How to Do LESS Marketing and Make MORE Money

Ivana Taylor• President of Third Force

Marketing, a successful marketing consulting firm specializing in industrial marketing.

• Publisher of DIYMarketers.com an online publication of small business marketing advice.

• Listed as #21 of most influential people in social media in 2010 Fast Company Influencer Project.

• Listed as top 100 Women in Small Business by WE Magazine

• Featured on AMEX OpenForum, Small Business Trends, MSNBC

Every 8 Minutes….

Not today….

Not you….

Imagine running abusiness with an endless stream of happy, loyal and profitable customers.

That’s you over there – Being successful

You’ve been thinking…More Customers =

More Marketing

More Money

This is a lie!

You don’t need MORE Marketing

You need LESS

Your customers want an emotional connection with YOU

How to get more customers1. Focus on your ideal

customer2. Craft your marketing

message3. Understand your

strengths4. Tools and tips for

implementation

1. Focus on your ideal customer

How to get more customers

FocusFocusFocus

Focus on your Ideal Customer

Segment

TargetPosition

Segment

1. Pull out a file – look2. Place on floor3. Pull another – similar or

different?4. Start making piles5. Look at piles and

combine similar ones.6. Name the piles

Profile your customer

Target

Finding Your Target

Choose your target customers

* See Matrix Profile Worksheet

Position

Get chosen.

2. Craft your marketing message

5 Questions to your marketing message

1. Who is your ideal customer2. What problem are they

solving3. What is their perceived

notion of how this problem is solved

4. How does the industry believe their problem is solved

5. How do YOU believe their problem is solved

How to do less marketing

Match your strategy to your style.

3. Understand your strengths

Identify Your Strength• Natural• Most Enjoy• Most often

Social Style – Relationship Strategies

• Energized by people• Leverages

relationships• Moving contacts

from acquaintances to partnerships

• Networking• LinkedIn• Facebook• Joint Ventures

Your Marketing Style

Where to put your focus

Creative Style – Content Strategy

• Subject expert• Prefers one-to-many• Routine and

attention to detail

• Content marketing• Sharing expertise• Blogging• Training / Webinar/

Hangout

Your Marketing Style

Where to put your focus

Persuasive – Direct Strategy• Charismatic• Passionate• Influence

• Performance• Sharing knowledge• Creating Movement• Email, video,

webinars, speaking

Your Marketing Style

Where to put your focus

Analytical -- Advertising• Analytical• Process oriented• Game

• Testing• Tracking• Pay Per Click

Your Marketing Style

Where to put your focus

• Social / Relationship• Persuasive / Direct• Creative / Content• Analytical /

Advertising

Use your natural style to choose a framework

Use your context to choose a strategy

Inbound Outbound• Speaking• Publishing• Internet• Referrals• Networking

• Advertising• Telemarketing• Direct Marketing• Events• PR

David Newman, Author

Strategy = Internet

Tactical = Social Media

Initiative = Google+

Action Step = Weekly Hangout

Framework: Relationship

4. Tools to help you implement

One-Page Marketing Plan

Marketing Calendar

5 Easy Marketing Tools to Run Your Business

Better

Marketing & Business Plans

WHERE TO GOLivePlan

WHY

• Practically done for you – easy and low cost

WHAT YOU CAN DO

• Business plans, marketing plans, 1-page plans, integrates with Quickbooks, track success

WHERE TO GOQuestionPro

WHY

• Free or low-cost options, easy to use, customizable, used by big companies

• WHAT YOU CAN DO• Customer satisfaction, polls, customize to your brand,

multiple languages, just about anything a research company can do

Market Research

E-Mail Marketing Clones Sales Process• WHERE TO GO• iContact, Constant Contact, Mail Chimp,

aWeber• WHY• Great ROI- ($40 for $1)

Stay in touch with prospects, targets prospects, data driven, drives direct sales

• WHAT YOU CAN DO• Educate prospects on how to choose your product

Build a list of interested prospects and loyal customersControl and repeat a success

Get Listed in Local DirectoriesWHERE TO GO

https://moz.com/local/WHY

It’s a one-stop get listed shop. WHAT YOU CAN DO

Claim your company name, create a listing on Yahoo, Bing, Google

Post videos, pictures, reviews

Distribute and Promote Video WHERE TO GO YouTube Channel, VimeoWHYFree, online professional results and have them widely distributed

WHAT YOU CAN DOPost videos in one place

Branded Channel for visitors

Build Communities of Fans and Syndicate Videos

EMAIL MARKETING• QuestionPro (http://www.questionpro.com/)

EMAIL MARKETING• iContact (http://www.icontact.com/)• Constant Contact (http://www.constantcontact.com/index.jsp)• Mail Chimp (http://www.mailchimp.com/)

aWeber (https://www.aweber.com/landing.htm)• InfusionSoft (http://www.infusionsoft.com/)

VIDEO PROMOTION• YouTube (http://www.youtube.com/)• Vimeo (http://vimeo.com/)

List of Resources

Thank You

Ivana Taylor

ivana@DIYMarketers.com

www.DIYMarketers.com