TACTICS TO TAKE MARKET SHARE IN 2015

Presented by

Suzanne Rozick Welcome

ASI Sales and Marketing Expert

for over 15 years

Email: srozick@asicentral.com

Phone: (215) 953-3069

In this short webinar, you’ll be well on your way to learning about these 4 tactics:

Content Marketing Channel Marketing Social Media Marketing Referral Programs

Whether you’ve just recently joined with ASI, or you’ve been with us for years, you’re ready to implement new ways to take market share…

So Let’s Get Started

Let’s start off 2015 on the right foot.

Marketing techniques are constantly

changing and evolving. And consumers are getting more sophisticated about how they want to be marketed.

This means as marketers, we have to stay on top of every technique, and trend to continue growing your company’s success.

BUT…THIS IS YOU

AND WE KNOW YOU’VE GOT A LOT TO DO…

P.S. THIS IS US

TOO. WE GET IT

SO HERE’S YOUR QUICK 2015

PRODUCT LAUNCHING…

BRAND BUILDING…

TRYING NEW IDEAS…

MARKET SHARE TAKING…

HERE’S 4 TACTICS TO TAKE MARKET SHARE

Content Marketing

Channel Marketing

Social Media Marketing

1

2

3

Loyalty Programs

4

LETS GET STARTED

Content Marketing

Everyone is talking about

content marketing these days…

but what exactly IS

content marketing?

is the process in which you produce and

circulate relevant and valuable content to

attract, acquire, and engage a clearly

defined and understood target audience –

with the objective of driving profitable

customer action.

Content marketing…

Webinars Infographics Lists Reports Articles How-to guides Blogs Whitepapers Ebooks Press releases Videos Newsletters

Like…

Why is Content Important? Good content is read, great content

Engages.

Forget just building brand awareness. With engaging content, you create

Authority.

Content marketing provides you

Complete Control. Your Voice, Your Topics, Your Timeline, Your Audience.

Content can always be

Repurposed cross leveraged across multiple marketing channels.

Valuable content is

shareable.

OH…IT’S BRAND BUILDING TIME…

70 of the buying process in a complex sale is already complete before a potential customer is ready to engage with a sales person

%

70 of brands have employed branded content marketing for advertising purposes in the past year**

%

72 report having increased their spending on branded content in the past year**

%

Did You Know?

Sales & Sales Trends Information 64% Expert Advice

Remember… The more

you do it, the easier it gets.

What our distributors say they read…

Educate new prospects/don’t sell them. This will invite and excite yours distributor to read on.

Answer your distributors’ most pressing concerns or help solve a problem they are facing. (e.g. how to open a new business channel, how to market to a new industry, how to increase/upsell an existing customer, etc.)

Tell a good story. Make the content personable, in your own voice.

Give your products their own stories. Make the content digestible. Utilize images - Remember a picture says a

thousand words

How do you get started? Here’s some quick hit tips

to get you thinking…

76%

Do’s & Don’ts DON’T write a “Here’s Why Our Customer Service is So Great”. INSTEAD DO write a “Top 5 Reasons why great customer service = better sales for you.” DON’T feature bios of your company’s CEO/President, Sales director, etc. INSTEAD DO feature guest authors that your customers will find valuable highlighting challenges they have overcome. DON’T write content that describes your product’s features. INSTEAD DO write content that describes how your product solves a challenge. DON’T write content that describes what the biggest 5 markets are. INSTEAD DO create a distributors guide to selling to the biggest 5 markets. DON’T forget to write consistently. There is no point in a one-time content piece. INSTEAD DO create a newsletter that features content on a regular basis.

What Do You Measure?

• Make your Call to Action (CTA) clear and simple. • Create a sense of urgency with your CTAs. • Unique URLs, easy to remember URLs. • Personalized, or local phone #s that you can track. • Unique codes for each special offer (if you have one). • Unique landing page for each content.

Operational • # of Views/ downloads/Leads • # of Clicks/turned into leads • # of Ratings/Likes • # of Clicks • # of Comments • # of Shares

Sales • Cost to create a lead • Total sales/revenue generated • # of leads/turned into sales • Views to leads conversion rate • Views to sales conversion rate • Leads to Sales conversion rate

Tips to Get You Started

There is a metric for every marketing channel.

Channel Marketing

Distributors and end buyers are no different. These are all channels

companies leverage to market to you.

You use the Internet, update social

media and check email. You watch

TV, drive on highways and receive

mail from the U.S. Postal Service.

the directing of marketing campaigns by different channels of distribution (such as print, email, online, social media, and many other viable channels).

Channel Marketing is….

Like… Direct mail Email Mobile Landing Pages/Websites Video Magazines Catalogs Social media Public Relations Trade Shows SEO SEM

Why is Channel Marketing Important?

It’s important to market in ways your distributors are familiar with and use.

Channel marketing enables you to isolate and test your marketing campaigns .

Channel marketing enables you to cross promote among channels to reinforce and compliment key messages/

How do you get started?

Identify marketing value of each channel. This involves research and analysis of these channels, the competing channels, and the markets where your product is relevant.

Identify the potential channels available to you. Channel marketing involves finding the technology resources you need to execute. For example. For email marketing, do you have an email provider? For website, do you have web developer? Hosting capabilities, etc? Etc. Identify strategy and implementation plan. Now that you’ve done the research, it’s time to put it into action.

Here’s some quick hit tips to get you thinking…

Target with a product Launch

Identify the channels where your prospect clients interact. In this industry, your prospect clients (distributors) use a variety of tools to sell with. Magazines, catalogs, ESP, Emails, etc. So you market where your clients are.

Different marketing channels have different metrics. Its important to understand how metrics apply to each channel.

Operational • Open rate • Click through rate • Bounce rate • Unsubscribe rate • Delivery rate Sales • Cost to create a lead • Cost to create sales

from lead Revenue per email sent

• Average order size • Total sales/revenue

generated for a specific product

Email marketing

Operational • Unique visitors • Page views • Bounce rate • Referral traffic • Traffic growth • Call to action click rate Sales • # of Leads/form

submissions • # of visitors who became

a lead • # of visitors who became

a customer • Cost per lead or sale • Total sales/revenue • generated

Website/landing pages

Operational • Campaign cost • Cost per thousand • Responses/clicks • Response rate

Sales • Qualified leads • Total sales/revenue • generated • # of leads generated • Cost per lead or sale

Direct Mails

Operational • # of press releases

sent • # of press

conferences attended • # of executive

interviews scheduled

Sales • Clips generated • Advertising $

equivalence • New leads or sales

Public Relations

Operational • Booth visitors • Badge swipes • Promotional

items/giveaways • Check ins/social media

mentions

Sales • # of Leads/meetings

scheduled • Total sales/revenue • generated • # of visitors who

became a lead • # of visitors who

became a customer • Cost to create a lead

Trade Show

What Do You Measure?

Social Media Marketing

Social Media Marketing is…

the process of marketing through social channels in order to gain website traffic and attention through social media sites.

Facebook LinkedIn Twitter Youtube Google+ Pinterest Instagram Foursquare

Like…

Why is Social Media Marketing A Must? Brand awareness: No matter how great your company or

your product is, you need people to know you exist. Social Media helps you build that awareness (virtually for free).

Builds reach: Create fans and followers with content, contests and engaging posts.

Acquires customers: Convert fans and followers into action-takers, buyers, testimonials, content referrals.

Creates loyalty: Foster relationships with fans, followers, buyers and non buyers and reinforce your relationship.

.

It’s time to stop debating whether Social Media has a return on investment for your business. Here are just 4 ways social media can help your business. A FAN IS

NOT

JUST A

FAN…

How do you get started?

Be Selective. There are a lot of social media sites. And not all of them are relevant for your business. Don’t sign for every channel because they are the new shiny thing. Choose one or two and be focused on leveraging this asset. Determine your Channel and content strategy: What is your main content you want to use to engage? And how will you engage them? and what will you do when you engage them – essentially your content-conversion plan. Create an implementation plan. It can be daunting to stay focused on doing being “Social” while running your real business. It can have a negative effective on the business if you lose time trying to be active and respond continuously. Be patient. Making a success of any new marketing tactic will take some learning. It takes time, investment, time and agility.

Remember, the service may be free but your time isn’t.

Here’s some quick hit tips to get you thinking…

Content calendar Conversation-worthy

content Contests/giveaway offers Employee activation Social advertising Partnerships with

companies that compliment your products or services

Links to your offline marketing efforts

Tip #3 in Action

Create

Marketers know the value of this tool. There are many ways to measure your social media marketing efforts.

What Do You Measure?

Operational • Fans/followers • Likes • Shares • Audience reach • Traffic from social media

Tips: Integrate social with your CRM system to track and record engagement with prospects It is important to listen! Don’t speak AT people, be part of their conversations. See what they’re saying, and respond.

Sales • Cost to create a lead • Total sales/revenue generated • Cost to convert a fan to lead conversion rate • Fan to customer conversion rate

TAKE SOCIAL &

IDEA SHARING…

AND YOU’VE

GOT SALES

Loyalty Programs

Loyalty Programs Are..

organized marketing efforts designed to reward and encourage loyal buying behavior.

Point Systems Tier Systems VIP Status

Like…

It Takes Time to Grow Your Network. For every contact made, every sales transaction completed, you have an opportunity to create a more long term relationship. In this industry, it’s all about great relationships. So Why Not Reward it?

It costs a business 5-10 times more to acquire a new customer than it does to sell to an existing one. And on average those current customers of yours spend 67% more than a new one.

So, what are you doing to keep your customers coming back to your business?

According to Inc.

Let’s Take A Closer look

Point System The most basic loyalty program is the points system. The more you buy, the more points you earn. And for every point you accumulate, you earn discount or customer advantage

Tier System Similar to points system. Starts with small rewards for joining the program, then increase value of rewards as customers become more loyal. It’s offering greater rewards in the long term.

Paying for Exclusive VIP Status/Benefits While many loyalty programs are free, some companies may opt to charge customers to participate in exchange for future benefits, exclusive benefits. E.g. Amazon Prime members.

Personalized customer service

Exclusive content that may be helpful to your customers

Exclusive events Exclusive services Special one-time,

ongoing, or limited-time discounts or services

Partner benefits

Benefits You Could Offer…

Premium Loyalty Program Reward customers who spend the most, develop a program that limits who may be eligible to qualify.

A Good Loyalty Program is worth shouting about…

Take Some Market Share

And because so few suppliers have a Loyalty Program in place, it’s easy to distinguish yourself from the pack And

How do you get started? Here’s some quick hit tips

to get you thinking…

Get Physical: Create a branded card that enables you to track customer behavior. Why physical? It’s tangible.

Get to Talking: Start an Opt-In Process in all of your current transactions. Create a steady stream of communication with special benefits and

offers only available to loyalty members. Segment out your loyalty member in your email and direct marketing

efforts. Share news of upcoming loyalty incentives or events. Want to start on a limited scale? Start with a select target to go after.

Get Social: Social media is an extremely effective way to engage with loyal

customers. Once you’ve selected the right social media platform, and have built your presence with engaging content and posts – create options for sharing and referring.

What to Track in Loyalty Programs

Length of membership Purchases/transactions Order size of purchases Referrals Views/Downloads of

content Social engagement Event attendance (if

applicable) Email engagement

What Do You Measure? Customer Retention Rate How long customers stay with you. The goal of a loyalty program is to increase the number of customers who stay with your business for an extended period. Measure customer retention between program members and non-program members. Negative Churn How many customers leave your business. Thus, negative churn is the measurement of customers who instead of leaving, upgrade their membership and purchase added services. Customer Satisfaction. Customer satisfaction metric is simple customer feedback. The most common measurement is whether your customers would recommend your company.

increase in customer retention 5%

can lead to a 25-100% increase in profit for your company. (source: Fred Reichheld, author of the Loyalty Effect)

Did You Know

of customers who had 48%

negative experiences with a company told 10 or more people. (source: Harvard Business Review study)

In Closing… How Can You Stand Out This Year?

Change Up Your Marketing DNA

Create Authority with content marketing

Create Conversions with channel and multi-channel marketing

Create Conversations with social media marketing

Create Relationships with a loyalty program

Don’t Make these Mistakes Not putting enough work in. You get out what you put in. Create good

products, market your products, network and build relationships. Thinking marketing is just about advertising. Marketing is so much

more than just advertising. Its more than just a logo, and a tagline. Marketing should be part of your company’s overall strategy. What do you want your company, product, business to do.

Leaving marketing to just marketing people. Companies who place marketing in silos and not as part of a larger company initiative lack complete buy-in. When marketing lacks company buy-in, marketing will not get the full support it needs to make an impact

Marketing and forgetting it. The “set it and forget it” approach doesn’t work. Create, analyze and adjust.

BONUS TIPS

We know you have a lot to do…

Email marketingcampaign@asicentral.com

to schedule a personal consultation.

So let us help. Talk to us about your marketing strategy.

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