Slide set that covers the basics of the Punch Above Your Weight approach to small business marketing. 1) Get your story right 2) Understand how social media work 3) Choose the right balance of online and offline activity for your business We'll tell you how to promote your business and generate more leads in 12 hours a week

1. Punch Above Your Weight
How to optimize y
p your Marketing
g
Dr Alan Rae – Managing Partner
www.howtodobusiness.com
Our Business is Making Copyright Dr Alan Rae
2007
Your Business Grow

2. Marketing
1. It’s b t
1 It’ about generating opportunities.
ti t iti
2. You need a strong story that connects you to
your customers.
3. You have limited time for sales and marketingg
– 12 hours on average for a small business.
4.
4 You need to use the internet to prospect for
you – to generate warm leads. If you’re clever
you can get a 40% boost in leads
leads.
5. We can help you achieve this
Copyright Dr Alan Rae
2004-2009
2006

3. Market Structure –
which world are you in?
Markets end up with a
Gorilla, 2 or 3 Chimps
and lots of monkeys.
The Gorilla’s World
The Monkey’s World
• Supply chain heads dictate the terms
• E-procurement cuts costs • Collaboration is the name of the game
• You have to dance to their tune • Being known for what you do is critical
• Progressively the hurdles get higher Having a clear story
and the money gets less Being able to Deliver
• Firms go out of business Doing what you say
• The industry consolidates Getting back quickly
• Gets the results you want
www.synergy-global.com Copyright Dr Alan Rae 2010

4. What’s your story?
y y
• You need a narrative that connects you to the
customer and motivates them to work with you.
• It needs to be
– Compelling
– Relates you emotionally to the listener
– Phrased in their language
– Addresses their pain and spurs them into action
• And is absolutely crystal clear and unambiguous
about what you do and why.
• All our research shows that people give or refer
business to people that they know what they do

5. Getting your story right
One exercise that I find
useful is to compare our
needs and values with
those of the client
This can give us a
framework in which we
can develop compelling
narratives.
ti
This is all about values
and how people think
www.synergy-global.com Copyright Dr Alan Rae 2010

6. Different Marketing
Strategies

7. Social media were
invented by monkeys
• S i l media are online networks
Social di li k
• The same rules apply as in face to face
networks
– Reciprocity
– Listen before you talk
– Be polite
– Be helpful
p
– Be clear about what you do and what you want
Copyright Dr Alan Rae
Our Business is Making Your 2009
Business Grow

8. Your online toolkit. You can create
structures like this
to get noticed by influencers
Copyright Dr Alan Rae
2004-2009
2006

9. Criteria for spending
much time online
• Am
A a national or a l
ti l local player?
l l ?
• Is my business scalable?
y
• Do I have a reason to go on line?
• How much time do I need to spend
sales and marketing
• Wh is the b l
What i h balance b between on liline
and offline?
• How much do I believe in chance and
random connections?
Copyright Dr Alan Rae
2006

10. National and Global Businesses
use social media
Copyright Dr Alan Rae
Our Business is Making Your 2007
Business Grow

11. You ve
You’ve got 12 hours
• Find a home group to network with
• Be crystal clear about what you do
• Get back to people quickly
• Practice Givers Gain
• If you need to build an online presence
d t b ild li
– You can write one blog article and keep a presence
on one and a h lf social networks per week
d half i l t k k
– Focus on Linked-in then Ecademy which combines on
line and offline
• Conventional face to face activity with a bit of PR
and adwords spend i what people actually d
d d d d is h t l t ll do.
Copyright Dr Alan Rae
2004-2009
2006

12. Taking it forward
• We are looking for people to interview about their
experiences with supply chain marketing,
• Next online marketing workshop. Arora Hotel Gatwick
7th May / 80 page workbook / BrainMap £77 inc
Details here.
• For the full story on how to build a compelling web
presence using adwords as a research t l and d i i
i d d h tool d driving
traffic through social media have a look at
www.punchaboveyourweight.com.
www punchaboveyourweight com
• More information from Alan Rae on 0845 094 0407
alan.rae@aiconsultants.co.uk