3.12.13 spectacled marketer-evan_horowitz_advising_webinar
DESCRIPTION
A step-by-step process to enhance your communications, so instead of saying “OK cool,” they say “WOW! Tell me more!” The online secrets to draw prospects in, and to avoid being seen as a spammer. How to develop a strategy for using search engine optimization, blogging, social media, and email marketing as a system to generate and nurture high quality leads for your business.TRANSCRIPT
5 SECRETS TO BOOST YOUR ONLINE ROI
March 12th 2013
Tyrona Heath Founder, Spectacled Marketer
@tyrona
Evan Horowitz Business Advisor, Evan Horowitz Advising
@ehadvising
1. How to make prospects say WOW! instead of cool
2. How to close more of your prospects into paying customers
3. How to not waste time and money on the wrong things
What Will You Learn Today?
www.spectacledmarketer.com [email protected]
@tyrona
We drive leads for organizations with clarity, and return on investment.
We are your marketing department.
Ty Heath Founder of Spectacled Marketer
Background
• MBA in Marketing from Emory
– Hubspot Certified Partner
– AdWords Qualified Professional
– Google Engage Agency
• 7 years at Google managing advertiser campaigns and product education
• Trained thousands on Google’s marketing products
Google Team: Hood to Coast Relay
Me!
Background
• MBA from Harvard
• 10+ years of experience achieving extraordinary growth in $200+ million businesses
- Companies such as Samsung, Macy’s, Walmart, Costco, Best Buy
- Managed marketing, operations, HR, and finances
www.EHAdvising.com [email protected]
@ehadvising
Evan Horowitz Business Advisor
I empower entrepreneurs to grow their businesses faster & smarter
I’m a personal trainer for businesses, turning entrepreneurs into smarter CEOs
This is
Aunt Sandy
in her boutique
Revenue
Profit
Revenue
Profit
Year 2 Year 1
Growing Profits for Aunt Sandy’s Boutique
Experts versus CEOs
Experts know their craft
CEOs grow businesses
Characteristics
Skilled & talented Produce a great product Offer a wonderful service Want to grow a company around this!
Characteristics
Are experts Step out of the expert role to:
1. Attract customers 2. Manage the team 3. Plan for growth
Some CEOs (Who Are Also Experts)
Bill Gates
Anna Wintour
Martha Stewart
Donald Trump Michael Bloomberg
Oprah Winfrey
Ever Felt This Way?
People don’t see how awesome our
product is!
People don’t always get it when I explain
what we offer!
I wish it were easier to close sales!
If they’d just try us, they’d see how great we are.
Secret #1 Talk About Customer Needs, Not About Yourself
Experts talk about
their product or service
CEOs talk about
their customers’ needs
You need XYZ and here’s how
we do that for you.
Our product is so awesome for all
of these reasons!
Secret #1 Talk About Customer Needs, Not About Yourself
Experts talk about what they offer
We’ve been in business for
30 years.
Our XYZ runs 25% faster.
We use only top-quality materials.
We work harder!
Secret #1 Talk About Customer Needs, Not About Yourself
CEOs talk about customer needs
We’ve been in business for 30 years.
Our XYZ runs 25% faster.
We use only top-quality materials.
We work harder!
You can depend on us.
It’ll save you time. You’ll be thrilled with the results!
It will save you money
Secret #1 Talk About Customer Needs, Not About Yourself
How to Know Which One You’re Doing
Features Describe the Product
Benefits Solve Customers’ Needs
Feature: Diet Coke has 0 calories
Feature: the new iPad has a retina display
Benefit: Lose weight by switching to Diet Coke
Benefit: Movies look more lifelike on the new iPad
Secret #1 Talk About Customer Needs, Not About Yourself
Resist the Temptation to Talk Features
You’re an expert, so it’s obvious (to you) why those features are great
Don’t make your customers do the extra work
Connect the dots for them
Secret #2 Focus on the Specific Audience
CEOs
Focused Pitch
We know how to help people like you.
We are great at what we do and help lots of
different clients.
OK cool, I can see you’ve got great
expertise.
Oh wow, you understand my exact situation!
Expert’s
Unfocused Pitch
Secret #2 Focus on the Specific Audience
I’m great at helping women lose weight.
I’m an experienced trainer and will help you get the body you want.
OK cool, I can see you’ve got great
expertise.
Oh wow, that’s exactly what I
need!
Example: Personal Trainer
Secret #3 Appeal To Customers’ Emotional Needs
CEOs Pitch
That thing that is stressing you out?
We’ll take care of it.
You’ll benefit from our awesome process
and expertise.
OK cool, that sounds good.
Oh wow, thank goodness! I’m
so glad I met you!
Expert’s Pitch
Secret #3 Appeal To Customers’ Emotional Needs
It’ll be a joy to cook in this kitchen!
You’ll love the big kitchen and all the
natural light!
OK nice, that sounds good.
Yes! I can picture myself cooking here,
and it feels great!
Example: Real Estate Agent
Secret #3 Appeal To Customers’ Emotional Needs
You & your husband will have the most
romantic and stress-free honeymoon.
We’ll save you time! We’ll save you money!
OK cool, that sounds good.
Awesome! I am so excited for my trip!
Example: Travel Agency
Secret #3 Appeal To Customers’ Emotional Needs
You’re awesome, but your customer really doesn’t want to buy from you.
They just want their problem solved.
What do they wake up & say in the middle of the night?
Use their own words!
Secret #4 Make Content That People Want & Give it Freely
80s & 90s: The Hunt Today: The Watering Hole
Secret #4 Make Content That People Want & Give it Freely
Become A Publisher Now With These Lead Generating Offers (Ranked by Effectiveness)
1. E-books or Guides
2. Templates or Presentations
3. Research & Reports
4. Whitepapers
5. Kits
6. Live Webinars
7. On-demand Videos
8. Blogs With Offers
9. Blog Posts With Call to Action
10. ‘Middle-of-the-funnel’ offers
Secret #5 Chart a Clear Path From Prospect to Sale
? What’s Your Customer’s Journey?
Secret #5 Chart a Clear Path From Prospect to Sale
Without trust there is no sale.
Hey, I just met you… And this is crazy… But here’s my number, So call me maybe?
Secret #5 Chart a Clear Path From Prospect to Sale
Source: Hubspot
61% of Global Internet Users Research Companies Online
Secret #5 Chart a Clear Path From Prospect to Sale
Education Problem? What Problem?
Interest What Solutions Are There?
Problem Recognized I Need An Expert.
Ready to Buy Validate Company
Who needs this and why?
What are the consequences of doing nothing?
What are my options?
Why should I work with you?
Secret #5 Chart a Clear Path From Prospect to Sale
The Customer Journey 1. Blog
2. Call to Action
3. Landing Page with Top of the Funnel Offer
4. Thank You Page
5. Email Nurturing, Social Media and
More Engagement Through Top of
Funnel
6. Middle of the Funnel Offer
7. Bottom of the Funnel
Offer
Secret #5 Chart a Clear Path From Prospect to Sale
Make a Call to Action for Products & Link to Landing Page
Secret #5 Chart a Clear Path From Prospect to Sale
Market to an Audience With an Audience of Audiences
Secret #5 Chart a Clear Path From Prospect to Sale
Share Information, Network & Publish Relevant Content Share information, ideas, and experiences (Digg, StumbleUpon, Reddit, and others)
Publish content that is
relevant to a particular audience (Twitter, YouTube, Yelp, and others)
Network and
interact with people (LinkedIn, Facebook, and others)
People Share Things That Make Them Feel
Nostalgic, Funny, or Smart
Secret #6 (Bonus!) Get Me Visits, Get Me Leads, Get Me Sales
Visits Leads Sales
5,000 Website Visits
500 Newsletter Signups
50 New Customers
Summary of Secrets
Secret #1 Talk About Customer Needs, Not About Yourself
Secret #2 Focus on the Specific Audience
Secret #3 Appeal To Customers’ Emotional Needs
Secret #4 Make Content That People Want & Give it Freely
Secret #5 Chart a Clear Path From Prospect to Sale
Secret #6 Get Me Visits, Get Me Leads, Get Me Sales
Keep In Touch!
Evan Horowitz [email protected] www.EHAdvising.com Twitter: @EHAdvising Facebook: /EHAdvising Phone: (917) 524-6017
Tyrona Heath [email protected] www.spectacledmarketer.com Twitter: @tyrona Facebook: /SpectacledMarketer Phone: (607) 744 - 2757
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How Can We Help?
Evan Horowitz Tyrona Heath If you have any questions about how to make prospective customers say "WOW,” contact Evan at [email protected].
For questions about getting more qualified leads through inbound marketing, contact Tyrona at [email protected]
Get Your Freebies!
Spectacled’s Inbound Marketing Starter Kit: A No-Nonsense Guide for Building Profitable Long Term Customer Relationships
Evan will be including you in his twice-
monthly Business Tips Newsletter. If you'd like to learn more about how he helps business owners become smarter CEOs, watch his 1-minute intro video at
www.EHAdvising.com
Thank You!