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TRANSCRIPT
Effective marketing techniques
Take your business to the next level
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Contents It starts with the customer 4
Articulate product and service offerings 5
Focus on the value 6
Take your website seriously 6
Time to go social 7
Personalise your emails 8
Be consistent with your messaging 8
Track your business performance 9
Use events to your advantage 9
Build on your influence 9
Top notch sales team 10
Preparing your books with MYOB online accounting software 11
Which accounting software is for me? 12
Looking for an Approved Partner, bookkeeper or trainer? 14
Find us 16
The information provided within this document is of a general nature and is intended to be a guide only, in accordance with our Legal Disclaimer. For specific advice regarding your particular circumstances, please consult your tax agent or the Inland Revenue Department as appropriate.
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For a small business, the marketing budget is often small or non-existent. Taking a strategic and integrated approach can help maximise your marketing efforts and costs.
It starts with the customer
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Articulate your product or service offering
Your marketing, like your product or service, must start with your customers’ interests and needs.Unless your marketing addresses what they care about most, buyers will never see your small business as a valuable resource for information with viable product or service solutions.
Think about what problems your customers face and how your business can resolve these problems. The convergence of these two areas is what is known as the ‘sweet spot’. By narrowing in on your ’sweet spot’, you will see your business thrive, as your customers will see your business as a useful resource for problem solving.
When planning your marketing initiatives, try to avoid focusing only on your solutions or offerings.
To really understand and connect with your customers, first identify the problem behind the solution you offer.
+ How can your product make someone’s life easier?
+ What is the challenge you can solve for your customers?
By understanding what problems your customers are experiencing, the better you’ll be able to understand and deliver to their requirements using your solutions. Your customers will love you for it.
sweet spot
Unique brand expertise and value
Customer interest
and needs
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Many small business owners discount their product or service to attract more customers and increase sales. However, cutting prices may not be the best option when you have a quality service or product. Building value takes hard work and does not happen overnight, but it’s a much more sustainable strategy than discounting. If you discount too easily and quickly, customers may perceive your product or service to be of a lower quality.
Both the quality of your product and your customer service contribute to your business value. If you make your business the best at what it does, your reputation and testimonials will attract customers willing to pay more for good work.
In the increasingly digital world, it’s hard for a small business to be taken seriously – or to be found – without a website. It can really boost your credibility if you have a great, informative website with a custom domain name and matching email address. e.g. www.dogwashers.com and [email protected]
Being consistent with your messages on and offline will help your credibility.
Focus on the value
Take your website seriously
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Social platforms such as Facebook, Twitter and Pinterest can be very powerful tools when used the right way. The aim of promoting your business through social platforms is to expand your connections, engage your customers, and strengthen your network.
When someone opts into one of your email lists, you can easily ask them for some basic information such as their name. When it comes to email marketing, giving each email a personal touch makes a big difference. Being personal shows you know something about your customer and makes it easier to connect. Your communications should include what will interest them the most. Test different wording, calls to action and subject headings and analyse the results to see what works best.
Think about all of your communications, including advertising, brochures, websites and social media. If one consumer saw your ad, visited your website and opened your direct mail, would they recognise your business everytime? If the answer is no, gather all of your marketing communications in one place – from ads and emails to uniforms. You’ll be able to get a good overview of the consistency in your messaging.
Time to get social
Personaliseyour emails
Be consistent with your messaging
Be honest and look for inconsistencies in your messaging and correct these as you go along.
Boomerang for Gmail allows you to personalise your emails, schedule them for a specific time to be sent and reminds you to follow up.
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There are virtually hundreds of ways you can track the performance of your business. But if you tried them all you wouldn’t have time to get anything else done. Instead, it’s best to only track activity that relates to your marketing, sales and business goals.
Keep your business goals in mind. Schedule time to measure performance. Keep your metrics simple.
Track your business performance
Events are still some of the most effective lead generation strategies for small businesses. When choosing the events you’re going to host, sponsor, or speak at, think about how your product or service offering will interest your customers the most.
Use events to your advantage
Listen, help, provide solutions and build trust. It starts with networking and building relationships.
Communicating with your staff and customers is all about connecting, engaging and being transparent. As a small business owner, your goal is connecting and influencing people, not controlling them. Your aim should be to build your credibility not your popularity.
Build on your influence
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Top notch sales team
Post-sales
Once the opportunity has closed, congrats! That’s a great win for your business and a step toward meeting your revenue goals.
Post-sale, marketing is as important as ever. You still need to demonstrate value to your customers and ensure they’re successfully using your product to its full potential. This is a great way for you to stay in touch with your customers and keep relationships from going cold. Happy customers are very important for your marketing, as they will be more likely to provide you with testimonials and influence good word of mouth.
Reward regular customers
Positive word of mouth can bring a lot of customers your way. Reward your regular customers to say thanks for passing on the good word, and encourage them to continue to do so.
Pre-sales
As the owner of your business, your biggest driver is making sales! Once a lead has indicated they’re ready to speak with you or your sales team, think about how you’re going to close your sale. When delivered correctly, your sales pitch or tailored conversation will push your buyers to purchase. Remember, each customer is different – tailor your sales pitch as much as you need to.
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Preparing your books using MYOB accounting software can save you a lot of time. It has all the smarts you need to complete your pay run like GST codes that you can allocate to each of your business transactions. Generate reports detailing GST related income, expenses and capital purchases to complete your GST return with ease and efficiency.
Preparing your books with MYOB online accounting software
Using MYOB to do my books has been a huge help. It makes it easy to file my GST returns, something I dreaded having to do.
Denyse Forsyth Kruizey Kidz
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All the features you need to take care of business.
Quick and easy to set up, MYOB Essentials has all the features you need to take care of your day-to-day bookwork, including:
MYOB BankFeeds™
Link your bank account and save around 10 hours.
Always tax compliant
Fast and easy updates ensure your business is in line with the latest tax legislation.
Work together with your advisor
Share information with your accountant or bookkeeper without having to be in the same place.
Better manage cashflow
MYOB Essentials lets you manage your cashflow, invoices and tax liabilities in real time.
Safe and secure
You can securely store and manage supplier bills in your accounts to make your monthly obligations easier.
100% online
There’s no software to install on your computer, MYOB Essentials is fully accessible via your web browser.
Try for free
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Ideal for desktop users wanting to move online or needing a more customised solution.
Stay competitive
MYOB AccountRight is powerful accounting with business management capabilities so your business can stay competitive to get ahead.
Stay in control
Fully customisable, it enables you to stay in control of the most demanding jobs, inventory and multiple company accounts.
Stay informed
Includes 150 reports and a fully customisable dashboard for your specific business requirements.
Stay compliant
Improve productivity and efficiency, make compliance easy, and choose the plan that best suits your business needs.
Learn more
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Take care of your people
Essentials Payroll has everything you need to take the hassle out of paying employees and meeting your employer obligations.
Meet your employer obligations
Essentials Payroll is the fast and easy way to manage your PAYE compliance requirements.
Cut time spent managing payroll by 40%*
Get real-time access to more accurate employee timesheets, when employees enter their hours via their smartphone or online using MYOB YourPay. Hours and notes are automatically imported to the payrun.
Choose to take the hassle out of PAYE compliance with MYOB PayAgent
Nominate MYOB as your payroll provider to outsource the processing of wage payments to employees, PAYE payments to IRD and reporting to IRD.
Next generation Payroll
New ways to help businesses manage payroll - cut time spent managing payroll by 40%*
* Source: Customer survey via MYOB Client Insights Panel, June 2014
Try for free
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+ Send and track invoices using your mobile
+ Better manage your cashflow with real-time invoice tracking
+ Easily see when customers view your invoices to minimise late payers
+ OnTheGo updates your accounts automatically
+ There’s no need to rekey information back in the office.
Payments made simple
Take credit card and debit payments on your phone with BNZ PayClip. BNZ PayClip accepts EFTPOS, Visa and MasterCard credit and debit cards, using contactless, swipe, chip and PIN.
With low fees and no strings, PayClip is the easiest and best way to take payments on the move.
To learn more, visit myob.co.nz/onthego
Always out and about for work?
Access the best parts of MYOB Essentials and AccountRight with MYOB’s OnTheGo mobile app.
myob.com 0800 60 69 62
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MYOB NZ Ltd. All rights reserved. No portion of this book may be reproduced mechanically, electronically, or by any other means including photocopying, without written permission from the publisher. MYOB NZ Ltd. L2 5 Sir William Pickering Drive, Christchurch. NSME189240-0916