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Grow Your Profits - Online Marketing Secrets That Really Work
Grow Your Profits - Online Marketing Secrets That Really Work
Grow Your Profits - Online Marketing Secrets That Really Work
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Grow Your Profits - Online Marketing Secrets That Really Work

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Are you spending money on online marketing but not seeing the returns you want? A few, clear processes can make online marketing create extraordinary profits for your business. If you want to know where to start with online marketing and to find the best ways to drive traffic to your site and convert it to actual sales and profits for your business, this book gives you all the methodology that our 80-strong team of experts have used to place 2000 businesses on page 1 of Google.
But 'Grow Your Profits' is also about the crucial 'third step' of online marketing, the step most SEO companies ignore, and the one that inspired me to start Enlightenment Business Solutions - converting the extra traffic from your higher rankings into actual sales and profits for your business.
How do you make sure you are attracting your ideal clients to your site? When they get there, what do you say to them to get them to buy from you? These are just a few of the questions I've tried to answer in Grow Your Profits. Here is to your success.

LanguageEnglish
PublisherHanan Kattan
Release dateJan 17, 2012
ISBN9780957075207
Grow Your Profits - Online Marketing Secrets That Really Work
Author

Shamim Sarif

Shamim Sarif is a novelist, screenwriter, and director. She lives in London with her wife, Hanan, and their two sons. The Athena Protocol is her first novel for teens. Visit her online at www.enlightenment-productions.com.

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    Book preview

    Grow Your Profits - Online Marketing Secrets That Really Work - Shamim Sarif

    GROW YOUR PROFITS

    Hanan Kattan

    First edition published worldwide by Enlightenment Press, London, UK, May 2012

    Second edition published worldwide by Enlightenment Press, London, UK, May 2014

    Smashwords Edition -- Copyright 2014, Hanan Kattan. All rights reserved.

    10% of profits from all Enlightenment companies are donated to charities focused on women and children via The Sarif-Kattan Foundation (www.Sarif-KattanFoundation.com)

    www.Business-Mastery.net

    www.GrowYourProfits.net

    www.HananKattan.com

    www.EBSDigital.com

    ISBN Number: 978-0-9570752-5-2

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    ACCLAIM FOR GROW YOUR PROFITS

    ‘Brilliant. As a busy business owner, if you have time to read just one book, this should be the book! A step by step digital road map that will set any business on the path to greater sales and profits.’

    Jennifer Hill, CFO Merrill Lynch

    ‘Hanan’s online digital marketing principles provide invaluable advice that can be applied across multiple platforms.’

    Gabriella DiMaggio, Head of Project Management, Bloomberg Mobile

    ‘This book teaches digital marketing holistically, as part of any entrepreneur’s business plan. I recommend it to anyone who wants their business to go to the next level, quickly.’

    Michelle Lee, M.D, Global Services & Travel, Citibank

    ‘This book demonstrates that marketing is not just about spending money or buying online space, but about what you say to the people you seek to serve. Telling the story of your product, brand or business is the key. Hanan’s principles are timeless and apply in any space, digital or offline.’

    Teri Schwartz, Dean of the UCLA School of Theater, Film and Television

    ‘If your business is stagnant or just starting, ‘Grow Your Profits’ will give you the boost you need - for your online presence, your marketing and your sales.’

    Andrea Wong, President, International Production, Sony Pictures

    ‘Don’t even think of launching a business, a product or a website without reading this book first. Hanan takes entrepreneurs and digital marketers back to the foundations on which success is built.’

    Christine Bense, Plant Manager, Kraft

    ‘Congratulations on an excellent and informative book. I’ve never considered myself an entrepreneur, but I’m at a point in my life where I’m looking to transform my talents into my profession and I thank you for the continuing inspiration!’

    Gretchen Peterson, Lemonwood Court

    ‘As an owner of a small B2B business located in San Diego I am required to make online marketing decisions every day that affect my business outcome. Without any formal training and being pressed for time I find this task stressful and often overwhelming. I was looking for a book that would organize the incredible volume of information regarding online marketing strategies and present it in an easily readable and actionable format. This book has achieved this and more.

    This is a must read book for busy business owners/entrepreneurs looking for a ‘how to guide’ to successful online marketing.’

    Susan Coll, Innovive Inc

    ‘Running a small building business, we were looking for some marketing advice to help move the business forward. In ‘Grow Your Profits’ we found just this. Well written, easy to follow, clear, step by step guidance. It’s brilliant! We are already seeing positive results and cannot recommend this book highly enough.’

    Sue James, Robin James Builders Ltd

    ‘If one is to keep ahead of the competition and up to date with e-commerce then this book is a must. I found it very helpful and extremely easy to follow.’

    Jessica Barkley, Jessica Barkley Designs

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    A lifetime entrepreneur of Palestinian background, Hanan recently founded Business Mastery as an online ‘university’ where small businesses can go for practical courses to take them to the next level. Hanan’s own companies include film production, a digital agency, a record label and a publishing arm.

    Her previous businesses included creating her own hair care brand, Te Tao, distributed in Boots, Tesco and Superdrug, a range which Marie Claire called ‘beauty with a conscience.’

    Hanan won ‘Entrepreneur of the Year’ at the Kingston Business Awards in 2013. Hanan was invited to give Google Workshops at both the British Business Show and the Scottish Business Show in 2013. She has also spoken about online marketing at Kingston University for the Kingston Business Expo, at the Aim & Aspire Women’s Business event in the City and at Chamber of Commerce events in London and Surrey.

    Hanan has been a panelist at high profile events such as DLD Women and TEDxTelAviv as well as at BAFTA and the BFI in her capacity as a film producer.

    Marketing Mastery is the first course from Business Mastery (www.business-mastery.net) and is a 52 week set of online modules that gives businesses everything they need to grow their turnover by up to 16 times. Hanan’s passion for online marketing was inspired by gaining over 100 million YouTube hits for the feature films that she produced.

    Enlightenment Productions is Hanan’s film production company. Her first feature films, The World Unseen and I Can’t Think Straight have won 34 awards between them. Her third, The House of Tomorrow, is inspired by the TEDxHolyLand conference that Hanan co-curated and her fourth feature, Despite the Falling Snow, recently finished filming for a 2015 release.

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    ACKNOWLEDGMENTS

    It is a blessing to have amazing friends be part of the wonderful journey of life. I have been fortunate and blessed to share my life with so many enlightened and inspiring people who have touched my life. They are a very rich and diverse group and I am grateful to have known them.

    I will start with the lovely women who helped shape my life:

    My dearest and oldest friends:

    Katherine Priestley, Lisa Tchenguiz, Kristi Tethong, Susan Coll, Sandra Watfa, Alma Fakhre, Lea Porter, Hadia Debs, Shehkar Jah, Antoinette Claessens, Dina Masri, Jessica Barkley, Abbe Lipner, Azi Pahlavi, Rania Atalla, Filwa Mayassi and Carla Moussa.

    My very dear and creative ladies of film:

    Leena Yadav, Joan Chen, Lisa Ray, Sheetal Sheth, Teri Schwartz, Melody Korenbrot, Stefani Deoul, Donna Deitch, Antonia Frering and Andrea Wong.

    My brilliant and lovely ladies of finance:

    Mick Lee, Karen Frank, Jennifer Hill, Michelle Bonn and Ellie Patsalos.

    My dear and more recent friends:

    Conchita Morley, Basma Ali Reza, Dounia Nadar, Simonetta Coronelli, Deborah and Gabriella DiMaggio, Megan and Christine Bense, Kelly Gonda, Jennifer Fox, Shaz Van Zanten, Muna Kattan (Bethlehem), Dalia Fadila, Lakshmi Pratury, Steffi Czerny and Sue James

    My TEDxHolyLand ladies:

    My amazing TEDxHolyLand partner Liat Aaronson and my Palestinian Angel who made our event a reality.

    Leslie Fennern who is very much missed and will always live in my heart.

    And for the wonderful men in my life:

    The amazing godfathers of our boys:

    David Pitblado (our wonderful friend who is deeply missed and whose life was such an inspiration) and our dear friends Charles Nasser, Patrick Ness and Marc Nowell.

    And all the other wonderful men:

    My dear Jamaican Palestinian cousin Joey Issa, my enlightened friend Aseem Bajaj, and the lovely Alaa Khashoggi, Sharif Nadar, Losel Tethong and Tareq Abu Zayad. Samir Dajani for his unwavering belief and support.

    Special Thank Yous:

    To Laura Posey, Adrian Ulsh and Naresh Shahani for their help and support for our learning process.

    To my family - the loves of my life:

    Ethan and Luca, my brilliant and beautiful two sons, the men of my world, my rocks, my life.

    Shamim, my best friend, my talented and brilliant Renaissance wife; without you I would not be who I am today and this book could not have happened.

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    To my grandfather, Tewfic Kattan, who made everything a possibility

    And to the loves of my life, Shamim, Ethan and Luca who make everything worthwhile

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    Table of Contents

    INTRODUCTION

    SECTION 1 - YOUR SALES PROCESS

    Know Your Ideal Client

    Understand Your Ideal Clients’ Decision-Making

    Choose a Niche Market

    Innovate Your Business

    Refine Your Messaging

    Craft Your Sales Process

    Persuasion Marketing

    SECTION 2 - INTERNET MARKETING

    Step 1:

    Building a Website That Works

    15 Steps to Creating a Good Site

    How to Ensure Your Site Creates Leads & Money

    Creating Content That Engages

    Your Site and Persuasion Marketing

    Step 2:

    Sending Traffic to Your Website

    Search Engine Optimization

    Pay Per Click Advertising

    SECTION 3 - SOCIAL MEDIA MARKETING

    Social Media for Business

    Social Media Networks

    Twitter

    Facebook

    LinkedIn

    YouTube

    Social Media Strategies

    Blogging

    Articles

    Podcasts & Videos

    Press Releases & PR

    Managing Your Social Media

    Final Analysis

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    Abundance is in how you view the world

    INTRODUCTION

    In life, we all need inspiration and motivation; someone who sets a bar for achievement and gives you a sense of the possibilities that life has. The kind of person we refer to as a role model. If that role model also believes in you, they can help you generate tremendous power from within.

    For me, that person was my grandfather, Tewfic Kattan.

    From a very young age, as I grew up in Jordan, I spent large amounts of time with him at his home, which was always overflowing with hospitality for family, friends and neighbors. We also made many traditional visits to friends during the special holidays that are such a large part of life in the Middle East.

    But the memories that have stayed with me the most through all these years are the times I spent at my grandfather’s offices in downtown Amman, joining him on visits to his factories and to his various businesses. During the 1920s, my great-grandfather had a small business in Jordan and, when the manager of that business resigned, my grandfather Tewfic was sent to hire someone new and then return to Bethlehem, where his family was from, and to continue working for the family business in Palestine.

    It did not take long for the untried expanses of Jordan to captivate my grandfather’s imagination, and he decided to stay in Amman and put his entrepreneurial passion and drive into building a huge range of businesses, ranging from industry and manufacturing to service industries and even to opening the first cinema in Jordan.

    As his business empire expanded, he experienced the ups and downs that any of us who have tried to build a business from scratch are more than familiar with. Throughout, his generosity and philanthropy was unprecedented and he gave the same level of respect to a janitor as he would to the wealthiest individuals and to monarchs. He embodied a sense of integrity, humility and honor in all his dealings; fundamentals that created for me a paradigm that meaningful success in business should always be built on these principles. His generosity in handing out gifts, loans (that he rarely requested back) and opportunities to others became the fabric of stories that people still tell me on the occasions that I go back to Amman or to Palestine.

    His contribution to the industrial and commercial private sectors of Jordan’s economy led King Abdulla I to award him the title of Pasha and he became known everywhere he went as El Basha

    When I was only eight, he would have me sit at the head of the boardroom table to write letters in his office, which stood near the colorful sights and scents of the souk market in Amman, and he would pay me for each letter I wrote. He would also pay me to take documents up and down his office building to the various departments and he would have me sit in on meetings and encourage me to help out during the summer holidays from a very young age. I loved every minute. As I grew older my father objected that women should focus on marriage and children, but my grandfather always spoke of me going into business as a natural occurrence.

    He passed away when I was 14 and at my first year in boarding school in Europe, but his spirit remains in the many businesses and families he helped to start and grow.

    That concept of growing something from an idea to a flourishing business, while keeping an ethic of service and outstanding value was intriguing and inspiring to me.

    Early on, I began to see business as a very creative endeavor that would allow me to express ideas and, ideally, provide something of value for the people who encountered my company. But I was still very young and unsure of how to begin for myself.

    Having completed my undergraduate university degree at Baylor University in Texas, my father decided that I should take over the new addition to his company which was a toiletries, hair care, cosmetics and perfume division representing L’Oreal in Jordan. He took me to L’Oreal’s offices in Paris for a meeting shortly before I graduated and arranged for me to have a 3 month internship working across all their divisions and products.

    So at the age of 21 I found myself living in Paris (quite a change from Waco, Texas), and given the opportunity of a remarkable internship. I was lucky to be fluent in French and the internship gave me exposure to L’Oreal’s entire range from their top flight brands all the way to their mass market lines. My universe soon revolved around learning about brands, and how to focus sales and marketing within the various distribution channels. I found a natural affinity to the subject of branding, perhaps because I was fortunate to have grown up in my grandfather’s businesses, understanding something about the international brands he represented, from foods to electronics.

    I learned that a brand should have its own voice and story, and a vision that is unique. A brand should add extraordinary value to its users through the products and services it offers. And every company, however small, can start to build a brand identity as a base for marketing and growth.

    I was put in charge of the cosmetics and toiletries division, as it was considered the small division of the company and none of the managers at my father’s company were keen to run it. We had regular visits from the L’Oreal team who were in charge of the region and they taught me further about the importance of market visits, building existing brands, introducing new products and my least favorite - but very essential - aspect; the importance of staying on top of spreadsheets and reports.

    My division thrived and by the time I left the family business around 3 years later, I had taken the company from sales of $250,000 to just under $4 million dollars. For various personal reasons, I decided to leave the Middle East and to settle in the West. Friends and family thought it was a big mistake to leave an established family business but I chose the road less travelled - in this case the highways of California.

    In San Diego I signed up for a masters degree and on the side, with three friends, I set up a property development company that built rental homes and apartments. For a while, everything looked rosy but California went through a property crash and we ended up losing our entire investment portfolio. Before the crash happened, I moved into one of the units myself one summer to help fill the other new units. Learning to deal with potential tenants and working at managing properties was another invaluable experience.

    Once my degree course was complete, I lived in Texas for a summer while trying to figure out what I wanted to do. I suppose I have never been the type to sit quietly and ruminate so while I thought things through I started a variety of smaller businesses including selling Holy Land bibles and mail order clothing. Some of the businesses worked better than others but what they had in common was that they gave me a huge amount of hands-on experience in sales and marketing in a very short time.

    I moved back to London some time later to explore banking as I was still not clear on what I wanted to do next. My father, who by this point was probably hoping I would just get married and stop thinking about work at all, was kind enough to

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