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Using thePervasive Presence StrategyTM
GOALS FOR TODAY• Why Internet Marketing Doesn’t Work
• Know Your Target Audience
• So What Do We Know Works
• Review Your Digital Assets
• Relevancy, Omnipresence, and Intimacy
• Make it ALL Work Together
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FYIYou can get a copy of today’s presentation
And additional reference links
@ www.mikemarko.com/2018-05-16
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WHO IS MIKE?• mechanical engineer; masters degree with an emphasis on thermal design
• almost two decades of project management experience
• project manager for multi-million dollar projects
• black belt in lean six sigma (how to optimized business and manufacturing processes; and mentored others to do the same)
• lead/facilitated many interdepartmental process improvement teams and made significant business process improvements
• supervisor for hardware manufacturing cost estimating team
• led in development of manufacturing processes
• led in design and developing in manufacturing new products; and product lines
• field troubleshooting for new product development
• new product development (concept and design)
• expert at SEO (search engine optimization)
• master at social media marketing strategy
• created a unique system for very effectively getting clients/customers for clients using internet marketing techniques
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WHY INTERNET MARKETING DOESN’T WORKMany businesses only:
• May have a website (which may not have a clear CTA)
• May do a few posts to a social media platform
• May have several social media platforms, but are not congruent
• May not have an paid advertising strategy
• May only focus on getting traffic to the website
• May not have a clear cut idea who their ideal customer is
But basically…
• They don’t have an up to date online marketing strategy
• They don’t stand out from the “noise”4
WHO ARE YOU MARKETING TO?• If you are marketing to EVERYONE, you
market to NOONE
• Know your target audience and ideal customer
• Marketing to a 18-year old young woman… is different than marketing to a 70-year old man.
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WHO IS YOUR IDEAL CUSTOMER?Take the time to identify them
• Are you promoting B2B or B2C
• Who is the decision maker?• How old are they? Determine the range
• What is their gender?
• What race, religion, and orientation are they?
• What is their education level?
• What is their marital status?
• Do they have children? If so how many? How old?
• Where do they live? Country? Urban vs rural? Any specific cities? Specific zip codes?
• What is their income level/net worth? Determine the range
etc...6
WHAT KEEPS THEM UP AT NIGHT?Now that you know your target audience…
Determine their “pain points”
You can find this out via:
• Research
• Surveys
• Networking/talking
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“TRADITIONAL” APPROACHMARKETING WEBSITE
• Takes on average 7-10 exposures to get someone in the market to “pull the trigger”
• Only ~2% act on first exposure
• Means that lose out on a lot from initial exposure even though initial exposure is most expensive
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BETTER APPROACH
• Retargeting is less expensive than initial exposure
MarketingBlog Post
On WebsiteNext Action
Content onWebsite
TeachingVideo
FreeConsultation
MicroCommitment
AdRetargeting
8
TYPICAL COST BREAKDOWN
9
SALES
20-100%
LEAD GENERATION
0-80%
ADVERTISING PYRAMID
SALES
~10%
AWARENESS
~15%
AUDIENCE BUILDING
~25%
LEAD GENERATION
~50%
Omnipresence
9
OMNIPRESENCEBecome the “Pepsi” or “Apple” of your marketplace
Then become “there” to your target audience, showing relevancy to solving their problem…even if they don’t know what the solution is to their problem.
RELEVANCY + OMNIPRESENCE = RESULTS
10
OMNIPRESENCE
SALES
~10%
AUDIENCE BUILDING
~25%
9
Omnipresence
Omnipresence includes:
• the timing of your content,
• the frequency you show up,
• and the platforms you use.
If you are everywhere, you are akin to a mosquito.
If you ramp up omnipresence…
You are like a swarm of mosquitoes
(eg. Tai Lopez)
RELEVANCY
SALES
~10%
AUDIENCE BUILDING
~25%
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Relevant
Relevancy includes:
• the offer,
• your messaging,
• and your positioning in the market
If you just post for posting sake, you don’t bring value to your target audience.
If you are JUST relevant…
You’re just a little know library of knowledge.
Marketing to nobody.
RELEVANCY + OMNIPRESENCE
SALES
~10%
AWARENESS
~15%
9
Omnipresence
Relevant
Omnipresence includes:
• the timing of your content,
• the frequency you show up,
• and the platforms you use.
Relevancy includes:
• the offer,
• your messaging,
• and your positioning in the market
The right message to the right audience at the right time.
Charge what you want
INTIMACY
SALES
~10%
AWARENESS
~15%
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Intimate
Intimacy includes:
• your transparency to your values,
• talking about past struggles (vulnerability),
• and conversation (engaging into a two way conversation with your audience).
This allows your audience to get to know you.
OMNIPRESENCE + INTIMACY
SALES
~10%
AWARENESS
~15%
9
Omnipresence
Intimate
Intimacy includes:
• your transparency to your values,
• talking about past struggles (vulnerability),
• and conversation (engaging into a two way conversation with your audience).
This allows your audience to get to know you.
Omnipresence includes:
• the timing of your content,
• the frequency you show up,
• and the platforms you use.
You can plug into and connection. You build very
strong “tribe” dynamics. This allows you to establish the
perfect connection.This is how you develop a
strong following.
RELEVANCY + INTIMACY
SALES
~10%
AWARENESS
~15%
9
RelevantIntimate
Intimacy includes:
• your transparency to your values,
• talking about past struggles (vulnerability),
• and conversation (engaging into a two way conversation with your audience).
This allows your audience to get to know you.
Relevancy includes:
• the offer,
• your messaging,
• and your positioning in the market
This is where you find the ideal client.
If you are totally transparent, sharing your values and background, and are
relevant to your audience and have the right messaging then you connect with those of equal value and match up with
the right needs.
Things flow when you work with them.
RELEVANCY + OMNIPRESENCE + INTIMACY
SALES
~10%
AWARENESS
~15%
9
Omnipresence
RelevantIntimate
When you combine the perfect client
with the perfect priceand the perfect connection
you get explosive business growth.
IMPLEMENTING PERVASIVE PRESENCEHow to implement Pervasive Presence using:
• Relevancy
• Omnipresence
• Intimacy
Using your digital assets
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TM
TM
BASIC MARKETING
WEBSITES
FACEBOOK ADSW/ TARGETING
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PLUS GOOGLE ADWORDS
WEBSITES
FACEBOOK ADSW/ TARGETING
GOOGLE ADSW/ TARGETING
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TYPICAL STRATEGY
13
TYPICAL STRATEGY
14
PRIMARY SOCIAL MEDIA
15
PRIMARY SOCIAL MEDIA
16
PRIMARY SOCIAL MEDIA
17
OMNIPRESENCE STRATEGY
18
OMNIPRESENCE STRATEGYEmail
Marketing
19
CONTENT MARKETING• Helps show you are an authority in your
niche/market (relevant)
• Used to get prospective clients interested by talking to their pain points
• Allows you to “always be there” as part of an omnipresence strategy
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CONTENT MARKETING ELEMENTSContent marketing includes content such as:
• Blog Posts and “Pillar” Blog Posts
• Tips
• News
• Videos (Filmed and “live”)
• Memes
• Infographics
• Engaging questions/surveys
etc21
STAGES OF MARKETINGThree stages (FSS)
1. Freeway (Cold Traffic)
2. Sidewalk (Warm Traffic)
3. Store (Hot Traffic)
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FREEWAY (COLD TRAFFIC)These People
• There are people that have a problem that “keeps them up at night”
• They are aware of the problem, but probably not the root cause
• They are not aware of you
• They are not really aware of the solution
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FREEWAY (COLD TRAFFIC)You Serve These People Content That
• Helps them understand the root cause of the problem
• Content so they start to know who you are
• Content that starts talking about the solution from a high level
Be relevant
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SIDEWALK (WARM TRAFFIC)These People
• Are aware that there is a solution, and are researching for more information
• They are just starting to get to know you
• They knowledge is going to keep getting better about possible solutions to their problem
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SIDEWALK (WARM TRAFFIC)You Serve These People Content That
• More information about the solution, in greater detail
• Video! They need to start feeling comfortable about who you are, and making a connection
• Content with your picture
• Help them make that first step of improvement on their own
Be relevant and omnipresent, with some intimacy
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STORE (HOT TRAFFIC)These People
• Have knowledge of the solution
• Want to know how they can implement the solution: what are the options to get started
• They know and trust you
• They are a follower of you since you have been assisting them
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STORE (HOT TRAFFIC)You Serve These People Content That
• Promotes you
• Promotes your services
• Has social proof (like testimonials, test cases, examples of success, etc)
Be relevant, omnipresent & intimate
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FINAL THOUGHTSToday we talked about
• Why Internet Marketing Doesn’t Work
• How to Define Your Target Audience
• We talked About How to Make Your Digital Assets Work Together
• We Talked About Going Back to Marketing Basics
• Make it ALL Work Together
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MORE INFORMATIONWebsite: www.mikemarko.com
Company Website: www.IMConsultantServices.com
Social Media:
@mikemarko1 (Facebook @mikemarko37)
@imconsultantservices
You can get a copy of today’s presentation
And additional reference links
@ www.mikemarko.com/2018-05-16
30