Marketing a local business in 2013


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I recently gave a presentation to a Bristol based networking group, The Interactive Business Club (IBC), where I provided an introduction and a brief overview on marketing a local business in 2013.

The presentation will take roughly 5 minutes to read through and it will give you an overview of what it takes to succeed in your marketing in 2013.

Page 5 is of particular interest - did you know just how many marketing options you have at your disposal?

I hope it helps you in some way.

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Marketing a local business in 2013

  1. 1. Marketing a local business in 2013Where to begin?Presented by Paul Kurnyta to ‘The Interactive Business Club’18th January 2013
  2. 2. The Reality• The marketing landscape has changed Newspapers Radio Magazines Direct marketing Cold Internet Social media Interactive One-to-one Warm• Now, consumers are buying less and spending less• The ‘pie’ is smaller – businesses have to fight harder to maintain their market share• Business owners now have to embrace and understand new marketing technologies
  3. 3. The shift in marketing 80s & 90s 2000s 2013 Advertising Too much choice! Advertising Sales Lack of expertise in how to implement and mix them properly Sales Marketing collateral* Internet Lack of time Marketing collateral* Online Disappointing results * Marketing collateral – brochures, media packs, business cards, logo, etc.
  4. 4. What to choose?
  5. 5. Website Door Drops Podcasts Blogs, Forums & Online Groups Online Direct Mail In-House Competitor Research Design & Referral Advertising & Mobile Branding Partners Sponsorship Marketing Marketing Collateral Sales SEO Webinars The Networking Business Seminars PR Videos Books & E-books PresentationsPromotions, Social Media Email MarketingCompetitions Promotional& Giveaways Items Community & Charity Case Studies & Testimonials PPC Tele-sales Events, Shows & Conferences
  6. 6. Back to basics• You can’t do it all right now.• Walk before you can run: get the basics right first before you start considering how, forexample, video, podcasts or e-books could be used.• Break down the choices into sensible stages: give each platform the effort, time, energyand focus that it deserves and that it needs. If you can’t do it, employ the help of someonewho can.• Work through each stage properly. If your marketing is not working for you right now – stop it! Go back to basics and check that you have got these areas right. Sometimes a fundamental change to the service, product or offering may be required first – what sets you apart in your particular market?
  7. 7. For example…
  8. 8. Stage 1 Stage 2 Stage 3 Stage 4 Website Networking P.R. Video Social media Seminars Webinars Online Direct mail Slideshows Podcasts Marketing collateral Email marketing Advertising E-books Sales message Blogs/forums Tele-sales Community Sales process/funnel Referral partners Charity Branding/logo Groups - online Promos/comps Competitor research Giveaways Stage 1 Case studies Testimonials S.E.O. Events and shows Stage 4 Conferences Stage 2 Pay-per-click Door drops Stage 3This example is a guide only. Optionsmay Resourcebe grouped differently, according to your particular business or current Allocation marketing position.
  9. 9. The logicBefore you can start to market the business effectively, these are the essentials;Website: one that clearly and effectively promotes the business and the core product/serviceoffering - website pages to be properly titled and tagged and with the relevant keywordsoptimised.Online profiles: complete and up-to-date online profiles and directory listings.Marketing collateral: brochures/media pack, sales leaflets, business cards, logo, etc.Sales pitch: a clearly defined and effective sales pitch – features and benefits are fine, butwhat’s the real added value of doing business with you?The sales process: what process will you take the prospect through? Presentation, follow-up, keeping the relationship open, closing. Customer relationship management – how willmanage your prospects and your ongoing clients?Branding: a professional image and brand that fits with the product or service.Competitor research: gaining a basic knowledge and understanding of your competitors and what they offer – your prospects will be doing the same!
  10. 10. Priority #1 - your website• It’s important: it’s your shop window, forms your customers’ first impressions and is their first point of contact.• It’s a 24-hour sales and marketing tool. It works for your business 365 days each year, with no holidays, no sick pay and no hassle. Invest in it! How we used to shop How we shop today• Local Yellow Pages • On the Internet, including social media & other online profiles:• Local newspapers, magazines search; refine the search; and radio. visit top three.• Word of mouth / recommendation. • Scan their web pages: make snap• More loyalty. judgements and quick decisions • Is this website easy to use? Did I find what I was looking for quickly? • Would I return? Is it worth staying in contact with this business? • Does it offer me something of value, now and in the future?
  11. 11. Where are you right now?Looking at your own business website and overall online ‘value proposition’,does it work for you?Does it really work for you? If your website is not converting enough visitors, or at least engaging with them, so that they return or stay in touch… … then it’s not working for you.Re-visit your website: • Does it properly represent the image, brand and ethics of the business and the people within? • Does it clearly and easily give the prospect the information that they had hoped to find? • Does it offer something of value to the visitor – does it encourage them to stay in touch, get in touch or, better still, buy from you?
  12. 12. AddingValue
  13. 13. Adding value in aB2C relationship Great products or servicesRegular discounts, offers, incentives, promotions, competitions and giveaways Offer led
  14. 14. Adding value in aB2B relationship?
  15. 15. Adding value in a B2B relationshipYour marketing needs to have longevity, to build long-term relationships based on trust andexpertise. This requires a consistent focus and effort.Your ‘long-term’ marketing strategy needs to:• Solve prospect’s & customer’s problems. Build trust, based on expertise.• Meet their ‘specific’ buying criteria. If you don’t, then someone else will.• Help you become a resource to the prospect. What you share or give them needs to add value to their business. Knowledge is power.The good news is that you now have better tools at your disposal to meet these objectives...…but only if you can get to grips with one particular area of marketing.
  16. 16. Content Marketing
  17. 17. What is content marketing?Content marketing is an umbrella term, encompassing:•All marketing formats that involve the creation and sharing of information,•in order to attract, acquire and engage clearly defined and understood current and potential consumer bases,•with the objective of driving profitable customer action: sales and revenues.So, to be successful in marketing in 2013, businesses have to :•Become writers and authorities on their business and industry.•Embrace, learn and keep pace with new technologies and how they all work together.•Keep their marketing fresh and up-to-date, and do it consistently.•Do all of this whilst still running the business!… Or you could of course, employ some to help!
  18. 18. When writing about your business or industry…You don’t need to be an acclaimed author or a trained journalist to write and deliver effectivearticles, tips, stories or general musings about your particular businessor industry.But, you should follow these basic rules:•Keep it business related: Your personal life is for your personal profiles.•Always be professional : Humour and criticism are fine if you can deliver them properly, just dont rant or express radical or controversial views. You may do more harm than good.•Don’t always sell: You are sharing resources, so be careful not to directly sell each time you write. Dropping in the occasional sales message is fine, we suggest 85% sharing with 15% selling.•Check your spelling and grammar: Always check your spelling, punctuation and grammar. Even if its not a core part of your job, mistakes reflect badly on you and the business. A discreet “second pair of eyes” is a great help here.•Keep it interesting: You don’t always have to write pages, sometimes a quick "top ten tips" could be just as effective.
  19. 19. It’s easier to maintain than you might thinkFirstlyDissect the business offering and create a content map. As an example, here’s what an ITcompany may have; Support Mobile SEO Apps Remote IT Company Software Working Website Data Dev. Security Data Transfer
  20. 20. Sharing Content – Mixing the optionsA well-written, interesting piece of content can be used across multiple platforms.Turn it into more than just a one-off posting – host the main article on your website or blogand use other marketing platforms to drive the traffic: Use snippets of your ‘well-written andinteresting’ article to tease them in. 1 ArticleWebsite BlogSocial Media E-Mail Direct Mail Article Site E-Book Seminar/Briefing PR Webinar
  21. 21. Your successWhether you win or lose at this strategy will come down to one thing: effort.Aim to do something once a month to begin with. After a few months you’ll gain momentum, itwill become easier and you’ll start to see results.Remember, one well-written piece of content is all you need to begin with.Like anything, it’s trial and error. Sometimes you have to get it wrong before you can get itright.If you know you won’t have the time or focus it requires, or if you lack the expertise andexperience to do it properly, get someone to help.Get smarter about your marketing: use all of the tools at your disposal to improve yourmarketing efforts.Most of all, enjoy it, or… … give it to someone who can be passionate about making it work.
  22. 22. Need a jump-start? Marketing Strategy Meeting 2 Hours - £75 Can be delivered via telephone or video conference for non-local clientsCovered by my guarantee:If, at the end of our session together you don’t feel that you have received what you considerto be value for money for the service I have provided, you don’t pay me, and you are the onlyjudge in the matter.
  23. 23. Endorsements“These two hours are worth their weight in gold - his up to date knowledge into the changing world of marketing, particularlyin the field of online, social media and direct marketing for local business makes him a must to talk to.”Mark ThwaitesManager and DirectorLido Spa & Restaurant“This £75 could be the best investment you make towards your marketing in 2013.”Steve WoodOwner and DirectorAble Investigations and Enforcements“Paul came very highly recommended and brought exactly the fresh pair of eyes approach we needed in our marketing re-launch. If anything can be taken from our experience, you have nothing to lose and everything to gain! I never thought Iwould say this about marketing but, enjoy the experience!”John BeynonOwner and DirectorLightside Financial “Paul is insightful, hardworking and unfailingly enthusiastic. Hes been advising on Bristol IT Companys marketing strategyfor some years now and weve learned a lot and grown as a consequence.“Amin KhataeeOwner & Managing DirectorBristol IT Company
  24. 24. Stay in Touch Website Blog LinkedIn Paul Kurnyta Twitter @PaulKurnyta Facebook The Local Marketing Business