Embed Size (px)
DESCRIPTION
Where are we and where are we going with marketing for a small business? Simpley put we have come a long way in a short time and the power of the Internet is available to today's busy business owner. The tools are available and this presentation will help you plan your next step in how to use them.
Citation preview
Matt DavidsonLOGO Dynamics
(804) 241-1152www.growyourbusinesswithcc.com
Slides available at www.slideshare.net/logomd
Your Partner in E-mail Marketing
and Social Media
Results of A Failure to Keep a Car in Tune
Is It Time To Tune-up Your Business?
Who is Gina Watkins?
Key Thought: Hope That Things Will Change is Not An Acceptable Marketing Strategy
Area Manger for Constant Contact—DC, MD and VA
Small Business OwnerConducted seminars for
over 10,000 people on e-mail marketing, social media and effective use of the Internet
Who is Matt Davidson?
I’m One of You
• Owner, LOGO Dynamics, 20 years• Pastor, Computer Instructor, Salesman, Sales Trainer, 1974-92• Member, Greater Richmond Chamber of Commerce, Henrico Council, Solo Entreprenuers, “Connect for Lunch”• Partner, Constant Contact, Local Experts Program, regular user since 2010, “We Put Your Logo to Work”, annual surveys, fund raising events—”Teddy Bears for the Troops”• Seminar Leader, since January, 2011
• “Power of E-mail Marketing—Leveraging Social Media• “Social Media Made Simple”• “A Marketing Tune-Up”• “Six Steps to Grow Your Revenue”
Who Wants to Build a Company of Distinction?
A Company that Distinguishes Themselves byExcellence in their Product or ServiceExcellence in Customer ServiceExcellence in Marketing
Know Who They Are and Know Who They Are NotUnderstand How to Use Marketing Tools Effectively,
Especially on the Internet.
Prediction:
These are the companies that will survive the 21st Century
Key Question: Will you be an achiever?
Where Have the Experts Gone? Times have changed
What the Previous Generation Heard?o “You can have everything you want if you work hard enough”—
Ben Franklin, “Poor Richard’s Almanac” and otherso “How to Win Friends and Influence People?”—Dale Carnegieo “Keep A Positive Attitude—Your Key to Success” –Dr. Norman
Vincent Peale
o People Want to Buy Their Way. There are Four Basic Personality Types-Drivers, Expressives, Analyticals, and Amiables—IBM Sales Training, 1950-60’s, hear it often today from various sources
o “Get Rid of ‘Stinkin Thinkin’” –Zig Ziglar
What do we hear today?
IN 2012You have to be on the Internet to sell today—Web
Site, FaceBook, LinkedIn, YouTube, etc. And you have to be “positioned” well—(whatever that
means). You need to spend a lot of money and hire experts to
be effective. You need to “Wow” people with technology—cute
gimmicks that bring them back to your web site. You need to spend a lot of time learning and doing
“techie” stuff.
Bottom Line
There are no experts in the traditional sense.The marketplace has changed, is changing and will
change. That is the only constant. Your Task: Examine carefully the marketing
options and decide what holds the best promise for you.
What is Business?Traditional Definition-Goods and Services that
Change Hands for Money
Description of the Economy, 1950-2000:
* Increasing supply of money
* Increasing ability to obtain credit
* Goods and services in limited,
sometimes short supply
* As the time passed, increased ability to communicate
* Limited Government regulation
The Economy: 2000-2012Fear of Economic Catastrophe Money is available but people in general make decisions based
on fear not opportunityGoods in great supply and distribution capability at all time highCommunication has greater range than anytime in recorded
historyKey Thought—Ours is a Value Oriented Economy and people
will purchase if they see value in what we have to offer. They are motivated to buy more by another person’s recommendation than traditional media advertising.
What is the New Definition of Business?
New Definition of Business The planned creation of “WOW!” moments with every
SuspectProspectCustomerClientAdvocate
In order to secure the client’s loyalty and guarantee the continuation of a business relationship.
Case Study: Shady Grove PreschoolThe magnet art I could have supplied was
this?
What I did supply was this
Where do you think the client will be buying magnets in the future?
Marketing 101: A.I.D.A.
AwarenessInterestDesireAction
Awareness
Interest
Desire
Action
Main Focus in the Past: Getting New Customers
New Tools Have Changed the Game
Keep
KEEPClients
FINDMORE
Convert to Advocates
Retention is the New Acquisition
Intrusion vs. Permission Marketing
SpamJunk MailStupid CommercialsPhone SolicitationYou name it
Opt-in NewsletterNetworking EventsSocial Networking-LinkedIn,
FaceBook, Twitter, PinterestTargeted E-Mail MessagesSocial Events including
Charity
What Is Your Brand?Misconceptions About A Brand
Only the Large Corporations Have OneA Logo is A Brand
What Your Brand IsMore About What People Say About You and Your
Company than What You Say About ItIt Starts With What You DoMay Have More to Do with the Way You Do Business
Where to Start:What makes you distinctive, not just different?
Separates you from your competitionWhat concerns are on the minds of people who are your
clients or potential clients?What is Your Purpose? State it in a Tweet (140 characters)
The Media Has Changed—Have You?Paid Media Owned Media Earned Media
Pay to Get A Channel Controlled The Customer
Attention By the Brand Becomes the Media
TV Commercial Website Share on Facebook
Newspaper Ad Blog ReTweet
Sponsorship Email List Forward
GroupOn Social Networking Yelp
Display Ads Twitter LinkedIn
The Key to Success—A Great Customer Experience
Key Point---There is NO Marketing Cure if You SuckAt Least, Start to get your Act Together Before You
Start MarketingWhat do you strive for in Customer Service?
Many companies focus on avoiding DisappointmentFew Focus on providing DelightNot So Great Companies Conform to Customer
ExpectationsGreat Companies make a habit of Confounding Customer
Expectations by providing exceptional service
The Goal:Confound
DelightDisappoint
Conform
Conforming Disappointment—I didn’t think you were very good and you weren’t.Confounding Disappointment—You missed the mark to such a degree it is simply unbelievable!Conforming Delight—I expected you to be remarkable and you were.Confounding Delight—You are so good, I just can’t imagine how you do it! You “wowed” me! Scott McKain , www.scottmckain.com
Elements of A Good Marketing Plan
Establish Your Brand IdentityBasics like Business Cards, Signage and ApparelNext Steps—Target MarketsDevelop Marketing Media Based on Clients Perceived
Needs Not Yours Review Where to Put Marketing Information Online
( Follow-Up to Make Sure it is Current)Plan Marketing Projects and Review the Available Social
Media Online as well as update your web site, blogs.Join Networking Groups like the Chamber of Commerce,
Service Clubs and/or Community Oriented Groups Execute the Plan and Review at Regular Intervals
Have Things Really Changed?
How was it for previous generations?Owner knew you and what you needed
Had an emotional connection with you
Didn’t forget you—built a relationship
Some say, “Content is King”
While Content Needs to be RelativeTo the Audience, By Itself It is Not Complete.
Engagement Marketing
Is the Way to Build a Business in the 21st Century.
Video is One Way to Do It.
What Is Constant Contact?• A Professional System to Organize Your E-mail Marketing
• A Way to Survey Suspects, Prospects, Customers, Clients, and Advocates to Better Understand their “World”
• A Way to Plan An Event that “Showcases” Your Business
• A Way to Develop Social Media Campaigns that Are Beyond “Post and Pray”
• A Way for A Busy Small Business Owner to Stay Current on the Changing “Landscape” of Internet Marketing”
• A Way to Monitor What is Being Said About You on Social Media
• A Way to Offer Value Oriented Discounts to Drive Business Expansion
Email Marketing Is…Delivering
professional email communications
To an interested audience
Containing information they find valuable
25Copyright © 2011 Constant Contact, Inc.
Extend the Reach of Your Email Make your content
shareable
Encourage readers to Like and Share your Email across their social networks
Use a sharebar to gain insights into your contacts’ preferred channels in order to repurpose and broadcast your content
Use a sharebar to collect contacts wherever your email is shared
26Copyright © 2011 Constant Contact, Inc.
Recap and Summary The Definition of Business is the Planned Creation of “Wow”
moments with every Suspect, Prospect, Customer, Client, and Advocate in order to secure the client’s loyalty and guarantee continuation of their business.
Write your Purpose Statement with a client’s needs in mind. The New Tools have changed—Goal of Marketing is to Keep Clients
and Convert them into passionate converts that help you find more people like them.
Key to Success is Permission Based Marketing Your Brand is Another Key to Success—May have more to do with
How You Do Business rather than What You Do. The Goal in Customer Service is Confounding Delight—”You are so
good, I just can’t imagine how you do it.” Develop a Marketing Plan to Effectively Use the Internet to Achieve
the Above and Stick to It.
Resources Individual Study * E-Mail Marketing
Constant Contact—www.constantcontact.com www.growyourbusinesswithcc.com Matt’s marketing
blog* Customer Service—Scott McKain,
www.scottmckain.com Sign up for his blog. Book: “Collapse of Distinction” (see Amazon), see his
YouTube videos, “Taxi Terry” is priceless. Other Books, “All Business is Show Business” and “What Customers Really Want”
• Content Marketing—Susan Gunelius, “Content Marketing for Dummies” (2011), Wiley Press
• Video Marketing—Bettina Hind, “Video Marketing for Dummies” (2012), Wiley Press, www.pixibility.com
Resources for Group WorkLike to join other small business owners to
take part in training as well as networking?www.growyourbusinesswithcc.com Matt’s
blogGreater Richmond Chamber-if interested let
Chrystal Neal know. Constant Contact seminars-Matt to organizeLocal Networking Groups“The Lemonade Stand”—training for
entrepreneurs, www.lemonheadsrule.com
Next StepsDo Nothing—Just don’t complain.Develop a Plan
Review this presentation at the following address-- www.slideshare.net/logomd
Take a free e-mail marketing/social media seminar, see www.growyourbusinessswithcc.com for schedule
Go to www.ConstantContact.com for live and recorded webinars. Sign up for the CC blog
Identify areas of marketing you will commit to doingDO ItNeed Help with developing a plan? Contact me at (804) 241-1152 or [email protected]
