Date post: | 09-Jul-2015 |
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Internet Marketing for MSPs
James Omdahl
Who is this guy?
Internet Marketing
Guy/Dude/Viking
InsureMe
Insurance Lead Generation Company
• SEO
• PPC
• Affiliate marketing
• Social media
• Blogging
InsureMe
Insurance Lead Generation Company
• SEO
• PPC
• Affiliate marketing
• Social media
• Blogging
Properazzi.com
World’s Largest Real Estate Search Engine
• Search engine optimization
– 16 languages
– 30 countries
– Millions and millions of web pages
World’s Longest Commute
Bubble = Burst
The Last Straw
Mike Cooch
• Everon Technology Services
• Challenges:
– Long sales process (MSP average is 6 months)
– MSPs competition growing
– Needed an effective, trackable way to grow his business
Found Internet Marketing
Internet Marketing for MSPs
Help me with my
personal problem…
I suck at dinner
parties.
Internet Marketing is…
• Foreign to most people
• Uses a lot of acronyms
• Can seem a bit abstract
• Not easy to relate to
• Is more than just one thing
• Overall, makes for bad conversation
I needed an analogy
What do we all have
in common?
We are all HUMANS!
Today you will help
me test…
THE MOST
AMAZING
THE MOST
RELATABLE
THE MOST
LOOSELY CRAFTED
ANALOGY
DESCRIBING
INTERNET
MARKETING
HOW INTERNET
MARKETING IS
LIKE THE HUMAN
BODY
What is the #1 Thing We Need?
(even clipart people)
WE NEED
AIR!
In the Internet
marketing world
you need a
Web Presence
What is a
Web Presence?
Real Estate
Air = Oxygen
------------
Web Presence
= Website
Websites
Websites Are:• Online store or office
• Sales pitch
• Business card
• First impression
The MOST IMPORTANT part of your web presence.
Air Isn’t Just Oxygen
Web Presence
isn’t just
a Website
Social Media
Blogs
Adversites
It’s All Real Estate
AIR IS
GOOD
BUT…
Respiratory System
Conversion
Points
Conversion Points Are:
• Phone number
• Email address
• Info capture forms
• Purchases
If they can’t CONTACT you, you can’t SELL them anything.
The Conversion Point Rule
Conversion
Rate
Difficulty of Conversion
Website +
Conversion
Points
Air +
Respiration
YOU
LIVE!
YOU
LIVE!(until)
Water & Food
Traffic to Your
Website
Good News!
There is a lot of
traffic out there
Every Month in the
United States
So how do you
get the traffic?
If you need a product or service but don’t know
where to buy it, where do you go?
Question for You…
Yellow Pages
The Internet
You’re Not Alone
• 54% of Americans use the Internet & local search instead of phone books 1
• 97% of American Internet users use the Internet to shop2
• 74% of users perform local searches3
Sources: 1comScore Networks; 2NPD Group, November, 2008; 3Kelsey Group;
Your ability to be found on the Internet is KEYto finding new clients
and growing your business.
Types of Search
Engine Traffic
National Search
Local Search
Organic
Search(The Free Stuff)
Organic Search
• Free to be there
• Algorithmic rankings
• “Merit based”
• SEO
The way to get ranked is by doing SEARCH ENGINE OPTIMIZATION
POP QUIZ!
What is This?
What is This?
COWS!
SEO is about
making it easy for
Search Engines to
understand what
your website is
about
SEO is Like Water
A Majority of Searches
Sometimes it just falls from
the sky…
Other times it takes a little
knowledge or skill to get it
And occasionally it’s going to
be im-frikkin’-possible
In the end, most of us just want
to pay for it.
Local Search
Local Search
• Free to be there
• Algorithmic rankings
• Submitted by business
• Geography + Optimization
82% of local searches result in an in-store visit, phone call, website visit or
purchase.
The Magic of Local Search
1. Find potential customers that want to buy local
2. Less competition than organic search
3. Searches don’t even have to be local to get local results
4. More and more searches are going local, especially with mobile searching going up.
Local Search is Like
Gardening
Depending on where you
live it can be easy or hard
The more work you put in,
the higher the yield
Some things are just not in
your control
You’ll likely need other sources
of nourishment
Paid Search
Paid Search
• Pay-per-click
• Text & Banner
• Geo-Targeting
• Google AdWords
If you want new traffic to you website RIGHT NOW, paid search is for you.
Paid Search Benefits
1. Extremely trackable
2. You control your budget and targeting
3. Sophisticated geographic targeting options
4. You can have a paid search account up and running in less than one hour
Paid Search is Like
Going to the Store
There are many options, but a
few dominant sources
Quality often reflected in the
price
Finding deals takes some time
and effort
It’s quick, it’s convenient and
you get what you want.
Bonus Method!
Social Media
Social Media
• Emerging Channel
• Hyper-Social
• Indirect Selling
• Time Intensive
Social media helps you establish self-brand, build trust and be a leader.
Social media is like
eating at a party or
networking event.
You are expected to be social
before you eat
It can be a lot of fun
Sometimes you end up at the
wrong party
In the end, you might just end up
with crappy hors o’doeuvres
Food & Water
IS
GOOD BUT…
Digestive System
Digestion Gives Us
1.Energy
2.Growth
3.Byproducts
Metabolism
controls our
speed of
digestion
Sales
Cycle
Sales Cycle Result1.Energy = Operating Costs
&Momo2.Growth = Business Growth3.Byproducts = Money in Your
Metabolism
Booster
Email Marketing
Email Marketing
• Speeds up sales process
• Gives information
• Generates demand
• Automatable
Return for email marketing is $43.62 for every dollar spent.*
*Direct Marketing Association, 2009
What Email Marketing Does
1. Automates follow-up, so you don’t forget
2. Delivers messages and information that prospects need before buying
3. Builds a deeper relationship with your prospects
4. Frees up your time so you can focus on closing hot leads
Email Marketing Tips
1. Segment your list
2. Send Helpful, Actionable Messages (HAM)
3. Move them through the stages of your sale
4. Use lead scoring to find hot prospects
5. Automate whatever you can automate
Learn more at the email marketing session!
Now you are:
Breathing
Drinking
Eating…
Which means
you have:
Energy
Growth
Byproducts
Now Your Business Has:
• A WEB PRESENCE
• With CONVERSION POINTS
• Getting traffic from SEARCH ENGINES
• Which is turning into LEADS
• And you are selling to the leads more quickly with EMAIL MARKETING
• Which brings you…
THE PAYOFF
1.Resources to Cover Costs and Create Momo
2. Business Growth
3. Money in Your Pocket!
But wait…
I want to
grow more.
Reproductive System
The Magic of
Reproduction
Reselling
customers
using Email
Marketing
Reselling with Email
• Cheapest contacts
• Already bought once
• You know about them
• Inexpensive to do
If you aren’t UPSELLING or CROSS-SELLING with EMAIL, you are
CRAZY!
Reselling to
current
prospects
brings…
Energy &Momo
Growth
A whole lot of
byproduct!
Money
In Conclusion…
Internet
Marketing is an
Ecosystem
Traffic
Website
Conversion Points
Email Marketing
Sales
Resell Email
Understanding the Ecosystem
KutendaForMSPs.com
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Marketing and How to Avoid an Eternity in PPC Purgatory
(Can I Get an Amen!?)
July 28th
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Internet Marketing for MSPs