Creating A Marketing Foundation
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Creating a Marketing Foundation Prepared by Bill Brelsford for Constant Contact Small Business Marketing Summit December 9, 2010 What To Do Before Jumping Into Tactics
Transcript of Creating A Marketing Foundation
Creating a Marketing Foundation
Prepared by Bill Brelsford for
Constant Contact Small Business Marketing Summit
December 9, 2010
What To Do Before Jumping Into Tactics
Who Is This Guy?About Bill Brelsford
Owner of Rebar Business Builders, a marketing consultancy specializing
in helping professional service firms become more profitable.
Certified Duct Tape Marketing Consultant
Former practicing Certified Public Accountant (CPA)
20+ years experience creating and automating business systems
QuickBooks Small Business Expert in the areas of Starting & Growing and
Marketing & Sales
At the end of this session
• You will have a framework for determining the how to EFFECTIVELY use social media tools in YOUR business
Marketing is…
Getting someone, who has a need,
to know, like and trust you
A sale happens when a customer
• Has a problem or need• That you can solve or fill• AND they are willing and able to
give you money to do so
When Buying & Selling Processes Don’t Match
Buying Process
Status Quo Priority Shift Research Options Step Backs Validation Choice
Source: eMarketing Strategies for the Complex Sale by Ardath Albee
Marketing’s Reach (past)
Status Quo Priority Shift Research Options Step Backs Validation Choice
Marketing Sales
Source: eMarketing Strategies for the Complex Sale by Ardath Albee
Marketing’s Reach (present)
Status Quo Trigger Event Research Options Step Backs Validation Choice
Marketing Sales
Source: eMarketing Strategies for the Complex Sale by Ardath Albee
Window of Dissatisfaction
Status Quo Window of Dissatisfaction
Searching for Alternatives
What Triggers Your Customers?
• Life events – birth, death, marriage,
graduation, divorce
• New hire, promotion• Product launch• Move• New business, funding
(loan, grant, etc)
Know
Like
Trust
Try
Buy
Repeat
Refer
The Marketing Hourglass
© Duct Tape Marketing – all rights reserved
Know
Like
Trust
Try
Buy
Repeat
Refer
Don’t Skip From Know to Buy
© Duct Tape Marketing – all rights reserved
•Articles•Ads•Referrals
Know
•Web site
•Reception
•Newsletter
Like
•Marketing kit
•Free report
•Sales presentation
Trust•Webinar
•Evaluation
•Nurturing
Try
•Service team
•New customer kit
•Finance/delivery
Buy
•Post project survey
•Cross selling
•Quarterly events
Repeat
•Results reviews
•Partner intros
•Peer2peer events
Refer
The Marketing Hourglass – Sample Tactics
© Duct Tape Marketing – all rights reserved
My Contact Information
Bill BrelsfordRebar Business [email protected]
www.rebarbusinessbuilders.com
http://www.google.com/profiles/billbrelsford
