4.6.22

1. MARKETING MATTERS
10:00 A.M. UNTIL 12:00 P.M.
Session 1 - APRIL 7
4-PART WORKSHOP

2. Marketing Matters

3. What is marketing?
Who are you targeting & why?
What is your message?
The Buyer's Journey
The Customer's Journey
Creating the experience
Budgeting
Measure the Metrics

4. What is
marketing and
what does it mean
to your business?

5. DIGITAL MARKETING HAS
CHANGED THE GAME!
Now more than ever, you have to have
a solid marketing strategy.

6. TWO KEY COMPONENTS:
Know who you are targeting.
Clear & compelling marketing
message.

8. Create your avatar.
WHY?
Why is this your target?
Why do you want to serve them?
Why do they want to purchase
from you?
WHO?
Who are they?
Demographics
Psychographics
WHAT?
What do they need?
What problem are you
solving for them?

9. ASK YOURSELF THESE QUESTIONS:
• Who is your target customer?
• What is the problem you are solving?
• How are you different than your competitors?
• Call to action.

10. Your Name & Company
We/I help, work with, or provide (your target market) who need help with
(problem you solve) and would like to (solution you offer).
What differentiates/separates us is that we ("why" your company) and our clients
tell us (why they buy from you).
What do you want them to do next? (Call to Action)

11. Your Name & Company
I work with (your target market)
that struggle/need help with (problem you solve).
What separates/differentiates our company from others
Customers/Clients tell us
Call to Action

12. UNDERSTAND EACH
JOURNEY
Buyer - Taking Prospects
though a logical process from
the initial contact until they
buy.
Customer - Once they have
purchased from us now we have
to create a great customer
experience.

13. Reach out - starts from the first interaction
Awareness - advertising, social media, blog posts
Collaborate - interaction and conversation
Engagement - educate to engage in dialogue
Conversion - they purchase

14. NOW WHAT?

15. RETENTION
It costs 5 - 7 times more to get a new
customer than to keep a current one
happy!
Understand the customer journey to
create systems, programs, and
messaging that will have them wanting
to stay!

16. Onboarding - first interaction AFTER the sale
Follow up - the first 90 days are the most critical
Retention - referrals, increased sales, customer loyalty
Touch points - create a system or program to engage regularly

17. • Build a retention strategy or program
• Invest in a CRM to track engagement,
outreach, and interactions
• The SBA recommends spending 7 - 10% of
gross revenues
• Measure the metrics

18. 1. Define your avatar/target audience
2. Create a compelling marketing
message
3. Take prospect through the buyer’s
journey
4. Develop your customer retention
program

19. • Duct Tape Marketing, John Jantsch
• This is Marketing, Seth Godin
• The Ultimate Sales Machine, Chet Holmes
• The Pumpkin Plan, Mike Michalowiczs
• Never Lose A Customer Again, Joey Coleman
• Blue Ocean Strategy, W. Chan Kim & Renee Mauborgne
• Sales Bible, Jeffrey Gitomer
• Marketing Made Simple/Storybrand, Donald Miller
• Traction, Gino Wickman
• The Big Leap, Gay Hendricks
• The Leveraged Business, Fabienne Fredrickson
• The E-Myth, Michael Gerber

20. Tracey@PromotionalPresence.com
904.287.7574
Tracey S. Phillips