Brilliantly simple marketing for SMEs

Steve Revill

Chartered Marketer, FCIM

Unlimited Perspective

Twitter: @steve_revill

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Establishing your priorities – a typical funnel

Strangers

Friends

Customers

Advocates

Adapted from Godin (1999) and Considine & Murray (1981).

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Three key transition steps

Strangers

Friends

Customers

Advocates

Convert

Build

Delight

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Three key transition steps

Strangers

Friends

Customers

Advocates

Build

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Build your audience

How can you solve your audience’s problems and add value?

Create ‘permission-based’ marketing tools — ‘how to’ guides

— report downloads

— editorial newsletter sign up

Goal: Build trust, win permission

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Three key transition steps

Strangers

Friends

Customers

Advocates

Convert

Build

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Convert them to sale...when they are ready to buy

Get the timing right – “jab, jab, jab, right hook”

Plan communications around seasonality triggers - e.g. wasps

Sales promotion – free shipping, money off

Goal: Remind them of your business, encourage trial, generate revenue

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Three key transition steps

Strangers

Friends

Customers

Advocates

Convert

Build

Delight

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Delight them to retain and sell more

Stay in touch, stay relevant

Provide ongoing value and experiences — develop a customer

communications plan with tailored content

— new product/market news

— hints and tips for product use

Goal: Reinforce value, cross-sell, generate referrals

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Three key transition steps

Strangers

Friends

Customers

Advocates

Convert

Build

Delight

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3 things you can do – starting tonight!

Ask Draw

Hijack

Good luck! t: @steve_revill w: www.steverevill.net