Promote, Market & Sell Online... Without Selling Your Soul

promote, market & sell
online... without selling your soul
use low-cost or no-cost online tools to pull
fans & business to you (without shamelessly
pushing, peddling or promoting yourself)

Copyright Michelle Villalobos, Mivista Consulting, Inc. 2009. All Rights Reserved.
To Reprint, Distribute or Repurpose, visit www.MivistaConsulting.com and click “Contact Us”.

what’s the difference?


itʼs not who you know...
itʼs who knows you
• internet = leverage
• pull business
• become known for something speciﬁc
• connect with like-minded people on a large scale
• charge higher prices
• gain credibility (easier sales process)
• increase perceived value in the marketplace
• earn praise and recognition
• become a celebrity in your ﬁeld
Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830

4

Copyright 2007- 2009 Mivista, Inc. www.MivistaInc.com (888) 531-3830

so how do you do it?


so how do you do it?
• start with a strong brand
• be ﬁndable & ensure whatʼs there is good
• capture fans - the ones who love you best
• gather them in one place (at least)
• deliver value to their lives in some way
• provide an easy way for them to promote you
• communicate regularly (no spam!)
• create a process to grow your online audience
• think exposure vs. leads

i. you: the brand

4


(short & sweet)

(BPS, USP, BIS, blah-blah-blah)
4


who am I?
why am I here?
what do I believe in?
what value do I offer?
for whom?
how am I unique?

= YOU: the brand

ii. own your name

4


pick your name
• Can you own your actual name?
• Is your name very common?
• Can you add a middle initial or middle name?
• What about a descriptor or a pseudonym?
• Consider your brand.
• Coin a term/phrase.
• Is geography a consideration?
3


name difﬁculties

3


stake your claim
www.YourName.com

www.YourNameSomething.com
3


iii. establish key
words & phrases


to do (right now)
• 3 - 5 words you want associated with your name
• what do you want to be top of mind for?
• keep in mind location, target audience
• what are people looking for you looking for?
• get into their heads
• try Google keyword tool (type in your URL)
• ask your clients/friends/outside perspective
4


case study

Tracey Hagen Photography


case study


case study
“Tracey Hagen Photography”
vs.
“Miami portrait photographer who captures
your personality with an artistic ﬂair. Tracey can
make you look great and create a piece of ﬁne
art to hang on your wall. Art photography for
the people (and animals) who matter most!”
4


case study

4


iv. put it everywhere

4


what happens when
people Google you?


go Google yourself!!


also:
gerrystecca.com saatchigallery.com.uk ﬂickr.com

how is this pull not push?

• nowhere does he say “Iʼm the best”
• no awards, news, etc. (unless you look)
• the work speaks for itself
• people choose to engage (i.e., Facebook, Myspace)
• other people promote for him
• he makes himself ﬁndable


start with the easy stuff

1


for anything visual


Google maps

http://maps.google.com/ click put your
business on Google maps then add a listing

http://en.wikipedia.org/wiki/Wikipedia:Your_ﬁrst_article

put your name on everything
you put onto the internet.

2


stand out!

1


ﬁnd ways to deliver value

1


ﬁnd ways to deliver value
screensavers
free music downloads engage with you

how-tos value entertainment

time elapse video events

slideshows
1

Copyright 2007- 2009 Michelle Villalobos, Mivista, Inc. www.MivistaInc.com (888) 531-3830 2

need content?

http://www.google.com/reader

write articles

1


don’t like writing?

1


monitor

http://www.google.com/alerts
1


monitor

1


get interviewed

1


upload a media kit/bio

• photo
• background - short paragraphs
• images/samples - lots!
• artist’s statement (?)
• be real
• align with your brand

1


don’t hide

1


be a person

1


Tracey Hagen Photography

Before

Tracey Hagen
(photographed by Little’s Classic American Portraits)


have a home base

1


links to your site are essential

• ask friends
• ask fans
• ﬁnd partners - preferably with big trafﬁc!
• get creative (i.e., testimonials)
• reciprocate
• only choose if aligns with your brand
• get listed (i.e., directories)

blogs are super easy

blogger or wordpress?

http://pulsed.blogspot.com/2007/07/
blogger-wordpress-chart.html

link to it everywhere

don’t forget the http://

your home base

1


website evolution
case study

1


1


exposure vs. leads

1

how Marie Forleo got me
• Why You Shouldn't Initiate "The Talk" - Your April 1 Dish
• Date Conﬁdently Using Real Men's Tips! Your April 27 Dish
• Too Clingy? Stop Neediness Now, Michelle - Your Apr 29 Dish
• 7 Secrets of a Flirting Goddess - Your May 1 Dish
• What NOT to Do On a Date - Your May 15 Dish
• The #1 Cause of Dating Drama – Your May 18 Dish
• Is He Mr. Right or Mr. WRONG? Your May 20 Dish
• Michelle, Why Didn't He Call? Your May 29 Dish
• Secrets of Getting Over a Breakup - Your June 1 Dish
2

list growth
Start List Growth Total
Week 4 Week 10 Week 20 Week 52
Size Rate Growth
4 10 20 52

100 1% 104 110 122 168 65%
500 1% 520 552 610 839 65%
1000 1% 1,041 1,105 1,220 1,678 65%

100 2% 108 122 149 280 166%
500 2% 541 609 743 1,400 166%
1000 2% 1,082 1,219 1,486 2,800 166%

100 5% 122 163 265 1,264 958%
500 5% 608 814 1,327 6,321 958%
1000 5% 1,216 1,629 2,653 12,643 958% 2


website basics
• useful trumps cool • check links:
• “The Power of One” www.linkalarm.com
• design = identity. • titles matter
• type • 3-clicks
• simple, clean • objective?
• consistent theme • show your face
• no auto-play music • have a personality
• update often • video is awesome
3


maintain & manage
your brand

1


relationship models:

2


online relationship model

- to- one
one clients audience
become becomes
com fans leads
mun
feed icate
bac
k

extend 2


facebook tips
• be a person
• use a great image – more personal
• create lists to separate
• be conversational, not promotional
• import your blog, link to your site
• be reachable
• groups? name is everything.
• pay attention, listen, respond, post.

twitter

By Michelle Villalobos. Copyright 2009, All Rights Reserved. Feel free to forward along and share to your heart’s content (please give
credit, though!) For speaking engagements, custom programs or presentations, please contact info@mivistaconsulting.com.

listen


follow people in your
industry, people you admire,
people you like


use an application
(i.e., Seesmic)


deliver value: educate,
inform, entertain, or
ask, relate.


have a perspective
- a strong one...


1 to 10 “promo-to-
value ratio”


no one cares if you're:
sitting in trafﬁc, just
woke up, going to bed,
tired, hungry, happy or
sad... unless you’re
hilarious (or famous)


publicly acknowledge
others


give thanks!


Here’s a
great
example of
how to get
people to
unfollow
you...


to do


own your name
• reveal yourself, be human, be authentic
• build trust, be market-oriented
• educate, entertain, inform
• build trust by delivering value regularly
• have a consistent theme, go narrow & deep
• repeat that message
• be social
• listen ﬁrst, listen most
• put your name everywhere you post
2


where to start
1. establish your name & key words
2. fill out key profiles using the above
3. set google alerts (it feels good)
4. profile picture
5. establish a home base - even if it’s a blog
6. capture people with an offer (value piece)
7. email marketing (i.e., Constant Contact)
8. pick one way to deliver value (regularly)
2


be patient

2


thank you!

2


2


want more?
Sign up for my network. Lots of free
stuff! (Like this slideshow)

www.MichelleVillalobos.com
To work one-on-one with me:
Call Jessica Lurie
(305) 608-9455


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