creating a marketing foundation
TRANSCRIPT
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Creating a Marketing Foundation
Prepared by Bill Brelsford for
Constant Contact Small Business Marketing Summit
December 9, 2010
What To Do Before Jumping Into Tactics
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Who Is This Guy?About Bill Brelsford
Owner of Rebar Business Builders, a marketing consultancy specializing
in helping professional service firms become more profitable.
Certified Duct Tape Marketing Consultant
Former practicing Certified Public Accountant (CPA)
20+ years experience creating and automating business systems
QuickBooks Small Business Expert in the areas of Starting & Growing and
Marketing & Sales
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At the end of this session
• You will have a framework for determining the how to EFFECTIVELY use social media tools in YOUR business
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Marketing is…
Getting someone, who has a need,
to know, like and trust you
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A sale happens when a customer
• Has a problem or need• That you can solve or fill• AND they are willing and able to
give you money to do so
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When Buying & Selling Processes Don’t Match
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Buying Process
Status Quo Priority Shift Research Options Step Backs Validation Choice
Source: eMarketing Strategies for the Complex Sale by Ardath Albee
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Marketing’s Reach (past)
Status Quo Priority Shift Research Options Step Backs Validation Choice
Marketing Sales
Source: eMarketing Strategies for the Complex Sale by Ardath Albee
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Marketing’s Reach (present)
Status Quo Trigger Event Research Options Step Backs Validation Choice
Marketing Sales
Source: eMarketing Strategies for the Complex Sale by Ardath Albee
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Window of Dissatisfaction
Status Quo Window of Dissatisfaction
Searching for Alternatives
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What Triggers Your Customers?
• Life events – birth, death, marriage,
graduation, divorce
• New hire, promotion• Product launch• Move• New business, funding
(loan, grant, etc)
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Know
Like
Trust
Try
Buy
Repeat
Refer
The Marketing Hourglass
© Duct Tape Marketing – all rights reserved
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Know
Like
Trust
Try
Buy
Repeat
Refer
Don’t Skip From Know to Buy
© Duct Tape Marketing – all rights reserved
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•Articles•Ads•Referrals
Know
•Web site
•Reception
•Newsletter
Like
•Marketing kit
•Free report
•Sales presentation
Trust•Webinar
•Evaluation
•Nurturing
Try
•Service team
•New customer kit
•Finance/delivery
Buy
•Post project survey
•Cross selling
•Quarterly events
Repeat
•Results reviews
•Partner intros
•Peer2peer events
Refer
The Marketing Hourglass – Sample Tactics
© Duct Tape Marketing – all rights reserved
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My Contact Information
Bill BrelsfordRebar Business [email protected]
www.rebarbusinessbuilders.com
http://www.google.com/profiles/billbrelsford