Great Marketing When You Dont Work For A F5000 Company Ppt
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This presentation was done to UNC-Wilmington Cameron School of Business students during their annual business week. It provided the students with a way to think about how they should be doing marketing if they take a job with a small business with low or no budget and few resources.
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Great Marketing When You Dont Work For A F5000 Company Ppt
- 1. Great Marke)ng When You Don’t Work for F5000 Company Dan Kraus, President, Leading Results
- 2. Agenda • Introduc)on • Small Business Marke)ng Challenge • Marke)ng re‐defined for the small business • The System • Q & A
- 3. Dan Kraus – President, Leading Results • 20 year sales and marke)ng veteran – 10 years in sales roles with small business focus – 10 years in marke)ng roles with small business focus • Corporate employment with SAP, Allaire, Great Plains SoTware, ADP, Ar)soT • 3 years as entrepreneur providing marke)ng services • UMASS Amherst – Marke)ng Degree • Authorized Duct Tape Marke)ng Coach • Clients: Tech resellers, Telemarke)ng Firms, SoTware Companies, Day Care Center, Doctors
- 4. Leading Results Overview • Marke)ng services firm – coaching and consul)ng » 1:1 Coaching, Group Coaching » Frac)onal VP of Marke)ng » Social Media Coaching and Learning » Referral Marke)ng Coaching and Classes • Authorized Duct Tape Marke)ng coaches • Offices in Boston and Philadelphia • Clients throughout North America » Heavily weighted to technology • We help our clients stop was)ng money on marke)ng that does not create results
- 5. The Perfect Marke)ng Job Opportunity • Reasonable, Established Budget • Defined Goals • Unique product/service with demonstrable benefits • Good brand to back it up • Reference customers and tes)monials
- 6. Most small business marke)ng jobs • Reasonable, Established Budget • Defined Goals • Unique product/service with demonstrable benefits • Good brand to back it up • Reference customers and tes)monials
- 8. What is Marke)ng? Is this it? Marketing, in economics, that part of the process of production and exchange that is concerned with the flow of goods and services from producer to consumer. In popular usage it is defined as the distribution and sale of goods, distribution being understood in a broader sense than the technical economic one. Copyright © 2003, Columbia University Press
- 11. Small Business Owner Customer Service Products Supplies Vendors Equipment Cash Flow Employees Taxes Invoices Bills Benefits ess Busin er Own Marketing
- 12. Defini)on of Marke)ng Know Like Trust
- 13. Defini)on of Marke)ng Know Like Trust TRY Buy Repeat Refer
- 14. Marke)ng Has Changed Outbound Inbound (Prospecting, Hunting, (Attracting, Educating, “Interrupting”) “Getting Found”) Print Ads Blogs, E-books, White papers Radio Ads Podcasts Television Ads Videos Tradeshows Webinars Cold Calling Search Engine Optimization E-mail Blasts RSS, Feeds
- 15. A Marke)ng System for Small Businesses Prospects Can Find You Happy customers Valuable content and partners refer drives interac)on new prospects Exis)ng customer Engagement with marke)ng drive prospects repeat purchases Some Nurture Some Prospects Prospects Buy Buy Nurture Programs for those who don’t
- 16. Amplified by the web Prospects Can Find You Blog Happy customers Valuable content and partners refer drives interac)on new prospects Facebook LinkedIN Fan Page Exis)ng customer marke)ng drive Web Engagement with repeat purchases PR Site prospects 2‐Step Ads Some Nurture Some Prospects Prospects Buy Outbound Twieer Buy Nurture Programs for those who don’t
- 17. Duct Tape Marke)ng System • Founda)on • Content that educates • Lead genera)on • Lead conversion • Customer Delight • Harness the Internet • Live by the calendar
- 18. Build the Founda)on ‐ Strategy before tac)c • The marke)ng map • Ideal customer • Remarkable difference For a small business – this is the brand
- 19. The marke)ng map • Goals and gaps » Personal, Plan, Strategic, Tac)cal • Higher purpose mantra • Visual – ideal customer experience • Marke)ng dept – yes, an org chart (real or virtual)
- 20. Ideal customer What is ideal? Within This Context, then • Profitable Define • Values you • Demographics • Refers • Psychographics • Geographics • Behavior
- 21. Your Remarkable Difference It is NOT: • The quality of the service/product • Price • Their longevity in business
- 22. You need content that educates • A marke)ng overview • Online educa)on • Presenta)ons • Content strategy
- 23. Crea)ng new customers Now a business can start… • Nurture Marke)ng • Current Customer Marke)ng • Referral Marke)ng • Net New Prospect Programs • PR & Community Outreach
- 24. Defini)ons for Lead Genera)on • Nurture Marke)ng » Regular outreach to prospects you have had a “conversa)on” with • Current Customer » Outreach to customers who have spent money with you before • Referral Marke)ng » Gelng a name and introduc)on (implied or real) from another that has a trusted rela)onship with both par)es • Net New Prospects » Outreach to a prospect you have never had a “conversa)on” with • PR & Community » Press or speaking ac)vi)es that get your name in the public domain
- 25. Know –Like‐Trust Know Like Trust Try Buy Repeat Refer
- 26. Know –Like‐Trust + + + + Know Net New Like Nurture Trust Try PR & Community Buy Repeat Current Customer Refer Referral
- 27. Know –Like‐Trust + + + + Know Net New Like Nurture Trust Try PR & Community Buy Repeat Current Customer Refer Referral
- 28. Trial Know Net New Like Nurture Trust Try Try PR & Community Buy Repeat Current Customer Refer Referral
- 29. The product/service mix strategy • What is your free or trial offering? • What is your starter offering? • What is your “make it easy to switch” offering? • What is your core offering? • What are your add‐ons to increase value? • What is your “customers only” offering? • What are your strategic partner pairings?
- 30. The Marke)ng Hourglass ‐ Tac)cs Know • Ar)cles you have wrieen or find valuable • Paid Marke)ng (2 step) • Referrals Like • Web site & Social Media • Response/recep)on/voicemail • Newsleeer Trust • Marke)ng kit • Value added content • Tes)monials & Videos Try • Services • Detailed Evalua)on • “Small” Products Buy • Service team • New customer kit • Finance/delivery Repeat • Post project survey • Cross selling • Quarterly events Refer • Results reviews • Joint marke)ng introduc)ons • Peer2peer events © Duct Tape Marke.ng – all rights reserved
- 31. Harness the Internet and Amplify • Implement a Small Business Social Media System (social marke)ng) • 175 MILLION people log into Facebook Daily • 20 Million Twieer Users (80/20) • 55 million LinkedIN members “. . . the use of technology to co‐create know, like and trust.”
- 32. Social Marke)ng Approach 1. Have a strategy that fits with your overall marke)ng strategy 2. Listen and Learn 3. Lay out your bait 4. Trap and tag 5. Track and close
- 35. Live by the Calendar • Quarterly or Monthly themes • Weekly ac)ons & Deadlines • Daily appointments
- 36. Summary • Marke)ng from inside a small business needs to boiled down to essen)als • Generate KNOW‐LIKE‐TRUST to Drive TRY • Then get BUY‐REPEAT‐REFER • 5 Forms of Program » Net New, Nurture, PR, Current Customer, Referral • Social Media is an Amplifier • Make It a system and manage it
- 37. Result Ultimately, an effective marketing system eliminates the need to compete on price.
- 38. We help small businesses stop wasting money on marketing THANK YOU Ques)ons? Contact Us Web: www.leadingresults.com Email: info@LeadingResults.com Phone: 978-562-4161 Twitter: @LeadingResults FaceBook: facebook.com/leadingresults LinkedIN: linkedin.com/in/leadingresults