How to attract an ideal stream of customers

How to attract a steady stream of ideal customers! Presenter Danielle MacInnis www.macinnismarketing.com.au

Agenda: Keys to attracting ideal customers Keys to attracting ideal customers Why are you here? What’s in it for you? Your business strategy Who are you? Who needs to know? Why should they care? How will they find out? Great marketing resources and tools.

3 Why are you here? Hint: Have you got a burning marketing question to ask? Now is your chance!

Why are you here? 1. Your biggest challenge is to attract more customers. (44% of 1,700 SMBs surveyed by flyingsolo.com.au) 2. You want to communicate in a compelling way. SMBs have difficulty communicating true value position to their key target. 3. You want a plan. Most SMBs are doing marketing in an inconsistent way, getting inconsistent results. 4. You want to be savvy with your expenditure. SMBs cut corners and do things on the cheap and try and do it themselves or market at the wrong times. 5. You want to be selective about what you do. SMBs haven't defined their target, value proposition, objectives or measures. 4

What marketing are you doing? 5

6 What's in it for you? Tip: Ask questions and get prizes!

What's in it for you? 1 Understand what is currently not working and why 2 Better approach to marketing and sales for your business 3 Tools and templates to use 4 Learn from others in the room and their experience 5 What you might do differently to attract your ideal customers 7 Tip: See something you want to know more about? Jot it down on the feedback form and we will make sure we get back to you with the good oil.

My background 8 IT TRAINING & HR CONSTRUCTION SERVICES CONSUMER CERTIFICATION

Marketing is... “ ...It is an integrated process through which companies build strong customer relationships and create value for their customers and for themselves.” Wiki 10

12 Your business strategy Hint: Why did you start your business?

Your business strategy? 13 TARGET MARKET YOUR SKILLS, EXPERIENCE & THE PROBLEM YOU SOLVE Tip: Are you just grabbing any business that walks in your door? Or are you targeting the market you want to serve and that you are designed to serve? YOUR BUSINESS VALUE

Making selective marketing decisions 14 What can we do? What do our customers want? What are we good at? Can we do this? Will they value this? What do we want to do? How attractive is the market? Where do we want to go? Will this get us there? Will the market support this?

15 Who are you? Hint: Who is talking about you? Set up google alerts for your company, your name and competitors name.

About Us 16 I don’t know who you are I don’t know your company I don’t know your company’s product I don’t know what your company stands for. I don’t know your company’s customers I don’t know your company’s record I don’t know your company’s reputation Now what was it you wanted to sell to me? Tip: People want to know who they are dealing with. Make it easy for them to find out and contact you.

Case study: Man with a van 17 Other References Tip: People buy of people they like, know and trust. Creator Tim Bishop Business A relatively pedestrian service (removalist) delivered as a recognisable, youthful and interesting brand. Idea conception Acknowledgement of gap in the market place that there were no removal services specifically targeted at his demographic. Brand personality Fun Attractive Youthful Approachable Aussie sense of humour Recognisable Facts First branded removal company in the world. Started the business whilst at Uni Used a business partner to expand the business. The first van was purchased for $1500. There are no investors. They grew at a pace they could afford. The Man With A Van logo was done by a housemate in return for going down the street and getting him a slurpee and sausage roll.

Target ideal customers, not everyone 19 Where do most of us have our focus most of the time? Our problems, issues, challenges, predicaments, worries, and pain are where we are focused. You want your ideal customer to say: “ That’s for me” NEWSFLASH: It is not about YOU. It is about THEM.

20 Why should they care? Tip: How do you show that you care?

Step into your customers’ shoes 21 What is their problem, issue or challenge? Set your mindset to think "What is in if for me FM? Tip: Set up online survey, and ask customers about your service, how they found you etc

What are your potential customers thinking..when the visit your store, website have consultation..... 1. Do you work with people like me? 2. Do you understand my problems, issues and challenges? 3. Do you have solutions and results that actually work for people like me? 4. Do you have some free information that can help me immediately? I don’t want to pay for anything yet! 22 Tip: Look at your web and ask yourself how well do we answer these questions for our customers?

Worksheet 1 23 Summarising your core marketing message Target market / ideal client (demographics + psychographics) Problem/Issue/challenge Where is the pain? Where does it hurt? Solution/Outcome Success story

24 Does this service really work? Solution / Outcome

Success Stories (Proof) Who else has used your service and what were the results? What’s an actual story of working with a client and moving them from where they were to your ultimate outcome? 25 Tip: How can you provide proof, guarantee, testimonial, trial, pr, awards, success story

Sell the benefits not the features Save time, money, return of investment 26

Worksheet 2 Marketing Message Marketing Message What do you say when someone asks you what you do? The formula is: What do you do? We work with ________________(This Target Market) Who ___________________(Have this Problem or Challenge) How do you do that? We help them get __________________(Ultimate Outcome) Tell me more... A good example is __________________(Success Story) 31

What is your elevator pitch? Focus on the story 32 “ I’m a coach who works with couples who are having relationship issues that they don’t know how to solve on their own.” “ We work with companies who want to sell their business and aren’t sure what to do to get the best price.” “ I help companies who aren’t getting enough traffic to their web sites.”

Why should they care? 33 Expert Problem they solve Management Consultant Management problems that are costing the client money Marketing Consultant Struggling to attract enough clients Business Coach Not consistently reaching your goals. Missing important business opportunities Financial Planner Worried about not having enough money for retirement and college for the kids Web Designer Missing business by not being on the web Accountant Paying too much in taxes Executive Recruiter Not finding the people who can grow your business Trainer Employees who don't have essential skills and are costing your business Writer Your written communications do not have the impact they could Therapist Spousal problems are destroying marriages? " We work with these kind of people, with this kind of problem, who want this kind of outcome or solution."

34 Tip: Remember there are prizes! Those that share often get the benefit the most ! Be brave. Who wants to share their elevator pitch? " We work with these kind of people, with this kind of problem, who want this kind of outcome or solution."

35 How will they find out? Tip: You now know who they are what problem you solve, now it is is about going to where they are with your offer!

Lead Generation System Not passive but active.Don’t sit and wait for referrals! Not ad-hoc! Marketing and sales process. Build relationships with your ideal customers. Business websites are for lead generation and conversion. 37 Tip: Not everyone is ready to buy when you meet them but might be interested in over time.

Worksheet 3 38 UNAWARE AWARE ATTENTION INFORMATION GATHERING EXPERIENCE SIGN UP/SALE REFERRAL Don't know anything about you or your company Becomes familiar with you. Association referral, meet you They want more information and are ready to explore working with you They want more information and are ready to explore working with you At this stage, they may be ready for a "taste" or an "EXPERIENCE" prior to purchase The lead becomes a customer when they sign the agreement and pay. The customer is happy to refer you after experiencing great service and wants to tell your story and REFER you to their network Ideal Target Market Build a Connection Prospect Lead Qualified Lead Customer then Client Advocate MARKETING, attract, educate, interact, nurture, manage, track SALES, qualify, present proposals, answer objections, close, manage

The Simple Marketing System Choice of marketing Strategies Ideal Target Market to build a connection Joining the right / Professional Organizations Online – Joining forums and discussion groups Search engine strategies, e-newsletters sign up Articles/Publishing (offline and online) Special Events (Tradeshows, Workshops) Advertising, PR, online, SEO Connection to Prospect (strangers/ people that don’t know you exist yet but might have a need for your service) Networking, Industry Affiliation, Conferences Online Networking (Web site, blog, forum "commenting") Face-to-face meetings Telephone meetings, email exchanges Referral (WOM, Viral Marketing) Community involvement, volunteer work Refer others Prospect to Lead (building awareness and familiarity) Keep in touch (Newsletter or e-newsletter, postcard mailings) Recordings, podcasts, videos Material and resources on web site Online (Blog, LinkedIn, Facebook, forum "commenting") Direct Outreach (Letters or email, follow up calls) Follow up with others with phone call, invitation for coffee or appointment Lead to qualified hot Lead (giving information and building relationship) Invitation to Presentations, Briefings, Workshops TeleClasses and Webinars Joint Venture presentations In-depth online interaction Strategy sessions Survey questionnaires Hot Lead to Customer and then client (build relationship further by tailoring the information to their needs, provide a taste or sample) Follow up calls and emails – exploring interest, qualification, and appointment-setting. See “The Art and Science of Telephone Follow-Up.” Complimentary session Client to Advocate (delight them with your service, ask for feedback, invite the referral) Thank you card Referral program Ask for testimonial Ask for customer success story Incentive for referrals Lost lead or cold lead (keep them in the loop so when they do need your service they think of you first) Keep in touch (Newsletter or e-newsletter, postcard mailings) Recordings, podcasts, videos Material and resources on web site Online (Blog, LinkedIn, Facebook, forum "commenting") Direct Outreach (Letters or email, follow up calls)

40 Social marketing - Why? Tip: Want to know more about Facebook, Twitter or creating a blog for your business, we’ve got great resources online, ask as afterwards!

You need to go where your audience is "86% of Australian internet users are looking to their fellow internet users for opinions and information on products, services and brands" Melanie Ingrey, Director for Nielsen's online Business 41

Why join the customer conversation online? 42 1. It helps to get your site found 2. Your customers are looking on line 3. You can generate leads at a low cost 4. You can demonstrate value and expertise 5. You can manage your brand

Choose where you play 43 Monthly average 2010 Social Media Marketing MacInnis Marketing Visitors or views Leads Customers Blog 500 15 0 Web 500 40 3 Twitter 103 3 0 Podcast 300 5 0 Auto-email campaign 90 14 3 Networking sites 30 10 1 Linked in 60 3 0 Articles 630 2 0 Slideshare 121 0 0

47 Tip: Websites are for lead generation and conversion. It is not just a matter of “looking good”. Ugly and crowed, Vs beautful and empty! Keys to build a great website 1. Attract prospects 2. Great content 3. Get found 4. Convert prospects to leads (call to action) 5. Measure your ROI Good websites

Key Mistakes that I see 1. Talk about themselves and not the customer needs in marketing communications 2.Provide no way for customers to get a taste of them before they buy 3. Not nurturing the customer for entire lifecycle 4. Doing ad-hock marketing at the wrong times 5. Not collecting insights from their customers and employees to improve their business value to customers 6. Not having a consistent brand image, personality and voice 7. Not marketing in the right mediums for their potential customers 8. Not having a call to action on every marketing communication 9. Not measuring what works and what doesn't and tweaking as they go 10. Not having a sales approach to follow up on the marketing effort. 48

Key Take aways... what can I start doing today? 1. Do an audit, where are you, who are you and where would you like to be? 2. Know what your customer, looks, feels and acts like. 3. Listen to your customers. Understand what problem you solve for them. 4. Speak to them in on your web, brochures, etc language so they know you understand them. 5. Create a lead generation that targets only these customers and that works for you. 6. Think about the use of social media to enter the conversation with your customers, understand your competition and manage your brand. 49

Don’t re-create, be resourceful! 50 Customer insight Your story is important

Resources 51 Best Books • 4 Hour work week – Timothy Ferriss • I love you more than my dog by Jeanne Bliss • Peak – Chip Conley • The 8th Habit – Stephen Covey • The Five Book by Dan Zadra • The five dysfunctions of a team – Patrick Lencioni • The little big things – Tom Peters • Think like your customer by Bill Stinnett • Tribes – Seth Godin • Trust Agents – Chris Brogan and Julien Smith • What's the secret – John R Dijulius • Who's got your back – Keith Ferrazzi Best Websites Flying solo Enterpreneur Hubspot Kochie’s Business Builders Linkedin Best Podcasts • Duct tape marketing -Small business general • Professional services marketing - Rain today - Professional services marketing and selling • Hubspot TV - Internet and social media • SmallBusiness Big Marketing - General small business marketing tips • Power to the small business - branding and marketing tips • Six Degrees of Seperation - Internet and social media • Dishymix - Thought leadership and business strategy marketing • 10 Golden rules of Internet Marketing - Internet ideas and marketing tips • MacInnis Marketing - Marketing basics • Help my business sucks - Business basic s

Want help...? Fill out form for: • Complimentary Strategic Audit - attract ideal customers. • Fast track Workshop - 1 day • MacInnis Marketing Minute Tips - Join on web site home page 53

How to attract an ideal stream of customers

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