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The1-PageMarketingPlan ByAllanDib Introduction • • • • Needtounderstandthedifferencebetweenmarketingstrategyand marketingtactics.Strategyisthebig-pictureplanningthatyoudo priortothetactics. Tacticsbeforestrategyleadsto“brightshinyobjectsyndrome”. Agreatproductorserviceisnotenoughsincecustomersdon’tknow howgooditisuntiltheyhavealreadybought.Youneedgreat marketingsince“Nothinghappensuntilasaleismade”(Thomas Watson,IBM). Bigbusinesshavebigbudgetsthattheycanspendonbranding.Small businessesneedtofocusondirect-responsemarketing. The1-PageMarketingPlan 9areasbrokendowninto3phases(seegraphicatend): Before(Prospect)–Getthemtoknowyouandindicateinterest 1. MyTargetMarket 2. MyMessagetoMyTargetMarket 3. TheMediaIWillUsetoReachMyTargetMarket During(Lead)–Getthemtolikeyouandbuyfromyouforthefirsttime 4. MyLeadCaptureSystem 5. MyLeadNurturingSystem 6. MySalesConversionStrategy After(Customer)–Getthemtotrustyouandbuyfromyouregularlyandrefer 7. HowIDeliveraWorldClassExperience 8. HowIIncreaseCustomerLifetimeValue 9. HowIOrchestrateandStimulateReferrals Chapter1–SelectingYourTargetMarket MarkettoaNiche • Thisallowsyoutobecomeabigfishinasmallpond • Aspecialistissoughtafter,morerespectedandmorevaluablethanajack-of-all-trades Notsurewhichnichetochoose?Workoutyouridealtargetmarketbyusingthe‘PVPIndex’(Personal fulfilment,Valuetothemarketplace,Profitability).Foreachmarketsegment,giveeachofthese3 categoriesascoreoutof10andaddthemtogetherandcompare. CreateanAvatar(orafew)foryournicheandreallygetanunderstandingofthem…Whatkeepsthem awakeatnight?Whataretheirfrustrations?Whatwebsitesdotheyvisit?Etc. Chapter2–CraftingYourMessage Tostandoutfromthecrowdyouneedtocraftacompellingmessagethatgrabstheattentionofyourtarget market. Whenadvertisingorcommunicatingtoyourmarket… • Beclearonthepurposeofyourad • Insteadoftryingtoselldirectlyfromyourad,simplyinvitethemtoputuptheirhandandshow interest • HaveaUSP(UniqueSellingProposition)thatclearlyexplainswhytheyshouldbuyfromyouratherthan fromyournearestcompetitor.“Quality”and“greatservice”arenotUSPs–theyareexpected. • Getintothemindofthecustomerandunderstandwhattheyreallywant–it’srarelythethingyouare sellinganditisusuallytheresultofthethingthatyouareselling. • Trytostandoutandberemarkable(soothersmakeremarksaboutyourbusiness,ad,etc) • Don’tfallintothetrapoftalkingaboutyourproductoryourself.Havean‘ElevatorPitch’thattalks abouttheproblemthatyourcustomershave,howyousolveit,andanexample(proof). • Promotetheproduct/servicethatyouhavethemostconfidenceindelivering. • Targettheprospect’spaininsteadoffocusingonyourfeaturesandbenefits.Yourprospectsand customerswantpainrelief(solutions),notfeaturesandbenefits. • Peoplearemorewillingtopayforacurethanforprevention.Targetingexistingpainratherthan promisingfuturepleasurewillresultinmuchhigherconversion,muchhighercustomersatisfactionand lowerpriceresistance. • Onewaytoconnectistounderstandtheperceivedcauseofthepainforyourprospects(whothey blame).Thensidewiththemandtiethisintoyoursolution. Also,nameyourproduct,serviceorbusinesssothatitisclearwhatyoudowithouthavingtoexplainit.If youneedtoexplainthename,thenyouarealreadyatadisadvantage. Chapter3–ReachingProspectsWithAdvertisingMedia • • • • • • • • Knowyournumbers–asuccessfulmarketingcampaignasapositiveROI(ReturnOnInvestment).Need toknownumberssuchasLifetimeValueandAcquisitionCost. TargetinganichemeansthatyourmarketingshouldbemuchcheaperANDmoreeffective. Socialmediaisnottheidealsellingenvironment.However,itisagreatplacetocreateandextend relationshipswhichcanturnintoacommercialrelationship. Socialmediaisthepropertyofthesocialnetworkprovider.Buildyouownmarketingassets(website, blog,etc)andusesocialmediatodrivetraffictotheseassets. Youremaildatabaseisstilloneofthemostimportantelementsofyouronlinemarketingstrategy.Be conversational,useacommercialemailmarketingsystem,emailregularly,givevaluableinformation, automate. Complementemailwitholdfashioned“snailmail”.Emailisefficientbutcardsandpostcardscan connectonanemotionallevel.Snailmailalsostandsoutsincemostofyourcompetitorsrelyonusing email. Thereisnoneedforamarketingbudgetifyourmarketingisworking(resultinginapositiveROI). Haveatleast5sourcesofnewleadsandnewcustomers.Don’trelyonjustoneortwo. Chapter4–CapturingLeads Thenumber1aimofdirectresponsemarketingistofindpeoplethatareinterestedinwhatyoudoandget themontoyourdatabase.Youcanthenprovidethemwithon-goingvalue,positionyourselfasanauthority andcreatearelationshipbuiltontrust.Thesaleswillcomewhentheyarereadytobuy. Thisisbecausethevastmajorityofpeoplearenotreadytobuywhentheyseeyourad.Ifyoudon’tput themonyourdatabasethenyou’velostthem. Thismeansbecomingafarmerinsteadofahunter. Chapter5–NurturingLeads Nurturingleadsistheprocessoftakingpeoplefrombeingvaguelyinterestedinwhatyouhavetoofferto desiringitandwantingtodobusinesswithyou. Whenitcomestomarketing,themoneyisinthefollow-up. Contactyourdatabaseregularlywithvaluableinformation.Yourjobistomarkettothemuntiltheybuyor die.Insteadofbeingapestyouwillbecomeawelcomeguest(atrustedauthority). LumpyMail Lumpymailisapackagesentbypost.Takelumpymailtothenextlevelwiththe“shockandawepackage”. Insteadofrespondingtoanewleadwithanemail,sendthemapackagewithunique,benefit-ladenassets (e.g.books,DVDorCDincludingtestimonials,mediaclippings,brochures,whitepapers,productsamples, promoitems,handwrittennotes,etc) Usetechnologyandpeoplewiththerightskillstohelpyoutoautomateandyourcontactprocessandto keepitconsistentandregular. Chapter6–SalesConversion Understandthatpeoplehavebeenbittentoomanytimes,andunlessyouarethewell-knownindustry leaderthenyouarestartingtherelationshipinnegativeterritory. • Positioningisimportant.Don’tbetooeagertosell.Buildtrustbydelayingthesaleandeducatingyour prospectsinstead.Thiswillpositionyouastheexpertandsomeoneofvalue. • Presentyourbusinessinwaysthatconveystrustandconfidence.Focusonyourwebsite,emailaddress (avoidGmailaccounts),phonenumber,useaCRM. • Understandthespecificfearsthatyourcustomershaveaboutusingyourproduct/serviceandprovide anoutrageous/powerfulguaranteetoovercomethefear. • Don’tgiveyourprospecttoomanyoptionssincethiswillmakethemreluctanttomakeadecisiondue toafearofmakingthewrongdecision.Givethem2-3optionsandpricing. • Inviteyourcustomersto“trybeforetheybuy”. • Tellandremindthemaboutyourskills,howyouacquiredthemandthelengthsthatyouhavegoneto totrainyourteamandimplementsystemstoprovidethemwithexceptionalservice.Tellingthe backstorytoyourproduct/serviceisessentialanditgivesthemanassurancethatthereissubstance andqualitybehindyourproduct. Chapter7–DeliveringaWorldClassExperience Oneofthethingsthatseparatesextraordinarybusinessesfromordinaryoneisthattheylead“tribes”of RavingFans. • DothingstoWOWyourcustomersandfosterlifetimerelationships. • Don’tjustgivethemwhatthey(thinkthey)want,givethemwhattheyneed.Thismeansworkingwith themafterthesaletohelpthemtogetresultsfromtheproductorservicethatthey’vepurchased. • Becomea“thoughtleader”bycreatingandsharingcontent. • Systemiseyourbusiness:Marketingsystems,Salessystems,Fulfilmentsystems,Administration systems. Chapter8–IncreasingCustomerLifetimeValue Thischaptercoversavarietyofstrategiessuchas:Raisingprices,Upselling,Ascension,Increasing frequency,Reactivatingpastcustomers. Chapter9–OrchestratingandStimulatingReferrals Manybusinessesrelyingon“wordofmouth”andsimplyhopeforreferrals.Thisislikehopingforafree lunchtofeedyourselfandyourfamily. Insteadweneedtohaveasystemtogenerateconsistentreferrals. • Understandthatpeoplegivereferralsnotbecausetheywanttodothebusinessafavour,butbecause theywanttohelptheirfriendsanditmakesthemlookandfeelgood. • Simplyaskcustomersforareferralafteryou’vedeliveredthemagoodresult.Offerthemagiftor voucherforthemtopassontooneoftheirfriends. • Makeisknowntoyourcustomerduringtheon-boardingprocessthatyouexpectthemtogiveyou referralsasanaturalpartofdoingbusinesswithyou. • Findbusinessesthatdealwithyourcustomerbeforeyoudoandofferthemagiftorvouchertopass ontotheircustomers.Youcanalsoofferthemafinder’sfeebutsomebusinessesarereluctanttoget paid.