STEPHEN BEAMISH Entrepreneur In Residence (EIR) - - PowerPoint PPT Presentation

STEPHEN BEAMISH

Entrepreneur In Residence (EIR) stephen.beamish@launchlab.ca www.launchlab.ca

www.launchlab.ca

www.launchlab.ca

Great companies evolve from great ideas You don’t have to do it alone We can help

www.launchlab.ca

www.launchlab.ca

www.launchlab.ca

Ways To Drive Effective Sales & Marketing on a Limited Budget

www.launchlab.ca

Agenda

• Format of Discussion
• Common Misconceptions
• Ways to Drive Effective Sales
• Cost Effective Digital Tools
• Leads Nurturing
• The ABC’s of SEO
• Overcoming Sales Objections

www.launchlab.ca

Common Misconceptions

• Sales is simply persistence and showing product

attributes

• Marketing drives instant sales results
• A service (or product) launch/push generates

qualified leads

www.launchlab.ca

Ways to Drive Effective Sales

www.launchlab.ca

#1 The Most Important Pillar of Sales is Differentiation

• We live in a world of commodities – often

differentiation can be found in service

• If your differentiation comes at a higher price – it

might not work

• Being different will keep you top of mind

www.launchlab.ca

#2 Focus on Benefits/Value Not Service Attributes – make sure you fill a need

• Educate & promote, however, few care that you

think your product/service is the best

• Superior marketing often beats superior products
• Customers are smarter today – they rely on their

trusted advisors (……and Google)

www.launchlab.ca

#2 Focus on Benefits/Value Not Service Attributes – make sure you fill a need

• “Balance blood sugar levels naturally”
• “Avoid blindness, painful limbs and premature

death from diabetes.”

www.launchlab.ca

#3 Culture Enhances Strategy

• Highly effective sales need to rely on culture and

strategy

• Leveraging social networks provides targets that are

practical, comfortable and more natural

• Behavior that feels more natural will work better

www.launchlab.ca

#4 Cadence & Consistency

• Sales have a higher likelihood of succeeding when

you are consistent & persistent

• Consistency will ensure you don’t miss an
• pportunity
• Consistency works in your favor to bring a lead from

cold to hot

www.launchlab.ca

#5 Leverage Events Beyond the Booth

• Don’t be afraid to arrange get-togethers pre-show
• Pre-arrange customer and prospect meetings
• Often no need for an expensive booth

www.launchlab.ca

You Have Cost Effective Digital Tools… Use Them

www.launchlab.ca

Cost Effective Digital Tool – Competitive Analysis

• Understand both direct & indirect competitors to

identify your specific market niche

• Your web browser is your best competitive tool
• Listen to what people are saying about your

competitors and leverage the opportunity

www.launchlab.ca

Cost Effective Digital Tool – Social Media

• Always include Google+, it drives higher SEO

ranking

• Blog – promote guest blogging / sharing on LinkedIn

group sites and be opinionated…no grammatical errors please!

• Be consistent

www.launchlab.ca

Cost Effective Digital Tool – Email Strategy

• Continuously touch your base (but don’t harass

them)

• Segment your emails into niche groups (details that

resonate with them)

• Promote social sharing (158% higher click rates)

www.launchlab.ca

33% of recipients open based on subject line Saturday has the largest CTR for B2C at 9% (but lower volume) 6 a.m. has the highest CTR of any hour Subject lines that contain the terms “ROI” “asset” and “industry” perform the lowest

Email Marketing Statistics

Peaks for mobile opening: 6-8 a.m. and p.m.

www.launchlab.ca

Leads Nurturing

www.launchlab.ca

Nurturing Leads

• On average 50% of leads are not ready to buy
• 79% of marketing leads never convert to sales
• Companies that excel at lead nurturing generate 50%

more sales ready leads at a 33% lower cost

* * *

* Source: Marketo – The Definitive Guide to Lead Nurturing (2nd Edition)

*

www.launchlab.ca

Your buyers expect an extremely personalized, cross channel experience. They do not want to be spoken to; instead, they want to be listened to. You need to create a relationship with potential buyers, to build trust and eventual advocacy.

www.launchlab.ca

4 Elements of Lead Nurturing

1. Trustworthiness

Only with trust will buyers let you communicate past their filters and enter their lives

2. Relevance

Know who your audience is and what they want from your communication (impersonal & poorly timed makes your audience think you don’t know who they are)

3. Multi-channel integrated experience

Today’s buyer moves quickly and seamlessly from email – to social media – to website – back to social media

4. Strategic & Impactful

Define a set of metrics – adjust your nurturing track based on the goals you set

www.launchlab.ca

25

The ABC’s of SEO how does it all work?

www.launchlab.ca

Google – The Library Building

• Google collects information on every page on the

web to help people find exactly what they are looking for.

• There is a secret algorithm to turn all the

information into useful results.

• When you have a higher ranking as a result of the

algorithm – more people will find you.

• The key to higher ranking…

www.launchlab.ca

…Make sure your website has the ingredients Google needs for their algorithm to work effectively.

The Ingredients to Successful SEO

WORDS TITLES LINKS REPUTATION WORDS IN LINKS

WORDS

• Google account for every word on the web.
• For example…”Shoe Repair”
• Google first narrows down all the pages that contain the

word “shoe” “repair” and narrows down even further to those that contain the words “shoe repair”.

• Each page has an official title…you may not see it

because it is in the website code

• For example: <TITLE>Advanced Shoe Repair</Title>
• Google pays a lot of attention to titles because they

summarize the page

TITLES

• Links between websites matter
• When one page links to another, it is usually a

recommendation telling readers; “this site has good information.”

• A web page with a lot of links coming to it can look

good to Google.

LINKS

WORDS IN LINKS

• Sites with consistent and fresh engaging content

matter

• Sites with growing numbers of quality links are

considered rising stars.

REPUTATION

www.launchlab.ca

Violations & Penalties in SEO

• Thin or shallow content
• Is the content good and valuable to the user.
• Keyword stuffing
• Use relevant words like “shoe repair” one hundred times on a

single page.

• Hidden text
• Put words in white so humans can’t see it.
• Link spam
• Tempted to put links all over the place in chat forums and

blogs…forget it!

www.launchlab.ca

Last Word On Web…

• Simplify your web language and constantly refresh
• Make key content downloadable (with registration)

but balance it with giving some info away for free to improve stickiness and create trust

• Undertake competitor SEO audits

34

www.launchlab.ca

Overcoming Sales Objections

5 Common Sales Objections – Responses?

• “We just don’t have the budget”

www.launchlab.ca

• “I need to consult with X”
• “I’m happy with my current set up”
• "It seems like you know what you're doing, but how

do I know you really have the necessary experience to do this?”

• “I need to think about it”

Case Study #1

• Jennifer is taking over a consignment store in a town
• f 6,000 people

www.launchlab.ca

• The store has been in existence for 5 years
• Sales have been going down 10% a year
• There is one other competitor in town
• 60% of Jennifer’s stock is kids consignment (6-15)
• 40% of Jennifer’s stock is new clothing (10-15)
• The store has a database of customers new & old
• How would you build awareness and leads…

Case Study #2

• Tina and Samantha started a bean-to-bar chocolate

company in a rented store basement

www.launchlab.ca

• Premium priced, good packaging & brand is growing
• Selling predominantly to regional retail stores
• Only able to fulfill 40% of demand
• Received funding to expand location and equipment
• Now have an offer for US distribution & Euro market
• Retail demand continues to grow as well
• Where do you expand and how to ensure sales grow?

Please visit our website: www.launchlab.ca For a consultation, fill out an intake form by clicking GET STARTED on the website

@launch_lab www.facebook.com/launchlabRIC

www.launchlab.ca

Launch Lab

STEPHEN BEAMISH stephen.beamish@launchlab.ca

STEPHEN BEAMISH www.launchlab.ca