Marketing Made Easy

The 8-Steps To ROI For Small Businesses That Want To Become Profitable Businesses

with Jesse Stoddard
Marketing Machine Architect

 

 

Marketing Made Easy Audio (on Soundcloud):

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Here’s a Sneak Peak at the 8 steps

I’m Jesse Stoddard with Stoddard Consulting and today I am going to be talking to you about marketing made easy, the eight steps to ROI for small businesses that want to become profitable businesses. I’ve been doing this line of work for quite a while. I am a Chief Marketing Officer and kind of an outsource Chief Marketing Officer and Consultant to various businesses, very large, small businesses, startups and service-based businesses and what I found is that a lot of people make it way too complicated, so today, I’m going to make it easy.

All right, first of all, we’re going to start with the Marketing Mentality. There’s kind of a philosophy and a mentality that you need to attain or aspire to before any technique is really going to work. Really, it’s the difference between principles and techniques. Techniques are going to change all the time inevitably but principles are going to be something that you can stake your future on, and so first of all, don’t overcomplicate it unnecessarily.

It has been made ridiculously complicated.

  • There are more ways, more media available than ever before.
  • There are more people selling methods, basically, media, than ever before
  • Everyone in the advertising media selling business is now in the “digital marketing” business.

I don’t know about you but if you’re an Entrepreneur and you own a small business, probably multiple times per week, sometimes even per day, you are assaulted with phone calls, e-mails, texts, and office visits from media companies, whether it’s TV, radio, or print or online, who also have an online arm and who are trying to take all of your SEO and pay per click and whatnot. So it’s as if everybody is in the same game selling the same thing.

  • And as your company grows, you will be inundated with complexity.
  • By the way, you should EMBRACE the complexity using simple principles, so again, it’s going to seem complex but you don’t want to get overwhelmed. If you rely on principles, you can get through the weeds and find your way to a successful outcome.

So first, we want to start with a

1. Customer Focus

That’s the number one principle. Select a single target market at a time and know everything about them. Now, notice I said at a time. It doesn’t mean you can’t have more than one target market. It just means you’re going to want to select a single one at a time and you want to really understand everything about them. It’s all about focusing on the customer first as opposed to what most people do, which is create a widget, create a product, create a service and then, go out and try to find customers for it.

It’s infinitely easier to identify a market, to identify a person or a type, an avatar or a persona if you will, who want something and then design or create or offer something, a service or product that they want. That’s so much easier and everybody does that backward; even people that have been in business for a long time and who should know better.

If you’re already in business, which you probably are if you’re watching this, you likely can’t start over but you can begin making your business about that customer and you can tailor to them and customize it to them in order to get a better outcome.

Let’s talk about your Ideal Customer.

  • It sounds odd but you need to identify your market first.
  • A market is actually just a group of people that share something in common.
  • Which means that the group is made up of individuals that you can study and get to know intimately.
  • At the core of the transaction is the relationship just like a very small Mom-and-Pop business startup.
  • So no matter how big you get, you’re never immune to the natural laws of business.

In other words, it’s the same whether you just started or whether you own a little grocery store or you help operate a flea market or you’re running a large conglomerate, you’re a banker or you have a huge law firm or a service business doing 14 to $15 million a year in-home services.

It doesn’t really matter. There’s still the fact that the relationship is the basis of it all. People want to do business with people, not with nameless and inhuman corporations or robots. It’s never going to change.

They’re usually several or many different target markets you can do business with

And you need to start with one and master the Marketing and Sales Process with that one and then, you can move on to others.

By the way, you can do it all, just not all at the same time at first.

Eventually, you create systems where you can, I guess, “multitask.” Really, it is just creating systems to help target multiple markets at the same time with either systems and software and automation or with people helping you.

A huge mistake is trying to use one ad to target all potential markets.

So especially when people get started or they haven’t done a lot of advertising before, they try to just copy what other people in their industry are doing, which, by the way, if everybody’s doing it it’s probably likely that you shouldn’t be doing it. By definition, it’s going to create average results because it’s what the average person does and so typically, what they do is they create an ad that is just trying to appeal to everybody.

For example, if I’m a Carpet Cleaner, I just pulled that out of thin air because of Joe Polish who’s, by the way, a fantastic Marketer and has a really good Podcast. If you’re a Carpet Cleaner and you want to do commercial work for offices but you also like to do high-end homes, well, this person who owns a luxury home is a lot different than a business customer. They have two different needs and so trying to create one ad that serves both, it basically creates less impact, if any impact at all.

You’re muddying the waters. You end up with bland, homogenized and ineffective ads.

  • So take your ideal target and create a persona or avatar that you can describe in a great deal.
  • Start with demographics.
  • That’s all the basics, that age, and location, geography, income, different affiliations, basic information on them and add psychographics.
  • And some might even be able to figure out “psychic-graphics”, by the way, which you’ll hear some marketers talk about. Basically, the idea is to figure out what do they like and what do they don’t like? What magazines do they read? What are their habits? You’d be surprised what you can find out with your current customer list. Maybe you need to survey.

Maybe you need to dig in but sometimes, all you got to do is call a few people up and ask them a few questions. Get to know somebody. Take them to lunch. Take them to coffee, whatever you need to do to learn a little bit more about them because it’s going to be much easier to target a persona or an avatar like your ideal target market if you know something about them.

  • And of course, Pain Points. What keeps them up at night worrying and staring at the ceiling unable to overcome the nagging fear or discontent?

If you can find out what they are, really what’s pain for them, you’re going to be way ahead of your competition because people are more motivated to avoid pain than to gain pleasure. A little bit more about the ideal target market is what I call it.

  • If you can identify a second market, could the two overlap to create a hyper-targeted list?

A quick example is here with one of the clients I work with is that they target homeowners but also, they like to target Real Estate Agents, so they have advertising. We have marketing advertising that focuses on Real Estate Agents, marketing advertising that focuses on homeowners but then we realized what about Real Estate Agents that own homes? So, in other words, it’s the best of both worlds.

Either way, identify the perfect Avatar and begin your targeting around that person first.

Study them, Survey, online quizzes are a good idea, focus groups, expensive but very effective or just ask your customers what they think.

A little quote from Joe Chernov, CMO of InsightSquared, “Good marketing makes the company look smart. Great marketing makes the customer feel smart.”

To get all the 8 steps, simply request the free report below…

Marketing Made Easy 3D

Inside this Comprehensive Guide, You’ll Learn…

  • How to Avoid the Most Common Small Business Marketing Mistakes
  • How to Test Your Ideas Before You Waste Another Dollar
  • How to Create a Quick and Easy Marketing Plan
  • How to Decide What Advertising Media to Use
  • How to Develop Advertising Assets That Give You Ultimate Leverage and Reliable Profits

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