Operation “Game Change” - The Formula for Marketing Your Service Business in Tough Economic...

transcript

”The Formula for

Marketing Your

Service Business In

Tough Economic

• Explain why many business owners that

provide professional services never see

substantial growth

• Describe how to structure services to

unleash business potential

• List the five pillars of a sound marketing

system that will make you a Game

Changer in the marketplace

HOPE &OPPORTUNITYTough Economic

ess • Le

nsumer s

pending

• Pickier c

ustomers

clients

• Lower c

onversion on

marketin

g efforts

• Operating in

survival

Revenue Rollercoaste

• The CONTROLLER• The PLEASER• The SOCIALITE

• The GAME CHANGER

Types of business

owners

• « If you are not effectively marketing your

business, it will not grow »

• « A professional has to be as passionate

about marketing their services as they

are in providing it »

• « Market your business as what you want

it to be, not what it is now »

consumers

wantvalue

1. Focus on an unexploited niche2. Align service structure3. Be an unparalleled resource

1. Stretch regularly outside expertise2. Base contracts only on quotes3. Work with clients you don’t like

Do Not…

How to provide value

• Within your profession or industry

• Need and desire of potential clients not being

adequately addressed

• The type of people you enjoy helping

is your Ideal

Client?

• Design a core service that is a perfect fit

• Provide additional services that compliment

• Package and price according to niche

Increasing

• Increasing efficiency• Increasing quality • Increasing effectiveness

Align Service

Structures

• Content rich website

• Connection to complementary sources

• Social media platforms

• Newsletter

Be a Resource

• Differentiation• Position self as expert• Strategic Alliances

1. Provide discounts or lower prices2. Hold back information or wisdom3. Be the only one promoting self

Do Not…

How to be perceived as

valuable

• Don’t be mistaken for the

• Book• Presentations• Workshops• Blog• Podcast/Radio• Video

You have a perspectivethat is worth sharing!

Client Education

Promote Expertise

• Referrals• Insight and

feedback on your business activities

• Spokesperson for you

• Team up on promotional activities

Nurture alliances

SUMMARY

1. Focus on a niche

2. Package your services

3. Become an invalueable resource

4. Step out from the crowd

5. Promote your expertise

6. Educate clients and target

market

7. Nurture strategic alliances

1. The quality of your marketing next to competitors

2. The strength and weakness of current marketing system

3. What to implement immediately to get greater results

4. Long-term marketing strategies to consider

THIS REPORT INCLUDES…

A SIX MONTH PROCESS THAT…1. Helps you redefine your business niche2. Provides guidance on branding, image, and

promotional system that is affordable and sustainable

3. Recommends resources and experts you can use to put the plan into action

Starting the Month of February

1. Same as solo coaching program2. 2 or 3 business owners per group3. Cost of program is split among participants4. Mix of virtual and local meetings5. Coaching begins in March (bi-weekly meetings)

Group Coaching

Upcoming Events

Social WorksSocial Media Marketing 101 for

Solopreneurs and Small Business Services

February 14th and 20th February 24th

Generating Leads and Strategic Alliances for Your B2B Services

Linking-up On Linkedin

FREE PRESENTATION $69 WORKSHOP

Perspectives and strategies on promoting a successful professional small business.

Launch Sequence

Free ebook

Your Target Market

Buying Now

Not Thinking About It

Open to it

Don't Think They Are Interested

Know They Aren't In-terested

Marketing should focus

long-term

“The Ultimate Sales Machine” by Chet Holmes

WEBSITE

PUBLICATIONS

EVENTS

SOCIAL MEDIA

DIRECTORIES

NETWORKINGREVIEWS

EMAILS

ng 1.Branding

2.Online Presence

3.Social Networking

4.List Building

5.Campaigns

1. Yourself2. Busines

s3. Packag

Language

Colors

Attitude Image

Branding

Place contact info and Directions on top of homepage!

1. Modern and mobile2. Search engine optimized3. Regular, fresh, relevant content4. Easy navigation5. Calls-to-action for interaction

Online Presence -

Website

1. Global directories

2. Local directories

3. Industry specific directories

4. Google Maps/Places

5. Yelp/Angie’s List

Local S

1. Find potential clients

2. Find strategic alliances

3. Nurture current relationships

1. Engagement over numbers2. Integrate F2F networking/contact3. Select media based on B2B or B2C

Social Media

Networking

1. Collect from visitors/networking

2. Provide a sign-up form on website

3. Provide sign-up incentive

4. Segment lists

• Get permission• Provide Opt-out

1. Build a relationship with the list2. Plan one or two campaigns a year

CreateA

Campaign to List and

SUMMARY

1. Focus on long-term results

2. Help people find you

3. Have a powerful brand

4. Increase your online

presence

5. Get social, locally and online

6. Manage a good contact list

7. Conduct campaigns

”The Formula for

Marketing Your

Service Business In

Tough Economic