do less marketing make more money
TRANSCRIPT
How to Do LESS Marketing and Make MORE Money
Ivana Taylor• President of Third Force
Marketing, a successful marketing consulting firm specializing in industrial marketing.
• Publisher of DIYMarketers.com an online publication of small business marketing advice.
• Listed as #21 of most influential people in social media in 2010 Fast Company Influencer Project.
• Listed as top 100 Women in Small Business by WE Magazine
• Featured on AMEX OpenForum, Small Business Trends, MSNBC
Every 8 Minutes….
Not today….
Not you….
Imagine running abusiness with an endless stream of happy, loyal and profitable customers.
That’s you over there – Being successful
You’ve been thinking…More Customers =
More Marketing
More Money
This is a lie!
You don’t need MORE Marketing
You need LESS
Your customers want an emotional connection with YOU
How to get more customers1. Focus on your ideal
customer2. Craft your marketing
message3. Understand your
strengths4. Tools and tips for
implementation
1. Focus on your ideal customer
How to get more customers
FocusFocusFocus
Focus on your Ideal Customer
Segment
TargetPosition
Segment
1. Pull out a file – look2. Place on floor3. Pull another – similar or
different?4. Start making piles5. Look at piles and
combine similar ones.6. Name the piles
Profile your customer
Target
Finding Your Target
Choose your target customers
* See Matrix Profile Worksheet
Position
Get chosen.
2. Craft your marketing message
5 Questions to your marketing message
1. Who is your ideal customer2. What problem are they
solving3. What is their perceived
notion of how this problem is solved
4. How does the industry believe their problem is solved
5. How do YOU believe their problem is solved
How to do less marketing
Match your strategy to your style.
3. Understand your strengths
Identify Your Strength• Natural• Most Enjoy• Most often
Social Style – Relationship Strategies
• Energized by people• Leverages
relationships• Moving contacts
from acquaintances to partnerships
• Networking• LinkedIn• Facebook• Joint Ventures
Your Marketing Style
Where to put your focus
Creative Style – Content Strategy
• Subject expert• Prefers one-to-many• Routine and
attention to detail
• Content marketing• Sharing expertise• Blogging• Training / Webinar/
Hangout
Your Marketing Style
Where to put your focus
Persuasive – Direct Strategy• Charismatic• Passionate• Influence
• Performance• Sharing knowledge• Creating Movement• Email, video,
webinars, speaking
Your Marketing Style
Where to put your focus
Analytical -- Advertising• Analytical• Process oriented• Game
• Testing• Tracking• Pay Per Click
Your Marketing Style
Where to put your focus
• Social / Relationship• Persuasive / Direct• Creative / Content• Analytical /
Advertising
Use your natural style to choose a framework
Use your context to choose a strategy
Inbound Outbound• Speaking• Publishing• Internet• Referrals• Networking
• Advertising• Telemarketing• Direct Marketing• Events• PR
David Newman, Author
Strategy = Internet
Tactical = Social Media
Initiative = Google+
Action Step = Weekly Hangout
Framework: Relationship
4. Tools to help you implement
One-Page Marketing Plan
Marketing Calendar
5 Easy Marketing Tools to Run Your Business
Better
Marketing & Business Plans
WHERE TO GOLivePlan
WHY
• Practically done for you – easy and low cost
WHAT YOU CAN DO
• Business plans, marketing plans, 1-page plans, integrates with Quickbooks, track success
WHERE TO GOQuestionPro
WHY
• Free or low-cost options, easy to use, customizable, used by big companies
• WHAT YOU CAN DO• Customer satisfaction, polls, customize to your brand,
multiple languages, just about anything a research company can do
Market Research
E-Mail Marketing Clones Sales Process• WHERE TO GO• iContact, Constant Contact, Mail Chimp,
aWeber• WHY• Great ROI- ($40 for $1)
Stay in touch with prospects, targets prospects, data driven, drives direct sales
• WHAT YOU CAN DO• Educate prospects on how to choose your product
Build a list of interested prospects and loyal customersControl and repeat a success
Get Listed in Local DirectoriesWHERE TO GO
https://moz.com/local/WHY
It’s a one-stop get listed shop. WHAT YOU CAN DO
Claim your company name, create a listing on Yahoo, Bing, Google
Post videos, pictures, reviews
Distribute and Promote Video WHERE TO GO YouTube Channel, VimeoWHYFree, online professional results and have them widely distributed
WHAT YOU CAN DOPost videos in one place
Branded Channel for visitors
Build Communities of Fans and Syndicate Videos
EMAIL MARKETING• QuestionPro (http://www.questionpro.com/)
EMAIL MARKETING• iContact (http://www.icontact.com/)• Constant Contact (http://www.constantcontact.com/index.jsp)• Mail Chimp (http://www.mailchimp.com/)
aWeber (https://www.aweber.com/landing.htm)• InfusionSoft (http://www.infusionsoft.com/)
VIDEO PROMOTION• YouTube (http://www.youtube.com/)• Vimeo (http://vimeo.com/)
List of Resources
Thank You
Ivana Taylor
www.DIYMarketers.com