MARKETING WEBINAR SERIES	

GETTING IT RIGHT IN 2014 & BEYOND
Discovery - Understanding the Planning that goes into
Effecti...
Joe DeMicco
http://www.linkedin.com/
in/joedemicco
https://twitter.com/demicco
Cohort IV (February 2012)
HOUSEKEEPING
• Varied Group atVarious Stages of Marketing	

• Feel Free to Ask Questions via Online Pane as Desired	

• Th...
CONGRATULATIONS!
WHAT IS MARKETING?
• The action or business of promoting 

and selling products or services 

(Merriam-Webster)
• Marketin...
KEY PHRASES
Promote
Process
Communicate
Customers
Sell
Value
WHY MARKETYOUR BUSINESS
Increase Sales
Increase
Awareness
Build Trust
Gain
Intelligence /
Metrics
Moral
Visual / Memorable...
WHAT DOYOU NEED
The right resources
Money (or time)
Competitive and
Buyer Intelligence
A well thought out and
actionable p...
That’s how the “pros” look at it
“Only for the “Big Boys””
“Complicated”
“Don’t Know Where to Start”
“Doesn’t Work”
“Can’t...
THE FACT… It DOES
But like anything in business…
Nothing is Guaranteed
Needs the right mix of
talent, value and
management...
INTELLIGENT RISK TAKING - EVERYDAY
Product / Service Development
Employee Benefits
Buy / Lease Equipment
Employees
Loans / ...
RISK
Reward must outweigh
ROI
ROMI
INTELLIGENT RISK TAKING Marketing
Per Initiative / Campaign
Return on Marketing Investment
Marketing
Spend ($)
Gross
Profit...
SIMPLE EXAMPLE
$50,000
in PPC
$500,000
Revenue /
Value Tied
to PPC
Marketing
=2
$150,000 in
GP based on
30% Margin
* -
$50...
SUCCESS = TRACKING & QUANTIFYING
Good News : Attribution Modeling Works
Bad News : Attribution Modeling Takes Work
Old New...
ATTRIBUTION MODELING
Conversion or Behavior Tracking Tied to Specific
Marketing Actions
URL Tagging
CLIENT RELATIONSHIP MANAGEMENT
TOP OF THE FUNNEL	

!
Attract visitors to your site
through blogging, Google searches,
social media, etc.
!
Offer valuable...
YOUR BRAND
Your Message
ONLINE/OFFLINE PRESENCE
WEBSITE
BUYER PERSONA
CONVERSION PATHS
MESSAGE
CORE
YOUR	

BRAND
MARKETING 	

INITIATIVES
What is your company’s
mission?
What are the benefits &
features of your products /
services?
What do your customers & pros...
WHO AREYOUR BUYERS?
Develop Your Buyer Personas
Competitive Landscape
Think about your modules…
Current Competitors
Aspirational Competitors
Who Do They Target?
Where Are They Visible?
What Are Their Methods & Materials?
What is Their Messaging?
ID On and Offline ...
Your Unique Sales Proposition
Stand Out From The Crowd
WALK YOUR TALK
Putting It All Together
YOUR BEST FRIENDS - USE THEM
Calculated Risk Quantification of Efforts
Core Brand & Message KNOW Buyer
Competition What Sets You Apart
Tracking Leads & ...
Planning Your Marketing
Primary Objective
Primary Objective
Strategic Initiative
Strategic Initiative
Strategic Initiative...
Revisit Your Growth Plan
Map On Paper / Whiteboard
THANKYOU
Q&A
Small Business Marketing 101 in 2014 - Foundational Elements
Small Business Marketing 101 in 2014 - Foundational Elements
Small Business Marketing 101 in 2014 - Foundational Elements
Small Business Marketing 101 in 2014 - Foundational Elements
Small Business Marketing 101 in 2014 - Foundational Elements
Small Business Marketing 101 in 2014 - Foundational Elements
Small Business Marketing 101 in 2014 - Foundational Elements
Small Business Marketing 101 in 2014 - Foundational Elements
Small Business Marketing 101 in 2014 - Foundational Elements
Small Business Marketing 101 in 2014 - Foundational Elements
Small Business Marketing 101 in 2014 - Foundational Elements
Small Business Marketing 101 in 2014 - Foundational Elements
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Small Business Marketing 101 in 2014 - Foundational Elements

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Small Business Marketing 101 in 2014 - Foundational Elements

  1. 1. MARKETING WEBINAR SERIES GETTING IT RIGHT IN 2014 & BEYOND Discovery - Understanding the Planning that goes into Effectively MarketingYour Business
  2. 2. Joe DeMicco http://www.linkedin.com/ in/joedemicco https://twitter.com/demicco Cohort IV (February 2012)
  3. 3. HOUSEKEEPING • 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
  4. 4. CONGRATULATIONS!
  5. 5. WHAT IS MARKETING? • The action or business of promoting 
 and selling products or services 
 (Merriam-Webster) • Marketing is the activity, and processes for creating, communicating, delivering and exchanging offerings that have a value for customers, clients, partners, and society at large (AMA) • Marketing is the process of communicating the value of a product or service to customers, for selling that product or service (Wikipedia)
  6. 6. KEY PHRASES Promote Process Communicate Customers Sell Value
  7. 7. WHY MARKETYOUR BUSINESS Increase Sales Increase Awareness Build Trust Gain Intelligence / Metrics Moral Visual / Memorable Market Share Build Brand Discover What Works
  8. 8. WHAT DOYOU NEED The right resources Money (or time) Competitive and Buyer Intelligence A well thought out and actionable plan
  9. 9. That’s how the “pros” look at it “Only for the “Big Boys”” “Complicated” “Don’t Know Where to Start” “Doesn’t Work” “Can’t afford it” “Don’t Understand It” Marketing = $$$MOST…
  10. 10. THE FACT… It DOES But like anything in business… Nothing is Guaranteed Needs the right mix of talent, value and management Needs to appeal to the right audience Needs goals to be quantified
  11. 11. INTELLIGENT RISK TAKING - EVERYDAY Product / Service Development Employee Benefits Buy / Lease Equipment Employees Loans / L.O.C. Rental Agreements Opportunity Cost
  12. 12. RISK Reward must outweigh
  13. 13. ROI
  14. 14. ROMI
  15. 15. INTELLIGENT RISK TAKING Marketing Per Initiative / Campaign Return on Marketing Investment Marketing Spend ($) Gross Profit (%) Incremental Revenue & Value Attributable from Marketing ($) Short Term ROMI Example * - Marketing Spend ($)/
  16. 16. SIMPLE EXAMPLE $50,000 in PPC $500,000 Revenue / Value Tied to PPC Marketing =2 $150,000 in GP based on 30% Margin * - $50,000 in PPC / For Ever $1 spent in PPC the Company Bottom Line receives $2
  17. 17. SUCCESS = TRACKING & QUANTIFYING Good News : Attribution Modeling Works Bad News : Attribution Modeling Takes Work Old News : If Something is Worth Doing, It’s Worth Doing Right
  18. 18. ATTRIBUTION MODELING Conversion or Behavior Tracking Tied to Specific Marketing Actions URL Tagging
  19. 19. CLIENT RELATIONSHIP MANAGEMENT
  20. 20. 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 conversions. 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.
  21. 21. YOUR BRAND Your Message
  22. 22. ONLINE/OFFLINE PRESENCE WEBSITE BUYER PERSONA CONVERSION PATHS MESSAGE CORE YOUR BRAND MARKETING INITIATIVES
  23. 23. What is your company’s mission? What are the benefits & features of your products / services? What do your customers & prospects already think of your company? What qualities do you want them to associate with your company?
  24. 24. WHO AREYOUR BUYERS? Develop Your Buyer Personas
  25. 25. Competitive Landscape
  26. 26. Think about your modules… Current Competitors Aspirational Competitors
  27. 27. Who Do They Target? Where Are They Visible? What Are Their Methods & Materials? What is Their Messaging? ID On and Offline Competition
  28. 28. Your Unique Sales Proposition Stand Out From The Crowd WALK YOUR TALK
  29. 29. Putting It All Together
  30. 30. YOUR BEST FRIENDS - USE THEM
  31. 31. Calculated Risk Quantification of Efforts Core Brand & Message KNOW Buyer Competition What Sets You Apart Tracking Leads & CRM
  32. 32. Planning Your Marketing Primary Objective Primary Objective Strategic Initiative Strategic Initiative Strategic Initiative Tactic 1 Tactic 1 Tactic 1 Tactic 2 Tactic 3 Tactic 2 Tactic 3 Tactic 2 Tactic 3
  33. 33. Revisit Your Growth Plan Map On Paper / Whiteboard
  34. 34. THANKYOU Q&A

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