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Three Steps To Successful Marketing


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Some basic marketing concepts. For more, go to

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Three Steps To Successful Marketing

  1. 1. Three Steps to Successful Marketing Matthew Goldsbrough October 2009
  2. 2. Warning! <ul><li>Marketing really is more complicated than just three steps… </li></ul><ul><li>…but people often lose sight of the basics… </li></ul><ul><li>…or start in the wrong place. </li></ul>
  3. 3. 1. Define Your Value
  4. 4. Define Your Value <ul><li>Why buy from me, and why now ? </li></ul>
  5. 5. Define Your Value <ul><li>Who is your customer? </li></ul><ul><li>What problem do you solve? </li></ul><ul><li>What do you offer? </li></ul><ul><li>What benefits do you offer that your competitors don’t? </li></ul><ul><li>How do you substantiate what you’re saying? </li></ul>
  6. 6. Define Your Value <ul><li> </li></ul>
  7. 7. 2. Build Your Financial Model
  8. 8. Build Your Financial Model <ul><li>Work backwards from your goal </li></ul>
  9. 9. Build Your Financial Model 500 1000 10 = 100 = 5 x INCOME ASP CUSTOMERS CONVERSION PROSPECTS
  10. 10. Build Your Financial Model 1000 500 2 = BUDGET PROSPECTS SPEND PER PROSPECT
  11. 11. 3. Choose Appropriate Marketing Tools and Tactics
  12. 12. Choose Appropriate Tactics <ul><li>How can your average spend per prospect be achieved from a mix of activities? </li></ul><ul><li>How will the target audience in your value proposition want to be reached, and what will make them respond? </li></ul>
  13. 13. While Choosing Tactics, Refine Your Model <ul><li>Adjust the parameters to find the right answer </li></ul><ul><li>Collect some data on which to base better future decisions </li></ul>
  14. 14. Remember … Strategy Before Tactics
  15. 15.