Attaining success in marketing your small business

DBIA Presentation

Dick Wooden and Julie Cooper www.SuccessWithCRM.com

Attaining Success in Marketing YourSmall Business

Agenda

• The 7 Steps to Small Business Marketing Success

• The Important Key System Components• Attract and ACT integrated Marketing System• Work Shops:

• Who is your Ideal Target customer• Differentiate and Dominate

• Next steps

Design Build Institute of America

Design-Build Value Proposition:One contract between the owner and the design-build team which saves money and time by transforming the relationship between designers and builders into an alliance which fosters collaboration and teamwork.

Your name, business and “hats you wear”

What are Your Expectations and Desired Outcomes?

Who we are and our goals

There are no real secrets in business, only truths you’ve yet to Discover or you haven’t figured out how to apply.

We help move these truths into the realm of execution. We enjoy working with entrepreneurial minded people in growing and developing their business relationships to get them where they want to go.

Dick WoodenPhone: 574-206-5612

E-mail: Dick@SuccessWithCRM.com

Julie CooperPhone:574-607-7914

E-mail: Julie@SuccessWithCRM.com

Marketing & Sales Business Consulting Inbound, E-Mail & Drip Marketing Consulting Contact Mgmt.: Sage ACT! & SalesLogix CRM

Consulting, Implementation, Training & Support One-on-one Coaching of Entrepreneurs Facilitation of Peer-to-Peer Entrepreneur

Alternative Boards

OfficePhone: 269.445.3001

Are you prospecting ?

1. Not Really – I don’t like to do or don’t have time.

2. Yes – but I don’t have enough of the right kinds of ideal prospects.

3. Yes – My Sales Pipeline is Full and I love doing it

How do you prospect for new business?

• Cold Calling by Phone/on site• Cold Calling E-mail• Warm Calling• Networking Events• Other

Marketing versus Selling

• Marketing is for reach –finding the opportunity to speak to someonewho may need your services.

• Selling is for coverage – turning those opportunities into a new customer (or new services with an existing customer.)

“Marketing”• The purpose of Marketing is to

Generate Revenue – Peter Drucker

• “The Key to Excellent Marketing is to make your message about Your Buyer and NOT about your own rhetoric” – Chris Brogan

The new Rules of Marketing

• Access to information is easily accessible. Google search has replaced Yellow Pages.

• Inbound, permission marketing is rapidly replacing interruption outbound marketing.

• The Buyer is in Control- not the Seller• Communities and Friends advice is more

important than what the seller has to say.• Facebook friends and customer reviews

come first to filtering buyer choices.

Two Types of Prospective Buyers

Step 1: Narrow Your Focus− Find a Target Market – quicker to build TRUST− Look for Ideal customer – common

characteristics− Rate your customers and discover patterns

Exercise: Describe the ideal customer as if they are sitting across the table from you.

7 Steps for Small Business Marketing Success

• What differentiates Your Business = Niche Market− The way you price your services?− An image that is related to your service− A way you package or brand the business− A reputation for a special process

• Look at Competitors− What do they claim that is special? What don’t they claim?− Where is your market not being served?

• Exercise: “What do you do for a living (not your title)”

Step 2: Find & Communicate a Core Difference

• Image is everything. People can related to & attach themselves if they connect to an memorable (experience) image.

• Create a “Product” from your service. Create something much bigger.

Step 3: Package Your Business

• A series of documents that can be personalized easily – to the prospect’s business / industry.

• Use words from your customer testimonials.• Have an actual case study. Audio good. Video

the best.• Stories: How started, how you got into the

niche, overcome adversity. Be a ‘real’ person.• Web Presence: Re-purpose materials, Blog +• Social networking: Linked-In – Q & A’s

Step 4: Create Marketing Materials that Educate

• Advertising:− Purpose: To get them to give you permission to

Market to them• Referral Network: (educate)

− Customer− Partner Alliances

• Public Relations− Build local media list and provide info interest to

readers

Step 5: Establish Your Lead Generation Trio

• Use Blogs to build trust, spread your expertise and get PR opportunities.

• Use “Local terms” i.e. Michiana• Use Local Internet Directories• Use Automation tools: Blog to Linked In,

FaceBook, Twitter, as Email eNews, etc.• Google search is driven by SEO- search

engine optimization- key word phrases

Step 6: Automate & Dominate

• Keep it visible and Top of Mind – It’s that Important

• Carve out a portion of your day to be:− Chief− Marketing− Officer

• Make it a + Habit• Elicit others for remarkable content

Step 7: Live by the Calendar

Your Most Important System Asset

• A business strategy and approach that helps you − acquire, − develop and − retain profitable customers.

• A system to help to manage the communications and relationships between people: − leads, prospects, customers, clients, employees, vendors,

distributors, suppliers, partners, members, etc.

• What works in your business?

What is Customer Relationship Management ‘really about’?

• After 1st contact = 2% of sales are made• 2nd contact = 3% of sales• 3rd contact = 5% of sales• 4th contact = 10% of sales• 5th – 12 contact = 80% of sales are made

• Also:• 87% of all leads are never pursued= follow up failure.• 48% of all sales leads that are pursued are dropped after

the first call/meeting

Need for a Plan and a proven Process

• E-Mail Marketing – A Good Start• Electronic Newsletter with Content links - Better• Use targeted surveys - measure desire, qualify• Drip Marketing Campaigns – Even Better• Rank Responses & Call - Prioritize on most Interest• Assigning Calls – Delegate• CRM Database – Keeps It In Sync• Targeted follow up• Automatic - Repeat

Attract and ACT Options

Measure Marketing Results

Work the Call List - Make Contact on Their Interests

Better Decisions, Faster & Easier

• Prepare of Workshop Exercises• Two Groups? Dick, Julie, Dennis Help to Facilitate

Stand, Twist and Introduce

• Determining your Target Market• Determining your Ideal customer’s characteristics

• Tools:− Listing of your current customers and columns for key

characteristics, lead source, type of business, etc− Looking for patterns− How did each find you or come to be focused upon?

Workshop 1: Target Market

• Developing your core difference− How did they find you? − Ask them why they bought from you, have a conversation− Why do they continue to buy from you? − Do they recommend you to friends and associates? Why?

• Communicating Your core difference:− Where are these ideal prospective customers found?− What is important for them to know, content is King….− How do they like to receive information− How often should they be communicated with?

WorkShop 2: Differentiate

• Success with CRM Consulting – Marketing and Contact Management – Feedback & Follow up form− Help me provide improved learning and sharing of knowledge to

others− Select the Free Stuff they’d like to receive

• Resources:− Duct Tape Marketing – John Jantsch− The Referral Engine – John Jantsch− Inbound Marketing – Brian Halligan / Dharmesh Shah− The New Rules of PR and Marketing – David Meerman Scott− The DBIA library.

Wrap Up

Dick WoodenPhone: 574-206-5612

E-mail: Dick@SuccessWithCRM.com

Julie CooperPhone:574-607-7914

E-mail: Julie@SuccessWithCRM.com

Marketing & Sales Business Consulting Inbound, E-Mail & Drip Marketing Consulting Contact Mgmt.: Sage ACT! & SalesLogix CRM

Consulting, Implementation, Training & Support One-on-one Coaching of Entrepreneurs Facilitation of Peer-to-Peer Entrepreneur

Alternative Boards

OfficePhone: 269.445.3001