NextStep Marketing Charlotte SCORE Oct 2012

StrategyB4Tactics™

Your Ideal Client

Presented By: Paul Davis MBA

NextStep Marketing“Success is a planned

event”

StrategyB4Tactics™

• Identify your ideal client• Define a core difference• Connect the dots

Paul Davis, MBANextStep Marketing – Charlotte, NCpdavis@nx-step.com

http://www.facebook.com/NextStepMarketingLLC

https://twitter.com/#!/NEXTSTEPMKTG

http://www.linkedin.com/in/pbdavis

www.nx-step.com

Know Like Trust

Definition Of Marketing

What is ideal?• Values your difference• Profitable• Already refers

ProfitableRefer+Profit = Ideal

Detractors Refer

Pro

fit

Referrals

What are the common characteristics of your most

profitable customers that also refer your business to their friends, neighbors and colleagues?”

Define them• Demographics• Pyschographics• Geographics• Behavior

Locate them• Where do they hang out?• What do they read? • What do they listen to?• What do they search online?• What websites to they visit?• What associations do the belong to?

Understand them• What are their timing triggers?• What do they research first?• What is the problem or pain?• What are benefits to finding a solution?

Sketch them• Create a profile• Assign personas• Images of clients

Talk to them• Why did you buy/hire?• Why do you stay?• What do we do that other don’t?• What frustrates you?• What would you Google?• Who else do you refer?

Strategy before tactics• Identify your ideal client• Define a core difference• Connect the dots

Uncovering your difference• Interview your ideal clients•Communicate your difference

• Your talking logo• Your positioning purpose statement• Your core marketing message• The elements of a brand

The client survey• Interview 8-10 ideal customers• Why did you choose us?• What do we do that others don’t?• Why do you refer us?• Ask your employees

What themes emerged?

Communicate Your Difference

Your Talking Logo (what do you do for a living?)

• Statement and answer• I/we [verb] [target] [unique value]• What do your customers want?• What do your customers buy?• What is the experience?• What is the result?

Really, how do you do that?• Your unique process

• Your unique product

• Your unique service

• Your unique guarantee

• Your unique packaging

• Your unique delivery

Positioning goal/statement • Public vs. private

• Higher purpose

• Why you do what you do?

Core marketing message• Simplify

• Ten words

• One word

Differentiate - Architect• What you do for a living “We help contractors get paid faster”

• Supplemental statement “Zoning adjustment compliance system”

• Positioning goal/statement #1 Design/Build Architect

• Core marketing message “The Contractors Architect”

Identity audit• Support the elements of strategy

• Firm name and logo

• Business cards, letterhead, sales materials

• Website and online brand elements

• Do your own audit

• Know, Like, TrustMarketin

g Element

s

Sales Kit

Marketing Kit

Social Media

EmailBlog

Website

Direct Mail

StrategyB4Tactics™• Identify your ideal client• Define a core difference• Connect the dots

The Inbound Strategy

• Marketing Hourglass• The Content Grid

The funnel is broken

“When it comes to lead and referral generation, a happy customer is the best tool.”

• Who and how, ads, referrals, networkingKnow

• Website, blog content, social media, Like• SEO, webinars, marketing materials,

white papers, testimonialsTrust• Workshops, evaluations, demo, DIY

training, starterTry• Service team, new customer kitBuy• Post project review, cross selling,

customer eventsRepeat• Champion events, partner intros,

peer2peerRefer

1) The Marketing HourglassTM

John Jantsch Duct Tape Marketing

© Duct Tape Marketing – all rights reserved

•Who and how•Ads•ReferralsKnow•Web site/blog•Reception•NewsletterLike•Search•Expert content•Sales presentationTrust•Webinar•Evaluation•NurturingTry•Service team•New customer kit•Finance/deliveryBuy•Post project survey•Cross selling•Quarterly eventsRepeat•Results reviews•Partner intros•Peer2peer eventsRefer

© Duct Tape Marketing – all rights reserved

Filling the gaps – products, service and processesJohn Jantsch Duct Tape Marketing

The product/service mix strategy• What’s your lead capture exchange?• What is your free or trial offering?

• What is your starter offering?• What is your “make it easy to switch” offering?• What is your core offering? Bi-products?• What are your add-ons to increase value?• What is your “members only” offering?• What are your strategic partner pairings?

Map customer experience points

• Marketing• Sales• Service• Education• Delivery• Follow-up• Finance

The Content Grid

• Body of work• Major themes (keywords)• Editorial calendar• Story building• Mixed media

Content that builds trust• How to content• Reviews• Testimonials• Articles

Content that educates

• White papers• Newsletter• Webinars• FAQs• Survey data

Customer generated content

• Automatic referrals and reviews• Testimonials – AudioAcrobat• Video success stories• Video testimonial party

StrategyB4Tactics™

Str

ate

gy

Know Articles, Adds, Referral

Like Website, Reception, Newsletter

TrustMarketing Kit, Free

Report, Sales Presentation, Testimonials

Try Webinars, Plant Tours, Nurturing

BuyService Team, New

Customer Welcome Kit, Financing/Delivery

RepeatPost Project Survey,

Cross Selling, Quarterly Events

ReferResult Reviews, Partner Introductions, Peer-to-

peer Events

NextStep Marketing, LLC pdavis@nx-step.com

Paul Davis, MBANextStep Marketing – Charlotte, NCpdavis@nx-step.com

http://www.facebook.com/NextStepMarketingLLC

https://twitter.com/#!/NEXTSTEPMKTG

http://www.linkedin.com/in/pbdavis

FREE 1 HOUR MARKETING CONSULTATION

CALL PAUL DAVIS @(704) 421-8353

www.nx-step.com