This is a presentation of how I approach the marketing for a small business. The goal is to create a marketing and sales plan that is effective in attracting your ideal customers in an ongoing consistent way.
How to attract asteady stream ofideal customers!Presenter Danielle MacInniswww.macinnismarketing.com.au
Agenda:Keys to attracting ideal customersWhy are you here?What’s in it for you?Your business strategyWho are you?Who needs to know?Why should they care?How will they find out?Great marketing resources and tools.
3Why are you here? Tip: Got a burning marketing question, now is your chance to ask.
4Why are you here?1. Your biggest challenge is to attract more customers. (44% of 1,700 SMBs surveyed by flyingsolo.com.au)2. You want to communicate in a compelling way. SMBs have difficulty communicating true value position to their key target.3. You want a plan. Most SMBs are doing marketing in an inconsistent way, getting inconsistent results.4. You want to be savvy with your expenditure. SMBs cut corners and do things on the cheap and try and do it themselves or market at the wrong times.5. You want to be selective about what you do. SMBs havent defined their target, value proposition, objectives or measures.
7Whats in it for you?1 Understand what is currently not working and why2 Better approach to marketing and sales for your business3 Tools and templates to use4 Learn from others in the room and their experience5 What you might do differently to attract your ideal customers Tip: See something you want to know more about. Jot it down on the feedback form
8My background IT TRAINING & HR CONSTRUCTION SERVICES CONSUMER CERTIFICATION
13Your business strategy? TARGET MARKET YOUR YOUR SKILLS, EXPERIENCE & BUSINESS THE PROBLEM YOU SOLVE VALUE Tip: Are you just grabbing any business that walks in your door? Or are you targeting the market you want to serve and that you are designed to serve?
14Making selective marketing decisions What can we do? What do our customers want? What are we good at? Can we do this? Will they value this? What do we want to do? How attractive is the market? Where do we want to go? Will this get us there? Will the market support this?
15Who are you? Tip: set up google alert for your company, name and competitors name
16About UsI don’t know who you areI don’t know your companyI don’t know your company’s productI don’t know what your company standsfor.I don’t know your company’s customersI don’t know your company’s recordI don’t know your company’s reputation Tip: People want to know whoNow what was it you wanted to sell to me? they are dealing with. Make it easy for them to find out and contact you.
17Case study: Man with a van Creator Facts Tim Bishop First branded removal company in Business the world. A relatively pedestrian service Started the business whilst at Uni (removalist) delivered as a Used a business partner to expand the business. recognisable, youthful and interesting brand. The first van was purchased for Idea conception $1500. Acknowledgement of gap in the There are no investors. They grew at a pace they could afford. market place that there were no The Man With A Van logo was done removal services specifically by a housemate in return for goingOther References targeted at his demographic. down the street and getting him a Brand personality slurpee and sausage roll. Fun Attractive Youthful Approachable Aussie sense of humour Tip: People buy of people they like, know and trust Recognisable
19Target ideal customers, not everyone You want your NEWSFLASH: It is not ideal customer about YOU. to say: It is about “That’s for me” THEM.Where do most of us have our focus most of the time?Our problems, issues, challenges, predicaments, worries,and pain are where we are focused.
21Step into your customers’ shoes What is their problem, issue or challenge? Set your mindset to think "What is in if for me FM? Tip: set up online survey, and ask customers about your service, how they found you etc
22What your prospect is thinking1. Do you work with people like me?2. Do you understand my problems, issues and challenges?3. Do you have solutions and results that actually work for people like me?4. Do you have some free information that can help me immediately? I don’t want to pay for anything yet! Tip: Look at your web and ask yourself how well do we answer these questions for our customers?
31Worksheet 1 Summarising your core marketing message Target market / ideal client (demographics + psychographics) Problem/Issue/challenge Where is the pain? Where does it hurt? Solution/Outcome Success story
24Does this service really work? Solution / Outcome
25Success Stories (Proof)Who else has used your service and what were the results?What’s an actual story of working with a client and moving themfrom where they were to your ultimate outcome? Tip: How can you provide proof, guarantee, testimonial, trial, pr, awards, success story
26Sell the benefits not the featuresSave time, money, return of investment
32Worksheet 2Marketing MessageWhat do you say when someone asks you what you do?The formula is:What do you do?We work with ________________(This Target Market)Who ___________________(Have this Problem or Challenge)How do you do that?We help them get __________________(Ultimate Outcome)Tell me more...A good example is __________________(Success Story)
23What is your elevator pitch? “ I’m a coach who works with couples who are having relationship issues that they don’t know how to solve on their own.” “ We work with companies who want to sell their business and aren’t sure what to do to get the best price.” “ I help companies who aren’t getting enough traffic to their web sites.”
33Why should they care?Expert Problem they solveManagement Consultant Management problems that are costing the client moneyMarketing Consultant Struggling to attract enough clientsBusiness Coach Not consistently reaching your goals. Missing important business opportunitiesFinancial Planner Worried about not having enough money for retirement and college for the kidsWeb Designer Missing business by not being on the webAccountant Paying too much in taxesExecutive Recruiter Not finding the people who can grow your businessTrainer Employees who dont have essential skills and are costing your businessWriter Your written communications do not have the impact they couldTherapist Spousal problems are destroying marriages?" We work with these kind of people, with this kind ofproblem, who want this kind of outcome or solution."
34Who wants to share their elevator pitch?" We work with these kind of people, with this kind ofproblem, who want this kind of outcome or solution." Tip: Remember there are prizes! Those that share often get the benefit the most ! Be brave.
36How will they find out?Not ad-hoc! Marketing and sales process.Not everyone is ready to buy when you meet them but might be interested in over time.
37Lead Generation SystemNot passive but active.Don’t sit and wait for referrals!Build relationships with your ideal customers.People do business with people they know, like and trust.
38 Worksheet 3 INFORMATION UNAWARE AWARE ATTENTION EXPERIENCE SIGN UP/SALE REFERRAL GATHERING The customer is happy to At this stage, Becomes The lead refer you after They want more they may be Dont know familiar with They want more becomes a experiencing information and ready for aanything about you. information and are customer when great service are ready to "taste" or an you or your Association ready to explore they sign the and wants to explore working "EXPERIENCE" company referral, meet working with you agreement and tell your story with you prior to you pay. and REFER purchase you to their network Ideal Target Build a Prospect Lead Qualified Lead Customer then Advocate Market Connection ClientMARKETING, attract, educate, interact, nurture, manage, SALES, qualify, present proposals, answer objections, close, track manage
Ideal Target Market to build a connection •Joining the right / Professional Organizations •Online – Joining forums and discussion groups •Search engine strategies, e-newsletters sign up •Articles/Publishing (offline and online) •Special Events (Tradeshows, Workshops) •Advertising, PR, online, SEOConnection to Prospect •Networking, Industry Affiliation, Conferences •Online Networking (Web site, blog, forum "commenting") •Face-to-face meetings(strangers/ people that donʼt know you exist yet but might •Telephone meetings, email exchanges •Referral (WOM, Viral Marketing)have a need for your service) •Community involvement, volunteer work •Refer othersProspect to Lead •Keep in touch (Newsletter or e-newsletter, postcard mailings) •Recordings, podcasts, videos •Material and resources on web site(building awareness and familiarity) •Online (Blog, LinkedIn, Facebook, forum "commenting") •Direct Outreach (Letters or email, follow up calls) •Follow up with others with phone call, invitation for coffee or appointmentLead to qualiﬁed hot Lead •Invitation to Presentations, Briefings, Workshops •TeleClasses and Webinars •Joint Venture presentations(giving information and building relationship) •In-depth online interaction •Strategy sessions •Survey questionnairesHot Lead to Customer and then client •Follow up calls and emails – exploring interest, qualification, •and appointment-setting. See “The Art and Science of •Telephone Follow-Up.”(build relationship further by tailoring the information to their •Complimentary sessionneeds, provide a taste or sample)Client to Advocate •Thank you card •Referral program(delight them with your service, ask for feedback, invite the •Ask for testimonialreferral) •Ask for customer success story •Incentive for referralsLost lead or cold lead •Keep in touch (Newsletter or e-newsletter, postcard mailings) •Recordings, podcasts, videos •Material and resources on web site(keep them in the loop so when they do need your service •Online (Blog, LinkedIn, Facebook, forum "commenting")they think of you ﬁrst) •Direct Outreach (Letters or email, follow up calls)
42You need to go where your audience is "86% of Australian internet users are looking to their fellow internet users for opinions and information on products, services and brands" Melanie Ingrey, Director for Nielsens online Business
50Key Take aways1. Do an audit, where are you, who are you and where would you like to be?2. Know what your customer, looks, feels and acts like.3. Listen to your customers. Understand what problem you solve for them.4. Speak to them in on your web, brochures, etc language so they know you understand them.5. Create a lead generation that targets only these customers and that works for you.
51Learn from the bestCustomer insightYour story is important
52ResourcesBest Books Best Podcasts• 4 Hour work week – Timothy Ferriss • Duct tape marketing -Small business general• I love you more than my dog by Jeanne Bliss • Professional services marketing - Rain today - Professional services marketing and selling• Peak – Chip Conley• The 8th Habit – Stephen Covey • Hubspot TV - Internet and social media • SmallBusiness Big Marketing - General small• The Five Book by Dan Zadra business marketing tips• The five dysfunctions of a team – Patrick • Power to the small business - branding and Lencioni marketing tips• The little big things – Tom Peters • Six Degrees of Seperation - Internet and social• Think like your customer by Bill Stinnett media• Tribes – Seth Godin • Dishymix - Thought leadership and business• Trust Agents – Chris Brogan and Julien Smith strategy marketing• Whats the secret – John R Dijulius • 10 Golden rules of Internet Marketing - Internet ideas and marketing tips• Whos got your back – Keith Ferrazzi • MacInnis Marketing - Marketing basicsBest Websites • Help my business sucks - Business basicsFlying soloEnterpreneurHubspotKochie’s Business BuildersLinkedin