THE STRATEGIC MARKETING SYSTEM Process to attract ideal customers Customer Relationship Pipeline & Buying Path Customer Relationship Pipeline & Buying Path UNAWARE
Don’t know anything about UNAWARE you or your Don’t know company anything about you or your company
BE CHOOSY UNAWARE
Don’t know anything about you or your Idealcompany Target
Market Ideal Target Market
ITM PERSONA
Ideal Target Market
AWARE
Become familiar with you. AWARE Association Become familiar referal, meet you with you. Association referal, meet you
BE THERE AWARE
Become familiar with you. Association Build a referal, meet you Connection
ATTENTION
EXPERIENCE
BE PROVEN INFORMATION GATHERING
BE HELPFUL EXPERIENCE
At this stage, they They are in the may be ready for a EXPERIENCE market for what “taste” or an ATTENTION At this stage, they you offer “EXPERIENCE” They are in the may be ready for a They want more prior to purchase working with you market forCustomer what Relationship Pipeline & Buying Path “taste” or an information and you offer “EXPERIENCE” are ready to explore prior to purchase working with you
BE RELEVANT ATTENTION
They are in the market for what you offer
Prospect
Build a Prospect Connection MARKETING, attract, educate, interact, nurture, manage, track WHO attract, educate, EMOTIONAL MARKETING, interact, HOOK WHAT PROBLEM YOU SOLVE nurture, manage, track WHY WHEN Build a WHERE Prospect Connection HOW
MARKETING, attract, educate, interact, nurture, manage, track
INFORMATION GATHERING They want more INFORMATION information and GATHERING are ready to explore
They want more information and are ready to explore Lead working with you
At this stage, they may be ready for a “taste” or an “EXPERIENCE” Qualified Lead prior to purchase
Qualified Lead
Lead
SIGN UP/ SALE
The lead becomes a customer when they sign SIGN UP/ SALE the agreement and pay. The lead becomes a Service is provided. customer when they sign A customer becomes a the agreement and pay. client after using on a Service is provided. long term basis A customer becomes a client after using on a long term basis
BE FRIENDLY SIGN UP/ SALE
The lead becomes a customer when they sign the agreement and pay. Service is provided. A customer becomes a Customer then Client client after using on a long term basis
Customer Client SALES, qualify, present then proposals,
PROOF CREDIBILITY TESTIMONIALS CASE STUDIES PR Lead
answer objections, close, manage EMOTIONAL EDUCATE SALES, qualify, present proposals, LET THEManswer TRIALobjections,CONNECTION close, manage SAMPLE Qualified Lead
Customer then Client
SALES, qualify, present proposals, answer objections, close, manage
MacInnis Marketing
Small Business Marketing
Better Business Decisions
REFERRAL
The customer is happy to refer you REFERRAL after experiencing The customer is great service and happy to refer you wants to tell your after experiencing story and REFER great service and you to their network wants to tell your story and REFER you to their network
BE CONSISTENT REFERRAL The customer is happy to refer you after experiencing great service and wants to tell your story and REFER Advocate you to their network
Advocate
PROCESS PROACTIVE OCCASIONAL TOUCH Advocate
THE STRATEGIC MARKETING SYSTEM Audit for Small Business
Our goals
Where are we now?
Rank
Where would we like to be?
Our goals
Where are we now?
Rank
Brand - stand out from the crowd
1. 2. 3. 4.
Undifferentiated Better than competition Distinctly different Truly Unique
Partners
1. 2. 3. 4.
Informal Defined Joint programs Highly Productive
Customer/Market Focus
1. 2. 3. 4.
Reactive Demographic Situational Behavioural
Customers
1. 2. 3. 4.
Financial
1. 2. 3. 4.
Unpredictable Patchy Steadily improving Highly predictable
Informal List on a database system Ranked and profiles Ideal customers profiled and targeted for each segment
Marketing
People
1. Struggling to attract and retain right people 2. Patchy - variable record of retaining key people 3. Getting there - success in new hires. Getting right people 4. 100% success in the right people on the bus
1. 2. 3. 4.
Random Planned Aligned Integrated
Sales
1. 2. 3. 4.
Undefined, patchy Documented Sales Funnel Integrated sales and marketing approach
Customer Support
1. 2. 3. 4.
Random Standard Replicable Highly Repeatable
Service/Product Portfolio
1. 2. 3. 4.
Basic Considered Planned Service lifecycle
Time Commitment/ Frames
1. 2. 3. 4.
Undefined Documented Measured Fully Adopted
Exit Strategy
1. Not considered 2. Considered 3. Planned
Pricing Strategy
Behaviours and Values
Systems and Processes
1. 2. 3. 4.
Random Considered Market Driven Value based
1. No set communicated value or behaviour system 2. Some conditions of acceptable behaviour 3. Values and behaviours communicated 4. Valued and behaviours embraced and rewarded 1. 2. 3. 4.
Weak systems Core CRM Aligned Fully Integrated
Where would we like to be?
Marketing Fundamentals Checklist We want to work with Small to Medium businesses that understand that marketing is an investment system. It is an approach to lead generation, brand recognition and employee engagement. To have an effective marketing strategy the following items need to be considered. Please indicate where you are with each of these items: Marketing Fundamentals
Strategy Marketing Plan Research – customers. Competitors. Employee feedback, value proposition, values. Pricing model, Target markets, Marketing action plan Marketing Budget with ROI and resources Marketing staff Ideal Customer Profile List of Key criteria Sales people have criteria
Technology CRM (Customer Relationship Management) (database of customers, suppliers, media by segment used by sales and marketing) CMS Website (Content Management System) Analytics set up on: Website, Social media, Email campaigns
Content Content Plan Communications to Customers, prospects, Media and Employees and through which mediums Style Guide Logo, PMS, Visual Library Social Media Profiles LinkedIn, Facebook, Google+, Pinterest, Instagram, You Tube, Twitter, Blog, Slideshare
Have it (Name)
In Progress
No don’t have it
Don’t have it or need it
Marketing Fundamentals Checklist We want to work with Small to Medium businesses that understand that marketing is an investment system. It is an approach to lead generation, brand recognition and employee engagement. To have an effective marketing strategy the following items need to be considered. Please indicate where you are with each of these items: Marketing Fundamentals
Have it (Name)
In Progress
Process Mapped out Lead Generation Touch Points Email Guides Brochures How toos Letters Tenders/Proposal Offers Customer/ Staff Surveys
People Ongoing Resources Content Lead Gen Web updates Events PR
MacInnis Marketing
Small Business Marketing
Better Business Decisions
No don’t have it
Don’t have it or need it
MacInnis Marketing
Small Business Marketing
Better Business Decisions
Marketing Action Planner Overview Phase
MONTH 1
MONTH 2
MONTH 3
MONTH 4
MONTH 5
MONTH 6
MONTH 7
Build it
Build it
Build it
Launch
Launch
Measure and Repeat
Measure and Repeat
SMP – Research and Strategy Budget
CMS Web CRM Database Social Media Profiles Lead Generation Analytics Style Guide Other tools and training
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