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Your 2012 Marketing Plan: Simple & Powerful

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Your 2012 Marketing Plan: Simple & Powerful

  1. 1. Your 2012 Marketing Plan Simple & Powerful@tylergarns
  2. 2. U.S. Job Growth in Aug-Sep 1-49 Employees 500+ Created Employees 60,000 Jobs Lost 5,000 Jobs September 2011 ADP National Employment Report®@tylergarns
  3. 3. The Unfortunate Reality of Small Business... Scott Shane: Illusions of Entrepreneurship: The Costly Myths that Entrepreneurs, Investors, and Policy Makers Live By.@tylergarns
  4. 4. Why do small businesses die?@tylergarns
  5. 5. Failure to Thrive@tylergarns
  6. 6. Failure to Grow@tylergarns
  7. 7. Grow or Die!@tylergarns
  8. 8. Typical Marketing Plan • Executive summary • Market segmentation • The Challenge • Alternative • Situation Analysis Strategies Company Analysis • Short & Long-Term Customer Analysis Projection Competitors • Conclusion SWOT Analysis • Appendix@tylergarns
  9. 9. Typical Marketing Plan Scratch • Executive summary • The Challenge • Situation Analysis Company Analysis • Market segmentation • Alternative Strategies That • Short & Long-Term Customer Analysis Projection Competitors • Conclusion SWOT Analysis • Appendix@tylergarns
  10. 10. Small Business Needs a Different Approach • Understand the 3 black holes • Map out your perfect customer lifecycle • Identify the low hanging fruit (the biggest black holes in your business) • Plug the holes (Implement)@tylergarns
  11. 11. The Chaos is GROWING!@tylergarns
  12. 12. The 3 Black Holes • Black Hole #1: Lost Traffic - How many people came & left? • Black Hole #2: Lost Leads - How many leads didn’t buy right away? • Black Hole #3: Lost Customers - 68% - Indifference@tylergarns
  13. 13. The 3 Black Holes • Black Hole #1: Lost Traffic - How many people came & left? • Black Hole #2: Lost Leads - How many leads didn’t buy right away? • Black Hole #3: Lost Customers - 68% - Indifference@tylergarns
  14. 14. The 3 Black Holes • Black Hole #1: Lost Traffic - How many people came & left? • Black Hole #2: Lost Leads - How many leads didn’t buy right away? • Black Hole #3: Lost Customers - 68% - Indifference@tylergarns
  15. 15. The 3 Black Holes • Black Hole #1: Lost Traffic - How many people came & left? • Black Hole #2: Lost Leads - How many leads didn’t buy right away? • Black Hole #3: Lost Customers - 68% - Indifference@tylergarns
  16. 16. We’ve Cracked The Nut • We’ve been doing this for years • We’ve implemented these strategies with more businesses than any other company • It’s proven to work@tylergarns
  17. 17. Download the worksheet • http://bit.ly/pcl-worksheet@tylergarns
  18. 18. The Perfect Customer Lifecycle • Think of ONE customer@tylergarns
  19. 19. The Perfect Customer Lifecycle Applied@tylergarns
  20. 20. Traffic Attraction Strategies• Content is king (blog posts, videos, etc.)• Social media• Online Marketing (PPC, SEO)• Referrals, Partners@tylergarns
  21. 21. Social Media Money Formula • Create compelling or interesting content • The content must lead them to an opt-in for more valuable content • Share the content via social sites • Capture leads • Follow Up • Sell them +@tylergarns
  22. 22. Lead Capture Strategies• Opt-in for free report, video, premium content, etc.• Request a quote, get a demo, free trial• Offers, coupons, contests• Attend live event, webinar, teleseminar @tylergarns
  23. 23. Get Creative With Lead Magnets@tylergarns
  24. 24. Text Messaging@tylergarns
  25. 25. Restaurants@tylergarns
  26. 26. Restaurants Big Mistake@tylergarns
  27. 27. @tylergarns
  28. 28. Lead Nurture Strategies • Create custom campaigns for hot, warm and cold leads • Personalization is key • Make every message relevant, useful@tylergarns
  29. 29. What influences site visits?@tylergarns
  30. 30. Email is still the “inner sanctum”@tylergarns
  31. 31. The majority would rather not be pitched in social media@tylergarns
  32. 32. Don’t get caught up in the “inbound marketing is from heaven” speak. You still have to follow up!@tylergarns
  33. 33. Follow Up Creatively@tylergarns
  34. 34. Follow Up Creatively@tylergarns
  35. 35. Tweet Sequence@tylergarns
  36. 36. Tweet Sequence@tylergarns
  37. 37. Tweet Sequence Welcome to Over[Exposure]. This is your affiliate link. Be sure to Tweet it: http:// is.gd/juC3@tylergarns
  38. 38. Tweet Sequence Welcome to Over[Exposure]. This is your affiliate link. Be sure to Tweet it: http:// is.gd/juC3 The Over[Exposure] launch is still Tyler, going strong. Heres your affiliate link: http://is.gd/3gXAl Tweet it now to make some $@tylergarns
  39. 39. Did you know?@tylergarns
  40. 40. Most people give up too soon 81% of sales are made after the 4th call, by which time 90% of sales reps have quit calling@tylergarns
  41. 41. Sales Conversion Strategies • Automate sales stage communications • Proactively handle objections • Provide supporting evidence@tylergarns
  42. 42. Wowing Customer Strategies • Welcome customers (make it personal & relevant) • Be systematic about quality delivery • Measure satisfaction and take action@tylergarns
  43. 43. Jermaine Griggs • Ultimate Marketer of The YearJermaine Griggs Hear & Play Music Jermaine Griggs Hear & Play Music Jermaine Griggs Hear & Play Music Jermaine Griggs Hear & Play Music Increased Jermaine Griggs Hear & Play Music Lifetime Customer Value from $90 to $375 62 63@tylergarns 60
  44. 44. Upsell Strategies • Upsell or cross sell later in the relationship • Offer upsell products during checkout@tylergarns
  45. 45. Upsell At Time of Purchase • Take advantage of “buying mode” • Upsell a product/ service that is complimentary (makes sense) • If you don’t have something to sell, sell a partner’s product@tylergarns
  46. 46. Referral Strategies • You & Your Friend Get a Discount • Free Product/Service If You Refer A Friend • Referrals Don’t Have To Come From Customers - Use Happy Leads To Drive Traffic@tylergarns
  47. 47. @tylergarns
  48. 48. Service Business • Attract Traffic • Capture Leads • Nurture • Convert Sales • Deliver & Satisfy • Upsell • Referrals@tylergarns
  49. 49. Heating & Air Conditioning@tylergarns
  50. 50. Heating & Air Conditioning • Suervice Business Blueprint@tylergarns
  51. 51. Heating & Air Conditioning • Suervice Business Blueprint@tylergarns
  52. 52. Heating & Air Conditioning • Suervice Business Blueprint@tylergarns
  53. 53. What would it take? • Website • Email Marketing System • Contact Management System • Email Autoresponder • Opportunity Management • Payment Processor - Invoicing System • Collections • Referral Tracking@tylergarns
  54. 54. What would it take? • Website CHAOS • Email Marketing System • Contact Management System • Email Autoresponder • Opportunity Management • Payment Processor - Invoicing System • Collections • Referral Tracking@tylergarns
  55. 55. Another example... • Online retail - educational products • 3 month case study • Goal was to double sales!!!! • Using email autoresponder + shopping cart • Couldn’t segment, couldn’t promote to separate groups, couldn’t upsell well • Growing, but not thriving@tylergarns
  56. 56. @tylergarns All About Spelling
  57. 57. @tylergarns All About Spelling
  58. 58. @tylergarns All About Spelling
  59. 59. @tylergarns All About Spelling
  60. 60. @tylergarns All About Spelling
  61. 61. @tylergarns All About Spelling
  62. 62. @tylergarns All About Spelling
  63. 63. @tylergarns All About Spelling
  64. 64. @tylergarns All About Spelling
  65. 65. Results • All About Spelling doubled sales in 72 days • Prospect list grew from 5,000 to 10,000 • Average sale increased 16% (due to in-cart upsells) • New affiliates brought in 49 sales • Cart transactions increased from 599 to 1,232@tylergarns
  66. 66. Plugging the 3 black holes and implementing The Perfect Customer Lifecycle WORKS!@tylergarns
  67. 67. What would it be worth? • No leads slipping through the cracks • Every customer hears from you consistently • Proven, customized strategy for your business • One system with all customer data • Automatic upsells • Customers referring friends & family - on their own • Peace of Mind • Confident in ROI@tylergarns
  68. 68. “The difference between an ordinary business and an extraordinary business is implementation.” - Bill Glazer@tylergarns
  69. 69. Your Plan for 2012 • Understand the 3 black holes • Map out your perfect customer lifecycle • Identify the low hanging fruit (the biggest black holes in your business) • Plug the holes (Implement)@tylergarns
  70. 70. Bonus Materials • 8 Business Blueprints • http://bit.ly/pcl-maps@tylergarns
  71. 71. All-In-One Web-Based Marketing & Sales Automation Solution@tylergarns
  72. 72. Questions?@tylergarns

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