3 THE IMPORTANCE OF MARKETING... · PRINCIPLES OF MARKETING Create authentic scarcity Know, like &...

BUSINESS LAUNCH & GROWTH

DIETITIAN BUSINESS

STARTUP TOOLKIT

© 2015 RD Entrepreneurs Academy

1

IN THIS TRAINING VIDEO…

The importance of marketing

Breakdown individual marketing platforms

Content development for your unique business

Developing an actionable promotion plan

How to grow your business with client feedback

Why and what you should be tracking in your business?

Business Launch & Growth

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THE IMPORTANCE

OF MARKETING


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MARKETING IS SIMPLY CONVERSATIONS WITH POTENTIAL CLIENTS OR THOSE

WHO CAN REFER CLIENTS TO YOU

The Importance of Marketing l Business Launch & Growth

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PRINCIPLES OF MARKETING

Create authentic scarcity

Know, like & trust

Features vs Benefits


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AUTHENTIC SCARCITY

Get clients to act…now

Most people naturally procrastinate

Create time sensitive reasons to work with you (if possible)


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KNOW, LIKE, TRUST

You are the face of your business

Let people get to know YOU

Don’t be a logo


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BENEFITS VS FEATURES

Features: Components of your product/service

Benefits: How you are going to help your client

Goal: Showcase the benefits, while talking about the features


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MARKETING KEYS:

1) WAS IT DEVELOPED WITH YOUR IDEAL CLIENT IN MIND?

2) DOES IT GIVE A GLIMPSE OF WHAT WORKING WITH YOU

WILL BE LIKE?

3) DOES IT HONESTLY REFLECT THE VALUE OF YOUR PRODUCT -

OR- SERVICE?


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MARKETING CONTENT


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MARKETING PLATFORMS

Website

Blog

Social Media

Networking Events

Speaking Events

Anywhere…

Marketing Content l Business Launch & Growth

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DON’T TRY TO MASTER ALL MARKETING PLATFORMS AT ONCE


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WEBSITE

Lends credibility

Builds know, like and trust

Saves you time

You/your business are now “searchable”


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BLOG

Blogging for business vs your business is your blog

Builds know, like and trust (faster than SM)

Provide relevant content

Lends credibility


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BLOG GUIDELINES

Shorter is better

Conversational vs Professional

Related to your business

Monthly to once a week


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SOCIAL MEDIA

Facebook

Twitter

Pinterest

Instagram

Other (Vine, Google Plus, YouTube)


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SOCIAL MEDIA

Each have their own demographic

Is your ideal client on social media?

Start with the one you enjoy/understand the most (if the demographic fits!)


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POSTING GUIDELINES

Post regularly

Entertain, Educate, Engage

Be part of the conversation


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NETWORKING EVENTS

3-5 minutes of meaningful conversation

Give & receive business cards

Don’t stop there…follow up


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START YOUR OWN NETWORK

Find other professionals

Set date/time for meet and greet

Advantageous for EVERYONE


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SPEAKING

Live events

Video presentations

Webinars


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SPEAKING DIY

No speaking events, make your own

GoTo Webinar, Google Hangouts, Free Conference Calls

Take a few minutes to market your business


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CHOOSE YOUR PLATFORM


PLAN YOUR CONTENT

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MARKETING CONTENT

What marketing platform will you utilize first?

Marketing topic/ideas? (Social Media 15-20, Blog 10-15, Speaking 2-5)

For each topic idea, indicate the purpose (educate, entertain, engage or sale)


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MARKETING CONTENT

What product/service do they relate to?

What does each piece of marketing content do?

ID: Educate, Entertain, Engage

…or sales


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PROMOTION PLAN


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PROMOTION PLAN

Get your business noticed

Land your first client

Collective word of mouth

Promotion Plan l Business Launch & Growth

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YOUR BUSINESS

Succinctly (1-3 sentences) explain your business

Succinctly (1-3 sentences) explain who your product or service is for


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YOUR BUSINESS

What are the features of your product/service?

What are the benefits of your product/service?


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REFERRALS

List 5 potential professional referrals for your business.

List 5 family/friends/colleagues/groups that could spread the word about your business

List 5 professionals you would like to invite to a new group referral meeting


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GETTING NOTICED

Contest

Special pricing

Effective and strategic marketing


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WORD OF MOUTH

Friends/Family

Colleagues

Current clients

If people like you -or- your business, they will happily spread the word


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“IF YOU KNOW OF ANYONE WHO WOULD BENEFIT FROM

MY PRODUCT/SERVICE, PLEASE TELL THEM I WOULD LOVE TO

SEE IF I CAN HELP THEM OUT!”


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CLIENT FEEDBACK


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CLIENT FEEDBACK

Product/Service Ideas

Show you care

Help you tailor your product/service to your ideal client

Conversation vs Client Surveys

Client Feedback l Business Launch & Growth

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CLIENT FEEDBACK

Look for common ideas, suggestions

Implement ideas thoughtfully

Don’t implement services you don’t want to provide


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CLIENT SURVEYS

Ask open ended Q’s

Offer an incentive

Don’t ask more than 5-10 Q’s


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SURVEY Q’S

1. What are you trying to accomplish this year?

2. What is holding you back from what you would like to achieve?

3. What is important to you?

4. What would you like to learn more about?

5. What is the biggest frustration in your life right now?

6. What are you the most proud of ?


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SURVEY Q’S

7. How did you hear about us?

8. Why did you decide to invest in this service/product?

9. How could we have made your experience better?

10. What additional products/services would you like us to make available?

11. Is there anything else that you would like to share with us?


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TRACKING


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WHAT SHOULD YOU BE TRACKING?

Marketing

Money

Time

What works?

What doesn’t work?

Mark your calendar to review your goals

Tracking l Business Launch & Growth

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REVENUE & TIME

© 2015 RD Entrepreneurs Academy Tracking l Business Launch & Growth

Time + Money Spent Developing

Time + Money Spent Delivering

Time + Money Spent Marketing

Revenue Earned

Service/Product #1

Service/Product #2

Service/Product #3

Service/Product #4

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MARKETING & PROFITS

© 2015 RD Entrepreneurs Academy Tracking l Business Launch & Growth

Time Frame Marketing/Promotion Goal Time Investment Cost Investment Outcomes (Profits/Clients/Connections)

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KEYS TO A SUCCESSFUL

START© 2015 RD Entrepreneurs Academy

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PLANNING

Revisit your plan…often

Revise your plan…often

Recommendation: Start your business with a soft launch

Keys to a Successful Start l Business Launch & Growth

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IS YOUR PROPOSED START DATE STILL APPLICABLE?


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WHAT HAS TO BE DONE IN ORDER TO OFFICIALLY OPEN

YOUR DOORS AND START GENERATING REVENUE?


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TO DO

A place to conduct business

Something to sale

Legal paperwork

Way to accept payment

Ability to consistently deliver your product/service

One marketing platform


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WHAT DOES NOT HAVE TO BE DONE IN ORDER TO

OFFICIALLY OPEN YOUR DOORS AND START

GENERATING REVENUE?


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SAVE FOR LATER

Expensive website (with all the bells & whistles)

Professional logo/pictures/business cards

More than one way to market your business

Anything else…you are ready! Go be a successful entrepreneur!


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REMEMBER…

Mistakes happen

If you can get one client, you can get more

Start before you feel you are ready!


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BELIEVE (AND KNOW) THAT WHAT YOU HAVE TO OFFER IS EXTREMELY

VALUABLE!


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WRAP UP


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KEY POINTS

The first key to success in any business is the ability to effectively market what you have to offer!

It’s better to dominate one marketing platform then have a mediocre presence on all platforms

Client feedback (and thoughtful implementation of feedback) is essential for growth in your business!

Wrap Up l Business Launch & Growth

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THANK YOU!


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3 THE IMPORTANCE OF MARKETING... · PRINCIPLES OF MARKETING Create authentic scarcity Know, like &...

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