From Our Family to Your’s…

…we would like to wish all of you a happy holiday season!

Regardless of where you are in the world…or what your beliefs may be…we appreciate every one of you and wish you a happy and prosperous 2012!

Over the past 3 years we have shared quite a bit of ourselves with you, our subscribers and friends. So, from the subscribers of Puggle Place to those of The Ultimate Internet Image, we appreciate each and every one of you.

Once again, from The Entire Zajaros Family:

• Merry Christmas
• Happy Hanukkah
• Happy Kwanzaa
• Joyeux Noel
• Feliz Navidad
• Feliz Natal
• Frohe Weihnachten

And, above all, Peace on Earth in the New Year!

The Zajaros Family — Jack Sr, Connie, Allie, Kayleigh, Emily, Kailyn (Purdy), Brynn (Purdy)…and “The Boys!” Bart & TuffGuy…in the shades!

From our family to your's, we wish you a very happy holiday season and the happiest new year!

Watch for a new series on keyword research and its roll in local search. But for a day or two, unplug and enjoy the holidays. Have a very happy new year…from all of us to all of you!

Professor John P. J. Zajaros, Sr.
The Ultimate Internet Image
Lakewood, Ohio 44107
216-712-7004

Seth Godin’s Linchpin

or

Michael Gerber’s E-Myth?

While the Internet offers a platform for individual expression, the tendency is to remain in lock-step and follow the follower.

While the suggestion of individuality is appealing and powerful, I wonder how much is based in reality…and how much is illusion!

The ultimate questions:

Do you want to be one of many?

Or

Do you want to be one standing apart from the many?

In Seth Godin’s masterpiece, Linchpin, a template for creating your own map, Godin suggests we do something unique, something amazing.

In Michael Gerber’s The E-Myth Revisited: Why Most Small Businesses Don’t Work and What to do about it, Gerber suggests we create with an eye towards duplication and automation…the franchise model.

You must decide!

To my way of thinking, and I have read almost everything both men have written, Seth Godin’s Linchpin approach has it all over Gerber’s E-Myth argument.

Me?

I can’t walk in lock step with anyone. I hope you feel the same because it is the only way to separate yourself from the masses and do great work!

Contact me anytime, I’d love to have your comments here!

Please join us on Facebook. Click here!

John

Professor John P. J. Zajaros, Sr.
The Ultimate Internet Image
Lakewood, Ohio 44107-3704
216-712-7004 (office)

The Klout Score Remains Unreliable

Klout Fails to Convince:

Perks, Influencers, K+ are Questionable

Over the past several months I have used Klout, analyzed Klout, scrutinized Klout! I embarked upon a year long study after ripping Klout in August of 2010.

See: Inbound Marketing Week in Review: A Hard Look at Social Media Klout: Inbound Marketing and Social Media Perspective and Review–Introducing Klout, TweetPivot, and Spezify!

Feeling I may have been too harsh, and desiring to be fair, I stepped back, took a deep breath, and then stepped back in.

Boy…did I step in…it!

Of one thing I am absolutely certain, the Klout Score has as much real value as a daily horoscope. It can also be argued, and quite convincingly I might add, that the horoscope is probably right more often…at least relative to your Klout Score.

@Klout can’t have it both ways!

If the old data was BS, the new system reflects that fact. If the data was reliable? Then Klout scores wouldn’t have changed quite so drastically…and overnight!

Significantly, one might be inclined to argue that Klout was either wrong then…or they are wrong now. In fact, I’d argue that it’s not merely a matter of either/or. I suggest that Klout has been consistently wrong!

Once again, Klout defines its lack of integrity, consistency, and value!

A detailed analysis of Klout “Influencers” confirms the pure fiction of the Klout score. In fact, Stephen King would be proud, and perhaps a little jealous given the upcoming launch of 11/22/63.

Influencers?

10 out of 10 people listed as influencing me have had little or no contact with me across any of my many social media profiles.

Dogs and Cats and Monsters…

…Oh my!

Incredibly, Klout has given a number of pets very high Klout scores. I guess the dogs are simply trying to get a leg up on the competition? Well, good for Klout…and good for a few good animals.

BTW, who is influencing Poochie? Or better yet, and perhaps more suggestive of just how ridiculous the whole Klout algorithm is, who is being influenced by Poochie?

Now that’s not silly, it’s sad!

The silliness of the daily Klout score has come full circle from the days when their data was clearly “hinky!”

And now I just don’t see the point!

We might as well read our horoscopes! They have the same grounding in reality…and may indeed be more accurate!

Ultimately, whether or not you follow your Klout score is up to you. Obviously!

I will leave you with this:

If social media is a new religion, the newest manifestation of an opiate for the masses, and the Internet along with it, then the Klout score must be viewed as a perverted attempt to establish a daily record. Ultimately, the Klout score is an indication of just how determined businesses, organizations, and government agencies are to define Internet usage, generally, and social media usage, in particular. The pursuit of metrics to define the value and impact of social media has become a multi-million dollar enterprise. Why? So companies can use the data collected to manipulate and control the buying behavior of the public, those individuals buying into this newest form of religion…social media.

See you on Twitter!

John Zajaros
The Ultimate Internet Image
440-821-7018

NOTE: When I mention religion, I am referring to it in its broadest, most figurative context. However, one can not help but notice the profound impact this new form of worship is having on individuals, groups, businesses, agencies; and yes, governments. Doubt me Thomas? Well, just take a look at what happened across the Middle East in the past year. Then tell me the Internet and social media didn’t have a profound impact on the very existence of governments. In our own backyards? And now across The Pond? The Occupy Wall Street movement has been fueled, in large measure, by the connections made via the Internet, generally; and, via social media, specifically. There is more to follow, much more. I simply hope we are not putting our faith in false gods. Or Klout scores!

Inbound Marketing and Social Media:

A Recipe for Success Online

Inbound marketing is successful when you view it in terms of a combination of permission marketing and search driven marketing. In other words, you want to be where your potential clients are….when your potential clients are searching for your services. If you are not, you will be ineffective and your inbound marketing strategy will fail.

Central  Hub: You must view your website in terms of a central hub. The idea is to drive as much traffic as possible to your hub by creating excitement, authority, and, above all, interesting content.

Video: We are in the video generation most online advertising and inbound marketing is driven by video. That is where the lion’s share of your clients will come from. An effective video campaign will send your business soaring, a lackluster video campaign will kill it!

Blogging for Business: Blogging is crucial! In fact, the static website of just a few pages is on its way out…if not dead already! The website that is primarily image-based, particularly when it comes to text, is worthless. You will derive ZERO SEO value from images alone. When a website full of images is crawled, it shows up as blank. A balance of text, images, and video is essential. Blogging also develops interest in your business and provides a line of communication between you and your clients that is invaluable. Blogging is essential for any business trying to grow and relate to their target market long term.

Viral Video and the Rest of the Online Guru Hocus Pocus: Forget about viral! Yes, that’s right…forget about it! If you intentionally set out to create a viral video or make some other sort of online media go viral, it will almost certainly fail! Focus on quality content that will interest your target market and get shared.

Note: I have videos and articles on websites around the world and very few, if any, would be considered viral. But they all get shared and it all translates into backlinks, subscribers, social media connections, clients, and friends.

Yes, friends!

Redirects: Redirects can be useful but if you are hoping to derive any SEO value from a super domain name that you are only using as a redirect to your not-so-great url, you are wasting your time, money…and a quality domain name too boot!

Articles: Articles accomplish several things at once. Articles establish you as an authority in your niche, they deliver backlinks to your main hub (although this is changing), and they drive traffic to your main hub. Even with the new shifts in Google’s algorithm, article marketing is still a crucial component of a solid inbound marketing strategy.

John Jones: Who is your target market? What does he look like? What are his interests? How does he dress? You must be able to SEE John Jones in order to relate to him…or Jane Jones for that matter!

Social Media: Social media is also essential! All of the components of an effective inbound marketing strategy must work together, in concert, if you are going to succeed. This is not an optional strategy, it is imperative if you want to compete in today’s market. Linkedin, Twitter, Facebook (both personal and a fan/business page), YouTube, Dailymotion, Break, Viddler, Foursquare, and others are the key to social media success. Ping.fm is the best way to reach most of the core social media sites in one blast, Hellotxt is another, and XeeSM.com is the third. If you integrate these social media hubs into your overall strategy it will make your job much easier.

Warning: Do not use social media as a vehicle to spam your followers or you will kill any suucess you may have otherwise achieved! Additionally, if you spam, all you will have following you are fellow spammers…and they will eventually unfollow you as well!

Additional Blogs: Google’s Blogger, Squidoo, HubPages, and others are also useful and can be tied directly into your social media hubs for constant updating! These should be included, as they are virtually effortless to maintain and they do end up on page one!

Keyword Research: Most keywords are insignificant. Many businesses beginning to explore inbound marketing focus on keywords that drive ZERO traffic to your website. The key is to know not only what terms are searched for, something Google does well, it is crucial that you know which keywords get the most CLICKS! Click through rate is crucial.

Google Analytics: Metrics are also key! You must know who is visiting your website and where they are coming from if you are to develop and intelligent and effective, long term inbound marketing strategy.

Testing: A/B testing is probably the simplest and most effective, at least when starting out. Long term strategies can be added from there.

Consistency: An inbound marketing strategy must be applied daily if it to work! Social media can be time intensive at first. The longer you do it, the easier it will become. Blogging must be done at least 3 times per week for best results. A video blog with adequate text to introduce and provide a synopsis of the video can make all the difference in terms of SEO value.

SEO: SEO or search engine optimization is a long term strategy! Yes, there are certain tweaks and some people believe Google provides a bit of a nod to new entities on the web…but that is debatable. Google is King Kong on the Internet right now and they are changing their algorithms constantly. The best strategy is one that is keyword rich and delivers superior content.

Video, Article, and Social Media Delivery Software and Memberships: There are several delivery systems in the form of membership sites and software that can be used to make you job easier. It is crucial to use these systems in order to reduce the amount of time you must spend on tedious projects…or get your employees in on it and have them do it. In the long run, your labor costs will kill you. It is best to use the membership sites available to you. We will review many of these as we progress.

Video Creation: There are several video sharing and video creation sites online. Animoto is simple and effective for creating short, interesting videos. Vimeo, Viddler, YouTube, Dailymotion, and several other video sharing sites will allow you to add your own logo and message for a fee. It is well worth it long term. While placing YouTube videos on your blog and website may be cost effective short term, long term you want to create your own identity without relying on YouTube. I have integrated my Flip MinoHD videos through Camtasia to Screencast. Others use Amazon’s video platform and still others Brightcove. Whatever the platform, make sure you learn all the ins and outs, so it remains trouble-free and cost effective!

In the next article I will discuss several sites I recommend you set up profiles on and how to do it for next to nothing and with little effort. Your profile should be keyword rich and your image a professional and/or easily identifiable one. In addition to Google’s Keyword Tool, I sincerely feel that Market Samurai is the class online at this time. Check it out for free & then upgrade if you like it!

I love it!

Discussion: We will discuss any questions or comments you may have and raise here. I hope this helps you as you begin, at once, to create your new and Ultimate Internet Image…or help others to get there!

I look forward to sharing ideas and/or working with you and believe we can position you to do great things in your niche as a brick and mortar business, an online business, or as an Internet, inbound marketing consultancy!

John Zajaros (Jack)
The Ultimate Internet Image
Lakewood, Ohio 44107
440-821-7018 (cell)
johnzajaros@gmail.com

Note: Just assume links are affiliate links and that way there can be no misunderstandings!

Inbound Marketing Consulting and the Group Buying Phenomenon

Group Online Buying: The Downside – Long Term

As the various group online buying sites pop up and local businesses rush to cash in on the latest online gold rush, inbound marketing consultants are in a difficult position.

This video is a conversation that attempts to explore the tenuous position local businesses are in!

As the race for riches takes off once again and historical precedents are seemingly ignored,  many businesses attempting to break out of the recent economic downturn may in fact be placing themselves and their livelihood at risk.

Inbound marketing consultants have a responsibility to be well-informed and advise appropriately as the debate continues and intensifies. I hope this helps as group online buying may may alter the face of e-commerce for quite some time to come.

Contact me anytime and I would love to get your take on all of this here. Please leave a comment below, perhaps answering the following question:

Do you think Group Online Buying is here to stay and what are the risks to small and medium-sized local businesses?

John Zajaros
The Ultimate Internet Image
Lakewood, Ohio 44107
440-821-7018 (cell)
216-712-7004 (office)

Note: GM seems to be recovering. However, whether you call it a bailout or a buyout, there can be little doubt that Pandora’s Box, opened several decades ago with the introduction of massive incentives certainly contributed to the collapse of a worldwide institution; and, the end of this corporate giant, as we once knew it, is history. The question? Will history repeat itself? Surely, the way the automobile industry conducts business at the retail level has been profoundly and forever altered. I get a bit worked up at times, particularly when David meets Goliath and the outcome is still in doubt. If you stay with me until the end of the video, I think you will understand why! Thank you for stopping and don’t forget to leave your thoughts.

Groupon and Google Battle for the Group Online Buying Bonanza

The End Result: The Local Businesses Will Lose…Big!

Question: Why would local businesses give away products & services for 1/2 the retail price? What kind of buyers are drawn to those incentives?

Answer from Facebook Friend: I don’t know, but after Groupon’s take it’s more like 25% of retail price. It’s good for Groupon, hence their now $15 billion valuation (Google was trying to steal it at $6 billion). However, I don’t know how good it is for the small business in reality. Bottom line is it’s free to start, and that’s not a hard sell (even if they lose money later on – Groupon doesn’t mention that).

My Response: The pitch to local businesses is suspect and the type of customer/client the local businesses will draw is the one looking for a ridiculously low price. The local business is being sold on the idea that once they get the client through the door that first time, they have a shot at building a list, being able to make them future offers, and being able to get them back again for a more profitable transaction…and a lasting relationship.

My questions are myriad but the number one issue here, and the thing the local merchant will never be able to recover from, never be able to turn that clock back from again, is the discount…that ridiculously low price and margin!

Ask a GM executive if they were able to sell vehicles as consistently, and at the kind of margins they once were able to, once rebates and incentivized financing were introduced. Yes…and no!

The fact is, once the incentives were introduced, buyers were conditioned, very much like Skinner’s pigeons, to buy only during incentive periods!

When incentives were not in play, either rebates or financing, sales plummeted and vehicle sales at the MSRP, with the expected margin, disappeared.

Beware the Sirens’ Call!

By introducing this sort of sales platform, complete with incentivization?

With the local merchants’ already close to the bone margin?

In the hope that there will be some magical carryover?

Ridiculous, foolish, and extremely short-sighted!

The local merchants are betting on the “come,” as in future income.

And Groupon, Google, LivingSocialDeals…Such a deal for you, you won’t believe!…and the rest of the online deal brokers (read: sharks) rushing in to get their share of the profits during the feeding frenzy…I mean offer…will be the real winners!

Who is going to be aced out of the transaction when Groupon becomes the local Amazon…or Google for that matter?

Think about it!

The local merchants that got the entire thing going, that’s who!

Who is also building that shared list of all of those bargain seeking clients?

This smacks of the same sort tactics companies have used since, well, since Christ left Chicago, to build businesses on the backs of others.

Take the franchise model companies have used, and still use, to build a huge regional presence when capital was lacking or nonexistent.

Who managed to pull those franchises back into the fold?

The parent companies gobbled them up once it had built the necessary infrastructure, along with the capital, on the backs of the franchisees.

And who was left out in the cold? It happened again, and again, and again! Even a certain hamburger company pulled this in the mid-70s and into the 1980s!

It will happen again, in one way or another, because regardless of the setting, people fail to learn from history!

Mark my words, I will say it again…it will happen again!

Final question:

What does it cost Groupon or Google or whomever to offer merchandise offered by, inventoried by, the local businesses?

Even the “affiliates” are paid on the “come!”

Great deal for everyone BUT the local businesses!

The Pied Piper is selling the Emperor’s Clothes, so get on board! The Sirens’ Call says it all…

…Nope, nothing wrong here!

Right Cujo?

More to follow!

John Zajaros
The Ultimate Internet Image
Lakewood, Ohio
440-821-7018 (mobile ~ call anytime)

Inbound Marketing and Search-based Targeting

Chasing Traffic is About Getting Them to Uncover You!

First, set aside your ego!

People are not looking for you online, they’re looking for a specific solution. If you happen to have incredible brand awareness and can solve their problem? Great! Maybe you are Dell or BMW or State Farm. However, as a rule, online consumers will not type your name into the search box, they’ll type in the search term that satisfies a specific need, requirement, etc.

Something you probably already know:

If they’re typing your name in to the search box? You should be spending your marketing effort (read: cash, money, resources, keesash, moola, bread ) elsewhere!

The secret to online success, inbound marketing success, Internet commerce success?

1) Get in front of as many people searching for what you are already offering

2) Offer a product searchers are already seeking out

3) Get in front of a trend based on viral marketing mojo

Number 2 is the secret to real success online, get in front of a lot of people seeking a given product or service.

Number 1 is what most businesses do because they already have a lot of stuff to sell and have experience selling it in the offline world.

They think, “Hey! It’s just another market and we can simply do the same thing in this slightly different venue, with some of that new-aged Internet inbound marketing stuff…right?!”

“Yeeaaah!” Jon Lovitz would say, “that’s the ticket!”

You can indeed be successful exploiting Number 1! If you are creative and remember a few rules, rules that have nothing to do with the excess baggage you have probably carried over with you from the offline, outbound marketing world.

As Seth Godin as so aptly stated, and I’ll paraphrase, a Meatball Sundae just won’t cut it!

Believe it or not, an incredible number of otherwise very savvy businessmen and women chase Number 3 and quickly go broke!

Or, if they are smart, lucky, and quick studies, they may wake up and avoid crashing into the rocks. You see, many go broke listening to the Siren’s Song.

You know what I am talking about?

Internet marketing gurus, gurus who are experts at doing just one thing, selling bright, shining objects to those otherwise savvy businesspeople who have lost all real business sense as they pursue the Online Gold Rush or believe they can create a Meatball Sundae!

The fact is, the Internet is different and inbound marketing is very different! In order to succeed, you must not only create a new marketing strategy, you must create a different business mindset, and then you have to  reset your thinking about how to pursue customers or clients, customers and/or clients who now hold all the cards and will seek out your product because it serves their wants, needs, and desires.

If you aren’t where they’re looking? You are out of luck and, very quickly, out of business online and offline.

So, reset your thinking this year and, if your marketing consultant is telling you that all it will take is a little whipped cream and topping for that Meatball Sundae…get a new inbound marketing consultant.

Yesterday!

John Zajaros
The Ultimate Internet Image
440-821-7018 (cell-anytime)

Building an Inbound Marketing Consultancy…

…or Social Media Management Firm

Prospecting is one of the major stumbling blocks to inbound marketing consulting and social media management success. Paradoxically, prospecting is crucial for success because, in order to help others build their businesses, we must simultaneously build ours.

If we do not find and develop inbound marketing and/or social media clients, we will never be able to do what we love to do….what we are good at doing. To help others succeed, using the inbound marketing and social media management strategies we have come to understand and believe in, we have to seek out and educate brick and mortar business owners and professional people (i.e., M.D.s and D.O.s, dentists, chiropractors, podiatrists, attorneys, accountants, etc.) about what it is we do and why it is in their best interest to allow us to assist them with the transition from an old media, outbound marketing strategy that no longer works to a new media, inbound marketing strategy that will.

Significantly, is it not only crucial that we identify inbound marketing and social media management prospects, we must have a plan in place to contact, develop, and educate them once we do.

I’ve mentored several inbound marketing consultants, men and women just beginning to build their inbound marketing consultancies; and, in almost every case, they have reached the same point with much the same reaction. Interestingly, while they have followed enough of the steps I will discuss below to have made a contact…they don’t know what to do next!

Or, they have actually been contacted by a prospective inbound marketing client only to freeze up!

Failure and Teachable Moments: Prospecting and Inbound Marketing

Significantly, many of these failed calls did not fail because the consultant didn’t know his or her craft…quite the contrary. They failed because they simply placed too much pressure on themselves and froze up. Ultimately, the call ends badly and a contact that may have developed into an inbound marketing client instead developed into a teachable moment and a valuable lesson.

Note: We learn as much from these failures, if not more, than we do from calls that go just right and end with an appointment being made. Keep in mind, the sole purpose of the call is to make a good enough first impression to get a second appointment. At this point you do not know if you have a prospective inbound marketing client or not, so don’t try to sell anything. Once you develop that mindset, it is easier to talk to business owners and professionals. You see, at this point you do not have a sales situation, all you have is conversation.

While you may conceive of selling as difficult, having a conversation is easy…so quit trying to sell!

What do we do?

How are these calls handled?

Well, first you have to get the inbound marketing or social media management prospect to call. This means generating prospects, knowing how they are likely to react, and being comfortable enough with yourself, the phone, and the material (inbound marketing and social media) to do a good job; and that all comes with experience.

We will discuss more about this in part two.

However, the first thing we need to do is to identify the prospect, and then develop the prospect, so they are willing to take that initial step and either make contact…or be receptive to our first follow up contact.

For you to understand how big a step it is for most business owners and professional people to make that first call, think back to how you felt the first time you contacted someone about getting help to build your business.

If you haven’t, you will…Almost everyone does!

Interestingly, the emotions experienced by an individual making that first call, the individual on the other end of the receiver, are a combination of desperation, curiosity, and fear.

• Desperation - Because they generally have an issue with their marketing. Their marketing is generally some form of outbound marketing…or perhaps a static website that dates back to ’90s online marketing mentality. The “offline” business owner or professional is in pain or they wouldn’t have made the call. In other words, they have a problem with their marketing and they know they have a problem.
• Curious - Two, they are a bit curious about you, particularly if your message resonated with them enough to prompt a call. That also means they will probably be cautiously receptive, provided you don’t come off like a nervous idiot!
• Afraid - Finally, they are afraid for a number of reasons:
  • They are undoubtedly afraid that you are going to come across as some high pressure jerk. This is how they may feel…not how you actually are. I hope!
  • Or, conversely, you that may come across as someone who cannot help him or her at all…thus leaving the business owner in even worse shape. Keep this in mind: Deep down they hope you have the solution; and, it took a lot for them to make the call…so handle it properly! They want to talk to you, they are simply apprehensive…afraid!
  • They are also afraid because they may have to change something. Or a lot of somethings; and, people resist change. We all fear and resist change, so be aware of that fact; and, deal with it with confidence, reassurance, and education…at the right time!

For all of the above reasons, and many more, you have your work cut out for you!

Now that you have some idea of what you are up against, you can at least begin to design an approach that is appealing, low-keyed, and effective.

You have two choices:

1. “Throw enough spaghetti against the wall and some of it will stick!” This is the old shotgun method. Some stick a pin in a map and then begin to prospect geographically. Others tailor their efforts demographically, still with something of a shotgun approach. Still others use a combination of geography, demographics, and psychographics (we will get into this next) to get as close a look at their target market and their buying behavior as possible but they are still using a broad-cased approach with little or no real broad-based research…beyond that mentioned above.
   1. Direct Mail - I personally like direct mail and use it a lot! If it is done right, and over time, direct mail can be very effective based on ROI. The problem most people have with direct mail is that it doesn’t get opened because it looks like junk mail or it doesn’t pass the 3 second test and goes right into the waste basket. We will deal more with this in an upcoming article.
   2. Craigslist – Actually, all of the free online classified directories work and they also do well with Google, particularly Craigslist. It is free and, if you are not using it, spam and the negative media notwithstanding, you are throwing away a few clients yearly. Over a five year period, that is a significant sum of money!
   3. Backpage, Kijiji (eBay), etc – The same goes for these free classified sites, they are all useful and every inbound marketing and social media management firm should have a presence on them. Even the sponsored listings are ridiculously inexpensive…so do it!
   4. Cold Calling – I am not a big fan of cold calling, in fact I loathed it, particularly in the old school way. However, there is a course available that has transformed cold calling and it is worth a look. Even if you only use the course as a means of getting comfortable with the phone, because we all us it, this course is a must. It is called Unlock the Game by Ari Galper. The inbound marketing consultants I have mentored will tell you, this is the first course I suggest for all new consultants. It is a must! The free training alone is incredible and will change your thinking and your approach to the phone, and prospecting, forever.
   5. Others - This is where I place all the other things that you might like to try. However, if you apply the other strategies, those listed above and those I will get to below, you really won’t have time to fool around with a lot of them. One I will suggest is the Yellow Pages.
      1. The Yellow Pages - Businesses advertising in the Yellow Pages have watched response drop and the prices for ads skyrocket. Many of these business people are looking to get out. Be creative and do you research and you will find very good inbound marketing prospects in the Yellow Pages. If you have the time, this can be a valuable resource.
      2. Valpak – Valpak used to be one of those things that hit the trash, validating The 3 Second Rule! Now I view it as a resource. If a merchant is willing to go to the time and effort, not to mention the expense, of setting up a Valpak account? They will be interested in what you have to say…provided you approach them properly and educate them thoroughly. I place Valpak advertisers into one of three categories and then develop them accordingly. Again, I will cover this in an upcoming article dealing with direct mail and inbound marketing consulting.
2. You can get creative! Creative prospecting includes a variety of strategies, all designed to find the hungry market…what I have heard others refer to as the hungry fish. I am not crazy about calling prospective clients fish but if it helps you visualize what I am talking about…whatever works and so much the better. However, your prospective clients are people just like you with real world concerns, families, and businesses to provide for, keep afloat, and run. The more human you perceive them to be, and not just as “hungry fish” or “target audiences” or even “prospects,” the easier it will be to connect with them, build interest, relationships, confidence, trust, bonds, and clients for life!
   1. First – Go where the business people are. Join the Chamber of Commerce, the Jaycees, etc. I’ve mentioned this marketing step before. Get the membership directories but be careful not to prospect to them aggressively or right off the bat. Learn who the key influencers are and attempt to get to know them, very much as you would do on a social media site. Chamber of Commerce members are a there for a reason, to network and to build their businesses. If you can help them build their businesses, once they get to know you, you are in!
   2. Go to the local library and offer to teach a class on how small businesses can build an online presence. Libraries usually introduce these programs well in advance, usually in a bulletin, so you can get great exposure and have plenty of time to develop the course material. Libraries usually require an outline but that can be accomplished in an afternoon. You can teach the class as an over your shoulder course, one in which the students (local business people) follow along throughout an inbound marketing campaign set up. Or, you can simply do the A-B-Cs of inbound marketing and social media. The latter works well if relate it to local offline business. In either case, you will have many people approach you and ask if they can hire you or at least talk to you about what they can do to improve their online marketing. It is up to you to do the rest. Hence forth, you will be viewed as an authority in your community and the word will spread rapidly.
   3. Get a digital recorder and drive through your town, making note of the new businesses, the grand openings, and certain high value or high ticket businesses that attract your eye. Once you have “carded” the area (i.e., recorded the information, picked up local newspapers, maps, periodicals, grocery store handouts, and the rest), go back to the office, transcribe the information, note the advertising, and create a spreadsheet. Then it is time to do some research. Make sure you log the following information:
      1. Name
      2. Address
      3. Phone – Verify from infoUSA.com
      4. Web address (if they have one – note if they do not)
         1. Alexa Rankings
         2. SEO Information (to be covered in an upcoming article)
      5. Google them and establish how deep their online presence goes and what they are doing in the way of inbound marketing and social media to build The Ultimate Internet Image (couldn’t resist!)
      6. Email address from website About and Contact Us as well as from Whois.com and BetterWhoIs.com
      7. Business Owner – Contact Name infogroup/infoUSA.com
      8. Contact Title
      9. Verify Mailing Address from American Chruch Lists
      10. Type of Business
      11. Employee Size
      12. How Long in Business
      13. Other Relevant Data
3. Referrals and Warm Contacts – These are either referrals from business owners and professionals you are already assisting (I will go into how to develop referrals and letters of recommendation – testimonials in an upcoming article). You can also approach the individuals you do business with and pass out a business cards, strike up a casual conversation, and ask them if they have a few minutes and take it from there. How you handle referrals and how you handle your warm market are different but they are both high quality leads and a great source of business.
4. Local Newspapers – Businesses spend a lot of money on newspaper advertising with very little to show for it. I suggest OfflineBiz.com. When you upgrade to the Gold forum you get a letter as part of your introductory series that converts better than any direct mail piece I have ever used! I am talking about 12-18% for every mailing that goes out. The nice part is that you can use it in conjunction with newspaper ads, magazine ads, Yellow Pages ads, etc. It is without a doubt the best letter I have ever used for response on a cold mailing as part of a direct mail campaign. Try it! It will be worth it. And OfflineBiz.com offers instructional material that is really quite good. If you use the information and the letter provided by OfflineBiz.com you will see your response rate related to newspaper advertising prospecting in association with direct mail skyrocket. I have never seen anything like it! Sound like a commercial? It works or I wouldn’t mention it, affiliate link or not!

Prospecting for inbound marketing and social media clients is about…

…research, experience, and empathy!

If you can put yourself in your prospective inbound marketing client’s shoes and understand everything there is to know about them before they call you, or before you call them, you can speak intelligently…without pressuring them!

The key is to make it a conversation and get the appointment.

The appointment may lead to something…and it may not. It is up to you and the prospective client at that point. However, if you lay the groundwork and choose your prospective clients well, combining the best of both approaches, the spaghetti approach and the creative approach, you will have more business than you know what to do with…long term.

Ultimately, we will get into greater detail with respect to several of these points.

But for now…know this:

You can never do too much prospecting and you can never be too prepared. However, do not try to sell anything over the phone and do absolutely no selling on the first visit.

Your job is to listen, learn, and understand!

If you can do that, you will be on your way to inbound marketing and social media management success!

John Zajaros
The Ultimate Internet Image
Lakewood, Ohio 44107
Skype: johnzajaros1
216-712-7004

PS, I am accepting 5 students and will work with them for the next 180 days. You will have your business up and running in that amount of time and be making money. Guaranteed! For more information, you may contact me via my personal email address: excellencepaidforward@gmail.com

PPS, Watch for Part II. We will deal with the nuts and bolts of each issue.

Are you selling price or loyalty…?

When you train your customers to buy based on price, they become loyal to the price, and not loyal to you.

For example, if a new giant retailer came out on the marketplace today, and their whole sales pitch was, ”We promise to be THE lowest-priced store in town — we will even beat WAL-MART hands-down, on every single item in stock.”

What do you think would happen here?

Do you think everyone would stay put and stay faithful to Wal-Mart?

I doubt it.

Sure you’d have a few die-hards, but for the most part, Wal-Mart’s customers would RUN as fast as they can to this other place.

Being loyal to YOU is far more important, and makes pricing FAR less important, however, if you want that kind of loyalty, you have to earn it!

The reason we don’t ask for our best price is because we are afraid they will reject us… here’s a little secret… you may be rejecting yourself before your prospect even has a chance to reject you?

Build loyal customers by helping them and offering them services and helpful information, and not simply the lowest price.

Make it a great day!

Bob Oros
800-480-5197
http://www.BobOros.com

NOTE: Bob Oros is cut from the same cloth I am. I received this in my inbox this morning and immediately emailed Bob to ask him if I could use it. Bob is a real world, No B.S kind of sales trainer and speaker; and, he and I hit it off from day one. I would recommend Bob’s sales training course to anyone who wants to get back to their roots and take it to the next level in sales! Bob Oros is the real deal and it is a pleasure to post his insights here. If you have read anything about the homogenization and commoditization of inbound marketing, my theme over the past two days, this post will resonate with you!

Positioning, Differentiation, and Homogenization

The Impact on Inbound Marketing and Social Media Management!

Positioning and differentiation are two of the most important concepts you will come across as an inbound marketing consultant for social media manager.

Your understanding of these fundamental marketing principles will assist you in building your inbound marketing consultancy. Additionally, they will help you understand your clients; and, the businesses and/or professional practices of your clients.

In order to offer something truly remarkable, we must be remarkable ourselves, and that means personally and professionally. Additionally, we need to define and distinguish ourselves and our work in the marketplace; and, to do that, we must be remarkable.

As many marketing experts have so aptly pointed out:

Good is no longer good enough.

In fact:

Great is no longer good enough either!

You must be remarkable, consistent, and determined in your inbound marketing efforts…and your social media strategies.

Dan Kennedy states that, “Positioning is controlling how your customers and prospective customers think and feel about your business in comparison to other, similar businesses competing for their attention.”

Brian Tracy states that, “Positioning refers to the way your clients think about you and talk about you, and your company, when you are not around.” Tracy goes on to explain that, “The position that you hold in your client’s mind determines all of his reactions and interactions with you. Your position determines whether or not your client buys from you, whether he buys again from you, and whether he refers other people to you.”

In other words, everything you do when it comes to your client’s inbound marketing requirements affects the way your client thinks about you, your inbound marketing and social media strategies, and your inbound marketing consultancy’s brand…your Internet image.

Brian Tracy and Dan Kennedy differ somewhat, with Kennedy conflating the definitions of positioning and differentiation somewhat; and Tracy offering distinct definitions.

In the end, it all comes out in the wash!

Why?

Because you cannot have one without the other and be succcessful, positioning and differentiation are like the Ying and Yang of marketing.

Tracy maintains that, “Differentiation…refers to your ability to separate yourself, and your product or service, from that of your competitors. Differentiation is the key to building and maintaining a competitive advantage.”

Ultimately, it comes down to how you read their individual definitions, with careful attention to the context in which each definition is offered.

Positioning and differentiation are two halves of the same whole, an advantage you and your inbound marketing firm has over your competitors in the same marketplace; the unique benefits no one else can provide your clients.

However!

When all you have to offer is what everyone else is offering, and you have made it all about the price, you have little chance to be remarkable.

In fact, even if you are? In all liklihood, you won’t get hired because you have defined the parameters before you even open you mouth.

Unfortunately, we are witnessing the homogenization of inbound marketing and social media management!

We are also witnessing this trend throughout much of the business world today. As a consequence of this trend, the homogenization of inbound marketing, we are witnessing less of a distinction between inbound marketing consultancies and social media management firms.

What defines good enough…much less remarkable?

Is it true that good enough…isn’t good enough?

Additionally, what qualifies one entity to “certify” another at this point? And yet, we see this movement to be “certified!”

Interesting!

I call this trend “Follow the follower!”

Worse yet?

We are also witnessing the commoditization of inbound marketing, along side its homogenization.

Listen to Dan Kennedy talk about price lists some time if you want a real education on commoditization.

He is dead on the money, pun intended, on this point.

When you make the conversation all about price?

You become nothing more than a discount operation in the eyes of your prospective clients!

Instead of being about what makes you separate and distinct?

Your positioning and differentiation?

Instead of what makes you remarkable?

You are nothing more than an inbound marketing or social media version of K-Mart!

Why K-Mart?

Because they went bankrupt!

And making the conversation about price before you know anything about your client is bargain basement mentality; and, all your competition has to do is chop your price…and you rapidly fade away!

How can you possibly know how much to charge an inbound marketing or social media management client when you have yet to establish your client’s needs?

Or, for that matter, if you can help them at all?

In many instances, the business building and marketing strategies of today are not based on a follow the leader approach, an approach most refer to as modeling.

Modeling is a strategy that makes sense, at least to a point.

“Standing on the shoulders of giants!”

However, as noted above, we seem to be witnessing a “Follow the follower” mentality, everyone lock-step behind the next…and the result is lackluster at best.

I suggest that inbound marketing is perhaps too new, as a marketing discipline, to have many giants worth modeling…much less available for a perch on their shoulders!

Sadly, many of the companies at the forefront of the industry, those worth modeling at all, do not have extensive experience in the trenches, building inbound marketing and social media strategies for businesses and professional practices day in and day out, belly to belly, one at a time…over a period of time.

Ironically, many of the leaders today are primarily thought-leaders, with little in the trenches experience with local, “offline” businesses…consulting one on one.

Frankly, this takes getting out from behind the monitor and the desk and talking to business people in the community. What Dan Kennedy would call a No B.S. education, one based on real world experience and not on theories and concepts learned from an info course or on a website.

The best experience you will ever have, the fastest way to mastery of your craft, inbound marketing consulting and social media management, is to get out and rub elbows with business owners every day!

If you build the kind of site I see online today, the one-size-fits-all type of inbound marketing website…with services and prices posted like some sort of as menu?

You are one step away from becoming K-Mart!

If a client finds you at all, they will simply go down the menu and circle what they want, scratching what they don’t want, and that will be that.

Sadly, it will not be based on positioning or differentiation!

It will be all based on price before you even have an opportunity to establish why you may indeed be different and remarkable.

Why?

…because you are simply K-Mart!

That will be 12 blog posts please…to go!

Hold the fries!

Please let me know what you think!

Also, check out the contest on the home page…we are running out of time.

Subscribe and get a free copy of the Inbound Marketing A though Z available September 8, 2010!

John Zajaros
The Ultimate Internet Image
Lakewood, Ohio 44107
Skype: johnzajaros1
216-712-7004

PS, For more on this topic check out The Homogenization and Commoditization of Inbound Marketing (Part I) and Homogenization, Commoditization, and Mediocrity in Inbound Marketing (Part II).