Free Marketing Planner          Dr Alan Rae – Managing Partner            www.howtodobusiness.comOur Business is Making   ...
Marketing and Sales is a                         process – treat it as one                                                ...
It’s about                               generating leads   1.What’s your story   2.Tell it face to face   3.Tell it in wr...
What’s your story? • Clarity is everything • People need to get what you do         – Straight Away • Otherwise         – ...
Your story depends on                             your audience• It depends on whether you’re selling  goods or services.•...
The BrainMap helps you                    know who you’re talking toDoing the Numbers                                Visio...
You need to come up                          with a simple story• That connects you to your customers• That can be express...
What can you                            practically do?• For services it’s a play –   – the action is face to face network...
The people who do                  this best• Tend to be good face to face networkers  also• They use these techniques eff...
Networking and telling                            it face to face• Our interviewees valued people who     – are crystal cl...
There’s a clear preference for a                             group size of 21-40                          US prefers small...
What’s important in                        deciding your strategyIs your business• Local / Global• Scalable / non Scalable...
What should you do?• Find a home group to network with• Be crystal clear about what you do     – And about who you want to...
There’s a shift toonline marketing                     14
Internet Marketing is                          about being found• Direct page hits• Links from other sites    – Some are m...
You want to end up with                     something like this                                      1st & 5th for Small B...
So start thinking in                              Keywords• Because they encapsulate how people think• And what terms they...
Now you’ve got them –                         what do you do with them?• Use in anchor text of links from partners – you  ...
Now choose your media –                     this is what the others doTechnique             Use regularly   Depend on it  ...
What route makes sense to                          you - use the right toolswww.synergy-global.com   Copyright Dr Alan Rae...
Measure how you’re                                    doing•   Cost per lead•   Cost per sale•   How much activity•   What...
Howtodobusiness.com.• Helping companies Grow        •   distance learning, workshops and 1 to 1 consultancy        •   www...
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Free Marketing Plan

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Free Market Planning Tool

Focuses on lead generation. Helps you develop the story to connect you with your customers and helps you explore which tools you'll use to interact with them - face to face, in writing and on-line

This is the original planning tool from our 1Man Brand product

Published in: Business, News & Politics
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Free Marketing Plan

  1. 1. Free Marketing Planner Dr Alan Rae – Managing Partner www.howtodobusiness.comOur Business is Making Copyright Dr Alan Rae 2007Your Business Grow
  2. 2. Marketing and Sales is a process – treat it as one Do you know what your ratios are?Our Business is Making Copyright Dr Alan Rae 2007Your Business Grow
  3. 3. It’s about generating leads 1.What’s your story 2.Tell it face to face 3.Tell it in writing 4.Tell it on line How many leads do you need – and how good are you at closing them?Making e-business work - IT, Copyright Dr Alan Rae 2005Marketing, Leadership
  4. 4. What’s your story? • Clarity is everything • People need to get what you do – Straight Away • Otherwise – Online - they’ll move on – Networking - they won’t refer you or act as an advocateMaking e-business work - IT, Copyright Dr Alan Rae 2005Marketing, Leadership
  5. 5. Your story depends on your audience• It depends on whether you’re selling goods or services.• Successful selling of services depends on consistency of service – this is what gets you referrals and repeat business.• You are selling to people’s emotions – their values and their thinking styles.Our Business is Making Copyright Dr Alan Rae 2007Your Business Grow
  6. 6. The BrainMap helps you know who you’re talking toDoing the Numbers VisionaryMaking the Close Exploring OptionsChecking the Opening the saleresults Find the HotspotsAccountant R&DDesireI want it People focusAim / Act Building RapportEntrepreneur HRSalesman Copyright Dr Alan Rae 2006
  7. 7. You need to come up with a simple story• That connects you to your customers• That can be expressed concisely and powerfully• And can be told in the right mix of – Face to face – In writing – On line• Often enough to get the leads and sales that you needOur Business is Making Copyright Dr Alan Rae 2007Your Business Grow
  8. 8. What can you practically do?• For services it’s a play – – the action is face to face networking and sales – The scenery is the online component• Most people do 12 hours a week – 25% do more than 8 hours a week on line – In that time you can write one blog article and keep a presence on one and a half social networks. – The front runner for business seems to be Linked-in then Ecademy which combines on line and offline – Conventional face to face activity with a bit of PR and adwords spend seems to be what people actually do. Copyright Dr Alan Rae 2004-2009 2006
  9. 9. The people who do this best• Tend to be good face to face networkers also• They use these techniques effectively and intelligently• They believe it boosts their lead generation by up to 40% Copyright Dr Alan Rae 2004-2009 2006
  10. 10. Networking and telling it face to face• Our interviewees valued people who – are crystal clear about their offer – get back quickly – are positive and expect to give something first• 40% of those who spent more than 8 hours networking face to face also spent more than 8 hours on line - and vice versaCopyright Dr Alan Rae2004-2009
  11. 11. There’s a clear preference for a group size of 21-40 US prefers smaller than UKCopyright Dr Alan Rae2004-2009
  12. 12. What’s important in deciding your strategyIs your business• Local / Global• Scalable / non Scalable• Do you Hope / Plan• On line / Off line• Everyone needs a small local support group – but some will benefit from a much wider group also.Copyright Dr Alan Rae2004-2009
  13. 13. What should you do?• Find a home group to network with• Be crystal clear about what you do – And about who you want to meet• Get back to people quickly• Adopt the givers gain mentality• Decide whether you need to have a strong online presence – if so use social media and web 2.0 to build it Copyright Dr Alan RaeOur Business is Making Your 2007Business Grow
  14. 14. There’s a shift toonline marketing 14
  15. 15. Internet Marketing is about being found• Direct page hits• Links from other sites – Some are much better than others• Organic Search (and linking strategies)• Paid Search• Creating multiple points of presence like blogs• Tying them together and back to your own siteOur Business is Making Copyright Dr Alan Rae 2007Your Business Grow
  16. 16. You want to end up with something like this 1st & 5th for Small Business Marketing Course 7th & 22nd for Small Business Marketing 9th for Small Business Consultants 12th & 13th for Small Business Research 32nd – 114th for Small BusinessOur Business is Making Copyright Dr Alan Rae 2007Your Business Grow
  17. 17. So start thinking in Keywords• Because they encapsulate how people think• And what terms they express their needs in when they’re searching for it• In a search engine• Or generally in conversation• This will let you start to express your story so that it will be foundOur Business is Making Copyright Dr Alan Rae 2007Your Business Grow
  18. 18. Now you’ve got them – what do you do with them?• Use in anchor text of links from partners – you may have to negotiate individually but it’s worth it• Build them into your auto signature when you’re blogging or posting where Google will see it• Use for brand consistency with off line messages• Use to Tag your Blogs• Use as Meta-tags – Description Tag is key –it’s the description of your page within the search engine report. – Use most important keywords for a 60 char title tag – And make sure each page is different and relevantOur Business is Making Copyright Dr Alan Rae 2007Your Business Grow
  19. 19. Now choose your media – this is what the others doTechnique Use regularly Depend on it TotalOne to One selling 43.4 30.8 74.2Social Networks 50.1 21.6 71.7Workshops 23.6 6.6 30.2PR 21.8 7.5 29.3Online advertising 22.6 4.9 27.5Email Shots 23.5 3.2 26.7Newsletters 22.2 2.2 24.4Direct Mail 18.6 3 21.6Blogs 14.1 3.7 17.8Print advertising 13.4 1.4 14.8Telesales 12 2.7 14.7Exhibitions 8.9 0.9 9.8E-zines 5 1.4 6.4Leaflet Drops 4.4 1.5 5.9
  20. 20. What route makes sense to you - use the right toolswww.synergy-global.com Copyright Dr Alan Rae 2010
  21. 21. Measure how you’re doing• Cost per lead• Cost per sale• How much activity• What conversion rates for each activity• Be ruthless at following what works Copyright Dr Alan RaeOur Business is Making Your 2007Business Grow
  22. 22. Howtodobusiness.com.• Helping companies Grow • distance learning, workshops and 1 to 1 consultancy • www.howtodobusiness.com - business resources • www.1manBrand.co.uk - multimedia sales / marketing course • www.punchaboveyourweight.com online marketing• Download your free planning tool here.• Next Workshop 7th May Arora Hotel Gatwick £77• email me at alan.rae@aiconsultants.co.uk for more details or ring on 0845 094 0407 to discuss how we can help youOur Business is Making Copyright Dr Alan Rae 2007Your Business Grow
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