Grass roots marketing - marketing for immediate results
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Grass roots marketing - marketing for immediate results
- 1. Make It Count Marketing for Networking Your Biz Events Grassroots Marketing What can you do as a small business that’s both financially feasible – and will get you results?
- 2. Make It Count Marketing for Networking Your Biz Events Grassroots Marketing • What is grassroots marketing? Starts from the ground up. Rather than be concerned by the big picture, grassroots marketing targets your efforts to specific groups or specific prospects. Sometimes unconventional. Often less expensive. But can provide big results! 2
- 3. Make It Count Marketing for Networking Your Biz Events Grass Roots Marketing • First, a Few General Rules For Successful Marketing It’s all about communication. Consistency – if you start and stop, you’re costing your company more money and not getting the results you should. Figure out how you will measure each activity. What are your expectations? Have a plan! 3
- 4. Make It Count Marketing for Networking Your Biz Events Develop A Plan / Strategy 4 • Think about your strategy and list goals • New customers? • Keeping in touch with your present customers? • What about past customers? • Your content and your tactics change depending on your goal
- 5. Make It Count Marketing for Networking Your Biz Events Incorporate Everything You Do • Example: Your strategy is: I Need Immediate Sales; I’m doing a mailing to prospects with a voucher. • Your elevator speech – you might have several, but stick to one. • If you doing mailings, stick to ONE message • Phone calls, emails – same message • Networking – same elevator speech • Social Media/Website/Blog 5
- 6. Make It Count Marketing for Networking Your Biz Events Your Leads, Prospects, Customers • Your Database • What shape is it in? • How are you collecting information? • Are you updating your list? • Purchasing lists/Finding lists – add the list • What information are you collecting? 6
- 7. Make It Count Marketing for Networking Your Biz Events Grassroots Marketing Tactic #1 • Self-Promotion • Giveaways • Volunteer your services, especially to an association • Arrange an open house • Be a speaker for a group – what’s your expertise? • Offer free consultation to a group 7
- 8. Make It Count Marketing for Networking Your Biz Events Grassroots Tactic #2 • Letter Writing/Mail Campaign • Think of a series of letters – what can you do to continue the campaign? • What’s your content? Focus on the needs of your customers. • Topics – connect with something happening in the news • Your expertise – what does the client want to know? • Focus on one topic, one issue 8
- 9. Make It Count Marketing for Networking Your Biz Events Letter writing, mail campaign 9 •Make An Impression • Stand out! – even if it means straying from your brand. • Graphics in the letter • Paper • Use colors • Different envelope • Use a PS • What’s inside?
- 10. Make It Count Marketing for Networking Your Biz Events Grassroots Marketing Tactic #3 • Do the Unexpected • Know your audience • Do something completely different • Go against the norm - Think of opposites! 10
- 11. Make It Count Marketing for Networking Your Biz Events Grassroots Marketing Tactic #4 • Send a Surprise Package? • Pack the box yourself • Look for unusual packaging at the Container store • Contents need not be expensive • What’s the action item – what do you want them to do? 11
- 12. Make It Count Marketing for Networking Your Biz Events Grassroots Marketing Tactic #5 • Create a Quiz • Need to generate some leads? Generate interest. • Use Facebook or SurveyMonkey • Be persuasive. Be clever. Provoke an answer. • Think of a clever title and ask probing questions. 12
- 13. Make It Count Marketing for Networking Your Biz Events Grassroots Marketing Tactic #6 • Send Holiday Cards • Another reminder about your company • Create them yourself • Thanksgiving instead of Christmas? • What about Thank You cards? • Are you sending Birthday cards? Include a discount or add something special. 13
- 14. Make It Count Marketing for Networking Your Biz Events Grassroots Marketing Tactic #7 • Measure Your Marketing • Track the results of everything you do • Create a code • Add a voucher • Calls? – how did they get your name? • Look at analytics/traffic on Facebook, LinkedIn, website, email marketing 14
- 15. Make It Count Marketing for Networking Your Biz Events Grassroots Marketing Tactic #8 • Use email marketing wisely • Send emails. Know the rules. • iContact; Constant Contact, MailChimp • Unsubscribes • Test your emails 15
- 16. Make It Count Marketing for Networking Your Biz Events Grassroots Marketing Tactic #9 • Find a Partner! • There is economy in numbers - Who would make a good business partner? • Trainer + Spa • Career coach + trainer • Home chef + organizer • Travel office and dog sitter • Market together. . .but know your partner! 16
- 17. Make It Count Marketing for Networking Your Biz Events Grassroots Marketing Tactic #10 • Joint Venture • A little like partnering, more permanent • Marketing, SEO and website development • Tax accountant and financial planner • Lawyer and real estate developer • Therapist and Family Practitioner • Physical therapist and Acupuncturist • Share lists, talk about clients you have, refer to each other. 17
- 18. Make It Count Marketing for Networking Your Biz Events Joint Venture • Use each other’s mailing lists • Articles in e-newsletters • Double flyers in mailings • One ad, both services • Open house with door prizes 18
- 19. Make It Count Marketing for Networking Your Biz Events Grassroots Marketing Tactic #11 • Referral Marketing • ASK for referrals • Give a discount for referrals • Send Thank You card for referral • How do you get referrals? • Give your client time to appreciate your service/product • Describe the type of client you are looking for • Know anyone who fits the description? 19
- 20. Make It Count Marketing for Networking Your Biz Events Grassroots Marketing Tactic #12 • Networking • Attend seminars/workshops • Local, regional and national • Talk to other attendees • Bring plenty of cards • What happens next? • Power Conference – August 29! 20
- 21. Make It Count Marketing for Networking Your Biz Events Grassroots Marketing Tactic #12 • Public Relations • Save PR for events, partners, new products • PR content – factual, not marketing • Patch.com and other online sites • Register for HARO (Help A Reporter Out) – your expertise • PRWeb.com, Macreportmedia.com, i-newswire.com; e-release.biz 21
- 22. Make It Count Marketing for Networking Your Biz Events Grassroots Marketing Tactic #13 • Your email signature • The basics should include name, company, title, phone, email address. • Consider address, website • Special for the month? • What’s your expertise? • Original emails and return emails 22
- 23. Make It Count Marketing for Networking Your Biz Events Grassroots Marketing Tactic #14 • Social Media • Facebook • LinkedIn • Twitter • Pinterest • Polyvore • Wherever. . .Make it complete 23
- 24. Make It Count Marketing for Networking Your Biz Events Grassroots Marketing Tactic #14 • Social Media • What problem do you solve for the customer? • Think search engine words, include them • Recommendations • Join groups • Comment, add content • 15 minutes or 5 connections (my LinkedIn rule) 24
- 25. Make It Count Marketing for Networking Your Biz Events Grassroots Marketing Tactic #15 • Your Blog • What’s on your blog? • Why have one? Content. Expertise. • What will you talk about? • Develop a list of search engine words – then use them! • Content notebook 25
- 26. Make It Count Marketing for Networking Your Biz Events Grassroots Marketing Tactic #16 • Wear your company proudly! • Shirt/Jacket • Conversation starter • Local companies will embroider/screen ONE item 26
- 27. Make It Count Marketing for Networking Your Biz Events Grassroots Marketing Essential • Keep informed • Favorite websites – handout/email • Twitter account • Spend time learning • Favorites: LinkedIn Today; Twitter 27
- 28. Make It Count Marketing for Networking Your Biz Events Grass Roots Marketing 28 Questions?
Hinweis der Redaktion
- Good morning everyone. Grassroots marketing and define exactly what it is. I’ll go through a few marketing basics – some general rules of good marketing – and then we’ll talk tactics – things you can do to create marketing buzz for your business. Every once in a while, I’ll throw out an essential – something I think you have to have to continue doing business in this environment
- First, grassroots marketing. It’s sometimes called guerrilla marketing. You use unexpected tactics on a small group of prospects. You may still be somewhat concerned about branding and the big picture but your main point here is immediate business. I think grassroots marketing calls for being different. Point is, you can get big results.
- The roles of good marketing still apply to grassroots marketing. -Communication is key because you’re developing relationships. -And thenyou need to sustain the effort. Consistency is what makes people remember you. -With any marketing effort, there’s is a way to measure it – you just have to be creative– and we’ll talk about some of those ways as we go through the presentation.Finally, and I’ll say this several times today – have a plan – map it out, make a schedule. If you do, it’s more likely to happen.
- Go into each project having a strategy in mind. Without one, it’s a little like getting into the car and driving, without having a destination. You’ll get somewhere, you just don’t know where. Unless you’ve developed a strategy, you may not know whether it’s successful or not. And your message won’t be as strong. -Who: Look at these first 3 bullets – new customers, present and past customers. – can you see how your message will change with each group? Grassroots marketing is very targeted - it calls for one purpose, one message. If you want immediate results – the easiest way to a sale is the prospect you already know. You just have to remind them. What you are going to do?What are you going to say.
- When you have a marketing project in process, think about incorporating your message into everything you do. Example: You’re a life coach. And your strategy is, I need immediate sales; I’m initiating a mail campaign to prospects and offering them a voucher for 30 minutes free coaching.) So as the coach, in your Elevator speech, and you probably have several, while this initiative is going on, stick to one. The ONE reason that makes people decide to get a coach, and offer the voucher to the people you talk to. Everytime you do your elevator speech, you’re saying the same thing. Your message will be loud and strong. This singlemindedness, makes you different. People remember you. In your mailings, phone calls, emails – give the same message.This is not easy to do. Companies always want to say more.Network – use the same message when networking.Social Media – talk about it on Facebook and LinkedIn. On your blog.
- This is one of those essentials I mentioned. If you don’t have a database now, start one. Put your leads in Outlook, Excel, Act – whatever works for you. Make sure you back it up regularly, keep it current and add information as you collect it. Think about conversations you’ve had after a networking event and add info. If you purchase lists, these names should also go into your database, and make sure you note what list the lead came from. That’s going to be valuable for you to know in the future. Birthdays, vacations, hobbies – any information that’s more personal.BTW – we hate sales right. but we’re all sales people. So if keep track of personal info, these dates give you an opportunity to touch prospects again, without being a sales call. It’s a personal touch and you’re developing a relationship.
- Finally, tactic #1. You don’t have much money but you want to get started. You need to get something going. Engage in self promotion. - Book author - give away books at events. Printer – offer to print 25 copies of a pdf if they visit your shop. You’re an organizer? Offer a free evaluation. Lawyer or Accountant? Can you serve on the legal committee of a group? Can you help with financial services? If you are in a group and are an organizer, has the group ever thought of archiving their history? Offer first 4 hours free and see if they want to buy other hours later? If you’re an acupuncturist or trainer, consider an open house. Can you speak with authority? People who may not think they need your services will realize they DO!Small group – offer free consultation and follow up. People may not think they should take you up on a free consultation.
- The key word here is “campaign”. It’s a series. When you’re writing content, put yourself in the shoes of your prospect. They don’t want to know how long you’ve been in business, or where you’ve been working, they want to know how you’re going to make life easier for them. To get their attention, you might want to connect with something that is happening in the news. Finally, stick with One topic – hardest thing for a company to do. But it works.
- Sometimes branding requirements can be too strict. Letterhead, flush left, logo top left, etc. In this case, you want attention. Sometimes attention comes from being different. You can get graphics done by students, crowd sourcing sites; Look at paper samples at places like the Container store; use colors and maybe a different font. Try a different envelope (Show envelope from gallery )What’s inside? Make it fun! PERSONALIZE IT – don’t forget to keep to your schedule
- Don’t be the normGoing out to educators – they are so used to seeing apples/alphabet/rulers. Instead, do something different! What if you went out with a Sports theme? Movie themes? Talk about Spice campaign, moved to food
- You’re trying to get immediate business. Do you have 10 good prospects that you could send a package to? These are 10 prospects that you’ve been talking to in the last year and you think that they just can’t pull the trigger to start working with you. So get creative. Example – you’re a trainer: Pack some things involved with training. An index card. Maybe you get it laminated. And on the card is a good stretch for someone to use before working out. Pack A good recipe for smoothie. A power bar. Etc. Nutritionist. Financial Planner: Financial planner: Cards that explain the next 3 seminars. Article from a magazine. $100,000 dollar bar. Not to the whole list that you’re inviting to a seminar, but maybe to the 12 that attended the last one?
- Generate leads: Creating a quiz on Facebook. Something to do with the environment – Create a 5 question quiz and see if you can start a conversation going.
- Tell the story about the bmw sales person.Birthday letters with starsThese are just more examples of how you can touch your prospects in a different non-salesy way.
- There is a way to track most anything you do. It could be a code on the card or in the letter, an offer to take a certain dollar amount off a project. (Painter – door hangars). Look at the traffic on Facebook and LinkedIn. Sometimes you can see that you are getting more traffic when you post information. On LinkedIn you can see who has viewed your profile. Go out to anyone whose viewed your profile and start a conversation with them. Looking at your statistics from email marketing, gives you a lot of information. If you are not looking at your statistics, you’re missing out on opportunities. Email marketing for many clients. Some things I’ve discovered:Animal loversCertain occupations want statisticsSeasonal symptomsIf you are paying attention to your customers, they’re going to reward you – either with additional business, or possibly a referral.
- Topic to be discussed thoroughly on the 25th in Rockville during an evening networking event.It’s the Number 1 marketing initiative used by my clients. It’s very effective if done right and it’s not expensive. FCC rules guide how companies should be email marketing and if you ignore the rules you can get in trouble. You can easily get on a spam list, and getting off of them is a pain. Or you can actually be fined. Know what you’re doing. Don’t do it yourself. Use a platform. You must honor unsubscribes, and these platforms do. And test your emails – test for topics, subject lines, targeted customers, days/times for distribution – test for a period of time – not just once. I think you have to test something 3 times at least, to know for sure whether it works or not.
- Finding the right partner can be economical. If you’re planning a mailing and can come up with a good business partner, you can split the costs. Be creative. Offer something to your contacts. Be sure you trust the person/company you are partnering with.
- Joint venture is a great way to market and grow your business. If knowing your partner is important, knowing the companies you are going to work with in a joint venture is even more important and perhaps more risky. You should be committed to each other. Share information, give each other leads, share lists. Share costs. Next slide:
- Double mailing, mailing every other month, mailing to each other’s lists, emailing together, etc. You might even take this further and blog together. Present in front of clients together. Whatever you do, define the initiative and take stock 6 months later.
- Referral marketing is a great way to build your business. But too many people wait for referrals. Ask your business groups if they can think of someone who would be a good referral for you. Meet with likely candidates to give you referrals on a one to one basis. You have to ASK for them. Don’t miss opportunties – when someone calls and thanks you for what you’ve done, ask them to write a referral for you. Better yet, ask them if you can write up a few sentences on what they’ve just said to you and they can approve it. Takes less time for them.
- Obviously you’re here. So you understand the value of networking. So grassroots marketing takes it further. How are you going to follow up on your leads or contacts. Can you meet with competitors? Remember – sometimes your competitors can be partners? Are you connecting with contacts on LinkedIn? Do you add them to your database? Are you following up with anyone one-on-one? What about a follow-up letter? I added the Power Conference because I think it’s a valuable resource – not only for networking purposes, but also for getting answers to problems, dilemmas or information you need. Look at the workshop schedule, power talks and decide what you are going to attend. It’s a financial commitment and a long day but worth it.
- Public Relations efforts are really underutilized. You don’t want to write a press release on everything, but certainly for special events, you do. Get to know local magazines, newspapers, bloggers in your industry. Send information to them. When you do have the occasion to write a newsrelease, it has to be completely factual. No soft selling allowed. And the more factual you are, the more likely that a magazine or online site will cut and paste it – without doing any editing. Take advantage of online posting for Patch.com, Gazette, any other online places you can post. And some of you might consider registering for HARO. A lot of times they are looking for entrepreneurs to provide comment on a certain subject. You may have some expertise you can contribute. The emails come often. Decide which ones you are going to look through and answer the reporters questions. These other sites are places you can send your press release to get posted nationally, regionally. They will generally allow 1 a month or 6 a year before you have to take a subscription to the site.
- I’m amazed at the number of emails I get that don’t include a signature – at least the basics – name, company name, phone, email and website. But remember, this is a great place to further your marketing campaign. You know the one we talked about in the beginning with the free 30 minute consultation – that should be on your signature for as long as the campaign is going on! Make sure it goes on both emails you create and emails that you respond to.
- Social media is one of the best platforms for grassroots marketing because its relatively free. It does take time. But at least pick the one or two sites you can do. And don’t think you have to post different information on each site, but instead re-purpose that information. Use a different sentence, change it around a little bit and post it. Think of who your audience is. Facebook – your audience is going to be more personal – so make the posting more personal. LinkedIn is more professional, so use language that is more professional. What ever you do, stick to it. Set a time limit. And get on the sites 2-3 times a week. This is how you GROW your network online.
- When your posting to social media – think of the points on this slide. How do you make life easier for your client? Think of words they would use to find you – because they might be using the search engine on these sites. Use those works in your posts, summary, About us, profile, whatever. Make recommendations for other people, they’ll write recommendations for you – but pick the people you can truly recommend. When you join groups on these sites, you find out what people are talking about, what problems they are having, what questions people ask. These are all clues for content for you. My LinkedIn rule – 5 or 15
- When I bring up the idea of a blog – first thing companies say to me is, who’s going to read my blog? That’s a waste of time. Tell story of a therapist. Blogs promote your expertise. They help people get to know you. And remember, you are trying to build relationships. So which therapists would you call to discuss your needs? If you’ve started a company, then you have expertise. And you have to get that across to people who may be interested in your services. Content: think about questions people ask you. Put a notebook at your computer and write them down. There are websites that help you think of content. Think of the works people would use to find your services and develop content around those words. Then after you post, talk about it on Facebook, LinkedIn, Twitter, wherever you are! People will find you. You blog is where your articles reside that you use for email marketing. Make sure it’s connected to your website (better SEO) and in your email marketing, don’t put the entire article, maybe a summary or the first paragraph.
- Great conversation starter!
- Keep informed. Know what’s happening in your industry. The more you know, the more content you have for your blog and for posts. Share great articles. This is how I use Twitter.