Online Marketing Success Magazine - September/October 2014 by Pam Ivey

onlinemarketing SUCCESSMagazine VOLUME 2, ISSUE 4 SEPT/OCT 2014

JUSTIN BIEBER

& ONLINE MARKETING WHAT COULD THEY POSSIBLY HAVE IN COMMON? By Pam Ivey #VSSUMMIT

LAUNCHING NEW PRODUCTS:

SOCIAL MEDIA SUCCESS TIPS

By Stephanie Watson

INTERVIEW WITH

ONLINE RELATIONSHIP ROI By Nikki Pett INSIDE THIS ISSUE

Entrepreneur on Fire

JOHN LEE DUMAS

The New Marketing Model for Success to Help You

CREATE MARKETING MESSAGES with Integrity By Lisa Manyon

onlinemarketing SUCCESSMagazine VOLUME 2, ISSUE 4

CONTENTS

Volume 2, Issue 4 September/October 2014

4 Justin Bieber and Online Marketing:

6 Surprising Things They Have in Common

By Pam Ivey

5 Digital Addiction

ISBN: 978-0-9812585-1-5

So Many I Wants, Too Few Fingers! Gadgets To Make You Drool

6 Real-Time Marketing – PUBLISHING EDITOR Pam Ivey pamivey@omsmagazine.com

EDITORIAL ASSISTANT Kate Smith kate@omsmagazine.com

ART DIRECTOR Mary Greenlees

Just In Time May Be Too Late

8 You Have 3 Seconds to Make a First

Impression Online – #MakeItBranded

Leigh Fowler, Pam Ivey, Francie Kane, Linda Lopeke, Lisa Manyon, Chelsey Marie, Miriam Slozberg, Kate Smith, Nikki Pett, Anastasia Valentine, Stephanie Watson

ADVERTISING SALES advertising@omsmagazine.com Online Marketing Success Magazine is published 6 times per year in digital format by the International Association of Online Marketing Managers.

HOW TO REACH US Letters to the Online Marketing Success Magazine can be emailed to editor@omsmagazine.com, or mailed to

By Chelsey Marie

10 5 Signs You Should Increase Your Investment in Online Marketing

By Pam Ivey

12 CASL + Warm Calling = PROFITABILITY

By Francie Kane

14 The New Marketing Model for Success

to Help you Create Marketing Messages With Integrity

art@coloursomethingcreative.com

CONTRIBUTING WRITERS

By Anastasia Valentine

By Lisa Manyon

16 INTERVIEW WITH

JOHN LEE DUMAS

ENTREPRENEUR

ON FIRE

BY KATE SMITH

Online Marketing Success Magazine, 24 Kelley Crescent, Wasaga Beach, ON L9Z 1J3 Canada

19 7 Things about Online Marketing Your Clients Want You to Know

By Pam Ivey

20 Highlights from Social Media Marketing Follow OMS Magazine on Facebook: www.facebook.com/onlinemarketingmanagermagazine

World 2014 #SMMW14

By Leigh Fowler

26 Tips to Help You Become a Twitter Pro

By Miriam Slozberg

28 How to Calculate Customer Lifetime Value

8 THINGS YOUR COMPETITORS CAN

TEACH YOU ABOUT ONLINE MARKETING BY PAM IVEY

25 Does Posting To Social Media Make My Head Look Fat?

By Linda M. Lopeke

By Pam Ivey

29 Launching New Products: Social Media Success Tips

By Stephanie Watson

31 Customer Life Cycle Explained

By Pam Ivey

32 Online Relationship ROI

By Nikki Pett

36 Upcoming Events

EDITOR’S NOTE

ever before in the history of marketing has it been so easy to reach your target audience. Online marketing and the technology that came with it has opened doors like never before. Bricks and mortar business owners and online business owners have opportunities to get the word out about their business like never before, without spending all their profit. Due to this fact, even a stay-at-home mom can earn more money than she ever thought possible through the power of the Internet and online marketing. People all over the world are getting into online marketing as a career and business because people who understand all aspects of online marketing are in demand. There aren’t enough professional marketers yet with the specialized knowledge and skills necessary to fill the need. Some business owners still don’t realize they have the need, but you can teach them while you show them how it’s done. Even if you don’t yet understand all the intricacies of online marketing yet, you can get training and learn. Learning the skills required to market a business online can help you create a business of your own helping other businesses market online. Imagine, with your knowledge and expertise, your clients can make a bigger difference than they ever thought possible because they will reach even more people. What’s more, you can choose which types of business owners you want to work with, creating a niche for yourself where you’ll become an expert, thus garnering you even more respect in the industry. The next Online Marketing Manager Certification™ program starts September 22nd. Get all the details and register at www.ommcertification.com.

Until next issue, I wish you great online marketing success! Cheers,

Pam Ivey, Cert SBM,CPREA,CRESS,CMP Founder, International Association of Online Marketing Managers

ONLINE MARKETING

Justin Bieber

and Online Marketing: Surprising

Things They Have in Common

force of nature, Justin Bieber, whether you like him or not is a money-making pop star discovered due to a concerted online marketing effort conducted mostly on YouTube.com. His online popularity has allowed him to take a little bit of talent and tenacity to become an overnight sensation and sought after pop star. If you want to be successful like Justin, understand what he has in common with online marketing.

01 You Never Know What’s Coming Next Being young, Justin Bieber changes with the times as he ages. He tries to give his maturing audience what he anticipates they may want through research. Online marketing is still relatively young and is also in a state of flux. That’s why it’s important to stay educated and know who to follow and get advice from so that you can stay ahead of the game.

02 Love Him or Hate Him It doesn’t matter how you feel about online marketing because it’s here to stay. Just like Justin Bieber. You may not personally like him but he has a history of success. Online marketing can sometimes feel tedious but it has a proven history of success in helping small and large businesses expand.

03 They Evolve Over Time Algorithms will never stay the same, and as mentioned before, neither will Justin, if he’s smart and he wants to be in demand forever. The search engine’s job is to send their clients to the results the clients need. That’s the only way they can stay in demand. Online marketing is about the client and figuring out what the client wants.

BY PAM IVEY

04 They’re Built on Endurance Online marketing takes dedication, persistence and diligence. Without those three characteristics you cannot succeed at online marketing any more than an unconnected person like Justin Bieber could have. He kept posting his videos on Youtube.com, and eventually someone connected. His manager, Scooter Braun found him, then got him booked on Ellen DeGeneres’ show. The rest is history. Will you be discovered?

05 They’re Bringing in The Money Online marketing brings in money, and lots of it. No business can be successful today without using online marketing. TV advertising, Print Ads, and all forms of marketing work to some degree, but online marketing holds the award for the least expensive yet most effective form of marketing.

06 Both Are Very Nimble in Response to Modern Demand

Justin responds to what his audience wants him to do so that he can sell his music and shows. Online marketing is like that in the fact that if something isn’t working you can change it. The data will show up quickly if you know what numbers matter most and how to track them. Once you have the data, you can do wonders. Justin Bieber was discovered due to a very well planned out and dedicated social media campaign. If you want to be discovered too then you’ll need to be just as tenacious about what you do. Not everyone will like you, but you don’t need everyone. You just need your audience to like you and trust you.

4 | ONLINE MARKETING SUCCESS MAGAZINE SEPTEMBER/OCTOBER 2014

TECH

DIGITAL ADDICTION GADGETS TO MAKE YOU DROOL

SO MANY I WANTS, TOO FEW FINGERS!

Boa Waterpebble ($11.95 USD)

The Waterpebble assists you in saving both time and money by monitoring your shower’s water flow and tells you when it’s time to get out. Don’t worry, you are able to program the Waterpebble to the length that you want but it could end up saving you a bunch if you shower a lot. www.waterpebble.com/

3D Stereoscopic Printing Pen ($72.99 USD) Bring your art to life with this 3D Stereoscopic Printing Pen. This pen replaces ink with plastic which melts at a high temperature to create a 3D object instead of just an idea on paper. Use it just like any other kind of pen by drawing normally in the beginning, with the nib pressed to paper, but then you lift it in the air and the pen keeps drawing. Your hand movements can create the art as the 3D pen follows your movement and command as it can be used to draw in the air or on surface as well as tracing objects on paper. www.amazon.com/Generic-Stereoscopic-Printing-Printer-Drawing/dp/B00M3SHTH4/ref=sr_12?ie=UTF8

Virtual Keyboard ($119.95 USD) This is the Bluetooth device that projects a laser-generated keyboard onto any flat, opaque surface, providing an instant keyboard for any smartphone or tablet. The Class I laser device generates a 9 3/4”-wide x 4”-deep keyboard with 3/4” keys and recognizes keystrokes in three dimensions by an optical sensor that detects finger placement at different areas on the keyboard, distinguishing between a finger hovering above the space bar or a number key. Cool! www.hammacher.com/Product/Default.aspx?sku=86371

The Night Vision Camera Watch

($199.95 USD)

This is the watch that takes pictures and records video in the dark. Four infrared LEDs in the watch’s face provide invisible illumination in total darkness for a 12 MP pinhole camera located at 6 o’clock that snaps 4,032 x 3,024 pixel resolution photos and captures high-definition 1,920 x 1,080 pixel resolution video at 30 fps. Pictures (JPEGs) and videos (AVI) are stored onto its built-in 8 GB flash memory and downloaded to a computer running Windows 8, 7, Vista, or XP using the included USB cable. www.hammacher.com/Product/Default.aspx?sku=83738

The Magic Wand Remote Control

($89.95 USD)

This is the remote control wand that can change channels, volume, or manage other controls on your electronic devices. Forged with a motion-sensing accelerometer, it detects the

hand’s nuanced movements to translate 13 distinct gestures. Simply point the wand and your device’s remote at each other and push the function on the remote the wand is to “learn”-pressing “up volume” on a remote could be linked to the wand’s up/down gesture while changing channels could be linked to the wand’s clock/counterclockwise gesture. Other motions of legerdemain, such as quick taps to pause/play a DVD, forward/backward thrusts, and dramatic sweeps can be matched to nearly any existing remote’s functions. Compatible with most home electronics that use remote controls, including televisions, DVD players, DVRs, and more. www.hammacher.com/Product/78951?promo=search

BACtrack Mobile ($129.99 USD) BACtrack Mobile is the only smartphone breathalyzer that employs our proprietary Xtend® Fuel Cell Sensor, the same advanced technology used by hospitals, clinics, military, and businesses. Unlike standard semiconductor sensors, it provides consistent, professional results that are accurate for up to thousands of tests. www.bactrack.com/pages/bactrack-mobile-breathalyzer

ONLINE MARKETING SUCCESS MAGAZINE SEPTEMBER/OCTOBER 2014 | 5

CONTENT MARKETING

REAL-TIME MARKETING JUST IN TIME MAY BE JUST TOO LATE

eal-time marketing does not take the place of social media communications, traditional email newsletters, creating amazing content or even advertising. It is a strategy many organizations are adopting and starting to invest in heavily. Let’s examine some real-time programmatic use cases and potential results.

REAL-TIME RECOMMENDATIONS • You purchased this, you may enjoy these. • People who looked at this item, also looked at this item. • If you purchase this, you can also purchase this item at a discount. Carla is interested in business books, specifically best sellers from online marketing “gurus.” She goes to a major online bookstore and starts to look at the best sellers then reads the descriptions and the reviews of the top selling books. On one side of the screen there is a list of books she may be interested in based on what books she has visited on the site today, on previous visits and based on her purchase history. When she clicks on best selling marketing book she also sees that people who purchased that book also purchased Book A and Book B. Carla is also presented with an offer that provides these 2 books plus the one she is viewing as

BY ANASTASIA VALENTINE a discounted bundle if she buys all 3. Carla takes advantage of the recommended 3-book bundle and as an added bonus gets free shipping of her books.

Upside for the e-tailer: • larger sales transaction • customer loyalty & repeat business • word-of-mouth recommendations

REAL-TIME CONTENT PERSONALIZATION • Customized UX every visit • Increased customer loyalty Jack is a busy CEO who visits a major news website every morning to read the daily news. He reads the Finance, Business and World news, rarely, reads local stories or entertainment and never has any interest in fashion or house and garden features. The news site personalizes the content he may be most interested in on the first page. Popular article headlines are displayed at the top and his secondary topics are displayed towards the bottom of the screen. He reads all of the articles presented for his favorite topics and 1 or 2 of the secondary topics. He returns to this site because articles he enjoys the personalized experience.

ANASTASIA

has been bringing ideas to market for global companies, startups and helping small businesses make their ideas reality for over 20 years. She is a passionate ideator, positive instigator, a results and facts driven business strategist and compassionate leader and visionary. Anastasia believes that all business ideas are valuable, but not all are profitable and works with all sizes of organizations to tap into their talent, invest in their culture and even look within themselves for the “next big thing.” As a sought after speaker, Anastasia delivers talks and workshops to organizations and at industry conferences worldwide designed to inspire, motivate and educate. She is the host of the popular weekly @AVV Biz Talk Radio show debunking business myths with a little sass, style, and special guests. Visit Anastasia at www.anastasia-valentine.com 6 | ONLINE MARKETING SUCCESS MAGAZINE SEPTEMBER/OCTOBER 2014

CONTENT MARKETING Upside for the news outlet:

REAL-TIME AUDIENCE TARGETING

• targeted advertising • repeat visits • high potential for a subscription

Michael is interested in a purchasing a BMW. He visits dealer websites, online classifieds in his area and car review sites. While online he also goes to a site and buys a play structure and books a trip for 4 to Australia. The system knows that he has interests in cars, outdoor activities, and travel. Based on his online behavior the system assumes he is a family man with funds for a BMW purchase. The system starts to serve up content that is of interest – BMW car ads, from vendors in his area suitable for a family of four. Michael is provided with information he needs to make a purchase decision quickly and buys within 2 days.

REAL-TIME NOTIFICATIONS • Using Fear of Missing Out to accelerate a sales cycle. Lisa is an avid traveller who has high standards but is always looking for the best possible price. She visits a discount hotel site enters her travel details and is presented with a list of hotel options. Lisa makes a selection and reads the hotel profile. While reading, a discreet popup notification indicates ‘8 other people are looking at this hotel right now.’ A few seconds after the first pop up, another appears indicating that ‘4 people booked this hotel in the last hour.’ Lisa’s getting nervous. What if the hotel get’s sold out? She’s concerned she won’t get this hotel as it’s booking up quickly. She clicks the RESERVE button, makes her reservation and breathes easy.

Upside for the hotel site: • accelerated conversions • repeat business

Upsides for the ad publisher: • high performance ad campaign • adding a potential buyer to other target segments Information about existing and potential customers exist in CRM systems, web logs and can be augmented through reputable third party data. Use this data to provide your customers with a real-time personalized online experience to nurture the relationship programmatically. Real-time is how people operate. Just in time – may be just too little, too late.

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ONLINE MARKETING SUCCESS MAGAZINE SEPTEMBER/OCTOBER 2014 | 7

BRANDING

YOU HAVE

3 SECONDS

TO MAKE A FIRST IMPRESSION ONLINE –

#MAKEITBRANDED

BY CHELSEY MARIE

irst impressions make a massive difference - don’t you agree?

I interact with your brand or on which platform, I will instantly feel a connection to your brand.

When you meet someone in person you have seven seconds to make a first impression. During these seven seconds the person you are meeting will make up to eleven assumptions about you.

The question becomes “How can we consistently create branded first impressions that grab the attention of our ideal fans?.” (Chew on that one for a minute).

Online, you only have three seconds to make a first impression. Those three seconds determine whether or not someone chooses to click “read more” or click away. Your website isn’t the only place capable of making a first impression. Every post on social media, every email you send, every video you produce is the opportunity for a first impression.

My point? Your brand is anything and everything that can leave a first impression. (Tweet that one out!) The reality is that your business is constantly meeting people - even while you sleep. It’s up to you to put content out in the world that creates an overall brand awareness - this doesn’t mean saying your elevator pitch in every video or #businesscoach on every tweet. But it is about putting your brand voice into everything you create so that no matter how

Newsflash: You are the creator of your company and therefore the creator of your brand. YOU also get to influence the first impressions you are making online. After all, Michael Jackson was the first person to call himself “The King of Pop”. This simple exercise will help you to create branded first impressions.

First answer these three questions:

01 What is the number one feeling you want someone to have when they interact with you online and off?

02 What is your “King of Pop” phrase (i.e. what do you want to be known as)?

03 What do you want to be known for? Feel free to get creative with your answers.

CHELSEY MARIE is the founder of www.ChelseyMarie.com, Brand Designer & Online Brand Strategist, Host of The Daring Entrepreneur TV with over 4,000 subscribers in her community. She is also the creator of the popular programs like Fan Page Transformation & Brave New Brand Online. Chelsey dares entrepreneurs to be who they are, so they can love what they do and make money doing it. 8 | ONLINE MARKETING SUCCESS MAGAZINE SEPTEMBER/OCTOBER 2014

BRANDING Once you’ve answered these questions print them out and put them on your desk or near wherever you create content. Your content is the one thing that controls your first impressions even the shortest social media posts can have an impact.

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. .you have the ability to captivate an audience of people who are genuinely interested in who you are and what you do. When you create content, these words and phrases are great things to keep in mind but you can take it one step further. This next step is all about creating a brainstorm of ideas, big and small, so that every time you want to do a tweet, write a blog post or even create your next free gift to your community, you have a bank of ideas for branded content. Make a list of all the words, phrases, quotes, or people who inspire you and fit the vibe or feeling of your three answers to the previous questions. Keep this somewhere on your desktop and keep adding to it every time you get a new idea (I recommend using Evernote so you can also access this list on-the-go).

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You have the ability to create branded first impressions - and to communicate with fans (i.e. clients, follower, etc.) in ways you never have before. Which means you have the ability to captivate an audience of people who are genuinely interested in who you are and what you do. Your brand is anything and everything that can leave a first impression. Don’t forget you have 3 Seconds to make a first impression online #MakeItBranded-@IamChelseyMarie [Click to tweet-http://ctt.ec/vVJKr] Now I’d love to hear from you. What is your “King of Pop” statement? Let us know about how excited you are to make crazy-awesome first impressions online. For those of you who don’t know me yet, I’m Chelsey Marie - The Daring Entrepreneur and I’d LOVE to connect with you online. Pop over to www.IamChelseyMarie.com where you can find out more about my brand and watch weekly episodes of Daring Entrepreneur TV. And, of course, thank you so much for reading and sharing! I dare you to go out there and be who you are so that you can love what you do and make money doing it online. ONLINE MARKETING SUCCESS MAGAZINE SEPTEMBER/OCTOBER 2014 | 9

STRATEGY

5 SIGNS YOU SHOULD INCREASE YOUR INVESTMENT IN ONLINE MARKETING

he saying that you have to spend money to make money is true. If your online marketing plan is not working, you need to take a look at why. There are a few signs that point to poor investment choices. Making the right investments with your marketing dollars will bring a solid return on your investment. If you’re going to spend money, you might as well spend it right. Think of marketing as an investment rather than an expense and you won’t make the mistakes listed below.

01 You Have No One to Sell to You’re not getting people into your funnels in order to market to them. It’s very important to bring people into your email marketing funnel, social media marketing funnel, content marketing funnel, and so forth. This is so that you can market to them multiple times. Not only that, it’s important to get the right people into your funnels. This takes knowledge and skill that only a marketing professional will possess.

BY PAM IVEY

02 You’re Invisible in The Marketplace Finding a business online is like finding a needle in a haystack. If you don’t have the right search engine optimization, the right publicity, advertising and marketing plan, no one is ever going to find you. A trained online marketing manager will know exactly what to do to ensure that you are found and not only that, found by the right audience, an audience who is ready to make a purchase.

03 Dismal Lead Conversions If you have a high amount of leads that do not convert, you may be attracting the wrong audience. If you want to turn leads into paying clients they have to be the right leads. A marketing expert knows how to ensure that you attract the right audience that will convert. Again, your return on investment will be high when you’re attracting the right leads.

PAM IVEY

is a tireless champion of the online business industry and considered a Thought Leader in Online Marketing and Outsourcing. Known for her warm and engaging manner and wide-ranging, comprehensive skills and experience, she has inspired countless entrepreneurs and other professionals to achieve greater heights in their businesses. Always at the ready to help, she taps into the Think Big Mindset by offering training programs for ‘newbie’ to seasoned VAs, online marketing professionals, freelancers from all industries, as well as online solopreneurs and entrepreneurs. Her flagship program, Online Marketing Manager Certification has received rave reviews from both students and clients, and begins the next session September 22nd. Learn more at www.OMMCertification.com. 10 | ONLINE MARKETING SUCCESS MAGAZINE SEPTEMBER/OCTOBER 2014

STRATEGY 04 Unengaged Clients and Target Market If you have some clients and leads who do not engage with you at all, on social media, via email, commenting on your blog, or by purchasing new items as you recommend them, you may have accidentally targeted the wrong audience or you’re not communicating to them in the way that they need. This can happen if you create your product first, and then try to find the audience. It’s okay because you can get help from a professional to better target your audience and figure out how to engage the leads you do have.

ADVERTISE

05 Low Sales You’ve had some success but your sales rate is less than desired. There could be several problems. Your target audience could be wrong, or your marketing messages could be wrong. Having a professional help you craft targeted messages that focus on solutions for your audience could be the ticket to higher sales. If you have any of these five signs that you’re not investing enough into online marketing, it’s easy to turn it around. The great thing about online marketing is that you can change things midstream, unlike traditional marketing, which requires a long lead up time. Your online marketing manager can help you find the success that you desire through online marketing.

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onlinemarketing SUCCESSMagazine Reach Your Target Audience

Affordably

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ONLINE MARKETING SUCCESS MAGAZINE SEPTEMBER/OCTOBER 2014 | 11

CONVERSION

CASL + WARM CALLING = PROFITABILITY BY FRANCIE KANE

s online marketers you may or may not have been concerned when July 1, 2014 hit. Just a little hint CASL – Canadian Anti Spam Legislation. That was the day the legislation would do their darnedest to get rid of unwanted electronic newsletters and the like. They deemed our critical information as SPAM – hum. As a brief recap for CASL will prohibit the:

sending of commercial electronic messages without the recipient’s consent (permission), including messages to email addresses and social networking accounts and text messages sent to a cell phone; alteration of transmission data in an electronic message which results in the message being delivered to a different destination without express consent; installation of computer programs without the express consent of the owner of the computer system or its agent, such as an employee;

use of false or misleading representation online in the promotion of products or services; collection of personal information through accessing a computer system in violation of federal law (e.g. the Criminal Code of Canada); and collection of electronic addresses by the use of computer programs or the use of such addresses, without permission (address harvesting). all as noted in the: http://fightspam.gc.ca/ website However what if… you could combine warm calling and by that I mean actually physically calling your database to obtain that verbal permission to keep sending your newsletter or other electronic messages. I can all here you gasp right now. “Do it all in one go?” Oh my gosh; NO that would be a monstrous undertaking and would not be fun!! I bet your next question would be; “WHAT the HECK do I talk about?”

FRANCIE KANE is the mother of three young men; a best-selling author, speaker, trainer and entrepreneur. In 2012 she sold everything and returned to Ontario after being away for 19 years. She enthusiastically gives back to the community in a variety of volunteer positions; most recently the Burlington Community Foundation. Founding member and a dynamic supporter of the Calgary eWomen Network, Scouts Canada, past membership chair of the Calgary Chapter - Canadian Association of Professional Speakers to name a few. Find out more information at http://www.prospectingbiz.com/ 12 | ONLINE MARKETING SUCCESS MAGAZINE SEPTEMBER/OCTOBER 2014

CONVERSION You get a live voice… Here are some suggestions on how to get that ball rolling. Let’s do this nice and easy.

1st let them know who it is that is calling and how you came to be acquainted 2nd if they have some time to spare 3rd find out what is new in their world, business, children, however you feel comfortable learning a little new information while making them feel included

4th ask if they have heard about the new CASL legislation about sending spam and that you don’t want to be a part of it. A little chit-chat like; has it affected them or their business? What do they think about it?

In those 200 conversations, just think of how much business will be created and a sense of reconnection in just 4 weeks. You can get amazing results when you pick up the phone and have a conversation with your client database. So get a quiet comfy spot where you can dedicate some time with the telephone and your database. I will give you a small tip; get a headset. You will find this handy when taking your notes on the great conversations you are going to have in the next 4 weeks. This may even spark some ideas for future blog posts or newsletters. The insights will be invaluable to you and your business growth.

5th ask permission if they still want to receive your electronic information

6th do they have any questions for you – let them know about any specials or promotions or new news on you and your business

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How easy is that? Short and sweet!! And tons of FUN!! Now if do you get voicemail it can be handled in 3 ways:

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just say nice “Hi I was thinking about you” message or

do not leave a message and

get onto the next call

So WHAT… if you called 10 contacts from your database – yup that’s right just 10 conversations per day for the next week?? That would be 50 conversations – this also includes voicemail. And as we all know it takes 20 days to create a new habit. As a friend of mine would say I double double dare you! So here is the math:

WEEK ONE:

10 calls x 5 days = 50 conversations WEEK TWO:

10 calls x 5 days = 50 conversations WEEK THREE:

10 calls x 5 days = 50 conversations WEEK FOUR:

10 calls x 5 days = 50 conversations OVERVIEW:

10 x 5 = 50 Conversations 50 + 50 + 50 + 50 = 200 CONVERSATIONS ONLINE MARKETING SUCCESS MAGAZINE SEPTEMBER/OCTOBER 2014 | 13

CONTENT MARKETING

THE NEW MARKETING MODEL FOR SUCCESS TO HELP YOU CREATE

MARKETING

MESSAGES WITH

INTEGRITY

hether you like it or not, as an online entrepreneur or business owner, you have a second role. That role is to market your services and your business. I often say, “A funny thing happens when you don’t market or advertise …nothing!” When you’ve created a viable business model, product or service, you want to make sure you get your information to as many people as possible. To do so, you will need to create marketing messages that truly resonate with your core audience. This goes beyond the typical “spray and pray” approach to many marketing methods. It takes a new strategy and a new way of connecting. For years marketers, advertisers and copywriters have been pushing techniques that don’t really facilitate deep conversation or change. I’ve always known intuitively that something was “off” with this approach. The intent has been to push a product, create more sales and basically treat people like numbers. People are not numbers. People are people.

BY LISA MANYON “THE BUSINESS MARKETING ARCHITECT” Since this is clearly a universal truth, doesn’t it make sense to create your marketing materials in a way that really connects on a deep level? I’ve found that the traditional copywriting formula of “Problem. Agitate. Solve.” isn’t resonating with consumers, especially women. This is vital information because the landscape of marketing and consumerism has changed over the years. Women now make or influence 85% of all purchasing decisions and purchase over 50% of traditional male products, including electronics home improvement products and automobiles. A study shared via The Next Web claims 91% of women feel like advertisers don’t understand them. Consumers (especially women who are now wielding a majority of the buying power) don’t need to be agitated to make a decision. Women are looking for solutions to their challenges. What’s really working is my marketing and copywriting formula of “Challenge. Solution. Invitation™.” In fact, this formula works for business, marketing and relationships (even promoting your book).

LISA MANYON

is “The Business Marketing Architect.” She’s the creator of the NEW marketing model for success also known as the “Challenge. Solution. Invitation.™” marketing and copywriting formula. Her philosophies are featured in Inc. Magazine and alongside visionaries Richard Branson, Jessica Jackley, Arianna Huffington and B Corporations like Ben and Jerry’s in the bestselling books Wonder Women: How Western Women Will Save The World and Engage: Your Step by Step Guide to Creating a Workplace that You, Your Co-workers and Your Customers Love!. An award-winning blogger and president of www.writeoncreative.com Lisa focuses on turning prospects into paying customers by creating marketing messages with integrity. Lisa has presented at the California Women’s Conference, The Oregon Women’s Conference, and created training for Small Business Development Centers. She is available for speaking engagements and offers a FREE Copywriting Action Plan on her award-winning blog here http://writeoncreative.com/woc-ezine/ 14 | ONLINE MARKETING SUCCESS MAGAZINE SEPTEMBER/OCTOBER 2014

CONTENT MARKETING Here are three ways to incorporate the “Challenge. Solution. Invitation™.” formula into your communications.

02 03

Acknowledge the challenge. When you know who your ideal client is and what their challenges are you can begin to build relationships with your products and services.

to get results. Marketing is an intricate dance. You must know who your ideal clients are, what motivates them and how to connect in an authentic way. It’s time to make sure your mission, values and the needs of your clients are taken into consideration. It’s time to create marketing messages with integrity that come from

Offer your solution. Once you’ve identified the

a place of true service. By creating an engaging message

challenges of your ideal client you can clearly illustrate your solution. Show them HOW you can help.

and incorporating a strategic marketing plan, you will attract

Extend an invitation. Be sure to invite your prospects to become paying clients by clearly letting them know the next step to doing business with you.

In the traditional marketing and copywriting formula you’re taught to highlight the problems, agitate the pain points and then solve the problem. People are in enough pain and don’t need to be agitated to make a decision. That’s why I teach my clients to market in a different way – a way that challenges the norm. When you acknowledge the challenge, provide a helpful solution and extend a friendly invitation consumers are more likely to take action. The “Challenge. Solution. Invitation.™” gives you a simple, 3-step formula to create marketing messages that really connect. This is especially important for Internet marketers, entrepreneurs, and business owners who have a big MISSION and have, until now, struggled to create marketing messages that come from a place of true service and get results. Marketing is all about relationships. In order to build solid relationships you need to have strong content and strong strategy. That’s why I challenge the age-old advertising adage that copy is king. Instead, think of copy as QUEEN and strategy as KING. They are feminine and masculine energies of marketing and just like a relationship, they must work together

your prime prospects and they’ll be compelled to become paying clients.

Quick marketing message tips:

Copy is QUEEN and Strategy is KING. Think of them as the feminine and masculine energy of marketing. Just like a relationship, if they are not working together, it will not work.

Most marketing messages miss the mark because people fail to infuse values into their personal mission statement and business mission statement and intentions are incongruent.

By incorporating the “Challenge. Solution. Invitation™.” formula you’ll build relationships that come from a place of service first and marketing really is all about relationships.

Trust your intuition. If you follow some of the traditional copywriting formulas, your marketing may just miss the mark.

Nothing truly flows when it comes from a place of pain and fear…

Lisa Manyon

CLICK AD TO VIEW WEBSITE “The Business Marketing Architect” A Content & Copywriting Strategist for Mission-Driven Entrepreneurs

Discover the NEW marketing model for success and get your FREE Copywriting Action Plan

As Seen In

to help you improve all of your marketing messages (as seen in Inc. Magazine and Wonder Women: How Western Women Will Save the World). www.writeoncreative.com ~ Powerfully communicating your marketing message to get results! ~

ONLINE MARKETING SUCCESS MAGAZINE SEPTEMBER/OCTOBER 2014 | 15

INDUSTRY SPOTLIGHT

JOHN LEE

DUMAS

FOUNDER AND HOST OF THE OUTRAGEOUSLY SUCCESSFUL

ENTREPRENEUR ON FIRE DAILY PODCASTS

BY KATE SMITH

n less than two years, John Lee Dumas, who had no prior experience with podcasting or online marketing, has taken the entrepreneurial world by storm by becoming one of the leading podcasters on the planet. Every day, Dumas speaks with successful entrepreneurs such as Tim Ferriss, author of The 4-Hour Workweek, and Barbara Corcoran, real estate mogul and one of the famous faces on the popular TV venture capital reality-based show, Shark Tank, among other engaging

and insightful business leaders from all walks of life. Always staying true to his vision for Entrepreneur On Fire, Dumas ensures his one-on-one chats with these dynamic individuals clearly demonstrates their personal stories of challenges, failures and how they became inspired by unexpected Ah-Ha moments that lead to their success. EntrepreneurOnFire’s focus is to inspire and guide you with the wisdom garnered from Entrepreneurs who have achieved great things.

Kate: How long have you been involved in the online world? John: Since September 22, 2012. Kate: How did you come to work online and do what you do? John: Beforehand, I was in commercial real estate. I went

as a podcast listener because I didn’t really know the direction to start so I just started with one. And I knew I wanted a 7-daya-week show because I was trying to work five days a week. I was going to the gym multiple times per week and was always looking to consume content and podcasts during these hours, and weekly podcasts just weren’t doing it for me.

to law school and I was also an officer with the U.S. Army for eight years. None of those prior careers had anything to do with being online. But one thing they all included was a lot of driving commutes. I fell in love with podcasting as a source to listen to for free, on-demand, very targeted content during those commutes, until finally, at the age of 32-years-old in September 2012, I had the inspiration to launch my own podcast even though I had no experience or online presence. I just knew that I wanted a 7-day-a-week podcast to exist and it didn’t, so I decided to create it. It was a true light bulb moment.

Kate: Tell us about your podcast. What kind of topics do you cover? Who is your audience?

John: I started off with one listener before I even launched the podcast. I tried to figure out what I would want to listen to

I created my avatar, my one perfect listener, which was basically a small variation of me, who wanted that 7-day-aweek podcast. He wanted the actual episodes to be a story or a journey of other successful entrepreneurs who had failed and who were willing to share those stories and their current successes as well. So that’s why I came up with the formats and the flow -- a story-telling journey.

Kate: How do you think you’ve managed to stand out in the online world with that podcast?

John:

You have directories like iTunes, Stitcher Radio and SoundCloud that have hundreds of millions of active subscribers. iTunes alone has 575 million active subscribers. So when you send a podcast to the iTunes directory, they

16 | ONLINE MARKETING SUCCESS MAGAZINE SEPTEMBER/OCTOBER 2014

INDUSTRY SPOTLIGHT display that podcast within their directory. Now you are accessible through the iTunes world to all of their subscribers. So if their subscribers type in the word ‘entrepreneur’ or the words ‘small business’ or ‘online marketing’, my free podcast comes up right at the top of those search terms. That search happens over 45 million times every single month.

Kate:

That’s amazing. Since Online Marketing Success Magazine is all about online marketing, what advice would you give other online marketers?

John:

Start a podcast if you’re looking to market your products or services. Podcasting is an amazing way to become an authority figure in your niche. It’s an amazing way to grow your audience that will grow to like, know and trust you as that podcast host. And it becomes an amazing way for you to build these relationships. It’s just like you and I are having this one-onone conversation. I have these one-on-one conversations with other entrepreneurs every single day. But guess what? There are also over 550 thousand other people around the world who are tuning in on a monthly basis to this one-on-one conversation.

Entrepreneur On Fire is downloaded in over 145 countries every single day. Since we launched, we’ve had over six million downloads. Those are huge numbers. We were awarded Best of iTunes in 2013, so that is a lot of the reason why we’ve had such great numbers and success. The point is, podcasting gives people the opportunity to find their voice and then to share that voice and message with a whole new demographic. I love stats. There are 450 million active English-speaking blogs out there. A lot of them are great but that’s a lot. There are less than 200,000 podcasts out there. And as Cliff Ravenscraft, the Podcast Answer Man likes to say, “Ninety of them suck.” If you are one of those who don’t suck, you’re already in the top 10% of a very small pool.

Kate: That’s incredible Intel to know. That opens up a huge amount of opportunity. If someone is going to start a podcast, what are some of the tips you would give them?

John:

Every single week, at Entrepreneur On Fire, we do

three free, live podcast workshops. We take people stepby-step through what it means to create a podcast, what a podcast is and what it can do for your business. It’s our service to the podcasting community. And we have a blast doing it. We answer everybody’s questions live on that webinar.

Kate: Excellent resource. In your very short and meteoric rise as an entrepreneur, have you had any game-changing moments, challenges to overcome? John: Yes. I’ve had a lot of both actually but I will tell you that my first game-changing moment was the moment I decided to create a product based off the knowledge I was gaining. Every day I was interviewing other entrepreneurs. I was learning better ways to podcast, and it never dawned on me to actually turn around and teach what I was learning. But the day I had that lightning bolt dawn on me to teach, that changed everything. That’s when we launched Podcasters’ Paradise which is a community of over 900 podcasters who have joined to learn how to create, grow and monetize their podcasts. I learned how to take the knowledge I was learning every day, turn it into a product and sell that product to other people who wanted to learn the same skills that I was acquiring. And that product that launched on Oct 31, 2013, has just crossed $600,000 in sales. Kate: Do you have a virtual team you work with to support what you do?

John: Absolutely. I am the founder and host of the podcast, but we do deliver a lot of content on our blog at www.Entrepreneuronfire.com. We are on all the major social media channels; Facebook, Twitter, LinkedIn. We really try to be everywhere our listener could potentially be. The Director of Content Creation is Kate Erickson. She’s actually my girlfriend. She left her job a few months ago to take over that role full-time. It’s been amazing to have her on my team. Both of us have our own personal virtual assistant who works 40 hours a week. And the two of them are just amazing, taking a lot of things off our plate which allows us to do other things. CLICK AD TO VIEW WEBSITE

ONLINE MARKETING SUCCESS MAGAZINE SEPTEMBER/OCTOBER 2014 | 17

INDUSTRY SPOTLIGHT Kate: As an entrepreneur who works with people virtually, can you give some advice on for example, if you were going to hire somebody who was going to do all of the online marketing for you, what kind of top skills would you look for? John:

First and foremost, I’m a huge believer in looking at somebody’s total body of work they’ve accumulated up until that point. So when we went to look for our virtual assistants, we wanted to see who they’d worked for in the past and have a conversation with some of their references. We’d ask questions like, “Would you recommend them for this role? If not, why not?” And really do a deep dive there. We found that was really helpful.

We subscribe to the mentality of hire slow, fire fast. It’s been one themes of Entrepreneur on Fire that all my successful guests always talk about. You can’t beat experience. We’re not looking to train from the ground up, and because of that, we’re willing to pay a premium for our virtual assistants. We don’t go to the lowest rung on the ladder just because those are the cheapest virtual assistants. We go to virtual assistants who command a certain price point because of the experience we have so we can let them do what they do best.

Kate: Any other wisdom you’d like to impart regarding working online businesses in the 6, 7, or 8-figure levels and beyond?

John: Read the book: The ONE Thing: The Surprisingly Simple Truth Behind Extraordinary Results by Gary Keller. It really epitomizes how I was able to become successful with Entrepreneur on Fire. I chose one thing, which was a 7-day-aweek podcast. People said it couldn’t be done. And they were right if you weren’t willing to just solely focus on doing a 7-daya-week podcast with no other distractions. But if you are willing to do just one thing and you can find that one thing to fully commit to, that is where the road to success lies. Kate: Any special events to let us know about? John: Check out the dates for our ongoing free

podcasts

workshops at www.PodcastersParadise.com.

CLICK AD TO VIEW WEBSITE

Kate: Do you have a favourite go-to system you use? John: We are truly ingrained in running Entrepreneur On Fire 100% off Infusionsoft. It’s our total CRM for everything we do; email marketing, product creation, membership site hosting, you name it, Infusionsoft does it and we are 100% in.

Kate: Any particular kind of strategy or technique that’s a go-to for you as well? John: Coming from a military background, I subscribe to the notion that the early bird catches the worm. I’m up at 5:00 a.m. every morning, taking advantage of the early hours before the day takes control of me. If I started a couple of hours later and I would never be able to get that control at any other point. A cool tool I love sharing because it’s been a real game-changer for me is ScheduleOnce. It’s an amazing scheduling tool that I could not live without.

CLICK AD TO VIEW WEBSITE

18 | ONLINE MARKETING SUCCESS MAGAZINE SEPTEMBER/OCTOBER 2014

CLIENT MANAGEMENT

7ONLINETHINGS MARKETING ABOUT

YOUR CLIENTS WANT

YOU TO KNOW

here is a lot to learn about online marketing. Many people are out there saying they are online marketing experts but they don’t keep up with the times, keep doing the same old thing, and frankly have no idea what they’re doing. Your clients want you to know what you’re doing so that they get a good return on their investment in your services. In that regard there are 7 things your clients wish you knew, even though they don’t know about it either. As the expert, it’s your job to learn and keep abreast of everything going on in the marketing world.

Effective Lead Generation - Knowing how to pull the right types of clients into their sales funnel is a huge part of online marketing. You cannot effectively market to people without developing a sales funnel and attracting the target market into it. This is the only way to be able to reach the market repeatedly which is what it takes to make sales.

02 Search

Engine Optimization - There is more to SEO than content marketing, and an expert will know that. The fact is, being ranked high in the search engines means greater exposure and better lead generation opportunities and is one of the most important parts of online marketing.

03 Building

Relationships - Sales can’t happen today without building a relationship with the target audience. You’ve heard it before, “People buy from those they know, like and trust” and thankfully, you have a multitude of opportunities to develop trust through social media, customer service, and email marketing to name a few. Creating marketing campaigns requires understanding the audience and is paramount to your clients’ success.

04 Cost-efficient

BY PAM IVEY

Advertising - Clients don’t want

to be treated like a bottomless wallet; they want a good return on their investments. They know that it’s important to hire well-versed marketing managers who have a deep understanding of what it takes to run a cost-effective advertising campaign.

05 Analytics - Clients want to see the numbers in black

and white. (or a colorful chart). They want to see the data, and they want to know that you understand the data enough to explain it to them and make it clear. Without a clear understanding of how the marketing activities are working, clients will be unsatisfied even if you have increased their business because they need to see the proof.

06 Conversion

Prowess - The whole point of the entire marketing cycle is to make sales. It doesn’t matter how many followers, fans, and connections you build for the client, it matters how many of these leads convert. An online marketing manager who understands how to convert will be in great demand.

07 Easy and Effective - Outsourcing online marketing

is only a good thing to do when it is less work. Taking online marketing off your client’s plate is the entire point of the process. If you don’t have a system that makes it easy for the client to focus on what they do best, then it’s not going to be worth it to the client.

Clients want to be able to give the online marketing work to someone else from start to finish. The client shouldn’t have to do anything. An online marketing manager who is trained to pick up the ball and run with it will be in high demand; an online marketing manager who can actually score will be kept around a long time and have a waiting list of clients clamoring to work with them.

ONLINE MARKETING SUCCESS MAGAZINE SEPTEMBER/OCTOBER 2014 | 19

SOCIAL MEDIA

HIGHLIGHTS FROM

SOCIAL MEDIA MARKETING WORLD 2014 #SMMW14

BY LEIGH FOWLER, ONLINE CONTENT MARKETING STRATEGIST, RISE MEDIA + DESIGN (RISEMEDIADESIGN.COM)

LEIGH FOWLER is the President of Rise Media + Design and an online content marketing strategist. She helps her clients (authors, coaches, and other entrepreneurs) get past the overwhelm, confusion and frustration of digital and social media marketing by empowering them with the tools, tips and strategy they need to save time and money in optimizing their efforts and getting results. She additionally helps authors repurpose their content into multiple revenue streams. http://www.risemediadesign.com/GetStarted @leeleefowler 20 | ONLINE MARKETING SUCCESS MAGAZINE SEPTEMBER/OCTOBER 2014

What did the Queens of Social Media Have to Say?

SOCIAL MEDIA

ith over 80 international expert speakers on the agenda, 1800 attendees from around the world and 3 days of inspired presentations and keynotes, SocialMediaExaminer’s Social Media Marketing World 2014 (SMMW14) was the place to be for digital marketers earlier this year.

A BIG FAN OF some of the Queens of Social Media, Amy Porterfield, Mari Smith, Kim Garst and Melanie Duncan, I furiously tried to tweet their key points during this EPIC 3-day event!

In the opening keynote, Michael A. Stelzner, founder of www.SocialMediaExaminer.com summarized the top 7 trends coming out of their soon-to-be-released “Social Media Marketing Industry Report, How Marketers Are Using Social Media to Grow Their Businesses” – featuring the results and insights from over 2800 marketers. The trends and themes from this report seemed to be reinforced by the hot session topics and panels scheduled throughout the event.

Checklists are particularly effective on #Pinterest via @MelanieDuncan7 #smmw14

TOP 7 TRENDS FROM MARKETERS: (Shared by Founder of SocialMediaExaminer.com’s Michael A. Stelzner)

Social Media has increased exposure and traffic for marketers.

02 Creating

visual assets is a huge focus – think Instagram, Pinterest, video and even Twitter pics and FB photo albums.

03 Blogging a top priority area for 2014. 04 Google+ tops marketers’ “new” list

@leeleefowler’s Tweets & Retweets during #SMMW14

On PINTEREST:

“Taller pins take up more real estate in #pinterest newsfeed and look nicer!” @MelanieDuncan7 #smmw14 Good rule of thumb for #pinterest - at least 10 pins per and minimum of 5-6 boards via @MelanieDuncan7 #SMMW14 #Pinterest tip: Add a call-to-action within your image to encourage more click-thrus! @melanieduncan7 #Smmw14 3 Ways to #ListBuild in #pinterest: 1. Create an offering 2. Create an opt-in that it links to and 3. Pin it! @melanieduncan7 #Smmw14

ON FACEBOOK:

“I only put my ads in the newsfeed!” @amyPortfield #smmw14 You may be mad at Facebook right now but it’s still a very powerful tool!” - @AmyPorterfield #smmw14 “It’s True! Organic reach is down!” @AmyPorterfield #SMMW14 #Facebook

(and what

they wanted to learn most!)

05 Podcasting Rising 06 Facebook ads dominate social, 92% of marketers use Facebook ads regularly.

07 Social media ROI remains a mystery. There was tons of great information and expert advice shared during SMMW14 - from blogging to LinkedIn to launches and Facebook and everything in between. Based on the conversations between sessions, the morning and evening keynotes and the social media dialogue that came from of it, here are some of the highlights and insights that stuck with me personally.

PODCASTING IS HOT! HERE’S WHY! Although Podcasting was #5/7 on Mr. Stelzner’s top trends to watch, it seemed to be the buzzword throughout the 3-day event. It all began in the keynote when he shared insights on just how successful his podcast, The Social Media Marketing podcast, has been for www.SocialMediaExaminer.com and how its success prompted the launch of his new podcast project, ‘My Kids’ Adventures’.

ON TWITTER:

RT @kimgarst: Images are a game changer on Twitter. Did you know that images receive 2x of engagement as those without? #SMMW14 RT @kimgarst: If your brand doesn’t have a “humanity” built into it then you will have a hard time building #relationships with real people. #SMMW14

ON BEST PRACTICES:

Adding a disclaimer to your opt-in page will increase conversion! @melanieduncan7 #Smmw14 RT @kimgarst: Visuals are translated by the brain 60,000 times faster than text. This is WHY visual content gets so much more engagement! #SMMW14 “Create processes for your social media activity to set yourself up for success!” Via @MelanieDuncan7 #smmw14 Love it! Content is KING but engagement is QUEEN and she rules the house @Marismith #smmw2014 Although benchmark response time on #facebook is 19hrs... fans want a response within 30min. @MariSmith #smmw14 The answer to #socialmedia overwhelm’s key challenge of time is systems paraphrased @MariSmith #smmw14

ONLINE MARKETING SUCCESS MAGAZINE SEPTEMBER/OCTOBER 2014 | 21

SOCIAL MEDIA He then shared that Toyota, Suzuki, Subaru, Land Rover, Ford, Kia, Chevrolet, BMS, Volvo, Mercedes, Jaguar, Hyundai are now installing Apple CarPlay in their new builds. A key point which, with over 300 million iPhone users, will make it a lot easier to listen to podcasts while driving! Additionally, most automobile manufacturers are reportedly opening up their dashboards to 3rd party apps, (like Apple CarPlay) but also Stitcher and TuneIn. All the more reason to have a podcast! In his SMMW14 session, Pat Flynn, host of the popular “Smart Passive Income Podcast”, shared that the format of a podcast helped him create a much more personal connection with his fan base, pointing out that a podcast creates an intimate opportunity for him to be “in the ears” of a subscriber for as much as 30-60 minutes a week, every week! He also pointed out that his subscribers are more loyal and more likely to buy from him than non-fans because of that connection.

IT’S STILL ALL ABOUT CONTENT… AND ENGAGEMENT! Whether it was a podcast, newsletter, blog or social media post, most sessions referenced content in some form or another and it was Facebook marketing expert and session speaker Mari Smith that brought it home when she highlighted that “Content is King…but engagement is Queen, and she rules the house!” A big advocate of relationship marketing, Mari recommended investing in a dedicated content manager first, followed by a community manager second. She based her advice not only from years of expertise and working on Facebook, but also from a study she shared with the audience which revealed that although the average benchmark response time to social is 19.2 hours, most consumers expect a response within 30 minutes – especially when it comes to Facebook!

KEEPING IT VISUAL Many session tracks through SMMW14 focused on Pinterest, Instagram and other forms of visual storytelling like photos, video, infographics, webinars and other presentations.

Melanie Duncan and Mari Smith both pointed out how many online apps and tools are emerging this year with cost-effective solutions that help non-designer types create compelling graphics and images for relatively low-cost amounts. A quick Google search for “social media graphics apps” will reveal almost 49 million results and guide consumers to a host of resources available to them, some even free! Even on historically non-visual platforms like Twitter, the user of images was reinforced by Twitter marketing mogul Kim Garst. She tweeted during the conference that visuals are translated

CLICK AD TO VIEW WEBSITE

22 | ONLINE MARKETING SUCCESS MAGAZINE SEPTEMBER/OCTOBER 2014

SOCIAL MEDIA by the brain 60,000 times faster than text as the reason for why images attract more engagement, sharing a stat that images on Twitter get 2x as much engagements than posts without.

EMAIL LIST BUILDING IS SO IMPORTANT Referencing Facebook’s acknowledgement that “organic reach” has dropped, Michal Stelzner’s reminded us during his keynote that we don’t own our fans, but we do own our lists. He paraphrased the idea that “you don’t want to build your house on rented land” and reminded us of the value of our email lists. This was reinforced by many experts throughout the event. Amy Porterfield, a Facebook marketing expert, agreed with that point later in her presentation as well. “The energy of your business is directly tied to your email list…if your number one focus is your email list, then you will see your revenue go up!” She also addressed the drop in organic reach on Facebook but predicted that those that view Facebook as an investment will find success rather than staying stuck in thinking it should be a social platform that is free and shouldn’t cost us anything.

layout changes this spring, making it even easier to attract new users because of the similar look and feel to Facebook. There were a lot of advocates for Google+ Hangouts – a key benefit being the (Search Engine Optimization) SEO advantages to using Hangouts to get more visibility in search based on the live recording format and Google’s own algorithm that looks at relevancy and currency when it comes to content.

THE FUTURE? As we navigate the ever-changing landscape of social media, we do know that at the end of the day, it’s effectively giving our brands and businesses the visibility and awareness that we want - however it is through content and personal connection and engagement that most marketers are finding true success!

Melanie Duncan shared some great list-building strategies in her presentation, especially some dos and dont’s when it comes to increasing conversion on your opt-ins pages. She pointed out that the more you ask for on an opt-in page, the lower your conversion. Additionally, she revealed from 100s of her own tests, that a disclaimer on an opt-in page will actually increase conversions rather than deter people from signing up. When promoting a sign-up via Pinterest or even Facebook, she recommended that visual aids remain consistent for the user experience as they navigate the posts, ads, emails and landing pages promoting your offer.

GOOGLE + There were a lot of strong statements floating around when it came to Google+ and most of them appeared to be positive. For one, Google+ is still FREE to use, becoming an alternative to Facebook for some marketers. Some even pointed out how similar the two platforms are looking, with Google+’s recent

CLICK AD TO VIEW WEBSITE

ONLINE MARKETING SUCCESS MAGAZINE SEPTEMBER/OCTOBER 2014 | 23

COMPETITION

8 THINGS YOUR COMPETITORS CAN

TEACH YOU ABOUT ONLINE MARKETING

ne of the best ways to study online marketing is to study your competition. You can easily do that online. Sign up for their newsletter, get their free gifts, and go to their webinars. Learn what they do that works and what does not work. By watching your competition you can learn a lot about marketing to your audience.

When you study your competition look at how they:

Attract Their Audience?

There are a number of ways to attract an audience, how are they doing it and is what they are doing successful?

Interact With Their Audience?

Do they use a number of ways to connect such as discussion boards, comment forms, FAQs, ticketing system or something else to interact with their audience? How good are they are doing it?

Use Content Marketing?

How many blog posts do they put up a week? Do they have a lot of comments and shares? What other ways are they using content? Do they guest blog, post on LinkedIn.com, or do other things with content marketing that you can emulate?

Choose Keywords?

Can you tell by looking at their content and website what keywords they’re banking on to attract their target audience? Will these keywords work for you?

Interact on Social Media?

Do they respond personally to their audience’s questions? Do they post often to various social media websites and if so, how often? Can you tell if it’s automated? Is what they’re doing effective?

Set up Their Website?

What platform have they used for their website? What tools do they use to attract their audience? Some examples might be WordPress.org, Aweber.com, ONTRAPORT, and others.

BY PAM IVEY

Use Affiliate Marketing?

Do they have an affiliate marketing program? Do they promote other people’s products? Which ones and how?

Advertise?

Do they use PPC marketing through Google, or Facebook? If so, what do their ads say and look like? Additionally, you want to learn about their followers, clients, customers, and fans. As you study your competition you should be asking yourself how you can do what they do different and better. How can you differentiate yourself? How can you be even better? There are many clues you can garner from your competition that will help you take your relationship building activities to the next level. Learning what they are writing about, and what type of content is getting the most interaction, can help you learn what you should be writing about too. Knowing what keywords they’re targeting can save you a lot of time and effort in your own marketing. Looking at the mistakes that your competition makes is also important because it can help you avoid the same mistakes. You can save a lot of money by not repeating the same mistakes as your competition. In a way, you can let them make the mistakes first, and then you can run with the things that work, quickly becoming more successful than your competition. Never underestimate how important studying your competition is. But, never be afraid of competition. The truth is, the mere fact that you have competition is proof that you’ve chosen a money making niche. It’s true what they say, if you want to have a successful coffee shop, open yours across the street from another successful coffee shop. While the Internet doesn’t work exactly like that, the fact is, competition is good and you can learn a lot from them so that you can make your business more successful than ever.

24 | ONLINE MARKETING SUCCESS MAGAZINE SEPTEMBER/OCTOBER 2014

SOCIAL MEDIA

O T G N I T S O P DOES A I D E M L A I SOC D A E H Y M E K MA LOOK FAT? BY LINDA M. LOPEKE

or some, the answer (sadly) is yes but the good news is the 50-30-20 diet is the solution for that!

You won’t need to look in a mirror to find out if you need to be on the diet; a quick review of your posting habits tells all.

If you need to take remedial action here’s a proven, 3-step diet formula that influences social media marketing success. It’s all about maintaining a healthy 50-30-20 balance by posting:

01 02 03

Let’s get right down to the skinny on this one. Are you guilty of overindulging in any of the following behaviours in your social media conversations?

posting only about yourself and/or your business,

talking in a manner likely to be perceived as offensive, negative or edgy

being too obscure, narrow-niched, or unilaterally boring

appearing desperate and insecure by constantly asking for likes and retweets

products and services

Like beauty, fat is in the eye of the beholder. Or in this case, your audience.

* 50% curated content

30% original content ** 20% promotional content

Curated content is valuable and interesting content produced by others that you find, consume, like and share by reposting or repurposing it for the benefit of your audience.

Selflessly promoting the great work of others is an excellent business building strategy by the way. Everyone wins when you do more of it! Promotional content is content that is directly self-serving.

Of course, if you are using social media effectively – as a relationship building tool – my bet is you’re already following the 50-30-20 diet as your natural way of being in the digital workspace. Carry on talking!

LINDA M. LOPEKE

is an internationally recognized authority on business management and creator of the award-winning SMARTSTART programs. She teaches creative entrepreneurs how to take decisive action so they can get their greatest work out into the world. Click the link for more useful advice from www.smartstartcoach.com.

ONLINE MARKETING SUCCESS MAGAZINE SEPTEMBER/OCTOBER 2014 | 25

SOCIAL MEDIA

TIPS TO HELP YOU BECOME

A TWITTER PRO

n today’s world, people know about Twitter unless they have been living under a rock, and may even have accounts that they hardly ever use. They may know very little about how to use Twitter properly. As a matter of fact many people misunderstand Twitter and automatically dislike it because they are confused by how the network works. Twitter is a social media platform where people exchange useful information with one another. However, before using Twitter and getting the best out of it, there are some basics about it that people really need to understand. The most important thing, when creating a Twitter account is to make sure you have an avatar of your picture or your company’s logo. And in your bio description make sure you enter all of the keywords that pertain to your occupation, interests and who you are as a person. This way, when other Twitter users see your account, they will be more inclined to follow you since you put out information about yourself. People like that kind of thing and want to get to know you as a person. Definitely add your website to your website field when creating

BY MIRIAM SLOZBERG your profile. It is also a good idea to find a nice background to download (Twitter has background choices as well but it adds more of a personal touch if you add your own background). Make sure it is tiled so the background is spread across your Twitter page. Once you have your account created, find some people to follow who you feel you can relate to- and then start speaking with them. Not through direct messaging but through mentioning them in your Tweets. An example is when you follow someone, tell them that you are glad to meet him or her. You go to the field where you send your Tweets and say if the user name is “twitteruser”, say @twitteruser it is so nice to meet you. This alone will make him or her more inclined to follow you back and to converse with you for a short period of time. However, do not end up having extended conversations with other Twitter users as that will just appear annoying. Promoting yourself once in a while is fine, but do not do it 10 times a day. Be sure to make the majority of your tweets compelling to so your followers pay more attention to what you

MIRIAM SLOZBERG

is a Canadian mom, author, and SEO and social media manager - who is focusing most of her time on teaching and empowering entrepreneurs and job seekers on how to be influential in their niche by harnessing the power of social media. Find out more about Miriam www.miriamslozberg.com. 26 | ONLINE MARKETING SUCCESS MAGAZINE SEPTEMBER/OCTOBER 2014

SOCIAL MEDIA put out. If you come across an interesting story or a bizarre story, Tweet it out. Others will find it fascinating. Also send Tweets related to your niche without promoting yourself. You will attract more followers by using this method. Definitely do not flood feeds of other users by sending too many Tweets at once. This could get your account banned especially if it is new and it is extremely annoying. And never ever spam anyone either. The one method that was at one time encouraged but no longer is, is auto messaging. When someone follows you, do not have an automated message going out to him or her. It will either be ignored or be annoying and be a complete turn off. If you want to retweet something from another user, make sure the user is credited by including their Twitter handle in the tweet. When retweeting, the name is included anyway but giving credit to a Twitter user who sent out that information is only not just right but will be appreciated. You are also only allowed to send short messages as you cannot Tweet anything that is more than 140 characters long. Make sure you make whatever you send short and sweet and do not send multiple tweets. If you want to express something that will require a paragraph, that is what a blog is for. And by the way it is okay to tweet your blog too. Remember, people use Twitter to gain new information and tweeting out your blog posts once in a while is certainly acceptable. At the same time, when tweeting something out, do not just tweet the URL. Tweet the name of the website or blog or blog post and then the URL. And you can use hashtags # but do not overdo that either as that will also just be annoying to other users. If you add 2-3 hashtags that is good, and no more than that. Definitely one more important thing to mention about how to use Twitter properly is to not follow everyone who follows you. You will end up having a much better profile if you follow a lot less people than those who follow you. For instance, if you

onlinemarketing SUCCESSMagazine is a rich resource to help online marketing consultants and other service providers step into their power with confidence and know-how. Do you have a story that demonstrates a way forward and can be just the information or insight they need when they reach roadblocks or feel like giving up on their business dreams?

Connect with us at kate@omsmagazine.com with your story idea. have 20,000 followers, it looks great for your profile if you have only 5,000. If users truly value your information, they will not care whether or not you follow them regardless. You can also create lists for users who belong in a certain category or niche you are interested in. They will appreciate being added to a list and they will add you to theirs as well if they have one. Besides having a clean and acceptably active Twitter profile will only increase your Klout score. So if you are new to Twitter, be sure to understand how to use it first before using it. Enjoy tweeting!

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ONLINE MARKETING SUCCESS MAGAZINE SEPTEMBER/OCTOBER 2014 | 27

STRAGEGY

HOW TO CALCULATE CUSTOMER LIFETIME VALUE

BY PAM IVEY

ou probably know the term ROI, return on investment, but did you know there is a better metric that can determine the true worth of each customer that enters your product funnel? It’s called Lifetime Value or LTV or Customer Lifetime Value, CLV. This number is how much each customer is worth over their lifetime with using your product or service.

Number of Repeat Sales This is how often on average your customers buy from you during a specific period of time. Again, this is easy if you have a monthly subscription, the number you would put into the number of repeat sales will be 12 months if your subscription time is monthly for a year. It’s a little harder to figure out if you have a different situation.

Understanding this metric can help you determine how much to spend on customer acquisition, as well as help create a budget for customer service programs that help retain customers long term. Once you understand the CLV you’ll be able to make better decisions regarding customers in many ways including, product creation, marketing, customer service and more.

To figure out the number of repeat sales you’ll need to follow your customers during a period of time and then figure out an average that they purchase over a year or week, or whatever your period of time is. A tip is that if you know already that your average customer lasts more than a year, to choose a year as your time period. Let’s say your customer buys from you monthly, 12.

The formula is:

Average Retention Times Follow your customers and figure out when the average time they drop off the map and stop buying from you. If you have not been in business very long, you can use an educated guess for this number by looking at the average length of time other businesses like yours retain customers. Let’s say you ran the numbers and determined that your customers stick around for an average of 4 years.

(Average Order Value) x (Number of Repeat Sales) x (Average Retention Times) = CLV Of course, in order to come up with the CLV you’ll need to know the numbers to plug into the formula. If you don’t know that information then you have some more to learn.

Average order value How much your customers order the first time on average. This may be a hard or simple number to discover. If you sell a subscription or recurring average order that is easy to figure out. For instance if you have a minimum number of hours you sell, or a set fee for a monthly subscription you just use that number for average order value. But, if you sell a lot of different multiple products at multiple entry points it might be more difficult to figure out. Simply add up all first time orders over a period of time, six months or a year, and then divide by how many customers that was. So if you had 100 customers who bought 5000 dollars’ worth of merchandise over a six month period your average first time order is $50.00. Once you get this number plug it into the first slot (Average Order Value).

Once you can fill in all the parts of the formula you can get a good idea what your budget should be for getting new customers and keeping the ones you have.

Pulling it all together:

(Average Order Value) x (Number of Repeat Sales) x (Average Retention Times) = CLV $50 x 12 x 4 = $2400 In this scenario, your average customer’s lifetime value is $2400 dollars. This number can inform your advertising, customer service and more. You can even do things, such as introduce more products to increase the CLV.

28 | ONLINE MARKETING SUCCESS MAGAZINE SEPTEMBER/OCTOBER 2014

SOCIAL MEDIA

LAUNCHING NEW PRODUCTS:

SOCIAL MEDIA SUCCESS TIPS

BY STEPHANIE WATSON

o matter what type of product you want to launch today, using social media to get the word out about your new product is a no-brainer. The parts of the equation often missing when using social media to push the word out about your product are often the same types of information you need for any type of marketing. You need to know your audience, define your goals, create a plan of action and know how to track your efforts to determine success.

Understand Your Audience All things start and end with your audience. Product creation begins with a full understanding of what your audience needs, and product marketing must include some thought as to where your audience spends their time. Whatever social media they use, you need to use too. Don’t assume you know your audience without conducting research on a regular basis.

Define Your Goals & Tactics Your goals may differ depending on the social media channel you’re using. For instance, during a product launch one goal may be to bring awareness of the product to your audience, while a secondary goal is to increase conversions. The tactic you use depends on all these factors taken together. For instance, perhaps you will use a series of case studies on your blog, which you push out to your audience via Facebook.

Craft a Plan of Action Everything needs to be interconnected and work together when using social media to market your new product launch. Every blog post, every email message, every social media update needs to be designed to work together. Sometimes it can help to look first at the goal to determine the tactics you’ll use while crafting your plan of action so that everything fits together like a puzzle.

ABOUT STEPHANIE WATSON With more than 20 years experience working from home in a variety of roles such as HTML Website Designer, Internet Marketer, Template Bender, and Virtual Assistant, today Stephanie is an author and content strategist who organizes, plans, writes and implements content strategies for business owners through her business at Barry Publishing. You can find her at Linkedin.com www.linkedin.com/in/stephaniewatsonbarry and contact her via her website www.barrypublishing.com. ONLINE MARKETING SUCCESS MAGAZINE SEPTEMBER/OCTOBER 2014 | 29

SOCIAL MEDIA Track Your Efforts Nothing is ever done without the paperwork being complete, right? Well, the same can be said of anything you do online to launch your products. You cannot assume that anything you do is working. Be sure to track your efforts with the tools you have available such as Google Analytics tools, Social Media Analytics tools, Email Marketing Analytics tools and so forth. These tools are often provided with the software in question or provided by a third party.

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Repeat Use the information gathered by tracking to repeat what works and stop doing what doesnâ&#x20AC;&#x2122;t work. This is the key to the success of any marketing effort. Analyze the numbers so that you can know what you are doing is producing the sort of results you hoped it would. If itâ&#x20AC;&#x2122;s not, by scrutinizing the numbers you might be able to identify something you can change. This is how you learn to work smarter, rather than harder. Launching new products using social media requires you to have a deep understanding of your audience, where they hang out on social media, how they use social media, and what they expect from the experiences you provide to them on social media. Additionally, every avenue needs to work together starting with your website or blog and moving outward to each social media channel but bringing it, full circle around to your product, which of course should be 100 percent focused on your audience.

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30 | ONLINE MARKETING SUCCESS MAGAZINE SEPTEMBER/OCTOBER 2014

STRAGEGY

CUSTOMER LIFE CYCLE EXPLAINED

BY PAM IVEY

n short the customer life cycle is how long you expect any given customer to stay a customer. Understanding your customer life cycle will help you calculate the value of any given customer, which can inform your marketing and customer service budgets and efforts. In most cases the customer life cycle looks like these 9 steps.

Awareness

Research

Comparison

Selection

Purchase

Experience

Retention

Word-of-mouth

Repeat

How are you compared to your competition? Are there gaps in the competition that you can exploit?

Selection What made you stand out among the others to help your audience choose you? Poll your customers to find out. Purchase Did they purchase via an email offer, an affiliate’s offer, from your sales page, and how did they find all of the above? Do you have abandoned shopping carts? What is your conversion rate? How can you improve any of this? Experience How does your customer experience your product after purchase? Is your customer service up to the task? What ways can you improve the customer service to improve the experience of your customer. You can start with sending only exceptional products and providing topnotch service to improve the experience of your customer from moment one. Retention

How many of your customers are repeat buyers? How long does it take them to move through your product funnel? Do you have enough smaller products to move them toward your larger products and / or services to keep them for a longer period of time?

This can be reduced to the essentials of discovery, exploration, buying and engaging. At some point most customers drop off and don’t stay in the loop. By studying your customer life cycle you can figure out gaps in your marketing that can help keep them in the customer life cycle loop longer.

Awareness

How do your customers find you? Via blog posts, bylines, ads, press releases, articles, other media? How can you increase the chances of more people finding you?

Research

Comparison

What ways does your audience research your company? Did they find information about you via social media, reviews, blog posts, and word-of-mouth, or some other way? How can you work to influence these channels more?

Word-of-Mouth

Do your customers love you enough to tell others about your products and / or services? If you provide top notch products and services encourage your customers to tell others about you by asking them to refer you and asking for testimonials.

Repeat

Does the customer keep moving through your product funnel to the “end” and can you think of new ways to increase the end such as continuity programs, inner circles, and mastermind groups that require a subscription fee? Understanding the customer life cycle can go far in helping you improve every aspect of your business. You can improve each step of the life cycle which will naturally improve the customer retention rates and every other aspect of your business too.

ONLINE MARKETING SUCCESS MAGAZINE SEPTEMBER/OCTOBER 2014 | 31

SOCIAL MEDIA

ONLINE RELATIONSHIP

ROI

ncreasingly we live in a world of acquaintances and casual friendships and dare I say even shallow connections. To thrive in a business world bombarded by impersonal methods of communication, the smart entrepreneur recognizes that relationships in business, on and offline, will be the determining factor for increased success. In fact, the smart relationship marketer and business person seeks to serve the people they interact with on social media channels and puts their needs before their own to truly thrive.

Smart relationship marketers listen, give and appreciate! Listening Listening is something we all think we do exceptionally well. Seems like a natural habit much like breathing really. The reality is that so many of us may be great talkers but need

BY NIKKI PETT to improve our listening skills. Or perhaps we’re great selfpromoters online but rarely step back to promote others. “Listening” online can be done by seeking to help promote others first. It can include sharing their posts and articles asking nothing in return and showing genuine interest in their online activities. When people constantly post and sell their business promotions it can be tiresome. Be the online “listener” who seeks ways to hear about other people and what they’re up to. Engage with great questions and then look and listen for ways to help. Great relationships marketers are successful online, because much like an in person meeting, they ask excellent questions with a consultative approach rather than offering up production solutions before fully understanding the client’s needs. As a result, social networkers are put at ease by the active questioning and genuine interest; they open their minds and their wallets as a result.

NIKKI PETT

is a speaker and trainer, author of “Relationship ROI”, founder of NikkiPett.com and creator the BAAM System; The Ultimate Client Loyalty and Repeat Referral Business System. Nikki has been an entrepreneur for 12 years and now shows other entrepreneurs how to grow their business by double-digits year after year without ever having to cold call. You can reach Nikki on https://twitter.com/nikki_pett or www.Facebook.com/authornikkipett 32 | ONLINE MARKETING SUCCESS MAGAZINE SEPTEMBER/OCTOBER 2014

Give

Appreciate

The smart relationship marketer gives more than they take. They subscribe to the belief that what goes around comes around and they approach life with a viewpoint of abundance rather than scarcity. What that means is that smart relationship marketers spend their time online focusing on what he or she may give to the person that they socializing with. They don’t wonder what that individual can do for them but rather they seek out how to provide value. This value may be in the form of a referral to an online strategic alliance that might help grow their business. Perhaps it’s retweeting relevant information or selflessly promoting their business to your tribe.

Ensure you appreciate those online connecters who constantly support you. They’re the ones who always “Like”, comment or re-tweet your activity and do so with conviction and enthusiasm. Make sure you honour their efforts by promoting their business or better yet reaching out with a personal call, a personal note or a gift of gratitude to express your genuine appreciation. The reality is that people who are out there actively promoting you are doing so because they believe in you. Express genuine appreciation for their support and build a raving fan for a lifetime!

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Next Program begins September 22nd.

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UPCOMING EVENTS Have an event youâ&#x20AC;&#x2122;d like included in our list? Drop us a line with all of the details to editor@omsmagazine.com

DATES

EVENT NAME

LOCATION URL

September 15 - 18, 2014 Inbound Marketing Summit Boston http://www.inbound.com

ABOUT INBOUND MARKETING

September 17 - 18, 2014 Ad Tech Tokyo

Tokyo http://www.adtech-tokyo.com/en

DIGITAL MARKETING

Sept 30 - October 3, 2014 SMX East

New York

SEARCH MARKETING

http://searchmarketingexpo.com/east

October 21 - 22, 2014

Ad Tech London

London http://www.ad-techlondon.co.uk

DIGITAL MARKETING

November 5 - 6, 2014

Ad Tech New York

New York

DIGITAL MARKETING

http://na.ad-tech.com/ny

November 20 - 21, 2014 SMX Las Vegas Las Vegas http://searchmarketingexpo.com/socialmediamarketing SEO, SOCIAL MEDIA November 3 - 6, 2014

SES Conference & Expo

Chicago http://www.clickzlive.com/chicago

SES

December 2 - 3, 2014

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SES

October 6 - 9, 2014 Pubcon Las Vegas http://www.pubcon.com/new-orleans-2014

SEO, SOCIAL MEDIA

October 29 - 30, 2014

Conversion Conference London http://conversionconference.co.uk

CONVERSION

November 4 - 5, 2014

Conversion Conference Berlin http://conversionconference.de

CONVERSION

October 27 - 28, 2014 SearchLove London https://www.distilled.net/events/searchlove-london SEARCH MARKETING September 18, 2014

InboundCon

Toronto http://inboundcon.com

INBOUND MARKETING

September 17, 2014 Future of Marketing Summit New York http://event.ft-live.com/ehome/marketing2014/pricing MARKETING September 12, 2014

Call To Action Conference

September 18 - 19, 2014 Brand ManageCamp

Vancouver http://www.calltoactionconf.com Las Vegas

http://www.brandmanagecamp.com

CONVERSION BRANDING

October 8 - 10, 2014 B2B Marketing Forum Boston http://www.marketingprofs.com/events/mpb2b14/conference B2B MARKETING November 4 - 6, 2014

ClickZ Live

November 11 - 13, 2014 InternetSummit

Chicago http://www.clickzlive.com/chicago Raleigh, NC

http://internetsummit.com

SES DIGITAL MARKETING

December 10 -13, 2014 Search Insider Summit Park City, UT http://www.mediapost.com/searchinsidersummit SEARCH MARKETING December 9 - 10, 2014

DigitalSummit

November 11 - 12, 2014 SES Conference & Expo

Dallas http://www.dallasdigitalsummit.com DIGITAL MARKETING Bangkok http://www.clickzlive.com/bangkok

SES