A New Path To Sustainable Growth

A New Path To Sustainable Growth

By John Foley, Jr.

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

John Foley, Jr. - Introduction

I love Marketing!interlinkONE• SAAS• Enterprise Marketing

Management Software

Grow Socially• Strategic Outsourced

Marketing Services /Online Marketing: Social Media, SEO, Website Development

@JohnFoleyJr


Today’s Overview

• Overcoming Business Challenges

• The New “You”: Tomorrow’s

Successful Printer

• Steps to Transform Your Business

• Ed Wiegand – Solutions in Action

Photo Credit: http://www.flickr.com/photos/74105777@N00/2735966814/

OVERCOMING BUSINESS CHALLENGES


Three Major Challenges

• Differentiating from our competition

• Dealing with new technologies & trends

• Helping employees embrace change


Challenge #1

Differentiating from our competition…


Are We Starting to Look-Alike?

• Are these sustainable differentiators?• Equipment• Print Quality• Price• External Branding


Challenge #2

Dealing with emerging technologies & trends…


Do We Ignore or Embrace?

• Ban them in our shops… for everyone?OR…• Start offering multi-channel solutions• Use technology to improve our daily

operations!


Challenge #3

Helping employees embrace change…


Where Change Can Be Hard

• “I have ink in my veins”

• “Why market? Business always has come to us”

• “This the way we’ve always done it”


Why You Should Change

• New Way of Selling

• Marketing Efforts Must be Increased

THE NEW “YOU”: TOMORROW’S SUCCESSFUL SERVICE PROVIDER


Section Overview

• Using Online Marketing to Create Awareness and Demand

• Incorporating Mobile into the Mix


Three-Legged Stool


Inbound Marketing

Websites, SEO, Social Media!


Content Marketing

Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/


Questions or Comments?Phone 1.800.948.0113Email [email protected]

Copyright © 2010 Grow Socially, Inc. All Rights Reserved.Copyright © 2011 Grow Socially, Inc. All Rights Reserved.

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Optimize / Social FriendlyeNewsletter Sign-Ups

White PapersOffersEmailsPollsBlogs

Landing Pages

Get Noticed

Engageand

Nurture

InquiriesEngage

andNurture

Integrated Multi-Channel MarketingAction – Publish – Engage – Converse – Share

Social Media Blogging Analytics Content Mgmt SEO

Start with MKTG PlanProduct?Service?Asset?

Qualified and Budgeted

Buyers


Inbound Goal: Drive Sales!


Your Website

• Social-friendly, searchable• Interactive

• Blogs• Comments• Landing Page• eNewsletter Sign-Ups• Widgets• Whitepaper downloads

• Calls to action for people to raise their hand

MUST BE ENGAGING!


Why Social Media?

• 850 Million Users on Facebook

• 500 Million Users on Twitter

• One Trillion Playbacks in 2011

• 90 Million Users in First 6 Months

NOTE: As of March 2012


With No Plan… It Often Fails

Photo Credit: http://nomaltbytrack.org/editorial.html


1st Step To Success!

• Start with a Plan• Address Goals• Make a Schedule• Know What You Want to Do• Understand and embrace inbound marketing


Online Marketing Plan Describe the Business

Business Goal

Where Is the Audience Cyclically?

How Does the Audience Use Social Media?

The One Thing / Keywords

Humanize the Brand

Content Resource and Distribution Strategy

How Will You Measure Success?

Strategy Before Tactics!


SEO Best Practices

• Keyword Usage• Content Rules!• Inbound Links• Mobile


In the Label Industry


QR Codes


Generating QR Codes


QR Code Best Practices

• Shorten the URL• Provide Directions & Incentive• Mobilize Your Content• Measure it!

STEPS TO TRANSFORM YOUR BUSINESS


Before You Move Forward…

To change, you must have a Plan!


Change in Messaging

• External: Website and Collateral• Internal: Mission Statement


Change in Sales

• Solutions vs. Commodities• Resources, Demos, Toolkit• Questions and Listening

Photo Credit

http://www.flickr.com/photos/karl_hab/2573444980/sizes/m/in/photostream/


Change in Resources

• Marketing support!• Database Management• Website Development• Mobile Applications

Photo Credit

http://www.flickr.com/photos/shindotv/3835365695/sizes/m/in/photostream/


Increase Self-Promotion

• Bring your offerings to market

• Speak volumes of VALUE

• Eat your own dog food

• Walk the Talk

• Practice what you preach


Business Plan

• Executive Summary• Business Section• Market Analysis• Marketing• Sales• Financial• Management• Human Resources


Organizational Structure

• Management and personnel• Administrative organization• Contingency planning


Risk Management

• What could prevent you from reaching your goals & what are you going to do mitigate them?

• Do you have enough Capital?


The Marketing Plan


Marketing Calendar


Sales Process

• Who should you sell to?Procurement? Or Marketers?

• How do you go after them?Selling Transactions? Or solutions?


Key Steps to Success

• Plan, Plan, Plan

• Get Marketing Expertise on Staff

• Get Close with Customers

• Set Expectations

• Constantly Review

• Self-Promote

• Measure

CASE STUDY FOR INSPIRATION

Thank You

A New Path To Sustainable Growth

Business

Transcript of A New Path To Sustainable Growth