How to Dominate a Niche Ginevra Figg

1. How to Dominate a NicheGinevra Figg

2. The SMB Market • An untapped goldmine • 25 million+ small businesses • Reliance on outside vendors • A lot of money moving around

3. The SMB Market • Presents a number of unique challenges including: • How to reach such a vast market

4. The SMB Market • Presents a number of unique challenges including: • How to reach such a vast market • How to start from scratch with no list

5. The SMB Market • Presents a number of unique challenges including: • How to reach such a vast market • How to start from scratch with no list • The economics of a sales team don’t add up

6. The SMB Market • Presents a number of unique challenges including: • How to reach such a vast market • How to start from scratch with no list • The economics of a sales team don’t add up • Difficult to afford big budget strategies

7. The Solution • Tapping into existing channels & aggregators • #1 way to avoid issues with SMB market • Kutenda 0  1,000 clients • STUPID SIMPLE!

8. Channels & Aggregators • What are they? Places where your target audience (SMBs) have already gathered, or been gathered by someone else

9. Channels & Aggregators • Why are they important? • Cost • Time • Credibility

10. Channels & Aggregators • What are they? • Associations

11. Channels & Aggregators • What are they? • Associations • Websites & Forums

12. Channels & Aggregators • What are they? • Associations • Websites & Forums • Offline Events & Conferences

13. Channels & Aggregators • What are they? • Associations • Websites & Forums • Offline Events & Conferences • Market Colleagues (Not direct competitors) This is your biggest opportunity!!!

14. Channels & Aggregators Key point: People aggregate according to industry.

15. Channels & Aggregators Key takeaway: You must break down your audience and focus on certain niches in order to see success with this strategy.

16. Channels & Aggregators • Examples of these relationships:

17. Channels & Aggregators • Examples of these relationships:

18. Channels & Aggregators • Examples of these relationships:

19. Channels & Aggregators • Kutenda • Tradeshows

20. Channels & Aggregators • Kutenda • Tradeshows • Press Websites

21. Channels & Aggregators • Kutenda • Tradeshows • Press Websites • Major Software Vendors (Market colleagues)

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24. 6 Steps Before Getting Started With Channels & Aggregators

25. 6 Steps to Getting Started • Step 1: Segment • Which niche most resonates with your offer? • Which niche has a problem your offer can solve? • Which niche consists of responsive buyers?

26. 6 Steps to Getting Started • Step 2: Focus exclusively on your niche • Targeted messaging • Tailored offer

27. 6 Steps to Getting Started • Step 3: Research your niche’s habits • What resources do they use to function? • What resources do they use to grow? • Where do they go to learn? • Where do they gather to have fun? Overall: Who currently communicates with them?

28. 6 Steps to Getting Started • Step 4: Make a list of friends in the right places

29. 6 Steps to Getting Started • Step 5: Understand the channel’s goals

30. 6 Steps to Getting Started • Step 6: Be of service • Provide uniqueness to their offer • Offer a solution to a problem • Improve relationships between the channel and their customers

31. How to Lay the Relationship Groundwork

32. Relationship groundwork • Take a personalized approach

33. Relationship groundwork • Take a personalized approach • Look for the right title

34. Relationship groundwork • Take a personalized approach • Look for the right title • Be willing to spend time and money

35. Relationship groundwork • Take a personalized approach • Look for the right title • Be willing to spend time and money • Be patient: This can take time to work!

36. Relationship groundwork • Take a personalized approach • Look for the right title • Be willing to spend time and money • Be patient: This can take time to work! • Suggest an opportunity to add value

37. Early daysvs.Once you’re established

38. Early days • Get clear on your customer • Locate channels • Establish relationships with channels • Spend the $$$ - Invest • Educate, educate, educate

39. Once you’re established • Cut back on the expensive marketing • Nurture your list • Provide low end offers via email • Leverage your team for up-sells/cross-sells (More on this next…)

40. Industry Focus+Leveraging Channels=FAST & INEXPENSIVE DISTRIBUTION

41. Leveraging Channels • Key strategy: • Educate/provide value to their audience (without selling) • The goal: Growing your list of prospects

42. Leveraging Channels • Fastest way to accomplish this: • Pick a topic of value • Set of content • Opt-in sequence • Promotional sequence • Repurpose everywhere!

43. Leveraging Channels • Webinars: • Structured promotion • Dual outreach • 4-touch email series • Social media • Services team (signatures, phone calls, etc.) • Press releases (yes, this is news worthy!) • Direct press outreach

44. The Follow Up Process

45. The Chase Formula

46. The Chase Formula • What is it? • Fill gap between marketing and sales • A scientifically proven prospecting system that you can use to find new clients. • Three parts working together • Power Messaging • Six Prospecting Power Boosters • Frequency

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48. Questions?

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