>>> HI, EVERYONE.

WELCOME TO THE SMALL BUSINESS

SUCCESS VIRTUAL CONFERENCE

BROUGHT TO YOU BY SCORE.

I'M ALEXA ELLIOTT WITH SCORE.

I'LL BE THE MODERATOR FOR THIS

SESSION.

OUR PRESENTERS FOR MONDAY HE

TIESING AND MAXIMIZING YOUR

BUSINESS AND YOUR BRAND ARE

KEVIN McGEE WHO IS AN

ENTREPRENEUR, MOTIVATIONAL

SPEAKER AND BUSINESS COACH.

HAVING MORE THAN 25 YEARS OF

ENTREPRENEURIAL AND BUSINESS

DEVELOPMENT EXPERIENCE.

AND MARK PARHAM WHO IS A SMALL

BUSINESS EXPERT, PROFESSIONAL

SPEAKER, RADIO HOST, AND AUTHOR

AND IS THE DIRECTOR OF

ENTREPRENEURSHIP AT THE URBAN

LEAGUE OF GREATER ATLANTA.

BEFORE TURNING THIS SESSION ON

OVER TO THEM, I'D LIKE TO

MENTION JUST A FEW HOUSE KEEPING

ITEMS.

THE WEBINAR WILL LAST AN HOUR

AND IS BEING RECORDED.

A LINK TO THE RECORDING AND

SLIDE WILL BE E-MAILED TO ALL

PARTICIPANTS.

WE'VE SET ASIDE TIME FOR Q&A AT

THE END OF TODAY'S PRESENTATION.

SO IF YOU HAVE ANY QUESTIONS,

PLEASE SUBMIT THOSE USING THE

Q&A BOX ON THE LEFT HAND SIDE OF

YOUR SCREEN.

LET US KNOW IF YOU NEED ANY

ASSISTANCE.

WE'LL NOW BEGIN.

MONETIESING AND MAXIMIZING YOUR

BUSINESS AND YOUR BRAND.

>> HEY, HELLO, EVERYONE.

AND THANK YOU, ALEXA FOR THAT

AWESOME INTRODUCTION.

I'M KEVIN McGEE.

I'LL BE ONE OF THE

CO-FACILITATORS ALONG WITH MR.

MARK PARHAM.

WE'RE TALKING ABOUT MONETIZING

AND MAXIMIZING YOUR BUSINESS AND

BRAND.

I'D LIKE TO GIVE A LITTLE

INFORMATION ABOUT JUST SORT OF

HOW I CAME TO THIS POINT IN MY

BUSINESS WHERE I HAD TO MAKE A

DISTINCTION BETWEEN MY BUSINESS

AND BRAND AND HOW TO MAXIMIZE

BOTH OF THOSE.

I THINK OFTENTIMES AS A

ENTREPRENEUR, WE'RE REALLY FACED

WITH CHOICES ON HOW DO WE

DETERMINE WHAT THE BEST KIND OF

SPEND OUR RESOURCES AND WHAT

WE'RE GOING TO GET THE BIGGEST

BANG FOR OUR BUCKS.

AND SO ONE OF THE THINGS THAT I

THINK IS EMERGING NOW AND YOU

MAY HAVE SEEN IT IS THIS WHOLE

CONCEPT AROUND BUSINESS,

BRANDING, BUSINESS BRANDING,

PERSONAL BRANDING, SALES, HOW

YOU CREATE DIGITAL PLATFORMS AND

DIGITAL ASSETS FOR YOUR BUSINESS

AND BRAND.

SO HOPEFULLY TODAY WE'LL BE ABLE

TO HELP YOU ANSWER SOME OF THOSE

QUESTIONS IN A VERY REAL AND

SPECIFIC WAY.

AND HELP YOU UNDERSTAND HOW CAN

YOU FURTHER YOUR BRAND AND

BUSINESS.

MARK, YOU WANT TO GIVE THEM

BACKGROUND ON YOURSELF AND HOW

YOU KIND OF GOT TO THE POINT OF

BUSINESS AND BRANDING?

>> SURE.

YOU KNOW, IT'S VERY IMPORTANT

BECAUSE A LOT OF PEOPLE HAVE

GREAT BUSINESS IDEAS.

THEY COME UP WITH GREAT

CONCEPTS.

AND THEY FEEL LIKE THEY WILL

COME.

AND THAT'S NOT TRUE ANYMORE.

DIGITAL MARKETING AND YOUTUBE

AND ALL THE DIFFERENT WAYS OF

MARKETING.

REALLY HAVE TO UNDERSTAND ABOUT

BRANDING.

AND THAT'S WHAT THIS

PRESENTATION IS GOING TO GO OVER

TODAY FOR YOU.

TODAY WE'RE GOING TO GO OVER

SOME VERY IMPORTANT ASPECTS OF

HOW DO YOU MAXIMIZE YOUR BRAND?

>> GREAT.

GREAT.

SO LET'S DIVE RIGHT IN.

I THINK ONE OF THE BIGGEST

QUESTIONS THAT WE ALL ASK

OURSELVES AS ENTREPRENEURS IS

WHERE ARE YOUR CUSTOMERS?

RIGHT?

WHERE ARE YOUR CUSTOMERS?

AND NOW MORE THAN EVER IT'S

VERY, VERY CHALLENGING TO REALLY

FIGURE OUT WHERE YOUR CUSTOMERS

ARE WITH SO MANY DIFFERENT

PLATFORMS.

THERE WAS A TIME IN THE PAST

WHERE THE CUSTOMERS MAY HAVE

BEEN PERHAPS THEY WERE READING

NEWSPAPERS OR THEY WERE WATCHING

TV OR THEY WERE IN YOUR

NEIGHBORHOOD AND IT WAS PRETTY

EASY TO REACH AND SORT OF ACCESS

YOUR CUSTOMERS.

BUT NOW IT'S PRETTY CHALLENGING.

YOUR CUSTOMERS COULD BE ON

INSTAGRAM.

THEY CAN BE ON FACEBOOK.

THEY CAN BE ON SOCIAL MEDIA.

THEY CAN BE ON TWITTER.

THEY CAN BE ON YOUTUBE OR SKYPE

OR VENMO OR PINTEREST, THE WEB,

ANY NUMBER OF PLACES.

SO IT'S VERY CHALLENGING NOW TO

REALLY DETERMINE AND REALLY

FIGURE OUT WHERE YOUR CUSTOMERS

ARE.

AND IN ADDITION, SOMETHING ELSE

THAT IS CHALLENGING IS FIGURING

OUT WHAT TYPE OF MESSAGE DO YOU

WANT TO COMMUNICATE AND, YOU

KNOW, THAT YOU WANT TO GIVE TO

YOUR CUSTOMERS AND HOW DO YOU

REALLY HELP YOUR CUSTOMERS

DETERMINE WHAT IT IS THAT YOU

WANT TO CREATE IN TERMS OF YOUR

BRAND AND YOUR IMAGE.

SO WHEN WE TALK ABOUT, YOU KNOW,

PERSONAL BRANDING VERSUS

BUSINESS BRANDING, YOU KNOW,

YOUR PERSONAL BRAND IS REALLY

WHO YOU ARE AND WHAT YOU

REPRESENT.

AND PARTICULARLY FOR START-UPS

AND EARLY STAGE ENTREPRENEURS,

YOU ARE YOUR BRAND.

YOUR PERSONAL BRAND IS YOUR

BUSINESS BRAND.

SOMETIMES THEY'RE PRETTY MUCH

THE SAME.

I THINK IT'S VERY IMPORTANT WHEN

WE LOOK AT THESE PLATFORMS THAT

WE SEE HERE SOCIAL MEDIA,

YOUTUBE TO REALLY UNDERSTAND

THAT, YOU KNOW, WHEN YOU'RE

DRAFTING, YOU'RE CREATING YOUR

PERSONAL BRAND.

IT SHOULD BE WITH THOSE

PLATFORMS IN MIND.

SO WHAT IS THE MESSAGE THAT YOU

WANT TO CREATE AND THAT YOU WANT

TO REALLY DELIVER ACROSS THOSE

MULTIPLE PLATFORMS?

AND THAT MESSAGE HAS TO DO TWO

THINGS.

ONE, IT HAS TO BE CONSISTENT

ACROSS THOSE PLATFORMS TO THE

EXTENT THAT YOU'RE COMMUNICATING

THE SAME INFORMATION ABOUT YOUR

BUSINESS AS WELL AS YOUR

PERSONAL BRAND.

BUT THE TRICKY PART IS THAT IT

ALSO HAS TO BE RELEVANT FOR THAT

PARTICULAR PLATFORM.

AND SO WHEN YOU LOOK AT A

PLATFORM LIKE INSTAGRAM, FOR

INSTANCE, INSTAGRAM IS PRIMARILY

GOING TO BE A SLIGHTLY YOUNGER

DEMOGRAPHIC.

MANY MILLENNIALS ARE ON

INSTAGRAM.

THOSE PERSONS ON INSTAGRAM WILL

BE 30 YEARS AND LESS VERSUS SAY

SOMETHING LIKE FACEBOOK WHERE

THE AVERAGE AGE IS 35 PLUS AND

LINKED IN WITH WR THAT

PARTICULAR DEMOGRAPHIC IS MORE

PROFESSIONAL, MORE BUSINESS IN

NATURE.

AND SO WHEN YOU'RE LOOKING AT

THE MESSAGE THAT YOU WANT TO

COMMUNICATE ACROSS THOSE

PLATFORMS, FOR INSTANCE, YOU MAY

WANT TO CREATE OR COMMUNICATE A

MESSAGE ABOUT A NEW PRODUCT OR

BOOK THAT YOU'RE ROLLING OUT.

IT HAS TO BE VERY DIFFERENT FOR

EACH ONE OF THOSE SPECIFIC

PLATFORMS SO IT REALLY ADDRESS

WHAT'S THAT PARTICULAR

INDIVIDUAL AND YOUR BUSINESS

NEEDS TO DO.

MARK, DO YOU HAVE ANY INSIGHT ON

THAT?

>> I WANT TO SAY SOMETHING

BECAUSE YOU MENTIONED SOMETHING

ABOUT PERSONAL BRAND.

EVERYTHING THAT THEY PUT OUT ON

YOUR FACEBOOK PAGE, YOUR

PERSONAL FACEBOOK PAGE, YOUR

FRIEND'S FACEBOOK PAGES, ALL THE

CONTENT THAT YOU PUT OUT IS

RELATED TO YOUR BRAND.

I THINK SOME PEOPLE SOMETIMES

THINK I HAVE MY BUSINESS

PERSONAL BRAND AND MY PERSONAL

PERSONAL BRAND.

THEY'RE ONE IN THE SAME.

YOU HAVE TO BE VERY CONSCIOUS OF

THE TYPE OF POSTS YOU PUT OUT.

IT DOES TELL A STORY ABOUT WHO

YOU ARE AS A PERSON.

SO, YOU KNOW, A LOT OF TIMES

PEOPLE WANT TO MAKE A LOT OF

STATEMENTS AND POLITICAL HAD, BE

AWARE THAT ANYTHING YOU PUT OUT

THERE, YOUR CUSTOMERS CAN BE

DEFINING WHO YOU ARE BASED ON

THAT CONTENT.

I WANT YOU TO BE CLEAR ON THAT

SO YOU DON'T GET THAT CONFUSED.

>> DEFINITELY.

I'LL SHARE A QUICK STORY OF ONE

OF MY CLIENTS THAT SPEAKS TO

THAT VERY POINT.

SO OBVIOUSLY THIS INDIVIDUAL,

THIS PARTICULAR INDIVIDUAL OWNS

A URBAN FARM.

AND SO HE OFTEN TALKS ABOUT FARM

TO TABLE CONCEPTS.

HE TALKS ABOUT GROWING

VEGETABLES.

HE TALKS ABOUT SOIL.

BUT ON OCCASION HE HAS SOME

PERSONAL COMMENTS THAT HE HAS

AROUND POLITICS OR PERHAPS HIS

PERSONAL VIEWS AROUND MAYBE

CURRENT EVENTS.

AND HE DOES NOT HAVE A PERSONAL

INSTAGRAM PAGE.

ONLY HAS A BUSINESS INSTAGRAM

PAGE.

AND SO HE SORT OF PUTS ALL OF

HIS COMMENTS ON TO THAT ONE

PAGE.

AND SO WHAT HAPPENED WAS THAT

THERE WAS A PARTICULAR COMMENT

THAT HE MADE.

I DON'T THINK IT WENT ONE WAY OR

THE OTHER.

BUT THERE WERE SOME PEOPLE SORT

OF USED TO HEARING ABOUT HIS

AGRICULTURE ENDEAVORS, FARMING

ENDEAVORS AND THEY POSED THE

QUESTION TO THEM, WHAT DOES

POLITICS HAVE TO DO WITH

FARMING?

IN THIS PARTICULAR INSTANCE.

AND THE ANSWER WAS ABSOLUTELY

NOTHING.

YOU KNOW?

ABSOLUTELY NOTHING.

ABSOLUTELY NOTHING.

IF YOU'RE GOING TO HAVE THOSE

TYPES OF STATEMENTS, HAVE TWO

PROFILES.

IF YOU HAVE A PERSONAL INSTAGRAM

ACCOUNT, YOU CAN HAVE A BUSINESS

INSTAGRAM ACCOUNT.

IF YOU HAVE A PERSONAL FACEBOOK

ACCOUNT, HAVE A PROFESSIONAL

FACEBOOK PAGE.

SAME WITH LINKEDIN.

BUT THAT ALLOWS YOU THE FREEDOM

TO EXPRESS YOURSELF AS AN

INDIVIDUAL BUT AT THE SAME TIME

HAVE CONSISTENCY IN THE MESSAGES

THAT YOU'RE PUTTING OUT THERE

ABOUT YOUR BUSINESS.

I THINK THE ONE THING YOU HAVE

TO REMEMBER WHEN YOU'RE TALKING

ABOUT PERSONAL BRAND VERSUS

BUSINESS BRANDING IS THAT UNLESS

YOU WANT YOUR BUSINESS BRAND TO

BE YOUR PERSONAL BRAND, SO, FOR

INSTANCE, IF YOU ARE A PUBLIC

SPEAKER OR MOTIVATIONAL SPEAKER

EXCLUSIVELY AND YOUR PERSONALITY

IS A VERY HUGE PART OF YOUR

BRAND OF SOMEONE LIKE A GARY V

OR A TONY ROBINS, IF YOUR

PERSONALITY IS A VERY INTRICATE

PART OF YOUR BRAND, THEN IT'S

OKAY TO SORT OF SHARE YOUR

PERSONAL COMMENTS BECAUSE YOUR

PERSONAL COMMENTS ARE YOUR

BRAND.

BUT IF YOU HAVE A VERY

OPINIONATED INDIVIDUAL AND

YOU'RE SELLING, LET'S SAY, SOUP

SPOONS, IN THAT INSTANCE YOUR

PERSONAL COMMENTS DON'T HAVE A

LOT TO DO WITH THE PRODUCT, THE

END PRODUCT THAT YOUR SELLING ON

THAT BUSINESS BRAND.

SO LET'S KEEP THAT IN MIND.

SO AS WE MOVE ON HERE, THERE IS

ONE THING THAT WE ALSO HAVE TO

TALK ABOUT.

WE KIND OF KNOW OR YOU THINK

ABOUT WHERE YOUR CUSTOMERS ARE.

WE TALKED ABOUT ARE THEY PRINT.

YOU NEXT HAVE TO FIGURE OUT WHAT

IT IS THAT THEY WANT.

AND NOT ONLY WHAT DO THEY WANT,

BUT AFTER YOU DETERMINE WHAT DO

THEY WANT, HOW DO YOU SATISFY

THEM?

HOW DO YOU DELIVER TO THEM THE

GOODS OF SERVICES THAT THEY

WANT?

I THINK THERE ARE A FEW PRIMARY

AREAS THAT PEOPLE WANT IN THEIR

LIVES IN TERMS OF WHAT THEY WANT

FROM PRODUCTS OR SERVICES.

THEY WANT CONVENIENCE.

I THINK WE SEE THAT NOW MORE

THAN ANYTHING.

YOU CAN GET ANYTHING DELIVERED

TO YOUR DOOR IN FIVE HOURS OR

LESS WHETHER IT IS FROM AMAZON

OR UBER EATS.

EVERYONE WANTS CONVENIENCE NOW.

WE WANT SOMETHING DELIVERED TO

OUR HOME THAT MAKES IT EASIER

FOR US TO DO.

ANOTHER THING THAT PEOPLE WANT

IS EXCLUSIVITY.

WE WANT SOMETHING THAT IS VERY

EXCLUSIVE.

WE WANT SOMETHING THAT IS HIGH

PROFILE AND UNIQUE TO OUR

LIFESTYLE.

WE WANT LUXURY.

WE WANT HIGH PROFILE, HIGH

DOLLAR ITEMS, AT LEAST SOME

PEOPLE DO.

SO WE WANT NAME BRAND PURSES OR

BAGS OR CARS OR THINGS OF THAT

NATURE.

BUT WE ALSO WANT QUALITY.

IF WE'RE PAYING FOR THAT

EXCLUSIVITY AND WE'RE PAYING FOR

THE LUXURY GOODS, WE WANT TO

MAKE SURE THAT THEY'RE DURABLE,

THAT THEY LAST, THAT ALSO CAN

APPLY TO SERVICES AND PRODUCTS.

IF YOU HAVE AN EXCLUSIVE

COACHING PROGRAM OR A COACHING

PROGRAM THAT IS AIMED AT HIGH

NET WORTH INDIVIDUALS, YOU ALSO

HAVE TO HAVE QUALITY CONTENT IN

THAT PROGRAM AS WELL H WE ALSO

WANT AUTOMATION.

A LOT OF CONSUMERS WANT

AUTOMATION IN WHAT THEY DO.

WE WANT EFFORTLESS.

SO IF YOU SEE THINGS LIKE ALEXA

ROLLOUT BY AMAZON OR SIRI, YOU

KNOW, THOSE THINGS ARE DESIGNED

TO CREATE A LEVEL OF AUTOMATION

WHERE YOU DON'T HAVE TO GO IN

AND ORDER SOMETHING EVERY TIME

OR YOU DON'T HAVE GO IN AND PICK

WHAT SONG YOU WANT TO PLAY.

THESE DEVICES OR THIS AI SORT OF

SELECTS THOSE THINGS FOR YOU.

YOU DON'T HAVE TO TWO EVERY TIME

AND ORDER A PARTICULAR PAIR OF

PANTS OR GROCERIES.

YOU SET IT UP SO YOU GET IT

AUTOMATICALLY AT A PREDETERMINED

TIME.

CONSUMERS WANT VALUE.

THEY WANT TO MAKE SURE WHAT THEY

DO IS VALUE AND WHAT THEY

RECEIVE IS OF VALUE.

LAST, THEY WANT AFFORDABILITY.

I THINK THAT IS SOMETHING THAT

GOES HAND IN HAND WITH, YOU

KNOW, VALUE.

IT HAS TO BE A VALUE.

IT ALSO HAS TO BE AFFORDABLE.

EVEN FOR LUXURY ITEMS.

THERE HAS TO BE A CERTAIN PRICE

POINT THAT PEOPLE ARE WILLING TO

PAY.

WHAT DO YOU THINK ABOUT THAT,

MARK?

>> I THINK YOU COVERED ALL OF

THEM.

ONE OF THE MOST IMPORTANT AS

ASPECT IS THE CUSTOMER

EXPERIENCE.

HOW THEY DISCOVER YOUR SITE AND

HOW EASY TO NAVIGATE AND IF THEY

HAVE A PROBLEM.

AND OVERALL EXPERIENCE.

I THINK AS LONG AS YOU COVER ALL

OF THE TOPICS THAT KEVIN JUST

SPOKE OF, YOU ENSURE THAT THE

CUSTOMER EXPERIENCE IS GREAT, IT

WILL OVERCOME A LOT OF TIMES

WHEN YOU HAVE PROBLEMS IF THEY

HAVE A GREAT CUSTOMER

EXPERIENCE.

THERE ARE WAYS NO YOU THAT THEY

DO CHAT FROM THE ON LINE IF THEY

HAVE A FROB.

-- PROBLEM.

YOU CAN IMMEDIATELY CONTACT THEM

ON THE WEBSITE.

FREQUENTLY ASKED QUESTIONS

PAGES.

ALL THE SIMPLE THINGS THAT YOU

NEED TO INCLUDE, IMPROVE THE

WHOLE CUSTOMER EXPERIENCE.

SO I THINK THAT WHETHER THEY

WANT -- THEY WANT ALL THESE

THINGS AND THEY ALSO WANT TO

EXPERIENCE IT IN A VERY PLEASANT

WAY.

>> DEFINITELY.

DEFINITELY.

SO WHEN YOU LOOK AT PERSONAL

BRAND AND A BUSINESS BRAND AND

ONCE YOU DETERMINE WHAT THOSE

ARE FOR YOUR BUSINESS AND FOR

TODAY'S PRESENTATION, WE'RE

GOING TO SPEND THE REST OF THE

TIME REALLY TALKING ABOUT HOW WE

MONETIZE AND MAXIMIZE YOUR

PERSONAL BRAND AND BUSINESS

BRAND.

WE'RE GOING TO SORT OF TAKE FOR

GRANTED THAT, YOU KNOW, ONCE YOU

DETERMINED WHAT YOUR PERSONAL

BRAND IS OR WHAT YOUR BUSINESS

BRAND IS AND YOU DETERMINED

WHERE YOUR CUSTOMERS ARE AND

WHAT IT IS THAT YOUR CUSTOMERS

WANT, THE NEXT CHALLENGE IS HOW

DO YOU CREATE A BUSINESS MODEL

THAT DELIVERS YOUR PRODUCT OR

YOUR SERVICE IN THE WAY THAT IS

BOTH EFFICIENT, AFFORDABLE,

CONVENIENT, EXCLUSIVE, ALLOWS

FOR QUALITY, AUTOMATION, VALUE,

LUXURY, ALL THOSE THINGS THAT

YOUR CUSTOMERS WANT.

ONE OF THE EASIEST WAYS TO DO

THAT NOW IS THROUGH USING

VIRTUAL SALES FUNNELS.

WHEN YOU TALK ABOUT MAXIMIZING

YOUR BUSINESS OR YOUR PRODUCT OR

YOUR SERVICE, IT'S REALLY ABOUT

HOW DO YOU GET WHAT IT IS THAT

YOU DO TO YOUR CUSTOMERS AND

MOST EASY, EFFICIENT AND

AFFORDABLE WAY AS POSSIBLE.

AND SO ONE OF THE EASIEST WAYS

TO DO THAT TODAY IS THROUGH A

VIRTUAL SALES FUNNEL.

AND A TRADITIONAL SALES FUNNEL,

MANY OF YOU WERE IN BUSINESS.

YOU MAY UNDERSTAND OR BASICALLY

YOU PUT ALL OF YOUR LEADS IN ONE

END AS YOU SORT OF SEEN THIS

FUNNEL.

YOU PUT ALL THE LEADS IN ONE END

AND AT THE OTHER END COMES OUT

QUALIFIED PROSPECT ACTUAL CLOSED

LEADS OR SALES.

SO VIRTUAL SALES FUNNELS WORK

VERY MUCH THE SAME WAY.

WE'RE GOING TO KIND OF TALK A

LITTLE BIT ABOUT BOTH TODAY AS

WE MOVE THROUGH THIS

PRESENTATION.

AND SO YOU SEE ON THE SCREEN

NOW, YOU SEE A VIRTUAL SALES

FUNNEL.

IT COULD VERY WELL EASILY AS

EASILY BE A PRODUCT OR ACTUAL

PHYSICAL SALES FUNNEL THAT YOU

CAN DO AS WELL.

SO THE FIRST YOU SEE, THE FIRST

THING WITH THE SALES FUNNEL IS

TO PLAN.

STEP ONE, PLAN.

AND THIS IS WHERE YOU REALLY

SPEND THE MOST OF YOUR TIME WHEN

YOU'RE CREATING YOUR SALES

FUNNEL.

AGAIN, WHETHER THAT IS VIRTUAL

OR WHETHER THAT IS AN ACTUAL,

YOU KNOW, WRITTEN SALES FUNNEL.

AND WHEN YOU TALK ABOUT THAT

PLAN, YOU WANT TO DO EXHAUSTIVE

WORK.

YOU HAVE DON'T WANT TO GET

SUCKED IN.

SO WHEN YOU GO TO THE SALES

FUNNEL AND YOU BEGIN PLANNING,

YOU KNOW, SOME OF THE THINGS YOU

CONSIDER IS HOW ARE YOU GOING

GET THE MESSAGE ABOUT YOUR

PRODUCT OR SERVICE OUT TO YOUR

CONSUMERS.

WE TALKED ABOUT WHERE ARE YOUR

CUSTOMERS?

AND THEY'RE ON SOCIAL MEDIA.

THEY'RE ON PRINT.

THEY CAN BE ON INTERNET, PAPER

CLICK, THEY CAN BE DIGITAL

MEANING THROUGH YOUTUBE OR

RADIO

SATELLITE RADIO.

YOU HAVE TO PLAN AND IDENTIFY

WHICH ONE OF THOSE AREAS YOU'RE

GOING TO TARGET FIRST.

SOME SALES FUNNELS CAN OVERLAP

AND CROSS INTO DIFFERENT AREAS.

ULTIMATELY, YOU HAVE TO

DETERMINE WHICH AREAS AND WHICH

TYPES OF FUNNELS YOU'RE GOING TO

USE TO SORT OF GET TO THOSE

PARTICULAR AREAS IN THOSE

PARTICULAR CLIENTS.

YOU HAVE TO LAY OUT PLAIN ABOUT

HOW YOU'RE GOING TO REACH OUT

AND SORT AFTER TRACT THOSE

CLIENTS AND THOSE PARTICULAR

CUSTOMERS.

MIKE, YOU -- I KEEP CALLING YOU

MIKE.

I HAD A MEETING EARLIER THIS

MORNING WITH MIKE.

>> YEAH.

I THINK THE MOST IMPORTANT THING

ABOUT WHICH EVER THING YOU USE,

YOU GET THE METRICS.

THE O ONLY WAY CAN YOU TELL HOW

SUCCESSFUL THESE ARE AND I TRIED

THEM ALL, PRODUCE, REPORT AND

SHOW AND I SENT OUT A MESSAGE

HOW MANY PEOPLE I SEE.

I MEAN PEOPLE ACTUALLY CLICK

THROUGH WHEN THEY OPEN IT.

YOU HAVE TO START USING TOOLS

THAT WILL MONITOR THE SUCCESS OF

YOUR CAMPAIGN.

YOU KNOW, I CAN TELL, YOU KNOW,

I DO A RADIO SHOW EVERY MONDAY

NIGHT.

I CAN TELL PEOPLE ARE LISTENING

ALL OVER THE WORLD BY USING

METRICS.

I CAN TELL WHAT TIME THEY LISTEN

EVEN THOUGH I DO THIS SHOW AT A

SPECIFIC TIME EVERY EVENING,

THAT'S NOT THE TIME THAT PEOPLE

ALWAYS LISTEN TO IT.

SO I GUESS JUST TO KIND OF PUT

IT ALL IN A NUTSHELL, UNDERSTAND

THE METRICS THAT ARE INVOLVED IN

EACH OF THESE PLATFORMS THAT

YOU'RE GOING TO USE TO MARKET.

>> DEFINITELY.

I THINK THAT'S HUGE.

BECAUSE YOU REALLY WANT TO KNOW

WHERE YOU SPEND YOUR MONEY AND

WHERE YOU'RE GETTING THE MOST

BANG FOR YOUR BUCK.

YOU DON'T WANT TO SORT OF SPEND

MONEY AND NOT KNOW THE RESULTS

THAT YOU'RE GETTING.

AND SO YOU DEFINITELY WANT TO

MAKE SURE YOU DO THE METRICS.

AFTER YOU CREATED A GENERAL PLAN

FOR WHAT IT IS THAT YOU WANT TO

DO AND WHAT YOU WANT TO

ACCOMPLISH, YOU DIDN'T HAVE TO

DETERMINE, YOU KNOW, WHAT'S

GOING TO BE YOUR REACH.

YOU NEED TO DETERMINE WHAT YOUR

CLIENT ACQUISITION BUDGETS AND

TARGET MARKETS AND WHAT ARE

THOSE THINGS GOING TO BE?

WE TALKED ABOUT THE FACT THAT

CUSTOMERS ARE EVERYWHERE.

MILLENNIALS, WOMEN,

INTERNATIONAL CUSTOMERS,

BABYBOOMERS, GENEXERS, LGBQ,

THERE ARE ALL THESE DIFFERENT

TYPES OF GROUPS AND DIFFERENT

SEGMENTS OF INDIVIDUALS.

YOU HAVE TO DETERMINE HOW ARE

YOU GOING TO REACH, YOU KNOW,

THESE CUSTOMERS AND HOW ARE YOU

GOING, YOU KNOW, ACT ONCE YOU

SORT OF REACHED THEM.

AND SO IN CREATING YOUR SALES

FUNNEL, YOU KNOW, YOU LAY OUT

THE PLAN, YOU DECIDE THAT YOU

WANT TO REACH MILLENNIALS OR

THAT YOU WANT TO REACH GENEXERS.

AND YOU HAVE TO BEGIN TO PUT

TOGETHER, YOU KNOW, THE BUDGETS

FOR HOW YOU ARE GOING TO REACH

THOSE INDIVIDUALS?

AND YOU HAVE TO THINK ABOUT, YOU

KNOW, HOW MUCH CAN I AFFORD TO

SPEND AND WHAT DOES MY

PARTICULAR DEM GRAPHIC, WHAT DO

THEY LOOK AT OR LISTEN TO?

YOU KNOW, AGAIN IF, YOU'RE

TALKING ABOUT MILLENNIALS,

PRETTY MUCH MOST OF WHAT YOU

NEED TO DO NEEDS TO BE ONLINE.

TO GO A STEP FURTHER, IT NEEDS

TO BE ON A PLATFORM OR SOMETHING

LIKE AN INSTAGRAM.

IF YOU TALK ABOUT BABYBOOMERS,

YOU MAY HIT SOME OF THEM ON

FACEBOOK.

A LOT OF THAT IS GOING TO BE OLD

FASHIONED, YOU KNOW E-MAILS OR

ACTUAL COMMUNICATIONS OR ADS OR

THINGS LIKE THAT.

YOU KNOW, MY MOTHER --

YEAH?

>> ARE THERE REPORTS THAT PEOPLE

CAN SIGN THAT CAN SHOW THEM --

HOW DO THEY GET THAT

INFORMATION?

>> YEAH.

I THINK ONE OF THE THINGS THAT I

DO IS, I MEAN, GOOGLE IS

WONDERFUL.

SO IF YOU DO A SIMPLE GOOGLE

SEARCH FOR BABYBOOMER DEM

GRAPHICORS WHERE DO BABYBOOMERS

LISTEN TO, YOU CAN GET THAT

INFORMATION.

I'M SURE THAT THAT INFORMATION

AND SOME ASPECT OF THAT IS

PROBABLY IN SINCE WE'RE ON A

SCORE WEBINAR, I'M SURE THERE

ARE REPORTS ON SBA THAT MAY HAVE

INSIGHT, YOU KNOW, ON THOSE.

WHAT ARE THE SOURCES THAT YOU

USED, MARK?

>> GOOGLE.

YOU KNOW, THAT'S WHAT I USE.

I PUT IN EXACTLY WHAT YOU SAID.

I WANT TO BRING THAT UP.

>> YEAH.

>> AND THEN JUST ADD GOOGLE.

WHERE ARE WOMEN AT?

WHERE ARE BABYBOOMERS AT?

AND USE THAT INFORMATION TO KIND

OF TEST.

YOU KNOW, WE TEST SOMETIMES.

WE DO THE SPLIT TEST AND THINGS

LIKE THAT.

YOU HAVE TO DO THE RESEARCH.

THAT'S WHY WE'RE GETTING BACK TO

PLANNING EARLIER.

YOU REALLY GOT TO PLAN THIS OUT

IF YOU WANT IT TO BE EFFECTIVE.

>> DEFINITELY.

AND I THINK, YOU KNOW, WHEN YOU

TALK ABOUT, YOU KNOW HOW DO YOU

FIND YOUR CUSTOMERS, HOW DO YOU

REACH THEM?

YOU REALLY TO, AGAIN, AS MARK

SAID, REALLY UNDERSTAND WHAT IT

IS THAT THEY WANT, WHERE ARE

THEY AT AND HOW TO BEST

COMMUNICATE WITH THEM.

YOU KNOW, YOU CAN SPEND A LOT OF

MONEY ON A PARTICULAR CAMPAIGN,

BUT IF IT'S NOT TARGETTED TO THE

RIGHT INDIVIDUALS, THEN YOU

WASTED, YOU KNOW, A LOT OF MONEY

IN THAT PARTICULAR ASPECT.

SO I THINK THE CHALLENGE IS THAT

IF YOU'RE LOOKING AGENT LET'S

SAY FOR INSTANCE MILLENNIALS AND

WOMEN AND GENEXERS AND YOU HAVE

A PRODUCT THAT MY HIT OR MAY

APPLY, TO YOU KNOW, SEVERAL

DIFFERENT GROUPS, WHAT'S THE

BEST WAY TO REACH OUT TO SOME OF

THOSE GROUPS?

AND IN A SIMULTANEOUS MANNER

WITHOUT REALLY SPENDING AN

EXTREME AMOUNT OF MONEY.

SO WE'RE GOING TO TALK ABOUT.

THAT THE KEY QUESTION IS HOW DO

YOU ACT?

SO ONCE YOU LAID DOWN YOUR PLAN

ON HOW YOU WANT TO REACH OUT,

WHAT YOU WANT TO DO.

YOU DETERMINE, YOU KNOW, WHAT

YOUR CLIENT ACQUISITION BUDGET

IS.

YOU DETERMINED THE INDIVIDUALS

OF THE MARKETS AND THE

DEMOGRAPHICS THAT YOU WANT TO

MEET, THAT YOU WANT TO REACH.

THE NEXT STEP IS FOR YOU TO ACT.

AND THIS IS PROBABLY THE STEP

WHERE I THINK MOST PEOPLE GET

STUCK.

THEY HAVE DONE THE RESEARCH.

THEY FIGURED OUT THE PLAN.

THEY KNOW THE BUDGET.

BUT THEY DON'T PULL THE TRIGGER.

>> YOU'RE RIGHT.

THEY SORT OF SIT ON IT.

YOU KNOW?

>> YOU GET YOUR FEELINGS HURT.

>> YEAH.

BUT YOU DEFINITELY HAVE TO ACT,

PARTICULARLY IN TODAY'S

ENVIRONMENT.

YOU HAVE TO ACT QUICK.

OFTEN SOME OF THE INFORMATION

THAT YOU RECEIVE, SOME OF THE

RESEARCH THAT YOU RECEIVE, IT

MAY HAVE CHANGED.

YOU KNOW, YOU CAN'T WAIT SEVERAL

MONTHS.

THERE MAY BE ANOTHER PLATFORM

OUT.

ANOTHER COMMUNICATION PLATFORM.

I HAVE A YOUNG DAUGHTER.

AND THEY SWITCH PLATFORMS AND

APPS LIKE CLOTHES.

SO YOU DEFINITELY HAVE TO ACT

AND MOVE QUICKLY TO DEVELOP

WHATEVER TYPE OF SALES FUNNEL

METHODOLOGY THAT YOU'RE GOING TO

CREATE.

AND SO, YOU KNOW, A PART OF THAT

ACTING IS TO DETERMINE OKAY, I

KNOW WHO I WANT TO REACH.

I KNOW HOW I WANT TO REACH THEM.

ANOTHER PART IS TO DETERMINE HOW

AM I GOING TO ACT?

HOW SPECIFICALLY AM I GOING TO

ACT?

WHAT SPECIFICALLY AM I GOING TO

USE?

WHAT PLATFORM AM I GOING TO USE.

WE'RE GOING TO TALK ABOUT

DIGITAL SALES FUNNELORS VIRTUAL

SALES FUNNELS AND HOW THEY'RE

ABLE TO HELP YOU DO THAT.

AND SO THESE ARE JUST A FEW OF

THE LEADING FUNNELS NOT MAKING A

RECOMMENDATION ON ANY OF THEM.

BUT AGAIN, IF YOU DID A GOOGLE

SEARCH OF ON LINE SALES FUNNELS

OR VIRTUAL SALES FUNNELS, THESE

THREE WOULD COME UP SOMEWHERE IN

THAT SEARCH.

YOU HAVE INFUSION TALK.

YOU HAVE QUICK FUNNELS AND YOU

HAVE LEAD PAGES.

AND ALL OF THESE ESSENTIALLY DO

SORT OF THE SAME THING AND WE'LL

TALK ABOUT THAT.

BUT THE WAY TO THINK ABOUT IT IS

THAT WHEN YOU'RE TALKING ABOUT

ACTING AND YOU TALK ABOUT HOW

MANY DIFFERENT PEOPLE ARE IN THE

MARKETPLACE TODAY AND HOW THEY

SCATTER ALL OVER THE DIFFERENT

PLATFORMS, WHEN YOU LOOK AT

VIRTUAL AND DIGITAL SALES

FUNNELS VERSUS TRADITIONAL

METHODS OF ADVERTISING OR

TRADITIONAL SALES FUNNELS LIKE

THE GOOD OLD FASHIONED PHONE

CALL OR LIKE, YOU KNOW, A

WRITTEN LETTER OR LIKE LITERALLY

HANGING UP YOUR OPEN SIGN AND

PEOPLE KNOW YOU'RE OPEN FOR

BUSINESS, THOSE THINGS DON'T

WORK AS MUCH ANYMORE.

THE DIGITAL SPACE, THE ONLINE

SPACE, THAT IS THE NEW MAIN

STREET FOR BUSINESSES.

YOU KNOW, IF YOU THINK ABOUT,

YOU KNOW, I'M NOT SURE ABOUT

YOU, MARK, BUT I KNOW FOR ME, I

CAN'T REMEMBER THE LAST TIME I

ACTUALLY WENT INTO A GROCERY

STORE.

I CAN'T REMEMBER THE LAST TIME

THAT I FWHEENT A HARDWARE STORE.

I MEAN ALMOST, YOU KNOW, 80% OF

90% OF WHAT I GET NOW COMES FROM

ONLINE RETAILERS.

IT COMES FROM ONLINE RETAILERS.

AND EVEN IF YOU DO GO TO THE

SCORE AND IN THE CASE OF

GROCERIES, YOU CAN ORDER THEM

AND WHEN YOU GET THERE, YOU'RE

ABLE TO PICK THEM UP.

AND SO INCREASINGLY PEOPLE ARE

NOT ONLY, YOU KNOW, ONLINE WEB

BASED BUT MOBILE.

PEOPLE ARE DOING MORE AND MORE

FROM THE MOBILE DEVICES.

AND SO WHEN YOU THINK ABOUT ARE

YOU GOING REACH THESE

INDIVIDUALS, YOU HAVE TO BE ABLE

TO REACH THEM AND ACT VERY

QUICKLY.

PICKING UP THE PHONE AND MAKING

A CALL DOESN'T GET IT.

WRITING A LETTER DOESN'T GET IT.

HANGING OUT YOUR OPEN SIGN, IT

DOESN'T GET IT ANYMORE.

WHAT DOES GET IT IS A VERY

AUTOMATED, A VERY SYSTEMATIC AND

VERY SPECIFIC WAY OF REACHING

OUT AND KIND OF GETTING THROUGH

TO THOSE INDIVIDUALS.

AND SO WHEN YOU LOOK AT THINGS

LIKE INFUSION SOFT CLICK FUNNELS

AND LEAD PAGES AND I WOULD

ENCOURAGE EVERYONE ON THEIR OWN

TO GO OUT AND TAKE A LOOK AT

THOSE AND THEY ALL HAVE

TUTORIALS ON HOW TO USE THEM,

BUT THEY ALL HAVE A PRETTY

SPECIFIC WAY THAT THEY DO IT.

AND THEIR VERY SIMILAR.

THE MACIC CONCEPT IS TO HAVE A

LANDING PAGE.

AND I'M SURE EVERYONE ON THE

CALL AND EVERYONE LISTENING

TODAY IS FAMILIAR WITH THE

LANDING PAGE.

IF YOU VISITED ALMOST ANY

WEBSITE OF ANY COMPANY, MAJOR

COMPANY, SMALL COMPANY OR

ONLINE, THERE IS A LANDING PAGE.

A LANDING PAGE IS JUST ANOTHER

WAY OF SAYING ONCE YOU GO TO A

PARTICULAR WEB PAGE, YOU KNOW,

AN OFFER POPS UP.

AN OPT IN AS THEY CALL IT POPS

UP.

THAT'S JUST WHERE SOMEONE SAYS

IF YOU PROVIDE ME WITH YOUR

E-MAIL ADDRESS, I WILL SEND YOU

A FREE REPORT.

I'LL SEND YOU A FREE GIFT.

WE'LL ADD YOU TO OUR MAILING

LIST.

WE'LL ADD YOU TO OUR NETWORKING

LIST.

AND FROM THAT POINT, WHETHER YOU

KNOW IT OR NOT, YOU'RE USUALLY

IN A SALES FUNNEL.

YOU'RE IN A VIRTUAL SALES

FUNNEL.

AT SOME POINT THAT INDIVIDUAL

WHO OWNS THAT SITE OR THAT

COMPANY WHO MANAGE THAT'S SITE,

THEY'RE GOING TO BE SENDING YOU

ADDITIONAL CORRESPONDENTS.

AND THAT COULD BE IN THE FORM OF

A NEWSLETTER.

IT CAN BE IN THE FORM OF SOMEONE

OFFERING YOU A SPECIAL

INCENTIVE, A SPECIAL OFFER OR A

SPECIAL PRODUCT.

AND THEN YOU'RE GOING TO ACT ON

THAT.

AND THAT'S GOING TO CREATE THAT

FUNNEL METHODOLOGY.

AGAIN THIS IS NOT SOMETHING THAT

IS FOREIGN TO MANY OF US.

WE HAVE TO THINK ABOUT IT A

LITTLE DIFFERENTLY.

AND SOS ABUSINESS OWNERS, WE TOO

NEED TO SORT OF OPERATE THESE

SALES FUNNELS.

AGAIN, THESE PLATFORMS AND

FUSIONS.

THEY ALLOW US TO DO THAT IN A

VERY, VERY AUTOMATED WAY.

AND WITH ALL OF THEM, ONCE YOU

GO THROUGH AND SET UP YOUR

LANDING PAGE, YOUR OPT IN PAGE

AND YOUR FOLLOW UP PAGES, IT'S

VERY, VERY SPECIFIC.

IT'S VERY CONTINUOUS AND VERY,

VERY EFFICIENT IN HOW, YOU KNOW,

THAT'S DONE AND HOW YOU'RE ABLE

TO MANAGE THAT PROCESS.

MARK, WHAT ARE SOME OF YOUR

EXPERIENCE DEALING WITH SOME OF

THESE PLATFORMS?

>> I THINK THE THING TO SAY IS

THAT I LOOKED AT ALL OF THEM AS

WELL.

MOST OF THEM HAVE LIKE A THREE

SEVEN DAYORS FREE 14 DAYS.

YOU NEED TO GET IN AND FIGURE

OUT WHAT YOU IS GOING TO WORK

BEST FOR YOU.

SOME OF THESE, HAVE YOU KNOW,

DIFFERENT TYPE OF USER

INTERFACES.

YOU REALLY NEED TO FIGURE OUT

WHAT'S GOING TO WORK BEST FOR

YOU.

AND SOME OF THEM ARE MARGINALIZE

AND YOU START WITH ONE PIECE AND

ADD ON LATER.

YOU JUST HAVE TO LOOK AT THE

WHOLE THING AND TRY TO FIGURE

OUT ACCORDING TO YOUR PLAN WHAT

YOU'RE TRYING TO GET

ACCOMPLISHED.

>> THANKS, MARK.

YOU KNOW, I AGREE WITH THAT AS

WELL.

I THINK, YOU KNOW, WHEN YOU'RE

TALKING ABOUT THESE SALES

FUNNELS, ONE OF THE THINGS THAT

WE HAVE TO DETERMINE IS HOW DO

YOU ACTUALLY CONVERT, YOU KNOW,

REGARDLESS OF WHICH APPLICATION

AND WHICH SOFTWARE YOU USE?

HOW DO YOU CONVERT THESE PEOPLE

WHO ARE SIGNING UP FOR THE

NEWSLETTER OR THE FREE GIFT.

HOW DO YOU CONVERT THEM TO

ACTUAL CLIENTS AND CUSTOMERS?

HOW DO YOU CREATE THIS FUNNEL?

AND SO WE'RE GOING TO TALK A

LITTLE BIT ABOUT THAT NOW.

SO WHEN YOU'RE LOOKING AT, YOU

KNOW, ANY OF THESE PLATFORMS AND

WHETHER YOU USE THE FUSION, LEAD

PAGES, WE DETERMINED THAT IT'S

BEST IF YOU USE THEM VERSUS

TRADITIONAL KIND OF WAYS OF

OUTREACH OR FUNNELS, SFLIKT IF

YOU'RE ABLE TO AUTOMATE, YOU'RE

ABLE TO SEND IT TO MULTIPLE

PEOPLE.

SO THESE ALL CONSIST OF A

LANDING PAGE WHICH IS AT THE TOP

OF THE FUNNEL WHERE YOU GATHER

ALL OF YOUR LEADS, YOU HAVE ALL

THE DIFFERENT INDIVIDUAL

VISITING YOUR WEBSITE.

FROM, THERE YOU CREATE SOME SORT

OF FREE OFFER, SOMETHING THAT

YOU WANT TO GIVE THEM FOR FREE.

YOU KNOW, THERE IS A THING THAT

SAYS, YOU KNOW, YOU SHOULD

ALWAYS OFFER SOMEONE FOR FREE

BEFORE YOU ASK THEM TO BUY

SOMETHING.

YOU WANT TO MAKE SURE THAT YOU

INITIALLY SHOW VALUE AND GIVE

VALUE TO YOUR CUSTOMERS AND YOUR

CLIENTS BEFORE YOU DECIDE TO TRY

AND SELL THESE THINGS.

SO ONCE YOU GATHER THESE LEADS,

YOU KNOW, ON THE MAIN PAGE,

PRESENT A FREE OFFER.

AFTER YOU PRESENT A FREE OFFER,

AT SOME LATER DATE OR EVEN ON

THAT SAME FUNNEL STEP, YOU CAN

OFFER A PERFECT OFFER FOR THEM

TO PERFECT SOMETHING.

WE HAVE GIVEN YOU THIS FREE

REPORT.

MAYBE YOU'D LIKE TO PERFECT AN

ADDITIONAL REPORT.

IF THEY'D LIKE TO PURCHASE AN

ADDITIONAL REPORT, ME THEY WANT

TO PURCHASE A MORE ADVANCED

VERSION OF THAT REPORT WHICH

WILL BE AN UPSELL.

OR IF THEY DIDN'T WANT TO DO AN

UPSELL, MAYBE THEY WANT TO DO A

DOWN SELL.

BUT THE POINT IS THAT YOU NEED

TO HAVE A VERY AUTOMATE PD AND

STINT FLOW OF OPPORTUNITIES OF

OPTIONS FOR YOUR CLIENTS ONCE

THEY DECIDE TO OPT IN.

BECAUSE THEY'RE SAYING TO YOU,

HEY, I WANT TO SIGN UP FOR THE

NEWSLETTER.

HEY, I WANT TO GET MORE

INFORMATION FROM YOUR ADVISE.

SO WE'RE OBLIGATED TO SHARE THAT

WITH THEM.

HAVE YOU HAD EXPERIENCE WITH

THESE BEFORE?

>> YEAH.

I THINK THIS IS GREAT.

YOU HAVE TO REMOVE THEM DOWN A

PROCESS.

YOU KNOW, LANDING PAGE.

FREE PURCHASE, UPSALE, DOWN

SALE.

ONCE AGAIN, YOU HAVE TO HAVE A

FUNNEL.

YOU HAVE TO HAVE A PLAN FOR WHAT

YOU'RE GOING TO TO WITH YOUR

CUSTOMER.

SO YOU'RE CONSTANTLY MOVING THEM

TO THE NEXT STEP.

OTHERWISE, YOU CAN'T CONVERT

THEM.

>> THEY'RE INTERESTED IN WHAT

YOU'RE SHOWING.

>> EXACTLY.

IT'S ALL ABOUT CONVERSION.

I THINK ONE THING THAT I COUNSEL

MY CLIENTS ON IS THAT DON'T FEEL

LIKE YOU'RE PUSHING SOMETHING ON

PEOPLE.

YOU CAN DESIGN YOUR FUNNEL TO DO

ANYTHING YOU WANT.

IT CAN BE AS RESPECTFUL AND AS

TASTEFUL AS YOU WANT IT TO BE.

BUT AGAIN, I THINK WE HAVE TO

UNDERSTAND IF PEOPLE ARE GIVING

YOU THEIR E-MAIL ADDRESS, I KNOW

I DON'T GIVE MY E-MAIL IS DRESS

TO A LOT OF WEB PEOPLE NOW IF, I

GIVE MY E-MAIL ADDRESS, IT'S

BECAUSE I LEGITIMATELY WANT

INFORMATION FROM THAT

ORGANIZATION OR THAT COMPANY.

I WANT THE OPPORTUNITY TO BE

ENGAGED WITH THAT COMPANY.

I WANT THE OPPORTUNITY AT SOME

POINT TO BUY FUTURE PRODUCTS OR

SERVICES.

SO AGAIN, WHETHER YOU DECIDE ON

CLICK FUNNELORS LEAD PAGES, YOU

DEFINITELY HAVE TO CREATE SOME

SORT OF FUNNEL.

ALL OF THESE AGAIN, ALL OF THESE

PLATFORMS HAVE TUTORIALS AND

VERY EASY WAYS FOR YOU TO DO

THAT.

SO AS WE SORT OF ROUND THINGS

UP, ONCE YOU CREATE THE PLAN,

REACH OUT TO YOUR CUSTOMERS, YOU

ACTED.

YOU CREATED THIS FUNNEL TO

CONVERT PEOPLE WHO ADAPT OR

ADOPT YOUR FUNNEL TO CREATE

DEEPER LEVELS OF ENGAGEMENT, NOW

YOU REALLY WANT TO TAKE IT TO

THE NEXT STEP AND GO A LITTLE

BIT FURTHER AND CREATE LONGER

LASTING RELATIONSHIPS WITH YOUR

CUSTOMERS.

AND THAT'S ONE OF THE THINGS

ALSO THAT IS VERY IMPORTANT

ABOUT THESE FUNNELS.

THEY ALLOW YOU TO GATHER ALL OF

THAT INFORMATION.

THEY ALLOW YOU TO HAVE DATA ON

YOUR CUSTOMERS IN TERMS OF WHAT

HAVE THEY PURCHASED FROM YOU?

WHAT SORT OF SPARK THEY'RE

INTERESTED AND WHAT IS IT THAT

THEY WANT FROM YOU GOING

FORWARD?

SO YOU CAN USE THAT TO CREATE

FUTURE E-MAIL OPPORTUNITIES,

FUTURE OPPORTUNITIES TO REACH

OUT TO YOUR CUSTOMERS IN FUTURE

OPPORTUNITIES TO GIVE THEM THE

PRODUCTS AND SERVICES THAT THEY

NEED AND THAT THEY WANT.

AND I THINK THAT'S REALLY, YOU

KNOW IN, END WHAT WE'RE REALLY

TRYING TO DO AS BUSINESS OWNERS.

WE'RE REALLY TRYING TO, YOU

KNOW, GET OUR BUSINESS OUT THERE

AND REALLY HELP CUSTOMERS

UNDERSTAND WHAT IT IS THAT WE

WANT TO DO AND HOW WE WANT TO

HELP THEM GROW THEIR LIVES, GROW

THEIR BUSINESSES AND HOW WE WANT

TO HELP THEM BECOME BETTER

INDIVIDUALS.

THAT'S WHAT I BELIEVE AND WHAT I

DO IN MY BUSINESS AS WELL.

>> WHAT YOU ABOUT, ISN'T THAT

CORRECT.

>> I THINK THAT ENGAGING YOUR

CUSTOMERS AND HAVING THEM AS

REPEAT CUSTOMERS, I ALWAYS GIVE

MY CUSTOMERS MY FIRST INVESTORS

TO MY BUSINESS.

I THINK I GET THEM TO INVEST

WITH ME REPEATEDLY OVER A PERIOD

OF TIME, I HAVE A VERY SOLID

REVENUE BASE.

A LOT OF TIMES IT'S NOT HOW MANY

WE HAVE, IT'S HOW MANY WE HAVE

THAT ARE ACTUALLY ENGAGED IN

BUYING OUR PRODUCTS AND

SERVICES.

I THINK UNLESS YOU PUT A PLAN

TOGETHER LIKE THIS, IT'S VERY

DIFFICULT TO GAUGE WHERE YOUR

CUSTOMERS ARE IN THE SPECTRUM OF

DOING BUSINESS WITH YOU.

>> DEFINITELY.

DEFINITELY.

AND I THINK, YOU KNOW, AGAIN, AS

WE SAID, IT'S REALLY ALL ABOUT

PEOPLE.

AND IT'S REALLY ALL ABOUT

CONNECTING AND ENGAGING CLIENTS

AND ENGAGING CUSTOMERS AND

REALLY LETTING PEOPLE KNOW WHAT

IT IS THAT YOU DO.

ONE OF THE THINGS THAT I ALWAYS,

YOU KNOW, TALK ABOUT AND I

ADVISE MY CLIENTS TO REMEMBER

IS, YOU KNOW, WHY DID YOU GET IN

THE BUSINESS IN THE FIRST PLACE?

OFTEN IT'S BECAUSE YOU SAW A

NEED IN THE MARKET.

YOU SAW SOMETHING THAT YOU

REALLY WANTED TO ADDRESS.

MAYBE THERE WAS A VOID.

MAYBE THERE WAS A PROBLEM THAT

NEEDED TO BE SOLVED.

YOU REALLY HAD A PERSONAL DESIRE

TO START YOUR BUSINESS AND TO

HELP MAKE THE MARKETPLACE A

BETTER PLACE FOR EVERYONE.

SO WHEN YOU THINK ABOUT THAT AND

YOU THINK ABOUT THIS CONCEPT OF

SALES FUNNELS, YOU REALLY WANT

TO KREE HATE AN OPPORTUNITY FOR

AS MANY PEOPLE AS POSSIBLE TO

GET YOUR MESSAGE ABOUT YOUR

BUSINESS AND TO EXPERIENCE YOUR

BUSINESS AND TO EXPERIENCE YOUR

PRODUCT OR YOUR SERVICE.

WHEN YOU DO THOSE THINGS IN A

VERY AUTHENTIC WAY, YOU KNOW,

YOU CONTINUOUSLY AND

AUTOMATICALLY ADD VALUE TO YOUR

BUSINESS THROUGHOUT THE WHOLE

PROCESS.

>> I THINK YOUR KEY WORD IN THAT

STATEMENT IS AUTHENTIC WAY.

BEING AUTHENTIC.

BEING YOU.

SOCIAL MEDIA.

PEOPLE WANT TO KNOW WHO YOU ARE.

ONE THING I CAN SAY IN ALL THIS

MARKETING, BE AUTHENTIC.

>> DEFINITELY.

DEFINITELY.

YOU ALWAYS WANT TO BE AUTHENTIC.

BE YOURSELF.

AND I THINK WHEN WE TALK ABOUT

BUSINESS BRANDING AND WE TALK

ABOUT PERSONAL BRANDING, AGAIN,

THE MESSAGE PARTICULARLY FOR

FIRST STAGE ENTREPRENEURS, EARLY

STAGE ENTREPRENEURS IS THAT YOU

ARE IN MANY INSTANCES, YOU ARE

GOING TO BE YOUR BRAND.

WHETHER YOU HAVE A PERSONAL

BRAND OR WHETHER YOU HAVE A

BUSINESS, PEOPLE ARE GOING TO

ASSOCIATE YOU WITH THAT

BUSINESS.

AND SO TO SOME EXTENT, BOTH OF

THOSE BRANDS AND BOTH MUCH

THOSE -- BOTH OF THE CONCEPTS

THAT REVOLVE AROUND THE

INDIVIDUAL BRANDS NEED TO HAVE

SOME LEVEL OF CONSISTENCY.

WHEN YOU DO THAT IN A VERY

AUTHENTIC WAY, I'M NOT GOING TO

SAY AUTOMATICALLY, BUT THE

CHANCES ARE YOU WILL BE VERY

SUCCESSFUL AT WHAT YOU DO.

>> GREAT.

I THINK THAT WAS IT, MARK.

YOU HAVE ANYTHING ELSE YOU WANT

TO LEAVE WITH US TODAY?

>> BE AUTHENTIC, HAVE A PLAN,

AND I KNOW WE WENT OVER A LOT IN

40 MINUTES.

THERES A LOT MORE TO IT.

JUST DO THE RESEARCH.

DO THE RESEARCH.

AND YOU'LL FIND WHAT WORKS FOR

YOU.

>> YEP.

DEFINITELY.

AND SO AGAIN THIS JUST DESIGNED

TO GIVE YOU ALL JUST A REAL

OVERVIEW OF THIS PROCESS OF

SALES FUNNELS AND HOW TO

MAXIMIZE MONETIZE YOU'RE GOING

TO DO TO GROW YOUR BUSINESS.

WE HOPE THIS IS HELPFUL.

WOOER HERE TO ANSWER ANY

QUESTIONS YOU MAY HAVE AND BRING

ANY CLARITY TO ANYTHING YOU WANT

TO KNOW ABOUT VIRTUAL SALES

FUNNELS ABOUT, YOUR BUSINESS

BRAND OR YOUR PERSONAL BRAND.

THANK YOU ALL SO MUCH FOR THIS

OPPORTUNITY H.

>> THANK YOU VERY MUCH.

>> OKAY.

SO WE WILL NOW GO AHEAD AND

START THE Q&A PORTION OF OUR

CALL.

I WILL BE READING THE CHAT

QUESTIONS THAT HAVE BEEN COMING

IN AND ARE COMING IN OVER THE

COURSE OF THE PRESENTATION.

AND WE WILL DO OUR VERY BEST IN

THIS TIME REMAINING TO ADDRESS

JUST AS MANY QUESTIONS AS WE

POSSIBLY CAN.

SO WITH THAT, LET'S GO AHEAD.

WE'LL JUMP INTO THE QUESTIONS.

OUR FIRST ONE COMES TO US FROM

LAUREN.

SHE WOULD LIKE TO KNOW HOW DO

YOU CHOOSE WHICH PLATFORM TO USE

FOR YOUR BUSINESS?

OR DOES IT DEPEND ON WHETHER YOU

WANT TO REACH CURRENT OR NEW

CUSTOMERS?

>> RIGHT.

GREAT QUESTION.

GREAT QUESTION.

AND SO WE TALK ABOUT A LOT

DURING THE WEBINAR.

WE TALKED ABOUT SOCIAL MEDIA

PLATFORMS, IE, INSTAGRAM,

FACEBOOK AND WE ALSO TALKED

ABOUT ACTUAL SALES PLATFORMS

LEAD PANLS.

SO I'LL KIND OF ANSWER BOTH OF

THOSE REAL QUICKLY.

SO FIRST IN, TERMS OF SOCIAL

MEDIA PLATFORMS, THE BIG THREE

OBVIOUSLY ARE INSTAGRAM,

FACEBOOK AND LINKEDIN.

SO THE WAY I LIKE TO SEPARATE

THOSE IS IF YOU'RE TRYING TO

REACH A MORE BUSINESS ORIENTED

CLIENT OR YOU HAVE A SERVICE

BASED BUSINESS BY CONSULTING OR

ACCOUNTING OR SOMETHING LIKE

THAT, THEN LINKEDIN IS GOING TO

BE YOUR BEST SOCIAL MEDIA

PROFILE TO TARGET.

IF YOU HAVE A MORE SOURCE OF

SOCIAL PRODUCT OR SERVICE AND

YOU'RE TRYING TO REACH A YOUNGER

DEMOGRAPHIC, SAY 30, 35 OR LESS,

THEN YOU'RE GOING TO BE LOOKING

AT INSTAGRAM AS YOUR PRIMARY

PLATFORM F YOU'RE TRYING TO

REACH PEOPLE THAP ARE BETWEEN

LET'S SAY 35 AND 50 WITH MORE OF

A PERSONAL MESSAGE, THEN

FACEBOOK IS GOING TO BE YOUR

PROFILE.

AND YOU REALLY JUST HAVE TO KIND

OF TEST THOSE OUT AND SEE WHICH

ONE WORKS BEST FOR YOU.

BUT YOU CAN OBVIOUSLY DO THINGS

ON ALL THREE PLATFORMS.

BUT A GOOD RULE OF THUMB IS TO

PICK ONE PARTICULAR PLATFORM,

ONE SOCIAL MEDIA PLATFORM AT A

TIME AND FOCUS ON THAT PLATFORM

FROM A ONE TO TWO MONTHS AS YOU

BUILD UP YOUR PRESENCE ON THAT

PLATFORM.

AND SO ONCE WE MOVE FROM THE

PLATFORM TO THE ACTUAL SALES

FUNNELS, THEY'RE ALL SIMILAR.

IT'S REALLY JUST A MATTER OF

WHICH ONE YOU USE AND WHICH ONE

DO YOU LIKE PERSONALLY.

THEY ALL HAVE SLIGHTLY DIFFERENT

STYLES, DIFFERENT FORMATS,

DIFFERENT LAYOUTS.

AND SO I WILL JUST RECOMMEND

THAT IF YOU'RE LOOKING AT THE

SALES PLATFORMS, TRY THEM ALL.

THEY ALL HAVE FREE OFFERS TO TRY

THEM ALL AND SEE WHICH ONE WORKS

BEST FOR YOU.

I THINK THAT WILL BE A GOOD WAY

TO DETERMINE, YOU KNOW, WHICH

PLATFORM YOU WANT TO USE AS FAR

AS THE ACTUAL SALES FUNNELS GO.

>> ALL RIGHT.

CHARLOTTE WOULD LIKE TO KNOW IF

YOU HAVE ANY TIPS OR VAT JOY FOR

A START-UP THAT ONCE TO BUILD A

BUZZ FOR A PRODUCT THAT MAY NOT

BE COMING OUT FOR SEVERAL

MONTHS.

>> AND I ACTUALLY CONGRATULATE

YOU.

THAT IS AN AWESOME STRATEGY TO

USE BEFORE YOUR PRODUCT COMES

OUT.

THERE IS SO MUCH YOU CAN DO.

DEPENDING ON WHETHER IT'S, YOU

KNOW, YOU KNOW, PRODUCT GEARED

FOR A YOUNGER DEMOGRAPHIC OR

OLDER, ONCE YOU DECIDE THAT, I

THINK THAT'S WHEN YOU DECIDE

WHICH PLATFORM YOU'RE GOING TO

USE.

LET'S SAY SHE DECIDES THAT

INSTAGRAM IS GOING TO BE THE

PLATFORM THAT YOU'RE GOING TO

USE.

THERE ARE A NUMBER THINGS CAN

YOU DO.

YOU CAN CREATE A MINI CAMPAIGN.

LET'S SAY IF YOU'RE HAVING A

NEW, LET'S SAY, A NEW COSMETIC

PRODUCT, CAN YOU CREATE A NUMBER

OF VIDEOS OR PHOTOS THAT MAY

HIGHLIGHT THE ACTUAL PRODUCT

ITSELF.

YOU MAY HAVE MODELS OR PEOPLE

THAT USED THE PRODUCT TO GIVE

TESTIMONIALS.

AND PRINT THOSE TESTIMONIALS OR

LINK THEM ON INSTAGRAM, PRETTY

MUCH ANYTHING YOU DO IS GOING TO

BE BENEFICIAL TO CREATE A BUZZ

AROUND THAT PRODUCT.

THE KEY THING TO CREATING A BUZZ

IS BEING CONSISTENT.

SO WHETHER YOU SET A STRATEGY OF

PUBLISHING SOMETHING ON A SOCIAL

MEDIA OUTLET DAILY, WEEKLY OR BY

WEEKLY, JUST STAY CONSISTENT AND

REALLY SORT OF MAP OUT WHAT IT

IS YOU WANT THE ENT GOAL TO BE.

IF YOU WANT THE END GOAL TO BE

MORE LIKE MORE PEOPLE GOING

THROUGH A WEBSITE TO SIGN UP FOR

LET'S SAY OFFERS WHEN A PRODUCT

COMES OUT, THEN THAT'S GOING TO

DETERMINE WHAT IT IS YOU WANT TO

DO.

DEFINITELY, I THINK THE EASIEST

AND LEAST EXPENSE SIEVE USE

SOCIAL MEDIA IMAGES, IMAGERY TO

BUILD THAT BUZZ FOR YOUR PRODUCT

BEFORE IT COMES OUT.

>> OKAY.

THIS NEXT QUESTION COMES FROM

LORI.

WITH REGARDS TO THE VIRTUAL

SALES FUNNEL, HOW DOES THIS

RELATE TO SERVICE FIELDS?

>> RIGHT.

SO A LOT PEOPLE THINK THAT A

SERVICE BUSINESS IS VASTLY

DIFFERENT FROM A PRODUCT

BUSINESS.

IT'S REALLY NOT WHEN IT COULD MZ

TO SALES FUNNELS IN PARTICULAR.

IT'S JUST A MATTER OF FIGURING

OUT HOW YOU WANT TO USE THAT

PARTICULAR FUNNEL.

SO LET'S SAY YOU ARE A

CONSULTING BUSINESS OR YOU HAVE

A CONSULTING OR COACHING

BUSINESS.

TYPICALLY SALES FUNNELS HAVE

BEEN USED TO SELL PRODUCTS.

YOU NO, GET TO GO IN AND GET THE

NEW OFFER.

BUY ONE GET ONE FREE, ET CETERA.

BUT WHEN YOU HAVE A SERVICE

BUSINESS, CAN YOU USE THE SAME

METHODOLOGY EXCEPT THAT YOU'RE

SELLING THE SERVICE.

ONE THING THAT YOU HAVE TO DO

WHEN YOU ARE SERVICE BASED

BUSINESS IS TO CREATE PRODUCTS

OR OFFERINGS WITHIN YOUR SERVICE

FIELD.

SO IF YOU'RE A BUSINESS COACH,

FOR INSTANCE, MAYBE YOU HAVE A

COACHING BUSINESS FOR START-UP

BUSINESSES.

MAYBE YOU HAVE A COACHING

BUSINESS FOR GROWING BUSINESSES.

AND THEN FINALLY PERHAPS YOU

HAVE A COACHING PACKAGE FOR

ADVANCE STAGE BUSINESSES.

THE MAIN THING IS CREATE VERY

SPECIFIC PRODUCTS WITHIN THAT

SERVICE FIELD SO THAT YOU CAN

THEN CREATE ZRICHGSS FOR THOSE

PRODUCTS AND ASSIGN DIFFERENT

VALUES OR PRICING TO EACH OF

THOSE PARTICULAR PRODUCTS OR

PROGRAMS THAT YOU OFFER.

AND WHEN YOU DO THAT, THAT

ALLOWS YOU TO INTEGRATE THEM

INTO A SALES FUNNEL PRETTY MUCH

THE SAME WAY THAT YOU WOULD DO A

PRODUCT.

SO IF AN INDIVIDUAL COMES TO ARE

YOUR WEBSITE, SIGNS UP FOR A

FREE BUSINESS PLAN, ROAD MAP OR

FREE BUSINESS PLAN MODELLING

CANVAS AND THEN YOU SORT OF

DIRECT THEM TO THE SERVICES THAT

YOU HAVE, THEN THEY CAN DECIDE

WHETHER OR NOT THEY WANT THE

START-UP PACKAGE.

IF THEY CHOOSE A START-UP

PACKAGE, PERHAPS THEY DO IT FOR

A COUPLE OF MONTHS AND THEN THEY

UPGRADE TO THE MORE ADVANCED

PACKAGE.

IT WORKS THE SAME WAY.

IT IS REALLY OF A MATTER OF

CREATING MORE DISTINGUISHABLE

KIND OF FUNNELS OF SERVICE

WITHIN YOUR ACTUAL OVERALL

PLATFORM, WHETHER THAT IS

CONSULTING OR ACCOUNTING THAT

YOU'RE DOING.

DEFINITELY, IT WORKS THE SAME.

YOU JUST HAVE TO CREATE SOME

VERY SPECIFIC SERVICES OR

PRODUCTS OR PROGRAMS, WHICH EVER

YOU WANT TO CALL THEM UNDERNEATH

YOUR OVERALL SERVICE OFFERING.

>> ALL RIGHT.

OUR NEXT QUESTION COMES FROM

VICKI.

SHE SAYS SHE HAS POLITICAL

COMMENTS, JOKES, AND OTHER

THINGS ON HER FACEBOOK PROFILE.

NOW THAT SHE'S LAUNCHED A

COMPANY, HOW WOULD YOU RECOMMEND

SHE GO ABOUT SEPARATING INTO A

PROFESSIONAL PROFILE?

>> YEAH, SO DEFINITELY YOU

DEFINITELY, VICKI, YOU

DEFINITELY WANT TO CREATE A

SEPARATE PROFESSIONAL PROFILE,

YOU KNOW, ONE OF THE THINGS

THAT, YOU KNOW, WE KIND OF SAY

IN MY INDUSTRY, I DO PUBLIC

SPEAKING, YOU KNOW, WE STAY AWAY

FROM POLITICS.

WE STAY AWAY FROM JOKES.

YOU NEVER KNOW HOW PEOPLE ARE

GOING TO TAKE THOSE.

AT THE SAME TIME, YOU KNOW,

WE'RE ALL INDIVIDUALS HERE.

YOU WANT TO BE ABLE TO EXPRESS

OUR PERSONAL COMMENTS.

SO MY RECOMMENDATION WOULD BE TO

IMMEDIATELY CREATE SEPARATE

FACEBOOK PAGES FOR YOUR

PARTICULAR PROFESSIONAL PROFILE.

AND SO, YOU KNOW, CAN YOU DO A

COUPLE THINGS.

YOU CAN CREATE A PAGE FOR YOUR

PROFESSIONAL PROFILE THAT COULD

BE VICKIPATERSON.COM AND THAT

FACEBOOK PAGE HAS ALL YOUR NFLGS

OR POSTINGS AROUND WHAT IT IS

THAT VICKI PATERSON DOES

PROFESSIONALLY.

AND THEN YOUR PERSONAL FACEBOOK

PROFILE IS NOT REALLY A PAGE.

IT'S MORE OF A PROFILE.

THAT'S WHERE EVERYONE GOES.

MAYBE FAMILY, FRIENDS, THINGS OF

THAT NATURE TO POST THINGS ABOUT

YOU.

BUT WHEN YOU'RE TALKING WITH

PEOPLE OPEN A PROFESSIONAL

LEVEL, YOU WANT TO STEER THEM

TOWARDS THAT PROFESSIONAL PAGE.

IT CAN BE A LITTLE BIT TRICKY.

YOU HAVE TO DECIDE FOR YOURSELF

WHAT THINGS YOU WANT TO POST TO

YOUR PERSONAL PAGE AND WHAT

THINGS YOU WANT TO SHARE ON YOUR

PROFESSIONAL PAGE.

IT'S NOT OFTEN IF YOU DIRECT

PEOPLE TO YOUR PROFESSIONAL

PAGE, ITS NOT OFTEN THAT THEY'LL

GO BACK TO YOUR PERSONAL PAGE.

THE PROFESSIONAL PAGE ON

FACEBOOK, THERE'S NO DIRECT LINK

TO YOUR PERSONAL PAGE UNLESS YOU

SET IT UP THAT WAY.

SO ONCE YOU CREATE THAT

PROFESSIONAL PAGE OR THAT

BUSINESS PAGE, THAT IS WHAT IT

IS CALLED ON FACEBOOK, ONCE YOU

CREATE THAT BUSINESS PAGE OR

FACEBOOK, THAT BUSINESS PAGE IS

ALMOST LIKE A STAND ALONE WEP

SITE OR WEB PAGE OR ONE PAGE

SITE WHERE PEOPLE WILL GO, FIND

OUT EVERYTHING ABOUT VICKI

PATTERSON.COM, ET CETERA.

THE SEC THING THAT I WOULD

RECOMMEND, KIND OF CREATE EVEN

MORE OF A SEPARATE, MORE OF A

SEPARATION FOR YOUR PERSONAL AND

PROFESSIONAL IS PERHAPS TO

CONSIDER, I DON'T KNOW WHAT YOU

CALL YOUR PROFESSIONAL PROFILE,

BUT PERHAPS CONSIDER DOING

SOMETHING OTHER THAN VICKI

PATERSON IF THAT IS ALSO YOUR

PROFESSIONAL PROFILE.

MAYBE CREATE A BUSINESS NAME FOR

WHAT YOU DO OR, YOU KNOW, IF YOU

HAPPEN TO SELL STICKY NOTES,

MAYBE IT'S VICKI'S STICKIES OR

SOMETHING LIKE.

THAT YOU WANT TO DO SOMETHING

THAT DOESN'T ALLOW A PERSON TO

SAY OH, VICKI PATTERSON, LET ME

DO A SEARCH FOR THAT.

OR LET ME SEE IF I CAN FIND OUT

OTHER THINGS ABOUT VICKI

PATERSON.

YOU REALLY DON'T WANT YOUR

POLITICAL COMMENTS OR YOUR

PERSONAL FEELINGS TO INFLUENCE

HOW PEOPLE ARE PER RECEIVING YOU

AND YOUR BUSINESS.

SO MAKE SURE YOU SEPARATE THOSE,

CREATE SEPARATE BUSINESS PAGES

FOR YOUR SEPARATE BUSINESSES OR

SEPARATE INTERESTS AS WELL.

>> ALL RIGHT.

OUR NEXT QUESTION THIS COMES

FROM DELORES WHO SAYS THAT WHEN

CUSTOMERS SEARCH FOR YOU, YOUR

PERSONAL AND YOUR BUSINESS

SOCIAL MEDIA ACCOUNTS SURFACE.

SO SHE SAYS WHAT IS YOUR

SUGGESTION TO SEPARATE THE

ACCOUNTS IS A GOOD ONE, IT MAY

NOT ACHIEVE TRUE SEPARATENESS.

SO MIGHT YOU SUGGEST ANY OTHER

WAYS TO DISGUISE THE LINK TWIN

THOSE TWO ACCOUNTS?

>> YES.

SO I THINK ONE OF THE THINGS

DELORES, AND THAT'S A GREAT

QUESTION, ONE OF THE THINGS IS

WHEN -- IS TO MAYBE GIVE SOME

THOUGHT BEFORE YOU GOIN SET UP

THE ACCOUNTS.

SO THIS IS NOT BEING

DISINGENUOUS.

BUT WHEN YOU SET UP THE ACCOUNT,

THE ACCOUNT IS TYPICALLY PUT IN

A FIRST NAME.

PUT IN A LAST NAME.

THAT DOESN'T HAVE TO BE YOUR

ACTUAL NAME, RIGHT?

SO THERE IS NO LEGAL REQUIREMENT

THAT YOU PUT IN YOUR ACTUAL, YOU

KNOW, REAL FIRST NAME AND REAL

LAST NAME.

YOU KNOW, I'M NOT SUGGESTING

THAT YOU DO ANYTHING

UNSCRUPULOUS.

BUT IT'S NOT UNCOMMON LET'S SAY,

FOR INSTANCE, YOU HAVE A PRAND

THAT IS, YOU KNOW, VEGETARIAN

FOOD.

RIGHT?

YOU KNOW, IF YOU PUT IN

VEGETARIAN AS A FIRST NAME AND

FOOD AS A SECOND NAME, THEN

VEGETARIAN FOOD SHOWS UP UNDER

THAT PROFILE.

IF YOU KIND OF GO TO INSTAGRAM

SPECIFICALLY AND YOU LOOK AT

SOME OF THE INSTAGRAM ACCOUNTS,

YOU WON'T ALWAYS SEE AN

INDIVIDUAL'S NAME.

YOU MAY SEE A BUSINESS NAME.

YOU MAY SEE A BUSINESS NAME OR

PERSON'S KIND OF PIN NAME H I

WOULD ALSO SUGGEST THAT YOU GIVE

SOME THOUGHT TO HOW YOU WANT TO

PERHAPS HAVE YOURSELF BE VIEWED

OR YOUR BRAND BE VIEWED AND

MAYBE YOU MIGHT WANT TO CONSIDER

CREATING A PIN NAME.

THAT IS VERY COMMON IN THE

LITERARY WORLD.

SOMEONE WILL CREATE SORT OF A

FICTITIOUS NAME TO WRITE UNDER

THAT ALLOWS THEM TO MAINTAIN

THEIR OWN PERSONAL LIFE AND

PERSONALITY.

THEY CREATE A PIN NAME.

I SUKT YOU LOOK INTO DOING THAT

AS WELL.

CREATE A PIN NAME OR EVEN A

SEPARATE PERSONALITY AROUND SOME

OF THE BUSINESSES THAT YOU'RE

DOING.

I THINK ONE OF THE GREAT THINGS

ABOUT HAVING SO MANY SOCIAL

MEDIA PLATFORMS IS THAT WHAT YOU

FIND IS THAT IT'S NOT OFTEN THAT

AN INDIVIDUAL IS ACTIVE ON ALL

PLATFORMS.

SO IF YOU WERE TO GO ON

INSTAGRAM, MANY OF THE PEOPLE ON

INSTAGRAM DON'T EVEN HAVE

FACEBOOK PAGES AND VICE RERSA.

SO IT'S REALLY POSSIBLE TO HAVE

DIFFERENT BRANDS AND BIFRN SORT

OF PRESENTATIONS ABOUT YOUR

PERSONAL BRAND AND BID BRAND ON

THE DIFFERENT PLATFORMS.

IT TAKES A LITTLE BIT OF THOUGHT

AND PREPLANNING BEFORE YOU DO

THAT.

BUT ONCE YOU HAVE ALREADY DONE

THAT AND YOU ASSOCIATED, YOU

KNOW, THOSE WITH YOUR NAME, THE

ONLY THING THAT CAN YOU DO IS GO

BACK AND CREATE NEW ACCOUNTS

WITH THIS NEW STRATEGY IN MIND.

BEAR MANY MIND YOU'LL LOSE THE

FOLLOWERS AND SOME OF THE GOOD

WILL THAT YOU ENGAGED ALREADY.

>> ALL RIGHT.

OUR NEXT QUESTION COMES FROM

HOMERO WHO LIKE TO KNOW IF YOU

CAN RECOMMEND SOME EFFECTIVE

ANTICIPATE LOW COST WAYS TO

ENGAGE HIS CUSTOMERS TO BUILD

HIS BRAND.

>> YEAH.

I WOULD SUGGEST, YOU KNOW, DIVE

RIGHT IN SOCIAL MEDIA.

I THINK WHETHER IT'S A PRODUCT

OR A SERVICE BUSINESS THAT, IS

THE LEAST EXPENSIVE WAY NOW TO

REALLY GET THE WORD OUT THERE,

WHETHER YOU CHOOSE INSTAGRAM OR

FACEBOOK.

YOU KNOW, THOSE ARE GOING TO BE

THE LEAST EXPENSIVE WAYS TO GET

YOUR BRAND OUT TO AS MANY PEOPLE

AS POSSIBLE.

I THINK THE KEY TO DOING IT

THOUGH IS TO BE CONSISTENT AND

TO CREATE A CONSISTENT MESSAGE.

AND SO ONE OF THE THINGS YOU

WANT TO DO IS INITIALLY DECIDE

WHAT IS THE MESSAGE THAT YOU

WANT TO COMMUNICATE?

WHAT IS IT YOU WANT YOUR

CUSTOMERS TO KNOW ABOUT YOUR

BUSINESS OR YOUR BRAND?

AND THEN JUST CREATE A STRATEGY

TO COMMUNICATE THAT EFFECTIVELY.

IT DOESN'T HAVE TO BE

COMPLICATED.

I KNOW OF A CLIENT, HE HAS A

PRESSURE WASHING BUSINESS.

AND WHAT HE DOES IS HE JUST

POSTS VIDEOS, SHORT VIDEOS ON

INSTAGRAM OR PICTURES ON

INSTAGRAM BEFORE AND AFTER OF

THINGS HE'S DONE WITH PRESSURE

WASHING, WHETHER HE'S DOING A

DRIVEWAY OR A ROOF OR HOUSE OR

HOME.

AND HE'S BUILD A TREMENDOUS

FOLLOWING JUST BY DOING.

THAT THE WAY HE WAS ABLE TO DO

THAT IS HE'S CONSISTENT.

HE IS POSTING VIDEOS ON A DAILY

BASIS.

AND THAT'S WHAT REALLY WORKS

WITH THE SOCIAL MEDIA PLATFORMS

IS THE CONSISTENCY AND

REGULARITY IN PUTTING CONTENT ON

THERE.

>> ALL RIGHT.

OUR NEXT QUESTION COMES FROM

DIAMOND.

ASKING WHAT WOULD YOU SAY WORKS

BETTER, USING DIRECT E-MAILS

AND/OREGON USING A PRODUCT SUCH

AS MAIL CHIP OR CONSTANT

CONTACT?

>> YEAH.

SO I THINK A COMBINATION OF BOTH

DIAMOND WORKS.

ONCE YOU CREATED AND ONCE YOU

HAD THAT INITIAL LEVEL OF

ENGAGEMENT WITH THE CUSTOMER, I

THINK DIRECT E-MAILS FOR MORE

HIGH DOLLAR PRODUCTS OR SERVICES

WOULD BE THE PREFERRED METHOD.

BECAUSE OBVIOUSLY YOU CAN'T SEND

DIRECT E-MAILS TO 1,000 PEOPLE

AND TAKE YOU FOREVER.

SO I THINK DIRECT E-MAILS ARE

REALLY BEST SERVED FOR CLIENTS

ONCE YOU'VE ALREADY ENGAGED AND

ONCE THEY OPTED INTO YOUR FUNNEL

AND THEY HAVE PERHAPS PURCHASED

ADDITIONAL PRODUCTS AND YOU SORT

OF CHERRY PICK THE CLIENTS THAT

YOU WANT TO ENGAGE DIRECTLY

WITH.

YOU KNOW IT'S IMPOSSIBLE TO

ENGAGE ALL OF THEM DIRECTLY.

I THINK CONSTANT CONTACT,

THEY'RE ALL GREAT PLATFORMS TO

USE IN TERMS OF CREATING E-MAIL

CAMPAIGNS, AUTOMATED E-MAIL

CAMPAIGNS.

JUST MAKE SURE THAT PEOPLE

CONSTANTLY ARE AWARE OF WHAT

YOU'RE DOING.

AND SO I THINK THOSE ARE VERY

GOOD WAYS TO REACH A LOT OF

PEOPLE VERY QUICKLY.

BUT ONE THING TO NOTE ABOUT ALL

OF THOSE CAMPAIGNS IS THAT WITH

THE NEW SOFTWARE, SORT OF

ANTI-SPAMING SOFTWARE, SOMETIMES

THOSE E-MAIL MESSAGES WILL NOT

MAKE IT THROUGH.

AND I THINK THAT'S SOMETHING

THAT YOU HAVE TO REALIZE AS WELL

WHEN YOU'RE SENDING OUT MASSIVE

NUMBER OF E-MAILS, YOU KNOW, A

CERTAIN PORTION OF THEM ARE NOT

GOING TO MAKE IT TO THE END

USER.

I THINK YOU HAVE TO SORT OF BEAR

THAT IN MIND.

AND ALSO A CERTAIN PORTION OF

THEM WON'T GET OPEN UNLESS YOUR

HEADER AND UNLESS YOUR MESSAGE

IS VERY COMPELLING THAT WOULD

ALLOW PEOPLE TO OPEN THEM.

I THINK, YOU KNOW, ONCE YOU SORT

OF GOT PEOPLE TO INITIALLY OPT

IN TO YOUR PLATFORM USING THE --

YOU KNOW, USING THE DIRECT

E-MAILS IS THE BEST WAY TO GO.

>> OKAY.

NEXT QUESTION COMES TO US FROM

SHIVA.

WHAT IS THE BEST WAY TO DO

MARKETING FOR A NEW BUSINESS

OWNER WHO HAS NOT YET IDENTIFIED

HER NICHE?

>> YEAH.

THAT IS A TOUGH ONE.

THAT'S A REALLY TOUGH ONE.

I THINK, YOU KNOW, I KNOW THIS

IS PROBABLY NOT THE ANSWER YOU

WANT TO HEAR.

BUT YOU HAVE TO, I THINK YOU

HAVE TO IDENTIFY YOUR NICHE

FIRST.

BECAUSE IF YOU BEGIN TO DO

MARKETING WITHOUT IDENTIFYING

YOUR NICHE, THEN YOU'RE LIKELY

TO WASTE A LOT OF TIME AND

EFFORT.

BECAUSE YOU'RE GOING AFTER A

VERY BROAD MARKET.

I THINK, YOU KNOW, ONE WAY TO

ACCOMPLISH THE SAME THING WOULD

BE TO PERHAPS DO A LITTLE BIT

OF -- DO SOME ADDITION ALL

MARKET RESEARCH BEFORE BEGINNING

TO MARKET YOUR NEW BUSINESS.

AND MAYBE, YOU KNOW, DO A LITTLE

MARKET RESEARCH AND FIND OUT

WHAT IT IS ABOUT YOUR BUSINESS

THAT PEOPLE ARE REALLY DRAWN TO

OR WHAT IT IS ABOUT YOUR

BUSINESS THAT YOU THINK WILL

RESONATE WITH PEOPLE.

AND ONCE YOU GET THAT, I THINK

YOU HAVE TO AT LEAST START WITH

ONE NICHE OR ONE FOCUS.

AND AFTER YOU TRY THAT FOCUS FOR

A WHILE, YOU CAN SWITCH.

I DON'T THINK YOU HAVE TO

NECESSARILY IDENTIFY THE ONE

YOU'RE GOING TO STICK WITH.

I DO BELIEVE YOU HAVE TO OOD AT

LEAST ONE SOLID DIRECTION THAT

YOU'RE GOING TO GO IN WITH YOUR

BUSINESS IN TERMS OF TARGETING

SPECIFIC PRODUCTS OR SERVICES.

>> OUR NEXT QUESTION COMES FROM

CAROLINE.

SHE WOULD LIKE TO KNOW IF THERE

IS A PARTICULAR PERCENTAGE OF

REVENUE THAT YOU WOULD SUGGEST

WE PUT TOWARDS MARKETING

CAMPAIGNS?

>> YEAH.

SO THANKS FOR THE QUESTION,

CAROLINE.

YOU KNOW, THERE ARE OBVIOUSLY

METRICS AROUND HOW MUCH A

BUSINESS SHOULD SPEND ON

MARKETING AND IF YOU GOOGLED HOW

MUCH SHOULD A BUSINESS SPEND ON

MARKETING, YOU GET ALL SORTS OF

ANSWERS.

A LOT OF THAT DEPENDS ON THE

SIZE OF THE BUSINESS.

SO, YOU KNOW, IF YOU ARE A

MILLION DOLLAR BUSINESS, THEN

YOU SPEND 15, YOU KNOW, 15%, 20%

ON MARKETING, THAT'S A

SUBSTANTIAL AMOUNT F YOU'RE A

100,000 DOLLAR BUSINESS, YOU MAY

NOT BE ABLE TO SPEND 15% ON

MARKETING.

I THINK IT DEPENDS ON THE LEVEL

THAT YOU'RE AT.

YOU KNOW, THE WAY THAT I LIKE TO

LOOK AT IT AND THE WAY I ADVISE

MY CLIENTS TO LOOK AT IT IS

REALLY DON'T NECESSARILY LOOK AT

WHAT PERCENTAGE OF YOUR REVENUE

YOU WOULD SPEND ON MARKETING

CAMPAIGNS, BUT REALLY KIND OF

CREATE A METRIC FOR THE RETURN

THAT YOU WANT TO GET ON WHAT YOU

SPEND.

SO THE DIFFERENCE IS IF YOU

DETERMINE A PERCENTAGE OF YOUR

REVENUE, THEN YOU ALREADY SORT

OF SAID THAT IF I MAKE $100,000

I'M GOING TO SPEND $20,000.

THAT'S GREAT, BUT WHAT YOU ARE

EXPECTING TO GENERATE OFF THAT

$20,000?

A BETTER WAY TO DO IT IS TO

PERHAPS SAY I WANT TO SPEND

$10,000 IN MARKETING AND I WANT

TO GENERATE AN ADDITIONAL 40,000

OR $50,000 IN REVENUE.

I THINK THAT IS THE WAY THAT WE

MOVE FORWARD PLASHGS ALREADY WAY

SMALL EARLY STAGE BUSINESSES.

IS TO LOOK AT, YOU KNOW, WHAT WE

WANT TO DO.

WHEN YOU LOOK AT PLATFORMS LIKE

FACEBOOK AND FACEBOOK ADS AND

INSTAGRAM ADS, THE METRICS THEY

USE LET YOU BREAK IT DOWN.

HOW MUCH YOU ARE PAYING PER

CLICK AND VIEW?

THOSE ARE THE TYPE OF METRICS

THAT YOU WANT TO LOOK AT.

INSTEAD OF LOOKING AT THE LUMP

SUM NUMBER I WANT TO SPEND,

MAYBE SWITCH IT AND SAY WELL HOW

MUCH RETURN DO I WANT TO GET ON

EVERY $1,000 THAT I SPEND ON

MARKETING OR EVERY $100 THAT I

SPEND ON MARKETING.

I THINK THAT'S A BETTER WAY TO

LOOK AT IT.

>> ALL RIGHT.

SO THIS LEADS US TO OUR LAST

QUESTION FOR TODAY.

THIS COMES FROM ED.

HE WOULD LIKE TO KNOW HOW DO YOU

ESTABLISH METRICS?

WHERE DO THEY COME FROM?

>> YES.

SO, YOU KNOW, KIND OF LIKE I

SAID IN AN EARLIER QUESTION.

I THINK THE METRCIS, IT DEPENDS

ON WHAT YOUR GOAL, IS ED.

A LOT OF BUSINESS OWNERS HAVE

DIFFERENT METRICS.

THEY HAVE DIFFERENT GOALS.

AND WHETHER YOU ARE A FULL TIME

ENTREPRENEUR OR PERHAPS YOU MAY

BE A PART TIME ENTREPRENEUR, I

THINK THAT DETERMINES THE

METRICS.

IF YOU'RE FULL TIME, OBVIOUSLY,

IT'S MORE IMPORTANT THAT YOU

GENERATE MORE REVENUE, THAT YOU

ARE VERY MUCH MORE ALIGNED WITH,

YOU KNOW, HOW MUCH YOU SPEND

VERSUS HOW MUCH YOU ARE

RECEIVING.

BUT IF YOU'RE A PART TIME

ENTREPRENEUR, YOU HAVE A LITTLE

BIT MORE LEEWAY.

BUT I THINK OVERALL, WHEN YOU

LOOK AT YOUR METRICS, I THINK

THE BEST WAY TO LOOK AT IT IS

WHAT IS THE RETURN THAT YOU

WANT?

RIGHT?

SO IF YOU WERE INVESTING

SOMETHING, YOU KNOW, WHAT IS THE

RETURN ON INVESTMENT THAT YOU

WANT?

IF YOU INVEST $100 OR IF YOU

INVEST 100 HOURS, WHAT IS THE

RETURN THAT YOU WANT OUT OF THAT

INVESTMENT?

WHAT IS THE RETURN YOU NEED IN

ORDER TO MAKE YOUR BUSINESS

WORK?

AND I'M ASSUMING YOU ALREADY

SORT OF DONE THE DUE DILIGENCE

AND FIGURED OUT WHAT YOUR BUDGET

IS AND WHAT YOU NEED TO MAKE TO

BE PROFITABLE.

ONCE YOU'VE DONE THAT, THEN I

THINK YOU KIND OF STEP BACK AND

SAY WHAT I DO NEED TO DO TO

GENERATE THE $100,000?

HOW MANY WIDGETS DO I NEED TO

SELL.

HOW DO I SELL 1,000?

IF I DO 10 ADS OR IF I DO 10

POSTS OR 20 POSTS AND GET 50

VIEWS AND I GET, YOU KNOW, TEN

SALES OUT OF THOSE 50 VIEWS,

THEN I THINK IT'S A MULTIPLE OF

THAT.

BUT I THINK YOU JUST HAVE TO

FIGURE OUT, YOU KNOW, WHAT THE

END GOALS ARE, YOU KNOW, WHAT IT

IS THAT YOU WANT TO ACCOMPLISH

AND THEN YOU SORT OF BACK INTO

THOSE PARTICULAR METRICS,

SPECIFICALLY IF YOU DO THEM WITH

THE PLATFORMS, THEY ALL HAVE

TOOLS EMBEDDED IN THOSE

PLATFORMS THAT ALLOW YOU TO

MEASURE WITH GREAT SPECIFICITY

EXACTLY HOW MUCH YOU'RE SPENDING

AND EXACTLY HOW MUCH YOU'RE

GETTING FOR THE MONEY THAT YOU

SPEND.

>> ALL RIGHT.

INFER THOSE ARE ALL THE

QUESTIONS THAT WE HAVE TIME FOR

IN THIS SESSION.

>> AWESOME.

>> YES.

ON BEHALF OF SCORE, I'D LIKE TO

THANK YOU ALL FOR ATTENDING THIS

WEBINAR AND I WOULD LIKE TO GIVE

A BIG THANK YOU TO KEVIN McGEE

AND MARK PARHAM FOR PRESENTING

TODAY.

THANK YOU BOTH SO MUCH.

>> THANK YOU.

WE APPRECIATE THE OPPORTUNITY.

>> BEFORE HEADING OUT TODAY, WE

HOPE THAT YOU'LL TAKE THIS LAST

BIT OF TIME TALKING WITH A

MENTOR, THE MENTORING HALL,

NETWORKING WITH OTHER BUSINESS

OWNERS AND THE NETWORKING

LOUNGE, CHATTING WITH OTHER

INDUSTRY EXPERTS AND PICKING UP

THE FREE BUSINESS RESOURCES IN

THE EXHIBIT HALL.

WE WANT TO THANK YOU SO MUCH

AGAIN FOR ATTENDING THE SMALL

BUSINESS SUCCESS VIRTUAL

CONFERENCE AND WE LOOK FORWARD

TO HAVING YOU JOIN US AGAIN IN

THE SPRING.