Attaining success in marketing your small businessPresentation Transcript
DBIA Presentation Dick Wooden and Julie Cooper www.SuccessWithCRM.com Attaining Success in Marketing Your Small Business
The 7 Steps to Small Business Marketing Success
The Important Key System Components
Attract and ACT integrated Marketing System
Who is your Ideal Target customer
Differentiate and Dominate
Design Build Institute of America Design-Build Value Proposition : One contract between the owner and the design-build team which saves money and time by transforming the relationship between designers and builders into an alliance which fosters collaboration and teamwork.
Your name, business and “hats you wear” What are Your Expectations and Desired Outcomes?
Who we are and our goals There are no real secrets in business, only truths you’ve yet to Discover or you haven’t figured out how to apply. We help move these truths into the realm of execution. We enjoy working with entrepreneurial minded people in growing and developing their business relationships to get them where they want to go.
Marketing & Sales Business Consulting
Inbound, E-Mail & Drip Marketing Consulting
Contact Mgmt.: Sage ACT! & SalesLogix CRM
Consulting, Implementation, Training & Support
One-on-one Coaching of Entrepreneurs
Facilitation of Peer-to-Peer Entrepreneur Alternative Boards
Dick Wooden Phone: 574-206-5612 E-mail: [email_address] Julie Cooper Phone:574-607-7914 E-mail: [email_address] Office Phone: 269.445.3001
Are you prospecting ?
Not Really – I don’t like to do or don’t have time.
Yes – but I don’t have enough of the right kinds of ideal prospects.
Yes – My Sales Pipeline is Full and I love doing it
How do you prospect for new business?
Cold Calling by Phone/on site
Cold Calling E-mail
Marketing versus Selling
Marketing is for reach –
finding the opportunity to speak to someone
who may need your services.
Selling is for coverage –
turning those opportunities into a new
customer (or new services with an existing
The purpose of Marketing is to Generate Revenue – Peter Drucker
“ The Key to Excellent Marketing is to make your message about Your Buyer and NOT about your own rhetoric” – Chris Brogan
The new Rules of Marketing
Access to information is easily accessible. Google search has replaced Yellow Pages.
Inbound, permission marketing is rapidly replacing interruption outbound marketing.
The Buyer is in Control- not the Seller
Communities and Friends advice is more important than what the seller has to say.
Facebook friends and customer reviews come first to filtering buyer choices.
Two Types of Prospective Buyers
Step 1: Narrow Your Focus
Find a Target Market – quicker to build TRUST
Look for Ideal customer – common characteristics
Rate your customers and discover patterns
Exercise: Describe the ideal customer as if they are sitting across the table from you.
7 Steps for Small Business Marketing Success
What differentiates Your Business = Niche Market
The way you price your services?
An image that is related to your service
A way you package or brand the business
A reputation for a special process
Look at Competitors
What do they claim that is special? What don’t they claim?
Where is your market not being served?
Exercise: “What do you do for a living (not your title)”
Step 2: Find & Communicate a Core Difference
Image is everything. People can related to & attach themselves if they connect to an memorable (experience) image.
Create a “Product” from your service. Create something much bigger.
Step 3: Package Your Business
A series of documents that can be personalized easily – to the prospect’s business / industry.
Use words from your customer testimonials.
Have an actual case study. Audio good. Video the best.
Stories: How started, how you got into the niche, overcome adversity. Be a ‘real’ person.
Web Presence: Re-purpose materials, Blog +
Social networking: Linked-In – Q & A’s
Step 4: Create Marketing Materials that Educate
Purpose: To get them to give you permission to Market to them
Referral Network: (educate)
Build local media list and provide info interest to readers
Step 5: Establish Your Lead Generation Trio
Use Blogs to build trust, spread your expertise and get PR opportunities.
Use “Local terms” i.e. Michiana
Use Local Internet Directories
Use Automation tools: Blog to Linked In, FaceBook, Twitter, as Email eNews, etc.
Google search is driven by SEO- search engine optimization- key word phrases
Step 6: Automate & Dominate
Keep it visible and Top of Mind – It’s that Important
Carve out a portion of your day to be:
Make it a + Habit
Elicit others for remarkable content
Step 7: Live by the Calendar
Your Most Important System Asset
A business strategy and approach that helps you
retain profitable customers.
A system to help to manage the communications and relationships between people: