Hello Patrick W. Giammarco www.pwgmarketing.com Email: [email_address] Twitter: twitter.com/pwgiammarco LinkedIn: linkedin...
7 Steps to Small Business Marketing Success
New Definition of Marketing
Marketing is a System <ul><ul><li>Strategy before tactics </li></ul></ul><ul><ul><li>Fill your marketing hourglass </li></...
WHAT IS SOCIAL MEDIA AND WHY  YOU SHOULD CARE 1) Strategy  Before  Tactics
1a) Who Matters
<ul><li>Profitable clients </li></ul><ul><li>Referrals </li></ul><ul><li>Demographics </li></ul><ul><li>Behavior </li></ul...
<ul><li>Demographics </li></ul><ul><li>Geographics </li></ul><ul><li>Psychographics </li></ul><ul><li>Behavioral </li></ul>
1b) Be Different
<ul><li>What would you Google? </li></ul><ul><li>What made you decide to hire us? </li></ul><ul><li>What could we do bette...
<ul><li>Unique product/service </li></ul><ul><li>Unique process </li></ul><ul><li>Unique experience </li></ul><ul><li>Uniq...
2) The Marketing  Hourglass™
 
 
 
<ul><li>What is your free or trial offering? </li></ul><ul><li>What is your starter offering? </li></ul><ul><li>What is yo...
3) Create and Publish Content
<ul><li>Blogs </li></ul><ul><li>How-to content </li></ul><ul><li>Social media </li></ul><ul><li>Reviews </li></ul><ul><li>...
<ul><li>eBooks </li></ul><ul><li>White papers </li></ul><ul><li>Webinars </li></ul><ul><li>FAQs </li></ul><ul><li>Success ...
4) Create a Total Web Presence
Digital interactivity  is now at the    center  of    marketing
New research shows that 77% of US adults use the Internet as an information source when shopping locally for products and ...
<ul><li>Listen first </li></ul><ul><li>Optimize your web content </li></ul><ul><li>Claim real estate </li></ul><ul><li>Opt...
Hub and  Spoke
5) Inbound Lead Generation Trio
<ul><li>Advertising </li></ul><ul><li>Public Relations </li></ul><ul><li>Referrals </li></ul>Inbound Lead Generation Trio
Advertising <ul><li>Awareness for content </li></ul><ul><li>Narrowly targeted </li></ul><ul><li>2-step direct response </l...
<ul><li>PR is about relationships </li></ul><ul><li>Pitch strategically </li></ul><ul><li>Monthly touch </li></ul><ul><li>...
Image: www.marketfin.com Referrals  <ul><li>Be more referable </li></ul><ul><li>Target </li></ul><ul><li>Educate </li></ul...
6) Selling is a System…  too <ul><ul><li>Image: www.solutionsellingblog.com </li></ul></ul>
<ul><li>Discovery – next step </li></ul><ul><li>Presentation – seminar </li></ul><ul><li>Nurturing – sales cycle </li></ul...
7) Live By the Calendar
<ul><li>Monthly themes </li></ul><ul><li>Weekly actions </li></ul><ul><li>Daily appointments </li></ul>Live By the Calendar
Marketing is a System <ul><ul><li>Strategy before tactics </li></ul></ul><ul><ul><li>Fill your marketing hourglass </li></...
Signature Brand Audit™ ($250 value) Visit:  http://bit.ly/mXAShy Special Offer
Questions?
Thank You Patrick W. Giammarco www.pwgmarketing.com Email: [email_address] Twitter: twitter.com/pwgiammarco LinkedIn: link...
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7 Steps to Small Business Marketing Success 60min Webinar

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  • O.K. So as I mentioned at the beginning, I have a special gift for everyone on the call today. For those of you who believe that 2012 is the year to get to work developing a marketing system for your business, I want to give you an opportunity for a free 30-minute consulting session with me and start to create and implement the system and strategies we have talked about today, for your business! Here is a link to my Signature Brand Audit, which includes an audit of your brand and website. In this session, I will provide a host of tips aimed at getting you on the road to marketing success. It all starts, however, with you going to my website and spending 10 minutes or so completing the Signature Brand Audit.
  • 7 Steps to Small Business Marketing Success 60min Webinar

    1. 1. Hello Patrick W. Giammarco www.pwgmarketing.com Email: [email_address] Twitter: twitter.com/pwgiammarco LinkedIn: linkedin.com/in/patrickgiammarco ledo.ning.com
    2. 2. 7 Steps to Small Business Marketing Success
    3. 3. New Definition of Marketing
    4. 4. Marketing is a System <ul><ul><li>Strategy before tactics </li></ul></ul><ul><ul><li>Fill your marketing hourglass </li></ul></ul><ul><ul><li>Publish educational content </li></ul></ul><ul><ul><li>Create a total web presence </li></ul></ul><ul><ul><li>Use a lead generation trio </li></ul></ul><ul><ul><li>Make selling a system too </li></ul></ul><ul><ul><li>Live by the calendar </li></ul></ul>
    5. 5. WHAT IS SOCIAL MEDIA AND WHY YOU SHOULD CARE 1) Strategy Before Tactics
    6. 6. 1a) Who Matters
    7. 7. <ul><li>Profitable clients </li></ul><ul><li>Referrals </li></ul><ul><li>Demographics </li></ul><ul><li>Behavior </li></ul><ul><li>Biographical sketch </li></ul>
    8. 8. <ul><li>Demographics </li></ul><ul><li>Geographics </li></ul><ul><li>Psychographics </li></ul><ul><li>Behavioral </li></ul>
    9. 9. 1b) Be Different
    10. 10. <ul><li>What would you Google? </li></ul><ul><li>What made you decide to hire us? </li></ul><ul><li>What could we do better? </li></ul><ul><li>Where do we fail you? </li></ul><ul><li>Would you refer us? </li></ul>Ask Every Customer…
    11. 11. <ul><li>Unique product/service </li></ul><ul><li>Unique process </li></ul><ul><li>Unique experience </li></ul><ul><li>Unique people </li></ul><ul><li>Unique guarantee </li></ul><ul><li>Unique packaging or delivery </li></ul><ul><li>Against a problem </li></ul>What Do People Really Buy?
    12. 12. 2) The Marketing Hourglass™
    13. 16. <ul><li>What is your free or trial offering? </li></ul><ul><li>What is your starter offering? </li></ul><ul><li>What is your “make it easy to switch” offering? </li></ul><ul><li>What is your core offering? </li></ul><ul><li>What are your add-ons to increase value? </li></ul><ul><li>What is your members only offering? </li></ul><ul><li>What are your strategic partner pairings? </li></ul>Fill Your Hourglass Gaps
    14. 17. 3) Create and Publish Content
    15. 18. <ul><li>Blogs </li></ul><ul><li>How-to content </li></ul><ul><li>Social media </li></ul><ul><li>Reviews </li></ul><ul><li>Testimonials </li></ul><ul><li>Articles </li></ul>Content That Builds Trust
    16. 19. <ul><li>eBooks </li></ul><ul><li>White papers </li></ul><ul><li>Webinars </li></ul><ul><li>FAQs </li></ul><ul><li>Success stories </li></ul><ul><li>Survey data </li></ul>Content That Educates
    17. 20. 4) Create a Total Web Presence
    18. 21. Digital interactivity is now at the center of marketing
    19. 22. New research shows that 77% of US adults use the Internet as an information source when shopping locally for products and services. ~ KelseyGroup <ul><li>73% of online users read a blog </li></ul><ul><li>57% join social networks </li></ul><ul><li>45% have started a blog </li></ul><ul><li>83% have viewed a video online </li></ul><ul><li>39% subscribe to RSS feeds </li></ul><ul><li>36% think more positively about </li></ul><ul><li>companies that have blogs </li></ul><ul><ul><li>Source: Universal McCann Wave3 research into social media </li></ul></ul>Where Are We?
    20. 23. <ul><li>Listen first </li></ul><ul><li>Optimize your web content </li></ul><ul><li>Claim real estate </li></ul><ul><li>Optimize brand assets </li></ul><ul><li>Ratings and reviews </li></ul><ul><li>Social media participation </li></ul>Pillars of Web Presence
    21. 24. Hub and Spoke
    22. 25. 5) Inbound Lead Generation Trio
    23. 26. <ul><li>Advertising </li></ul><ul><li>Public Relations </li></ul><ul><li>Referrals </li></ul>Inbound Lead Generation Trio
    24. 27. Advertising <ul><li>Awareness for content </li></ul><ul><li>Narrowly targeted </li></ul><ul><li>2-step direct response </li></ul><ul><li>Accountable </li></ul>
    25. 28. <ul><li>PR is about relationships </li></ul><ul><li>Pitch strategically </li></ul><ul><li>Monthly touch </li></ul><ul><li>Use online news release tools </li></ul>
    26. 29. Image: www.marketfin.com Referrals <ul><li>Be more referable </li></ul><ul><li>Target </li></ul><ul><li>Educate </li></ul><ul><li>Offers </li></ul><ul><li>Follow-up </li></ul>
    27. 30. 6) Selling is a System… too <ul><ul><li>Image: www.solutionsellingblog.com </li></ul></ul>
    28. 31. <ul><li>Discovery – next step </li></ul><ul><li>Presentation – seminar </li></ul><ul><li>Nurturing – sales cycle </li></ul><ul><li>Monthly touches </li></ul><ul><li>Transaction – same experience </li></ul>Lead Conversion
    29. 32. 7) Live By the Calendar
    30. 33. <ul><li>Monthly themes </li></ul><ul><li>Weekly actions </li></ul><ul><li>Daily appointments </li></ul>Live By the Calendar
    31. 34. Marketing is a System <ul><ul><li>Strategy before tactics </li></ul></ul><ul><ul><li>Fill your marketing hourglass </li></ul></ul><ul><ul><li>Publish educational content </li></ul></ul><ul><ul><li>Create a total web presence </li></ul></ul><ul><ul><li>Use a lead generation trio </li></ul></ul><ul><ul><li>Make selling a system too </li></ul></ul><ul><ul><li>Live by the calendar </li></ul></ul>
    32. 35. Signature Brand Audit™ ($250 value) Visit: http://bit.ly/mXAShy Special Offer
    33. 36. Questions?
    34. 37. Thank You Patrick W. Giammarco www.pwgmarketing.com Email: [email_address] Twitter: twitter.com/pwgiammarco LinkedIn: linkedin.com/in/patrickgiammarco
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