SEO – Orren Prunckun

How To Market and Sell Commodity Products, Services and Solutions

Orren Prunckun — Fri, 24 Aug 2018 03:04:37 +0000

I see this all the time in commodity-type industries.

I call it a commodity-type industry because those businesses provide products, services or solutions that do not have a value-add, above-and-beyond the core products, services or solutions.

The customer is simply paying for a non-creative output.

A commodity could be defined as:

“A basic products, service or solution that is undifferentiated that it is and can be interchangeable with other products, service or solution of the same type.”

Emotional value as opposed to function value is what separates a brand from a commodity.

If you expand the emotional value, you can broaden the price.

I have discussed this in depth here.

Other examples of commodity-type industries could be:

Tradies;
Chippies;
Labourers;
Painters;
Etc.

The commodity issue that affects their marketing and sales is the exact same issue with promotion between affiliates – it’s really hard to differentiate one affiliate to another.

In other words if a company has 10 affiliate to sell the product, those 10 affiliates are all selling the same product for the same price and if they overlap in prospects, it’s really hard for them to be better than the other competing affiliate.

I have written about affiliates in depth here.

A great example is Uber’s refer a friend incentive, in what they call “Free Rides”.

Uber offers users a $5 discount if they refer a friend.

The friend also gets a $5 discount.

The problem is this offer is available to all current users and all prospective users.

Any prospective user can take advantage of the $5 discount from any number of users they know.

Which one do they choose?

Usually it’s the one that is front of mind when making a purchasing decision.

This is the reason why advertising or constant marketing and sales communication works.

You, as a brand, have no idea where a prospect is at metaphorically or when a need arises, so using advertising or constant marketing and sales communication helps you catch prospects and customers at the right time for them.

You, as a brand need to be different.

Customers want your product, service or solution to work.

The product, service or solution working alone is not a differentiator, it’s a bare minimum.

It needs to work!

That’s why customers purchase.

In the case of a Sparkie, the product, service or solution has to adhere to the electrical code etc.

Again, it’s a bare minimum.

Any one qualified (and there are lots of them,) could deliver the product, service or solution.

There is not real value add in-and-of-itself.

Most of these commodity-type industries market and sell the same product, service or solution.

They pitch their services the same.

But there is nothing different about them compared to their competition.

So, how do commodity-type industry businesses compete?

AKA generate leads and prospect.

They compete on price.

When businesses compete on price and discounting, they drive the market down.

Customer gets accustomed to lower prices and the process is irreversible.

It eats away at your margins meaning you need to sell more to make the same revenue.

And competing on price is a race to the bottom.

NO!

Don’t compete on price.

Don’t compete for new business based on your commodity product, service or solution alone.

Beyond these two, here are some market-proven ideas (not an exhaustive list) to help your commodity business compete:

Brand: Create a premium brand;
Free and Offers: What can you offer prospects for free or $1 that will qualify them as a prospect or customer to push them into your marketing and sales pipeline and marketing and sales communication sequence?;
Have a pipeline and communication schedule and content. This allows you to communicate with new prospects on an ongoing basis to sell them at the time of need;
Bonuses: This is related to Free and Low Priced Offers. I always suggest affiliates (as discussed previously in this guide), to differentiate themselves by creating a value add by way of a bonus above-and-beyond the core product, service or solution. A great bonus is something cheap, high perceived value to the prospect and scalable in its delivery. Usually digital products are great for this. The product is the commodity, but the bonus is the differentiator;
Partnerships: Customers with the same pains or same wanted gains actually buy more than one product, service or solution (even competing products, services or solutions) to bring them closer to that gain or away from that pain. Customers were going to buy those products, services and solutions anyway, with or without prompting from symbiotic marketing. How many books of the same genre do you own? I’m willing to guess that it’s more than one. So, case in point Another example may be hair shampoo and conditioner. A better example may be hair shampoo and a hair straightener. In the latter example, the products, services or solutions are either upstream or downstream from each other. Upstream is better than downstream because your products, services and solutions are the next logical progression for the customer who has purchased a competing product, service or solution. Products, services or solutions that are alternative or competing can also be complimentary to your product, service or solution (in the case of hair shampoo and conditioner). Embracing this dynamic puts you in a position of leverage – partners invest money, time and effort in generating leads and partners both leverage each other’s investment. Put this way, if a partner has a qualified contact list that has purchased $1,000,000 of products, services or solutions and you can leverage this to build your contact list, you have in effect gained access to $1,000,000 of qualified customers. Pretty powerful;
Advertisements: search engine ads not social medial ads, for the reasons outline previously in this guide;
Search Engine Optimization: where do most people go when looking for a commodity product without having a referral? Google. The search for the suburb and service. You want to make sure your business is in the first position; and
Use and incentivise referrals with evangelists: You have already made a promise, delivered on that promise and created trust (especially important in industries where there are charlatans and swindlers), so you now have a great basis for word-of-mouth.

Once you have differentiated yourself on the front end in how you market and sell, you also need to differentiate yourself on the back end in how you increase customer loyalty.

Paid, Earned & Owned Media

Orren Prunckun — Mon, 13 Aug 2018 14:06:35 +0000

Most businesses want more customers.

Or if they have too many customers, then they want to get more out of their current customers.

I don’t know anyone, not in either of those situations.

They have a Facebook page and do some PR, but wonder why they don’t have as many customers as they want.

Or they have an email list and do some advertising, but wonder why they don’t have as many customers as they want.

Or they have some great PR and do some paid placement, but wonder why they don’t have as many customers as they want.

I coach and consult to a lot of small businesses on marketing and sales and one of the most common statements I hear is “we are going to get more customers via social media.”

LOL.

As soon as I hear that I immediately know they have no idea of what they are talking about.

They have heard some advice about social media being the be-all-and-end-all of customer acquisition.

Don’t get me wrong; it can be.

But there is quite a bit of nuance to social media and how it relates to sound principles of marketing and sales.

The vast majority of prospects (remember those are the people who are not yet customers) come from sources.

Those sources have two differentiating elements – control and ownership.

The legal structure called a company also has control and ownership.

Both are important, yet very different.

Paid sources of prospects are where your brand controls but DOESN’T own the pipeline of prospects.

This is sources such as advertising, paid placement and so on.

Yes, social media fits in here.

Earned sources of prospects are where your brand both DOESN’T control and DOESN’T own the pipeline of prospects.

This is sources such as PR, SEO, social shares and so on.

Yes, social media fits in here.

Owned sources of prospects are where your brand both controls and owns the pipeline of prospects.

These are sources such as your email list, social media pages and so on.

Yes, social media fits in here.

I tried to make it obvious, but here it is: social media could come from all three sources

Social media advertising, social shares and a fan page respectively, for example.

Businesses that want more customers, or have too many customers and want to get more out of their current customers, need to use all three sources in combination, not just solo or in a pair!

So, how do you use control and ownership in the context of paid, earned and owned prospect sources to get more customers?

It’s simple, yet not very obvious.

You get prospects you paid for (that you control but you DON’T own) through advertising, paid placement and so on to qualify themselves and turn them into an owned source.

There are lots of ways to do this.

You get prospects you earned (that you DON’T control and you DON’T own) through PR, SEO, social shares and so on to qualify themselves and turn them into an owned source.

Again, there are lots of ways to do this.

You then use those once paid and earned prospects as owned prospects and market and sell to them through your email list, social media pages and so on.

Want more prospects?

Just turn on the paid, earned and owned prospect pipeline taps all at once.

“We are going to get more customers via social media” as it’s a useless statement.

Snapchat filters, Twitter hashtags and Instagram photos alone are fluff, and you’re most likely wasting your time and money.

Don’t repeat silly mistakes!

It’s not based on some pimply teenage who thinks the social media bandwagon is cool.

Competition Hacking: How To Hijack Your Competitors To Save Time, Money And Effort And Increase Profits

Orren Prunckun — Mon, 13 Aug 2018 14:00:05 +0000

Facebook wasn’t the first social networking site, Myspace was.

Google wasn’t the first search engine, Yahoo! was.

It’s much harder to invent something new; then it is to copy something existing.

And it’s usually better to be a fast follower than a leader in this instance.

This method works as the competition has tested for you as you don’t need to re-create the wheel.

You can do the same for your business and grow.

Sorry to say this, but that you are not Steve Jobs.

The likelihood of your creating a million dollar invention is slim.

To prove my point, if you were Steve Jobs, you wouldn’t need this guide.

But no all is doom-and-gloom!

It’s possible to be a fast follower and be really successful, and that is what this guide is about.

Specifically, you will be a fast follower of a wildly successful:

Product, service or solution; or
Marketing campaign.

Depending on where your brand is currently.

You are going to do this by hacking your competitors.

This guide is for two types of people:

Those with a new product, service or solution; or
Existing product, service or solution.

Why Competition Hacking Is Important

So, why would you want to hack your competitors?

Simply because it will save you time, money, effort and increase profits.

Sounds great, right?

Sure does!

What Competition Hacking Is

In broad terms, you are doing competitor intelligence.

Or put another way, you will be doing a marketing hack.

A Hack could be defined as:

“Using something to make it do what you want.”

Or:

“To obtain unauthorized access for gain.”

We will be doing both.

A marketing hack is therefore:

“Using your competition to save you time, money, effort and increase profits by obtaining unauthorized access.”

Sound fun?

Let’s get started.

How To Hack Your Competition

To give you a board picture, we will find what your competitors are doing that is currently working well for them, that is, making them money.

We will then redirect existing traffic that is already there, from the internet firehose to you, instead of going to your competitors.

This works because, if there is competition, especially if the competition is purchasing advertisements, then that competitor is making money.

The existence of advertisements means a brand is making or has an advertisement spend.

If they are spending money, they, by default need to be making money.

Not to be consumed with profit, as the sales may be loss leaders.

But nonetheless, this still means it’s a proven market with proven sales.

Where there is competition , there are customers.

Of course, there are acceptations to this, but this is a rule of thumb for this guide.

With that in mind let’s explore the step-by-step method…

The first step we come across our first decision tree.

We want to know who you are.

We need to determine if you are a startup business or an existing business.

If you are an existing business (with a product, service or solution, then skip this first step and move on to step 2 Hack Competitors.

If you are a startup business (without a product, service or solution yet), you need to Find Products, Services or Solutions.

This process follows:

Find Passion;
Find Advertisements;
Find Products; and
Profit decision.

Let’s start with…

1) Find Products, Services or Solutions

1a) What is Your Passion

The first part of Find Products, Services Or Solutions, is to find your passion.

1b) Find Ads

The second part of Find Products, Services Or Solutions, is to find advertisements.

Not just any ad, ads for products, services or solutions that you are passionate about (Step 1a.)

Here is how to find ads.

You can:

Search Google for keywords related to your passion;
Scroll through your Facebook feed;
Etc.

Then you need to click on the ad and find the retail price.

1c) Find Products

The third part of Find Products, Services Or Solutions is finding products and suppliers.

You need to determine what type of product it is.

Here is the next decision tree:

Is it Physical or digital?

Depending on your answer you need to find the product in the original advertisement.

Once you have found the products retail price, if it is a physical product, you need to then go to search Google for the following:

site:http://aliexpress.com + any keyword that explains the product.

Or:

Save the product image and Google reverse image search for it.

If it is a digital products or service, go to fiverr.com and search for the products keywords.

Find a service provider who offers the same service or multiple services providers that you can bundle to be the whole service.

If you can’t find suppliers you need to abandon that product, abandon it as it will be too hard and start again at 1b.

If you can find a supplier, then you need to find the wholesale price from the supplier or manufacturer from these sites.

1d) Profit Decision

The fourth part of Find Products, Services Or Solutions is a decision if you should pursue this product, service or solution.

There is a market, but you need to know if it is profitable.

Margin is revenue take costs.

Margin is the difference between the retail price and wholesale price.

Mark up is cost multiplied by a factor to give revenue.

Mark up is the wholesale price as expressed as a multiplier or percentage.

Don’t worry about margin, so aim for a 10x mark up to be profitable.

Based on this, you need to decide if you want to pursue that product, service or solution.

If it is not at least 10x markup, then abandon it as it will be too hard.

If it is unprofitable, then you need to repeat this step until you find a product, service or solution that is profitable.

If it is profitable, then move on to step 2, Hack Competitors.

2) Hack Competitors

The most important factors for Hacking Competitors is knowing the following:

Pipeline;
- Landing pages
Brand and Marketing and Sales Communication;
- Ads
Content;
Traffic sources; and
Engagement.

Without that, it will be very hard to hack them.

Well find these out by the following:

Market Research;
Collect Swipe;
Find Market Trends;
Out Do Competition;
Implement Changes;
Measure Changes; and
Repeat.

Let’s start with…

2a) Market Research

The first part of Hack Competitors is Market Research.

Once you have a product, service or solution, you need to hack your competitors.

You need to search Google for your product, service or solution or industry keywords to find your competitors, both direct and indirect – those up or downstream from your product, service or solution.

Upstream means a product, service or solution that is used before your product, service or solution.

Downstream means a product, service or solution that is used after your product, service or solution, usually a next sell or affiliate offer.

You need to list all in a spreadsheet including:

Name of website;
URL of website;
Product, service or solution offered;
Direct, up or downstream from you; and
Contact details.

Each URL will, of course, give you following Hacking Competitors factors from before:

Landing pages (via URL).

Next, load each competitor’s URL into Similarweb (https://www.similarweb.com.)

Similarweb finds and collects intelligence about websites.

Similarweb will show you:

Traffic quantity and quality (useful for partnerships);
Traffic Sources (Top Referring sites);
Amongst many other things…

This ticks off the following Hacking Competitors factors from before:

Parts of Marketing and Sales Communication; and
Traffic Sources.

Of the Traffic Sources (Top Referring sites) listed on Similarweb, copy those URLs into separate browsers to find ads that run on those sites that lead back to your competitor’s site.

For example, a competitors site, abc.com, may have a traffic source from xyz.com, so you would go to xyz.com and find ads on that site that direct to abc.com.

You also want to know the answers to:

How much traffic does each competitor get?
Where do they get traffic from? Referrals? Search? Display – Ads/publishers? What search Terms? What Social?

2b) Collect Swipe

Swiping is the marketing term for collecting competitors marketing materials.

The second part of Hack Competitors is swiping all their Hacking Competitors factors from before:

Pipeline;
- Landing pages;
Brand and Marketing and Sales Communication;
- Ads; and
Content.

This means you need to start swiping and collecting data on everything via screenshots.

You will start by going to publishers/referrals site, clicking on a competitor ad, then follow their entire marketing and sales pipeline:

A pipeline usually goes like this:

Ad with offer;
Landing page with offer (such as an opt-in or purchase);
Upsell/email follow-up offers;
Purchase Thank You page; and
Remarketing on other sites, you visit.

Basically, you are following their entire marketing and sales sequence, including purchasing, to see exactly what your competitors are doing to get, keep and grow prospects and customers, so you can reverse engineer and copy (without breaching copyright) to save you time , effort and money testing to see what works the best for your business.

Purchasing is important because after the purchase there are many things that occur for customers only and aren’t available to the public (AKA prospects).

The purchasing ticks off the final Hacking Competitors factors from before and allow you to go behind closed doors and see what else they do for:

Engagement.

Finally, you want to ask to join their affiliate program, again there are many things that occur for affiliate only and aren’t available to the public (AKA prospects).

Once you have done this, you need to repeat this for the rest of your competitors.

2c) Find Market Trends

The third part of Hack Competitors is to find trends in the Market.

Once you have completed your market research, you then need to start looking for trends and common denominators among all your competitors:

Pipeline;
- Landing pages including Upsells;
Brand and Marketing and Sales Communication;
- Ads including Retail Price;
Content;
Traffic sources; and
Engagement.

Capture all of these trend insights into a document with the same headers.

2d) Out Do Competitor’s

The fourth part of Hack Competitors is out doing your competitors.

Once you have found market trends, you then need to work out how your business can be better than all of these.

This comes down to a better value proposition, but also specifically:

A more premium brand ;
More persuasive Landing pages;
More compelling Brand and Marketing and Sales Communication;
More persuasive Ads;
More valuable Content; and
More valuable Engagement.

But it shouldn’t be on price.

2e) Implement Changes

The fifth part of Hack Competitors is implementing these changes you identified to outdo your competitors.

Once you have outdone your competitors, you then need to implement the changes.

This includes setting up:

Ads, paid content, affiliate or referral offers on the same referral and display site they do;
Setting up the same SEO keywords and backlinks on your pages they do;
Insert the same SEO keywords into your internal content;
Setting up same social media platforms and distributing content they have;
Setting up similar landing pages;
Setting up similar pipeline sequences for Engagement and Marketing and Sales Communication;
Etc.

2f) Measure Changes

The sixth part of Hack Competitors is measuring your implemented changes.

After you have implemented changes, you need to measure that your new changes are actually working.

You do this through split testing.

2g) Repeat

Now that you have finished this, it is a never-ending process of split testing, so you will repeat by going back to 2a).

Backward Vertical Integration: How MindGeek Created An Online Adult Entertainment Monopoly

Orren Prunckun — Thu, 09 Aug 2018 03:54:14 +0000

They did it through backward vertical integration.

Vertical Integration is expanding to take over the supply chain and production path of a single product.

It could be forward, or it could be backward.

For example, forward could be a manufacturer of car parts, acquiring a car dealership.

Backward could be a car dealership acquiring a manufacturer of car parts.

Vertical integration helps achieve economies of scale (that is the quantity of products).

Horizontal Integration, in contrast, is expanding to the production of multiple products in one part of supply chain and production path.

For example, it could be a manufacturer of car parts, acquiring a retail store.

Horizontal Integration helps achieve economies of scope (that is the number of product types) and a monopoly.

Pornhub used the former to become the biggest adult entertainment website in the world.

In order to become rich in online adult entertainment, you need to control a lot of pay sites.

Yet to control pay sites, you need to own them.

So to buy pay site, need to force them to sell.

And a way to force them to sell is by making them unprofitable.

To make theme unprofitable, you need to flood the market with free versions so they can’t make a profit.

To flood the market, you need to control (own) multiple free sites.

Free sites get sold because they don’t make much money off advertising and get a lot of DMCA takedown notices.

According to Jon Ronson’s The Butterfly Effect, the owners wanted to get out of the business.

He changed the name to Manwin and got a $362,000,000 loan from Colbeck Capital to acquire more free sites.

Genius!

SEO.

Many of the large tech giants are doing the same.

A while back the following Infographic was posted on the internet:

Yet, I knew this wasn’t the full story.

These companies wanted to own distribution just like MindGeek wanted.

They knew that if they could own distribution, vertical integration would be far easier.

Now the following Infographic is being posted on the internet:

These tech companies now have distribution and are moving into product to build their profits.

Uber was haemorrhaging money to build the infrastructure and network when they started.

Why do you think they raised $22.2B?

They wanted to prove and connect.

Now they have that, they are going to recoup their money on the product end and won’t pay drivers.

Now they all will integrate and grow.

It’s a bad time to be an Uber driver.

The Future Of Marketing: Predictions For 2018

Orren Prunckun — Thu, 28 Dec 2017 22:30:17 +0000

Approximate read time: 4 minutes

The New Year is almost upon us…

So it’s worth looking forward to spot opportunities.

I also work heavily in the marketing, and I get to see a lot that has happened and is currently happening in this industry.

Each year, I think about what the future looks like for marketing, particularly:

What will work in the next 12 months?; and
What will work in the next 5+ years?

Thinking about these answers will help you get ahead of your competitors.

There are some big shifts and trends occurring in marketing, and I outline areas that matter in your business and what you can take advantage of:

Let’s get started…

Predictions For Market Research

The following will become opportunities for smart marketers with their Market Research:

Machine Learning (that is, the replication of how humans learn) will allow brands to pre-emptive marketing and predict (without a search trigger) when a purchase will be made, even before the prospect consciously knows they will purchase;
Computer Vision (that is, visual and audible perception) will allow brands to monitor attention, monitor visual representations of their brand as well as monitor demographical information all in real time; and
Sensors and biometrics (that is tracking human functions) will allow brands to measure prospect attention, emotion and activity in real time.

Predictions For Marketing & Sales Pipelines

The following will become opportunities for smart marketers with their marketing pipelines:

Users Interfaces (as opposed to User Experience) will become more important for brands, as long as the Users Interface is consistent and congruent in its design with the brand perception; and
Marketing & Sales Pipelines will become more mixed, distributed and integrated.

Predictions For Marketing & Sales Communication

The following will become opportunities for smart marketers with their marketing and sales communication:

Facebook’s Messenger app will take over email communication for being the marketing and sales communication delivery tool of choice for consumers.

Predictions For Marketing Content

The following will become opportunities for smart marketers with their content marketing:

Vertical (unless on Snapchat), short video content that has the option of no sound and user controls will rise as a modality of choice for content consumption;
Likewise, image content will also rise as a modality of choice for content consumption;
Live and semi-live (Snapchat Snaps, Snapchat Stories, Facebook Stories, Instagram Stories) content rise as a modality of choice for content consumption;
Virtual and Augmented Reality content will start to become a viable modality for content by brands;
Brands will need to optimize all content for mobile;
Content will become more entertainment and experience-based;
Content will become more mixed, distributed and integrated; and
The free-line will move more to the free side and brands will need to think hard how they deliver and capture value based on that.

Predictions For Advertising

The following will become opportunities for smart marketers with their advertising:

Vertical (unless it’s on Snapchat), short video ads, that has the option of no sound and user controls will become a popular ad option for brands;
Likewise, image content will become a popular ad option for brands;
Virtual and Augmented Reality ads will start to become a viable ad option for brands;
Brands will need to optimize all ads for mobile;
Incentive-based and interactive ads will become popular for brands due to their increased user engagement;
Ads and content delivered by social media “Influencers” will become a popular ad option for brands;
Machine Learning will allow brands to dynamically serve targeted offers from a vault of ad creative at the right time to the right prospects based on real-time targeting criteria;
Drone ads will become a viable option for brands; and
Ad offer will work better if they are for content and land on content.

Predictions For Search Engine Optimization

The following will become opportunities for smart marketers with their search engine marketing:

Computer Vision will allow prospects real-time visual recognition of products and allow them to visually search for them via existing search engines, which will also recognize and index video content;
Speech recognition via Siri, Google Now, Google Home, Amazon Echo will allow prospects real-time interactive product search; and
Brands will need to adhere to Search Engine Optimization best practice for all product images and video content.

Predictions For Social Media Marketing

The following will become opportunities for smart marketers with their social media marketing:

Social media accounts will replace websites as the digital catalogue allowing users to stay native on the platform and platforms will reward brands for that retention by delivering more attention; and
Social Media distribution of content will take over as the dominant content distribution channel.

Predictions For Brand Sharing

The following will become opportunities for smart marketers with their Brand Sharing:

Incentivized, user-generated will become important for brands.

Predictions For Sales

The following will become opportunities for smart marketers with their Sales:

After the stabilization of volatility, Cryptocurrencies will again become a viable payment option;
1-on-1 and unique experiences will become vital for offline sales; and
The Internet Of Things will allow brands to pre-emptive marketing and predict when prospects needs arise.

Predictions For Marketing & Sales Engagement

The following will become opportunities for smart marketers with their marketing and sales engagement:

Online and offline will begin to be more integrated and seamless; and
Online will begin to replicate the offline User Experience.

Try these out over the next 12 months and let me know how they go for you…

You can get 21 printed lead generating Process Maps for free, here.

And if you’re serious about marketing and selling more, the logical next step is to contact me to help you do it yourself, have me do it with you, or have it all done for you.

This may be the momentum you need to get great marketing and sales results.

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The Search Engine Optimization Process: How To Get Free Website Traffic From The Search Engine Firehose

Orren Prunckun — Sat, 21 May 2016 23:43:48 +0000

Approximate read time: 23 minutes

North Americans make 20.3 billion searches in one month.

That’s a lot of searches and indicates that search is a big digital activity.

In fact, according to Alexa.com, Google is the most visited site in the world.

Google has 68% market share of all search queries, followed by Bing at 27%.

With this context, you can see that search engines are a firehose for traffic.

However, not too fast…

Marketing on search engines, which is also known as Search Engine Optimization or SEO, is not for every brand.

So what types of brands can benefit from SEO then?

Brands whose target market uses search engines – SEO only matters if your market is using search;
Brands whose target market uses search engines in significant volume for return-on-investment in time, labour and money compared to other marketing channels; and
Brands whose relative competition density makes it easy to rank for return-on-investment in time, labour and money compared to other marketing channels.

There are two main types of traffic that SEO can generate.

In addition to organic traffic it can generate for brands via the Search Engine Results Pages (SERPs), direct traffic can also be generated by building links, a concept we will cover later in this guide.

And as well we’ll discover, there is a synergy between many other marketing and sales strategies, such as:

So, what is SEO then?

Let’ start with some definitions.

Optimization is defined as the act, process, or methodology of making something as effective as possible.

In the context of SEO, optimization is defined as the act, process, or methodology of making your website’s ranking as effective as possible, meaning that is ranks on the SERPs for the keywords your target market is searching and thus you want to be visible for.

Here are the simple steps people take when they use search engines:

They have a need for information;
They type a keyword query in a search engine;
They browse the search engine results for relevant information;
They click what they think is best matching information;
They scan that website for relevant information; and
They repeat Steps 2-5 if necessary until they find the information they need.

Let’s explore these in more detail…

People are in pain and get out of that situation.

They go to a search engine to find information to get them out of pain and move towards gain.

That could be:

Information in the strict sense of advice; or
Information in the sense of a sales pages for a products, service or solution.

A search engine is internet software that searches for entries in a database that correspond to search terms (or keywords) entered by a user.

Simply, entries in a database are all websites on the internet.

The user enters keywords related to what they think will solve their pain or gain into the search engine, hoping the search engine will understand their pain and gain by interpreting their intention from the keywords and return them the most relevant (and related ) information that matches their query.

The user browses the SERPs results (There are ten positions per page which are ordered by rank relevancy) hoping to find the information search links they think will help them the most, in other words, the most relevant results.

Of course, ideally in the number one search result.

Position one receives more traffic than two and position two receives more traffic than three and so on.

They will then skim, not read that page to confirm it is as relevant as it said it was.

In other words the trail is the same on the SERP as it is on the page.

If after scanning the page, it is not relevant, they will repeat until they find what they need.

It is the search engine’s job to reduce the amounts of repeats.

Why is relevancy important?

If the search engines returned irrelevant information, then the user wouldn’t find value in the search engine, because it’s is time consuming and not helpful for solving their pain or gain.

Therefore relevance is judged by users.

This includes things such as page load speed, duplicate content, comments, and links to it, which we will cover later in the guide.

It’s the search engine’s business model to help people get the information they need for their pains and gains.

How do search engines work?

In terms of SEO, the internet is made up of:

Information rich content, also known informational content; and
Links between Information.

That is why it is called the inter-net, an inter-network of information (hosted on computer servers) and links between that information (hosted on computer servers) and other information (hosted on computer servers).

While we are here, let’s define what content is.

Content could be defined as creating and distributing consumable information that is expressed through a medium, such as text, images, video, audio and so on.

Taking this concept further, content in the context of marketing and sales is creating and distributing content that is useful to your prospects and customers and to generating leads and convert them to sales.

Search engines try to find all the content that exists on the internet by bots, which are software that crawls website for informational content via links.

Once found, search engines then create an index in a database for searching and try to make sense of it by giving users is the most relevant information (many ranking factors and popular).

This helps with quick search results.

Of course, as search engines and their bots are software-based they cannot understand the information they find in the same way as a human can, so how a webpage is setup, in terms of its software code, helps the search engine determine its relevance.

The search engines have many algorithms for what matters, bounce rate, links, but no one will ever know as they are not disclosed.

If you think about how users naturally want to find information and the business model of search engines, then you will get a good idea of what the algorithms may look like.

Here are the elements:

STEP 1: SEO Research;
STEP 2: Current Analysis;
STEP 3: Keyword Testing;
STEP 4: Website Architecture;
STEP 5: Internal Content Creation;
STEP 6: Internal Content Architecture;
STEP 7: Internal Content Distribution;
STEP 8: Internal Content Submission;
STEP 9: Internal SEO Metrics;
STEP 10: External SEO Partner Research;
STEP 11: External SEO Partner Outreach;
STEP 12: External Content Creation;
STEP 13: External Content Distribution; and
STEP 14: External SEO Metrics.

Steps 1 – 9 are what are commonly referred to as on-page optimization.

Steps 10-14 are what are commonly referred to as off-page optimization.

By understanding SEO, brands can do many things to help them appear on the first page of the SERPs.

Let’s begin with…

1) SEO Research

…This step is about SEO research.

SEO research is important because it allows you to:

Determine a return-on-investment in terms of traffic generation; and
Determine if SEO is right for your brand.

The first part is to determine the quantity of searches for keywords on search engines.

This is based on:

The keyword terms you want to be ranked; and
The quantity of search traffic for those terms.

Keywords could be searched in the following ways:

Broad match – this is the default match type including misspellings, synonyms, related searches and other relevant variations;
Phrase match – this is based on the keyword phrase and any close variations of that phrase as searched with quotation marks: “ ”; and
Exact match – this is based on the exact keyword term or phrase and any loose variations of that exact term as searched with square brackets: [ ].

Next, you need to determine the level of competition for the keywords that are important for your brand to be ranked for.

This could be the amount of pages that are index in the search engine for that term.

Finally, you need to select keywords you want to be ranked for those that have high traffic but low competition.

Of course, the exact details of how to do this are beyond the scope of this guide.

This leads to Current Analysis…

2) Current Analysis

…This step is about where your website currently ranks on search engines for certain keywords.

Analysis of current ranking is important because it gives you a benchmark to calculate your return-on-investment and your progress on the search engine results pages.

So, you need to find where your website ranks for your selected keywords in the previous step.

Of course, the exact details of how to do this are beyond the scope of this guide.

This leads to Keyword Testing…

3) Keyword Testing

…This step is about testing your selected keywords.

SEO generates traffic, but more importantly, a lead generation activity for your brand.

This means you want to be effective in lead generation.

Marketing is generating leads, as opposed to sales which is converting leads to sales or prospects to customers.

In other words, you only want to rank for keywords that have high search volume and low competition with other websites, as explained previously, but also for those keywords that convert to leads.

There is no point ranking for keywords with high search volume and low competition if they don’t convert to leads.

Keyword testing is important because there is no point putting effort into optimizing for keywords that don’t generate leads.

Put another way, if you optimize for keywords that rank well but they don’t convert to leads, that effort is wasted.

In addition, SEO and ranking for keywords takes time.

If it was easy and quick, then any brand could manipulate the search engine rankings and results pages and appear in the number one search results spot.

Search engines don’t want this to happen as it will affect relevancy for they users.

So you need to determine the effective keywords to target and only optimize for those.

One of the best ways to do this is by purchasing search engine advertisements (also known as Search Engine Marketing or SEM) for the same keywords you want to rank for and measure what converts best.

Then once you know which keywords they are, continue the SEO process so you can start generating leads via SEO for free in the future instead of purchasing search engine advertisements.

And as you can guess, this step is optional for this reason.

Of course, the exact details of how to do this are beyond the scope of this guide.

This leads to Internal Website Architecture…

4) Website Architecture

…This step is about planning and implementing website architecture.

Architecture is the design of buildings, whereas Website Architecture could be defined as the design of websites.

Website architecture is important because the design of websites should be optimized for search engines to be able to easily find the information content on it to determine if it is relevant to users searching for keywords.

The factors that help search engines read websites:

Site maps; and
Physical and virtual siloing and internal link structure.

This step is repeated indefinitely, as you always need your website to be optimized for search engines to be able to easily find the information content.

Also, continuously test to see how search engines see your webpage and then include fixing issues as new content is published.

Of course, the exact details of how to do this are beyond the scope of this guide.

This leads to Internal Content Distribution…

5) Internal Content Creation

…This step is about creating content for your website.

Creating internal content is important because your website needs content to tell search engines what your website is about so it can be relevant to users.

Content that is published on your website is indexed by search engines.

Search engines are particularly interested in keywords and keyword density of that information on your website, because this is related to users’ pain and gain when they search.

Keyword density is defined as the percentage of times a keyword appears on a web page in relation to the total word count.

Content keywords should be related to what keywords you want to be ranked for.

It should be original and not duplicate any other written content.

Duplicate content is as it sounds – substantial similar written text found on multiplied websites.

Duplicate content can be seen as a way to create indexable content and links in an attempt to affect SERPs and website that do it are punished by search engines.

You have two options for content:

Create it; or
Curate it.

My guide on The Content Creation Process tells you how to create content.

This step is repeated indefinitely as you always need relevant information on your website.

Of course, the exact details of how to do this are beyond the scope of this guide.

This leads to Internal Content Architecture…

6) Internal Content Architecture

…This step is about planning and implementing content architecture.

Content Architecture could be defined as the design of content on a website.

Internal content distribution is important because, like internal content creation, you need content to tell search engines what your website is about so it can be relevant to users’ pains and gains.

Content architecture is important because it is the design of individual content on websites to be optimized for search engines.

The factors that help search engines read content are similar to website architecture:

URLs and domain name;
Title tag, H1 and body tags;
Content Keywords, meta tags and descriptions;
Image alt text;
And so on…

These all have maximum lengths.

This step is repeated indefinitely as you always need relevant information on your website.

Also, continuously test to see how search engines see your webpage, including fixing issues as new content is published.

Of course, the exact details of how to do this are beyond the scope of this guide.

This leads to Internal Content Distribution…

7) Internal Content Distribution

…This step is about distributing you content internally.

Internal content distribution is important because this step allows your content to be published internally to be optimized for search engines.

This means publishing on your website.

This step is repeated indefinitely as you always need relevant information on your website.

Of course, the exact details of how to do this are beyond the scope of this guide.

This leads to Internal Content Submission…

8) Internal Content Submission

…This step is about submitting content to search engines.

Submitting your internal content is important because if search engines do not know about your website and its related information content, then they cannot serve the webpage and information content up to users who are searching.

This step is optional if your site is already indexed by the search engines.

Of course, the exact details of how to do this are beyond the scope of this guide.

This leads to Internal SEO Metrics…

9) Internal SEO Metrics

…This step is about measuring on-page factors that affect SEO.

On-page metrics are important because they help tell search engines that your website is user friendly.

Factors that search engines take into consideration for on-page measurements are as follows:

Page load etc. from images;
Bounce rates;
Time on page;
Return users;
Pages per visit;
And many, many more…

These all indicate the relevance of your internal content.

If you get any negative results, you need to fix them.

This is an ongoing monthly task.

Of course, the exact details of how to do this are beyond the scope of this guide.

This leads to External SEO Partner Research…

10) External SEO Partner Research

…This step is about researching relevant external websites for potential links to your website.

Website link research is important because search engines count links to your site from relevant external sites as a factor in popularity and relevance for related information keywords.

This could be based on:

The quantity of links from unique domains;
The quantity of links from one domain;
The quantity of pages on domain;
The quality of the website that links; and
The quality of the content on those domains.

At this step, you need to find and document (including their contact details) all sites relevant and related to the keyword you want to be ranked for.

Next, you want to rank these websites in priority order of whom you will approach with outreach (discussed later).

These sites should have the following SEO factors:

Authority;
Trust;
Relevance; and
Link popularity.

Then, you want to list what types of content they have on their sites and what is more important to your brand.

This is because in the next step you will be offering them a very specific type of content incentive.

Not all links are of the same value; for example, a link from a comment section on a blog doesn’t have the same value as a link from a news site.

This will give you an initial approach order.

Of course, the exact details of how to do this are beyond the scope of this guide.

This leads to External SEO Partner Outreach…

11) External SEO Partner Outreach

…This step is about reaching out to websites you researched in the previous step to ask for links.

Outlet link outreach is important because search engines count links to your site from relevant external sites as a factor in popularity and relevance for related information keywords.

In essence, this outreach is a sales script.

The goal of external SEO partner outreach is to get links…

In essence, you want a link, but a link that also has:

Link anchor text related to your keyword;
Link anchor text that is dynamic and not the same as all the rest (this indicated manipulation);
A link that is surrounded by keywords and information content; and
A “follow” link.

There are too many examples of links to list in this guide, but the following categories are useful to differentiate between the types of links you could get:

Outreach – Content & Links;
Outreach – Links only (Social media sharing);
Your external web properties – Content & Links;
Your external web properties – Links only;
Content Submissions – Content & Links;
Content Submissions – Links only;
Paid – Content & Links;
Proactive External – Content & Links; and
Ad hoc – Content & Links.

Some of these are ongoing, others are once-off like setting up your social sites.

As mentioned previously, you will be offering another website a very specific type of content as an incentive for a link back to your website.

You want to appeal to their self-interest.

The way you will get a link is by providing them with content.

Content creation takes time and labour or capital, so you want to explain that you will make it easier for them by you giving them content.

You need to explain why it is useful to them.

The hook is:

Content takes time and effort to create;
But content is really valuable for their brand;
Let you do all the content creation for them; and
You’ll make it easy for them.

You will deliver this to all your partners on a regular basis.

You need to work out what format the content is.

You need to appeal to the audience’s interests, but if you have done your outreach research well, these sites will be relevant to you as there will be a natural overlap.

You need to write the outreach and send it.

You will offer the following content incentive for a link back to your website:

Ongoing content package with descriptions for that keyword and niche (will discuss later).

Your Content Pack will consist of the following:

Process map;
Mind map (if applicable);
Infographic;
Audio;
Video;
Slide-deck;
And so on…

Search Engine duplicate content rules do not apply to any of these medium, even though it is technically duplicate content.

Duplicate content only related to the text.

In addition to this, you will provide the following promotional tools, to increase the likelihood of links:

A banner;
A link to site;
Free hosted content;
Promotion text;
Accompanying text suggestions; and
HTML source code for each content element.

Of course, the exact details of how to do this are beyond the scope of this guide.

This leads to External Content Creation…

12) External Content Creation

…This step is about creating content for external websites.

Creating external content is important because search engines count links to your site from relevant external sites as a factor in popularity and relevance for related information keywords.

This content will then be distributed to SEO content partners.

Again, search engines are particularly interested in keywords and keyword density, because these are what are related to pain and gain searches.

External content keywords should be related to what keywords you want to be ranked for.

Again, it should be original and not duplicate any other written content.

Likewise, you have two options for content:

Create it; or
Curate it.

Now that you have researched relevant websites and reached out to them, it is time to create content for them based on the promise of the content pack.

But I will discuss how External Content Creation is different to Internal Content Creation.

You want to be creating scalable content.

Scalable, as opposed to modular, means servicing one or 100 SEO content partners takes the same effort.

Before you freak out, the most scalable way is to translate the Internal Content you created in Step 5 into the various modalities you promised in Website Link Outreach.

This means you create one version for your website, but you create multiple other versions of the same content, but in different modalities of other websites which are not punishable by search engine duplicate content rules.

In other words, you want to create external content once (and quickly), send to multiple and get multiple links that are not punished by search engine duplicate content.

A unique approach to External Content Creation that allows you to appeal to SEO partners’ self-interest is a case study of them, which you send to them and they are more likely to publish.

This is not scalable.

And it’s only worthwhile doing once-off content for big or authoritative outlets that can provide quality links and direct traffic.

This step is repeated indefinitely as you always need relevant information on your website.

Of course, the exact details of how to do this are beyond the scope of this guide.

This leads to External Content Distribution…

13) External Content Distribution

…This step is about distributing the content you created externally to your SEO link partners.

External content distribution is important because this step allows your content to be published externally and thus generate links back to your website.

Give partner the conditions for use.

This could be:

They must provide a follow link to your website;
They must attribute the copyright for it to you;
You host files on their behalf;
And so on…

If one of the conditions is that you will host the content (video and audio files can be large) on your server, you need to give your partners the embedded code for the content.

Alternatively, simply given them the content to download and self-host.

The means sending your SEO link partners the content you created in your Content Pack via any of the following distribution means:

An RSS feed;
A downloadable zip file;
Email with links;
And so on…

Once they have your content, then they have a few sharing possibilities.

They have three options with content:

Share the content with a link a link to your original content(usually via social media);
Embed the content with some new content with a link as credit; and
Create their own content with a link as a mention.

Of course, SEO partners will pick what is most suitable for them.

That is why providing multiple modalities of the same content is important – it increases your changes chances of content being published and therefore more links to your website.

So from one bit of content on your website, translating it to multiple modalities gives you several links:

From external social platforms; and
From external partners website.

The latter being the most valuable link.

Remember you will also be sharing the content to your mini sites and social platforms.

If they do not want to post the Content Pack on their website, then you need to give them any promotional text for link-only promotion in another way, such as via their social media platform.

If they want to post the Content Pack on their website, then you need to give them the on-page text suggestions.

It’s best to do this in dot form, so you provide them with a foundation.

To help their pages index even more effectively beyond the Content Pack, encourage them to write text to accompany this content.

This is because images, audio, video, slide-deck and are not text rich by themselves and will not index very well.

Remind them that search engines’ duplicate content rules do not apply to any of these medium.

Writing accompanying text will index the content, even it is only 500 words.

500 words is a small blog post, so the Content Pack will pad out the page to make it look really impressive to their audience.

To help save them time give them the dot points to summarize the contents topic.

All they have to do is elaborate on them and post – simply elaborating 50 words for ten dot points will give them 500 word text for the blog post in addition to the other content elements.

In other words, you’re offering them a free “mini guest post” to go along with the Content Pack.

If you distribute one content pack a week to just ten partner sites, you could get up to 520 evergreen posts and links per year, including 1040 other links for a total 1560 links.

That’s a lot of links for creating just one bit of original content per week!

Of course, the exact details of how to do this are beyond the scope of this guide.

This leads to External SEO Metrics…

14) External SEO Metrics

…This step is about measuring external factors that affect SEO.

External SEO metrics is important because they help tell search engines that your website is popular.

Popularity is another way of saying “votes” by links to your website from relevant and related websites.

Factors that search engines take into consideration for external metrics are as follows:

The quantity of links from unique domains;
The quantity of links from one domain;
The quantity of pages on domain;
The quality of the website that links; and
The quality of the content on those domains.

This is an ongoing monthly task.

Of course, the exact details of how to do this are beyond the scope of this guide.

Take Action

You’ve made it…

You now have a solid plan for SEO.

That’s the full Search Engine Optimization Process, and it will be more than enough for you to get started on your own.

You can get the printed illustrated Process Map of this and 20 others for free, here

And if you’re serious about marketing and selling more, the logical next step is to contact me to help you do it yourself, have me do it with you, or have it all done for you.

This maybe the momentum you need to get great marketing and sales results.

Now let’s learn about The Positive Publicity Process.

Or do you simply want more like this?

Join below to be notified immediately about new content and more. No annoying daily emails and no spam – just good content when it’s posted.

The Marketing & Sales Processes: How Market And Sell Your Product, Service Or Solution

Orren Prunckun — Sat, 21 May 2016 23:31:49 +0000

Click here to embed this infographic.

Approximate read time: 14 minutes

The fundamental parts of marketing and sales are quite simple.

In order to effectively, consistently and predictably market and sell products, services, or solutions, particular marketing and sales processes should be followed step-by-step.

I have outlined several critical marketing and sales processes to help you market and sell products, services, and solutions.

Here they are…

STEP 1: The Human Purchasing Process;
STEP 2: The Market Research Process;
STEP 3: The Brand Creation Process;
STEP 4: The Marketing & Sales Pipeline Process;
STEP 5: The Marketing & Sales Communication Process;
STEP 6: The Content Creation Process;
STEP 7: The Lead Generation Processes;
STEP 8: The B2B Lead Generation Process;
STEP 9: The Partner Recruitment Process;
STEP 10: The Partner Co-Enrolment Process;
STEP 11: The B2C Lead Generation Process;
STEP 12: The Search Engine Optimization Process;
STEP 13: The Positive Publicity Process;
STEP 14: The Social Media Marketing Process;
STEP 15: The Sales Script Process;
STEP 16: The Sales Negotiation Process;
STEP 17: The Marketing & Sales Engagement Process;
STEP 18: The Marketing & Sales Launch Process; and
STEP 19: The Promotional Partner Launch Process.

Let’s begin with…

1) The Human Purchasing Process

…This is about how to navigate hardwired buying psychology to inform your marketing and sales.

This process lays the foundation for all processes that follow and helps you understand your prospects and customers.

This leads us to The Market Research Process…

2) The Market Research Process

…Once you have a foundation for all processes that follow and understand your prospects and customers, you need to understand The Market Research Process.

This part is about how to discover what your market wants and needs and how to use those findings in your marketing and sales.

Understanding their personas helps you enter the conversation your prospects and customers are having in their own mind.

This leads us to The Brand Creation Process…

3) The Brand Creation Process

..Once you have an understanding of processes for marketing and sales communication, you need to understand the Brand Creation Process.

This part is about how to evaluate and create or recreate an unforgettable brand.

It lays out the specific process for brand creation.

This leads us to The Marketing & Sales Pipeline Process…

4) The Marketing & Sales Pipeline Process

…Once you have an understanding of the conversation your prospects and customers are having in their own mind, you need to understand The Marketing & Sales Pipeline.

This part is about how to use a marketing & sales pipeline to market and sell more products, services and solutions to prospects and customers.

It also lays the structure and sequence to the rest of the processes.

This leads us to The Marketing & Sales Communication Process…

5) The Marketing & Sales Communication Process

…Once you have an understanding of the structure and sequence to the rest of the processes, you need to understand The Marketing & Sales Communication Process.

This part is about how to communicate with your prospects and customers at the various steps in a marketing and sales pipeline.

It also lays out the processes for this method of communication.

This leads us to The Content Creation Process…

6) The Content Creation Process

…Once you have an understanding of the brand creation process, you need to understand The Content Creation Process.

This part is about how to create powerful lead generating and lead converting marketing and sales content and increase the number of prospects, AKA marketing and increase the number of customers, AKA sales, AKA prospect conversion.

It lays out the specific process of content creation.

This leads us to The Lead Generation Processes…

7-14) The Lead Generation Processes

…Once you have an understanding of the process of content creation, you need to understand The Lead Generation Processes.

This part is about how to generate leads and increase the number of prospects, AKA marketing.

It includes:

The Digital Traffic Firehose Process;
The B2B Lead Generation Process, AKA Cold Email;
The Partner Recruitment Process, AKA Affiliates;
The Partner Co-Enrolment Process;
The B2C Lead Generation Process, AKA Advertising;
The Search Engine Optimization Process;
The Positive Publicity Process, AKA PR; and
The Social Media Marketing Process.

It lays out the specific process for each of these methods for generating leads.

This leads us to The Sales Script Process…

15) The Sales Script Process

…Once you have an understanding of the process for generating leads, you need to understand The Sales Script Process.

This part is about how to write irresistible sales communication to sell your process, services and solutions and increase the number of customers, AKA sales, AKA prospect conversion, increase the value of customer transactions, AKA upselling, and increase the number of customer transactions, AKA retention.

It lays out the specific process for creating sales scripts and how to handle sales objections and why prospects don’t take action on offers.

This leads us to The Sales Negotiation Process…

16) The Sales Negotiation Process

…Once you have an understanding of sales, you need to understand The Sales Negotiation Process.

This part is about how to overcome common sales objections.

It lays out the specific process for addressing these concerns.

This leads us to The Marketing & Sales Engagement Process…

17) The Marketing & Sales Engagement Process

…Once you have an understanding of the process for creating sales scripts, you need to understand The Marketing & Sales Engagement Process.

This part is about how to engage your prospects and customers to be loyal and encourage others to buy.

It lays out the specific process for engaging your prospects and customers.

This leads us to The Marketing & Sales Launch Process…

18) The Marketing & Sales Launch Process

…Once you have an understanding of the process for engaging your prospects and customers, you need to understand Marketing & Sales Launch Process.

This part is about how to launch a new product, service or solution successfully with no resources as well as how to launch with partners the right way by tying together Parts 1 to 8.

It lays out the specific process for launching a new product, service or solution.

This leads us to The Promotional Partner Launch Process…

19) The Promotional Partner Launch Process

…Once you have an understanding of the Marketing & Sales launch process, you need to understand how to leverage partners in the process.

This part is about how to launch a product service or solution with partners.

It lays out the specific process for launching with partners.

That sums up all The Marketing & Sales Processes.

Take Action

You made it…

You now have a solid overview of several critical Marketing & Sales Processes to help you market and sell you product, service or solution.

That’s the full Marketing & Sales Processes, and it will be more than enough for you to get started on your own.

This guide is designed as a choose-your-own-adventure, where you pick-and-choose what you want to understand and improve on in your marketing and sales.

You don’t need to consume it all from start to finish, but I encourage you to do, as you’ll be in a better position to market and sell more products, services and solutions.

So let’s start with some questions to help you decided where to start…

Then explore the guides for each process.

These will be more than enough for you to get started on your own.

Do you have too many customers?

If you do not have too many customers, this guide will help you get into a position where you can say yes!

How?

Answer the rest of the questions to find out…

If you do have too many customers, then this guide will help you get more revenue from them more often.

How?

Again answer the rest of the questions to find out…

Do you understand your prospects and customers, AKA market research?

If your answer is no, then you need to learn about Market Research and Human Purchasing Psychology.

If your answer is yes, then continue with the rest of the questions.

Do you want to increase your number of prospects, AKA lead generation, AKA marketing?

If your answer is no, then you need to learn about Marketing & Sales Pipelines, Marketing & Sales Communication, Brand Creation, Marketing Content Creation, Internet Traffic Firehoses and Marketing Lead Generation through Cold Email, Advertising, Partner Recruitment, Partner Co-Enrolment, Publicity and Social Media and Sales Conversion.

If your answer is yes, then continue with the rest of the questions.

Do you want to increase your number of customers, AKA prospect conversion, AKA sales?

If your answer is no, then you need to learn about Marketing & Sales Pipelines, Marketing & Sales Communication, Brand Creation, Marketing Content Creation and Sales Conversion.

If your answer is yes, then continue with the rest of the questions.

Do you want to increase the value and number of customer transactions, AKA up selling, next selling, down selling and cross selling?

If your answer is no, then you need to learn about Marketing & Sales Pipelines, Marketing & Sales Communication, Brand Creation, Marketing Content Creation and Sales Conversion.

If your answer is yes, then continue with the rest of the questions.

Do you want to increase your engagement with prospects and customers, AKA retention and loyalty?

If your answer is no, then you need to learn about Marketing & Sales Pipelines, Marketing & Sales Communication, Brand Creation, Marketing Content Creation and Sales Conversion, Sales Objections and Promotional Partner Launches.

If your answer is yes, then continue with the rest of the questions.

Do you want to increase prospect and customer satisfaction, AKA customer service, recommendations and referrals?

If your answer is no, then you need to learn about Marketing & Sales Pipelines, Marketing & Sales Communication, Brand Creation, Marketing Content Creation and Sales Conversion.

If your answer is yes, then continue with the rest of the questions.

Do you want to increase the success of new product, service or solution launch, AKA combining it all?

If your answer is no, then you need to learn about Marketing & Sales Pipelines, Marketing & Sales Communication, Brand Creation, Marketing Content Creation and Sales Conversion.

If your answer is yes, then these guides may not be for you…

You can get the printed illustrated Process Map of this and 20 others for free, here

And if you’re serious about marketing and selling more, the logical next step is to contact me to help you do it yourself, have me do it with you, or have it all done for you.

This maybe the momentum you need to get great marketing and sales results.

Now let’s learn about The Human Purchasing Process.

Or do you simply want more like this?

Join below to be notified immediately about new content and more. No annoying daily emails and no spam – just good content when it’s posted.

The Definitive Digital Marketing & Sales Manual: How To Market And Sell Online

Orren Prunckun — Sat, 21 May 2016 23:30:18 +0000

This is the definitive training on everything you need to know about digital marketing and sales.

Some of the things you will learn in this guide include:

How market & sell your product, service or solution;
How to navigate hardwired decision psychology to inform your marketing & sales;
How to discover exactly what your market wants & needs and how to use those findings in your marketing and sales;
How to evaluate, elect & embody an unforgettable brand;
How to use a marketing and sales pipeline to market and sell more;
How to communicate with prospects and customers at the various steps of a marketing and sales pipeline;
How to easily and quickly create powerful and original lead generating and converting marketing and marketing and sales content;
How to leverage more internet traffic than your server could possibly handle;
How to generate qualified B2B leads from cold emails so you can predictably grow your business;
How to get joint ventures & affiliates who can generate leads for your brand;
How to generate cheaper yet more targeted and qualified leads;
How to generate qualified B2C leads from digital ads so you can predictably grow your business;
How to get free website traffic from the search engine firehose;
How to generate positive publicity for free;
How to generate leads through engaging social media content;
How to write irresistible sales communication to sell your products, services and solutions;
How to handle purchasing concerns;
How to effectively, predictably and consistently communicate with customers to increase the value, number and frequency of purchases to grow your business;
How to successful launch a new product, service or solution with no resources;
How to launch a product, service or solution with partners the right way;
Why these topics are is important for understanding your prospects and customers, increasing the number of prospects, increasing the number of customers, increasing the value of customer transactions, increasing the number of customer transactions, increasing the engagement of prospects and customers to buy more and increasing the success of new product, service or solution launches;
How to take immediate action on these topics;
What results are possible after taking action;
And that’s just the tip of the iceberg…

This is waiting for you.

Join Orren Prunckun as he teaches you all of this and much, much more!

My Story & Why You Should Listen To Me

You’ve finally found it…

This guide is designed for many types of people:

The beginners who have no idea where to start with marketing and sales content;
The intermediates who are familiar with marketing and sales but want a refresher on the foundational principles of marketing and sales; and
The advanced who what to take the marketing and sales to the next level.

Think of this like a playbook.

Many brands which are looking to create more customers are stuck.

They are stuck somewhere in the process of getting their product, service or solution into customers hands.

It’s true that they all want to get an edge over their competitors.

This guide is here to help you master that edge.

There is so much to learn and so much to do, it can feel overwhelming.

And who can blame them…there are many steps needed.

It’s a situation seen over-and-over…

So why should you believe me?

I am a sought after marketing and sales expert who can help you with improving Lead Generation, Sales Conversion & Customer Engagement.

I have spoken, facilitated, emceed, chaired and panelled at universities, corporates, conferences and events.

My specialist skill set is the ability to launch new products, services or solutions and make them successful with minimal cost.

…$1 million+ of free publicity in 18 months.

That reads like a scammy late night infomercial.

But the secret to any marketing campaign that I build is getting people into a massive buying frenzy by talking to emotional drivers and delivering a remarkable product, service or solution that adds 10x value to their lives.

Many years ago, I was getting nowhere fast in marketing and sales.

I reached a point where I needed to be able to effectively market and sell any product, service or solution.

I did not have access to a big marketing budget, but I understood its fundamental role in producing success.

I decided to learn everything I could about marketing.

I read a lot of books and I tried a lot of things, but most of it was useless.

When I first started, one of the most important things I did was model myself and learn from people who had “been there, done that” and were already having the kinds of success I wanted.

It saved me what I estimate to be years of time and effort.

I learned marketing inductively, from the ground up.

After a while, and a lot of trial and error, things started to turn around and it started to all make sense and I started to be able to get incredible outcomes on a regular basis.

I know what works and what does not and ignore all the irrelevant “shoulds” and “ought tos” and get to the heart of what has effect and impact in getting results.

It means I think laterally and critically and use only what works.

After discovering this I started to distil the things I learned into a repeatable process and I was then able to do this on a regular basis for others.

All of this has attracted additional customers and most of all additional profit.

The good news is it is all achievable and I can help you do the same.

It’s based on the following philosophy:

Everything in business is about marketing and sales and you don’t need to spend a lot of money to get ahead of 99% of your competition.

But you need to be smart and base what you do on timeless, scientific marketing principles.

This guide is here to help you master all the marketing and sales processes.

And by processes I really mean…

A blueprint.

It’s a blueprint that reflects how many brands have successful marketed and sold products, services and solutions.

And it’s the blueprint I use each-and-every-time.

The good thing is that this blueprint works for anyone looking to market and sell.

It’s for:

Small or corporate businesses;
Personal brands and causes;
Products, services or solutions;
B2B or B2C;
Digital or physical businesses;
Physical and digital variations; and
Anything in between.

It’s for any brand which wants to make more money, more often.

If it is sold via direct sales and distribution channels you can bet it will work.

Best of all, it’s for you!

This blueprint is effective because it leverages buying psychology.

There are only a few ways to market and sell:

Understanding your prospects and customers;
Increasing the number of prospects, AKA marketing;
Increasing the number of customers, AKA sales, AKA prospect conversion;
Increasing the value of customer transactions, AKA upselling;
Increasing the number of customer transactions, AKA retention;
Increasing the engagement of prospects and customers to buy more, AKA referrals ; and
Increasing the success of new product, service or solution launches.

If you can effectively market and sell your product, service or solution, then you will be able to take advantage of all of these benefits.

However, if you cannot effectively market and sell your product, service or solution, then you will continue to battle against your competitors who are likely doing the same thing.

I call it The Definitive Digital Marketing & Sales Manual.

The blueprint puts a field tested and proven framework around this.

Read this guide slowly.

Read this many times and memorize it.

This is the digital marketing & sales blueprint very few know about…

If you plan to execute this manual, you’ll need to reference it often.

When you’re learning new tactics, you’ll need to constantly remind yourself of this guide.

Otherwise, you’re wasting time.

THIS IS A WARNING: there is little value in understanding each process in-and-of itself.

There is enormous value in understanding how to apply an individual process with all the other processes.

Pay close attention – I am about to reveal the exact process used to successful market and sell, products, services and solutions in multiple niches markets and mainstream verticals including…

Web and mobile apps;
Videos;
Books;
Venues;
Gadgets;
Events;
Communities;
E-commerce sites;
Startups;
Information products, services or solutions;
Training, coaching and consulting;
Digital products, services or solutions; and
Physical products, services or solutions.
To name a select few.

Now let’s learn about The Marketing & Sales Processes.