Your Marketing Funnel

MARKETING &

ACQUIRING NEW

CUSTOMERSJacqui Malpass

Jacquimalpass.com

THE PROBLEM?

How can you find a more cost efficient way to acquire more profitable customers / maximise on social return?

• [S]ituation Analysis (where

are we now?)

• [O]bjectives (where do we

want to go?)

• [S]trategy (how do we get

there?)

• [T]actics (the details of

your strategy)

• [A]ction (the daily and

weekly activities)

• [C]ontrol (what you need to

watch and when)

WHAT’S THE GOAL?The journey begins from where you are now . . .

Where do you want to be?

• 12 months?

• Three years?

• What about five years?

• Now imagine yourself five years on, having achieved what you want and looking back on yourself today; ask yourself this important question:• What were the most

important things you did that enabled you to get where you wanted to be?

WHAT IS MARKETING?Marketing is everything that you do to communicate your

business to both your existing and potential customers.

Most people use a combination that works best for their

particular business.

Typical mistakes

• No plan – haphazard activities

• Too busy doing business to consider how to

develop business

• Jumping from one failed idea to another

without stopping to think

• Your marketing plan on a ‘post it ’ note or in

your head

• Untargeted attempts to generate sales

• Not really knowing what works and what

doesn’t to make informed decisions

• Trying to do too much too quickly and making

mistakes

• Wasting money, time and effort repeating what

doesn’t work

• Poor decisions about what to invest in –

believing the sales person

• Letting fear paralyse the taking of positive

action

• Mixed messages with no coherent theme

• Over complicating marketing activities and

messages

• Working very hard but not getting results that

match the effort

• Making excuses – I haven’t got time to market

my business

• Thinking that marketing is complicated – and

avoiding doing it

• Relying on only one or two methods of

generating business

• Suffering from feast and famine revenue

cycles

• Keeping poor records of important prospects

and customers

• Not really being able to explain why someone

should buy from you

• Hoping and praying that business will come to

you – but not taking action

What is effective Marketing?

“No matter what your product is, you are ultimately in the

education business. Your customers need to be

constantly educated about the many advantages of doing

business with you and trained to use your products more

effectively”

Robert G Allen

YOUR CHALLENGEFind the blocks to sales & marketing success

Ask what it isn’t working.

Ask what is working.

What direction are you moving in?

• Where?

• When?

• How?

• How much?

• Take stock now

UNDERSTANDING YOUR

CUSTOMER

Finding out about your target customer

Understanding what people buy

Understanding your customer

• Who are the right potential customers?

• New business opportunity profile

• Best, most enjoyable and profitable?

• Problems, needs and wants?

• Niches, segments and sectors

• Oh where art thou perfect customer?

• I buy like this!

More customers?

• There are three main

ways to grow any

business:

• get new customers

• increase the amount

your existing customers

spend with you

• increase the frequency

with which they do

business with you

Creating your value proposition

• What do you do for

them?

• Key elements?

• Solving clients

problems?

• Benefits?

• What is unique about

it?

Defining pain

• Pain points

• Diagnose before you

prescribe

WHAT ARE YOU SELLING?

Products

Services

Solutions

Products

Anything that satisfies a customer need.

‘The right product, in the right place, at the right time, and

at the right price’

Adcock et al

What are you selling?

“The most simple analysis will tell you that

Coke is only a fizzy drink with a massive

marketing budget, and that simplicity makes

the market vulnerable." Richard Branson

Find out what your customers value

Think like a customer

And

Ask them for feedback

DEVELOPING YOUR

MARKETING MESSAGE

Deciding on your niche

Getting clear about what you are selling

Clarifying your value proposition

Creating and communicating a brand identity

Developing a strap-line slogan for your

business

Branding

• Branding involves decisions that establish an identity for a

product with the goal of distinguishing it from competitors’

offerings. Kotler

• The word branding began simply to tell one persons cattle

from another’s by the means of a hot iron stamp

• Personal branding is the process whereby people and

their careers are marked as brands and marketed as such

Organisational Brand

BRAND IDENTITY

Logo

Colours

Fonts

Authenticity

Perceptions|

Emotion

Culture

Visual

Key messages

Creative Website

Social Media Profile

Advertising

Printed Materials

People

Not of these organisations treat their brand

as an afterthought, and nor should you

Developing your brand statement

• What 3 things would you want someone to remember about

you

• What 2 things are you known for today?

• What 2 things will you be known for this time next year?

• What do you do

• How do you do it

• Why do you do it

24

• Abbey – more ideas for your money

• Honda – the power of dreams

• PC World – the best of both worlds

• KwikFit – keeping tyre and exhaust prices down

• Panasonic – ideas for life

• Tesco – every little helps

• Dulux – we know the colours that go

• Shredded Wheat – put all your heart into life

• Typhoo tea – you only get an OO with Typhoo

• Why

COMPETITORSSun-Tzu identified and compared his differentiators (the enemy's strengths and weaknesses), writing,

“Carefully compare the opposing army with your own, so that you may know where strength is superabundant and where it is deficient.”

Your competition

• Who is your

competition?

• What are their

strengths and

weaknesses?

• What is your

competition not

offering that the market

needs?

• What benefits do you

offer that your

competition doesn’t?

YOU NEED A PLANFailure to plan is planning to fail

Marketing plan – tip

• Create a plan

• Plan on 1 side of A4

• Update frequently

• Stand back and look at the opportunities

• Which opportunities are you following or choosing not to follow and

why?

• Do you have a consistent message throughout your

marketing?

• How much time do you have to create a synchronised

approach?

• Should you consider seeking support?

What should go into a plan?

BrandingLead generation

processesOnline Offline

Case studies / whitepapers

PR Social mediaCampaign

managementPartners CRM

Sales toolkitsEvents / exhibitions

/ seminarsNetworking E-book

Marketing plan – tip

• Just do it

• Keep it simple

• Don’t be perfect

• Test test test

• Review & measure

The Questions you really need to ask

• Do you understand the competitive advantages of your product/service?

• Do you know who your competitors are and how and they compete in the market place?

• Are you sure that you are selling in the best location (physical or internet)?

• Do you build in the best possible benefits to the customer in your product/service for the price?

• Do you know what your customers like about your service?

• Do you have a marketing plan that is regularly reviewed?

• Do you have a consistent brand image throughout your marketing material ?

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IT’S A NUMBERS GAME

Walk the process

Get in the flow

Use technology as an enabler

Everything all in one place

Blend traditional with social & digital

Email marketing

Direct Mail

Keep your eyes and ears peeled the media

are always looking for good stories

If you do one thing blog

• share your expertise (articles, videos, interviews, case studies), a place to announce your news, proffer your views, build your credibility and raise your brand profile

• SEO (search engine optimisation)

• Quality content

Think about what a user is going to type -

Matt Cutts - Google

People, share, read and generally engage

more with any type of content when it’s

surfaced through friends - Malorie Lucich -

facebook

Create a community

(e.g. Google+, Facebook or LinkedIn)

Become a film director

Either write something worth reading

about or do something worth writing

about – Benjamnin Franklin

Write a book

A millions ideas

• Newsletters

• Hospitality days

• Networking

• Telemarketing

• Social media

• Direct mail

• Referrals

• Website

• Experts

• Speaking

• Sponsorship

• CSR / Social return

• Training days

• Open days

• Joint ventures

• Word of mouth

• PR

• Special offers

• Clothing

• Give aways

• Exhibitions / events

• Seminars

• Write a book

Who am I?

Jacqui Malpass

Personal Brand Strategist,

Author, Speaker, Blogger

www. jacquimalpass.com