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I’ve given my “Four Pillars” presentation numerous times over the past several months and, more than ever, believe that NOW is the time to start planning for the New Economy.
I still speak with many small businesses who are content to just maneuver through 2011. For those who want more than just to ‘get by’, this is an excellent time to craft a 12-to 24-month get-out-front-of-competitors marketing strategy.
To help, I’ve developed a report detailing four pillars that provide a framework for developing such a strategy.
Complete the fields below to download the complete report.
Every year since 1963, the President of the United States has proclaimed National Small Business Week to recognize the contributions of small businesses to the economic well-being of America. As part of National Small Business Week, the U.S. Small Business Administration recognizes this special impact made by outstanding entrepreneurs and small business owners.
In 2011, National Small Business Week will honor the estimated 27.2 million small businesses in America. Small businesses are major contributors to the strength of the American economy. More than half of Americans either own or work for a small business. They also create 60-80 percent of new jobs in the country. Small businesses drive innovation, create 21st century jobs and increase U.S. competitiveness. Reference: buy Latuda 40mg
Have you hugged a small business owner today?
Keep in mind:
- [icon type=”angle-double-right” class=”fa-li accent”]For every $100 spent at local small businesses, $68 returns to the community
- [icon type=”angle-double-right” class=”fa-li accent”]Small businesses employ half of all private sector employees
- [icon type=”angle-double-right” class=”fa-li accent”]Small businesses represent 99.7% of all employer firms
- [icon type=”angle-double-right” class=”fa-li accent”]For every year over the last decade, 60-80% of new jobs were generated by small businesses
I originally posted the video below over a year ago. I find it as inspiring today and I did back then. Enjoy!
TOLEDO, OH – February 26, 2010 – where to buy Latuda, buy Latuda 80mg uk, offers a complimentary, 60-minute Webinar titled Winning the Local Search Game – A 5-step process for dominating your local search landscape.
Increasingly, search engines are creating ways for local shoppers to more easily find businesses in their towns and communities and you need to know how to take advantage of these new tools and tactics.
If surfers and mobile phone shoppers can’t find your business in local search, you don’t exist to them – don’t get left out.
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“I’ve been blogging and talking about local search for two years and believe it to be one of the most important and practical online strategies for small businesses”, comments Patrick Giammarco. “However, I still find myself continually surprised that more small businesses haven’t embraced local search as an affordable and effective marketing activity.”
The numbers don’t lie…
- [icon type=”angle-double-right” class=”fa-li accent”]10+ billion (that’s “billion” with a “b”) monthly unique searches, just in the U.S.
- [icon type=”angle-double-right” class=”fa-li accent”]40% of searches have local intent
- [icon type=”angle-double-right” class=”fa-li accent”]5% of searches use the city and/or state name
- [icon type=”angle-double-right” class=”fa-li accent”]2% of searches include terms like “neighborhoods”
- [icon type=”angle-double-right” class=”fa-li accent”]0.5% of searches include zip codes
- [icon type=”angle-double-right” class=”fa-li accent”]43% of people online are looking for something to buy locally
- [icon type=”angle-double-right” class=”fa-li accent”]54% of internet users have thrown away the phone book
In this complimentary, 60-minute Webinar you’ll learn:
- [icon type=”angle-double-right” class=”fa-li accent”]How to make your web pages local friendly
- [icon type=”angle-double-right” class=”fa-li accent”]How to build your local search profiles
- [icon type=”angle-double-right” class=”fa-li accent”]How to get proactive in the review game
- [icon type=”angle-double-right” class=”fa-li accent”]How to get listed, cited and mentioned
- [icon type=”angle-double-right” class=”fa-li accent”]How to spread the local social love
Getting found locally doesn’t happen automatically. Small businesses will need to invest some time into submitting their information to search directories. I’ll provide a list of some the more popular sites, but, in reality, if you concentrate on the big four, you’ll be in great shape.
If your small business depends on customers from your city or neighborhood, you have to get found online locally. Advertising in the printed version of the Yellow Pages, is not enough in this Web 2.0 world.
For more information or to register for this free, 60-minute Webinar, visitbuy Latuda australia, call 419.329.4256 or email firstname.lastname@example.org.
Over the next several posts, I’ll be detailing four marketing pillars that matter most in the New Economy. I’ve given my “Four Pillars” presentation numerous times over the past two months and, more than ever, believe that NOW is the time to start planning for the New Economy. I still find so many small businesses content to just maneuver through 2010. For those who want more than just to ‘get by’, this is an excellent time to craft a 12-to 24-month get-out-front-of-competitors marketing strategy. The following four pillars provide a framework for developing such a strategy.
Pillar II. Educate and Inform, Don’t Sell
Done well, marketing can almost eliminate the need to sell.
In fact, more than ever, in the post-recession world, people don’t like to be sold anything, but they still do love to buy.
Your marketing materials can do the job of selling if you focus on creating a set of materials that provides an education for potential customers – an education that compels them to buy.
Does the image to the left look familiar? Many of us have been taught the concept of the sales funnel. Where we went out and found a universe of “leads” or what I’ve also heard called “suspects” ‑ people we suspected needed what we had to offer. And we just blasted our messages out there with the hope that some amount of them would respond and we’d squeeze them through the funnel as customers.
The problem I’ve always had with that is all the focus is on the chase. This may have worked in Boom times or “Old Economy” but not today. In the “New Economy” the real payoff in marketing comes from expanding and focusing your thinking on how to turn a lead into an advocate for your business.
I want to introduce a tool that I believe is critical for competing in the New Economy – the concept of The Marketing Hourglass (see image to the left).
The top half resembles the sales funnel concept from above, but the expanding bottom half adds the necessary focus on the total customer experience that ultimately leads to referrals and marketing momentum.
I like to use this diagram to explain the logical path a prospect should follow to participate in your fully developed Marketing Hourglass. This concept is one of the key elements of the overall Duct Tape Marketing system, but I could conduct entire workshops around this one slide as it seems to be the easiest way to explain the marketing process in simple and practical terms.
When you overlay the Duct Tape Marketing definition of marketing – “getting someone who has a need to know, like, and trust you” with the intentional act of turning know, like and trust into try, buy, repeat, and refer, you get the entire logical path for moving someone from initial awareness to advocate.
The key is to systematically develop touch points, processes and product/service offerings for each of the 7 phases of the Hourglass.
Far too many businesses attempt to go from Know to Buy and wonder why it’s so hard. By creating ways to gently move someone to trust, and perhaps even creating low cost offerings as trials, the ultimate conversion to buy gets so much easier.
A lot of most small businesses spend all of their money to get people to Know them and assume that they can skip all the steps in between to get prospects to the point of buying. And, then once they buy, they assume that customers are going to refer them without having to provide any nurturing or support.
In my experience, small businesses don’t have enough in their Hourglass that logically move a prospect from Know to referral or raving fan. Most small businesses need to do a lot more work on understanding timing triggers, find out a way to do more research and add 10-20 different marketing tools to their Marketing Hourglass. Most make the mistake of spending all their money on the next marketing idea of the week, which typically fall in Know category.
The difference with the way that I work with Duct Tape Marketing is that I work from the bottom up. I actually start first by identifying buying triggers and understanding the buying pattern of your Ideal Client and work backwards. So, I start down in the Try and the Trust section and will build you those key motivators that prospects need to hear to Like you. I will build materials to build Trust and minimize risk and determine if there are any trial products you can try to convert the sale, so the next time they try a lead generation mechanism, like direct mail or advertising, you’re going to get a much different result.
In order to start your thinking about the hourglass concept and gaps you may have ponder these questions:
- [icon type=”angle-double-right” class=”fa-li accent”]What is your free or trial offering?
- [icon type=”angle-double-right” class=”fa-li accent”]What is your starter offering?
- [icon type=”angle-double-right” class=”fa-li accent”]What is your “make it easy to switch” offering?
- [icon type=”angle-double-right” class=”fa-li accent”]What is your core offering?
- [icon type=”angle-double-right” class=”fa-li accent”]What are your add-ons to increase value?hat is your members only offering?
- [icon type=”angle-double-right” class=”fa-li accent”]What are your strategic partner pairings?