landing local customers webinar final
DESCRIPTION
For small, community-based service businesses it is often hard to know what business development approaches are best. Which activities and programs produce the best bang for your buck - word of mouth, direct advertising, e-mail and online marketing, participation in community events, or street-based “guerilla marketing?” This webinar addresses best practices in the industry and offers practical advice on choosing the right and most cost effective strategy for your venture. Joining the conversation are three experts with extensive experience in business development. They discussed the latest and most cost effective strategies for winning over small business and nonprofit customers.TRANSCRIPT
July 7, 2011
www.zerodivide.org @zerodivideorg
facebook.com/ZeroDivideorg
Landing Local Customers: Small Business Marketing on a Shoe String
2
Today’s speakers
Ed Gallagher, Gallagher Direct
Debbie Lamb, Lamb Consulting
Beverly Wilmore, CBS Local Media
3
Audience poll question #1
Are you a…???
• Nonprofit
• For profit
4
Audience poll question #2
How may employees do you have in your business?
• 1
• 2 to 5
• 6 to 10
• More than 10
5
Audience poll question #3
Do you have one or more dedicated sales or marketing staff?
• Yes
• No
6
Audience poll question #4
What do you want to learn about today?
• Sales & marketing strategies and tips
• Recommended marketing channels
• Marketing best practices for small businesses
• All of the above
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Business “mindset” Philosophy
Sales Strategy & Best Practices
Lessons
22
33
11
People, Tools and Process Concept
Sales Steps for Success44
Recap & Next Steps55
66 Suggested Reading
8
Business “mindset” Philosophy
• …It takes the same amount of work to produce success for big corporations as it does for small businesses?
• …The only difference between big corporations and small businesses are the size and a few commas and zeros on the P & L statement?
• …You should adopt a stellar business practice no matter what your organizational size?
• …You should stay true to your mission statement...it is your brand?
• …Always deliver on your deliverables?
• …Take full advantage of the benefits and opportunities for small businesses?
9
• People: An organization’s biggest asset. You are only as good as the people who work “with” you.
• Tools: An organizations products & resources, brand/image and reputation.
• Process: The internal operational design and execution of deliverables to the customer.
People, Tools and Process Concept
10
Sales Strategy & Best Practices
Assess the need of the prospective client, customer, partner, supporter
Design a plan that will benefit the needs, initiatives and goals
Deliver on your promise!
Assess what worked, what didn’t work and what could have worked better
Ask for referrals and endorsements
11
Sales Steps for Success!!!
12
Recap and Next Steps
…It takes the same amount of work to produce success for big corporations as it does for small businesses.
…It takes the same amount of work to produce success for big corporations as it does for small businesses.
Stay true to your mission statement...it is your brand!Stay true to your mission statement...it is your brand!
Assess the need
Design a plan that will benefit your partner
Assess what worked & what didn’t work
Ask for referrals and endorsements
Go to:Go to:innermediavision.com or rmlc.biz for examples of marketing packagesGo to:Go to:innermediavision.com or rmlc.biz for examples of marketing packages
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The Spin Selling Fieldbook by Neil RackhamThe Spin Selling Fieldbook by Neil Rackham
The Four Agreements by Don Miguel RuizThe Four Agreements by Don Miguel Ruiz
The One Minute Entrepreneur by Ken Blanchard, Don Hutson and Ethan WillisThe One Minute Entrepreneur by Ken Blanchard, Don Hutson and Ethan Willis
7 Habits of Highly Effective People by Stephen R. Covey7 Habits of Highly Effective People by Stephen R. Covey
Motivating Greatness…motivating tips for DAILY Greatness by Beverly WilmoreMotivating Greatness…motivating tips for DAILY Greatness by Beverly Wilmore
1414
Search Marketing 101 (SEM)
Two Questions
1. Can your business be found online?
2. Can it be found on google??
Google is still 65% of all searches
Yahoo is 16% - Microsoft/Bing is 14%
Four Steps
1. Review your meta-tags
2. Get listed on Google & Alexa
3. Check your score
4. Get referred
Source: ComScore, May 2011
1515
Public Perception
• What is everyone saying about you?
•Online Reviews & Your Own Client’s Testimonials
✴ Yelp
✴ InsiderPages
✴ Citysearch
✴ Yahoo Local
✴ Local.com
✴ Manta
✴ Facebook Reviews
✴ Google Reviews
✴ Epinions
✴ MerchantCircle
1616
Spreading The Word
• Email Marketing– Great for generating referrals– Still most effective– Beats SEO
Tips– Find a good provider (mailchimp?)– Focus on quality not quantity– Update your lists - set up segments– Have a sign-up form on your website– Make it easy on people - include social media links
1717
Advertising & Social Media
• Advertising
– Facebook Ads
– Google Adwords/Text Ads
– Google Grants
– Mobile & Video Ads
– Sponsorships
• Fans & Followers
– Average Value of Facebook Fan: $136
– 56% Of All Content Shared Online Occurs Via Facebook
1818
Where Is Money Being Spent Today?
Source: Mashable, June 2011
1919
What Is Working Online?
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Direct Marketing = Direct Response
= Scientific Testing
Direct Marketing – What is it?
22
33
11
= Database Marketing
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- Direct-to-consumer
Direct Response vs. Traditional Marketing11
- Catalog
- Other channels: Phone, Web/email, TV
22
- Clear offer
Direct Mail – Key Core Elements…**11
- Clear “call-to-action”
- Sales incentives: premiums or “freemiums”
- Create “urgency”
**Also relevant for email and most other direct marketing channels!!
23
- Personalized
- “Johnson Box”
- P.S.
Direct Mail – Key Design Elements…**
**Also relevant for email and most other direct marketing channels!!
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- Think in stages…
- Colors
- Magic words: “free” “guaranteed”
- How long is too long?
Direct Mail – Key Design Elements…cont.
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Direct Mail vs. Email Breakeven Analysis
Direct Mail Email
Cost: $0.35-$1.00 each $0.01-$0.10 each
Net conversion rate: 0.01%-0.50%0.10%-2.0%
$2-$1,000$18-$1,000Cost-per-sale:
Customer Value:
$25?
$1,500? $750?
$100?
26
- Customer database is key, cultivate it.
- Repeat customers
Database Marketing – What is it?22
- Referrals
27
- Recency
- Frequency
Response Models - RFM22
- Money
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RFM Model – An example segmentation
5x 4x 3x 2x 1x
<1 mos 5 5 20 45 100 175
2-6 mos 5 15 50 75 500 645
7-12 mos 10 25 75 70 400 580
12-24 mos 20 40 125 140 1000 1325
25+ mos 50 100 250 300 2000 2700
90 185 520 630 4000 5,325
frequency
recency
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- Learning
- How isolate/track sales? marketing codes
Direct = Scientific Testing33
- Test vs. Control
- Unique phone numbers – Google Voice
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Case Study – WebPros
• Nonprofit social enterprise providing multimedia services
• Targets local small businesses & nonprofits
• Typically relies on word of mouth marketing
• No formal marketing strategy or full time staff
• Limited marketing budget
• Below market pricing – average contract is $5,000
• Good reputation in community
31
Case Study – BizBuilder
• Startup business advising for local small businesses
• Clients are typically sourced through SBA & Chamber of Commerce
• Advertises using Google Adwords & Yellow Pages
• $500/month marketing budget
• Competitive service - average contract is $1,000
32
Today’s speakers
Ed Gallagher, Gallagher Direct
719-238-0957
Debbie Lamb, Lamb Consulting
(707) 557-7425
Beverly Wilmore, CBS Local Media
(707) 246-9039