ExpressMarketingSystems

Express
Marketing
Training
37 proven ways of marketing your
business and improving sales

Small Business Marketing Centre

Overview of course
• Session 1: What keeps your customer
awake at night?
• 15 minute Break
• Session 2: 37 ways to market & sell
effectively
• Extra session: Question & Answer, then
Networking


Format of the Session
Please Do… Please Don’t…
• Make notes • Ask questions that are
• Ask simple questions specific to your
as we go along business
• Help yourself to water • Talk when others are
• Write down complex talking
questions to ask at the • Leave with un-
end answered questions
• Get involved


Definitions
• Channel
• Lead
• Lead generating
• Positioning
• PPC
• SEO


Session 1
Get To Know Your
Market


2 Rules in Business
1.Find out what your
customer wants…
2.…give it to them
3. (and charge them for it…)


Objectives for this Session
• Us
• Your customers
• SITA
• ROI
• CPA
• Myths
• Next steps


SITA


S.I.T.A.

•Scab
•Information
•Trust
•Action

Example: Migraine
• Scab • Regular migraines
• Information • How to stop the onset
• Trust • Doctor? Sufferer?
• Action • Instant download


Example: Accountants
• Scab • Receipts in bag
• Information • Find an accountant
• Trust • Ex HMRC
• Action • Year End coming


Demographics

• Type:
• Age/Employees/Turnover:
• Location
• Publications
• Search terms


Why do all this?

• Where?
• Terms?
• Tone?
• Info?


Further Resources

• Forums
• Google alerts (1.2 type & 1.3)

• Twitter Alerts (1.5 & 1.6)

• Blog & News Searches (google reader 1.4)

• Google tool (1.1)


3 Positioning Statements
• Potential Prospect
– What?
– Where?
– Pain?

• Potential Solution
– Ideal?
– Tone?
– Result?

• Potential supplier
– Why this?
– Why me?
– Why now?


3 Positioning Statements:
Migraine
– What? 15-55 suffer from Migraine once a month
– Where? In the UK
– Pain? They will get a Migraine soon

– Ideal? Change something to get no migraines
– Tone? Medical research & testimonials
– Result? Never get another migraine

– Why this? Only one without prescription drugs
– Why me? Ex-sufferer
– Why now? Difference tomorrow


3 Positioning Statements:
Accountants
– What? Self employed, T/O £100k, 2 employees
– Where? 20 miles form Manchester
– Pain? They are behind with VAT return & fear an inspection

– Ideal? Low cost, low effort accountancy system
– Tone? Experienced, calm, advisory
– Result? No more worries (invite HMRC over for tea)

– Why this? Bookkeeper cheaper than accountant
– Why me? I used to keep messy accounts
– Why now? Half price set up for next 10 days


Positioning Statements
• 3 Positioning Statements:
1. “My best prospect is…”

2. “They are looking for…”

3. They should choose me because…”


Target: Migraine

1. “My best prospect is… a migraine
sufferer in the UK and is really worried
about getting another migraine soon”

2. “They are looking for… something based
on medical research that will permanently
prevent migraines”

3. They should choose me because… I
also suffer, and I found a cure based on
medical research/Herbal medicine”


Target: Accountancy

1. “My best prospect is… a small business
who is behind on their financial paperwork”

2. “They are looking for… something that
will help them organise their finances
easily & cheaply”

3. They should choose me because… I
used to be in their shoes and trained as a
book-keeper to help them”


Marketing ‘Metrics’

• ROI
–Amount spent amount
brought in
• CPL & CPA
–Never-ending Marketing Budget
–LV


Session 2
37 Online & Offline
Techniques


1. Funnel Marketing
Advantages
• Cheaper
• Better conv
• Automatic
Disadvantages
• Longer lead time
• More work up front


1. Funnel Marketing: Virgin

Broadband £12.50

TV Package £31

Broadband 50meg

FULL TV
Package £31


1. Funnel Marketing: Us

Free Course

Weekend: £495

Consultancy: £500

Mentorship:
£1500


2. Drip Marketing
• Mechanics behind funnel
• Slow selling
• Automatic
• Use Farm Analogy


2. Drip Marketing


2. Drip Marketing

Seeds (Leads) Water (Info)

Greenhouse Fertilizer
(trust) (free gifts)


2. Drip Marketing
• Use autoresponder
• Use multi-media
– Letters
– Calls
– Emails
– Voice broadcast


3. Track & Test
Tracking Metrics
• Google Analytics (2.1) • Visits
• Goal Conversion (2.2) • Page Impressions
• Domains • Bounce Rate
• 0845 nos • Referring pages
• Names • Exit pages
• Codes
• Vouchers


3. Track & Test

Testing
• Split Test (A/B)
• Channel test
• Web copy (2.3)
• Multivariate (2.4)

3. Track & Test
Tracking Resources • Testing Resources
• Google Analytics • Multivariate
• SitescanGA.com • A/B Split Test
• Domain Stats • Web Optimiser
• URL Shortener • Hypertracker.com
AreMySitesUp.com
• Ranking reports
• Links back to site


4. Niche Website
Advantages Disadvantages
• Very bespoke • Might choose wrong
• High conversions keyword as a theme
• Good quality leads • Slow
• Free (almost) • Low volume of leads
• Good tracking E.g. DidsburyCleaners
(2.5 & 2.6)


5. The 3 M’s of Marketing
Market

Media Message


• Market
–Who?
–Can they afford it?
–Easily identifiable (easy to find)
–Narrow & deep better than shallow
& wide
–E.g. Iceland adverts



• Media
–Match to the other 2 M
–Accessibility of media
–Closer match the better
–E.g ITV3 for Iceland


• Message
–What is their pain?
–Use correct vocab
–Credibility
–Kerry Katona/Coleen Nolan


6. Guarantee & USP
Guarantee
• Specific
• Measurable
• No quibble
• Can you afford it
–Add to cost of services
–OR
–Subtract from marketing budget


6. Guarantee & USP
USP
• Old fashioned
• “Why should I take the action
suggested by you as opposed to
everything other option available
to me, including doing nothing?”


6. Guarantee & USP
USP
• Examples
• John Lewis
• Fedex
• BMW
• THE DADDY: Dominoes
• Guiding statement


7. Expertising

•Like buying from
experts
–Tobacconists vs Tesco
•Experts charge more


7. Expertising


7. Expertising
How do you become an expert?
• Write a book
• Lecture at Uni
• Lecture at IBM
• Article
• Quoted in press
• Top 3 books (Last link in breadcrumb) (2.6, 7 & 8)


8. Build relationships using
CRM
• CRM does heavy lifting
• Examples of CRM
– Act!
– Goldmine
– Salesforce
– Infusionsoft
– Clientstream


8. Build relationships using
CRM
• Drip marketing
• Multi event
– Calls
– Letters
– Brochures
– Email
– Video
– Voicemessage


9. Email Marketing
Pro Con
• Direct • Spam
• Cheap • Recorded
• Immediate • Tonality
• Systemised • Ban


9. Email Marketing
Key Principles
• Relevant?
• Anticipated?
• Personal?
• Sell? Help you buy?
• Necessary?
• Cold call


9. Email Marketing

• Magic email
–I noticed
–We do
–Can I talk to you
–Reply with date & time


9. Email Marketing
Good Examples Bad Examples
• Tesco (5.4) • Some fella (5.5)


9. Email Marketing
Resources
• Seth’s List
• Can I change your mind?
• Big Red Fez


10. Your Website
• Purpose:
– Inform
– Build trust
– Squeeze info
• Selling on email, not on website
• Make it about visitor not you
• (3.4 & 3.5)


11. Advertorial
• Example: Projector


Too Ambiguous

Sales Style Copy

All About The
Product

Features Not
Benefits


11. Advertorial
Rules
• Beat the “Advertising Feature” regulation
• Copy the article format of the publication
• Create the article around topical subject
matter
• Only mention your company towards the
end of the copy
• Include a “friendly face” photograph
• Always have a clear call to action


11. Advertorial
We saw the article in the paper”

“We thought he had a trusting face”

“We knew you were legitimate as the Manchester
Evening News wouldn’t do articles on just
anyone”

“We are about to sell our house, can you come have
a look at the other companies proposal?”


12. Newspapers

Newsprint Adverts:
Classified & Display


12. Newspapers
Headlines

• 8 Reasons to call Chris Skips
• Advice for those ordering a skip
• 7 Reasons why Chris Skips are
different
• Don’t order a skip till you have read
this
• 6 Reasons why I supply the best skips

Where is the headline?

Guarantee? USP?

Where are the benefits?
(Tiny and tucked away)

No response Test

No Strong Call to Action


Clear Benefits In Headline Quotation to Give Authority

Signature?

Threefold Call
Bonus Offer Guarantee Hero Shot
To Action


13. Outdoor Advertising

Outdoor Advertising:
A-Boards, Billboards, Bus, Lorry, Van



www.ArmitageTrailers.com



www.RoadAds.co.uk


www.cbsoutdoor.co.uk


Wrexham Signs:
01978 760672

14. Upselling

Up-Selling:
Add Value for Higher Returns


14. Upselling
“Do you want to make that meal large for only 30p?”

Is it worth the “Hassle” to Up sell?

2500 restaurants in the UK
Serving Approximatley 300 Meals a Day
200 People Choose To “Go Large”
£150,000 per Day on Up Selling!


14. Upselling
Platinum Product or Service
(£300)

Premium Product or Service
(£175)

Product or Service
(£150)


14. Upselling
I.T. Support Company
Package 1: £75 Per Month – IT Support for 3 P.C., 1 free callouts per month,
Unlimited Email Support, Discounted Remote
Assistance.
Package 2: £150 Per Month – IT Support for up to 5 P.C. 2 Free Callouts Per month,
Email Support, 3 Remote Assistance Sessions.
Package 3: £300 Per Month – Total unlimited IT support, no min callouts, unlimited
installations, software support, email support,
Unlimited Callouts, Unlimited Server Support, Data
Backed up daily.


14. Upselling
Larger Product
Stronger Product
Increased Guarantee
Smaller Product
Educate People How to Use It

PRODUCT


Marketing Method 15…

Cross Selling:
Selling Complimentary Products


15. Cross-selling


15. Cross-selling
Why It is Worth Cross Selling Even a Low
Priced Product?

40 Minutes Sale = £100 (Every Minute
you spend with customers is worth
£2.50)

30 seconds Sale = £2 (Every Minute you
spend with them is worth £4)

Cross Sell Examples:
Shoe Shop Yoga Teacher
Polish Mats
Cloths CD’s
Dubbin DVD’s
Shoe Horn Books
Laces Yoga Clothing
Buffers Pod-Casts



Host Beneficiary Arrangement


16. Host Beneficiary
Host Beneficiary Examples
Hair Dresser & Beautician
Dog Trainer & Dog Groomer
HR Consultants & Personnel Survey Company
Accountant & Solicitor
Garage & Tyre Dealers
IT Company & Marketing Consultants
Plumber & Electrician
Office Furniture Company & Stationary Company
Estate Agent & Mortgage Broker
Invoice Finance Company & Business Loan Broker
Debt Advisor & Liquidators
Fast Food Shop & Taxi Firm

16. Host Beneficiary
Host Beneficiary Issues:

• Approaching Host Companies
• Trust Between Host Companies
• Fear of Loosing Customers
• Fear of Loosing Data and Customers
being Spammed
• Fear of New Concept


Internal Mail
Company Communications with Staff


17. Internal Comms

35,000 Employees = £2000
cash
3 responses = 0 Sales

Bad Marketing or
Unlucky?


Audio Communications:
CD’s/Podcasts


18. Audio
Audio Tips:
Record Yourself
Record Your Best Sales Person
Free Advice/Top Tips
Don’t make it all about you
Put a price on it
Include with Direct Mail
Do it on the Cheap
Not too Polished
Don’t forget Marketing Centre
Small Business Call to Action


Referral System:
Automated and Pre-Qualified


Check Customer is Happy

Share Your Business Growth Plans (No
Cheese)

What kind of referrals you want?
What will you give for them?

Update and Follow Through

Thank you!


19. Referrals System

£250,000 from one customer!



Networking:
Don’t Give Up


20. Networking
Are You Lonesome Tonight?
Rejection?
Stuck in the Middle?
Ask and Learn
Build Don’t Pitch
Choose Your Battles

20. Networking
www.networking4business.com
www.bforb.com & www.4networking.biz
www.networkingpink.com (Pink Ladies)
www.gmchamber.co.uk
www.bni-europe.com/uk
Also Look on:
www.businesslink.gov.uk
www.fsb.org.uk
www.manchester.gov.uk
www.business-scene.com

21. Pay Per Click
Pro Con
• Results • Hard
• Quick • Expensive
• Audience • Ongoing
• Track • Competitive
• Test • Lose money
• Unlimited
• Better=Cheaper


21. Pay Per Click
Key Principles
• Research
• …more research
• …and more research
• Tight groups
• Bespoke landing page
• Daily budget
• Location & Day-parts
• Bribe, not a product


21. Pay Per Click
• Marketing (4.1 & 4.2) • Marketing (4.1 & 4.3)
• Weight loss (4.4 & 4.5) • Weight loss (4.4 & 4.6)
• Dog training (4.7 & 4.8) • Dog training (4.7 & 4.9)


21. Pay Per Click
Resources
• PPC Guide
• Google University
• Perry Marshall Book
• Talk to us


22. Landing pages

• Purpose:
–How do people get there
–Why different?
–Test
–Orphan


22. Landing pages
9 Principles (3.8)
1. Headline
2. Bullet
3. Above the fold
4. One offer per page
5. CTA box
6. Small steps


22. Landing pages
9 Principles continued…
1. Design
2. Contact?
3. Always Split-test
1. Position
2. Headline
3. CTA button text & colour
4. Length of copy
5. CTA copy


23. SEO
1. Professionals?
2. Key:
1. Links
2. Relevancy
3. Competition
3. Links from:
1. Directories
2. Blogs
3. Articles
4. Not 2 way


23. SEO
• Relevancy
– Hairdressers in Oldham
– Different to hairdresser in Ashton
– Keyword density
• Competition
– Big? Need help
– Niche down
– Market Sam


23. SEO
• Other factors
– Meta tags
– Yahoo £199
– Link checker
– DMoz
– Social media


24. Social Media
Pro Con
• Easy • Confusion
• Updateable • Time-drain
• Ranking • Distracted
• Communities • Fraud
• Noise


24. Social Media
Key Principles
• Business, not pleasure
• Friends=customers
• Don’t sell
• Relationships
• Not no of friends, no of conversations
• Test
• Schedule updates
• Don’t give up


24. Social Media
• Paul Johnston (5.1) • Mr G (5.3)
• Discussion (5.2) • Selling, No Photos
• Updates • Nestle (5.7)
• Questions


24. Social Media
Resources
• Trust Agent
• HelloTxt
• Ning.com


25. Blog

• Purpose:
–Info
–Views
–Reality: No-one cares
–(except your mum)


25. Blog
• Factors:
–Content
• Video
• Audio
• Slideshow (embed.it & slideshare.net)
–Relevant
–Mailout updates
–Become expert (5.8)
–Themed blog £199


26. Cold Calls
• Very 1990
• Why you doing it?
• Script
• Lead gen not sales
• Numbers game
• (best done with existing customer)


26. Cold Calls
8 steps
1. Preparation
2. Introduction
3. Questioning
4. Objectivity
5. Listen & interpret
6. Inform & educate
7. Involve & co-ordinate
8. Keep notes & follow up (BusinessBalls.com)


27. Door to Door
• You get wet…
• …and learn new words
• Numbers game
• Process:
– Introduction
– Questioning
– Build trust
– Sheep factor
– Close


28. Under promise & over
deliver
• Like dating
• Surprise customer
• Give reason
• Proposal
• DeferredSender.com


28. Under promise & over
deliver
• Example 1: Zappo.com
– First order upgraded ot overnight
delivery
• Example 2: Lovefilm.com
– Extra credit for being lovely
• Example 3: Virgin
– Free TV package


29. 6 Aspects of selling
1. Discover
2. Frame
3. Objections
4. Trial close
5. Risk referral
6. Assume the sale

30. Trade Journals
• Good market
• Niche
• Do your research
• Try to get email list (Engineering email
plain text)
• Display not classified (Editorial best)
• Willings Press Guide, BRADInsight, PPA
or JICREG



Joint Venture:
Mutual Marketing


31. Strategic Alliance
J.V. Ideas
Share Cost of Flyer Drops
Posters In Each Others Premises
Loyalty Bonuses
Discounts
Sell Each Others Products
Advertise on Their Vehicles
Web-Banner on Each Others Websites
Email Market to Their Customers
Test Marketing Methods and Share Results
Buy Subscriptions/Marketing Aids and Share Them
Personal Referrals
Advertise on Each Others Invoices


31. Strategic Alliance
How did we use Strategic Alliance?



Affiliate Marketing


32. Affiliates

Commission Junction www.cj.com
Click Bank - www.clickbank.com
www.paidonresults.com
www.webaffiliate.co.uk
www.Amazon.com



Trade Shows
And The Sneaky Alternative!


33. Trade Shows

www.FantasticMedia.
net



Public Speaking


34. Public Speaking

www.ToastMasters.org

Remember Warren

www.AndrewThorpe.co.uk



Radio Advertising


35. Radio


35. Radio
RAJAR = Radio Joint
Audience Research

Bradley J. Sugars


Public Relations
Not What But Who…


36. PR
Top 5 PR Rules Learned From The “Experts”

1.Don’t Make Your Press Release All About You
2.Present it in a Journalistic Fashion
3.Find Out Names Of Editors/Journalists
4.Send to All The Publications You Can
5.No Blatant Call To Action


36. PR



Unsolicited Direct Mail
All About The List


37. Direct Mail
• Advertising in envelope
• List is most important
• Get 10 responses (statistically
predicable)
• Copy: It’s about them not you
• Test on Google first
• BusinessListsUk.com, & Write to Sell
• Example of DFS

End!
What to do next…


Process for Success
1. Look over notes
2. Work out CPA
3. Set up test & measure
4. Think about niches
5. 50% of marketing budget every month
6. Start Testing
7. Get help


Where to get help
1. Us – 30 days free support
2. People in the group
3. Discussion Board
4. Recruit us!


Offer of Further Help
• Our weekend • Sessions on:
• Benefits – Marketing plan
– Build it with you – PPC
– Our knowledge – Direct Mail
– 12 monthly webinars – Emails
– Lifetime peer support – Advertising
board – Websites
– Free domains etc – Automating


Offer of Further Help
• 1,000% guarantee • Offer today
• £695 per person – 1 day free consulting:
• 2 days, 8.30 -6pm £500
• Plus bonus sessions – Free lifetime pass:
£695
• Plus meal with us
– All books we’ve mentioned
• Plus one to one support today:
£60
– Monthly Stage payments
£95 x 7
– Or £595 for 2
– Offer closes Monday evening
– £50 deposit secures offer for
12 months
Pay £50 today!


Testimonial
• What did you want out of the day?
• What did you et out of the day?
• What was your favourite bit?
• What was the revelation?
• What difference do you think it makes ot
your business? ££
• Your website address & brief description
of your business


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