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Marketing Strategies

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by

Anthony Sievers

on 30 April 2015

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Transcript of Marketing Strategies

Strategic Objectives

Positioned as Customer Loyalty Expert in Field
Influence with Clients
Speed up Buying Cycles
Se Buying Criteria
Positional Info above competitors
Increase Urgency
Anti Competitive
Open Resource
How do we get in front of our target market?
Cold email
Cold call
Opt in for email sequence
JVs -Publications/Associations/Groups/Franchises -who has goodwill, influence?
Business Cards/Collateral
Tradeshows
Industry publications
Telemarketing
Directmail
Retail
Add-on to complementary products

Create Super product -
leverage other networks
Presentation /Webinar/Collateral/Whitepaper
Automated/in-person sale
Buy
No Buy
Orchestrated Referral System
Makes referrer feel good
Follow up Sequence
Newsletter
Kazeli
Follow up Sequence
Downsell
Affiliate Offer
1. Do you do work on the North Shore?

Tony


2. Perfect, I'm working with other Master Plumbers in South Auckland, on increasing their repeat business,
I'm looking to for somebody to work with on the Shore.
Could you accommodate some more plumbing jobs every month?

Tony

3. I've put together a video of what we've been doing with Plumbers in South Auckland. Take a look , and find out exactly how we work.
Link.

Tony

4.We're putting together our newsletters for August next week, and what i'd love to do is a small test with you,
Where we'll mail out your first newsletter to get you in front of all your past and present clients. For your test we'll halve the price
of our Premium plan from $195 to just $95 and instaed of a 12 month term you can run it month by month to measure how many new
jobs you get.

Talk soon

Tony
People want to grant you a monopoly.
Your clients want to grant you a monopoly on whatever it is your business does,
whatever role that is that you fill in their life. They want to have a go-to carpet
cleaner. They want to have a go-to chiropractor. They want to have a go-to real
estate agent.
"Hey name, I'm putting together email newsletters for plumbers next month. Do you know any Plumbers that would like to be in regular touch with their clients?"
developing a customer loyalty and customer retention strategy for an IT services company client along the same lines as suggested in my Focus.com answer and it resulted in 50% revenue growth for my client’s business in the next 18 months
http://www.adrianswinscoe.com/what-kind-of-customer-loyalty-and-retention-programmes-can-small-and-medium-sized-businesses-easily-implement/.

2012, BIA/Kelsey reported that small business owners prioritized customer acquisition over customer retention at a 7-1 ratio. Recently, a new trend is developing as 61 percent of small business owners surveyed report over half of their annual revenue comes from repeat customers rather than new customers and that a repeat customer spends 67 percent more than a new customer.  In line with this, small business owners are spending less time and money on customer acquisition; only 14 percent are spending the majority of their annual marketing budget to acquire new customers, and only 20 percent are investing most of their time and effort to acquire new customers.  This is a significant shift in behavior as small business owners have realized that existing customers play a more influential role in business success than new customers.

A study by Marketing Metrics tell us that the probability of selling something to a prospect is only about 5-20%, while the probability of selling something to an existing
customer is 60-70%.
Marketing Metrics

Most companies lose 45% to 50% of their customers every five years, and winning new customers can be up to 20 times more expensive than retaining existing customers.
BPI Network statistics

The average business today loses between 10-30% of its customers annually.
And research by Carlson Marketing shows that U.S. companies lose 50% of their
customers every five years. Allegiinace.com

Your Customers Are Cheating On You.
The 5 Concerning Trends
That Your Business Needs to Know.
VSL
Full transcript