We’ve already talked a lot about online marketing, but how does it compare to offline marketing? They can both bring more leads and profit to the table, they just get there through different avenues.

Consider this about traditional marketing. You pay a flat fee for the ad you want placed. This generally includes the Yellow Pages, radio, TV, and newspaper. You then wait for the calls to come from those ads. If you placed a code in each of your ads you will be able to track the ads that are the most successful. However, the bottom line remains that you paid for your ad and now you have to sit and hope it performs.

In sharp contrast, online marketing offers you the option to only pay for the responses you get. This saves you money and increases ROI.

Another huge aspect of online marketing involves search engine listings. You know how import ant it is to land at the top of search engine results. One of the best ways to do this is through submission to a local business directory in one of the major search engines. Submission to local business directories is free and you have the opportunity to share a large amount of information with people looking for your services. Because it’s a directory listing and shows your business on a Google (or other) map, your business information is at the top of search results for keywords related to your business.

Direct advertising is used in both online and offline marketing. In offline marketing it often involves mailing a postcard to your customers with a special promotion. With online advertising direct advertising is in the form of a promotion via email. This also helps save on marketing costs and helps you track the customers who are responding the best.

Viral marketing is simply a form of explosive word of mouth. You know how important word of mouth is to the success of your business and online word of mouth is no different. Online you have the opportunity for word of mouth to reach outside your immediately target market and draw in new leads.

Lead and list building is important as it allows you to find new customers. There are a number of ways to build your database. Offline you have likely added customers into your database when they purchase, subscribe to your newsletter or enter a drawing. Online you can do all of these things in a simple, automated way.

These are all ways to help your business meet your online marketing goals. They are free and easy to execute.

Next week we’re going to venture into how to build your online presence. We talked a bit about that last week, but the entire second section is dedicated to specific strategies to get your business out on the Internet.

Your own website is just the start to building an online presence. It is important that you make yourself visible in the online world; visible to your customers, potential customers, and the competition. There are many new and exciting platforms on the Internet that help companies connect with their customers. You can learn about this when you watch my guided tour www.energizeyourprofits.com/guidedtour.

We previously explored the benefits of a great website, which is the foundation for building your online presence. In order to increase your ‘presence’ in the customer’s minds, consider ways to reach them and point them to your products. Social media such as Facebook and Twitter are taking over the online world. People spend more and more time on these sites, and companies can use that as a way to reach their customers. Soon we’ll discuss some ways you can use social media to benefit your company.

You’ll also learn how to utilize a blog to draw in new leads and sales. Your blog should be an extension of your website with topics relating to your company. Your blog can also contain pages similar to your website and should also use a subtle call to action. This is a great place to give people more information about how to use your products and make announcements about special events.

Another strategy for building your online presence is article submission. There are a multitude of sites where you can submit articles relating to your business and point people to your products. We’ll give you a list of some of the most popular article submission sites and how to publish content that will drive traffic to your website.

Next week we’ll talk a look at the importance of a website and the components that make a successful website. You’ll see the difference in cost and effectiveness between traditional and online marketing.

Rob Garibay, Building A Foundation

Before you can start your online marketing campaign you need to work through the six steps for success. This will help you flush out a plan to find success. This week you’ll take that plan and learn how to turn it into a solid foundation.

Your road to successful online marketing begins with a solid foundation. One major component of that foundation is a company website. Your company website should represent the products and services your company has to offer. It should have all of the nine basic elements of a good website. These elements can take your customers from start to checkout with ease.

Your website design speaks volumes about your company. Each page on your site should reflect your company and be attractive to visitors. You can choose to spend very little on your website if you plan to do a more of the maintenance yourself. Website hosting on the World Wide Web will cost you a little out of pocket each month. You then have to decide if you will build your own website, which requires a little more knowledge. You could also choose to use a template or even hire someone to do it all. We’ll talk about the options and costs associated with this.

Once your website is up and running, you need to convert visitors into paying customers. There are a series of conversion strategies to choose. One of those strategies is to have a well-defined landing page in which customers immediately recognize why they’re on your site and what they need to do.

It’s essential to keep track of your customers. Set up forms with customer information so that you can contact every customer again in the future. It is also important to measure the effectiveness of your website. You’ll learn how to measure site visits, page views, referring websites, and much more vital information. Once you have this information, you can determine where your online marketing dollars are best spent.

Next week we’re going to take a look at online presence and what it really means. You’ll learn exactly what an online presence is and how that presence can draw customers in and increase your sales. An online presence is also about building brand recognition, another major component to success in an online world.  Until then, check out our e-learning system at www.energizeyourprofits.com.

There are six ways to achieve success in your online marketing campaign. One of the ways is to scope out your competition. Find out who your competition is and what they have to offer customers. Do your services or products match up? Notice how they are reaching their customers, whether it’s through online or offline advertisements. Write down what you can do to increase your visibility and be more competitive.

It’s also important to be realistic with your goals and expectations. You want to accomplish many things with your business, but it’s important to take baby steps. Try not to get ahead of yourself in the planning process. To learn even more about setting goals watch my guided tour www.energizeyourprofits.com/guidedtour.

Lead generation is the important step in online marketing that will ultimately help your increase your revenue. What do you do once you capture new leads? How do you keep them? There are some specific steps to take that will help you capture leads. Once you get them to your landing page, you can use some of the strategies to turn them into paying customers.

Budget is another major consideration. It is important to know how much to spend on your online marketing strategies. Develop an action plan listing various marketing strategies and the cost involved. This list may include contests, coupons, newsletters, and website. You can use the three formulas listed to determine your costs as well as your return on investment. This will help you choose where to spend in your online marketing campaign and stay within your budget.

Online marketing success may not happen overnight, but with realistic goals and a pre-determined plan of action, those leads will become paying customers.

Next week we’re going to talk about how to build a solid foundation for success. As with your home, if you do not put down a solid foundation before you build, your structure will crumble.

What Entrepreneurs Can Learn From Peyton Manning

3/27/12

Peyton Manning signs a new deal for nearly $100 million to play football.  Some guy named CC Sabathia signs last fall for $122 million to throw a fastball over a white piece of rubber.

Both guys at the top of their game. Skill off the charts. Champions. Leaders.

And they still have 3 coaches… each.

You would think it crazy if Peyton suddenly declared he didn’t need a coach anymore.

Can you hear him now? “Listen. I am the best. I know how to play and have it all figured out. What more can anyone teach me? What more do I need to learn? Nope. I am just going out there on my own now. No coaching needed. Just get out of my way.”

Yeah, right.

If these guys still need 3 coaches each…

You and I need at least 10.

Even the all-time greatest entrepreneur of our time, Steve Jobs, had a team of coaches. Sure, he called them “advisors” and “board members”, but it’s the same thing. The purpose is the same. To get counsel. To get advice.

One of the worst mistakes you can make as an entrepreneur is trying to go it alone. Like a lone wolf. Out there on your own. Maybe starving to death.

Mistake.

When I spoke with one successful entrepreneur coach and mentor, she said this:

“One of the big reasons entrepreneurs fail is they do not listen to the wisdom of others. They just refuse to get counsel.”

But it doesn’t have to be this way. You and I can learn from others. We can get guidance. We can get coaching.

Don’t currently have a mentor or coach? Don’t know where to start?

Lucky for you I’ve got…

10 Traits To Look For In a Coach and Mentor.

1.) Previous Entrepreneurial Experience – Yes, this may seem obvious, but do you know how many mentors, consultants and coaches out there have never actually had their own business before? And no, their consulting business to help you doesn’t count.

Think of it this way: It would be like seeking marriage counseling from a person who has never been married. Um, yeah. Next please…

2.) Variety of Experience as an Entrepreneur (Including the “F” Word) – And one step further? Why not go for a mentor who has started or owned multiple businesses? Yes, the more variety the better. Remember, you’re looking for a mentor and coach who can help you see a different perspective on things. No better match than a serial entrepreneur — especially one who has experienced success and yes: failure.

3.) High Level of Integrity, Honesty and Respect – Bruce Nordstrom of, well, Nordstrom used to say this: “We can hire nice people and teach them to sell, but we can’t hire salespeople and teach them to be nice.

In other words, you have to look at the core of the person whom you wish to be your coach and mentor. Their core character. If it’s somehow whacked — better turn and run. Fast.

4.) No “Yes-Man” Please – It’s important you find someone who will give it to you straight. You don’t need a “yes-man” around, and you sure don’t need things sugar coated. You need real input. Real perspective. And real guidance. And yes, you get to make the final decision, but at least you’re getting some tangible input to go on. Oh, and a promise to make you rich in 30 days? See #3 above.

5.) Big Picture Thinker – You want a mentor who helps you think about the big picture, and then drills down to the details from there. One of the biggest hurdles entrepreneurs have is getting too close to their own ideas. You’ve got to have someone who can back you up a bit. Help you see the big vision. And then yes, help you build detailed strategies to get there.

6.) Genuinely Cares About You – You want someone who is genuinely concerned about helping you realize your dreams as an entrepreneur. Having a coach who only cares about themselves and cashing your check at the end of the week is a dead end road.

No, they don’t need to bring you milk and cookies every day, but you get the point, right?

7.) Encouraging & Empathetic – This may seem counter to #4, but we’re not talking about the same thing here. You will need someone there to pick you up after you’ve gotten knocked to the ground. And believe me, as an entrepreneur, you will get knocked down.

So, it’s good to have a coach and mentor who will encourage you and cheer you on. And yes, be there to stick a bandage on your knee and tell you it’s going to be okay.

8.) Results Oriented – Ever been to a counselor who just wants to sit on the couch and talk about your feelings all the time? Day after day, week after week, month after month? Never really making any breakthrough and getting results on the problem? Believe me, you don’t want to go there. You want results and you want a mentor who will help you get them. Period.

9.) Body of Work – Try to find a coach and mentor who has created their own content and body of work. Meaning? Someone who is a thought leader and maybe written articles, books, or speeches on the entrepreneurial life. Again, this goes to #1 above — ‘tis better to have someone who has lived the life vs. just reading you a bedtime story about it.

10.) Trusted Authority – Lastly, you want a person who has credibility and is seen as an authority by others for their entrepreneurial wisdom. Quoted or found in major publications like Forbes, Entrepreneur or Inc. Magazine. A person who is well-thought of and knows what they’re doing. Basically, a trusted source and leader.

Do whatever it takes to find yourself a guy or gal who fits all the above. And yes, you could take shortcuts and disregard some of these traits. But why would you? We’re talking about your life here my friend.

And although you probably haven’t bagged that $100 million dollar deal yet, look to Peyton Manning and say “yes” to coaching. It may just change your business life… forever.

Rob Garibay

Last week I shared a little introduction into Online and Offline marketing. As mentioned last week, the next few posts will lay out the basics of online marketing, which can also be found on www.energizeyourprofits.com.

Online marketing is an exciting tool that can bring great success to your business. With so many people browsing the Internet, there are opportunities to gain new customers, increase sales, and create a name for your business. For many people, getting started is the hardest part.

One of the first steps to becoming an online marketer is to think like one!  You can target potential customers by understanding their needs and interests. These customers can be reached through both online and offline avenues. We will discuss how to combine these two strategies to reach customers. You will also learn about the three basic ways to make money through online marketing.

If you’re worried about finding the time for online marketing, don’t be. You’ll glean information about how you can use automated services to save your valuable time. Many of your customer needs can be taken care of online without spending hours on the phone with them.

I’d also like to discuss the importance of good content and how to use it for your benefit. Good content will increase traffic to your site and convert readers. You can write the content yourself or turn to an outside source. This area explores the various outlets for publishing your content to increase your visibility in the online world. You can also take advantage of social networking sites, email campaigns, and blogging to get your content in the hands of readers who may convert to customers.

Next week, we’ll talk about the steps to effective online marketing. Before you dive into any new marketing plan you want to put together a smart approach. This is a sure way to success.  Check out www.energizeyourprofits.com to learn how to build a million dollar business.

This week I want to share with you the parallels between online and offline marketing. They may, at first glance, appear to be completely different, but they are actually the same strategies with different delivery methods.

Consider customer contact methods like newsletters, postcards, and promotions. Offline you go through the work of creation, printing, and mailing. The cost can be high and the labor intense. When you take those strategies online and use email as your delivery method, the cost becomes only the expense of your autoresponder. Most autoresponder programs have templates for all of these promotional tools and it can take literally ten minutes to put together a postcard.

Let’s take a look at a Yellow Pages ad compared to a Google places listing. If you really want to be noticed in the Yellow Pages, you have to pay extra for a larger size, border and the inclusion of images. It can get expensive and you have to do it every year. With Google places you submit one- for free- and your business will pop up at the top of search results with a map of your location.

Once you start to breakdown the marketing strategies you’re used to working with, you will see how similar they are to the strategies on www.energizeyourprofits.com. You don’t have to stop using offline marketing strategies, just compare the benefits and make the smartest choice for your business.

Next week we’re going to take a look at the basics of Marketing Online. While you have the ability to choose material on a free floating basis using the internet, I’ll group my blog so you can digest the knowledge in a smooth and chronological manner.

Even if you don’t use the Internet you’ve heard of Facebook Twitter and LinkedIn. These are major social networks where millions of people connect every day. Companies all over the world are now utilizing this to generate sales, brand awareness, and draw in a new target market. You can do the same thing.

If you have a current Facebook account you know how easy it was to set up. You can simply add a business page to your account and start interacting with locals, out of towners, and other business owners. Offer special web-only deals, conduct giveaways, and build a new following. We’ll go through Facebook and Twitter a little more in-depth in a later post. If your ears are perked up about social networking then wait for the material to come over the coming weeks or to fast forward your progress watch my guided tour www.energizeyourprofits.com/guidedtour.

So, you know about social networking already. What about all those PPC ads everyone is talking about? Those aren’t as difficult as they seem either. There is a bit of a science and suave to writing an ad, but getting your account going and ads up is easy. I will talk all about PPC ads and how you can tailor your ads for the best results as we go.

Another easy aspect of online marketing comes in the form of a customer newsletter. When is the last time you sat down, created a newsletter and mailed them to every customer in your database? That would be a ridiculous amount of work. When you are working online you have to ability to find a great template and construct a well-crafted newsletter within a couple of hours. Once you have everything ready to go you simple select those in your database to receive the newsletter via email and click ‘send’. It’s just that easy. With online newsletters you also have the opportunity to track who opens, unsubscribes and responds to your newsletters.

You can see with these simple to use tactics that online marketing is not as scary as it seems. Next week we’re going to take a look at the parallels between online and offline marketing. They’re not as different as you think.

Rob Garibay