How to Transform Your Business into a Marketing Services ProviderJohn FoleyCEO interlinkONEGrow Socially

John Foley, Jr. - Introduction

interlinkONE SAAS Enterprise Marketing

Management Software

Grow Socially, Inc Strategic Outsourced

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

I love Marketing!

@JohnFoleyJr

Strategies, Plans, Case Studies Campaign Ideas, and More.

A guide to help you grow your business!

NewPathToProfit.com

The Book

What’s on the Agenda

What It Means to Diversify

Transforming Your Business

Case Study for Inspiration

WHAT IT MEANS TO DIVERSIFY

PSP vs. MSP: The Difference

PSP: Focused on Hardware and selling transactions

MSP: Focused on Solutions and selling a solution that meets customers marketing needs

Of course….

It Takes Time to Successfully Diversify!

Year 1 Year 2 Year 3

- Basic Mgmt. Disciplines- Business Plan- Print, Mailing, Fulfillment

Additional MSP Capabilities

Fully Developed MSP

Assessment

Business Transformation

Sales Process Redefined

Marketing Communications

Marketing Service Providers

Education•Seminars•Classes•Whitepapers, Articles,•Webinars

Marketing Execution

Print•Digital•Commercial•Offset•X,Y,Z

Pri

nt

Mai

l

Fu

lfill

men

t

Mail•Bulk•Presort•X,Y,Z

Fulfillment•Kitting•Small Box•Literature•Premiums•Product

Sales Assessment

Education

Business PlanBusiness Plan - Resource Assessment- Business Management

Delivering Marketing Communication programs,

•Marketing Programs•Email•Webinars•Training•Social

•LinkedIn•Facebook•Twitter•YouTube

BusinessAssessment

Data Management

Education

Year 1 Year 2 Year 3

Business Fundamentals-Plans-PositioningDabble in some offerings:-Purls-Emails-VDP- Cross Media

Capability additions:Data ManagementMulti-Channel OfferingsExecuting integrated campaigns-Emails, PURLS, VDP, QR Codes -Workforce training-Technology to support-FULL Campaign Management

Fully Developed-Brand-New marketing offerings-Customer recognized partner not vendor-New technology and/or solution aware

Transformation Timeline

Business/Marketing/Sales Process Redefined

Business >>>>>>>>>>>>>>>Transformation

What’s involved in marketing services?

Let’s take a look…

Create Campaigns!

More than “One-and-Done”

Lead Database:All responses collect in one database. Real Time, Centralized, Online, Qualified.

Pick Your Audience: Choose your target audience.

Response Channel: Give your audience a way to respond.

Pick A Channel: Choose which channel would be the most effective way to contact your audience.

Sales Reports

Lead Distribution

Response Fulfillment: Kitting, Email, Electronic, VDP, POD, Mail, ect.

Measure: Marketing Reports & Dashboards automatically generated.

Repeat: Repeat the cycle for more effect.

Pick A Media: Choose which media would be the most effective way to contact your audience.

March SeminarMarch Seminar

EmailEmail SMS / TextSMS / Text PrintPrint

Invitation EmailInvitation Email Invitation TextInvitation Text Direct Mail Invitation

Direct Mail Invitation

PURL / Response Page

PURL / Response Page Reply TextReply Text PURL

/ Response PagePURL

/ Response Page Call CenterCall Center

- Week Follow-Up -

Reminder EmailReminder Email Reminder TextReminder Text Reminder Direct Mailer

Reminder Direct Mailer

PURL / Response Page

PURL / Response Page Reply TextReply Text PURL

/ Response PagePURL

/ Response Page Call CenterCall Center

Measuring Response Rates

Email vs. Text vs. Print

22% You’re Invited!

6% Win a FREE gift!

47% Check out our March Seminar

25% Are you interested in attending?

Measuring Subject Lines

Sample, Multi-Channel Campaign

Marketing Services: Example

Japanese company, no presence in US

No prospecting database

Fully-integrated multi-channel approach

www.sunchlorellausa.com

The Approach

Multi-Channel, Media, Response Campaign Direct Mail Email Website Social Networks Banner Ads Magazine Ads

Sun Chlorella Website

Web Site

E-E-CommerceCommerce

A

B

C

A

B

C A

B

C

D C B A A B C D

Boomers (35-55)

The 20 something’s 20-34Touch points to gather information and drive to website or shopping cart

Touch points to gather information and drive to website or shopping cart Seniors (55+)

Touch points to gather information and drive to website or shopping cart

Visitors who left.

Visitors who purchased.

Out

boun

d Em

ails

Dire

ct M

ail

Bann

er A

dsSo

cial

Med

ia

Soci

al M

edia

Bann

er A

dsD

irect

Mai

lO

utbo

und

Emai

ls

Drive back to website or

shopping card through medias

Nutritional Configurator

Implementation Steps

Embrace Integrated Multi Channel Marketing Demonstrate you understand customer’s

problems… and can solve them Work with marketing, establish that relationship Show examples/industry studies of success in

integrated marketing Do your research on marketing websites Practice what you preach

Additional Help – Free White Paper!

http://ilink.me/HolyGrail

What’s Next?

Now that we know what diversifying looks like…

… how do we actually transform?

TRANSFORMING YOUR BUSINESS

Before You Move Forward…

To change,you must have a Plan!

Change in Messaging

External: Website and Collateral

Internal: Mission Statement

Change in Sales

Solutions vs. Commodities

Resources, Demos, Toolkit

Questions and Listening

Photo Credit

Change in Resources

Marketing support!

Database Management

Website Development

Mobile Applications

Photo Credit

Change / Increase Self-Promotional Efforts

Bring your offerings to market

Speak volumes of VALUE

Eat your own dog food

Walk the Talk

Practice what you preach

Create your Strategy,

Business Plan, & Infrastructure

The Strategy

Business Plan Marketing Plan Sales Plan Financial Plan Organizational Needs Measure

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

Crucial Components of a Business Plan

Management and personnel

Administrative organization

Contingency planning

Organizational Structure

Risk Management

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

• Do you have enough Capital?

Financial Plan

The investment budget

Statistical data (ratios)

ROI

Financial projections

The Marketing Plan

Expo Event8AM-6PM

Send out flyers to clients

Announce on website

Email eNewsletter (Announce)

Tell colleagues you’re attending

Send thank you cards

Enter new contacts in CRM

Mail -Monthly Newsletter

Create Post, Link back to website

Announce on &

Comment on event’s page

Connect with Keynote Speakers on

Join in on event’s hashtag

Share speaking presentation on

Friend new contacts on

Share event article on

Share event article onAnnounce

booth # with video post

Follow-Up Post Pictures

Marketing Calendar

Marketing Resources: Needs

Plan then EXECUTE Secret (You need a resource

to do this! End of Story!)

Create Content through:

Writing Video Audio Presentations

Conversational

Mobile/Social

Mobile Opportunities

• QR Codes

• Mobile:• Websites• Landing Pages• Surveys• Registrations• Online Profiles• Resumes

• And more!

Sales Resources: Needs

Willingness to embrace change!

Solution-selling vs. Transactional-based

Not completely afraid of social media

But know this… it’s not for everyone

IT Resources: Needs

Ability to manage data (Excel, CSV, Access)

HTML/Web Development Experience

Basic Understanding of Web Security

Not Afraid to Communicate with Sales & Marketing

Key Steps to Success

Plan, Plan, Plan

Get Marketing Expertise on your Staff

Get Close with Customers

Set Expectations

Constantly Review

Self-Promote

Measure

CASE STUDY FOR INSPIRATION

Let's Learn Together!

Rescigno’s Marketing

The Problem

Mailer in the Red Ocean like most No new strategic business plan Wrong human resources to deliver Lack of Marketing & Sales plan Brand and message wrong Tactical approach in social Non engaging or interactive website Bought an HP Indigo (and no plan for selling 1to1

plus) And the beat goes on …

• No consistent branding

• Cluttered homepage

• No blog

• No consistent flow

• Hard to navigate

• Minimal functionality

Rescigno’s Mailing Solutions

Rescigno’s Mailing Solutions

LinkedIn

Facebook

Twitter

YouTube

Rewrite of business plan Financials – pricing, all resource requirements Marketing plan Sales Plan SWOT

New Brand and MessageExtreme Makeover based on planWalk the TalkOh yeah! They still service and sell print and mail!

The Solution

• Professional

• Showcases Value

• Promotes New Services

• Social Friendly

• Blog & YouTube Integration

• User Friendly

• Easy Navigation

• Form Integration

Website Change

Social Networking Change

LinkedIn

Facebook

Twitter

YouTube

“Compared to last year at this same time, we are up 16% in sales.  That 16% increase in YTD activity is now allowing us to begin to think about doing more than simply surviving.”

Ron RescignoPresidentRescigno’s Marketing

The Results

Action Items to Take Home

Soul Search

Business Plan Review

Marketing/Sales Plan

Find the Right Resources

Self Promotion

Read the Book

NewPathToProfit.com

Free Plans!http://ilink.me/ThePlans

Q & A / Contact Me!: http://ilink.me/JR

iFlyMobi.com

QRCode

Learn More!

interlinkONE: http://interlinkONE.com

Grow Socially: http://GrowSocially.com

iFlyMobi: http://iFlyMobi.com

The Book: http://NewPathToProfit.com

THANK YOU!