More Related Content Similar to Building the Case for Small Biz Marketing - Boosting Profits & Justifying Costs Similar to Building the Case for Small Biz Marketing - Boosting Profits & Justifying Costs (20) Building the Case for Small Biz Marketing - Boosting Profits & Justifying Costs1. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
© 2014 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual
Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners.
practical marketing
education series
Building the case for small biz marketing
– boosting profits & justifying costs
2. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Tina Stock | YP | Executive Director, Marketing
An entrepreneurial marketing executive with over 10 years
experience in product marketing, social media marketing, content
marketing, communications strategy, display advertising and search
engine marketing. Tina blogs about marketing at tinastock.com,
and you can follow her on Twitter @tinadstock.
About YP
• YP is North America’s largest local search, media and
advertising company.
• Our mission is to help local businesses and communities grow.
• We generate 40 billion annual impressions on the YP Local Ad Network
and have 3,000 marketing consultants helping over 570,000 businesses
get, and keep customers.
meet your presenters
3. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Ivana Taylor | DIYMarketers
DIYMarketers is an upstart community of bootstrapping
entrepreneurs and small business professionals who
don’t like wasting time and money on marketing that (how
can I say this politely) sucks and doesn’t get results…
Ivana has spent nearly thirty years in manufacturing
companies running marketing departments and making
companies the obvious choice for their ideal customer.
meet your presenters
Marketing isn’t about what you do…it’s about who you are.
You are your best marketing machine.
• Focus on your strengths and do less marketing to make more money.
• Look like a big brand on a small budget.
• Effortlessly attract clients without looking and sounding cheesy.
4. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Building the Case for Small Biz Marketing –
Boosting Profits & Justifying Costs
In collaboration with you.
practical marketing series
session 3
5. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
marketing simplified
How marketing can make a difference in
your small business
6. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
every 8 seconds….
7. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Not today….
8. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Not you….
9. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Imagine running a
business with an endless
stream of happy, loyal and
profitable customers.
10. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
That’s you over there
– being successful.
11. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
you’ve been thinking…
more customers =
more marketing
more money
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
12. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
This is a lie!
13. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
You don’t need
more Marketing.
14. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
You need less!
15. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
Your customers
want an emotional
connection
with you.
16. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
3 ways marketing can make a difference
in your small business
1. More customers
2. Less marketing
3. More money
17. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
how to get more customers
Focus
Focus
Focus
18. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
focus on your ideal customer
Segment
Target
Position
19. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
segment
1. Pull out a file – look
2. Place on floor
3. Pull another – similar or different?
4. Start making piles
5. Look at piles and combine similar
ones.
6. Name the piles
20. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
target
21. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
choose your target customers
22. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
position
Get chosen.
23. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
1. Who is your ideal customer?
2. What problem are they solving?
3. What is their perceived notion of how
this problem is solved?
4. How does the industry believe their
problem is solved?
5. How do you believe their problem is
solved?
5 questions to your marketing message
24. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
how to do less marketing
Match your strategy
to your style.
25. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
1. identify your strength
• Natural
• Most enjoy
• Most often
26. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
your marketing style & strategy
• Social / Relationship
• Persuasive / Direct
• Creative / Content
• Analytical / Advertising
27. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
social style – relationship strategies
• Energized by people
• Leverages relationships
• Moving contacts from acquaintances
to partnerships
• Networking
• LinkedIn
• Facebook
• Joint Ventures
Your marketing style
Where to put your focus
28. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
creative style – content strategy
• Subject expert
• Prefers one-to-many
• Routine and attention to detail
• Content marketing
• Sharing expertise
• Blogging
• Training / Webinar/ Hangout
Your marketing style
Where to put your focus
29. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
persuasive – direct strategy
• Charismatic
• Passionate
• Influence
• Performance
• Sharing knowledge
• Creating Movement
• Email, video, webinars, speaking
Your marketing style
Where to put your focus
30. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
analytical – advertising
• Analytical
• Process oriented
• Game
• Testing
• Tracking
• Pay Per Click
Your marketing style
Where to put your focus
31. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
how to make more money?
32. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
how to make more money? it’s in the offer.
33. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
one-page marketing plan
34. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
marketing calendar
35. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
questions?
Thank you!
Ivana Taylor
ivana@DIYMarketers.com
www.DIYMarketers.com
36. © 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.© 2014 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
register for more practical marketing.
Be sure to register for the next in
the practical marketing series:
June 19, 11:00 am PST
How Small Business Can
Connect with the Always
Connected Consumer
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Editor's Notes Every 8 Seconds – a business owner like you – throws in the towel and the dream of running your own business – being your own boss – controlling your life, your time and your destiny – goes up in smoke. You are not going to be THAT person -- Just for a moment – let’s take the time to stay in that place – that you’re imagining right now. What are you doing? Golfing, vacationing, spending time with family and friends. There’s not a single worry on your mind – just a smile and pure satisfaction.
The person that you’re looking at in your minds eye – YOU – is confident and secure. Not a worry in the world. And this is where I’d like for you to stay for the duration of this webinar. Be THAT person – the one you see in your mind’s eye. Everything we’re going to talk about – I want you to listen from this space of the successful business owner.
Sure – you can think this is crazy and stupid. I mean who’s going to know or see you alone watching this webinar – but seriously – what do you have to loose --- a towel? OK – so where were we – oh yes – YOU – the successful business owner with a flood of new profitable and loyal customers - You see people don’t buy through strategies – they buy through an emotional connection with you
I know it seems counter intuitive – but when you FOCUS and choose a specific customer – it actually brings MORE of this ideal customer out of the woodworks. Segmentation – or grouping your customers in a way that’s Look for the customer groups that are the easiest to work with, that most value what you offer and are most open to what you’re selling – these are your targets – they are the people who are the easiest to work with and make you the most money. Positioning is all about making it easy for your ideal customer to choose you – this is a function of having what they want, where they want it and at a price they are willing to pay – it’s your offer.