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Grew up Here in Ringwood

Staying Ahead of the Competition Using Social Networking and Internet Marketing Four Necessary Steps. Grew up Here in Ringwood. Who Is Susan Merlo?. Live in Beautiful New Fairfield, Connecticut. Who Is Susan Merlo?. Worked in the Corporate World for About 20 Years. Who Is Susan Merlo?.

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Grew up Here in Ringwood

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  1. Staying Ahead of the Competition Using Social Networking and Internet Marketing Four Necessary Steps

  2. Grew up Here in Ringwood Who Is Susan Merlo?

  3. Live in Beautiful New Fairfield, Connecticut Who Is Susan Merlo?

  4. Worked in the Corporate World for About 20 Years Who Is Susan Merlo?

  5. Started My First Internet-based Company in 2002 Who Is Susan Merlo?

  6. Now Focused on Teaching Small Businesses How To IncreaseRevenue Using Strategic Marketing Who Is Susan Merlo?

  7. No Need to Take Notes YourName email@email.com Text your Name and Email Addressto (xxx) xxx-xxxx and I’ll send youa copy of my notes, plus some freetools that will help you grow your bottom line through marketing

  8. What Is Your Business’sNumber OneMarketing Challenge?

  9. No 1: Getting Found -- Having Customers Find You No 2: Keeping Folks Engaged Until They’re Ready to Buy No 3: Knowing What to Do vs Marketing Dollars’ ROI No 4: Following-Up - Actually #1 Business Challenge Top 4 Marketing Challenges

  10. Step 1: Be Easy to Find on the Internet Step 2: Engage Your Ideal Prospects & Existing Clients Step 3: Take Action and Remain Active Step 4: Have an Easy Way to Communicate Over Time Four Steps That Are Necessary To Stay Ahead of (or at least keep up with)Your Competition YOU & YOUR BUSINESS MUST:

  11. Step 1: Your Business Must BeEasy to Find on the Internet

  12. Step 1: Your Business Must Be Easy to Find on the Internet Marketing Online isn’t an Option Anymore, IT’S A REQUIREMENT! 24 of the 25 Largest Newspapers are ExperiencingRecord Declines in Circulation Are you Still Spending Money on Yellow Pages, Newspaper Inserts & Other Old-School Media?

  13. Step 1: Your Business Must Be Easy to Find on the Internet 97% of Consumers use Online Searches when Researching Products or Services According to Yahoo!, 92% of all Business Searches Begin Online, either in the Office, at Home or on a Mobile Phone Your Website is Still Important, As Long as It’s Optimized and Can Be Easily Found and Read

  14. Step 1: Your Business Must Be Easy to Find on the Internet Your Website is Still Important, As Long as It’s Optimized and Can Be Easily Found and Read: EXAMPLES BixlersMarine.com - Add Keywords to EVERY page - Add a Lead Capture Box • SAFramesFrames.com • Too Many Keywords – Keyword Stuffing • - Build Out Your Facebook Page (I know you’re trying!) • - Add a Lead Capture Box • Melissa Griegel Photography • If you Google “Photographer in Ringwood NJ” 1 Competitor Stands Out • Add Keywords to Your Website • Build Out Your Facebook Page or Take It Down • Add a Lead Capture Box • WilliamsAlexander.com • NO Keywords at all • - Add a Lead Capture Box

  15. Step 1: Your Business Must Be Easy to Find on the Internet Separately, in Addition to Your Website, There areKey Places Where Your Business Needs to Create a Presence. Why? Because 1) Being there gets your Website Optimized,and 2) It’s where your Clients and Prospects are Spending Time. So, Marketing Online is No Longer About Just Having a Website. You Need to Do More!

  16. Step 1: Your Business Must Be Easy to Find on the Internet For Example . . . On-line Directories –There are Proven Advantages to Those Businesses who get Listed in Them Properly; Doing so Results in YOU GETTING FOUND! Which Directories Should You Be In? I’ll Send You a list, and in the meantime, Google: Your Industry and the Area You Serve

  17. Step 1: Your Business Must Be Easy to Find on the Internet + = For Example . . . YouTube - Now the Second Largest Search Engine People go there to look for Videos to Answer Their Questions, Show or Learn How to do Something or About Something, and to Review Products and Businesses AND – GOOGLE LOVES VIDEO – so Linking Correctly to YouTube is Excellent for Search Engine Optimization and Your Business!

  18. Step 1: Your Business Must Be Easy to Find on the Internet For Example . . . Social Networking - There’s No Avoiding the Fact That People Are There AND They’re Surfing AND They’re Talking

  19. Step 1: Your Business Must Be Easy to Find on the Internet In Fact . . . Marketing has Shifted from a One-Way Broadcast to a Multi-Point Conversation Internet Search Engines, Directories & Social Media are like Bulletin Boards Holding Tons of Information The New “Word of Mouth” aka “Referrals” Come From Online Social Media – Especially Facebook and Twitter PeopleSeek and Make Recommendations for Products, Services & Experiences

  20. Step 2: You Must Engage Your IdealProspects and Existing Customers

  21. Step 2: You Must Engage Your Prospects & Existing Customers Statistics . . . There are now over 2.8 billion Social Media Profiles, representing about half of all internet users worldwide. 36% of Social Media users post brand-related content. 50% of people follow brands in Social Media. 75% of companies now use Twitter as a marketing channel. 38% of CEOs label Social Media a high priority, and 57% of businesses plan to hike their social media spend in 2012.

  22. Step 2: You Must Engage Your Prospects & Existing Customers Statistics . . . 89% of Agencies said they would use Facebook to advertise for their clients in 2012 – either by purchasing ads, creating pages, or other methods of engagement 39% of Agencies said they would focus on Twitter 36% of Agencies said they would focus on YouTube 21% of Agencies said they would focus on LinkedIn 18% of Agencies said they would focus on Google+

  23. Step 2: You Must Engage Your Prospects & Existing Customers Statistics . . . There are over 1 Billion Facebook posts per day The average lifetime for a Facebook Page Post is only 3 hours Facebook has 845 million ACTIVE users There are 2.7 Billion Likes/Comments per day Facebook has reached 100 Billion Friendships There are 250 Million Photos Uploaded EACH DAY

  24. Step 2: You Must Engage Your Prospects & Existing Customers Statistics . . . 78%of Consumers Trust Peer Recommendations Only 14% Trust Advertisements The Fastest Growing Demographic among Facebook Users is: 35 to 65 Year-old Women

  25. Step 2: You Must Engage Your Prospects & Existing Customers So Let’s Talk About What Social Networking Means To Your Business … Social Media Sites are Where YourProspects & Your Customers are Spending a Great Amount of Time. They Often Use it to Search for Businesses they can Trust to Buy Products or Services or Get their Problems Solved.

  26. Step 2: You Must Engage Your Prospects & Existing Customers So Let’s Talk About What Social Networking MeansTo Your Business … In Order to Stay Competitive, You Must Be Present Where Your Clients & Prospective Clients Are. The Business that Don’t, May Be Pushed Aside By the Businesses that Do.

  27. The Good News is . . . It’s Not Too Late! There is Still Time To Get Established!

  28. So What Do You Do? Get in the Mix! And, Do It Right! It’s NOT “Set and Forget.” To Engage Properly, Your Business Must Share Content that’s Fresh and Interesting / Useful / Helpful! If Your Business is not Delivering Something New and Interesting or Engaging on a Regular Basis, People will NOT Connect with You. Social Networking is, well, Social! And It Takes a StrongEffort!

  29. Step 2: You Must Engage Your Prospects & Existing Customers Get Found and Engage with Your Prospects on Their Terms. They WILL Follow You on Twitter, Friend You on Facebook, and will Subscribe to Your YouTube Channel, IF... You Offer Insightful Information, Expert Perspective, Recommendations, News, Coupons, Membership Privileges … Whatever You Think will Appeal to Your Ideal Client! Let’s Look at Some Examples:

  30. Step 2: You Must Engage Your Prospects & Existing Customers Offer Insightful Information • Local businesses can discuss local issues • How-to Tips / Do It Yourself Info • Public Service Announcements Offer Expert Perspective • You Are an Expert – reflect this everywhere! • Talk About What You’ve Been Working On Lately • Common Pitfalls and How to Avoid Them

  31. Step 2: You Must Engage Your Prospects & Existing Customers Offer Recommendations • As an expert, what do you value or recommend? • Chamber Members can give each other testimonials • Make Referrals / Linked In Offer News • What’s going on in your industry? • What’s going on in your Ideal Clients’ world? • What’s going in town/state/country/world?

  32. Step 2: You Must Engage Your Prospects & Existing Customers Offer Coupons • People are always looking for a bargain • Groupon / Living Social / Daily Deals / FB Deals • Use them to grow your customer list Offer Membership Privileges • Membership has its Privileges for sure! • Special events / Special Offers / Special Access

  33. Step 2: You Must Engage Your Prospects & Existing Customers It’s All About . . . Building Relationships Earning Their Trust Earning Their Business

  34. Step 3: Take Action and Remain Active

  35. Step 3: You Must Take Action AND Remain Active First Things First . . . - You’ve Got to Get Out There and Get Found - You’ve Got to Create the Necessary Web Presence - You’ve Got to Start Monitoring Your Brand

  36. Step 3: You Must Take Action AND Remain Active Create a Long-term Marketing Plan Build a Marketing Program Incrementally to Control Costs Over Time, you Can Integrate all the Necessary Elements so They Amplify Each Other— Search Engines, Video, Social Media, Mobile Marketing

  37. Step 3: You Must Take Action AND Remain Active Identify WHO Your Ideal Client Is and Where They Are Spending Time Looking For You Next, set up a presence for yourself wherever they are Last, engage them and keep on communicating with them

  38. SoLet’s Recap:

  39. Step 1: Your Business Must be Easy to Find on the Internet Step 2: Engage Your Target Customers & Existing Clients Step 3: Take Action and Remain Active

  40. Step 4: Have An Easy Way ToCommunicate Over Time

  41. Step 4: You Must Have An Easy Way To Communicate Over Time Monetize All The Work You Do! Continue to Engage&Follow up Continue to Stay in Front of Your Prospects & Clients Continue to Provide Valuable Information Continue to Make Offers Continue to SELL!

  42. Step 4: You Must Have An Easy Way To Communicate Over Time What Are You Doing to … Capture New Leads? Communicate with Existing Clients? What Tools Do You Use? What Are Your Strategies? What Are Your Tactics?

  43. Step 4: You Must Have An Easy Way To Communicate Over Time If You’re Going to Stay In Business… You Need to Follow Up You Need to Communicate and Follow Through You Need to Have Leads and Follow Up on Those Leads You Need to Make Sales in Order to Make Money Consider Your Cost of Sale! It Costs 6 to 7 Times More to get a New Customer to Buy than it does to get an Existing Customer to Repurchase

  44. Step 4: You Must Have An Easy Way To Communicate Over Time It’s Difficult to: - Write Copy - Capture Leads - Follow Up - Make Offers - Make Sales ANDRUN YOURBUSINESSSUCCESSFULLY Without An Automated System!

  45. Step 4: You Must Have An Easy Way To Communicate Over Time The Most Effective Way to Communicate and Follow Up: A Phonecall or a Visit will Always be the Best Way to Keep in Touch vis-à-vis Customer Service A Combination of eMail Marketing, Social Media Marketing and Mobile/Text Message Marketing is Very Effective (Called “Cross-Channel Marketing”)

  46. Step 4: You Must Have An Easy Way To Communicate Over Time Consider Where Your Ideal Client Spends All Their Time (besides Social Media)? 91% of Americans have Mobile Phones 20% of them (about 45 MillionPeople) have Phones with Internet Capability Your Prospects and Customersare using Social Media – On their Computers AND on their Mobile Phones If You’re Business is Not in the Mix, Communication is Basically Taking Place Without You!

  47. Step 4: You Must Have An Easy Way To Communicate Over Time Let’s Talk About Where You’re Finding Leads • - Networking / Events • Telephone Book / Directories • Referrals • Advertising / Marketing • Your Website • Your Social Media Sites • Local Signage • Search Engines • Television / Radio / Other Media How Are You Measuring The Success of Your System?

  48. Step 4: You Must Have An Easy Way To Communicate Over Time Let’s Talk About Where You’re Finding Leads Pay-per-Click Public Speaking List Building Interviews Public Radio Database Marketing Public Relations Advertising Mailing Lists Newsletters Business Cards Surveys Tips & Tricks Postcards Pre-selling Yellow Pages Affiliate Programs / Joint Ventures Customer Loyalty Price Reduction Endorsements Thank You Notes Guarantees Signage Sweepstakes Contests Freebies Affinity Marketing (Bundling) Catalogs Promotions Events Network Marketing Auctions eBooks Private Label Occasions Newspaper Directories Barter Outdoor Media Membership Sites Voicemail Testimonials Social Media Videos Sales Letters Email Follow-up Marketing Special Pricing Website Ezines Direct Mail Internet Marketing Continuity Programs SEO Blogging Banner Ads Up-sells Viral Marketing Ebay Auto-responders Internet Radio Welcome Message

  49. Step 4: You Must Have An Easy Way To Communicate Over Time Your Sales Funnel Should Look Like This!

  50. Step 4: You Must Have An Easy Way To Communicate Over Time You Should Have At Least5 Channels To Capture Leads and Communicate

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