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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, [email protected]
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 [email protected]
Paul Davis, MBANextStep Marketing – Charlotte, [email protected]
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