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HelloHelloPatrick W. Giammarcowww.pwgmarketing.com
Email:[email protected]
Twitter:twitter.com/pwgiammarco
LinkedIn:linkedin.com/in/patrickgiammarcoledo.ning.com
7 Steps to Small BusinessMarketing Success
New Definition of Marketing
Marketing is a System1. 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 too
7. Live by the calendar
WHAT IS WHAT IS SOCIAL SOCIAL MEDIA MEDIA AND WHY AND WHY YOU YOU SHOULD SHOULD CARECARE
1) Strategy 1) Strategy Before Before TacticsTactics
1a) Who Matters1a) Who Matters
• Profitable clientsProfitable clients• ReferralsReferrals• DemographicsDemographics• BehaviorBehavior• Biographical sketchBiographical sketch
• DemographicsDemographics• GeographicsGeographics• PsychographicsPsychographics• BehavioralBehavioral
1b) Be Different1b) Be Different
• What would you Google?• What made you decide to hire us?• What could we do better?• Where do we fail you?• Would you refer us?
Ask Every Customer…
• Unique product/service• Unique process• Unique experience• Unique people• Unique guarantee• Unique packaging or delivery• Against a problem
What Do People Really Buy?
2) The Marketing 2) The Marketing Hourglass™Hourglass™
• What is your free or trial offering?
• What is your starter offering?
• What is your “make it easy to switch” offering?
• What is your core offering?
• What are your add-ons to increase value?
• What is your members only offering?
• What are your strategic partner pairings?
Fill Your Hourglass Gaps
3) Create 3) Create and Publish and Publish ContentContent
• Blogs• How-to content• Social media• Reviews• Testimonials• Articles
Content That Builds Trust
• eBooks• White papers• Webinars• FAQs• Success stories• Survey data
Content That Educates
4) Create a 4) Create a Total Web Total Web Presence Presence
Digital interactivity is now at the center of marketing
New research shows that 77% of US adults use the Internet as an information source when shopping locally for products and services.
~ KelseyGroup
• 73% of online users read a blog• 57% join social networks• 45% have started a blog• 83% have viewed a video online• 39% subscribe to RSS feeds• 36% think more positively about companies that have blogs
Source: Universal McCann Wave3 research into social media
Where Are We?
• Listen first• Optimize your web content• Claim real estate• Optimize brand assets• Ratings and reviews • Social media participation
Pillars of Web Presence
Hub and Spoke
5) Inbound Lead 5) Inbound Lead Generation TrioGeneration Trio
• Advertising• Public Relations• Referrals
Inbound Lead Generation Trio
Advertising
• Awareness for content• Narrowly targeted• 2-step direct response• Accountable
• PR is about relationships• Pitch strategically• Monthly touch• Use online news release tools
Image: www.marketfin.com
Referrals Referrals
• Be more referable• Target• Educate• Offers• Follow-up
6) Selling is a System… 6) Selling is a System… tootoo
Image: www.solutionsellingblog.com
• Discovery – next step• Presentation – seminar• Nurturing – sales cycle• Monthly touches• Transaction – same experience
Lead Conversion
7) Live By the 7) Live By the CalendarCalendar
• Monthly themes• Weekly actions• Daily appointments
Live By the Calendar
Marketing is a System1. 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 too
7. Live by the calendar
Signature Brand Audit™($250 value)
Visit: http://bit.ly/mXAShy
Special OfferSpecial Offer
Questions?
Thank Thank YouYouPatrick W. Giammarco
www.pwgmarketing.com
Email:[email protected]
Twitter:twitter.com/pwgiammarco
LinkedIn:linkedin.com/in/patrickgiammarco
