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How To Put Your Marketing on Autopilot<br />By<br />Peter Phillipswww.threePR.com<br />

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My Background<br />Experience• 30 years of accounting and progressive marketing experiences in the real estate, hospitality and tourism, and internet marketing industries.<br />Highlights• Published several journal articles online• Written several marketing books<br />Professional qualifications• Qualified chartered accountant<br />

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What we will cover …<br />The power of being on the first page of Google<br />Having a “working” website instead of a pretty one<br />The new PR – Social Media<br />Question and Answer Session<br />

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The Power of Google<br />

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Interesting fact …<br />The Yellow Pages are dead!<br />9 out of 10 online shoppers rely on search engines to find the best option.<br />Today’s generation have never known a time when there was no internet.<br />Over 90% of all searches for businesses and products is done online. That means just 8% of people are using the Yellow Pages – if you are currently advertising in the YP, you do the maths!<br />Most people today use a search engine on their PC or mobile phone to find what they want.<br />And their predominant search engine is Google<br />

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Here is what this means for you<br /> Let’s say that 1,000 people search for a given type of business in any month in a medium sized city of 100,000 people. Statistically, on average, 920 of those searches, whether they are for a dentist, builder or any other business will turn into a sale.<br />For instance:<br />“Canberra pizza” was searched for 1600 times this month.<br />“Used car parts online”, an incredible 74,000 times<br />(Source:Google Adwords)<br />

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My 20 something daughter has never opened the Yellow Pages in her life!<br />According to a recent research paper, 30 percent of all queries contain a city, state or zip code.<br />With 2.6 billion local searches performed each month, the Internet has now surpassed print Yellow Pages and newspaper as a primary source for local consumer service information.<br />And the adoption of smart phones will only add to these numbers; 27 percent of all searches on mobile phones are for local information.<br />

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The power of being #1<br /><ul><li>Did you know that Targeted Traffic is the hottest way to make sales and explode your income?

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Even more, do you realize that the #1 spot in Google receives near a 50% of all the traffic?

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Imagine if your site was #1 for a 6,000 searches per month keyword. Your site could receive nearly 3,000 visits a month.

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How much would that be worth to your business?

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If you’re not there, your competitor will be!</li></li></ul><li>The Biggest Marketing Problems I See<br />Most business owners are spending $1,000-$3,000 per month on their marketing, including the Yellow Pages and they have no idea if it’s working or not!<br />Most business owners don’t get a good return on their marketing dollars spent – it’s all about return on investment and, what’s even worse………<br />Some business owners don’t even know if their website brings in any customers at all!<br />

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Times have changed<br />If you are a business owner, say in the gardening industry, and your site name is “Belinda’s Gardens”, it won’t be any benefit to you.<br />You see, people don’t type in “Belinda’s Gardens”, they type in “Canberra Gardening”, or something like it.<br />Therefore, your site should target the keywords “Canberra”, and your business field.<br />These are the very words which people will type in to find what they want.<br />

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Have a “working” website<br />A website doesn't have to be glitzy or cost $2000 to make; uglysites often work better than professional looking ones. How thesite looks or the colours you use, etc, don't matter nearly as much as what you're giving your visitor! Think about it; when you give someone your email address, is it because their opt-in form is just where it should be, or is it because they're offering something you really want? <br />A successful website boils down to whether or not you're connecting with what people want. <br />If you're giving them a great reason to give you an email address, you'll get it! <br />

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What should you be selling?<br />What are you selling? Do you really know what you’re providing to people?<br />Most people think they are selling products. But the truth is that you’re selling benefits. Ultimately, you’re providing some key value to another person. You’re handing over a solution to a problem. You satisfying a need.<br />The product itself is merely the deliverable. It’s the way you’re getting value into the hands of a customer. Most people get this wrong. They concentrate only on the product.<br />

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What should you be selling?<br />Examples:<br />You’re not selling acne cream, you’re selling beautiful skin. <br />You’re not selling a blogging report, you’re selling wealth. <br />You’re not selling a Photoshop tutorial, you’re selling visual design talent. <br />What you need to do issell the benefit of the benefit…<br />You’re not selling beautiful skin, you’re selling youth, companionship and sex. <br />You’re not selling wealth, you’re selling power, control, and authority. <br />You’re not selling visual talent, you’re selling superiority and prestige. <br />

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Email Marketing Statistics<br />Look at Handout <br />

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Email Marketing the #1 Marketing Tool for Business Owners?<br />Email Marketing delivers the highest ROI by a whopping margin:<br />According to a study by the Direct Marketing Association, the ROI from email marketing in 2008 was $45.06 for every dollar spent while direct offline marketing had an ROI of just $15.55 for every dollar invested. <br />Direct Marketing Association (2008).<br />

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Email Marketing other benefits include…<br /><ul><li>Solves the #1 problem business owners have with their website.

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Extremely affordable monthly plans

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You can market to your customers on autopilot

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Give your customers something valuable

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Educational and Training Benefit

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Can develop a constant drip of information designed in such a way as to bring more sales. </li></li></ul><li>Email Marketing ExplainedThe power is in the list…<br />Write Example On White Board<br />

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Imagine if this was your business..<br />Actual blog post:<br />Yesterday I was driving in town when I heard a commercial for the local sports radio station.<br /> <br />"Be sure to check us out on your smart phone at mobile . website . com" they repeated over and over again in their 30 second commercial.<br /> <br />So I ask you - do you think websites designed for smart phones is a passing fad?<br /> <br />I know I carry my Blackberry everywhere. I need a phone number, need directions, need anything really - I simply go to my mobile web browser and find it<br />

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13 Deadly Email Marketing Mistakes<br />Mistake #1<br />Not Adding a ‘Squeeze’ Page To Your Website <br />Believe it or not about 90% of all business owners who have a website do not have an opt-in form . By having an opt-in form on your website, it will give you the ability to put your marketing on autopilot as it imports your customer information in the automated email marketing software system.<br />

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13 Deadly Email Marketing Mistakes<br />Mistake #2<br />Providing Irrelevant, or Non-Useful Content<br />Do you bother to read emails that don’t provide you with useful, relevant and unique content? Most likely not. Your visitors are no different.<br />They only want information that is for their benefit<br />

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13 Deadly Email Marketing Mistakes<br />Mistake #3<br />Not Placing a Sign-up (Opt-In) FormOn Every Page of Your Website<br />This will remind your customers (who have come to your site to purchase) that there is something valuable to them if they give you their name and email address. <br /> This strategy will increase your “opt in” rate by 30%<br />

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13 Deadly Email Marketing Mistakes<br />Mistake #4<br />A Difficult Sign-Up Process<br />Asking for too much information (like home address, home telephone number etc) makes people shy away from signing up. Just asking for their name and email is all I recommend asking for.<br />

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13 Deadly Email Marketing Mistakes<br />Mistake #5<br />Not Addressing Your Visitors’ Privacy Worries<br />A lot of people receive a ton of spam after providing their name and email address on websites. Let them know that you will not sell or use their email address other than for communications from your business.<br />

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13 Deadly Email Marketing Mistakes<br />Mistake #6<br />Flying Solo - Not Partnering With Others In Order To Grow Your Business<br />Set up partnerships with non competing businesses that have a similar clientele to you. This is called a joint venture. <br />e.g. if you sell dishwashers, hook up with a plumber<br /> Salon and massage business example<br />.<br />

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13 Deadly Email Marketing Mistakes<br />Mistake #7<br />Not Giving Away Coupons or Something of Value for Free<br />If you want subscribers to stay on your list and not unsubscribe, you need to give them valuable content and reasons to stay on your list. Such things as free reports, free training or coupons is just an example.<br />

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13 Deadly Email Marketing Mistakes<br />Mistake #8<br />Not Asking Your Subscribers to Spread The Word<br />One of the most potent ways of spreading information is by word of mouth. Sadly, many local businesses fail to encourage or even ask the customers and website subscribers to talk about their business to others. <br />

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13 Deadly Email Marketing Mistakes<br />Mistake #9<br />Not using a professional email auto-responder service like Aweber<br />Believe it or not, most business owners do not know that if they don’t have an opt-out link (somewhere in their email message), they can be fined $25,000 per email. This is enforced through ICANN Spam laws at www.icann.org<br />

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13 Deadly Email Marketing Mistakes<br />Mistake #10<br />Not Adding Testimonials From Customers<br />If people are pleased with your services you should let others know about it shouldn’t you? It makes good business sense, but most local business websites do not carry ANY testimonials from satisfied customers.<br />

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13 Deadly Email Marketing Mistakes<br />Mistake #11<br />Not Adding A Video<br />Video is fast becoming a powerful online tool for business owners to promote their business. This technique has the potential to explode the number of customers opting into your list. <br />(see www.threepr.com)<br />

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13 Deadly Email Marketing Mistakes<br />Mistake #12<br />Not building a long term relationship with your customers. <br />You need to let your customers know that you actually care for them. If you are always urging them to buy something, how quickly do you think they will unsubscribe? You can show that you care by giving them freebies from time to time, or advising them of specials just for special customers only. (This is what Myers does each Christmas)<br />

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13 Deadly Email Marketing Mistakes<br />Mistake #13<br />Not Getting feedback from your list<br />Nothing screams better that you care when you ask your customers what their opinion is. Not only will you get business intelligence information but they will feel like you value their opinion. Asking them to fill out a convenient survey for you is the best preferred method to do this. (Don’t forget to give them a reward!)<br />

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Auto Responder Software<br />Your Auto Responder is the tool that drives your email marketing on autopilot.<br /> Once you upload your messages, coupons and promotions, the software will automatically this information to your list of subscribers. <br />

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Auto Responder Software<br />You will have to learn the following information to make this work:<br /><ul><li>Learn the automated email marketing software

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Grab the html code from Aweber and upload the code to your website

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Write and plan out your coupons and promotions you want to use

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Upload your promotions and coupons to Aweber

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Determine the interval you want between your promotional messages (you don’t want to overload your customers or they will quickly unsubscribe

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Plan your overall strategy using the system</li></li></ul><li>Your Biggest Challenges?<br />Learning how to use Aweber<br />Writing your email promotions<br />. <br />

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Hands Free Solution<br />Basic Plan <br />• I get a site in your field of business to rank on the first page of Google<br />• When it gets to page #1 I rent the site to you<br />• I continually monitor the site to make sure it stays on Page #1<br />• I offer ongoing support for the life of the contract (if there was one!)<br />There is no contract! You are not committed to anything.<br />If you no longer wish to continue, just stop paying me!<br />(I’ll just transfer the site to your competitor)<br />

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Questions?<br />