Your Marketing Funnel


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Marketing and funnel activity overview. Presentation for small business owners group about what to think about when looking at their marketing and acquiring new customers

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Your Marketing Funnel

  2. 2. THE PROBLEM? How can you find a more cost efficient way to acquire more profitable customers / maximise on social return?
  3. 3. • [S]ituation Analysis (where are we now?) • [O]bjectives (where do we want to go?) • [S]trategy (how do we get there?) • [T]actics (the details of your strategy) • [A]ction (the daily and weekly activities) • [C]ontrol (what you need to watch and when)
  4. 4. WHAT’S THE GOAL? The journey begins from where you are now . . .
  5. 5. Where do you want to be? • • • • 12 months? Three years? What about five years? Now imagine yourself five years on, having achieved what you want and looking back on yourself today; ask yourself this important question: • What were the most important things you did that enabled you to get where you wanted to be?
  6. 6. WHAT IS MARKETING? Marketing is everything that you do to communicate your business to both your existing and potential customers. Most people use a combination that works best for their particular business.
  7. 7. Typical mistakes • No plan – haphazard activities • Over complicating marketing activities and • Too busy doing business to consider how to • • • • • • • • • develop business Jumping from one failed idea to another without stopping to think Your marketing plan on a ‘post it ’ note or in your head Untargeted attempts to generate sales Not really knowing what works and what doesn’t to make informed decisions Trying to do too much too quickly and making mistakes Wasting money, time and effort repeating what doesn’t work Poor decisions about what to invest in – believing the sales person Letting fear paralyse the taking of positive action Mixed messages with no coherent theme • • • • • • • • messages Working very hard but not getting results that match the effort Making excuses – I haven’t got time to market my business Thinking that marketing is complicated – and avoiding doing it Relying on only one or two methods of generating business Suffering from feast and famine revenue cycles Keeping poor records of important prospects and customers Not really being able to explain why someone should buy from you Hoping and praying that business will come to you – but not taking action
  8. 8. What is effective Marketing? “No matter what your product is, you are ultimately in the education business. Your customers need to be constantly educated about the many advantages of doing business with you and trained to use your products more effectively” Robert G Allen
  9. 9. YOUR CHALLENGE Find the blocks to sales & marketing success Ask what it isn’t working. Ask what is working.
  10. 10. What direction are you moving in? • Where? • When? • How? • How much? • Take stock now
  11. 11. UNDERSTANDING YOUR CUSTOMER Finding out about your target customer Understanding what people buy
  12. 12. Understanding your customer • Who are the right potential customers? • New business opportunity profile • Best, most enjoyable and profitable? • Problems, needs and wants? • Niches, segments and sectors • Oh where art thou perfect customer? • I buy like this!
  13. 13. More customers? • There are three main ways to grow any business: • get new customers • increase the amount your existing customers spend with you • increase the frequency with which they do business with you
  14. 14. Creating your value proposition • What do you do for them? • Key elements? • Solving clients problems? • Benefits? • What is unique about it?
  15. 15. Defining pain • Pain points • Diagnose before you prescribe
  16. 16. WHAT ARE YOU SELLING? Products Services Solutions
  17. 17. Products Anything that satisfies a customer need. ‘The right product, in the right place, at the right time, and at the right price’ Adcock et al
  18. 18. What are you selling? “The most simple analysis will tell you that Coke is only a fizzy drink with a massive marketing budget, and that simplicity makes the market vulnerable." Richard Branson
  19. 19. Find out what your customers value Think like a customer And Ask them for feedback
  20. 20. DEVELOPING YOUR MARKETING MESSAGE Deciding on your niche Getting clear about what you are selling Clarifying your value proposition Creating and communicating a brand identity Developing a strap-line slogan for your business
  21. 21. Branding • Branding involves decisions that establish an identity for a product with the goal of distinguishing it from competitors’ offerings. Kotler • The word branding began simply to tell one persons cattle from another’s by the means of a hot iron stamp • Personal branding is the process whereby people and their careers are marked as brands and marketed as such
  22. 22. Organisational Brand Logo People Colours Printed Materials Fonts Authenticit y Advertising BRAND IDENTITY Social Media Profile Perception s| Creative Website Emotion Key messages Culture Visual
  23. 23. Not of these organisations treat their brand as an afterthought, and nor should you
  24. 24. 24 Developing your brand statement • What 3 things would you want someone to remember about you • What 2 things are you known for today? • What 2 things will you be known for this time next year? • What do you do • How do you do it • Why do you do it
  25. 25. • Abbey – more ideas for your money • Honda – the power of dreams • PC World – the best of both worlds • KwikFit – keeping tyre and exhaust prices down • Panasonic – ideas for life • Tesco – every little helps • Dulux – we know the colours that go • Shredded Wheat – put all your heart into life • Typhoo tea – you only get an OO with Typhoo • Why
  26. 26. COMPETITORS Sun-Tzu identified and compared his differentiators (the enemy's strengths and weaknesses), writing, “Carefully compare the opposing army with your own, so that you may know where strength is superabundant and where it is deficient.”
  27. 27. Your competition • Who is your competition? • What are their strengths and weaknesses? • What is your competition not offering that the market needs? • What benefits do you offer that your
  28. 28. YOU NEED A PLAN Failure to plan is planning to fail
  29. 29. Marketing plan – tip • Create a plan • Plan on 1 side of A4 • Update frequently • Stand back and look at the opportunities • Which opportunities are you following or choosing not to follow and why? • Do you have a consistent message throughout your marketing? • How much time do you have to create a synchronised approach? • Should you consider seeking support?
  30. 30. What should go into a plan? Branding Lead generation processes Online Offline Case studies / whitepapers PR Social media Campaign management Partners CRM Sales toolkits Events / exhibitions / seminars Networking E-book
  31. 31. Marketing plan – tip • Just do it • Keep it simple • Don’t be perfect • Test test test • Review & measure
  32. 32. The Questions you really need to ask • Do you understand the competitive advantages of your • • • • • • product/service? Do you know who your competitors are and how and they compete in the market place? Are you sure that you are selling in the best location (physical or internet)? Do you build in the best possible benefits to the customer in your product/service for the price? Do you know what your customers like about your service? Do you have a marketing plan that is regularly reviewed? Do you have a consistent brand image throughout your marketing material ?
  33. 33. 400 2:1 340 3:1 120 ££££££££ £ IT’S A NUMBERS GAME
  34. 34. Walk the process
  35. 35. Get in the flow
  36. 36. Use technology as an enabler
  37. 37. Everything all in one place
  38. 38. Blend traditional with social & digital
  39. 39. Email marketing
  40. 40. Direct Mail
  41. 41. Keep your eyes and ears peeled the media are always looking for good stories
  42. 42. If you do one thing blog • share your expertise (articles, videos, interviews, case studies), a place to announce your news, proffer your views, build your credibility and raise your brand profile • SEO (search engine optimisation) • Quality content
  43. 43. Think about what a user is going to type Matt Cutts - Google
  44. 44. People, share, read and generally engage more with any type of content when it’s surfaced through friends - Malorie Lucich facebook
  45. 45. Create a community (e.g. Google+, Facebook or LinkedIn)
  46. 46. Become a film director
  47. 47. Write a book Either write something worth reading about or do something worth writing about – Benjamnin Franklin
  48. 48. A millions ideas • • • • • • • • • • • • Newsletters Hospitality days Networking Telemarketing Social media Direct mail Referrals Website Experts Speaking Sponsorship CSR / Social return • • • • • • • • • • • Training days Open days Joint ventures Word of mouth PR Special offers Clothing Give aways Exhibitions / events Seminars Write a book
  49. 49. Who am I? Jacqui Malpass Personal Brand Strategist, Author, Speaker, Blogger www.