7 Steps to Small Business Marketing Success


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How to create and execute a marketing strategy for your small business. How to get more customers and increase profits by defining your ideal client, differentiating in the market place, creating marketing materials that work and using the internet to promote your business. Advice from a small business marketing consultant with more than 17 years of experience.

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  • Thin line between work and life
    Work sucks life out of you if you let it
    Marketing can help you get more life
  • Can buy know like trust if billions $$$$
    Do you have millions $$$?
    Need a Systematic approach to your marketing
  • 7 Steps to Small Business Marketing Success

    1. 1. 7 Steps to Marketing Success for SAHU Presented by: Carolyn Higgins Fortune Marketing Company
    2. 2. Agenda I. Primary Purpose of Marketing II. Putting Together a Marketing Plan III. Using Marketing Materials I. Creating the right content II. Distributing III. Using co-op
    3. 3. Let’s Talk about Marketing
    4. 4. The Primary Purpose of Marketing is.. Setting Expectations ◦ Customers’ Experience ◦ Product or service they’ll get ◦ Results Marketing is about ensuring customer experience meets or exceeds what is promised.
    5. 5. The Primary Function of Marketing Help YOU, the Business Owner, Achieve Your Goals
    6. 6. What is Marketing? Wikipedia:  Marketing is a "social and managerial process by which individuals and groups obtain what they need and want through creating and exchanging products and values with others."[1]
    7. 7. New Definition of Marketing Getting people who have a need to know, like and trust you.
    8. 8. 7 Steps to Marketing Success: 1. Marketing map 2. Ideal customer 3. Differentiate & Dominate 4. Content that educates 5. Package your business 6. Lead generation trio 7. Harness the Internet 8. Live by the calendar
    9. 9. 1. Marketing Map / Goals  Strategy before tactics  Identify goals and gaps ◦ Business, personal, strategic, tactical  Visualize the ideal customer experience  Outline one, three, five year plans
    10. 10. 2. Define a Target Market You simply cannot be all things to all people. Narrowing your focus will help you distinguish your business from all others and focus on your ideal customer
    11. 11. Your Ideal Customer  What is ideal? Value your business Respect your business  Profitable  Refer others  Those you want to clone! .
    12. 12. What to Look For? Look at existing clients –similar values are often a good fit. Demographics  Psychographics  Geographics  Behavior
    13. 13. 3. Differentiate & Dominate Prospects need to find a way to differentiate your business from others – if you don’t give them a compelling reason to choose you, they will opt for the lowest price option – and we know price is a terrible place to compete
    14. 14. Find and Communicate Your Core Difference  Interview 8-10 ideal customers  Why did you choose us?  What do we do that others don’t  Why do you refer us?  Have you asked your employees? What themes emerge?
    15. 15. Communicate Your Core Difference:  Core Marketing Message  Talking Logo  Marketing Purpose Statement
    16. 16. 4. Package Your Business Pay attention to every element of what your business is communicating – it tells people what you care about even before they meet you or work with you. Create a total experience with your business that builds trust
    17. 17.  Come up with something that gets people talking  Create something bigger than your product or service  Find the little touches that are a big deal to your market or clients  Look for ways your industry is not being served and grab onto it as your point of differentiation How to Package Your Offerings
    18. 18. 5. Marketing Materials that Educate People hate to be sold, but they sure love to buy!! (No sales oriented marketing materials allowed!)
    19. 19. Content that Educates and Informs Your marketing kit  Printed collateral Your online education  blogs, articles, comments Your presentations  No more sales pitches!  Your content strategy  How, when, and where you educate
    20. 20. Educate to build trust  Position your company as a giver- as an expert  Provide information they want, it doesn’t even have to be about your core product or service  Permission based education
    21. 21. 6. Establish Lead Generation Trio  Advertising  Public relations  Referral systems
    22. 22. Advertising • Narrowly focused • Remember: target marketing and core message! • 2-step – direct response • Get permission  Improve awareness of your content  Build trust  Using Co-Op
    23. 23. Public Relations It’s about relationships  Pitch, don’t release  Monthly touch  Use online press releases
    24. 24. Referrals Be more referable  Target sources  Clients  Strategic partners  Educate  Who is your best client  How a referral is handled  Offers  Follow-up
    25. 25. 7. Harness the Internet! New research shows that 77% of US adults use the Internet as an information source when shopping locally for products and services. ~ Kelsey Group
    26. 26. Your Customers Use the Internet!  77% of internet users read a blog 400 million people on Facebook 50 million Tweets per day 45% of internet users have started a blog  83% have viewed a video online  36% think more positively about companies that have blogs ◦ Source: Universal McCann Wave3 research into social media and furturebuzz.com
    27. 27. 8. Live by the calendar Monthly Themes  Weekly actions  Schedule Marketing appointments  Block out time to spend on marketing activities
    28. 28. Conclusion  Primary purpose and function of marketing  Define Marketing  Track and Measure  Use the 7 Steps  Put ONE idea you learned tonight into practice tomorrow  Feedback Forms
    29. 29. A Chance to Win!!! FREE 45 Minute Marketing Audit $299 Value
    30. 30. questions
    31. 31. Fortune Marketing Company 707.718.4489 chiggins@FortuneMarketingCompany.com Website: www.FortuneMarketingCompany.com Blog: www.FortuneMarketingCompany.com/marketingblog Facebook: www.facebook.com/FortuneMarketingCo Twitter: www.Twitter.com/FortuneMktgCo