3. MARKETING, DEFINED.
a : the act or process of selling or purchasing in a market
b : the process or technique of promoting, selling, and
distributing a product or service
2: an aggregate of functions involved in moving goods
from producer to consumer
Marketing is a process. It cannot be defined by doing one thing,
one campaign, one mailing, etc…especially you intend to see
ROI.
4. ONE-WAY COMMUNICATION
For years, in fact, since the invention of the word
“marketing” in the 1500’s, communication was
one-way.
Consumers watch a commercial, read a print
ad, listen to a sales pitch and make their
decisions based on what they’ve just seen or
heard.
No conversations, explanations, or questions
asked.
5. TWO-WAY CONVERSATIONAL
COMMUNICATION
Two-way communication is what most of us have
come to know and love.
Conversational communication is about, you
guessed it, the conversation you build around your
brand, organization or person.
Marketing has evolved to match people’s desire to
have a say in, learn about and make decisions
regarding products or services.
6. TODAY: THREE-WAY
(MULTIDIMENSIONAL)
COMMUNICATION
Today, communication has evolved to a more aggressive
interaction between consumer and business.
This can be better described as relationship marketing.
People not only want a conversation, they want a direct
involvement with their products/services and the companies
producing them.
People also now expect companies to meet them where they
are. This means a multi-platform approach to marketing.
7. SO, WHAT DOES IT ALL MEAN?
In a nutshell, Engagement Marketing, is just a fancy
term for social interaction between a brand or
company and it’s target audience or consumer.
Think of it as a “Good ole Boys” club, but you’re now
inviting your audience in, taking business networking
to the next level.
Instead of a small club, you are now privy to an
unlimited network and more possibilities of marketing
to them than ever before.
8. TODAY’S ENGAGEMENT MARKETING PLATFORMS:
Live Networking & Event Marketing
Business networking groups, open houses, grand openings, anniversary celebrations,
customer appreciation events, etc…
Email Marketing
Email marketing is a way of treating your consumers like VIPs. Give special offers, leak
exclusive information, create a feeling of excitement around your product/service/brand.
Social Media Marketing
Social Media is your platform for direct interaction with your consumers. What better way
to get straight to the source than by talking to them? Find out what they like, what they
don’t, get their stories, make them feel as if they are as much a part of your brand as you
are.
Digital & Web Marketing
This is your chance to brag! Don’t be shy, a good website and digital content is KEY to engagement
marketing and moving your audience to take that next step into seeking more information and
ultimately buying. The #1 place people go to search for your business is___________.
Guerilla Marketing
This is just a fancy term for creative, unconventional and low-cost marketing tactics. Be it viral video,
picture blogging, photo contests, in-person tours, etc…Think Outside the Box.
Traditional Marketing
Print, Radio, Television
9. WHERE DO WE GO FROM HERE?
First things first, DO NOT try to do everything at once.
Do a brief analysis of your marketing and ask yourself your
top three priorities.
Be sure you know your brand inside and out and how you
want people to view it, because there is no hiding behind
dinky ads or catchy jingles anymore. You HAVE to be
prepared to stand behind your brand.
DON’T get a social media or blogging platform because
someone tells you that you won’t survive without it. The worst
thing you can do for your business or organization is start
something you wont finish and diving in to digital
communication before you are ready is the #1 way to do this.
Lastly, realize that YOU ARE NOT ALONE. Small business
everywhere are slowly realizing the power of engagement
marketing and relationship selling:
10. SMALL BUSINESS & MARKETING
60% of small business owners have worked in
their industry for 20+ years. You are your own expert, use
it to your advantage!
The average marketing budget of a small business is 9-12%.
You aren’t the only one having to do a lot with a little. Get creative. Get
social. Get engaged.
56% of small business owners believe social media and engagement
marketing takes more time than they expected. Your time is
valuable, that is why having a plan is key to your success in a digital
social environment.
79% of small business owners rely on word of
mouth marketing. Don’t forget you need to influence what the
word is and what better way to do that than engage your audience
where they are.
Believe it or not, male business owners tend to prefer their company
website for marketing, while female owners lean toward social media.
It’s important to look at your own marketing style and tendencies, but be
sure to play to your company strengths and don’t alienate potential
customers or clients by hanging out in your comfort zone.
Because marketing is a process, it has evolved over time. We have moved from a one way communication, to a two way conversational communication to today: a 3 way multidimensional communication.
This is where we get direct feedback from consumers, are able to evolve market research based on consumer preferences and better ENGAGE our audience in what we are selling them. The idea of business networking emerges.
We have just gone through a brief evolution of the marketing communication process. So, what does it all mean?
It’s easy to get an overwhelmed feeling by how much there is out there and how many people are telling you that you need to do everything NOW. That’s not true and that is the quickest way to exhaustion and bad marketing. *I’ve seen it happen a million times. You dive into social media, don’t’ get the response you want immediately and slowly quit posting, blogging and interacting. Talk about a way to make your audience feel like they don’t matter!
*stats from SEO.com, 2012 ATT small biz tech poll,
