Post on 16-Jul-2015
The 4 Proven Marketing Systems
Every Small Business Must
Optimize to Maximize Revenue
Growth
95%
of Small
Businesses
Are missing AT LEAST 2 out of
the 4 critical, proven marketing
systems that are necessary to
achieve maximum business
growth!
Who am I?
?
I help Small Business owners reach their growth
potential and dominate their markets.
Leverage technology to achieve
maximum results.
In the next hour, I’m going to
teach you how small business
owners can dominate their
market and take their income
to entirely new levels.
The competitive landscape
for small business owners
has changed dramatically!
And so has the way your
customers find and shop for
your services/products.
Why?
3 Drivers Of Change
Search
Social
Mobile
Search
• Easier than ever!
• Accessible from multiple devices
• Has become the predominant way to find
information, products and businesses
Search
92% of consumers have more confidence in info
found online than they do in anything from a
salesclerk or other source.
(Wall Street Journal, Jan 2009)
Social
• Sharing opinions with ease
• Search engines paying attention
• Reviews are highly visible
• Content about your business is NOT created
by you!
• CONSUMERS ARE THE PUBLISHERS!
Social
70% of consumers consult reviews or ratings
BEFORE purchasing.
(BusinessWeek, Oct. 2008)
Mobile
• The biggest game-changer
• Mobile search = Immediate gratification
• You MUST be present – If not you, your
competitors eat your lunch!
Mobile
Mobile searches have QUADRUPLED in
the last year according to Google.
1 in 7 searches are now mobile.
It is easier than ever for consumers to
quickly research and compare various
products and services.
The companies that “GET IT” are
crushing the companies
that don’t!
What is the impact on you?
How do you strategically work
with these three big drivers
of change to make sure you come
out on top?
It means that now more than ever,
you need to have a marketing
plan that works!
Simplify the challenge and
clarify the approach!
You Must Maximize the Impact of 4
KEY Marketing Systems
R4 Marketing Framework
Reputation
Reach
Resell
Referral
R4 Marketing Framework
25%growth on their own…
Ignite business growth to
100% or more when combined!
Reputation
It is easier than ever for consumers to
find the feedback of other consumers
to help them make a decision about
who to buy from.
51% of consumers…
say that they search online for your product
or service before deciding which one to
work with/visit/buy from!
72% of U.S. consumers…
research companies through social
channels before making purchases
70% of consumers…
say that the feedback they find online is
the #2 factor in making a decision about
who to work with/visit/etc.
74% of U.S. consumers…
choose to do business based on
online feedback
trust recommendations from people
they know.
trust unknown users!
trust advertising
(Econsultancy, July 2009, Erik Qualman, Socialnomics)
90%of online consumers
70%of online consumers
14%of online consumers
Everyone is talking…
who’s talking about you?
• Customers
• Prospects
• Competitors
• Disgruntled employees
• Ex spouses
• Former business partners, investors
• Trolls (the permanently aggrieved)
Who’s talking about you?
What are the stakes?
59% of U.S. consumers use social sites to
vent about customer care frustrations
Source: Society for Communications Research
What are the stakes?
Today, an unhappy customer
will tell thousands of their
“closest strangers” on the
Internet.
7 in 10 who read reviews share them with
friends, family & colleagues.
(Deloitte & Touche, Sept. 2007)
Reviews at the center of search
Reviews at the center of search
3/30!
Reviews at the center of search
Your goal!
5-Star Reputation
CONTRIBUTE
To the conversation in a meaningful way.
Why do you need to contribute?
• You can’t control what people say about your
company BUT …
• You can make sure you’re adding enough to the
conversation to ensure that the ratio of positive
to negative is in your favor!
Take ownership of profiles in all of
your key directories and networks
• Google+ Local
*important*
• Yelp
• Trip Advisor
Publish your own story!
• Make your own news
• Post on subjects that will help your clients and
prospects
• Add social media sharing buttons
Make educational videos and post
them to YouTube
Any given video stands
about a 50x better
chance of appearing on
the first page of results
than any given text
page in the index.
Source: Forrester
Build a referral system
Collecting referrals should be an ACTIVE and
METHODICAL process
Reviews on a site can boost conversion +20%
(Bazaarvoice.com/resources/stats 'Conversion Results')
The BIG takeaway
Reputation is now THE FOUNDATION of effective
marketing!
It is no longer enough to do good work.
PROACTIVELY MARKET YOUR REPUTATION!
Reach
Social media use has grown by
712% since 2005.
Reach via Social Media
66% of adult internet users…
access social media. In 2005, this was true
of only 8%!
There are 155 million Facebook
users in the U.S. and 955
million throughout the world.
Chances are…
No matter who your target audience is, you can
reach them on Facebook.
Sponsored Story Ads
on Facebook
Sponsored Story Ads
Convert users’ activity into ads and display
the ad to friends of the user...
Sponsored Story Ads
• Geared to increase ‘likes’
• Tightly fits into how people use Facebook
• Psychographics vs. Demographics
Facebook Sponsored Stories
have an 18% LOWER cost per
fan than direct ads.
Source: TBG Digital Test
Facebook Sponsored Stories
have a 6% MORE clicks than
direct ads.
Source: TBG Digital Test
6 Reasons to Advertise
on Facebook
1. Reach
• 51 percent of Internet users
• Variety: huge number of every group
• Engage them in a multiple ways
2. Precision targeting
• Location (ZIPs, area code, etc.)
• Age and birthday
• Education (e.g. Michigan State class of ’05)
• Connections
• Demographics
• Interests
• Relationship status
3. Cost control
• Advertisers (you) control how much you spend
for each campaign
• Budgets can be very low
• Better targeting = less wasted spend
4. Cost efficiency
• Precision = efficiency
• FB’s measurability means you can
keep driving down your cost per click
• Dollar for dollar, there’s no better way to get the word out with relevancy
5. Simplicity
• Great UI makes setup a breeze
• Much easier than Google AdWords
• No PPC experience required
6. Interests targeting
• Ads are much more likely to perform better when
you target smaller, specific groups of people!
• Display ads to the people who are most likely to
be interested in your product or service
• Customize your ad so it’s more appealing to the
audience you’re trying to reach
83% of small businesses…
believe social media is important to their
business.
The BIG takeaway
Your audience is socially active online!
If you’re not reaching them via Social Media...
YOUR COMPETITORS ARE!
Mobile
Mobile searches have QUADRUPLED in
the last year according to Google.
1 in 7 searches are now mobile.
Reach via Mobile
1 in 3 mobile searches are LOCAL.
Reach via Mobile
After looking up a business via mobile…
61% result in a phone call
59% result in a visit
61%
59%
6 in 10 prospects will leave your
site if it’s NOT mobile friendly.
52% of users say a bad mobile
experience makes them much
less likely to engage with a
business.
Make it as EASY as possible
for prospects to consume
information about your
business on their mobile
phones.
AVOID THIS
Your goal:
Mobile WebsiteStandard Website
CONFUSION CLARITY
The average user spends an
average of 2 hours a day on their
mobile phone.
Almost 66% of Smartphone
subscribers admit to sleeping
with their phones
Nomophobia: The fear of being out of
mobile phone contact
The BIG takeaway
Consumers don’t want to be disconnected from their phones…
This ‘addiction’ gives you a chance to stay connected to consumers wherever they go.
You have the opportunity to REACH your audience without making them step out of their daily routine.
Resell
6.1 trillion text messages were
sent/received in 2010.
SMS traffic is expected to reach 9.4
trillion by 2016
Resell via SMS
Source: Telecommunications Union (ITU)
SMS marketing is capable of
reaching 91% of the US
population.
Why Use SMS
• Instant deliverability
• Flexible Platform
• Instant Opt-in and Opt-Out
• High open and conversion rates
• Low effort to create (short message, no
html…etc.)
SMS Is Fresh
• Other channels (email, print) are saturated and
overrun with junk mail and spam
• SMS is still a fresh, untapped resource
Relevance
• 87% of Americans have mobile phones
• 73% say it’s their no. 1 most-used
technology device
• 25% of all U.S. households have ditched
their landlines!
Open Rates
• 97% of all SMS marketing texts are opened by
recipients
• 95–98% of text messages are read within
minutes of receipt
Build Lasting Relationships
33% of email addresses change on a yearly basis,
but … People are keeping their cell phone
number for LIFE
Appointment Reminders
SMS reminders can reduce no-shows by 50% or
more—which means you can …
Save a TON of money—and put it back into your
business (or into your pocket)
Coupons
Mobile coupons are 10x more likely to be
redeemed than traditional coupons
Source: Borrell Associates 2010
experience a 95% mobile coupon
redemption rate.
Retailers like K&G Superstore…
Events
60% - Promote attendance
60% - Update attendees pre-event/at-event
40% Drive booth traffic (joint promotions)
40% - Stay in touch with attendees throughout the year
35% - Promote online events including: webinars,
webcasts and other programs
Variety of strategies:
Source: CTIA – The Wireless Association
Geo-targeting
Automatically send text coupons when people are
shopping in the vicinity of your businesses
The BIG takeaway
Text messaging is the most popular form of communication among consumers…
There is no faster way to execute a marketing communication....
Your audience is almost GUARANTEED to get your message with SMS!
Referral
The New York Times states…
65% of NEW business comes
from referrals.
Referrals
Source: The New York Times
41% of businesses count on
referrals for over 80% of sales.
Referrals
How can you proactively
drive referrals?!
You need to understand that
good customer service doesn’t
always equate to referrals.
83% of satisfied customers are
willing to refer products and
service.
Only 29% actually do!
You MUST leverage a referral system.
Word-of-Mouth vs. Referral
Systems
Chance Predictable
Consistent
Repeatable
A methodical process that captures
qualified prospects through your
association with people.
Referral System
So how do you generate referrals
in a repeatable system?
YOU ASK FOR THEM!
91% of clients would give a
referral, but have never been
asked.
It’s as straightforward as…
Incorporating the message into referral
cards, postcards, social media, your
website – and making sure your happy
customers see them!
Requesting Referrals
Print/Mail:
Distribute referral cards and postcards
on a structured schedule.
Requesting Referrals
Online:
Incorporate referral requests into contests,
coupons and other viral promotions.
Requesting Referrals
Referrals are great, but hard to depend on if
you can’t make them predictable.
Design a repeatable system that captures the
referral when your customers are thrilled!
Make it easy for them to share you!
The BIG takeaway
R4 Marketing Framework
The problem?
Awareness, time, budget
& expertise!
The gap between those that “get it”
and those that don’t is widening!
90% realize they...
aren’t growing like they should!
50% realize...
THEY need to make a change.
Only
20% realize that...
being strategic about their marketing is
THE difference.
Only
If you are a part of the 20%...
If you are committed to creating
maximum growth at your business…
If you have the mindset and resources
to handle the level of growth that is
possible…
I’d like to get to know you and your
business better!