Effective Small Business Marketing Strategies and Excel Basics for Success
Learn about growth strategies in marketing, setting achievable goals, using Excel for tracking progress, and implementing marketing campaigns to grow your business successfully. Gain insights on cost-effective marketing tactics and how to break down big marketing plans into manageable steps.
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Presentation Transcript
Webinar Logistics This hides this entire menu bar so you can see your full screen. This mutes just you Write me or all attendees a note 1 July 22, 2012 Footer text here
Break it Down: A Marketing Plan to Grow!
Overview Growth vs marketing dollars Start big but break it down Marketing Machine Campaigns Inbound vs Outbound Low hanging fruit Golden streets Direct mail Timeline to action items to goals 3 July 22, 2012 Footer text here
Growth vs Marketing Dollars In this industry you should be aiming for $100 cost per sale. 4 July 22, 2012 Footer text here
The Big Picture The current state of affairs? What is my current revenue? How many customers do I have? What is my revenue per customer? Do many of my customers have more than one program What is my Revenue goal for 2015? 5 July 22, 2012 Footer text here
THE Spreadsheet Fill in the yellow blocks and the rest will be filled in for you! 2014 Goals 1 2 2013 Total Revenue 2013 Total Customers Annual Revenue/Customer 2014 Revenue Goal $ 150,000 1 2 2013 Total Revenue 2013 Total Customers Annual Revenue/Customer 2014 Revenue Goal 425 $ $ $ $ 352.94 200,000 50,000 #DIV/0! 3 3 New Revnue Needed Revenue per New Customer 2014 New Customers New Revnue Needed Revenue per New Customer 2014 New Customers $ - 4 4 350 143 #DIV/0! 2014 Spring Goal: 2014 Fall Goal #DIV/0! #DIV/0! New Customers New Customers 2014 Spring Goal: 2014 Fall Goal 107 New Customers 36 New Customers 6 July 22, 2012 Footer text here
Excel Basics Workbook vs Worksheet The file itself is the workbook At the bottom there are tabs that are called worksheets Formula bar vs cell To change the formula you click on the cell and then change to formula in the bar at the top 7 July 22, 2012 Footer text here
Small do-able goals Bell curve season goals into month goals Don t wait start NOW! the fly wheel needs to warm up January February March April May June 11 21 43 32 Buffer Month Sales Die 8 July 22, 2012 Footer text here
Small do-able goals Bell curve season goals into weekly goals Monthly/Weekly Sales Goals Week 1 Week 2 Jan 5-11 Week 3 Jan 12-18 Week 4 Jan 19-25 Week 5 Jan 26-Feb1 Month Total Jan. 1-Feb. 1 January Jan 1-4 Actual Goal Actual Goal Actual Goal Actual Goal Actual Goal Actual Goal 0 1 0 2 0 2 0 3 0 3 0 11 11 $ - $ 375.00 $ - $ 562.50 $ - $ 750.00 $ - $ 937.50 $ - 1,050.00 $ $ - $ 3,750.00 February Feb 2- 8 Feb 9-15 Feb 16-22 Feb 23-28 Feb. 2-Mar. 1 Actual Goal Actual Goal Actual Goal Actual Goal Actual Goal Actual Goal 0 4 0 5 0 5 0 6 0 0 0 21 21 $ - $ 1,500.00 $ - $ 1,875.00 $ - 1,875.00 $ $ - 2,175.00 $ $ - $ - $ - $ 7,500.00 9 July 22, 2012 Footer text here
HOW???????? Sounds great, but HOW can I achieve these numbers? 10 July 22, 2012 Footer text here
Marketing Machine A M Z You must be who they think of when their pain is greatest! Reality Marketing Eric Keiles Square 2 Marketing 11 July 22, 2012 Footer text here
Inbound vs Outbound Inbound Outbound Proving you re an expert and building trust Time consuming and hard to prove ROI SEO Social Media Blogging Content Generation Videos Email blast Old School Prove ROI Telemarketing Direct mail Tradeshows TV/Radio Ad Door to Door 12 July 22, 2012 Footer text here
Low Hanging Fruit People who already know who you are 2x more likely to buy from you Cancels, Other Services, Request Estimate # of Prospects in Campaign Campaign Goal Cancel Customers 0 Open Estimates 0 Other Services 0 Call center Cost Rev per sale Rev per campaign $0 $0 $0 Total Campaign Material Costs $ $ $ Postage 0.46 $ 0.46 $ 0.46 $ Campaign Cost $ $ $ 1.00 1.00 1.00 - - - # of Call center Cost Prospects in Campaign 200 200 200 Rev per sale $350 $350 $350 Rev per campaign $7,000 $7,000 $7,000 Total Campaign Cancel Customers Open Estimates Other Services Campaign Goal 20 20 20 Material Costs $ $ $ Postage 0.46 $ 0.46 $ 0.46 $ Campaign Cost $ $ $ 1.00 1.00 1.00 292.00 292.00 292.00 13 July 22, 2012 Footer text here
Golden Streets Think outside of the box! How can I make personal relationships and gain referrals and be part of the bus stop marketing in these 3-5 neighborhoods Invitation Frisbee Postcard Prepay Offer Neighborhhod 1 Neighborhhod 2 Neighborhhod 3 500 500 500 25 25 25 $350 $350 $350 $8,750 $8,750 $8,750 14 July 22, 2012 Footer text here
Direct Mail 2 Schools of Thought Personalized vs Generic Every Door Direct Mail - $0.25 January Postcard (EDDM) February Postcard March Postcard April postcard 5000 5000 5000 5000 10 10 10 10 $350 $350 $350 $350 $3,500 $3,500 $3,500 $3,500 $ $ $ $ - - - - $ $ $ $ 0.25 0.25 0.25 0.25 $ $ $ $ 1,250.00 1,250.00 1,250.00 1,250.00 15 July 22, 2012 Footer text here
Campaign Worksheet # of Call center Cost Prospects in Campaign 200 200 200 Rev per sale $350 $350 $350 Rev per campaign $7,000 $7,000 $7,000 $0 $8,750 $8,750 $8,750 $3,500 $3,500 $3,500 $3,500 $0 $0 $0 Total Campaign Cancel Customers Open Estimates Other Services Measured Properties Neighborhhod 1 Neighborhhod 2 Neighborhhod 3 January Postcard (EDDM) February Postcard March Postcard April postcard ValPak Flea Tick Upsell Tree & Shrub Upsell Campaign Goal 20 20 20 0 25 25 25 10 10 10 10 0 0 0 Material Costs $ $ $ $ $ $ $ $ $ $ $ $ $ $ Postage 0.46 $ 0.46 $ 0.46 $ 0.46 $ 0.46 $ 0.46 $ 0.46 $ 0.25 $ 0.25 $ 0.25 $ 0.25 $ Campaign Cost $ $ $ $ 2,730.00 $ 2,730.00 $ 2,730.00 $ 1,250.00 $ 1,250.00 $ 1,250.00 $ 1,250.00 $ 1.00 1.00 1.00 1.00 5.00 5.00 5.00 - - - - - 1.00 1.00 292.00 292.00 292.00 - 500 500 500 5000 5000 5000 5000 $350 $350 $350 $350 $350 $350 $350 April June 0.44 0.44 175 $61,250 14,066.00 $ 16 July 22, 2012 Footer text here
Time Line In order to hit your goals assign specific campaigns and tasks to each week Action Action Action Goal 1 2 2 3 3 4 5 5 6 12 5 5 9 8 7 6 6 5 96 Campagin 1 # Campaign 2 Neighborhood 1 Neighborhood 2 Neighborhood 3 Neighborhood 1 Neigborhood 2 Neighborhood 3 Neighborhood 1 Neighborhood 2 Neighborhood 3 Neighborhood 1 Neighborhood 2 Neighborhood 3 Neighborhood 1 Neigborhood 3 Neighborhood 3 Neighborhood 1 Neighborhood 2 Neighborhood 1 # Campaign 3 # Jan. 1-4 Jan. 5-11 Jan. 12-18 Jan. 19-25 Jan. 26-Feb. 1 Feb. 2-8 Feb. 9-15 Feb. 16-22 Feb. 23- Mar. 1 Mar 2-8 Mar 9-15 Mar 16-22 Mar 23-29 Mar 30-Apr 5 Apr 6-12 Apr 13-19 Apr 20-26 Apr 27 - May 3 Total Call Call Call Call Call Call Call Call 0 17 July 22, 2012 Footer text here
Some key tips that we discuss with every company ready to grow Growth Great System- Don t waste money growing your company if you don t have a great system to keep track of you prospects, customers, and marketing Make sure your message is crystal clear ~ What is your brand promise? Focus, Focus, Focus Specific service lines one at a time Golden Streets KISS 18 July 22, 2012 Footer text here
How can Holganix help? Homeowner Brochures Lawn Signs Marketing Plan Production Support Conference Calls Real Green Support Holganix.com Log-in for all materials digitally Blogs & Monthly E-mails Facebook & Twitter 19 July 22, 2012 Footer text here
Questions? slongacre@holganix.com 866-563-2784
