Steve Hibberd is the Co-Founder and CEO of Tiger Pistol, Facebook marketing for small business.
My experience is that sustained effective leadership is very difficult to achieve without clarity of vision. A clear vision for the organisation helps get you through the tough times, but more importantly it’s what the people believing in you, be they investors or team members, buy in to and take on as their own.
Our marketing plan incorporates multiple activities, however the use of our own product (Tiger Pistol) for attracting relevant Facebook users to connect to our Facebook Page, which then allows us to engage with them and ultimately invite them through offers to attend webinars, or try our product etc. has been super exciting. Additionally, we have engaged with several partners, each of whom have large numbers of small businesses as their existing customers, to provide Tiger Pistol to them as a value add. This has also been an effective method for boosting our results.
There are several critical components to our talent strategy, however to highlight one element, our process always involves short listed candidates doing practical work that relates to the qualities we are wanting to observe, be it a sample presentation to other team members for a sales person, to a 90 day bullet point marketing plan for a marketing candidate, to trial calls/responses for customer success candidates.
To keep the team productive we focus on motivation and efficiency. Some examples of things we do to maintain motivation are to celebrate success and recognise great work, refer to our progress against the vision and plan monthly and have screens around the office with sound effects that trigger when key success stats grow. Our key approach for productivity is to be clear on who’s acceptable for what, and to ensure we’re organised and group meetings where only few contribute are kept a minimum.
The key to attracting our first few sales was pre-selling (the work you do to build excitement and anticipation about your offering before day one).
We used the promise of our product to excite prospective customers, and then once the product was live, got directly in contact with them ensuring they understood the offering and purchase.
Our sales have accelerated from there, via continually testing and revising marketing activities to get to a core set of selling activities that we are confident will deliver our numbers, and then communicating regularly items of value to our existing customers to get them spreading the word to their network of people who are also our prospective customers. Importantly, keep thinking, observing what else you see in the market place, listening to your customers to ensure you are being as effective as you can.
Well, having started and grown a couple of companies in the last decade, I wish I’d had people with relevant experience close enough to the business to be asking the hard questions, and making valid suggestions along the way.
I can’t emphasise the benefit of learning from others who in the broad sense have done what you’re attempting to do, and in the same industry. If you don’t know people, you may be be surprised how open some of your successful peers in other states or countries will be when you ask them for a bit of specific advice.