Cutting through the Clutter The Marketing Essentials Every Business Needs to Grow Sales
Quick Poll • How many of you actively Example Marketing Strategies market your company? Advertising Newsletters & Digests 1. 15. Direct Mail Promotional mailings 2. 16. • Actively Market = consistently Telemarketing Lead Nurturing & 3. 17. expend real-to-you time and Marketing Automation Website Design & Content 4. Networking 18. Search Engine Optimization 5. dollars Tradeshows, Events & 19. National & Local Listings 6. Seminars Review Management 7. Business & Channel 20. Blogging 8. Development Whitepapers & Case 9. • Of the active marketers, Focus Groups & Surveys 21. Studies Loyalty Marketing 22. Video & Infographics 10. how many are employing: Product Marketing 23. Product Inserts 11. The many technologies 24. Literature 12. 1 marketing strategy all the above require Social Media 13. Public Relations 14. 2 strategies 3 or more strategies 2 27 April 2016 Proprietary & Confidential
The Small Business Revenue Challenge • Most small businesses don’t have a deep marketing bench • So you have to rely on outside agencies more than big companies do. • Most marketing problems are multidisciplinary yet most marketing agencies are solo strategy specialists • Ad firms, PR agencies, SEO firms, … • So instead of “measuring twice, cutting once” you • Go with your gut or • Do what worked for a colleague in a very different business • The result: expensive disappointment 3 27 April 2016 Proprietary & Confidential
• 1,876 marketing and technology vendors, in 43 categories ( doubled in 1 year) • All claim they can help you grow 4 27 April 2016 Proprietary & Confidential
We’ve Boiled this Chaotic Universe Down to the Marketing Essentials Every Business Needs (Items for specialized businesses or advanced use have been removed) 5 27 April 2016 Proprietary & Confidential
STRATEGY, MANAGEMENT & BENCHMARKING ESSENTIALS • Strategic Analysis & Planning • Program Management • Benchmarking & Analytics 6 27 April 2016 Proprietary & Confidential
A Marketing Truth • While this has always been important in Marketing it is even more so in today’s busy, overloaded, short attention span world • Everything you do in Marketing, has to done while keeping “ W hat’s In It For M e” in mind 7 27 April 2016 Proprietary & Confidential
A Marketing Framework: The Sales Funnel (a.k.a. the Customer Journey or buying cycle) Prospects and Customers Need Different Info at Different Times Visitor 1 Visitor 2 Prospect Customer Is there a Which is Will I Who is solution? best? continue to best? value my Given my Which Whose purchase? need, what specific solutions (or Are there My are my product or companies) credit other things I options for service is card work for me? can buy? addressing it? best? # is I don’t want my dog to An electric fence is the I think Sit, Stay Home is I need a new battery, I have run away best solution – who the best. Should I get the a new dog that needs to be should do the work? GPS version? trained on the fence • • “How to keep my “Long lasting “Rechargeable “Replacement pet safe” electric fences” electric fences” batteries” • “Humane ways to • “Electric fences “Electric fences “How to video” contain my dog” with installation with GPS” included” - 8 - Proprietary & Confidential
A Marketing Framework: The Sales Funnel (a.k.a. the Customer Journey or buying cycle) Prospects and Customers Need Different Info at Different Times Visitor 1 Visitor 2 Prospect Customer Is there a Which is Will I Who is solution? best? continue to best? value my Given my Which Whose purchase? need, what specific solutions (or Are there My are my product or companies) credit other things I options for service is card work for me? can buy? addressing it? best? # is I don’t want my dog to An electric fence is the I think Sit, Stay Home is I need a new battery, I have run away best solution – who the best. Should I get the a new dog that needs to be should do the work? GPS version? trained on the fence • • “How to keep my “Long lasting “Rechargeable “Replacement pet safe” electric fences” electric fences” batteries” • “Humane ways to • “Electric fences “Electric fences “How to video” contain my dog” with installation with GPS” included” - 9 - Proprietary & Confidential
A Marketing Framework: The Sales Funnel (a.k.a. the Customer Journey or buying cycle) Prospects and Customers Need Different Info at Different Times Visitor 1 Visitor 2 Prospect Customer Is there a Which is Will I Who is solution? best? continue to best? value my Given my Which Whose purchase? need, what specific solutions (or Are there My are my product or companies) credit other things I options for service is card work for me? can buy? addressing it? best? # is I don’t want my dog to An electric fence is the I think Sit, Stay Home is I need a new battery, I have run away best solution – who the best. Should I get the a new dog that needs to be should do the work? GPS version? trained on the fence • • “How to keep my “Long lasting “Rechargeable “Replacement pet safe” electric fences” electric fences” batteries” • “Humane ways to • “Electric fences “Electric fences “How to video” contain my dog” with installation with GPS” included” - 10 - Proprietary & Confidential
A Marketing Framework: The Sales Funnel (a.k.a. the Customer Journey or buying cycle) Prospects and Customers Need Different Info at Different Times Visitor 1 Visitor 2 Prospect Customer Is there a Which is Will I Who is solution? best? continue to best? value my Given my Which Whose purchase? need, what specific solutions (or Are there My are my product or companies) credit other things I options for service is card work for me? can buy? addressing it? best? # is I don’t want my dog to An electric fence is the I think Sit, Stay Home is I need a new battery, I have run away best solution – who the best. Should I get the a new dog that needs to be should do the work? GPS version? trained on the fence • • “How to keep my “Long lasting “Rechargeable “Replacement pet safe” electric fences” electric fences” batteries” • “Humane ways to • “Electric fences “Electric fences “How to video” contain my dog” with installation with GPS” included” Their Needs Reveal Much About Them! - 11 - Proprietary & Confidential
Strategic Analysis and Planning Prevents Expensive Disappointment • Determining issues early is much cheaper than fixing them later • You brother-in-law recommends his ad agency: • If it worked for his business, it should work for yours, right? • And it seems to work: it brings more visitors to your site! • But if your real problem was poor site design • visitors get bored/annoyed/frustrated so convert to a lead less often • You’ve hired a great vendor but they’re solving the wrong problem • Your marketing dollars are being spent inefficiently: • You should get more leads for the ad dollars you’re spending • All the other money you’re spending for traffic is also being spent inefficiently • More insidious: this inefficiency is invisible: you don’t know you should have more leads! 12 27 April 2016 Proprietary & Confidential
Start with the Big Picture • Answer questions about your business, competitors and current level of spending • What are your business and marketing goals? • How strong is your competitive position? • What’s the right amount to invest in sales & marketing overall? • Which specific marketing programs and tactics will be the most effective? • What’s the right budget level for each? 13 27 April 2016 Proprietary & Confidential
Then Dig Deeper • What benefits do you provide customers? • What are your sustainable competitive advantages? • Who are your customers, what are their “personas”? • Take stock of what you’re doing; how can you leverage your strengths and minimize your weaknesses? 14 27 April 2016 Proprietary & Confidential
Program and Project Management is an [Unfortunate] Necessity • Marketing today is multi-disciplinary, multi-channel and complex • Tasks have to be done in the right order • People, tools and resources have to be available at the right time • Your marketing program, campaigns and projects have to be continuously monitored and managed (sometimes in real time) • Luckily, there are many tools, ranging from • Excel – tasks in rows with columns for Who and When through • Many commercial solutions • LiquidPlanner.com – online project management tool 15 27 April 2016 Proprietary & Confidential
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