How to attract asteady stream ofideal customers!Presenter Danielle MacInnis

www.macinnismarketing.com.au

Agenda: Keys to attracting ideal customers

Why are you here?

What’s in it for you?

Your business strategy

Who are you?

Who needs to know?

Why should they care?

How will they find out?

Great marketing resources and tools.

3

Why are you here?

Hint: Have you got a burning marketing question to ask? Now is your chance!

Why are you here?1. Your biggest challenge is to attract more customers.

(44% of 1,700 SMBs surveyed by flyingsolo.com.au)

2. You want to communicate in a compelling way.

SMBs have difficulty communicating true value position to their key target.

3. You want a plan.

Most SMBs are doing marketing in an inconsistent way, getting inconsistent

results.

4. You want to be savvy with your expenditure.

SMBs cut corners and do things on the cheap and try and do it themselves or

market at the wrong times.

5. You want to be selective about what you do.

SMBs haven't defined their target, value proposition, objectives or measures.

4

What marketing are you doing?

5

6

What's in it for you?

Tip: Ask questions and get prizes!

What's in it for you?

1 Understand what is currently not working and why

2 Better approach to marketing and sales for your business

3 Tools and templates to use

4 Learn from others in the room and their experience

5 What you might do differently to attract your ideal customers

7

Tip: See something you want to know more about? Jot it down on the feedback form and we will make sure we get back to you with the good oil.

My background

IT TRAINING & HR CONSTRUCTION SERVICES CONSUMER CERTIFICATION

8

9

Marketing...what is it?

Marketing is...

“ ...It is an integrated process through

which companies build strong customer

relationships and create value for their

customers and for themselves.”

Wiki

10

My view of marketing

11

12

Your business strategy

Hint: Why did you start your business?

Your business strategy?

13

YOUR BUSINESS

VALUE

TARGET MARKET YOUR SKILLS, EXPERIENCE &THE PROBLEM YOU SOLVE

Tip: Are you just grabbing any business that walks in your door? Or are you targeting the market you want to serve and that you are designed to serve?

Making selective marketing decisions

What can we do? What do ourcustomers want?

What are we good at?Can we do this? Will they value this?

What do we want to do? How attractive is the market?

Where do we want to go?Will this get us there? Will the market support

this?

14

15

Who are you?

Hint: Who is talking about you? Set up google alerts for your company, your name and competitors name.

About Us

16

I don’t know who you are

I don’t know your company

I don’t know your company’s product

I don’t  know what your company stands for.

I don’t know your company’s customers

I don’t know your company’s record

I don’t know your company’s reputation

Now what was it you wanted to sell to me?

Tip: People want to know who they are dealing with. Make it easy for them to find out and contact you.

Case study: Man with a vanCreatorTim BishopBusinessA relatively pedestrian service(removalist) delivered as arecognisable, youthful and interesting brand.Idea conceptionAcknowledgement of gap in themarket place that there were noremoval services specifically targeted at his demographic.Brand personalityFunAttractiveYouthfulApproachableAussie sense of humourRecognisable

FactsFirst branded removal company in the world.Started the business whilst at UniUsed a business partner to expand the business.The first van was purchased for $1500.There are no investors. They grew at a pace they could afford.The Man With A Van logo was done by a housemate in return for going down the street and getting him a slurpee and sausage roll.

17

Other References

Tip: People buy of people they like, know and trust.

18

Who needs to know?

Target ideal customers, not everyone

19

You want your ideal customer

to say:“That’s for

me”

Where do most of us have our

focus most of the time?

Our problems, issues, challenges,

predicaments, worries, and pain

are where we are focused.

NEWSFLASH:It is not

about YOU.It is about

THEM.

20

Why should they care?

Tip: How do you show that you care?

Step into your customers’ shoes

21

What is their problem, issue or challenge? Set your mindsetto think "What is in if for me FM?

Tip: Set up online survey, and ask customers about your service, how they found you etc

What are your potential customers thinking..when the visit your store, website have consultation.....

1. Do you work with people like me?

2. Do you understand my problems, issues and challenges?

3. Do you have solutions and results that actually work for people

like me?

4. Do you have some free information that can help me immediately?

I don’t want to pay for anything yet!

22

Tip: Look at your web and ask yourself how well do we answer these questions for our customers?

Worksheet 1

Summarising your core marketing message

Target market / ideal client (demographics + psychographics)

Problem/Issue/challenge

Where is the pain? Where does it hurt?

Solution/Outcome

Success story

23

24

Does this service really work?Solution / Outcome

Success Stories (Proof)

Who else has used your service and what were the results?

What’s an actual story of working with a client and moving

them from where they were to your ultimate outcome?

25

Tip: How can you provide proof, guarantee, testimonial, trial, pr, awards, success story

Sell the benefits not the features

Save time, money, return of investment

26

27

28

29

30

Worksheet 2Marketing Message

What do you say when someone asks you what you do?

The formula is:

What do you do?

We work with ________________(This Target Market)

Who ___________________(Have this Problem or Challenge)

How do you do that?

We help them get __________________(Ultimate Outcome)

Tell me more...

A good example is __________________(Success Story)

31

“ I’m a coach who works with couples who arehaving relationship issues that they don’t knowhow to solve on their own.”

“ We work with companies who want to sell theirbusiness and aren’t sure what to do to get thebest price.”

“ I help companies who aren’t getting enoughtraffic to their web sites.”

What is your elevator pitch?Focus on the story

32

Why should they care?Expert Problem they solve

Management Consultant Management problems that are costing the client money

Marketing Consultant Struggling to attract enough clients

Business Coach Not consistently reaching your goals. Missing important business opportunities

Financial Planner Worried about not having enough money for retirement and college for the kids

Web Designer Missing business by not being on the web

Accountant Paying too much in taxes

Executive Recruiter Not finding the people who can grow your business

Trainer Employees who don't have essential skills and are costing your business

Writer Your written communications do not have the impact they could

Therapist Spousal problems are destroying marriages?

33

" We work with these kind of people, with this kind ofproblem, who want this kind of outcome or solution."

34

Who wants to share their elevator pitch?

Tip: Remember there are prizes! Those that share often get the benefit the most ! Be brave.

" We work with these kind of people, with this kind ofproblem, who want this kind of outcome or solution."

35

How will they find out?

Tip: You now know who they are what problem you solve, now it is is about going to where they are with your offer!

Lead Generation System

Not passive but active.Don’t sit and wait for

referrals!

Not ad-hoc! Marketing and sales process.

Build relationships with your ideal customers.

Business websites are for lead generation and

conversion.

37

Tip: Not everyone is ready to buy

when you meet them but

might be interested in over

time.

Worksheet 3

38

UNAWARE AWARE ATTENTIONINFORMATIONGATHERING

EXPERIENCE SIGN UP/SALE REFERRAL

Don't know anything about

you or your company

Becomes familiar with

you. Association

referral, meet you

They want more information and

are ready to explore working

with you

They want more information and

are ready to explore working

with you

At this stage, they may be ready for a

"taste" or an "EXPERIENCE"

prior to purchase

The lead becomes a

customer when they sign the

agreement and pay.

The customer is happy to refer you

after experiencing great service and wants to tell your story

and REFER you to their

network

Ideal Target Market

Build a Connection

Prospect Lead Qualified Lead Customer then Client

Advocate

MARKETING, attract, educate, interact, nurture, manage, track

SALES, qualify, present proposals, answer objections, close, manage

The Simple Marketing SystemThe Simple Marketing System Choice of marketing StrategiesChoice of marketing Strategies

Ideal Target Market to build a connection •Joining the right / Professional Organizations•Online – Joining forums and discussion groups•Search engine strategies, e-newsletters sign up•Articles/Publishing (offline and online)•Special Events (Tradeshows, Workshops)•Advertising, PR, online, SEO

Connection to Prospect

(strangers/ people that don’t know you exist yet but might have a need for your service)

•Networking, Industry Affiliation, Conferences•Online Networking (Web site, blog, forum "commenting")•Face-to-face meetings•Telephone meetings, email exchanges•Referral (WOM, Viral Marketing)•Community involvement, volunteer work•Refer others

Prospect to Lead

(building awareness and familiarity)

•Keep in touch (Newsletter or e-newsletter, postcard mailings)•Recordings, podcasts, videos•Material and resources on web site•Online (Blog, LinkedIn, Facebook, forum "commenting")•Direct Outreach (Letters or email, follow up calls)•Follow up with others with phone call, invitation for coffee or appointment

Lead to qualified hot Lead

(giving information and building relationship)

•Invitation to Presentations, Briefings, Workshops•TeleClasses and Webinars•Joint Venture presentations•In-depth online interaction•Strategy sessions•Survey questionnaires

Hot Lead to Customer and then client

(build relationship further by tailoring the information to their needs, provide a taste or sample)

•Follow up calls and emails – exploring interest, qualification,•and appointment-setting. See “The Art and Science of•Telephone Follow-Up.”•Complimentary session

Client to Advocate(delight them with your service, ask for feedback, invite the referral)

•Thank you card•Referral program•Ask for testimonial•Ask for customer success story•Incentive for referrals

Lost lead or cold lead

(keep them in the loop so when they do need your service they think of you first)

•Keep in touch (Newsletter or e-newsletter, postcard mailings)•Recordings, podcasts, videos•Material and resources on web site•Online (Blog, LinkedIn, Facebook, forum "commenting")•Direct Outreach (Letters or email, follow up calls)

40

Social marketing - Why?

Tip: Want to know more about Facebook, Twitter or creating a blog for your business, we’ve got great resources online, ask as afterwards!

You need to go where your audience is

"86% of Australian

internet users are

looking to their fellow

internet users for

opinions and information

on products, services

and brands"Melanie Ingrey, Director for Nielsen's online Business

41

Why join the customer conversation online?

42

1. It helps to get your site

found

2. Your customers are looking

on line

3. You can generate leads at a

low cost

4. You can demonstrate value

and expertise

5. You can manage your brand

Choose where you play43

Monthly average 2010 Social Media Marketing

MacInnis Marketing Visitors or views Leads Customers

Blog 500 15 0

Web 500 40 3

Twitter 103 3 0

Podcast 300 5 0

Auto-email campaign 90 14 3

Networking sites 30 10 1

Linked in 60 3 0

Articles 630 2 0

Slideshare 121 0 0

Content is King

44

55

Cool stuff

46

So who is doing it well?

47

Tip: Websites are for lead generation and conversion. It is not just a matter of “looking good”. Ugly and crowed, Vs beautful and empty!

Keys to build a great website1. Attract prospects2. Great content3. Get found4. Convert prospects to leads (call to action)5. Measure your ROI

Good websites

Key Mistakes that I see 1.Talk about themselves and not the customer needs in marketing communications

2.Provide no way for customers to get a taste of them before they buy

3. Not nurturing the customer for entire lifecycle

4. Doing ad-hock marketing at the wrong times

5. Not collecting insights from their customers and employees to improve their business

value to customers

6. Not having a consistent brand image, personality and voice

7. Not marketing in the right mediums for their potential customers

8. Not having a call to action on every marketing communication

9. Not measuring what works and what doesn't and tweaking as they go

10. Not having a sales approach to follow up on the marketing effort.

48

Key Take aways... what can I start doing today?

1. Do an audit, where are you, who are you and where would you like to be?

2. Know what your customer, looks, feels and acts like.

3. Listen to your customers. Understand what problem you solve for them.

4. Speak to them in on your web, brochures, etc language so they know you

understand them.

5. Create a lead generation that targets only these customers and that

works for you.

6. Think about the use of social media to enter the conversation with your

customers, understand your competition and manage your brand.

49

Don’t re-create, be resourceful!

50

Customer insight

Your story is important

ResourcesBest Books• 4 Hour work week – Timothy Ferriss• I love you more than my dog by Jeanne Bliss• Peak – Chip Conley• The 8th Habit – Stephen Covey• The Five Book by Dan Zadra• The five dysfunctions of a team – Patrick Lencioni

• The little big things – Tom Peters• Think like your customer by Bill Stinnett• Tribes – Seth Godin• Trust Agents – Chris Brogan and Julien Smith• What's the secret – John R Dijulius• Who's got your back – Keith FerrazziBest WebsitesFlying soloEnterpreneurHubspotKochie’s Business BuildersLinkedin

Best Podcasts• Duct tape marketing -Small business general• Professional services marketing - Rain today - Professional services marketing and selling

• Hubspot TV - Internet and social media• SmallBusiness Big Marketing - General small business marketing tips

• Power to the small business - branding and marketing tips

• Six Degrees of Seperation - Internet and social media

• Dishymix - Thought leadership and business strategy marketing

• 10 Golden rules of Internet Marketing - Internet ideas and marketing tips

• MacInnis Marketing - Marketing basics• Help my business sucks - Business basics

51

Do you feel like this?

52

Want help...?

Fill out form for:

• Complimentary Strategic Audit - attract ideal

customers.

• Fast track Workshop - 1 day

• MacInnis Marketing Minute Tips - Join on web site

home page

53

54

Thank you