Using The Marketing Pie to Grow Your Business

This is the second part of a two-part series on The Marketing Pie, which looks at all the different elements of marketing and breaks them down into sections that can be approached a few at a time. Read part one of Looking At The Marketing Pie.

The Marketing Pie: Speaking, Online Marketing, Teleclasses & Workshops, Article Writing
The Marketing Pie - Pt 2: Speaking, Online Marketing, Teleclasses & Workshops, Article Writing

Speaking

Speaking is one of the best ways to reach a large group of ideal prospects at one. Unlike a webinar, email or personalized video, you are live and in front of your prospects and are able to direct all of your personal energy and effort at them.

In order to maximize your speaking engagement, you need to seek out your target market and discover when they hang out in crowds.

  • Is there an industry or association conference or seminar they are at? Try to arrange a speaking gig on a topic that will be of interest to them.
  • Are your power partners running an event for your ideal target market? Find a way to connect and team up with them.
  • Is there a strong need for your topic or service? Start running your own teaching events, no matter how small they start out.

Speak at networking groups, toastmasters, Chamber of Commerce events, associations, industry conventions and seminars. You want to be seen everywhere so that in the end your ideal clients come to you because you are everywhere they turn.

One thing to remember, you must provide valuable content and minimize your sales pitch, but make sure you do have a compelling or irresistible offer to galvanize them at the end of your speech.

Online Marketing

One of my favorite methods of marketing is online marketing – making your website work for you. Nothing is better than getting a lead through your website because you built it correctly months ago.

Online marketing involves getting traffic to your website, turning that traffic into leads, nurturing those leads and then turning those leads into customers. It doesn’t stop there; once you have customers, ask for reviews from them to help you get more customers (all online). Some of these items run into other areas of marketing and that is the beauty of it, everything ties in together.

One of the first things you need to do is get traffic to your website. This happens through organic (on-page) SEO and paid or off-page SEO.  Organic SEO involves optimizing the content and keywords on your page for the items your ideal clients are searching for in order to show up in the first page of Google search results. This includes items such as Title and META tags.

Content is king and this means not only having the correct, relevant content, but also fresh, new and constantly changing content. New content can come in the form of a blog on your website where you create entries based on the information your customers are searching for or new pages and images as well.

Off-page SEO includes link building, which is leveraging other websites to show that your website is of value and interest to others. When other pages link to your website correctly and are about similar topics, it tells Google that your page is of interest and relevant to others as well and helps you rank higher.

Search Engine Marketing includes items such as Pay Per Click ads where space can be bought at the top of Google searches, on other websites, and valuable real estate space such as the side of Facebook. Organic SEO can take a while to build up and produce results while paid search results kick into place instantly.

Once users are on your site, you then need to convert the traffic into leads. Read more about Irresistible Offers.

Examples of Online Marketing

  • Search Engine Optimization (SEO)
  • Blogging
  • Local Search
  • Online reviews
  • Pay Per Click (PPC)
  •  Search Engine Marketing (SEM)

Teleclasses & Workshops

Teleclasses and workshops are similar to speaking in that you reach a larger audience at once, but they go into greater detail. At these events, you offer training and an introductory taste to your services so that your ideal clients can gain a better understanding of your value and want to learn more from you or want to receive more help.

Articles

Articles are about creating fresh and new content, both on and off your website. On-site content includes blogs while off-site content can be e-zines or articles that you write and then link to your own website (link building).

By answering commonly asked questions or providing valuable information, you are also building up your reputation as an expert in your field. These articles can appear on websites that are more frequently scanned by Google and receive more traffic than yours and allow you to gain access to new potential clients.

Do you have an example of how you have been able to tie together several of these elements? Leave a comment and let me know!

Google Places to be Replaced By Google+ Local

Yesterday Google announced that they are replacing Google Places with their Google Plus Local feature. (Another move to encourage everyone to get on their Google+ platform.)

Social reviews are the way of the world these days, but due to anti-trust lawsuits, Google had to remove it’s scraping of reviews from Yelp and other review sites. Well they recently purchased Zagat, a (previously) paid review site.

Zagat has offered high-quality reviews, based on user-written submissions and surveys, of tens of thousands of places for more than three decades. All of Zagat’s accurate scores and summaries are now highlighted on local Google+ pages.

What does this mean for businesses? Ensure you have a page set up on to Google+ now. Your local search results need to be found online and will then link into your Google+ account, where your visitors can learn more about you.

Continue to manage through Google Places for Business
If you are a business owner, you should continue to manage your information in Google Places for Business. You’ll still be able to verify your basic listing data, make updates, and respond to reviews. For those who use AdWords Express, your ads will operate as normal as they’ll automatically redirect people to the destination you selected, or your current listing. From Google’s Business Tips page.

From a personal perspective, I can’t be bothered making the move to Google+ when all my friends and contacts are on Facebook. Facebook is enough of a time suck without having to post everything in two places and have two sets of updates to read.

However, from a marketing and business perspective, Google is the giant in the search world and they are making massive pushes to integrate social media into their search engine. By social media, I mean Google+ (why would they help a competitor), in their goal to conquer the world. What this means for businesses is that you do need to get on Google+ and start promoting your page and places because although people may not be using it personally, your results will start turning up in their Google searches. If you’re there, then the traffic will flow and they will start to find more reasons to use Google+ as well.

Who knows, maybe one day I will update my personal Google+ account! (My problem is that I have 5+ gmail accounts that I use for business, personal and clients and am never on the right account to go to my Google+ page…).

Read more about the removal of Google Places from the Google Blog.

Or from CNN, Goodbye Google Places…