Sales standard operating procedure for marketing

How to create outlook signature

hi this is professor carl with another sop video for managed service providers today i want to do a little experiment to demonstrate why you need to focus your marketing on a small audience many people have the assumption that the bigger the audience the more money they're gonna make the more potential business they're gonna get it turns out it's the exactly the opposite you can't make a difference in a large audience except by luck systematically you have to focus your attention on the smallest audience possible that can get you returns now it is possible to have an audience that's too small but for the most part if you're going to spend a reasonably small marketing budget you're going to be able to reach enough people to get you one client and as long as that client brings in more money than the amount you spent on marketing then you can rinse and repeat as often as you need to fine-tune your marketing and get better and better all the time i got my science outfit on i got my lab coat on today i want to talk about what it takes to make a difference in your target market and many people always say well i i want to have the biggest market possible i want to market to the world because why would i focus on just a smaller market when in fact i want to be able to serve everybody and i'll lose money if i only focus on a tiny market well let's see what effect your tiny marketing budget can have on the world so let's just say for now that the 350 gallons of water in this hot tub represents the world that you could possibly reach okay we're gonna take the marketing campaign you can afford and we're gonna put one drop of your marketing campaign an email campaign into the world and you can see it's visible until we stir it up a little oops uh uh it's gone all right let's do another campaign let's let's do a linkedin campaign all right now that should make a difference let's stir that in get that circulated all around the world uh uh all right all right so let's do something else a chamber event that uh goes to the the intergalactic chamber of commerce there you go that ought to make a difference okay so now we'll stir that up oh i can see it's got a little bit of a oh no i i can't it's gone so the point is that you only have so much marketing money and you have to put it somewhere where it's going to make a difference and i would argue that that money is far better spent locally and on a very focused target rather than trying to target the world so here's your local market and we're going to add just one drop of marketing and let's just say that it's one email campaign one drop of email campaign and that's a kind of a cool design so i'll let that dissipate for a minute but as you see as that email campaign gets absorbed into your local market it has a maybe not a permanent effect but a solid change in how you are perceived and now let's try another kind of marketing let's just add something let's just say uh some facebook campaign so we'll add the green facebook campaign all right so that's cool and as that gets absorbed into your market again it has a bit of a cumulative effect and then let's say that you do something local sponsor a local event with the chamber or something like that so when you combine these things you see that you have a noticeable effect you haven't turned the water super dark blue or anything like that but you have made a noticeable effect that is something that will have some lasting power now it'll fade over time but basically you've done something that people will notice so now we're going to take a look at a half liter so this is 500 milliliters of container see what kind of difference just three little marketing campaigns make so with about half a liter there and i put a white background so the the beaker shows up better with a half a liter this is a very focused market so this is in your town perhaps to a targeted audience such as manufacturers or attorneys one drop that one email campaign and we'll stir it up just a little bit i'll actually use the handle on this one it's got a bit of a a noticeable difference already then we'll add a second campaign maybe something from linkedin and you can already see it's turning it darker and darker makes quite a difference when you have that focused campaign and then add a little local event maybe a chamber event or something and you'll see it's quite significant it's not merely that you have colored the the atmosphere but that you've actually made a noticeable difference in it so the point is the more focused the market the more difference you're going to make with your campaigns i hope you found it fun and useful if not interesting so until next time this is karl palachuk wishing you the best of luck in your managed service business [Music] you