1) Setup | Google Analytics, Search Console and a solid CRM at your fingertips
2) Understand | Discover customer touch points and competitor marketing
3) Prepare | Ensure all marketing channels are consistent and on-brand
4) Attract | Create a compelling story that offers real value
5) Nurture | Build long-lasting relationships and repeat customers
6) Review | Monitor results and adjust campaigns to maximise effectiveness
Our 6 Step Process

1) Setup Intellengent Tracking Tools
Purpose: To be able to monitor your marketing efforts it's important to
have these tracking tools set up from the start.

1) Google Analytics - Stay focused
Don't worry about the hundreds of options available
Always ask - why are you using the tool?
• Where are visitors coming from?
• How long are they staying?
• What pages are they viewing?
• What is their exit page - is there a reason why?
• New vs returnings visitors
Your CRM will tell you which visitors turn into customers and why

• Google Analytics - Acquisition - Sources• Google Analytics - Acquisition - Know where your visitors are coming from

• Google Analytics - Audience - Users / Views / Duration / Screen

• Google Search Console - Organic traffic and website plus your sitemap
errors

Purpose: To track all conversations and touch-points with customers
so you have a clear understanding of their journey
Monitor all this and more!
• Emails - G-suite
• Phone calls
• Website visits
• Meetings
• Forms
• Tasks/Projects
• Third party integration - Zapier!
1) CRM - Customer Relationship Management

• CRM - Customer Relationship Managment - Benefits

• CRM - Customer Relationship Managment - Benefits

• CRM - Customer Relationship Managment - Dashboard

Purpose: To find out where your customers are spending their time and
what is working for your competitors
Research
• Social Media - See Power Hour 6
• Google Search
• Email Responses
• SEO Tools like Uber Suggest - See Power Hour 7 & 11
• Market Research / Surveys
• Eventbrite / Meetup / Nextdoor / Quora
• Don't be afraid to ask!
• *Think like your customer*
2) Understand | Customer Touchpoints

Purpose: Find the leaders in your niche and replicate their winning forumla
• 1) Pick 5 aspirational companies offering the same product / service
• 2) Use Trello / Pocket / Pinterest to create a storyboard
• 3) Focus on what gets the most engagement
Social media posts / Competitions / Giveaways / Influencers / Video
Ad campaigns - facebook.com/ads/library (no need to advertise)
Example: Neil Patel is a respected expert in his field and offers free valuable
content. This Power Hour & Guide training series is designed to meet the
same needs for your business (on a much smaller scale)
2) Understand | Competitor Analysis

Purpose: Build a strong brand with consistent messaging to create
awareness and loyalty
Look at all of your marketing material and communication channels:
• Website
• Social media
• Directory Listings
• Print material
• Email etc.
Example: - Navy, Light Blue, Red, Personal & Professional
Digital Marketing for Growing Your Business
3) Prepare | Consistent Branding Across All Channels

3) Prepare | Consistent Branding Across All Channels

3) Prepare | Consistent Branding Across All Channels

3) Prepare | Consistent Branding Across All Channels

3) Prepare | Consistent Branding Across All Channels

3) Prepare | Consistent Branding Across All Channels

4) Attract | Create a Compelling Story
Purpose: Generate genuine interest from customers by offering something of
value by supporting them or responding to their pain points.
• Clearly identify the problem that you are solving and your USP
• Ensure your marketing material is well delivered and easy to understand
• Pick a niche and stick to it!
• Build a series of communication that engages your growing audience
• Press release - something newsworthy? Who should know about it?

5) Nurture | Build Relationships and Repeat Customers
Purpose: The most valuable businesses manage to retain and delight their
customers at every opportunity
• Never take customers for granted - a single sale is not success
• Customers can always swap their supplier so give them strong reason to stay
• Semi-regular contact through email marketing, content and calls
• Take the time to make direct contact - be smart, timely and monitor
• Always ask about thier business and the successes / challenges they face

6) Review | Monitor Results and Update Campaigns
Purpose: To know exactly which campaigns are working and why, so you can
focus your time and energy on activitys that will grow your business
• Set goals for each campaign but be realistic to start
• Prepare to adjust your expectations with seasonal / PESTEL factors
• Look ahead - are there any other influences that could affect results?
• Look at email opens / clicks / subscribers / unsubs / subject / days
• Monitor activity across channels and continuosly drive engagement

Ask Yourself?
1) Can you easily track website vistors and how they engage?
2) Do you know where your ideal customers are and competitor strenghts?
3) Is your brand messaging coherent for ALL not just your internal team?
4) What is your key USP and how do you communicate it?
5) Do you keep in touch with your customers regularly - do they care?
6) Can you monitor activity and act on results / can your team do the same?

Ask Yourself?
1) Can you easily track website visitors and how they engage?
2) Do you know where your ideal customers are and competitor strengths?
3) Is your brand messaging coherent for ALL not just your internal team?
4) What is your key USP and how do you communicate it?
5) Do you keep in touch with your customers regularly - do they care?
6) Can you monitor activity and act on results / can your team do the same?

Do these Bitesize Marketing Guides Deliver?
Purpose: To offer valuable free content to small business owners
Setup | Tracking and monitoring via Google, Hubspot, Mailerlite, Social Media
Understand | Facebook / LinkedIn / Networking Events / Enterprise Hubs & more
Prepare | Branding colours, messaging and personal / professional values
Attract | 100% Free support to get started and bespoke solutions for customers
Nuture | Weekly contact via email, facebook and calls to customers & partners
Review | Every campaign is monitored and tweaked to improve results

Final Thoughts
• Don't ignore any relationship... a competitor can be a partner
Example Jeannie Shapiro - Looks like a competitor but a fantastic partner
• Don't be afraid to test new activity and be creative with your marketing
• Always ask yourself what the purpose is for every action and campaign
• Be proud of your business but know your place in the market
• Extend your reach Eventbrite / Meetup / Social / Chambers / Business Centres
/ Enterprise Hubs / Personal Contacts / Directories etc.
• Ask for feedback from loyal customers

THANK YOU
Please get in touch if you have any questions
theo@theoruby.com
07709 852 364
Our next Power Hour: Friday 10th July, 12 pm
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Get in touch to discuss your next marketing campaign