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Your 2012 Marketing Plan: Simple & Powerful

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  • 1. Your 2012 Marketing Plan Simple & Powerful@tylergarns
  • 2. U.S. Job Growth in Aug-Sep 1-49 Employees 500+ Created Employees 60,000 Jobs Lost 5,000 Jobs September 2011 ADP National Employment Report®@tylergarns
  • 3. The Unfortunate Reality of Small Business... Scott Shane: Illusions of Entrepreneurship: The Costly Myths that Entrepreneurs, Investors, and Policy Makers Live By.@tylergarns
  • 4. Why do small businesses die?@tylergarns
  • 5. Failure to Thrive@tylergarns
  • 6. Failure to Grow@tylergarns
  • 7. Grow or Die!@tylergarns
  • 8. Typical Marketing Plan • Executive summary • Market segmentation • The Challenge • Alternative • Situation Analysis Strategies Company Analysis • Short & Long-Term Customer Analysis Projection Competitors • Conclusion SWOT Analysis • Appendix@tylergarns
  • 9. Typical Marketing Plan Scratch • Executive summary • The Challenge • Situation Analysis Company Analysis • Market segmentation • Alternative Strategies That • Short & Long-Term Customer Analysis Projection Competitors • Conclusion SWOT Analysis • Appendix@tylergarns
  • 10. Small Business Needs a Different Approach • Understand the 3 black holes • Map out your perfect customer lifecycle • Identify the low hanging fruit (the biggest black holes in your business) • Plug the holes (Implement)@tylergarns
  • 11. The Chaos is GROWING!@tylergarns
  • 12. The 3 Black Holes • Black Hole #1: Lost Traffic - How many people came & left? • Black Hole #2: Lost Leads - How many leads didn’t buy right away? • Black Hole #3: Lost Customers - 68% - Indifference@tylergarns
  • 13. The 3 Black Holes • Black Hole #1: Lost Traffic - How many people came & left? • Black Hole #2: Lost Leads - How many leads didn’t buy right away? • Black Hole #3: Lost Customers - 68% - Indifference@tylergarns
  • 14. The 3 Black Holes • Black Hole #1: Lost Traffic - How many people came & left? • Black Hole #2: Lost Leads - How many leads didn’t buy right away? • Black Hole #3: Lost Customers - 68% - Indifference@tylergarns
  • 15. The 3 Black Holes • Black Hole #1: Lost Traffic - How many people came & left? • Black Hole #2: Lost Leads - How many leads didn’t buy right away? • Black Hole #3: Lost Customers - 68% - Indifference@tylergarns
  • 16. We’ve Cracked The Nut • We’ve been doing this for years • We’ve implemented these strategies with more businesses than any other company • It’s proven to work@tylergarns
  • 17. Download the worksheet • http://bit.ly/pcl-worksheet@tylergarns
  • 18. The Perfect Customer Lifecycle • Think of ONE customer@tylergarns
  • 19. The Perfect Customer Lifecycle Applied@tylergarns
  • 20. Traffic Attraction Strategies• Content is king (blog posts, videos, etc.)• Social media• Online Marketing (PPC, SEO)• Referrals, Partners@tylergarns
  • 21. Social Media Money Formula • Create compelling or interesting content • The content must lead them to an opt-in for more valuable content • Share the content via social sites • Capture leads • Follow Up • Sell them +@tylergarns
  • 22. Lead Capture Strategies• Opt-in for free report, video, premium content, etc.• Request a quote, get a demo, free trial• Offers, coupons, contests• Attend live event, webinar, teleseminar @tylergarns
  • 23. Get Creative With Lead Magnets@tylergarns
  • 24. Text Messaging@tylergarns
  • 25. Restaurants@tylergarns
  • 26. Restaurants Big Mistake@tylergarns
  • 27. @tylergarns
  • 28. Lead Nurture Strategies • Create custom campaigns for hot, warm and cold leads • Personalization is key • Make every message relevant, useful@tylergarns
  • 29. What influences site visits?@tylergarns
  • 30. Email is still the “inner sanctum”@tylergarns
  • 31. The majority would rather not be pitched in social media@tylergarns
  • 32. Don’t get caught up in the “inbound marketing is from heaven” speak. You still have to follow up!@tylergarns
  • 33. Follow Up Creatively@tylergarns
  • 34. Follow Up Creatively@tylergarns
  • 35. Tweet Sequence@tylergarns
  • 36. Tweet Sequence@tylergarns
  • 37. Tweet Sequence Welcome to Over[Exposure]. This is your affiliate link. Be sure to Tweet it: http:// is.gd/juC3@tylergarns
  • 38. Tweet Sequence Welcome to Over[Exposure]. This is your affiliate link. Be sure to Tweet it: http:// is.gd/juC3 The Over[Exposure] launch is still Tyler, going strong. Heres your affiliate link: http://is.gd/3gXAl Tweet it now to make some $@tylergarns
  • 39. Did you know?@tylergarns
  • 40. Most people give up too soon 81% of sales are made after the 4th call, by which time 90% of sales reps have quit calling@tylergarns
  • 41. Sales Conversion Strategies • Automate sales stage communications • Proactively handle objections • Provide supporting evidence@tylergarns
  • 42. Wowing Customer Strategies • Welcome customers (make it personal & relevant) • Be systematic about quality delivery • Measure satisfaction and take action@tylergarns
  • 43. Jermaine Griggs • Ultimate Marketer of The YearJermaine Griggs Hear & Play Music Jermaine Griggs Hear & Play Music Jermaine Griggs Hear & Play Music Jermaine Griggs Hear & Play Music Increased Jermaine Griggs Hear & Play Music Lifetime Customer Value from $90 to $375 62 63@tylergarns 60
  • 44. Upsell Strategies • Upsell or cross sell later in the relationship • Offer upsell products during checkout@tylergarns
  • 45. Upsell At Time of Purchase • Take advantage of “buying mode” • Upsell a product/ service that is complimentary (makes sense) • If you don’t have something to sell, sell a partner’s product@tylergarns
  • 46. Referral Strategies • You & Your Friend Get a Discount • Free Product/Service If You Refer A Friend • Referrals Don’t Have To Come From Customers - Use Happy Leads To Drive Traffic@tylergarns
  • 47. @tylergarns
  • 48. Service Business • Attract Traffic • Capture Leads • Nurture • Convert Sales • Deliver & Satisfy • Upsell • Referrals@tylergarns
  • 49. Heating & Air Conditioning@tylergarns
  • 50. Heating & Air Conditioning • Suervice Business Blueprint@tylergarns
  • 51. Heating & Air Conditioning • Suervice Business Blueprint@tylergarns
  • 52. Heating & Air Conditioning • Suervice Business Blueprint@tylergarns
  • 53. What would it take? • Website • Email Marketing System • Contact Management System • Email Autoresponder • Opportunity Management • Payment Processor - Invoicing System • Collections • Referral Tracking@tylergarns
  • 54. What would it take? • Website CHAOS • Email Marketing System • Contact Management System • Email Autoresponder • Opportunity Management • Payment Processor - Invoicing System • Collections • Referral Tracking@tylergarns
  • 55. Another example... • Online retail - educational products • 3 month case study • Goal was to double sales!!!! • Using email autoresponder + shopping cart • Couldn’t segment, couldn’t promote to separate groups, couldn’t upsell well • Growing, but not thriving@tylergarns
  • 56. @tylergarns All About Spelling
  • 57. @tylergarns All About Spelling
  • 58. @tylergarns All About Spelling
  • 59. @tylergarns All About Spelling
  • 60. @tylergarns All About Spelling
  • 61. @tylergarns All About Spelling
  • 62. @tylergarns All About Spelling
  • 63. @tylergarns All About Spelling
  • 64. @tylergarns All About Spelling
  • 65. Results • All About Spelling doubled sales in 72 days • Prospect list grew from 5,000 to 10,000 • Average sale increased 16% (due to in-cart upsells) • New affiliates brought in 49 sales • Cart transactions increased from 599 to 1,232@tylergarns
  • 66. Plugging the 3 black holes and implementing The Perfect Customer Lifecycle WORKS!@tylergarns
  • 67. What would it be worth? • No leads slipping through the cracks • Every customer hears from you consistently • Proven, customized strategy for your business • One system with all customer data • Automatic upsells • Customers referring friends & family - on their own • Peace of Mind • Confident in ROI@tylergarns
  • 68. “The difference between an ordinary business and an extraordinary business is implementation.” - Bill Glazer@tylergarns
  • 69. Your Plan for 2012 • Understand the 3 black holes • Map out your perfect customer lifecycle • Identify the low hanging fruit (the biggest black holes in your business) • Plug the holes (Implement)@tylergarns
  • 70. Bonus Materials • 8 Business Blueprints • http://bit.ly/pcl-maps@tylergarns
  • 71. All-In-One Web-Based Marketing & Sales Automation Solution@tylergarns
  • 72. Questions?@tylergarns