Online  Marke+ng  Intensive  Course  For  Wellbeing  Professionals  Perth,  Oct  23    

Barriers  to  learning  

•  “I  know  this  already”  

•  “This  isn’t  relevant  to  me”  

•  “I’ll  never  get  this”  

$1  billion  per  year  

Sales  in  the  Australian  natural  (complementary)  healthcare  industry  

In  2006,  

6%    were  online  

In  2010,    

23%    Were  online  

In  2020,  

68%    Will  be  online  

Centralised  power  Limited  mobility  

To  own  your  own  factory  nowadays,  all  you  need  is:    •  A  computer  •  Internet  connec+on  

•  An  ABN  •  Website  •  A  bright  idea  •  Passion  &  persistence  

 

Content  NewsleUers  Blog  posts  Ar+cles  Comments  on  social  media    Comments  on  blogs  and  forums  E-­‐Books  E-­‐programs  &  E-­‐course    White  Papers  Videos  

Distribu+on  

Emails  Social  media  Ar+cle  directories  Book-­‐marking  sites    Discussion/forum/  community  sites    RSS  feeds  

Content  can:  

•  Relate  to  your  personal  or  business  story  •  Your  personal  or  business  big  picture  (your  ‘why’)  •  Be  topical  (if  you’re  quick!)  •  Directly  and  overtly  relate  to  what  you’re  selling  •  Be  a  case  study  or  personal  client  story    •  Be  a  series  leading  up  to  an  event  •  Be  entertaining  •  Be  irreverent  •  Be  a  love  declara+on  (more  on  that  later....)  

Content  MUST  be:    

Useful      

Relevant      

Valuable    

(to  your  ideal  clients)  

Exercise:  Turn  to  your  neighbour  and  introduce  yourself  

o “I’m  name.”  o “I  help  specific  person  (your  ideal  client)  to  achieve  specific  benefit/outcome”  

o “People  who  suffer  from/have  issues  with  specific  thing  tend  to  realise  the  most  specific  benefit.”  

o “I’m  currently  working  on/researching  specific  thing.”  

o Engage  with  ques+on  (eg:  “Have  you  heard  about  it?”)  

Exercise:  by  yourself  

Take  a  few  moments  to  jot  down  some  specific  sales  goals  for  your  business    o  Eg:  Average  30  students  per  class.  o  Eg:  Average  6  consulta+ons,  5  days  per  o week.  o  Eg:  Fill  all  15  spaces  at  my  luscious  retreat  in  Bhutan  in  September  next  year  by  August  31.  

Blogging  

o  Commen+ng  facility  

o  Solicit  feedback  

o  Integrated  with  social  media  

o  Can  be  in  depth  or  brief  

o  250+  words  

Ar+cles  

•  No  facility  for  commen+ng  

•  Not  necessarily  solici+ng  feedback  

•  Integrated  with  social  media  

•  Tend  to  be  in  depth  

•  800+  words  

NewsleUers  

o  No  facility  for  commen+ng  

o  Solicit  feedback  by  emailing  back  

o  Somewhat  social  media  integrated    

o  Can  be  in  depth,  brief  or  salesy  

o  Varied  length  o  Read  in  an  email  

program  

Why  blog?  •  AUract  new  leads  •  Convert  prospects  into  clients  •  Increase  understanding  of  your  goods/services    •  Strengthen  rela+onships  with  exis+ng  clients    •  Drive  people  to  opt-­‐in  to  your  email  list  •  Rank  beUer  on  Google  for  your  niche/specialty    •  Differen+ate  yourself  •  AUract  more  business  opportuni+es  •  Become  an  industry  leader  •  AUract  press.  

Recommended  blogging  tools  

Blogging  essen+als  

•  Start!  •  Blog  around  once  a  week  –  blog  consistently  •  Write  in  batches    •  Prepare  a  stockpile  of  evergreen  content  •  Prepare  in  advance  for  new  offerings  or  events  with  a  series  of  posts  

•  Use  ques+ons  to  provoke  responses  •  Promote,  promote,  promote    •  Ask  people  to  share.  

Exercise:  Return  to  your  sales  goals.  Pick  one.  

•  Come  up  with  5  topics  related  to  your  sales  goal  (educa+onal  or  instruc+onal).  

•  Come  up  with  5  topics  related  to  overcoming  barriers  to  purchase  (avoid  the  obvious  –  +me,  convenience  and  money  –  unless  these  are  significant).  

Sample  schedule  

•  Blog  once  a  week  •  Promote  your  blog  posts  in  the  following    24  hours  on:  

•  Facebook  (x  2),  TwiUer  (x  6).  You  may  also  do  so  on  Google+  (x3),  Instagram  (x1),  Pinterest  (x1),  LinkedIn  (x3).  Some  of  these  can  be  scheduled  through  Hootsuite.com  

•  Send  your  email  newsleUer  (with  links  to  all  blog  posts)  at  least  once  per  month.    

9  million  Australians  on  Facebook  daily    (almost  40%  of  us)  12  million  Australian  monthly    ac+ve  users     Aug  2013  

Decide  on  your  strategy  

•  Jan–Mar:  increase  fans  

•  �Apr–Jul:    migrate  people    onto  email    database  

 •  Aug–Nov:    2nd  biggest  web    traffic  referrer      

Plan  &  schedule  content  Monday   Tuesday   Wednesday   Thursday   Friday  

Promote  week’s  events  

Wise  quote   Post  an  image   Exercise  ar+cle   Funny  Fridays  

Post  an  image   Nutri+on  ar+cle  

My  blog    

Post  an  image   Post  an  image  

ü Don’t  forget,  you’ve  got  regular  blog  posts  needing  promo+ng  

ü You  can  go  ‘scraping’  images  off  social  media  and  save  these  to  your  computer  to  save  +me.  

ü You  can  use  a  social  media  scheduling  service  such  as  Buffer  or  Hootsuite  to  save  interes+ng  content  and  then  promote  it  at  op+mal  +mes.  

Include  a  simple  ‘call  to  ac+on’  

Think  about  the  response  you  want  first  (and  make  it  easy)  

 •  Ques+on  of  the  day/poll  of  the  day  (one-­‐word  answers)    

•  Hot  +p/quick  +p  •  Did  you  know?  •  Write  a  cap+on  for  an  image  •  Fill  in  the  blank  

Tease  people  to  en+ce  them    to  click  

Know  what  your  audience    finds  fun  

Ask  for  feedback  on    your  business  

1. It  shows  you  care  2. It’s  invaluable  to  test  changes  before  you  make  them  

3. Creates  excitement  and  curiosity  4. It  creates  ‘buy-­‐in’;  people  feel  part  of  your  business  

Run  crea+ve  promo+ons  

•  Get  fans  involved  in  crea+ng  content  for  your  promo+on  

•  Think  visual  •  Think  about  what  you’d  like  to  find  out  

•  Keep  the  ask  on  par  with  the  prize    

Exercise:  (alone)    Look  at  your  ideal  client  

o List  10  of  your  ideal  client’s  problems,  worries,  or  frustra+ons.  

o Match  each  of  these  10  with  how  your  product/service  directly  or  indirectly  solves  these.  

Claim  your  @Hashtag  and  brand  your  channel  

Follow  with  reckless  abandon  

Talk  and  respond    Cull  &  create  lists  

Automate  and  schedule  your  content  tweets  

Retweet  others’  tweets  

(When  they’re:  useful,    relevant  

and  valuable  to  your  audience)  

Hash  it  up  (but  don’t  go  overboard)  

#yoga  #yogalove    #yogadork  

#inversionarmy  #thesweatlife    

#yogachallenge    #yogainspira+on  #fit    #fitness    #fiwam  

Exercise:  Story  topics  headlines  

o “How  to”  o Be  funny  or  outrageous  o Ques+on  a  common  assump+on  o “What  ______  taught  me  about  ______”  o Lists!  (eg:  “5  ways  to  get  to  sleep  –  fast!”)  o Ask  a  ques+on  your  audience  is  likely  to  reply  ‘yes’  or  ‘I  don’t  know’  to.  

o Be  topical;  relate  your  topic  to  current  affairs  

Show  people  what  you  do  

Launch  a  promo+on  

Educate  

Demonstrate  or  instruct  

Entertain  (and  relate)  

Piggyback    

Tell  a  story  

Illustrate  a  story  

Google.com  &  Google.com.au  power  93.55%  of  searches  in  Australia  (Hitwise,  Sept  2012).  Half  of  all  searches  are  abandoned  ayer  the  first  page  of  results  and  80%  are  abandoned  ayer  the  second  page.  

Start  with  researching  your  phrases  to  op+mise  

(And  get  yourself  a  Gmail  address  if  you  haven’t  already)  

Then  you’ll  need  a  tool    to  measure  your  site  visits  

If  you  have  a  physical  premises,  add  a  Google  Maps  lis+ng  

It’s  people  (not  bots)    you  need  to  en+ce  to  click  

Meta  page  +tle:  70  characters    (including  spaces)  

Meta  page  descrip+on:  155  characters    (including  spaces)  

Be  strategic,  focused  and  regular  with  your  blogging  

1.  Think  about  what  ac+ons  you  want  people  to  take,  and  work  backwards  

2.  Different  people  navigate  differently  3.  First  impressions  count!  

 a)    Professional  design      b)    Not  too  crowded  

4.  A  clear  menu  is  a  short  menu;  priori+se!  5.  Remember  you  have  more  than  just  your  main  

menu  for  people  to  move  through  your  site.  

KISS  naviga+on  

Exercise  (by  yourself)  

•  What  are  your  2  most  popular  web  pages?  

•  What  are  the  2  most  important  pages  that  you  want  web  visitors  to  see?  

•  Do  you  have  at  least  2  ways  for  people  to  get  to  those  2  most  important  pages  from  your  homepage?  

The  essen+als  of  a    good  Google  ranking  

1.  Search  engine  research  to  determine  target  phrases  

2.  Meta  informa+on  wriUen  in  line  with  research  (page  +tles,  page  descrip+ons  and  alt  tags  for  images)  

3.  Easy  to  navigate  4.  Regularly  updated  with  quality,  relevant  content  5.  En+cing  and  engaging  headings,  short  paragraphs  6.  Links  from  other  websites  that  rank  well  for  

target  search  phrases  7.  Reliable  hos+ng  with  pages  loading  quickly.  

The  secret  of  gaining  a    good  Google  ranking?  

•  Make  your  website  visitors  happy!  

•  Google’s  job  is  to  give  people  the  info  they  seek  –  and  quickly.  

•  A  low  bounce  rate  combined  with  high  ‘+me  on  page’  tells  Google  that  your  site  has  sa+sfied  the  searcher’s  query.  

•  Remember,  conversion  is  more  important  than  volume.  

Exercise:  what  do  you  want  to    be  known  for?  

o Why  do  you  do  what  you  do?  (Needs  to  be  relatable  to  your  ideal  client)    

o What  do  people  keep  asking  you  about/  o What  do  you  think,  believe,  or  do  differently?  

o When  people  compliment  you,  what  do  they  remark  on?    

“Get  very  clear  on  what  it  is  that  you  are  actually  doing  for  people  regardless  of  what  they  are  paying  you  for.    Once  you  have  that  in  mind  and  on  paper,  change  your  +tle.  Change  the  name  of  your  service  or  the  packaging  of  your  product.    Make  sure  it  reflects  what  you  are  actually    doing  because  what  you  actually  do    is  worth  so  much  more  than  what    you  think  you  are  doing  right  now.”      Tara  Gen+le,  The  Art  of  Earning    

 

Why  business  is  about  love  

Businesses:  ² Solve  problems  ² Help  people  lead  ² happier,  healthier  ²  lives  ² Are  compassionate  ² Listen  to  clients  to  ² try  to  understand  

how  they  feel.  

Love Declarations

I  believe  …  

“I  believe  that  when  wellbeing  professionals  can  thrive  in  business,  everyone  benefits.”    “I  believe  self-­‐love  is  the  most  self-­‐  less  thing  you  can  do.”  

Or,  tell  me  what  you  no  longer  believe  (and  why  ...)  

“I  no  longer  believe  that  the  drop-­‐in  class  model  benefits  the  student.  Sporadic  prac+ce  will  not  give  you  the  results  you  deserve.  A  course  which  calls  for  commitment  to  regular  prac+ce,  with  a  solid  founda+on  that  progressively  builds  with  each  lesson,  will  give  you  no+ceable  results  and  firm  progress.”  

I  want  you  to  have  …  What  do  you  want  people  to  

understand,  experience  or  learn?      

“I  want  you  to  magnify  your  impact,  thrive  in  business,  and  elevate  natural  therapies  from  the  sidelines.”    “I  want  you  to  sleep  deeper,  be  able  to  relax  on  demand,  and  appreciate  and  enjoy  your  partner  on  a  whole  new  level.”  

So,  I’ve  created  …  

“So,  I’ve  created  this  online  marke+ng  intensive  to  encourage  you  to  think  big,  be  bold,  embrace  your  unique  voice,  and  deliver  your  pearls  to  the  wider  world.”    “So  I’ve  created  a  week-­‐long  yoga  immersion  in  Bhutan  for  older  women  who  are  star+ng  to  feel  invisible  and  have  their  confidence  eroded.  We  will  hike,  eat,  do  yoga,  dance,  meet  the  locals  and  learn  Buddhist  medita+on,  while  reaffirming  ourselves,  witnessed  by  each  other  ...  and  the  mountains.”  

Right  now,  I  want  you  to  …  

(This  is  your  ‘call  to  ac+on’.    Eg:  Register,  Click,  Buy,  Pay  now,  Book,  Share.)    “Claim  your  place  at  one  of  my  (rapidly-­‐  filling-­‐up)  2013  Intensives.”    “Book  your  spot  at  our  retreat.  We  have  just  20  spots  and  half  are  already  taken.”  

With  all  my  love  …  

“Me”  

Love  declara+on  barometer  

Write  1-­‐to-­‐1.  Before  you  ‘send’  or  ‘publish’  anything,  first  ask:    “would  I  send  this  to  a  friend?”  

Communica+on  is  not  what  you  say  It’s  what  people  hear  

Exercise:  priori+sing  your  message    

What  is  your  most  important  message?    What’s  your  2nd  and  3rd  most  important  messages?    o  These  should  express  your  specific,  unique  value  AND  resonate  with  your  ideal  client.  

o  These  should  be  succinct  and  easy  to  understand  (complexi+es  come  later).  

Growing  your  database  

1.  Offer  a  smart  incen+ve  (free  giy)  in  return  for  an  email  address  

2.  Ensure  you  E-­‐News  sign-­‐up  is  on  every  page  of  your  site  (and  consider  having  it  in  mul+ple  places)  

3.  Promote  your  free  giy  on  your  Facebook  page    4.  Guest  blog  all  about  your  free  giy  or  include  a  link  to  

your  free  giy  (sign-­‐up  page)  in  your  bio  5.  Turn  your  free  giy  into  an  ad  (linking  to  your  sign-­‐up  

page)  6.  Add  to  your  free  giy  goodie  bag  over  +me  (to  appeal  to  

different  ideal  clients)  7.  Add  your  free  giy  incen+ve  and  link  to  your  sign-­‐up  to  

your  personal  email  footer  and  in  your  E-­‐News  itself.  

Exercise  (in  pairs):  your  email  incen+ve  

Introduce  your  ideal  client  to  your  partner.  You  may  like  to  also  introduce  your  number  1  priority  product/service.    •  Consider:  what  informa0on-­‐based  giy  would  be  useful,  relevant  and  make  life  easier  for  them  that  you  could  give  away  in  exchange  for  an  email  address?  

•  Be  specific!  

Exercise:  Email  newsleUer  topics    

Jan  Feb  Mar  Apr  May  Jun  Jul  Aug  …etc…  

   Write  down:  

 1. When  you  plan  to  have  a  holiday  break  

2. Your  busy  periods  3. Your  quiet  periods  4. Events  5. Your  high-­‐value  items  +ming  (if  relevant)  

Secret  email  superpowers:    auto-­‐responders  “Your  CD  has  been  gently  taken  from  our  CD  Baby    

shelves  with  sterilized  contamina+on-­‐free  gloves  and  placed  onto  a  sa+n  pillow.  A  team  of  50  employees  inspected  your  CD  and  polished  it  to  make  sure  it  was  in  the  best  possible  condi+on  before  mailing.    Our  packing  specialist  from  Japan  lit  a  candle  and  a  hush  fell  over  the  crowd  as  he  put  your  CD  into  the  best  gold-­‐lined  box  that  money  can  buy.  We  all  had  a  wonderful  celebra+on  ayerwards  and  the  whole  party  marched  down  the  street  to  the  post  office  where  the  en+re  town  of  Portland  waved  “Bon  Voyage!”  to  your  package,  on  its  way  to  you,  in  our  private  CD  Baby  jet  on  this  day,  Friday,  June  6th.    I  hope  you  had  a  wonderful  +me  shopping  at  CD  Baby.  We  sure  did.  Your  picture  is  on  our  wall  as  “Customer  of  the  Year.”  We’re  all  exhausted  but  can’t  wait  for  you  to  come  back  to  CDBABY.COM!!”      

Email  superpowers  

1.  Intriguing/compelling/curious/thought  provoking/topical  subject  line    

2.  Personalise!  ‘Hello  Bunny’  and  write  your  E-­‐News  to  one  person  only  

3.  Target  beUer  by  segmen+ng  your  list    4.  Host  most  of  your  email  content  on  your  website  and  

link  each  E-­‐News  item  to  your  site    5.  Sharpen,  experiment  with,  and  deepen  your  calls  to  

ac+on  (‘book  now’,  ‘call’,  ‘read  more’,  ‘click  here’)    6.  Use  an  occasional  plain  text  email  for  love  

declara+ons    7.  Don’t  be  boring  8.  Don’t  be  boring    

Exercise:  look  at  your  ideal  client  Why  wouldn’t  they  buy  from  you?  

o  Is  your  modality  well  understood  by  your  average  Jo(sephine)?  

o Do  you  have  preconcep+ons  or  misconcep+ons  to  correct  or  overcome?    

o Who  is  influencing  your  ideal  client  before  they  reach  you?    

o Are  you  focusing  on  benefits?  Can  you  qualify  or  quan+fy  them?    

o Are  you  dis+nct  and  different  from  your  compe+tors?  

How  will  you  stay  inspired  

 To  create  and  curate    

Relevant    Useful    Valuable    

informa+on  for  your  ideal  clients?      

Content  cura+on:  Google  alerts  

Content  cura+on:  Facebook  

Content  cura+on:  TwiUer  

Congratula+ons!  

 You  are  no  longer  just    

a  small  business.    You  are  a  media  company.    

(Take  a  long  lunch)    

Message  before  the  medium  (Transla+on:  don’t  get  hung-­‐up  on  technology)  

 Keep  your  ideal  client  at  the  heart  of  all  you  do.    Think  “Yes,  AND...”  and  “Yes,  BUT”  when  seeking  to  add  to  debate.  Remember,  what’s  the  value  at  the  center  of  my  business?  

Don’t  get  stuck  on  one  channel  Cater  your  key  messages  and  stories  to  different  mediums  

Batch  tasks  (especially  separate  mundane  from  crea+ve)  

Review  &  Analyse        

Every  fortnight    ~    Every  month    Every  3  months    ~    Every  6  months    Every  year              If  it’s  not  scheduled,  it  doesn’t  happen    

 

Start  

Keep  going  

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