How to Develop Your Marketing Cookbook
•Descargar como PPTX, PDF•
1 recomendación•196 vistas
If you are serious about scaling your business – or even just ensuring that you iron out some of the peaks and troughs – you need to have and execute a solid lead generation process. In this Slideshare I am going to show you how to capture the key behaviours we need to adopt each month – the key things we need to do – in order to consistently generate the leads we want. It’s all very well having goals and targets – but they are not going to happen on their own!
Recomendados
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (20)
Similar a How to Develop Your Marketing Cookbook
Similar a How to Develop Your Marketing Cookbook (20)
Más de BizSmart Select
Más de BizSmart Select (20)
Último
Último (20)
How to Develop Your Marketing Cookbook
- 1. If you are serious about scaling your business – or even just ensuring that you iron out some of the peaks and troughs – you need to have and execute a solid lead generation process. In this webinar I am going to show you how to capture the key behaviours we need to adopt each month – the key things we need to do – in order to consistently generate the leads we want. It’s all very well having goals and targets – but they are not going to happen on their own! There is a link at the end of this deck to the associated blog and webinar recording.
- 3. ® Value Proposition Lead Generation Framework Lead Generation Process Behaviours ‘CookBook’ Budgets
- 4. Existing Customers New Customers Audience/ Who To? Hunting/TargetedFarming TypeofActivites End of Project Review Annual Review Feedback Survey Newsletter Monthly Blog LinkedIn User Group SEO (Search Engine Optimisation) Social Media – blogs, tweets, groups etc Networking E-book Competitions A targeted mail campaign Direct follow-up of downloads Targeted LinkedIn campaign Targeted Facebook campaign
- 5. Existing Customers New Customers Audience/ Who To? Hunting/TargetedFarming TypeofActivites End of Project Review Annual Review Feedback Survey Monthly Blog SEO (Search Engine Optimisation) Social Media – blogs Networking A targeted mail campaign Direct follow-up of downloads
- 6. Existing Customers New Customers Audience/ Who To? Hunting/TargetedFarming TypeofActivites End of Project Review Annual Review Feedback Survey Monthly Blog SEO (Search Engine Optimisation) Social Media – blogs Networking A targeted mail campaign Direct follow-up of downloads
- 7. Focus on ideal target Raise interest Arrange Meeting Identify Pain Points Keep in touch or Mailing List Nurture How? Use list & criteria Use CTA e-book Discussion Guide See Sales Process Farming Activities When? Last Friday of Month 5 per week - Mon Thurs PM Ideally Mondays See CookBook Who? MH MH KB KB MH How Many? 20 Per Month 20/ Month (5/ week) 20 Per Month 2 Per Month 18 Per Month Success KPIs 10% 50% Why? Targeted Email Campaign Process Identify & agree the next prospects Mail them Telephone follow-up Sales Meeting if interested now Put on 'Farming' list if not now Targeted Mail Campaign
- 8. M onth Type Activity Aims Behaviours Target/ Leading KPIs Actual Outcome/ Lagging KPIs Actual New Hunting Farming WhoTo? 1 2 3 Hunting Farming Existing 1 1 1 2 3
- 9. M onth Type Activity Aims Behaviours Target/ Leading KPIs Actual Outcome/ Lagging KPIs Actual New Hunting Farming WhoTo? 1 2 3 Hunting Farming Existing 1 1 1 2 3
- 10. M onth Type Activity Aims Behaviours Target/ Leading KPIs Actual Outcome/ Lagging KPIs Actual New Hunting Farming WhoTo? 1 2 3 Hunting Farming Existing 1 1 1 2 3
- 11. M onth Type Activity Aims Behaviours Target/ Leading KPIs Actual Outcome/ Lagging KPIs Actual New Hunting Farming WhoTo? 1 2 3 Hunting Farming Existing 1 1 1 2 3
- 12. M onth Type Activity Aims Behaviours Target/ Leading KPIs Actual Outcome/ Lagging KPIs Actual Identify & agree the next prospects Mail them Telephone follow-up Sales Meeting if interested now Put on 'Farming' list if not now New Hunting Farming WhoTo? 1 2 3 Hunting Farming Existing Targeted Email Campaign Process 1 1 2 3 Focus on ideal target Raise interest Arrange Meeting Identify Pain Points Keep in touch or Mailing List Nurture How? Use list & criteria Use CTA e-book Discussion Guide See Sales Process Farming Activities When? Last Friday of Month 5 per week - Mon Thurs PM Ideally Mondays See CookBook Who? MH MH KB KB MH How Many? 20 Per Month 20/ Month (5/ week) 20 Per Month 2 Per Month 18 Per Month Success KPIs 10% 50% Why? Targeted Email Campaign Process Identify & agree the next prospects Mail them Telephone follow-up Sales Meeting if interested now Put on 'Farming' list if not now
- 13. M onth Type Activity Aims Behaviours Target/ Leading KPIs Actual Outcome/ Lagging KPIs Actual Target Identify & agree the next prospects Raise interest Mail them Arrange F2F Telephone follow-up Pain Points Sales Meeting if interested now Nurture Put on 'Farming' list if not now New Hunting Farming WhoTo? 1 2 3 Hunting Farming Existing Targeted Email Campaign Process 1 1 2 3
- 14. M onth Type Activity Aims Behaviours Target/ Leading KPIs Actual Outcome/ Lagging KPIs Actual Target Identify & agree the next prospects 20 Raise interest Mail them 20 Arrange F2F Telephone follow-up 20 Pain Points Sales Meeting if interested now 2 Nurture Put on 'Farming' list if not now 18 New Hunting Farming WhoTo? 1 2 3 Hunting Farming Existing Targeted Email Campaign Process 1 1 2 3
- 15. M onth Type Activity Aims Behaviours Target/ Leading KPIs Actual Outcome/ Lagging KPIs Actual Target Identify & agree the next prospects 20 Raise interest Mail them 20 Arrange F2F Telephone follow-up 20 Pain Points Sales Meeting if interested now 2 Nurture Put on 'Farming' list if not now 18 1 New Client on Retainer New Hunting Farming WhoTo? 1 2 3 Hunting Farming Existing Targeted Email Campaign Process 1 1 2 3
- 16. M onth Type Activity Aims Behaviours Target/ Leading KPIs Actual Outcome/ Lagging KPIs Actual Create useful content Agree topic 3rd Friday of month Topic Agreed Open rate x Nurture/ engage with clients Prepare draft by 4th Friday Draft Click rate y Build useful resource Send First Friday Sent Target Identify & agree the next prospects 20 Raise interest Mail them 20 Arrange F2F Telephone follow-up 20 Pain Points Sales Meeting if interested now 2 Nurture Put on 'Farming' list if not now 18 1 New Client on Retainer New Hunting Farming WhoTo? Monthly Blog 2 3 Hunting Farming Existing Targeted Email Campaign Process 1 1 2 3
- 17. M onth Type Activity Aims Behaviours Target/ Leading KPIs Actual Outcome/ Lagging KPIs Actual Create useful content Agree topic 3rd Friday of month Topic Agreed Open rate x Nurture/ engage with clients Prepare draft by 4th Friday Draft Click rate y Build useful resource Send First Friday Sent SEO Drive appropriate traffic Review performance with SEO company Done Visits, bounce rate Engage wider audience Post Blog onto business & personal LinkedIn Done Views/ Shares Raise credibility Post Blog into identified groups Done Make new contacts F2F Attend existing & one new per month 2 4 Contacts added to list Target Identify & agree the next prospects 20 Raise interest Mail them 20 Arrange F2F Telephone follow-up 20 Pain Points Sales Meeting if interested now 2 Nurture Put on 'Farming' list if not now 18 1 New Client on Retainer New Hunting Farming WhoTo? Monthly Blog 2 3 Hunting Farming Existing Targeted Email Campaign Process 1 Blog Networking
- 18. M onth Type Activity Aims Behaviours Target/ Leading KPIs Actual Outcome/ Lagging KPIs Actual End of project review Get follow-on work & referral Every time Held? Annual Review Get repeat work & referral Carry out one per month 1 Feedback Survey Improve & ask for referral Every review Done? Create useful content Agree topic 3rd Friday of month Topic Agreed Open rate x Nurture/ engage with clients Prepare draft by 4th Friday Draft Click rate y Build useful resource Send First Friday Sent SEO Drive appropriate traffic Review performance with SEO company Done Visits, bounce rate Engage wider audience Post Blog onto business & personal LinkedIn Done Views/ Shares Raise credibility Post Blog into identified groups Done Make new contacts F2F Attend existing & one new per month 2 4 Contacts added to list Target Identify & agree the next prospects 20 Raise interest Mail them 20 Arrange F2F Telephone follow-up 20 Pain Points Sales Meeting if interested now 2 Nurture Put on 'Farming' list if not now 18 1 New Client on Retainer 1 Referral, one piece of additional business New Hunting Farming WhoTo? Monthly Blog 2 3 Hunting Farming Existing Targeted Email Campaign Process Blog Networking
- 19. M onth Type Activity Aims Behaviours Target/ Leading KPIs Actual Outcome/ Lagging KPIs Actual End of project review Get follow-on work & referral Every time Held? Annual Review Get repeat work & referral Carry out one per month 1 Feedback Survey Improve & ask for referral Every review Done? Create useful content Agree topic 3rd Friday of month Topic Agreed Open rate x Nurture/ engage with clients Prepare draft by 4th Friday Draft Click rate y Build useful resource Send First Friday Sent SEO Drive appropriate traffic Review performance with SEO company Done Visits, bounce rate Engage wider audience Post Blog onto business & personal LinkedIn Done Views/ Shares Raise credibility Post Blog into identified groups Done Make new contacts F2F Attend existing & one new per month 2 4 Contacts added to list Target Identify & agree the next prospects 20 Raise interest Mail them 20 Arrange F2F Telephone follow-up 20 Pain Points Sales Meeting if interested now 2 Nurture Put on 'Farming' list if not now 18 1 New Client on Retainer 1 Referral, one piece of additional business New Hunting Farming WhoTo? Monthly Blog 2 3 Hunting Farming Existing Targeted Email Campaign Process Blog Networking
- 20. ® Value Proposition Lead Generation Framework Lead Generation Process Behaviours ‘CookBook’ Budgets
- 21. BizSmart aims to help business owners of small and medium sized businesses to create value and scale their businesses through sound practical business support by providing insight, Clarity combined with a real determination to help you succeed. You can access webinars and presentations like this and more besides through our SmartRoom service here You can read the associated blog and listen to a live recording of this presentation by clicking here You can read Kevin’s profile here
- 22. •Need a sounding board for your ideas? •Need to know what to prioritise? •Want someone to challenge your assumptions?
- 23. BizSmart – Where Smart people go to surround themselves with other Smart people, to gain business success.
Notas del editor
- Ok so this time we are going to take a look at what we call our ‘cookbook’
- A quick re-cap We’re looking at lead generation and getting to grips with a simple but effective marketing plan. We’ve already covered the Value Proposition and our 3 year planning which is the more strategic end of the marketing plan – we’re looking at implementing it – the tactics We’ve looked at a framework to help develop some activities that we think will help deliver on the plan and last time we took a hunting activity and turned it into a lead generation process to make it something that you (and your team) can follow time after time so that it becomes a habit This time we going to take the framework and the process and capture the key behaviours we need to adopt each month – the key things we need to do – in order to consistently generate the leads we want. It’s all very well having goals and targets – but they are not going to happen on their own! Businesses that manage to scale successfully execute their plans consistently and effectively – including lead generation
- So we developed our lead generation framework looking at existing and new customers and hunting and farming activities – and finished off looking like this
- We said we’d generally like to do one thing in each box really well rather than lost of things so let’s hone this down a little
- We also developed a little more detail around the hunting activity to new customers – the targeted mail campaign
- And ended up looking like this with the key steps across the top and the detail below And this links into the next step which is our CookBook
- This can be done as a whole business – or if you have marketing and sales teams then you might like to think about each person in the teams developing their own CookBook The idea of a cookbook is that we give ourselves a recipe if you like that we follow – or that we get our sales people to follow. It combines the behaviours (such as telephone calls, meetings etc) with some metrics so that we can work out over time whether we are doing the right things and whether they are leading to the expected results At first glance it may look a little confusing so let me walk you through it!
- The first think to note is that we should review this monthly – it might be that the bulk of it remains the same but we need to record our actual behaviours and metrics for the month
- The next thing to note is that it picks up on the Lead Generation Framework we did earlier identifying activities by – Existing or New Customers, Hunting or Farming – so they work together forming a cohesive plan of action – this is not a separate framework used in isolation
- It’s going to provide a way for us to define the behaviours we want in order to deliver those lead generation activities But also to define and track key performance indicators – leading ones that are the behaviours we hope will lead to the results we want and lagging ones that track the results after So a leading KPI might be the number of phone calls we need to make, a lagging one might be the qualified leads generated that are to be followed up in our sales process
- So lets take our example framework and work it through – You can start where you like – I’m starting with Hunting for new customers which is the one we worked up in the lead generation process example if you remember – we were looking at a targeted lead generation process So our Behaviours might be to identify and agree the next group of prospects, mail them, follow them up with a call etc. as we defined in our lead generation process earlier
- Our aims of each of those behaviours can be recorded here next – so the aim of the mailing is simply to raise interest to hopefully accept a call from us in this case
- Then we want to set some Leading KPIs – which again we set out in our lead generation process And then we can record the actual when we review at the end of the month
- Then what are we looking for as the outcome – or what are the Lagging KPIs/ what do we hope to get out of the activity and what are the actual results that we get at the end of the month? So that’s and example where we had already spelt out the process – which we will probably have done for our targeted activities
- Next let’s take the Farming Activities to Existing customers/ prospects We said we would create a useful blog that could be used in several ways – coordinated across the 4 boxes
- And then the Farming activities to New customers/ prospects – SEO, Blog and Networking
- Finally the hunting to Existing customers aimed at generating referrals and ongoing/ additional work
- Note this section highlighted is the key to this – it defines the behaviours we want to see and measure each month Now it’s worth a comment here about tracking the source of leads All of these activities take time and in some cases cash. What we’d like to be able to do is work out which ones are worth continuing and which are not Whilst it is not always straightforward, things are a lot easier than they used to be when John Wanamaker is quoted as saying ‘I know half my advertising budget is wasted – I just don’t know which half” Consider ways to track where leads come from – for example virtual numbers these days are very cheap so if you do run different campaigns, consider a different number for each – or a different email or landing page so that you can measure
- A quick re-cap We’re looking at lead generation and getting to grips with a simple but effective marketing plan. If you are serious about scaling your business – or even just ensuring that you iron out some of the peaks and troughs – you need to have and execute a solid lead generation process. Now we’ve done our CookBook and defined the activities and behaviours we are wanting each month, we can start to put our marketing budget together – we’ll cover that in the next module