0114 marketing MARKETING POWER HOUR WEEK 3 IDENTIFYING & - - PowerPoint PPT Presentation

0114 marketing

MARKETING POWER HOUR WEEK 3 – IDENTIFYING & FINDING YOUR IDEAL CUSTOMER

| Learn – What Am I Talking

About?

| Apply – How Does This Apply

To My Business?

| Implement – How Can I

Implement This? Who, When, Why?

9 rules of marketing your business…

Rule #

• 1. Niche Your Niche

1 inch wide could be 1 mile deep

• 2. Tell Your Story

Be Authentic

• 3. Skyscraper Your Competition

(homework!)

• 4. Your List Is Marketing Currency

Own The Conversation, Don’t Rent The Crowd

• 5. Digital Goes Beyond Social

How Do Other Businesses Talk To You?

• 6. Value Value Value

Expectation Is High. How Can You Wow?

• 7. Build Your Team Of Advocates

Who Would Recommend You. Who Is Your Power Team?

• 8. Collaborate

How Can You Work Together?

• 9. Opportunity….

Is Everywhere!

Last Week

Who remembers this?

Rule #

• 1. Niche Your Niche

1 inch wide could be 1 mile deep

• 9. Opportunity….

Is Everywhere!

Last week…

www.robtaylorofficial.com

Last week…

www.robtaylorofficial.com

Ø Identify values of your business that can shine through Ø How to build your story through these values to align yourself with an audience. Ø Messaging beyond ‘sales’. How your interests can encourage engagement Ø Where to find a USP in your business Ø Price and package can always be copied. Ø Aim for the 3rd level for real business growth

So here we are…

www.robtaylorofficial.com

Week 1: Understand Week 2: Values and USP Week 3: Our Ideal Customer

| Identify your ideal customer for your USP | Choose the customer you want to service | Hear from expert Stuart Mcadie | Find out where they are hanging out | Go after a niche and know their names. | Please take pictures, share to the groups

and tweet #powerhour @RobMktg

Hi, My Name Is…

www.robtaylorofficial.com

It’s ok to choose your customer… Ø ‘Everyone’ is not your customer Ø You can add genuine value to the people you choose to serve Ø Better marketing, better products from speaking directly to a niche market Ø Effectively tell a story to become an authority Ø Align values with a smaller audience for far more receptive buy-in

Exercise #1.

Who Is My Ideal Customer??

www.robtaylorofficial.com

Exercise #1.

Who Is My Ideal Customer??

www.robtaylorofficial.com

Name? Location? Family? Career Level? Home?

Exercise #1.

Who Is My Ideal Customer??

www.robtaylorofficial.com

Name? Racheal and David Location? Sheffield City Region Family? May have just had their first child Career Level? In their first 2 years

• f operating their

family coaching

• business. T/O under

250k Home?

• Mortgaged. Living in

suburbs like Greenhill, Ecclesall

Exercise #1.

Who Is My Ideal Customer??

www.robtaylorofficial.com

Main media influencers / celebrities Cultural Activites Why Would They Not Buy From Me Currently? How Do They Absorb Their Media? Who Are They Influenced By? Values?

Exercise #1.

Who Is My Ideal Customer??

www.robtaylorofficial.com

Main media influencers / celebrities Business and personal development guru’s. Stephen Fry Cultural Activites Networking, eating out, family activities (parks etc) Why Would They Not Buy From Me Currently? Money, not known the value or the product. Perception marketing is expensive How Do They Absorb Their Media? Social Media mainly for work but personal in evenings. FB, LI,

• Twitter. Reads more than

contributes Who Are They Influenced By? Others in their networks. Leading business guru’s Values? Collaborative, entrepreneurial,

• pen minded, not averse to

some risk

Next Steps….

www.robtaylorofficial.com

Messaging Ideas!

Now we know our product and our perfect audience, we can create messages to that audience

Exercise #1. My messaging ideas

www.robtaylorofficial.com

A £50k a year marketing consultant in your business for just £600 – really. Dispell the ‘expense’ rumour to help them understand and remove barriers

Exercise #1. My messaging ideas

www.robtaylorofficial.com

A £50k a year marketing consultant in your business for just £600 – really. Dispell the ‘expense’ rumour to help them understand and remove barriers You subscribe to Amazon, the gym, the accountant, the kids playgroup, your music streaming. Why not subscribe to marketing too? This is my level 3. A subscription based, ever growing marketing consultancy online. No one else provides this much value for business. And it’s right here in Sheffield

Exercise #1. My messaging ideas

www.robtaylorofficial.com

A £50k a year marketing consultant in your business for just £600 – really. Dispell the ‘expense’ rumour to help them understand and remove barriers You subscribe to Amazon, the gym, the accountant, the kids playgroup, your music streaming. Why not subscribe to marketing too? This is my level 3. A subscription based, ever growing marketing consultancy online. No one else provides this much value for business. And it’s right here in Sheffield Marketing isn’t an expense, it is a mindset which generates growth for business owners Tapping in to the mindset issues and attempting to change perception of expensive, over priced ‘salesman’ marketers.

Exercise #1. My messaging ideas

www.robtaylorofficial.com

A £50k a year marketing consultant in your business for just £600 – really. Dispell the ‘expense’ rumour to help them understand and remove barriers You subscribe to Amazon, the gym, the accountant, the kids playgroup, your music streaming. Why not subscribe to marketing too? This is my level 3. A subscription based, ever growing marketing consultancy online. No one else provides this much value for business. And it’s right here in Sheffield Marketing isn’t an expense, it is a mindset which generates growth for business owners Tapping in to the mindset issues and attempting to change perception of expensive, over priced ‘salesman’ marketers. 0114 Marketing enables SCR business to collaborate and grow together. Entrepreneurial mentality, values alignment, added value with collaboration opportunity.

Exercise #1. My messaging ideas

www.robtaylorofficial.com

A £50k a year marketing consultant in your business for just £600 – really. Dispell the ‘expense’ rumour to help them understand and remove barriers You subscribe to Amazon, the gym, the accountant, the kids playgroup, your music streaming. Why not subscribe to marketing too? This is my level 3. A subscription based, ever growing marketing consultancy online. No one else provides this much value for business. And it’s right here in Sheffield Marketing isn’t an expense, it is a mindset which generates growth for business owners Tapping in to the mindset issues and attempting to change perception of expensive, over priced ‘salesman’ marketers. 0114 Marketing enables SCR business to collaborate and grow together. Entrepreneurial mentality, values alignment, added value with collaboration opportunity. The 10 things I learnt from Branson, Robbins and Gerber. Leading business mentors. Aligning my values with the audience. Position me as the affordable, pioneering marketing expert.

Exercise #1. My messaging ideas

www.robtaylorofficial.com

A £50k a year marketing consultant in your business for just £600 – really. Dispell the ‘expense’ rumour to help them understand and remove barriers You subscribe to Amazon, the gym, the accountant, the kids playgroup, your music streaming. Why not subscribe to marketing too? This is my level 3. A subscription based, ever growing marketing consultancy online. No one else provides this much value for business. And it’s right here in Sheffield Marketing isn’t an expense, it is a mindset which generates growth for business owners Tapping in to the mindset issues and attempting to change perception of expensive, over priced ‘salesman’ marketers. 0114 Marketing enables SCR business to collaborate and grow together. Entrepreneurial mentality, values alignment, added value with collaboration opportunity. The 10 things I learnt from Branson, Robbins and Gerber. Leading business mentors. Aligning my values with the audience. Position me as the affordable, pioneering marketing expert. More than marketing. Monthly mastermind groups, webinars create collaboration and opportunity Stacking value, addressing pain points and

• perating in a space familiar to my audience.

Exercise #2…. Find Your Niche!

www.robtaylorofficial.com

Ok, so now I know…

• 1. Who my customer are
• 2. The product I am looking to share with

them

• 3. The messages I will use to to get them

interested NOW WHAT?!

Exercise #2…. Find Your Niche!

www.robtaylorofficial.com

Please welcome…. Opportunity and networking master, Stuart Mcadie!

Exercise #2…. Find Your Niche!

www.robtaylorofficial.com

An example of how I found my niche and communicated with them for this….

Exercise #2…. Find Your Niche!

www.robtaylorofficial.com

Direct Indirect

Exercise #2…. Find Your Niche!

www.robtaylorofficial.com

Direct Indirect Tabla Sikh Indian Music World Music Temples and Community Groups

Exercise #2…. Find Your Niche!

www.robtaylorofficial.com

Direct Indirect Tabla Holistic Sikh Meditation Indian Music Therapy World Music Herbal and medicinal

• utlets

Temples and Community Groups Music Teachers

Where I found them…

www.robtaylorofficial.com

• 1. Google ‘Sikh community Sheffield’
• 2. Contact the sikh temples via phone, email,

Facebook

• 3. Find social media groups at Universities and wider

community

• 4. Sheffield Directory. Listings for all direct and indirect

resources

• 5. Who owns the lists? Collaboration efforts and cross

promotion (SIV Tickets, Our Fav Places, University, Engagement offices)

Where I found them…

www.robtaylorofficial.com

• 1. Google ‘Sikh community Sheffield’
• 2. Contact the sikh temples via phone, email,

Facebook

• 3. Find social media groups at Universities and wider

community

• 4. Sheffield Directory. Listings for all direct and indirect

resources

• 5. Who owns the lists? Collaboration efforts and cross

promotion (SIV Tickets, Our Fav Places, University, Engagement offices) WHERE WILL YOU FIND YOUR PERFECT AUDIENCE?

WHO CARES TO SHARE?

www.robtaylorofficial.com

1.Your perfect audience profile? 2.Your top message ideas to them? 3.Your direct and indirect means to find them?

So…where are we now?

www.robtaylorofficial.com

Element My detail

So…where are we now?

www.robtaylorofficial.com

Element My detail

My business is a marketing authority in its field I have a marketing business that empowers, enables and informs small business within the Sheffield City Region to realise the opportunities and help work on strategies to explore, on low budgets, marketing for the 21st Century. My company does this through affordable, subscription based marketing consulting, events, workshops and one-to-one consulting

So…where are we now?

www.robtaylorofficial.com

Element My detail

My business is a marketing authority in its field I have a marketing business that empowers, enables and informs small business within the Sheffield City Region to realise the opportunities and help work on strategies to explore, on low budgets, marketing for the 21st Century. My company does this through affordable, subscription based marketing consulting, events, workshops and one-to-one consulting My values and my USP are evident and easily identifiable My business is rooted in Sheffield. A proud local business with family ethics, creativity, and a strong desire to help others succeed. My ‘level 3’ product is a subscription based marketing consultancy that is 100% affordable for business at all levels. It

• evolves. The more members we get, the more valuable the

subscription becomes through development, knowledge share, growth and events.

So…where are we now?

www.robtaylorofficial.com

Element My detail

My business is a marketing authority in its field I have a marketing business that empowers, enables and informs small business within the Sheffield City Region to realise the opportunities and help work on strategies to explore, on low budgets, marketing for the 21st Century. My company does this through affordable, subscription based marketing consulting, events, workshops and one-to-one consulting My values and my USP are evident and easily identifiable My business is rooted in Sheffield. A proud local business with family ethics, creativity, and a strong desire to help others succeed. My ‘level 3’ product is a subscription based marketing consultancy that is 100% affordable for business at all levels. It

• evolves. The more members we get, the more valuable the

subscription becomes through development, knowledge share, growth and events. I have identified my ideal customer for me ‘level 3’ product Sheffield City Region small business, start ups and entrepeneurs are the market for me. Those with a desire to develop themselves and their business and be willing to learn.