Transcript StefanDrew.com Business Marketing Workshop Stefan Drew

Business Marketing Workshop
Stefan Drew
StefanDrew.com
Agenda
10am-2pm
•An Introduction to Marketing including:
•Determining your customers’ needs
•Effective Marketing Strategies and their Implementation
•How to Quadruple your Turnover & Profit
•Effective Exhibition Strategies
•Getting more from your website
•Getting on Page One of Google
•Website Secrets – How to Drive Traffic to your Website with Google
Adwords and Free Online Marketing Tools
•How to Delight Your Customers and Make More Profit (A customer
service course)
•PR and Media: How to get your news and stories into print, on air and into
cyberspace at no cost
•Advertising Secrets: How to Cut Your Advertising Costs & Ensure Your
Advertising Works Every Time
•Google Adwords
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•Market Research
Think about your customers,
where they live, what they do
for work/leisure, what they
read, etc.
Who are your 10 best customers?
When did you last communicate with them?
Do they know what you do?
Do they refer customers to you?
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Who are your Customers?
Rachel Elnaugh
Formed Red Letter Days when only 24
Dragons’ Den Panellist
Rachel knew her customers
Rachel’s typical Red Letter Days
customer was a woman, 35 – 55 years
old who read Vogue ………..
Who is your typical customer?
The businesses and the individuals
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Your marketing will only be
effective if you promote your
products and services to prospects
in the right place, at the right time
etc
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Most marketing doesn’t work
E.g. Adverts
See my Advertising Secrets at www.StefanDrew.com
Advertising Secret 1 - If it doesn’t work .. STOP
Advertising Secret 2 – Sell benefits not features
Advertising Secret 3 – Use a call to action
……..
…….
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What do you think of this advert?
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The RATES Marketing Strategy
The RATES Marketing Strategy focuses
on four strategic areas and aims to: • Reduce marketing costs
• Automate significant amounts of your marketing
• Test, Measure & Improve your marketing
strategies
• Engage prospects & customers more effectively
• Simplify your marketing
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You need a marketing plan
I’ll send you a template and you can add in some of
what you learn today
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How do you research and seek
information?
Yellow Pages
Ask a
friend
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When
researching
a product or
seeking
information
do you
use…
Newspaper advert
Read a
book or
guide
TV
advert
Traditional website strategies
Why do you have a website?
• To provide credibility and information
• To sell
To build relationships & obtain prequalified contact details
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Traditional website strategies
How many website visitors do you attract
each month?
Ask yourself:– How many visitors?
– How do you monitor visitors?
– Who monitors the website?
– How does this integrate with the rest of your marketing?
– Why do they visit?
– What are their names?
– How do you engage with them?
– What is your conversion rate?
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Strategic Marketing in the Google
Age
Marketing/Emarketing tools include
Website – phone number, Web pages - SEO + content, PPC / Adwords,
Autoresponders, Keywords, Newsletters, Benchmarking, Google Analytics, Media
Releases, Media distribution sites e.g. PRWeb, PR.com, Magazine Features
…..single or series, Letters to Editor, Offers – Discounts, Additional features etc,
Time sensitive offers, Joint Ventures, Newspaper Columns, Email, Word of
Mouth, Ambassadors, Referrals, Social and Business networking sites, Audio,
Surveys, Free help, Public speaking .. Free or fee paying, Advertising in print, on
line, mobile, vehicles, cinema, Satnav etc, Interviews – radio, newspapers,
online, Elevator Pitch, CRM, Guru status, Squeeze page, Testimonials, By line,
Face to Face meetings, Blogs – your own and other peoples, Free Directories,
Word of Mouth, Telephone – Skype, Calendars, Networking – Quality v Quantity,
Trademark / Brand, Incoming inks, Internal links, Anchor text, Affiliates E.g.
Amazon, Guarantees, Google Alerts, Etc
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Strategic marketing in the
Google age
Do you: Gather website visitors’ email addresses (via an
autoresponder)?
Check which businesses have recently visited your
website?
Check your site stats at least once a week?
Have an Emarketing Plan?
Appear on Page One of Google for any of your
keywords?
Appear on Google Maps?
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Website; Meta tags and more
Need a descriptive URL plus effective title,
descriptor and keyword metatags,
links, content, likes and easy to use website
Approx 200 items in the Google search algorithm
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X
X
X
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Dynamic results ..
That keep
changing
Last year Google
made >500
changes to the 200
elements in the
search algorithm
What are keywords?
Keywords (and keyword phrases) are a vital
component of your strategy to get pre-qualified visitors
to your website
• They are the words/phrases that people search for when seeking
information from search engines
• They need to be very specific if you are to be found amongst the
millions of webpages being searched
• E.g. Employer = 89,000, 000 pages
•
Employer Engagement = 779,000 pages
•
Employer Engagement Strategies = 263, 000 pages
•
College Employer Engagement Strategies = 233,000 pages
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X
X
X
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Search for Microbrewery Marketing
or College Employer Engagement
Strategy
What do you find?
Why
How much competition?
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Traditional exhibition strategies
The exhibitions industry is worth £billions and it is easy to
spend large sums with no measurable return
Why do organisations take stands at
exhibtions?
Exhibitors say ……
–
–
–
–
–
–
Because our competitors do
To fly the flag
We were approached by the exhibition sales team
Our CEO said we should attend
Our customers expect us to be there
People think we have closed if we don’t attend
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Press / Media Release
Do you regularly send out media releases?
One page of A4 detailing who, what, where, when,
why and how – add a quote, contact details and a
picture
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Traditional Press Releases v Media
Releases
“I was motivated to be more active in PR and
"free“ publicity to get my business name and
course availability out into the world.
[On] the day of the press release,
a gentleman came in, quoted that
he had seen us in the press, and
wanted some training courses.”
Helen Scourfield,
MD PTP Quality Training Ltd,
Haverford West
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Magazine features
Don’t rely solely on sending media releases
Offer articles as well
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Google Places (Maps), Google
Earth and Satnav
• More searchers are using Google Maps to search
for hotels, restaurants, garages, gyms etc.
because results are displayed geographically,
contain reviews and telephone numbers.
• Searches on Satnav will navigate you to the
garage, restaurant, dress shop etc.
• http://maps.google.com
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More online strategies
• Pay Per Click Advertising (PPC) , Google
Alerts, Social Networking etc.
• Microsoft Adcenter and Google Adwords are both forms
of PPC.
• PPC is part of an advertising revolution that allows you to
target your adverts at searchers that have effectively prequalified themselves by virtue of the keywords they have
used in their search.
• PPC, when correctly used, is very fast to set up, very cost
effective, allows you to segment your market, target
geographically, manage your budget, conduct research
and test, measure & improve your advertising campaigns.
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The “Key” to Adwords
• The key to Adwords are your keywords,
bid price, CTR and page quality score
• Adwords work on the keywords people are
searching on
• How much you pay depends not on bid
price alone but upon: – How much you bid
– Your Click Through Rate (CTR)
– Your Quality Score
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• Adwords are the modern equivalent to
print advertising but with much more
predictability and much lower cost.
•
•
•
•
Direct Mail response rate
1-2%
Nationally Adwords response rates are 0.8 - 0.9%
Overall campaign figures of 2-4 % are very
common, 10-20% is not unusual with 100% being
possible for individual keywords.
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Google Alerts
Who is talking about you online?
What are they saying?
Which papers and websites are covering your stories?
What are your customers & competitors up to?
Google News Alert for: "Pershore College“
College opens its doors to new students
Evesham Journal - Evesham, UK
PROSPECTIVE students at Pershore College will get a first
hand chance to find out more about its green-fingered
courses. The college is holding an open day ...
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Media release strategies that go viral
Press releases are dead
Today, as well as thinking about the domestic press,
we need to think about search engines and going viral
with our Media Releases
A well written media release can serve the local press
and search engines equally as well. Just think about
the keywords you use when writing the media release
and, as well as sending it to your usual outlets, put it
on a news distribution site, e.g. PR.com or one of the
100+ alternatives.
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Social and business networking
strategies
How can social and business networking sites be used
to grow your business?
Twitter, Facebook, LinkedIn etc
Profile, ads, search, questions/answers etc
The message is more important than the medium
Few people are interested in what you had for breakfast
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Additional strategies to get the
media to chase you
Where do journalists find experts?
• www.Expertsources.co.uk
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How many experts?
Retail 10
Hotel 3 – no hoteliers
• College merger
• Shared Services
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Plumbing 1
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Three Ways to Grow a Business
More Transactions per Customer
More Value per Transaction
More Customers
These are the only ways to grow as
business .. There are no others
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Growing a business that fast is NOT easy
There are no quick fix answers
It does not happen over night
It takes a lot of hard work
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Can You Envisage the Possibility Growing
Your Business a Small Amount
Lets Assume Your Turnover is 100
sales/month
Can you envisage making an extra 3 sales?
That’s just 3% more
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Month
Customers
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100
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103
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106
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This principle applies to turnover
and profit
In fact if you improve turnover by
a given percentage it is likely that
your profit will grow by a larger
margin – if fixed costs remain the
same or if unit costs reduce
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Three Ways to Grow a Business
More Transactions per Customer
More Value per Transaction
More Customers
These are the only ways to grow as
business .. There are no others
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Finding new customers is harder
than working with your existing
customers
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Use Multi-Channel Marketing
… don’t rely on a handful of
marketing methods
How many marketing methods do you
currently use?
Which methods do you use?
1
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If you rely on one or two marketing methods
you can be in real trouble
What if your Yellow Pages advert is incorrectly
printed ….. With the wrong telephone number?
Or not printed at all?
Or if your competitors all decide to use Yellow
Pages and you are suddenly one of dozens of
advertisers?
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Five point marketing plan
1.
2.
3.
4.
5.
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Review
There are hundreds of marketing tools available to us and we
have demonstrated a small handful today.
Many are low cost or free; many can be used to automate your
marketing; many can be used to test, measure & improve your
marketing and many will effectively engage your prospects and
customers.
All of the tools available can be utilised within a RATE marketing
strategy.
We need to integrate the traditional with the new.
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Stefan Drew
01926 632 794
[email protected]
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TheMarketingMagician.co.uk
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