Small Business Marketing Strategy
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Small Business Marketing Strategy

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This might be my favorite power point of all time. This one long presentation discusses the key elements that any small business needs to consider to have an effective marketing strategy. We review ...

This might be my favorite power point of all time. This one long presentation discusses the key elements that any small business needs to consider to have an effective marketing strategy. We review the pros and cons of several of the most popular marketing tools.

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  • (NANCYStatistics – shared – Summary is that marketing and sales for small businesses can be challenging.
  • (NANCY)We are 3DM – why 3DM? – Communicate these three traits – best life lessons, learned from my dog – three things that I wanted my business to be – loyal, unique, authentic, fun. Passionate about helping small business owners increase their effectiveness in sales and marketingWalking my dogs – values I wanted to infuse –My dogs are authentic, strategic (or shifty) and results oriented.Dog is a great analogy for your businessToday we are going to empower you by providing:- a basic knowledge of marketing and sales and how it operates in today’s market- a guide for creating a marketing strategy -Walk through a specific example-Then we can discuss some popular marketing tools and provide professional insight.Our goal is to provide you with the tools needed to go back to your office today and start creating a more effective Marketing and improve your sales results.
  • (KRISTIN)What is a marketing strategy? You have these pieces that work together – need to decide where you are going – Goals Target Audience:Unique Value Message (Brand Promise / Marketing Position) Different tools take you different places. Where do you want to go?How will you know when you are there? (Quantifiable back into sales numbers and marketing budgets) Benefits of a marketing strategy Ensure that all parts are working together.Allows you track your results and learn over time without repeating mistakes. Allows your team (and your clients) to support your efforts. Gives you the clarity to adjust and response to a situation quickly Saves TIME, MONEY and IMPROVES YOUR RESULTS
  • (KRISTIN)What is a marketing strategy? You have these pieces that work together – need to decide where you are going – Goals Target Audience:Unique Value Message (Brand Promise / Marketing Position) Different tools take you different places. Where do you want to go?How will you know when you are there? (Quantifiable back into sales numbers and marketing budgets) Benefits of a marketing strategy Ensure that all parts are working together.Allows you track your results and learn over time without repeating mistakes. Allows your team (and your clients) to support your efforts. Gives you the clarity to adjust and response to a situation quickly Saves TIME, MONEY and IMPROVES YOUR RESULTS
  • (KRISTIN)
  • (KRISTIN)
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  • (KRISTIN)What is a marketing strategy? You have these pieces that work together – need to decide where you are going – Goals Target Audience:Unique Value Message (Brand Promise / Marketing Position) Different tools take you different places. Where do you want to go?How will you know when you are there? (Quantifiable back into sales numbers and marketing budgets) Benefits of a marketing strategy Ensure that all parts are working together.Allows you track your results and learn over time without repeating mistakes. Allows your team (and your clients) to support your efforts. Gives you the clarity to adjust and response to a situation quickly Saves TIME, MONEY and IMPROVES YOUR RESULTS Example of a business that created a marketing strategy and how it affected their efforts.
  • (KRISTIN)Example – Lupe: referrals from strategic partners, online marketing Problem – relationships are not maintainedSolution – created strategy for both avenues (as a manufacturer – may be distributors or end-users) – economy – higher turnover – Problem - Direct mail to known contact (no longer there); website out of date; heard social media was the buzz; thought that’s what she neededNew solution – create strategy; which tools, what steps leverage existing contacts1) Vender relationship program2) Website re-design Results – established series of strategic partners (face-to-face and multi-media) – research and share articles, resources and information; completed website re-designLessons Learned1) Marketing – it’s not always what you think it’s going to be.2) Focus on activity
  • (NANCY) How do you choose from so many options? Review your strategy! Do research/get prof’l input on what marketing tools will work for you. Remember the car analogy! If I sell websites, you need a website and a marketing strategist will provide insight on which tools are most effective for you, including: Create a Follow Up system. Every tool is a single touch in a CAMPAIGN. We’re strategists so let’s look at a few tools. If time permits we can address your specific questions on particular tools. Once you have a foundation then you can determine what marketing tools will help you achieve your goals. AdvertisingDefinition - paid announcements in newspapers and magazines, over radio or television, on billboards, etc, to get more customers by advertising.When it’s used effectively - When you have a very specific target audience with a established pattern of reading a specific publication or specific events and deals. Example “Mom’s Magazine and HR professionals” Common mistakes- Single use, General messages, No call to action
  • (NANCY)Direct Mail Definition -Letters, postcards or coupons sent directly to an individual’s home or place of business. When it’s used effectively - Direct mail often gets a bad rap. It’s not as cool or new as email or social media but done well, it works. If you need to target specific individuals within specific zip codes, direct mail can be a great tool. Many businesses purchase lists from a mailing house. If you decide to do this, you will have the option to purchase a one-time list or a multiple use list. We suggest you only purchase multiple use lists. You will want to create a marketing campaign and a single letter or post card will probably not bring significant business. Direct mail can be expensive and you may be tempted to cut corners by purchasing a one-time list. A better option is to purchase a smaller, targeted list and do multiple communications. Common mistakes - Single letters, Generic,
  • (KRISTIN)Website/Internet MarketingDefinitionWhen it’s used effectivelyCommon mistakes
  • (NANCY)Social MediaDefinition – any online platform with 2 way communication. Social network marketing is using social media strategically When it’s used effectively – build relationship over time. Word of Mouth. Common mistakes-Time
  • The power of endurance—those with 3 or more years of experience in social media marketing are seeing the greatest results. 25% of those just getting started in social media saw new partnerships form, as compared to 80% or more of those with 3 or more years of experience. there’s clear evidence that those who commit at least 6 hours per week will see significant rewards.
  • The power of endurance—those with 3 or more years of experience in social media marketing are seeing the greatest results. 25% of those just getting started in social media saw new partnerships form, as compared to 80% or more of those with 3 or more years of experience. there’s clear evidence that those who commit at least 6 hours per week will see significant rewards.
  • The power of endurance—those with 3 or more years of experience in social media marketing are seeing the greatest results. 25% of those just getting started in social media saw new partnerships form, as compared to 80% or more of those with 3 or more years of experience. there’s clear evidence that those who commit at least 6 hours per week will see significant rewards.
  • The power of endurance—those with 3 or more years of experience in social media marketing are seeing the greatest results. 25% of those just getting started in social media saw new partnerships form, as compared to 80% or more of those with 3 or more years of experience. there’s clear evidence that those who commit at least 6 hours per week will see significant rewards.
  • The power of endurance—those with 3 or more years of experience in social media marketing are seeing the greatest results. 25% of those just getting started in social media saw new partnerships form, as compared to 80% or more of those with 3 or more years of experience. there’s clear evidence that those who commit at least 6 hours per week will see significant rewards.
  • (NANCY)Good Marketing versus Great Marketing No matter what the tool the same basic rules of good marketing apply.o Builds Relationship o Creates Value Takes Time Strategic Action Create a Marketing StrategyDetermine what tools will be effective Execute campaign – may use multiple tools, 6-7 touches, follow upAsk for business Call to action on website Individual meetings ProposalsAdjust, as needed
  • Conclusion (Kristin)(Lessons learned from my dog about marketing)Most important thing – Dog Whisperer – about the owner – how your treat the dog, confidence level, about the owner; train your marketing the same way you train your dog.
  • The power of endurance—those with 3 or more years of experience in social media marketing are seeing the greatest results. 25% of those just getting started in social media saw new partnerships form, as compared to 80% or more of those with 3 or more years of experience. there’s clear evidence that those who commit at least 6 hours per week will see significant rewards.

Small Business Marketing Strategy Small Business Marketing Strategy Presentation Transcript

  • Strategic Marketing Nancy Sanders, MBA and Kristin Slice, MA
  • Marketing Stats• 60% of small business plan on increasing their use of networking, speaking and tradeshows in 2012.• In 2010, use of print advertising dropped by 33%; use of print Yellow Pages declined 18 %; and use of direct mail decreased 26 %.• 51 percent of local merchants get at least one online marketing sales call a week, with 10 percent getting called almost on a daily basis. 2012© Three Dog Marketing
  • Everything I learned about marketing… 2012© Three Dog Marketing
  • A Different World• Relationship Building – People Purchase Differently – Value Based 43% of consumers report doing some type of research before they buy (AMP Agency)• Leveraging Tools and Resources – Creating System – Not focused on Pure Lead Generation 2012© Three Dog Marketing
  • Inbound marketing-dominated organizations experience a 61% lower cost per lead . (Hubspot, 2012) 2012© Three Dog Marketing
  • Marketing versus SalesWatcha got there? I’ll take it! 2012© Three Dog Marketing
  • Marketing Strategy Engine-Where are Sales What is theyou going? purpose of your car ? Marketing – The Body 2012© Three Dog Marketing
  • Marketing StrategyWithout the proper strategy your marketing couldlook more like this…. Engine- Sales 2012© Three Dog Marketing
  • Marketing Strategy• Goals• Target Audience• Unique Value Message• What tools are going to be the most effective?• Do all of the tools work together? 2012© Three Dog Marketing
  • Example: Guille• Background• Problem• Goal• Solutions• Results 2012© Three Dog Marketing
  • Marketing ToolsAdvertising • Definition • When it is the most effective? • Common mistakes 2012© Three Dog Marketing
  • Marketing ToolsDirect Mail • Definition • When it is the most effective? • Common mistakes 2012© Three Dog Marketing
  • Marketing ToolsWebsite • Definition • When it is the most effective? • Common mistakes 2012© Three Dog Marketing
  • Marketing ToolsSocial Media • Definition • When it is the most effective? • Common mistakes 2012© Three Dog Marketing
  • Good Marketing / Bad Marketing 2012© Three Dog Marketing
  • Good Marketing / Bad Marketing 2012© Three Dog Marketing
  • Good Marketing / Bad Marketing 2012© Three Dog Marketing
  • Good Marketing / Bad Marketing 2012© Three Dog Marketing
  • Good Marketing / Bad Marketing 2012© Three Dog Marketing
  • Results • Create a Strategy • Find Resources and Research • Execute Campaign (6-7 touches) • Call to Action / Ask for Business • Monitor and Repeat 2012© Three Dog Marketing
  • Conclusion 2012© Three Dog Marketing
  • Conclusion 2012© Three Dog Marketing