Free Marketing Plan

Our Business is Making Your Business Grow

Copyright Dr Alan Rae2007

Free Marketing Planner

Dr Alan Rae – Managing Partnerwww.howtodobusiness.com



Do you know what your ratios

are?

Marketing and Sales is a process – treat it as one

It’s about generating leads

Making e-business work - IT, Marketing, Leadership


1.What’s your story2.Tell it face to face3.Tell it in writing4.Tell it on lineHow many leads do you need – and how good are you at closing them?

What’s your story?

Making e-business work - IT, Marketing, Leadership


• Clarity is everything• People need to get what you do

– Straight Away• Otherwise

– Online - they’ll move on– Networking - they won’t refer you or act as an

advocate



Your story depends on your audience

• It depends on whether you’re selling goods or services.

• Successful selling of services depends on consistency of service – this is what gets you referrals and repeat business.

• You are selling to people’s emotions –their values and their thinking styles.


The BrainMap helps you know who you’re talking to

Desire

I want it

Aim / Act

Entrepreneur

Salesman

Doing the Numbers

Making the Close

Checking the results

Accountant

Visionary

Exploring Options

Opening the sale

Find the Hotspots

R & D

People focus

Building Rapport

HR



You need to come up with a simple story

• That connects you to your customers

• That can be expressed concisely and powerfully

• And can be told in the right mix of

– Face to face– In writing– On line

• Often enough to get the leads and sales that you need


Copyright Dr Alan Rae2004-2009

What can you practically do?

• For services it’s a play –– the action is face to face networking and sales– The scenery is the online component

• Most people do 12 hours a week– 25% do more than 8 hours a week on line– In that time you can write one blog article and keep a presence

on one and a half social networks.– The front runner for business seems to be Linked-in then

Ecademy which combines on line and offline– Conventional face to face activity with a bit of PR and adwords

spend seems to be what people actually do.



The people who do this best

• Tend to be good face to face networkers also

• They use these techniques effectively and intelligently

• They believe it boosts their lead generation by up to 40%


Networking and telling it face to face

• Our interviewees valued people who – are crystal clear about their offer– get back quickly– are positive and expect to give something first

• 40% of those who spent more than 8 hours networking face to face also spent more than 8 hours on line - and vice versa


There’s a clear preference for a group size of 21-40

US prefers smaller than UK


What’s important in deciding your strategy

Is your business• Local / Global• Scalable / non Scalable• Do you Hope / Plan• On line / Off line

• Everyone needs a small local support group –but some will benefit from a much wider group also.

What should you do?

• Find a home group to network with• Be crystal clear about what you do

– And about who you want to meet• Get back to people quickly• Adopt the givers gain mentality• Decide whether you need to have a strong

online presence – if so use social media and web 2.0 to build it



There’s a shift to online marketing

14



Internet Marketing is about being found

• Direct page hits• Links from other sites

– Some are much better than others• Organic Search (and linking strategies)• Paid Search• Creating multiple points of presence like blogs• Tying them together and back to your own site



You want to end up with something like this

1st & 5th for Small Business Marketing Course

7th & 22nd for Small Business Marketing

9th for Small Business Consultants

12th & 13th for Small Business Research

32nd – 114th for Small Business



So start thinking in Keywords

• Because they encapsulate how people think

• And what terms they express their needs in when they’re searching for it

• In a search engine

• Or generally in conversation

• This will let you start to express your story so that it will be found



Now you’ve got them –what do you do with them?

• Use in anchor text of links from partners – you may have to negotiate individually but it’s worth it

• Build them into your auto signature when you’re blogging or posting where Google will see it

• Use for brand consistency with off line messages• Use to Tag your Blogs• Use as Meta-tags

– Description Tag is key –it’s the description of your page within the search engine report.

– Use most important keywords for a 60 char title tag– And make sure each page is different and relevant

Now choose your media –this is what the others do

Technique Use regularly Depend on it TotalOne to One selling 43.4 30.8 74.2Social Networks 50.1 21.6 71.7Workshops 23.6 6.6 30.2PR 21.8 7.5 29.3Online advertising 22.6 4.9 27.5Email Shots 23.5 3.2 26.7Newsletters 22.2 2.2 24.4Direct Mail 18.6 3 21.6Blogs 14.1 3.7 17.8Print advertising 13.4 1.4 14.8Telesales 12 2.7 14.7Exhibitions 8.9 0.9 9.8E-zines 5 1.4 6.4Leaflet Drops 4.4 1.5 5.9

What route makes sense to you - use the right tools

Copyright Dr Alan Rae 2010www.synergy-global.com

Measure how you’re doing

• Cost per lead• Cost per sale• How much activity• What conversion rates for each activity

• Be ruthless at following what works





Howtodobusiness.com.• Helping companies Grow

• distance learning, workshops and 1 to 1 consultancy • www.howtodobusiness.com - business resources• www.1manBrand.co.uk - multimedia sales / marketing course• www.punchaboveyourweight.com online marketing

• Download your free planning tool here.• Next Workshop 7th May Arora Hotel Gatwick £77

• email me at [email protected] for more details or ring on 0845 094 0407 to discuss how we can help you

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