On October 23rd, 2014, we updated our
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Locate them • Where do they hang out? • What do they read? • What do they listen to? • What do they search online? • What websites to they visit? • What associations do the belong to?
Understand them • What are their timing triggers? • What do they research first? • What is the problem or pain? • What are benefits to finding a solution?
Sketch them • Create a profile • Assign personas • Images of clients
Talk to them • Why did you buy/hire? • Why do you stay? • What do we do that other don’t? • What frustrates you? • What would you Google? • Who else do you refer?
Strategy before tactics • Identify your ideal client • Define a core difference • Connect the dots
Uncovering your difference • Interview your ideal clients • Communicate your difference • Your talking logo • Your positioning purpose statement • Your core marketing message • The elements of a brand
The client survey • Interview 8-10 ideal customers • Why did you choose us? • What do we do that others don’t? • Why do you refer us? • Ask your employeesWhat themes emerged?
Communicate Your DifferenceYour Talking Logo(what do you do for a living?) • Statement and answer • I/we [verb] [target] [unique value] • What do your customers want? • What do your customers buy? • What is the experience? • What is the result?
Really, how do you do that? • Your unique process • Your unique product • Your unique service • Your unique guarantee • Your unique packaging • Your unique delivery
Positioning goal/statement • Public vs. private • Higher purpose • Why you do what you do?
Core marketing message • Simplify • Ten words • One word
Differentiate - Architect • What you do for a living “We help contractors get paid faster” • Supplemental statement “Zoning adjustment compliance system” • Positioning goal/statement #1 Design/Build Architect • Core marketing message “The Contractors Architect”
Identity audit • Support the elements of strategy • Firm name and logo • Business cards, letterhead, sales materials • Website and online brand elements • Do your own audit Sales Kit • Know, Like, Trust Direct Mail Marketing Kit Marketing Website Elements Social Media Blog Email
StrategyB4Tactics™ • Identify your ideal client • Define a core difference • Connect the dots
The Inbound Strategy • Marketing Hourglass • The Content Grid
The funnel is broken“When it comes to lead and referral generation, a happy customer is the best tool.”
The product/service mix strategy • What’s your lead capture exchange? • 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? Bi-products? • What are your add-ons to increase value? • What is your “members only” offering? • What are your strategic partner pairings?