Randy Aimone's presentation of the 7 Steps to Small business marketing success as presented June 2012 to the National Veterans small business

1. 7 Steps to Small Business
Marketing Success!

2. Who is Randy Aimone?
• U.S. Army Veteran
• Small Business Owner
• MBA Marketing/Entrepreneurship Pace
University

3. Leading Results Overview
• Marketing coaching and consulting
» 1:1 Coaching,
» Group Marketing Education
» Fractional VP of Marketing
• Authorized Duct Tape Marketing coaches
• Offices in
Cambridge, Philadelphia, Charlotte
• Clients around the world

4. Leading Results Overview
We help our clients focus only
on marketing that gets results

5. Leading Results Core Marketing Mantra
• Don't talk about the products you sell; talk
about the problems you solve.
• Then talk about the remarkably different way
that I will experience working with you as you
solve those problems.
• Be sure you tell me what I get; NOT what you
do. Because I don't have time to figure out if
what I need is what you do.

6. Time-Value of Marketing Tactics
Direct Mail, Advertising or
Marketing Value any periodic tactic
Time
Content Marketing
Marketing Value
content
content
content
content
content
content
Time

7. Definition of Marketing
Know Like Trust

8. Definition of Marketing
Know Like Trust

9. Definition of Marketing
Know Like Trust

10. Definition of Marketing
Know Like Trust Buy Refer

11. Digital
interactivity
is now at the
center of
marketing

12. Marketing is a System
1. Strategy before tactics
2. Fill your marketing hourglass
3. Publish educational content
4. Create a total web presence
5. Use a lead generation trio
6. Make selling a system too
7. Live by the calendar

13. "Strategy without
tactics is the slowest
route to victory. Tactics
without strategy is the
noise before defeat”
~ Sun Tzu.

14. 1) Strategy before tactics
• Narrow your focus
• Differentiate and dominate

15. 1a) Narrow your focus

16. What is ideal?
• Values you
• Profitable
• Refers

17. Ideal customer
• Demographics

18. Ideal customer
• Demographics
• Psychographics

19. 1b) Differentiate and dominate

20. Ask every customer
• What would you Google?
• What made you decide to hire us?
• What’s one thing we do better?
• What could we do better?
• Would you refer us?

21. Ask every customer
• What would you Google?
• What made you decide to hire us?
• What’s one thing we do better?
• What could we do better?
• Would you refer us?
It is VERY hard to differentiate on service
with someone who has not worked with
you

22. What people really buy?
• Your unique product/service
• Your unique process
• Your unique experience
• Your unique people
• Your unique guarantee
• Your unique packaging/delivery
• Against a problem

23. What people really buy?
• Your unique product/service
• Your unique process
• Your unique experience
• Your unique people
• Your unique guarantee
• Your unique packaging/delivery
• Against a problem
Its not about the products you sell, its
about the problems you solve!

24. Differentiate – Software Selection Firm
 What you do for a living
“We help eliminate buyer’s remorse”
 Complimentary statement
“Precise Advice, at the Precise Moment”
 Positioning goal/statement
To be recognized as a leading selection boutique and
analysis firm
 Core marketing message (Tag Line)
“Leveling the playing field”

25. 2) The Marketing HourglassTM

26. The Marketing Hourglass
•Social Media
Know •Paid Marketing and PR
•Referrals
•Web site/blog
Like •Reception/Staff Interaction
•Newsletter
•Search
Trust •Expert content
•References and Testimonials
•Webinar
Try •Evaluation
•Small Offers
•Service team
Buy •New customer kit
•Finance/delivery
•Post project survey
Repeat •Cross selling
•Quarterly events
•Results reviews
Refer •Partner intros
•Peer2peer events
© Duct Tape Marketing – all rights reserved

27. Filling the gaps – nurturing, product and process
•Social Media
Know •Paid Marketing and PR
•Referrals
•Web site/blog
Like •Reception
•Newsletter
•Search
Trust •Expert content
•Sales presentation
•Webinar
Try •Evaluation
•Nurturing
•Service team
Buy •New customer kit
•Finance/delivery
•Post project survey
Repeat •Cross selling
•Quarterly events
•Results reviews
Refer •Partner intros
•Peer2peer events
© Duct Tape Marketing – all rights reserved

28. What is Nurture Marketing?
Nurture Marketing is the process of
continually engaging a prospect with offers
based on your unique value, and inviting them
to respond for deeper engagement

29. Steps for Successful Nurture Marketing
• Database Segmentation
• Thematic Definition
• Calendar of Activities
• Consistency

30. 3) Publish educational content

31. Content that builds trust
and educates
• Educational
• Reviews
• Testimonials
• FAQs
• Success stories
• Perfect Intro

32. Where to Publish
• White papers
• Webinars
• Blog
• Social Media
• With Partners

33. 4) Create a total web presence

34. Where are we? New research shows
that 77% of US adults
use the Internet as an
information source
• 73% of online users read a blog when shopping locally
• 57% join social networks for products and
• 45% have started a blog services.
• 83% have viewed a video online ~ Kelsey Group
• 39% subscribe to RSS feeds
• 36% think more positively about
companies that have blogs
Source: Universal McCann Wave3 research into social media

35. Pillars of a web presence
• Listen first
• Optimize your web content
• Claim real estate
• Optimize brand assets
• Ratings and reviews
• Social media participation

36. Hub and Spoke
social media in business

37. 5) Inbound lead generation trio

38. Inbound lead generation
• Paid Promotion
• Public and Community
relations
• Referral systems

39. Paid Promotion
• Narrowly targeted
• 2-step – direct response
• Accountable
• Awareness for content

40. Branding ad vs. direct response

41. Branding ad vs. direct response
A B

42. Public and Community Relations
• It’s about relationships
• Pitch, don’t release
• Speaking
• Expert Status
• Monthly touch
• Use online press releases

43. Referrals
• Be more referable
• Target
• Educate
• Offers
• Ask
• Follow-up

44. 6) Selling is a system too

45. The Marketing Hourglass
•Social Media
Know •Paid Marketing and PR
•Referrals
•Web site/blog
Like •Reception/Staff Interaction
•Newsletter
•Search
Trust •Expert content
•References and Testimonials
•Webinar
Try •Evaluation
•Small Offers
•Service team
Buy •New customer kit
•Finance/delivery
•Post project survey
Repeat •Cross selling
•Quarterly events
•Results reviews
Refer •Partner intros
•Peer2peer events
© Duct Tape Marketing – all rights reserved

46. 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 “members only” offering?
• What are your strategic partner pairings?

47. Lead Conversion
• Discovery – Next step
• Presentation – Seminar
• Monthly touches
• Transaction – Same experience

48. 7) Live by the calendar

49. Live by the calendar
• Quarterly themes
• Monthly activities
• Weekly actions
• Daily appointments

50. How do I manage it - Sample Calendar

51. How to Continue…
• How to win a copy of these
slides

52. How to Continue…
• How to win a copy of these
slides
• How to set a firm foundation
for your firm’s marketing

53. We help small businesses stop wasting money on marketing
Thank You & Questions
Contact Us
Web: www.leadingresults.com
Email: Raimone@LeadingResults.com
Phone: 617.299.0646
Twitter: @LeadingResults
facebook.comleadingresults