Secret 11 “Advanced and Targeted Marketing”

“Be Someone, Do Something and Be Somewhere”. Dan Kennedy

1. The advanced steps assumes the 7 basics are all in place a. Monthly paper newsletters _______________ b. Signage _____________________________ c. Yellow page/ phone book listings __________ d. Professional newsletter monthly ___________ e. You have a website on-line _______________ f. Regular data capture of prospects on and off line_________________________________ g. List maintenance is occurring ____________

2. First Advanced Strategy = Targeting a. Determining and then carving out a niche or niches _________________________________________ _________________________________________ b. Targeting your marketing to the niche or niches you desire ___________________________________ ________________________________________

Multi-step the marketing to your niche Examples – Direct mail sequences 1. 3 Letter strategy 60 – 90 days Intro with PS offer _________________ Pitch the offer ____________________ Final offer _______________________ 2. Sequential s ___________________ ____________________________________ 3. Second Advanced Strategy

a. Become the expert and maintain the top position in your niche 1. Education and continued evolution_________ ________________________________________ 2. Positioning in the community-visibility at events and functions. _________________________ ________________________________________ 4. Third advanced strategy:

5. Fourth Advanced Strategy: S.E.O. and aggressive on-line presence ** Probably the single most important advanced strategy in your arsenal Caveats – Do not ignore your geography Ex. – if there are 10 doctors within 5 miles, who are (is) your niches (s)?

b. A functioning, updateable website________________ _____________________________________________ c. Must have Lead Capture Capability_______________ _____________________________________________

d. Designed with SEO (search engine optimization) for your niche or niches (by page) 1. keywords & keywords selection_______________ __________________________________________ 2. doing the research _________________________ __________________________________________ 3. monitoring your statistics____________________ __________________________________________

6. Video & Video Submission a. short, relatively good quality ____________________ ____________________________________________ b. host on YouTube (tm)_________________________ ____________________________________________ c. update and resubmit regularly___________________ ____________________________________________ d. post to blogs and Podcasts ____________________ ____________________________________________

7. Article & Article Submission a. Write original articles __________________________ _____________________________________________ b. Submit to on-line directories ____________________ _____________________________________________ c. Make sure there is a good offer with ways to reach you (phone/ /URL)___________________________ _____________________________________________

8. PPC – Pay Per Click Strategies a. Google Adwords ______________________________ ______________________________________________ b. Yahoo Search ________________________________ ______________________________________________ 1. setting up an adwords campaign_______________ 2. installation of tracking code __________________ __________________________________________ 3. using google analytics every week!!!____________ __________________________________________

9. Staffing so things get done a. Hire with foresight ____________________________ _____________________________________________ b. Technological mindset and savy_________________ _____________________________________________ c. Skill sets and ability to get things done and keep it all organized for you (our software)________________ _________________________________________

10. You’ll need to outsource to reach the Top of Your Market! a. Our done-for-your services (ultimately cost you far less and save you the most. ___________________________ __________________________________________

b. Customized works done by Kim 1. positioning and refinement____________________ ___________________________________________ 2. image creation _____________________________ ___________________________________________ 3. refinement and re-appraisal ___________________ ___________________________________________

Summary _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________ _____________________________________