great marketing when you dont work for a f5000 company ppt
TRANSCRIPT
Agenda
• Introduc)on
• Small Business Marke)ng Challenge
• Marke)ng re‐defined for the small business
• The System • Q & A
Dan Kraus – President, Leading Results
• 20 year sales and marke)ng veteran – 10 years in sales roles with small business focus
– 10 years in marke)ng roles with small business focus
• Corporate employment with SAP, Allaire, Great Plains SoTware, ADP, Ar)soT
• 3 years as entrepreneur providing marke)ng services • UMASS Amherst – Marke)ng Degree
• Authorized Duct Tape Marke)ng Coach • Clients: Tech resellers, Telemarke)ng Firms, SoTware Companies, Day Care Center, Doctors
Leading Results Overview • Marke)ng services firm – coaching and consul)ng
» 1:1 Coaching, Group Coaching » Frac)onal VP of Marke)ng » Social Media Coaching and Learning
» Referral Marke)ng Coaching and Classes
• Authorized Duct Tape Marke)ng coaches
• Offices in Boston and Philadelphia • Clients throughout North America
» Heavily weighted to technology
• We help our clients stop was)ng money on marke)ng that does not create results
The Perfect Marke)ng Job Opportunity
• Reasonable, Established Budget • Defined Goals • Unique product/service with demonstrable benefits
• Good brand to back it up • Reference customers and tes)monials
Most small business marke)ng jobs
• Reasonable, Established Budget • Defined Goals • Unique product/service with demonstrable benefits
• Good brand to back it up • Reference customers and tes)monials
What is Marke)ng?
Marketing, in economics, that part of the process of production and exchange that is concerned with the flow of goods and services from producer to consumer. In popular usage it is defined as the distribution and sale of goods, distribution being understood in a broader sense than the technical economic one.
Copyright © 2003, Columbia University Press
Is this it?
Small Business Owner
Customer Service
Bills
Employees Cash Flow
Invoices Taxes Benefits
Products
Vendors
Supplies
Equipment
Business
Owner
Marketing
Marke)ng Has Changed
Outbound (Prospecting, Hunting,
“Interrupting”)
Inbound (Attracting, Educating,
“Getting Found”) Print Ads Blogs, E-books, White papers
Radio Ads Podcasts
Television Ads Videos
Tradeshows Webinars
Cold Calling Search Engine Optimization
E-mail Blasts RSS, Feeds
A Marke)ng System for Small Businesses Prospects Can Find
You
Valuable content drives interac)on
Engagement with prospects
Some Prospects Buy
Nurture Programs for those who
don’t
Some Nurture Prospects Buy
Exis)ng customer marke)ng drive repeat purchases
Happy customers and partners refer new prospects
Amplified by the web Prospects Can Find
You
Valuable content drives interac)on
Engagement with prospects
Some Prospects Buy
Nurture Programs for those who
don’t
Some Nurture Prospects Buy
Exis)ng customer marke)ng drive repeat purchases
Happy customers and partners refer new prospects
Web Site
Blog
2‐Step Ads
Twieer Outbound
PR
Facebook Fan Page
Duct Tape Marke)ng System
• Founda)on • Content that educates • Lead genera)on • Lead conversion • Customer Delight
• Harness the Internet • Live by the calendar
Build the Founda)on ‐ Strategy before tac)c
• The marke)ng map • Ideal customer
• Remarkable difference
For a small business – this is the brand
The marke)ng map
• Goals and gaps » Personal, Plan, Strategic, Tac)cal
• Higher purpose mantra
• Visual – ideal customer experience
• Marke)ng dept – yes, an org chart (real or virtual)
What is ideal?
• Profitable • Values you • Refers
Ideal customer
Within This Context, then Define
• Demographics
• Psychographics • Geographics • Behavior
Your Remarkable Difference
It is NOT: • The quality of the service/product • Price • Their longevity in business
You need content that educates
• A marke)ng overview • Online educa)on • Presenta)ons • Content strategy
Crea)ng new customers
Now a business can start… • Nurture Marke)ng
• Current Customer Marke)ng
• Referral Marke)ng
• Net New Prospect Programs
• PR & Community Outreach
Defini)ons for Lead Genera)on
• Nurture Marke)ng » Regular outreach to prospects you have had a “conversa)on”
with • Current Customer
» Outreach to customers who have spent money with you before • Referral Marke)ng
» Gelng a name and introduc)on (implied or real) from another that has a trusted rela)onship with both par)es
• Net New Prospects » Outreach to a prospect you have never had a “conversa)on”
with • PR & Community
» Press or speaking ac)vi)es that get your name in the public domain
Know
Like
Trust
Try
Buy
Repeat
Refer
Know –Like‐Trust + + + +
Nurture
Current Customer
Referral
Net New
PR & Community
Know
Like
Trust
Try
Buy
Repeat
Refer
Know –Like‐Trust + + + +
Nurture
Current Customer
Referral
Net New
PR & Community
Know
Like
Trust
Try
Buy
Repeat
Refer
Trial
Nurture
Current Customer
Referral
Net New
PR & Community Try
The product/service mix strategy
• What is your free or trial offering? • What is your starter offering? • What is your “make it easy to switch” offering? • What is your core offering? • What are your add‐ons to increase value? • What is your “customers only” offering? • What are your strategic partner pairings?
• Ar)cles you have wrieen or find valuable • Paid Marke)ng (2 step) • Referrals Know • Web site & Social Media • Response/recep)on/voicemail • Newsleeer Like • Marke)ng kit • Value added content • Tes)monials & Videos Trust • Services • Detailed Evalua)on • “Small” Products Try • Service team • New customer kit • Finance/delivery Buy • Post project survey • Cross selling • Quarterly events Repeat • Results reviews • Joint marke)ng introduc)ons • Peer2peer events Refer
© Duct Tape Marke.ng – all rights reserved
The Marke)ng Hourglass ‐ Tac)cs
Harness the Internet and Amplify
• Implement a Small Business Social Media System (social marke)ng)
• 175 MILLION people log into Facebook Daily • 20 Million Twieer Users (80/20) • 55 million LinkedIN members
“. . . the use of technology to co‐create know, like and trust.”
Social Marke)ng Approach
1. Have a strategy that fits with your overall marke)ng strategy
2. Listen and Learn 3. Lay out your bait 4. Trap and tag 5. Track and close
Summary
• Marke)ng from inside a small business needs to boiled down to essen)als
• Generate KNOW‐LIKE‐TRUST to Drive TRY
• Then get BUY‐REPEAT‐REFER • 5 Forms of Program
» Net New, Nurture, PR, Current Customer, Referral
• Social Media is an Amplifier
• Make It a system and manage it
THANK YOU
Ques)ons?
We help small businesses stop wasting money on marketing
Contact Us Web: www.leadingresults.com Email: [email protected] Phone: 978-562-4161 Twitter: @LeadingResults FaceBook: facebook.com/leadingresults LinkedIN: linkedin.com/in/leadingresults