a new path to sustainable growth

A New Path To Sustainable Growth

By John Foley, Jr.

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

John Foley, Jr. - Introduction

I love Marketing!interlinkONE• SAAS• Enterprise Marketing

Management Software

Grow Socially• Strategic Outsourced

Marketing Services /Online Marketing: Social Media, SEO, Website Development

@JohnFoleyJr

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Today’s Overview

• Overcoming Business Challenges

• The New “You”: Tomorrow’s

Successful Printer

• Steps to Transform Your Business

• Ed Wiegand – Solutions in Action

Photo Credit: http://www.flickr.com/photos/74105777@N00/2735966814/

OVERCOMING BUSINESS CHALLENGES

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Three Major Challenges

• Differentiating from our competition

• Dealing with new technologies & trends

• Helping employees embrace change

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Challenge #1

Differentiating from our competition…

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Are We Starting to Look-Alike?

• Are these sustainable differentiators?• Equipment• Print Quality• Price• External Branding

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Challenge #2

Dealing with emerging technologies & trends…

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Do We Ignore or Embrace?

• Ban them in our shops… for everyone?OR…• Start offering multi-channel solutions• Use technology to improve our daily

operations!

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Challenge #3

Helping employees embrace change…

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Where Change Can Be Hard

• “I have ink in my veins”

• “Why market? Business always has come to us”

• “This the way we’ve always done it”

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Why You Should Change

• New Way of Selling

• Marketing Efforts Must be Increased

THE NEW “YOU”: TOMORROW’S SUCCESSFUL SERVICE PROVIDER

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Section Overview

• Using Online Marketing to Create Awareness and Demand

• Incorporating Mobile into the Mix

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Three-Legged Stool

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Inbound Marketing

Websites, SEO, Social Media!

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Content Marketing

Source: http://mashable.com/2011/10/30/inbound-outbound-marketing/

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Questions or Comments?Phone 1.800.948.0113Email Support@GrowSocially.com

Copyright © 2010 Grow Socially, Inc. All Rights Reserved.Copyright © 2011 Grow Socially, Inc. All Rights Reserved.

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Optimize / Social FriendlyeNewsletter Sign-Ups

White PapersOffersEmailsPollsBlogs

Landing Pages

Get Noticed

Engageand

Nurture

InquiriesEngage

andNurture

Integrated Multi-Channel MarketingAction – Publish – Engage – Converse – Share

Social Media Blogging Analytics Content Mgmt SEO

Start with MKTG PlanProduct?Service?Asset?

Qualified and Budgeted

Buyers

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Inbound Goal: Drive Sales!

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Your Website

• Social-friendly, searchable• Interactive

• Blogs• Comments• Landing Page• eNewsletter Sign-Ups• Widgets• Whitepaper downloads

• Calls to action for people to raise their hand

MUST BE ENGAGING!

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Why Social Media?

• 850 Million Users on Facebook

• 500 Million Users on Twitter

• One Trillion Playbacks in 2011

• 90 Million Users in First 6 Months

NOTE: As of March 2012

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

With No Plan… It Often Fails

Photo Credit: http://nomaltbytrack.org/editorial.html

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

1st Step To Success!

• Start with a Plan• Address Goals• Make a Schedule• Know What You Want to Do• Understand and embrace inbound marketing

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Online Marketing Plan Describe the Business

Business Goal

Where Is the Audience Cyclically?

How Does the Audience Use Social Media?

The One Thing / Keywords

Humanize the Brand

Content Resource and Distribution Strategy

How Will You Measure Success?

Strategy Before Tactics!

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

SEO Best Practices

• Keyword Usage• Content Rules!• Inbound Links• Mobile

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

In the Label Industry

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

QR Codes

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Generating QR Codes

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

QR Code Best Practices

• Shorten the URL• Provide Directions & Incentive• Mobilize Your Content• Measure it!

STEPS TO TRANSFORM YOUR BUSINESS

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Before You Move Forward…

To change, you must have a Plan!

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Change in Messaging

• External: Website and Collateral• Internal: Mission Statement

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Change in Sales

• Solutions vs. Commodities• Resources, Demos, Toolkit• Questions and Listening

Photo Credit

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Change in Resources

• Marketing support!• Database Management• Website Development• Mobile Applications

Photo Credit

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Increase Self-Promotion

• Bring your offerings to market

• Speak volumes of VALUE

• Eat your own dog food

• Walk the Talk

• Practice what you preach

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Business Plan

• Executive Summary• Business Section• Market Analysis• Marketing• Sales• Financial• Management• Human Resources

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Organizational Structure

• Management and personnel• Administrative organization• Contingency planning

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Risk Management

• What could prevent you from reaching your goals & what are you going to do mitigate them?

• Do you have enough Capital?

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

The Marketing Plan

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Marketing Calendar

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Sales Process

• Who should you sell to?Procurement? Or Marketers?

• How do you go after them?Selling Transactions? Or solutions?

A New Path To Sustainable GrowthJohn Foley, Jr. | interlinkONE & Grow Socially 2012

Key Steps to Success

• Plan, Plan, Plan

• Get Marketing Expertise on Staff

• Get Close with Customers

• Set Expectations

• Constantly Review

• Self-Promote

• Measure

CASE STUDY FOR INSPIRATION

Thank You