Small Business Owners Guide To: Dominating Your Local Market Online

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2 Small Business Owners Guide To: Dominating Your Local Market Online I wanted to put this interactive digital book together to help business owners understand how to grow a business online using proper marketing strategies. As a marketing consultant I find that many business owners are often misinformed about how to grow effectively grow their business online. During this book I will take you through an informative and consultative approach on how to dominate your local market online. You will answer several questions and compile an informative business profile during this process. You will also be able to take notes in this book using your Kindle or a PDF compatible application. We will be covering the following topics: Establishing your target audience and finding your ideal customer. Determining your CPA (Cost Per Customer Acquisition) as well as your CLTV (Customer Lifetime Value). How to decrease your CPA and increase your CLTV by using targeted marketing, and incorporating proper Customer Life Cycle management. How to establish an adequate monthly marketing budget that you can invest into your business, based on your individual business goals, and target revenue. How to measure your ROI (Return on Investment), and how to use this measurement in a way, that will allow you to allocate marketing dollars that are working for your business away from sources that may not be producing results. Why proven lead generation website is crucial for your business. Traffic Strategies: Facebook, Pay Per Click, Search Engine Optimization, & More! Defining the perfect Customer Life Cycle for your business. My goal for you: By the end of this book you will have a better understanding of how your business can take advantage of online marketing to generate more leads, and sales for your business. As well as provide a measurable return on your marketing investment. You will also learn how to increase customer retention, referrals, & sales by implementing a CRM (Client Relationship Management) system and defining what your ideal CLC (Customer Life Cycle) looks like. You will have actionable steps you can take to start getting more business online today! 2 P a g e

3 Table of Contents Chapter 1: Defining your target audience. Chapter 2: Establishing CPA & CLTV. Chapter 3: Determining a proper marketing budget. Chapter 4: Having a website that converts traffic into customers. Chapter 5: Finding the right traffic source. Chapter 6: Determining ROI. Chapter 7: Client Lifecycle Management: Increasing repeat sales, referrals, and customer retention. Chapter 8: Establishing a strategic marketing plan! Request A No Risk Strategic Marketing Consultation. Important Resources: About The Author: Client Testimonials: Acknowledgements: 3 P a g e

4 Chapter 1: Defining your target audience. In this chapter we will be discussing how to establish your target audience. Who is your ideal customer? Where can you find them online, and how can you target them via online marketing? I ve included some spaces for you to write on when trying to answer these questions, so print this book out and answer the questions as we go along. So in this example we will be using a business called ABC Air Conditioning and Heating. Example Business Profile: Company Name: ABC Air Conditioning and Heating 3 Primary Services/Products That Produce Highest Revenue: 1. AC Repair 2. Heating Repair 3. Commercial HVAC Repair Company Location: Dallas, TX. Service Area: 30 mile radius from Downtown Dallas. Now it s your turn: Questions to ask yourself before establishing your service area: How far are customers willing to drive to visit my business? For example if you own a restaurant most customers may be willing to drive miles to visit your location. If you offer specialty furniture design that is exclusive to you alone then customers may be willing to drive further since you are a niche business with less competition. Do I service my customers at their address? If so how far am I willing to drive to service my customers? Do I sell products or services online and ship nationally and internationally? If yes then you would target a national or global service area. Questions to ask yourself about your products and services: You want to promote the products, and services that provide the highest amount of revenue for your company. You can always expand this in the future, but for now this is the best place to start. We will go further into detail on this topic when determining CPA (Cost Per Acquisition) and CLTV (Customer Lifetime Value). 4 P a g e

5 Now it s your turn: What is Your Company Name: 3 Primary Services/Products That Produce the Highest Revenue for Your Business: Business Location: Service Area? Okay so now that we ve established this information we can then dive further into defining your target audience. Let s look back at our example: Example Business Profile: Company Name: ABC Air Conditioning and Heating 3 Primary Services/Products That Produce Highest Revenue: 1. AC Repair 2. Heating Repair 3. Commercial HVAC Repair Company Location: Dallas, TX. Employees: 10 Years in business: 5 Service Area: 30 mile radius from Downtown Dallas. Who is ABC Air Conditioning and Heating s ideal customer? Does their age matter? Does their level of income matter? Marriage Status? Who would be looking for their service? Let s dive into this and elaborate by determining WHERE customers would go online to find ABC Air Conditioning and Heating. Put yourself in the shoes of their ideal customer. 5 P a g e

6 Ideal Customer Scenario: It s the middle of summer, your AC just went out on your house, and you need to get it repaired ASAP. You live in Dallas, TX (Service Area). You need help fast, and you want your AC unit repaired today! Where would you go to find someone to fix your AC unit online? Would you go to Facebook to find an AC repair company? Probably not. Would you go to Google? Yahoo? Bing? Probably Right? So should ABC Air Conditioning and Heating spend $1,000 a month on Facebook Advertising if their customers go to Google to rind them? What would you type into Google? You would probably type in something like this: AC repair company Dallas TX (Keyword) What would happen afterwards? You would be presented with a search result that looks similar to this: Purple Arrow Shows: What you would type into Google also known as the Keyword. Red Box Shows: Google AdWords (Pay Per Click Ads) *More on this later. Blue Box Shows: Google Places (Directory Marketing) *More on this later. Green Box Shows: Organic Search (SEO Marketing) *More on this later. The reason I wanted to show you this example is because this is EXACTLY what happens when YOUR customer tries to find YOUR business online. These are the steps they take, and this is what you should be thinking about, when trying to grow your business online. We will go into more detail about what each of these boxes means in a later chapter when we discuss traffic strategies. 6 P a g e

7 Now it s your turn: Let s take ONE of the 3 services/products that you listed in your Company Profile. Put yourself in your customer s shoes, what is their problem or need? How can your business help them solve their problem or need? What would you search for (Keyword)? Where would you go online to find solve your problem or need? Check all that apply: Google Facebook Yahoo Bing YouTube Twitter Yellow Pages Instagram Other: Okay so now we have an idea about where customers can find your business online. Let s wrap up this chapter by creating your Unique Customer Profile for your business: Who is your ideal customer? How old are they? What is their age range? Are they male/female? Both? What is their problem or need and how can you solve it? Where do they live? What Keywords would they search to find your business? (List 3) Additional information about your ideal customer, their preferences, their needs, common problems, solutions, additional demographics, etc. 7 P a g e

8 Chapter 2: Establishing CPA & CLTV. Okay so I am going to be honest with you, the MAJORITY of business owners that I consult DO NOT know this information. This chapter is not the most fun part in the book but I promise it is one of the most crucial parts in determining an effective online marketing campaign, and once you establish CPA & CLTV in your business everything else will start to fall into place. PLEASE DO NOT SKIP THIS CHAPTER. In this example we will use: Company Name: ABC Air Conditioning and Heating 3 Primary Services/Products That Produce Highest Revenue: 1. AC Repair 2. Heating Repair 3. Commercial HVAC Repair Company Location: Dallas, TX. Employees: 10 Years in business: 5 Service Area: 30 mile radius from Downtown Dallas. For most businesses the cost to acquire a NEW customer is much higher than the cost to maintain a CURRENT customer. This is why having the ability to properly measure CPA and CLTV is crucial. Let s look at the CPA for ABC Air Conditioning and Heating ABC Air Conditioning and Heating has a website that follows a proven lead generation design and their website converts at 30% which means that for every 10 visitors to their website they get either 3 leads from their website opt-in form, or 3 calls, or a combination of both. The cost for ABC Air Conditioning and Heating to get 10 visitors to their website when advertising on Google AdWords is $47.10 per click for their AC repair company Dallas TX (Keyword) (also known as CPC (Cost Per Click) that means that ABC Air Conditioning and Heating spent $ to get 10 visitors to their website which resulted in 3 leads/calls for their business. Should they have spent $471 dollars for these 3 leads/calls? In order to answer this question properly we must first take a look at ABC Air Conditioning and Heating s CLTV (Customer Lifetime Value) 8 P a g e

9 Let s take further look at this example below: If ABC Air Conditioning and Heating spent $471 dollars for 3 leads and ONE of those leads resulted in a service call, their profit for that service call was $1,750 dollars. After they subtract their CPA (Cost Per Acquisition) cost of $471 dollars they net a profit of $1,279 dollars. Was this a good ROI (Return on Investment) for ABC Air Conditioning and Heating? The answer is YES. If it cost s ABC Air Conditioning and Heating $471 dollars to bring a new customer into their front door and they profit $1,279 every time, would they continue to invest $471 to acquire a new customer? You bet they would. In marketing, customer lifetime value (CLV) (or often CLTV), is a prediction of the net profit attributed to the entire future relationship with a customer. The customer lifetime value is an important number because it represents an upper limit on spending to acquire new customers. CLTV represents how much your newly acquired customer is worth to you over the next year, or several years. ABC Air Conditioning and Heating can increase their CLTV by upselling or cross selling the customer on future services or products. Before winter they can send out a marketing campaign via to target current customers and offer a Heating Duct Cleaning Package which nets them another $750 dollar profit, and in spring they can send another marketing campaign offering current customers a Summer Service Package which will clean their A/C system which nets them another $750 profit. They can do this because marketing is part of their Customer Lifecycle Management solution. When you understand CPA and your CLTV, then you know exactly how much you can budget each month to invest in marketing for your business. So to summarize: It costs ABC Air Conditioning and Heating $471 dollars to acquire one new customer. In the next 12 months they will make: $1,279 dollars on the initial service call. $750 dollars by offering their Heating Duct Cleaning Package $750 dollars by offering their Summer Service Package Total CLTV Profit: $2,779 dollars after their $471 dollar CPA. 9 P a g e

10 Now it s your turn: (Answer all that apply) Let s take a moment to establish your unique CPA and CLTV. CLTV: How much is new customer worth to you over the next 12 months? How much are you willing to invest to acquire a new customer? How can you increase your CLTV? Can you incorporate upsells into your business? What about seasonal promotions? Customer referral promotions? Repeat business incentives? Do you currently have a CRM (Customer Relationship Management) system? Do you use marketing on a frequent basis to keep your current customers informed about promotions, sales, events, for your business? Do you record calls received by your business to determine how customers are being handled, and to ensure that representatives answering the phone are securing appointments, orders, and providing adequate customer support? Do you know when your peak call times are and is your business properly staffed during those hours to ensure that no calls go unanswered? If you have an e-commerce site does your shopping cart upsell customers, or show them related items that they may be interested in to increase the initial sale amount? Have you integrated remarketing efforts into your website to ensure customers who visit your site and do not make a purchase, or become a customer during the initial visit continue to see your advertisements online? What is your USP (Unique Selling Proposition) in other words what makes you better than your competition? Why should I choose to do business with you instead of someone else? Do you have a lead generation website that converts visitors into leads? 10 P a g e

11 Chapter 3: Determining a proper marketing budget. Now that we ve established the products that net your company the highest profit margin, as well as your target customer, their CPA and CLTV we can now discuss how to establish a proper marketing budget. This is different for each business. For example a restaurant might only profit $10 dollars per customer and that customer may come visit them 20 times in a 12 month period. Their CLTV for 12 months is: $200 However ABC Air Conditioning and Heating has a 12 month CLTV of $2,779 dollars. You have to determine what works best for your business and what you can afford to invest on a monthly basis to grow your business. NOT having a marketing budget means that you are simply relying on foot traffic to your store, word of mouth advertising, or a miracle that your business will just be found amongst thousands of other competitors in your area. The problem with word of mouth is that it s not consistent nor reliable. You cannot forecast business growth on word of mouth advertising alone. Same goes for foot traffic, unless your business is in a high traffic area and you have more customers walking into your front door than you can handle. Otherwise, you need to establish a monthly marketing budget. The reason I am one of the biggest proponents of online marketing for small businesses is because not only can a business track their ROI, CPA, CLTV, but because all businesses can afford to compete online given their marketing budget. I work with clients that spend as little as $500 a month for directory marketing up to clients that spend $5,000 a month for Pay Per Click advertising and search engine marketing. I see so many businesses spend money on traditional marketing like Yellow Pages, or the newspaper and they have no idea if it s performing or not because they don t have ways to track their ROI on those platforms. When is the last time you picked up the Yellow Pages to find a business? Chances are you went ONLINE. Which is why having a presence online is crucial to your business. Now it s your turn: How much can you afford to invest on a monthly basis to market your business online? 11 P a g e

12 Chapter 4: Having a website that converts traffic into customers. In this chapter we will discuss the difference between a lead generation website design and a brochure (traditional) type of website design. The reason I focus on providing my clients lead generation website designs over traditional websites is due to their conversion ratios. There are various things you need to look at when designing your website to not only maximize conversions but also to ensure your website has a strong call to action for your visitors as well as making sure your Irresistible Offer or Lead Magnet is fully visible throughout your site. Let me ask you this: Would you rather have a pretty website, or would you rather have a website that converts your traffic into leads, phone calls, and more sales for your business? A proven lead generation website follows a conversion minded design and features: A Strong CTA (Call To Action) Irresistible Offer/Lead Magnet Blog section for content marketing Customer Testimonials/Reviews (if applies) Website Lead Capture Form CRM (Customer Relationship Management) integration Upsell Cart (E-Commerce) Analytics Integration Remarketing Integration Following a proven lead generation design is crucial when marketing your business online. In the next page I will show you some examples of sites we ve created for some of our clients as well as examples of sites that follow a traditional approach that do not convert or produce the same results as sites that follow a proven lead generation design. During this process I want you to start imagining what your lead generation design site might look like. What would be your lead magnet or irresistible offer? What would you use as your call to action? How would you convert your website visitors into leads, calls, and more sales for your business? How will you earn their trust online? Will you feature testimonials, or reviews? 12 P a g e

13 In this example we will look at a Dentist site. The site below follows our proven lead generation design. Notice how the Irresistible Offer takes up the top 1/3 of the page. It has a clear CTA (Call to Action) of Claim Your Discount! New clients get 50% off by filling out the form on the site, so when they fill out the form they become a LEAD for the dentist. Now the dentist can offers, discounts, special promotions, and increase his CLTV because he has marketing integrated as well as a CRM (Customer Relationship Management) system incorporated in his site. You can also add a strong CTA of Call Now to claim your 50% off, etc. The website also includes customer testimonials to further brand the dentist as a valued, competent and trusted provider of services and earn the trust of his website visitors. Also included are a blog and about us section which helps visitors get to know the business and their USP (Unique Selling Proposition) even more. Here are some other examples of proven lead generation sites: CLICK HERE. 13 P a g e

14 Now let s go back and take a look at a non-lead generation website. I found this website when I conducted a search for Dentist Dallas and found the example below. I removed the faces of their team, as well as any identifiable information to protect their privacy. Things to look at: No Call To Action No Opt-In (How will they get leads from their website if they have nowhere for someone to provide them with their contact information?) No Irresistible Offer No CRM System Question to ask yourself: Which Dentist would you be most likely to contact? The dentist with the proven lead generation design? Or the dentist without? 14 P a g e

15 Tips on creating an Irresistible Offer for your business: 1. Package the bait. Businesses should be prepared to communicate their unique selling proposition --what distinguishes them from the competition. "What do you have that's new, different or better than what others have? 2. Mention the savings. If you're going to offer volume discounts for a service, such as $9.99/month or $99/year, always do the math and include the actual savings on the ad. Make sure to highlight actual cost VS discounted cost. Example: Normally $499 Now: $ Throw in an incentive. Incentives can give consumers an opportunity to try something with low risk, or offer a "free gift with purchase" that appeals to the target audience for a product. For example, tax preparer H&R Block offers a free "Second Look" review, where tax specialists review a tax return to find deductions that others may have missed, or a Free No Risk Consultation that provides visitors with an easy way to learn more about your business without being felt pressured to do business with your company. Free Shipping if you buy over X amount of dollars worth of merchandise or order by 4pm today. 4. Create a sense of urgency. A free trial or low-risk commitment offer is another way to get consumers to act. You can set deadlines or limits to encourage consumers to get off the fence and act, For example, online retailer ebay has a "Steal of the Day" offer with a limited number of items available. The site also shows the remaining quantity available, as well as a message to "Hurry, there are X people shopping now." This gets consumers asking, "What am I going to miss out on if I don't respond?. 15 P a g e

16 Now it s your turn: 1. What would be your lead magnet or irresistible offer? 2. What would you use as your call to action? 3. How would you convert your website visitors into leads, calls, and more sales for your business? 4. How will you earn their trust online? Will you feature testimonials, or reviews? 5. How will you Package the Bait for your offer? 6. What are the savings or incentives of your offer? 7. How will you stress urgency in your offer? 8. What product or service will you promote in your offer? 16 P a g e

17 Chapter 5: Finding the right traffic source. Okay so by now we ve established the following: Who our ideal customers are, what their problem or need is. What they re looking for, how our business can solve their problem or need. Where they go to find our business online, Facebook, Google, etc. (CPA) How much we re willing to invest to acquire a new customer. (CLTV) How much a new customer is worth to us over the next 12 months. We ve identified the parts of our website that we need to address BEFORE we proceed to driving traffic to our site and have a proven lead generation design. We ve crafted an Irresistible Offer in order to convert our website visitors into leads, calls, and new customers for our business, and now we are ready to drive targeted traffic to our website. We have a CRM (Client Relationship Management) system on our site, and a strong CTA (Call To Action) We know our USP (Unique Selling Proposition) and are ready to provide value to our clients and meet their individual needs. So now that we know this crucial information about our business we can now begin to start driving targeted traffic (visitors) to our website. This is by far my favorite topic and it s one that I am extremely proficient at. One of my greatest strengths that I provide to clients is knowing WHERE to get traffic from. What works, what doesn t work, and how to measure, track, and improve their results online. Traffic can come from many sources but knowing WHICH traffic yields the BEST results is crucial for your business. So let s dive into traffic sources. I will elaborate and evaluate pros/cons of each traffic source so that you can get a good understanding of where you should market your business online. There are MANY different sources of traffic online, for the purposes of this E-Book I will only cover the most relevant sources that yield the best results. Let s get started. 17 P a g e

18 We will use the following scale to determine marketing budget for each traffic source: Scale of 1($)-5 ($$$$$) represents LOW to HIGH budget. Traffic Source #1: Directory Marketing (Local Buzz) Cost: $-$$$ Did you know that optimization of local listings, maps, reviews, & check-in promos can help customers find you before they find your competitors? Local listings are increasingly used by people who are searching for products and services in their vicinity, who are also ready to make purchases either online or offline. Being able to be found online via various directories is crucial for your business. Directories like Yelp, Yahoo, Bing Local, Google Places, Four Square, Facebook Places, and other local directories will help ensure your business has proper online visibility. Marketing Budget Required: $-$$$ *See Resources Section for Additional Information about Local Listings. 18 P a g e

19 Traffic Source #2: Search Engine Optimization (SEO) Cost: $ - $$$$$ Did you know that many businesses get more traffic, leads and sales through SEO? Search engine optimization is the process of improving the ranking of your web pages on search engines organic or unpaid search results pages (such as Google, Yahoo and Bing) for search queries related to your business, brand, product or service against your competition. And because of this, SEO will give you high visibility and ranking and so giving you more traffic to your website and a higher chance of getting leads, conversions and sales for your business. Search engine optimization can range in marketing costs based on various factors such as: How many other competitors are in your local market, what the average customer is worth for your business, as well as whether or not your targeting a local market, national market, or global market. Which is why this particular marketing method has such a varied budget requirement. The best way to know is to conduct market research to determine how competitive the market is and how your business can best compete. Marketing Budget Required: $-$$$$$ *See Resources Section for Additional Information about SEO. 19 P a g e

20 Traffic Source #3: Social Media Optimization. Cost $$-$$$$$ Did you know that social media is a growing source of leads and customers? The amount of time your target market spends on social media is ever-increasing. Social media is a fast growing space in online marketing as more and more people connect with each other, communicate and share thoughts and feelings about businesses, brands, products and services through status messages, likes, tweets, links, photos, and videos. Major Social Media Sites Include: Marketing Budget Required: $-$$$$$ *See Resources Section for Additional Information about Social Media Optimization. 20 P a g e

21 Traffic Source #4: Pay Per Click (PPC) Cost: $ - $$$$$ Did you know that PPC is the fastest way to drive instant traffic to your website? Pay Per Click Advertising is a quick way to get traffic to your website on demand. The cost can vary depending on keywords, demographics, location, and other competitors but it can be very affordable and it yields a high ROI when done correctly. Marketing Budget Required: $-$$$$$ *See Resources Section for Additional Information about Pay Per Click Advertising. 21 P a g e

22 Traffic Source #5: Remarketing. Cost: $ - $$$ Marketing Budget Required: $-$$$ 22 P a g e

23 Traffic Source #6: Facebook Pay Per Click. Cost: $-$$$$$ Having your business on Facebook can be a great way to get more customers online. Depending on the type of business that you have, and where you re likely to find customers. The cost of advertising on Facebook is lower than Google AdWords because Facebook is objective based advertising and often times requires more of an effort to engage your audience rather than just meeting a demand and selling to them like you would on other PPC channels like Bing, Google, and Yahoo. Combining the right fan acquisition (target audience), with a solid content strategy, as well as having a business page with a lead capture form, your irresistible offer clearly visible on your Facebook business page cover photo, and engaging content can mean the difference between having success or failure on Facebook. In the example below: Kurvz Boutique When we started marketing for this client in August of 2013 this page only had 287 fans. As of March 2014 the page now has well over 11,000 highly targeted fans, notice how the page has a clear call to action. This is an online only business with no physical location and their sales have increased by over 400% because of our Facebook marketing efforts. You can visit their page at: This traffic strategy can vary depending on budget and competition factors. Marketing Budget Required: $-$$$$$ *See Resources Section for Additional Information about Facebook Advertising 23 P a g e

24 Chapter 6: Determining your ROI In this chapter we will discuss how to measure the ROI (Return on Investment) for your marketing budget. One of the greatest strengths about online marketing VS traditional marketing is the ability to track and measure every click, visit, lead, call, process, and detail of an online marketing campaign. Using tools such as: Google Analytics Google Remarketing Google Webmaster Tools Bing Analytics Bing Webmaster Tools Conversion Tracking Call Tracking Call Reporting Keyword Tracking Bounce Rates A/B Split Testing Advertising Optimization All of the tools above are crucial for determining the ROI for any of your marketing campaigns. When I consult a client being able to provide metrics such as these not only shows that what our agency is doing for their business is working, but it also shows them what traffic sources are providing the highest growth as well as where they should allocate their marketing budget. In order to measure your ROI you need to understand how much money you ve spent in driving traffic to your website from each traffic strategy and analyzing which methods converted into sales, customers, and leads, and which methods did not work, by doing this you will be able to effectively decide where you should spend your marketing budget. Often times marketing agencies, like ours provide these reports and insights for our clients, but if you re doing it on your own then tracking this information is vital to your marketing efforts. 24 P a g e

25 Chapter 7: Client Lifecycle Management: Increasing repeat sales, referrals, and customer retention. So now that we ve determined how to establish and track our ROI, we can now focus our efforts on the Customer Life Cycle. Here is what the perfect Customer Life Cycle looks like: 1. You drive targeted to your website. 2. Capture leads by using a lead generation website design, and having a strong call to action on your website. 3. Nurturing prospects that aren t ready to buy yet by implementing remarketing efforts, marketing, and using a CRM system to effectively manage our Customer Life Cycle. 4. Converting leads into sales. 5. Delivering product, service, and ensuring client satisfaction. 6. Upselling/Cross-Selling customers. 7. Utilizing a client referral campaign to get new clients from existing clients. When we work with our clients we make them imagine this process from beginning to end. Having all of the pieces in place for an effective online marketing strategy allows you repeat the process, measure, optimize, and adjust this process meet business sales goals, growth, and expectations. We recommend a CRM system like InfusionSoft, but you can also use an marketing platform like GetResponse. For more information about these systems refer to the Resources Section. Now it s your turn: What does your perfect customer life cycle look like? Beginning?/Middle?/End? 25 P a g e

26 Chapter 8: Establishing a strategic marketing plan! You ve made it! The final chapter! You now know more about marketing your business online than 97% of small business owners! Do you see how taking your business online with a solid marketing plan can explode your business and drive growth?!? The key to dominating your market online is now in reach. You have the knowledge and you re more empowered than ever to do what it takes to grow your business using strategic online marketing! Let s go over what you ve learned: 1. Defining Your Target Audience 2. Establishing CPA & CLTV 3. Setting A Proper Marketing Budget 4. The importance of following a proven lead generation website design 5. Finding the right sources of traffic 6. Determining your ROI 7. Client Life Cycle Management 8. Establishing a strategic marketing plan Now on the next page you will be answering a strategic marketing questionnaire that will recap all of the information you ve learned in this book. Before answering the questionnaire it s important that you go back and finish answering any questions that you may have skipped. When you re ready to wrap this book up, go to the next page! 26 P a g e

27 Now it s your turn, let s put it all together! Strategic Marketing Questionnaire 1. Who is your target audience? 2. Where will they go to find you? Google, Facebook, Bing? 3. What are they searching for? (Keywords) 4. How much is a new customer worth to you over the next 12 months? 5. How much are you willing to invest each month in marketing to bring in new customers? (Budget) 6. Do you need a proven lead generation website? Circle One: YES / NO 7. Where do you want to market your business? Check all that apply: Directory Marketing (Local Buzz) Search Engine Optimization (SEO) Social Media Optimization Pay Per Click Advertising (PPC) Remarketing (PPC) Facebook Advertising (PPC) 27 P a g e

28 Now based on your Strategic Marketing Questionnaire it s now time to decide how you want to proceed forward. To Dominate Your Local Market Online: You need to find targeted traffic, drive that traffic to your lead generation website, and implement a strong Customer Life Cycle management solution to DECREASE your CPA, and INCREASE your CLTV, while maximizing your ROI by allocating marketing dollars that WORK away from marketing dollars that DON T WORK. So.. Do you want to market your business online on your own? Remember that having to implement this means taking valuable time away from what you re good at which is running your business in order to figure out how to implement everything you ve learned in this book effectively. Or.. Do you want to hire a professional to help you market your business online? Hiring a qualified internet marketing agency that knows what they re doing can help keep you focused on running your business, while also growing a successful business online, generating more sales, and acquiring more leads. What next? If you re still unsure about which method will work best for you then I recommend you request a free consultation from a qualified internet marketing professional whether it be someone in your area that you can meet face to face, or an agency like ours that services clients worldwide. 28 P a g e

29 Free Consultation: As a special thank you for checking out this book I would like to offer you a ZERO RISK complimentary consultation, a (A $1, value) which includes: Complete Website Audit Report ($ value) Complete Website Grader Report ($ value) Local Competition Analysis Report ($ value) Local Keyword Analysis Report ($97.00 value) 1 hour consultation with a Certified DotComSecrets Agent ($ value) Consultation can be conducted via web using video conferencing for clients located outside of Dallas-Fort Worth area. We work with clients worldwide. Our team of experts will conduct over 10 hours of in depth research and it s yours to keep absolutely FREE! To request your NO RISK consultation click HERE. 29 P a g e

30 Important Resources: (Click Any of the Links Below to Learn More) Local Listings: As a business owner you need to make sure you have set up your business on various local directories. Here are some of my most recommended ones! Don t worry these are all FREE! Google Places Facebook Places Bing Local Yahoo Local Yelp Search Engine Optimization: While I don t recommend businesses try to manage their own SEO campaigns, I did want to provide a valuable resource to manage your own SEO. This service is NOT free, and has a steep learning curve but if you re feeling adventurous or you cannot afford to hire a reputable internet marketing agency this may be for you. The software below must be used in tandem so you will need to sign up for both services. Link Emperor builds links to your site and Index Emperor indexes those links. Link Emperor Index Emperor Pay Per Click Advertising: If you want to drive traffic to your website via PPC advertising you can register for Google AdWords as well as Bing Ads. They do offer some light training on how to get started but again I don t recommend managing your own PPC campaign if you re not informed on how to generate results via PPC. We provide affordable PPC campaign management so if you would like this set up by a professional agency you can contact us. Google AdWords Bing Ads/Yahoo Ads Facebook Marketing: Facebook is a great place to advertise and market your business. Keep in mind that Facebook marketing doesn t apply to ALL businesses. Generally we recommend businesses like restaurants, salons, clothing boutiques, coffee shops, personal coaching, personal trainers, gyms, etc. If you want to learn how to grow your business on Facebook and manage everything yourself, then I recommend the course below by Michelle Pescosolido who is one of the TOP Facebook marketers in the country, and my personal mentor. Social Media Branding Academy CRM System: I personally use a system called InfusionSoft to automate and manage my marketing efforts. I also recommend it to some of my higher level clients. For a powerful demonstration of what InfusionSoft can do for your business click HERE. Marketing: For a simple and inexpensive way to grow and manage your subscriber list, I recommend GetResponse. It s not as powerful of a CRM system as InfusionSoft, but it may fit your needs click HERE to learn more about how GetResponse can help you grow your business. 30 P a g e

31 About the author: Let me introduce you to Tony Romo. We honestly could not have found a better Independent Marketing Advisor to represent us in your area. Tony joined the DCS Local team because he has a deep-rooted passion for helping businesses in your area. He was hand-picked by our team of experts, and is one of a select few, DCS Certified IMA s in the country. Tony was immediately attracted to the 100 Customers in 100 Days challenge because of its proven track-record for results. But while both Tony and I know that the 100 Customers in 100 Days challenge has the power to change your business forever, we also understand that to get results, you have to take action. The truth is, most small business owners, don t have the time or internal resources needed to implement the knowledge they re suddenly empowered with. And this is important, because success isn t based on merely knowing what to do. Success is based on effectively implementing the marketing solutions that will drive a business forward. Here s how I look at it. I know that I m not the best person to do everything needed to keep my business running. So I stick to my strengths and delegate everything else. This results in the most productive and profitable use of my time. 31 P a g e

32 Likewise, you ll probably be much more productive if you manage your normal day-to-day business activities while a Certified web marketing specialist, like Tony, handles your Internet Marketing functions. Tony is able to meet each client s individual needs by offering a wide range of services that can be customized to fit the unique requirements of each business. These services include powerful and proven, done-for-you solutions that can rapidly: Increase Your Web Visibility Drive Targeted Traffic Increase Conversion Rates Provide Strategic Lead Generation Help Maximize Company Revenue and Increase Customer Retention As I said earlier, we could not have found a better fit in an Independent Marketing Advisor than Tony to guide you through the steps outlined in this site. Whether it s through consulting or the delivery of specific services, I know you ll find that Tony is an invaluable resource for your Internet business growth. We urge you take advantage of all that Tony offers. The extensive business experience and track record of the DotComSecrets brand, combined with Tony s extensive and cutting edge Internet Marketing knowledge, is a powerful combination that can help you accelerate your business growth, and outperform your competition on a local, regional, national or international basis. 32 P a g e

33 Client Facebook Testimonials: 33 P a g e

34 Client Yelp Testimonials: 34 P a g e

35 SEO Client Testimonials: 35 P a g e

36 Still Want MORE proof that we know what we re doing? Click HERE. 36 P a g e

37 Acknowledgements: I want to thank all of the amazing mentors I ve had along the way Michelle & Bill Pescosoildo, Ed Downes, Nick Bonnano our first clients that trusted in our abilities to deliver results! To you the reader for taking interest in building your business online. Entrepreneurs like you and I make the world a better place! Thank you for reading this book! It s been my pleasure writing it, and I hope you ve learned what steps to take to DOMINATE your local market online and EXPLODE your BUSINESS! Tony Romo To request your NO RISK online marketing consultation click HERE. Visit Us Online! Did you enjoy this book? If so please leave us a review on Amazon Kindle and be sure to recommend it to anyone struggling to dominate their local online market! To leave us a Kindle Review click HERE. 37 P a g e