Marketing and funnel activity overview. Presentation for small business owners group about what to think about when looking at their marketing and acquiring new customers

1. MARKETING &
ACQUIRING NEW
CUSTOMERS
Jacqui Malpass
Jacquimalpass.com

2. THE PROBLEM?
How can you find a more cost efficient way to
acquire more profitable customers / maximise on
social return?

3. • [S]ituation Analysis (where
are we now?)
• [O]bjectives (where do we
want to go?)
• [S]trategy (how do we get
there?)
• [T]actics (the details of
your strategy)
• [A]ction (the daily and
weekly activities)
• [C]ontrol (what you need to
watch and when)

4. WHAT’S THE GOAL?
The journey begins from where you are now . . .

5. Where do you want to be?
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12 months?
Three years?
What about five years?
Now imagine yourself
five years on, having
achieved what you want
and looking back on
yourself today; ask
yourself this important
question:
• What were the most
important things you did
that enabled you to get
where you wanted to be?

6. WHAT IS MARKETING?
Marketing is everything that you do to communicate your
business to both your existing and potential customers.
Most people use a combination that works best for their
particular business.

7. Typical mistakes
• No plan – haphazard activities
• Over complicating marketing activities and
• Too busy doing business to consider how to
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develop business
Jumping from one failed idea to another
without stopping to think
Your marketing plan on a ‘post it ’ note or in
your head
Untargeted attempts to generate sales
Not really knowing what works and what
doesn’t to make informed decisions
Trying to do too much too quickly and making
mistakes
Wasting money, time and effort repeating what
doesn’t work
Poor decisions about what to invest in –
believing the sales person
Letting fear paralyse the taking of positive
action
Mixed messages with no coherent theme
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messages
Working very hard but not getting results that
match the effort
Making excuses – I haven’t got time to market
my business
Thinking that marketing is complicated – and
avoiding doing it
Relying on only one or two methods of
generating business
Suffering from feast and famine revenue
cycles
Keeping poor records of important prospects
and customers
Not really being able to explain why someone
should buy from you
Hoping and praying that business will come to
you – but not taking action

8. What is effective Marketing?
“No matter what your product is, you are ultimately in the
education business. Your customers need to be
constantly educated about the many advantages of doing
business with you and trained to use your products more
effectively”
Robert G Allen

9. YOUR CHALLENGE
Find the blocks to sales & marketing success
Ask what it isn’t working.
Ask what is working.

10. What direction are you moving in?
• Where?
• When?
• How?
• How much?
• Take stock now

11. UNDERSTANDING YOUR
CUSTOMER
Finding out about your target customer
Understanding what people buy

12. Understanding your customer
• Who are the right potential customers?
• New business opportunity profile
• Best, most enjoyable and profitable?
• Problems, needs and wants?
• Niches, segments and sectors
• Oh where art thou perfect customer?
• I buy like this!

13. More customers?
• There are three main
ways to grow any
business:
• get new customers
• increase the amount
your existing customers
spend with you
• increase the frequency
with which they do
business with you

14. Creating your value proposition
• What do you do for
them?
• Key elements?
• Solving clients
problems?
• Benefits?
• What is unique about
it?

15. Defining pain
• Pain points
• Diagnose before you
prescribe

16. WHAT ARE YOU SELLING?
Products
Services
Solutions

17. Products
Anything that satisfies a customer need.
‘The right product, in the right place, at the right time, and
at the right price’
Adcock et al

18. What are you selling?
“The most simple analysis will tell you that
Coke is only a fizzy drink with a massive
marketing budget, and that simplicity makes
the market vulnerable." Richard Branson

19. Find out what your customers value
Think like a customer
And
Ask them for feedback

20. DEVELOPING YOUR
MARKETING MESSAGE
Deciding on your niche
Getting clear about what you are selling
Clarifying your value proposition
Creating and communicating a brand identity
Developing a strap-line slogan for your
business

21. Branding
• Branding involves decisions that establish an identity for a
product with the goal of distinguishing it from competitors’
offerings. Kotler
• The word branding began simply to tell one persons cattle
from another’s by the means of a hot iron stamp
• Personal branding is the process whereby people and
their careers are marked as brands and marketed as such

22. Organisational Brand
Logo
People
Colours
Printed
Materials
Fonts
Authenticit
y
Advertising
BRAND
IDENTITY
Social
Media
Profile
Perception
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Creative
Website
Emotion
Key
messages
Culture
Visual

23. Not of these organisations treat their brand
as an afterthought, and nor should you

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Developing your brand statement
• What 3 things would you want someone to remember about
you
• What 2 things are you known for today?
• What 2 things will you be known for this time next year?
• What do you do
• How do you do it
• Why do you do it

25. • Abbey – more ideas for your money
• Honda – the power of dreams
• PC World – the best of both worlds
• KwikFit – keeping tyre and exhaust prices down
• Panasonic – ideas for life
• Tesco – every little helps
• Dulux – we know the colours that go
• Shredded Wheat – put all your heart into life
• Typhoo tea – you only get an OO with Typhoo
• Why

26. COMPETITORS
Sun-Tzu identified and compared his differentiators (the
enemy's strengths and weaknesses), writing,
“Carefully compare the opposing army with your own, so that
you may know where strength is superabundant and where it
is deficient.”

27. Your competition
• Who is your
competition?
• What are their
strengths and
weaknesses?
• What is your
competition not
offering that the market
needs?
• What benefits do you
offer that your

28. YOU NEED A PLAN
Failure to plan is planning to fail

29. Marketing plan – tip
• Create a plan
• Plan on 1 side of A4
• Update frequently
• Stand back and look at the opportunities
• Which opportunities are you following or choosing not to follow and
why?
• Do you have a consistent message throughout your
marketing?
• How much time do you have to create a synchronised
approach?
• Should you consider seeking support?

30. What should go into a plan?
Branding
Lead generation
processes
Online
Offline
Case studies /
whitepapers
PR
Social media
Campaign
management
Partners
CRM
Sales toolkits
Events / exhibitions
/ seminars
Networking
E-book

31. Marketing plan – tip
• Just do it
• Keep it simple
• Don’t be perfect
• Test test test
• Review & measure

32. The Questions you really need to ask
• Do you understand the competitive advantages of your
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product/service?
Do you know who your competitors are and how and
they compete in the market place?
Are you sure that you are selling in the best location
(physical or internet)?
Do you build in the best possible benefits to the customer
in your product/service for the price?
Do you know what your customers like about your
service?
Do you have a marketing plan that is regularly reviewed?
Do you have a consistent brand image throughout your
marketing material ?

33. 400
2:1
340
3:1
120
££££££££
£
IT’S A NUMBERS GAME

34. Walk the process

35. Get in the flow

36. Use technology as an enabler

37. Everything all in one place

38. Blend traditional with social & digital

39. Email marketing

40. Direct Mail

42. Keep your eyes and ears peeled the media
are always looking for good stories

43. If you do one thing blog
• share your expertise
(articles, videos,
interviews, case
studies), a place to
announce your news,
proffer your views, build
your credibility and raise
your brand profile
• SEO (search engine
optimisation)
• Quality content

44. Think about what a user is going to type Matt Cutts - Google

45. People, share, read and generally engage
more with any type of content when it’s
surfaced through friends - Malorie Lucich facebook

46. Create a community
(e.g. Google+, Facebook or LinkedIn)

47. Become a film director

48. Write a book
Either write something worth reading
about or do something worth writing
about – Benjamnin Franklin

49. A millions ideas
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Newsletters
Hospitality days
Networking
Telemarketing
Social media
Direct mail
Referrals
Website
Experts
Speaking
Sponsorship
CSR / Social return
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Training days
Open days
Joint ventures
Word of mouth
PR
Special offers
Clothing
Give aways
Exhibitions / events
Seminars
Write a book

50. Who am I?
Jacqui Malpass
Personal Brand Strategist,
Author, Speaker, Blogger
www. jacquimalpass.com