July Chamber Academy Presentation

7 Steps to a Powerful Sales & Marketing Funnel

Jim ThebeauChief Executive Officer and Partner

Henry Russell Bruce

Founded 1973 Flooded June 13, 2008 Moved to Hiawatha Our President & CEO died February 2009 Returned downtown May 1, 2009 Participated in Chamber programs

Flooded Business

Marketing is getting people who

have a specific need or problem to

know, like and trust you, and

contact you.

- Duct Tape Marketing

Definition – Small Business Marketing

Every business is a marketing business.

Entrepreneurs start businesses because they know how to do something.

Most say they are not good at marketing. Yet they have to find a way to promote and

sell their products to customers.

Business Sales & Marketing

5 things that impact your sales and marketing:

Your brand – the experience Your positioning – key messaging Your visibility – can customers find you? Awareness building, data collection/tracking Lead generation and sales


Your brand – the experience

Brand identity – logo and tagline The customer perception of your company,

products, employees The customer experience An emotional connection


http://techhelp.geeksquad.com/

Your positioning – key messaging

What sets you apart? Different. Unique. Those who can’t differentiate on brand (or

stand out in some manner from the competition) will compete on price.

Develop and use your key messages to build brand.


1. Stand Behind Our WorkWe're dedicated to giving you the best service possible. And we'll prove it. If you're not completely satisfied, we'll do our best to correct the problem. Fast and free.

2. Respect Your Equipment As If It Were Our OwnTo us, technology is like fine art. Nobody loves it more than we do. We pledge to pamper it and give it the white glove treatment every time.

3 Provide Expert Service At A Competitive PriceSuperhuman brainpower has its price, but we promise to be reasonable and fair. In fact, If you're not satisfied, we're determined to make it right.

4. Do What It Takes to Make It RightYou know your technology better than anyone – it's personal to you. If something doesn't feel right after the appointment, let us hear about it right away.

5. Teach You to Use Your SystemYes we're geeks, but we won't talk over your head. When we work with you, we'll walk you through the process so you can do the little things to keep your technology running smoothly.

The Geek Squad 5-Point Pledge

Your visibility – can customers find you?

What do you do to gain visibility? Traditional advertising Internet marketing, SEO, Pay Per Click Trade shows and events Advocacy marketing Public relations


Advertise online for free

Create a Hotfrog business profile and have your products found onlineHotfrog.com

Google AdWords

Internet Marketing

http://0.r.msn.com/?ld=4vGx19Xy0ejGzZC4c905uOP1xWloTClhpD_vI02vW2q4bOumilL_5ij3Z1fbz2dEiMrCiN_yd6WwGDLjTP4A9D0vN2_fCPfqlI0Nmxj_RNSCS57_QN3l56Xyu73pChvy1Oy_MfMXdhamT35A81qMJDER5cscE2DRx8KwM3JG3uuuaT_LGt8CS5jECFGBT4sdIHhtGDQT1RlgQWoMtnurRIvR4SO7I8XPJ3xAMga50fuom_oTOpWUf2M5Nw9YmpWTNyNVQJTCkkQ1AzbHT_TEAKG44-sPAQJmNzPS84ggTobJI-k5k9VazEgGjI07ZOOdaLJsQ9A5J0EXyQ

Traditional

Awareness building, data collection/tracking

Do you have a database of customers and prospects?

Do you have a way to collect sales data? Can you track your data and use it for

traditional or email marketing?


Lead generation and sales

A persistent business issue Do you have a method to consistently

generate leads? How do you generate leads? How do you find customers? What works for you?


Where do I begin with

marketing?


Marketing has changed.

It used to be all push marketing – sending stuff out to prospects hoping they would see it or take action.

Today it is push and pull (or engagement) based. Fundamental shift in use of marketing resources –

dollars and time. Internet marketing and social media marketing

demand more time – but do generate measureable results in terms of leads.

Integrate traditional and emerging media.


1. Make sure your brand represents you.

Differentiate your business from your competitors by promoting your unique and relevant values.

Ensure prospects know what you do. Make it clear what business you are in. A 25 year old brand identity may work for some

companies and not for others. Has your business changed a lot in recent years?

Consistent messaging.


2. Build a database for sales and marketing.

Create a database of customers and prospects that you can sort.

You can do this in Excel, or in a simple CRM package like Highrise (www.37signals.com) ..

Generally, you can send them the same materials. This database can be used for traditional mailings

and Internet marketing. Sort the list to segment your offers or calls to action.


http://www.37signals.com/

3. Define your ideal customer. Some profile criteria may include: Size in terms of annual sales, number of employees. Used to working with firms like yours. Values what you can do for them. Pursuing every deal that comes along from any

prospect will not let you establish “customer standards” and you’ll likely compete on price


4. Build a strong business website.

In order to build awareness for your business, you must be visible – you must be found.

Today, the sales funnel begins here. 85% of all searches begin on the Web. Traditional marketing is one-way, outbound and

disruptive. Can’t be searched. Marketing on the Web is interactive and invites a

conversation. Can usually be searched.


4. Build a strong business website. (continued)

Blogs. Email marketing (Mail Chimp, Constant Contact). Content such as videos, white papers, reports. Generate visits to your website with content. Collect and monitor visit data with Google Analytics. Using Quick Response (QR) codes to integrate

traditional and online media. Register with online business directories


5. Market consistently.

Marketing is a continuum. You don’t have to market every day, but be consistent. Campaigns allow you to make specific offers at specific

times for specific products. Always use Calls to Action (Call 800-555-5555 today for

more information.) Always use Offers (Order your Shamwoo in the next 10

minutes and we’ll send you two for the price of one.)


6. Develop a marketing plan and budget.

Create a simple, written marketing plan. Identify specific tactics to perform. Create a budget to support the plan. Put the plan on a timeline – when (week/month) each

tactic will take place. Put measurement metrics in place


Sample Plan. Develop and send 3 direct mail pieces promoting our

A-36 Widget in Q2. Budget $2,500. Write two white papers on B-29 Widget applications

in Q1. Budget $1,200 for design and photos. Post to website.

Set up business Facebook page in Q2 and post tips and new product updates every week. If staff not available, budget $100 / week to outsource.

Develop email marketing template in Q3 and start sending monthly content to list. Budget $500 for template.


7. Market with the right tools for target audiences.

You can use all manner of items to promote your business, based on geography.

Retailers typically use local traditional media like the newspaper, cable television, radio, door hangers, billboards.

Sticky notes on the newspaper front page also play a role.

They also use local Pay Per Click campaigns using geo fencing to control cost and reach.


Retailers now have coupon sites. Check out Groupon and Living Social, or the Gazette’s Here’s the Deal coupon offerings.

Social media is always a strong option.


Business to Business B2B marketers can use the same traditional and

emerging media tools. The trend in marketing here is increasingly videos on

the website or company YouTube channel. Email marketing. Content marketing. Public relations to drive leads to the website. Increasingly social media. The power here is

integration/updates of multiple social media outlets via programs such as www.ping.fm, a free service.


http://www.ping.fm/

Determine unique values vs. relevant values – what makes your business unique.

Develop your key messages. Identify your ideal client details. Create a database of customers and

prospects. Actively market your business – marketing

continuum (lead generation), be consistent. Build a website to support your marketing. Create content and use offers and calls to

action.

Summary

Don’t underestimate the power of unsolicited proposals.

So far this year our company has generated more than $4,500 by listening to clients and generating unsolicited proposals to begin or extend a client engagement.


Thank you.

Jim Thebeau

[email protected], x121

Henry Russell Bruce

mailto:[email protected]

July Chamber Academy Presentation

Business

Transcript of July Chamber Academy Presentation