Search Engine Marketing
SEM Sales Method
OrangeSoda Sales Process
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Profiling
Value Presentation
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“They’ve done Studies.60% of the time it works Every time”
–Brian Fantana
Sold!
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ProfilingValue
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Introduction
Hook
Compliment
Freebie
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Hi, is John available? Hi John, this is Steven Fingerhuts from Orangesoda.com.
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Introduction
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Before I called, I did a quick search on Google for ______ and noticed that there are ______ of your customers are searching for your products/services online every month, & I couldn’t find you on the first page.
Do you know much about online marketing?
What is your website’s domain?
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Introduction
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Hook
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Introduction
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Compliment
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1.800.ROBKELLAS
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Introduction
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Compliment
Freebie
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Methodology
The Onion
The Popcorn
Blast Profiling
Profiling
Solutions Have No Inherent Value
We can’t present a solution until we understand 2 things:
1. What problem they are trying to solve?
2. What results they are trying to provide?
MOW AWAY FROM THE SOLUTION!
Mahan Khalsa
Value Presentation
Close BlastProfiling
Methodology
Profiling
Do you have a website?
Did you create your website in-house or did you have a design company create it?
What were your goals when you first created the website?
Do you feel those goals are being met?
What type of advertising are you currently doing?
Can you tell me exactly what your business does? Ask Questions
With a Purpose!
Know & Understand Their Business!
Methodology
The Onion
Value Presentation
Close BlastProfiling
Profiling
1. Did you create the website?
2. What was your initial intent when you or your company had it created?
3. Are those expectations currently being met?
4. So where do you feel you are lacking or what needs to be improved?
5. Are you currently doing any types of marketing?
6. How are those going for you?
7. Have you tried online marketing?
8. How familiar are you with SEM?
Value Presentation
Close BlastProfiling
Methodology
The Onion
Profiling
1. What problem they are trying to solve?
2. What results they are trying to provide?
We cannot present a solution until we understand 2 things:
Spilling The PopcornMethodology
The Onion
The Popcorn
Value Presentation
Close BlastProfiling
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SEM Value
QWKR
Cost
ProfilingValue
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• Go to a Search Engine
• Search for “__________”
• Three Different Types of Results
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SEM Value
• Go to a Search Engine
• Search for “__________”
• Three Different Types of Results
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SEM ValuePaid Search
• Go to a Search Engine
• Search for “__________”
• Three Different Types of Results
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SEM Value
Local Search
• Go to a Search Engine
• Search for “__________”
• Three Different Types of Results
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SEM Value
Organic Search
Value Presentation
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SEM Value
QWKR
Cost
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Welcome Call
Work Flow
Ask For The Sale
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How Does Solution Fit The Company Need
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1. You Meet Your Marketing Consultant:
Or Campaign Manager• These experts manage all your online
marketing campaigns• They work with your fulfillment team to
ensure success
2. Get To Know Your Campaign Manager
3. Let Your Campaign Manager Get to
Know You AND Your Business
4. They Will Go Over• Expectations• Conversion Goals• Your Website• Information Needed To Set Up Your Campaign• Your Competitors• Your Business Goals
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Welcome Call Welcome Call Consultation
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Paid Search Create Keyword
Creation Notes
Paid SearchKeyword
List Creation
Quality Assure Keyword List
Load Paid Search Campaign in
System
Send Campaign Live Email
Create Paid Search Optimization Task List (Paid Search Roadmap)
3 – 5 Business Days
Paid Search Accounts Created in Google/Yahoo/Bing/OrangeSoda
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Welcome Call
Work Flow
Paid Search
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Work Flow
I t Ta k e s 1 - 3 M o n t h s F o r A C a m p a i g n To R a m p U p To I t s F u l l y O p t i m i z e d P o t e n t i a l
PPC Optimization Task List: The Roadmap
Week 1-Week 4: Campaign List Creation and TESTING.
Month 2: Gather Data and Refine Campaign For Optimal Conditions
Month 3: Minor Campaign Optimizations To Maximize the Account
A Fully Optimized, High Powered Campaign
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Assigned to an Organic Search Specialist
RoadMap Tasks are Complete
Organic Search Monthly Task Completed Email is Sent to the Client
Keyword Approval
Account Specialist Sets Organic Search RoadMap
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Organic Search
Welcome Call
Work Flow
Month 1SEO SetupSEO AnalysisSEO RoadmapWebsite Optimization SuggestionsCreate Title & Meta Tag EditsWebsite Copy Edits
Month 2Redirect AnalysisCreate robots.txt fileCreate Sitemap.xml fileWebsite Copy Edits
Month 3Article Creation and Mass DistributionLocate and Submit Social Bookmark Links
Month 4Locate and Submit Social Bookmark LinksLocate Niche Directories and Submission
Month 5Article Creation and SubmissionBlog Post Creation and DistributionLocate General Directories and Submission
Month 6Article Creation and Mass Distribution
Site Analysis & Recommendations
Link Building
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Organic Search
Welcome Call
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When Profiling you learned what the Popcorn/Business needs are!!!
How will the Solution will help them reach their business goals
they have.
Show the business will benefit from the Package/Solution presented.
Show the overall Benefits of SEM!!!
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Welcome Call
Work Flow
How Does Solution Fit The Company Need
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• Advertisers can target many keywords
• Appear across multiple Search Engines
• Quick set up with immediate traffic
• PPC is a flexible medium
• Easily Measured
(all elements can be quickly changed & tested)
Paid Search – Building Value/Benefit Statements
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Welcome Call
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Paid Search
How Does Solution Fit The Company Need
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• Most searchers click organic results
• Easier to maintain position once established
• Can appear in a lot of Search Engines Results
• Organic traffic is “free”
• Easily measured
Organic Search – Building Value/Benefit Statements
(between 60-70%)
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Welcome Call
Work Flow
Client NeedVs.
Budget Value
Organic Search
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Brian Tracy
40% of the Sale, is the development of trust! This is best done by asking good questions & listening to the answers.
30% is identifying the true needs & wants of the prospect! Don’t - Talk about sales & product Do - Talk about prospect’s goals
Do - Talk about needs & wants
Do - Talk about prospect’s business
Source: http://www.scribd.com/doc/21894871/Build-Long-Term-Relationships-by-Brian-Tracy
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Welcome Call
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Client NeedVs.
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Ask For The Sale
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Brian Tracy
40% of Sale, is Development of Trust!
30% Identifying Needs & Wants of the prospect!
20% Of relationship is presenting solutionShow the prospect how they will benefit for the product. Carefully match the needs to the solution & how they will benefit.
10% Relationship Selling MethodThis selling method is based on trust. I you don’t take the steps they can’t trust your solution.
That’s 100% of the sale. The more good questions you ask the more the prospect will trust you. Build a bridge then ask them to cross the bridge with you.
Source: http://www.scribd.com/doc/21894871/Build-Long-Term-Relationships-by-Brian-Tracy
Ask Prospect to make decision.
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Welcome Call
Work Flow
Client NeedVs.
Budget Value
Ask For The Sale
Search Engine Marketing
Your Pre-Sales Support Team
Campaign Management Support
@OrangeSoda.com
1 (800)
Questions?
Thanks For Your Time
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