I meet Jeffrey Eisenberg –Author of Waiting for Your Cat to Bark

Posted by on Oct 4, 2009 in Business Opportunity, Digital Media Marketing |

During one of our lunch breaks at our WSI Excellence & Innovation convention I had the pleasure of sharing a table with Jeffrey. He is really approachable and a pleasant guy to talk to. We spoke about his book, Waiting for your cat to bark and discussed the persuasion ideas that he presented during his keynote speech. He makes a couple of good points on what makes visitors take action on websites. If they are motivated to get the content then it doesn’t really matter how bad the navigation is. But, if you are competing against sites that have great content that people want, then you really need to work on your persuasion strategies, such as using contrasting colours in your “call to actions” I was also with my good friend Ronnie Adelman, one of the original WSI ambassadors and my mentor. Ronnie is a well known speaker on the WSI circuit and is currently arranging a Digital World Tour where the top WSI Internet Consultants will present. He plans to hold these conferences in 36 countries worldwide. He loves to travel and I am hoping to join him on a few of these conferences. Ronnie & I are planning to hold one of the Digital World Tour conferences in South Africa next year and with a bit of arm twisting we are on the way to getting Jeffrey to present with us in South Africa. Hopefully in May 2010. Here we are posing for a picture with Jeffrey. From left to right, Francois Muscat, Ronnie Adelman, Jeffrey...

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WSI E&I Franchise convention – Best presentation award

Posted by on Oct 3, 2009 in Business Opportunity | 4 comments

My dream came true on day 2 of the Excellence & Innovation conference. I finally got the opportunity to present in the USA to over 300 people in attendance. I also won the best presentation for the conference which was a real bonus for me. My presentation title: Leveraging Social to enhance your SEO results. The main points: Why SEO is important? The SEO landscape – past to present A look at audience behaviour How to craft a content  marketing blueprint? How to use social media to leverage your content? The 6 steps to success for your content strategy I am a big believer in content marketing as a way to build your website into a business asset. By adding regular, relevant content to your website, you increase your online visibility. I always refer to the Enquiro & Marketing Sherpa B2B survey 2007. Their findings of what content searchers look for are: White paper Technical reports Product information Download information Product comparisons Case studies Podcasts Webinars Multi media Knowledge base Easy found prices Onlibe chat General information about your product/service Information on your company The company’s approach to business Along with generating a persona plan one can begin to develop valuable relevant content that is focused on what your target market is searching for. When creating these “Landing Pages” you must place strategic calls to action that will help convert your visitor into a prospect. Here are some comments from my fellow WSI ICs on the presentation; Shane Serra “Hi Francois, you are the man! Congratulations on the best presentation. It is amazing how your clear & simple explanation was so highly received.” Francisco Hernandez “I have to say that the presentation to the ICAC was very impressive and brings value. That is what a IM Consultant should do.” Once again I recommend that all ICs make a concerted effort to attend the E&I conferences as they are a great event to get valuable information that is freely shared as well as the opportunity to meet and network with other ICs from all over the...

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WSI E&I Franchise convention – Michael Richards on optimizing your campaigns with web analytics

Posted by on Sep 30, 2009 in Business Opportunity |

Well now we have Michael Richards getting ready to present to us. Last night Michael & his wife Ellen walked off with no less that 3 awards. This is is an outstanding achievement for them as they only started their franchise in the last 2 years. Michael used to work in Ronnie Adelman’s office and got mentored by the best in our network. So all of you ICs out there, have a look at the top 25 earners and find out who mentored them, you will soon see the benefit of mentorship. Michael is a specialist in Virtual sales and for all of you out there you would do well to see if you could join Michael on a sales call. Here are some of the tools that Michael uses: Wordtracker, use action words to come up with great keyword ideas Wordstream is a free tool that will give you great insight as well The Google keyword tool and plug Wordtracker keywords in here for more information SEO Sniper for competitor analysis SCOUT to improve your quality score SEO Recon Then use Google analytics to create professional reports on conversion tracking and cost per acquisition. Michael talks about his satisfied clients becoming raving fans of theirs all because of the value that he achieves and demonstrates for them. They drove over 21,000 visitors to their clients website and with the addition of Facebook advertising they were able to target a specific demographic. They received a great testimonial from the CEO of Alameda County Fairgrounds. Check out Michael’s presentation for some great ideas on how to define what succes for the client will...

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WSI E&I Franchisee convention – Jeffrey Eisenberg on Persuasion architecture

Posted by on Sep 30, 2009 in Business Opportunity | 2 comments

What a treat, WSI have arranged Jeffrey Eisenberg as our keynote speaker for today. His first presentation is on Persuasion Architecture, Adding value as a consultant. He says that most Internet Marketing consultants overcomplicate things by focusing on technology. Rather add value by asking “when do we pop the cork?”. When do we get to say that we did a good job. This is how you can measure the success. Good points from the presentation Technology can enable to accelerate our communication In his book “Waiting for your Cat to Bark” he recommends that you look at the angles of approach There are 4 patterns that people eye track on, they are prospect, spontaneous, methodical or deliberate 81% of people don’t trust branded websites With Social media, listen actively, intention matters, create a dialogue, learn the rules & participate Jeffrey speaks about the information scent and that Google wants to present relevant information Plan for sales conversion Eisenberg’s hierarchy of Optimization Optimize your calls to action with colors, use contrast Pay attention to size of the call to actions If people on a site are motivated they will get to the content that they want If you are competing against a site that has motivating factors then you need to get the persuasion right Thanks Jeff for a great presentation and once again we get great value from WSI Excellence & Innovation...

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WSI E&I Franchise conference – Neal Lappe on Growing client sales to $1m per month with PPC

Posted by on Sep 30, 2009 in Business Opportunity |

Well last night Neal won a couple of awards, congratulations. His presentation today covers the critical principals for Pay Per Click success. His client was spending $55,000 a week on Pay Per Click, that’s impressive. The client said to Neal if you get me more sales they will spend more money. Their client grew revenue from $70,000 pm to R1m per month but it took some clever strategies to be able to get the budget to be spent. Neal’s team focussed on getting keywords that were uniquely targeted for conversion and they created landing pages that were customized to each search phrase Their purpose was to match the “customer intent” and the “webpage purpose”. The learning points: Establish metrics as they give you the credibility Obtain conversion data, sales, quotes etc Constant tweaking of the campaign & measure Use analytics to optimize key-phrases and reduce bounce rates Measure the conversion paths Landing page with variable ads Constant client communication Great job Neal and thanks for sharing your success with...

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