Doug McIsaac

Marketing has changed - Have you changed your marketing?

Recent Posts

  • If You’re Not Following-Up With Your Leads IMMEDIATELY, You’re Leaving Your Money On The Table
  • Social Media Marketing Is Dead
  • My “Duh” moment – It’s Amazing When You Get Out of Your Own Way
  • Have you ever had one of those I don’t want to “do people today” days?
  • 7 Quick Tips for Social Media Automation

There are very few people I know who are as knowledgeable about strategic business planning as Doug McIsaac. He's a very talented, "under the radar" expert who has a natural knack for finding simple strategies to dramatically increase your profits. Doug is my go to guy for innovative Internet Marketing ideas and I think he's crazy for sharing all of his secrets.

Ron Douglas
TrafficSage.com
RecipeSecrets.Net"

 

 

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Defining your target market

January 8, 2014 by Doug Mcisaac

Target market 400If your business has a web presence, you were probably told by an over eager sales guy or an excited staff member that the Internet will provide you with the opportunity to offer products and services to a huge audience. It’s true  that there are billions of people who use the Internet on a daily basis. This tremendous online audience gives you many options regarding the marketing of your brand, products, services, and company message.

But even though there are billions of people who can be reached on the Internet, successful businesses on the Internet understand that the number of people on the Internet is impressive, but success on the Internet is not about trying to reach the everyone on the Internet.  The key to success on the Internet is defining, determining, and reaching your target market.

A target market is the market that is interested in your products, services, or overall message because what is offered has an appeal to the market based on one or more personal interest. In addition, a target market is where businesses can find people who tend to not only have an interest in what is offered, but the people in the target market actually use the products or services offered on a regular basis. The people in a target market have shown an interest in the past for the products or services offered, and the people are highly likely to make a purchase regarding the products or services.

Many businesses that offer products or services online make the mistake of defining the wrong target market for the products or services. This can be a fatal mistake because targeting the correct market is where the vast majority of sales leads, sales, referrals, and interest come from regarding most businesses. Most businesses make a mistake defining their target market is because the decision is made on assumptions rather than actual market research and study.

While products and services can be offered to a variety of markets, the target market should be the market that already has an interest in what is offered along with having a personal connection and deep desire to either purchase, learn more about, or use the products or services that are offered.

In simple terms: an online golf product business may be able to market to a variety of markets; however, the target market would be the people who either play golf or have an interest in learning how to play golf. Even though, people who watch golf on television maybe a market to consider, the people who have a personal interest in playing or learning how to play golf are much more likely to purchase golf products from an online golf store.

Research is vital to determining the target market for any online business because research helps to identify the target market. Some of the primary questions that you must consider during market research include:

  1. Define the type of people who might be interested in the products or services offered.
  2. Define the type of people who use the products or services offered.
  3. Define the type of people who have actually purchased the products or services offered.
  4. Define the type of people who can afford the products or services offered.
  5. Define the various interests of the people who might purchase the products or services offered.

For any online business, defining the target market is crucial for online success. The target market should never be assumed. Sincere detailed research should be done to correctly identify and define the target market.

Filed Under: Uncategorized

Want to Build Your Business – Get Involved

March 12, 2011 by Doug Mcisaac

I believe in giving back to my local community. I'm on the board of Junior Achievement, I co-founded the Save Our Parade committee and saved the Billings St Patrick's Day Parade five years ago, I helped with our Billings Swords For Kids run at the  Pepsi Refresh grant #17 out of over 300, I help with the Yellowstone Highland Games and I give free presentations on online marketing and social media for a variety of organizations.

How do I give back?

I prefer to give back using my skills: public relations, marketing strategy and social media /online marketing and tend to do that for the different groups I get involved with. Most of the time that's simply because i have the most experience other times it's because I request to fill that roll.

I believe that anytime you can fill a roll that fits your work skills it's best. It's not that I'm allergic to setting up tents or manning a ticket booth, but I know that my skills are best suited lining up and doing TV and radio interviews. So try to fill in where your skills are best suited. If you're a carpenter, build things, if you're a graphic designer design things, if you are extremely organized, manage the projects there is no end to the number of roles that are available to you.

How do I benefit?

There are a lot of great benefits from giving back. I truly enjoy teaching kids in the Junior Achievement program. It's so much fun seeing the look in a kids eyes when a concept hits home. I also get a chance to hang out with some amazing people that I may not have met without getting involved.

My business has benefited because I've been able to get to know a number of the local reporters and have been interviewed on camera as the local social media and online marketing expert and provided commentary on Facebook changes and Cyber Monday. This has helped me get speaking opportunities and new clients without doing anything but giving free information.

So get out and get involved in your local community, you'll feel great, you'll meet some great people and you can build your business. Now I need to run the St Patrick's Parade lineup starts in 1/2 an hour.

 

 

 

 

 

 

 

 

 

Filed Under: Uncategorized Tagged With: Carpenter, Cyber Monday, Free Presentations, Graphic Designer, Groups, Highland Games, Junior Achievement Program, Local Community, Marketing Strategy, Met, Nbsp, Parade Committee, Pepsi, Public Relations, Radio Interviews, St Patrick, Swords, Tents, Ticket Booth, Yellowstone

Never Lose sight of your dreams

February 24, 2011 by Doug Mcisaac

dreams become goalsThis is a little different from what I normally write and is much more about me and mindset then strictly about business. We’ll be back to our irregularly scheduled business and online marketing posts soon, but for today join me as I explore my goals from 20 years ago and how they relate to where I am today.

I have a game or ritual I’ve done for years. I walk up to one of my book shelves and I take down whichever book catches my eye first. I open it up to a page and sit down and start reading. Then most importantly I try to apply what I’m reading to a situation that I’m currently going through.

This morning I grabbed Awaken the Giant Within by Tony Robbins. I opened it up and the first sentence I noticed was one that I wrote in the book in 1991, when I was 23 years old. It said “Never lose sight of your dreams.”  I asked myself had I lost sight of my dreams? The short answer is “maybe” the longer answer is much more complicated and I like to say my goals have evolved.

Ask yourself that question today and take the time to answer it honestly. Most of us have lost sight of our dreams or at the very least they’ve been subjugated or set aside.

After thinking about that and journaling for a while I decided to track down my goals list from 1991 and I found it. I am blessed that I have journaled in my life. I wish I had done it more regularly throughout my life, but I’ve had several periods over the last 20 years that I’ve spent time journaling and am am able to go back and read about myself from those periods.

 

Goal watch 300My goals / dreams in 1991 were the following:

  1. Build a multi-million dollar business and become a millionaire in my thirties.
  2. Get paid to speak in front of 3,000 people
  3. Compete in a national martial arts tournament – I didn’t really care if I won, but I wanted to be a legitimate threat to anyone I fought.
  4. Build muscle to reach 175 pounds
  5. I wanted to help others achieve their dreams

 

Let’s see how I did since then:

Goal # 1 Build a multi-million dollar business and be a millionaire in my 30s.

I did that with RMTG, Inc. We had 30 employees and did just short of $5 million a year for 5 years. Then I “retired” selling my shares back to the company with a 10 year, six figure a year payment package in 2005. RMTG ultimately went out of business and my payments stopped at 10 months instead of 10 years. This on top of a number of other things caused me to ultimately lose everything which could be another series of blog posts.

I joke that I should have been more specific with my goal because I was a millionaire in my 30s and lost everything before my 40s. I’m back on track to building a multi-million dollar business again and will easily do six figures in 2011.

Goal #2 Get paid to speak in front of a group of 3,000 people

When I was 23 I was speaking quite a bit, mostly presenting the Shaklee opportunity, but also talking about NLP and mindset. My regular speaking was MC’ing a monthly Phoenix- wide Shaklee seminar that had 100-150 people and the largest group I presented to a group of just shy of 300 where I was able to share the stage with Robert Cialidini, the author of Influence, one of the seminal works for people interested in persuasion. I ended up moving back to Billings from Phoenix in 2002 and pretty much set speaking aside until a couple of years ago.

In the last three years I’ve presented both paid and for free to groups across the US from as small as 10 people to almost 200. This year my goal is to get paid to speak at least once a month. I have three, possibly four speaking gigs lined up for March and am starting to plan April and May. The 3,000 is a very specific number and will take a while, but I will hit it. If you know a group that might be a fit feel free to contact me.

Goal #3 Compete in a National Martial arts tournament.

I was doing Kenpo karate point sparing tournaments back then and that’s really what I meant. I didn’t check a leg shot properly and tore my MCL and quit competing. Since then I’ve done Olympic fencing and fought in local club tournaments reaching the semi-finals a couple of times with foil. But my best chance at this is SCA heavy fighting. I’ve won 2 of the last 4 tournaments that I’ve been in and feel that even at the ripe old age of 43 I have a chance at increasing my skills enough to be a legitimate competitor in any tournament that I enter. Not quite there, but certainly on the path.

Goal #4 Build muscle and reach 175 pounds

I was pretty skinny back then and was working out an hour or two every day while trying to improve my fighting skills. I was about 165 pounds and one of the issues I had was not enough muscle and/or power. Because of that my goal was to build more muscle. Part of my reasoning was vain as well. What 23 year old doesn’t want to have big shoulders and bulging biceps.

Today, I chuckle at this one. Let’s just say I will never be “only” 175 pounds again unless I lose a limb. I soared past that in my early thirties. My goal today is to get back down to 205.

Goal #5 Help others achieve their dreams

What I meant when I wrote that was help people grow their Shaklee businesses. I quit doing Shaklee and personally feel that the old school MLM model is broken. I still use the products because I do believe in them. Which could just be a case of “drinking the Koolaid” but I find my body likes their protein better than any of the others I’ve tried over the years.

What it could mean today. I love working with business owners helping them grow their businesses. Almost everything I do is focused on helping people make more money. Local businesses don’t understand online marketing and most of the people who are trying to sell them services are simply fleecing them or have no clue what they are doing.

I also dabble in information marketing and have built and sold several courses and coached other online business owners over the years. The courses range from my work with Social Traffic and my product Local Social Profits. Both of which were focused on showing people how to be a local social media consultant helping businesses leverage the power of social media marketing for their businesses. I’m toying with re-launching that again, but their are so many of the “get rich quick” types peddling “get rich” selling offline consulting that it has poisoned the well a bit for me personally. I’ve been doing online marketing consulting for almost 5 years now and get a little disgusted with what I see being sold.

The exercise:

  1. Track down an old goals list. This is best if the list is at least a decade old.
  2. Review your goals.
  3. Write down what you meant on each goal that you set.
  4. Write down how you’ve done on that goal
  5. Write down where you are today.
  6. Once you’ve done that ask yourself, “Am I following my dreams?”
  7. Journal your answers
  8. Come back here and share what you learned

I hope this post was as interesting for you as it was for me. I rarely share about myself and posted on Facebook that this post was coming yesterday because if I hadn’t I probably never would have hit publish.

Filed Under: Uncategorized Tagged With: 000 People, 23 Years, Book Shelves, Dollar Business, Dreams, Game, Giant, Groups, Joke, Kenpo Karate, Legitimate Threat, Lost, Marketing, Martial Arts Tournament, Millionaire, Mindset, Nbsp, Periods, Short Answer, Shy People, Six Figures, Thirties, Tony Robbins

Racing to the bottom is not a marketing strategy

February 4, 2011 by Doug Mcisaac

It happened again this morning. I received an email from someone I consider to be a smart marketer and who has a depth of knowledge that I respect. She was offering new pricing for her services that are a deep discount on her past prices. Why is this pertinent to the post title? It's because I've seen her drop her prices several times in the last year and it appears that she has made a rookie marketing strategy mistake of discounting her services.

Why isn't discounting a good strategy?

discounting is not a marketing strategy

History is littered with corpses of once great companies that tried to race to the lowest price.  When is the last time you shopped at a Kmart? Do you even remember Woolworth's or Kreskes. Walmart, as big as it is is even beginning to show some kinks in it's armor.

It also sounds like shes desperate. Do you want to do business with someone who's desperate? I know I don't for a number of reasons. First how did they become desperate? Do they suck? If you're going to offer a discount you need to tell me why you're desperate for the cash. Second desperate people tend to get themselves in over their heads and end up never delivering. I've seen it many times.

You don't want discount customers

The other problem with discounting is the type of customers it attracts. Spend an hour on a Saturday at WalMart, is that who you want as your customer? Discount customers are discount customers because they can't afford better or they don't value you and your services enough to pay what they are worth. Not only will you be stuck with these customers, but you will find that they tend to be the most difficult and demanding customers as well. 

What about the customers that paid full price?

Have you ever bought something and then saw it in another store for less or an ad where it was discounted? How did you feel? Do you want your customers feeling like that? Dropping your prices can cause a negative backlash from your current customers.

But sales are good aren't they?

Occasional sales are great, but they need to have a reason and a limit on them. If she had said I just had a big project reschedule and I have time to take on 5 more clients this week at a discounted rate. That would have been fine, it still maintains her value, gives a good reason why and gets her the cash infusion she needs.

The key in any business, but even more so as a consultant is that we need to value our time first before we can expect anyone else to value it. I'll do a follow up post explaining some of the things that I have done to maintain my value.

 

 

 

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Filed Under: Features, Uncategorized Tagged With: Armor, Backlash, Corpses, Cur, Customer Discount, Depth Of Knowledge, Email, Kinks, Kmart, Last Time, Marketing Strategy, Mistake, Nbsp, Offerring, Several Times, Smart Marketer, Walmart, Woolworth

Simple Facebook Promotion strategies

October 3, 2010 by Doug Mcisaac

 

Simple promotion strategies or ways to get fans to your page:

Simple Facebook strategies

Invite Them

Inviting them through invite a friend. This works great if you have frinds that you know would like to join the page, but do not barrage all of your friends with this unless you are 100% sure that it’s something that they are interested in.

Ask Them

Ask them to invite their friends through invite a friend – same as above, can work well, but request that they invite people that they think would be interested.

Advertise

Run Facebook ads – honestly the most effective way to get your page past a “hump-. It happens on all pages your initial push gets you a bunch of fans and then everythigns slows down. Using ads is the quickest, easiest way to get things going again.

The “ninja” trick is to run ads against friends of people who are fans. The ads show with their friends names on it, most people do not realize that it’s a paod ad, they think it’s a suggestion from Facebook.

Contests

Have a contest – I’ve seen lots of great viral contests. This can explode you page, but contest people can be difficult to get engaged. They aren’t there because theya re interested in your page, they are there because they are interested in your contest. There are lots of ways to do contests that keep people engaged.

Tag em

You can tag people you know in a post about the page, do it sparingly because you don;t want to be blocked because of "tag spam"

Have a Party

Have a tagging party and tag other pages that you think your fans will like. This is something Mari Smith just started, it’s similar to a Follow Friday thing from Twitter. It will get you new fans, but they won’t be the most engaged.

Email them

Send an email to your current customer list. This assumes you have a list, but don’t just say “fan us on Facebook” give them a reason to go there. Restaurants could say check our Facebook page for our daily specials, a retail store could have Facebook only specials or even post a word or phrase of the day for discounts.

Ask Them 2

Ask your customers – assumes that you talk to them either on the phone or in your store. But give them a reason to fan your page.

Use Your Username

Add your Facebook.com/Username to your business card, your print ads and TV ads.

NEVER say Find us on Facebook without giving them your custom username. That’s like saying find us in the phonebook. I cringe every time I see someone with an ad campaign that does that. Do a Facebook search on the first 10 brand names that come to mind and look at the results. How many of those pages do you want your customers landing on? Probably not the “BrandX is cruel to animals” or I hate BrandX” pages.

Can’t find 25 fans to get your username, run ads on Facebook use one of the other examples above or if all else fails go to Fiverr.com and get 50 for $5. Don’t fool yourself the “fans” from Fiverr won’t be real people who will engage with your page, but they will get you your username.

Hand it out

Print your address on your business card – Tell people why they should check out your page

Fan Box

Add Facebook Fan Box to your website – I recommend showing the recent posts and at least two rows of faces. You will get more people who go to your website to join your fan page.

Go ahead and add your promotion ideas in the comments. In a couple of days I will dig into ways to get more engagement on your page.

Filed Under: Uncategorized Tagged With: Ads, Advertise, Barrage, Business Card, Contests, Email, Friends Names, Hump, Ninja, Phrase Of The Day, Print Ads, Promotion Strategies, Restaurants, Retail Store, Rsquo, Suggestion, twitter

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