Marketing Boot Camp:

The 9 Step “Build Your Fortune”

Marketing System

Presented by:

Carolyn Higgins

Fortune Marketing Company

http://FortuneMarketingCompany.com

Welcome to Marketing Boot

Camp!

Agenda

I. What is Marketing

II. Primary Purpose of Marketing

III. New Definition of Marketing

IV. Developing the Foundation

V. BREAK

VI. Executing the Plan to Build Your Fortune

Let’s Talk Marketing!

What is Strategic Marketing?

Strategy is a focus rather than a plan

A strategic plan gives a company focus – a

vision of where you want the company to

go

The Primary Purpose of Marketing is..

….To Set Proper Expectations!

Marketing is about ensuring customer

experience meets or exceeds what is

promised… every single time!

The Primary Role of Marketing

Help YOU,

the Business

Owner,

Achieve Your

Goals

What is Marketing?

Wikipedia: Marketing is:

“ A social and

managerial process

by which individuals

and groups obtain

what they need and

want through creating

and exchanging

products and values

with others."

New Definition of Marketing

Getting people who have a

need to

know, like and trust you.

Marketing is a Process

1. Set Goals

2. Attract the Most Profitable Clients

3. Bury the Competition

4. Sell What hat do your customers REALLY buy

5. Build a Powerful Lead Generation System

6. Create KILLER content

7. 4 Essential Internet Marketing Tools every

business owner needs

8. The #1 Secret to Marketing Success

9. Take Control of your Marketing

1. Set Goals!

What is Your Primary Aim?

Your business

Your customers’ experience

Your life

Develop a Roadmap

Short term and long term

Define KPIs

Identify gaps

2. Define a Target Market

“You simply cannot be all things

to all people. Narrowing your

focus will help you distinguish

your business from all others

and focus on your ideal

customer”

– John Jantsch, Duct Tape Marketing

Do I Need a Target Market?

Who is most likely to buy?

When are they most likely to buy?

How much money is wasted chasing the wrong

people at the wrong time? ?

Your Ideal Customer

What is ideal?

Value and respect your business

Profitable

Refer others

Those you want to clone!

.

What to Look For?

Look at existing clients –similar values

are often a good fit.

Demographics

Psychographics

Geographics

Behavior

3. Bury Your Competition!

Avoid the 2 Most

Dreaded Words in Sales:

“How Much”

Find Your Core Difference

Why did you choose us?

What do we do that others

don’t

Why do you refer us?

What do we do that others

don’t

What themes emerge?

Interview best customers

Find Ways to Stand Out

Create BUZZ

Find the little things that mean a lot

Where is your industry lagging? Grab on!

Communicate Your Core

Difference Vision Statement

Core Marketing

Message

Verbal Business Card

4. Sell What Customers Really

Want to Buy!

Your Target Market buys for 2 reasons:

•They buy a way out of pain • A problem that needs to be solved

•They buy out of desire •Prestige, belonging, pride, recognition, etc

.. And Why Do They Buy from

You?

Your unique product or service

Your unique process

Your unique experience

Your unique people

Your unique guarantee

Your unique packaging

Your unique delivery

Your solution to a problem

5. Create Killer Content

Blogs

Video

Podcasts

Webinars

Websites

Articles

Killer Content Educates, It

Doesn’t Sell!

Printed Collateral Variable, dynamic, relevant

Your online education Blogs, articles, comments

Your presentations No more sales pitches!

Your content strategy How, when, and where you educate

Educate To Build Trust

Position your company as a

giver, not a seller

Educate and inform

Be relevant

Be helpful

Be timely

Be fun!!!

6. Build a Powerful Lead

Generation System..

Advertising

Social Media

Public relations

Referral systems

Advertising

• Narrowly focused

• Remember: target marketing and core message!

• 2-step – direct response

Get permission

Improve awareness of your content

Build trust

Social Media

77% of internet users read a blog

400 million people on Facebook

50 million Tweets per day

45% of internet users have started a blog

83% have viewed a video online

36% think more positively about companies that have blogs

◦ Source: Universal McCann Wave3 research into social media and furturebuzz.com

Go Where Your Target Market Is!

What Social Media is right for you?

Engage = 80/20 rule!

SEO and Claiming Real Estate

Public Relations

Build relationships – don’t pitch!

Monthly touch

Be Newsworthy

Use online press releases

Referrals

Be more referable

Target sources Clients

Strategic partners

Educate Who is your best client

How a referral is handled

Offers

Follow-up

7. Four Web Tools You Can’t Live

Without

New research shows that 77%

of US adults use the Internet

as an information source

when shopping locally for

products and services.

~ Kelsey Group

Must-have online tools

Google Alerts

Google Analytics

Social Media Management Tools

◦ Netvibes

◦ TweetDeck

Blog

8. The #1 Marketing Secret to

Marketing Success

STOP GUESSING!!!!

You Must Become Diligent!

Test!

Track!

Measure!

Repeat!

Marketing boils down to..

Generating more leads

Converting more leads

Selling more to existing customers

Increasing your average sale amount

Your Focus needs to be on Tracking,

Measuring, and Increasing these 4 things

in order to achieve your goals

9. Take Control of Your

Marketing

Keep a calendar

Invest the time

Invest in the tools

Hire if you need to!

Conclusion

Primary purpose and function of

marketing

Define Marketing

Use the 9 Steps

Put ONE idea you learned

tonight into practice tomorrow

2 Great Offers to Help You!

Feedback Forms

Fortune Marketing

Company

Website: FortuneMarketingCompany.com

Blog: FortuneMarketingCompany.com/marketingblog

Facebook: facebook.com/FortuneMarketingCo

Twitter: Twitter.com/FortuneMktgCo

LinkedIn: Linkedin.com/in/carolynrhiggins

Email: chiggins@FortuneMarketingCompany.com

Phone: 707.718.4489