Defining your ideal customer, finding them, and moving them through a system and process to close sales.

1. Finding Your Customer

2. Finding Your Customer
• Who To Look For
• How To Show Up
• Where To Look
• How To Be Seen/Heard
• How To Get Found

3. Helping Prospects To Buy
• Connect
• Relate
• Appeal
• Promote

4. Keeping The
Lead Funnel Filled
• Hunting
• Being Heard / Seen
• Getting Referred
• Getting Found

5. What’s Your Brand?
Logo
Promise
Customer's
Experience
Value
Proposition
Stor
y
Personality
Goods /
Services
USP
Problem
You SolveYour Place
In The
World

6. Know Thy Self
• Brand: what you stand for
• Brand: what you effect
• Brand: what’s your story
• Brand: where/how you fit

7. Know Your Sources
Vendors
Suppliers
Friends & Family
Groups
Organizations
Communities
Clubs
Activities
Customers

8. Know Thy Customer
• What they stand for
• What’s their life style
• What’s their point of pain
• Where/how they fit

9. 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

10. Who Is Your Best Customer?

11. Who Is Your Best Customer?
PERSONA BUILDING

12. Know Why They Buy
We 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

13. Rationalize It Later

14. Align Your Message To Your
Audience
Impress Your
Lady!
We’ve Got
Awesome Gear
25% OFF
Impress Your
Lady!
We’ve Got
Awesome Gear
25% OFF

15. Align Your Message To Your
Audience
Impress Your
Lady!
We’ve Got
Awesome Gear
25% OFF
Impress Your
Lady!
We’ve Got
Awesome Gear
25% OFF

16. Fun Is Good

17. 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?

18. Think Strategically
Tactics Support Strategy

19. How You Fit
How Your Marketing Fits

20. The Buyer’s Cycle

21. For Every Buying Stage
How will you move them
through to sale?

22. The Buyer’s Cycle

23. Planning

24. Systematize For Big Results
24

25. Nurture

26. Get A CRM

27. Get A CRM

28. What Are We Planning For…

29. Planning

30. Marketing Eco System
My Biz Card

31. Content Strategy

32. 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/Card
s

33. Me VS You
“We make the best ibuprofen
in the world.”
vs

34. Me VS You

35. Processes & Campaigns
7-10
Touches To
Make A Sale
7-10
Touches To
Make A Sale

36. REWARD / ACKNOWLEDGE
Drives Loyalty / Repeat Sales

37. Calendar It

38. Measure It

39. Keeping The
Lead Funnel Filled
• Hunting
•In Person
•On Line
• Being Heard / Seen
• Getting Found
• Getting Referred

40. Hunting in Person
what 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

41. Hunting in Person
where to hunt
• Networking Groups
• Business & Industry Groups
• Professional Associations
• Fairs, Conferences, Conventions
• Community Groups & Organizations
• Volunteer Groups & Events
• Activities (social, sport, religious, age related)

42. Getting Leads One At A Time
42

43. • 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

44. Generate Awareness
44
Recommendations
Referrals
Prospects

45. Are You Safe?
Can I Trust You?
Are You Real?
Are You Meant For Me?
Do You Even Care?
What They’re Wondering:

46. 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

47. ROI of Relationships
Higher Than Advertising
47

48. CONVEY TRUST
Real testimonials
from real people
from real
companies.
Customer
Ratings *****

49. Hunting On Line
what you will need
• Great Website
• Great Tag Line
• Great Profiles
• Testimonials
• Landing Pages & Lead Capture Pages
• Great Content That Is Sharable

50. Hunting On Line
where 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

53. twitter.com/search-advanced

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

59. Being Heard / Seen
in Person
• Sponsorships
• Teaching / Public Speaking
• Demos / Workshops
• Fairs, Conventions, Conferences
• Community, Association, Etc.
• Involvement and/or leadership

60. Being Heard / Seen
on 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

61. Hope For A Referral
61
Oh goobers,
I forgot that
is what you
do!
Oh goobers,
I forgot that
is what you
do!

62. 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)

63. Getting Found
• Directories
• Website Rankings for keywords
• Articles Ranking for keywords
• Tweeting with #keywords
• Ads

64. Understand SEO

65. Understand SEO
Perceived 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

66. MARKETING

67. 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

68. Presented by:
Twitter: twitter.com/MardySitzer
Facebook: facebook.com/BumblebeeLLC
Google+
LinkedIn: linkedin.com/in/MardySitzer
Skype:MardySitzer
Mardy Sitzer
Bumblebee Design & Marketing LLC
212-677-4050
www.bumblebeellc.com
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