AmFam Teleconf 4 -- Marketing Tools Business Accelerator[1]

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Teleconference #4, August 28, 2009
Business Accelerator Program
Affordable Marketing Tools

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AmFam Teleconf 4 -- Marketing Tools Business Accelerator[1]

  1. 1. Teleconference #4: Affordable Marketing Tools E-mail questions to [email_address]
  2. 2. Step It Up Competition E-mail questions to [email_address]
  3. 3. <ul><ul><ul><li>Open to all registered Business Accelerator participants </li></ul></ul></ul><ul><ul><ul><li>One winner in each city (Chicago, Phoenix, and Denver) </li></ul></ul></ul><ul><ul><ul><ul><li>Advantage For Sales training program from Wright Business Institute – 6 sessions live or via web/phone </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Marketing strategy session from Hi-Impact Marketing </li></ul></ul></ul></ul><ul><ul><ul><ul><li>$500 Staples gift certificate </li></ul></ul></ul></ul>Step It Up Competition
  4. 4. <ul><ul><ul><li>Contestants will be judged on: </li></ul></ul></ul><ul><ul><ul><ul><li>Thoroughness </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Impact </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Creativity </li></ul></ul></ul></ul><ul><ul><ul><li>Entry forms are online at www.AmfamBusinessAccelerator.com and can be submitted between October 1 st and October 22 nd </li></ul></ul></ul><ul><ul><ul><li>Winners will be announced at the November Business Mixers in each of the cities </li></ul></ul></ul>Step It Up Competition
  5. 5. <ul><ul><ul><li>Why have a marketing plan? What does one look like? </li></ul></ul></ul><ul><ul><ul><li>What are the various marketing tools available? </li></ul></ul></ul><ul><ul><ul><li>How do I best leverage my website and powers of search engines? </li></ul></ul></ul><ul><ul><ul><li>How can I use e-mail to build relationships and generate leads? </li></ul></ul></ul><ul><ul><ul><li>How can I leverage the media to generate business? </li></ul></ul></ul><ul><ul><ul><li>How do I most effectively use direct mail? </li></ul></ul></ul>In Today’s Teleconference We will Cover …
  6. 6. Marketing Plan E-mail questions to [email_address]
  7. 7. The Key Components of a Marketing Communication Strategy <ul><li>SWOT </li></ul><ul><li>Customer and Expert Interviews </li></ul><ul><li>Opportunities – prioritized </li></ul><ul><li>Target Audience </li></ul><ul><li>Needs Analysis </li></ul><ul><li>Value Statement </li></ul><ul><li>Positioning (Bumper Sticker) </li></ul><ul><li>Key Messages </li></ul>Unique Selling Proposition
  8. 8. Orchestrating your Marketing Instruments <ul><li>Integration </li></ul><ul><ul><li>Messages </li></ul></ul><ul><ul><li>Offers </li></ul></ul><ul><ul><li>Call to Actions </li></ul></ul><ul><li>Timing </li></ul><ul><li>Responsive </li></ul><ul><li>Company wide </li></ul><ul><ul><li>Linkage to CRM (customer relationship management) </li></ul></ul>
  9. 9. Websites and leveraging search engines Jeff Lewis The Webs We Weave www.thewebsweweave.com 847-540-9668 E-mail questions to [email_address]
  10. 10. <ul><ul><ul><li>What is the difference between “paid search” and “organic search”? </li></ul></ul></ul><ul><ul><ul><li>Paid = “Sponsored Results” </li></ul></ul></ul><ul><ul><ul><li>Unpaid = Organic </li></ul></ul></ul><ul><ul><ul><ul><li>Pages are ranked by search engine </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Spiders browse pages on Internet </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Free, but requires good web design and well-written copy with SEO in mind </li></ul></ul></ul></ul>Websites/Getting Friendly with Google
  11. 11. Websites/Getting Friendly with Google Paid Search (pay per click) Organic Search (SEO)
  12. 12. <ul><ul><ul><li>What can be done to optimize an existing website for the search engines? </li></ul></ul></ul><ul><ul><ul><li>On-page optimization </li></ul></ul></ul><ul><ul><ul><ul><li>Title tags, descriptive tags, keyword usage, heading, internal links, content (text) </li></ul></ul></ul></ul><ul><ul><ul><li>Off-page optimization </li></ul></ul></ul><ul><ul><ul><ul><li>Back links </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Must be consistent with your website </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>The more prominent the other website the better </li></ul></ul></ul></ul></ul>Websites/Getting Friendly with Google
  13. 13. Websites/Getting Friendly with Google <ul><ul><ul><li>How can blogging help my website? </li></ul></ul></ul><ul><ul><ul><li>A blog on your web site can increase page ranking </li></ul></ul></ul><ul><ul><ul><ul><li>Search engines love blogs </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Focused content, updated frequently </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Free blog tools: Wordpress, b2Evolution, bBlog </li></ul></ul></ul></ul><ul><ul><ul><li>Blog on other sites </li></ul></ul></ul><ul><ul><ul><ul><li>Can imbed your site in your profile or blog content to drive people to your site </li></ul></ul></ul></ul>
  14. 14. <ul><ul><ul><li>How can social media activity affect my website? </li></ul></ul></ul><ul><ul><ul><li>Good source for fresh content for your site </li></ul></ul></ul><ul><ul><ul><ul><li>Raise “authority level” </li></ul></ul></ul></ul><ul><ul><ul><li>Back-links by bloggers to your site </li></ul></ul></ul><ul><ul><ul><ul><li>Digg, Stumbleupon </li></ul></ul></ul></ul><ul><ul><ul><li>LinkedIn – professional networking </li></ul></ul></ul><ul><ul><ul><li>Facebook – link from Facebook page back to your site & blog </li></ul></ul></ul>Websites/Getting Friendly with Google
  15. 15. <ul><ul><ul><li>How can I convert visitors to leads? </li></ul></ul></ul><ul><ul><ul><li>Have a strong call to action, keep it consistent </li></ul></ul></ul><ul><ul><ul><li>Provide a telephone number </li></ul></ul></ul><ul><ul><ul><li>Offer free services </li></ul></ul></ul><ul><ul><ul><li>Publish a newsletter </li></ul></ul></ul><ul><ul><ul><li>Don’t request too much information on web forms </li></ul></ul></ul><ul><ul><ul><li>Give them a time limit </li></ul></ul></ul><ul><ul><ul><li>Immediacy – follow-up right away </li></ul></ul></ul>Websites/Getting Friendly with Google
  16. 16. <ul><ul><ul><li>How do I measure the success of my website? </li></ul></ul></ul><ul><ul><ul><li>Many ways to measure </li></ul></ul></ul><ul><ul><ul><li>Depends on your website’s objective </li></ul></ul></ul><ul><ul><ul><ul><li>Provide information or generate leads </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Sell product (e-store) </li></ul></ul></ul></ul><ul><ul><ul><li>Measurements must be quantifiable </li></ul></ul></ul><ul><ul><ul><li>Need a robust analytical tool </li></ul></ul></ul><ul><ul><ul><li>Landing pages, unique phone numbers </li></ul></ul></ul>Websites/Getting Friendly with Google
  17. 17. Email Marketing Teri Latter Hi-Impact Marketing & Sales Solutions www.hi-impactmarketing.com 847-550-0313 E-mail questions to [email_address]
  18. 18. <ul><ul><ul><li>What are the different ways you can use Email to market your business? </li></ul></ul></ul><ul><ul><ul><ul><li>E-mail newsletters – regular distribution to your email list </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Less expensive than direct mail, print, telemarketing </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Easy to implement through e-marketing providers </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>E-blasts – information sent outside of e-newsletter cycle, sometimes promotion based </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Both help strengthen relationship with customers </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Build brand awareness with potential customers </li></ul></ul></ul></ul>Email Marketing
  19. 19. <ul><ul><ul><li>How do I get e-mail addresses? </li></ul></ul></ul><ul><ul><ul><ul><li>Put an easy-to-find e-newsletter sign-up box on your website and/or on your retail counter </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Collect business cards and ask for permission to email </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Send request to all email addresses you have </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Join organizations and use membership list </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Hold a contest—gather e-mail addresses from entry form </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Ask for Email on direct mail response forms </li></ul></ul></ul></ul>Email Marketing
  20. 20. Email Marketing <ul><ul><ul><li>What does it mean to opt-in? </li></ul></ul></ul><ul><ul><ul><ul><li>Permission marketing -- recipients of your emails have consented to receive them </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Permission = more effective list </li></ul></ul></ul></ul><ul><ul><ul><li>How do I avoid spamming? </li></ul></ul></ul><ul><ul><ul><ul><li>Spam -- sending unsolicited bulk messages or those perceived to be such </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Only use permission-based lists </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Warning! Subject line don’ts. CAPS, punctuation, and words like FREE, Save and $$$ </li></ul></ul></ul></ul>
  21. 21. <ul><ul><ul><li>Should I use an e-mail service provider? Absolutely! </li></ul></ul></ul><ul><ul><ul><ul><li>Inexpensive, many offer free trials </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Relationships with ISPs to ensure maximum delivery </li></ul></ul></ul></ul><ul><ul><ul><ul><li>List management, including opt-outs </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Templates that you can customize </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Personalization of your emails </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Format testing – how you see it is how they receive it </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Host images, training and help </li></ul></ul></ul></ul>Email Marketing
  22. 22. Email Marketing <ul><ul><ul><li>How do I get people to open my e-mails? </li></ul></ul></ul><ul><ul><ul><ul><li>Create good subject lines </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>If there’s an offer, say so </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>If there’s information, mention it </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Be creative, but beware of looking like spam </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Make sure information is relevant and well-written and offers are unique </li></ul></ul></ul></ul>From Subject Business Accelerator… Unforgettable, that’s what you are Chris Baggott Michelle, tired of prospects not knowing who you are? FABTECH/AWS/METAL… Get Your Complimentary FABTECH/AWS/METALFORM Show Badge Today!
  23. 23. Email Marketing <ul><ul><ul><li>What type of content should I include in my e-mails? How long should they be? How often should I send them out? </li></ul></ul></ul><ul><ul><ul><ul><li>E-newsletters – VALUE </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Upcoming events, sales, tips that your customers can use, new product information, industry information </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Keep articles short -- no longer than a printed page </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Set a schedule that is manageable and consistent </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Ensure you’ll be able to provide fresh content </li></ul></ul></ul></ul></ul>
  24. 24. Email Marketing <ul><ul><ul><li>How can your e-mail newsletters help your site rise to the top in Google searches? </li></ul></ul></ul><ul><ul><ul><ul><li>Put your articles on your website – just tease in the newsletter – this means you have frequent new content </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Optimize the articles – use your keywords </li></ul></ul></ul></ul><ul><ul><ul><ul><li>New content + optimized articles = higher ranking </li></ul></ul></ul></ul>
  25. 25. PR: How a Small Business Can Leverage the Media Barry Sigale Sigale Public Relations www.sigalepr.com 847-549-8429 E-mail questions to [email_address]
  26. 26. PR: Leveraging the Media <ul><ul><ul><li>What are the advantages of publicity over other vehicles such as advertising or direct mail? </li></ul></ul></ul><ul><ul><ul><ul><li>Effective as part of the marketing mix </li></ul></ul></ul></ul><ul><ul><ul><ul><li>News media credibility </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Cost effective </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Reprints can be used for direct mail initiatives </li></ul></ul></ul></ul><ul><li>Most </li></ul>
  27. 27. PR: Leveraging the Media <ul><ul><ul><li>What kind of news about my company will interest the media? </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Publicity increases visibility, influence, current/news targets, stimulate news media </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Unique product or service </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Tie in to News of the Day </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Special event </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Newsworthy survey </li></ul></ul></ul></ul></ul>
  28. 28. PR: Leveraging the Media <ul><ul><ul><li>Where do I find potential media to target? </li></ul></ul></ul><ul><ul><ul><ul><li>News media websites – search contact listings </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Follow the news </li></ul></ul></ul></ul><ul><ul><ul><ul><li>www.epodunk.com </li></ul></ul></ul></ul><ul><ul><ul><ul><li>PRnewswire.com – online press release </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Social media </li></ul></ul></ul></ul>
  29. 29. PR: Leveraging the Media <ul><ul><ul><li>How should I notify the media of my news and what does a good press release look like? </li></ul></ul></ul><ul><ul><ul><ul><li>News release – who, what, where, when, why, and how </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>See sample on the Business Accelerator forum </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Pitch letter – grab the editor’s attention </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Photo and caption -- well liked by editors </li></ul></ul></ul></ul>
  30. 30. PR: Leveraging the Media <ul><ul><ul><li>What can I use to get the news media’s attention? </li></ul></ul></ul><ul><ul><ul><ul><li>Email </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>News release and pitch letters – concise with most important info up front </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Telephone </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Follow-up is critical on Email </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>If not interested in this story, what are their editorial needs? </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Timing – Tuesday mornings </li></ul></ul></ul></ul>
  31. 31. Direct mail E-mail questions to [email_address]
  32. 32. Direct Mail <ul><ul><ul><li>What plays a role in making a direct mail successful? </li></ul></ul></ul><ul><ul><ul><ul><li>The list – 60% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>The offer – 20% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>The creative – 20% </li></ul></ul></ul></ul>
  33. 33. Direct Mail <ul><ul><ul><li>How do I acquire mailing lists? </li></ul></ul></ul><ul><ul><ul><ul><li>Create your own, compile from: </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Membership directories </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Current customers </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Hold a drawing or contest </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Rent mailing lists </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Directly from list owner </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Mailing list broker – selection criteria </li></ul></ul></ul></ul></ul>
  34. 34. Direct Mail <ul><ul><ul><li>What are some good offers? </li></ul></ul></ul><ul><ul><ul><ul><li>Soft to hard offers with a time limit </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>White paper, DVD </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Information kit </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Free trial </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Free add-ons </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Free gift </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Free shipping </li></ul></ul></ul></ul></ul>
  35. 35. Direct Mail <ul><ul><ul><li>How do I increase my response rates? </li></ul></ul></ul><ul><ul><ul><ul><li>Open, Skim, Read, Respond Strategy </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Outer envelope </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Subheads, Postscript </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Benefit oriented, Power words, Facts & figures, Targeted, Personalized </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Call to Action: offer with a time limit </li></ul></ul></ul></ul></ul>
  36. 36. Direct Mail <ul><ul><ul><li>How does telemarketing affect the success of my direct mail? </li></ul></ul></ul><ul><ul><ul><ul><li>Reinforce message and offer </li></ul></ul></ul></ul><ul><ul><ul><ul><li>State the purpose and get right to the point </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Avoid technical terms </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Use the person’s name </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Be polite </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Have your facts ready </li></ul></ul></ul></ul>American Family Business Accelerator Program Upcoming Teleconferences and Success Activities
  37. 37. Looking Forward <ul><li>What’s Next? </li></ul><ul><li>Knowing Where You Stand: Defining the Game </li></ul><ul><li>Establishing vital systems and monitors to understand the state of your business </li></ul><ul><li>  </li></ul><ul><li>Getting Down to Business: Selling & Essential Daily Activity </li></ul><ul><li>Setting up effective disciplines, intentional networking, and negotiating deals </li></ul><ul><li>  </li></ul><ul><li>Building Relationships </li></ul><ul><li>Creating your vision, developing and leveraging your network </li></ul><ul><li>Marketing Tools </li></ul><ul><li>Developing your brand and mastering marketing tools </li></ul><ul><li>  </li></ul><ul><li>Systemizing Your Activity for Growth </li></ul><ul><li>Anticipating and getting around roadblocks; understanding your business and its sales cycles </li></ul><ul><li>  </li></ul><ul><li>Leading Your Business, Leading Your World </li></ul><ul><li>Building a culture, getting work done through others, and getting the most from what you have </li></ul>
  38. 38. Teleconference #5: Systemizing Your Activity for Growth <ul><ul><li>Setting up and maintaining systems </li></ul></ul><ul><ul><li>Understanding your business and sales cycles; knowing your customer’s buying process </li></ul></ul><ul><ul><li>Anticipating and getting around roadblocks </li></ul></ul><ul><ul><li>Leveraging purpose and vision </li></ul></ul>
  39. 39. Ongoing Support and Involvement <ul><li>Monthly Teleconferences </li></ul><ul><li>Weekly E-Tips </li></ul><ul><li>Assignments </li></ul><ul><li>Contests </li></ul><ul><li>Break Room </li></ul><ul><ul><ul><li>Panel of Experts </li></ul></ul></ul><ul><ul><ul><li>Growth Coach Forum </li></ul></ul></ul><ul><li>Special Offerings </li></ul>

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