seo 2.0 presentation (search engine optimization 2.0)

Employee Training Course

Search Engine Partner"Strategically Elevating Optimization."

• Our Vision• Our Mission• Our Code of Ethics• Our Standard• Our Solutions for Business Owners• What We Do• How We Do It• Recession• The Company

Table of Contents

Our Vision• Our aim is to become the trusted advisor of every partner we

service. Be the bridge; the arrow-head; the diagnosticians…• Why does this set us apart?

– Returns us to a place where true relationships are built with local (SME’s) businesses and where a handshake actually meant something

– Our services are recommended empathetically with a caring, personal, and friendly touch

– Helps local community first• SEP’s vision is to be the industry innovator of new media marketing for

small – medium enterprises’ (SMEs), while cultivating an international presence through a synergy of traditional customer service and cutting edge technology.

Our Mission• Our quest is to embrace cutting edge technology while

ensuring it is feasible by always testing any possible solution in house, first.

• What separates Search Engine Partner from any other internet marketing or online advertising entity is that we are cognizant of the fact that

“if you make a friend you make a sale”• SEP’s mission is to consistently provide an unparalleled level

of excellence in customer service, while infusing viable marketing solutions and nurturing authentic business partnerships.

Our Code of Ethics• Search Engine Partner will always and without compromise,

deliver an unparalleled standard of service that is:– consistent and unique– superior and innovative (R&D)– tried and tested– results–oriented– relative to each specific client need and market demand

• Our team associates and clients are our most invaluable assets; we seek always to:– empower them– promote with passion a community of interdependence and oneness

Our Standard

• Search Engine Partner represents the fact that a win-win is possible.– We are a bridge that SME’s can partner with– We assist our partners with harnessing e-Commerce & Internet

technology to nurture strong business relationships within their local communities.

– The inspiration for Search Engine Partner was manifested from the reality of what today’s business owners' have been searching for.

Our Solution for Business Owners

We strive to create a renaissance in the online advertising and internet marketing arenas. An international firm with visionary leaders and consummate professionals, all of whom are dedicated to the creation of an indelible identity for business partners through every results–oriented medium available.

Whether Interactive Marketing, Social Networking, or Blogrolling, anyone who notices will observe that we all are advocates with a primary focus knowing our clients first, while building lasting business partnerships.

What We Do• Eliminate Business Owner Challenges

• Most common challenges that business owners face:» Properly allocating advertising funds and calculating expenditures» Determining whether the next marketing fad will be just that» Getting the right return on investment from advertising» Finding the right marketing mix» Identifying who their customers truly are

• Implement customized infrastructure and protocols, so that our partners prosper in turbulent times.

• Maximize profitability (ROI)

How We Do ItThrough our nationwide locations we provide total solutions in:

• SEO• Branding • Consulting • Marketing and Advertising• Public Relations

“…. where exceptional service and a genuine sense of integrity and honor is returned to the business and commercial process.”

We promise to never sell out to the demands and whims of the shareholders of a publically owned company

RecessionImplementing your infrastructure and protocols, so that you prosper in turbulent times.•Having the tools is half the equation. Implementing the necessary organizational procedures to take full advantage of the tools at your disposal is critical to your continued success in being effective and efficient.•Is your marketing medium right for your needs?•What is overkill?

Creating a Winning Culture• We offer real solutions with real results• We customize retention programs that keep our clients coming

back. • Campaign Managers work with our clients to understand their

industry and research their customer’s trends and buying patterns.

• Our staff is a plethora of diverse resourceful professionals from all corners of business that have the innate ability to analyze and give plausible solutions to various business challenges.

Customer Relationship Management

• Building Relationships with Your Customers• All long term growth ultimately comes from having successful

relationships with customers. As the fertilizer for growth, customer relationships should be valued and protected.

• Even though customer relationships are one of a company’s most valuable assets, they are often one of the most undervalued too. In the constant battle to gain new customers, it is easy to overlook the value that existing customer relationships hold.


How It Works• After successfully closing a deal, the SEO Consultant will then

turn the client over to an in-house Campaign Manager• Campaign Manager Responsibilities

– Becoming knowledgeable of the Client’s business– Know current marketing and advertising programs and keep abreast of

shifts in the market– Provide guidance in plan development to meet goals– Provide direction and leadership

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CRM• This refers to customer-centric business strategies with

the goal of maximizing profitability, revenue, and customer satisfaction

• “…emphasis is placed on building longer term relationships with customers rather than on individual transactions. It involves understanding the customer's needs as they go through their life cycles. It emphasizes providing a range of products or services to existing customers as they need them.”

“It costs anywhere from 5 to 10 times as much to acquire a new customer than it costs to retain an existing one.”



Why Customer Retention Matters• Why does your customer choose to do business with you? • What are you doing differently, when the product you sell is

the same or the difference is too small for mention? • How do you stand out? • What are you doing to keep your customer?


The Process• Each client will be assigned a campaign manager who

communicates with the client then researches and analyzes the client's business and industry.

• Through a specific customized needs analysis the campaign manager implements a plan of action while working in conjunction with the SEO Consultant in producing a successful campaign and identity for the business.

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Search Engine Partner realizes that customer acquisition is an invaluable service to offer our clients. However, acquisition is only one ingredient of our powerful marketing cocktail. We also offer a full spectrum of marketing and business solutions.

“Just saying thank you to your clients, even with only a phone call to do nothing more than say “thank you,” will increase your business by 17%.”


SEO Consultants"Strategically Elevating Optimization."

• Counselors• The Arrow-Heads• Diagnosticians• Doctors of Business• Face of SEP• Not the solution, but the missing variable!

• Consulting: The Profession• Create the “Sales” Edge• Relationship “Selling”• Team Consulting

Table of Contents

SEO Consultants“Strategically Elevating Optimization.”

Consulting: The ProfessionFocusing on Building RelationshipsBased on the book by David Lill

The Value of Consultants:•Consultants are…NOT SOLUTIONS PROVIDERS!•They provide the missing variables…•Business Enhancement Consultants demonstrate their value to customers by providing information and helping solve problems.

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Everybody Persuades• Human relation skills are basic persuasion skills.• Skills are learned and practiced from birth.• Everyone has a base upon which to build their

persuasion abilities.• Introverts and extroverts are successful in persuasion.

Consulting: The Profession

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Definition of Personal SellingPersonal selling is the process of seeking out people who

have a particular need, assisting them to recognize and define that need, demonstrating to them how a particular service or product fills that need, and persuading them to make a decision to use that service or product.

The Persuasion EdgeConsultants are made, not born, and they are made with

concentrated attention, repeated practice, and goal oriented direction.


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Becoming a Master Consultant

•Become a student of your profession.

•Persuasion is a skill that must be honed and practiced.

•Learn throughout your career.


Get ready to retire! You’re the father of a natural born consultant!

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Qualities of High Consulting Performers•Likes people

•Good listener

•Exchange Information

•Regularly establish trust•Be perceived as genuine advocates of prospects’ needs•Know when to close


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The Positive Nature of Relationship “Selling”

•Personal attributes required:• Personal Integrity• Personality Structure• Personal Relationships• Personal Abilities

•Personal abilities demanded:• Creativity• Intelligence• Hard Work• Dedication


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Successful consultants must make the most of their time...


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Consulting Job Similarities

•The need to understand the prospect’s problems.

•The need for appropriate technical and/or product knowledge.

•The need for self-discipline to execute a consulting plan.

•The ability to translate product features into benefits.


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• Order takers only:• respond, react, and suggest

• Order getters are:• creative, persistent, and build strong relationships

Characteristics of Successful Consultants• Enthusiasm, Sincerity, and Empathy• Goal Directed• Ability to ask questions• Resourcefulness • Administrative ability• Initiative• Perseverance • Pleasant personality


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Create the “Sales” EdgeChange is often desirable, frequently necessary

and always inevitable.Remember… only you can give yourself

permission to approve of you. Unlock your mind from negative thinking.

Envision yourself a success. What you think about you become.

Attitude does determine your altitude. It’s what’s inside that makes you rise.

The right angle to solve a problem is the try-angle.

Eliminate failures as an option, and progress naturally emerges.

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Create the “Sales” EdgeThe best is yet to come. Yesterdays

impossibilities are today’s possibilities.Have your dreams. They are the stuff

great people are made of. Reach for the stars but keep your feet on the ground.

Extraordinary desire and persistence drives ordinary people to achieve great things. Achievers are not extraordinary people.

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Create the “Sales” EdgeSeven days without laughter makes one weak.

A smile is the shortest distance between two people.

Listen twice as much as you talk. You were given two ears and one tongue.

Encouraging feedback is a process for learning about your impact on those around you.

Success is the progressive realization of worthwhile, predetermined, personal goals.

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Create the “Sales” EdgeExcuses are for losers. Winners have ways. May we all find the way.

Determine never to give up. It’s when things seem the worst that you must not quit.

Goals are dreams with a due date.

Expect the best of yourself. Be somebody special the best never consider success optional.

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Learning Objectives• Understand the role of relationship

“selling” in today’s market and how it differs from past stereotypes of selling.

• Learn the steps in relationship “selling” and the purpose of each step.

• Compare and contrast relationship “selling” and the traditional sales model.

• Examine the usefulness of continuous quality improvement in a consulting organization.

• Recognize how to build relationships through team “selling.”

Relationship “Selling”

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Value Creation Through Relationship “Selling”•The trend in professional persuasion today is toward relationship, problem-solving persuasion •Customer Satisfaction: the ultimate goal of the relationship consultant throughout the consulting process•Relationship Management:

• Managing the account relationship• Ensuring that your clients receive the proper service during and after the deal


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Relationship Builders•Treat customers like life-long partners•Become a solutions provider•Deliver more service than you promise•Schedule regular service calls•Develop open and honest communication•Use the “we can” approach•Take responsibility for mistakes made•Be an ally for the customers’ business


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Relationship Breakers•Simply wait for the problem to develop•Focus only on making the sale•Over-promise and under-deliver •Wait for your customers to call you •Lie or make exaggerated claims•Use the “us versus them” approach•Blame somebody else; Knock a competitor•Focus on your own personal gain


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Relationship “Selling” Versus Traditional Selling•The face-to-face steps of the Relationship Model:

1. The Approach2. Identifying Needs3. Making the Presentation4. Handling Objection and Gaining Commitment• Time: 40 percent spent on gaining rapport and

trust• Empathy: Think the way your customer thinks• Standards: Customer expectations, higher

than ever


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Relationship “Selling” Versus Traditional Selling


Phases

Approach

Identifying NeedsMaking the Presentation

Resistance and Gaining Commitment

Relationship Model of Persuasion

Traditional Model of Selling

Telling

Building Trust

(Rapport)Probe, Ask

Questions, and Listen

Sell Benefits

Reassure and Close

% time spent

Qualifying

Presenting

FeaturesClosing Long

and Hard

40%

30%

20%

10%

10%

20%

30%

40%

% time spent

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True Victory as a consultant consists of satisfying your clients higher personal needs.


Social NeedsSocial Needs

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The Consulting Cycle Framework for Relationship “Selling”•There are three phases in the Consulting Cycle, which are presented on the next three slides.•The steps are presented in a logical sequence, but are NOT necessarily in chronological order!

Phase One• Identifying Qualified Prospects• Qualified prospects must have:

• Need• Money• Authority

• Planning Preapproach Activities• Telephone Activities


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Phase Two• Approaching the Prospect

• Discovering Needs

• Success of the process depends on this

• Requires questioning and creative listening skills

• Making the Presentation

• Takes planning

• Handling Objections and Gaining Commitment

• It is up to the seller to qualify the buyer

• Resistance happens because an atmosphere of mutual trust was never fully developed

• There may be problems beyond your control

• The closing stage is often the longest and most tedious stage


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Phase Three

• Service After the Deal• Relationships keep satisfied customers coming back

• Customer satisfaction is an asset to you and us!

• The relationship really begins when the buyer says “yes”

Cognitive Dissonance (buyers remorse) must be reduced


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Relationship “Selling”Continuous Quality Improvement• Total Quality Management

• Listen and learn from customers and employees

• Continuously improve the partnership

• Teamwork through mutual trust and respect

• Do it right the first time• Get your whole team involved

• Service Quality• There is a process and an

outcome. Both are necessary for customer satisfaction.

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Relationship “Selling”Traditional

Management Model

The TQM Model

Focus on productCompany knows bestTransactionsIndividual performanceFire-fighting managementBlame/punishmentShort-term (year or less)Intolerant of errorsAutocratic leadershipBureaucraticTop-down decisionsInward focused

Focus on serviceCustomer knows bestRelationshipsTeam PerformanceContinuous improvementSupport/rewardLong-term (years)Allows mistakesParticipative RelationshipEntrepreneurialConsensus decisionsOutward (customer) focused

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Team ConsultingThe Growth of Team Consulting•It has grown to take advantage of diverse skills and personalities needed to recommend complex products•The consulting steps are the same, but rules are needed•Usually at least one consultant and some technical specialists•The buyer may also have a team

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Team ConsultingBenefits of Team Consulting•Customer gets involved with more than one person•More accurate need definition•Very useful if product is technical•Different individuals bring more persuasion skills

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Team ConsultingCombinations That Work• Opener and Closer

• Just as in baseball (starting pitcher and the closer)

• Some consultants are good at opening the relationship while others are masters at closing the deal

• Both are very important-- a symbiotic relationship

Search Engine Partner“Strategically Elevating Optimization.”

• Organic White-Hat SEO (Google Webmaster Guidelines Complaint)

• Cost Per Click (CPC) Bid Management• Local Internet Marketing (Local SEM)• SEO Copy Writing and Content Management• Search Engine Friendly Web 2.0 Design / Development• Whitelisted CAN-SPAM Act (of 2003) Complaint Email

Blasts• Google Adwords Pay Per Click (PPC) Campaign

Management and organic optimization• Google Analytics Management• Reverse SEO (removing negative press)• Dedicated Linux Server Web 2.0 Hosting• Library of Congress Website Copyright (US Only)• Federal USPTO Website Domain Name (URL )

Trademark (US Only)

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Impact of the Internet• Staying Connected

• How are businesses staying connected?• What is the cost of not staying connected?

• Consumer Awareness• How are consumers doing business?• What are consumers looking for?

• Information• Quality• Customer Service• Convenience• Cost

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Impact of the Internet• Internet Marketing

• Different avenues of Internet Marketing

• SEO - Search Engine Optimization: left-hand side of the search page

• SEM - Search Engine Marketing: everything else

• Banner Ads• Pop up Ads

• Business ROI potential• Why are big industries changing the face

of today’s global KIMs?• The consumer experience• The Big Business evolution to a

renaissance

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The Industry• Advertising and Marketing today

• Today’s Advertising and Marketing world.• Size of the Industry• Brand Recognition (Brand Blink)

• By Daryl Travis, CEO, Brandtrust• Impact of branding

• K. I. M.s (Key Industry Mediums)• Television

• Network• Cable

• Radio• Outdoor• Print

• Newspapers • Periodicals• Magazines• Direct Mail

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Old Modalities• Pushing a message

• Getting the word out to an entire group of potential customers in order to hit the few that may be currently interested in your product or service. Most traditional offline advertising efforts (magazine, billboard, newspaper, TV, radio, classifieds, etc) as well as online banners ads, and email broadcasts are considered push marketing.

• The Purpose• Informing potential customers about products, and

services and how to obtain, and use them.• Utilizing KIMs

• The Key Industry mediums use Repetition, Visibility, and Placement to establish a desired brand recognition.

TVCommercials, Product Placement,

Sponsors Repetition, Visibility, PlacementRADIO Commercials, Testimonials, Sponsors Repetition

PRINTCommercial Ads, Sponsors,

Classifieds Repetition, Visibility, PlacementMagazines, Newspapers, Periodicals, Classifieds

OUTDOOR Ads Visibility, PlacementAds Billboards ($9.5K for 45 days), City Bus (1.7m

4 buses), Buildings, Benches, Banners, etc.

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The Trend•Where is your budget going?

• Where are you using your marketing budget?• What has been your experience in marketing your

business?• How effective has this been?

•The Paradigm Shift• Why are the largest Television networks changing

the way they broadcast? Out of the 5 4 are investing in IPTV.

• How are they going to reach their viewers?• How are they going to advertise products and

services for their customers?•The Pull

• Comcast Interactivity – interact with your TV!• A new, evolved consumer for a new, evolved

market•R.O.I. realization

• The benefits to permission based advertising• Strategy• Applying a CRM

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The Need• Customer Service Standards

• The Experience• The Trend• The Business• The time for a renaissance

• Slash and Burn• The way business is being done• The one time sale vs. the long term client

• Business Owners Today• What they’ve experienced• What they are going through• What they need/want

• Tractability of ROI

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The Solution• Define

• GEO targeting• Local Internet Marketing• Social Networking• Brand Recognition• Search Engine Marketing

• What is SEO?• How does the technology work?• How does this affect the traditional advertising and marketing industry?

….Welcome to the “next” era of pull advertising

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Branding: Logos and Corporate Identities

• There is still room for traditional advertising…

• The value of logos and corporate identities lies in their ability to communicate with viewers in a more intuitive and effective way.

• Jakob Nielsen, the maestro of usability, postulated few years ago that “recognition rather than recall” is one of the basic heuristics for user-friendly design.

• It’s necessary to “minimize the user’s memory load by making objects, actions, and options visible.

• The user should not have to remember information from one part of the dialogue to another. Instructions for use of the system should be visible or easily retrievable whenever appropriate.”