NextStep Marketing Charlotte SCORE Oct 2012 Presentation

1. Presented By: Paul Davis MBA
NextStep Marketing
“Success is a planned event”

2. • Identify your ideal client
• Define a core difference
• Connect the dots

3. Paul Davis, MBA
NextStep Marketing – Charlotte, NC
pdavis@nx-step.com
http://www.facebook.com/NextStepMarketingLLC
https://twitter.com/#!/NEXTSTEPMKTG
http://www.linkedin.com/in/pbdavis
www.nx-step.com

4. Definition Of Marketing
Know Like Trust

5. What is ideal?
• Values your difference
• Profitable
• Already refers

6. Profit
Referrals

7. Define them
• Demographics
• Pyschographics
• Geographics
• Behavior

8. Locate them
• Where do they hang out?
• What do they read?
• What do they listen to?
• What do they search online?
• What websites to they visit?
• What associations do the belong to?

9. Understand them
• What are their timing triggers?
• What do they research first?
• What is the problem or pain?
• What are benefits to finding a solution?

10. Sketch them
• Create a profile
• Assign personas
• Images of clients

11. Talk to them
• Why did you buy/hire?
• Why do you stay?
• What do we do that other don’t?
• What frustrates you?
• What would you Google?
• Who else do you refer?

12. Strategy before tactics
• Identify your ideal client
• Define a core difference
• Connect the dots

13. Uncovering your difference
• Interview your ideal clients
• Communicate your difference
• Your talking logo
• Your positioning purpose statement
• Your core marketing message
• The elements of a brand

14. The client survey
• Interview 8-10 ideal customers
• Why did you choose us?
• What do we do that others don’t?
• Why do you refer us?
• Ask your employees
What themes emerged?

15. Communicate Your Difference
Your Talking Logo
(what do you do for a living?)
• Statement and answer
• I/we [verb] [target] [unique value]
• What do your customers want?
• What do your customers buy?
• What is the experience?
• What is the result?

16. Really, how do you do that?
• Your unique process
• Your unique product
• Your unique service
• Your unique guarantee
• Your unique packaging
• Your unique delivery

17. Positioning goal/statement
• Public vs. private
• Higher purpose
• Why you do what you do?

18. Core marketing message
• Simplify
• Ten words
• One word

19. Differentiate - Architect
• What you do for a living
“We help contractors get paid faster”
• Supplemental statement
“Zoning adjustment compliance system”
• Positioning goal/statement
#1 Design/Build Architect
• Core marketing message
“The Contractors Architect”

20. Identity audit
• Support the elements of strategy
• Firm name and logo
• Business cards, letterhead, sales materials
• Website and online brand elements
• Do your own audit Sales Kit
• Know, Like, Trust Direct
Mail
Marketing
Kit
Marketing
Website
Elements Social
Media
Blog Email

21. StrategyB4Tactics™
• Identify your ideal client
• Define a core difference
• Connect the dots

22. The Inbound Strategy
• Marketing Hourglass
• The Content Grid

23. The funnel is broken
“When it comes to lead and
referral generation, a happy
customer is the best tool.”

24. 1) The Marketing HourglassTM
John
Jantsch Duct Tape Marketing
Know • Who and how, ads, referrals, networking
Like • Website, blog content, social media,
Trust • SEO, webinars, marketing materials, white
papers, testimonials
Try • Workshops, evaluations, demo, DIY training,
starter
Buy • Service team, new customer kit
Repeat • Post project review, cross selling, customer
events
Refer • Champion events, partner intros, peer2peer
© Duct Tape Marketing – all rights reserved

25. Filling the gaps – products, service and processes
John Jantsch Duct Tape Marketing
Know
•Who and how
•Ads
•Referrals
Like
•Web site/blog
•Reception
•Newsletter
Trust
•Search
•Expert content
•Sales presentation
•Webinar
Try •Evaluation
•Nurturing
Buy
•Service team
•New customer kit
•Finance/delivery
Repeat
•Post project survey
•Cross selling
•Quarterly events
Refer
•Results reviews
•Partner intros
•Peer2peer events
© Duct Tape Marketing – all rights reserved

26. The product/service mix strategy
• What’s your lead capture exchange?
• 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? Bi-products?
• What are your add-ons to increase value?
• What is your “members only” offering?
• What are your strategic partner pairings?

27. Map customer experience points
• Marketing
• Sales
• Service
• Education
• Delivery
• Follow-up
• Finance

28. The Content Grid
• Body of work
• Major themes (keywords)
• Editorial calendar
• Story building
• Mixed media

29. Content that builds trust
• How to content
• Reviews
• Testimonials
• Articles

30. Content that educates
• White papers
• Newsletter
• Webinars
• FAQs
• Survey data

31. Customer generated content
• Automatic referrals and reviews
• Testimonials – AudioAcrobat
• Video success stories
• Video testimonial party

32. Know Articles, Adds, Referral
Website, Reception, Newsle
Like tter
Marketing Kit, Free Report,
Strategy
Trust Sales Presentation,
Testimonials
Webinars, Plant
Try Tours, Nurturing
Service Team, New
Buy Customer Welcome Kit,
Financing/Delivery
Post Project Survey,
Repeat Cross Selling, Quarterly
Events
Result Reviews, Partner
Refer Introductions, Peer-to-peer
Events
NextStep Marketing, LLC pdavis@nx-step.com

33. Paul Davis, MBA
NextStep Marketing – Charlotte, NC
pdavis@nx-step.com
http://www.facebook.com/NextStepMarketingLLC
https://twitter.com/#!/NEXTSTEPMKTG
http://www.linkedin.com/in/pbdavis
FREE 1 HOUR MARKETING CONSULTATION
CALL PAUL DAVIS @
(704) 421-8353
www.nx-step.com