the build your fortune marketing plan by fortune marketing company
DESCRIPTION
Learn 9 Easy Steps to build a successful Marketing Plan to help you build your Fortune. The Fortune Marketing Company 9 step plan to small business Marketing success! Packed with tons of free Marketing ideas, Marketing tips, and Marketing advice for small businesses. Learn how to define a target market, stand out from the competition, use social media, referrals, and public relations. Plus you will learn some amazing secrets to never fail at marketing again!TRANSCRIPT
Marketing Boot Camp:
The 9 Step “Build Your Fortune”
Marketing System
Presented by:
Carolyn Higgins
Fortune Marketing Company
http://FortuneMarketingCompany.com
Welcome to Marketing Boot
Camp!
Agenda
I. What is Marketing
II. Primary Purpose of Marketing
III. New Definition of Marketing
IV. Developing the Foundation
V. BREAK
VI. Executing the Plan to Build Your Fortune
Let’s Talk Marketing!
What is Strategic Marketing?
Strategy is a focus rather than a plan
A strategic plan gives a company focus – a
vision of where you want the company to
go
The Primary Purpose of Marketing is..
….To Set Proper Expectations!
Marketing is about ensuring customer
experience meets or exceeds what is
promised… every single time!
The Primary Role of Marketing
Help YOU,
the Business
Owner,
Achieve Your
Goals
What is Marketing?
Wikipedia: Marketing is:
“ A social and
managerial process
by which individuals
and groups obtain
what they need and
want through creating
and exchanging
products and values
with others."
New Definition of Marketing
Getting people who have a
need to
know, like and trust you.
Marketing is a Process
1. Set Goals
2. Attract the Most Profitable Clients
3. Bury the Competition
4. Sell What hat do your customers REALLY buy
5. Build a Powerful Lead Generation System
6. Create KILLER content
7. 4 Essential Internet Marketing Tools every
business owner needs
8. The #1 Secret to Marketing Success
9. Take Control of your Marketing
1. Set Goals!
What is Your Primary Aim?
Your business
Your customers’ experience
Your life
Develop a Roadmap
Short term and long term
Define KPIs
Identify gaps
2. Define a Target Market
“You simply cannot be all things
to all people. Narrowing your
focus will help you distinguish
your business from all others
and focus on your ideal
customer”
– John Jantsch, Duct Tape Marketing
Do I Need a Target Market?
Who is most likely to buy?
When are they most likely to buy?
How much money is wasted chasing the wrong
people at the wrong time? ?
Your Ideal Customer
What is ideal?
Value and respect your business
Profitable
Refer others
Those you want to clone!
.
What to Look For?
Look at existing clients –similar values
are often a good fit.
Demographics
Psychographics
Geographics
Behavior
3. Bury Your Competition!
Avoid the 2 Most
Dreaded Words in Sales:
“How Much”
Find Your Core Difference
Why did you choose us?
What do we do that others
don’t
Why do you refer us?
What do we do that others
don’t
What themes emerge?
Interview best customers
Find Ways to Stand Out
Create BUZZ
Find the little things that mean a lot
Where is your industry lagging? Grab on!
Communicate Your Core
Difference Vision Statement
Core Marketing
Message
Verbal Business Card
4. Sell What Customers Really
Want to Buy!
Your Target Market buys for 2 reasons:
•They buy a way out of pain • A problem that needs to be solved
•They buy out of desire •Prestige, belonging, pride, recognition, etc
.. And Why Do They Buy from
You?
Your unique product or service
Your unique process
Your unique experience
Your unique people
Your unique guarantee
Your unique packaging
Your unique delivery
Your solution to a problem
5. Create Killer Content
Blogs
Video
Podcasts
Webinars
Websites
Articles
Killer Content Educates, It
Doesn’t Sell!
Printed Collateral Variable, dynamic, relevant
Your online education Blogs, articles, comments
Your presentations No more sales pitches!
Your content strategy How, when, and where you educate
Educate To Build Trust
Position your company as a
giver, not a seller
Educate and inform
Be relevant
Be helpful
Be timely
Be fun!!!
6. Build a Powerful Lead
Generation System..
Advertising
Social Media
Public relations
Referral systems
Advertising
• Narrowly focused
• Remember: target marketing and core message!
• 2-step – direct response
Get permission
Improve awareness of your content
Build trust
Social Media
77% of internet users read a blog
400 million people on Facebook
50 million Tweets per day
45% of internet users have started a blog
83% have viewed a video online
36% think more positively about companies that have blogs
◦ Source: Universal McCann Wave3 research into social media and furturebuzz.com
Go Where Your Target Market Is!
What Social Media is right for you?
Engage = 80/20 rule!
SEO and Claiming Real Estate
Public Relations
Build relationships – don’t pitch!
Monthly touch
Be Newsworthy
Use online press releases
Referrals
Be more referable
Target sources Clients
Strategic partners
Educate Who is your best client
How a referral is handled
Offers
Follow-up
7. Four Web Tools You Can’t Live
Without
New research shows that 77%
of US adults use the Internet
as an information source
when shopping locally for
products and services.
~ Kelsey Group
Must-have online tools
Google Alerts
Google Analytics
Social Media Management Tools
◦ Netvibes
◦ TweetDeck
Blog
8. The #1 Marketing Secret to
Marketing Success
STOP GUESSING!!!!
You Must Become Diligent!
Test!
Track!
Measure!
Repeat!
Marketing boils down to..
Generating more leads
Converting more leads
Selling more to existing customers
Increasing your average sale amount
Your Focus needs to be on Tracking,
Measuring, and Increasing these 4 things
in order to achieve your goals
9. Take Control of Your
Marketing
Keep a calendar
Invest the time
Invest in the tools
Hire if you need to!
Conclusion
Primary purpose and function of
marketing
Define Marketing
Use the 9 Steps
Put ONE idea you learned
tonight into practice tomorrow
2 Great Offers to Help You!
Feedback Forms
Fortune Marketing
Company
Website: FortuneMarketingCompany.com
Blog: FortuneMarketingCompany.com/marketingblog
Facebook: facebook.com/FortuneMarketingCo
Twitter: Twitter.com/FortuneMktgCo
LinkedIn: Linkedin.com/in/carolynrhiggins
Email: [email protected]
Phone: 707.718.4489