Your SlideShare is downloading. ×
0
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
20 Marketing Tips You  Must Know
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

20 Marketing Tips You Must Know

4,418

Published on

Power point presentation: …

Power point presentation:
20 Things You Must Know to Market Your
Small Business Successfully.

Ideal for busineess owners whose companies don't have a marketing department and sales professional
who want to reduce cold calling and attract
high quality sales leads.

Published in: Business
0 Comments
19 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
4,418
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
598
Comments
0
Likes
19
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. 20 Things You Must Do To Market Your Business Successfully Presented By: www.HowToIncreaseYourSales.ca 20 Things You Must Do To Market Your Business Successfully 1
  • 2. What Is Marketing? What Is Selling? • Marketing: is a process of finding and attracting people or businesses (leads/prospects) who are most likely to want and need your products/services and can afford to pay for it. Then developing long-term relationships with them to promote repeat sales and encourage referrals. • Selling: is the process of converting your leads/prospects into paying customers. 20 Things You Must Do To Market Your Business Successfully 2
  • 3. #1 Clearly Identify Your Target Market • If you try to sell to everyone you’ll end up selling to very few • Develop a profile of your ideal customer • Select a market niche that interest you and that you can communicate with easily, often and for a low-cost • Not defining your target market in detail results in wasted time, money and effort 20 Things You Must Do To Market Your Business Successfully 3
  • 4. #2 Define Your Product/Service • What want or need does your product satisfy? • What problem does your service solve? • i.e. make money, save money, increase self-esteem, fun, popularity, possess beautiful things • Can you clearly describe your benefits in terms of fulfilling need/wants, solving problem? • Product/Service must be a solution, at a price people are willing to pay 20 Things You Must Do To Market Your Business Successfully 4
  • 5. #3 Find A Way To Differentiate Your Business From Your Competitors • What is the unique benefit (s) that you offer that makes you different from your competitors? • I.e. Dominos Pizza – “fresh hot, pizza in 30 minutes or less” (huge reason for their success) • Also known as USP – unique selling position, core marketing message • Why should people do business with you instead of your competitors? 20 Things You Must Do To Market Your Business Successfully 5
  • 6. #4 Focus Your Marketing On Your Customers Instead Of You • The majority of your marketing communications should focus on how your target market will benefit from using your products or services • Your customers want to know “What’s in it for me”. “How are they going to benefit from using your product or service?” ** You must answer this question clearly in all your marketing • Your education, technical skills, how long in business, awards; should not be your main marketing message • Talk about the problems and issues that your target market is having and how your product or service can help them solve them 20 Things You Must Do To Market Your Business Successfully 6
  • 7. #5 Communicate Your Benefits Instead of Features • People don’t buy what your products or services does, they buy the end results of what you offer • You must clearly and specifically tell people the results they will get from doing business with you. Convert your features to benefits. • I.e. Feature: highbred car, Benefit: It will save You money on gas and reduce air pollution • Effective communication of your BENEFITS is critical to attracting your potential customers • Educate your target market on how the BENEFITS of your products or services will make them happier, save them time, make them money, solve their problems and add value to their lives. 20 Things You Must Do To Market Your Business Successfully 7
  • 8. #6 Employ All The 3 Keys To Growing Your Business • Lead generation – finding and attracting potential customers • Marketing to your current clients - increasing the size of the average sales - increasing the number/frequency of purchases - receiving more referrals from customers - Should have a REFERRAL PROGRAM - strategy to encourage your customers to give you referrals • Improving sales conversion rate i.e. instead of getting 3 sales of 10, work on getting 6 of 10 ** Use all 3 to leverage your time and resources** 20 Things You Must Do To Market Your Business Successfully 8
  • 9. #7 Implement Your Marketing System • You need a marketing systems to CONSISTENTLY ATTRACT your PROSPECTS?, encourage repeat sales and referrals • How are you going to encourage your prospects to contact you? • If you’re fishing for prospects, what are you going to use for bait? I.e. offer a free report, newsletter sign up at website, offer free seminars, product sampling • ***Must be planned, organized ** 20 Things You Must Do To Market Your Business Successfully 9
  • 10. 20 Things You Must Do To Market Your Business Successfully 10
  • 11. #8 Base Your Marketing Strategies on Research and Testing, Not Guesses and Assumptions • Research your potential customers – their issues and problems, wants and needs • Spy on your major competitors, what are their strengths and weaknesses? How can you use them to give you a competitive advantage? • Test all you marketing activities on a small scale before you go big – i.e. mail to small list first • Find out as much as you can about your target market. 20 Things You Must Do To Market Your Business Successfully 11
  • 12. #9 Use Direct Response Advertising, Instead of Institutional Advertising • Institutional Advertising – focuses on creating awareness/branding “ GET YOUR NAME OUT THERE” • Direct Response Advertising – asking your target market to respond in a specific way i.e. call you for a free item of value, go to your web site to download, watch or listen to something for free • The marketing message should include the following things: - An attention grabbing, compelling headline - A specific offer - A strong call to action - A sense of urgency 20 Things You Must Do To Market Your Business Successfully 12
  • 13. Awareness Advertising vs. Direct Response Advertising 20 Things You Must Do To Market Your Business Successfully 13
  • 14. Use Two-Step Advertising • Step #1 Your objectives: to get people to identify themselves as potential customers and to capture their contact information • How? Offer them something of value that they want and need for FREE • i.e. call for a free report, CD/DVD , visit your website to download an e-book • - To get your FREE stuff they have to give you their contact info (name, email address, phone#) • Step #2 Enter their contact information into your database to follow-up and implement a variety of marketing campaigns. 20 Things You Must Do To Market Your Business Successfully 14
  • 15. #10 Use Headlines In All Your Advertising Literature • Your headline is responsible for 80% of the success of your marketing piece • It must grab the attention of your audience in 5 seconds • Must have strong benefit, or offer, be relevant to your target market • 5 times as many people read the headline as the body copy • Headline must address the needs and wants of your target market 20 Things You Must Do To Market Your Business Successfully 15
  • 16. #11 MAKE SPECIFIC OFFERS • 3 TYPES of OFFERS 1. Offer to Generate Prospects – goal to capture contact info i.e. Free No Obligation Marketing Check-up • 2. Offers to Generate First-Time Customers – goal encourage first purchase i.e. Free 30-day trial • 3. Offers to Generate Repeat Sales – goal encourage multiple purchases i.e. Repeat orders are eligible for 10% off and Free delivery • Make your offers enticing and compelling to entice people to take IMMEDIATE ACTION • Appeal to people’s self interest • 1- offer per marketing piece (may be 2) • Test different offers to see which ones generate the highest response 20 Things You Must Do To Market Your Business Successfully 16
  • 17. #12 Include a Call To Action In Your Advertising • Your Call to Action Tells People How to Respond to Your Marketing Message - Call for more details/info is not effective, it’s too vague • Examples of effective call to actions - Buy today save 25%, - Offer ends December 31st. Call now! - First 10 people to respond get a free special bonus Your call to action should be related to the objective of your marketing piece 20 Things You Must Do To Market Your Business Successfully 17
  • 18. Example of Awareness Ad Example of Direct Response Ad 20 Things You Must Do To Market Your Business Successfully 18
  • 19. Awareness Ad Direct Response Ad 20 Things You Must Do To Market Your Business Successfully 19
  • 20. #13 Use Social Proof to Build Trust and Credibility • Testimonials are a powerful tool to help break through buyer skepticism, build trust and credibility • Case Study –real life story of how your product helped someone • Photos/video/audio of happy clients • PR – get quoted in the papers or a magazines, guest on TV and radio • Use social proof at your website, in print ads, in brochures, even on the back of your business cards 20 Things You Must Do To Market Your Business Successfully 20
  • 21. #14 Develop A Database Of Your Customers And Potential Customers • Your database should be the hub of all your marketing activities - it will help you organize and schedule your touch points with customers and prospects • Get a contact management database - i.e. ACT, Gold Mine, Maximizer • Collect relevant info on your clients and prospects 20 Things You Must Do To Market Your Business Successfully 21
  • 22. #15 Follow-up! Follow-up! • It usually takes 7-11 exposures to your marketing message before people think of contacting you • Over 60 percent of all sales are made after the 7th contact with a prospect, especially true in B to B sales • Studies reveal that most sales are lost due to lack of follow-up. • Develop a follow-up system and you will get an advantage over your competitors (contact management software) • Follow-up at least ONCE a MONTH 20 Things You Must Do To Market Your Business Successfully 22
  • 23. Why a Follow-up System Is So Critical ---------------------------------------------------- 2% of sales are made on the 1st contact 3% on the 2nd contact 5% on the 3rd contact 10% on the 4th contact 80% of all sales are made on the 7th -12th contact Source: Referral Marketing Handbook 20 Things You Must Do To Market Your Business Successfully 23
  • 24. How Effective Are Sales People At Following up ---------------------------------------------------- 48% of sales people never follow-up 25% of sales people make 2 follow-ups and stop 12% of sales people make 3 follow-us and stop 10% -15% of sales people make 4 or more follow-up contacts Source: Referral Marketing Handbook 20 Things You Must Do To Market Your Business Successfully 24
  • 25. #16 Develop an Effective Website • Developed your website to achieve specific objectives • i.e. to get leads, educate your customers, sell a product, technical support • Lead generation- capturing the contact data of your visitors should be a major objective. Especially for new businesses • Plan out your site on paper before you spend any money 20 Things You Must Do To Market Your Business Successfully 25
  • 26. Implement A Promotional Strategy For Your Web Site • You must have a strategy to encourage and entice people to visit your website • Too many businesses fall for the “Fields of Dream Myth” – if you build it they will come NOT! • How are you going to get people to visit your web site? • You need more than search engine placement. • Your web site address on all marketing materials is a good start • How about having a contest give away at your site? 20 Things You Must Do To Market Your Business Successfully 26
  • 27. #17 Set A Marketing Budget • How much should you spend on marketing? • Forecast the “LIFE TIME VALUE” of your client/customer • Then decide how much you are willing to invest in finding and keeping your customers • Make a list of at least 10 specific marketing tactics, NO COST, LOW COST, HIGH COST • Remember that marketing is an investment in the growth of your business, it’s not just an expense 20 Things You Must Do To Market Your Business Successfully 27
  • 28. #18 Set Marketing And Sales Goals • You must set specific, written goals with time lines and a measuring component i.e. monthly/yearly sales • Number of inquiries or referrals in a month • Clients acquired in 3 months • Goals will help you STAY MOTIVATED and FOCUSED • Review your goals regularly and reward yourself when you’re successful. 20 Things You Must Do To Market Your Business Successfully 28
  • 29. #19 Develop A Written Marketing Plan • Your marketing plan should be your roadmap to finding and attracting your prospects, getting repeat sales and referrals • It should organize and integrate all your marketing activities • Research has found than not having a marketing plan contributes significantly to business failure and underachievement • Include a Marketing Calendar: a to-do list of all your planned marketing activities. Start date, who will do it, estimated cost, measure results • Companies that follow a marketing plan do about 24- 30% more sales than businesses that do not. (U.S. SBA research) 20 Things You Must Do To Market Your Business Successfully 29
  • 30. #20 Track & Measure Your Marketing Activities • If you can’t measure the results of your marketing activities you’re probably wasting your money • Track and measure inquiries, leads, sales, phone calls you generated • I.e. use a coupon in an ad, subscribe to your newsletter link in an email • Tracking and measuring will let you know what’s working and what’s not ROI – track the return on your marketing investments 20 Things You Must Do To Market Your Business Successfully 30
  • 31. Conclusion • Successful marketing will take patience, persistence, testing, repetition, commitment • Marketing is a process of testing and evaluating, adjusting • There’s no “Marketing Silver Bullet” • No one marketing strategy or specific tactic will give you quick, massive sales success • Marketing is the most important job in your business. 20 Things You Must Do To Market Your Business Successfully 31
  • 32. Want More Sales? Get FREE Marketing Tips & Ideas every month when you sign up for my monthly newsletter. Sign up at: www.HowToIncreaseYourSales.ca 204-783-6342 email: theMarketingCoach@PrimetimePromotions.ca 20 Things You Must Do To Market Your Business Successfully 32

×