Local Client Consulting: Coaching Program By Anthony Devine Session 4

Session 3 Review… In Our Last Session - Continue Your Centers of Influence (COI) Prospecting - Also, Continue Your Foot-In-Door (FID) Prospecting Method - Added New Prospecting Method: Video Review (VR) Method - Homework Assignment ** Reminder: ABP…A: Always Be Prospecting… ALWAYS ;-)

Session 4… Prospecting Continued Continue Prospecting Via: - Centers of Influence (“COI”) Prospecting - Foot-In-Door (“FID”) Prospecting - Video Review (“VR”) Prospecting PLUS: Introduction To Our Next Prospecting Method…

“Run/DMC” Prospecting Strategy “Run/DMC” Prospecting Method, or “Running A Direct Mail Campaign” In A Special Way (No, It’s NOT The 1980’s Rap Group!) Why Direct Mail? - Simple… Because It Works AND, With The Method I’m About To Reveal To You, It Can Work Very Well - Plus, Very Economical (No FedEx)

How To Find Prospects… Within Your Selected City/Niche, Type Said City And Niche In Google Search Box Ideal Prospects: – Those Prospects Using Google AdWords On SERPs Pages 1 thru (up to) 10 (Number Will Vary Depending On Location/Niche) – Not Ranking In Top 3-5 On Google Page 1 – Place Prospects Contact Info And Website URL On Your Excel Prospecting Pipeline Spreadsheet (You Should Be Using One I Provided In One Of The First Two Sessions) – Go To SpyFu.com, Enter Prospect’s URL, Write Down Estimated Monthly AdWords Expense On Spreadsheet & Repeat For Each Prospect – Prioritize Prospects Based On Highest-To-Lowest Adwords $

Remember My Top 3-5 Caveat… Don’t Necessarily Immediately Discount Every Potential Prospect Just Because They Are In A Top 3-5 Page 1 Google Ranking… There May Be Opportunities With These Prospects (Especially Those Not In Top 2 Or 3)… In These Cases, You May Want To Review Their Site, Video(s), Etc To See If You Can Provide Value (Via Your Video Critique)

Increase Your Odds Of Closing Multiple Monthly Recurring SEO Clients… Instead Of Sending Your Direct Mail Piece To 5+ Prospects Within Your Same City/Niche, Initially Only Mail To 1-2 Prospects In Same Market While, At The Same Time, Find Additional Prospects In Same Niche, Different City And Initially Mail 1-2 Prospects There, And So On For As Many Different Markets As You Desire… Why? - To Be An Ethical SEO, You Can Only Work EXCLUSIVELY With One (1) Client Per City/Niche Combination… To Not Do So Would Amount To Competing Against Yourself And Pit Client Site Vs. Client Site… This Is ALWAYS The Case For SEO, Video SEO, Site Rentals. *Not Applicable To Any One-Off And/Or Other Service Not Involving SEO. For Instance, Website Design Does Not Create A Conflict Between Two Clients In Same Market

Reminder… Why Are We Selecting Top Organic Listings And AdWords Users For Prospects? Because They Are Already Paying For Online Advertising, So Understand The Value Of Same You Do Not Need To Convince Them Of Power And Value Of Online Marketing

Secret Weapon (For AdWords Prospects Only) SpyFu.com* – Use This Site To Research Estimated Ad Spend For Any Prospect that Uses AdWords (See New SpyFu Research Training Video) Why Do This Since We Already Know They Use AdWords? *Use Free Version

Preparing For Your Run/DMC What You Need (After Compiling Your Prospect List… YES, You May Use This Strategy For Other Prospects You May Already Have, Provided You Have Not Already Contacted And/Or Spoken To): - Google Keyword Planner - Bright Local (Local SEO Report… Free Trial) - Direct Mail Piece (See Swipe) - Clear/See-Thru Report Cover With Slider (See Image Following Page) - USPS Priority Mail Envelope (NOT Overnight) - Post-It Notes - Pen - Printer Paper - Printer (Optional: Color Ink)

Direct Mail Supplies

Compile Your Direct Mail Piece… For Each Prospect, Prepare: - Direct Mail Piece (Include Screenshot Of Keyword Planner For City + Keyword) - Local SEO Report (Will Discuss Further In A Moment) - Post-It Notes: Add Value Via Writing Tips On Post-Its And Attaching To Local SEO Report And Direct Mail Piece - Be Sure To Sign Report - Print Out And Place: i) Direct Mail Piece; ii) Local SEO Report; and iii) Final Page Inside Clear Report Cover And Slide Binder On Side To Hold In Place

Review Direct Mail Piece, Then Mail… Be Sure To Review Your Direct Mail Piece, Including The Local SEO Report To Eliminate Any Embarrassing Mistakes, Which If Found By Prospect, Would Most Likely End Any Chance Of Landing That Particular Prospect Mail To Your Prospect Calendar 2 Dates: - Date You Mailed Run/DMC To Each Prospect (Include Prospect’s Name) - 3 Days After Date You Mailed, Write Down Each Prospect’s Name, Decision Maker And Phone Number If Prospect Calls You 1-2 Days After You Sent To Him/Her, Talk To Them, With Goal Of Scheduling An Appointment… DON’T Be In A Rush To Close If Prospect Does Not Call You, Do NOT Worry As That Does Not Necessarily Mean They Aren’t Interested… On Day 4, You Call The Prospect And Talk To Decision Maker… If You Can’t Get A Hold Of Decision Maker, Leave A Brief Voice Mail (Do NOT Leave Long-Winded Message As It Sounds Desperate) AND Also Send An (See Swipe)

To Increase Conversions… Be 100% Certain To Follow-Up With EVERY Prospect You Send A Run/DMC Mailer To By Calling AND ing As I Just Discussed… Did You Know That More Than 50% Of Local Marketers Do Not Follow-Up? The Result? Each And Every One Of Them Is Leaving A TON Of Money On The Table! Don’t Do That!

About The Local SEO Report, Briefly… As I Mentioned, BrightLocal Offers A FREE Trial, Which Is 20 Reports OR 30 Days, Which Should Give You MORE Than Enough Reports AND Time To Land AT LEAST One (1) Client With This Method! Follow On-Screen Directions At BrightLocal.com… Very Easy, Very Intuitive…

Assignment Select City And Niche (Or Cities And Niche([s]) – As I Mentioned Earlier, To Increase Odds Of Landing Multiple Clients, Especially If You Offer SEO Type Of Service, Find Prospects In Same Niche From Multiple Cities Be Sure To Prioritize Your Prospects Via SpyFu.com Research (Most-To-Least) AdWords Spend) Prepare Spreadsheet (see prior Session’s Resource Section on webpage) Follow My Earlier Directions For Compiling Your Direct Mail Piece For Each Prospect Review And Mail Prospects If Prospect Calls You, Goal Is To Set Up Appointment (Phone Or In-Person)… Attend And Close! For Any Prospects That Do Not Call You Within 3 Days, Call Them With Goal To Set Up Appointment. If Not Available, Leave Brief Voice Mail AND Send . IMPORTANT: Do NOT Delay Follow Up Or Can Drastically Reduce Conversions Continue With ALL Prospecting Methods… BUT, If You’re Having Success With Any One Or More Over Other Strategies, Feel Free To Shift More Time And Effort On That Method As The Goal Is To Land Clients With Whatever Method(s) Work Best For You!

See You Next Week… Session #5 Tuesday, December 16, 2014, at 1:00 pm EST (Remember… Password Protected) *Questions? me at: *Please allow up to hours for my reply (depending on time of day/night and our respective time zones)