AmFam Teleconf 4 -- Marketing Tools Business Accelerator[1]

11

Teleconference #4: Affordable Marketing Tools

E-mail questions to [email protected]

22

Step It Up Competition


3

► Open to all registered Business Accelerator participants

► One winner in each city (Chicago, Phoenix, and Denver)

► Advantage For Sales training program from Wright Business Institute – 6 sessions live or via web/phone

► Marketing strategy session from Hi-Impact Marketing

► $500 Staples gift certificate


4

► Contestants will be judged on:

► Thoroughness

► Impact

► Creativity

► Entry forms are online at www.AmfamBusinessAccelerator.com and can be submitted between October 1st and October 22nd

► Winners will be announced at the November Business Mixers in each of the cities


5

► Why have a marketing plan? What does one look like?

► What are the various marketing tools available?

► How do I best leverage my website and powers of search engines?

► How can I use e-mail to build relationships and generate leads?

► How can I leverage the media to generate business?

► How do I most effectively use direct mail?

In Today’s Teleconference We will Cover …

66

Marketing Plan


7

The Key Components of a Marketing Communication Strategy

SWOTCustomer and Expert InterviewsOpportunities – prioritizedTarget AudienceNeeds AnalysisValue StatementPositioning (Bumper Sticker)Key Messages

Unique Selling Proposition

8

Orchestrating your Marketing Instruments

Integration•Messages•Offers•Call to Actions

Timing

Responsive

Company wide•Linkage to CRM (customer relationship management)

99

Websites and leveraging search enginesJeff Lewis

The Webs We Weave

www.thewebsweweave.com

847-540-9668


10

What is the difference between “paid search” and “organic search”?

> Paid = “Sponsored Results”

> Unpaid = Organic

– Pages are ranked by search engine

– Spiders browse pages on Internet

– Free, but requires good web design and well-written copy with SEO in mind

Websites/Getting Friendly with Google

11


Paid Search(pay per click)

Organic Search(SEO)

12

What can be done to optimize an existing website for the search engines?

> On-page optimization

– Title tags, descriptive tags, keyword usage, heading, internal links, content (text)

> Off-page optimization

– Back links

– Must be consistent with your website

– The more prominent the other website the better


13


How can blogging help my website?

> A blog on your web site can increase page ranking

– Search engines love blogs

» Focused content, updated frequently

– Free blog tools: Wordpress, b2Evolution, bBlog

> Blog on other sites

– Can imbed your site in your profile or blog content to drive people to your site

14

How can social media activity affect my website?

> Good source for fresh content for your site

– Raise “authority level”

> Back-links by bloggers to your site

– Digg, Stumbleupon

> LinkedIn – professional networking

> Facebook – link from Facebook page back to your site & blog


15

How can I convert visitors to leads?

> Have a strong call to action, keep it consistent

> Provide a telephone number

> Offer free services

> Publish a newsletter

> Don’t request too much information on web forms

> Give them a time limit

> Immediacy – follow-up right away


16

How do I measure the success of my website?

> Many ways to measure

> Depends on your website’s objective

– Provide information or generate leads

– Sell product (e-store)

> Measurements must be quantifiable

> Need a robust analytical tool

> Landing pages, unique phone numbers


1717

Email MarketingTeri Latter

Hi-Impact Marketing & Sales Solutions

www.hi-impactmarketing.com

847-550-0313


18

► What are the different ways you can use Email to market your business?

►E-mail newsletters – regular distribution to your email list

►Less expensive than direct mail, print, telemarketing

►Easy to implement through e-marketing providers

►E-blasts – information sent outside of e-newsletter cycle, sometimes promotion based

►Both help strengthen relationship with customers

►Build brand awareness with potential customers

Email Marketing

19

► How do I get e-mail addresses?

► Put an easy-to-find e-newsletter sign-up box on your website and/or on your retail counter

►Collect business cards and ask for permission to email

►Send request to all email addresses you have

►Join organizations and use membership list

►Hold a contest—gather e-mail addresses from entry form

►Ask for Email on direct mail response forms

Email Marketing

20

Email Marketing

► What does it mean to opt-in?

►Permission marketing -- recipients of your emails have consented to receive them

►Permission = more effective list

► How do I avoid spamming?

►Spam -- sending unsolicited bulk messages or those perceived to be such

►Only use permission-based lists

►Warning! Subject line don’ts. CAPS, punctuation, and words like FREE, Save and $$$

21

► Should I use an e-mail service provider? Absolutely!

►Inexpensive, many offer free trials

►Relationships with ISPs to ensure maximum delivery

►List management, including opt-outs

►Templates that you can customize

►Personalization of your emails

►Format testing – how you see it is how they receive it

►Host images, training and help

Email Marketing

22

Email Marketing

► How do I get people to open my e-mails?►Create good subject lines

►If there’s an offer, say so

►If there’s information, mention it

►Be creative, but beware of looking like spam

►Make sure information is relevant and well-written and offers are unique

From SubjectBusiness Accelerator… Unforgettable, that’s what you areChris Baggott Michelle, tired of prospects not knowing who you are?FABTECH/AWS/METAL… Get Your Complimentary FABTECH/AWS/METALFORM Show Badge Today!

23

Email Marketing

► What type of content should I include in my e-mails? How long should they be? How often should I send them out?

►E-newsletters – VALUE

►Upcoming events, sales, tips that your customers can use, new product information, industry information

►Keep articles short -- no longer than a printed page

►Set a schedule that is manageable and consistent

►Ensure you’ll be able to provide fresh content

24

Email Marketing

► How can your e-mail newsletters help your site rise to the top in Google searches?

►Put your articles on your website – just tease in the newsletter – this means you have frequent new content

►Optimize the articles – use your keywords

New content + optimized articles = higher ranking

2525

PR: How a Small Business Can Leverage the MediaBarry Sigale

Sigale Public Relations

www.sigalepr.com

847-549-8429


26

PR: Leveraging the Media

► What are the advantages of publicity over other vehicles such as advertising or direct mail?

► Effective as part of the marketing mix

► News media credibility

► Cost effective

► Reprints can be used for direct mail initiatives

Most

27


► What kind of news about my company will interest the media?

► Publicity increases visibility, influence, current/news targets, stimulate news media

► Unique product or service

► Tie in to News of the Day

► Special event

► Newsworthy survey

28


► Where do I find potential media to target?

► News media websites – search contact listings

► Follow the news

► www.epodunk.com

► PRnewswire.com – online press release

► Social media

29


► How should I notify the media of my news and what does a good press release look like?

► News release – who, what, where, when, why, and how

► See sample on the Business Accelerator forum

► Pitch letter – grab the editor’s attention

► Photo and caption -- well liked by editors

30


► What can I use to get the news media’s attention?

► Email

► News release and pitch letters – concise with most important info up front

► Telephone

► Follow-up is critical on Email

► If not interested in this story, what are their editorial needs?

► Timing – Tuesday mornings

3131

Direct mail


32

Direct Mail

► What plays a role in making a direct mail successful?

► The list – 60%

► The offer – 20%

► The creative – 20%

33

Direct Mail

► How do I acquire mailing lists?

► Create your own, compile from:

► Membership directories

► Current customers

► Hold a drawing or contest

► Rent mailing lists

► Directly from list owner

► Mailing list broker – selection criteria

34

Direct Mail

► What are some good offers?

► Soft to hard offers with a time limit

► White paper, DVD

► Information kit

► Free trial

► Free add-ons

► Free gift

► Free shipping

35

Direct Mail

► How do I increase my response rates?

► Open, Skim, Read, Respond Strategy

► Outer envelope

► Subheads, Postscript

► Benefit oriented, Power words, Facts & figures, Targeted, Personalized

► Call to Action: offer with a time limit

36

Direct Mail

► How does telemarketing affect the success of my direct mail?

► Reinforce message and offer

► State the purpose and get right to the point

► Avoid technical terms

► Use the person’s name

► Be polite

► Have your facts ready

American Family Business Accelerator Program

Upcoming Teleconferences and Success Activities

37

Looking Forward

What’s Next?

Knowing Where You Stand: Defining the Game• Establishing vital systems and monitors to understand the state of your business• • Getting Down to Business: Selling & Essential Daily Activity• Setting up effective disciplines, intentional networking, and negotiating deals• • Building Relationships• Creating your vision, developing and leveraging your network

• Marketing Tools• Developing your brand and mastering marketing tools• • Systemizing Your Activity for Growth• Anticipating and getting around roadblocks; understanding your business and its sales cycles• • Leading Your Business, Leading Your World• Building a culture, getting work done through others, and getting the most from what you have

38

Teleconference #5: Systemizing Your Activity for Growth

Setting up and maintaining systems

Understanding your business and sales cycles; knowing your customer’s buying process

Anticipating and getting around roadblocks

Leveraging purpose and vision

39

Ongoing Support and Involvement

• Monthly Teleconferences• Weekly E-Tips• Assignments• Contests• Break Room

► Panel of Experts► Growth Coach Forum

• Special Offerings

AmFam Teleconf 4 -- Marketing Tools Business Accelerator[1]

Business

Transcript of AmFam Teleconf 4 -- Marketing Tools Business Accelerator[1]