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Offline Marketers: Some Basics to cover, need advice.

by bwh1
9 replies
I didn't wanna distract the focus at Dexx's awesome thread about Offline Marketing with my questions, so opened this thread here to cover some stuff I need to clear out for my own setup.

Thanks for who can help me with this.

DOMAIN NAME:

The Offline business is IMO more related to a strong brand name then to SEO. What route to take to get a domain for this ?

Catchy and short - keyword related - area name included ????

WEBSITE:

AP told it somewhere that your website should do the sale for the first contact, I agree.

The site should give some WOW effect to whom visit it for the first time. Unfortunately I didn't get that feeling when I visit Marketing Consulting sites. They look most very boring (sorry) as most probably focused on SEO rather then on design.

A Flash site would be perfect but Google don't like them as far as I know.

Do I put too much weight on this ? Or what would be a great site design in your opinion ? U can point to an example if you know/have one.

WALKTHROUG:

Can someone confirm if this is a valid process to get your offline client....

-> pre-select biz based on age, aprox. turnover and potential. Only go after high margin biz
-> Produce specifically designed direct mail to make them visit website
-> Prospect visit website and should have a "WOW" effect
-> Goes to the "What Can We Do For YOU" page
-> sign's up for to receive the "qualification files" and a Free guide
-> get redirected to a "Thank you" video
-> submit the files to get pre-approved
-> get personal call to know each other and set a first meeting
-> Meeting based on AP's questionnaire (+- 90minutes)
-> Set a 2° meeting after a week for a presentation of what is wrong in biz and what should be done. Present the marketing system and your price.
-> if possible close a consulting deal and present a action plan, if not take all the presentation material and leave, save this for a 3° meeting
-> DON'T call them, let them chase you, you already gave all they need to decide if they wanna YOU or not
-> If all is OK and you close the deal, work the action plan and outsource all you can to free up your time to get new clients

Is that more or less the walk through ?

TESTIMONIALS?

If you ain't have testimonials even not a site at #1 in Google what are great substitutes to convince a biz ?

How did YOU manage to get your FIRST client other then offer all for free ?

GUARANTEES

Should you give any guarantees ? For what and how much %, how long time ??

Guess that's it for now.

DEXX - great thread man, really pushes me into offering this here in Rio.

G.
#advice #basics #cover #marketers #offline
  • Profile picture of the author TimCastleman
    How about this for a name ...

    www.yourcitywebguy.com

    Simple, to the point, and lets them know what it is that you do.
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    • Profile picture of the author bwh1
      Originally Posted by TimCastleman View Post

      How about this for a name ...

      www.yourcitywebguy.com

      Simple, to the point, and lets them know what it is that you do.
      Thank you for the tip.

      As this is more a overall marketing solution and not only WEB related I would tend more something like

      www."country/city"marketingsolutions.com

      On the other hand a competitor here has the domain name i-cherry.com which has zilch keyword in it but is fairly easy to remember, what's an interesting way to go IMO.

      Somehow unsure what's better to brand yourself in this situation, that's why I asked.

      G.
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  • Profile picture of the author DogScout
    As the big money is expanding your services to be as much offline help and with the site ranking etc as more of an incidental, I am not sure that is a great URL. Though, most do not even know what they are looking for, and having the 'look' of being a 'webguy' is probably as good as any other way to get a foot in the door. So it just might be after all.

    (How's that for wishy washy... makes me feel like Kerry!)
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  • Profile picture of the author mpeters7
    No, you don't want to be a web guy. You want to be something close to a "marketing consultant" or even make something up like "revenue exploder." You want to become a business's trusted advisor in all matters marketing, rather than commodifying your services as a web designer who can be underbid by someone's nephew.
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  • Profile picture of the author DogScout
    I never have had anyone ask for a guarantee. If they did, I think my reply would be along the lines of that 'I can guarantee so many keywords will result in your site in the top 5 results of Google, but might fail to tell you that none of those words are likely to bring you much business. It is in my interest that you see results in my actions, as then I remain contracted by you.' I am more results oriented than anything else, tracking is the most important thing I like to implement. Most small businesses don't even know where there customers come from. If tracked, then you know where to focus more. Even if it isn't on the website. My personal tenets would have me return any money I was paid if I failed to produce results, but usually when a client shows me a contract or two he has from some one else is to mention (and show) how that guarantee they have is worthless to him.
    Besides, there is no way what I do doesn't produce results. That is really not even a consideration. 'You want a guarantee, Mr customer?' I'd google seo and the locale and tell him to call one of those.
    Cocky bas****d, huh? Lol.
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  • Profile picture of the author DogScout
    Got my 1st two clients with no web site. the one I sort of have is neglected, sort of like everyone was a great looking porch except the carpenter that built them, his looks like crap.
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    • Profile picture of the author Darren Tan
      Hi G,

      I really don't know, but to me I'll just start selling using the most direct way (for me it was cold calling, setting appointments, presenting and closing the deal) before I even think about anything else right at this moment.

      Reason being, business are run by sales so before sales start to come in I don't even want to spend any money.

      Once sales starts coming, only then I improve on my sales process so that my sales staff can have an easier time selling.

      Just my 2 cents.

      Regards,
      Darren

      PS: if you are interested do check out a book by Michael Masterson - Ready, Fire, Aim
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      "You are surrounded by simple, obvious solutions that can dramatically increase your income, power, influence and success. The problem is you just don't see them."
      Marketing Legend - Jay Abraham
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      • Profile picture of the author bwh1
        Originally Posted by Darren Tan View Post

        Hi G,

        I really don't know, but to me I'll just start selling using the most direct way (for me it was cold calling, setting appointments, presenting and closing the deal) before I even think about anything else right at this moment.

        Reason being, business are run by sales so before sales start to come in I don't even want to spend any money.

        Once sales starts coming, only then I improve on my sales process so that my sales staff can have an easier time selling.

        Just my 2 cents.

        Regards,
        Darren

        PS: if you are interested do check out a book by Michael Masterson - Ready, Fire, Aim
        You have a point here..

        I like to make things as perfect as possible before I go out and apply it... that makes me sometimes loose opportunities.

        I hate wannabees, so I wont go AND ACT as one. I like to have rock solid knowledge what I'm talking about so I read everthing twice, think my process over several times, be critical with myself etc.

        Others just go and "do it", fall 3 times on their face but get lucky the 4th time (sounds like some of the WSO's I bought lately).

        I just can't do it that way.

        G.
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        • Profile picture of the author Groovy99
          Originally Posted by bwh1 View Post

          You have a point here..

          I like to make things as perfect as possible before I go out and apply it... that makes me sometimes loose opportunities.

          I hate wannabees, so I wont go AND ACT as one. I like to have rock solid knowledge what I'm talking about so I read everthing twice, think my process over several times, be critical with myself etc.

          Others just go and "do it", fall 3 times on their face but get lucky the 4th time (sounds like some of the WSO's I bought lately).

          I just can't do it that way.

          G.
          Perfect doesn't pay the bills. Good enough does. Don't get all focused on making it perfect which is a complete time sink and usually cover for not doing something else a bit difficult. Make the site good enough to meet the customers expectations. Get some traffic. Then engage the client to enhance it later on if you like and GET PAID.

          In respect to your domain name question, if your target market is purely local then include a local city name in it like citybluewidgetfactory.com. If you are going after regional or national traffic then just bluewidgetfactory. Whatever you like. It all comes down to page competition and how competitive the niche is. I.e. Do the top 10 sites all go through the exercise of seo optimization on-site and off-site? If so then just do bluewidgetfactory.com using the keywords. You are going to invest effort in all the seo to get ranked anyway and can use the extra little keyword mojo boost.

          I've done it both ways for local and regional offers. The first usually has less competitive pages and is easy to rank for with very minimal seo work. Tim Castleman of 30minutepostcards.com actually just did a good run through on this with his mailing list. Not sure if he did it yet as a WSO.

          The second going after a specific brand name or catchy phrase is completely doable but will require more SEO effort. Nobody associates Apple or Adobe products with the phrase 'download here" but they rank #1 and #2 for it because of how many times it shows up effectively as anchor text all over the freaking place.

          Make sure you are invested for the long term if you are doing the second.

          Cheers!
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          Patrick
          "The business that considers itself immune to the necessity for advertising sooner or later finds itself immune to business."
          connecticut internet marketing - Get in, TAKE OFF!
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