and the clients went wild!: how savvy professionals win all the business they want

Combine social media with traditional marketing techniques for breakthrough results! While social media is doing much to change the marketing landscape, itdoesn't mean you have to take an either/or approach between it and more traditional methods. And the Clients Went Wild! gives you the tools to take an eclectic approach and pick the best, most wildly successful marketing methods--traditional, online, or both--to win at a given marketing goal. And, whether by means of Facebook, Twitter, streaming video, or by old-fashioned word of mouth,public relations, or personal sales skill, the goal is to win, right? Find real-life examples of success from some of today's best businesses Shows how to integrate and benefit from both traditional and new marketing methods Uses theproven business growth strategy Red Zone Marketing as a central concept Author has proven the concepts successful in her work for numerous major clients Don't throw out tried and true marketing techniques just for the sake of the new. Do what works! Perfect your marketing mix and win with And the Clients Went Wild! INDICE: Acknowledgments xi Introduction xiii CHAPTER 1 Executive Summary: The Five Core Principles for Turning Clients and Prospects into Raving Fans 1 PART I The Principles 5 CHAPTER 2 First Principle: What Are You Doing that No One Else Is Doing?: Build Client Delight Through Your Differentiation 7 CHAPTER 3 Second Principle: Focus Your Marketing on Benefits, Results, and a Call toAction: Whats Really in It for Them 18 CHAPTER 4 Third Principle: Go Viral!: Create Memorable Impactful Messaging Worthy of a Pass-Along 27 CHAPTER 5 Fourth Principle: Leverage Your Business Network for Incremental Growth: Find and Cultivate Centers of Influence to Move Your Message Fast 37 CHAPTER 6 Fifth Principle: The Critical Importance of Execution in Your Game Plan: Good ExecutionIs Better than Good Strategy 53 PART II The Playbook: Online and Traditional Marketing Techniques 61 CHAPTER 7 Create a Playbook that Fits Your Business and Your Personality: Design Your Own Marketing Action Plan 63 CHAPTER 8 Build aBrand Identity on a Shoestring Budget: Spending Time Effectively Can Be WorthMore Than Money 101 CHAPTER 9 Find Your Niche: Corner the Market One Segment at a Time! 113 CHAPTER 10 Techniques for Creating a Memorable Experience: GiveEm Something to Talk About! 122 CHAPTER 11 Your Best Prospects Come from Referrals: Scripts and Strategies for Increasing Your Introductions to Others 134 CHAPTER 12 My Web Site Is Working!: Turn a Bland Site and Your Internet Presence into a Moneymaker 147 CHAPTER 13 Social Media: Effective Strategies that Don't Consume All of Your Time 160 CHAPTER 14 Permission-Based Marketing: Strategies for Successful E-Mail and E-Newsletters 174 CHAPTER 15 Traditional Marketing Still Works: TV and Cable Advertising, Newspaper, and Other Mediums that Still Cause People to Buy 187 CHAPTER 16 Direct Mail: Simple Principles for Gaining Sales from Good Old-Fashioned Mail 196 CHAPTER 17 Events and Seminars: Creating Buzz and Sales Through Group Presentations 209 CHAPTER 18 Media Methodsto Gain Celebrity Status: Take Advantage of Hot Topics, Timely Events, and Unique Twists to Attract Attention 226 CHAPTER 19 Special Tactics for Financial Advisors: Ten Specific Strategies Working Today 241 Notes 255 Index 257

• ISBN: 978-1-118-15629-2
• Editorial: John Wiley & Sons
• Encuadernacion: Rústica
• Páginas: 288
• Fecha Publicación: 04/01/2012
• Nº Volúmenes: 1
• Idioma: Inglés