Use Online Content, Conversation, and Persuasion to Build Your Business
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Transcript of Use Online Content, Conversation, and Persuasion to Build Your Business
Use Online Content, Conversation, and Persuasion to Build Your Business
Presented by Kenton Larsen
© 2012 Kenton Larsen 2
Do I need to be online?
• YES – whether you want to or not.
© 2012 Kenton Larsen 3
The objective
• To strike up a new conversation using consistently branded and maintained online platforms as a launching pad.
• To take part and set the agenda for a new conversation: by being genuine, real, and open with people.
If you think strategically and understand certain principles, you can master the medium.
© 2012 Kenton Larsen 4
Know the new media basics
• Control the online experience by making it consistent across platforms.
• You need a blog or website as a landing pad.• Really listen to what people are saying, and
respond accordingly.• Conduct research.• Be transparent.• Look for sites that write about you.• Email your social-media links to your clients.
© 2012 Kenton Larsen 5
Consider a publicity/communication plan to go with it
New media becomes more powerful with a publicity plan, online promotions, advertising, and contests to get people interacting with you:
– Simultaneous media targeting with a quality productor idea.
– Media supports.– Public appearances/special events.– Ongoing media relations.– A tone.
© 2012 Kenton Larsen 6
Conversation and buzz is the new marketing model
Old Marketing New Marketing
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Everything that you writeonline is “persuasion”
The four principles of persuasion
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#1 – Identification principle
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#2 – Action principle
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#3 – Familiarity and trust principle
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#4 – Clarity principle
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Ten tips
1. Listen/search.
2. Build a blog/website/social media.
3. Find your clients – be where they are.
4. Build relationships.
5. Be human.
6. Be personal and professional.
7. Build trust.
8. Make an impact.
9. Make $$$!
10. Be part of the community with whom you do business.
© 2012 Kenton Larsen 13
Let’s talk about you
• What are some of the online challenges at your business?
• What do you think would be most useful for your business?
• Any social media/apps you’d like to know more about?
• Any questions about anything?