Free Market Planning Tool Focuses on lead generation. Helps you develop the story to connect you with your customers and helps you explore which tools you'll use to interact with them - face to face, in writing and on-line This is the original planning tool from our 1Man Brand product

1. Free Marketing Planner
Dr Alan Rae – Managing Partner
www.howtodobusiness.com
Our Business is Making Copyright Dr Alan Rae
2007
Your Business Grow

2. Marketing and Sales is a
process – treat it as one
Do you
know what
your ratios
are?
Our Business is Making Copyright Dr Alan Rae
2007
Your Business Grow

3. It’s about
generating leads
1.What’s your story
2.Tell it face to face
3.Tell it in writing
4.Tell it on line
How many leads do you need – and
how good are you at closing them?
Making e-business work - IT, Copyright Dr Alan Rae
2005
Marketing, Leadership

4. What’s your story?
• Clarity is everything
• People need to get what you do
– Straight Away
• Otherwise
– Online - they’ll move on
– Networking - they won’t refer you or act as an
advocate
Making e-business work - IT, Copyright Dr Alan Rae
2005
Marketing, Leadership

5. Your story depends on
your audience
• It depends on whether you’re selling
goods or services.
• Successful selling of services depends on
consistency of service – this is what gets
you referrals and repeat business.
• You are selling to people’s emotions –
their values and their thinking styles.
Our Business is Making Copyright Dr Alan Rae
2007
Your Business Grow

6. The BrainMap helps you
know who you’re talking to
Doing the Numbers Visionary
Making the Close Exploring Options
Checking the Opening the sale
results
Find the Hotspots
Accountant
R&D
Desire
I want it People focus
Aim / Act Building Rapport
Entrepreneur HR
Salesman
Copyright Dr Alan Rae
2006

7. You need to come up
with a simple story
• That connects you to your customers
• That can be expressed concisely and powerfully
• And can be told in the right mix of
– Face to face
– In writing
– On line
• Often enough to get the leads and sales that you need
Our Business is Making Copyright Dr Alan Rae
2007
Your Business Grow

8. What can you
practically do?
• For services it’s a play –
– the action is face to face networking and sales
– The scenery is the online component
• Most people do 12 hours a week
– 25% do more than 8 hours a week on line
– In that time you can write one blog article and keep a presence
on one and a half social networks.
– The front runner for business seems to be Linked-in then
Ecademy which combines on line and offline
– Conventional face to face activity with a bit of PR and adwords
spend seems to be what people actually do.
Copyright Dr Alan Rae
2004-2009
2006

9. The people who do
this best
• Tend to be good face to face networkers
also
• They use these techniques effectively and
intelligently
• They believe it boosts their lead
generation by up to 40%
Copyright Dr Alan Rae
2004-2009
2006

10. Networking and telling
it face to face
• Our interviewees valued people who
– are crystal clear about their offer
– get back quickly
– are positive and expect to give something first
• 40% of those who spent more than 8 hours
networking face to face also spent more than 8
hours on line - and vice versa
Copyright Dr Alan Rae
2004-2009

11. There’s a clear preference for a
group size of 21-40
US prefers smaller than UK
Copyright Dr Alan Rae
2004-2009

12. What’s important in
deciding your strategy
Is your business
• Local / Global
• Scalable / non Scalable
• Do you Hope / Plan
• On line / Off line
• Everyone needs a small local support group –
but some will benefit from a much wider group
also.
Copyright Dr Alan Rae
2004-2009

13. What should you do?
• Find a home group to network with
• Be crystal clear about what you do
– And about who you want to meet
• Get back to people quickly
• Adopt the givers gain mentality
• Decide whether you need to have a strong
online presence – if so use social media
and web 2.0 to build it
Copyright Dr Alan Rae
Our Business is Making Your 2007
Business Grow

14. There’s a shift to
online marketing
14

15. Internet Marketing is
about being found
• Direct page hits
• Links from other sites
– Some are much better than others
• Organic Search (and linking strategies)
• Paid Search
• Creating multiple points of presence like blogs
• Tying them together and back to your own site
Our Business is Making Copyright Dr Alan Rae
2007
Your Business Grow

16. You want to end up with
something like this
1st & 5th for Small Business Marketing
Course
7th & 22nd for Small Business Marketing
9th for Small Business Consultants
12th & 13th for Small Business Research
32nd – 114th for Small Business
Our Business is Making Copyright Dr Alan Rae
2007
Your Business Grow

17. So start thinking in
Keywords
• Because they encapsulate how people think
• And what terms they express their needs in when they’re
searching for it
• In a search engine
• Or generally in conversation
• This will let you start to express your story so that it will
be found
Our Business is Making Copyright Dr Alan Rae
2007
Your Business Grow

18. Now you’ve got them –
what do you do with them?
• Use in anchor text of links from partners – you
may have to negotiate individually but it’s worth it
• Build them into your auto signature when you’re
blogging or posting where Google will see it
• Use for brand consistency with off line messages
• Use to Tag your Blogs
• Use as Meta-tags
– Description Tag is key –it’s the description of your
page within the search engine report.
– Use most important keywords for a 60 char title tag
– And make sure each page is different and relevant
Our Business is Making Copyright Dr Alan Rae
2007
Your Business Grow

19. Now choose your media –
this is what the others do
Technique Use regularly Depend on it Total
One to One selling 43.4 30.8 74.2
Social Networks 50.1 21.6 71.7
Workshops 23.6 6.6 30.2
PR 21.8 7.5 29.3
Online advertising 22.6 4.9 27.5
Email Shots 23.5 3.2 26.7
Newsletters 22.2 2.2 24.4
Direct Mail 18.6 3 21.6
Blogs 14.1 3.7 17.8
Print advertising 13.4 1.4 14.8
Telesales 12 2.7 14.7
Exhibitions 8.9 0.9 9.8
E-zines 5 1.4 6.4
Leaflet Drops 4.4 1.5 5.9

20. What route makes sense to
you - use the right tools
www.synergy-global.com Copyright Dr Alan Rae 2010

21. Measure how you’re
doing
• Cost per lead
• Cost per sale
• How much activity
• What conversion rates for each activity
• Be ruthless at following what works
Copyright Dr Alan Rae
Our Business is Making Your 2007
Business Grow

22. Howtodobusiness.com
.
• Helping companies Grow
• distance learning, workshops and 1 to 1 consultancy
• www.howtodobusiness.com - business resources
• www.1manBrand.co.uk - multimedia sales / marketing course
• www.punchaboveyourweight.com online marketing
• Download your free planning tool here.
• Next Workshop 7th May Arora Hotel Gatwick £77
• email me at alan.rae@aiconsultants.co.uk for more details
or ring on 0845 094 0407 to discuss how we can help you
Our Business is Making Copyright Dr Alan Rae
2007
Your Business Grow