Do It! Marketing Blog: Marketing for Smart People™

Marketing Concept: Viral is for Morons (Here's Why)

Marketing Concept: Viral is for morons. In general, this is true - and with professional services marketing in particular, it is VERY true. 

How many times have you heard professional services marketing ideas like:

  • We'll make a funny YouTube video ...and it'll go viral!
  • We'll post a really controversial/ snarky/ edgy blog ...and it'll go viral!
  • We'll create a really cool ebook ...and it'll go viral!
Take a look at this well-done Slideshare from the smart marketing folks at espresso:
The Ugly Truth About Viral Marketing
So... What do you think? Use the COMMENTS area below and...
professional services marketing blog

Tags: marketing speaker, consultant marketing, consulting firm marketing, marketing concept, thought leadership marketing, word of mouth marketing, viral marketing, marketing professional services, professional services marketing, entrepreneurship, marketing ideas, speaker marketing, social media marketing, content marketing, inbound marketing

Marketing Coach: Referrals, Leads, Introductions and Recommendations

Guest post by Rob Brownmarketing speaker referrals leads recommendations

Marketing coach tip: Let's talk about referrals. You do all this networking to either win direct business or cultivate relationships that will lead you to direct business. This second strategy is referrals.

The problem is that few people can tell you what a referral is.

Getting terms mixed up can make you sound a bit confusing when you ask for help. What you think is a referral might be a lead to someone else. You can see how it will help to get people on the same page. Would it help you to get a definitive answer on this?

Knowing exactly what a referral is should be the logical starting point in any guide on winning more referral business. Otherwise you ask 20 different people what a referral is and get 25 different answers!

See, many people mix up words like referrals, introductions, recommendations and leads. Then they wonder why the whole process is so confusing and why their customers and contacts struggle to pass them the business they want in the way they want it. So let's define some terms:

A LEAD. A lead is a contact that may come from any number of sources. This contact is generally not expecting your call. For example, if someone gave you a list of people who bank with a rival and are in your target range, you might consider that a lot of good referrals. Unfortunately, because the prospects are not expecting a call from you, it'sbasically not much better than a cold-call.

A RECOMMENDATION. A recommendation is something different. It's an endorsement to action. It makes you want to do something. It is similar to a referral, and makes a fine substitution. But all it does is tell you to call someone, go see that movie, eat at that restaurant. It is similar to a lead in that the person you approach still may not be expecting your call. A recommendation comes in the form of wise advice. The tone is ‘if you were me, you'd do this.' They have your interests at heart. Take action and you'll get good things!

A REFERRAL. A referral is a little more. It has more engagement and attachment from those involved parties. A referral is the opportunity to do business with someone in the market to buy your product or service who's been told about you by a mutual friend or associate.

"A referral is not a guaranteed sale. It is an opportunity for somebody to present their business where that presentation will be looked forward to with anticipation."
-- Dr. Ivan Misner, Founder of BNI

With a referral, you hope that when you contact them, they already know who you are and what you do. It is stronger than just a lead because the prospect has talked to your referral source and is generally expecting your call. Hence, they are referred.

AN INTRODUCTION. An introduction is simply the bringing together of interested parties. It's what you should do with a lead or referral. You've probably introduced people on email, by phone and of course, in person. When you bring people together, you become the social glue that oils the wheels of commerce. You are the catalyst that makes things happen. You are the conduit and the hub through which social capital travels.

When I talk about referrals , I'm expecting that you involve your referral sources as much as you can to bring about those introductions. When you do that, you're more likely to convert your referrals and keep everyone happy! A word of caution. Unless your network of customers and contacts are familiar with the word ‘referrals' and know exactly what it means and how it works, then we suggest you make ‘referrals' an internal word. Here is a great quote from Bill Cates, one of the top referral gurus in the USA.

'When we ask for referrals, what we really want is an introduction - a connecting to the new prospect. An introduction implies recommendation, but goes a step further and creates a connection. Someone can recommend us to someone, but not connect us to them. Likewise, someone can introduce us, but not recommend us. Which would you rather have? I'll take the introduction any day of the week. Ultimately, you should use the word that works best for you and flows most naturally for you. This way, you'll engage in the process more regularly.'

To recap... a lead is cold, a recommendation warmer, an introduction warmer still, and a referral the package of all three. So your mission is to generate a whole lot more of them for your business!

Rob Brown is the UK's leading authority on how to perform better and win more business through networking and referrals.

Tags: marketing for speakers, marketing speaker, marketing strategy, marketing success, marketing for coaches, marketing concept, marketing coach, marketing strategist, marketing mix, inbound marketing, referral marketing, referrals, raintoday

5 Signs that Your Prospect is Giving You Too Much Bullsh*t

marketing concept you don't need this bullshitToday's marketing concept for you is simple - check this out:

Your marketing and sales process should be easy, effortless, and enjoyable.

Period. End of sentence.

If it is not - and if you're attracting difficult, high-maintenance or non-enjoyable prospects - here's another marketing concept for you:

If the dating doesn't go well, it won't get better once you're married.

As the great business sage, Donald Trump, once said:

"Sometimes the best deals are the ones you don't do."

Amen, brother Trump!

5 Signs that Your Prospect is Giving You Too Much Bullsh*t

1. Agreeing to sign on and then backing off at the last minute or the next day to ask for references, birth certificates, blood tests, or guarantees.

2. Bargaining. Namely, asking for a price reduction with no corresponding reduction in services, terms, value, or relationship. (Asking for a price concession "just because" is a classic form of prospect bullsh*t!)

3. Undervaluing your services, track record, and expertise. "I could do this myself, I just don't have time..." or "We've outsourced this to several vendors and have never been happy..." (Run, my friend, run!)

4. Telling you upfront, "We're notoriously difficult to work with / a control freak / a perfectionist / highly demanding - but don't take it personally." (This means they've been fired by other service providers in the past and they're prepping you for the same eventuality while playing BOTH sides of good cop / bad cop. Nice!)

5. Using terms of false affection like "Big Guy'" and "My dear" or false compliments like "You are a great salesperson!" (Obviously, if you were a great salesperson, you would not be wasting your time with this narcissistic sociopath nightmare client from hell, would you?)

As poet Maya Angelou has so eloquently said, "When someone SHOWS you who they are, believe them."

Finally, a cautionary (and VERY funny) video to illustrate the point about Prospect Bullsh*t and how it looks in everyday life:


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Tags: marketing speaker, consultant marketing, consulting firm marketing, marketing concept, keynote speaker, marketing agency, professional services marketing, small business marketing expert, professional speaker marketing, marketing coach, marketing strategist, motivational speaker marketing, success tips, speaker marketing, marketing consultant, small business marketing, marketing mix, thought leadership, small business marketing speaker, inbound marketing, raintoday, advertising, internet marketing

Marketing Concept: 9-Point Client GPS (Goofball Prevention Screening)

marketing concept client goofball prevention screeningEvery day here at Do It! Marketing HQ, we work hard to make sure the clients we love are extremely happy with our work and our results. At the same time, we work hard to keep OUT clients who will make us nuts, sap our energy, or for whom it will be impossible to do our best work.

In this spirit, here is today's marketing concept: Your Client GPS tool (Goofball Prevention Screening)

A client may well prove to be a Goofball if they…

  1. Lack high standards of excellence – Good enough is good enough…
  2. Don’t care about increasing their knowledge – Not committed to becoming valuable resources to their own clients and customers…
  3. Refuse to work hard and commit to their own success – Lack persistence and are unwilling to try new things to achieve results…
  4. Think they already know everything – And are unwilling to accept help in expanding their skills, expertise, or capabilities…
  5. Resist investing in themselves and their business – They fail to understand that this is the best investment of all…
  6. Operate from a mindset of fear and scarcity – They can’t make good decisions long-term because they are so risk-averse in the short term…
  7. Won’t (or can’t) pay their bills – Their lack of financial responsibility spills over onto others in the form of late payment, non-payment, and endless excuses…
  8. Exude negative energy – Negative self-talk, pessimism and cynicism repel new opportunities, new partners, and new ideas (all vital to success)…
  9. Can’t commit to mutually supportive relationships – In business and in life, the most successful people don’t make it alone…
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And then leave a comment below with your questions, thoughts, and advice on the ideas above.

Are you a DO IT freak? Welcome to the club!! Please use the social media buttons at the top of this post to share it with your network. YOU are a rock star!

Tags: marketing for speakers, marketing speaker, marketing success, marketing for coaches, consultant marketing, consulting firm marketing, marketing concept, keynote speaker, professional services marketing, small business coach, persuasive speech topics, professional speaker marketing, marketing coach, motivational speaker marketing, success tips, marketing consultant, small business marketing, marketing mix, small business marketing speaker, marketing tip, inbound marketing, raintoday

The (REAL) Idiot's Guide to Social Media Marketing

idiots guide to social mediaAs a speaker marketing expert and head honcho of an inbound marketing agency serving speakers, consultants, and thought-leading professionals, I often find myself with prospects who want to get involved in social media but - sadly - do not understand the intent, ideas, or influence factors that make social media an effective tactic in their overall marketing arsenal.

How can I put this? Ummm... well, they're idiots.

Relax... IDIOT is an acronym that stands for the 5 key misconceptions, faulty assumptions, and pillars of goofy thinking that prevent most thought-leading professionals (YOU perhaps??) from generating maximum results from your social media efforts.


I: I, Me, My syndrome

D: Dumb it down

I: Information without invitation

O: Over-selling

T: Today vs. tomorrow focus

Let's take a look at each of these in a bit more detail:

I: I, Me, My syndrome. No, your social media postings do NOT need to be all about YOU. In fact, if all you talk about is YOU - your company, your book, your blog, your brand, your articles, your resources, your tools, your programs, your products, your services... people will ignore you, tune you out, and dismiss you for the self-centered idiot that you are. (Please remember - idiot is an acronym used throughout this post.)

Experts promote other experts. Experts are not insecure about shining the spotlight on others. Experts are curators and pointers-out-of-cool-things. Experts post book reviews BY other experts FOR yet other experts' books.

As long as YOU can be counted on to share interesting, relevant, valuable, sometimes even edgy content, guide your followers to the "good stuff" online, and position yourself as a reliable sherpa in your expertise, you'll get PLENTY of attention, love, and respect. Even MORE SO if you're not a mental weakling who is focused only on hyping your own crap.

Grow up. Step up. Be a real expert and learn once and for all - it's not about YOU.

D: Dumb it down This mistake comes from the fear that if you give away your VERY BEST ideas, strategies, tools, tactics, insights and other secret sauce (yes, the stuff you get paid BIG BUCKS for with your paying clients!) that you will somehow diminish the demand for your paid products and services.

So you "dumb it down." You post that second-rate article. You remove some detail from that tip sheet because you want people to buy your consulting services and not do it themselves. You post the video that only has 3 of your 10 key ideas because heck, if you gave all 10 ideas, they'd never hire you to keynote at the big industry conference - you've already "spilled the candy in the lobby."

Yep - you guessed it: You're an idiot.

The reality is - it works 180 degrees the other way. The ONLY way folks are going to pay you the big bucks is if they have a FIRSTHAND experience of your genius - if they feel it, taste it, touch it, and fully experience it. ONLY THEN will they want more. ONLY THEN will they share it with their colleagues. ONLY THEN will they call their boss over to look at your website or email them your link.

Do you want to be SHARED - or do you want to be SCARED? Your call - but you already know which answer will make you more money. Unless you're an idiot. 

I: Information without invitation  Social media sites are not a dumping ground for your old, outdated, crappy content from books you wrote in the 1980s or articles that you could never get published.

Even rock-solid, current, highly relevant information is NECESSARY but NOT SUFFICIENT to fuel your thought leadership platform and build your empire as an expert.

Here's a secret - the internet actually does NOT need more information posted on it. Not from you. Not from me. Not from anyone.

An effective social media campaign will share information of standalone value and then INVITE a two-way (or 5-way or 17-way) conversation around that information.

Ask questions, seek engagement, invite involvement. 

Offer value, seek opinions, spark conversation - and ask the most powerful question in sales AND leadership AND relationships: "What do you think?"

O: Over-selling One particularly idiotic individual told me that he wanted ALL his Facebook posts to have a hyperlink. Every. Single. One.

Hyperlink to where, you ask?

To HIS online store, HIS products, HIS books on amazon, HIS speaking page, HIS consulting page, HIS services overview. He said, "If you're not linking every Facebook post to a selling opportunity, you're just putting a lot of dead-end junk on Facebook and you'll never make any money." 

Wow - this guy is a WORLD-CLASS idiot.

Social media is not about posting "here's how to buy my crap" - it's not about creating an extra dozen or so sales pages for your products, services or programs.

If your goals are: Sell on Twitter. Sell on Facebook. Sell on LinkedIn. Sell on YouTube...

Your results will be: Unfollow. Unfriend. Unlink. Unsubscribe. You're done. Buh-bye. Idiot.

Lesson 1 for you to share with your idiots: Content comes before commerce.

Lesson 2 for you to share with your idiots: First you earn their attention. THEN you earn their money.

T: Today vs. tomorrow focus The final mistake is to think of social media in the same way that you might think of outbound sales activity.

Think about it: Cold calls. Email blasts. Direct mail. Do those things and the natural question to ask is - OK, how much did we sell?

You made 100 dials, you connected with 20 humans, you had 14 conversations, you qualified 5 serious prospects and then how much did you SELL TODAY?

You sent 10,000 postcards. Requests came back for 300 quotes. So how many widgets did you SELL TODAY?

Social media doesn't work that way. Social media is... well, social. It's about relationships and trust. Relationships and trust don't have an ON/OFF switch - they develop over time.

Transactions happen today from relationships you built last week, last month, and last year. The benefit of that - and the reason it's worth the "wait" is that social media gives you a permanent asset - TRUST.

Blog entries are forever. They continue to sell your expertise, your company, and your value day after day, week after week, year after year. LinkedIn recommendations are forever. People that wrote glowingly of you in 2002 are still "selling" for you and your reputation TODAY.

A voice mail? BEEP - gone. An email? ZAP - gone. A face to face meeting? DONE - bye. Those happen today and they're gone today. 

Sure, you have to sell today. You have to make your quota today. You have to feed your family today. But social media marketing helps you ensure that what you create ONCE today works and lasts and brings customers and clients to you for many years to come...

Not because you SOLD them like an IDIOT -- but because you built the trust and relationships that HELPED THEM BUY today, tomorrow and beyond!

So... what do YOU think?

Grab your FREE copy of the Social Media Traffic Boost Cheat Sheet!

And then leave a comment below with your questions, thoughts, and advice on the ideas above.

Are you a DO IT freak? Welcome to the club!! Please use the social media buttons at the top of this post to share it with your network. YOU are a rock star!

Tags: marketing success, consulting firm marketing, keynote speaker, social media, trusted advisor marketing, small business marketing expert, motivational speaker, ceo, professional speaker marketing, motivational speaker marketing, small business marketing, small business marketing speaker, marketing tip, social media marketing, inbound marketing, public speaker marketing, internet marketing

Marketing Speaker: 5 Cost-Effective Marketing Secrets

Guest column by Tom Marin, Orlando Business Journalmarketing for speakers

Brand marketing is facing a power-shift in today's marketplace. Customers want to be part of a brand's direction and development.

Listening to their expectations can determine your firm's level of success. To take full advantage of today's market share, companies will need to "lose" control of their marketing strategy to ultimately gain it, by embracing this powerful dynamic of customer expectations.

Fifty years ago, there weren't the number of brands or media choices there are today. The market is filled with brands, sub-brands, cross-brands, and strategic-brand partnerships. Add to that list the ever-increasing media choices, including Internet marketing, and it's difficult to make a minor change to a brand that will affect top-line sales significantly.

Investing in cutting-edge, no-cost and low-cost promotional tools for branding ideas will allow you to market your company profitably.

Consider these suggestions for energizing your brand in today's marketplace:

• Create uniqueness. Uniqueness is a brand's No. 1 asset. The greater the brand uniqueness, the higher its score in market share. And those brands that create a unique brand category usually become the leaders. What comes to mind when you consider: theme park, soft drink or overnight delivery? Most likely it is Disney, Coke and FedEx. They are the recognized leaders, though there are other brands in their categories. Your brand's uniqueness can be determined by completing this sentence: Our (brand name) is the only (product category) that (does what).

• Replace repetition with interactive promotions. A common branding strategy is repetition of the brand message to build awareness. This strategy is not as effective as interactive promotions. For example, a 30-day trial use, a sample pack, an on-premise presentation or a portion of the service you offer are all effective interactive strategies. They allow customers to discover the benefits of your brand and move closer to making a purchase decision than the repetitious sales pitch provides.

• Replace outbound marketing with inbound branding. Traditional methods of outbound marketing include telemarketing, voicemail campaigns, e-mails and direct marketing. These standard marketing strategies have become less effective because people use spam-ware, caller ID, firewall devices and the "circular file" to eliminate them. Internet searches have become a primary source for obtaining product information. Popular Web sites such as Google and Yahoo are tapping the exploding volume of today's online buyer.

To increase your potential customer base, consider using these methods:

1. Publish articles on Web sites that are relevant to your target audience.

2. Write book reviews on related topics for Web sites such as

3. Publicize your brand on Web sites like and

4. Increase your online identity with listings on LinkedIn, ZoomInfo, Ziggs, Naymz and others.

• Replace monolithic marketing with customer-centric branding. Don't be a follower. If you're trying to overtake a brand leader, don't emulate their strategies. Create your own. And let your strategy strike at the heart of what your key customers want. Of course, knowing what they want will be paramount to your success, so ask them.

• Don't plan for overnight success. If someone offered me $10 million to help them launch a successful brand tomorrow, I'd tell them instead to give me $1 million and five years to make their brand successful. Understanding this dynamic of time, I'll bring home the bacon based on what prospective customers want.

Accepting and using this branding power-shift between you and your customer will allow you to involve their needs in your strategy and, in time, will establish your brand successfully. Their involvement offers them new reasons for becoming a loyal customer.

Tags: marketing for speakers, marketing speaker, marketing strategy, marketing success, marketing for coaches, professional services marketing, professional speaker marketing, motivational speaker marketing, marketing tip, marketing tips, inbound marketing

Marketing coach: Step-by-step how to ask for incoming links and get amazing results

marketing speaker marketing coach David NewmanGuest column by Jerry Minchey, SearchEngineU

Having a large number of on-topic, incoming links is like building an earthquake proof building. With a lot of incoming links to your website you can withstand whatever Google throws at you and still hold onto your hard-earned high PageRank.

There are a lot of ways to get incoming links, such as:

  • Get listed by the directories.
  • Write articles for ezines and newsletters.
  • Provide useful content so people will link to you without you asking.
  • And the technique we are going to talk about today . . . Ask other sites to link to you. I'll go into the other techniques in another article.
Now, lets talk about how to ask for links. And let’s go over a sample email letter that WILL get results when used properly.

Sample Link Request email message

Create personalized custom letters and send them manually one at a time. (My comments are in parentheses. The actual lettler is the text outside the parentheses.)

Subject: Link request (Look at their website and see if they request a special subject line when requesting links.) (Start of actual email message text:)

From: Jerry Minchey at Personal email address: (This tells them that this is NOT spam. Spammers don't leave their email address.)

Cell phone: (Use a cell phone or a number where you can almost always be reached. If they want to talk to you, they may only try one time.)

Dear Jim, (Take the time to find the site owners name)

I found the information on your site at to be informative and professional, particularly the section on (fill in something to show that you have actually visited the site).

I think your visitors would all appreciate help getting their websites ranked higher on Google and other search engines. We are a subscription website, but we offer a ton of useful search engine optimization information to non-subscribers as well. (Show them an advantage to having your link on their site.)

I would like to request a link to our Home page at from (Describe their page you want a link from. Home page, main product page, etc.) at (List the URL of their page you want to be linked from. Maybe give them two suggested pages. Find two on-topic pages that have a reasonably high Google PageRank if possible. Of course, their Home page is always nice, but their Resources page may be where all of their other links are from.)

You can link to us by downloading our logo and code from: or just creating your own code. (You should have a “Link to Us” page with simple step-by-step instructions on your website showing people how to link to your site. Refer to it here.)

I have subscribed to your newsletter and look forward to receiving it. (That is, if they have one. This shows that you have looked at their site and find it of value. Stroke their ego.)

(And if you are proposing a reciprocal link arrangement, include the following statement:)

I have already added a link to your site. You can see it at:

I think the visitors to your site will appreciate your help in providing this valuable resource for them and of course, it will be greatly appreciated by me.

If you can provide the link, an email to confirm it would be appreciated.

Please let me know if you have any questions. I can be reached by email at or call me anytime on my cell phone at xxx-xxx-xxxx.

Thanks for your consideration, Jim. (End any request with the person's name. It works much better than starting the sentence with their name.)


Jerry Minchey

P.S.Remember, adding this link to your website will take you less than two minutes. And your thoughtfullness in adding this valuable resource of additional information will be greatly appreciated by your visitors.

(Always add a P.S. to your email message restating what it is you want and why they should take the time to do. They may just scan your email message, but they WILL read the P.S.)

Click here if you want to see more articles on Search Engine Optimization Techniques.

Tags: web marketing, search engine optimization, inbound marketing, internet marketing, seo, search engine marketing, inbound links, findability

Inbound Marketing Certified Professionals Help Speakers Sell Smarter

speaker marketing agency inbound marketing services for speakers consultants expertsRecently, two additional Do It! Marketing team members earned their Inbound Marketing Certified Professional designation - Catherine Bernard and Dusty Meehan.

In order to receive the Inbound Marketing Certification, the recipient must attend a variety of courses and pass a comprehensive certification exam, demonstrating subject matter expertise in the following areas:

  • Advanced Search Engine Optimization and Ranking Improvement Strategies
  • How to Blog Effectively for Businesses
  • Social Media and Building Community
  • Business Applications for Facebook, LinkedIn, Twitter and other Social Networks
  • Viral Marketing and World-Wide Raves
  • Creating Strong Calls to Action and Effective Landing Pages
  • Inbound Lead Nurturing (Turning Leads into Sales)
  • Successful Email Marketing
  • Analyzing Results and Demonstrating ROI

This certification demonstrates our expanding commitment to serving our community of professional speakers, consultants, coaches, trainers, experts, authors, and thought-leading service business owners as their "instant infrastructure" team combining:

  • Inbound marketing services to make the phone ring and fill your calendar in the best possible way (when you get THEM to call YOU!)
  • Offline thought-leadership marketing through article placement in leading trade, professional, and industry publications of your target market, webinars, teleseminars, guest interviews, and other hand-selected opportunities
  • Admin/backoffice service and support for upselling, cross-selling, and stimulating repeat and referral business from buyers, audiences, and past clients

If you'd like to learn more about how we can help YOU generate more leads, better prospects, and bigger sales - visit Done-for-You Marketing for Speakers, Consultants, and Experts.

p.s. It's also a great way to fill your calendar with LESS time, effort, energy, and drudgery.

Tags: marketing for speakers, marketing for coaches, marketing agency, professional services marketing, professional speaker marketing, marketing coach, motivational speaker marketing, thought leadership, social media marketing, inbound marketing, internet marketing, technology marketing

What Is Inbound Marketing?

Guest post by Rick Burnes

Inbound Marketing is marketing focused on getting found by customers.

In traditional marketing (outbound marketing) companies focus on finding customers. They use techniques that are poorly targeted and that interrupt people. They use cold-calling, print advertising, T.V. advertising, junk mail, spam and trade shows.

Technology is making these techniques less effective and more expensive. Caller ID blocks cold calls, TiVo makes T.V. advertising less effective, spam filters block mass emails and tools like RSS are making print and display advertising less effective. It's still possible to get a message out via these channels, but it costs more.

Inbound Marketers flip outbound marketing on its head.

Instead of interrupting people with television ads, they create videos that potential customers want to see. Instead of buying display ads in print publications, they create their own blog that people subscribe to and look forward to reading. Instead of cold calling, they create useful content and tools so that people call them looking for more information.

Instead of driving their message into a crowd over and over again like a sledgehammer, they attract highly qualified customers to their business like a magnet:

inbound marketing


The most successful Inbound Marketing campaigns have three key components:

(1) Content - Content is the substance of any Inbound Marketing campaign. It is the information or tool that attracts potential customers to your site or your business.

(2) Search Engine Optimization - SEO makes it easier for potential customers to find your content. It is the practice of building your site and inbound links to your site to maximize your ranking in search engines, where most of your customers begin their buying process.

(3) Social Media - Social media amplifies the impact of your content. When your content is distributed across and discussed on networks of personal relationships, it becomes more authentic and nuanced, and is more likely to draw qualified customers to your site.

inbound marketing 

Why Inbound Marketing Makes Sense in a Recession

As the economy slows down, companies are turning to Inbound Marketing because it is a more efficient way of allocating marketing resources than traditional, outbound marketing. As our CEO, Brian Halligan, puts it, when you're inbound marketing, the thickness of your brain matters a lot more than the thickness of your wallet.

There are three specific ways Inbound Marketing improves on the efficiency of traditional marketing:

(1) It Costs Less - Outbound marketing means spending money - either by buying ads, buying email lists or renting huge booths at trade shows. Inbound Marketing means creating content and talking about it. A blog costs nothing to start. A Twitter account is free, too. Both can draw thousands of customers to your site.  The marketing ROI from inbound campaigns is higher.

(2) Better Targeting - Techniques like cold-calling, mass mail and email campaigns are notoriously poorly targeted. You're reaching out to individuals because of one or two attributes in a database. When you do Inbound Marketing, you only approach people who self-qualify themselves. They demonstrate an interest in your content, so they are likely to be interested in your product.

(3) It's an Investment, Not an Ongoing Expense - When you buy pay-per-click advertising on search engines, its value is gone as soon as you pay for it. In order to maintain a position at the top of Google's paid results, you have to keep paying. However, if you invest that money in quality content that ranks in Google's organic results, you'll be there until somebody displaces you.

p.s. If you'd like some personalized help - and your very own customized marketing and sales toolkit PLUS an easy-to-implement inbound marketing game plan with 1-on-1 guidance for 90 days, get all the details here.


Tags: marketing for speakers, marketing speaker, marketing strategy, marketing for coaches, marketing agency, trusted advisor marketing, small business marketing, marketing tips, inbound marketing

Marketing coach: What really works in online marketing

marketing coach David Newman online marketing secretsA colleague recently said to me, “No one has found the top secret formula for successful online marketing yet.”

I disagree. A number of companies know exactly what works and are making small fortunes with it.

The primary concept is that online marketing works best when you e‐mail to people who ALREADY know you. Therefore, successful online marketers build their “house file” or “e‐list” (lists of prospects and their e‐mail addresses) using the process outlined below, and then sell to those people via e‐mail marketing:

1. Build a Website that positions you or your organization as an expert, guru, or leader in your field or industry. This is the “base of operations” for your online marketing campaign.

2. Your Website should include a home page, an “About the Company” page and a page with brief descriptions of your products and services (each product or service description can link to a longer document on the individual item).

3. You should also have an “Articles Page” where you post articles your company has published on your industry or area of specialty, and where visitors can read and download these articles for free (e.g., a home improvement contractor would have tips for small do‐it‐yourself home improvement projects).

4. Write a short special report or white paper relating to the problem your product or service addresses, and make this available to people who visit your site. They can download it for free, but in exchange, they have to register and give you their e‐mail address (and any other information you want to capture).

5. Consider also offering a monthly online newsletter, or “e‐zine.” People who visit your site can subscribe free if they register and give you their e‐mail address. You may want to give the visitor the option of checking a box that reads: “I give you and other companies you select permission to send me e‐mail about products, services, news, and offers that may be of interest to me.”

6. The more “content” (useful information) on your site, the better. More people will be attracted to your site, and they will spend more time on it. They will also tell others about your site.

7. The model is to drive traffic to your site where you get them to sign up for either your free report or free e‐zine. Once they register, you have their e‐ mail address and can now market to them via e‐mail as often as you like at no extra cost.

8. The bulk of your online leads, sales, and profits will come from repeat e‐ mail marketing to this “house” e‐list of prospects. Therefore, your goal is to build a large e‐list of qualified prospects as quickly and inexpensively as you can.

9. There are a number of online marketing options, which can drive traffic to your site, that I can help you with. These include free publicity; e‐mail marketing; social media advertising; search engine optimization; direct mail; and e‐zine advertising.

10. The key to success is to try many different tactics in small and inexpensive tests, throw out the ones that do not work, and do more of the ones that are effective.

Need a great marketing speaker for your next association conference, company meeting, or franchisee/dealer event? Marketing speaker David Newman delivers the goods - over 600 presentations since 1992. David's clients include 44 of the Fortune 500 and countless small and mid-size organizations, associations, and non-profits.

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