #1 metric

A single new client worth the first year?

Google “lumpy mailers”

3D Mail Results

What We'll Cover






Putting It All Together

Overwhelm is a serious threat to marketingTime is another serious threat to marketingShiny Object Syndrome is another serious threat to marketing

Focus – mentioned at the beginningConsistency – mentioned at the beginningPersistence – Steve Jobs1‐Page Marketing Plan is a good start

Pick just 1 and exhaust it IM is more Self Discipline and Zen than Science or Art at first

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What We'll Cover






Keeping Track Of It All

You cannot control what you don’t measure – Richard Koch

I still use spreadsheets

I have a CRM and use it

The best system is the one you will use

What We'll Cover






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Problems I Have Seen

• People are not afraid of failure or success– People are afraid of change

– Change is a threat or an opportunity (Mike M.)

– A threat is easier to deal with so we do nothing

– Opportunity• You have to do something different

• You have to leave the familiar

• You have to work harder• You have to take a perceived risk• So we do nothing


• Problem #1– Getting started

• Problem #2– Staying started (Persistence )

• Problem #3– Consistency

• Problem #4– Focus (meaning lack of)


• Same solution for all of the above

• Pick 1 thing and do it over and over and over

• Accountability

–With a partner

–With a group

–With a list

–With a piece of software

– Just do it

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Another Bonus!

Lead Generation Services(AKA – The Wild Wild West)

(last one, I promise )

Lead Generation Services

FYI ‐ I don’t like any of these because…

LeadsByFone 33MileRadius ‐ $200 to $400 Porch Red BeaconHome Advisor ‐ $30 to $250 Yp.com ‐ $150 to $500Other Niche Specific (Google Search “Niche” + Leads)1‐800‐Dentist

What We'll Cover






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That’s A Lot, Yes?

Do Not try and do all that at once

Questions?

LinksCpethink.com ‐ https://www.cpethink.com (my site)

MediaMarketExperts.com ‐ http://mediamarketexperts.com (my site)

NutritionRiver.com ‐ https://nutritionriver.com (my new site)

Wix ‐ https://www.wix.com/

Kajabi ‐ https://newkajabi.com/

ClickFunnels ‐ https://www.clickfunnels.com/

builderall ‐ https://builderall.com/

Wordpress ‐ https://wordpress.com/

Fiverr ‐ https://www.fiverr.com/

Upwork ‐ https://www.upwork.com

Namecheap ‐ https://www.namecheap.com/

GoDaddy ‐ https://www.godaddy.com/

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LinksGoogle Analytics ‐ https://analytics.google.com/analytics/web/

Google Search Console ‐ https://www.google.com/webmasters

Google Keyword Planner ‐ Need an Ads account (free)

Google Ads ‐ https://ads.google.com/home/

Yext ‐ Remember I said avoid these guys

Advice Local ‐ https://www.advicelocal.com/

Synup ‐ https://synup.com/

Bright Local (fav) ‐ https://www.brightlocal.com/

Google My Business (GMB) ‐ https://www.google.com/business/

Facebook Ads ‐ https://www.facebook.com/business/products/ads

Zoom ‐ https://zoom.us/

LinkedIn ‐ https://www.linkedin.com/

LinksCAN‐Spam ‐ https://www.ftc.gov/tips‐advice/business‐center/guidance/can‐spam‐act‐compliance‐guide‐business

MailChimp ‐ https://mailchimp.com

Active Campaign ‐ https://www.activecampaign.com/

Infusionsoft ‐ Don't use these guys

3D Mail Results ‐ https://3dmailresults.com/

SCORE Denver ‐ https://denver.score.org/ ‐ 303‐927‐3480

Tad Stephens ‐ 888‐830‐8233

[email protected]

[email protected]

Internet Marketing for the Small (and Local) Business...

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