Finding Your Customer

Finding Your Customer

• Who To Look For• How To Show Up• Where To Look• How To Be Seen/Heard• How To Get Found

Helping Prospects To Buy

• Connect• Relate• Appeal• Promote

Keeping The Lead Funnel Filled

• Hunting• Being Heard / Seen• Getting Referred• Getting Found

What’s Your Brand?

Logo

Promise

Customer's Experience

Value Proposition

Story

Personality

Goods / Services

USP

Problem You SolveYour Place

In The World

Know Thy Self

• Brand: what you stand for• Brand: what you effect• Brand: what’s your story• Brand: where/how you fit

Know Your Sources

Vendors

Suppliers

Friends & Family

Groups

Organizations

Communities

Clubs

Activities

Customers

Know Thy Customer

• What they stand for• What’s their life style• What’s their point of pain• Where/how they fit

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

Who Is Your Best Customer?

Who Is Your Best Customer?

PERSONA BUILDING

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

Rationalize It Later

Align Your Message To Your Audience

Impress Your Lady!

We’ve Got Awesome Gear

25% OFF

Align Your Message To Your Audience

Impress Your Lady!

We’ve Got Awesome Gear

25% OFF

Fun Is Good

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?

Think Strategically

Tactics Support Strategy

How You FitHow Your Marketing Fits

The Buyer’s Cycle

For Every Buying Stage

How will you move them through to sale?

The Buyer’s Cycle

Planning

Systematize For Big Results

24

Nurture

Get A CRM

Get A CRM

What Are We Planning For…

Planning

Marketing Eco System

My Biz Card

Content Strategy

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

Me VS You

“We make the best ibuprofen in the world.”

vs

Me VS You

Processes & Campaigns

7-10 Touches To Make A Sale

REWARD / ACKNOWLEDGE

Drives Loyalty / Repeat Sales

Calendar It

Measure It

Keeping The Lead Funnel Filled• Hunting

•In Person•On Line

• Being Heard / Seen• Getting Found• Getting Referred

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

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)

Getting Leads One At A Time

42

• 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

43

Generate Awareness

44

Recommendations

Referrals

Prospects

Are You Safe?Can I Trust You?Are You Real?

Are You Meant For Me?Do You Even Care?

What They’re Wondering:

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

ROI of RelationshipsHigher Than Advertising

47

CONVEY TRUST

Real testimonials from real people from real companies.

Customer Ratings *****

Hunting On Linewhat you will need

• Great Website• Great Tag Line• Great Profiles• Testimonials• Landing Pages & Lead Capture Pages• Great Content That Is Sharable

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

twitter.com/search-advanced

http://triberr.com/ - to find tribes

Being Heard / Seenin Person

• Sponsorships• Teaching / Public Speaking• Demos / Workshops• Fairs, Conventions, Conferences• Community, Association, Etc. • Involvement and/or leadership

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

Hope For A Referral

61

Oh goobers, I forgot that is what you do!

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)

Getting Found

• Directories• Website Rankings for keywords• Articles Ranking for keywords• Tweeting with #keywords• Ads

Understand SEO

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

MARKETING

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

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