Go-to-market Strategy and Customer Acquisition - Mind your Business 2014
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M I N D Y O U R B U S I N E S S 2 0 1 4
Go-to-market Strategy&
Customer Acquisition
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HELLO!
Marie Laenen – Co-Founder
@MarieLaenen -- @Sendabee
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Agenda
1. WHO are you clients? 2. HOW do you reach them? 3. Will they CONVERT?
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WHO are your clients? 1
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Everyone?
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Everyone?
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If you try to make love to everyone, no one will ever want to make love to you.
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CHOOSE YOUR TARGET.
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How?
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Market StudyStatistics & blabla
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Statistics are like bikinis. What they reveal is suggestive, but what they conceal is vital.
Aaron Levenstein
”“
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The market is not about the figures.
It is about people.
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GET OUT AND MEET THEM.
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LISTEN to your prospects:
Ask open questions
Value their feedback
Write down their objections
Adapt to their requirements
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Get to KNOW your customers:
What are their dreams? What do they long for?
What are the biggest challenges they are facing?
How can you help them better?
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Build buyers PERSONAS
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HOW do you reach them? 2
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GET IN YOUR CUSTOMERS’ SHOES
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Let’s say I make super uber snail vacuum cleaners
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Where are my customers going to look for a vacuum cleaner?
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Now, where am I going to sell my snail vacuum cleaner?
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Obviously.
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Not enough though.
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How do I get people to know aboutmy revolutionary vacuum cleaner?
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Old & interruptive techniques:
TV, radio & print ads
Pop-ups
Cold calling
Door to door sales
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New inbound marketing techniques:
SEO (Search Engine Optimization) Community building Word of mouth Viral marketing Blogging & high-quality content creation Supporting events Public speaking Opt-in emailing campaigns Analytics
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Nice.
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Not enough though.
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BE DIFFERENT.
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Will they CONVERT?3
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Conversion=
a marketing tactic that encourages a customer to take a specific
action.
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The Buyer’s Journey
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Marketing Funnel
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Awareness Stage
Your customer is barely conscious of his/her needs.
Create awareness.
Advice: Publish content focusing on the main pain points.
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Consideration Stage
Your customer is looking for information and turns to Google.
Provide valuable information.
Advice: Publish educational material.
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Decision Stage
Your customer decides to trust you or not.
Finally, you can talk about your solution.
Advice: Provide customers’ testimonials.
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Evangelism Stage
Your customer becomes a marketing resource.
A satisfied customer spread positive word-of-mouth .
Advice: Publish content on some of your solution’s advanced features.
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The purpose of a business is to create a customer
who creates customers.
Shiv Singh
”“
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Keep in mind that the buyer’s journey is no straight line.
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Ready to market?
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GO!
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THANK YOU!