The 4 Proven Marketing Systems

Every Small Business Must

Optimize to Maximize Revenue

Growth

95%

of Small

Businesses

Are missing AT LEAST 2 out of

the 4 critical, proven marketing

systems that are necessary to

achieve maximum business

growth!

Who am I?

?

I help Small Business owners reach their growth

potential and dominate their markets.

Leverage technology to achieve

maximum results.

In the next hour, I’m going to

teach you how small business

owners can dominate their

market and take their income

to entirely new levels.

The competitive landscape

for small business owners

has changed dramatically!

And so has the way your

customers find and shop for

your services/products.

Why?

3 Drivers Of Change

Search

Social

Mobile

Search

• Easier than ever!

• Accessible from multiple devices

• Has become the predominant way to find

information, products and businesses

Search

92% of consumers have more confidence in info

found online than they do in anything from a

salesclerk or other source.

(Wall Street Journal, Jan 2009)

Social

• Sharing opinions with ease

• Search engines paying attention

• Reviews are highly visible

• Content about your business is NOT created

by you!

• CONSUMERS ARE THE PUBLISHERS!

Social

70% of consumers consult reviews or ratings

BEFORE purchasing.

(BusinessWeek, Oct. 2008)

Mobile

• The biggest game-changer

• Mobile search = Immediate gratification

• You MUST be present – If not you, your

competitors eat your lunch!

Mobile

Mobile searches have QUADRUPLED in

the last year according to Google.

1 in 7 searches are now mobile.

It is easier than ever for consumers to

quickly research and compare various

products and services.

The companies that “GET IT” are

crushing the companies

that don’t!

What is the impact on you?

How do you strategically work

with these three big drivers

of change to make sure you come

out on top?

It means that now more than ever,

you need to have a marketing

plan that works!

Simplify the challenge and

clarify the approach!

You Must Maximize the Impact of 4

KEY Marketing Systems

R4 Marketing Framework

Reputation

Reach

Resell

Referral

R4 Marketing Framework

25%growth on their own…

Ignite business growth to

100% or more when combined!

Reputation

It is easier than ever for consumers to

find the feedback of other consumers

to help them make a decision about

who to buy from.

51% of consumers…

say that they search online for your product

or service before deciding which one to

work with/visit/buy from!

72% of U.S. consumers…

research companies through social

channels before making purchases

70% of consumers…

say that the feedback they find online is

the #2 factor in making a decision about

who to work with/visit/etc.

74% of U.S. consumers…

choose to do business based on

online feedback

trust recommendations from people

they know.

trust unknown users!

trust advertising

(Econsultancy, July 2009, Erik Qualman, Socialnomics)

90%of online consumers

70%of online consumers

14%of online consumers

Everyone is talking…

who’s talking about you?

• Customers

• Prospects

• Competitors

• Disgruntled employees

• Ex spouses

• Former business partners, investors

• Trolls (the permanently aggrieved)

Who’s talking about you?

What are the stakes?

59% of U.S. consumers use social sites to

vent about customer care frustrations

Source: Society for Communications Research

What are the stakes?

Today, an unhappy customer

will tell thousands of their

“closest strangers” on the

Internet.

7 in 10 who read reviews share them with

friends, family & colleagues.

(Deloitte & Touche, Sept. 2007)

Reviews at the center of search

Reviews at the center of search

3/30!

Reviews at the center of search

Your goal!

5-Star Reputation

CONTRIBUTE

To the conversation in a meaningful way.

Why do you need to contribute?

• You can’t control what people say about your

company BUT …

• You can make sure you’re adding enough to the

conversation to ensure that the ratio of positive

to negative is in your favor!

Take ownership of profiles in all of

your key directories and networks

• Google+ Local

*important*

• Yelp

• Trip Advisor

• LinkedIn

• Facebook

• Twitter

Publish your own story!

• Make your own news

• Post on subjects that will help your clients and

prospects

• Add social media sharing buttons

Make educational videos and post

them to YouTube

Any given video stands

about a 50x better

chance of appearing on

the first page of results

than any given text

page in the index.

Source: Forrester

Build a referral system

Collecting referrals should be an ACTIVE and

METHODICAL process

Reviews on a site can boost conversion +20%

(Bazaarvoice.com/resources/stats 'Conversion Results')

The BIG takeaway

Reputation is now THE FOUNDATION of effective

marketing!

It is no longer enough to do good work.

PROACTIVELY MARKET YOUR REPUTATION!

Reach

Social media use has grown by

712% since 2005.

Reach via Social Media

66% of adult internet users…

access social media. In 2005, this was true

of only 8%!

There are 155 million Facebook

users in the U.S. and 955

million throughout the world.

Chances are…

No matter who your target audience is, you can

reach them on Facebook.

Sponsored Story Ads

on Facebook

Sponsored Story Ads

Convert users’ activity into ads and display

the ad to friends of the user...

Sponsored Story Ads

• Geared to increase ‘likes’

• Tightly fits into how people use Facebook

• Psychographics vs. Demographics

Facebook Sponsored Stories

have an 18% LOWER cost per

fan than direct ads.

Source: TBG Digital Test

Facebook Sponsored Stories

have a 6% MORE clicks than

direct ads.

Source: TBG Digital Test

6 Reasons to Advertise

on Facebook

1. Reach

• 51 percent of Internet users

• Variety: huge number of every group

• Engage them in a multiple ways

2. Precision targeting

• Location (ZIPs, area code, etc.)

• Age and birthday

• Education (e.g. Michigan State class of ’05)

• Connections

• Demographics

• Interests

• Relationship status

3. Cost control

• Advertisers (you) control how much you spend

for each campaign

• Budgets can be very low

• Better targeting = less wasted spend

4. Cost efficiency

• Precision = efficiency

• FB’s measurability means you can

keep driving down your cost per click

• Dollar for dollar, there’s no better way to get the word out with relevancy

5. Simplicity

• Great UI makes setup a breeze

• Much easier than Google AdWords

• No PPC experience required

6. Interests targeting

• Ads are much more likely to perform better when

you target smaller, specific groups of people!

• Display ads to the people who are most likely to

be interested in your product or service

• Customize your ad so it’s more appealing to the

audience you’re trying to reach

83% of small businesses…

believe social media is important to their

business.

The BIG takeaway

Your audience is socially active online!

If you’re not reaching them via Social Media...

YOUR COMPETITORS ARE!

Mobile

Mobile searches have QUADRUPLED in

the last year according to Google.

1 in 7 searches are now mobile.

Reach via Mobile

1 in 3 mobile searches are LOCAL.

Reach via Mobile

After looking up a business via mobile…

61% result in a phone call

59% result in a visit

61%

59%

6 in 10 prospects will leave your

site if it’s NOT mobile friendly.

52% of users say a bad mobile

experience makes them much

less likely to engage with a

business.

Make it as EASY as possible

for prospects to consume

information about your

business on their mobile

phones.

AVOID THIS

Your goal:

Mobile WebsiteStandard Website

CONFUSION CLARITY

The average user spends an

average of 2 hours a day on their

mobile phone.

Almost 66% of Smartphone

subscribers admit to sleeping

with their phones

Nomophobia: The fear of being out of

mobile phone contact

The BIG takeaway

Consumers don’t want to be disconnected from their phones…

This ‘addiction’ gives you a chance to stay connected to consumers wherever they go.

You have the opportunity to REACH your audience without making them step out of their daily routine.

Resell

6.1 trillion text messages were

sent/received in 2010.

SMS traffic is expected to reach 9.4

trillion by 2016

Resell via SMS

Source: Telecommunications Union (ITU)

SMS marketing is capable of

reaching 91% of the US

population.

Why Use SMS

• Instant deliverability

• Flexible Platform

• Instant Opt-in and Opt-Out

• High open and conversion rates

• Low effort to create (short message, no

html…etc.)

SMS Is Fresh

• Other channels (email, print) are saturated and

overrun with junk mail and spam

• SMS is still a fresh, untapped resource

Relevance

• 87% of Americans have mobile phones

• 73% say it’s their no. 1 most-used

technology device

• 25% of all U.S. households have ditched

their landlines!

Open Rates

• 97% of all SMS marketing texts are opened by

recipients

• 95–98% of text messages are read within

minutes of receipt

Build Lasting Relationships

33% of email addresses change on a yearly basis,

but … People are keeping their cell phone

number for LIFE

Appointment Reminders

SMS reminders can reduce no-shows by 50% or

more—which means you can …

Save a TON of money—and put it back into your

business (or into your pocket)

Coupons

Mobile coupons are 10x more likely to be

redeemed than traditional coupons

Source: Borrell Associates 2010

experience a 95% mobile coupon

redemption rate.

Retailers like K&G Superstore…

Events

60% - Promote attendance

60% - Update attendees pre-event/at-event

40% Drive booth traffic (joint promotions)

40% - Stay in touch with attendees throughout the year

35% - Promote online events including: webinars,

webcasts and other programs

Variety of strategies:

Source: CTIA – The Wireless Association

Geo-targeting

Automatically send text coupons when people are

shopping in the vicinity of your businesses

The BIG takeaway

Text messaging is the most popular form of communication among consumers…

There is no faster way to execute a marketing communication....

Your audience is almost GUARANTEED to get your message with SMS!

Referral

The New York Times states…

65% of NEW business comes

from referrals.

Referrals

Source: The New York Times

41% of businesses count on

referrals for over 80% of sales.

Referrals

How can you proactively

drive referrals?!

You need to understand that

good customer service doesn’t

always equate to referrals.

83% of satisfied customers are

willing to refer products and

service.

Only 29% actually do!

You MUST leverage a referral system.

Word-of-Mouth vs. Referral

Systems

Chance Predictable

Consistent

Repeatable

A methodical process that captures

qualified prospects through your

association with people.

Referral System

So how do you generate referrals

in a repeatable system?

YOU ASK FOR THEM!

91% of clients would give a

referral, but have never been

asked.

It’s as straightforward as…

Incorporating the message into referral

cards, postcards, social media, your

website – and making sure your happy

customers see them!

Requesting Referrals

Print/Mail:

Distribute referral cards and postcards

on a structured schedule.

Requesting Referrals

Online:

Incorporate referral requests into contests,

coupons and other viral promotions.

Requesting Referrals

Referrals are great, but hard to depend on if

you can’t make them predictable.

Design a repeatable system that captures the

referral when your customers are thrilled!

Make it easy for them to share you!

The BIG takeaway

R4 Marketing Framework

The problem?

Awareness, time, budget

& expertise!

The gap between those that “get it”

and those that don’t is widening!

90% realize they...

aren’t growing like they should!

50% realize...

THEY need to make a change.

Only

20% realize that...

being strategic about their marketing is

THE difference.

Only

If you are a part of the 20%...

If you are committed to creating

maximum growth at your business…

If you have the mindset and resources

to handle the level of growth that is

possible…

I’d like to get to know you and your

business better!