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July Chamber Academy Presentation July Chamber Academy Presentation Presentation Transcript

  • 7 Steps to a Powerful Sales & Marketing Funnel
  • Jim Thebeau
    Chief Executive Officer and Partner
    Henry Russell Bruce
  • Founded 1973
    Flooded June 13, 2008
    Moved to Hiawatha
    Our President & CEO died February 2009
    Returned downtown May 1, 2009
    Participated in Chamber programs
    Flooded Business
  • Marketing is getting people who have a specific need or problem to know, like and trust you, and contact you.
    - Duct Tape Marketing
    Definition – Small Business Marketing
  • Every business is a marketing business.
    Entrepreneurs start businesses because they know how to do something.
    Most say they are not good at marketing.
    Yet they have to find a way to promote and sell their products to customers.
    Business Sales & Marketing
  • 5 things that impact your sales and marketing:
    Your brand – the experience
    Your positioning – key messaging
    Your visibility – can customers find you?
    Awareness building, data collection/tracking
    Lead generation and sales
    Business Sales & Marketing
  • Your brand – the experience
    Brand identity – logo and tagline
    The customer perception of your company, products, employees
    The customer experience
    An emotional connection
    Business Sales & Marketing
  • Your positioning – key messaging
    What sets you apart? Different. Unique.
    Those who can’t differentiate on brand (or stand out in some manner from the competition) will compete on price.
    Develop and use your key messages to build brand.
    Business Sales & Marketing
  • 1. Stand Behind Our Work
    We're dedicated to giving you the best service possible. And we'll prove it. If you're not completely satisfied, we'll do our best to correct the problem. Fast and free.
    2. Respect Your Equipment As If It Were Our Own
    To us, technology is like fine art. Nobody loves it more than we do. We pledge to pamper it and give it the white glove treatment every time.
    3 Provide Expert Service At A Competitive Price
    Superhuman brainpower has its price, but we promise to be reasonable and fair. In fact, If you're not satisfied, we're determined to make it right.
    4. Do What It Takes to Make It Right
    You know your technology better than anyone – it's personal to you. If something doesn't feel right after the appointment, let us hear about it right away.
    5. Teach You to Use Your System
    Yes we're geeks, but we won't talk over your head. When we work with you, we'll walk you through the process so you can do the little things to keep your technology running smoothly.
    The Geek Squad 5-Point Pledge
  • Your visibility – can customers find you?
    What do you do to gain visibility?
    Traditional advertising
    Internet marketing, SEO, Pay Per Click
    Trade shows and events
    Advocacy marketing
    Public relations
    Business Sales & Marketing
  •    
    Advertise online for free
    Create a Hotfrog business profile and have your products found online
    Hotfrog.com   
    Google AdWords
    Internet Marketing
  • Traditional
  • Awareness building, data collection/tracking
    Do you have a database of customers and prospects?
    Do you have a way to collect sales data?
    Can you track your data and use it for traditional or email marketing?
    Business Sales & Marketing
  • Lead generation and sales
    A persistent business issue
    Do you have a method to consistently generate leads?
    How do you generate leads?
    How do you find customers?
    What works for you?
    Business Sales & Marketing
  • Where do I begin with marketing?
    Business Sales & Marketing
  • Marketing has changed.
    It used to be all push marketing – sending stuff out to prospects hoping they would see it or take action.
    Today it is push and pull (or engagement) based.
    Fundamental shift in use of marketing resources – dollars and time.
    Internet marketing and social media marketing demand more time – but do generate measureable results in terms of leads.
    Integrate traditional and emerging media.
    Business Sales & Marketing
  • 1. Make sure your brand represents you.
    Differentiate your business from your competitors by promoting your unique and relevant values.
    Ensure prospects know what you do.
    Make it clear what business you are in.
    A 25 year old brand identity may work for some companies and not for others. Has your business changed a lot in recent years?
    Consistent messaging.
    7 Steps to a Powerful Sales & Marketing Funnel
  • 2. Build a database for sales and marketing.
    Create a database of customers and prospects that you can sort.
    You can do this in Excel, or in a simple CRM package like Highrise (www.37signals.com) ..
    Generally, you can send them the same materials.
    This database can be used for traditional mailings and Internet marketing.
    Sort the list to segment your offers or calls to action.
    7 Steps to a Powerful Sales & Marketing Funnel
  • 3. Define your ideal customer.
    Some profile criteria may include:
    Size in terms of annual sales, number of employees.
    Used to working with firms like yours.
    Values what you can do for them.
    Pursuing every deal that comes along from any prospect will not let you establish “customer standards” and you’ll likely compete on price
    7 Steps to a Powerful Sales & Marketing Funnel
  • 4. Build a strong business website.
    In order to build awareness for your business, you must be visible – you must be found.
    Today, the sales funnel begins here.
    85% of all searches begin on the Web.
    Traditional marketing is one-way, outbound and disruptive. Can’t be searched.
    Marketing on the Web is interactive and invites a conversation. Can usually be searched.
    7 Steps to a Powerful Sales & Marketing Funnel
  • 4. Build a strong business website. (continued)
    Blogs.
    Email marketing (Mail Chimp, Constant Contact).
    Content such as videos, white papers, reports.
    Generate visits to your website with content.
    Collect and monitor visit data with Google Analytics.
    Using Quick Response (QR) codes to integrate traditional and online media.
    Register with online business directories
    7 Steps to a Powerful Sales & Marketing Funnel
  • 5. Market consistently.
    Marketing is a continuum.
    You don’t have to market every day, but be consistent.
    Campaigns allow you to make specific offers at specific times for specific products.
    Always use Calls to Action (Call 800-555-5555 today for more information.)
    Always use Offers (Order your Shamwoo in the next 10 minutes and we’ll send you two for the price of one.)
    7 Steps to a Powerful Sales & Marketing Funnel
  • 6. Develop a marketing plan and budget.
    Create a simple, written marketing plan.
    Identify specific tactics to perform.
    Create a budget to support the plan.
    Put the plan on a timeline – when (week/month) each tactic will take place.
    Put measurement metrics in place
    7 Steps to a Powerful Sales & Marketing Funnel
  • Sample Plan.
    Develop and send 3 direct mail pieces promoting our A-36 Widget in Q2. Budget $2,500.
    Write two white papers on B-29 Widget applications in Q1. Budget $1,200 for design and photos. Post to website.
    Set up business Facebook page in Q2 and post tips and new product updates every week. If staff not available, budget $100 / week to outsource.
    Develop email marketing template in Q3 and start sending monthly content to list. Budget $500 for template.
    7 Steps to a Powerful Sales & Marketing Funnel
  • 7. Market with the right tools for target audiences.
    You can use all manner of items to promote your business, based on geography.
    Retailers typically use local traditional media like the newspaper, cable television, radio, door hangers, billboards.
    Sticky notes on the newspaper front page also play a role.
    They also use local Pay Per Click campaigns using geo fencing to control cost and reach.
    7 Steps to a Powerful Sales & Marketing Funnel
  • 7 Steps to a Powerful Sales & Marketing Funnel
  • Retailers now have coupon sites. Check out Groupon and Living Social, or the Gazette’s Here’s the Deal coupon offerings.
    Social media is always a strong option.
    7 Steps to a Powerful Sales & Marketing Funnel
  • Business to Business
    B2B marketers can use the same traditional and emerging media tools.
    The trend in marketing here is increasingly videos on the website or company YouTube channel.
    Email marketing.
    Content marketing.
    Public relations to drive leads to the website.
    Increasingly social media. The power here is integration/updates of multiple social media outlets via programs such as www.ping.fm, a free service.
    7 Steps to a Powerful Sales & Marketing Funnel
  • Determine unique values vs. relevant values – what makes your business unique.
    Develop your key messages.
    Identify your ideal client details.
    Create a database of customers and prospects.
    Actively market your business – marketing continuum (lead generation), be consistent.
    Build a website to support your marketing.
    Create content and use offers and calls to action.
    Summary
  • Don’t underestimate the power of unsolicited proposals.
    So far this year our company has generated more than $4,500 by listening to clients and generating unsolicited proposals to begin or extend a client engagement.
    7 Steps to a Powerful Sales & Marketing Funnel
  • Thank you.
    Jim Thebeau
    jthebeau@hrb-ideas.com
    319-298-0242, x121
    Henry Russell Bruce