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>>> HI, EVERYONE.
WELCOME TO THE SMALL BUSINESS
SUCCESS VIRTUAL CONFERENCE
BROUGHT TO YOU BY SCORE.
I'M ALEXA ELLIOTT WITH SCORE.
I'LL BE THE MODERATOR FOR THIS
SESSION.
OUR PRESENTERS FOR MONDAY HE
TIESING AND MAXIMIZING YOUR
BUSINESS AND YOUR BRAND ARE
KEVIN McGEE WHO IS AN
ENTREPRENEUR, MOTIVATIONAL
SPEAKER AND BUSINESS COACH.
HAVING MORE THAN 25 YEARS OF
ENTREPRENEURIAL AND BUSINESS
DEVELOPMENT EXPERIENCE.
AND MARK PARHAM WHO IS A SMALL
BUSINESS EXPERT, PROFESSIONAL
SPEAKER, RADIO HOST, AND AUTHOR
AND IS THE DIRECTOR OF
ENTREPRENEURSHIP AT THE URBAN
LEAGUE OF GREATER ATLANTA.
BEFORE TURNING THIS SESSION ON
OVER TO THEM, I'D LIKE TO
MENTION JUST A FEW HOUSE KEEPING
ITEMS.
THE WEBINAR WILL LAST AN HOUR
AND IS BEING RECORDED.
A LINK TO THE RECORDING AND
SLIDE WILL BE E-MAILED TO ALL
PARTICIPANTS.
WE'VE SET ASIDE TIME FOR Q&A AT
THE END OF TODAY'S PRESENTATION.
SO IF YOU HAVE ANY QUESTIONS,
PLEASE SUBMIT THOSE USING THE
Q&A BOX ON THE LEFT HAND SIDE OF
YOUR SCREEN.
LET US KNOW IF YOU NEED ANY
ASSISTANCE.
WE'LL NOW BEGIN.
MONETIESING AND MAXIMIZING YOUR
BUSINESS AND YOUR BRAND.
>> HEY, HELLO, EVERYONE.
AND THANK YOU, ALEXA FOR THAT
AWESOME INTRODUCTION.
I'M KEVIN McGEE.
I'LL BE ONE OF THE
CO-FACILITATORS ALONG WITH MR.
MARK PARHAM.
WE'RE TALKING ABOUT MONETIZING
AND MAXIMIZING YOUR BUSINESS AND
BRAND.
I'D LIKE TO GIVE A LITTLE
INFORMATION ABOUT JUST SORT OF
HOW I CAME TO THIS POINT IN MY
BUSINESS WHERE I HAD TO MAKE A
DISTINCTION BETWEEN MY BUSINESS
AND BRAND AND HOW TO MAXIMIZE
BOTH OF THOSE.
I THINK OFTENTIMES AS A
ENTREPRENEUR, WE'RE REALLY FACED
WITH CHOICES ON HOW DO WE
DETERMINE WHAT THE BEST KIND OF
SPEND OUR RESOURCES AND WHAT
WE'RE GOING TO GET THE BIGGEST
BANG FOR OUR BUCKS.
AND SO ONE OF THE THINGS THAT I
THINK IS EMERGING NOW AND YOU
MAY HAVE SEEN IT IS THIS WHOLE
CONCEPT AROUND BUSINESS,
BRANDING, BUSINESS BRANDING,
PERSONAL BRANDING, SALES, HOW
YOU CREATE DIGITAL PLATFORMS AND
DIGITAL ASSETS FOR YOUR BUSINESS
AND BRAND.
SO HOPEFULLY TODAY WE'LL BE ABLE
TO HELP YOU ANSWER SOME OF THOSE
QUESTIONS IN A VERY REAL AND
SPECIFIC WAY.
AND HELP YOU UNDERSTAND HOW CAN
YOU FURTHER YOUR BRAND AND
BUSINESS.
MARK, YOU WANT TO GIVE THEM
BACKGROUND ON YOURSELF AND HOW
YOU KIND OF GOT TO THE POINT OF
BUSINESS AND BRANDING?
>> SURE.
YOU KNOW, IT'S VERY IMPORTANT
BECAUSE A LOT OF PEOPLE HAVE
GREAT BUSINESS IDEAS.
THEY COME UP WITH GREAT
CONCEPTS.
AND THEY FEEL LIKE THEY WILL
COME.
AND THAT'S NOT TRUE ANYMORE.
DIGITAL MARKETING AND YOUTUBE
AND ALL THE DIFFERENT WAYS OF
MARKETING.
REALLY HAVE TO UNDERSTAND ABOUT
BRANDING.
AND THAT'S WHAT THIS
PRESENTATION IS GOING TO GO OVER
TODAY FOR YOU.
TODAY WE'RE GOING TO GO OVER
SOME VERY IMPORTANT ASPECTS OF
HOW DO YOU MAXIMIZE YOUR BRAND?
>> GREAT.
GREAT.
SO LET'S DIVE RIGHT IN.
I THINK ONE OF THE BIGGEST
QUESTIONS THAT WE ALL ASK
OURSELVES AS ENTREPRENEURS IS
WHERE ARE YOUR CUSTOMERS?
RIGHT?
WHERE ARE YOUR CUSTOMERS?
AND NOW MORE THAN EVER IT'S
VERY, VERY CHALLENGING TO REALLY
FIGURE OUT WHERE YOUR CUSTOMERS
ARE WITH SO MANY DIFFERENT
PLATFORMS.
THERE WAS A TIME IN THE PAST
WHERE THE CUSTOMERS MAY HAVE
BEEN PERHAPS THEY WERE READING
NEWSPAPERS OR THEY WERE WATCHING
TV OR THEY WERE IN YOUR
NEIGHBORHOOD AND IT WAS PRETTY
EASY TO REACH AND SORT OF ACCESS
YOUR CUSTOMERS.
BUT NOW IT'S PRETTY CHALLENGING.
YOUR CUSTOMERS COULD BE ON
INSTAGRAM.
THEY CAN BE ON FACEBOOK.
THEY CAN BE ON SOCIAL MEDIA.
THEY CAN BE ON TWITTER.
THEY CAN BE ON YOUTUBE OR SKYPE
OR VENMO OR PINTEREST, THE WEB,
ANY NUMBER OF PLACES.
SO IT'S VERY CHALLENGING NOW TO
REALLY DETERMINE AND REALLY
FIGURE OUT WHERE YOUR CUSTOMERS
ARE.
AND IN ADDITION, SOMETHING ELSE
THAT IS CHALLENGING IS FIGURING
OUT WHAT TYPE OF MESSAGE DO YOU
WANT TO COMMUNICATE AND, YOU
KNOW, THAT YOU WANT TO GIVE TO
YOUR CUSTOMERS AND HOW DO YOU
REALLY HELP YOUR CUSTOMERS
DETERMINE WHAT IT IS THAT YOU
WANT TO CREATE IN TERMS OF YOUR
BRAND AND YOUR IMAGE.
SO WHEN WE TALK ABOUT, YOU KNOW,
PERSONAL BRANDING VERSUS
BUSINESS BRANDING, YOU KNOW,
YOUR PERSONAL BRAND IS REALLY
WHO YOU ARE AND WHAT YOU
REPRESENT.
AND PARTICULARLY FOR START-UPS
AND EARLY STAGE ENTREPRENEURS,
YOU ARE YOUR BRAND.
YOUR PERSONAL BRAND IS YOUR
BUSINESS BRAND.
SOMETIMES THEY'RE PRETTY MUCH
THE SAME.
I THINK IT'S VERY IMPORTANT WHEN
WE LOOK AT THESE PLATFORMS THAT
WE SEE HERE SOCIAL MEDIA,
YOUTUBE TO REALLY UNDERSTAND
THAT, YOU KNOW, WHEN YOU'RE
DRAFTING, YOU'RE CREATING YOUR
PERSONAL BRAND.
IT SHOULD BE WITH THOSE
PLATFORMS IN MIND.
SO WHAT IS THE MESSAGE THAT YOU
WANT TO CREATE AND THAT YOU WANT
TO REALLY DELIVER ACROSS THOSE
MULTIPLE PLATFORMS?
AND THAT MESSAGE HAS TO DO TWO
THINGS.
ONE, IT HAS TO BE CONSISTENT
ACROSS THOSE PLATFORMS TO THE
EXTENT THAT YOU'RE COMMUNICATING
THE SAME INFORMATION ABOUT YOUR
BUSINESS AS WELL AS YOUR
PERSONAL BRAND.
BUT THE TRICKY PART IS THAT IT
ALSO HAS TO BE RELEVANT FOR THAT
PARTICULAR PLATFORM.
AND SO WHEN YOU LOOK AT A
PLATFORM LIKE INSTAGRAM, FOR
INSTANCE, INSTAGRAM IS PRIMARILY
GOING TO BE A SLIGHTLY YOUNGER
DEMOGRAPHIC.
MANY MILLENNIALS ARE ON
INSTAGRAM.
THOSE PERSONS ON INSTAGRAM WILL
BE 30 YEARS AND LESS VERSUS SAY
SOMETHING LIKE FACEBOOK WHERE
THE AVERAGE AGE IS 35 PLUS AND
LINKED IN WITH WR THAT
PARTICULAR DEMOGRAPHIC IS MORE
PROFESSIONAL, MORE BUSINESS IN
NATURE.
AND SO WHEN YOU'RE LOOKING AT
THE MESSAGE THAT YOU WANT TO
COMMUNICATE ACROSS THOSE
PLATFORMS, FOR INSTANCE, YOU MAY
WANT TO CREATE OR COMMUNICATE A
MESSAGE ABOUT A NEW PRODUCT OR
BOOK THAT YOU'RE ROLLING OUT.
IT HAS TO BE VERY DIFFERENT FOR
EACH ONE OF THOSE SPECIFIC
PLATFORMS SO IT REALLY ADDRESS
WHAT'S THAT PARTICULAR
INDIVIDUAL AND YOUR BUSINESS
NEEDS TO DO.
MARK, DO YOU HAVE ANY INSIGHT ON
THAT?
>> I WANT TO SAY SOMETHING
BECAUSE YOU MENTIONED SOMETHING
ABOUT PERSONAL BRAND.
EVERYTHING THAT THEY PUT OUT ON
YOUR FACEBOOK PAGE, YOUR
PERSONAL FACEBOOK PAGE, YOUR
FRIEND'S FACEBOOK PAGES, ALL THE
CONTENT THAT YOU PUT OUT IS
RELATED TO YOUR BRAND.
I THINK SOME PEOPLE SOMETIMES
THINK I HAVE MY BUSINESS
PERSONAL BRAND AND MY PERSONAL
PERSONAL BRAND.
THEY'RE ONE IN THE SAME.
YOU HAVE TO BE VERY CONSCIOUS OF
THE TYPE OF POSTS YOU PUT OUT.
IT DOES TELL A STORY ABOUT WHO
YOU ARE AS A PERSON.
SO, YOU KNOW, A LOT OF TIMES
PEOPLE WANT TO MAKE A LOT OF
STATEMENTS AND POLITICAL HAD, BE
AWARE THAT ANYTHING YOU PUT OUT
THERE, YOUR CUSTOMERS CAN BE
DEFINING WHO YOU ARE BASED ON
THAT CONTENT.
I WANT YOU TO BE CLEAR ON THAT
SO YOU DON'T GET THAT CONFUSED.
>> DEFINITELY.
I'LL SHARE A QUICK STORY OF ONE
OF MY CLIENTS THAT SPEAKS TO
THAT VERY POINT.
SO OBVIOUSLY THIS INDIVIDUAL,
THIS PARTICULAR INDIVIDUAL OWNS
A URBAN FARM.
AND SO HE OFTEN TALKS ABOUT FARM
TO TABLE CONCEPTS.
HE TALKS ABOUT GROWING
VEGETABLES.
HE TALKS ABOUT SOIL.
BUT ON OCCASION HE HAS SOME
PERSONAL COMMENTS THAT HE HAS
AROUND POLITICS OR PERHAPS HIS
PERSONAL VIEWS AROUND MAYBE
CURRENT EVENTS.
AND HE DOES NOT HAVE A PERSONAL
INSTAGRAM PAGE.
ONLY HAS A BUSINESS INSTAGRAM
PAGE.
AND SO HE SORT OF PUTS ALL OF
HIS COMMENTS ON TO THAT ONE
PAGE.
AND SO WHAT HAPPENED WAS THAT
THERE WAS A PARTICULAR COMMENT
THAT HE MADE.
I DON'T THINK IT WENT ONE WAY OR
THE OTHER.
BUT THERE WERE SOME PEOPLE SORT
OF USED TO HEARING ABOUT HIS
AGRICULTURE ENDEAVORS, FARMING
ENDEAVORS AND THEY POSED THE
QUESTION TO THEM, WHAT DOES
POLITICS HAVE TO DO WITH
FARMING?
IN THIS PARTICULAR INSTANCE.
AND THE ANSWER WAS ABSOLUTELY
NOTHING.
YOU KNOW?
ABSOLUTELY NOTHING.
ABSOLUTELY NOTHING.
IF YOU'RE GOING TO HAVE THOSE
TYPES OF STATEMENTS, HAVE TWO
PROFILES.
IF YOU HAVE A PERSONAL INSTAGRAM
ACCOUNT, YOU CAN HAVE A BUSINESS
INSTAGRAM ACCOUNT.
IF YOU HAVE A PERSONAL FACEBOOK
ACCOUNT, HAVE A PROFESSIONAL
FACEBOOK PAGE.
SAME WITH LINKEDIN.
BUT THAT ALLOWS YOU THE FREEDOM
TO EXPRESS YOURSELF AS AN
INDIVIDUAL BUT AT THE SAME TIME
HAVE CONSISTENCY IN THE MESSAGES
THAT YOU'RE PUTTING OUT THERE
ABOUT YOUR BUSINESS.
I THINK THE ONE THING YOU HAVE
TO REMEMBER WHEN YOU'RE TALKING
ABOUT PERSONAL BRAND VERSUS
BUSINESS BRANDING IS THAT UNLESS
YOU WANT YOUR BUSINESS BRAND TO
BE YOUR PERSONAL BRAND, SO, FOR
INSTANCE, IF YOU ARE A PUBLIC
SPEAKER OR MOTIVATIONAL SPEAKER
EXCLUSIVELY AND YOUR PERSONALITY
IS A VERY HUGE PART OF YOUR
BRAND OF SOMEONE LIKE A GARY V
OR A TONY ROBINS, IF YOUR
PERSONALITY IS A VERY INTRICATE
PART OF YOUR BRAND, THEN IT'S
OKAY TO SORT OF SHARE YOUR
PERSONAL COMMENTS BECAUSE YOUR
PERSONAL COMMENTS ARE YOUR
BRAND.
BUT IF YOU HAVE A VERY
OPINIONATED INDIVIDUAL AND
YOU'RE SELLING, LET'S SAY, SOUP
SPOONS, IN THAT INSTANCE YOUR
PERSONAL COMMENTS DON'T HAVE A
LOT TO DO WITH THE PRODUCT, THE
END PRODUCT THAT YOUR SELLING ON
THAT BUSINESS BRAND.
SO LET'S KEEP THAT IN MIND.
SO AS WE MOVE ON HERE, THERE IS
ONE THING THAT WE ALSO HAVE TO
TALK ABOUT.
WE KIND OF KNOW OR YOU THINK
ABOUT WHERE YOUR CUSTOMERS ARE.
WE TALKED ABOUT ARE THEY PRINT.
YOU NEXT HAVE TO FIGURE OUT WHAT
IT IS THAT THEY WANT.
AND NOT ONLY WHAT DO THEY WANT,
BUT AFTER YOU DETERMINE WHAT DO
THEY WANT, HOW DO YOU SATISFY
THEM?
HOW DO YOU DELIVER TO THEM THE
GOODS OF SERVICES THAT THEY
WANT?
I THINK THERE ARE A FEW PRIMARY
AREAS THAT PEOPLE WANT IN THEIR
LIVES IN TERMS OF WHAT THEY WANT
FROM PRODUCTS OR SERVICES.
THEY WANT CONVENIENCE.
I THINK WE SEE THAT NOW MORE
THAN ANYTHING.
YOU CAN GET ANYTHING DELIVERED
TO YOUR DOOR IN FIVE HOURS OR
LESS WHETHER IT IS FROM AMAZON
OR UBER EATS.
EVERYONE WANTS CONVENIENCE NOW.
WE WANT SOMETHING DELIVERED TO
OUR HOME THAT MAKES IT EASIER
FOR US TO DO.
ANOTHER THING THAT PEOPLE WANT
IS EXCLUSIVITY.
WE WANT SOMETHING THAT IS VERY
EXCLUSIVE.
WE WANT SOMETHING THAT IS HIGH
PROFILE AND UNIQUE TO OUR
LIFESTYLE.
WE WANT LUXURY.
WE WANT HIGH PROFILE, HIGH
DOLLAR ITEMS, AT LEAST SOME
PEOPLE DO.
SO WE WANT NAME BRAND PURSES OR
BAGS OR CARS OR THINGS OF THAT
NATURE.
BUT WE ALSO WANT QUALITY.
IF WE'RE PAYING FOR THAT
EXCLUSIVITY AND WE'RE PAYING FOR
THE LUXURY GOODS, WE WANT TO
MAKE SURE THAT THEY'RE DURABLE,
THAT THEY LAST, THAT ALSO CAN
APPLY TO SERVICES AND PRODUCTS.
IF YOU HAVE AN EXCLUSIVE
COACHING PROGRAM OR A COACHING
PROGRAM THAT IS AIMED AT HIGH
NET WORTH INDIVIDUALS, YOU ALSO
HAVE TO HAVE QUALITY CONTENT IN
THAT PROGRAM AS WELL H WE ALSO
WANT AUTOMATION.
A LOT OF CONSUMERS WANT
AUTOMATION IN WHAT THEY DO.
WE WANT EFFORTLESS.
SO IF YOU SEE THINGS LIKE ALEXA
ROLLOUT BY AMAZON OR SIRI, YOU
KNOW, THOSE THINGS ARE DESIGNED
TO CREATE A LEVEL OF AUTOMATION
WHERE YOU DON'T HAVE TO GO IN
AND ORDER SOMETHING EVERY TIME
OR YOU DON'T HAVE GO IN AND PICK
WHAT SONG YOU WANT TO PLAY.
THESE DEVICES OR THIS AI SORT OF
SELECTS THOSE THINGS FOR YOU.
YOU DON'T HAVE TO TWO EVERY TIME
AND ORDER A PARTICULAR PAIR OF
PANTS OR GROCERIES.
YOU SET IT UP SO YOU GET IT
AUTOMATICALLY AT A PREDETERMINED
TIME.
CONSUMERS WANT VALUE.
THEY WANT TO MAKE SURE WHAT THEY
DO IS VALUE AND WHAT THEY
RECEIVE IS OF VALUE.
LAST, THEY WANT AFFORDABILITY.
I THINK THAT IS SOMETHING THAT
GOES HAND IN HAND WITH, YOU
KNOW, VALUE.
IT HAS TO BE A VALUE.
IT ALSO HAS TO BE AFFORDABLE.
EVEN FOR LUXURY ITEMS.
THERE HAS TO BE A CERTAIN PRICE
POINT THAT PEOPLE ARE WILLING TO
PAY.
WHAT DO YOU THINK ABOUT THAT,
MARK?
>> I THINK YOU COVERED ALL OF
THEM.
ONE OF THE MOST IMPORTANT AS
ASPECT IS THE CUSTOMER
EXPERIENCE.
HOW THEY DISCOVER YOUR SITE AND
HOW EASY TO NAVIGATE AND IF THEY
HAVE A PROBLEM.
AND OVERALL EXPERIENCE.
I THINK AS LONG AS YOU COVER ALL
OF THE TOPICS THAT KEVIN JUST
SPOKE OF, YOU ENSURE THAT THE
CUSTOMER EXPERIENCE IS GREAT, IT
WILL OVERCOME A LOT OF TIMES
WHEN YOU HAVE PROBLEMS IF THEY
HAVE A GREAT CUSTOMER
EXPERIENCE.
THERE ARE WAYS NO YOU THAT THEY
DO CHAT FROM THE ON LINE IF THEY
HAVE A FROB.
-- PROBLEM.
YOU CAN IMMEDIATELY CONTACT THEM
ON THE WEBSITE.
FREQUENTLY ASKED QUESTIONS
PAGES.
ALL THE SIMPLE THINGS THAT YOU
NEED TO INCLUDE, IMPROVE THE
WHOLE CUSTOMER EXPERIENCE.
SO I THINK THAT WHETHER THEY
WANT -- THEY WANT ALL THESE
THINGS AND THEY ALSO WANT TO
EXPERIENCE IT IN A VERY PLEASANT
WAY.
>> DEFINITELY.
DEFINITELY.
SO WHEN YOU LOOK AT PERSONAL
BRAND AND A BUSINESS BRAND AND
ONCE YOU DETERMINE WHAT THOSE
ARE FOR YOUR BUSINESS AND FOR
TODAY'S PRESENTATION, WE'RE
GOING TO SPEND THE REST OF THE
TIME REALLY TALKING ABOUT HOW WE
MONETIZE AND MAXIMIZE YOUR
PERSONAL BRAND AND BUSINESS
BRAND.
WE'RE GOING TO SORT OF TAKE FOR
GRANTED THAT, YOU KNOW, ONCE YOU
DETERMINED WHAT YOUR PERSONAL
BRAND IS OR WHAT YOUR BUSINESS
BRAND IS AND YOU DETERMINED
WHERE YOUR CUSTOMERS ARE AND
WHAT IT IS THAT YOUR CUSTOMERS
WANT, THE NEXT CHALLENGE IS HOW
DO YOU CREATE A BUSINESS MODEL
THAT DELIVERS YOUR PRODUCT OR
YOUR SERVICE IN THE WAY THAT IS
BOTH EFFICIENT, AFFORDABLE,
CONVENIENT, EXCLUSIVE, ALLOWS
FOR QUALITY, AUTOMATION, VALUE,
LUXURY, ALL THOSE THINGS THAT
YOUR CUSTOMERS WANT.
ONE OF THE EASIEST WAYS TO DO
THAT NOW IS THROUGH USING
VIRTUAL SALES FUNNELS.
WHEN YOU TALK ABOUT MAXIMIZING
YOUR BUSINESS OR YOUR PRODUCT OR
YOUR SERVICE, IT'S REALLY ABOUT
HOW DO YOU GET WHAT IT IS THAT
YOU DO TO YOUR CUSTOMERS AND
MOST EASY, EFFICIENT AND
AFFORDABLE WAY AS POSSIBLE.
AND SO ONE OF THE EASIEST WAYS
TO DO THAT TODAY IS THROUGH A
VIRTUAL SALES FUNNEL.
AND A TRADITIONAL SALES FUNNEL,
MANY OF YOU WERE IN BUSINESS.
YOU MAY UNDERSTAND OR BASICALLY
YOU PUT ALL OF YOUR LEADS IN ONE
END AS YOU SORT OF SEEN THIS
FUNNEL.
YOU PUT ALL THE LEADS IN ONE END
AND AT THE OTHER END COMES OUT
QUALIFIED PROSPECT ACTUAL CLOSED
LEADS OR SALES.
SO VIRTUAL SALES FUNNELS WORK
VERY MUCH THE SAME WAY.
WE'RE GOING TO KIND OF TALK A
LITTLE BIT ABOUT BOTH TODAY AS
WE MOVE THROUGH THIS
PRESENTATION.
AND SO YOU SEE ON THE SCREEN
NOW, YOU SEE A VIRTUAL SALES
FUNNEL.
IT COULD VERY WELL EASILY AS
EASILY BE A PRODUCT OR ACTUAL
PHYSICAL SALES FUNNEL THAT YOU
CAN DO AS WELL.
SO THE FIRST YOU SEE, THE FIRST
THING WITH THE SALES FUNNEL IS
TO PLAN.
STEP ONE, PLAN.
AND THIS IS WHERE YOU REALLY
SPEND THE MOST OF YOUR TIME WHEN
YOU'RE CREATING YOUR SALES
FUNNEL.
AGAIN, WHETHER THAT IS VIRTUAL
OR WHETHER THAT IS AN ACTUAL,
YOU KNOW, WRITTEN SALES FUNNEL.
AND WHEN YOU TALK ABOUT THAT
PLAN, YOU WANT TO DO EXHAUSTIVE
WORK.
YOU HAVE DON'T WANT TO GET
SUCKED IN.
SO WHEN YOU GO TO THE SALES
FUNNEL AND YOU BEGIN PLANNING,
YOU KNOW, SOME OF THE THINGS YOU
CONSIDER IS HOW ARE YOU GOING
GET THE MESSAGE ABOUT YOUR
PRODUCT OR SERVICE OUT TO YOUR
CONSUMERS.
WE TALKED ABOUT WHERE ARE YOUR
CUSTOMERS?
AND THEY'RE ON SOCIAL MEDIA.
THEY'RE ON PRINT.
THEY CAN BE ON INTERNET, PAPER
CLICK, THEY CAN BE DIGITAL
MEANING THROUGH YOUTUBE OR
RADIO
SATELLITE RADIO.
YOU HAVE TO PLAN AND IDENTIFY
WHICH ONE OF THOSE AREAS YOU'RE
GOING TO TARGET FIRST.
SOME SALES FUNNELS CAN OVERLAP
AND CROSS INTO DIFFERENT AREAS.
ULTIMATELY, YOU HAVE TO
DETERMINE WHICH AREAS AND WHICH
TYPES OF FUNNELS YOU'RE GOING TO
USE TO SORT OF GET TO THOSE
PARTICULAR AREAS IN THOSE
PARTICULAR CLIENTS.
YOU HAVE TO LAY OUT PLAIN ABOUT
HOW YOU'RE GOING TO REACH OUT
AND SORT AFTER TRACT THOSE
CLIENTS AND THOSE PARTICULAR
CUSTOMERS.
MIKE, YOU -- I KEEP CALLING YOU
MIKE.
I HAD A MEETING EARLIER THIS
MORNING WITH MIKE.
>> YEAH.
I THINK THE MOST IMPORTANT THING
ABOUT WHICH EVER THING YOU USE,
YOU GET THE METRICS.
THE O ONLY WAY CAN YOU TELL HOW
SUCCESSFUL THESE ARE AND I TRIED
THEM ALL, PRODUCE, REPORT AND
SHOW AND I SENT OUT A MESSAGE
HOW MANY PEOPLE I SEE.
I MEAN PEOPLE ACTUALLY CLICK
THROUGH WHEN THEY OPEN IT.
YOU HAVE TO START USING TOOLS
THAT WILL MONITOR THE SUCCESS OF
YOUR CAMPAIGN.
YOU KNOW, I CAN TELL, YOU KNOW,
I DO A RADIO SHOW EVERY MONDAY
NIGHT.
I CAN TELL PEOPLE ARE LISTENING
ALL OVER THE WORLD BY USING
METRICS.
I CAN TELL WHAT TIME THEY LISTEN
EVEN THOUGH I DO THIS SHOW AT A
SPECIFIC TIME EVERY EVENING,
THAT'S NOT THE TIME THAT PEOPLE
ALWAYS LISTEN TO IT.
SO I GUESS JUST TO KIND OF PUT
IT ALL IN A NUTSHELL, UNDERSTAND
THE METRICS THAT ARE INVOLVED IN
EACH OF THESE PLATFORMS THAT
YOU'RE GOING TO USE TO MARKET.
>> DEFINITELY.
I THINK THAT'S HUGE.
BECAUSE YOU REALLY WANT TO KNOW
WHERE YOU SPEND YOUR MONEY AND
WHERE YOU'RE GETTING THE MOST
BANG FOR YOUR BUCK.
YOU DON'T WANT TO SORT OF SPEND
MONEY AND NOT KNOW THE RESULTS
THAT YOU'RE GETTING.
AND SO YOU DEFINITELY WANT TO
MAKE SURE YOU DO THE METRICS.
AFTER YOU CREATED A GENERAL PLAN
FOR WHAT IT IS THAT YOU WANT TO
DO AND WHAT YOU WANT TO
ACCOMPLISH, YOU DIDN'T HAVE TO
DETERMINE, YOU KNOW, WHAT'S
GOING TO BE YOUR REACH.
YOU NEED TO DETERMINE WHAT YOUR
CLIENT ACQUISITION BUDGETS AND
TARGET MARKETS AND WHAT ARE
THOSE THINGS GOING TO BE?
WE TALKED ABOUT THE FACT THAT
CUSTOMERS ARE EVERYWHERE.
MILLENNIALS, WOMEN,
INTERNATIONAL CUSTOMERS,
BABYBOOMERS, GENEXERS, LGBQ,
THERE ARE ALL THESE DIFFERENT
TYPES OF GROUPS AND DIFFERENT
SEGMENTS OF INDIVIDUALS.
YOU HAVE TO DETERMINE HOW ARE
YOU GOING TO REACH, YOU KNOW,
THESE CUSTOMERS AND HOW ARE YOU
GOING, YOU KNOW, ACT ONCE YOU
SORT OF REACHED THEM.
AND SO IN CREATING YOUR SALES
FUNNEL, YOU KNOW, YOU LAY OUT
THE PLAN, YOU DECIDE THAT YOU
WANT TO REACH MILLENNIALS OR
THAT YOU WANT TO REACH GENEXERS.
AND YOU HAVE TO BEGIN TO PUT
TOGETHER, YOU KNOW, THE BUDGETS
FOR HOW YOU ARE GOING TO REACH
THOSE INDIVIDUALS?
AND YOU HAVE TO THINK ABOUT, YOU
KNOW, HOW MUCH CAN I AFFORD TO
SPEND AND WHAT DOES MY
PARTICULAR DEM GRAPHIC, WHAT DO
THEY LOOK AT OR LISTEN TO?
YOU KNOW, AGAIN IF, YOU'RE
TALKING ABOUT MILLENNIALS,
PRETTY MUCH MOST OF WHAT YOU
NEED TO DO NEEDS TO BE ONLINE.
TO GO A STEP FURTHER, IT NEEDS
TO BE ON A PLATFORM OR SOMETHING
LIKE AN INSTAGRAM.
IF YOU TALK ABOUT BABYBOOMERS,
YOU MAY HIT SOME OF THEM ON
FACEBOOK.
A LOT OF THAT IS GOING TO BE OLD
FASHIONED, YOU KNOW E-MAILS OR
ACTUAL COMMUNICATIONS OR ADS OR
THINGS LIKE THAT.
YOU KNOW, MY MOTHER --
YEAH?
>> ARE THERE REPORTS THAT PEOPLE
CAN SIGN THAT CAN SHOW THEM --
HOW DO THEY GET THAT
INFORMATION?
>> YEAH.
I THINK ONE OF THE THINGS THAT I
DO IS, I MEAN, GOOGLE IS
WONDERFUL.
SO IF YOU DO A SIMPLE GOOGLE
SEARCH FOR BABYBOOMER DEM
GRAPHICORS WHERE DO BABYBOOMERS
LISTEN TO, YOU CAN GET THAT
INFORMATION.
I'M SURE THAT THAT INFORMATION
AND SOME ASPECT OF THAT IS
PROBABLY IN SINCE WE'RE ON A
SCORE WEBINAR, I'M SURE THERE
ARE REPORTS ON SBA THAT MAY HAVE
INSIGHT, YOU KNOW, ON THOSE.
WHAT ARE THE SOURCES THAT YOU
USED, MARK?
>> GOOGLE.
YOU KNOW, THAT'S WHAT I USE.
I PUT IN EXACTLY WHAT YOU SAID.
I WANT TO BRING THAT UP.
>> YEAH.
>> AND THEN JUST ADD GOOGLE.
WHERE ARE WOMEN AT?
WHERE ARE BABYBOOMERS AT?
AND USE THAT INFORMATION TO KIND
OF TEST.
YOU KNOW, WE TEST SOMETIMES.
WE DO THE SPLIT TEST AND THINGS
LIKE THAT.
YOU HAVE TO DO THE RESEARCH.
THAT'S WHY WE'RE GETTING BACK TO
PLANNING EARLIER.
YOU REALLY GOT TO PLAN THIS OUT
IF YOU WANT IT TO BE EFFECTIVE.
>> DEFINITELY.
AND I THINK, YOU KNOW, WHEN YOU
TALK ABOUT, YOU KNOW HOW DO YOU
FIND YOUR CUSTOMERS, HOW DO YOU
REACH THEM?
YOU REALLY TO, AGAIN, AS MARK
SAID, REALLY UNDERSTAND WHAT IT
IS THAT THEY WANT, WHERE ARE
THEY AT AND HOW TO BEST
COMMUNICATE WITH THEM.
YOU KNOW, YOU CAN SPEND A LOT OF
MONEY ON A PARTICULAR CAMPAIGN,
BUT IF IT'S NOT TARGETTED TO THE
RIGHT INDIVIDUALS, THEN YOU
WASTED, YOU KNOW, A LOT OF MONEY
IN THAT PARTICULAR ASPECT.
SO I THINK THE CHALLENGE IS THAT
IF YOU'RE LOOKING AGENT LET'S
SAY FOR INSTANCE MILLENNIALS AND
WOMEN AND GENEXERS AND YOU HAVE
A PRODUCT THAT MY HIT OR MAY
APPLY, TO YOU KNOW, SEVERAL
DIFFERENT GROUPS, WHAT'S THE
BEST WAY TO REACH OUT TO SOME OF
THOSE GROUPS?
AND IN A SIMULTANEOUS MANNER
WITHOUT REALLY SPENDING AN
EXTREME AMOUNT OF MONEY.
SO WE'RE GOING TO TALK ABOUT.
THAT THE KEY QUESTION IS HOW DO
YOU ACT?
SO ONCE YOU LAID DOWN YOUR PLAN
ON HOW YOU WANT TO REACH OUT,
WHAT YOU WANT TO DO.
YOU DETERMINE, YOU KNOW, WHAT
YOUR CLIENT ACQUISITION BUDGET
IS.
YOU DETERMINED THE INDIVIDUALS
OF THE MARKETS AND THE
DEMOGRAPHICS THAT YOU WANT TO
MEET, THAT YOU WANT TO REACH.
THE NEXT STEP IS FOR YOU TO ACT.
AND THIS IS PROBABLY THE STEP
WHERE I THINK MOST PEOPLE GET
STUCK.
THEY HAVE DONE THE RESEARCH.
THEY FIGURED OUT THE PLAN.
THEY KNOW THE BUDGET.
BUT THEY DON'T PULL THE TRIGGER.
>> YOU'RE RIGHT.
THEY SORT OF SIT ON IT.
YOU KNOW?
>> YOU GET YOUR FEELINGS HURT.
>> YEAH.
BUT YOU DEFINITELY HAVE TO ACT,
PARTICULARLY IN TODAY'S
ENVIRONMENT.
YOU HAVE TO ACT QUICK.
OFTEN SOME OF THE INFORMATION
THAT YOU RECEIVE, SOME OF THE
RESEARCH THAT YOU RECEIVE, IT
MAY HAVE CHANGED.
YOU KNOW, YOU CAN'T WAIT SEVERAL
MONTHS.
THERE MAY BE ANOTHER PLATFORM
OUT.
ANOTHER COMMUNICATION PLATFORM.
I HAVE A YOUNG DAUGHTER.
AND THEY SWITCH PLATFORMS AND
APPS LIKE CLOTHES.
SO YOU DEFINITELY HAVE TO ACT
AND MOVE QUICKLY TO DEVELOP
WHATEVER TYPE OF SALES FUNNEL
METHODOLOGY THAT YOU'RE GOING TO
CREATE.
AND SO, YOU KNOW, A PART OF THAT
ACTING IS TO DETERMINE OKAY, I
KNOW WHO I WANT TO REACH.
I KNOW HOW I WANT TO REACH THEM.
ANOTHER PART IS TO DETERMINE HOW
AM I GOING TO ACT?
HOW SPECIFICALLY AM I GOING TO
ACT?
WHAT SPECIFICALLY AM I GOING TO
USE?
WHAT PLATFORM AM I GOING TO USE.
WE'RE GOING TO TALK ABOUT
DIGITAL SALES FUNNELORS VIRTUAL
SALES FUNNELS AND HOW THEY'RE
ABLE TO HELP YOU DO THAT.
AND SO THESE ARE JUST A FEW OF
THE LEADING FUNNELS NOT MAKING A
RECOMMENDATION ON ANY OF THEM.
BUT AGAIN, IF YOU DID A GOOGLE
SEARCH OF ON LINE SALES FUNNELS
OR VIRTUAL SALES FUNNELS, THESE
THREE WOULD COME UP SOMEWHERE IN
THAT SEARCH.
YOU HAVE INFUSION TALK.
YOU HAVE QUICK FUNNELS AND YOU
HAVE LEAD PAGES.
AND ALL OF THESE ESSENTIALLY DO
SORT OF THE SAME THING AND WE'LL
TALK ABOUT THAT.
BUT THE WAY TO THINK ABOUT IT IS
THAT WHEN YOU'RE TALKING ABOUT
ACTING AND YOU TALK ABOUT HOW
MANY DIFFERENT PEOPLE ARE IN THE
MARKETPLACE TODAY AND HOW THEY
SCATTER ALL OVER THE DIFFERENT
PLATFORMS, WHEN YOU LOOK AT
VIRTUAL AND DIGITAL SALES
FUNNELS VERSUS TRADITIONAL
METHODS OF ADVERTISING OR
TRADITIONAL SALES FUNNELS LIKE
THE GOOD OLD FASHIONED PHONE
CALL OR LIKE, YOU KNOW, A
WRITTEN LETTER OR LIKE LITERALLY
HANGING UP YOUR OPEN SIGN AND
PEOPLE KNOW YOU'RE OPEN FOR
BUSINESS, THOSE THINGS DON'T
WORK AS MUCH ANYMORE.
THE DIGITAL SPACE, THE ONLINE
SPACE, THAT IS THE NEW MAIN
STREET FOR BUSINESSES.
YOU KNOW, IF YOU THINK ABOUT,
YOU KNOW, I'M NOT SURE ABOUT
YOU, MARK, BUT I KNOW FOR ME, I
CAN'T REMEMBER THE LAST TIME I
ACTUALLY WENT INTO A GROCERY
STORE.
I CAN'T REMEMBER THE LAST TIME
THAT I FWHEENT A HARDWARE STORE.
I MEAN ALMOST, YOU KNOW, 80% OF
90% OF WHAT I GET NOW COMES FROM
ONLINE RETAILERS.
IT COMES FROM ONLINE RETAILERS.
AND EVEN IF YOU DO GO TO THE
SCORE AND IN THE CASE OF
GROCERIES, YOU CAN ORDER THEM
AND WHEN YOU GET THERE, YOU'RE
ABLE TO PICK THEM UP.
AND SO INCREASINGLY PEOPLE ARE
NOT ONLY, YOU KNOW, ONLINE WEB
BASED BUT MOBILE.
PEOPLE ARE DOING MORE AND MORE
FROM THE MOBILE DEVICES.
AND SO WHEN YOU THINK ABOUT ARE
YOU GOING REACH THESE
INDIVIDUALS, YOU HAVE TO BE ABLE
TO REACH THEM AND ACT VERY
QUICKLY.
PICKING UP THE PHONE AND MAKING
A CALL DOESN'T GET IT.
WRITING A LETTER DOESN'T GET IT.
HANGING OUT YOUR OPEN SIGN, IT
DOESN'T GET IT ANYMORE.
WHAT DOES GET IT IS A VERY
AUTOMATED, A VERY SYSTEMATIC AND
VERY SPECIFIC WAY OF REACHING
OUT AND KIND OF GETTING THROUGH
TO THOSE INDIVIDUALS.
AND SO WHEN YOU LOOK AT THINGS
LIKE INFUSION SOFT CLICK FUNNELS
AND LEAD PAGES AND I WOULD
ENCOURAGE EVERYONE ON THEIR OWN
TO GO OUT AND TAKE A LOOK AT
THOSE AND THEY ALL HAVE
TUTORIALS ON HOW TO USE THEM,
BUT THEY ALL HAVE A PRETTY
SPECIFIC WAY THAT THEY DO IT.
AND THEIR VERY SIMILAR.
THE MACIC CONCEPT IS TO HAVE A
LANDING PAGE.
AND I'M SURE EVERYONE ON THE
CALL AND EVERYONE LISTENING
TODAY IS FAMILIAR WITH THE
LANDING PAGE.
IF YOU VISITED ALMOST ANY
WEBSITE OF ANY COMPANY, MAJOR
COMPANY, SMALL COMPANY OR
ONLINE, THERE IS A LANDING PAGE.
A LANDING PAGE IS JUST ANOTHER
WAY OF SAYING ONCE YOU GO TO A
PARTICULAR WEB PAGE, YOU KNOW,
AN OFFER POPS UP.
AN OPT IN AS THEY CALL IT POPS
UP.
THAT'S JUST WHERE SOMEONE SAYS
IF YOU PROVIDE ME WITH YOUR
E-MAIL ADDRESS, I WILL SEND YOU
A FREE REPORT.
I'LL SEND YOU A FREE GIFT.
WE'LL ADD YOU TO OUR MAILING
LIST.
WE'LL ADD YOU TO OUR NETWORKING
LIST.
AND FROM THAT POINT, WHETHER YOU
KNOW IT OR NOT, YOU'RE USUALLY
IN A SALES FUNNEL.
YOU'RE IN A VIRTUAL SALES
FUNNEL.
AT SOME POINT THAT INDIVIDUAL
WHO OWNS THAT SITE OR THAT
COMPANY WHO MANAGE THAT'S SITE,
THEY'RE GOING TO BE SENDING YOU
ADDITIONAL CORRESPONDENTS.
AND THAT COULD BE IN THE FORM OF
A NEWSLETTER.
IT CAN BE IN THE FORM OF SOMEONE
OFFERING YOU A SPECIAL
INCENTIVE, A SPECIAL OFFER OR A
SPECIAL PRODUCT.
AND THEN YOU'RE GOING TO ACT ON
THAT.
AND THAT'S GOING TO CREATE THAT
FUNNEL METHODOLOGY.
AGAIN THIS IS NOT SOMETHING THAT
IS FOREIGN TO MANY OF US.
WE HAVE TO THINK ABOUT IT A
LITTLE DIFFERENTLY.
AND SOS ABUSINESS OWNERS, WE TOO
NEED TO SORT OF OPERATE THESE
SALES FUNNELS.
AGAIN, THESE PLATFORMS AND
FUSIONS.
THEY ALLOW US TO DO THAT IN A
VERY, VERY AUTOMATED WAY.
AND WITH ALL OF THEM, ONCE YOU
GO THROUGH AND SET UP YOUR
LANDING PAGE, YOUR OPT IN PAGE
AND YOUR FOLLOW UP PAGES, IT'S
VERY, VERY SPECIFIC.
IT'S VERY CONTINUOUS AND VERY,
VERY EFFICIENT IN HOW, YOU KNOW,
THAT'S DONE AND HOW YOU'RE ABLE
TO MANAGE THAT PROCESS.
MARK, WHAT ARE SOME OF YOUR
EXPERIENCE DEALING WITH SOME OF
THESE PLATFORMS?
>> I THINK THE THING TO SAY IS
THAT I LOOKED AT ALL OF THEM AS
WELL.
MOST OF THEM HAVE LIKE A THREE
SEVEN DAYORS FREE 14 DAYS.
YOU NEED TO GET IN AND FIGURE
OUT WHAT YOU IS GOING TO WORK
BEST FOR YOU.
SOME OF THESE, HAVE YOU KNOW,
DIFFERENT TYPE OF USER
INTERFACES.
YOU REALLY NEED TO FIGURE OUT
WHAT'S GOING TO WORK BEST FOR
YOU.
AND SOME OF THEM ARE MARGINALIZE
AND YOU START WITH ONE PIECE AND
ADD ON LATER.
YOU JUST HAVE TO LOOK AT THE
WHOLE THING AND TRY TO FIGURE
OUT ACCORDING TO YOUR PLAN WHAT
YOU'RE TRYING TO GET
ACCOMPLISHED.
>> THANKS, MARK.
YOU KNOW, I AGREE WITH THAT AS
WELL.
I THINK, YOU KNOW, WHEN YOU'RE
TALKING ABOUT THESE SALES
FUNNELS, ONE OF THE THINGS THAT
WE HAVE TO DETERMINE IS HOW DO
YOU ACTUALLY CONVERT, YOU KNOW,
REGARDLESS OF WHICH APPLICATION
AND WHICH SOFTWARE YOU USE?
HOW DO YOU CONVERT THESE PEOPLE
WHO ARE SIGNING UP FOR THE
NEWSLETTER OR THE FREE GIFT.
HOW DO YOU CONVERT THEM TO
ACTUAL CLIENTS AND CUSTOMERS?
HOW DO YOU CREATE THIS FUNNEL?
AND SO WE'RE GOING TO TALK A
LITTLE BIT ABOUT THAT NOW.
SO WHEN YOU'RE LOOKING AT, YOU
KNOW, ANY OF THESE PLATFORMS AND
WHETHER YOU USE THE FUSION, LEAD
PAGES, WE DETERMINED THAT IT'S
BEST IF YOU USE THEM VERSUS
TRADITIONAL KIND OF WAYS OF
OUTREACH OR FUNNELS, SFLIKT IF
YOU'RE ABLE TO AUTOMATE, YOU'RE
ABLE TO SEND IT TO MULTIPLE
PEOPLE.
SO THESE ALL CONSIST OF A
LANDING PAGE WHICH IS AT THE TOP
OF THE FUNNEL WHERE YOU GATHER
ALL OF YOUR LEADS, YOU HAVE ALL
THE DIFFERENT INDIVIDUAL
VISITING YOUR WEBSITE.
FROM, THERE YOU CREATE SOME SORT
OF FREE OFFER, SOMETHING THAT
YOU WANT TO GIVE THEM FOR FREE.
YOU KNOW, THERE IS A THING THAT
SAYS, YOU KNOW, YOU SHOULD
ALWAYS OFFER SOMEONE FOR FREE
BEFORE YOU ASK THEM TO BUY
SOMETHING.
YOU WANT TO MAKE SURE THAT YOU
INITIALLY SHOW VALUE AND GIVE
VALUE TO YOUR CUSTOMERS AND YOUR
CLIENTS BEFORE YOU DECIDE TO TRY
AND SELL THESE THINGS.
SO ONCE YOU GATHER THESE LEADS,
YOU KNOW, ON THE MAIN PAGE,
PRESENT A FREE OFFER.
AFTER YOU PRESENT A FREE OFFER,
AT SOME LATER DATE OR EVEN ON
THAT SAME FUNNEL STEP, YOU CAN
OFFER A PERFECT OFFER FOR THEM
TO PERFECT SOMETHING.
WE HAVE GIVEN YOU THIS FREE
REPORT.
MAYBE YOU'D LIKE TO PERFECT AN
ADDITIONAL REPORT.
IF THEY'D LIKE TO PURCHASE AN
ADDITIONAL REPORT, ME THEY WANT
TO PURCHASE A MORE ADVANCED
VERSION OF THAT REPORT WHICH
WILL BE AN UPSELL.
OR IF THEY DIDN'T WANT TO DO AN
UPSELL, MAYBE THEY WANT TO DO A
DOWN SELL.
BUT THE POINT IS THAT YOU NEED
TO HAVE A VERY AUTOMATE PD AND
STINT FLOW OF OPPORTUNITIES OF
OPTIONS FOR YOUR CLIENTS ONCE
THEY DECIDE TO OPT IN.
BECAUSE THEY'RE SAYING TO YOU,
HEY, I WANT TO SIGN UP FOR THE
NEWSLETTER.
HEY, I WANT TO GET MORE
INFORMATION FROM YOUR ADVISE.
SO WE'RE OBLIGATED TO SHARE THAT
WITH THEM.
HAVE YOU HAD EXPERIENCE WITH
THESE BEFORE?
>> YEAH.
I THINK THIS IS GREAT.
YOU HAVE TO REMOVE THEM DOWN A
PROCESS.
YOU KNOW, LANDING PAGE.
FREE PURCHASE, UPSALE, DOWN
SALE.
ONCE AGAIN, YOU HAVE TO HAVE A
FUNNEL.
YOU HAVE TO HAVE A PLAN FOR WHAT
YOU'RE GOING TO TO WITH YOUR
CUSTOMER.
SO YOU'RE CONSTANTLY MOVING THEM
TO THE NEXT STEP.
OTHERWISE, YOU CAN'T CONVERT
THEM.
>> THEY'RE INTERESTED IN WHAT
YOU'RE SHOWING.
>> EXACTLY.
IT'S ALL ABOUT CONVERSION.
I THINK ONE THING THAT I COUNSEL
MY CLIENTS ON IS THAT DON'T FEEL
LIKE YOU'RE PUSHING SOMETHING ON
PEOPLE.
YOU CAN DESIGN YOUR FUNNEL TO DO
ANYTHING YOU WANT.
IT CAN BE AS RESPECTFUL AND AS
TASTEFUL AS YOU WANT IT TO BE.
BUT AGAIN, I THINK WE HAVE TO
UNDERSTAND IF PEOPLE ARE GIVING
YOU THEIR E-MAIL ADDRESS, I KNOW
I DON'T GIVE MY E-MAIL IS DRESS
TO A LOT OF WEB PEOPLE NOW IF, I
GIVE MY E-MAIL ADDRESS, IT'S
BECAUSE I LEGITIMATELY WANT
INFORMATION FROM THAT
ORGANIZATION OR THAT COMPANY.
I WANT THE OPPORTUNITY TO BE
ENGAGED WITH THAT COMPANY.
I WANT THE OPPORTUNITY AT SOME
POINT TO BUY FUTURE PRODUCTS OR
SERVICES.
SO AGAIN, WHETHER YOU DECIDE ON
CLICK FUNNELORS LEAD PAGES, YOU
DEFINITELY HAVE TO CREATE SOME
SORT OF FUNNEL.
ALL OF THESE AGAIN, ALL OF THESE
PLATFORMS HAVE TUTORIALS AND
VERY EASY WAYS FOR YOU TO DO
THAT.
SO AS WE SORT OF ROUND THINGS
UP, ONCE YOU CREATE THE PLAN,
REACH OUT TO YOUR CUSTOMERS, YOU
ACTED.
YOU CREATED THIS FUNNEL TO
CONVERT PEOPLE WHO ADAPT OR
ADOPT YOUR FUNNEL TO CREATE
DEEPER LEVELS OF ENGAGEMENT, NOW
YOU REALLY WANT TO TAKE IT TO
THE NEXT STEP AND GO A LITTLE
BIT FURTHER AND CREATE LONGER
LASTING RELATIONSHIPS WITH YOUR
CUSTOMERS.
AND THAT'S ONE OF THE THINGS
ALSO THAT IS VERY IMPORTANT
ABOUT THESE FUNNELS.
THEY ALLOW YOU TO GATHER ALL OF
THAT INFORMATION.
THEY ALLOW YOU TO HAVE DATA ON
YOUR CUSTOMERS IN TERMS OF WHAT
HAVE THEY PURCHASED FROM YOU?
WHAT SORT OF SPARK THEY'RE
INTERESTED AND WHAT IS IT THAT
THEY WANT FROM YOU GOING
FORWARD?
SO YOU CAN USE THAT TO CREATE
FUTURE E-MAIL OPPORTUNITIES,
FUTURE OPPORTUNITIES TO REACH
OUT TO YOUR CUSTOMERS IN FUTURE
OPPORTUNITIES TO GIVE THEM THE
PRODUCTS AND SERVICES THAT THEY
NEED AND THAT THEY WANT.
AND I THINK THAT'S REALLY, YOU
KNOW IN, END WHAT WE'RE REALLY
TRYING TO DO AS BUSINESS OWNERS.
WE'RE REALLY TRYING TO, YOU
KNOW, GET OUR BUSINESS OUT THERE
AND REALLY HELP CUSTOMERS
UNDERSTAND WHAT IT IS THAT WE
WANT TO DO AND HOW WE WANT TO
HELP THEM GROW THEIR LIVES, GROW
THEIR BUSINESSES AND HOW WE WANT
TO HELP THEM BECOME BETTER
INDIVIDUALS.
THAT'S WHAT I BELIEVE AND WHAT I
DO IN MY BUSINESS AS WELL.
>> WHAT YOU ABOUT, ISN'T THAT
CORRECT.
>> I THINK THAT ENGAGING YOUR
CUSTOMERS AND HAVING THEM AS
REPEAT CUSTOMERS, I ALWAYS GIVE
MY CUSTOMERS MY FIRST INVESTORS
TO MY BUSINESS.
I THINK I GET THEM TO INVEST
WITH ME REPEATEDLY OVER A PERIOD
OF TIME, I HAVE A VERY SOLID
REVENUE BASE.
A LOT OF TIMES IT'S NOT HOW MANY
WE HAVE, IT'S HOW MANY WE HAVE
THAT ARE ACTUALLY ENGAGED IN
BUYING OUR PRODUCTS AND
SERVICES.
I THINK UNLESS YOU PUT A PLAN
TOGETHER LIKE THIS, IT'S VERY
DIFFICULT TO GAUGE WHERE YOUR
CUSTOMERS ARE IN THE SPECTRUM OF
DOING BUSINESS WITH YOU.
>> DEFINITELY.
DEFINITELY.
AND I THINK, YOU KNOW, AGAIN, AS
WE SAID, IT'S REALLY ALL ABOUT
PEOPLE.
AND IT'S REALLY ALL ABOUT
CONNECTING AND ENGAGING CLIENTS
AND ENGAGING CUSTOMERS AND
REALLY LETTING PEOPLE KNOW WHAT
IT IS THAT YOU DO.
ONE OF THE THINGS THAT I ALWAYS,
YOU KNOW, TALK ABOUT AND I
ADVISE MY CLIENTS TO REMEMBER
IS, YOU KNOW, WHY DID YOU GET IN
THE BUSINESS IN THE FIRST PLACE?
OFTEN IT'S BECAUSE YOU SAW A
NEED IN THE MARKET.
YOU SAW SOMETHING THAT YOU
REALLY WANTED TO ADDRESS.
MAYBE THERE WAS A VOID.
MAYBE THERE WAS A PROBLEM THAT
NEEDED TO BE SOLVED.
YOU REALLY HAD A PERSONAL DESIRE
TO START YOUR BUSINESS AND TO
HELP MAKE THE MARKETPLACE A
BETTER PLACE FOR EVERYONE.
SO WHEN YOU THINK ABOUT THAT AND
YOU THINK ABOUT THIS CONCEPT OF
SALES FUNNELS, YOU REALLY WANT
TO KREE HATE AN OPPORTUNITY FOR
AS MANY PEOPLE AS POSSIBLE TO
GET YOUR MESSAGE ABOUT YOUR
BUSINESS AND TO EXPERIENCE YOUR
BUSINESS AND TO EXPERIENCE YOUR
PRODUCT OR YOUR SERVICE.
WHEN YOU DO THOSE THINGS IN A
VERY AUTHENTIC WAY, YOU KNOW,
YOU CONTINUOUSLY AND
AUTOMATICALLY ADD VALUE TO YOUR
BUSINESS THROUGHOUT THE WHOLE
PROCESS.
>> I THINK YOUR KEY WORD IN THAT
STATEMENT IS AUTHENTIC WAY.
BEING AUTHENTIC.
BEING YOU.
SOCIAL MEDIA.
PEOPLE WANT TO KNOW WHO YOU ARE.
ONE THING I CAN SAY IN ALL THIS
MARKETING, BE AUTHENTIC.
>> DEFINITELY.
DEFINITELY.
YOU ALWAYS WANT TO BE AUTHENTIC.
BE YOURSELF.
AND I THINK WHEN WE TALK ABOUT
BUSINESS BRANDING AND WE TALK
ABOUT PERSONAL BRANDING, AGAIN,
THE MESSAGE PARTICULARLY FOR
FIRST STAGE ENTREPRENEURS, EARLY
STAGE ENTREPRENEURS IS THAT YOU
ARE IN MANY INSTANCES, YOU ARE
GOING TO BE YOUR BRAND.
WHETHER YOU HAVE A PERSONAL
BRAND OR WHETHER YOU HAVE A
BUSINESS, PEOPLE ARE GOING TO
ASSOCIATE YOU WITH THAT
BUSINESS.
AND SO TO SOME EXTENT, BOTH OF
THOSE BRANDS AND BOTH MUCH
THOSE -- BOTH OF THE CONCEPTS
THAT REVOLVE AROUND THE
INDIVIDUAL BRANDS NEED TO HAVE
SOME LEVEL OF CONSISTENCY.
WHEN YOU DO THAT IN A VERY
AUTHENTIC WAY, I'M NOT GOING TO
SAY AUTOMATICALLY, BUT THE
CHANCES ARE YOU WILL BE VERY
SUCCESSFUL AT WHAT YOU DO.
>> GREAT.
I THINK THAT WAS IT, MARK.
YOU HAVE ANYTHING ELSE YOU WANT
TO LEAVE WITH US TODAY?
>> BE AUTHENTIC, HAVE A PLAN,
AND I KNOW WE WENT OVER A LOT IN
40 MINUTES.
THERES A LOT MORE TO IT.
JUST DO THE RESEARCH.
DO THE RESEARCH.
AND YOU'LL FIND WHAT WORKS FOR
YOU.
>> YEP.
DEFINITELY.
AND SO AGAIN THIS JUST DESIGNED
TO GIVE YOU ALL JUST A REAL
OVERVIEW OF THIS PROCESS OF
SALES FUNNELS AND HOW TO
MAXIMIZE MONETIZE YOU'RE GOING
TO DO TO GROW YOUR BUSINESS.
WE HOPE THIS IS HELPFUL.
WOOER HERE TO ANSWER ANY
QUESTIONS YOU MAY HAVE AND BRING
ANY CLARITY TO ANYTHING YOU WANT
TO KNOW ABOUT VIRTUAL SALES
FUNNELS ABOUT, YOUR BUSINESS
BRAND OR YOUR PERSONAL BRAND.
THANK YOU ALL SO MUCH FOR THIS
OPPORTUNITY H.
>> THANK YOU VERY MUCH.
>> OKAY.
SO WE WILL NOW GO AHEAD AND
START THE Q&A PORTION OF OUR
CALL.
I WILL BE READING THE CHAT
QUESTIONS THAT HAVE BEEN COMING
IN AND ARE COMING IN OVER THE
COURSE OF THE PRESENTATION.
AND WE WILL DO OUR VERY BEST IN
THIS TIME REMAINING TO ADDRESS
JUST AS MANY QUESTIONS AS WE
POSSIBLY CAN.
SO WITH THAT, LET'S GO AHEAD.
WE'LL JUMP INTO THE QUESTIONS.
OUR FIRST ONE COMES TO US FROM
LAUREN.
SHE WOULD LIKE TO KNOW HOW DO
YOU CHOOSE WHICH PLATFORM TO USE
FOR YOUR BUSINESS?
OR DOES IT DEPEND ON WHETHER YOU
WANT TO REACH CURRENT OR NEW
CUSTOMERS?
>> RIGHT.
GREAT QUESTION.
GREAT QUESTION.
AND SO WE TALK ABOUT A LOT
DURING THE WEBINAR.
WE TALKED ABOUT SOCIAL MEDIA
PLATFORMS, IE, INSTAGRAM,
FACEBOOK AND WE ALSO TALKED
ABOUT ACTUAL SALES PLATFORMS
LEAD PANLS.
SO I'LL KIND OF ANSWER BOTH OF
THOSE REAL QUICKLY.
SO FIRST IN, TERMS OF SOCIAL
MEDIA PLATFORMS, THE BIG THREE
OBVIOUSLY ARE INSTAGRAM,
FACEBOOK AND LINKEDIN.
SO THE WAY I LIKE TO SEPARATE
THOSE IS IF YOU'RE TRYING TO
REACH A MORE BUSINESS ORIENTED
CLIENT OR YOU HAVE A SERVICE
BASED BUSINESS BY CONSULTING OR
ACCOUNTING OR SOMETHING LIKE
THAT, THEN LINKEDIN IS GOING TO
BE YOUR BEST SOCIAL MEDIA
PROFILE TO TARGET.
IF YOU HAVE A MORE SOURCE OF
SOCIAL PRODUCT OR SERVICE AND
YOU'RE TRYING TO REACH A YOUNGER
DEMOGRAPHIC, SAY 30, 35 OR LESS,
THEN YOU'RE GOING TO BE LOOKING
AT INSTAGRAM AS YOUR PRIMARY
PLATFORM F YOU'RE TRYING TO
REACH PEOPLE THAP ARE BETWEEN
LET'S SAY 35 AND 50 WITH MORE OF
A PERSONAL MESSAGE, THEN
FACEBOOK IS GOING TO BE YOUR
PROFILE.
AND YOU REALLY JUST HAVE TO KIND
OF TEST THOSE OUT AND SEE WHICH
ONE WORKS BEST FOR YOU.
BUT YOU CAN OBVIOUSLY DO THINGS
ON ALL THREE PLATFORMS.
BUT A GOOD RULE OF THUMB IS TO
PICK ONE PARTICULAR PLATFORM,
ONE SOCIAL MEDIA PLATFORM AT A
TIME AND FOCUS ON THAT PLATFORM
FROM A ONE TO TWO MONTHS AS YOU
BUILD UP YOUR PRESENCE ON THAT
PLATFORM.
AND SO ONCE WE MOVE FROM THE
PLATFORM TO THE ACTUAL SALES
FUNNELS, THEY'RE ALL SIMILAR.
IT'S REALLY JUST A MATTER OF
WHICH ONE YOU USE AND WHICH ONE
DO YOU LIKE PERSONALLY.
THEY ALL HAVE SLIGHTLY DIFFERENT
STYLES, DIFFERENT FORMATS,
DIFFERENT LAYOUTS.
AND SO I WILL JUST RECOMMEND
THAT IF YOU'RE LOOKING AT THE
SALES PLATFORMS, TRY THEM ALL.
THEY ALL HAVE FREE OFFERS TO TRY
THEM ALL AND SEE WHICH ONE WORKS
BEST FOR YOU.
I THINK THAT WILL BE A GOOD WAY
TO DETERMINE, YOU KNOW, WHICH
PLATFORM YOU WANT TO USE AS FAR
AS THE ACTUAL SALES FUNNELS GO.
>> ALL RIGHT.
CHARLOTTE WOULD LIKE TO KNOW IF
YOU HAVE ANY TIPS OR VAT JOY FOR
A START-UP THAT ONCE TO BUILD A
BUZZ FOR A PRODUCT THAT MAY NOT
BE COMING OUT FOR SEVERAL
MONTHS.
>> AND I ACTUALLY CONGRATULATE
YOU.
THAT IS AN AWESOME STRATEGY TO
USE BEFORE YOUR PRODUCT COMES
OUT.
THERE IS SO MUCH YOU CAN DO.
DEPENDING ON WHETHER IT'S, YOU
KNOW, YOU KNOW, PRODUCT GEARED
FOR A YOUNGER DEMOGRAPHIC OR
OLDER, ONCE YOU DECIDE THAT, I
THINK THAT'S WHEN YOU DECIDE
WHICH PLATFORM YOU'RE GOING TO
USE.
LET'S SAY SHE DECIDES THAT
INSTAGRAM IS GOING TO BE THE
PLATFORM THAT YOU'RE GOING TO
USE.
THERE ARE A NUMBER THINGS CAN
YOU DO.
YOU CAN CREATE A MINI CAMPAIGN.
LET'S SAY IF YOU'RE HAVING A
NEW, LET'S SAY, A NEW COSMETIC
PRODUCT, CAN YOU CREATE A NUMBER
OF VIDEOS OR PHOTOS THAT MAY
HIGHLIGHT THE ACTUAL PRODUCT
ITSELF.
YOU MAY HAVE MODELS OR PEOPLE
THAT USED THE PRODUCT TO GIVE
TESTIMONIALS.
AND PRINT THOSE TESTIMONIALS OR
LINK THEM ON INSTAGRAM, PRETTY
MUCH ANYTHING YOU DO IS GOING TO
BE BENEFICIAL TO CREATE A BUZZ
AROUND THAT PRODUCT.
THE KEY THING TO CREATING A BUZZ
IS BEING CONSISTENT.
SO WHETHER YOU SET A STRATEGY OF
PUBLISHING SOMETHING ON A SOCIAL
MEDIA OUTLET DAILY, WEEKLY OR BY
WEEKLY, JUST STAY CONSISTENT AND
REALLY SORT OF MAP OUT WHAT IT
IS YOU WANT THE ENT GOAL TO BE.
IF YOU WANT THE END GOAL TO BE
MORE LIKE MORE PEOPLE GOING
THROUGH A WEBSITE TO SIGN UP FOR
LET'S SAY OFFERS WHEN A PRODUCT
COMES OUT, THEN THAT'S GOING TO
DETERMINE WHAT IT IS YOU WANT TO
DO.
DEFINITELY, I THINK THE EASIEST
AND LEAST EXPENSE SIEVE USE
SOCIAL MEDIA IMAGES, IMAGERY TO
BUILD THAT BUZZ FOR YOUR PRODUCT
BEFORE IT COMES OUT.
>> OKAY.
THIS NEXT QUESTION COMES FROM
LORI.
WITH REGARDS TO THE VIRTUAL
SALES FUNNEL, HOW DOES THIS
RELATE TO SERVICE FIELDS?
>> RIGHT.
SO A LOT PEOPLE THINK THAT A
SERVICE BUSINESS IS VASTLY
DIFFERENT FROM A PRODUCT
BUSINESS.
IT'S REALLY NOT WHEN IT COULD MZ
TO SALES FUNNELS IN PARTICULAR.
IT'S JUST A MATTER OF FIGURING
OUT HOW YOU WANT TO USE THAT
PARTICULAR FUNNEL.
SO LET'S SAY YOU ARE A
CONSULTING BUSINESS OR YOU HAVE
A CONSULTING OR COACHING
BUSINESS.
TYPICALLY SALES FUNNELS HAVE
BEEN USED TO SELL PRODUCTS.
YOU NO, GET TO GO IN AND GET THE
NEW OFFER.
BUY ONE GET ONE FREE, ET CETERA.
BUT WHEN YOU HAVE A SERVICE
BUSINESS, CAN YOU USE THE SAME
METHODOLOGY EXCEPT THAT YOU'RE
SELLING THE SERVICE.
ONE THING THAT YOU HAVE TO DO
WHEN YOU ARE SERVICE BASED
BUSINESS IS TO CREATE PRODUCTS
OR OFFERINGS WITHIN YOUR SERVICE
FIELD.
SO IF YOU'RE A BUSINESS COACH,
FOR INSTANCE, MAYBE YOU HAVE A
COACHING BUSINESS FOR START-UP
BUSINESSES.
MAYBE YOU HAVE A COACHING
BUSINESS FOR GROWING BUSINESSES.
AND THEN FINALLY PERHAPS YOU
HAVE A COACHING PACKAGE FOR
ADVANCE STAGE BUSINESSES.
THE MAIN THING IS CREATE VERY
SPECIFIC PRODUCTS WITHIN THAT
SERVICE FIELD SO THAT YOU CAN
THEN CREATE ZRICHGSS FOR THOSE
PRODUCTS AND ASSIGN DIFFERENT
VALUES OR PRICING TO EACH OF
THOSE PARTICULAR PRODUCTS OR
PROGRAMS THAT YOU OFFER.
AND WHEN YOU DO THAT, THAT
ALLOWS YOU TO INTEGRATE THEM
INTO A SALES FUNNEL PRETTY MUCH
THE SAME WAY THAT YOU WOULD DO A
PRODUCT.
SO IF AN INDIVIDUAL COMES TO ARE
YOUR WEBSITE, SIGNS UP FOR A
FREE BUSINESS PLAN, ROAD MAP OR
FREE BUSINESS PLAN MODELLING
CANVAS AND THEN YOU SORT OF
DIRECT THEM TO THE SERVICES THAT
YOU HAVE, THEN THEY CAN DECIDE
WHETHER OR NOT THEY WANT THE
START-UP PACKAGE.
IF THEY CHOOSE A START-UP
PACKAGE, PERHAPS THEY DO IT FOR
A COUPLE OF MONTHS AND THEN THEY
UPGRADE TO THE MORE ADVANCED
PACKAGE.
IT WORKS THE SAME WAY.
IT IS REALLY OF A MATTER OF
CREATING MORE DISTINGUISHABLE
KIND OF FUNNELS OF SERVICE
WITHIN YOUR ACTUAL OVERALL
PLATFORM, WHETHER THAT IS
CONSULTING OR ACCOUNTING THAT
YOU'RE DOING.
DEFINITELY, IT WORKS THE SAME.
YOU JUST HAVE TO CREATE SOME
VERY SPECIFIC SERVICES OR
PRODUCTS OR PROGRAMS, WHICH EVER
YOU WANT TO CALL THEM UNDERNEATH
YOUR OVERALL SERVICE OFFERING.
>> ALL RIGHT.
OUR NEXT QUESTION COMES FROM
VICKI.
SHE SAYS SHE HAS POLITICAL
COMMENTS, JOKES, AND OTHER
THINGS ON HER FACEBOOK PROFILE.
NOW THAT SHE'S LAUNCHED A
COMPANY, HOW WOULD YOU RECOMMEND
SHE GO ABOUT SEPARATING INTO A
PROFESSIONAL PROFILE?
>> YEAH, SO DEFINITELY YOU
DEFINITELY, VICKI, YOU
DEFINITELY WANT TO CREATE A
SEPARATE PROFESSIONAL PROFILE,
YOU KNOW, ONE OF THE THINGS
THAT, YOU KNOW, WE KIND OF SAY
IN MY INDUSTRY, I DO PUBLIC
SPEAKING, YOU KNOW, WE STAY AWAY
FROM POLITICS.
WE STAY AWAY FROM JOKES.
YOU NEVER KNOW HOW PEOPLE ARE
GOING TO TAKE THOSE.
AT THE SAME TIME, YOU KNOW,
WE'RE ALL INDIVIDUALS HERE.
YOU WANT TO BE ABLE TO EXPRESS
OUR PERSONAL COMMENTS.
SO MY RECOMMENDATION WOULD BE TO
IMMEDIATELY CREATE SEPARATE
FACEBOOK PAGES FOR YOUR
PARTICULAR PROFESSIONAL PROFILE.
AND SO, YOU KNOW, CAN YOU DO A
COUPLE THINGS.
YOU CAN CREATE A PAGE FOR YOUR
PROFESSIONAL PROFILE THAT COULD
BE VICKIPATERSON.COM AND THAT
FACEBOOK PAGE HAS ALL YOUR NFLGS
OR POSTINGS AROUND WHAT IT IS
THAT VICKI PATERSON DOES
PROFESSIONALLY.
AND THEN YOUR PERSONAL FACEBOOK
PROFILE IS NOT REALLY A PAGE.
IT'S MORE OF A PROFILE.
THAT'S WHERE EVERYONE GOES.
MAYBE FAMILY, FRIENDS, THINGS OF
THAT NATURE TO POST THINGS ABOUT
YOU.
BUT WHEN YOU'RE TALKING WITH
PEOPLE OPEN A PROFESSIONAL
LEVEL, YOU WANT TO STEER THEM
TOWARDS THAT PROFESSIONAL PAGE.
IT CAN BE A LITTLE BIT TRICKY.
YOU HAVE TO DECIDE FOR YOURSELF
WHAT THINGS YOU WANT TO POST TO
YOUR PERSONAL PAGE AND WHAT
THINGS YOU WANT TO SHARE ON YOUR
PROFESSIONAL PAGE.
IT'S NOT OFTEN IF YOU DIRECT
PEOPLE TO YOUR PROFESSIONAL
PAGE, ITS NOT OFTEN THAT THEY'LL
GO BACK TO YOUR PERSONAL PAGE.
THE PROFESSIONAL PAGE ON
FACEBOOK, THERE'S NO DIRECT LINK
TO YOUR PERSONAL PAGE UNLESS YOU
SET IT UP THAT WAY.
SO ONCE YOU CREATE THAT
PROFESSIONAL PAGE OR THAT
BUSINESS PAGE, THAT IS WHAT IT
IS CALLED ON FACEBOOK, ONCE YOU
CREATE THAT BUSINESS PAGE OR
FACEBOOK, THAT BUSINESS PAGE IS
ALMOST LIKE A STAND ALONE WEP
SITE OR WEB PAGE OR ONE PAGE
SITE WHERE PEOPLE WILL GO, FIND
OUT EVERYTHING ABOUT VICKI
PATTERSON.COM, ET CETERA.
THE SEC THING THAT I WOULD
RECOMMEND, KIND OF CREATE EVEN
MORE OF A SEPARATE, MORE OF A
SEPARATION FOR YOUR PERSONAL AND
PROFESSIONAL IS PERHAPS TO
CONSIDER, I DON'T KNOW WHAT YOU
CALL YOUR PROFESSIONAL PROFILE,
BUT PERHAPS CONSIDER DOING
SOMETHING OTHER THAN VICKI
PATERSON IF THAT IS ALSO YOUR
PROFESSIONAL PROFILE.
MAYBE CREATE A BUSINESS NAME FOR
WHAT YOU DO OR, YOU KNOW, IF YOU
HAPPEN TO SELL STICKY NOTES,
MAYBE IT'S VICKI'S STICKIES OR
SOMETHING LIKE.
THAT YOU WANT TO DO SOMETHING
THAT DOESN'T ALLOW A PERSON TO
SAY OH, VICKI PATTERSON, LET ME
DO A SEARCH FOR THAT.
OR LET ME SEE IF I CAN FIND OUT
OTHER THINGS ABOUT VICKI
PATERSON.
YOU REALLY DON'T WANT YOUR
POLITICAL COMMENTS OR YOUR
PERSONAL FEELINGS TO INFLUENCE
HOW PEOPLE ARE PER RECEIVING YOU
AND YOUR BUSINESS.
SO MAKE SURE YOU SEPARATE THOSE,
CREATE SEPARATE BUSINESS PAGES
FOR YOUR SEPARATE BUSINESSES OR
SEPARATE INTERESTS AS WELL.
>> ALL RIGHT.
OUR NEXT QUESTION THIS COMES
FROM DELORES WHO SAYS THAT WHEN
CUSTOMERS SEARCH FOR YOU, YOUR
PERSONAL AND YOUR BUSINESS
SOCIAL MEDIA ACCOUNTS SURFACE.
SO SHE SAYS WHAT IS YOUR
SUGGESTION TO SEPARATE THE
ACCOUNTS IS A GOOD ONE, IT MAY
NOT ACHIEVE TRUE SEPARATENESS.
SO MIGHT YOU SUGGEST ANY OTHER
WAYS TO DISGUISE THE LINK TWIN
THOSE TWO ACCOUNTS?
>> YES.
SO I THINK ONE OF THE THINGS
DELORES, AND THAT'S A GREAT
QUESTION, ONE OF THE THINGS IS
WHEN -- IS TO MAYBE GIVE SOME
THOUGHT BEFORE YOU GOIN SET UP
THE ACCOUNTS.
SO THIS IS NOT BEING
DISINGENUOUS.
BUT WHEN YOU SET UP THE ACCOUNT,
THE ACCOUNT IS TYPICALLY PUT IN
A FIRST NAME.
PUT IN A LAST NAME.
THAT DOESN'T HAVE TO BE YOUR
ACTUAL NAME, RIGHT?
SO THERE IS NO LEGAL REQUIREMENT
THAT YOU PUT IN YOUR ACTUAL, YOU
KNOW, REAL FIRST NAME AND REAL
LAST NAME.
YOU KNOW, I'M NOT SUGGESTING
THAT YOU DO ANYTHING
UNSCRUPULOUS.
BUT IT'S NOT UNCOMMON LET'S SAY,
FOR INSTANCE, YOU HAVE A PRAND
THAT IS, YOU KNOW, VEGETARIAN
FOOD.
RIGHT?
YOU KNOW, IF YOU PUT IN
VEGETARIAN AS A FIRST NAME AND
FOOD AS A SECOND NAME, THEN
VEGETARIAN FOOD SHOWS UP UNDER
THAT PROFILE.
IF YOU KIND OF GO TO INSTAGRAM
SPECIFICALLY AND YOU LOOK AT
SOME OF THE INSTAGRAM ACCOUNTS,
YOU WON'T ALWAYS SEE AN
INDIVIDUAL'S NAME.
YOU MAY SEE A BUSINESS NAME.
YOU MAY SEE A BUSINESS NAME OR
PERSON'S KIND OF PIN NAME H I
WOULD ALSO SUGGEST THAT YOU GIVE
SOME THOUGHT TO HOW YOU WANT TO
PERHAPS HAVE YOURSELF BE VIEWED
OR YOUR BRAND BE VIEWED AND
MAYBE YOU MIGHT WANT TO CONSIDER
CREATING A PIN NAME.
THAT IS VERY COMMON IN THE
LITERARY WORLD.
SOMEONE WILL CREATE SORT OF A
FICTITIOUS NAME TO WRITE UNDER
THAT ALLOWS THEM TO MAINTAIN
THEIR OWN PERSONAL LIFE AND
PERSONALITY.
THEY CREATE A PIN NAME.
I SUKT YOU LOOK INTO DOING THAT
AS WELL.
CREATE A PIN NAME OR EVEN A
SEPARATE PERSONALITY AROUND SOME
OF THE BUSINESSES THAT YOU'RE
DOING.
I THINK ONE OF THE GREAT THINGS
ABOUT HAVING SO MANY SOCIAL
MEDIA PLATFORMS IS THAT WHAT YOU
FIND IS THAT IT'S NOT OFTEN THAT
AN INDIVIDUAL IS ACTIVE ON ALL
PLATFORMS.
SO IF YOU WERE TO GO ON
INSTAGRAM, MANY OF THE PEOPLE ON
INSTAGRAM DON'T EVEN HAVE
FACEBOOK PAGES AND VICE RERSA.
SO IT'S REALLY POSSIBLE TO HAVE
DIFFERENT BRANDS AND BIFRN SORT
OF PRESENTATIONS ABOUT YOUR
PERSONAL BRAND AND BID BRAND ON
THE DIFFERENT PLATFORMS.
IT TAKES A LITTLE BIT OF THOUGHT
AND PREPLANNING BEFORE YOU DO
THAT.
BUT ONCE YOU HAVE ALREADY DONE
THAT AND YOU ASSOCIATED, YOU
KNOW, THOSE WITH YOUR NAME, THE
ONLY THING THAT CAN YOU DO IS GO
BACK AND CREATE NEW ACCOUNTS
WITH THIS NEW STRATEGY IN MIND.
BEAR MANY MIND YOU'LL LOSE THE
FOLLOWERS AND SOME OF THE GOOD
WILL THAT YOU ENGAGED ALREADY.
>> ALL RIGHT.
OUR NEXT QUESTION COMES FROM
HOMERO WHO LIKE TO KNOW IF YOU
CAN RECOMMEND SOME EFFECTIVE
ANTICIPATE LOW COST WAYS TO
ENGAGE HIS CUSTOMERS TO BUILD
HIS BRAND.
>> YEAH.
I WOULD SUGGEST, YOU KNOW, DIVE
RIGHT IN SOCIAL MEDIA.
I THINK WHETHER IT'S A PRODUCT
OR A SERVICE BUSINESS THAT, IS
THE LEAST EXPENSIVE WAY NOW TO
REALLY GET THE WORD OUT THERE,
WHETHER YOU CHOOSE INSTAGRAM OR
FACEBOOK.
YOU KNOW, THOSE ARE GOING TO BE
THE LEAST EXPENSIVE WAYS TO GET
YOUR BRAND OUT TO AS MANY PEOPLE
AS POSSIBLE.
I THINK THE KEY TO DOING IT
THOUGH IS TO BE CONSISTENT AND
TO CREATE A CONSISTENT MESSAGE.
AND SO ONE OF THE THINGS YOU
WANT TO DO IS INITIALLY DECIDE
WHAT IS THE MESSAGE THAT YOU
WANT TO COMMUNICATE?
WHAT IS IT YOU WANT YOUR
CUSTOMERS TO KNOW ABOUT YOUR
BUSINESS OR YOUR BRAND?
AND THEN JUST CREATE A STRATEGY
TO COMMUNICATE THAT EFFECTIVELY.
IT DOESN'T HAVE TO BE
COMPLICATED.
I KNOW OF A CLIENT, HE HAS A
PRESSURE WASHING BUSINESS.
AND WHAT HE DOES IS HE JUST
POSTS VIDEOS, SHORT VIDEOS ON
INSTAGRAM OR PICTURES ON
INSTAGRAM BEFORE AND AFTER OF
THINGS HE'S DONE WITH PRESSURE
WASHING, WHETHER HE'S DOING A
DRIVEWAY OR A ROOF OR HOUSE OR
HOME.
AND HE'S BUILD A TREMENDOUS
FOLLOWING JUST BY DOING.
THAT THE WAY HE WAS ABLE TO DO
THAT IS HE'S CONSISTENT.
HE IS POSTING VIDEOS ON A DAILY
BASIS.
AND THAT'S WHAT REALLY WORKS
WITH THE SOCIAL MEDIA PLATFORMS
IS THE CONSISTENCY AND
REGULARITY IN PUTTING CONTENT ON
THERE.
>> ALL RIGHT.
OUR NEXT QUESTION COMES FROM
DIAMOND.
ASKING WHAT WOULD YOU SAY WORKS
BETTER, USING DIRECT E-MAILS
AND/OREGON USING A PRODUCT SUCH
AS MAIL CHIP OR CONSTANT
CONTACT?
>> YEAH.
SO I THINK A COMBINATION OF BOTH
DIAMOND WORKS.
ONCE YOU CREATED AND ONCE YOU
HAD THAT INITIAL LEVEL OF
ENGAGEMENT WITH THE CUSTOMER, I
THINK DIRECT E-MAILS FOR MORE
HIGH DOLLAR PRODUCTS OR SERVICES
WOULD BE THE PREFERRED METHOD.
BECAUSE OBVIOUSLY YOU CAN'T SEND
DIRECT E-MAILS TO 1,000 PEOPLE
AND TAKE YOU FOREVER.
SO I THINK DIRECT E-MAILS ARE
REALLY BEST SERVED FOR CLIENTS
ONCE YOU'VE ALREADY ENGAGED AND
ONCE THEY OPTED INTO YOUR FUNNEL
AND THEY HAVE PERHAPS PURCHASED
ADDITIONAL PRODUCTS AND YOU SORT
OF CHERRY PICK THE CLIENTS THAT
YOU WANT TO ENGAGE DIRECTLY
WITH.
YOU KNOW IT'S IMPOSSIBLE TO
ENGAGE ALL OF THEM DIRECTLY.
I THINK CONSTANT CONTACT,
THEY'RE ALL GREAT PLATFORMS TO
USE IN TERMS OF CREATING E-MAIL
CAMPAIGNS, AUTOMATED E-MAIL
CAMPAIGNS.
JUST MAKE SURE THAT PEOPLE
CONSTANTLY ARE AWARE OF WHAT
YOU'RE DOING.
AND SO I THINK THOSE ARE VERY
GOOD WAYS TO REACH A LOT OF
PEOPLE VERY QUICKLY.
BUT ONE THING TO NOTE ABOUT ALL
OF THOSE CAMPAIGNS IS THAT WITH
THE NEW SOFTWARE, SORT OF
ANTI-SPAMING SOFTWARE, SOMETIMES
THOSE E-MAIL MESSAGES WILL NOT
MAKE IT THROUGH.
AND I THINK THAT'S SOMETHING
THAT YOU HAVE TO REALIZE AS WELL
WHEN YOU'RE SENDING OUT MASSIVE
NUMBER OF E-MAILS, YOU KNOW, A
CERTAIN PORTION OF THEM ARE NOT
GOING TO MAKE IT TO THE END
USER.
I THINK YOU HAVE TO SORT OF BEAR
THAT IN MIND.
AND ALSO A CERTAIN PORTION OF
THEM WON'T GET OPEN UNLESS YOUR
HEADER AND UNLESS YOUR MESSAGE
IS VERY COMPELLING THAT WOULD
ALLOW PEOPLE TO OPEN THEM.
I THINK, YOU KNOW, ONCE YOU SORT
OF GOT PEOPLE TO INITIALLY OPT
IN TO YOUR PLATFORM USING THE --
YOU KNOW, USING THE DIRECT
E-MAILS IS THE BEST WAY TO GO.
>> OKAY.
NEXT QUESTION COMES TO US FROM
SHIVA.
WHAT IS THE BEST WAY TO DO
MARKETING FOR A NEW BUSINESS
OWNER WHO HAS NOT YET IDENTIFIED
HER NICHE?
>> YEAH.
THAT IS A TOUGH ONE.
THAT'S A REALLY TOUGH ONE.
I THINK, YOU KNOW, I KNOW THIS
IS PROBABLY NOT THE ANSWER YOU
WANT TO HEAR.
BUT YOU HAVE TO, I THINK YOU
HAVE TO IDENTIFY YOUR NICHE
FIRST.
BECAUSE IF YOU BEGIN TO DO
MARKETING WITHOUT IDENTIFYING
YOUR NICHE, THEN YOU'RE LIKELY
TO WASTE A LOT OF TIME AND
EFFORT.
BECAUSE YOU'RE GOING AFTER A
VERY BROAD MARKET.
I THINK, YOU KNOW, ONE WAY TO
ACCOMPLISH THE SAME THING WOULD
BE TO PERHAPS DO A LITTLE BIT
OF -- DO SOME ADDITION ALL
MARKET RESEARCH BEFORE BEGINNING
TO MARKET YOUR NEW BUSINESS.
AND MAYBE, YOU KNOW, DO A LITTLE
MARKET RESEARCH AND FIND OUT
WHAT IT IS ABOUT YOUR BUSINESS
THAT PEOPLE ARE REALLY DRAWN TO
OR WHAT IT IS ABOUT YOUR
BUSINESS THAT YOU THINK WILL
RESONATE WITH PEOPLE.
AND ONCE YOU GET THAT, I THINK
YOU HAVE TO AT LEAST START WITH
ONE NICHE OR ONE FOCUS.
AND AFTER YOU TRY THAT FOCUS FOR
A WHILE, YOU CAN SWITCH.
I DON'T THINK YOU HAVE TO
NECESSARILY IDENTIFY THE ONE
YOU'RE GOING TO STICK WITH.
I DO BELIEVE YOU HAVE TO OOD AT
LEAST ONE SOLID DIRECTION THAT
YOU'RE GOING TO GO IN WITH YOUR
BUSINESS IN TERMS OF TARGETING
SPECIFIC PRODUCTS OR SERVICES.
>> OUR NEXT QUESTION COMES FROM
CAROLINE.
SHE WOULD LIKE TO KNOW IF THERE
IS A PARTICULAR PERCENTAGE OF
REVENUE THAT YOU WOULD SUGGEST
WE PUT TOWARDS MARKETING
CAMPAIGNS?
>> YEAH.
SO THANKS FOR THE QUESTION,
CAROLINE.
YOU KNOW, THERE ARE OBVIOUSLY
METRICS AROUND HOW MUCH A
BUSINESS SHOULD SPEND ON
MARKETING AND IF YOU GOOGLED HOW
MUCH SHOULD A BUSINESS SPEND ON
MARKETING, YOU GET ALL SORTS OF
ANSWERS.
A LOT OF THAT DEPENDS ON THE
SIZE OF THE BUSINESS.
SO, YOU KNOW, IF YOU ARE A
MILLION DOLLAR BUSINESS, THEN
YOU SPEND 15, YOU KNOW, 15%, 20%
ON MARKETING, THAT'S A
SUBSTANTIAL AMOUNT F YOU'RE A
100,000 DOLLAR BUSINESS, YOU MAY
NOT BE ABLE TO SPEND 15% ON
MARKETING.
I THINK IT DEPENDS ON THE LEVEL
THAT YOU'RE AT.
YOU KNOW, THE WAY THAT I LIKE TO
LOOK AT IT AND THE WAY I ADVISE
MY CLIENTS TO LOOK AT IT IS
REALLY DON'T NECESSARILY LOOK AT
WHAT PERCENTAGE OF YOUR REVENUE
YOU WOULD SPEND ON MARKETING
CAMPAIGNS, BUT REALLY KIND OF
CREATE A METRIC FOR THE RETURN
THAT YOU WANT TO GET ON WHAT YOU
SPEND.
SO THE DIFFERENCE IS IF YOU
DETERMINE A PERCENTAGE OF YOUR
REVENUE, THEN YOU ALREADY SORT
OF SAID THAT IF I MAKE $100,000
I'M GOING TO SPEND $20,000.
THAT'S GREAT, BUT WHAT YOU ARE
EXPECTING TO GENERATE OFF THAT
$20,000?
A BETTER WAY TO DO IT IS TO
PERHAPS SAY I WANT TO SPEND
$10,000 IN MARKETING AND I WANT
TO GENERATE AN ADDITIONAL 40,000
OR $50,000 IN REVENUE.
I THINK THAT IS THE WAY THAT WE
MOVE FORWARD PLASHGS ALREADY WAY
SMALL EARLY STAGE BUSINESSES.
IS TO LOOK AT, YOU KNOW, WHAT WE
WANT TO DO.
WHEN YOU LOOK AT PLATFORMS LIKE
FACEBOOK AND FACEBOOK ADS AND
INSTAGRAM ADS, THE METRICS THEY
USE LET YOU BREAK IT DOWN.
HOW MUCH YOU ARE PAYING PER
CLICK AND VIEW?
THOSE ARE THE TYPE OF METRICS
THAT YOU WANT TO LOOK AT.
INSTEAD OF LOOKING AT THE LUMP
SUM NUMBER I WANT TO SPEND,
MAYBE SWITCH IT AND SAY WELL HOW
MUCH RETURN DO I WANT TO GET ON
EVERY $1,000 THAT I SPEND ON
MARKETING OR EVERY $100 THAT I
SPEND ON MARKETING.
I THINK THAT'S A BETTER WAY TO
LOOK AT IT.
>> ALL RIGHT.
SO THIS LEADS US TO OUR LAST
QUESTION FOR TODAY.
THIS COMES FROM ED.
HE WOULD LIKE TO KNOW HOW DO YOU
ESTABLISH METRICS?
WHERE DO THEY COME FROM?
>> YES.
SO, YOU KNOW, KIND OF LIKE I
SAID IN AN EARLIER QUESTION.
I THINK THE METRCIS, IT DEPENDS
ON WHAT YOUR GOAL, IS ED.
A LOT OF BUSINESS OWNERS HAVE
DIFFERENT METRICS.
THEY HAVE DIFFERENT GOALS.
AND WHETHER YOU ARE A FULL TIME
ENTREPRENEUR OR PERHAPS YOU MAY
BE A PART TIME ENTREPRENEUR, I
THINK THAT DETERMINES THE
METRICS.
IF YOU'RE FULL TIME, OBVIOUSLY,
IT'S MORE IMPORTANT THAT YOU
GENERATE MORE REVENUE, THAT YOU
ARE VERY MUCH MORE ALIGNED WITH,
YOU KNOW, HOW MUCH YOU SPEND
VERSUS HOW MUCH YOU ARE
RECEIVING.
BUT IF YOU'RE A PART TIME
ENTREPRENEUR, YOU HAVE A LITTLE
BIT MORE LEEWAY.
BUT I THINK OVERALL, WHEN YOU
LOOK AT YOUR METRICS, I THINK
THE BEST WAY TO LOOK AT IT IS
WHAT IS THE RETURN THAT YOU
WANT?
RIGHT?
SO IF YOU WERE INVESTING
SOMETHING, YOU KNOW, WHAT IS THE
RETURN ON INVESTMENT THAT YOU
WANT?
IF YOU INVEST $100 OR IF YOU
INVEST 100 HOURS, WHAT IS THE
RETURN THAT YOU WANT OUT OF THAT
INVESTMENT?
WHAT IS THE RETURN YOU NEED IN
ORDER TO MAKE YOUR BUSINESS
WORK?
AND I'M ASSUMING YOU ALREADY
SORT OF DONE THE DUE DILIGENCE
AND FIGURED OUT WHAT YOUR BUDGET
IS AND WHAT YOU NEED TO MAKE TO
BE PROFITABLE.
ONCE YOU'VE DONE THAT, THEN I
THINK YOU KIND OF STEP BACK AND
SAY WHAT I DO NEED TO DO TO
GENERATE THE $100,000?
HOW MANY WIDGETS DO I NEED TO
SELL.
HOW DO I SELL 1,000?
IF I DO 10 ADS OR IF I DO 10
POSTS OR 20 POSTS AND GET 50
VIEWS AND I GET, YOU KNOW, TEN
SALES OUT OF THOSE 50 VIEWS,
THEN I THINK IT'S A MULTIPLE OF
THAT.
BUT I THINK YOU JUST HAVE TO
FIGURE OUT, YOU KNOW, WHAT THE
END GOALS ARE, YOU KNOW, WHAT IT
IS THAT YOU WANT TO ACCOMPLISH
AND THEN YOU SORT OF BACK INTO
THOSE PARTICULAR METRICS,
SPECIFICALLY IF YOU DO THEM WITH
THE PLATFORMS, THEY ALL HAVE
TOOLS EMBEDDED IN THOSE
PLATFORMS THAT ALLOW YOU TO
MEASURE WITH GREAT SPECIFICITY
EXACTLY HOW MUCH YOU'RE SPENDING
AND EXACTLY HOW MUCH YOU'RE
GETTING FOR THE MONEY THAT YOU
SPEND.
>> ALL RIGHT.
INFER THOSE ARE ALL THE
QUESTIONS THAT WE HAVE TIME FOR
IN THIS SESSION.
>> AWESOME.
>> YES.
ON BEHALF OF SCORE, I'D LIKE TO
THANK YOU ALL FOR ATTENDING THIS
WEBINAR AND I WOULD LIKE TO GIVE
A BIG THANK YOU TO KEVIN McGEE
AND MARK PARHAM FOR PRESENTING
TODAY.
THANK YOU BOTH SO MUCH.
>> THANK YOU.
WE APPRECIATE THE OPPORTUNITY.
>> BEFORE HEADING OUT TODAY, WE
HOPE THAT YOU'LL TAKE THIS LAST
BIT OF TIME TALKING WITH A
MENTOR, THE MENTORING HALL,
NETWORKING WITH OTHER BUSINESS
OWNERS AND THE NETWORKING
LOUNGE, CHATTING WITH OTHER
INDUSTRY EXPERTS AND PICKING UP
THE FREE BUSINESS RESOURCES IN
THE EXHIBIT HALL.
WE WANT TO THANK YOU SO MUCH
AGAIN FOR ATTENDING THE SMALL
BUSINESS SUCCESS VIRTUAL
CONFERENCE AND WE LOOK FORWARD
TO HAVING YOU JOIN US AGAIN IN
THE SPRING.