ExpressMarketingSystems

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ExpressMarketingSystems

  1. 1. Express Marketing Training 37 proven ways of marketing your business and improving sales Small Business Marketing Centre
  2. 2. Overview of course • Session 1: What keeps your customer awake at night? • 15 minute Break • Session 2: 37 ways to market & sell effectively • Extra session: Question & Answer, then Networking Small Business Marketing Centre
  3. 3. Format of the Session Please Do… Please Don’t… • Make notes • Ask questions that are • Ask simple questions specific to your as we go along business • Help yourself to water • Talk when others are • Write down complex talking questions to ask at the • Leave with un- end answered questions • Get involved Small Business Marketing Centre
  4. 4. Definitions • Channel • Lead • Lead generating • Positioning • PPC • SEO Small Business Marketing Centre
  5. 5. Session 1 Get To Know Your Market Small Business Marketing Centre
  6. 6. 2 Rules in Business 1.Find out what your customer wants… 2.…give it to them 3. (and charge them for it…) Small Business Marketing Centre
  7. 7. Objectives for this Session • Us • Your customers • SITA • ROI • CPA • Myths • Next steps Small Business Marketing Centre
  8. 8. SITA Small Business Marketing Centre
  9. 9. S.I.T.A. •Scab •Information •Trust •Action Small Business Marketing Centre
  10. 10. Example: Migraine • Scab • Regular migraines • Information • How to stop the onset • Trust • Doctor? Sufferer? • Action • Instant download Small Business Marketing Centre
  11. 11. Example: Accountants • Scab • Receipts in bag • Information • Find an accountant • Trust • Ex HMRC • Action • Year End coming Small Business Marketing Centre
  12. 12. Demographics • Type: • Age/Employees/Turnover: • Location • Publications • Search terms Small Business Marketing Centre
  13. 13. Why do all this? • Where? • Terms? • Tone? • Info? Small Business Marketing Centre
  14. 14. Further Resources • Forums • Google alerts (1.2 type & 1.3) • Twitter Alerts (1.5 & 1.6) • Blog & News Searches (google reader 1.4) • Google tool (1.1) Small Business Marketing Centre
  15. 15. 3 Positioning Statements • Potential Prospect – What? – Where? – Pain? • Potential Solution – Ideal? – Tone? – Result? • Potential supplier – Why this? – Why me? – Why now? Small Business Marketing Centre
  16. 16. 3 Positioning Statements: Migraine • Potential Prospect – What? 15-55 suffer from Migraine once a month – Where? In the UK – Pain? They will get a Migraine soon • Potential Solution – Ideal? Change something to get no migraines – Tone? Medical research & testimonials – Result? Never get another migraine • Potential supplier – Why this? Only one without prescription drugs – Why me? Ex-sufferer – Why now? Difference tomorrow Small Business Marketing Centre
  17. 17. 3 Positioning Statements: Accountants • Potential Prospect – What? Self employed, T/O £100k, 2 employees – Where? 20 miles form Manchester – Pain? They are behind with VAT return & fear an inspection • Potential Solution – Ideal? Low cost, low effort accountancy system – Tone? Experienced, calm, advisory – Result? No more worries (invite HMRC over for tea) • Potential supplier – Why this? Bookkeeper cheaper than accountant – Why me? I used to keep messy accounts – Why now? Half price set up for next 10 days Small Business Marketing Centre
  18. 18. Positioning Statements • 3 Positioning Statements: 1. “My best prospect is…” 2. “They are looking for…” 3. They should choose me because…” Small Business Marketing Centre
  19. 19. Target: Migraine • 3 Positioning Statements: 1. “My best prospect is… a migraine sufferer in the UK and is really worried about getting another migraine soon” 2. “They are looking for… something based on medical research that will permanently prevent migraines” 3. They should choose me because… I also suffer, and I found a cure based on medical research/Herbal medicine” Small Business Marketing Centre
  20. 20. Target: Accountancy • 3 Positioning Statements: 1. “My best prospect is… a small business who is behind on their financial paperwork” 2. “They are looking for… something that will help them organise their finances easily & cheaply” 3. They should choose me because… I used to be in their shoes and trained as a book-keeper to help them” Small Business Marketing Centre
  21. 21. Marketing ‘Metrics’ • ROI –Amount spent amount brought in • CPL & CPA –Never-ending Marketing Budget –LV Small Business Marketing Centre
  22. 22. Session 2 37 Online & Offline Techniques Small Business Marketing Centre
  23. 23. 1. Funnel Marketing Advantages • Cheaper • Better conv • Automatic Disadvantages • Longer lead time • More work up front Small Business Marketing Centre
  24. 24. 1. Funnel Marketing: Virgin Broadband £12.50 TV Package £31 Broadband 50meg FULL TV Package £31 Small Business Marketing Centre
  25. 25. 1. Funnel Marketing: Us Free Course Weekend: £495 Consultancy: £500 Mentorship: £1500 Small Business Marketing Centre
  26. 26. 2. Drip Marketing • Mechanics behind funnel • Slow selling • Automatic • Use Farm Analogy Small Business Marketing Centre
  27. 27. 2. Drip Marketing Small Business Marketing Centre
  28. 28. 2. Drip Marketing Seeds (Leads) Water (Info) Greenhouse Fertilizer (trust) (free gifts) Small Business Marketing Centre
  29. 29. 2. Drip Marketing • Use autoresponder • Use multi-media – Letters – Calls – Emails – Voice broadcast Small Business Marketing Centre
  30. 30. 3. Track & Test Tracking Metrics • Google Analytics (2.1) • Visits • Goal Conversion (2.2) • Page Impressions • Domains • Bounce Rate • 0845 nos • Referring pages • Names • Exit pages • Codes • Vouchers Small Business Marketing Centre
  31. 31. 3. Track & Test Testing • Split Test (A/B) • Channel test • Web copy (2.3) • Multivariate (2.4) Small Business Marketing Centre
  32. 32. 3. Track & Test Tracking Resources • Testing Resources • Google Analytics • Multivariate • SitescanGA.com • A/B Split Test • Domain Stats • Web Optimiser • URL Shortener • Hypertracker.com AreMySitesUp.com • Ranking reports • Links back to site Small Business Marketing Centre
  33. 33. 4. Niche Website Advantages Disadvantages • Very bespoke • Might choose wrong • High conversions keyword as a theme • Good quality leads • Slow • Free (almost) • Low volume of leads • Good tracking E.g. DidsburyCleaners (2.5 & 2.6) Small Business Marketing Centre
  34. 34. 5. The 3 M’s of Marketing Market Media Message Small Business Marketing Centre
  35. 35. 5. The 3 M’s of Marketing • Market –Who? –Can they afford it? –Easily identifiable (easy to find) –Narrow & deep better than shallow & wide –E.g. Iceland adverts Small Business Marketing Centre
  36. 36. 5. The 3 M’s of Marketing • Media –Match to the other 2 M –Accessibility of media –Closer match the better –E.g ITV3 for Iceland Small Business Marketing Centre
  37. 37. 5. The 3 M’s of Marketing • Message –What is their pain? –Use correct vocab –Credibility –Kerry Katona/Coleen Nolan Small Business Marketing Centre
  38. 38. 6. Guarantee & USP Guarantee • Specific • Measurable • No quibble • Can you afford it –Add to cost of services –OR –Subtract from marketing budget Small Business Marketing Centre
  39. 39. 6. Guarantee & USP USP • Old fashioned • “Why should I take the action suggested by you as opposed to everything other option available to me, including doing nothing?” Small Business Marketing Centre
  40. 40. 6. Guarantee & USP USP • Examples • John Lewis • Fedex • BMW • THE DADDY: Dominoes • Guiding statement Small Business Marketing Centre
  41. 41. 7. Expertising •Like buying from experts –Tobacconists vs Tesco •Experts charge more Small Business Marketing Centre
  42. 42. 7. Expertising Small Business Marketing Centre
  43. 43. 7. Expertising How do you become an expert? • Write a book • Lecture at Uni • Lecture at IBM • Article • Quoted in press • Top 3 books (Last link in breadcrumb) (2.6, 7 & 8) Small Business Marketing Centre
  44. 44. 8. Build relationships using CRM • CRM does heavy lifting • Examples of CRM – Act! – Goldmine – Salesforce – Infusionsoft – Clientstream Small Business Marketing Centre
  45. 45. 8. Build relationships using CRM • Drip marketing • Multi event – Calls – Letters – Brochures – Email – Video – Voicemessage Small Business Marketing Centre
  46. 46. 9. Email Marketing Pro Con • Direct • Spam • Cheap • Recorded • Immediate • Tonality • Systemised • Ban Small Business Marketing Centre
  47. 47. 9. Email Marketing Key Principles • Relevant? • Anticipated? • Personal? • Sell? Help you buy? • Necessary? • Cold call Small Business Marketing Centre
  48. 48. 9. Email Marketing • Magic email –I noticed –We do –Can I talk to you –Reply with date & time Small Business Marketing Centre
  49. 49. 9. Email Marketing Good Examples Bad Examples • Tesco (5.4) • Some fella (5.5) Small Business Marketing Centre
  50. 50. 9. Email Marketing Resources • Seth’s List • Can I change your mind? • Big Red Fez Small Business Marketing Centre
  51. 51. 10. Your Website • Purpose: – Inform – Build trust – Squeeze info • Selling on email, not on website • Make it about visitor not you • (3.4 & 3.5) Small Business Marketing Centre
  52. 52. 11. Advertorial • Example: Projector Small Business Marketing Centre
  53. 53. Too Ambiguous Sales Style Copy All About The Product Features Not Benefits Small Business Marketing Centre
  54. 54. 11. Advertorial Rules • Beat the “Advertising Feature” regulation • Copy the article format of the publication • Create the article around topical subject matter • Only mention your company towards the end of the copy • Include a “friendly face” photograph • Always have a clear call to action Small Business Marketing Centre
  55. 55. 11. Advertorial We saw the article in the paper” “We thought he had a trusting face” “We knew you were legitimate as the Manchester Evening News wouldn’t do articles on just anyone” “We are about to sell our house, can you come have a look at the other companies proposal?” Small Business Marketing Centre
  56. 56. 12. Newspapers Newsprint Adverts: Classified & Display Small Business Marketing Centre
  57. 57. Small Business Marketing Centre
  58. 58. 12. Newspapers Headlines • 8 Reasons to call Chris Skips • Advice for those ordering a skip • 7 Reasons why Chris Skips are different • Don’t order a skip till you have read this • 6 Reasons why I supply the best skips Small Business Marketing Centre
  59. 59. Where is the headline? Guarantee? USP? Where are the benefits? (Tiny and tucked away) No response Test No Strong Call to Action Small Business Marketing Centre
  60. 60. Clear Benefits In Headline Quotation to Give Authority Signature? Threefold Call Bonus Offer Guarantee Hero Shot To Action Small Business Marketing Centre
  61. 61. 13. Outdoor Advertising Outdoor Advertising: A-Boards, Billboards, Bus, Lorry, Van Small Business Marketing Centre
  62. 62. 13. Outdoor Advertising www.ArmitageTrailers.com Small Business Marketing Centre
  63. 63. 13. Outdoor Advertising www.RoadAds.co.uk Small Business Marketing Centre
  64. 64. www.cbsoutdoor.co.uk Small Business Marketing Centre
  65. 65. Wrexham Signs: 01978 760672 Small Business Marketing Centre
  66. 66. 14. Upselling Up-Selling: Add Value for Higher Returns Small Business Marketing Centre
  67. 67. Small Business Marketing Centre
  68. 68. 14. Upselling “Do you want to make that meal large for only 30p?” Is it worth the “Hassle” to Up sell? 2500 restaurants in the UK Serving Approximatley 300 Meals a Day 200 People Choose To “Go Large” £150,000 per Day on Up Selling! Small Business Marketing Centre
  69. 69. Small Business Marketing Centre
  70. 70. 14. Upselling Platinum Product or Service (£300) Premium Product or Service (£175) Product or Service (£150) Small Business Marketing Centre
  71. 71. 14. Upselling I.T. Support Company Package 1: £75 Per Month – IT Support for 3 P.C., 1 free callouts per month, Unlimited Email Support, Discounted Remote Assistance. Package 2: £150 Per Month – IT Support for up to 5 P.C. 2 Free Callouts Per month, Email Support, 3 Remote Assistance Sessions. Package 3: £300 Per Month – Total unlimited IT support, no min callouts, unlimited installations, software support, email support, Unlimited Callouts, Unlimited Server Support, Data Backed up daily. Small Business Marketing Centre
  72. 72. 14. Upselling Larger Product Stronger Product Increased Guarantee Smaller Product Educate People How to Use It PRODUCT Small Business Marketing Centre
  73. 73. Marketing Method 15… Cross Selling: Selling Complimentary Products Small Business Marketing Centre
  74. 74. 15. Cross-selling Small Business Marketing Centre
  75. 75. Small Business Marketing Centre
  76. 76. 15. Cross-selling Why It is Worth Cross Selling Even a Low Priced Product? 40 Minutes Sale = £100 (Every Minute you spend with customers is worth £2.50) 30 seconds Sale = £2 (Every Minute you spend with them is worth £4) Small Business Marketing Centre
  77. 77. Cross Sell Examples: Shoe Shop Yoga Teacher Polish Mats Cloths CD’s Dubbin DVD’s Shoe Horn Books Laces Yoga Clothing Buffers Pod-Casts Small Business Marketing Centre
  78. 78. Marketing Method 16… Host Beneficiary Arrangement Small Business Marketing Centre
  79. 79. 16. Host Beneficiary Host Beneficiary Examples Hair Dresser & Beautician Dog Trainer & Dog Groomer HR Consultants & Personnel Survey Company Accountant & Solicitor Garage & Tyre Dealers IT Company & Marketing Consultants Plumber & Electrician Office Furniture Company & Stationary Company Estate Agent & Mortgage Broker Invoice Finance Company & Business Loan Broker Debt Advisor & Liquidators Fast Food Shop & Taxi Firm Small Business Marketing Centre
  80. 80. 16. Host Beneficiary Host Beneficiary Issues: • Approaching Host Companies • Trust Between Host Companies • Fear of Loosing Customers • Fear of Loosing Data and Customers being Spammed • Fear of New Concept Small Business Marketing Centre
  81. 81. Marketing Method 17… Internal Mail Company Communications with Staff Small Business Marketing Centre
  82. 82. 17. Internal Comms 35,000 Employees = £2000 cash 3 responses = 0 Sales Bad Marketing or Unlucky? Small Business Marketing Centre
  83. 83. Marketing Method 18… Audio Communications: CD’s/Podcasts Small Business Marketing Centre
  84. 84. 18. Audio Audio Tips: Record Yourself Record Your Best Sales Person Free Advice/Top Tips Don’t make it all about you Put a price on it Include with Direct Mail Do it on the Cheap Not too Polished Don’t forget Marketing Centre Small Business Call to Action
  85. 85. Marketing Method 19… Referral System: Automated and Pre-Qualified Small Business Marketing Centre
  86. 86. Small Business Marketing Centre
  87. 87. Check Customer is Happy Share Your Business Growth Plans (No Cheese) What kind of referrals you want? What will you give for them? Update and Follow Through Thank you! Small Business Marketing Centre
  88. 88. 19. Referrals System £250,000 from one customer! Small Business Marketing Centre
  89. 89. Marketing Method 20… Networking: Don’t Give Up Small Business Marketing Centre
  90. 90. 20. Networking Are You Lonesome Tonight? Rejection? Stuck in the Middle? Ask and Learn Build Don’t Pitch Choose Your Battles Small Business Marketing Centre
  91. 91. 20. Networking www.networking4business.com www.bforb.com & www.4networking.biz www.networkingpink.com (Pink Ladies) www.gmchamber.co.uk www.bni-europe.com/uk Also Look on: www.businesslink.gov.uk www.fsb.org.uk www.manchester.gov.uk www.business-scene.com Small Business Marketing Centre
  92. 92. 21. Pay Per Click Pro Con • Results • Hard • Quick • Expensive • Audience • Ongoing • Track • Competitive • Test • Lose money • Unlimited • Better=Cheaper Small Business Marketing Centre
  93. 93. 21. Pay Per Click Key Principles • Research • …more research • …and more research • Tight groups • Bespoke landing page • Daily budget • Location & Day-parts • Bribe, not a product Small Business Marketing Centre
  94. 94. 21. Pay Per Click Good Examples Bad Examples • Marketing (4.1 & 4.2) • Marketing (4.1 & 4.3) • Weight loss (4.4 & 4.5) • Weight loss (4.4 & 4.6) • Dog training (4.7 & 4.8) • Dog training (4.7 & 4.9) Small Business Marketing Centre
  95. 95. 21. Pay Per Click Resources • PPC Guide • Google University • Perry Marshall Book • Talk to us Small Business Marketing Centre
  96. 96. 22. Landing pages • Purpose: –How do people get there –Why different? –Test –Orphan Small Business Marketing Centre
  97. 97. 22. Landing pages 9 Principles (3.8) 1. Headline 2. Bullet 3. Above the fold 4. One offer per page 5. CTA box 6. Small steps Small Business Marketing Centre
  98. 98. 22. Landing pages 9 Principles continued… 1. Design 2. Contact? 3. Always Split-test 1. Position 2. Headline 3. CTA button text & colour 4. Length of copy 5. CTA copy Small Business Marketing Centre
  99. 99. 23. SEO 1. Professionals? 2. Key: 1. Links 2. Relevancy 3. Competition 3. Links from: 1. Directories 2. Blogs 3. Articles 4. Not 2 way Small Business Marketing Centre
  100. 100. 23. SEO • Relevancy – Hairdressers in Oldham – Different to hairdresser in Ashton – Keyword density • Competition – Big? Need help – Niche down – Market Sam Small Business Marketing Centre
  101. 101. 23. SEO • Other factors – Meta tags – Yahoo £199 – Link checker – DMoz – Social media Small Business Marketing Centre
  102. 102. 24. Social Media Pro Con • Easy • Confusion • Updateable • Time-drain • Ranking • Distracted • Communities • Fraud • Noise Small Business Marketing Centre
  103. 103. 24. Social Media Key Principles • Business, not pleasure • Friends=customers • Don’t sell • Relationships • Not no of friends, no of conversations • Test • Schedule updates • Don’t give up Small Business Marketing Centre
  104. 104. 24. Social Media Good Examples Bad Examples • Paul Johnston (5.1) • Mr G (5.3) • Discussion (5.2) • Selling, No Photos • Updates • Nestle (5.7) • Questions Small Business Marketing Centre
  105. 105. 24. Social Media Resources • Trust Agent • HelloTxt • Ning.com Small Business Marketing Centre
  106. 106. 25. Blog • Purpose: –Info –Views –Reality: No-one cares –(except your mum) Small Business Marketing Centre
  107. 107. 25. Blog • Factors: –Content • Video • Audio • Slideshow (embed.it & slideshare.net) –Relevant –Mailout updates –Become expert (5.8) –Themed blog £199 Small Business Marketing Centre
  108. 108. 26. Cold Calls • Very 1990 • Why you doing it? • Script • Lead gen not sales • Numbers game • (best done with existing customer) Small Business Marketing Centre
  109. 109. 26. Cold Calls 8 steps 1. Preparation 2. Introduction 3. Questioning 4. Objectivity 5. Listen & interpret 6. Inform & educate 7. Involve & co-ordinate 8. Keep notes & follow up (BusinessBalls.com) Small Business Marketing Centre
  110. 110. 27. Door to Door • You get wet… • …and learn new words • Numbers game • Process: – Introduction – Questioning – Build trust – Sheep factor – Close Small Business Marketing Centre
  111. 111. 28. Under promise & over deliver • Like dating • Surprise customer • Give reason • Proposal • DeferredSender.com Small Business Marketing Centre
  112. 112. 28. Under promise & over deliver • Example 1: Zappo.com – First order upgraded ot overnight delivery • Example 2: Lovefilm.com – Extra credit for being lovely • Example 3: Virgin – Free TV package Small Business Marketing Centre
  113. 113. 29. 6 Aspects of selling 1. Discover 2. Frame 3. Objections 4. Trial close 5. Risk referral 6. Assume the sale Small Business Marketing Centre
  114. 114. 30. Trade Journals • Good market • Niche • Do your research • Try to get email list (Engineering email plain text) • Display not classified (Editorial best) • Willings Press Guide, BRADInsight, PPA or JICREG Small Business Marketing Centre
  115. 115. Marketing Method 31… Joint Venture: Mutual Marketing Small Business Marketing Centre
  116. 116. 31. Strategic Alliance J.V. Ideas Share Cost of Flyer Drops Posters In Each Others Premises Loyalty Bonuses Discounts Sell Each Others Products Advertise on Their Vehicles Web-Banner on Each Others Websites Email Market to Their Customers Test Marketing Methods and Share Results Buy Subscriptions/Marketing Aids and Share Them Personal Referrals Advertise on Each Others Invoices Small Business Marketing Centre
  117. 117. 31. Strategic Alliance How did we use Strategic Alliance? Small Business Marketing Centre
  118. 118. Marketing Method 32… Affiliate Marketing Small Business Marketing Centre
  119. 119. 32. Affiliates Commission Junction www.cj.com Click Bank - www.clickbank.com www.paidonresults.com www.webaffiliate.co.uk www.Amazon.com Small Business Marketing Centre
  120. 120. Marketing Method 33… Trade Shows And The Sneaky Alternative! Small Business Marketing Centre
  121. 121. 33. Trade Shows www.FantasticMedia. net Small Business Marketing Centre
  122. 122. Marketing Method 34… Public Speaking Small Business Marketing Centre
  123. 123. Small Business Marketing Centre
  124. 124. 34. Public Speaking www.ToastMasters.org Remember Warren www.AndrewThorpe.co.uk Small Business Marketing Centre
  125. 125. Marketing Method 35… Radio Advertising Small Business Marketing Centre
  126. 126. 35. Radio Small Business Marketing Centre
  127. 127. 35. Radio RAJAR = Radio Joint Audience Research Bradley J. Sugars Small Business Marketing Centre
  128. 128. Marketing Method 36… Public Relations Not What But Who… Small Business Marketing Centre
  129. 129. 36. PR Top 5 PR Rules Learned From The “Experts” 1.Don’t Make Your Press Release All About You 2.Present it in a Journalistic Fashion 3.Find Out Names Of Editors/Journalists 4.Send to All The Publications You Can 5.No Blatant Call To Action Small Business Marketing Centre
  130. 130. 36. PR Small Business Marketing Centre
  131. 131. Small Business Marketing Centre
  132. 132. Small Business Marketing Centre
  133. 133. Small Business Marketing Centre
  134. 134. Marketing Method 37… Unsolicited Direct Mail All About The List Small Business Marketing Centre
  135. 135. 37. Direct Mail • Advertising in envelope • List is most important • Get 10 responses (statistically predicable) • Copy: It’s about them not you • Test on Google first • BusinessListsUk.com, & Write to Sell • Example of DFS Small Business Marketing Centre
  136. 136. End! What to do next… Small Business Marketing Centre
  137. 137. Process for Success 1. Look over notes 2. Work out CPA 3. Set up test & measure 4. Think about niches 5. 50% of marketing budget every month 6. Start Testing 7. Get help Small Business Marketing Centre
  138. 138. Where to get help 1. Us – 30 days free support 2. People in the group 3. Discussion Board 4. Recruit us! Small Business Marketing Centre
  139. 139. Offer of Further Help • Our weekend • Sessions on: • Benefits – Marketing plan – Build it with you – PPC – Our knowledge – Direct Mail – 12 monthly webinars – Emails – Lifetime peer support – Advertising board – Websites – Free domains etc – Automating Small Business Marketing Centre
  140. 140. Offer of Further Help • 1,000% guarantee • Offer today • £695 per person – 1 day free consulting: • 2 days, 8.30 -6pm £500 • Plus bonus sessions – Free lifetime pass: £695 • Plus meal with us – All books we’ve mentioned • Plus one to one support today: £60 – Monthly Stage payments £95 x 7 – Or £595 for 2 – Offer closes Monday evening – £50 deposit secures offer for 12 months Pay £50 today! Small Business Marketing Centre
  141. 141. Testimonial • What did you want out of the day? • What did you et out of the day? • What was your favourite bit? • What was the revelation? • What difference do you think it makes ot your business? ££ • Your website address & brief description of your business Small Business Marketing Centre

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