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Creating A Marketing Foundation
- 1. Creating a Marketing Foundation What To Do Before Jumping Into Tactics Prepared by Bill Brelsford for Constant Contact Small Business Marketing Summit December 9, 2010
- 2. Who Is This Guy?About Bill Brelsford Owner of Rebar Business Builders, a marketing consultancy specializing in helping professional service firms become more profitable. Certified Duct Tape Marketing Consultant Former practicing Certified Public Accountant (CPA) 20+ years experience creating and automating business systems QuickBooks Small Business Expert in the areas of Starting & Growing and Marketing & Sales
- 3. At the end of this session You will have a framework for determining the how to EFFECTIVELY use social media tools in YOUR business
- 4. Marketing is… Gettingsomeone, whohasaneed, toknow, likeandtrustyou
- 5. A sale happens when a customer Has a problem or need That you can solve or fill AND they are willing and able to give you money to do so
- 6. When Buying & Selling Processes Don’t Match
- 7. Buying Process Source: eMarketing Strategies for the Complex Sale by Ardath Albee
- 8. Marketing’s Reach (past) Marketing Sales Source: eMarketing Strategies for the Complex Sale by Ardath Albee
- 9. Marketing’s Reach (present) Marketing Sales Source: eMarketing Strategies for the Complex Sale by Ardath Albee
- 11. What Triggers Your Customers? Life events birth, death, marriage, graduation, divorce New hire, promotion Product launch Move New business, funding (loan, grant, etc)
- 12. The Marketing Hourglass © Duct Tape Marketing – all rights reserved
- 13. Don’t Skip From Know to Buy © Duct Tape Marketing – all rights reserved
- 14. The Marketing Hourglass – Sample Tactics © Duct Tape Marketing – all rights reserved
- 16. My Contact Information Bill Brelsford Rebar Business Builders bill@rebarbusinessbuilders.com 913.962.9261 www.rebarbusinessbuilders.com http://www.google.com/profiles/billbrelsford
Editor's Notes
- My name is Bill Brelsford and I own a company called Rebar Business Builders where I work as a marketing coach\\consultant – helping small business owners install marketing systems.I’m located just outside of Kansas City. I started my career as a CPA, but I no longer practice accounting. I’ve spent most of my career helping small businesses create and automate business systems.A couple of years ago I noticed that most of the businesses that I worked with didn’t have a systematic way of getting new business. So that’s when I decided to start my own company and become an Authorized Duct Tape Marketing Coach.
- Today you are going to learn about some great tools that you can use to market your businessBut before we get started on that, I want to take some time to talk about the importance of having a marketing strategy. One of the main frustrations I see in small business marketing is that we have so many tools that we can use to help promote our business that it can be difficult to decide what we should be doing and how we should be spending our time.I find that if we don’t start with a strategy, everything can sound like a good idea – but we can spend a lot of money without getting the results we want in a hurry if we are not careful.So my goal this morning is to give you some ideas on how to evaluate where you are currently with your marketing and how you can use the tools you will learn about today most effectively to grow your business.
- And on the other side of that, customers buy when they have a need, that you can solve, and they are willing to pay youThat may sound simplistic, but it is important to realize that while you have a process that you use to market and sell, you customer also has a process that they use to buy
- You want to sellYour customer wants to buyYou both have a process you like to go through in order to do soMost small business marketing frustration happen when these two process clashThe more you understand your customers buying process and can align your marketing & sales processes with theirs, The more successful you will be
- This is a depiction of the buying process from Ardath Albee’s eMarketing Strategies for the Complex Sale.Your customers’ buying process may not look exactly like this but it probably shares a lot of the same componentsSo briefly you can see that it starts with Status Quo
- In the past, the way sales and marketing used to align with the buying process is that marketing would focus mostly on awarenessWhen people wanted to do research and learn about their options, they had to talk to a sales person.Most of the research and information was done through the sales person
- Today, people are able to do a lot more research and evaluate their options before they ever enter into a conversation with one of your salespeople. This is why just getting your name out there is no longer enough and why it is important to create marketing materials that educate and to use the tools you are going to learn about today to help people find that educational materialPeople want the opinions and recommendations from people that they Know, Like, and Trust
- Here is a similar concept from a book called Shift by Craig Elias & TiborShanto.Again we start with the Status Quo until something triggers a change and puts us in, what they call, the Window of Dissatisfaction.They did some interesting research related to Closing rates in each sectionStatus Quo – =< 1%Window of Dissatisfaction – 60% - 90%Searching for Alternatives – 10% - 20%The authors also state that a buyer’s perception of value also changes as they go through the different buying modes, with their perception of value being the highest when they are in the Window of Dissatisfaction. In other words, in the status quo and searching for alternatives mode, your buyer sees little difference between the value you provide compared to your competitors, so you are more likely to be competing solely based on price
- What triggers our customers to move from Status Quo into the Window of Dissastisfaction?Our goal for marketing is to get people into our marketing system as soon as possible after they experience a trigger event
- This is the marketing hourglass which is a concept that helps visualize the different pieces we need have in place to market to a customer during the lifetime of the relationshipThis matches our definition of marketingWe need to have a system to help move people through our marketing processTry doesn’t have to be “free”
- One of the biggest mistakes people make when they don’t have a systemized approach to marketingThis is also why people tell you not to sell in social media. If you try to skip directly to buy, it will only work in rare occasions
- On this version you will see some examples of different marketing tactics you can use during each phase of the hourglass.