landing local customers webinar final

July 7, 2011

www.zerodivide.org @zerodivideorg

facebook.com/ZeroDivideorg

Landing Local Customers: Small Business Marketing on a Shoe String

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Today’s speakers

Ed Gallagher, Gallagher Direct

Debbie Lamb, Lamb Consulting

Beverly Wilmore, CBS Local Media

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Audience poll question #1

Are you a…???

• Nonprofit

• For profit

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Audience poll question #2

How may employees do you have in your business?

• 1

• 2 to 5

• 6 to 10

• More than 10

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Audience poll question #3

Do you have one or more dedicated sales or marketing staff?

• Yes

• No

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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

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33

11

People, Tools and Process Concept

Sales Steps for Success44

Recap & Next Steps55

66 Suggested Reading

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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?

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• 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

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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

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Sales Steps for Success!!!

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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

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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

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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

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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

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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

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Where Is Money Being Spent Today?

Source: Mashable, June 2011

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What Is Working Online?

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Direct Marketing = Direct Response

= Scientific Testing

Direct Marketing – What is it?

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33

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= Database Marketing

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- Direct-to-consumer

Direct Response vs. Traditional Marketing11

- Catalog

- Other channels: Phone, Web/email, TV

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- 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!!

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- 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?

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- Customer database is key, cultivate it.

- Repeat customers

Database Marketing – What is it?22

- Referrals

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- 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

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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

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Today’s speakers

Ed Gallagher, Gallagher Direct

ed@gallagherdirect.com

719-238-0957

Debbie Lamb, Lamb Consulting

lambdebbie@gmail.com

(707) 557-7425

Beverly Wilmore, CBS Local Media

bevwilmore@comcast.net

(707) 246-9039