Welcome Welcome To:To:

Creating A Digital Marketing Strategy Creating A Digital Marketing Strategy To Increase SalesTo Increase Sales

Your Business Coach Today is:Your Business Coach Today is:Brian Brian Gibson Gibson

of Monopolize Marketingof Monopolize Marketing

Brian GibsonBrian Gibson

Originally from Leeds, England, Originally from Leeds, England, live in South Florida for 35 yearslive in South Florida for 35 years

Teaching Traditional and OnlineTeaching Traditional and OnlineB2B & B2C B2B & B2C marketing since 1993 marketing since 1993

Marketing Consultant with Marketing Consultant with Monopolize MarketingMonopolize MarketingCoral Springs, FloridaCoral Springs, Florida

How Many Of You Are Using…How Many Of You Are Using…

Landing Pages?Landing Pages? Squeeze Pages?Squeeze Pages? Reports, White Papers, Videos, Podcasts?Reports, White Papers, Videos, Podcasts? Pay Per Click Campaigns?Pay Per Click Campaigns? SEO?SEO? Social Media, FB, LI, Twitter, etc.?Social Media, FB, LI, Twitter, etc.? Digital Marketing Strategies?Digital Marketing Strategies?

(Digital) Marketing Defined:(Digital) Marketing Defined:•• Marketing is Marketing is the continual educating of a the continual educating of a

customercustomer or prospect for the life of that or prospect for the life of that customer, on the advantages and benefits customer, on the advantages and benefits and selfand self--serving serving –– to them to them –– results your results your company or service brings them that nocompany or service brings them that no--one one else can, or will, or does AND;else can, or will, or does AND;

•• It’s the intelligently formulated process of It’s the intelligently formulated process of increasing their demand or desire for your increasing their demand or desire for your product or service and finally, product or service and finally,

•• It’s the strategic process of bringing them to It’s the strategic process of bringing them to closure and completed action.closure and completed action.

From Digital Marketing From Digital Marketing To InTo In--Person SellingPerson Selling

WHENWHEN to begin?to begin?

A B C D E F G H I J K L M N O P Q R S T U V W X YZ

Marketing - EducatingSelling

If you start selling here, or here or here, it’s If you start selling here, or here or here, it’s more difficult to close…more difficult to close…

A KPMG Survey Of Top CEO’s A KPMG Survey Of Top CEO’s Revealed 5 Main Concerns:Revealed 5 Main Concerns:

1.1. 85% 85% are worried about how digital disruption are worried about how digital disruption and innovation is impacting their business and innovation is impacting their business

2.2. 50% 50% say they’re not effectively using digital to say they’re not effectively using digital to connect to their customersconnect to their customers

3.3. 69% 69% are concerned about having to deal with are concerned about having to deal with issues they’ve never confronted beforeissues they’ve never confronted before

4.4. 51% 51% think that they’re not keeping pace with think that they’re not keeping pace with their customer expectationstheir customer expectations

5.5. 90% 90% are deeply concerned about losing are deeply concerned about losing customers to competitors customers to competitors

Familiar Concerns?Familiar Concerns?

1.1. Platitudes, GeneralitiesPlatitudes, GeneralitiesSmartest, Fastest, Cheapest, Most Experienced, Most Smartest, Fastest, Cheapest, Most Experienced, Most Professional, 15 PhD’s, Best Customer Service, Professional, 15 PhD’s, Best Customer Service, Family Business, Established in 1846 BCFamily Business, Established in 1846 BC

2. The “Scratch Out, Write2. The “Scratch Out, Write--In” In” Name Test Name Test

3. Inside Reality, Outside 3. Inside Reality, Outside PerceptionPerception

Proof The “Confidence Gap” Proof The “Confidence Gap” Exists In Your BusinessExists In Your Business

Which Business / Product To Choose?

Platitudes, Generalities Platitudes, Generalities Change To Change To THEMTHEM Focused Not Focused Not YOUYOU focused focused

Your Inside Reality vs. Your Inside Reality vs. Your Outside PerceptionYour Outside PerceptionHow they see you vs. how you really are…How they see you vs. how you really are…

Does The “Confidence Gap” Does The “Confidence Gap” Exist In Exist In YourYour BusinessBusiness

Are You Missing Out On More Sales?Are You Missing Out On More Sales?

PROBLEMPROBLEM: :

Typically only 1% to 5% Are “Now” BuyersTypically only 1% to 5% Are “Now” BuyersIs your Current System Nurturing & EducatingIs your Current System Nurturing & Educating

95% Of Your Possible Buyers?95% Of Your Possible Buyers?

Probably not.Probably not.

The Educational Spectrum The Educational Spectrum “Now” Buyers vs. Future Buyers“Now” Buyers vs. Future Buyers

a b c d e f g h I j k l m n o p q r s t u v w x y z

Your Prospect’s Buying Journey…Your Prospect’s Buying Journey…“Getting The Best Deal or Value”“Getting The Best Deal or Value”

Why Prospects Why Prospects DON’TDON’T Buy Right Away?Buy Right Away?

•• Not enough pain with current situation.Not enough pain with current situation.

•• They don’t perceive that they have a need.They don’t perceive that they have a need.

•• They can’t distinguish that you’re any better.They can’t distinguish that you’re any better.

•• Corporate bureaucracy.Corporate bureaucracy.

•• You don’t have enough resources (time, staff, $$$) to followYou don’t have enough resources (time, staff, $$$) to follow--up with up with

all of the prospects.all of the prospects.

“Ripe, Ready To BUY NOW Prospects”

1%-5%

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

“Prospects first get the idea that they need

what you sell.”

“Heavy-duty fact-findingand narrowing of product

/ service choices”

How do you get the 95% FUTURE Buyers?

Problem:Almost EVERY

Marketing or Sales Effort focuses only on

the “Now” buyers.

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

Automated (Mostly Digital) Sales Flow SystemAutomated (Mostly Digital) Sales Flow SystemLead Generation, Conversion & Adding Sales Lead Generation, Conversion & Adding Sales -- All On Autopilot.All On Autopilot.

Prospect Gets More Info

Prospect Buys

Prospect decides based on info

presented.Lead

Generation

Referral Offer #1,#2, #3, #4…

UPSELL Item(s)/ Monthly Offers

No Response

Message # 1

Message # 2

Message # 3

Prospect Is ReadyTo Buy

Message # …

Video Reviews

Squeeze Pages

Newsletters

Tradeshows

Prospects are messaged consistently - through the system until they:

1. Buy, or…2. They Opt Out of the system.

Lead Generator#2, #3, #4, etc.

Here’s HOW you get the 95% FUTURE Buyers… as well as the 1% to 5% NOW buyers!

Webinars

Podcasts

Micro-Site

Landing Pages

Advertising

Reports / Guides Reports / Guides –– Online or OfflineOnline or OfflineBenefitsBenefits

Perfect sales presentationPerfect sales presentation Prospect can read when Prospect can read when

it’s convenient & at own it’s convenient & at own pacepace

Overcomes objections Overcomes objections before they can be voicedbefore they can be voiced

Inexpensive to produceInexpensive to produce PDF via web or email PDF via web or email -- or or

Printed and handed outPrinted and handed out Special Offer Special Offer InsideInside ReportReport

Nike sells winning.

Nike doesn’t sell sports apparel.

De Beers sells forever.

De Beers doesn’t sell diamonds.

Texting…Texting………Typically gets a 98% open / read rate! Typically gets a 98% open / read rate! Booth # 1729Booth # 1729 ““PurplegatorPurplegator””

Keep It Legal !Keep It Legal !Telephone Consumer Protection Act (TCIP) Compliant?Telephone Consumer Protection Act (TCIP) Compliant?

•• Prior consent from the recipient (express or inferred)Prior consent from the recipient (express or inferred)•• Accurate identification of the sender (your business name)Accurate identification of the sender (your business name)•• A clear unsubscribe function A clear unsubscribe function

72 hours of video uploaded per minute

Over 4 billion videos viewed per day

Over 3 billion hours watched per month

Over 1 billion users

YouTube Success Stories?

ReRe--Package, RePackage, Re--PurposePurposeCreate Once Create Once –– Use EverywhereUse Everywhere

Record a video Record a video -- Zoom.usZoom.us –– free up to 40 min.free up to 40 min.

In In CamtasiaCamtasia, separate the audio file , separate the audio file –– one clickone click

Upload Video to YouTubeUpload Video to YouTube

Upload audio file as MP3 to Podcast or websiteUpload audio file as MP3 to Podcast or website

Download the text transcription Download the text transcription –– YouTubeYouTube

Use text segments for newsletter contentUse text segments for newsletter content

ReRe--Package, RePackage, Re--PurposePurposeCreate Once Create Once –– Use EverywhereUse Everywhere

Result:Result:

20 min video 20 min video –– website and YouTubewebsite and YouTube20 min audio podcast 20 min audio podcast -- websitewebsite3300 word transcription (approx) 3300 word transcription (approx) 6 to 10 “articles” for newsletter6 to 10 “articles” for newsletter

Reality: Many More People Leave Your

Site Than Convert…

97%97%of new web site visitors do not of new web site visitors do not

convert the first time they convert the first time they arrive at your site arrive at your site –– Source: Source:

GoogleGoogle

Re-Targeting

Remarketing: A Static Graphical Ad Appears While A Previous Visitor To Your Web Site is Surfing Elsewhere Online

WARNING: WARNING: ReRe--Targeting Does Have a Targeting Does Have a

“Creepiness Factor”“Creepiness Factor”

SOLUTION: “Cap” The Impressions to 3 SOLUTION: “Cap” The Impressions to 3 -- 5 a day.5 a day.

What’s your Sales Cycle?What’s your Sales Cycle?

Show ads only as long as you feel most people Show ads only as long as you feel most people need to convert (customer sales cycle / decision need to convert (customer sales cycle / decision cycle) 30 cycle) 30 –– 60 days?60 days?

Re-Targeting

Reach those who already visited who did not buy, become a lead, opt-in, or take next steps

You re-engage them from 1 day to 6 months after they left

Also target only those people who took actionto upsell or cross sell, or otherwise engage with them.

How ReHow Re--Targeting WorksTargeting Works

Adwords creates a special tracking code Adwords creates a special tracking code

You place this code into your websiteYou place this code into your website

Then it places a “cookie” (code) in the computer Then it places a “cookie” (code) in the computer of people visiting your websiteof people visiting your website

Displays ads to those visitors who visit sites on Displays ads to those visitors who visit sites on Google’s “Display Network” Google’s “Display Network”

2 million + sites 2 million + sites -- when it detects that cookie.when it detects that cookie.

Re-Targeting Ad Examples – “Come Back”

Applying ReApplying Re--TargetingTargeting

Ask yourself these questions:Ask yourself these questions:

Why would someone leave Why would someone leave your website before your website before converting?converting?

What does it mean if a user leaves your website What does it mean if a user leaves your website on a specific page? (Exit page)on a specific page? (Exit page)

What would you say What would you say to these abandoned to these abandoned visitors to get them back, and visitors to get them back, and how would you how would you convince them to Buy or Optconvince them to Buy or Opt--InIn??

ReTargeting Ad Examples – Relevant Landing Pages

ReRe--Targeting StrategiesTargeting Strategies

Target users who visit specific pages on your Target users who visit specific pages on your website website –– or all pages. or all pages.

You can EXCLUDE users who visited specific You can EXCLUDE users who visited specific pages as well. pages as well.

You can target people You can target people who converted online who converted online between 2 weeks and 4 months ago and show between 2 weeks and 4 months ago and show special repeat customer offers.special repeat customer offers.

ReRe--Targeting Targeting Ad Examples For Pole Barn SalesAd Examples For Pole Barn Sales

“Similar Audiences”“Similar Audiences”

Find people who share the same Find people who share the same characteristics with your site visitors.characteristics with your site visitors.

Based on the past 30 days browsing activity Based on the past 30 days browsing activity on Display Network sites on Display Network sites

AdWordsAdWords automatically finds new potential automatically finds new potential customers customers -- whose interests and characteristics whose interests and characteristics are similar to those people in your are similar to those people in your rere--targeting list.targeting list.

Other ReOther Re--Targeting OptionsTargeting Options

YouTube Video RemarketingYouTube Video Remarketing

You can also follow people around online who You can also follow people around online who have interacted with your YouTube Channel have interacted with your YouTube Channel and/or watched one of your videos on YouTube. and/or watched one of your videos on YouTube.

Set it up within your Google Adwords account.Set it up within your Google Adwords account.

Customers

OFFLINE ONLINE

Circle Size Circle Size indicates indicates importance importance and “weight” and “weight” needed to be needed to be effective.effective.

Tying It All TogetherTying It All Together

Messaging & collateral

PR

Customers

OFFLINE

PR /SEO/ Digital Infiltration / DisruptionText, Pictures, Video, Blog Platforms

ONLINE

Online Special Web Offers

Store Special Promotions

B2B Direct Mail

Salesmen B2B call

Catalogs, Sell Sheets

Events

Sales force explains Building process

Print Ads

Online Advertising, Landers, Squeeze Pages, Text Messaging, email

Microsite, guides, reports, quotes

Website

e-mail B2B reminder tied in with direct mail

Videos, Sales Presentations Visual Storytelling

Trade shows, Displays, Visual, Storytelling Sales

PPC / Re-Marketing, Landers

PR

Tying It All TogetherTying It All Together

RevenueRevenue

Most businesses continuously rely onMost businesses continuously rely onone marketing approach to growone marketing approach to grow

and sustain their business…and sustain their business…

The Diving Board PhilosophyThe Diving Board Philosophy

RevenueRevenue

What would happen to your revenue level What would happen to your revenue level and profitability if you combined a wide and profitability if you combined a wide

array of marketing approaches?array of marketing approaches?The Parthenon PhilosophyThe Parthenon Philosophy

JointJointVentures

Ventures

Developing

Developing

aaB

ackB

ackEndEnd

What We Didn’t Have Time For…What We Didn’t Have Time For… S.I.P. S.I.P. –– A A SSales ales IIncentive ncentive PProgram That Works!rogram That Works!

A Customer Referral Program That Really WorksA Customer Referral Program That Really Works

How To Create A Landing / Squeeze Page Combo How To Create A Landing / Squeeze Page Combo Sequence Sequence –– To Capture Their InformationTo Capture Their Information

Landing Page ExamplesLanding Page Examples

How To Automate An Informational NewsletterHow To Automate An Informational Newsletter

The Exponential Biz Growth SpreadsheetThe Exponential Biz Growth Spreadsheet

Find Out How Good You Are Find Out How Good You Are -- The Marketing Mirror Test The Marketing Mirror Test

Need More Growth, More Customers?Need More Growth, More Customers?Join Join me Brian Gibson on a me Brian Gibson on a quick 10 minute call to determine if I can quick 10 minute call to determine if I can help you grow your business. help you grow your business.

There’s nothing for sale, just seeing if I can help…There’s nothing for sale, just seeing if I can help…

Call 561Call 561--342342--1119 or drop me an email to:1119 or drop me an email to:

brian@monopolizemarketing.com brian@monopolizemarketing.com

And let’s set up a date/time to talk. Again, there’s nothing for sale. And let’s set up a date/time to talk. Again, there’s nothing for sale.