Introducing offline crash course generating clients
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Our Comprehensive Step-by-Step Training Series to Help You Succeed with Local Marketing - Google Places, SEO, Facebook, and much more!. introducing Offline Crash Course – Generating Clients. A Collaborative Effort by Two Real World Local SEO Experts Brian Anderson Mario Brown.

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Introducing offline crash course generating clients

Our Comprehensive Step-by-Step Training Series to Help You Succeed with Local Marketing - Google Places, SEO, Facebook, and much more!

introducingOffline Crash Course – Generating Clients

A Collaborative Effort by Two Real World Local SEO Experts

Brian Anderson

Mario Brown


Introducing offline crash course generating clients

Transforming Your Offline Consulting Business

1

3

2

Business Foundations

Technical Expertise

Identifying and Selling New Clients

Quality Content and Local Marketing Training to Guide You Every Step of the Way


Identifying selling clients

2

IdentifyingSelling Clients

Identifying and Selling New Clients

Laying the Groundwork For Your Success


Positioning your brand

Positioning Your Brand

Before you can market to clients, you need to clearly understand and define both who you are and what you are selling

  • What services do you offer?

    • Do you do website work? Graphic design?

    • Are you purely SEO?

    • Do you engage in Social Media work?

    • What about direct email?

  • How do you package these services to clients?


Packaging your services

Packaging Your Services

A few key points we’ve learned over the years

  • Clients don’t know what they want

  • Clients can’t distinguish between the many “choices” in the online arena

  • Clients think anyone who does “SEO” also does website

  • Clients see you as a technical expert – regardless of your knowledge level


Packaging your services continued

Packaging Your Services - continued

  • Keep your Packaging Simple

  • Focus on easy to understand logical “buckets”

  • Examples:

    • Search Marketing

    • Social Media

    • Website Design

  • By defining your products into simple categories, clients will really “get” what you are talking about. This will make you $.


Delivering your message to the prospect

Delivering Your Message to the Prospect

  • Lots of Ways

    • Collateral (slicks, brochures, etc.)

    • Email

    • Video

    • Person

    • Website content

  • We’ve found that prospects pay very little attention to collateral and even email. If they are interested, the client will spend time reviewing your website. Video will get their attention a bit more, but only at first.

  • If via email - subject line is critical


Pricing your services

Pricing Your Services

Pricing is integral to the sales process. It will effect how you go to market and the types of clients you seek out.

  • Low price points allow you more options to market.

  • Higher price points require more thought and strategy on how you will reach your audience

  • We will address local marketing pricing in a separate detailed call


Overall importance

Overall Importance

The ability to find new clients is at the core of your business. Without this, you have no business..

  • Create the Ability to Find Clients Through 2-3 Methods

  • Many Different Ways to Accomplish This

  • We will Survey Many, and Discuss 2-3 in Detail


Customer generation strategies

Customer Generation Strategies

  • Direct Mail

  • Cold Calling (personal)

  • Telemarketing

  • Local Advertising

  • Free Seminars

  • Niche Content / Microsites

  • LinkedIn

  • LinkedIn Advertising

  • Facebook Fan Page

  • Facebook Advertising

  • YouTube Marketing

  • Referral – Existing Clients

  • Networking Groups

  • Website


Technology as a tool to help sales

Technology as a Tool to Help Sales

  • Recent software tools can play a real role in customer generation.

    • GPScraper

    • MapPI


Direct mail direct email

Direct Mail / Direct Email

  • Key to success is targeted list

  • Experiment with multiple mail pieces (segmentation)

  • Expect low results – 1-1.5% would be good.

  • Focus on the business benefit / value prop

  • Avoid getting lost in the technical details

  • Focus on a “2-step” marketing piece

    • Create a call to action for the prospect to answer

  • Listbrokers – to find localized lists

    • Melisa Data - http://www.melissadata.com/

    • Info USA – http://www.infousa.com


Cold calling

Cold Calling

  • Good script is critical to success

  • Leads to use with the team is very important

    • Google Places pages 2+

    • Unverified Google Places listings

  • Find the decision maker – avoid wasting your time on the wrong person

  • Go for the appointment – not the 1-call close

  • Consider an external Call Center


Local advertising

Local Advertising

Advertising for local clients where they live. Instead of the usual ideas of direct mail, telemarketing, networking groups, website, etc. – this is simple advertising strategies to reach local business owners.

  • Newspapers

  • Directories

  • Classified Ads

  • Local on-line papers

  • Banner Ads on local sites

  • Craigslist (special section on this)

  • Note – Neither Brian nor Mario use this method


Networking groups

Networking Groups

Yes – the old breakfast / lunch networking group fits our business model!

  • BNI

  • Chamber

  • Newer offshoot groups – “BizGro”

  • Advantages?

    • No selling

    • Regular contact with steady stream of business owners

    • They become your friend

    • Over time, they will sell your business for you.

    • They eventually become your

  • Typical deal – smaller. Expect $500-750 upfront - $250-400 a mos. clients

  • Note – Brian has used this method for several years successfully


Networking groups1

Networking Groups

  • If you are interested in “starting your own” business networking group, we will put you in contact with the one “new” group here in Atlanta that is growing.

  • Advantage of starting your own:

    • Discounted cost to come on board

    • Hand pick businesses to invite

    • “Charter” member – you can become the go-to person for marketing issues


Referrals

Referrals

In time, this will be your #1 source of quality clients

  • Advantages?

    • Quick close

    • Pre-sold on you

    • No downward price pressure

  • Typical deal – varies. Expect $500-1500 upfront - $400-1250 a mos. clients

  • Note – Brian and Mario have used this method for several years successfully


Why referrals

Why Referrals?


Facebook fan page

Facebook Fan Page

Your Facebook fan page will become more important to your business in 2011. Besides the value to your companies SEO, real leads can and do come from this venue.

  • Become a friend of Peachtree SEO on FB:

    http://www.facebook.com/PeachtreeSEO?sk=app_4949752878

  • This is a slower process than any other method of generating clients.

  • Critical element to success here is maintaining up-to-date content

  • Stay in communication and occasionally float an offer to your fan base

  • Most recent deal from Facebook was 10 days ago for Peachtree SEO – a multi-location martial arts studio in Chicago. This opportunity was handed out to Patty and Patty (members of the course) in Chicago.


Website

Website

Your website will generate the best leads you will find once you get it ready to perform for you!

  • Check out my website:

    www.peachtreeseo.com

  • In time, you can get LOTS of leads

    on a regular basis.

  • Typical deals – all sizes.

    Expect $500-3000 upfront - $400-1250

    a mos. clients

  • Note – Brian has used this method

    successfully


Questions answers

Questions & Answers


Introducing offline crash course generating clients1

Our Comprehensive Step-by-Step Training Series to Help You Succeed with Local Marketing - Google Places, SEO, Facebook, and much more!

introducingOffline Crash Course – Generating Clients

A Collaborative Effort by Two Real World Local SEO Experts

Brian Anderson

Mario Brown


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