Download - Finding Your Customers (May 2013)
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Finding Your Customer
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Finding Your Customer
• Who To Look For• How To Show Up• Where To Look• How To Be Seen/Heard• How To Get Found
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Helping Prospects To Buy
• Connect• Relate• Appeal• Promote
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Keeping The Lead Funnel Filled
• Hunting• Being Heard / Seen• Getting Referred• Getting Found
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What’s Your Brand?
Logo
Promise
Customer's Experience
Value Proposition
Story
Personality
Goods / Services
USP
Problem You SolveYour Place
In The World
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Know Thy Self
• Brand: what you stand for• Brand: what you effect• Brand: what’s your story• Brand: where/how you fit
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Know Your Sources
Vendors
Suppliers
Friends & Family
Groups
Organizations
Communities
Clubs
Activities
Customers
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Know Thy Customer
• What they stand for• What’s their life style• What’s their point of pain• Where/how they fit
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Define A Best Customer• Purchase – average spend per purchase• Frequency – how often they purchase• Paying – how they pay• Relationship – how they react, relate• Influence – who can they influence• Loyalty – price shop, share, rate, review, refer • Lifetime Value – how long will they stay
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Who Is Your Best Customer?
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Who Is Your Best Customer?
PERSONA BUILDING
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Know Why They BuyWe Buy To Fulfill A Need
Maslow's hierarchy of needs is a theory in psychology, proposed by Abraham Maslow in his 1943 paper A Theory of Human Motivation
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Rationalize It Later
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Align Your Message To Your Audience
Impress Your Lady!
We’ve Got Awesome Gear
25% OFF
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Align Your Message To Your Audience
Impress Your Lady!
We’ve Got Awesome Gear
25% OFF
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Fun Is Good
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Research
•Keywords: what are your keywords – including long-tail and how are your competitors doing with these keywords? Opportunity Keywords. (Freekeywords.wordtracker.com, Google Analytics, Google Keyword Suggestion tool, search on Google and look at their suggestions…)
•Competitive Keyword Analysis: what keywords are your competitors beating you at and how are they doing it? (adwords.google.com)
•Competitive Analysis: beyond the keywords, how are your competitors positioning, valuing and presenting. What do they offer?
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Think Strategically
Tactics Support Strategy
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How You FitHow Your Marketing Fits
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The Buyer’s Cycle
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For Every Buying Stage
How will you move them through to sale?
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The Buyer’s Cycle
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Planning
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Systematize For Big Results
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Nurture
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Get A CRM
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Get A CRM
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What Are We Planning For…
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Planning
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Marketing Eco System
My Biz Card
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Content Strategy
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You’re Gonna Need Some Stuff
Copy Graphics Photos Videos Web copy Logos Products Demos
Newsletter Charts People Intro
Posts Graphs Staff/Team Instructions
Emails Illustrations Customers Interactions
User Guides Examples Montage
White Paper Stories Having Fun
Tips Testimonials
Letters/Cards
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Me VS You
“We make the best ibuprofen in the world.”
vs
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Me VS You
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Processes & Campaigns
7-10 Touches To Make A Sale
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REWARD / ACKNOWLEDGE
Drives Loyalty / Repeat Sales
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Calendar It
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Measure It
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Keeping The Lead Funnel Filled• Hunting
•In Person•On Line
• Being Heard / Seen• Getting Found• Getting Referred
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Hunting in Personwhat you will need
• Great Elevator Pitch (hint: not who and what you are or even what you do but what’s the outcome you create.)
• Business Card
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Hunting in Personwhere to hunt
• Networking Groups• Business & Industry Groups• Professional Associations• Fairs, Conferences, Conventions• Community Groups & Organizations• Volunteer Groups & Events• Activities (social, sport, religious, age related)
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Getting Leads One At A Time
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• No gatekeepers• Start and/or maintain relationships with decision makers, influencers, customers, fans• Keep ‘top of mind’• Protect your reputation• Expand circle of influence• Find hidden opportunities• Turn a sales cold call into a warm call• Remove geographic or budgetary boundaries
Super Charge W/ Social Media
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Generate Awareness
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Recommendations
Referrals
Prospects
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Are You Safe?Can I Trust You?Are You Real?
Are You Meant For Me?Do You Even Care?
What They’re Wondering:
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How “extreme kindness” embeds you in the mind of prospects so YOU are the
first one they think about and buy from!
Be of Assistance
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ROI of RelationshipsHigher Than Advertising
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CONVEY TRUST
Real testimonials from real people from real companies.
Customer Ratings *****
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Hunting On Linewhat you will need
• Great Website• Great Tag Line• Great Profiles• Testimonials• Landing Pages & Lead Capture Pages• Great Content That Is Sharable
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Hunting On Linewhere to hunt
• LinkedIn (your network & groups)• LinkedIn Search• LinkedIn (company pages)• Twitter via #keywords, twellow, followerwonk• Facebook (your network)• Google+• Online communities and membership sites
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twitter.com/search-advanced
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http://triberr.com/ - to find tribes
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Being Heard / Seenin Person
• Sponsorships• Teaching / Public Speaking• Demos / Workshops• Fairs, Conventions, Conferences• Community, Association, Etc. • Involvement and/or leadership
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Being Heard / Seenon line
• Webinars, Blogs, Vlogs, Videos, Slideshare, Pinterest, Google+…..• Twitter: ReTweet, @chat, Paper.li• LinkedIn: group participation• Answer Questions: Quora, Yahoo, Answers.com• Guest posts, articles, comments
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Hope For A Referral
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Oh goobers, I forgot that is what you do!
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Help Them Help You
• Your online content and emails should be sharable across multiple channels• Ask for ratings, recommendations, testimonials – and help them with the ‘copy’• You go first…. • Ask for an introduction (and tell them why it makes sense for them)
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Getting Found
• Directories• Website Rankings for keywords• Articles Ranking for keywords• Tweeting with #keywords• Ads
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Understand SEO
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Understand SEOPerceived value to user
Social signals page level
Social signals domain level
CTR/ Bounce Rate
Readability / Usability
Advtg vs content
On-page topic modeling
Qty paid results
External anchor text links
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MARKETING
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RESOURCES•Duct Tape Marketing – John Jantsch
•The Zen of Social Media Marketing – Shama Hyder Kabani
•E-Myth Revisited – Michael Gerber
•ReWork – Jason Fried & David Heinemeier Hansson
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Presented by:
Twitter: twitter.com/MardySitzerFacebook: facebook.com/BumblebeeLLCGoogle+LinkedIn: linkedin.com/in/MardySitzerSkype:MardySitzer
Mardy SitzerBumblebee Design & Marketing LLC212-677-4050
www.bumblebeellc.com Weekly Blog: Notes from the Hive Monthly Newsletter