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► 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
Step It Up Competition
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► 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
Step It Up Competition
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► 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 …
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The Key Components of a Marketing Communication Strategy
SWOTCustomer and Expert InterviewsOpportunities – prioritizedTarget AudienceNeeds AnalysisValue StatementPositioning (Bumper Sticker)Key Messages
Unique Selling Proposition
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Orchestrating your Marketing Instruments
Integration•Messages•Offers•Call to Actions
Timing
Responsive
Company wide•Linkage to CRM (customer relationship management)
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Websites and leveraging search enginesJeff Lewis
The Webs We Weave
www.thewebsweweave.com
847-540-9668
E-mail questions to [email protected]
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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
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Websites/Getting Friendly with Google
Paid Search(pay per click)
Organic Search(SEO)
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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
Websites/Getting Friendly with Google
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Websites/Getting Friendly with Google
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
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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
Websites/Getting Friendly with Google
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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
Websites/Getting Friendly with Google
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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
Websites/Getting Friendly with Google
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Email MarketingTeri Latter
Hi-Impact Marketing & Sales Solutions
www.hi-impactmarketing.com
847-550-0313
E-mail questions to [email protected]
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► 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
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► 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
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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 $$$
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► 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
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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!
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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
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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
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PR: How a Small Business Can Leverage the MediaBarry Sigale
Sigale Public Relations
www.sigalepr.com
847-549-8429
E-mail questions to [email protected]
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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
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PR: Leveraging the Media
► 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
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PR: Leveraging the Media
► 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
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PR: Leveraging the Media
► 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
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PR: Leveraging the Media
► What can I use to get the news media’s attention?
► 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
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Direct Mail
► What plays a role in making a direct mail successful?
► The list – 60%
► The offer – 20%
► The creative – 20%
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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
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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
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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
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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
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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
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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
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Ongoing Support and Involvement
• Monthly Teleconferences• Weekly E-Tips• Assignments• Contests• Break Room
► Panel of Experts► Growth Coach Forum
• Special Offerings
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