How to sell in a saturated market

1. HOW TO SELL IN A SATURATED MARKET:
THE SCIENCE OF SALES

2. .
 `
 I’m an inspirational speaker
and Serial Entrepreneur ,
currently the Chief Executive
Officer of Stephen Akintayo
Consulting International and
Gtext Media and Investment
Limited, a leading firm in
Nigeria whose services span
from digital marketing, website
design, bulk sms, online
advertising, Media, e-
commerce, real estate,
Consulting and a host of other
services
Hello, My name is STEPHEN
AKINTAYO

3. BRANDS I’VE CONSULTED FOR

5. MENTORSHIP SESSION

6. AT THE COMMON WEALTH ROUND TABLE DISCUSSION

8. AWARD

9. www.stephenakintayo.com/bursary

10. THE MAIN MOTIVATION WHY WE ALL TAKE
PART IN ANY BUSINESS VENTURE IS

11. SELLING = PROFIT
THOU NOT IN ALL CASES

16. #1.CREATE A GREATER PERCEIVED
VALUE

17.  First look at your product and determine
what it provides that competitors don’t.
Focus on the main differentiating factors
you can market to increase perceived
value to your customers.

19. #2. MARKET PRICING STRATEGY
A business can use a variety of pricing
strategies when selling a product or service.
The price can be set to maximize profitability
for each unit sold or from the market overall. It
can be used to defend an existing market from
new entrants, to increase market share within
a market or to enter a new market.

21. GO IN KNOWING YOUR TARGET PRICE
AND YOUR WALKAWAY TERMS

23. #3.ESTABLISHING A NEW SUBMARKET
 As a business, you need to uncover unfilled needs in an already
existing market. Customers will often have needs that are not being
met in an industry, and meeting those needs can elevate your
business.
 The best way is to talk to customers to understand their needs, which
others have ignored. Satisfy these needs by adding value to your
existing products. Alternatively, you can create entirely new products
to fill those gaps.

24. #4.STAY ON TOP OF TRENDS
 Consumer demands keep changing no matter how saturated a market
is. Therefore, it is rewarding to be on the lookout for any changes that
may position you for success.

25. TOOLS ON TREND FOR SELLING

26. Digital Marketing Tools

27. Digital marketing overview
Agenda
What is digital marketing?
How digital marketing evolved
Why are people going online?
What does digital marketing consist of?
Digital Marketing Tools6
5
4
3
2
1
Benefits of digital marketing

28. What is digital marketing?
“Digital marketing” is the process of building and maintaining customer
relationships through online activities to facilitate the exchange of ideas,
products, and services that satisfy the goals of both parties.
DIGITAL MARKETING OVERVIEW
Introduction

29. DIGITAL MARKETING OVERVIEW
Why are people going online?

30. Over traditional marketing *
 Puts the consumer in control
 Provides convenience
 Increases satisfaction
 Drives brand loyalty
 Reduces the selling cycle
 Reduces the cost of sales
 Builds your brand
 Provides targeted results
 It is measurable *
 Cost effective *
DIGITAL MARKETING OVERVIEW
There are many benefits of digital marketing

31. Key components
 Website design (user experience)
 Search engine optimization (SEO) *
 Pay per click (PPC) *
 Social media marketing (SMM) *
 Email marketing
 Display advertising (banner ads)
 Affiliate marketing
 Content marketing
 Online reputation management (ORM)
DIGITAL MARKETING OVERVIEW
What does digital marketing consist of?

32. One way to make sure you are found on the web is with an optimized digital
marketing strategy. Most digital marketing strategies and campaigns have
following 5 objectives.
 Reaching the right audience
 To engage with your audience
 To motivate your audience to take action
 Efficient spending on your campaign
 Return on investment (ROI)
Digital marketing goal
Digital marketing is about generating sales and/or capturing leads from
customers that are searching on the Internet for answers.
DIGITAL MARKETING OVERVIEW
Digital marketing objectives

33. Back in the day, it was all about search engine optimization – (organic search)
 Build a website
 Apply the art of on and off page SEO to your website, you build links, you build more links, and you build even more backlinks, focus
on the meta-tags, content, etc.
 You hope it shows up in Google someday
 You hope it displays on the results with the right keywords (what people are typing in when they search)
 It was like fishing and hoping you will get a catch.
With SEO, PPC was born – (paid search)
 Google’s Adwords (3 line ads that show up
on the right/top of search engine results)
 Microsoft’s Adcenter
 Yahoo’s search marketing (Overture)
 Build ads around keywords and pay for
everyone that clicks the ad and visits your site
DIGITAL MARKETING OVERVIEW
How digital marketing evolved over the years

35. DIGITAL MARKETING OVERVIEW
The future of the web is social media (Web 2.0)

37. Definition:
Search engine optimization (SEO) is the process
of getting traffic from the “free,” “organic,”
“editorial” or “natural” listings on search engines.
All major search engines such as Google,
Yahoo and Bing have such results, where web
pages and other content such as videos or local
listings are shown and ranked based on what the
search engine considers most relevant to users.
Payment isn’t involved, as it is with paid search
ads.
DIGITAL MARKETING OVERVIEW
What is Search Engine Optimization (SEO)?

39. Your website will be found
Improve your competitive edge
Expand your customer base and target audience
Cost effective
Long term standings
Free traffic
DIGITAL MARKETING OVERVIEW
Advantages of search engine optimization (SEO)

40. Targeted traffic
Higher sales (ROI)
Global reach
All the results can be measured
Better conversion (sales)
Pull marketing
Increased visibility
Your own 24 hour marketing team
and shop front

41.  Often, websites are never “indexed” by
the search engines
 After sites are indexed, often they are
not indexed for specific keyword(s)
 Website owners have no idea which
search terms would really be best to
drive traffic
 Fresh content is very important, but hard
to keep up with
 Domain age plays a role
 It’s hard work and time consuming
DIGITAL MARKETING OVERVIEW
Disadvantages of search engine optimization (SEO)

42.  Research, research, research, research, etc
 Keyword research (what keywords are you going to
target?)
 Build a website (e.g. stephenakintayo.com)
 Make SEO friendly URL’s (stephenakintayo instead of
stephen.php?id=xyz)
 Unique and relevant titles on every page
 Write for users
 Optimize content to include keywords (use selected
keywords once every 100 words)
 Create great unique content (content is king)
 Use your keywords as anchor text when linking
 Use alt text + title text in links
DIGITAL MARKETING OVERVIEW
Basic search engine optimization (SEO) strategy

44. Pay per click (PPC) is a type of
sponsored online advertising that is used
on a wide range of websites, including
search engines, where the advertiser
only pays if a web user clicks on their ad.
Hence the title, 'pay per click'.
Advertisers place bids on keywords or
phrases that they think their target
audience would type in a search field
when they are looking for specific goods
or services.
DIGITAL MARKETING OVERVIEW
What is pay per click (PPC)?

45. Very fast
Get targeted visitors within hours
(sometimes minutes)
Provides a path for search engine
optimization
Can yield highly profitable results
Great testing platform and can be highly
targeted
DIGITAL MARKETING OVERVIEW
Advantages of pay per click (PPC)

46.  Time of day
 Geographic area
 Keywords and phrases
 Content network (Google)
 Immediate feedback
 No guestimation
 Easy implementation
 Flexible

47.  Missing bulk of the traffic (focusing only on
selected keywords)
 No guarantees
 Heavy competition
 Less trusted
 Expensive
 Complicated
 Click fraud
 You pay regardless to any sales
 Bidding war
DIGITAL MARKETING OVERVIEW
Disadvantages of pay per click (PPC)

48. Competitive keywords demands
higher bids
Restricted to text and image ads
Traffic stops when you stop paying

49.  Research, research, research, research, etc
 Keyword research (what keywords are you
going to target?)
 Choose which demographic you are going to
target
 Location, location, location
 Make an offer they can’t refuse in your PPC
ad (SEO Copywriting)
 You can go mobile
 Be dynamic
DIGITAL MARKETING OVERVIEW
Basic pay per click (PPC) strategy

50.  Utilize long tail keywords
 Timing is everything
 Create dedicated landing pages with CTA’s
 A home page is not a landing page
 Research all the keyword generators
 Review your Google quality score
 Has to be 7/10 to be displayed

52.  For more information about branding within mobile apps, please contact us:
gtextsoft@gtextgroup.com
GTEXT SOFT

53. CREATE A CALL-TO-ACTION BUTTON

54. CHOOSE WANT YOU WANT YOUR
BUTTON TO SAY

55. 7. USE CUSTOMER RETENTION
TOOL

57. Calculation
 ROI (return on investment) = [(Payback -
Investment)/Investment)]*100
Many tools and systems are available to
calculate your ROI and to measure the
effectiveness of your digital marketing
campaign.
DIGITAL MARKETING OVERVIEW
Digital marketing measurement

58. ROI tools
 Google analytics
 Google webmasters tools
 Basic google search
 Google adwords
 Social media monitoring tools
 Sentiment analysis tools

59. SOCIAL MEDIA MARKETING

60. Monetizing your
by
STEPHEN AKINTAYO
Marketing

63. ∗Social media is a
form of media
designed for
information to be
disseminated through
social interaction,
created using highly
accessible and
scalable publishing
techniques.
What is Social Media?

80. Commonly Used Social Media Channels

81. 1. Build Brand Awareness
Unless you already have a
recognizable brand like Nike or
Apple, your brand needs to
develop social media magnetism
before you can look to make any
money.
How to Monetize your social media

82. 2. Engage Your Audience

83. 3. Offer Special Promotions

84. 4. Use Social Media Ads

85. 5. Have a Mobile App

86. 6. Set Up a page on Facebook

87. What makes a great online presence?
✓
✓

89. --
✓
✓

91. ∗ Great photos that help your audience better
understand and envision what you do
∗ Video content so potential clients can get to
know you
∗ Helpful content on your site that answers
questions
∗ Social proof on and off your site
∗ Credibility indicators on your site

93. ✓
✓

95. SOCIAL MEDIA CHANNELS

96. FACEBOOK
• more than 1.59 billion users
• Comprises of the largest blend of demographics of any social
platform.
• provides an extraordinary medium for your business to
connect with your prospective customers all around the
world.
• from an advertising perspective, it’s the easiest to manage
and allows for the best possible targeting.
• Facebook Ads are used to match current buyers with over
two million similar prospects who possess similar
characteristics.

97. Facebook

98. ∗ Twitter’s value lies in its ability for your posts to go viral:
∗ the more people share your posts and “retweet” your
content, the more followers you will attain.
∗ Hashtags make a big difference in building momentum
for your posts, so pay attention to what is trending
today and include relevant hashtags.
∗ retweet people who have many followers to increase the
likelihood of them following you back.
TWITTER

99. LINKEDIN
• social media network for you to focus on if you
are working in a B2B field.
• Connecting with business professionals in any
industry is easiest with LinkedIn
• LinkedIn prioritizes relationship building more
than any other.
• Don’t lead with a sales pitch; start by building a
connection.
• Has one of the best features for businesses are
LinkedIn Groups.

101. ∗ popular photo-sharing platform used for events, tradeshows
∗ you could offer incentive for event attendees to post photos
to Instagram using the event hashtag
∗ Also offer a free giveaway or raffle for those who participate.
INSTAGRAM

102. YOUTUBE
• Aside from being the second largest search
engine,
• YouTube is owned by Google.
• when it comes to search engine optimization,
videos are more likely to appear in search results
than other websites.

103. With approximately 8.3 million
followers, Khloe Kardashian
charges at least $13,000 for each
tweet that endorses a product.
the Kardashians have a clothing
line and online clothing store
which they promote on their
Facebook, Twitter, and
Instagram accounts.
Successful people in the Social Media business

104. This businessman has
achieved a lot from Twitter.
Having 10.3 million followers,
he has used twitter to
promote different products
from clothing to water and
much more together with
other social media platforms
where he is engaged in.

105. Having 43.6 million followers on Instagram and 14.7 on twitter,
not including Facebook, Kendall Jenner uses her accounts for
promotional purposes making incredible cash weekly.

106. In Nigeria
Craze clown and Ade Emmanuella

107. Most of all- Linda Ikeji

113. EMAIL MARKETING

114. EMAILMARKETING101:
STRATEGY

115. start outby
askingyourself…

116. W h a t i s t h e
PURPOSE
Of THI S ema i l ?

117. todo?
OR RATHER WHAT DO YOU WANT
YOUR RECEPIENT

118. Signupfor
anevent
Followyou
onTwitter
Makea
purchase
Checkout
yournew
feature
Respond
with
feedback
Makean
appointment
THE PURPOSE OF YOUR MARKETING EMAIL COULD BE TO HEAVE
YOUR CUSTOMERS…

119. Vs.
MarketingEmail
REMINDER
TRANSACTIONAL
EMAIL

120. Email
EMAIL
AUTOMATICALLY
GENERATED
Transactionalactionauserhas
takenwithinyourapp
Shippingnotifications,
Passwordresets,
receipts,Etc.

121. Marketing
Email
EMAILTHAT IS
PROMOTIONALIN
NATURE
Newsletters,special
offers,etc.

122. Wehavean
“emailmotto”
weshare
withallof
ourclients

123. TO BE A
SUCCESSFULS
ENDERYOUNE
EDTO BE
SENDING…

124. THERIGHTMESSAGE,TO
THERIGHT PERSONAT
THERIGHTTIME,
withtherightFrequency.

125. R I G H T
MESSAGE

126. makesureyou’re
Sendingtheright
kindofcontent
SlideshareonEmail
Marketingcontent

127. PERSONALIZEYOUR
MESSAGESWITH
SUBSTITUTIONTAGS

128. HEY(FIRSTNAME),
We’dloveto showyouhow
(business)canbenefitfromour
newfeature…
SubstitutionTags

129. R I G H T
Per son

130. Thinkaboutthe
recipientof youremaiiiiiil
…

131. DemographIcs
Purchase
Behavior
Interests
WHATDOYOUKNOW
ABOUTTHEM?

132. RECIPIENTS
DESERVE
DIFFERENT
CONTENT
Segmentatio
n Tips

133. R i g h t

134. Tomakesureyou’resending
at therighttime,keepaneye
onyourengagementmetrics

135. Lotsof opensandclicks
oftenmeansyou’resending
at atimethat’s right for
your recipients!.

136. R I G H T
FR EQUENCY

137. Settheright expectationsAtthe
pointof signUpsoyouandyourrecipients
areonthesamepage!

138. Recipientswill expectdifferent
frequenciesof mailbasedon
your typeofbusiness

139. TOFIGUREOUTTHERIGHT FREQUENCY,
Thebestthingto doisask!

140. Yourpreference
Centerisyour
bestdefense
Againstspam
Complaintsand
unsubscribes
PREFEREN
CE
CENTER
INFO

141. F I N A L
THOUGHT S

142. GI ivebefore you take
Sharevaluableinformationfirst toProve
Yourvalueto yourrecipients

143. NEVER STOPTEST IN
G
Subjectlines,CallstoAction,Images,etc.
A/bTesting
Guide

144. Wat ch Your Met rics
 TheyarethewindowintoyourRecipient’sinbox

145. R E ME MB E R
OUR MOT TO

146. Theright
Message
at theright
Time
to theright
Person
withtheright
Frequency
Send…

148.  In its broadest sense, every email sent to a potential or
current customer could be considered email marketing.
It usually involves using email to send advertisements,
request business, or solicit sales or donations, and is
meant to build loyalty, trust, or brand awareness.

150. SAMPLE SITES FOR EMAIL MARKETING

152. PROMOS & ONE TIME OFFERS
 .

155. WEBSITE DESIGN PROMO
PACKAGES
E-commerce Websites
worth 1,800,000
Naira
Now 250,000 Naira
 CONTACT US:
info@gtextsoft.com
Basic Websites
worth 1,500,000 Naira
Now 200,000 naira

156. CALL COACHING
• For $250, you could have a one-on-one phone
conversation with Mr. Stephen Akintayo.
• PAYMENT DETAILS
DOLLAR PAYMENT (PayPal):
gocpaypal@gmail.com
NAIRA PAYMENT (Pay Stack) for N100,000:
https://paystack.com/pay/EtTF28bJE1

157. TRANSFER DETAILS
 Bank of America
 Account Name: Stephen Akintayo
 Account Number: 446034742516
 Account Email: stephenakintayo@gmail.com
Guaranteed Trust Bank
Account Name: Stephen Akintayo Company
Account Number: 0241217523
Account Email: stephenakintayo@gmail.com

158. AFTER TRANSFER
 Please email stella@stephenakintayo.com with
evidence of payment and what you paid for. To get
access to the videos and the coaching platforms.
 WhatsApp: +2348188111999

159. THANK YOU
 WEBSITE : WWW.STEPHENAKINTAYO.COM
 EMAIL : INFO@STEPHENAKINTAYO.COM
 MOBILE : 08188111999
 Facebook: www.facebook.com/stephenakintayotv
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