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© Copyright 2015 nucleus of change | FrancineBeleyi.com | facebook.com/FrancineBeleyi |@FrancineBeleyi
© Copyright 2015 nucleus of change | FrancineBeleyi.com | facebook.com/FrancineBeleyi |@FrancineBeleyi
The 5-‐Step to Establish a Profitable Online Presence
1 IMMEDIATE NEED
2 GET NOTICED
3 BUILD TRUST
4 MAKE AN OFFER
5 PROVIDE MORE VALUE
© Copyright 2015 nucleus of change | FrancineBeleyi.com | facebook.com/FrancineBeleyi |@FrancineBeleyi
More and more people online There are more and more people ge.ng online • Almost half of the populaVon on the net 3bn + • Growing at an average rate of 741.0 % globally • Africa growing at 6,498.6% …Middle East
growing at 3,303.8%.
© Copyright 2015 nucleus of change | FrancineBeleyi.com | facebook.com/FrancineBeleyi |@FrancineBeleyi
Access a large marketplace Imagine how well off you could be if your business were in front of a small percentage of this huge online populaVon?
1.23 billion users worldwide
259 million users
200 million acVve users
1 billion+ unique users each month
‘The net is your oyster!’
© Copyright 2015 nucleus of change | FrancineBeleyi.com | facebook.com/FrancineBeleyi |@FrancineBeleyi
MulVtude of Smaller communiVes
ü Groups ü Pages ü Circles ü Forums
• Who wants your topic? • Where are they? • Are they ready to pay for it? • Is the market big enough?
Great diversity of people and of problems
© Copyright 2015 nucleus of change | FrancineBeleyi.com | facebook.com/FrancineBeleyi |@FrancineBeleyi
Common Myths
I have a mainstream topic à Most people will be interested in my offer My topic is very niche à I don’t know if I can get any serious income I serve B2B market à Should I sVll make all this online effort like B2C?
© Copyright 2015 nucleus of change | FrancineBeleyi.com | facebook.com/FrancineBeleyi |@FrancineBeleyi
How to create soluVon that customers love ?
© Copyright 2015 nucleus of change | FrancineBeleyi.com | facebook.com/FrancineBeleyi |@FrancineBeleyi
1. IdenIfy & solve problems
• Who is our client? • What is their biggest problem? • How you can solve it?
© Copyright 2015 nucleus of change | FrancineBeleyi.com | facebook.com/FrancineBeleyi |@FrancineBeleyi
2. Create customer personas
• Complete picture of your buyers • Beyond demographics • Discover needs, interests, goals, desire and
moVvaVons • What keeps them awake at night
© Copyright 2015 nucleus of change | FrancineBeleyi.com | facebook.com/FrancineBeleyi |@FrancineBeleyi
Meet Becky
• Single 40 yo, consultant/trainer • Freelance for 10 years + • Consult for corporate • Boring job and a lot of poliVcs • Looking to reinvent herself and get to the
next phase of her professional life
© Copyright 2015 nucleus of change | FrancineBeleyi.com | facebook.com/FrancineBeleyi |@FrancineBeleyi
What Becky wants?
• Choose her clients, make a difference • Want to succeed without compromising
her values • Stop trading Vme for money and enjoy life • Uses social media as contact management
but limited online markeVng skills • Not sure how to posiVon her offering in a
unique way to afract the clients she wants
© Copyright 2015 nucleus of change | FrancineBeleyi.com | facebook.com/FrancineBeleyi |@FrancineBeleyi
How can I help Becky?
• Define her unique brand – Skills + passion • IdenVfy what is holding her back to express
her true self and what is driving her to succeed
• Create a compelling story that resonate with audience
• Create a markeVng plan to communicate her values
• Create digital products to stop trading Vme for money and claim her freedom
© Copyright 2015 nucleus of change | FrancineBeleyi.com | facebook.com/FrancineBeleyi |@FrancineBeleyi
3. What Customers are searching?
• Use keyword search, surveys, and interviews
• Think of 20-‐30 potenVal keywords. • How popular are those keywords?
© Copyright 2015 nucleus of change | FrancineBeleyi.com | facebook.com/FrancineBeleyi |@FrancineBeleyi
Check Google Adwords hfps://adwords.google.com/ko/KeywordPlanner Use words, url, category, geography, excl negaVve words Let’s see Google Adwords search in acVon!
© Copyright 2015 nucleus of change | FrancineBeleyi.com | facebook.com/FrancineBeleyi |@FrancineBeleyi
4. Set up goals & test
• IdenVfy high priority segments (20/80 rule) • Test your assumpVons
© Copyright 2015 nucleus of change | FrancineBeleyi.com | facebook.com/FrancineBeleyi |@FrancineBeleyi
5. Evaluate and Iterate
• Evaluate the validity of assumpVons • Iterate the process • Refine your persona
© Copyright 2015 nucleus of change | FrancineBeleyi.com | facebook.com/FrancineBeleyi |@FrancineBeleyi
Map your customers buying journey
Client perspecIve 1. Awareness 2. ConsideraVon 3. Inquiry 4. Purchase 5. RetenVon
© Copyright 2015 nucleus of change | FrancineBeleyi.com | facebook.com/FrancineBeleyi |@FrancineBeleyi
Map your customers buying journey
Client perspecIve 1. Awareness 2. ConsideraVon 3. Inquiry 4. Purchase 5. RetenVon
Provider (you) IdenVfy their needs Get noVced (be visible) Build trust (let them try) Make an offer (convert) Provide more value
© Copyright 2015 nucleus of change | FrancineBeleyi.com | facebook.com/FrancineBeleyi |@FrancineBeleyi
How to create engaging content fast
• 3 personas • 10 topics • 5 buying stages = 150 content items to create
© Copyright 2015 nucleus of change | FrancineBeleyi.com | facebook.com/FrancineBeleyi |@FrancineBeleyi
Gold nuggets for your business • IdenVfy the key personas in your business • Choose the ones you are happy to conVnue
to serve or create a totally new persona • Describe the main persona–uncover needs,
wants, desires, goals, etc. • Brainstorm 20-‐30 potenVal keywords with
hfps://adwords.google.com/ko/KeywordPlanner