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Marketing from Why to How
- 1. MARKETING with Madalina Iordache For Small Businesses – From Why to How –
- 2. Why you’re reading this • BrightPink Studio and the evolution of “Why” • The two categories of businesses –which one do you belong to? • Why you shouldn’t throw darts in the dark • The difference between successful marketing and guesswork marketing • Who needs marketing & who doesn’t • How to create a marketing plan
- 3. Start with Why “People don’t buy what you do, they buy why you do it.” Simon Sinek – Start with Why
- 4. In the beginning… • BrightPink Studio – est. 2008 • I was a graphic designer • I was 26 and had lived in US for 2 years • I didn’t realize there was a “recession” (Lesson learned: if you got nothing to lose, might as well do it )
- 5. So Millennial… • My “why”: I could do this better • My boss didn’t think I could • He went out of business
- 6. The second “why” • Fast forward: bigger team at BPS • More people to feed at home • A new “why” in survival mode: making sure we all get paid (50% of small businesses fail after 5 years)
- 7. Survival skills • We never compromised on quality • We stayed flexible & adaptable • Seized new opportunities • Adding new services We survived because:
- 8. What we do Full-service marketing agency Words Images Message Customers
- 9. What we do • Logos • Branding • Website • Brochures We create: • Ads • Campaigns • Landing pages • Email templates • SEO • Reviews
- 10. What we learned Group I. Established businesses that have been growing constantly and found in us a marketing partner that handles most of their needs Categories of clients
- 11. Categories of clients Group II. Startups, plus some established businesses that have plateaued and came to us in the search of a “fix”. They needed specific jobs - such as a logo, a website or a brochure.
- 12. What they asked for • A great logo people still didn’t know them • A great website prospects weren’t magically finding them • A beautiful brochure buyers weren’t lining up at the door So we gave them THAT solution
- 13. What went wrong? Was there anything I missed? Group I Group IIThe Work • Same quality • Same principles • Same people (Thriving) (Spinning their wheels)
- 14. What I found • small businesses, owner-operated • owner wears many hats • short on time and tight on budget • built the business through networking & referrals • having a hard time to scaling up • implement whatever marketing trick they think it should work • or don’t do any marketing at all • try DIY marketing (spending time to save money) • time is a scarce resource they can’t make more Patterns:
- 15. DIY Marketing Some will hit the target, but can they really afford to waste any? Throwing Darts in the Dark
- 16. The dart game • You probably know a business like that • We’re one of them! • But we’re the dart factory Sounds familiar?
- 17. What’s the difference? What did the successful businesses do that the struggling ones didn’t do? The had a plan. Goal Strategy (Plan) Tactics
- 18. What’s the difference? Successful Marketing PLAN Guesswork Marketing We restructured the way we do business. Changed our “why”
- 19. The new way To be like a wealth advisor for our clients marketing dollars: show them where they will grow. Our new mission:
- 20. To market or not to market • Steady flow of clients • They come via word of mouth / referrals • Don’t want to scale up • Happy with the way things are Who doesn’t need marketing
- 21. To market or not to market • grow your client base • better clients (bigger projects, higher value services, or just less troublemakers and time wasters) • scale your business - add more people, more services or products etc. • keep making money when you sleep, go on vacation, sick with the flu • keep your business running if anything were to happen to you - if you become temporarily disabled • one day sell your business Marketing is a must if you want to:
- 22. The new way If you don’t have a marketing plan: grab a folder and follow along before you spend another $ If marketing doesn’t apply to you: grab a folder and follow along because you have at least one friend or client who could use this Marketing without a plan is a waste of money
- 23. Time to strategize • Out of all the services you provide, what is your favorite service? • If you had the option to do just one aspect of your work, what would that be? • What part of your work you dislike the most or absolutely hate? • What is the most profitable service that you sell? 1. What are you selling?
- 24. Time to strategize • Everyone is not your customer • If you target everyone, you get no one • Relevancy – not a laundry list of services • Think deep and narrow • The more you know about your customers, the better your can craft your message to reach them. • Define your client persona 2. Who are you selling to?
- 25. Time to strategize • Face • Name • Age • Education • Occupation • Income • Family status The Client Persona • Background • Publications • Hobbies? Free time? • How did he find you? • Challenges? • Pain points? • Biggest fears? • Why did he choose you?
- 26. Time to strategize • Make it as a real person • Whenever you produce a marketing message, you will essentially talk to him • Pay special attention to challenges, pain points and biggest fears • Going narrow means you will exclude some people, but that’s ok – you are targeting only your ideal clients The Client Persona
- 27. Time to strategize • The “one thing” you want people to remember about you? • What do you “stand against” in your industry? (what do you hate about your industry that you think you can do better?) • What is your “voice" and your brand personality? Based on what you decided on above, how will you be speaking to your customers? What will draw their attention? • What will set you apart from other businesses offering the same service? 3. Define Your Brand
- 28. Time to strategize • What would your client persona think of your brand today? • How do they relate to it? • Take a good look at each one of these and rate them, the think of solutions: Your logo Your Unique Selling Proposition Marketing collateral – business cards, brochures etc. Website Your copy text 4. Assess Your Brand
- 29. Time to strategize • Plans only work if implemented • How do you reach your ideal clients? • Where do they find you? • What’s their normal “buying process”? • Are your marketing assets meeting their expectations? • Backtrack through these scenarios to find out what marketing assets you truly need 5. Implementation
- 30. Scott’s Story • Stepping outside of you own persona to see things from your customer’s perspective • Talking to them at their level (no jargon – 4th grade level) • How do you know what’s right for you? You don’t, not without educating yourself. • Who’s got time for that? • Would you learn accounting to do your own and save $$? • How about plumbing? That’s easier than accounting. (Scott’s story) Challenges
- 31. Don’t be Scott • 1. So, don’t be Scott when it comes to marketing. • 2. Don’t throw darts in the dark. • 3. Marketing is not an expense, it’s an investment. If it doesn’t make you money, it’s not marketing, it’s guesswork. Whatever you put into it, must come back as new customers, new sales, new deals. Takeaways
- 32. Why, oh why? Why am I telling you all this? Group II Group I Plan
- 33. We do implementation. You saw our work: • The PCBG website • Tammy Finder’s website • Marshall’s website • Gil’s logo and website
- 34. • Face-to-face, one-on-one • Help identify their hero service, ideal client persona, brand voice and personality • Analyze their existing materials, strengths & weaknesses • Complete plan for implementation, including pricing • Cost is $1,500 and can be applied towards implementation if we do it Marketing Zero – the step before Step 1
- 35. Get a complimentary 30 min follow-up call to discuss your marketing plan. Please fill out the form. Marketing Zero – the step before Step 1 THANK YOU! BrightPinkStudio.com • info@BrightPinkStudio.com • (754) 204 8962
Hinweis der Redaktion
- Good morning everyone! I’m Madalina Iordache and I’m here to talk to you about marketing.
- What you will learn from this presentation
- There is a great book by Simon Sineck - "Start with Why” and probably its most meaningful takeaway is the following quote:
- When I started BrightPink Studio, almost 10 years ago, my “why” was very different than it is today. I was a good designer and I saw an opportunity to capitalize on my talent and the few things I had learned in my previous agency life. Having lived in the US just for two years and being completely oblivious to concepts such as “the economy”, I hadn’t realized that there was a “recession” happening and businesses were closing left and right. It’s probably best that I didn’t, because I didn’t let that discourage me.
- My “why” at that time was knowing that I could run a design studio way better than my former boss, and he didn’t think I could. He had “promised me” that if I tried landing any freelance work showing work I had done for him, he would personally make sure I never found a job in South Florida. Sadly for him, a few short months later, he was pretty much out of business.
- As time went on, having added a few more people to my agency, and a few more people to my family - my “why" had changed: I was no longer trying to prove a point and make a living on my own terms, I had to make sure that at the end of the month, everyone was taking home a paycheck; including me. Meanwhile, to make things interesting, I found myself as the sole provider to my family, and paid whatever money I had left to my divorce attorney. No pressure, right?! There were just a couple of rough years and - had I had any sense, I should have called it quits and gotten a job, because, after all, 50% of small businesses fail after 5 years, don’t they? Another tidbit of wisdom I didn’t know back then.
- BrightPink Studio did survive our own personal “recession” because we never compromised on the quality of our work, and we stayed flexible and adaptable, seizing new opportunities to provide more value to our clients by adding new services.
- What had started as me designing logos and ads, is now a full-service marketing agency that handles any job where a business needs to combine words with images to create a message to send to their customer.
- That means we are producing full websites, packaging, displays, any print or digital media for events and conventions, and more. But I’m not telling you all this to give you a history of BrightPink Studio, although I know it’s quite the movie script (jk!) Here’s where I’m trying to get to:
- After almost a decade in marketing, I’ve learned a thing or two about our customers. Most importantly, that they basically fall into one of these two categories: I. On one hand, we have the established businesses that have been growing constantly and found in us a marketing partner that handles most of their needs (except for media buying, which is highly specialized and best left to agencies that do just that)
- II. On the other hand, we have the startups, plus some established businesses that have plateaued and came to us in the search of a “fix”. They needed specific jobs - such as a logo, a website or a marketing brochure.
- So we gave that solution. We designed them a great logo, yet that wasn’t enough for people to know who they are. We built them a great website, but prospects weren’t magically finding them. We put together beautiful marketing brochures, but the customers weren’t lining up at the door like the Apple store on the morning of each new iPhone release.
- Was there anything I missed? What went wrong? After all, the work we did for them was the same quality, based on the same principles, and even designed and developed by the same people as the work we did for our most successful clients. Why was it that some of them were thriving and some were just spinning their wheels?
- The closer I studied this category of clients, the more patterns I started to notice. All these clients for which marketing just wasn’t working had quite a few things in common:
- These marketing tactics are the equivalent of throwing darts in the dark: sure, some will hit the target, but can they really afford to waste any?
- Raise your hand if you can identify with this – at least in some point in your business life! Heck, I do! With a significant difference: we’re the dart factory, which means that we don’t pay for them, we know pretty well how to throw them since that’s all we do, and if we miss a few it’s not too big of a deal because we can play the game anytime we want.
- What did the successful businesses do that the struggling ones didn’t do? They had a plan. They actually had more than a plan, they had a goal, and a strategy that targets that goal, and then they implemented tactics that followed their strategy. Many small business owners think of this as something abstract - and they never create one. They just use the little time or budget they have for marketing to throwing darts in the dark and hoping they stick. They try to mimic what big brands do or they try to go with whatever the newest trend is (social media, currently, is the single most named marketing tactic that small business owners said they would implement in 2018 - according to a study Infusionsoft).
- The reality is that the marketing plan is the difference between successful marketing and guesswork marketing. It makes such an impact, that we actually decided to restructure the way we offer our marketing services to clients to make sure every client that comes to us in search for a logo, a website or a campaign, first goes through a process that identifies: marketing tactics they need to invest in, how they will benefit them and – if turns out that it won’t benefit them – what to do instead. Basically, it changed our why.
- This is our new mission: to be like a wealth advisor for your marketing dollars: we’ll show you where they will grow.
- First of all, let’s establish who needs and who doesn’t marketing. If you’re satisfied with how your business runs now, you have a steady flow of clients, that come via word-of-mouth and networking, don’t want to scale up, then you probably don’t need marketing. There’s nothing wrong with that. I have a friend who is also in marketing and she is an absolutely brilliant consultant. She has a good handful of clients the she works with on an ongoing basis, she meets people constantly, but she hates the idea of managing people, and doesn’t market her services at all. She doesn’t even have a website, just a LinkedIn profile. This works for her, she is happy and has no intention of scaling up.
- However if any of the below applies to you, marketing is a must: you want to grow your client base you want better clients (bigger projects, higher value services, wealthier, less troublemakers and time wasters) you want to scale your business - add more people, more services or products etc. you want to keep making money when you sleep, go on vacation or are sick with the flu you want to keep your business running if anything were to happen to you - if you become temporarily disabled you want to one day sell your business
- So, we’ve already established that marketing without a plan is a waste of money. If you decided you want to market and don’t have a marketing plan, then please grab one of these folders and start creating one before you spend another dime on marketing - of any kind, be it SEO, Facebook ads or an ad in the PTO’s newsletter. If you already have a marketing plan, or if you work for a company that already does marketing for you (such as Bank United or Merrill Lynch) - please grab a folder and hand it to a small business client that wants to grow and scale up too. We won’t have time now to go through the entire process, but I will walk you through it so when you do take that step you are better prepared.
- Here are some really important questions that will help you create your marketing plan. I will consider only service-based businesses because that’s the most applicable to us in this room and also to my clients. However this also applies to some product-based businesses. Out of all the services you provide, what is your favorite service? If you had the option to do just one aspect of your work, what would that be? What part of your work you dislike the most or absolutely hate? What is the most profitable service that you sell? (Note that the most profitable service might not be your favorite service.) Have you every heard of the Pareto principle? Anyone? It’s also called the 80-20 rule: at any given time, 80% of your revenue come from 20% of your customers (or types of customers), 80% of results come from 20% of efforts. So what if you were going to work with more of your most profitable customers? What if you were going to concentrate your efforts on getting those jobs rather than any project or customer that comes your way? How would that feel? But how do you get there?
- Everyone is not your customer. If you market to everyone, your message is diluted and gets lost. We are constantly bombarded with information and offers and solicitations everywhere you look. And we’ve all gotten pretty good at ignoring them. When you see an ad with a laundry list of services, it goes over our heads - who’s got time to read all that? The secret is relevancy: focus your marketing message to the group of people that are going to say - “hey, I need that!” With every marketing message you put out there, think deep and narrow. Say I’m looking to get a new headshots for myself and my team for our new website. Who am I most likely to pay attention to: an add that lists photography services in a long list - events, weddings, babies, maternity, family shots, product photography, headshots, and more... Or an ad that says - headshots for busy entrepreneurs and their teams.
- Define your client persona Considering the service you defined at the previous step: Define your typical ideal customer as a real person. Go in great detail. Give him a face (stock photo), name, age, education, occupation, income and family status What is his background (in relation to your services; i.e. if you are a realtor, where is he living? why does he want to move?) What publications is he reading? (online and offline) What hobbies does he have? How does he spend his free time? How did he find you? What are his challenges? What are his pain points? What are his biggest fears? Why did he choose you as his service provider?
- If you’re having a hard time identifying this, you may find it useful to list all your “ideal clients” from the past 1-2 years and try to find common character traits. Use the back of this worksheet or additional pages as needed. The more you can make your client persona feel like a “real person”, the easier it is to “talk to him” every time you produce a marketing message. Pay special attention to the challenges, pain points, and biggest fears - they help drive the message home. In my earlier example where I was searching for a headshot photographer - what are my pain points? I don’t have time to look for one, I don’t have time to haul everyone, on a work day, to the studio, and then I don’t want to have to pay “extra” to get the digital files, and the releases, etc. What if the ad said: “We come to your office and give you fully released, edited digital files in 1 week". How’s that for driving the message home?
- Now, take a good look at your brand today and see how it fits with the findings in the previous three sheets. What would your client persona, Mark or Sally whatever name you gave them, think about your marketing message? Do they relate to it? How can you tweak it to fit better to your brand personality? Your logo - rate it through your client’s eye [very irrelevant] — [most relevant] How would you change it to make it better? Your Unique Selling Proposition (USP) (aka = the elevator pitch) - rate it How would you make it more relevant? Your marketing collateral - your business card, letterhead, brochures, proposal template etc. - rate it What should be different? Your website [very irrelevant] — [most relevant] How would you change it? Your copy text (everywhere) [very irrelevant] — [most relevant] What should it sound like?
- The best plan is only useful if it’s implemented and carried through. Now that you figured out what needs to to be done for your marketing to be effective, then you can say “I need a logo, I need a website, I need targeted Facebook ads, I need a newsletter marketing campaign, I need social media...” Were they referred to you by a friend? Then they are probably are checking out your website to learn more about you. What do they want to know there? Your experience, your accreditations, case studies? You prices? If they don’t commit right away, what do they do? Did you come up in a Facebook ad? Does that ad lead to a landing page that assures them you can handle the specific problem or challenge they’re facing? Is the offer clear and concise? Are there plenty of credibility checkpoints, such as reviews, client testimonials, seals and badges, “as seen in…” etc.? Are they getting valuable information? Did you show up in a Google search? Are you showing up in local searches? Is your Google My Business on point? Do you have reviews setting you apart from your competitors? Are you using Google posts to stand out? is your website mobile-friendly? Were they a customer before? Are you keeping in touch with former customers? What about regular customer? Are you sending them valuable information to stay at the top of their mind when a need for your services arrives? List some marketing tactics that you think are relevant for your customers.
- I know this is a lot and it takes quite some time to come up with these answers. One of the biggest challenges is that of stepping outside of your own persona and seeing things from your customer’s perspective. Talking to them at their level. Your industry jargon maybe be very clear and familiar to you, but when you write or speak to your clients, consider that their knowledge of your jargon is that of a fourth-grader. The other challenge is - how do you know what you need, what’s right for you? Most people don’t, not without putting some significant time into educating yourself in modern marketing tactics, and who’s got time for that? Would you start taking up accounting classes at the local community college to do your own accounting? Or study plumbing to fix your own sink? You could - but you might end up like my friend Scott (not Billiet!), who wanted to save a few hundred dollars by fixing his own sink, and was pretty proud of himself after he spent the entire weekend doing it, only to go out to dinner and come back to a house sitting in 5” of water because he had overtightened the compression fitting, thinking tighter is better, until it popped. He saved a few hundred, then paid a few thousand in deductibles to what ended up being a $40k job and a very angry wife who was without a kitchen for weeks.
- So, don’t be Scott when it comes to marketing either. Don’t throw darts in the dark. Marketing is not an expense, it’s an investment. And it’s measurable. Whatever you put into it, comes back in as new customers, new sales, new deals.
- As you already know, we do implementation. You’ve seen some of it - the PCBG website, Tammy Finder’s website, Marshall’s website, Gil’s logo and website...
- As of this year, I’m offering a new service called Marketing Zero: that’s the step before Step 1 - it’s the marketing plan. I personally sit down with the client, or their executive team, face-to-face, and I spend a 4-hour session going through every step of the way. I help them identify their ideal service, define their ideal client, their brand voice and personality, analyze their existing materials, their strengths and weaknesses, and come up with a plan for implementations, complete with pricing. The cost of this service is $1,500 and this cost can actually be applied towards implementation, if the client decides to pursue the proposed implementation with us. Or, they have the option to take the plan and implement it with their own vendors.
- So, if you know someone who is starting a business, or someone with an established business that wants to grow, or if you want this for yourself - please fill out this form and I will collect it back in a minute.