7 steps to marketing success sugar con 2010
-
Upload
leading-results -
Category
Documents
-
view
491 -
download
1
Transcript of 7 steps to marketing success sugar con 2010
7 Steps to Marke-ng Success
Dan Kraus, President, Leading Results
Agenda
• Introduc-on
• Small Business Marke-ng Challenge
• The System
• Next Steps
Dan Kraus ‐ CV
• 20 year technology veteran – 9+ years with Great Plains SoNware (‘89‐’98) – 6+ years with SAP (Business One) (‘03‐’09) – 2 years as ISV/Partner
• Held VP and Director -tles for Marke-ng, Sales, Product Marke-ng and Business Development
• Other Tech Related include Allaire, Macromedia, ADP, Infinium SoNware
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
• We help our clients stop was-ng money on marke-ng that does not create results
Why is small business marke-ng so hard?
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?
What is Marke-ng?
Or this?
Small Business Owner
Customer Service
Bills
Employees Cash Flow
Invoices Taxes Benefits
Products
Vendors
Supplies
Equipment
Business
Owner
Marketing
Defini-on of Marke-ng
Know Like Trust
Defini-on of Marke-ng
Know Like Trust
Buy Repeat Refer TRY
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
Twifer Outbound
PR
Facebook Fan Page
Make Marke-ng a System
1. Founda-on 2. Content that educates 3. Lead genera-on 4. Lead conversion 5. Customer Delight
6. Harness the Internet 7. Live by the calendar
1. Build the Founda-on ‐ Strategy before tac-c
• The marke-ng map • Ideal customer
• Remarkable difference
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/staff • Price • Your longevity in business
Ac-on Steps
• Interview 8‐10 ideal customers • Why did you choose us?
• What do we do that others don’t?
• What that we do is of the most value?
• Why do you refer us?
……What themes emerge?
2. You Need Content That Educates
• A marke-ng overview • Online educa-on • Presenta-ons • Content strategy
3. Lead Genera-on
Now you 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
» Gepng 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
More Info ‐ Referrals
• Be more referable • Industry Partners • Customers
» See step 5 – customer delight is a marke-ng investment
• Be predictable and systema-c
• Share the burden • Follow‐up
More Info ‐ Net New Lead Genera-on
• Fills the gaps in your plan • Narrowly targeted • 2‐step – direct response • Measurable • Two Goals:
» Uncover ac-ve opportuni-es that value your remarkable difference
» Generate contact and permission for nurture marke-ng
Know
Like
Trust
Try
Buy
Repeat
Refer
Know –Like‐Trust
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
3) Lead Generate & 4) Lead Convert
Lead Generate
Lead Convert
Customer Delight & Leads
Know
Like
Trust
Try
Buy
Repeat
Refer
Lead Convert ‐ Trial
Nurture
Current Customer
Referral
Net New
PR & Community Try
4) Lead Conversion
• Trial Happens – create the environment • Predicable process • Deeper levels of conversa-on • Clearly defined handoff point • Presenta-on & Demo should showcase your value and differences
• Transac-on – Same experience
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?
5. Customer Delight
Why does it mafer? • Quotes & Tes-monials
• Referrals • Addi-onal Product Sales • Addi-onal Services
(fuel for all other marke-ng engines)
5. Customer Delight
• Leverage moments of truth • Survey ‐ Post Go Live & Ongoing • Customer Communica-ons • User Groups • Execu-ve Level Contact • Create Networking Opportuni-es • Support is always an moment of truth • Customer to Customer ecosystem
6. Harness the Internet and Amplify
• Implement a Small Business Social Media System (social marke-ng)
• 175 MILLION people log into Facebook Daily • 20 Million Twifer 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
Customer experience Brand men-ons Compe--on Accuracy Media stalking Content
Create a listening post
Op-mize YOUR brand assets
• Images, audio, video • Social profiles • Local search • Social search • Online PR
Your content helps drive lead genera-on
Blog Basics / Best Prac-ces • Value added content • Find your voice • Short and readable • Integrate and amplify
• Merge content with engagement
Twifer Best Prac-ces
• Think objec-ves • Follow (twellow.com)
• Tweet mixed, but give and RT ‐ repurpose
• Use search and aggregate • Use 3rd party tool • Don’t hang out all day
Facebook Best Prac-ces
• Build a fan page • Promote with special modules and content
• Repurpose content • Consistency • Use Facebook Adver-sing
LinkedIN best Prac-ces
• Profile – links, keywords, descrip-ve • Status updates • Repurpose content – Slideshare, YouTube • Search for leads ‐ Profile • Recommend
• Ques-ons and Answers
7. Live by the Calendar
• Monthly themes • Weekly ac-ons & Deadlines
• Daily appointments
Summary
• 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
Result
Ultimately, an effective marketing system eliminates the need to compete on price.
Next Steps
a) Do it yourself – Read Duct Tape Marketing and implement the system • The Ultimate Marketing System can help ($400)
b) Get some help: • Commit to a 45 minute business evaluation with me • Give me your card with a note to call you on the back (If you work
with me, I’ll give you the UMS for Free)
THANK YOU
We help small businesses stop wasting money on marketing
Contact Us Web: www.leadingresults.com Email: [email protected] Phone: 888-717-1715 Twitter: @LeadingResults FaceBook: facebook.com/leadingresults LinkedIN: linkedin.com/in/leadingresults