Successful marketing requires addressing top priorities first
In this presentation focused on growing one’s business, Cynthia Correll facilitates questions put to a select panel, drawing upon the expertise of a social media leader, a digital marketing leader and a networking leader.
Master connector, author and dream coach Karen Hoffman opens her presentation inviting the audience to consider the difference between a single transaction and a relationship that involves an ongoing set of transactions, monetary and otherwise.
Most sales books are obsolete. Sales expert Bill Prenatt says, Rather than manipulate and game-play, be authentic, take interest in your prospects and seek meaningful ways to provide them value.
Bill Prenatt, opens his April 2016 presentation on effective salesmanship by sharing what he’s learned over 56 years. He admits he has learned a lot from trial and error and that he learned to master his craft largely by trial and error, fine-tuning and keeping what works and letting the rest go. In this presentation which is packed full of great information, he covers the following:
• The salesmanship principal ABMNF – Always Be Making New Friends
• Determine to take an interest in and apply yourself to needs and wants of people so you are committed to be value-able to others
• Apply G-Myth Power, the magical combination of ample technical knowledge, plus systems to support action, plus persuasive ability
• The importance of confidence and bringing the best version of yourself no matter what
• Make sure selling is always your top priority
• Understanding and tracking sales numbers that are key to your success
• The importance of using a growth sales and marketing system so you move people from cold, to warm, to hot and then to boiling fans
• The specific steps for making successful sales calls
• The importance of researching the buyer roles before you show up on a sales call so you are talking about the right things when with an economic buyer, user buyer or technical buyer
• The role of open-ended EGO questions (engage questions, interest questions, and opportunity questions) and examples of each
• The crucial commitment to focus on benefits to your clients, not features of your products or services because people buy on emotions not facts
• The steps to handle resistance effectively rather than be discouraged or shut down by it
• Experiment until you find what works and discard what does not
Bill ends his presentation emphasizing the same thing he did in the beginning: steps to success in sales include having fun, being authentic and being valuable to others, rather than trying to sell something. Then, you will find that selling is exciting, and serving clients is like helping friends.
E4e founder, Owner of Simply Successful, LLC, and long-time sales expert Bill Prenatt facilitates comprehensive programs such as this presentation because of his commitment to provide a breadth of resources to best help businesses grow, run and be healthy. Business owners and entrepreneurs hire Bill Prenatt because of his proven track record in sales and his ability to create strong results while maintaining strong relationships. For further information and to contact him, he can be reached at email@example.com or 636-484-0208
Social media is no longer an option for your business. It plays a major role in shaping your reputation and perceptions about your credibility. Luckily our e4e experts Karen Fox and Will Hanke bring you four powerful apps to ensure you grow a strong social media presence.
During a recent episode of Shark Tank, all of the sharks told a budding entrepreneur that his idea wouldn’t work. The sharks went on to explain why the idea wasn’t viable.
Reasons to listen
There are a number of reasons why this entrepreneur should listen to the sharks.
- They’re incredibly successful business people.
- They have experience in a lot of different industries with a lot of different markets.
- They don’t hide their mistakes; indeed, they readily admit their failures hoping to help others avoid making the same mistakes.
- Their mission is to promote innovation and entrepreneurship, not quash them.
I have to admit I shared the shark’s opinion of the idea, although I‘ve been wrong before. This raises some interesting questions “When do you listen to naysayers? When do you ignore their advice? Is this an either/or decision?”
One of the things I’ve learned over the years is that just because someone says “It can’t be done” doesn’t mean I should abandon the idea.
A few years back I pitched a book idea to my literary agent. She responded saying “You’re not known for that topic so it’ll be a nearly impossible sale.” And she was right. One of the things publishers want to see are credentials that lend credibility to the book’s message. I didn’t possess those credentials. I set the idea aside and didn’t do anything with it for over a year.
During that year my mind was continuously drawn back to that topic through conversations with friends, through questions I got from people who were suffering a crisis of confidence or some personal pain. Eventually it became obvious to me I needed to write this book and I did. The title is “Lead a Life of CONFIDENCE...Free yourself of fear, anxiety and frustration.”
While it hasn’t yet (note the yet) become a best seller, it has laid the foundation for me to become known for this topic. Indeed, within the past few weeks a whole new market has opened for me to promote the book, and more importantly, the message.
A follow-on book will be released this month, “Stand Out From The Crowd...Without having people point and laugh,” and I’ve just completed the outline for the third book in the series. I’ve decided to self-publish all three as a way to build the credibility that may or may not lead to a future book deal with a major publishing house.
My point in sharing this story with you is that when you’re told “it won’t work” by naysayers, listen to what they have to say, then figure out a way to overcome the obstacles they see.
When to listen
It pays to listen to people with more experience than we have. It’s counterintuitive, but it doesn’t mean we have to abandon our idea.
Typically when experienced people say “That won’t work” what they mean is that it won’t work as you outlined it. It’s your job to ask “Why won’t it work and how do I overcome the obstacles you’re seeing?” Let them help you find solutions, they have more experience than you do. But don’t give up on the dream. You may have to make major adjustments to make the idea work, but if you want that dream badly enough, you will make it work - simply not in the form you originally envisioned.
When not to listen
Don’t listen to people who have little or no experience in what you’re trying to accomplish. Many of them become naysayers simply because they can’t dream as big as you are dreaming. I learned this lesson from having seen an interview of the Williams sisters.
They said that when they told their friends their dreams of being tennis champions, they were told they couldn’t do it. The sisters said that at some point you have to leave old friends behind because they aren’t dreaming as big as you are. They went on to say you have to develop friendships with people who believe in you and encourage you during the inevitable dark hours that accompany the pursuit of any significant dream.
My mastermind group encouraged me to go forward with the confidence book despite the fact that my agent said I wasn’t known for the topic. Their advice? “You’re not known yet.”
By all means, pay attention to what people are saying. There’s almost certainly some sage advice to be found in their comments. Don’t, however, let them dissuade you from your dream. There’s a reason why you’re being drawn in that direction. You may have to make course corrections and the ultimate form your dream takes may be dramatically different than the one you currently envision, but if you’re dreaming it - it is possible.
Dale Furtwengler is the author of the internationally acclaimed book, Pricing for Profit as well as six other books
- Lead a Life of Confidence: Free yourself of fear, anxiety and frustration
- Making the Exceptional Normal
- The Uniqueness Myth and other misconceptions that derail businesses,
- Become a Maverick: Grow your business using the unconventional strategies of world-class companies
- 10-Minute Guide to Performance Appraisals and
- Stand Out From the Crowd: Without having people point and laugh.
Dale's company, Furtwengler & Associates, Inc., helps companies get higher prices regardless of what their competitors or the economy are doing.
Practical neuroscientist Stephen Hager uses a highly witty, playful example of childhood experiences with Santa Claus to communicate keenly how standardization helps people and businesses. He describes how to use new, mindful thinking in order to adopt new behaviors and get new results. In his presentation, he helps participants think about, focus on and improve results, making the connection between what a person thinks and why that is highly related to results.
Digital marketing automation expert Will Hanke starts at the top of the marketing and sales funnel process by focusing on how to draw awareness to your products and services and engage prospects through a wooing and courtship process. He helps viewers understand how to develop strategies that inspire serious consideration from prospects and lead to successful conversions with them.
In this video presentation, he describes how to:
- Get an audience – You need to understand your audience and how to attract prospects.
- Create a Lead Magnet: This is an irresistible bribe in which you offer value to get their email address and now that you have their information, you can educate them.
- Offer a tripwire: This is an offer in which money is exchanged. Offer something to those people who have engaged with the magnet. Give them an inexpensive option so they have paid something to receive value. (Exchange money for value)
- Nurture the relationship: Educate them. After you have the email, segment the audience and start to educate them. Use automation to nurture the relationship.
- Over-deliver: Give them more than they expected to get. Give a free bonus. Give them a free webinar.
- Introduce your Core Sale: Now you have already warmed yourself up to the people, you are able to move the conversation to a new level. Make sure you have call to action buttons in strategic places because they are important.
- Maximize the relationship: Once they are already doing business, make sure you leverage that by upselling to the customer.
Successful business owner and organizational development expert Jim Canada opens his presentation with the truism that if you are not moving ahead, you are falling behind. He asserts change is key to how well you grow and succeed in your personal and professional life. He also maintains that cultivating resiliency in the face of change is key to making changes positively and effectively.
In his talk, Jim describes that when capability is greater than challenge, people get bored. When challenge is greater than capability, people get overwhelmed and stressed. The ideal is to maintain an equal balance between capability and challenge. Then people can weather the myriad of feelings they have as they go through change. If people do not develop resiliency, they can get thrown by some of the negative thoughts, feelings and struggles that are a natural part of the change process.
People feel in control when expectations match experiences. Developing personal resilience helps people maintain a sense of control. Jim describes it as the ability to absorb high levels of disruptive change while displaying minimal dysfunctional behavior. Those who are resilient maintain their equilibrium, high productivity, good health, success and rebound well from setbacks. Resilient people are:
Jim Canada ends his presentation by stressing the importance of creating a strong workplace culture in which your people are able to find a new normal occurs easily because you effectively communicate the positive consequences of change and they remain inspired to stay the course through discomfort. The bottom line: learn how to be resilient and promote resilience so you and your business can move ahead successfully.
To learn more about how to enact positive changes in your workplace culture, contact Jim Canada at: http://www.alliancetechnologiesllc.com/contact-us
Judy Ryan, Human Systems expert and Lori St. Clair, Chamber of Commerce President, business owner and CFO for many organizations, team up to help viewers understand the power of using a blueprint process to bring about alignment and positive, productive change.
Digital marketing automation expert Will Hanke starts at the top of the marketing and sales funnel process by focusing on how to draw awareness to your products and services and engage prospects through a wooing and courtship process. He helps viewers understand how to develop strategies that inspire serious consideration from prospects and lead to successful conversions with them.
Get an audience – You need to understand your audience and attract prospects using the following:
- Content (through blogs, articles, videos with periscope, share where you can meet people)
- Social media
- Videos (using the right keywords)
- Images and info-graphics
- Define your persona’s
- Understand what search engines know about your site
Create a Lead Magnet: This is an irresistible bribe in which you offer value to get their email address and now that you have their information, you can educate them. It should:
- Be consumable in 5 minutes or less
- Woo and romance prospects
- Be free
Offer a tripwire: This is an offer in which money is exchanged. Offer something to those people who have engaged with the magnet. Give them an inexpensive option so they have paid something to receive value. (Exchange money for value)
Nurture the relationship: Educate them. After you have the email, segment the audience and start to educate them. Use automation to nurture the relationship.
Over-deliver: Give them more than they expected to get. Give a free bonus. Give them a free webinar.
Introduce your Core Sale: Now you have already warmed yourself up to the people, you are able to move the conversation to a new level. Make sure you have call to action buttons in strategic places because they are important.
Maximize the relationship: Once they are already doing business, make sure you leverage that by upselling to the customer.
Bonus Content: This article is typically reserved only for paid members of the e4e Academy. But we have unlocked this content through July 2016 to share more of John Eyres' expertise with you for free. John is a featured speaker at our July e4e event. To learn more about the Academy, click here.
John Eyres is expert at getting people fired up to pick up the phone to call clients and prospects. Having some knowledge of how to react and handle calls helps people to get on the phone and make those tough calls. John starts his presentation establishing his credibility and success as an expert in outbound telemarketing with a 30% closing ratio. He is highly qualified to offer helpful tips for telemarketing efforts in which you may need to address the following objections:
- "Send me information on email or by snail mail": "I am happy to send you information, but we have a lot of different types of information. Can I get a little more info about you? Can I come see you?"
- "We hand that need internally": You may have niche services that this customer may not have in their organization. Create 5 SSDs (Specific Selling Differentiators). SSDs describe how you are different and what you can provide that they either can’t do without you or skills you are stronger at doing than they are. Say, “This is the exact reason I called. We can be a supplement to what you are already doing."
- "We have an existing relationship": Ask who the competition is. “Great! That was exactly my reason for the call. I know things change in the future. Can I send some information to you?"
- "We don’t have the budget or money right now": Selling is a life-cycle and you can’t always get the sale immediately with everyone. Build the relationships now that will turn into customers later. Say, “My goal is not to sell you something today. I want to build a relationship with you.” You might be a rescuing hug to someone because you share empathy. Use the words feel, felt and found. For example, “Mr. Jones, I can understand how you might be feeling."
- "I am not interested": "A lot of people had the same reaction you did until they saw how we benefited them and what we can do for them."
- "I am too busy": "The only reason I am calling is to set up a meeting with you. When is a convenient date and time for you?"
- "Your pricing is too high": Say, “Price is a concern to all of us.” Then, share the value of your product and service to help them understand that your prices reflect great value to them that is well worth the cost.
- "I am not the right person for your product or service": Ask for help from the receptionist. If you get sent to someone, and they are not the right person, ask who is. Use the name of the person who passed along the name to warm up the call.
John concludes his presentation answering the following audience question:
How do you handle it when you get voice mail?
- Craft your elevator pitch so your first call describes who you are, including your name, phone number and the best times to reach you. Leave your cell phone.
- A second message should include the same as well as one of your SSDs (specific selling differentiators)
- Well-scripted message are important. John’s success is built on his script and his ability to deliver it naturally. He suggests people practice it 50 times.
John Eyres, President of Business Connections Consulting, works with many sales people and business owners to sharpen their cold calling skills and better understand the process of telemarketing. John resides in St. Louis, MO and can be reached via phone at 314-495-2089 or email; firstname.lastname@example.org
Business strategy does not happen accidentally. Sustaining your business means responding to the growing needs of your business and your clients.
Caren Libby is an expert on marketing, branding and business strategy. In this presentation, she focuses on success and what really matters. That’s tough when it seems like your business is in pieces. Sometimes you are provided opportunities to slow down and consider anew what is most important. Caren had just such an opportunity, hidden in several breakdowns that ultimately afforded her new breakthroughs. Because of this, she is uniquely qualified to provide guidance on:
In her presentation, Caren clarifies:
- What is Your Focus?
- What is your vision of success?
- What do you want to accomplish?
- What is your vision for your future business results?
- Strategy: How will you actuate your vision?
- What is your passion and purpose?
- What is Your Identity?
- Who are you?
- What is your business all about?
- What makes you different?
- What is your brand story?
- What is your personal and professional story?
- Why does your business matter?
- What are Your Systems? Create systems for how you work best. Relevant systems include defining the goals, procedures and strategies for your:
- Social media
- Content generation
- Email marketing campaigns, including newsletters
- Collaterals that reflect your unique identity and message
- Analytics so you have statistics that give you a snapshot of your impact
- Sustainable marketing
- What is Your Strategy to Sustain? Consider the following strategies to sustain positive growth:
- Create new content ideas for your website and email marketing campaigns
- Choose topics relevant to your clients and what they are most comfortable talking about
- Ask questions such as “Did you know that…?”
- Avoid the mistake of designing your website and marketing messages without considering your clients and the customer journey
- Track analytics, set targets, review your metrics and evaluate what’s working and what’s not
Business strategy does not happen accidentally. Sustaining your business means you must be determined to stay the course and respond to the growing needs of your business and your clients. Caren Libby provides a process for creating systems you need to grow your business. For greater detail on all Caren’s systems and services, go to CarenLibby.com
Successful supervisors influence team members to do things because they “want to,” ‘like to’ and are ‘capable to.’ They help each feel useful and contributing.
In order to develop an effective work team, those in leadership must understand the role of individual private logic (also called paradigm) for how each person sees the world and their role in it. Additionally, leaders must consider how best to influence each team member so they are effective in gaining their willing participation.
Sales and management expert Bill Prenatt shares the wisdom of Steven Covey plus his own experiences and observations on recognizing, respecting and relating well to direct reports who require guidance to fully engage and contribute in your working team in a responsible, productive manner. The following are important to consider when influencing your team members so they mesh well and support the success of all.
Perceptions and Paradigms
We all experience the world in different ways. People are not motivated by facts, but by assumptions – what they believe the facts to be. Our assumptions arise from our experience, our paradigms.
Every normal person craves direction, and a sense of dignity and purpose. Our basic drive is to protect what we perceive to be in our own best interest. We do what someone asks because we will realize personal gain.
Successful supervisors influence people to do things because they want to. The interaction provides a perspective that re-defines the environment into one where people ‘like to do’ and are ‘capable of to do,’ with supervisors helping each person feel useful and contributing.
Supervisors have an opportunity and an obligation to ‘identify and influence people who need their guidance. The role of the supervisor is to clearly define critical issues, plan out how to overcome problems, resolve frustrations, and eliminate or reduce waste, leaving people free to enrich their lives and achieve their goals.
Paradigms and Patterns
Supervision has its roots in the understanding that people, as the principal asset, are the catalyst that make things move. Supervisors create and provide the conditions in which each individual member and the team collectively, can be successful. They call forth each person’s potential by demonstrating faith they can excel when managed properly. In contrast, an authority merely provides a supervisor with the right to expect certain standards of performance.
By the time a person gets to be a supervisor, he/she has spent a lifetime developing specific patterns of thinking and behaving. Each of us likes our ideas of how things should be done and changing our minds can be a problem. We develop a comfort zone. Behavior patterns are buried deep and do not change quickly. These patterns become so fixed they legitimately can be called a second nature. Then behavior plays out naturally without conscious thought because it has been reinforced over a lifetime.
Organizations and companies become fixed in this way too. They have developed a culture that works on its members silently. Then this too becomes second nature to all within its walls. All the traditions, preceding practices, norms, standards, habits, rituals, attitudes and expectations that have evolved over many years, have been woven into how everyone thinks, feels, speaks and acts.
These two factors; the supervisor’s personal patterns and the organization’s culture have a powerful effect on change.
Patterns and Persuasion
Our paradigm is the way we see the world – perceiving, understanding, and interpreting it; in a sense our paradigm is our map.
Each of us has many maps in our head. Maps of the way things are (realities) and maps of the way we should be (values). We interpret everything we experience through these mental maps. We seldom question their accuracy; and we’re usually unaware we have them. We assume the way we see things is the way they really are, and the way they should be. And our attitudes and behaviors grow out of those assumptions. The way we see things is the source for the way we think and then act.
Conditioning has a powerful effect on our perceptions. We have a lifetime of conditioning – family, school, church, work culture, friends, associates, and current social paradigms. All have made their silent unconscious impact on us and help shape our frame of reference, our paradigms; our maps.
These paradigms are the source of our attitudes and behaviors. As clearly and objectively as we think we see things, we come to realize that others see them differently, and from their own apparently equally clear and objective point of view.
Each of us tends to think we see things as they are; that we are objective. This is not the case. We see the world not as it is, but as we are -- or, as we are conditioned to see it. When we open our mouths to describe what we see, we in effect describe ourselves, and our perceptions. This is the power of our paradigm. When other people disagree with us, we immediately think something is wrong with them. In reality, each of us sees things differently, each looking through the unique lens of experience.
Trying to change outward attitudes and behaviors does little good in the long run if we fail to examine the basic paradigms from which our attitudes and behaviors flow.
The more aware we are of basic paradigms, maps, or assumptions, and the extent to which we have been influenced by our experiences, the more we can take responsibility for our paradigms, examine them, test them against reality, listen to others, and be open to their perceptions too, thereby getting a larger picture and a far more objective view.
Persuasion and Paradigm Shifts
Paradigm shifts move us from one way of seeing the world to another. Whether paradigm shifts are in a positive or a negative direction, whether they are instantaneous or incremental, they create powerful change. Our paradigms, correct or incorrect, source our attitudes and behaviors, and ultimately our relationships with others. If we want to make relatively minor changes in our lives, we can perhaps appropriately focus on our attitudes and behaviors. But if we want to make significant, quantum change, we need to work on our basic paradigms. Until we change our basic paradigms, we are unable to create quantum change in our situation or ourselves.
Many people experience a fundamental shift in thinking when they have a life-threatening crisis and suddenly see their priorities in a different light, or when they suddenly step into a new role, such as that of husband or wife, parent or grandparent, or into the new role as a supervisor. Paradigms are powerful because they create the lens through which we see the world. The power of a paradigm shift is the essential driver of quantum change, whether the shift is instantaneous or a slow deliberate process.
In all of life, there are sequential stages of growth and development. A child learns to turn over, to sit up, to crawl, and then to walk and run. Each step is important and each one takes time. No step can be skipped.
Paradigm Shifts and Principles
This is true in all phases of life. To understand and accept these principles can be difficult. Consequently, we sometimes look for a shortcut, expecting to be able to skip vital developmental steps in order to save time and effort while still reaping the desired result. It is simply impossible to violate, ignore, or shortcut the development process. It is contrary to nature, and attempting to seek such a shortcut only results in disappointment and frustration.
To relate effectively, we must learn to listen. This requires emotional strength. Listening involves patience, openness, and the desire to understand – highly developed qualities of character. It’s so much easier to operate from a low emotional level while giving high-level advice.
Our levels of development physically are fairly obvious, but not so concerning character and emotional/social development. We can ‘pose and put on’ socially for a stranger or an associate. We can pretend. And for a while we may get by with it – at least in public. We may even deceive ourselves. Deep down inside, most of us know the truth of who we really are and many others can discern this too.
Principles and Positive Change
In today’s complex and demanding business environment, we need to solve chronic underlying problems and focus on principles that bring long-term results. Utilizing Coaching as a valuable tool is one step closer toward being an effective supervisor.
Taken from “7 Habits of Highly Effective People” by Stephen R. Covey.
You’ve invested in your website. At the end of the day, you want to increase your bottom line. In short, you need to see results.
Any serious business owner has a lot of time, money, and energy invested in their website. Sure, it’s fun building a website from scratch and watching your organic traffic streams grow, but at the end of the day, we all want to increase our bottom line. In short, we need to see results. As such, a lot of people turn to conversion rate optimization to maximize the effectiveness of their website and make a strong impact with their audience. You want your traffic to grow. You want your subscriber list to multiply – and ultimately you want more conversions. But those of us who don’t know a whole lot about conversion rate optimization are making some big mistakes.
As website owners progress and mature over time, we find there is a lot to improve when we look at our original blogs. Specific pieces of content, the structure and format of our sites, as well as a lot of other small things needing an overhaul can add up or have a big and negative impact on the success of your digital marketing efforts. What makes these small mistakes an even larger problem is the fact that many people don’t have ample amounts of time to spend at their leisure to diagnose and fix them. Fortunately, there are a lot of things you can do to give your blog a tune-up that won’t eat up your time. The following are some extremely quick, simple, and efficient changes you can make to your blog to give it a makeover.
Barter can extend our cash reserves, increase our spending capacity, and help us attract new customers and opportunities.
Barter expert and author Karen Hoffman shares over 20 years of experience, including national and international perspectives on bartering. In her presentation and her book, The Art of Barter, she describes trades of just a few dollars up to those involving millions of dollars. While most people are comfortable using cash, layaway, credit cards or borrowing from a bank or family, she describes the many ways bartering can impacts our lives and can minimize use of cash and stretch the assets we have all while attracting new customers and opportunities.
In her presentation, Karen clarifies:
- Ways we barter - direct one-on-one, a broker or barter company, trade dollars
- Reasons we barter – to increase cash reserves, gain new customers
- What we barter – goods, services, benefits
- How to identify trade-worthy products or services
- Communications when we barter – the importance of clarity and structure
- Timing - when to introduce barter
- Why to barter – incentives, networking, stretch goals and giving to the community
Making the impossible possible is a trademark of Karen Hoffman, often referred to as the queen of possibilities. In this presentation, she demonstrates the power of creating opportunities where they are typically not unrecognized.
Karen Hoffman is founder of Gateway to Dreams, an organization designed to connect and promote people so they can live their dreams and provide their valuable services to the world. Call her today at 314.503.6376 or email her at Karen@cityofexperts.com
Marketing and business strategist Cynthia Correll provides steps for bringing your full game to the growing of a successful company and the development of new clients. She introduces how to get better results using focus, identity, systems and sustainability in this order and as described here:
- Identify your primary focus: Get the support of an objective person who can get inside your head and understands who you are and your business so you can develop a strategy that includes your strengths, values, expertise, services, style and your unique advantages
- Identify your identity: Make sure your identify is related to meeting customer needs so you become known as a company who is providing value
- Identify your systems: Consider the areas of business development that seem burdensome, then establish the processes for social media, sales, marketing and more, so your business life runs smoothly
- Identify the means to sustain growth and positive momentum: Seek out and surround yourself with dependable resources and partners
Positive results are guaranteed when you are clear about who you are, known for how you serve, operate in a solution-oriented manner, and sustain growth with the support of partners and colleagues who are fun, positive and collaborative.
Cynthia Correll is an expert who knows how to use visual media to communicate your story effectively. She supports people in using their greatest assets for building trust, inviting participation and connecting in authentic ways that forge lasting relationships. For help in telling your valuable story, you can contact her at email@example.com or call her at 636.751.4144
Marketing expert Steve Smart turns chaos into order by helping business owners become profitable by focusing on what customers want and delivering it to them
Marketing expert Steve Smart is fired up when he can help turn chaos into order and help business owners become more profitable through creating structure around their content and processes. He opens this powerful program by stating that marketing and operations are strongly tied together. He asks the audience this rhetorical question, “What is marketing?” After offering several definitions, he suggests the following as useful to remember, “Marketing is everything involved in successfully taking your product to market.” It’s finding what people want and delivering it to them. He suggests a shift in perspective is needed.
Steve Smart reminds the audience that ideal marketing provides leads, then revenue and then profits. He says in order for this to happen it’s important to think of marketing holistically so that you attract leads, close sales, and make sure you are satisfying customers throughout the entire buying and service continuum.
Operations are inter-related to marketing because they intersect through:
- Touch-points – these include every point of contact you have with your customers. Customers make choices based on how you impress them. You are always modifying, informing or reinforcing your impression on them. The related points of contact are important – they might include the product itself, the packaging, the billing process, and all phases od service. Ideally your touch-points help your clients feel a closer connection to you, making it more likely they will be loyal to you, refer you and make another purchase with you. In order to create operational touch-points effectively, you need to think of all the different ways you interact with customers, and then make one or more people responsible for each touch-point. You want to have consistent processes around this and be intentional for how you deliver on your brand promise.
- Culture – this includes employees, customers and vendors. When you have a value-based culture where people understand the purpose for creating an experience at each touch-point, values customer satisfaction and embraces shared ideas, there will be greater creativity and collaboration on succeeding with your brand. Everyone shares, validates and executes on ideas, helping each your company to become productive and profitable.
- Cross-functional teamwork – people outside your actual marketing department matter too. Together you communicate in word and deed a stronger vision, a better culture, and greater collaboration, enabling people to enjoy making contributions and creating buy-in. Other team members’ help you execute on new ideas and they have a fresh perspective to offer.
Steve Smart ends his presentation emphasizing the need to live your brand promise internally as well as externally. Intentionality helps everyone play a part of the process to deliver on the brand promise. You will be most successful if you put a structure in place to identify a list of all touch points and make sure everyone involved shares ideas, provides input and gets feedback afterwards to strengthen your values and service.
Steve Smart is helpful and believes in high customer satisfaction. He’s an expert at purpose and value-based marketing. Need help with your marketing efforts? Reach out to Steve Smart at firstname.lastname@example.org
Google has just announced this month it will incorporate methods of measuring a websites’ user friendliness to mobile users. This update is supposedly going into effect on April 21st. Mobile friendliness is going to become a metric search engine use to determine organic rankings (a ‘ranking signal’). By making these changes, Google reported that its goals are to create:
A lot of time and effort is used to attract a user to your website. Once they are there, the next challenge is to get them to spend time to hear your message and view your content. In the end, none of it matters if the users will not take action after the fact. This in and of itself can be a challenge, but creating a compelling call to action can have a persuasive effect on your audience. Follow these tips to strengthen the power of your calls to action (CTA).
Do Google Adwords deserve a place in your marketing arsenal? With 6 billion internet searches per day, this powerful tool may provide you unparalleled reach.
With humor and distinction, marketing expert Adam Kreitman brings the topic of Adwords out from under the radar. In his presentation he provides eleven sound reasons for considering Adwords in your overall marketing strategic plan. The reasons include:
- You have unparalleled reach. With six billion internet searches per day, including fast-growing YouTube site and ability to purchase ads on display networks to collectively reach 90% of internet users worldwide
- You are virtually guaranteed a nearly instant page 1 ranking
- You reach highly motivated, target prospects
- You only pay for clicks and website visits
- You dominate search results. 97% of Google Ads are number 1
- You have tremendous control and flexibility. You are able to manage keywords, a budget, CPC, geo-targeting, time and dates, destination URL and what bidding strategy you use.
- You receive excellent data and reporting. You track the ROI
- You are forced to get your act together. You quickly understand the significance of your marketing and traffic, what’s working and what’s not.
- You have a highly effective keyword research and market research tool.
- You can still win no matter the size of your organization.
- You can afford to use Adwords, even as a small business.
Adam Kreitman makes a compelling case for exploring and using Adwords for your business. He says it’s not a solution for all businesses but for many, it can be a game-changer. The bottom line however, is that when you attract all the new attention and interest from this strategy, you must make sure to have robust conversion strategies to manage the next step in the sales cycle.
For help with all your online marketing needs and questions, contact Adam Kreitman at Words that Click at email@example.com