Getting StartedGetting Started
Describe your business in a phrase
What aspect of marketing worries you
most?
Your question...
Now that you have a business or
an idea for a business… what
about marketing?
What is marketing, anyway?
Marketing is everything
you do (or don’t do) to
promote your business.
Marketing 4Ps or 6Ps?
1- Product (quality)
2 & 3- Price & Place
4- Promotion
Positioning
People
Textbook MarketingTextbook...
What’s In a Name?What’s In a Name?
Maybe the Success or Failure of Your Business.Maybe the Success or Failure of Your Busi...
In practice, marketing includes a devilish
number of bedeviling details. Put yourself
in your customer’s shoes.
• Phone an...
Don’t Push. Pull.
What most marketers do:
Sell the product/service
Sell the features & benefits
What you should do
Rosser Reeves 1910-1984
USP Concept Developer
USP Deployment
• Unique product (Saelig)
• Redefine & Disrupt (Orabrush)
• Guarantee (Ledco)
• Functionality/Support (Appl...
Why should you consider a
very targeted niche?
• You can’t please everyone – and trying
to do so is the most common mistak...
Warren Wegert - Portland, OR
Differentiate & Break The
Rules Of Marketing
No Marketing?
• No advertising
• No sale pricing
• No website
• No Facebook p...
There is a very small difference
between…
• Failing and scraping by
• Scraping by and being profitable
• Being profitable ...
Depending on your business,
it could be one sale per…
Entrepreneurs…
Build a team!
• Get some help – most people can’t do
this alone
• Brainstorm – record all ideas without
discussion
• Lay g...
Knowing and using your
promotion resources
• Delighted customers
• Brand Advocates – Rob Fuggetta
• Friends and family
• P...
Marketing Base
• Vision for your Brand (Positioning)
• USP – Differentiation
• Knowing and using your resources
• WEBSITE!...
Who is this Guy?
How social media has flipped the landscape
of marketing – Guy Kawasaki explains:
In the past - -
• A small number of gurus...
How Do You Spell
Opportunity?
The Web is why you need to be in
continuous learning mode to keep up.
As Jim Rohm said, “A formal education will
earn you ...
Small Business Marketing Resources
SmartBrief Newsletters http://www.smartbrief.com/signup
Ad Age e-newsletters http://www...
For everything else you
need to know… Google it!
What can I do with
social / new media?
• Put your info in more places online
• LINK those pages to your WEBSITE
• Build yo...
Before the Web, Newspapers,
Magazines & Broadcast Media
Companies Owned All The
Megaphones
The Web and social media
have given anyone and
everyone the power to be
a broadcaster.
Social Media Has Put Media
Companies, Merchants & Consumers
Around The Same Table
What did it costWhat did it cost
United Airlines?United Airlines?
• $180 million lost equity value
for shareholders
• Hund...
Business As Usual Is Not As Usual Anymore
Customers want engagement. That doesn’t mean
marriage. Just being responsive is all it takes.
• Reply to a question, comme...
Social & Online Channels
offer engagement
• Facebook
• YouTube
• Linkedin
• Google+/Places/Adwords/Analytics
• Twitter
• P...
• 1.15 Billion users (>1/2 all US adults)
• Near 1 Trillion minutes/month on Facebook
• Far more time on FB than Google
• ...
• >3 Billion videos viewed each day
• Free to post your videos
• Make your own YouTube channel
• Link to your website
• Po...
• 238 MM users, 95 MM in the US
• 65 million monthly unique US visitors
• Passive & active B2B customer access
• Powerful ...
• Teenagers & bored housewives
• Celebrity gossip & location check-ins
• Tweets, peeps, RTs & #hashtags
• Breaking news ah...
Twitter 101
• Quite often, people’s gut reaction to Twitter is, “No one
needs to know what I’m doing” or “I don’t care wha...
What is Twitter?
Twitter Power!
• 200 million peeps, >50 million in the US
• 200 million tweets per day
• An older, upscale demographic
• S...
• A baby just over 2 years old
• Built-for-business
• 340 million active users
• 600 million users
• Social Extensions cri...
Typical Startup Problems
• Consumers don’t know you exist
• Or if they do, they are not engaged
• Minimal or no traffic to...
Target Facebook (or
LinkedIn) Ads By:
• Location
• Industry
• Company
• Job title
• Interests (FB) - Group (LI)
• Gender
•...
Facebook ads can be
highly targeted!
75
Groupon: The 50% Solution
Use Wisely
• Know your costs
• Estimate how many people will return
• Consider the value of a new customer
• Make the offe...
Some Social Media
Success Stories
• http://www.socialmediaexaminer.com/9-
small-business-social-media-success-
stories/
• ...
--- Julie Canning, president and CEO
of Banff Lake Louise Tourism –late
summer 2009
• "Two years ago, we launched an integ...
VIRAL !
• National Geographic,The Web,
Photoshop, Banff website, blog, video,
smartphone app,Facebook & Twitter
• 80 milli...
My Tweet…
• Folks in Banff really "get" social
media, but 82 million impressions for a
squirrel? http://tinyurl.com/n8oyc3...
There is so much to love about a small business
success story when it includes marketing genius
plus generosity: http://bi...
http://www.socialmediaexaminer.com/top-10-small-business-facebook-pages-2012-winners/
Regardless of the
evidence…
• Many small business do not use social
media at all
• Of the others, most are only taking
adv...
• Crash Davis speaks: “You know what
• the difference is between hitting .250 and
hitting .300?
• I got it figured out. Tw...
Summary
• Easy to focus on your fastball
• And forget that you need other skills
• You will be facing Big League competiti...
E-mail: devansroc@gmail.com
Twitter: danrevans
Connect on LinkedIn
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Marketing march2014

  1. 1. Getting StartedGetting Started Describe your business in a phrase What aspect of marketing worries you most? Your questions are welcome – ask as they occur
  2. 2. Now that you have a business or an idea for a business… what about marketing? What is marketing, anyway?
  3. 3. Marketing is everything you do (or don’t do) to promote your business.
  4. 4. Marketing 4Ps or 6Ps? 1- Product (quality) 2 & 3- Price & Place 4- Promotion Positioning People Textbook MarketingTextbook Marketing In practice, there are details like naming…
  5. 5. What’s In a Name?What’s In a Name? Maybe the Success or Failure of Your Business.Maybe the Success or Failure of Your Business. A Business Name Should Be… •Unique (Saelig) •Topical (Travelocity) •Short (Apple) •Easy to spell (Not SzczepanskiIndustries) •Available as a Web domain •Keyword in the name (Findlaw) •Brand worthy & appealing (Wayfair) •Web worthy (unique & available)
  6. 6. In practice, marketing includes a devilish number of bedeviling details. Put yourself in your customer’s shoes. • Phone answering/messaging • Facility/location/access • Attitude • Website/URL/design/content • Business/product name
  7. 7. Don’t Push. Pull.
  8. 8. What most marketers do: Sell the product/service Sell the features & benefits
  9. 9. What you should do
  10. 10. Rosser Reeves 1910-1984 USP Concept Developer
  11. 11. USP Deployment • Unique product (Saelig) • Redefine & Disrupt (Orabrush) • Guarantee (Ledco) • Functionality/Support (Apple) • Very specific niche (RawPower)
  12. 12. Why should you consider a very targeted niche? • You can’t please everyone – and trying to do so is the most common mistake startups make • People like a very specific solution • No direct competition • Targeted solutions generate brand advocates • And…
  13. 13. Warren Wegert - Portland, OR
  14. 14. Differentiate & Break The Rules Of Marketing No Marketing? • No advertising • No sale pricing • No website • No Facebook page • Poor location • Rundown facilities • Limited parking • Very limited days/hours • Very limited menu • (Almost) always waiting Crowd Marketing! • Sensational food • WOM advertising • Impressive Web content • Social media content • Live social interaction • Rave online reviews
  15. 15. There is a very small difference between… • Failing and scraping by • Scraping by and being profitable • Being profitable and securing your retirement
  16. 16. Depending on your business, it could be one sale per…
  17. 17. Entrepreneurs…
  18. 18. Build a team! • Get some help – most people can’t do this alone • Brainstorm – record all ideas without discussion • Lay ground rules for discussion • Take a break of a day or two • Record more ideas • Discuss and select – or repeat process till you have selected the “best ideas”
  19. 19. Knowing and using your promotion resources • Delighted customers • Brand Advocates – Rob Fuggetta • Friends and family • People who share your causes • Vendors, complimentary businesses • People in your network
  20. 20. Marketing Base • Vision for your Brand (Positioning) • USP – Differentiation • Knowing and using your resources • WEBSITE! • (Without these things, you’re cutting your chances for success)
  21. 21. Who is this Guy?
  22. 22. How social media has flipped the landscape of marketing – Guy Kawasaki explains: In the past - - • A small number of gurus, influencers, experts, reporters, A-listers, reviewers, editors, analysts, engineers, advisors, oracles, etc have the monopoly on insight and influence. You must get their attention. Today - • The pyramid is now inverted. We may reach out to the “A-listers” (or not) but today’s real influencers are bloggers, tweeters, fans, volunteer brand ambassadors, and other “nobodies.” When they recognize your product, the A-listers have to react.
  23. 23. How Do You Spell Opportunity?
  24. 24. The Web is why you need to be in continuous learning mode to keep up. As Jim Rohm said, “A formal education will earn you a living...”
  25. 25. Small Business Marketing Resources SmartBrief Newsletters http://www.smartbrief.com/signup Ad Age e-newsletters http://www.adage.com/register ClickZ Newsletters http://www.clickz.com/newsletters Online Media (many titles) http://e-newsletters.internet.com Chief Marketer http://subscribe.chiefmarketer.com/subscribe.cfm MarketingProfs  https://www.marketingprofs.com/login/join.asp Media Post https://www.mediapost.com/publications Search Engine Watch http://searchenginewatch.com Social Media Examiner http://www.socialmediaexaminer.com Duct Tape Marketing http://www.ducttapemarketing.com JM Internet Group http://www.jm-seo.org/free/ The E-Myth Newsletter http://www.e-myth.com Jeffrey Gitomer’s Newsletter http://www.gitomer.com Mashable http://www.mashable.com YouTube http://www.youtube.com Facebook http://www.facebook.com Google Alerts http://www.google.com/alerts Google Places http://places.google.com Google+ https://plus.google.com Google Adwords http://www.google/com/adwords Google Analytics http://www.google.com/analytics LinkedIn http://www.linkedin.com Twitter http://www.twitter.com http://search.twitter.com Yelp http://www.yelp.com/search?find_desc=&ns=1&find_loc=14450 Pinterest http://pinterest.com
  26. 26. For everything else you need to know… Google it!
  27. 27. What can I do with social / new media? • Put your info in more places online • LINK those pages to your WEBSITE • Build your Google ranking (better SEO) • Get and give expert advice • Inform and engage customers • Innovate with your own promotions
  28. 28. Before the Web, Newspapers, Magazines & Broadcast Media Companies Owned All The Megaphones
  29. 29. The Web and social media have given anyone and everyone the power to be a broadcaster.
  30. 30. Social Media Has Put Media Companies, Merchants & Consumers Around The Same Table
  31. 31. What did it costWhat did it cost United Airlines?United Airlines? • $180 million lost equity value for shareholders • Hundreds of thousands of frequent flyers who have avoided flying United since the 2009 incident
  32. 32. Business As Usual Is Not As Usual Anymore
  33. 33. Customers want engagement. That doesn’t mean marriage. Just being responsive is all it takes. • Reply to a question, comment or request • Information about company, product or price • Solution to a problem • Prompt quote • Product technical help • Listen to a suggestion • Simply being personable and responsive
  34. 34. Social & Online Channels offer engagement • Facebook • YouTube • Linkedin • Google+/Places/Adwords/Analytics • Twitter • Pinterest • Daily Deals (Groupon, Living Social)
  35. 35. • 1.15 Billion users (>1/2 all US adults) • Near 1 Trillion minutes/month on Facebook • Far more time on FB than Google • Business/professional demographic ↑ • Start a Facebook business page: • http://bit.ly/9ZgTZg
  36. 36. • >3 Billion videos viewed each day • Free to post your videos • Make your own YouTube channel • Link to your website • Post links in social media • Leverage user-generated videos • Use videos from your suppliers • Reference the YouTube Creator Playbook • http://www.youtube.com/creators/playbook.html • YouTube will help tell your business story • http://www.youtube.com/mybusinessstory
  37. 37. • 238 MM users, 95 MM in the US • 65 million monthly unique US visitors • Passive & active B2B customer access • Powerful search capabilities • Cross-link with your other sites • Great for opportunity hunters
  38. 38. • Teenagers & bored housewives • Celebrity gossip & location check-ins • Tweets, peeps, RTs & #hashtags • Breaking news ahead of the networks • World-wide 24/7 networking event • SMBs are beginning to “get” it
  39. 39. Twitter 101 • Quite often, people’s gut reaction to Twitter is, “No one needs to know what I’m doing” or “I don’t care what other people are doing.”  • While this may be the surface view, Twitter is also a great way to expand your network. In the words of Chris Brogan, Twitter is a useful communication tool that allows you to interact with people around the world in three ways: 1) Send a short message to a bunch of people publicly 2) Send a short message to a specific person publicly 3) Send a short message to a specific person privately  From “How to Use Twitter for Business”  www.hubspot.com
  40. 40. What is Twitter?
  41. 41. Twitter Power! • 200 million peeps, >50 million in the US • 200 million tweets per day • An older, upscale demographic • Share useful links: http://bit.ly/fJeVTp • Build your brand • Give customers a reason to follow • Add value, useful info, specials • Consult with experts worldwide
  42. 42. • A baby just over 2 years old • Built-for-business • 340 million active users • 600 million users • Social Extensions critical mass is just <200 followers for a business profile
  43. 43. Typical Startup Problems • Consumers don’t know you exist • Or if they do, they are not engaged • Minimal or no traffic to your website, office or store • You need customers NOW Solution?
  44. 44. Target Facebook (or LinkedIn) Ads By: • Location • Industry • Company • Job title • Interests (FB) - Group (LI) • Gender • Age
  45. 45. Facebook ads can be highly targeted!
  46. 46. 75 Groupon: The 50% Solution
  47. 47. Use Wisely • Know your costs • Estimate how many people will return • Consider the value of a new customer • Make the offer in your “sidecar” • Instead of Groupon, make a Youpon • LivingSocial, Get My Perks, Eversave, and dozens more
  48. 48. Some Social Media Success Stories • http://www.socialmediaexaminer.com/9- small-business-social-media-success- stories/ • http://mashable.com/2010/06/02/small- business-social-media-success-stories/
  49. 49. --- Julie Canning, president and CEO of Banff Lake Louise Tourism –late summer 2009 • "Two years ago, we launched an integrated social media program including the weekly Real Banff video report, a blog, Facebook page and Twitter profile," said "When the "Crasher Squirrel" literally popped out of nowhere, our social media team was ready and able to quickly take advantage of the opportunity."
  50. 50. VIRAL ! • National Geographic,The Web, Photoshop, Banff website, blog, video, smartphone app,Facebook & Twitter • 80 million impressions in Sept 2009 • >200 million impressions since
  51. 51. My Tweet… • Folks in Banff really "get" social media, but 82 million impressions for a squirrel? http://tinyurl.com/n8oyc3  - For photos: http://tinyurl.com/pnj6ce - Five minutes later BanffSquirrel was following me
  52. 52. There is so much to love about a small business success story when it includes marketing genius plus generosity: http://bit.ly/53HPF • Operation “Hi Mom” • Mom Goes On the Road • Traditional and new media galore • Non-profit donations w/link additions • Icons for Facebook fans • “Canvas Crazy” evangelists
  53. 53. http://www.socialmediaexaminer.com/top-10-small-business-facebook-pages-2012-winners/
  54. 54. Regardless of the evidence… • Many small business do not use social media at all • Of the others, most are only taking advantage of a fraction of the potential
  55. 55. • Crash Davis speaks: “You know what • the difference is between hitting .250 and hitting .300? • I got it figured out. Twenty-five hits a year in 500 at bats is 50 points. Okay? • There's six months in a season, that's about 25 weeks -- you get one extra flare a week -- just one -- a gork, a ground ball with eyes, a dying quail -- just one more dying quail a week and you're in Yankee Stadium!”
  56. 56. Summary • Easy to focus on your fastball • And forget that you need other skills • You will be facing Big League competition • Continuous learning essential for success • It’s a small margin between success & failure • You need to build a team to grow • Integrate the new tools into your business • Or you’ll be sent packing
  57. 57. E-mail: devansroc@gmail.com Twitter: danrevans Connect on LinkedIn

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