federation of small businesses, marketing roadshow 2013 - steve revill
DESCRIPTION
I was commissioned by the Federation of Small Businesses to create and deliver an hour long presentation on marketing techniques for small businesses, which was followed by a presentation by Ben Kench on Sales. I delivered 12 presentations across 6 locations in Milton Keynes, Reading, Leeds, Worcester, Coventry and Manchester. This is the deck from the Manchester session.TRANSCRIPT
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NO NONSENSE Marke+ng for Small Businesses
Steve Revill, Partner – Posi1ve Momentum
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But first…
If the person si9ng next to you gave you £1,000 to
spend on ‘Marke1ng’, what would you spend it on?
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Defini+on
“The management process responsible for iden5fying, an5cipa5ng and sa5sfying customer requirements profitably.”
The Chartered Ins1tute of Marke1ng
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…or in other words…
Fish where the fish are
Love your customers
Stand out from the crowd
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…or in other words…
Fish where the fish are
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A ‘typical’ buying process
Problem recogni1on
Informa1on search
Evalua1on
Decision
Ac1on (sale)
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30/10/2013 NO NONSENSE Marke0ng for Small Businesses
Where are your customers looking for ‘informa1on’ to solve their ‘problems’?
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3 ways to get found
Be where they are looking
Search engines
Content marke1ng
Networking
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3 ways to get found
Be where they are looking
Search engines
Content marke1ng
Networking
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Search engine marke+ng -‐ defini+on
“Promo0ng an organisa0on through search engines to meet its objec0ves by delivering relevant content in the search lis0ngs for searchers and
encouraging them to click-‐through to a des0na0on site.”
Dave Chaffey
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…or in other words…
Understand how Google helps people find what they are looking for…
…including your business exper5se and
help with solving their problems.
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It started with a click
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30/10/2013
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30/10/2013
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30/10/2013
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30/10/2013
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Experiment to get the balance right
PAY PER CLICK
Natural search (FREE)
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3 ways to get found
Be where they are looking
Search engines
Content marke1ng
Networking
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Content marke+ng -‐ defini+on
“Content marke0ng is a marke0ng technique of crea0ng and distribu0ng relevant and valuable content to aLract, acquire, and engage a clearly defined and understood target audience – with the objec0ve of driving profitable customer ac0on.”
Content Marke0ng Ins0tute
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…or in other words…
Write stuff your poten5al customers are going to find interes5ng and useful …
... so they find you when they are looking for answers to
their problems.
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30/10/2013 NO NONSENSE Marke0ng for Small Businesses
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3 ways to get found
Be where they are looking
Search engines
Content marke1ng
Networking
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What is the first word that comes to mind when
you hear the word “networking”?
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30/10/2013
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Be more
than interested
interes1ng
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Ask more
B.G.Q.’s
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Showing you are GENUINELY interested in them and their business
The other person has to pause and THINK before answering
Bloody Good Ques+ons!
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Ques+oning Exercise
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…or in other words…
Love your customers
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30/10/2013 NO NONSENSE Marke0ng for Small Businesses
Love your customers
Know who they are
Connect and
engage Know how you’re doing
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Know who they are
What sort of informa5on about your customers should
you keep a record of?
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Connect and engage -‐ newsleSers
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Connect and engage – social media
Listen
Learn
Speak
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Big companies get it wrong…
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Know how you’re doing
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…or in other words…
Stand out from the crowd
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Simon Sinek
● Video extract from TED Talks (removed)
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30/10/2013
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Inject some personality?
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Inject some personality?
30/10/2013 NO NONSENSE Marke0ng for Small Businesses
● Will it blend – ipad (video removed)
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“Because we’re a smaller company, we’re able to put out
something edgy and fun.”
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Do things differently…
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No nonsense marke+ng
Fish where the fish are
Love your customers
Stand out from the crowd
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30/10/2013 NO NONSENSE Marke0ng for Small Businesses