Small Business Internet Marketing Key Takeaways

www.SmallBizInternetMarketing.com.au 1
FINAL WORDS
Rome wasn’t built in a day.
David: What we might do is we’ll just go up to the final wrap up here. It’s a little bit small
but you’ve got this screen. It’s one of the first slides that I showed you and I just want to
bring you back now to come full circle. We’ve just given you so much information today.
When I started the day, you might not have realized it when I gave you that metaphor for
the tree and hanging those little leaves off the branches. It’s all in there now and I just
want to bring it full circle.
Review the plan
So the way that I work with a client and you
can follow this same process. I’ve thought
about this process, it is in a particular order for
a particular reason. There is a reason why Pete
and I had the seminar in the order that we had
it because this is the process that you can
follow.
Understanding products / services
First, start off, understand your products and services, get really clear on that. Create that
avatar so you find out exactly who that person is who you’re going to market towards.
Research target market / competition / keywords
Research that target market, look at what your competitors are doing, try and build that
keyword research list. Everything that happens online starts with the keywords. So you
need to make sure you know who your searcher is so you’re making sure you’re selecting
the right keywords to get in front of that person.
Build a website
The next thing, you build a website, whether it’s WordPress or take an existing website that
you’ve already got, build one.

Install Google Analytics and Webmaster Tools
Install Google Analytics as Pete talked about and also have a look at Webmaster Tools as
well. That way you can know. As Pete said, you can’t improve what it is that you don’t
measure. So that’s what all the installing of Google Analytics is about.
On page optimisation / conversion / enquiry form
Then we do our on page optimization, conversion and that type of thing. Pete again talked
about that, making sure that the phone number is in the right spot, making sure that
you’re speaking to that avatar, making sure that you’re giving the user what it is that
they’re looking for.
I can’t express this enough, once you put yourself in that avatar, or you’re typing
something in, imagine what is it they’re looking for. What is it that you would want to see
to help you make the decision whether or not you’re going to do business with someone.
Google Places
Once you’ve done that, then you look to register the website with Google Places.
Google AdWords
Once you’ve done Google Places, then start on AdWords. You want to drive some traffic as
quickly as you can to the site, get some quick results. Find out if there are any keywords
that maybe you missed and hey, maybe I should try and optimize for some of the
keywords as well because they’re the most profitable.
Quick cash: promo / customer reactivation
Then when working with a client we do quick cash. This is more the way I work with clients
because it’s important for me to get them a result as quickly as possible.
Once they get a result that they’re happy with, they’ll be happy to go on our $1,500 a
month retainer because we’ve got them those quick results. That’s why I want to get
results as early on as possible.
Off page SEO
Then you look at your off page SEO, building all those things that I talked about over there.
Rome wasn’t built in a day. It does take time to implement that type of thing. So whether
or not it’s something you look to outsource, I would suggest you do it once yourself first,
just so you understand the process and then it makes the outsourcing process a lot easier.

Talking about the tomato technique, just break down some extra time each day where you
say, right, I’m going to devote this little time block to marketing my particular business.
Video marketing
At that point I’d add in video marketing and the viral-type videos that we created, like the
Google vs. Yellow Pages and also the video when they land on the home page, which I just
talked about.
White paper, build database and autoresponders
Once I do that, then I look to build the white paper so you’re starting to get a bit of traction
on your website. You’re starting to get some visibility. You’re starting to get some users.
Now we want to make sure that we capture those users. To do that, we create the
autoresponder system and make sure that we give them a free report and a reason to want
to opt in so we can build up that database.
Web 2.0: Twitter / Facebook / foursquare
At that point, I analyze whether or not I’m going to do Web 2.0 for a particular business.
Again coming back to the avatar, is it something that we should be doing and can it take
what we’re doing to the next level? We may or may not do that one.
Press release
At that point, I introduce the press release. I use press release more for SEO purposes,
whereas Pete uses it more for media. You can get both benefits out of it. Media is really
good because if you have a look at the davidjenyns.com/about, and I’ve got my story and
I’ll put little snippets of me in the paper and things like that, it just keeps on boosting that
credibility so people can trust. Like Pete said, it’s that halo effect, you can’t fake that type of
thing.
Regular blogging: top questions / interview experts / Google Alerts
Then I get the client to look to start doing regular blogging. You want to get them into a
rhythm because bigger sites win and you want to send links to the pages that you want to
have ranked. So we use the blog to keep targeting those longer tail keywords.

Build info product
Then the final thing, which we haven’t really talked about too much, but the idea of
building a back end product. So depending on your particular service, maybe you run a
workshop like this. You get a few clients in the room and you run a little workshop, and
you create a DVD set. That DVD set can be used for cutting up and posting on YouTube or
you could use it to sell as a backend product, and hopefully, get a second revenue stream
so you can start to step outside of your business and do what Pete said, work on your
business instead of in your business.
Big rocks
From here, I’ve given you so much here. You
just focus on the big rocks. You want to build a
business that adds value.
The speed of implementation, this is something
that I got from Eben Pagan. It’s really
important; you’re going to take away a lot of
information today, you’ve got the little game plan of what it is you’re going to do. The
speed at which you can implement this material after you leave this seminar will determine
how much of a success you are.
The quicker that you take this information and implement it, the quicker you’ll get to that
end result. The speed of implementation is what separates people who are a huge success
and people who aren’t. It all comes down to execution. You’ve learned a great deal of
information today, but as much as people say, knowledge is power and so on, that’s all
fantastic and you’ve got a game now. But it really comes down to the execution and the
implementation. Money is made when you take action and unsubscribe from some of
those different e-mails that you get and you’re hearing about the latest product launch,
and you’re getting distracted.
Unsubscribe from all of those things, just get focused and implement everything you’re
learning as quickly as you can. Try not to get caught up in the details as well. People might
ask me a question, what hosting provider should I use? I’m trying to build up this network
here. Should I look at using different IP addresses so that way Google doesn’t think that it’s
all me linking back to my website? What autoresponder system should I use? These types
of questions, you don’t want to get stuck in there because often that can stop you getting
through implementation.

We know this from MetaStock work; a lot of people never get around to trading because
they’re too busy learning the software and they never quite get it. It’s the same thing in all
areas. A lot of people just get caught in the details. So focus, focus, focus.
Big insights competition
I might finish with a final little story and then hand it over to Pete to see if there’s anything
he wants to add. I just thought I’d talk a little bit about, we’ve all had these defining
moments in our lives. You look back now over everything that got you here. There are
probably a few big memories that stick out in your mind and it’s those ones that really
shaped who it is that you are today.
One of the early experiences that I can
remember having was I was living in a flat with
my Mum on Tooronga Road in Glen Iris. I was
going to school at Melbourne High at the time
and I started talking to a guy and he was
saying, oh, you should get into martial arts. I
thought, yes this sounded interesting. I started to have a look at some different martial arts.
I got myself a copy of UFC and started to watch some people fighting to figure out which
particular fighting method I was going to go after.
I decided and settled on something called Brazilian Jiu-Jitsu. It’s a grappling sport, so for
those of you who don’t know, when you do stand up, things like Muay Thai and kickboxing
and boxing, it’s all you stand up and it’s all about your legs, your arms. It’s all about
distance fighting. Grappling is almost like wrestling. When you think of street fighting,
what usually happens on the street, people just run at each other and then they fall to the
ground. That’s usually what happens.
Grappling, I thought, from a real-life application point of view, I should learn grappling
because that’s how things go. So I went along, it was Malvern Martial Arts where I trained.
It was right around the corner. I used to go up there and train. And I remember the first
class that I went to I went up there. I’m not a big dude, and I go into this gym and there are
some massive dudes. I ended up grappling with these guys on my first night. I know they
were going easy on me, but for those of you who know anything about Brazilian Jiu-Jitsu,
often one of the first things that you do, it’s all about trying to fight strength with strength
in Brazilian Jiu-Jitsu.

If I’m going up against these massive dudes there is no chance at all that I’m going to beat
them strength on strength. You don’t know that when you’re first learning and later on you
pick up some lessons along the way and you realize you can start to go with the flow.
There is a lot easier way of doing things that you may not have realized before. So
hopefully, I’m starting to open your eyes up to the idea that there are some easier ways to
do things. That’s why we gave you this little step by step plan that you could follow.
But on this first session that I was there, I remember going in and grappled with these
dudes and I was just destroyed. I’m sitting there, lying on the mat, if you can imagine this,
it’s on a blue mat, they’ve got these jigsaw mats. I’m lying there, not wanting to move. You
know when you’ve exerted yourself so much that you feel like, if I move, I’m going to vomit.
So I’m not going to move an inch. I’m lying there, saying, do not move. Do not close your
eyes. The world will spin. Just stay strong and not throw up.
So what did I do? I focused on what it is that I wanted to do and I threw up all over the mat
on my first class. I threw up and to make matters worse, no one wanted to clean up the
new guy’s spew. So they went and got me some paper towels and said, alright. Dave. It’s
time for you to clean up your mess. It’s one of those things, I have that picture clearly in my
mind. I went home that night and as you can imagine I was a little bit embarrassed and
thought this is pretty embarrassing. First night there and I vomited all over.
I thought about it during the week and I thought, no, I’m going to go back. I’m going to go
back. So I went back the next week. I went to go for another class and my sensei pulled me
aside and he said, I can’t believe that you came back. I thought, ok, a nice way to welcome
me back. But he said, most people would not just stick with it and go all the way through.
It was that persistence to break over what was uncomfortable, what was embarrassing,
what I thought was hard and I stuck with it.
I ended up sticking with that for about three or four years and got second in the Pan
Pacifics, beaten by a Brazilian. But they start when they’re eight. Maybe that gets me a little
bit off the hook.

The reason I tell you that story is a couple of things. One, just thinking about what those
defining moments are, and again I always like the idea of, if you want this to be a defining
moment for you, you get to choose. When you walk out of here, if you want to make this a
defining moment, where you say, ok, that is the point where things started to change and
headed in the direction. If you want, that can happen. There are a few other little lessons in
there that, they all seeped in and when they need to come out, they’ll come out. I’ll hand
over to Pete.
Pete: I won’t keep you guys for much longer. I just wanted to say thank you very much for
all your attention today, it’s been much appreciated. I really hope you’ve found your pony
in all of this, coming back to what we said this morning. I really hope you found your pony
and if you haven’t found it, let me give it to you.
It’s that CFT time. It’s that critical focus time. If you can just find 50 minutes a day to devote
to work on your business and actually make sure you make that time, it will impact a big
deal. It’s one of the things we try and implement with everything that we do and
particularly myself, is to have that critical focus time on a daily basis and you give yourself
50 minutes to work on your business every day.
It’s so easy to get distracted by the tools and get distracted by the staff and get distracted
by the clients. At the end of the day it’s your business you have to grow, so make sure you
actually make the time to grow your business.
Thank you very much and I hope you really enjoyed today’s session.

What we can do for you
David Jenyns
• Personal coaching
• Free upgrade on SEO services
• SEO referral program
• DVD offer
Pete Williams
• Marketing consulting
• Speaking and presentations
• Infiniti Telecommunications, On Hold Advertising, Simply Headsets, Discount
Conference Phones, Used Phone Systems, OwnTheG
Where you can find us
David Jenyns
• www.davidjenyns.com
• www.melbourneSEOservices.com
• www.podcastinterviews.com
• www.davidjenyns.com/twitter
• www.davidjenyns.com/facebook
• www.davidjenyns.com/posterous
Pete Williams
• http://www.petewilliams.com.au
• http://www.preneurmarketing.com
• http://www.renegadepublicist.com
• http://www.twitter.com/preneur
• http://www.facebook.com/preneurmarketing
• http://preneur.posterous.com

Small Business Internet Marketing Key Takeaways

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