Spring cleaning your marketing strategy 2012 02-22

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Spring cleaning your marketing strategy 2012 02-22

  1. 1. Spring Cleaning Your Marketing StrategyWelcome - we’ll Steve Morse start soon Executive Director, Marketing Solutions Deluxe Corporation February 23, 2012
  2. 2. Agenda  Small Business Challenges  Marketing Strategy  Marketing Tactics  Bringing it together in a Plan © 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 2
  3. 3. Small Business Challenges  Getting New Customers  Growing Existing Customers  Use of Limited Resources What’s working? What’s not? © 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 3
  4. 4. Maze of Marketing Choices © 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 4
  5. 5. Getting Started One Step at a Time Strategy  Plan © 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 5
  6. 6. My Business Goals• Qualitative – Why did I start this business? – Be the best in my… • Town? State? Country? World? Galaxy? – Retire at 40? 50? 60? – Sustainable business for my children? – Enjoy what I do each day? – Spend more time with family & friends? © 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 6
  7. 7. My Business Goals• Quantitative – Make More Money ? – Revenue Growth % ? – Number of New Customers ? – Average Relationship Size ($) ? – Improving Repeat Business ? © 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 7
  8. 8. Marketing Strategy: The Basics What problem am I solving for customers? How am I different than my competition? Who is my target audience? How will I reach them? How do I improve “Word of Mouth” referrals? © 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 8
  9. 9. Marketing Strategy Small Business Example: California PhotographerItem My BusinessProblem I’m Solving Saving Precious Memories, ProfessionallyUniqueness 1) Pictures with Personality 2) Award Winning Athletic photosTarget Audience Families with Children in My Geographic Territory: Separate product offerings for infants, children active in sports, high school senior portraits.How I will reach them Direct Mail, Monthly Email Newsletter, Athletic Events, Charity Work, Social NetworkingImproving Word-of- 1) Social Media: a) Enhanced Facebook Presence &Mouth Engagement to triple “likes”, b) Blogging on Photography Advice for Parents, c) Parents & Teenagers using photos on their Social sites 2) Referral Program with Discounts 3) Promotional & Professional Shirts for Employees to Wear at Athletic Events 4) New Website & with Email subscription form © 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 9
  10. 10. Marketing Tactics What are other Small Businesses doing? What should I be doing myself? What should I be paying others to do? © 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 10
  11. 11. Small Business Tactics © 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 11
  12. 12. Growth Guide: Roadmap Get NEW Customers: Online Advertising (PPC) & Web-to-Print Grow Relationships: Social & Email Mktg Get Found: Listings & Search Rankings (SEO) Get Online: Website & Mobile Website Get Started: Brand Identity © 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 12
  13. 13. Brand Identity  How happy are you with your logo?  What do your friends, family and customers say about it?  Professionally Designed Logo: – Start at $195 with multiple concepts toThis Logo cost Steve Jobs $100,000 review and multiple iterations – www.logomojo.com © 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 13
  14. 14. Strategy Meets Tactics Get NEW Customers: Online Advertising (PPC) & Web-to-Print Grow Relationships: Social & Email Mktg Get Found: Listings & Search Rankings (SEO) Get Online: Website & Mobile Website Get Started: Brand Identity © 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 14
  15. 15. Website & Mobile Website  Best to get website and mobile website from same provider  Costs: – Start at $79/mo for professionally designed & maintained website – Do-it-Yourself ToolsBy 2014, Mobile Internet  Start at $9.95/moUsage will overtakeDesktop Internet Usage. Web Sites & Hosting: www.aplus.netSource: Mobile Marketing Infographic from Microsoft Tag, Stats & Facts 2011 © 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 15
  16. 16. Strategy Meets Tactics Get NEW Customers: Online Advertising (PPC) & Web-to-Print Grow Relationships: Social & Email Mktg Get Found: Listings & Search Rankings (SEO) Get Online: Website & Mobile Website Get Started: Brand Identity © 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 16
  17. 17. Listings & Directories Claiming & Verifying Getting Found in Map Results Include Hours of Operation, Business Categories, Pictures, Video Costs: – Can do each yourself manually – Hire someone to do it for you with experience & best practices – www.deluxeforbusiness.com © 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 17
  18. 18. Search Engine Optimization (SEO) Organic Search Results – Algorithms changing – Factors:  Title tags on Page  Meta tags  Site Navigation Structure  Compelling Content  Links to your site (Blogs, Social, Other Sites)  User’s own “Social” network connections  Maps Results: Directory listings (Google, Yahoo/Bing) Costs: Vary  www.deluxeforbusiness.com © 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 18
  19. 19. Strategy Meets Tactics Get NEW Customers: Online Advertising (PPC) & Web-to-Print Grow Relationships: Social & Email Mktg Get Found: Listings & Search Rankings (SEO) Get Online: Website & Mobile Website Get Started: Brand Identity © 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 19
  20. 20. Social: Start with a plan  Who’s taking the lead?  What do I want to say?  How will I connect with my customers?  What value can I add to my customers’ day? © 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 20
  21. 21. Social: Take action 1. Create a Facebook business page 2. Sign up for Twitter 3. Create your business page on LinkedIn 4. Experiment with Google+ 5. Start a blog (IF you can sustain it!) 6. Join PartnerUp to talk with other entrepreneurs Social Media Marketing Costs: www.deluxesocial.com Do-it-Yourself Tools < $20/mo Do-it-With-Me Assistance $300/mo - $1,500/mo © 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 21
  22. 22. Email Marketing Efficient & Effective Email Integrated with Social Collect Email Addresses  Email Marketing:  www.easycontact.com Special Promotions  Costs: – DIY  Start at $9/mo Monthly Newsletter – Do-it-for-me  Start at $250/mo © 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 22
  23. 23. Strategy Meets Tactics Get NEW Customers: Online Advertising (PPC) & Web-to-Print Grow Relationships: Social & Email Mktg Get Found: Listings & Search Rankings (SEO) Get Online: Website & Mobile Website Get Started: Brand Identity © 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 23
  24. 24. Online AdvertisingPay Per Click (PPC) Advertising in Search Results Look for solutions with Call Tracking Numbers and Recording of Call Easy to track ROI ! Costs: Vary dramatically based on keywords, geography and competitor bids for terms. Do-it-for-me Solutions vary from $500/mo to Several Thousand for larger companies. http://www.deluxeforbusiness.com/solutions/sem © 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 24
  25. 25. Online Advertising Facebook Advertising: Targeting Your Audience © 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 25
  26. 26. Targeted Direct Mail Direct Mail Calls to Action: -Store Visit -Call us for More Details -“Like Us” on Facebook for Special Offer - Subscribe to E-newsletter - www.psprint.com © 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 26
  27. 27. Small Business Budgets  Source: Performance Media Placement: “How Should I spend my 2011 Marketing Dollars” based on data from eMarketer, Zoomerang and GrowBizMedai © 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 27
  28. 28. YOUR Marketing Strategy & ExecutionFill in a grid with tasks per quarter, and whether you will do it yourself orseek assistance. Include Estimated Costs & Anticipated Benefits.Measure Results, Learn & Adjust. Remember: Your time is valuable! © 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 28
  29. 29. Marketing Advisors• Still Feeling Overwhelmed?• Personal Marketing Assistance Available Dedicated Marketing Advisor: http://www.deluxeforbusiness.com/products/rev/expert-advisors © 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 29
  30. 30. The endThank You Thank You Thank you! Sign up for another webinar at www.BizLaunch.com/deluxe Solutions from Deluxe Online Marketing: www.deluxeforbusiness.com Logo Assistance: www.logomojo.com Direct Mail: www.psprint.com Email Marketing: www.easycontact.com Call and Ask for Help on these sites © 2009 Deluxe Enterprise Operations, Inc. All rights reserved. Proprietary and Confidential. 30

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