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Marketing and funnel activity overview. Presentation for small business owners group about what to think about when looking at their marketing and acquiring new customers
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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 -
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
