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7 Steps to Small Business Marketing Success
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Final syl chamber 7 stepsevolved full w.notes_20min
- 2. Marketing is a System • What if you could truly differentiate your business or service from everyone else who says they do what you do? • What if you knew exactly who your Ideal Client was and where to find them? • What if you knew exactly where to spend your marketing budget for the best results? • What if you could generate more leads? • What if you could turn more leads into paying clients? • What if you had a digital presence that generated business for your company?
- 3. 7 Steps to Small Business Marketing Success
- 4. New Definition of Marketing
- 5. 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 7. Live by the marketing calendar
- 6. WHAT ISWHAT IS SOCIALSOCIAL MEDIAMEDIA AND WHYAND WHY YOUYOU SHOULDSHOULD CARECARE 1) Strategy1) Strategy BeforeBefore TacticsTactics
- 7. 1a) Who Matters1a) Who Matters
- 8. 1b) Be Different1b) Be Different
- 9. 2) The Marketing2) The Marketing Hourglass™Hourglass™
- 12. 3) Create3) Create and Publishand Publish EducationalEducational ContentContent
- 13. 4) Create a4) Create a Total WebTotal Web PresencePresence
- 14. Hub and Spoke
- 15. • Advertising • Public Relations • Referrals 5) Inbound Lead Generation Trio
- 16. 6) Selling is a System…6) Selling is a System… tootoo Image: www.solutionsellingblog.com
- 17. 7) Live By the7) Live By the CalendarCalendar
- 18. • Monthly themes • Weekly actions • Daily appointments Live By the Calendar
- 19. Signature Brand Audit™ ($250 value) Special OfferSpecial Offer
Notas del editor
- Hello… my name is Patrick Giammarco. Thanks you very much for being here today. I’m a marketing and digital technology consultant and owner of PWG Marketing. As northwest Ohio’s only Hubspot Agency Partner and Master Duct Tape Marketing Consultant, I bring focus, control, clarity and confidence to small business marketing by installing the Duct Tape Marketing system. I have 15 years of corporate marketing and branding experience with Libbey Glass, Calphalon, Microsoft and The University of Toledo and is a founding member of Social Media Breakfast Toledo, a monthly event where people come together to eat, meet, share, and learn about social media.
- While this may be hard for some business owners to come grips with, I truly believe that marketing is not only a system, it may be the most important system in any business.
- So what I'm going to share with you today, the 7 Steps of Small Business Marketing Success. As a gift from me to you, I’ll have a special offer for everyone at the end. One of the things I like to start with is my definition of marketing. Because I have found that if I go around to everyone, I typically will get a host of definitions, and quite frankly, most of them would be right to some degree.
- I’m going to give you a new definition of marketing. It really simplifies marketing and frames what we’re going to talk about the rest of today. Every concept in this presentation is going be around this new definition. Marketing is getting someone who has a need to know, like and trust you. It’s really that simple. That’s what we’re trying to do, right? One of the things I want you to understand is, unless you’ve got millions of dollars to spend on advertising, and can buy know, like and trust, you have to adopt very systematic, a very consistent and a very repetitive approach to earning know, like and trust.
- So in terms of a systematic approach to marketing, here are the steps that we’ll go over separately, but I will tell you that the top one, is the one that I think is probably the most underutilized. Strategy before tactics. Strategy and tactics must go hand in hand in order for a business to achieve any measure of true momentum and an effective strategy must be in place before any tactics make sense. I’m going to contend that if you get the strategy part right in marketing, you can surround it with just about any set of tactics that you execute and measure consistently. That's how important the strategy piece is.
- If been in the marketing field for more than 17 years and one of the things I’ve noticed is that marketing, because it can be such a broad, intangible concept, is hard for many small businesses to get their arms around. Most people want to immediately go straight to promotional tactics (i.e. brochures, websites, social media, etc). Promotion is NOT marketing!! Often business owners fall prey to an unsystematic, tactical, marketing idea of the week because they have no marketing strategy that anchors decisions making and provides clarity By strategy I mean your marketing reason for being and I don’t mean to exchange money for something. Far too many people think “we want to sell lots of stuff to lots of people” is a strategy. What do you want your market to know about you, what do you want them to believe, what do want them to feel, experience, think, when they consider what you are about – that’s what comes from strategy and that’s what gets you out of the commodity business. Let’s talk about two strategies that are essential today: 1) Defining and dominating a narrow market niche and 2) Becoming famous for doing one thing better than anyone else.
- For any strategy and corresponding set of tactics to work they must appeal to someone. The first element, and in some cases, the primary element, is who. Develop your marketing strategy around a narrowly defined description of your Ideal Client. Using your Ideal Client profile as the basis of your strategy also allows you to think very personally about how you serve them and how you use your tactics to attract them. Without this concentration on an ideal segment, marketing strategy often lacks focus. Trying to be “All Things to All People” doesn’t work. Many businesses only have a vague idea about the identity and location of their core audience. If we don’t know who our customers are, how can we possibly market to them? Basing our marketing on buyer personas prevents us from sitting on our butts in our comfortable office guessing and making stuff up. I’ve done it before and possibly you have to. Discovering your Ideal Client and then building products, services, messages, processes and content that give those clients what they want is the basic premise of all marketing programs. Once you discover your ideal target market or markets, you must define them in a way that is very easy to understand. Then… you have to start communicating this definition to everyone in your business, your bank, your vendors, and those you network with, so that they can clearly understand who else might benefit from your services. The greatest benefit of clearly understanding who your target market is…is that you will by default understand who it is not.
- I can say without hesitation that the most powerful marketing strategy has little to do with advertising, direct mail, websites, referrals or blogs. Before any of those things will really have any impact on your business, you’ve got to uncover and communicate how your business is different from every other business that says they do what you do. You’ve got to get out of the commodity business. You’ve got to stake your claim on a simple idea or position in the mind of your prospective clients. Your positioning must be something that truly is unique. "We provide great service" is not a differentiator. Want me to prove it? How many of you think you provide crappy service? I'm guessing you all feel, and in some cases suggest boldly, that you provide great service. Not a differentiator. It is not enough to state that you provide great service. Great service is an expectation, and everybody claims they provide it whether they actually do or not. Your market must value your positioning. Your clients determine what is valuable – it doesn't really matter what you think is valuable. It is amazing how often your clients will be able to articulate the best positioning for your firm. Ask them. Interview 8-12 customers and ask them…
- Step 2 - I want to introduce you to what I think for most marketers, is a new concept - the concept of the Marketing Hourglass.
- Does this look familiar? Many of us have been taught the concept of the sales funnel. Where we went out there and we found a universe of “leads” or what I’ve also heard called "suspects" ‑ people we suspected needed what we had to offer. And we just blasted our messages out there with the hope that some amount of them would respond and we'd squeeze them through the funnel as customers. The problem I’ve always had with that is all the focus is on the chase. This may have worked in Boom times or “Old Economy” but not today. Today, the real payoff in marketing comes from expanding and focusing your thinking on how to turn a lead into an advocate for your business. I want to suggest that if more businesses, instead of spending all their time and energy on trying to create more at the top of that funnel, would actually spend more of their time on converting more leads, and creating and providing a remarkable customer experience, they'd never have to lead generate again.
- I want to introduce a tool that I believe is critical for competing in the New Economy - the concept of The Marketing Hourglass. The top half resembles the sales funnel concept from the previous slide, but the expanding bottom half adds the necessary focus on the total customer experience that ultimately leads to referrals and marketing momentum. I like to use this diagram to explain the logical path a prospect should follow to participate in your fully developed Marketing Hourglass. This concept is one of the key elements of the overall Duct Tape Marketing system, but I could conduct entire workshops around this one slide as it seems to be the easiest way to explain the marketing process in simple and practical terms. The marketing hourglass suggests that there's a logical progression at which every customer comes to know, like, and trust you. And that we then turn know, like, and trust, into try, buy, repeat, and refer. And then we build processes and content and products, and touches, and services, at each one of these points, so that we move people along to where every customer that comes to know us, also becomes an advocate or a referral source. When you overlay the definition of marketing I gave you at the start – “getting someone who has a need to know, like, and trust you” with the intentional act of turning know, like and trust into try, buy, repeat, and refer, you get the entire logical path for moving someone from initial awareness to advocate. The key is to systematically develop touch points, processes and product/service offerings for each of the 7 phases of the Hourglass. Know – This is the initial introduction to your company, and while it is commonly conveyed through your advertising messages, it is also the point at which a referred lead discovers you. The best way to start the relationship is to communicate a clear brand or point of differentiation that is designed to attract your ideal customer and your ideal referral sources. It’s essential that you have narrowly defined what an ideal customer looks like for your business, so that you can speak as directly as possible to that customer in all of your communications. Like – Once a lead is aware of your company, they can and should be led to dig a little deeper to see what’s behind the ads. This is often the point where your Web presence or physical presence (store, offices, marketing materials, etc.) set the tone for a deeper connection. Without a defined process for getting to know more about your company, without any commitment, without the opportunity to lurk and learn a little before pulling out a credit card, prospects tend to hold back from becoming customers. Trust – (Your marketing kit, white papers, and sales presentation) When a prospect is ready to learn more, this may be by agreeing to a face to face meeting or signing up to receive your bi‐weekly newsletter, you are approaching the trust hurdle. This is, for some, the trickiest spot. Your marketing materials and sales presentations must be designed to communicate your core message of differentiation with complete clarity. Try – (Webinars, evaluations, and nurturing activities) One of the best ways to ensure that every customer relationship evolves into a referral relationship is to create a way for your customers to sample your business and, in turn, give your business the opportunity to sample the customer. The purest path to marketing momentum is one that leads every prospect to determine, beyond a shadow of a doubt, whether your company has the answer or, and this is equally important, whether it does not—an educated yes or no are the answers we are after. The use of trial offers, seminars, evaluations, guarantees, and any type of activity that provides a prospect with the ability to effectively sample your products and services before making what may be a costly purchase can make a customer much more comfortable with their purchase and allow you to demonstrate how you work. Buy – (Fulfillment, new customer kit, delivery, and financial arrangements) Finally, we get to sell the primary products and services. How you orient your customer once they say yes is a key hourglass touchpoint. How you fulfill the order, how you deliver the order, how you communicate throughout the process, how you communicate after the project, and how you ask to be paid for the work are all elements that determine whether you are referral‐worthy or not in the eyes of your customer. Repeat – (Post customer survey, cross sell presentations, and quarterly events) If you do a good job with the previous stage, you are halfway towards tapping the repeat phase for all the power it’s worth. The key factor in creating repeat sales, expanded product sales, and long‐term loyalty is to make certain that your customers are getting the most possible value from your products and services. When someone buys your product or service, commit to teaching them the proper ways to get the most from it. You can teach them how to move up to the next level of product or service. You can teach them the secret hacks, the under‐the‐hood tips, and even expose them to the best practices from your other customers. Far too often we sell a product or service and just assume our customers are getting the results they desired or were promised. By creating a systematic “how to” set of materials, we can help them be more successful, use more of the features, and ultimately experience greater value. Refer – (Results reviews, partner introductions, peer 2 peer webinars, and community building) The last stage of the Customer Referral Lifecycle is that your customers become such total advocates for your business that they operate as a form of uncompensated sales staff. You know you have built a complete Marketing Hourglass when this type of action becomes common within your customer base. The ultimate goal is to lead every customer to this place. Even if referrals are flowing freely into your lead system now, there are ways to stimulate and facilitate even greater amounts of referrals. In this stage you should focus on making it very easy for your advocates to participate in your business, come together as community, and tap your entire network. Far too many businesses attempt to go from Know to Buy and wonder why it’s so hard. By creating ways to gently move someone to trust, and perhaps even creating low cost offerings as trials, the ultimate conversion to buy gets so much easier.
- I know we're all tired of hearing that we have to produce content. But it has become the expectation, right? If you think you want to know something about a person or a company, or a product, or a challenge you have, what do we do? We turn to the Google because it's become the expectation that we can find information and answers to our questions. And so, if we as businesses need to start producing content that get being found by people searching for what we have to offer. I don't care what you're selling, whether it's shoes or legal services, most purchases involves some element of online search and consumption of content. Content that Builds Trust (Blogs, How-to Content, Social media, Review, Testimonials, Articles) Blogging is one of the easiest ways for you to actually produce and update educational content. It's the easiest for people to pass and subscribe. It is how you get found. Not because you have the software but because you're actually developing content. There are many reason why… all you need to know if that the search engines LOVE blogs and use blog content to provide relevant results for searches. Obviously social media has produced some opportunities for us to connect with other folks, to build trust. If you haven’t already, you should be going out and claiming your social media profiles even if you don't have an idea yet what you're going to do on Twitter or what you're going to do on YouTube. You ought to be building out those profiles. It's free real estate. Free links back to your site. One of the biggest trust eroders is if I go out and search for your business, somebody referred me to your business, and I'm not finding that much about your business. Reviews have become an extremely important content aspect of when it comes to trust building. Anybody ever not booked a hotel because of all the two star ratings? It has to be something we have to get involved in as content that we're producing. Another reason I suggest interviewing Ideal Clients is the fact that those conversations can produce wonderful content through testimonials. Content that Educates (eBooks, white papers, Webinars, FAQs, Success stories, Survey data) We also need content that educates, purely educates. Once people find us, once they know, and they like us, and they trust us. We also need to provide them with eBooks and White Papers, Webinars like this, FAQs, how‑tos and checklists. So that they can understand that we have the answer. That we are experts. So many times people will say, well, gosh, I don't want to give it all away. I don't think you can give enough away when it comes to this. Most people just want to know that you know how to do what you do. Content provides proof that you know how to do what you do.
- There was a time, just a few short years ago, really, when small businesses finally concluded that they must use the Web to supplement their marketing efforts and create another potential channel for communicating messages. Today, I believe businesses must evolve that thinking radically again or face extinction. The onslaught of social media use didn’t just simply create another set of marketing tactics, it signaled a shift in the marketing landscape itself.
- So here's the model. Our website now is in the middle, and all this other content is out there and optimized, pointing back to our website. If you are still looking at your marketing efforts in a linear way – with online tactics falling somewhere on that line – it’s essential that you change the way you view this model entirely. Today’s business owner or marketer must build from the center first. Only then can you create the strong foundation that will carry your marketing into the next decade.
- Lead generation is not all done online. Online delivers a lot of lead generation opportunity, but it's essential to your lead generation system, that we're combining advertising, public relations, and a systematic approach to referrals. It’s my belief that every small business‐marketing plan should contain consistent forays into advertising, public relations, and referrals as a sort of strategic lighting on the path to your business. Of course, throw in the fact that more and more businesses are being found by way of online research and you’ve got an even more compelling reason to take this multi‐faceted approach. We need to be doing all three of these in conjunction.
- Most people don't have a lead conversion system. In other words… a systematic approach to closing sales. When the phone rings, what do you do? You actually generated a lead, now what do you do with it? Most people leave it completely to chance. I'd suggest that there is a very systematic approach and we need to build processes. What are we going to do? What is our actual next step to get people to know, like, and trust us once the phone rings? We have a systematic way in which we educate on how we're different. I call it an internal seminar. It might be a presentation. It might be a sales call. One of the tools that we create for all of our clients is something we call a new customer kit. I've had more people tell me that his changed everything about the relationship or at least how the relationship started with the customer when they started doing this. And it simply was just a way to orient a new customer. Here's everyone in our organization that you need to know. Here's what we agreed to. Here's what's next. Here's what we need from you in order to act. Here's what you can expect from us. Having simple communication that gets those points across is how you get sale number two, that's how you start getting referrals.
- Let me ask you a question… How many of you are plan to be in business, I don't know, six months from now? Right? Most hands go up when I'm talking to business owners. So, what if we looked at mapping out a calendar of all these things. We don’t have to do everything at once.
- So if you decide, you came here, and you go, you know, gosh darn it, this is the 473rd person that told me I need a blog. I'm doing it. I'm going to jump in. So what if that was your challenge? What if that was your project, your theme? What you guys have? Something you need to discuss about this blog here? I'm sensing a little tension on the blog front. So what if that's next month's theme? Right? So that you create, you map out a month or six months, or a year on a calendar, and say, you know what, we can't do it all this month. But what are we going to do next month? What are the weekly actions we're going to need to take in order to do that? Anybody schedule marketing appointments with themselves? No, we don't. Well, a few of you. Thank you. But most of the time we go, it's 3:00 on Friday, maybe I'll knock a little marketing out. Ehh! Maybe I'll check my email for the 473rd time. For many of us, marketing maybe your full‑time job. But for a lot of folks it is a hat they wear. They're the VP of marketing. They happen to be 10 other things. But they never actually do it. Because it's the easiest thing in some cases to pass off or put off. So what if we started looking in terms of making daily marketing appointments? What happens when we get people to start thinking this mentality is that at the end of six months, all of a sudden, they've built an entire system or at least they have all the pieces in place that can actually build some marketing momentum rather than simply relying on which ever wheel squeaks the loudest.
- O.K. So as I mentioned at the beginning, I have a special gift for everyone on the call today. For those of you who believe that 2012 is the year to get to work developing a marketing system for your business, I want to give you an opportunity for a free 30-minute consulting session with me and start to create and implement the system and strategies we have talked about today, for your business! Here is a link to my Signature Brand Audit, which includes an audit of your brand and website. In this session, I will provide a host of tips aimed at getting you on the road to marketing success. It all starts, however, with you going to my website and spending 10 minutes or so completing the Signature Brand Audit.