7 Steps to Small Business   Marketing Success!
Who is Randy Aimone?     • U.S. Army Veteran     • Small Business Owner     • MBA Marketing/Entrepreneurship Pace       Un...
Leading Results Overview • Marketing coaching and consulting   » 1:1 Coaching,   » Group Marketing Education   » Fractiona...
Leading Results Overview We help our clients focus only on marketing that gets results
Leading Results Core Marketing Mantra • Dont talk about the products you sell; talk   about the problems you solve. • Then...
Time-Value of Marketing Tactics                  Direct Mail, Advertising orMarketing Value   any periodic tactic         ...
Definition of Marketing          Know   Like   Trust
Definition of Marketing        Know   Like   Trust
Definition of Marketing      Know   Like   Trust
Definition of MarketingKnow   Like   Trust   Buy   Refer
Digitalinteractivityis now at the  center of    marketing
Marketing is a System 1.   Strategy before tactics 2.   Fill your marketing hourglass 3.   Publish educational content 4. ...
"Strategy withouttactics is the slowestroute to victory. Tacticswithout strategy is thenoise before defeat”       ~ Sun Tzu.
1) Strategy before tactics    • Narrow your focus    • Differentiate and dominate
1a) Narrow your focus
What is ideal?  • Values you  • Profitable  • Refers
Ideal customer • Demographics
Ideal customer • Demographics • Psychographics
1b) Differentiate and dominate
Ask every customer• What would you Google?• What made you decide to hire us?• What’s one thing we do better?• What could w...
Ask every customer• What would you Google?• What made you decide to hire us?• What’s one thing we do better?• What could w...
What people really buy? • Your unique product/service • Your unique process • Your unique experience • Your unique people ...
What people really buy? • Your unique product/service • Your unique process • Your unique experience • Your unique people ...
Differentiate – Software Selection Firm   What you do for a living    “We help eliminate buyer’s remorse”   Complimentar...
2) The Marketing HourglassTM
The Marketing Hourglass                                              •Social Media                        Know            ...
Filling the gaps – nurturing, product and process                                              •Social Media              ...
What is Nurture Marketing?Nurture Marketing is the process ofcontinually engaging a prospect with offersbased on your uniq...
Steps for Successful Nurture Marketing•   Database Segmentation•   Thematic Definition•   Calendar of Activities•   Consis...
3) Publish educational content
Content that builds trustand educates • Educational • Reviews • Testimonials • FAQs • Success stories • Perfect Intro
Where to Publish  • White papers  • Webinars  • Blog  • Social Media  • With Partners
4) Create a total web presence
Where are we?                                               New research shows                                            ...
Pillars of a web presence • Listen first • Optimize your web content • Claim real estate • Optimize brand assets • Ratings...
Hub and Spokesocial media in business
5) Inbound lead generation trio
Inbound lead generation • Paid Promotion • Public and Community    relations • Referral systems
Paid Promotion • Narrowly targeted • 2-step – direct response • Accountable • Awareness for content
Branding ad vs. direct response
Branding ad vs. direct response     A                  B
Public and Community Relations • It’s about relationships • Pitch, don’t release • Speaking • Expert Status • Monthly touc...
Referrals  • Be more referable  • Target  • Educate  • Offers  • Ask  • Follow-up
6) Selling is a system too
The Marketing Hourglass                                              •Social Media                        Know            ...
The product/service mix strategy • What is your free or trial offering? • What is your starter offering? • What is your “m...
Lead Conversion • Discovery – Next step • Presentation – Seminar • Monthly touches • Transaction – Same experience
7) Live by the calendar
Live by the calendar  • Quarterly themes  • Monthly activities  • Weekly actions  • Daily appointments
How do I manage it - Sample Calendar
How to Continue…  • How to win a copy of these    slides
How to Continue…  • How to win a copy of these    slides  • How to set a firm foundation    for your firm’s marketing
We help small businesses stop wasting money on marketing                Thank You & Questions                Contact UsWeb...
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7 Steps to Small Business Marketing Success- Randy Aimone Small Veterans Conference 6 12

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Randy Aimone's presentation of the 7 Steps to Small business marketing success as presented June 2012 to the National Veterans small business

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  • Here is our definition of nurture marketing. The Blue words need some definition, so lets cover that next.
  • So now I have ideas for my tactics, how do I manage all that I want to do? A marketing calendar that you live by. Let’s take a look at this one for the gardening company. We put the dates on the side and the general tactics on the top. All you have to do is pick a date each moth for one tactic. So here we have start with the newsletter. In the newsletter you talk about your theme and the other things we suggested, but also make sure to let them know about your upcoming webinar on the same theme. The next month is your webinar on the theme, next month tele-nuture with an offer around theme and finally the last month is an email blast with a special offer.
  • Catalyst: 12 group sessions, with 1 on 1 coaching after each session to personalize the lesson into your business.Until I get on a plane Wednesday at 3:~1499 without 1 on 1 guidance – Save $600~$2199 with 1 on 1 guidance –Save $800
  • 7 Steps to Small Business Marketing Success- Randy Aimone Small Veterans Conference 6 12

    1. 1. 7 Steps to Small Business Marketing Success!
    2. 2. Who is Randy Aimone? • U.S. Army Veteran • Small Business Owner • MBA Marketing/Entrepreneurship Pace University
    3. 3. Leading Results Overview • Marketing coaching and consulting » 1:1 Coaching, » Group Marketing Education » Fractional VP of Marketing • Authorized Duct Tape Marketing coaches • Offices in Cambridge, Philadelphia, Charlotte • Clients around the world
    4. 4. Leading Results Overview We help our clients focus only on marketing that gets results
    5. 5. Leading Results Core Marketing Mantra • Dont talk about the products you sell; talk about the problems you solve. • Then talk about the remarkably different way that I will experience working with you as you solve those problems. • Be sure you tell me what I get; NOT what you do. Because I dont have time to figure out if what I need is what you do.
    6. 6. Time-Value of Marketing Tactics Direct Mail, Advertising orMarketing Value any periodic tactic Time Content MarketingMarketing Value content content content content content content Time
    7. 7. Definition of Marketing Know Like Trust
    8. 8. Definition of Marketing Know Like Trust
    9. 9. Definition of Marketing Know Like Trust
    10. 10. Definition of MarketingKnow Like Trust Buy Refer
    11. 11. Digitalinteractivityis now at the center of marketing
    12. 12. 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
    13. 13. "Strategy withouttactics is the slowestroute to victory. Tacticswithout strategy is thenoise before defeat” ~ Sun Tzu.
    14. 14. 1) Strategy before tactics • Narrow your focus • Differentiate and dominate
    15. 15. 1a) Narrow your focus
    16. 16. What is ideal? • Values you • Profitable • Refers
    17. 17. Ideal customer • Demographics
    18. 18. Ideal customer • Demographics • Psychographics
    19. 19. 1b) Differentiate and dominate
    20. 20. Ask every customer• What would you Google?• What made you decide to hire us?• What’s one thing we do better?• What could we do better?• Would you refer us?
    21. 21. Ask every customer• What would you Google?• What made you decide to hire us?• What’s one thing we do better?• What could we do better?• Would you refer us? It is VERY hard to differentiate on service with someone who has not worked with you
    22. 22. 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 a problem
    23. 23. 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 a problem Its not about the products you sell, its about the problems you solve!
    24. 24. Differentiate – Software Selection Firm  What you do for a living “We help eliminate buyer’s remorse”  Complimentary statement “Precise Advice, at the Precise Moment”  Positioning goal/statement To be recognized as a leading selection boutique and analysis firm  Core marketing message (Tag Line) “Leveling the playing field”
    25. 25. 2) The Marketing HourglassTM
    26. 26. The Marketing Hourglass •Social Media Know •Paid Marketing and PR •Referrals •Web site/blog Like •Reception/Staff Interaction •Newsletter •Search Trust •Expert content •References and Testimonials •Webinar Try •Evaluation •Small Offers •Service team Buy •New customer kit •Finance/delivery •Post project survey Repeat •Cross selling •Quarterly events •Results reviews Refer •Partner intros •Peer2peer events© Duct Tape Marketing – all rights reserved
    27. 27. Filling the gaps – nurturing, product and process •Social Media Know •Paid Marketing and PR •Referrals •Web site/blog Like •Reception •Newsletter •Search Trust •Expert content •Sales presentation •Webinar Try •Evaluation •Nurturing •Service team Buy •New customer kit •Finance/delivery •Post project survey Repeat •Cross selling •Quarterly events •Results reviews Refer •Partner intros •Peer2peer events© Duct Tape Marketing – all rights reserved
    28. 28. What is Nurture Marketing?Nurture Marketing is the process ofcontinually engaging a prospect with offersbased on your unique value, and inviting themto respond for deeper engagement
    29. 29. Steps for Successful Nurture Marketing• Database Segmentation• Thematic Definition• Calendar of Activities• Consistency
    30. 30. 3) Publish educational content
    31. 31. Content that builds trustand educates • Educational • Reviews • Testimonials • FAQs • Success stories • Perfect Intro
    32. 32. Where to Publish • White papers • Webinars • Blog • Social Media • With Partners
    33. 33. 4) Create a total web presence
    34. 34. Where are we? New research shows that 77% of US adults use the Internet as an information source• 73% of online users read a blog when shopping locally• 57% join social networks for products and• 45% have started a blog services.• 83% have viewed a video online ~ Kelsey Group• 39% subscribe to RSS feeds• 36% think more positively about companies that have blogsSource: Universal McCann Wave3 research into social media
    35. 35. Pillars of a web presence • Listen first • Optimize your web content • Claim real estate • Optimize brand assets • Ratings and reviews • Social media participation
    36. 36. Hub and Spokesocial media in business
    37. 37. 5) Inbound lead generation trio
    38. 38. Inbound lead generation • Paid Promotion • Public and Community relations • Referral systems
    39. 39. Paid Promotion • Narrowly targeted • 2-step – direct response • Accountable • Awareness for content
    40. 40. Branding ad vs. direct response
    41. 41. Branding ad vs. direct response A B
    42. 42. Public and Community Relations • It’s about relationships • Pitch, don’t release • Speaking • Expert Status • Monthly touch • Use online press releases
    43. 43. Referrals • Be more referable • Target • Educate • Offers • Ask • Follow-up
    44. 44. 6) Selling is a system too
    45. 45. The Marketing Hourglass •Social Media Know •Paid Marketing and PR •Referrals •Web site/blog Like •Reception/Staff Interaction •Newsletter •Search Trust •Expert content •References and Testimonials •Webinar Try •Evaluation •Small Offers •Service team Buy •New customer kit •Finance/delivery •Post project survey Repeat •Cross selling •Quarterly events •Results reviews Refer •Partner intros •Peer2peer events© Duct Tape Marketing – all rights reserved
    46. 46. The product/service mix strategy • 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? • What are your add-ons to increase value? • What is your “members only” offering? • What are your strategic partner pairings?
    47. 47. Lead Conversion • Discovery – Next step • Presentation – Seminar • Monthly touches • Transaction – Same experience
    48. 48. 7) Live by the calendar
    49. 49. Live by the calendar • Quarterly themes • Monthly activities • Weekly actions • Daily appointments
    50. 50. How do I manage it - Sample Calendar
    51. 51. How to Continue… • How to win a copy of these slides
    52. 52. How to Continue… • How to win a copy of these slides • How to set a firm foundation for your firm’s marketing
    53. 53. We help small businesses stop wasting money on marketing Thank You & Questions Contact UsWeb: www.leadingresults.comEmail: Raimone@LeadingResults.comPhone: 617.299.0646Twitter: @LeadingResultsfacebook.comleadingresults

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