online sales & marketing options for professional services providers (lawyers, accountants,...
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iMCCmarketingOnline Business Strategy & Services
Copyright © iMcCMarketing
Assessing your Digital Sales & Marketing Opportunity
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What is the Online Business OpportunityWhat is the Online Business Opportunityfor
Professional & Client Services Professional & Client Services Organizations?Organizations?
“How/why should my company be using the latest online sales & marketing tools/channels to benefit my client
based business?”
4 Exploratory SlidesAndy McCartneyFounderiMCCmarketing, LLC
404.271.3635 [email protected] www.imccmarketing.com
iMCCmarketingOnline Business Strategy & Services
Copyright © iMcCMarketing
Assessing your Digital Sales & Marketing Opportunity
Why Now? Market Shift & Business Significance?Why Now? Market Shift & Business Significance?1. Latest phase of the ‘Online Communications Revolution’ is underway. Many new online
business tools, channels, networks and practices are emerging. Companies are trying to ascertain which (if any) to leverage & how to benefit from them.
2. Major market shift as online sales, marketing & PR channels are converging - which opens up significant opportunities for impacting top-line increases (e.g. # clients, conversion %, LTV) & bottom-line efficiencies (e.g. sales cost per lead/client, ROI, overall marketing spend).
3. Implementing effective digital sales & marketing practices can transform your ability to drive your brand/reputation, to acquire clients, to boost your referrals model, and to leapfrog competition (via perception then reality).
4. It is now possible to automate many digital activities (e.g. lead capture/nurturing), which enables more output from your current sales & marketing team/budget.
5. You MUST approach opportunity from ‘top down’, starting with strategy with an understanding & alignment of business variables including:– Company mission, competition, differentiation, sales process, budget, skills & market opportunity– Prospects & customers. Online habits. How to augment referrals with low cost / high impact tactics. – Tactics?? What are my options for digital tactics to modernize my sales & marketing functions?
... Let’s take a look at tactics Then & Now
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iMCCmarketingOnline Business Strategy & Services
Copyright © iMcCMarketing
Assessing your Digital Sales & Marketing Opportunity
PR & Client Acquisition Tactics - PR & Client Acquisition Tactics - THENTHEN (Pre Internet) (Pre Internet)
2. Referrals(face2face, phone)
Prospects & Prospects & Target MarketsTarget Markets
Owner/SalesOwner/Sales
3. Traditional Advertising
Service ProviderService Provider
Customer AdvocacyCustomer AdvocacySuccess Story BrochuresClient References
BrandBrandAwarenessAwareness
LeadLeadGenerationGeneration
CloseClose
1. PR & Events
ProspectingProspecting CloseClose
TV, Print, Radio, BillboardsMailers, Yellow Pages
Chambers of Commerce
B2B
B2C
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iMCCmarketingOnline Business Strategy & Services
Copyright © iMcCMarketing
Assessing your Digital Sales & Marketing Opportunity
PR & Client Acquisition – NOW (tactics include …)PR & Client Acquisition – NOW (tactics include …)Prospects & Prospects &
Target MarketsTarget Markets
Owner/SalesOwner/Sales
CloseClose
WebsiteWebsitePromotional & Transactional.Designed for Conversion.Fully SEO optimizedComprehensive Analytics
Word of Mouth & Community Marketing(B2B and B2C options)
Lead Services
Service ProviderService Provider
Customer Advocacy via client and provider content on multiple channelse.g. Referrals, Blogs, Tweets, Articles, Reviews
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Advertising:Trad. & Online,Sponsorships
Thought Leadership Plan for On + Offline
Activities
Search Marketing.
Paid / Organic
Email/Text/Social Push Marketing.Automated Lead Tools & Practices
B2B
B2C
ReferralsLive & RecordedEvents/Content
Blogs
Forums
Enable clients to spread (advocate) the word
iMCCmarketingOnline Business Strategy & Services
Copyright © iMcCMarketing
Assessing your Digital Sales & Marketing Opportunity
What Next ? Explore What Next ? Explore youryour Opportunity Opportunity• Discovery & exploration meeting with Andy McCartney & your company
– Andy is a 25 year marketing/analytics guru, now a ‘digital management consultant’.– Meeting goal is to attain high level understanding of your market opportunity.– May or may not lead to services below based on initial assessment.
• Service #1: Fully Assess Your Market Opportunity– Review business strategy, differentiators, customers, sales process & competition– Analyze status & ‘digital maturity’ of your market segment. Identify market portals, forums.– Analyze & assess competitors’ strategies & online tactics. Rate social network activity.– Analyze your client/prospect’s habits & tendencies to research/interact online
Cost = $2k Deliverable = PDF Report Time = 1 week Turnaround
• Service #2: Determine Your Optimal Digital Strategy & Tactical Mix– Review all digital sales & marketing options based on market opportunity, select custom subset– Review all variables that affect your company’s ability to execute, budget, skills etc – Create initial draft of strategy & tactical mix, review with execs + sales/marketing– Deliverable is a custom roadmap with recommended online tactical mix, plus step by step instructions on how to
implement. Includes best practices & metrics to measure/progress.
Cost = $3k Deliverable = PDF Report Time = 2 week Turnaround
Andy McCartney 404.271.3635 [email protected] www.imccmarketing.com
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