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The Full and Complete Guide to Starting your Offline Business Part 2

Discussion in 'Offline Marketing' started by Winchester, Nov 21, 2011.

  1. Winchester

    Winchester BANNED BANNED

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    You can find other parts here:
    http://www.blackhatworld.com/blackhat-seo/making-money/367193-full-complete-guide-starting-your-offline-business.html

    I'm sure some of you at this point in time are just like "Oh my god Winchester just stop telling me all this great information! It's too much!" but I'm not going to because quite frankly I need a break from Skyrim! Anyway let's go:

    Lesson 8 - Google Engage Intro

    We're going to start off by talking about a little gem known as Google Engage, while it may not seem like much to the experienced marketing professional getting into the Google Engage program offers quite a few perks:

    • Free Adsense Training
    • Free Analytics Training
    • Free Marketing Brochures
    • Free Google Partnership Certification Tests
    • Free Google Adwords Coupons

    You can join the Google Engage program by going to:

    Code:
    https://google-engage.appspot.com
    
    and selecting the country closest too you. Once you have done so you'll want to complete the sign up forum as follows:

    Your AdWords accounts section:
    Code:
    [b]Are you applying as a business or an individual?[/b]: Individual
    [b]Do you have an AdWords account?[/b]: Yes (or create one)
    [b]Do you manage AdWords accounts for others?[/b]: Yes
    [b]Do you have an AdWords MCC account?[/b]: Yes (or create one)
    [b]Do you have an AdWords MCC account?[/b]: Enter the MCC account ID
    [b]Are you a Google Certified Partner?[/b] No (entering yes means you loose your free test vouchers)
    

    Your details section:
    Code:
    Enter details truthfully
    
    About your business
    Code:
    [b]Area of business[/b] Any but: event planner, hardware provider or email marketing based on the accounts I have opened those ones seem to get questioned more
    [b]How many employees does your business have?[/b]: 10 - 50
    [b]How many clients does your business serve?[/b]: 6 -20
    [b]Are you a part of a larger agency network?[/b]: No
    [b]Business website URL[/b]: Put a quick templated website minimal detail
    
    About your online marketing experience:

    In this section you just want to check off all the options and fill in the box with something like:

    Do not use this exactly, this is a guideline statement
    After that agree to the terms and conditions, and communications, fill in the captcha and sign up. With in 48 hours you should receive a call they'll ask you some basic questions like above, and usually approve the account. If you miss the call don't worry just give the number a call back and asked to be transferred to the Google Engage department - be sure to mention you just missed a call.


    Lesson 9 -The Pitch (Selling Services to Clients)

    Understanding the art of pitch is sometimes the most difficult challenge you will face in any business. Many people rattle with fear at the idea of pitching to a client, especially if it boils down to "cold calling" but even experienced pitchers like myself can hit a brick wall from time to time. There are however ways to improve your pitch and in this chapter we're going to break that down when it comes to the services you'll be able to provide your members via the Google Engage/partnership program.

    Understanding the art of pitching starts with understanding the classic "5-step rotational sales model" as seen here:

    [​IMG]

    Preparation phase: In the preparation phase its your job to find out as much as you can about your client, after all there is nothing more annoying than hearing the same canned pitch over and over again, if I was your client I want to hear how specifically you could help my business.

    In this phase ask yourself the following:
    • What sector is my target client in?
    • Do they have a website?
    • If they have a website how is it currently used?
    • Who are their major competitors in both an online and offline market?

    Education Phase: In the education phase you are going to want to create a dialogue with the perspective client, making an initial pitch, telling them what you understand about their business already and asking what their needs are. Remember - one of the biggest secrets to any successful pitch is not the talking but the listening.

    Pitch Phase: The pitch phase is sort of a sub-divided phase part one is about creating your pitch. Make sure to ask yourself the following questions:

    • Did I listen to the needs my client brought up?
    • If I was the client would I feel the solutions I am going to provide were an adequate response to my concerns?
    • Did I research this industry to understand their primary target demographic?
    • What sectors of the internet is this target most likely to use?

    Now when making your pitch be sure to follow the format:

    1. This is who we are
    2. This is my experience
    3. This is how my experience related to you and what I know about you
    4. This is our 4 - 5 main points
    5. Focus on Point 1
    6. Focus on Point 2
    7. Etc
    8. Conclude to discussion

    The Discussion
    The discussion is perhaps one of the most useful yet missed used phases of any pitch. When you sit down to have a discussion it needs to be a casual dialogue not more of you pitching while sitting down. A client is far more likely to buy if they feel your truly listening.

    An important thing to understand is your clients business plan, when you get to the discussion point ask them what there plans are for this next year, and how they expect the market to change and evolve. Remember they are the experts in this category, discover what they know and show them how you can support this business.

    Also look at who their competitors are, what they are successfully using to advertiser and how you can get a foothold over them. Ask if their are any competitors that your client is looking to over take; quite often the task isn't to be number one, but merely to be one above the competition! Also, make sure that you know what your clients unique selling point is.

    Last but not least ask very specifically what type of support and services your client wants from you. Some clients will want you to do your job and stay out of their day to day business, others will want check-ups and insights in other aspects of their marketing effort. By knowing what type of client your dealing with you know how to tailor your interactions in advanced, and also take the amount of effort into account when examining your billing structure.

    Further Reading

    Google has also issued 3 handy PDFs filled with information on how to specifically sell adwords and analytic services

    http://winchester-marketing.com/wp-content/uploads/2011/11/Google-AdWords-whats-in-it-for-you.pdf

    http://winchester-marketing.com/wp-content/uploads/2011/11/Sales-Collateral.pdf

    http://winchester-marketing.com/wp-content/uploads/2011/11/SMB.pdf

    Part 3 in progress - will cover Detailed use of Google Adwords, Google Certification test advice, and start looking at mailout campaigns to set up meetings with clients
     
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    Last edited: Nov 21, 2011
  2. SEORasta

    SEORasta Senior Member

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    Super good points.....Question on the Google engage does it matter if you ar NOT an LLC or anything thats registered with your biz? Meaning if im doing this from my bedroom is that going to hinder me from getting approved?
     
  3. Winchester

    Winchester BANNED BANNED

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    Not at all, its easier to sign up as a freelancer anyway. Anyone can sign up, they ask your experiences and what you hope to offer clients. Google Engage is for the small dogs, there are other programs where you would have to worry about your business info
     
  4. 7878

    7878 Executive VIP Premium Member

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    Moved to Offline Marketing.
     
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  5. Winchester

    Winchester BANNED BANNED

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    Excellent thank you :)
     
  6. Dr_Scythe

    Dr_Scythe Regular Member

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    I'm taking a break from Skyrim to read this thread :p:D

    Great info as always Winchester! :)
     
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  7. audhora

    audhora Jr. VIP Jr. VIP Premium Member

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    wow! excellent guide. The only prob. is I'm from Asia and some of these cool ideas would not be application in my area where I live. Seems we are just into two ground - a) who live in USA and b) who don't :)
     
  8. blackhatchampion

    blackhatchampion Senior Member

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    A very useful guide. thanks
     
  9. samlim

    samlim Junior Member

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    i cant break away from Skyrim
     
  10. Winchester

    Winchester BANNED BANNED

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    I'm sure Google Engage will work there soon enough too :)
     
  11. Tamra

    Tamra Junior Member

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    Great post. It seems like the "cat is out of the bag" regarding Google Engage. I know those in Canada and the UK can sign up for it, not sure about Asia though.
     
  12. Winchester

    Winchester BANNED BANNED

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    It was previously limited to Canada and the US it's now operational in 13 different countries and continues to expand.
     
  13. SEORasta

    SEORasta Senior Member

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    Waited with baited breath for Part 3.....Going to try Engange first of the year as well!
     
  14. Winchester

    Winchester BANNED BANNED

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    Thanks I'm slowly but surely working on part 3; currently on vacation so I'm on my iPad so writing is slow - if there is anything you want to see in the third part let me know!
     
  15. DSMPowah!

    DSMPowah! Guest

    I didn't know there was a Part 2!!! :D

    Hoorah! Thanks again, read #1 and now #2 like a book, and loved it. Anxiously waiting for #3.
     
  16. Sampler

    Sampler Senior Member

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    Anyone tried to sign up from Australia with
    Code:
    [URL]https://google-engage.appspot.com/au/[/URL]
    ??

    Doesn't work for me
     
  17. Raevinn

    Raevinn Regular Member

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    "Please note we can accept US & Canada applications only."
    It's still only for the US and Canada. Man this sucks, I want those adwords vouchers
     
  18. Winchester

    Winchester BANNED BANNED

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    You can now sign up for Google Engage in 30+ countries:

    https://google-engage.appspot.com/
     
  19. PurpleSEO

    PurpleSEO Junior Member

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    great info winch.
     
  20. timothywcrane

    timothywcrane Power Member

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    Great information. Always shied away from engage program (due to not laziness, but stupidly thought I would rather spend my time working). Now I think that it would have been time well spent, and signed up. Totally forgot it existed. Thanks for the push.

    PS. The first link to the pdfs listed simply goes to the SEO forum. The name is also not shown fully so I was unable to search for it. You only have one pdf indexed, and not the one missing a link ;(

    Would love to have it.