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Marketing machine for 21st century final

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Building your marketing machine for this century required different tools and thought processes. We discuss the foundation you have to put in place to build a great business development machine in …

Building your marketing machine for this century required different tools and thought processes. We discuss the foundation you have to put in place to build a great business development machine in this presentation given to Sage Australia/New Zealand at the Partner Insights Summit.

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  • 1. Building a Marketing Machine for the21st CenturyDan KrausLeading Results
  • 2. “IF YOU DON’T LIKECHANGE, YOU’REGOING TO LIKEIRRELEVANCE EVENLESS.” - GEN. ERIC SHINSEKI
  • 3. Leading Results Overview•  Instructors for the Sage Marketing Academy•  Marketing services firm – coaching and consulting »  1:1 Coaching, Group Coaching »  Fractional VP of Marketing »  Social Media Coaching and Learning »  Referral Marketing Coaching and Classes•  Authorized Duct Tape Marketing coaches (4)•  Clients World-Wide•  We help our clients stop wasting money on marketing that does not create results
  • 4. 77! 7 SEVEN! VII SOURCE: edwardboches, chief creative officer, chief social media officer at Mullen
  • 5. customers want more participation and even control
  • 6. relationships with media are more complex than ever
  • 7. we want to do business with a person
  • 8. expectations are higher
  • 9. there’s no such thing as perfect
  • 10. attention is the new scarcity
  • 11. the MP3 is good enough
  • 12. What this means… Interruption doesn’t work anymore; - I want to find you when I need you - I want you to work my way - I will always have other options
  • 13. Business Development has fundamentally changed! From:Outbound To: Inbound (Prospecting, Hunting, Interrupting) (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
  • 14. Marketing isn’t hard, but it is complicated
  • 15. Marketing is a System 1.  Strategy before tactics 2.  Fill your marketing hourglass 3.  Publish educational content 4.  Create a total web presence 5.  Use a lead generation trio 6.  Make selling a system too 7.  Live by the calendar
  • 16. The Perfect Prospects Can Find You Lead Happy customers Valuable contentGeneration and partners refer new prospects drives interaction System Existing customer marketing drive Engagement with prospects repeat purchases Some Nurture Some Prospects Prospects Buy Buy Nurture Programs for those who don’t Foundation
  • 17. Digital Flywheel Prospects Can Find You Blog Happy customers and partners refer Valuable content drives interaction new prospects Facebook LinkedIN Fan Page Existing customer marketing drive Web Engagement with repeat purchases PR Site prospects 2-Step Mktg Some Nurture Some Prospects Prospects Buy Outbound Twitter Buy Nurture Programs for those who don’t
  • 18. Strategy before tactics(foundation) •  Define your Marketing Purpose •  Narrow your focus •  Differentiate and dominate
  • 19. Narrow your focus to your IdealCustomer
  • 20. What is ideal? •  Values you •  Profitable •  Refers
  • 21. Ideal customer •  Demographics •  Psychographics •  Geographics •  Behavior
  • 22. Differentiate and Dominate
  • 23. Attraction through Differentiation•  To a prospective customer, it is not: –  Great service •  They haven’t worked with you yet –  Length of time in business •  But it might be similar customers you’ve served over all those years –  How well trained your staff is •  Certifications & training are the entry ticket
  • 24. What people really buy? •  Your unique product/service •  Your unique process •  Your unique experience •  Your unique people •  Your unique guarantee •  Your unique packaging/delivery …..Against their problems Its not about the products you sell, its about the problems you solve!
  • 25. Ask Your Ideal Customers… •  What made you decide to hire us? •  What was the biggest problem we solved? •  What that we do is of the most value? •  What’s one thing we do better? •  What could we do better? •  What would you Google? •  Would you refer us (and what do you say)? ….What themes emerge?
  • 26. The foundation is built... •  You know why you are in business •  You have a difference you can talk about that matters to your ideal customer •  You understand the problems you solve for your ideal customers •  You care about repeat customers
  • 27. Now to build the system… Prospects Can Find You Happy customers and partners refer Valuable content drives interaction new prospects Existing customer marketing drive Engagement with prospects repeat purchases Some Nurture Some Prospects Prospects Buy Buy Nurture Programs for those who don’t
  • 28. Marketing Hourglass Know Like Trust Try Buy Repeat Refer
  • 29. Marketing Hourglass & ProgramTypes Know Net New Like Nurture Trust PR & Try Community Buy Current Repeat Customer Refer Referral
  • 30. Marketing Hourglass & ProgramTypes Know Net New Like Nurture Trust PR & Try Community Buy Current Repeat Customer Refer Referral
  • 31. Trial Know Net New Like Nurture Trust Try Try PR & Community Buy Current Repeat Customer Refer Referral
  • 32. The product/service mix strategy •  What is your free or trial offering? –  It is going to happen (like it or not) –  Be prepared –  Think services, not products
  • 33. Step 1 – Helping prospects find you•  Getting found via search –  Requires Content•  Referral Marketing with Partners –  Requires Effort•  Net new lead generation programs –  Requires Money
  • 34. Getting Found = Valued Content•  You need marketing materials that Educate•  The problems you solve, packaged for consumption
  • 35. Content that builds trust•  Reviews•  Testimonials•  Personality•  Social media•  SEO oriented
  • 36. Content that educates•  White papers•  Webinars•  FAQs•  Success stories•  About You
  • 37. Blogging •  Add Depth to Your Web Site •  Display Personality •  Feeds the Spiders •  Thought Leadership Platform
  • 38. You HAVE Content…Reduce, Reuse, RecycleCreate Once – Use Many•  Sales question becomes a blog post•  Blog post expanded to white paper•  White paper content repackaged as a seminar•  Seminar recorded and placed on website•  Shortened seminar placed on YouTube•  Slides from Seminar placed on Slideshare 1 core topic, used at least 6 times
  • 39. Net New Lead Generation •  Fills the gaps in your plan (plan this LAST) •  Narrowly targeted •  2-step – direct response •  Measurable •  Two Goals: »  Uncover active opportunities that value your remarkable difference »  Generate contact and permission for nurture marketing to enter into your system
  • 40. Next - Nurture Marketing •  You’ve been found •  You’ve educated •  Some have bought …. What do we do with the ones that didn’t?
  • 41. What is Nurture Marketing?•  Nurture Marketing is the process of continually engaging a prospect with offers based on your unique value, and inviting them to respond for deeper engagement
  • 42. Why  Nurture  Marke-ng  is  So  Important   Know • Who and how • Ads • Referrals Like • Web site/blog • Reception • Newsletter Trust • Search • Expert content • Sales presentation Try • Webinar • Evaluation • Nurturing Buy • Service team • New customer kit • Finance/delivery Repeat • Post project survey • Cross selling • Quarterly events Refer • Results reviews • Partner intros • Peer2peer events ©  Duct  Tape  Marke.ng  –  all  rights  reserved  
  • 43. Take a Thematic Approach•  Value based –  Content that educates –  Content that builds trust•  Creates engagement opportunity•  Themes: –  Revolve around a problem (or opportunity) your customer has and wants to solve: –  Cash Flow; xSell/UpSell; Marketing Automation; Better customer relationships
  • 44. Consistency CountsHow often?•  Once a month (average) BUT Vary the approach
  • 45. Varied Tactics and DeliveryCore Tactics•  Newsletters•  Conversations (phone & F2F)•  Webinars•  1:1 Value Offers
  • 46. Existing Customers – buy again &refer •  Create customer delight •  Systematically gather and track information •  Communicate regularly •  Treat customers as good or better than prospects •  Follow-up
  • 47. Referrals •  Be more referable •  Industry Partners •  Customers •  Be predictable and systematic •  Share the burden •  Follow-up
  • 48. Get the flywheel going… Prospects Can Find You Blog Happy customers and partners refer Valuable content drives interaction new prospects Facebook LinkedIN Fan Page Existing customer marketing drive Web Engagement with repeat purchases PR Site prospects 2-Step Ads Some Nurture Some Prospects Prospects Buy Outbound Twitter Buy Nurture Programs for those who don’t
  • 49. Why bother with Social Media? Website 3 Connections Social Media Site Blog Social Media Website Site Social Media Site 18 Connections Reviews
  • 50. Get Found•  Google Places Listing•  Local Merchant Listings•  Review Sites•  Association Sites•  Chamber Lists•  Guest Blogs
  • 51. Establish Credibility•  LinkedIN Recommendation•  Q & A Sites•  Follow and reply to twitter inquiries•  YouTube “How To”•  Slideshare Presentations
  • 52. MANAGING THE BEAST
  • 53. #1 Fill the Marketing Hourglass Know • Articles you have written or find valuable • Paid Marketing (2 step) • Referrals Like • Web site & Social Media • Response/reception/voicemail • Newsletter Trust • Marketing kit • Value added content • Testimonials & Videos Try • Services • Detailed Evaluation • “Small” Products Buy • Service team • New customer kit • Finance/delivery Repeat • Post project survey • Cross selling • Quarterly events Refer • Results reviews • Joint marketing introductions • Peer2peer events ©  Duct  Tape  Marke.ng  –  all  rights  reserved  
  • 54. #2 – What are You Talking About?•  What problems do you solve?•  What do you do REMARKABLY well?•  What do your customers and prospects really care about? Set up 4 or 5 Themes
  • 55. #3 – Create Time & Space•  You have to create time/ resources for marketing –  Block an hour a day –  Hire someone –  Recognize you can’t do everything at once and set goals –  Action begets activity
  • 56. #4 - Use and Live by a Calendar
  • 57. Live by the Calendar •  Quarterly or Monthly themes •  Weekly actions & Deadlines •  Daily appointments
  • 58. We help small businesses stop wasting money on marketing
  • 59. Summary•  Build a strong foundation –  Core messaging, ideal customer, why you are in business•  Content is KING•  Know-Like-Trust-Try-Buy-Repeat-Refer –  It is a process – a BUYING process•  Online Presence is a amplifier/flywheel•  You need a system to manage it consistently
  • 60. Result Ultimately, an effective marketing system eliminates the need to compete on price. Offer #1 Complete the evaluation, get the slides
  • 61. Offer #2•  Marketing Hour Glass Audit –  You complete our questionnaire –  We spend an hour or so with you to review your marketing against the Marketing Hour Glass –  We’ll provide you with a blank copy of this calendar template Check the box for the free 45 minute business evaluation
  • 62. We help small businesses stop wasting money on marketing Thank You Please take a moment to complete presentation evaluation Contact Us Web: www.leadingresults.com Email: info@LeadingResults.com Phone: +1-704-875-1188 Skype: LeadingResults Twitter: @LeadingResults ; @LauraBLorenz FaceBook: facebook.com/leadingresults