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Columbus Business First May 2012
Columbus Business First May 2012
Columbus Business First May 2012
Columbus Business First May 2012
Columbus Business First May 2012
Columbus Business First May 2012
Columbus Business First May 2012
Columbus Business First May 2012
Columbus Business First May 2012
Columbus Business First May 2012
Columbus Business First May 2012
Columbus Business First May 2012
Columbus Business First May 2012
Columbus Business First May 2012
Columbus Business First May 2012
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Columbus Business First May 2012

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10 Key Aspects of a Small Business Marketing Plan

10 Key Aspects of a Small Business Marketing Plan

Published in: Business, News & Politics
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  • 1. 10 Key Aspects of a SmallBusiness Marketing PlanColumbus Business First – May 24, 2012© 2012 Gong Gong Communications, LLC. All rights reserved.
  • 2. Imagine that journey without a road map.from Startup, Washingtonto Success, ArkansasDistance: 2,244 milesDuration: 36 hoursDirections: 50 different turns androad changes
  • 3. 1. Analyzing your goals and objectives▪ Consider both your business and marketing goals▪ Make sure they’re SMART (Specific, Measurable, Attainable, Realistic, Timely)▪ Create short and long-term goals▪ Don’t forget to revisit them throughout the year!Columbus Business First – May 24, 2012© 2012 Gong Gong Communications, LLC. All rights reserved.
  • 4. 2. Determining your strengths and weaknesses ▪ Consider doing a SWOT (Strengths, Weaknesses, Opportunities, Threats) for both your company and yourself ▪ Don’t just identify your SWOT but also figure out how you can improve/leverage themColumbus Business First – May 24, 2012© 2012 Gong Gong Communications, LLC. All rights reserved.
  • 5. 3. Distinguishing yourself from your competitors Background Outreach ▪ History ▪ Marketing ▪ Personnel ▪ Communications ▪ Facilities ▪ Educational Offerings ▪ Location ▪ Public Recognition Image Offerings ▪ Reputation ▪ Product/Service Offerings ▪ Reliability ▪ Selection/Breadth of Offerings ▪ Stability ▪ Price/Value ▪ Expertise ▪ Quality ▪ Sales Method ▪ Customer ServiceColumbus Business First – May 24, 2012© 2012 Gong Gong Communications, LLC. All rights reserved.
  • 6. 4. Thoroughly defining your target market▪ It’s better to serve a smaller number of interested people than a larger number of questionable people▪ Who is your ideal client?▪ Where can you find your ideal client?▪ Why should your ideal client chose you?Columbus Business First – May 24, 2012© 2012 Gong Gong Communications, LLC. All rights reserved.
  • 7. 5. Defining the value and benefits of your products/services▪ What’s in it for Me (WIIFM)▪ Features vs. Benefit▪ What is unique about this product/service?▪ Why is it something people should buy?▪ How is it going to make their lives better?Columbus Business First – May 24, 2012© 2012 Gong Gong Communications, LLC. All rights reserved.
  • 8. 6. Drafting boilerplate messaging▪ Consistency is key▪ Don’t assume the people to whom you are talking have imagination, logic, creativity, or any clue▪ Boilerplate description▪ Elevator pitch▪ Mission statementColumbus Business First – May 24, 2012© 2012 Gong Gong Communications, LLC. All rights reserved.
  • 9. 7. Determining which marketing channels you should engage▪ Is it appropriate for my staff, industry, and the type of products/services we provide?▪ Will my target market(s) be looking for information there?▪ Will the return on my investment justify the cost (financial, energy, manpower, sanity, etc.)Columbus Business First – May 24, 2012© 2012 Gong Gong Communications, LLC. All rights reserved.
  • 10. 7. Determining which marketing channels you should engage Social Engagement Identity and Brand ▪ Facebook ▪ Brand Standards ▪ Corporate Identity ▪ LinkedIn ▪ Marketing Collateral ▪ Twitter Online Engagement ▪ Google+ ▪ Website ▪ Slide Deck Sharing ▪ Search Engine Optimization ▪ Video ▪ E-Books/White Papers/Articles ▪ Pay-Per-Click Advertisements ▪ Photos ▪ Testimonials ▪ Content and Document Sharing ▪ Case Studies ▪ Question & Answer ▪ Surveys ▪ Social Sharing Outreach and Networking ▪ Blog ▪ Public Relations ▪ Speaking Engagements, Workshops, and Webinars ▪ E-Mail Marketing ▪ Networking ▪ Industry-specific social networks ▪ Organizations and Associations ▪ Forums ▪ Certifications and AwardsColumbus Business First – May 24, 2012© 2012 Gong Gong Communications, LLC. All rights reserved.
  • 11. 8. Answering the Who, What, Where, When, Why, and How of yourchosen marketing channels▪ What are the objectives of this marketing channel?▪ What should we be doing here (and what shouldn’t we be doing)?▪ What kind of content should we be sharing and what should we be discussing?▪ How often should we engage and when?▪ Who will be doing what?▪ How will we monitor this channel?▪ How will we track and analyze our engagement?Columbus Business First – May 24, 2012© 2012 Gong Gong Communications, LLC. All rights reserved.
  • 12. 9. Determining what kind of content to create and share▪ Resources, advice, tips, how-to’s▪ Commentary, op/ed, and response to recent news or findings▪ Questions (possibly poll questions) to ask▪ Third party resources▪ Company news▪ Expanded product/service information▪ Event information and follow-up▪ Promotions and sales▪ Testimonials and case studiesColumbus Business First – May 24, 2012© 2012 Gong Gong Communications, LLC. All rights reserved.
  • 13. 10. Creating an Editorial Calendar▪ An editorial schedule is the on-paper plan (no dates)▪ An editorial calendar is the on-calendar plan (all dated)▪ Make sure everyone involved has access▪ Change and update it if it’s not workingColumbus Business First – May 24, 2012© 2012 Gong Gong Communications, LLC. All rights reserved.
  • 14. Gong Gong Communications We provide holistic marketing and creative services to small businesses on a monthly and per-project basis. We offer a full range of services including graphic & web design, copy writing, marketing planning, and social media engagement. gonggongcommunications.comColumbus Business First – May 24, 2012© 2012 Gong Gong Communications, LLC. All rights reserved.
  • 15. Questions?Columbus Business First – May 24, 2012© 2012 Gong Gong Communications, LLC. All rights reserved.

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