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The Ultimate Event for Small Business Success.
The 5 Keys of Marketing Strategy
To Make All Your Marketing Work Better
Greg HeadChief Marketing Officer, Infusionsoft@GregHeadAZ
The Ultimate Event for Small Business Success.
Confusion
The Ultimate Event for Small Business Success.
Strategy Tactics
Word of MouthEmail MarketingWebsite Product ExperienceSEOSocial MediaPublic RelationsCollateralVideosAdvertisingEvents & ShowsOffers
Sales ChannelsPartner ChannelsReferralsDirect Mail GiveawaysBrand ImageCo-promotionLead GenerationTelemarketingSales ToolsPresentationsCustomer Marketing
Target MarketCustomer Problem
Products or ServicesUnique Benefits
Differentiation
Business Model
Brand Feel
The Marketing Game
The Ultimate Event for Small Business Success.
Strategy
is simply the decisions
you make so your
tactics work better
The Ultimate Event for Small Business Success.
The Ultimate Event for Small Business Success.
Positioning
The Ultimate Event for Small Business Success.
Positioning is everywhere
The Ultimate Event for Small Business Success.
The 5 Keys of Marketing Strategy
Exist in Your Positioning Statement
The Ultimate Event for Small Business Success.
The 5 Keys = Your Positioning Statement
For target customers, company is the leading category that
provides unique benefit.
Unlike competitors, company does unique differentiator.
The Ultimate Event for Small Business Success.
The 5 Keys = Positioning
Target Customer
Category
Unique Benefit
Competition
Unique Differentiator
The Ultimate Event for Small Business Success.
Infusionsoft Positioning
The Ultimate Event for Small Business Success.
Infusionsoft Positioning
Infusionsoft is the leading sales and marketing software
for true small businesses, designed to
help them get organized, grow sales
and save time.Unlike other small business software providers, Infusionsoft is solely focused on small business success and provides one easy-to-use system for sales and
marketing.
The Ultimate Event for Small Business Success.
Our Positioning In Action
The Ultimate Event for Small Business Success.
Your Positioning Statement
For target customers, company is the leading category that
provides unique benefit.
Unlike competitors, company does unique differentiator.
The Ultimate Event for Small Business Success.
Who is your target?
The Ultimate Event for Small Business Success.
The Target Market Trap
The Ultimate Event for Small Business Success.
Focus
The Ultimate Event for Small Business Success.
What is your category?
The Ultimate Event for Small Business Success.
What is your unique benefit?
Chipotle
The Ultimate Event for Small Business Success.
What is your competition?
The Ultimate Event for Small Business Success.
Why are you different and better for your target market?
The Ultimate Event for Small Business Success.
The 5 Keys = Your Positioning Statement
Target Customer
Category
Unique Benefit
Competition
Unique Differentiator
The Ultimate Event for Small Business Success.
Do these thingsto get big results
The Ultimate Event for Small Business Success.
Be one thing
The Ultimate Event for Small Business Success.
Be the leader
The Ultimate Event for Small Business Success.
Write it out.Debate it openly.Decide it clearly.Speak it into existence.Live up to it.
Repeat it forever.
The Ultimate Event for Small Business Success.
Positioning Books
• Al Ries & Jack Trout–Positioning–22 Immutable Laws of
Marketing–Focus
• Seth Godin–Purple Cow
The Ultimate Event for Small Business Success.
What’s your focus?
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