Marketing 101Investment (Qualified) Expense (Un-Qualified)

Prospects 10 1,000,000

Conversion Rate 25% 0%

= Customers 2.5 0

Average Buy $100 $0

=Total Revenues $250 $0

Proper marketing is an investment in prospects to feed your sales cycle.

Measuring marketing success: (Total Revenues-Total Costs)/Prospects > MarketingExpense/Prospects

Search Engine Optimization (SEO)

Technicalmeaningful directory structure

URL links with keywords

site is easy to navigate

crawler understanding

Contenthuman-oriented

meaningful terminology

grammatically correct

free of spelling errors

well structured, e.g. section headers , links

Google SEO Guide: http://static.googleusercontent.com/external_content/untrusted_dlcp/www.google.com/en/us/webmasters/docs/search-engine-optimization-starter-guide.pdf

Search Influencers

Your SiteTraffic

Google +

YouTube

Google Maps

Google Authorship

Zagat

Google Biz Page

Links

Updates

Comments

Traffic

Email MarketingWhy•Converts

•People ‘catch up’ on email

•Traffic begets search traffic

Pay Attention•Others’ Email Campaigns

•Preview Pane

•Short

•Who, what, when, where, why, how

•Call to action

•Converse (don’t announce)

•Regular

•Reader-centric

•Personal

If I Had More Time, I Would Have Written You a Shorter Letter. – Pascal, Twain, Wilson, Thoreau, Luther, Franklin, Locke, Bohun, Cicero ….

Know, Like, Trust Made Simple

1. Follow Prospect’s Blog • http://reader.google.com/ • Use web page on cell phone

or tablet

2. Follow Prospect’s social media• Set up lists and add to

browser• Schedule time for each list• Tweet deck or hootsuite

3. Link to their site4. Comment on their posts

For your customers and best prospects.

Let them know you’re sharing by ‘cc’ing them.

Ask who you can introduce them to and follow up.

Keep a running list of Resources (groups, articles, smart people) for everyone you meet.

Slides and Shameless plugs athttp://bossrocket.com/wdcep

BR Deals• Email Campaign• WordPress site• Sales Tracking• Google eBook• SEO Setup

Resources• These slides• Links• ORIGINAL Tuesdays

Networking• BNI Tuesday Dupont

Referral Group