stare at the dotâ¦
Feeling like a failure? stare at the dot… .
8 out of 10 entrepreneurs who start businesses fail within the first 18 months. – Bloomberg (2013) 50% of small businesses fail within the first year. – SmallBizTrends (2013) 9% chance of surviving 10+ years. – SmallBizTrends (2013)
1. Dissen*on/breakdown among founders 2. Gap iden*fica*on 3. Failure to build and communicate value proposi*on 4. Lack of realis*c growth strategy
Customer Experience
Planning
Personal Brand
Strategic, Financial, Opera>onal
retail
retail Sorry, we’re closed…Try NETFLIX.
post-‐demographic consumerism
retail
retail
retail
retail
RETAIL
identity
• • • • • • •
Demographic Contact Relationships Industry Purchase / Product Feedback Behavioral
RETAIL
identity
RETAIL the more things change…
RETAIL
Customer Channels and Distribu*on Content CRM and ERP Training & Internal Communica*on Customer & Business Intel
People remember what you taught them…
RETAIL
…not what you sold them.
Don’t always focus on features and benefits
Stop sounding like yourself
Start wri*ng about your clients’ clients.
Don’t always focus on features and benefits
Stop sounding like yourself Start wri*ng about your clients’ clients.
Don’t always focus on features and benefits
Stop sounding like yourself
Start talking about your clients’ clients.
• “how you stay” • discovery • segmenta*on and preference mapping
• Digital magazine • Nurse lifestyle • segmenta*on and preference mapping
• SMB stories • Financial and Non-‐ financial educa*on • Localiza*on • Mul*-‐channel LocalFirstBank.com
High Use Blogs / Ar*cles eNewsleVers Events
Case Studies
Videos Guest Posts
B2B
Whitepapers Webinars
Infographics
B2C
Online Presenta*ons
Microsites Print Magazines
Research Reports
Digital Magazines
eBooks
Mobile Apps Books Podcasts
Branded Content Tools Annual Report
Low Use
Games
Time Well Spent. Spend 30 minutes/day on content and community building.
Facebook, Instagram, TwiVer or LinkedIn. Choose 2-‐3 social channels and s*ck with them. Invest $100/month at least in Facebook adver*sing. Write one ar*cle per week.
Create a mobile-‐friendly website.
Use Wordpress, Wix, Squarespace, Volusion or similar tool to create modern informa*onal or eCommerce website.
Build an email database from day one!
Use MailChimp, Constant Contact, or more advanced tools to collect emails, data, and send at least one email a month to all customers.
Give something away to your best and worst customers. They will return the favor.
ARend one conference or networking event each month. Connect offline and then online.
That’s more like it… stare at the dot… .
8 out of 10 entrepreneurs who start businesses fail within the first 18 months. – Bloomberg (2013) 50% of small businesses fail within the first year. – SmallBizTrends (2013) 9% chance of surviving 10+ years. – SmallBizTrends (2013)
1. Dissen*on/breakdown among founders 2. Gap iden*fica*on 3. Failure to build and communicate value proposi*on 4. Lack of realis*c growth strategy
Customer Experience
Planning
Personal Brand
Strategic, Financial, Opera>onal
retail
retail Sorry, we’re closed…Try NETFLIX.
post-‐demographic consumerism
retail
retail
retail
retail
RETAIL
identity
• • • • • • •
Demographic Contact Relationships Industry Purchase / Product Feedback Behavioral
RETAIL
identity
RETAIL the more things change…
RETAIL
Customer Channels and Distribu*on Content CRM and ERP Training & Internal Communica*on Customer & Business Intel
People remember what you taught them…
RETAIL
…not what you sold them.
Don’t always focus on features and benefits
Stop sounding like yourself
Start wri*ng about your clients’ clients.
Don’t always focus on features and benefits
Stop sounding like yourself Start wri*ng about your clients’ clients.
Don’t always focus on features and benefits
Stop sounding like yourself
Start talking about your clients’ clients.
• “how you stay” • discovery • segmenta*on and preference mapping
• Digital magazine • Nurse lifestyle • segmenta*on and preference mapping
• SMB stories • Financial and Non-‐ financial educa*on • Localiza*on • Mul*-‐channel LocalFirstBank.com
High Use Blogs / Ar*cles eNewsleVers Events
Case Studies
Videos Guest Posts
B2B
Whitepapers Webinars
Infographics
B2C
Online Presenta*ons
Microsites Print Magazines
Research Reports
Digital Magazines
eBooks
Mobile Apps Books Podcasts
Branded Content Tools Annual Report
Low Use
Games
Time Well Spent. Spend 30 minutes/day on content and community building.
Facebook, Instagram, TwiVer or LinkedIn. Choose 2-‐3 social channels and s*ck with them. Invest $100/month at least in Facebook adver*sing. Write one ar*cle per week.
Create a mobile-‐friendly website.
Use Wordpress, Wix, Squarespace, Volusion or similar tool to create modern informa*onal or eCommerce website.
Build an email database from day one!
Use MailChimp, Constant Contact, or more advanced tools to collect emails, data, and send at least one email a month to all customers.
Give something away to your best and worst customers. They will return the favor.
ARend one conference or networking event each month. Connect offline and then online.
That’s more like it… stare at the dot… .
