Building your marketing machine for this century required different tools and thought processes. We discuss the foundation you have to put in place to build a great business development machine in this presentation given to Sage Australia/New Zealand at the Partner Insights Summit.
2. “IF YOU DON’T LIKE
CHANGE, YOU’RE
GOING TO LIKE
IRRELEVANCE EVEN
LESS.”
- GEN. ERIC SHINSEKI
3. Leading Results Overview
• Instructors for the Sage Marketing Academy
• Marketing services firm – coaching and consulting
» 1:1 Coaching, Group Coaching
» Fractional VP of Marketing
» Social Media Coaching and Learning
» Referral Marketing Coaching and Classes
• Authorized Duct Tape Marketing coaches (4)
• Clients World-Wide
• We help our clients stop wasting money on
marketing that does not create results
4. 7
7!
7
SEVEN!
VII
SOURCE: edwardboches, chief creative officer, chief social media officer at Mullen
12. What this means…
Interruption doesn’t work anymore;
- I want to find you when I need you
- I want you to work my way
- I will always have other options
13. Business Development has
fundamentally changed!
From:Outbound To: Inbound
(Prospecting, Hunting, Interrupting) (Attracting, Educating, “Getting
Found”)
Print Ads Blogs, e-books, white papers
Radio Ads Podcasts
Television Ads Videos
Tradeshows Webinars
Cold Calling Search Engine Optimization
E-mail Blasts RSS, Feeds
15. Marketing is a System
1. 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
16. The Perfect Prospects Can
Find You
Lead Happy customers
Valuable content
Generation and partners refer
new prospects
drives interaction
System
Existing customer
marketing drive Engagement with
prospects
repeat purchases
Some Nurture Some Prospects
Prospects Buy Buy
Nurture Programs
for those who
don’t
Foundation
17. Digital Flywheel
Prospects Can
Find You
Blog
Happy customers
and partners refer Valuable content
drives interaction
new prospects
Facebook
LinkedIN
Fan Page
Existing customer
marketing drive
Web Engagement with
repeat purchases
PR
Site prospects
2-Step
Mktg
Some Nurture Some Prospects
Prospects Buy
Outbound Twitter Buy
Nurture Programs
for those who
don’t
23. Attraction through Differentiation
• To a prospective customer, it is not:
– Great service
• They haven’t worked with you yet
– Length of time in business
• But it might be similar customers you’ve served over
all those years
– How well trained your staff is
• Certifications & training are the entry ticket
24. What people really buy?
• Your unique product/service
• Your unique process
• Your unique experience
• Your unique people
• Your unique guarantee
• Your unique packaging/delivery
…..Against their problems
Its not about the products you sell, its about the
problems you solve!
25. Ask Your Ideal Customers…
• What made you decide to hire us?
• What was the biggest problem we solved?
• What that we do is of the most value?
• What’s one thing we do better?
• What could we do better?
• What would you Google?
• Would you refer us (and what do you say)?
….What themes emerge?
26. The foundation is built...
• You know why you are in business
• You have a difference you can talk about
that matters to your ideal customer
• You understand the problems you solve for
your ideal customers
• You care about repeat customers
27. Now to build the system…
Prospects Can
Find You
Happy customers
and partners refer Valuable content
drives interaction
new prospects
Existing customer
marketing drive Engagement with
prospects
repeat purchases
Some Nurture Some Prospects
Prospects Buy Buy
Nurture Programs
for those who
don’t
29. Marketing Hourglass & Program
Types
Know Net New
Like
Nurture
Trust
PR &
Try Community
Buy
Current
Repeat Customer
Refer Referral
30. Marketing Hourglass & Program
Types
Know Net New
Like
Nurture
Trust
PR &
Try Community
Buy
Current
Repeat Customer
Refer Referral
31. Trial
Know Net New
Like
Nurture
Trust
Try Try PR &
Community
Buy
Current
Repeat Customer
Refer Referral
32. The product/service mix strategy
• What is your free or trial offering?
– It is going to happen (like it or not)
– Be prepared
– Think services, not products
33. Step 1 – Helping prospects find you
• Getting found via search
– Requires Content
• Referral Marketing with Partners
– Requires Effort
• Net new lead generation programs
– Requires Money
34. Getting Found = Valued Content
• You need marketing materials that Educate
• The problems you solve, packaged for
consumption
35. Content that builds trust
• Reviews
• Testimonials
• Personality
• Social media
• SEO oriented
37. Blogging
• Add Depth to Your Web Site
• Display Personality
• Feeds the Spiders
• Thought Leadership Platform
38. You HAVE Content…
Reduce, Reuse, Recycle
Create Once – Use Many
• Sales question becomes a blog post
• Blog post expanded to white paper
• White paper content repackaged as a seminar
• Seminar recorded and placed on website
• Shortened seminar placed on YouTube
• Slides from Seminar placed on Slideshare
1 core topic, used at least 6 times
39. Net New Lead Generation
• Fills the gaps in your plan
(plan this LAST)
• Narrowly targeted
• 2-step – direct response
• Measurable
• Two Goals:
» Uncover active opportunities that
value your remarkable difference
» Generate contact and permission for
nurture marketing to enter into your
system
40. Next - Nurture Marketing
• You’ve been found
• You’ve educated
• Some have bought
…. What do we do with the ones that didn’t?
41. What is Nurture Marketing?
• Nurture Marketing is the process of
continually engaging a prospect with offers
based on your unique value, and inviting
them to respond for deeper engagement
43. Take a Thematic Approach
• Value based
– Content that educates
– Content that builds trust
• Creates engagement opportunity
• Themes:
– Revolve around a problem (or opportunity) your customer has
and wants to solve:
– Cash Flow; xSell/UpSell; Marketing Automation; Better customer
relationships
45. Varied Tactics and Delivery
Core Tactics
• Newsletters
• Conversations (phone & F2F)
• Webinars
• 1:1 Value Offers
46. Existing Customers – buy again &
refer
• Create customer delight
• Systematically gather and track information
• Communicate regularly
• Treat customers as good or better than
prospects
• Follow-up
47. Referrals
• Be more referable
• Industry Partners
• Customers
• Be predictable and systematic
• Share the burden
• Follow-up
48. Get the flywheel going…
Prospects Can
Find You
Blog
Happy customers
and partners refer Valuable content
drives interaction
new prospects
Facebook
LinkedIN
Fan Page
Existing customer
marketing drive
Web Engagement with
repeat purchases
PR
Site prospects
2-Step
Ads
Some Nurture Some Prospects
Prospects Buy
Outbound Twitter Buy
Nurture Programs
for those who
don’t
49. Why bother with Social Media?
Website
3 Connections
Social
Media
Site
Blog
Social
Media Website
Site
Social
Media
Site
18 Connections Reviews
50. Get Found
• Google Places Listing
• Local Merchant Listings
• Review Sites
• Association Sites
• Chamber Lists
• Guest Blogs
51. Establish Credibility
• LinkedIN Recommendation
• Q & A Sites
• Follow and reply to twitter inquiries
• YouTube “How To”
• Slideshare Presentations
54. #2 – What are You Talking About?
• What problems do you solve?
• What do you do REMARKABLY well?
• What do your customers and prospects
really care about?
Set up 4 or 5 Themes
55. #3 – Create Time & Space
• You have to create time/
resources for marketing
– Block an hour a day
– Hire someone
– Recognize you can’t do
everything at once and
set goals
– Action begets activity
57. Live by the Calendar
• Quarterly or Monthly themes
• Weekly actions & Deadlines
• Daily appointments
58. We help small businesses stop wasting money on marketing
59. Summary
• Build a strong foundation
– Core messaging, ideal customer, why you are in
business
• Content is KING
• Know-Like-Trust-Try-Buy-Repeat-Refer
– It is a process – a BUYING process
• Online Presence is a amplifier/flywheel
• You need a system to manage it consistently
60. Result
Ultimately, an effective marketing
system eliminates the need to
compete on price.
Offer #1
Complete the
evaluation, get the
slides
61. Offer #2
• Marketing Hour Glass Audit
– You complete our questionnaire
– We spend an hour or so with you to
review your marketing against the
Marketing Hour Glass
– We’ll provide you with a blank copy
of this calendar template
Check the box for the free 45 minute
business evaluation
62. We help small businesses stop wasting money on marketing
Thank You
Please take a moment to complete
presentation evaluation
Contact Us
Web: www.leadingresults.com
Email: info@LeadingResults.com
Phone: +1-704-875-1188
Skype: LeadingResults
Twitter: @LeadingResults ; @LauraBLorenz
FaceBook: facebook.com/leadingresults