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.

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Why are you here?

Tip: Got a burning marketing question, now is your chance to ask.

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.

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What marketing are you doing?

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What's in it for you?

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

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Tip: See something you want to know more about. Jot it down on the feedback form

My background

IT TRAINING & HR CONSTRUCTION SERVICES CONSUMER CERTIFICATION

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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

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Buyers Journey

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Your business strategy

Your business strategy?

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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 our

customers 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?

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Who are you?

Tip: set up google alert for your company, name and competitors name

About Us

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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 vanCreator

Tim Bishop

Business

A relatively pedestrian service

(removalist) delivered as a

recognisable, youthful and interesting brand.

Idea conception

Acknowledgement of gap in the

market place that there were no

removal services specifically targeted at his demographic.

Brand personality

Fun

Attractive

Youthful

Approachable

Aussie sense of humour

Recognisable

Facts

First branded removal company in the world.

Started the business whilst at Uni

Used 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.

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Other References

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

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Who needs to know?

Target ideal customers, not everyone

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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.

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Why should they care?

Step into your customers’ shoes

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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 your prospect is thinking1. 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!

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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

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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?

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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

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Worksheet 2Marketing MessageWhat 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)

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“ I’m a coach who works with couples who are having relationship issues that they don’t know how to solve on their own.”

“ We work with companies who want to sell their business and aren’t sure what to do to get the best price.”

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

What is your elevator pitch?

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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?

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

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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."

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How will they find out?

How will they find out?

Not ad-hoc! Marketing and sales process.

Not everyone is ready to buy when you meet them but might be

interested in over time.

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Lead Generation System

Not passive but active.

Don’t sit and wait for referrals!

Build relationships with your ideal customers.

People do business with people they know, like and

trust.

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Worksheet 3

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UNAWARE AWARE ATTENTIONINFORMATION

GATHERING

INFORMATION

GATHERINGEXPERIENCE 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

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 LeadLead Qualified Lead Customer then Client

Advocate

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

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

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

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

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

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

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

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

The Simple Marketing System Choice 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 donʼt 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)

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Effective marketing

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

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Joining the customer conversation

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Choose where you play45

Monthly average 2010 Social Media MarketingMacInnis Marketing Visitors or views Leads CustomersBlog 500 15 0Web 500 40 3Twitter 103 3 0Podcast 300 5 0Auto-email campaign 90 14 3Networking sites 30 10 1Linked in 60 3 0Articles 630 2 0Slideshare 121 0 0

Content is King

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Cool stuff

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So who is doing it well?

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Key Take aways1. 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.

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Learn from the best

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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 Ferrazzi

Best Websites

Flying solo

Enterpreneur

Hubspot

Kochie’s Business Builders

Linkedin

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

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Do you feel like this?

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Want more...?

Fill out form for:

• Complimentary Strategic Audit - attract ideal

customers.

• Fast track Workshop - 1 day

• MacInnis Marketing Minute Tips - Join on web site

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Thank you