Marketing Workshop Module e 1 Marke keti ting g Mindset et 1 - PDF document

15/12/2016 Marketing Workshop Module e 1 Marke keti ting g Mindset et 1

15/12/2016 The Problem blem 2

15/12/2016 The Opp ppor ortu tunity nity 3

15/12/2016 Insert Triangle model 4

15/12/2016 High End Builders Relationship Building Sales Up By $1.6m Margins Close to 40% Massive Cash Flow 5

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15/12/2016 Why Choose Me…? Over Others… Over Doing It Myself… Over Doing Nothing… 7

15/12/2016 U.S.P Must Be… Sustainable… Defendable… Perceived In Customers Mind…!!! www.groundcove verlandscaping.co.nz www.europlumbing.co.nz 8

15/12/2016 10 Servicing Program 9 What ’ s On Report 8 Customer Farming 7 Direct Mail – Builders & Property Managers 6 Plumbing/ Electrical Inspection Checklist 5 Email Marketing 4 Vehicle & Site Signage 3 Online Directories 2 Ad Words / On-Line Marketing 1 Website 9

15/12/2016 33 Marketing Strategies Source of Leads Unique Selling Proposition Customer Database What’s on Report (Council Consents) Adding Services Lead Generation Magnets Tender Lists Servicing Program Referral Program Electrical / Plumbing Inspection Checklist (upselling) Guarantee Email Marketing Direct Mail (to builders, prop. Mgrs., JV partners etc.) Networking groups (e.g. BNI, Trade Networking Group) Google My Business (maps) School Newsletters Safety Inspection Checklists (Upselling) Website Marketing 10 x 10 Signage (Van, Site and Building) Customer Farming (nurture strategy) Online Directories (e.g. No Cowboys, Gum Tree, Trade Me, Yellow On-Line) Radio Fridge Magnets Cold Calling (Telemarketing) Ad Words / Search Engine Optimisation Profitable Niche Markets Regular Newsletter Joint Ventures (e.g. Kitchen / bathroom suppliers) Social Media (Face Book, LinkedIn) Yellow Pages Switchboard Stickers Local TV 10

15/12/2016 How To Choose Your Market…? Profitable Niches… Expertise… Point Of Difference…? 11

15/12/2016 Modul dule e 2 Online ne Marketi eting ng – Webs bsites tes That t Work www.marketingexperiments.com www.digitalmarketer.com www.ilovemarketing.com 12

15/12/2016 50 Leads Per Month 95% Conversion Rate 47 Jobs $300 Average Sale “Our Website is where most of our leads/jobs come from, we have a good Call To Action. It’s worth an extra $14,000 plus a month to our business ” 384 Visitors per month 62 Leads 28 Sales $500 Average Sale $14,000 in Revenue “We’ve recouped all the costs of the website within a month of it going live and are making a pretty decent return on investment!” Actively Searching Surfing The Web Social Media Marketing Database Marketing Google Adwords Banner Ad Placements Facebook PPC Marketing Email Marketing Search Engine Optimisation Google Display Network Linkedin PPC Marketing Facebook Retargeting Online Directories Youtube Video Action Taken No Action Taken Online Marketing Strategy Conversion Tracking Split Testing Re-Marketing Banners Monthly KPI Tracking Ongoing Optimisation Strategy Adjustment 13

15/12/2016 Call to Guarantee/USP Action Headline Call To Action Elements Of Credibility Conversion Pathway Lead Generation Magnet Direct Response Copy Relevant Image USP 14

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15/12/2016 Why Use Landing Pages…? Removes Distractions… Split Testing… Search Engine Optimisation… Ad Words & Quality Score… 16

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15/12/2016 Morning Tea 20

15/12/2016 Module e 3 Client t Of The Quarter er Modul dule e 4 Gues est t Speak aker r – Aaron on Rink How to Set t Your r Business iness Up to Run n Witho thout ut You 21

15/12/2016 Modul dule e 2 Online ne Marketi eting ng Conti tinued nued 22

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15/12/2016 Actively Searching Surfing The Web Social Media Marketing Database Marketing Google Adwords Banner Ad Placements Facebook PPC Marketing Email Marketing Search Engine Optimisation Google Display Network Linkedin PPC Marketing Facebook Retargeting Online Directories Youtube Video Action Taken No Action Taken Online Marketing Strategy Conversion Tracking Split Testing Re-Marketing Banners Monthly KPI Tracking Ongoing Optimisation Strategy Adjustment 29

15/12/2016 Ad Words… Pay Per Click… Fast… Easy To Split Test… Less Effective Than SEO… 30

15/12/2016 Search Engine Optimisation(SEO)… Slower Than AdWords… More Effective… Top 4 Get 70%… SEO (A Dark Art)… On Page Optimisation… Key Words… Meta Tags… New Content… Domain Name… Web Site Performance… 31

15/12/2016 Off Page Optimisation… Reviews… Authority… Links…Your Mates… Google Maps… Free Listing… Get Reviews … Online Directories… No Cowboys… Builders Crack… Trademe … Get Reviews… 32

15/12/2016 Want a Kille ller r Website ite Within in 6 Weeks ks That t Generates a minimum imum of 15 to 20 Jobs per r Month th? Contact act Profitab able e Tradie Websi bsites s for a Free Websit site e Audit… 33

15/12/2016 Modul dule e 5 Love e Your r Existi ting ng Clients ents 34

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15/12/2016 What Information Name Address Email Phone (Landline & Mobile) Fitting/ Appliances Where to Store the Data…? 36

15/12/2016 Customer Relationship Management Software (CRM)… CRM… Trade Software… Simpro MailChimp… Ontraport… GetResponse 37

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15/12/2016 3 Types of Content Relevant… Semi- Relevant… Non- Relevant… Relevant… Maximum 40%... Current Projects… Products/Services offered… Semi- Relevant… FAQ’s… Personal Stories… Referral Thank You’s… Case Study/ Testimonial… Client or Employee Spotlight… Industry/ Economic Developments… 40

15/12/2016 Non- Relevant… Jokes… Trivia… Puzzles… Cartoons… Competitions… Charity Events… Offers… Coupons… Special Deals on Installs/Products… Free Plumbing / Electrical Inspection… Seasonal Deals…Gutter, Gas Servicing… Scarcity & Urgency… 41

15/12/2016 Headline For Ad Personalise Reason Why Copy Irresistible Offer with Scarcity and Urgency Personal 23 Jobs… 3 Hours… 1 Weeks Work… Headline For Ad Personalise Reason Why Copy Irresistible Offer with Scarcity and Urgency Personal 42

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15/12/2016 Afternoon Tea Client t of The Quarter er & Year Winner ers 46

15/12/2016 Modul dule e 6 Marketi eting ng to Builder ders, Proper operty ty Manager nagers and other her Busine ness Clients nts Sales From $300k To $1.3m Plus… Pricing For Margin… Off The Tools… Bought New Premises… Brad Martin Leading Edge Electrical “I was hesitant to expand and I used to be at the mercy of the customer by pricing just to get the job. Now I’m all about my profit margin and I’ve managed to keep a strong margin while increasing my turnover from $300,000 to $1.2m.” 47

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15/12/2016 2. Get A List… Name Address Email Phone (Preferably Mobile) Database Company (e.g. Martins, Prospect Shop…) 50

15/12/2016 Build Yourself (e.g. Yellow Pages, Association Websites…Certified / Master Builders Internet Scrapping Joint Ventures 51

15/12/2016 Shock & Awe * Interest * 2 Days 0 Time 52

15/12/2016 58 Letters… 9 New Clients... 16- 20 Jobs per month… $4,300 to $6,500 Monthly Sales… Cost $687… 53

15/12/2016 Scarcity / Urgency Headline Subheading Problem /Agitate Problem /Agitate Problem /Agitate 54

15/12/2016 Problem /Agitate Have fun  and include personality Benefits Scarcity & Urgency Benefits based on customer survey Specificity Offer - Risk Free trial Benefits / Guarantee 55

15/12/2016 Benefits / Guarantee Services Testimonials / social proof Offer P.S. Restating the offer / key benefits 56