Small Business Marketing 101 in 2014 - Foundational Elements
MARKETING WEBINAR SERIES
GETTING IT RIGHT IN 2014 & BEYOND
Discovery - Understanding the Planning that goes into
Effectively MarketingYour Business
Cohort IV (February 2012)
• Varied Group atVarious Stages of Marketing
• Feel Free to Ask Questions via Online Pane as Desired
• This Initial WebinarTouches on aVariety of Elements that
WorkTogether as a Baseline in Effective Marketing
• Due to it’s Nature - Non Linear Pattern to this Webinar
• Goal is to achieve a high level understanding of Concepts and
Open a Path to Self Evaluation and Next Steps Planning
WHAT IS MARKETING?
• The action or business of promoting
and selling products or services
• Marketing is the activity, and processes for creating,
communicating, delivering and exchanging offerings that
have a value for customers, clients, partners, and society at
• Marketing is the process of communicating the value of a
product or service to customers, for selling that product or
WHY MARKETYOUR BUSINESS
Visual / Memorable
WHAT DOYOU NEED
The right resources
Money (or time)
A well thought out and
That’s how the “pros” look at it
“Only for the “Big Boys””
“Don’t Know Where to Start”
“Can’t afford it”
“Don’t Understand It”
Marketing = $$$MOST…
THE FACT… It DOES
But like anything in business…
Nothing is Guaranteed
Needs the right mix of
talent, value and
Needs to appeal to the
Needs goals to be quantiﬁed
TOP OF THE FUNNEL
Attract visitors to your site
through blogging, Google searches,
social media, etc.
Offer valuable content such as
whitepapers, ebooks, checklists, etc.
in exchange for their contact info.
Use creative call-to action graphics
that link landing pages to increase
BOTTOM OF THE FUNNEL
Offer to leads as part of your lead nurturing
sequence of emails, middle of the funnel landing pages
and by direct outreach from your sales team.
This content is more a direct approach aimed at
qualiﬁed leads - and can include free consultations and
assessments, special discounts or promotions,
live demonstrations, free trials, etc.
MIDDLE OF THE FUNNEL
Offer to leads who have already downloaded
your top of the funnel content to move
them closer to becoming a customer.
This content centers around why they
should choose you - and can include case
studies, testimonials, webinars, live demos,
free trials, etc.
What is your company’s
What are the beneﬁts &
features of your products /
What do your customers & prospects already
think of your company?
What qualities do you want them to associate with
WHO AREYOUR BUYERS?
Develop Your Buyer Personas