Use Online Content, Conversation, and Persuasion to Build Your Business

Use Online Content, Conversation, and Persuasion to Build Your Business

Presented by Kenton Larsen

© 2012 Kenton Larsen 2

Do I need to be online?

• YES – whether you want to or not.

© 2012 Kenton Larsen 3

The objective

• To strike up a new conversation using consistently branded and maintained online platforms as a launching pad.

• To take part and set the agenda for a new conversation: by being genuine, real, and open with people.

If you think strategically and understand certain principles, you can master the medium.

© 2012 Kenton Larsen 4

Know the new media basics

• Control the online experience by making it consistent across platforms.

• You need a blog or website as a landing pad.• Really listen to what people are saying, and

respond accordingly.• Conduct research.• Be transparent.• Look for sites that write about you.• Email your social-media links to your clients.

© 2012 Kenton Larsen 5

Consider a publicity/communication plan to go with it

New media becomes more powerful with a publicity plan, online promotions, advertising, and contests to get people interacting with you:

– Simultaneous media targeting with a quality productor idea.

– Media supports.– Public appearances/special events.– Ongoing media relations.– A tone.

© 2012 Kenton Larsen 6

Conversation and buzz is the new marketing model

Old Marketing New Marketing

© 2012 Kenton Larsen 7

Everything that you writeonline is “persuasion”

The four principles of persuasion

© 2012 Kenton Larsen 8

#1 – Identification principle

© 2012 Kenton Larsen 9

#2 – Action principle

© 2012 Kenton Larsen 10

#3 – Familiarity and trust principle

© 2012 Kenton Larsen 11

#4 – Clarity principle

© 2012 Kenton Larsen 12

Ten tips

1. Listen/search.

2. Build a blog/website/social media.

3. Find your clients – be where they are.

4. Build relationships.

5. Be human.

6. Be personal and professional.

7. Build trust.

8. Make an impact.

9. Make $$$!

10. Be part of the community with whom you do business.

© 2012 Kenton Larsen 13

Let’s talk about you

• What are some of the online challenges at your business?

• What do you think would be most useful for your business?

• Any social media/apps you’d like to know more about?

• Any questions about anything?