7 Steps For Small Business Marketing (Short)


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7 Steps for Small Business Marketing Success Seminar that Randy Aimone delivered on January 28th at the Southern Dutchess Chamber of Commerce.

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  • Interactive – How many of have sat down and written out a marketing plan? Call on some examples, what does it consist of? Give definition of a solid marketing strategy. What should it do.
  • Interactive – How many of have sat down and written out a marketing plan? Call on some examples, what does it consist of? Give definition of a solid marketing strategy. What should it do.
  • Higher Purpose – Exercise ask for a few examples from the class. Marketing Dept – Be creative and honest with your abilities. Outsource when necessary. Not good a copy writing, create a video blog for your website or work with a writer. Need a graphic designer. Plan to find the right person to work with and add them to your “org chart”
  • How many of you think any customer is your ideal customer? Have you had customers whom you wish weren’t your customers? Difficultly in obtaining your ideal customer if your strategy doesn’t make it easy to lead them to you and the those customers that are nothing but a pain in your backside to serve away. Your strategy will most importantly reason out your communication meaning the channels you use to what you actually say.
  • Three things your ideal customer should do for you..Yes, your customers should be doing something for you. They should value you and what you provide. They should feel that they can’t get this service/product anywhere else in such a manner. They should be profitable meaning they don’t just come in for a 50% off coupon promotion and they move up your pricing ladder to purchase not only more quantity but more pricey items leaving you with a higher profit margin. And most of all, they refer you to others enthusiastically.
  • This is how you structure your ideal customer.
  • What makes you stand out in your geographic area? in your industry? What do you provide that others can’t replicate easily. Examples are quality, experience, personality, brand image, relationships, distribution.
  • How can I figure this out for my business? You have your resource right now.
  • Now how to communicate this difference. Exercise – State what you do for a living in this personal way. Getting down to the gritty about what you do best.
  • 7 Steps For Small Business Marketing (Short)

    1. 1. 7 Steps to Small Business Marketing Success Randy Aimone The Hudson Valley’s Duct Tape Marketing Coach John Jantsch - www.ducttapemarketing.com
    2. 2. Introductions Inigo Montoya In one (1) Breath or less: Your Name Your Business What you do for a living 1 thing that you want out of this seminar
    3. 3. Definition of Marketing Marketing, in economics, that part of the process of production and exchange that is concerned with the flow of goods and services from producer to consumer. In popular usage it is defined as the distribution and sale of goods, distribution being understood in a broader sense than the technical economic one. Copyright © 2003, Columbia University Press.
    4. 5. Marketing is a System <ul><ul><li>Strategy BEFORE Tactics </li></ul></ul><ul><ul><li>Ideal customer/difference </li></ul></ul><ul><ul><li>Content that educates </li></ul></ul><ul><ul><li>Marketing hourglass </li></ul></ul><ul><ul><li>Lead generation </li></ul></ul><ul><ul><li>Lead conversion </li></ul></ul><ul><ul><li>Harness the Internet </li></ul></ul><ul><ul><li>Live by the calendar </li></ul></ul>
    5. 6. 1) Strategy before tactics <ul><ul><li>If you are in Business, you are a Marketer! </li></ul></ul>
    6. 7. 1) Strategy before tactics <ul><ul><li>Do you have a plan of attract? </li></ul></ul>
    7. 8. <ul><li>Your marketing map </li></ul><ul><ul><li>Higher purpose mantra – Why are you in Business? </li></ul></ul><ul><ul><li>Goals and gaps </li></ul></ul><ul><ul><ul><li>Measurable </li></ul></ul></ul><ul><ul><ul><li>Be Realistic </li></ul></ul></ul><ul><ul><li>Visual – Ideal customer experience </li></ul></ul><ul><ul><li>Marketing dept – Yes, an org chart </li></ul></ul>
    8. 9. 2) Ideal customer/difference Customers you have vs. Customers you would like to have
    9. 10. <ul><li>What is ideal? </li></ul><ul><ul><li>Values you </li></ul></ul><ul><ul><li>Profitable for you </li></ul></ul><ul><ul><li>Refers You </li></ul></ul>
    10. 11. <ul><li>Ideal customer </li></ul><ul><ul><li>Demographics </li></ul></ul><ul><ul><li>Psychographics </li></ul></ul><ul><ul><li>Behavior </li></ul></ul>
    11. 12. Differentiate
    12. 13. <ul><li>Action steps </li></ul><ul><ul><li>Interview 8-10 ideal customers </li></ul></ul><ul><ul><li>Why did you choose us? </li></ul></ul><ul><ul><li>What do we do that others don’t </li></ul></ul><ul><ul><li>Why do you refer us? </li></ul></ul><ul><ul><li>Have you asked your employees? </li></ul></ul><ul><li>What themes emerge? </li></ul>
    13. 14. product Service Process Experience People Guarantee Packaging Delivery What people really buy? Your unique…
    14. 15. What people really buy? Your unique… SOLUTION TO THEIR problem
    15. 16. <ul><li>Differentiate - Architect </li></ul><ul><ul><li>What you do for a living “ We help contractors get paid faster ” </li></ul></ul><ul><ul><li>Complimentary statement “ Zoning adjustment compliance system ” </li></ul></ul><ul><ul><li>Positioning goal/statement #1 Design/Build Architect </li></ul></ul><ul><ul><li>Core marketing message “ The Contractors Architect ” </li></ul></ul>
    16. 17. 3) Content that educates
    17. 18. <ul><li>Content that educates </li></ul><ul><ul><li>Your content strategy </li></ul></ul><ul><ul><li>Your marketing kit </li></ul></ul><ul><ul><li>Your online education </li></ul></ul><ul><ul><li>Your presentations </li></ul></ul>
    18. 19. <ul><li>Content optimization </li></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Podcast </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Online PR </li></ul></ul><ul><ul><li>Social profiles </li></ul></ul><ul><ul><li>Local profiles </li></ul></ul>
    19. 20. 4) The marketing hourglass
    20. 21. The Marketing Hourglass © Duct Tape Marketing – all rights reserved
    21. 22. <ul><li>The product/service mix strategy </li></ul><ul><ul><li>What is your free or trial offering? </li></ul></ul><ul><ul><li>What is your starter offering? </li></ul></ul><ul><ul><li>What is your “make it easy to switch” offering? </li></ul></ul><ul><ul><li>What is your core offering? </li></ul></ul><ul><ul><li>What are your add-ons to increase value? </li></ul></ul><ul><ul><li>What is your “members only” offering? </li></ul></ul><ul><ul><li>What are your strategic partner pairings? </li></ul></ul>
    22. 23. 5) Inbound lead generation
    23. 24. <ul><li>Inbound lead generation </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Public relations </li></ul></ul><ul><ul><li>Referrals </li></ul></ul>
    24. 25. <ul><ul><li>Narrowly targeted </li></ul></ul><ul><ul><li>2-step – direct response </li></ul></ul><ul><ul><li>Accountable </li></ul></ul><ul><ul><li>Awareness for content </li></ul></ul>Advertising
    25. 26. <ul><li>Public Relations </li></ul><ul><ul><li>It’s about relationships </li></ul></ul><ul><ul><li>Pitch, don’t release </li></ul></ul><ul><ul><li>Monthly touch </li></ul></ul><ul><ul><li>Use online press releases </li></ul></ul>
    26. 27. <ul><li>Referrals </li></ul><ul><ul><li>Be more referable </li></ul></ul><ul><ul><li>Target </li></ul></ul><ul><ul><li>Educate </li></ul></ul><ul><ul><li>Offers </li></ul></ul><ul><ul><li>Follow-up </li></ul></ul>
    27. 28. Inbound Marketing Matrix   Your Control Of:   Message When Cost Trust Audience Advertising Great! Great Expensive None Great Public Relations Some None Inexpensive Good Some Referrals None Some Controlled Great Great
    28. 29. 6) Lead conversion
    29. 30. <ul><li>Lead Conversion </li></ul><ul><ul><li>Qualification – Next step </li></ul></ul><ul><ul><li>Presentation – Internal seminar </li></ul></ul><ul><ul><li>Nurturing – Sales cycle </li></ul></ul><ul><ul><li>Monthly touches </li></ul></ul><ul><ul><li>Transaction – Same experience </li></ul></ul>
    30. 31. 7) Harness the internet
    31. 32. Don’t think so? <ul><ul><li>73% of online users read a blog </li></ul></ul><ul><ul><li>57% join social networks </li></ul></ul><ul><ul><li>45% have started a blog </li></ul></ul><ul><ul><li>83% have viewed a video online </li></ul></ul><ul><ul><li>39% subscribe to RSS feeds </li></ul></ul><ul><ul><li>36% think more positively about companies that have blogs </li></ul></ul><ul><ul><li>Source: Universal McCann Wave3 research into social media, 2007 </li></ul></ul>New research shows that 84% of US adults use the Internet as an information source when shopping locally for products and services. ~ Kelsey Group
    32. 33. Hub and Spoke social media in business
    33. 34. 8) Live by the calendar
    34. 35. <ul><li>Live by the calendar </li></ul><ul><ul><li>Monthly themes </li></ul></ul><ul><ul><li>Weekly actions </li></ul></ul><ul><ul><li>Daily appointments </li></ul></ul>
    35. 36. Next Steps: www.ducttapemarketing.com www.AimOneMarketing.com Schedule an hour to “rent” Randy’s Brain Decide to go though the Ultimate Marketing System 10 classes & 2 one on one sessions- Guaranteed Results