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Training Registry
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Training classes, training courses, training facilities, keynote speakers, business coaches, and management coaches
Training classes, training courses, training facilities, keynote speakers, business coaches, and management coaches

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SELLING TRAINING CLASSES INTERNATIONALLY
by Rebecca Staton-Reinstein

I responded to an inquiry I took from TrainingRegistry.com a few years ago. It was from Nigeria for a 4-day basic management program. I did respond and engaged in some dialogue about details. Meanwhile, I contacted a local law firm that does mostly international work and they put me in touch with their partner firm in Lagos. The lawyer there did a little local due diligence, including checking out the office address and other info not available any other way. It seemed legit and turned out to be. 

There were a few hiccups along the way but generally it was a very good gig and added some adventure stories. We have since worked on a couple of other projects and the person now does due diligence on any other opportunities. 

Here are some of the basic rules I follow when doing business anywhere in the world to avoid problems:



When you do not know the contacting person or his or her company, do due diligence first to confirm they are legit. (This can be true even in UK and western Europe.)

Negotiate airfare to be paid up front.

Negotiate significant part of fee up front. (In some cases all.)

Nail down every detail of logistics, especially transportation and navigation of airport. 

Be sure you either have a phone that works in the country or the ability to buy a sim card that will work there.

Check with State Department website for any immunizations or other health-related preparations.

Have copies of your passport, credit cards, embassy contacts, and other important documents and carry them on your person.

Search the news using sources such as BBC to find out what’s going on in the area you are considering going to.

Never assume anything. 

International work is not for everyone but for those of us who do it, it is a wonderful experience and provides a new perspective on the world, "home" and life. Since 1968 I've worked and traveled around the world and wouldn't trade it for anything.

Training Company Marketing Tip Number 4.

Today's tip can really pay off.  It bridges article marketing and SEO (Search Engine Optimization) along with something you can do now to help get traffic to YOUR website.

Article marketing is basically just writing an article about something meaningful.  It doesn't even really matter what it's about as long as it's relevant to the kind of customers you want to attract.  The purpose of article marketing (aka content marketing) is to create a high-quality piece of content that search engines (primarily Google) will find and like.  But, as always with Google, there are a few tricks that you need to do for this technique to be effective.

Key point #1: The website your content appears on matters. A lot.  For example, writing an article and getting it posted on CNN.com or HuffingtonPost.com will get you noticed a lot more than if it's posted on YOUR website.  Think about that for a moment.  If all the great content you are writing appears only on your website, and your website is not highly ranked by Google, then hardly anybody will ever see it..  Unless your website is highly ranked by Google, you will get MORE traffic to your website by your content appearing on a high Page Rank site than on your own site.

The term "Page Rank" refers to Google's "score" of your website.  Technically every individual page on the internet has it's own Page Rank - not just your homepage.  I have some SEO tools that tell me CNN is a Page Rank of 9 (scale is 0-10), Huffington Post is 8, and TrainingRegistry.com is 5. Most Training Registry subscribers are 0-2 but a few of you are 3 or 4. If you want to know your Page Rank I can tell you; just ask. Or you can download a SEO Toolbar yourself if you want from here.

So summarizing key point #1 - put your content on a high Page Rank site (like TrainingRegistry.com - but more on that later).

Key point #2: Use Google's "author" tag so that no matter where on the internet your content appears, Google knows it is you. Check out this example from a search I did for Leadership Training. In Google's results, you see this William Stinnett photo (I have no idea who William is), an author line "by William Stinnett," and that fact he is in "25 Google+ Circles."  All of this appears because of the author tags that tell Google that William Stinnett wrote the article.

Here's another example for Team Building. You see the same elements: photo, author line, Google+ for a Susan Heathfield (whoever that is).  But to extend this even further, when you click on her name, you see ALL the articles she has written regardless of what website they appear on. Plus her Google+ profile information is pulled directly onto the Google Search results page.  Check it out here.

Key point #2.5: To execute the author tag, you need a Google+ profile. This will take you all of 2 minutes to create. Just go to plus.google.com to do it. You don't even have to really maintain your Google+ profile or pages, but just having a profile at all will enable you to get the "author" tags you need.

Executing the strategy

If the above got a bit confusing or overwhelming, don't worry because I can do all the difficult part for you.  As I mentioned, TrainingRegistry.com is a page rank of 5 so we are relatively well-ranked in Google.  If you write an article, I will post it on TrainingRegistry.com with YOUR author tags (not ours) so that YOU get the credit and YOUR name, photo, and Google+ info appears on Google's search results for the article. 

All you have to do is send me the article and I'll do the rest.  The only rules are that it must be your own original content, and it must not already exist on the internet today..  It doesn't even have to be new content - it can be months or years old as long as it's still relevant today and hasn't appeared online before. The more words, the better.

To be clear, this actually helps us both.  TrainingRegistry.com will get traffic from Google (which helps us all). And you will get traffic directly from Google when someone clicks your name or Google+ profile, plus the clicks from your article on TrainingRegistry.com coming directly to you. Unless your website is a Page Rank of 5 or more, you'll be better off having one or two articles appear on our site with your author tags than having all your content only on your site.

The new TrainingRegistry.com will also feature these articles, so when the new site launches, all that content will help drive even more traffic to you.

And if you can get an article of yours on HuffingtonPost or CNN as a guest blogger - that's even better.

But no need to wait for our new site, just create a Google+ profile and then send me your content you want me to post.  You won't see "instant" results, but traffic will come to you over time from this strategy. 

And if you missed any previous posts, you can access them here on Google+.

To your success.

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Training Company Marketing Tip Number 3 - Engage

Good morning subscribers!

Today's tip expands on tip two by giving you another example of how to turn a visitor to your website into a lead.

One way you can "capture" the lead is to start using a chat service.  There are a ton of chat services at various price points, and I have been testing out a highly recommended FREE one from olark which is incredibly cool and has worked to turn some visitors into leads for YOU. Keep reading because there's a lot of cool and useful stuff below.

For example, If you go to TrainingRegistry.com you can see a little orange box at the top right that either says "Need help? Chat now" if I am available to chat or "Contact Us" if I am not.  You can make it say whatever you want, change the colors, position, style, etc.

The chat works two ways: A visitor can decide he or she wants to start chatting with you about something, OR, you can reach out to engage the visitor while the visitor is on your site!

But what's really cool is . . . take a look at this screenshot.

If you look on the right side, you can see information about the visitor I clicked on from Columbus, Ohio.  Olark will show you all kinds of critical information you can use to determine if you should engage this visitor and what you should say. 

In this example, I know that the visitor is looking at this trainingregistry page (the first URL that appears in the list on the right) and that the visitor got to the Registry by doing a bing search for "Collective bargaining training workshop." Note that I froze the screen to take a screenshot while pointing to the link.

Why does this detail matter? Well I can send this visitor a message like this: "Hi, are you looking for a collective bargaining workshop? We have a couple of great options for you." Or whatever you want...but the point is your message can be very targeted to the visitor based on the page they are on and what they searched for prior to arriving at your site.

Also, as the visitor clicks around the site, you can see what pages they are looking at in near real-time. So you can see if they started out on one page and decided to browse around some other pages.  You always know exactly what's going on - even as you chat.

Olark has some paid upgrades if you want to have multiple operators, or some other fancier stuff, but I think the free version will work for about 90% of you. It's working great for me, and you can't beat free.

My next tip will be about the difference between an exclusive lead and a generic lead and how you can generate more exclusive leads with our site.

And if you missed any previous posts, you can access them here on Google+.

To your success.

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Training Company Marketing Tip Number Two - Capture the Lead

Good afternoon subscribers!

I received a ton of positive feedback from tip number one, so here comes tip number two: Capture the lead!

Tip one was about getting people to click from the Registry (or any other ad you have online) to the right page on your website.  So now that the person (LEAD) is on the most relevant page of your website, what next?

Marketing tip two is you need to capture this lead's information so you can sell something to the lead later.  The lead's "information" is at least an email address, but ideally is a name, email address, and telephone number. 

Several of you have told me this week that you sell $5,000++ trainings and do not feel the internet is the best place to advertise because your courses are best sold face-to-face.  I believe the SALE for high dollar items is at least sold over the telephone if not in person, but getting the LEAD from your website is the most cost effective marketing strategy there is. (sidenote: I manage 7 other websites and those sites generate about 8,000 leads every day. The internet is the best lead source on the planet).

Now the secret to capturing a lead is this: The lead needs a reason to give you his or her information. People are very hesitant to give up their contact information unless they are getting something in return.  So you need to give them a reason to give you their contact info.  A good reason is often a Whitepaper you wrote, a free consultation, a free course, a useful article, a free webinar, basically anything RELEVANT that makes the lead willing to give you his or her contact info. And having YOUR phone number on the page helps establish trust and credibility that you're willing to give up your phone number so maybe the lead will give up his or hers.

So let's go through three examples, from least aggressive to most aggressive, of turning a click into a lead by using a giveaway.

Example 1:
http://www.websitemagazine.com/content/

If you look on the right side of the page, Website Magazine is offering to give you a featured whitepaper with a big orange "download now" button.  Clicking that button takes you to a page where you have to give up all your contact info to get the whitepaper.

Example 2:
http://www.imreportcard.com/

Again, on the right side of the page you will see that you get 4 exclusive videos and some other items for signing up for their newsletter.  In this example, the name and email box are directly on the page, as opposed Website Magazine where there is a button taking you to a second page.

Example 3:
http://www.wyattresearch.com/

Wyatt is a very aggressive style. You may have to wait a few seconds to see it, but when you go to their site after a few seconds a large screen pops up offering to give you a "free special report" in exchange for you giving up your email address to join their newsletter.  The popup appears to be intelligent in that it pops a few times but after you've seen it a certain number of times then it goes away for awhile.  I don't recommend this kind of presentation for you, but just showing a more extreme example of lead capture.

I recommend something like example 1 or example 2 depending on what kind of site you have and what you can give away.  A free consultation is a perfect "giveaway" for people selling expensive courses, and a free course, whitepaper, webinar or article can be perfect for sites with lower priced offerings. In all cases, I would recommend you should ask for the phone number in addition to the email address.

And the right side of your site is usually where the lead capture device lives.

If you think the "giveaway" concept doesn't really fit your target customer, then check out this version from Everest without a giveaway:

http://tech.everest.edu/

The Everest example is just a "landing page" that they use in their online ads.  There's a lead form on the left, and a phone number on the right. That way if the lead doesn't want to fill out the form, he or she can just call.  This model works well for higher price point items and may fit your target customer a little better.

One of you emailed me a nice note this morning. She understands that all the clicks from TrainingRegistry.com to your site are actually leads:

"Our company does find the Training Registry leads valuable and I'll
look forward to increased traffic.  Google Analytics shows referrals
from TrainingRegistry are more engaged as measured by page views, time on site and bounce rate."

So in closing, make sure you are thinking about these three steps:

1) The job of your ad or listing is to sell a click
2) The job of your landing page (i.e. the first page the person sees after clicking) is to generate a lead
3) It's your job to turn the lead into a sale by email, telephone, or face-to-face

To your success.

Training Company Marketing Tip number one - Link to the right page

Today I sent out invoices to some members who are up for renewal.  About 10% of the people said they didn't want to renew because they didn't get enough sales from their course listings on the Registry.  So I spent some time looking at why most people are having success, but some people aren't.  And there was one basic online marketing technique that the people who want to cancel are missing.

So, I decided to start sharing some internet marketing tips with you, my subscribers, in case it helps you improve your business.  You will always know infinitely more than I about training.  My expertise is in online marketing - no matter what the product. 

So here's one tip that the successful online marketers do that the unsuccessful ones don't. And is the reason the people who want to cancel didn't get the results they expected. Trust me, I just looked at their listings.

Successful marketers never link their ads to the homepage of their site. For you, this means do not link your Registry listings to your homepage.

You always want to be thinking about what the customer is clicking on and what they expect to see next after they click.  For example, if you are listing an accounts payable course on the Registry and you set your link to go to your homepage - that is a mistake. You want people who click on your accounts payable course on the registry to go to the page on YOUR website that talks about the accounts payable course. That potential customer doesn't want to have to find the accounts payable course all over again on your website.

There are very rare situations where you want to link your course on the Registry to your homepage.  Almost all of the time, you should link the course on the Registry to the most relevant page on your website. 

So that means if you have an accounts payable course, an accounts receivable course, an HR course, and a communications course all listed on the Registry, then each one should link to the corresponding page on YOUR site.  Not your homepage. If you don't have a page on your site for each course - you should make one.

Think of it this way, if you do a search on google for red shoes, and then click on an ad for zappos.com do you go to the home page of zappos? Nope, you go to a page full of red shoes. Try it; I just did.

The next tip you're really going to love. I'll show you how to supercharge your website to turn those browsers into buyers. And it's pretty simple.

I hope this helps you to succeed and that you get some value from these tips. If not, feel free to just delete them.

To your success.
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