Using Technology to Increase Your Sales

1. Using Technology toIncrease Your Sales Jeff Rasco, CMP Attendee Management, Inc. Wimberley, Texas

2. Unique Geek • Technology driven business • 15 years as a senior meeting manager • 20+ years writing and speaking on meetings technology • What I’m not…

3. What We’ll Cover • Ways to find business using technology today, and ways to be found • Look at old tools in a new way, and new ones in old ways • Share what’s working

4. Changes in Technology • From fax to Facebook • The Fourth Wave • The electronic brochure • Interactivity • Commerce and relationships • User Generated Content (Web 2.0)

5. Why Sell & Market on the Net “Why do you rob banks, Willy?” “’Cause that’s where the money is!”Willie Sutton, Bank Robber

6. Internet GrowthGlobal Internet Users millions

7. Transaction Costs in Banking

8. Selling in a New Age • Marketing events, products and services has changed with new concepts and advancing technologies • Relationship Marketing • New ways to reach an expanding marketplace

9. So How DO We Sell In This Environment? Gaining An Audience Building Relationships Gaining Trust

10. Over 150 billion spam messages sent daily In May 2003, spam surpassed regular e-mail for the first time. It’s never looked back

11. Relationship Marketing = • Peppers’ and Rogers’ • One to One Future • Enterprise One to One • Share of customer over share of market • We underestimate need for involvement • We overestimate the amount of change needed

12. Basic 1:1 Principles • Identify customers • Know which ones are most likely to participate, and which ones won’t • Identify your best customers, and find ways to keep them coming back

13. Basic 1:1 Principles • Differentiate customers • Recognize most valuable customers, and treat them better! • The more valuable they are, the more time you spend on them • Their needs become your needs and opportunities

15. The Old vs. The New • “Interruption” Marketing • “Permission” Marketing “ Permission Marketing cuts through the clutter and allows a marketer to speak to prospects as friends, not strangers.”

16. “Powerful advertising is anticipated, personal, and relevant.” – Seth Godin Today’s tools enable us to reach our customers better, faster and cheaper than ever before.

17. Getting Permission • ASK! Use every resource – your website, tradeshows, phones, cards, blog… Request an opt-in or follow. Stand out from 1,600 commercial emails (+4,000 others) avg. person receives • Keep Permission sacred • Privacy Policy • Enable Opt-out

18. E-Sales & Marketing • Control in the hands of the user • Relationship marketing - personalized • Enhanced communication - ubiquitous • Measurable – in hours, not weeks • Higher response rates • ROI through reduced transaction cost (75-90% less than traditional methods)

19. Lost in the Shuffle 80% of searchers use search engines 56% will not go past the second page

20. SEO is about making small modifications to parts of your Website according to best practices, and based upon what’s best for visitors of the site. What is SEO?

21. Search Marketing Growth $5.6 $5.0 $4.3 $3.6 $2.7 $1.9 Forrester Research February 2004

22. Search Engine Optimization • Know how people find you… • How do search engines work? • www.searchenginewatch.com • Design to be found • Title • Description • Key Words • Text • Tweak to search engine specs, or hire an optimizer

23. Algorithms

24. Robots (like googlebot) Crawl – follow links Googlebot discovers pages by harvesting all of the links on every page it finds. It then follows these links to other web pages. New web pages must be linked to from another known page on the web in order to be crawled and indexed Index Relevancy determined by over 200 factors How does it work

25. Create unique, accurate Page <Title>tags One for each page Contents appear in 1st line of listing in bold Describes what is on that page Best Practices - TITLES

26. Friendly and simple for users and robots One URL per page – NO DUPLICATE VERSIONS Don’t uSe oDd caPs Best Practices - URLs

27. Descriptions Accurate summary of what page is about Don’t copy/paste entire document Don’t use same description Keywords A few focused words Relevant to page What your customers would type in to find you. Best Practices – META

28. Google AdWords Keyword Tool Webmaster tools Analytics Website Optimizer Tools

29. Write 3-5 major key phrases that your customers would use to find you. then Write a 1-2 sentence description. Exercise – words and phrases

30. Compelling and Useful – MOST IMPORTANT Unique content attracts other users Blogs Social Media Email Forums Builds organic word of mouth Don’t use text images, text in flash Users cannot copy Robots cannot read Best Practices - Content

31. Google AdWords • $5.00 set-up • Set your own limits • Purchase keywords based on popularity

32. AdWords - Cost-Effective Advertising • National and local programs (based on IP address) • Base on key words for searches • Pay only when ad is clicked – as little as a nickle – or for a top listing ~$200/month • Shared space (Google on AOL and Ask) • Not invasive • Leads are serious, motivated buyers

34. According to the Research • Typical Results in Google • 10 clicks per 1M impressions for AdWords • 20 clicks per 1M impressions for organic • 60 clicks per 1M impressions when both are used

37. Google AdSense • Add relevant ads to your site • Help your audience • Get paid

38. AdAlerts • Tune into the conversation • Find out when people are addressing your interests

39. Social/Business Networking

40. Tweets for Twits Using Twitter to Twack Weads

41. FaceBook, MySpace, etc.

43. Vertical Networks

44. Pushing the Message Drive them where you want them to go: Your website A webinar or online tour A physical meeting Call to action E-Letter Tools ex: Constant Contact

45. Content Management Systems