Op
era
tion
“G
am
e
Ch
an
ge
”The Formula for
Marketing Your
Service Business In
Tough Economic
Times
Copyright © 2013 LaunchU LLC
By t
he e
nd
of
this
pre
sen
ati
on
…
• 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
Copyright © 2013 LaunchU LLC All rights reserved.
HOPE &OPPORTUNITYTough Economic
TimesCopyright © 2013 LaunchU LLC All rights reserved.
Imp
act
on
bu
sin
ess • Le
ss co
nsumer s
pending
• Pickier c
ustomers
and
clients
• Lower c
onversion on
marketin
g efforts
• Operating in
survival
mode?
Copyright © 2013 LaunchU LLC All rights reserved.
Revenue Rollercoaste
r
Copyright © 2013 LaunchU LLC All rights reserved.
• The CONTROLLER• The PLEASER• The SOCIALITE
• The GAME CHANGER
Types of business
owners
Copyright © 2013 LaunchU LLC All rights reserved.
Wh
ose q
uote
s?
• « 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 »
Copyright © 2013 LaunchU LLC All rights reserved.
consumers
wantvalue
Copyright © 2013 LaunchU LLC All rights reserved.
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
Copyright © 2013 LaunchU LLC All rights reserved.
DeFin
e Y
ou
r N
ich
e
• Within your profession or industry
• Need and desire of potential clients not being
adequately addressed
• The type of people you enjoy helping
WHO
is your Ideal
Client?
Copyright © 2013 LaunchU LLC All rights reserved.
• Design a core service that is a perfect fit
• Provide additional services that compliment
• Package and price according to niche
Increasing
VALUE
• Increasing efficiency• Increasing quality • Increasing effectiveness
Align Service
Structures
Copyright © 2013 LaunchU LLC All rights reserved.
• Content rich website
• Connection to complementary sources
• Social media platforms
• Newsletter
Be a Resource
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• 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
Copyright © 2013 LaunchU LLC All rights reserved.
diff
ere
nti
ati
on
• Don’t be mistaken for the
crowd
Copyright © 2013 LaunchU LLC All rights reserved.
• Book• Presentations• Workshops• Blog• Podcast/Radio• Video
You have a perspectivethat is worth sharing!
Client Education
Promote Expertise
Copyright © 2013 LaunchU LLC All rights reserved.
• Referrals• Insight and
feedback on your business activities
• Spokesperson for you
• Team up on promotional activities
Nurture alliances
Copyright © 2013 LaunchU LLC All rights reserved.
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
Copyright © 2013 LaunchU LLC All rights reserved.
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…
Copyright © 2013 LaunchU LLC All rights reserved.
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
4. Outlines a schedule and expenses estimate to launch the new marketing systemCopyright © 2013 LaunchU LLC All rights reserved.
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
Copyright © 2013 LaunchU LLC All rights reserved.
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
Copyright © 2013 LaunchU LLC All rights reserved.
Perspectives and strategies on promoting a successful professional small business.
Launch Sequence
Free ebook
Copyright © 2013 LaunchU LLC All rights reserved.
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
Inb
ou
nd
Mark
eti
ng
SEO
WEBSITE
PUBLICATIONS
EVENTS
SOCIAL MEDIA
DIRECTORIES
NETWORKINGREVIEWS
EMAILS
Copyright © 2013 LaunchU LLC All rights reserved.
5
Pilla
rs o
f m
ark
eti
ng 1.Branding
2.Online Presence
3.Social Networking
4.List Building
5.Campaigns
Copyright © 2013 LaunchU LLC All rights reserved.
1. Yourself2. Busines
s3. Packag
esG
rap
hic
s
Language
Colors
Attitude Image
Branding
Copyright © 2013 LaunchU LLC All rights reserved.
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
Copyright © 2013 LaunchU LLC All rights reserved.
On
lin
e P
resen
ce -
Dir
ecto
ries
1. Global directories
2. Local directories
3. Industry specific directories
4. Google Maps/Places
5. Yelp/Angie’s List
Copyright © 2013 LaunchU LLC All rights reserved.
Local S
ocia
l
Netw
ork
ing
1. Find potential clients
2. Find strategic alliances
3. Nurture current relationships
Copyright © 2013 LaunchU LLC All rights reserved.
1. Engagement over numbers2. Integrate F2F networking/contact3. Select media based on B2B or B2C
Social Media
Networking
Copyright © 2013 LaunchU LLC All rights reserved.
Bu
ild
Con
tact
Lis
t
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
Copyright © 2013 LaunchU LLC All rights reserved.
1. Build a relationship with the list2. Plan one or two campaigns a year
CreateA
Buzz
Campaign to List and
SM
Copyright © 2013 LaunchU LLC All rights reserved.
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
Copyright © 2013 LaunchU LLC All rights reserved.
Op
era
tion
“G
am
e
Ch
an
ge
”The Formula for
Marketing Your
Service Business In
Tough Economic
Times
Copyright © 2013 LaunchU LLC