Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

AmFam Teleconf 4 -- Marketing Tools Business Accelerator[1]

1,085 views

Published on

Teleconference #4, August 28, 2009
Business Accelerator Program
Affordable Marketing Tools

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

AmFam Teleconf 4 -- Marketing Tools Business Accelerator[1]

  1. 1. Teleconference #4: Affordable Marketing Tools E-mail questions to [email_address]
  2. 2. Step It Up Competition E-mail questions to [email_address]
  3. 3. <ul><ul><ul><li>Open to all registered Business Accelerator participants </li></ul></ul></ul><ul><ul><ul><li>One winner in each city (Chicago, Phoenix, and Denver) </li></ul></ul></ul><ul><ul><ul><ul><li>Advantage For Sales training program from Wright Business Institute – 6 sessions live or via web/phone </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Marketing strategy session from Hi-Impact Marketing </li></ul></ul></ul></ul><ul><ul><ul><ul><li>$500 Staples gift certificate </li></ul></ul></ul></ul>Step It Up Competition
  4. 4. <ul><ul><ul><li>Contestants will be judged on: </li></ul></ul></ul><ul><ul><ul><ul><li>Thoroughness </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Impact </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Creativity </li></ul></ul></ul></ul><ul><ul><ul><li>Entry forms are online at www.AmfamBusinessAccelerator.com and can be submitted between October 1 st and October 22 nd </li></ul></ul></ul><ul><ul><ul><li>Winners will be announced at the November Business Mixers in each of the cities </li></ul></ul></ul>Step It Up Competition
  5. 5. <ul><ul><ul><li>Why have a marketing plan? What does one look like? </li></ul></ul></ul><ul><ul><ul><li>What are the various marketing tools available? </li></ul></ul></ul><ul><ul><ul><li>How do I best leverage my website and powers of search engines? </li></ul></ul></ul><ul><ul><ul><li>How can I use e-mail to build relationships and generate leads? </li></ul></ul></ul><ul><ul><ul><li>How can I leverage the media to generate business? </li></ul></ul></ul><ul><ul><ul><li>How do I most effectively use direct mail? </li></ul></ul></ul>In Today’s Teleconference We will Cover …
  6. 6. Marketing Plan E-mail questions to [email_address]
  7. 7. The Key Components of a Marketing Communication Strategy <ul><li>SWOT </li></ul><ul><li>Customer and Expert Interviews </li></ul><ul><li>Opportunities – prioritized </li></ul><ul><li>Target Audience </li></ul><ul><li>Needs Analysis </li></ul><ul><li>Value Statement </li></ul><ul><li>Positioning (Bumper Sticker) </li></ul><ul><li>Key Messages </li></ul>Unique Selling Proposition
  8. 8. Orchestrating your Marketing Instruments <ul><li>Integration </li></ul><ul><ul><li>Messages </li></ul></ul><ul><ul><li>Offers </li></ul></ul><ul><ul><li>Call to Actions </li></ul></ul><ul><li>Timing </li></ul><ul><li>Responsive </li></ul><ul><li>Company wide </li></ul><ul><ul><li>Linkage to CRM (customer relationship management) </li></ul></ul>
  9. 9. Websites and leveraging search engines Jeff Lewis The Webs We Weave www.thewebsweweave.com 847-540-9668 E-mail questions to [email_address]
  10. 10. <ul><ul><ul><li>What is the difference between “paid search” and “organic search”? </li></ul></ul></ul><ul><ul><ul><li>Paid = “Sponsored Results” </li></ul></ul></ul><ul><ul><ul><li>Unpaid = Organic </li></ul></ul></ul><ul><ul><ul><ul><li>Pages are ranked by search engine </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Spiders browse pages on Internet </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Free, but requires good web design and well-written copy with SEO in mind </li></ul></ul></ul></ul>Websites/Getting Friendly with Google
  11. 11. Websites/Getting Friendly with Google Paid Search (pay per click) Organic Search (SEO)
  12. 12. <ul><ul><ul><li>What can be done to optimize an existing website for the search engines? </li></ul></ul></ul><ul><ul><ul><li>On-page optimization </li></ul></ul></ul><ul><ul><ul><ul><li>Title tags, descriptive tags, keyword usage, heading, internal links, content (text) </li></ul></ul></ul></ul><ul><ul><ul><li>Off-page optimization </li></ul></ul></ul><ul><ul><ul><ul><li>Back links </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Must be consistent with your website </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>The more prominent the other website the better </li></ul></ul></ul></ul></ul>Websites/Getting Friendly with Google
  13. 13. Websites/Getting Friendly with Google <ul><ul><ul><li>How can blogging help my website? </li></ul></ul></ul><ul><ul><ul><li>A blog on your web site can increase page ranking </li></ul></ul></ul><ul><ul><ul><ul><li>Search engines love blogs </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Focused content, updated frequently </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Free blog tools: Wordpress, b2Evolution, bBlog </li></ul></ul></ul></ul><ul><ul><ul><li>Blog on other sites </li></ul></ul></ul><ul><ul><ul><ul><li>Can imbed your site in your profile or blog content to drive people to your site </li></ul></ul></ul></ul>
  14. 14. <ul><ul><ul><li>How can social media activity affect my website? </li></ul></ul></ul><ul><ul><ul><li>Good source for fresh content for your site </li></ul></ul></ul><ul><ul><ul><ul><li>Raise “authority level” </li></ul></ul></ul></ul><ul><ul><ul><li>Back-links by bloggers to your site </li></ul></ul></ul><ul><ul><ul><ul><li>Digg, Stumbleupon </li></ul></ul></ul></ul><ul><ul><ul><li>LinkedIn – professional networking </li></ul></ul></ul><ul><ul><ul><li>Facebook – link from Facebook page back to your site & blog </li></ul></ul></ul>Websites/Getting Friendly with Google
  15. 15. <ul><ul><ul><li>How can I convert visitors to leads? </li></ul></ul></ul><ul><ul><ul><li>Have a strong call to action, keep it consistent </li></ul></ul></ul><ul><ul><ul><li>Provide a telephone number </li></ul></ul></ul><ul><ul><ul><li>Offer free services </li></ul></ul></ul><ul><ul><ul><li>Publish a newsletter </li></ul></ul></ul><ul><ul><ul><li>Don’t request too much information on web forms </li></ul></ul></ul><ul><ul><ul><li>Give them a time limit </li></ul></ul></ul><ul><ul><ul><li>Immediacy – follow-up right away </li></ul></ul></ul>Websites/Getting Friendly with Google
  16. 16. <ul><ul><ul><li>How do I measure the success of my website? </li></ul></ul></ul><ul><ul><ul><li>Many ways to measure </li></ul></ul></ul><ul><ul><ul><li>Depends on your website’s objective </li></ul></ul></ul><ul><ul><ul><ul><li>Provide information or generate leads </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Sell product (e-store) </li></ul></ul></ul></ul><ul><ul><ul><li>Measurements must be quantifiable </li></ul></ul></ul><ul><ul><ul><li>Need a robust analytical tool </li></ul></ul></ul><ul><ul><ul><li>Landing pages, unique phone numbers </li></ul></ul></ul>Websites/Getting Friendly with Google
  17. 17. Email Marketing Teri Latter Hi-Impact Marketing & Sales Solutions www.hi-impactmarketing.com 847-550-0313 E-mail questions to [email_address]
  18. 18. <ul><ul><ul><li>What are the different ways you can use Email to market your business? </li></ul></ul></ul><ul><ul><ul><ul><li>E-mail newsletters – regular distribution to your email list </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Less expensive than direct mail, print, telemarketing </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Easy to implement through e-marketing providers </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>E-blasts – information sent outside of e-newsletter cycle, sometimes promotion based </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Both help strengthen relationship with customers </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Build brand awareness with potential customers </li></ul></ul></ul></ul>Email Marketing
  19. 19. <ul><ul><ul><li>How do I get e-mail addresses? </li></ul></ul></ul><ul><ul><ul><ul><li>Put an easy-to-find e-newsletter sign-up box on your website and/or on your retail counter </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Collect business cards and ask for permission to email </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Send request to all email addresses you have </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Join organizations and use membership list </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Hold a contest—gather e-mail addresses from entry form </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Ask for Email on direct mail response forms </li></ul></ul></ul></ul>Email Marketing
  20. 20. Email Marketing <ul><ul><ul><li>What does it mean to opt-in? </li></ul></ul></ul><ul><ul><ul><ul><li>Permission marketing -- recipients of your emails have consented to receive them </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Permission = more effective list </li></ul></ul></ul></ul><ul><ul><ul><li>How do I avoid spamming? </li></ul></ul></ul><ul><ul><ul><ul><li>Spam -- sending unsolicited bulk messages or those perceived to be such </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Only use permission-based lists </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Warning! Subject line don’ts. CAPS, punctuation, and words like FREE, Save and $$$ </li></ul></ul></ul></ul>
  21. 21. <ul><ul><ul><li>Should I use an e-mail service provider? Absolutely! </li></ul></ul></ul><ul><ul><ul><ul><li>Inexpensive, many offer free trials </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Relationships with ISPs to ensure maximum delivery </li></ul></ul></ul></ul><ul><ul><ul><ul><li>List management, including opt-outs </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Templates that you can customize </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Personalization of your emails </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Format testing – how you see it is how they receive it </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Host images, training and help </li></ul></ul></ul></ul>Email Marketing
  22. 22. Email Marketing <ul><ul><ul><li>How do I get people to open my e-mails? </li></ul></ul></ul><ul><ul><ul><ul><li>Create good subject lines </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>If there’s an offer, say so </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>If there’s information, mention it </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Be creative, but beware of looking like spam </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Make sure information is relevant and well-written and offers are unique </li></ul></ul></ul></ul>From Subject Business Accelerator… Unforgettable, that’s what you are Chris Baggott Michelle, tired of prospects not knowing who you are? FABTECH/AWS/METAL… Get Your Complimentary FABTECH/AWS/METALFORM Show Badge Today!
  23. 23. Email Marketing <ul><ul><ul><li>What type of content should I include in my e-mails? How long should they be? How often should I send them out? </li></ul></ul></ul><ul><ul><ul><ul><li>E-newsletters – VALUE </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Upcoming events, sales, tips that your customers can use, new product information, industry information </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Keep articles short -- no longer than a printed page </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Set a schedule that is manageable and consistent </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Ensure you’ll be able to provide fresh content </li></ul></ul></ul></ul></ul>
  24. 24. Email Marketing <ul><ul><ul><li>How can your e-mail newsletters help your site rise to the top in Google searches? </li></ul></ul></ul><ul><ul><ul><ul><li>Put your articles on your website – just tease in the newsletter – this means you have frequent new content </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Optimize the articles – use your keywords </li></ul></ul></ul></ul><ul><ul><ul><ul><li>New content + optimized articles = higher ranking </li></ul></ul></ul></ul>
  25. 25. PR: How a Small Business Can Leverage the Media Barry Sigale Sigale Public Relations www.sigalepr.com 847-549-8429 E-mail questions to [email_address]
  26. 26. PR: Leveraging the Media <ul><ul><ul><li>What are the advantages of publicity over other vehicles such as advertising or direct mail? </li></ul></ul></ul><ul><ul><ul><ul><li>Effective as part of the marketing mix </li></ul></ul></ul></ul><ul><ul><ul><ul><li>News media credibility </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Cost effective </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Reprints can be used for direct mail initiatives </li></ul></ul></ul></ul><ul><li>Most </li></ul>
  27. 27. PR: Leveraging the Media <ul><ul><ul><li>What kind of news about my company will interest the media? </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Publicity increases visibility, influence, current/news targets, stimulate news media </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Unique product or service </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Tie in to News of the Day </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Special event </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Newsworthy survey </li></ul></ul></ul></ul></ul>
  28. 28. PR: Leveraging the Media <ul><ul><ul><li>Where do I find potential media to target? </li></ul></ul></ul><ul><ul><ul><ul><li>News media websites – search contact listings </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Follow the news </li></ul></ul></ul></ul><ul><ul><ul><ul><li>www.epodunk.com </li></ul></ul></ul></ul><ul><ul><ul><ul><li>PRnewswire.com – online press release </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Social media </li></ul></ul></ul></ul>
  29. 29. PR: Leveraging the Media <ul><ul><ul><li>How should I notify the media of my news and what does a good press release look like? </li></ul></ul></ul><ul><ul><ul><ul><li>News release – who, what, where, when, why, and how </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>See sample on the Business Accelerator forum </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Pitch letter – grab the editor’s attention </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Photo and caption -- well liked by editors </li></ul></ul></ul></ul>
  30. 30. PR: Leveraging the Media <ul><ul><ul><li>What can I use to get the news media’s attention? </li></ul></ul></ul><ul><ul><ul><ul><li>Email </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>News release and pitch letters – concise with most important info up front </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Telephone </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Follow-up is critical on Email </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>If not interested in this story, what are their editorial needs? </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Timing – Tuesday mornings </li></ul></ul></ul></ul>
  31. 31. Direct mail E-mail questions to [email_address]
  32. 32. Direct Mail <ul><ul><ul><li>What plays a role in making a direct mail successful? </li></ul></ul></ul><ul><ul><ul><ul><li>The list – 60% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>The offer – 20% </li></ul></ul></ul></ul><ul><ul><ul><ul><li>The creative – 20% </li></ul></ul></ul></ul>
  33. 33. Direct Mail <ul><ul><ul><li>How do I acquire mailing lists? </li></ul></ul></ul><ul><ul><ul><ul><li>Create your own, compile from: </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Membership directories </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Current customers </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Hold a drawing or contest </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Rent mailing lists </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Directly from list owner </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Mailing list broker – selection criteria </li></ul></ul></ul></ul></ul>
  34. 34. Direct Mail <ul><ul><ul><li>What are some good offers? </li></ul></ul></ul><ul><ul><ul><ul><li>Soft to hard offers with a time limit </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>White paper, DVD </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Information kit </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Free trial </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Free add-ons </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Free gift </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Free shipping </li></ul></ul></ul></ul></ul>
  35. 35. Direct Mail <ul><ul><ul><li>How do I increase my response rates? </li></ul></ul></ul><ul><ul><ul><ul><li>Open, Skim, Read, Respond Strategy </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Outer envelope </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Subheads, Postscript </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Benefit oriented, Power words, Facts & figures, Targeted, Personalized </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Call to Action: offer with a time limit </li></ul></ul></ul></ul></ul>
  36. 36. Direct Mail <ul><ul><ul><li>How does telemarketing affect the success of my direct mail? </li></ul></ul></ul><ul><ul><ul><ul><li>Reinforce message and offer </li></ul></ul></ul></ul><ul><ul><ul><ul><li>State the purpose and get right to the point </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Avoid technical terms </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Use the person’s name </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Be polite </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Have your facts ready </li></ul></ul></ul></ul>American Family Business Accelerator Program Upcoming Teleconferences and Success Activities
  37. 37. Looking Forward <ul><li>What’s Next? </li></ul><ul><li>Knowing Where You Stand: Defining the Game </li></ul><ul><li>Establishing vital systems and monitors to understand the state of your business </li></ul><ul><li>  </li></ul><ul><li>Getting Down to Business: Selling & Essential Daily Activity </li></ul><ul><li>Setting up effective disciplines, intentional networking, and negotiating deals </li></ul><ul><li>  </li></ul><ul><li>Building Relationships </li></ul><ul><li>Creating your vision, developing and leveraging your network </li></ul><ul><li>Marketing Tools </li></ul><ul><li>Developing your brand and mastering marketing tools </li></ul><ul><li>  </li></ul><ul><li>Systemizing Your Activity for Growth </li></ul><ul><li>Anticipating and getting around roadblocks; understanding your business and its sales cycles </li></ul><ul><li>  </li></ul><ul><li>Leading Your Business, Leading Your World </li></ul><ul><li>Building a culture, getting work done through others, and getting the most from what you have </li></ul>
  38. 38. Teleconference #5: Systemizing Your Activity for Growth <ul><ul><li>Setting up and maintaining systems </li></ul></ul><ul><ul><li>Understanding your business and sales cycles; knowing your customer’s buying process </li></ul></ul><ul><ul><li>Anticipating and getting around roadblocks </li></ul></ul><ul><ul><li>Leveraging purpose and vision </li></ul></ul>
  39. 39. Ongoing Support and Involvement <ul><li>Monthly Teleconferences </li></ul><ul><li>Weekly E-Tips </li></ul><ul><li>Assignments </li></ul><ul><li>Contests </li></ul><ul><li>Break Room </li></ul><ul><ul><ul><li>Panel of Experts </li></ul></ul></ul><ul><ul><ul><li>Growth Coach Forum </li></ul></ul></ul><ul><li>Special Offerings </li></ul>

×