WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
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Welcome Your Customers Are Already Online ... Are You? Internet Marketing Courses For Beginners & Intermediate 13-14 DEC 2012 – Cairo Nefertiti Hall - Shepherd Hotel
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WUDMAC 3-day Online and Digital Marketing conference organized by Dr. Hossam Darwish of the World-Wide Union for Digital Marketing and Consulting, Cairo. More Information on Speaking and Training at http://MandySwift.com
Transcript of WUDMAC Travel & Tourism Digital Marketing Conference - Cairo - Dec 2012 - Day 1
Welcome
Your Customers Are Already Online ... Are You?
Internet Marketing Courses For Beginners & Intermediate
13-14 DEC 2012 – Cairo
Nefertiti Hall - Shepherd Hotel
Welcome
Your Customers Are Already Online ... Are You?
Internet Marketing Courses For Beginners & Intermediate
13-14 DEC 2012 – Cairo
Nefertiti Hall - Shepherd Hotel
WWW.WUDMAC.COM
Introductions:
• Dr. Hossam Darwish
• Mohamed Hossam
• Mandy Swift
• Andy Medlam
Course Outline:
“How to Do Internet Marketing the Right Way
to Get
More Leads, More Clients & More Sales Online”
“In a time of change it is the learners who inherit the earth...
while the learned usually find themselves perfectly equipped to live in a world that no longer
exists.” - Eric Hoffer
Learning Outcomes:
• Understand the Single Biggest Reason Why over 90% of Small Businesses Struggle Online • Understand How You Can Avoid Being One of Them
• Understand How to Build Your Online Marketing Foundations
• Understand the Top 10 Internet Marketing Mistakes
Good Web Design• How to create a website that converts traffic into customers
• The 5 Key Components of a good website
• Top 10 Mistakes in Web Design
Social Media• How to find the Right social media platform for Your business
• How to use social media to attract more customers
• Top 10 Mistakes people make using Social Media
Video• How to use YouTube and Video to attract more customers
• How to use Video to boost your Search Engine rankings
• How to get people to Take ACTION once they’ve watched your video
Break
Session One:
The Cornerstones of
Your Success Online
Your Online Marketing ‘Foundations’:
“Building a business without foundations is
like building a house of cards on the sand –
sooner or later,
it will FALL DOWN”
So WHY Do so many people Struggle?
“ 90% of small businesses fail because
they are doing the wrong things”
Rich Scheffren - US Report
A little bit more about Me...
... It’s not a pretty story...
What are your Online Marketing Foundations?
1) Your Brand
2) Your Unique Value Proposition (UVP)
3) Your Target Audience – Your ‘Ideal Client’
4) Your Message
Your Brand & Your UVP:
“In order to be irreplaceable, one must always be different”
– Coco Chanel
What is Your ‘Brand’?
your Logo
your Website
your Business Card
Your Brand is not What you DO...
Your Brand is Who You ARE...
it Inspires people to choose YOU
your “Essence”
it POSITIONS you in the market
who you ARE in the marketplace
Your Brand should answer the
Question:
“What is it that is unique and different about ME?
” - Unique in a way that I can own ...
... and that my customers want ...
... (and are actively searching for)
Your Brand also needs to answer
the Question:
“What is the Real Life Problem that I
solve?”
WHY is your Brand So Important?
People don’t buy products or services – People buy PEOPLE
People don’t buy what you do, they buy who you are
“All things being equal, people prefer to buy
from people they know, like and trust ...”
Influence – Dr. Robert Cialdini
“All things being equal, people
prefer to buy from people they
know, like and trust...”
NOTstill
Parting Shot:
If you cannot convey your Brand in
three words or less – you do not
have a Brand
Crafting Your UVP:
...Can you state your Biggest benefit or
theme of your business in one or even
two sentences?
“What is it that is unique and different about
ME... in a way that I can own ...”
“What is the Real Life Problem that I
solve?”
People don’t buy products or services – People buy PEOPLE
People buy people who can give them
RESULTS
Your UVP needs to convey the RESULTS you offer your customer –
the Biggest Benefit you bring...
And it needs to do it in one, maximum two sentences...
This is WHO you aim your
UVP at
Your Target Audience:
Your UVP answered the Question:
“What is the Real Life Problem that I solve?” _____________________
Your Target Market research answers the
Question:
“Who do I do it for?”
Who is your Ideal Client?
How do you find them?
Do they actually want what you offer?
How can I help them?
When you know your Ideal
Client ... When you understand
what they most want and need
to hear...
...Then you can begin to
craft the MESSAGE they
need to hear from you in
order to buy from you...
Your Message
“I want THAT”
How “sticky” is your core marketing message?
Credibility & Believability
“The best message in the world is
worthless if no-one believes it”
An often overlooked part of Messaging is Believability
Believability
1) Personal Experience
2) Common sense
3) Social Proof (which includes
testimonials)
4) Risk reversal
Four Components:
Top 10 Internet Marketing Mistakes
“Build It and They Will Come...”
- The Biggest Myth Online
1) Trying to market before you have your ‘Foundations’ in place - No Brand - No clearly defined Target Audience - Not understanding your Ideal Client & where your Audience are hanging out - Fuzzy Messaging 2) Failing to give enough VALUE 3) Marketing without a Strategy. Following the latest ‘trend’ or ‘tactic’
because you have no ‘road map’ 4) Failing to understand your Personality Type and/or not understanding
how to translate that into your Marketing Personality or marketing style 5) ‘CopyCat Marketing’. Copying what someone else is doing, regardless
of whether or not it fits your marketing style
6) ‘Robot’ Marketing – Over-writing your content for Google and
not your audience. Forgetting that social engagement and social proof
is now a big part of ‘SEO’ 7) Lack of Targeting – Failing to understand the difference
between ‘Quantity’ and ‘Quality’ 8) Losing Leads by not capturing names and emails for follow-up
email marketing 9) Hiding behind a website. Not picking up the phone or networking 10)Not creating Market Authority. Focusing too much on
‘promoting’ and the ‘sales process’ and not enough on ‘Positioning’ yourself to
raise your intrinsic value
BONUS MISTAKE:
Failing to integrate
offline and online marketing
Lunch
with Dr. Hossam Darwish
Session Two:
Creating and Developing an Internet Marketing Plan
that Makes Money:
Establish a Long-Term Vision for Your Site
Identify Target Market
Create Long-Term S.M.A.R.T. Goals that Support Your
Vision
Break Long-Term Goals Down into Short-Term Goals
Develop Key Performance Indicators
The Key Steps to Include in Your Plan
Research Marketing Options
Build Actionable To-Do List
Identify Costs and Resources
Finalize and Implement To-Do List
Bring it All Together
Define Your Online Competitive Market
Define your Value Proposition
Develop An Incentive
Define Benefits
Develop an Internet Strategy
Build Your Internet Plan around that strategy*
Break
Session Three:
–Your Website –
The ‘Hub’ of Your Online Marketing Wheel
with Mandy Swift
The Purpose of Your Website
Website
... More Enquiries ... ... Better Exposure ... ... More Business ...
The 5 Key Components of
A Good Website
** Understand Your Purpose **
1. Headline
2. Sub-headline
3. Design / Layout
4. Copy
5. Call to Action
Purpose
‘Focus Points’
Most Wanted action
Most Reasonable Action
Call to Action
A -ttention I -nterestD -esireA -ction
Headline Copy/Video Easy on the Eye Logical Flow Clear ‘Next Step’
Website Case Studies
1) Who is their Target Audience – Who would choose this company?
2) What is their Unique Value – Why would their audience pick them?
3) What is the Most Wanted Action? Is it in line with the “Most Reasonable Next Step” ?
“The 8 – Second Rule”
This is where your newsletter offer should be!
‘Become an Insider VIP ...It’s Free and you get the inside scoop...’
‘Join our VIP member’s inner circle ... get the insider deals First...’
Benefits not Features!
Top 10 Web Design Mistakes
“The majority of customers who decide to contact a company do so
their webpage not because of it!”
“46% of British consumers have cancelled plans to spend with a small business after finding a poor website” – 1and1 Internet Ltd
despite
1) Using your website as a Sales Page rather than as a Lead Generation Page 2) Failing to give enough VALUE 3) No Free Optin and/or failing to test different offers to see which
offer converts best. E.G. - Free Report - Video - DVD - Newletter 4) Using a web designer with no online marketing or copywriting
skills
5) No specific Audience so message is unclear and untargeted
6) Not having a Most Wanted Action or having an MWA that is
incongruent with your customers Most Reasonable Next Action 7) Poor design and layout (Distracting / Poor navigation / Too
busy) 8) Lack of ‘flow’ – Poor Focus Points 8 a) Poor Headline 8 b) Poor Copywriting - ‘features’ instead of ‘benefits’ - ‘I/We’ instead of ‘You’ - No Unique and Targeted Value Proposition - Large blocks of unbroken text
9) No clear traffic generation strategy and Not sending traffic to a specific Landing Page
10)Failing to Test and Measure
Break
Session Four:
–Website ‘Hotseats’–
Website Case Studies
with Mandy Swift
Q & A
