welcome! how to grow your business profitability in 2015
TRANSCRIPT
Welcome!How to Grow Your Business Profitability in 2015
Robin Emiliani• Denver, CO• First time in Vermont• 15+ years in Marketing• Favorite part of Marketing?o Demand Generation!
• Acrolinx, content marketing software company• Ciber, IT services firm• Most interesting job?o College Internship at Walt Disney World
Are You Ready?
TURBULENCE FOR SMALL BUSINESSCharting a path for seamless customer experience
Challenges• My biggest struggle is being overwhelmed. • I can’t find any good places to advertise my business. • I feel like I’m losing my mind. • I can’t find good employees. • My biggest struggle is finding work-life balance. • I’m struggling to find customers.• All the technology is confusing and hard to manage.
Challenges• Home and work balance. • I’m doing everything myself but have no money to hire
anyone. • I don’t enough money for marketing. • My biggest struggle is trying to find a manager who will care
about my business as much as I do. • Due to the downturn over the past few years, my revenues
have been hurting. • My biggest struggle is trying to run this business!
• Small Businesses face adversity
• 95% of businesses fail to reach $1 million in revenue
• .001% makes it to $5 million
Mind the Gaps
Talent Gap + Technology Gap + Strategy Gap = Performance Gap
THE MARKETING STRATEGY GAPUnderprepared and Underperforming
THE MARKETING STRATEGY GAP• Shopper references 10.4 sources before buying (Google)• B2B buyers are up to 90% through the buying cycle before
contacting a vendor (Forrester Research)
LOCAL BUSINESSES• 97% of consumers search for local businesses online• 83% of people searching using local sites follow-up their
research with a range of offline action, including visits, email, phone-calls or purchase
THE MARKETING STRATEGY GAP
What does this mean?• Marketers have more lead-to-revenue responsibility• Marketers must create content so useful that customers would
want to pay for it • Have to have a digital strategy
THE DIGITAL TALENT GAPIn Search of the Unicorns.
Digital Skills Gap
Core Skills Needed
● Analytics● Strategic planning● Copywriting● Content● Email marketing● Mobile strategy● Graphic design
● Search (SEO)● Event planning● Social media● Public relations● Website management● Coding● Lead management
Finding Great Talent
Market$77B
Matrix Mktg.Group
Spec. Solo
Influencers
Traditional
Tech.
THE TECHNOLOGY GAPModern Marketers are Becoming Technologists.
The Technology Gap• Marketer are taking the lead selection• Marketers will spend more than CIO in 2017• Marketers are becoming technologist• Strong marketing technology foundation
Data without analysis is simply noise
CONNECTED CUSTOMER EXPERIENCEConnecting the Customer Journey.
The Buyers Journey
Inbound Methodology
Inbound Sales Funnel
POTENTIAL FOR SUCCESS
Outbound vs. Inbound Marketing
Outbound Marketing
Pull or PermissionPush or Interruption
Inbound Marketing
Going Inbound• Personalized and scientific approach• Must connect with customers• Sophisticated, targeted, and highly measureable approach• Fueled by:
• Analytics• Automation• Content• Email • Social media• Search
Going Inbound• Website is a magnet• Adapt to individual buyers wants• Tailored to specific buying stage• More human• More personal• More intelligent more effective• Data driven
Leveraging Technology
Digital Marketing
Digital Approach
Digital Marketing• Website
Content SEO Mobile
• Social Media• Podcasts• Mobile instant messaging• Apps
Email Automation
Email is the preferred method of commercial communications by 74% of all online adults.
Email Automation
Why it’s helpful?
• Builds brand awareness• Strengthens relationships• Personalizes communications• Drives leads and get measureable results
More Tools for SMBs• AWeber• MailChimp• Constant Contact• Live Plan• Infusionsoft• HubSpot• Rainmaker• Google Analytics• Sprout Social• Hootsuite
MARKETING STRATEGYPotential for Success.
The Marketing Game Plan
The Approach (3D)Discovery (George)
Step 1: Marketing AssessmentStep 2: Conduct Discovery Research
Design (Robin)Step 3: Calculate Marketing BudgetsStep 4: Build a Marketing ScorecardStep 5: Set Prime Goal ValuesStep 6: Define & Segment AudiencesStep 7: Profile PersonasStep 8: Catalog Accelerators
Step 9: Establish MilestonesStep 10: Construct the CampaignStep 11: Develop the Project CenterStep 12: Project Management System Step 13: Set Up Campaign Tracking
Deliver (George)Step 14: Launch Builder and Driver campaignsStep 15: Adapt Activities Based on Performance
Marketing Assessment• Foundation• Reach• Expectations• Potential
Marketing Assessment: Business Core
• Community Involvement• Culture• Customer Service• External/Internal Communications• Financial Stability• Innovation
Marketing Assessment: Business Core
• Market Share• Marketing Team• Pricing Strategy• Product/Service Quality• Tolerance for Risk• Vision
Marketing Assessment: Marketing Core
• Brand Awareness• Brand Positioning• Buyer Persona Profiles• Competitive Advantage• Customer/Lead Database• Opportunities for Growth
Marketing Assessment: Marketing Core
• Competitive Advantage• Customer Database• Leads Database• Sales/Marketing Integration• Sales Process• Website
Content downloads
Cost of customer acquisition (COCA)
Customer lifetime value (CLV)
Customer retention rates
Employee retention rates
Inbound job candidates
Inbound links
Lead quality score
Lead volume
Lead-to-sale conversation rates
Net Promoter Score (NPS)
Proftiability
Referrals
Revenue growth
Social media engagement
Social media reach
Subscribers (blog, email, newsletter, etc)
Website traffic
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5
Marketing Performance
Conduct Discovery Research• Primary and secondary research• Analyze: (company, audience, competitors, and
markets)• What makes your company unique?• Where’s opportunity for growth?• Are there plans to enhance marketing team?• Will company invest in marketing technology?
Conduct Discovery Research• Entails building a data advantage by pulling in
relevant information, analyzing the data, turning it into relevant business insights, and then delivering those insights to action.
• Buyer decision journey analysis
DesignCalculate Your Marketing Budget
Search a marketing method that didn’t exist a decade ago, provides the most efficient and inexpensive way for businesses to find leads.
John Battelle, Federated Media Publishing
DesignBuild a Marketing Scorecard
DesignSet prime goal values
Design•Define and segment audiences
DesignCreate buyer personas
DesignCatalog Your Sales Tools
DesignEstablish milestones
DesignConstruct the Campaign
DesignProject Management
DesignSetup Campaign Tracking
Data beats opinions.
Execute: Deliver
Delivery• Execution of marketing plan• Marketing and Sales lead scoring • Resource tracking• Reporting and evaluation
Activate Campaigns
Builder● TOF● Lay the groundwork● Develop brand● Differentiate● Expand reach
Drivers● MOF/BOF● Make things happen● Marketing activities
o Traffico Inbound linkso Leadso Connectionso Relationships
BuildersMarketing research
a. Do you understand your markets and how they fit in the competitive landscape?
Brand positioningb. Have you defined what makes them different? c. Are you conveying your UVP in your marketing and sales
material?
Website development d. Is the website user-friendly with CTA, strong brand messaging,
and awesome content?
BuildersSEO
a. Have you done a recent keyword analysis to identify the most relevant words and phrases for the website?
b. Is the website properly optimized for search engines, including page titles, URLs, headings, image ALT text, copywriting, and meta descriptions?
c. Has an inbound link analysis been performed?
Copywriting d. Is your copywriting strong, action oriented and buyer-persona focused?e. Does the website or marketing collateral need to be refreshed?
BuildersSocial media
a. Have you established profiles on all major social platforms?
b. Do you have existing reach and influence online? c. Are you engaging with the community or simply
broadcasting content?d. Are up-to-date with training and education?
DriversBrand marketing• Personified through personal brand of your employees create
deeper levels of engagement, trust, and loyalty (e.g., Matt Cutts, Google).
Web development• Your website must give visitors the desire to experience and
share the site, and reasons to return.
DriversContent marketing● Orginal content: eBooks, blog posts, podcasts, case studies,
reports and videos. ● This requires social distribution channels to be discovered and
shared. ● Quality matters! ● Copywriting must be exceptional. ● Think of it like a brand journal.
DriversPublic Relations● PR professional must build relationships and enhance
communications with all core audiences. ● Must use social media and content to create
transparency and trust. ● Must focus on personalized approaches to media and
blogger relations.
Standard Activities by Goal
Metrics by Goal
Blogging and Leads
Twitter and Leads
Facebook and Leads
Webpages and Leads
Digital Approach
Mind the Gaps
Talent Gap + Technology Gap + Strategy Gap = Performance Gap
FREE ASSESSMENT WITH 3 HOURS CONSULTING
www.matrixmarketinggroup.com/marketing-score-1
(802) 435-1414
matrixmarketinggroup.com
twitter.com/mmgTweets
facebook.com/matrixmktggrp
47 Maple Street, Suite 218
Burlington, VT 05401
Questions???
THANK YOU!