Thanks for allowing me to share my insights and what I am most passionate about. Marketing with a customer centric focus. My goal today is to provide you with some really great insights. I want to provide as much value and I am likely to cover a lot of ground. You have some worksheets that we will get to and some great examples of companies attracting their ideal customers well.
This is the agenda for tonight. These are the building block questions to creating a company that attracts ideal customers. I want to understand your needs and will try and accommodate them in my presentation I will go through what your key take aways are for you We need to look at how your business is structured to see if you can accommodate the approach needed to attract the right customers Who are you is such an important aspect of attracting ideal customers and we look at why? Who needs to know is your ideal profile of a customer Why should they care - the value that is unique to them, the problem you solve How they find out?
Your expectations? ask and note them down. If there is one thing you wanted to get out of tonight, what is it that you wanted answered. Am missing a marketing opportunity by not using twitter? Radio Commercials? How do I know that my marketing is working?
According to some latest survey from flying solo here are some of the biggest marketing frustrations for SMB.
Do you know what is working?
If you have any thing else you would like to add do it now!
Biggest strength is to think like a customer. Show empathy. It is that simple and complex.
Marketing is a strategic planned approach to attracting customers so you can have a selling conversation.
It is a process. It never ends. IT can be as simple or as detailed as you have time for. It is all about making better business decisions to attract a stream of ideal customers and create a brand your customers and your employees love.
It takes long term outlook so say no. It is all about being purposeful
How to get the customers they want. Making conscious business decisions about how you attract the ideal customers.This is about being selective, it is about having a business model.
How to get the customers they want. Making conscious business decisions about how you attract the ideal customers.This is about being selective, it is about having a business model.
1. Tell your story. Make it real authentic and engaging. 2. Identify the individuals. Overviews of companies are better than nothing, but people want to know who they are dealing with. 3. Be contactable. There is nothing more annoying than only being able to contact a company via a contact feedback form. Put in an email address and phone number or loose leads. 4. Have a conversation with customers. Have a blog. Encourage two way conversations. People buy of people they like, know and trust. People do business with people they know, like and trust.
Target Market/Ideal Client Who are the ideal clients for your service? What are the demographics and psychographics - industry, position, needs, values, etc? What’s the “ personality profile” of an idea client? How does cold calling work for you? Company Demographics Individual Demographics Industry Age Size of Company Gender Geographic Location Ethnicity Annual revenues Income Who their customers are Situation Age of company Demographic Gender balance Age of average employee Who you sell to in the company Profession Geographic location Company Psychographics Individual Psychographics Company mission/philosophy Knowledge, skill, experience Management style Personal values/life outlook Reputation in industry Work ethic Commitment to training/education Personal style Hiring practices Intelligence Litigation history Integrity Level of integrity Flexibility Awards for excellence Community involvement
Big nets: Advertising, google How much do you know about your customers? The narrower your customer focus the more business you will attract. Why? You know them well, what they want, where they are, there hot buttons. It’s a lot easier to market to a target group than to an unfocused group. Problem/Issues/Challenges Why do your ideal clients need this service? What’s not working or could work better? What’s missing? What’s broken? What’s frustrating or what are they struggling with? What are your clients complaining about? What are your competitors not currently delivering? What are the current expectations in your industry? How can you leverage your current level of expertise? What will a complete solution save your clients? What's the current cost of living with the problem? How are most services packaged? What's missing from most service packages?
Do you need someone to help you assess these questions objectively? To what degree are you treating your customers like the guy in the movie.
Who wants to have a go? One of the most important things you can do in preparing to market is to study the problems of your clients. Why do they need you? What’s frustrating them? What are they struggling with? What’s missing for them? What don’t they have what they want to have? What keeps them awake at night? What is causing them grief?
What actual results will your clients be left with when they use your service? What ultimate result will make them happy? Ask, “If they got that result, would that be enough?” Get Attention The major frustration for these business owners is they don’t know how to attract their ideal customers and often result to doing ad-hock marketing at the last minute as they struggle to keep their cashflow consistent.What is the problem that they have? How do you solve this problem?
Visit their website
How to attract an ideal stream of customers
How to attract a steady stream of ideal customers! <ul><li>Presenter Danielle MacInnis </li></ul>www.macinnismarketing.com.au
Agenda: Keys to attracting ideal customers Keys to attracting ideal customers <ul><li>Why are you here? </li></ul><ul><li>What’s in it for you? </li></ul><ul><li>Your business strategy </li></ul><ul><li>Who are you? </li></ul><ul><li>Who needs to know? </li></ul><ul><li>Why should they care? </li></ul><ul><li>How will they find out? </li></ul><ul><li>Great marketing resources and tools. </li></ul>
<ul><li>3 </li></ul>Why are you here? Hint: Have you got a burning marketing question to ask? Now is your chance!
Why are you here? <ul><li>1. Your biggest challenge is to attract more customers. </li></ul><ul><li>(44% of 1,700 SMBs surveyed by flyingsolo.com.au) </li></ul><ul><li>2. You want to communicate in a compelling way. </li></ul><ul><li>SMBs have difficulty communicating true value position to their key target. </li></ul><ul><li>3. You want a plan. </li></ul><ul><li>Most SMBs are doing marketing in an inconsistent way, getting inconsistent results. </li></ul><ul><li>4. You want to be savvy with your expenditure. </li></ul><ul><li>SMBs cut corners and do things on the cheap and try and do it themselves or market at the wrong times. </li></ul><ul><li>5. You want to be selective about what you do. </li></ul><ul><li>SMBs haven't defined their target, value proposition, objectives or measures. </li></ul>4
What marketing are you doing? <ul><li>5 </li></ul>
<ul><li>6 </li></ul>What's in it for you? Tip: Ask questions and get prizes!
What's in it for you? <ul><li>1 Understand what is currently not working and why </li></ul><ul><li>2 Better approach to marketing and sales for your business </li></ul><ul><li>3 Tools and templates to use </li></ul><ul><li>4 Learn from others in the room and their experience </li></ul><ul><li>5 What you might do differently to attract your ideal customers </li></ul>7 Tip: See something you want to know more about? Jot it down on the feedback form and we will make sure we get back to you with the good oil.
My background <ul><li>8 </li></ul>IT TRAINING & HR CONSTRUCTION SERVICES CONSUMER CERTIFICATION
Marketing is... <ul><li>“ ...It is an integrated process through </li></ul><ul><li>which companies build strong customer </li></ul><ul><li>relationships and create value for their </li></ul><ul><li>customers and for themselves.” </li></ul><ul><li>Wiki </li></ul>10
<ul><li>12 </li></ul>Your business strategy Hint: Why did you start your business?
Your business strategy? <ul><li>13 </li></ul>TARGET MARKET YOUR SKILLS, EXPERIENCE & THE PROBLEM YOU SOLVE Tip: Are you just grabbing any business that walks in your door? Or are you targeting the market you want to serve and that you are designed to serve? YOUR BUSINESS VALUE
Making selective marketing decisions <ul><li>14 </li></ul>What can we do? What do our customers want? What are we good at? Can we do this? Will they value this? What do we want to do? How attractive is the market? Where do we want to go? Will this get us there? Will the market support this?
<ul><li>15 </li></ul>Who are you? Hint: Who is talking about you? Set up google alerts for your company, your name and competitors name.
About Us <ul><li>16 </li></ul>I don’t know who you are I don’t know your company I don’t know your company’s product I don’t know what your company stands for. I don’t know your company’s customers I don’t know your company’s record I don’t know your company’s reputation Now what was it you wanted to sell to me? Tip: People want to know who they are dealing with. Make it easy for them to find out and contact you.
Case study: Man with a van <ul><li>17 </li></ul>Other References Tip: People buy of people they like, know and trust. Creator Tim Bishop Business A relatively pedestrian service (removalist) delivered as a recognisable, youthful and interesting brand. Idea conception Acknowledgement of gap in the market place that there were no removal services specifically targeted at his demographic. Brand personality Fun Attractive Youthful Approachable Aussie sense of humour Recognisable Facts First branded removal company in the world. Started the business whilst at Uni Used a business partner to expand the business. The first van was purchased for $1500. There are no investors. They grew at a pace they could afford. The Man With A Van logo was done by a housemate in return for going down the street and getting him a slurpee and sausage roll.
Target ideal customers, not everyone <ul><li>19 </li></ul>Where do most of us have our focus most of the time? Our problems, issues, challenges, predicaments, worries, and pain are where we are focused. You want your ideal customer to say: “ That’s for me” NEWSFLASH: It is not about YOU. It is about THEM.
<ul><li>20 </li></ul>Why should they care? Tip: How do you show that you care?
Step into your customers’ shoes <ul><li>21 </li></ul>What is their problem, issue or challenge? Set your mindset to think "What is in if for me FM? Tip: Set up online survey, and ask customers about your service, how they found you etc
What are your potential customers thinking..when the visit your store, website have consultation..... <ul><li>1. Do you work with people like me? </li></ul><ul><li>2. Do you understand my problems, issues and challenges? </li></ul><ul><li>3. Do you have solutions and results that actually work for people like me? </li></ul><ul><li>4. Do you have some free information that can help me immediately? I don’t want to pay for anything yet! </li></ul>22 Tip: Look at your web and ask yourself how well do we answer these questions for our customers?
Worksheet 1 <ul><li>23 </li></ul>Summarising your core marketing message Target market / ideal client (demographics + psychographics) Problem/Issue/challenge Where is the pain? Where does it hurt? Solution/Outcome Success story
<ul><li>24 </li></ul>Does this service really work? Solution / Outcome
Success Stories (Proof) <ul><li>Who else has used your service and what were the results? </li></ul><ul><li>What’s an actual story of working with a client and moving them from where they were to your ultimate outcome? </li></ul>25 Tip: How can you provide proof, guarantee, testimonial, trial, pr, awards, success story
Sell the benefits not the features <ul><li>Save time, money, return of investment </li></ul>26
Worksheet 2 Marketing Message Marketing Message <ul><li>What do you say when someone asks you what you do? </li></ul><ul><li>The formula is: </li></ul><ul><li>What do you do? </li></ul><ul><li>We work with ________________(This Target Market) </li></ul><ul><li>Who ___________________(Have this Problem or Challenge) </li></ul><ul><li>How do you do that? </li></ul><ul><li>We help them get __________________(Ultimate Outcome) </li></ul><ul><li>Tell me more... </li></ul><ul><li>A good example is __________________(Success Story) </li></ul>31
What is your elevator pitch? Focus on the story <ul><li>32 </li></ul>“ I’m a coach who works with couples who are having relationship issues that they don’t know how to solve on their own.” “ We work with companies who want to sell their business and aren’t sure what to do to get the best price.” “ I help companies who aren’t getting enough traffic to their web sites.”
Why should they care? <ul><li>33 </li></ul>Expert Problem they solve Management Consultant Management problems that are costing the client money Marketing Consultant Struggling to attract enough clients Business Coach Not consistently reaching your goals. Missing important business opportunities Financial Planner Worried about not having enough money for retirement and college for the kids Web Designer Missing business by not being on the web Accountant Paying too much in taxes Executive Recruiter Not finding the people who can grow your business Trainer Employees who don't have essential skills and are costing your business Writer Your written communications do not have the impact they could Therapist Spousal problems are destroying marriages? " We work with these kind of people, with this kind of problem, who want this kind of outcome or solution."
<ul><li>34 </li></ul>Tip: Remember there are prizes! Those that share often get the benefit the most ! Be brave. Who wants to share their elevator pitch? " We work with these kind of people, with this kind of problem, who want this kind of outcome or solution."
<ul><li>35 </li></ul>How will they find out? Tip: You now know who they are what problem you solve, now it is is about going to where they are with your offer!
Lead Generation System <ul><li>Not passive but active.Don’t sit and wait for referrals! </li></ul><ul><li>Not ad-hoc! Marketing and sales process. </li></ul><ul><li>Build relationships with your ideal customers. </li></ul><ul><li>Business websites are for lead generation and conversion. </li></ul>37 Tip: Not everyone is ready to buy when you meet them but might be interested in over time.
Worksheet 3 <ul><li>38 </li></ul>UNAWARE AWARE ATTENTION INFORMATION GATHERING EXPERIENCE SIGN UP/SALE REFERRAL Don't know anything about you or your company Becomes familiar with you. Association referral, meet you They want more information and are ready to explore working with you They want more information and are ready to explore working with you At this stage, they may be ready for a "taste" or an "EXPERIENCE" prior to purchase The lead becomes a customer when they sign the agreement and pay. The customer is happy to refer you after experiencing great service and wants to tell your story and REFER you to their network Ideal Target Market Build a Connection Prospect Lead Qualified Lead Customer then Client Advocate MARKETING, attract, educate, interact, nurture, manage, track SALES, qualify, present proposals, answer objections, close, manage
The Simple Marketing System Choice of marketing Strategies Ideal Target Market to build a connection <ul><li>Joining the right / Professional Organizations </li></ul><ul><li>Online – Joining forums and discussion groups </li></ul><ul><li>Search engine strategies, e-newsletters sign up </li></ul><ul><li>Articles/Publishing (offline and online) </li></ul><ul><li>Special Events (Tradeshows, Workshops) </li></ul><ul><li>Advertising, PR, online, SEO </li></ul>Connection to Prospect (strangers/ people that don’t know you exist yet but might have a need for your service) <ul><li>Networking, Industry Affiliation, Conferences </li></ul><ul><li>Online Networking (Web site, blog, forum "commenting") </li></ul><ul><li>Face-to-face meetings </li></ul><ul><li>Telephone meetings, email exchanges </li></ul><ul><li>Referral (WOM, Viral Marketing) </li></ul><ul><li>Community involvement, volunteer work </li></ul><ul><li>Refer others </li></ul>Prospect to Lead (building awareness and familiarity) <ul><li>Keep in touch (Newsletter or e-newsletter, postcard mailings) </li></ul><ul><li>Recordings, podcasts, videos </li></ul><ul><li>Material and resources on web site </li></ul><ul><li>Online (Blog, LinkedIn, Facebook, forum "commenting") </li></ul><ul><li>Direct Outreach (Letters or email, follow up calls) </li></ul><ul><li>Follow up with others with phone call, invitation for coffee or appointment </li></ul>Lead to qualified hot Lead (giving information and building relationship) <ul><li>Invitation to Presentations, Briefings, Workshops </li></ul><ul><li>TeleClasses and Webinars </li></ul><ul><li>Joint Venture presentations </li></ul><ul><li>In-depth online interaction </li></ul><ul><li>Strategy sessions </li></ul><ul><li>Survey questionnaires </li></ul>Hot Lead to Customer and then client (build relationship further by tailoring the information to their needs, provide a taste or sample) <ul><li>Follow up calls and emails – exploring interest, qualification, </li></ul><ul><li>and appointment-setting. See “The Art and Science of </li></ul><ul><li>Telephone Follow-Up.” </li></ul><ul><li>Complimentary session </li></ul>Client to Advocate (delight them with your service, ask for feedback, invite the referral) <ul><li>Thank you card </li></ul><ul><li>Referral program </li></ul><ul><li>Ask for testimonial </li></ul><ul><li>Ask for customer success story </li></ul><ul><li>Incentive for referrals </li></ul>Lost lead or cold lead (keep them in the loop so when they do need your service they think of you first) <ul><li>Keep in touch (Newsletter or e-newsletter, postcard mailings) </li></ul><ul><li>Recordings, podcasts, videos </li></ul><ul><li>Material and resources on web site </li></ul><ul><li>Online (Blog, LinkedIn, Facebook, forum "commenting") </li></ul><ul><li>Direct Outreach (Letters or email, follow up calls) </li></ul>
<ul><li>40 </li></ul>Social marketing - Why? Tip: Want to know more about Facebook, Twitter or creating a blog for your business, we’ve got great resources online, ask as afterwards!
You need to go where your audience is <ul><li>"86% of Australian internet users are looking to their fellow internet users for opinions and information on products, services and brands" </li></ul><ul><li>Melanie Ingrey, Director for Nielsen's online Business </li></ul>41
Why join the customer conversation online? <ul><li>42 </li></ul>1. It helps to get your site found 2. Your customers are looking on line 3. You can generate leads at a low cost 4. You can demonstrate value and expertise 5. You can manage your brand
Choose where you play <ul><li>43 </li></ul>Monthly average 2010 Social Media Marketing MacInnis Marketing Visitors or views Leads Customers Blog 500 15 0 Web 500 40 3 Twitter 103 3 0 Podcast 300 5 0 Auto-email campaign 90 14 3 Networking sites 30 10 1 Linked in 60 3 0 Articles 630 2 0 Slideshare 121 0 0
47 Tip: Websites are for lead generation and conversion. It is not just a matter of “looking good”. Ugly and crowed, Vs beautful and empty! Keys to build a great website 1. Attract prospects 2. Great content 3. Get found 4. Convert prospects to leads (call to action) 5. Measure your ROI Good websites
Key Mistakes that I see <ul><li>1. Talk about themselves and not the customer needs in marketing communications 2.Provide no way for customers to get a taste of them before they buy 3. Not nurturing the customer for entire lifecycle 4. Doing ad-hock marketing at the wrong times 5. Not collecting insights from their customers and employees to improve their business value to customers 6. Not having a consistent brand image, personality and voice 7. Not marketing in the right mediums for their potential customers 8. Not having a call to action on every marketing communication 9. Not measuring what works and what doesn't and tweaking as they go 10. Not having a sales approach to follow up on the marketing effort. </li></ul>48
Key Take aways... what can I start doing today? <ul><li>1. Do an audit, where are you, who are you and where would you like to be? </li></ul><ul><li>2. Know what your customer, looks, feels and acts like. </li></ul><ul><li>3. Listen to your customers. Understand what problem you solve for them. </li></ul><ul><li>4. Speak to them in on your web, brochures, etc language so they know you understand them. </li></ul><ul><li>5. Create a lead generation that targets only these customers and that works for you. </li></ul><ul><li>6. Think about the use of social media to enter the conversation with your customers, understand your competition and manage your brand. </li></ul>49
Don’t re-create, be resourceful! <ul><li>50 </li></ul>Customer insight Your story is important
Resources <ul><li>51 </li></ul>Best Books • 4 Hour work week – Timothy Ferriss • I love you more than my dog by Jeanne Bliss • Peak – Chip Conley • The 8th Habit – Stephen Covey • The Five Book by Dan Zadra • The five dysfunctions of a team – Patrick Lencioni • The little big things – Tom Peters • Think like your customer by Bill Stinnett • Tribes – Seth Godin • Trust Agents – Chris Brogan and Julien Smith • What's the secret – John R Dijulius • Who's got your back – Keith Ferrazzi Best Websites Flying solo Enterpreneur Hubspot Kochie’s Business Builders Linkedin Best Podcasts • Duct tape marketing -Small business general • Professional services marketing - Rain today - Professional services marketing and selling • Hubspot TV - Internet and social media • SmallBusiness Big Marketing - General small business marketing tips • Power to the small business - branding and marketing tips • Six Degrees of Seperation - Internet and social media • Dishymix - Thought leadership and business strategy marketing • 10 Golden rules of Internet Marketing - Internet ideas and marketing tips • MacInnis Marketing - Marketing basics • Help my business sucks - Business basic s
Want help...? <ul><li>Fill out form for: </li></ul><ul><li>• Complimentary Strategic Audit - attract ideal customers. </li></ul><ul><li>• Fast track Workshop - 1 day </li></ul><ul><li>• MacInnis Marketing Minute Tips - Join on web site home page </li></ul>53