How to be Strategic with your Marketing


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This presentation aimed at small businesses and entrepreneurs talks about how to be strategic with marketing. There are several bonus slides discussing how to use social media at the end of the presentation.

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How to be Strategic with your Marketing

  1. 1. How  to  be  Strategic    with  your  Marke3ng  
  2. 2. What We’ll Cover Today1.  How  to  develop  clear  brand  messages  2.  How  to  do  the  basics  of  marke3ng  3.  How  to  further  define  target  markets  4.  How  to  be  strategic  with  your  marke3ng  5.  What  it  looks  like  in  ac3on  
  3. 3. What We’ll Cover Today1.  How  to  develop  clear  brand  messages  2.  How  to  do  the  basics  of  marke3ng  3.  How  to  further  define  target  markets  4.  How  to  be  strategic  with  your  marke3ng  5.  What  it  looks  like  in  ac3on  
  4. 4. Define your brand identity. Getbeyond your services list to whatmakes you different – an elevator pitch could capture this.
  5. 5. Spy on your competitors:What do they say about themselves? How are you different?
  6. 6. Focus on talking about WHY you are a better choice We can help you grow your business We can help you streamline operations We can help you expand your capabilities We can help you make better products We have the best customer service We have the most experience We have the lowest price (be careful with this) We are local
  7. 7. Developing clear brand messages SECTION REVIEWGET BEYOND THE SERVICE LIST! Paid marketing won’t work if youhaven’t clearly spelled out why people should consider your company.
  8. 8. What We’ll Cover Today1.  How  to  develop  clear  brand  messages  2.  How  to  do  the  basics  of  marke3ng  3.  How  to  further  define  target  markets  4.  How  to  be  strategic  with  your  marke3ng  5.  What  it  looks  like  in  ac3on  
  9. 9. Have a professional website This will serve as the central hub providing the most complete information about your company and directing people to social media channels. Make sure it conveys your brand and messaging Is it on par with or better than your competitors in terms of design and quality of content?
  10. 10. Make sure your website clearly presents brand messages and services Don’t let your uncle’s neighbor’s son’s girlfriend do it – you have options! Ad Agencies/Web Development companies/Freelancers (will they be there for you after it is built?) You!
  11. 11. Low budget? Build your own website,,, Big Commerce, 3dCart, or Volusion for ecommerce sites Benefit: low cost and can include applications like photo galleries Drawback: depends on your time and writing skills, cookie-cutter design
  12. 12. Make your site Mobile friendlyBuilding a site with Responsive Design is now an option - orbuild a separate mobile website that can detect access bymobile phones
  13. 13. Create a professional handout  People don’t read    Business cards or rack cards may be enough if you have a good website – primary purpose of many print materials today is to drive to web or social media  Include testimonials, if room permits    Use low cost templates  
  14. 14. Hundreds of designs by industry
  15. 15. Hundreds of designs by industry
  16. 16. Network! Network! Network!
  17. 17. The 3 Rules of Networking Don’t heavy sell It is like dating - ask questions about them! (But watch for openings to share info about yourself and your business) Don’t worry about how many people you talk to, just make sure they are good conversations
  18. 18. Send out Press Releases   Search “How to write a press release” online   Has to be newsworthy – launch new products, announce events, new staff, new account, big project, awards   A few times per year, if you are lucky
  19. 19. Use Social Media
  20. 20. What can you talk about?  Company announcements  New customers or completed projects  New staff or staff stories  Awards or achievements  Customer stories  Related business or community news  Unsure? look at what others in your industry are doing
  21. 21. It is about ENGAGEMENT (and SEO) WOW! DID YOU COOL! HEAR? AWESOME!
  22. 22. Cross sharecontent (andhave youremployeesshare too) tomake it allwork!
  23. 23. CAUTION: Don’t start anything you won’t continue long term
  24. 24. Schedule ahead:  Great free (or inexpensive) tools for this: • •  TweetDeck • •  My new favorite:
  25. 25.
  26. 26. Make your existingcustomers feel special Quarterly phone calls or e-newsletters Welcome notes, thank you notes, holiday cards Purchase level recognition with gifts Customer of the quarter gift cards
  27. 27. Customer profitability tendsCustomer   2% to increase over the life ofReten3on   Costs   a retained customer 10% It costs to get a new customer vs. keep an existing
  28. 28. Ask for Referrals
  29. 29. Ask fortestimonials
  30. 30. Doing the basics of marketing SECTION REVIEW Have a professional website and a professional handout Drive traffic and awareness throughnetworking, press releases & social media Nurture your existing customers
  31. 31. What We’ll Cover Today1.  How  to  develop  clear  brand  messages  2.  How  to  do  the  basics  of  marke3ng  3.  How  to  further  define  target  markets  4.  How  to  be  strategic  with  your  marke3ng  5.  What  it  looks  like  in  ac3on  
  32. 32. Identify & prioritize your target marketsThey can look very different and need different marketingapproaches and messages to reach effectively.Good marketing is not one size fits all.
  33. 33. Target market examples  Existing customers  Board members/stakeholders  Homeowners  Retirees  Small business  Government contractors  Women
  34. 34. Then drill down even more  Small businesses within a 30 mile radius, at least 3 employees, preferably in the following types of industries, chamber members  Women, age 25 – 50, in the workforce
  35. 35. Adjust your message for each market
  36. 36. Further defining target markets SECTION REVIEWDefine different targets and develop customized messages for each.
  37. 37. What We’ll Cover Today1.  How  to  develop  clear  brand  messages  2.  How  to  do  the  basics  of  marke3ng  3.  How  to  further  define  target  markets  4.  How  to  be  strategic  with  your  marke3ng  5.  What  it  looks  like  in  ac3on  
  38. 38. Build your marketing strategyAUDIENCE   PRODUCT/SERVICE   MESSAGE   BEST  WAY  TO  REACH  General  Business   Branding,  print   We  can  help  you  be   Networking,  public   design,  web  design,   more  strategic  with   speaking,  sales  reps,   marke5ng  &  social   your  marke5ng  so   referral  program,   media  consul5ng   you  get  results   social  media  Economic  &   Web  design,  retail   We  can  help  your   Industry  Tradeshows,  Community   recruitment  guides,   community  aDract   sponsorships,  Development   presenta5on   the  aDen5on  of  site   referral  program,  e-­‐Organiza5ons   materials   selectors  and   newsleDers,  blog   retailers  Exis5ng  Customers   All  services  –  with  a   Don’t  forget  we  can   Direct  mail,  referral   focus  on  new   help  you  with  a  wide   programs,  e-­‐ services   range  of  services   newsleDers,  calls   …and the service/ …and the …and the List each product you want to message you best ways to Audience… provide each want to tell each reach each
  39. 39. What are your options?  Associations and advertising opportunities  Sponsorships  Newspapers and local magazine ads  Trade magazine ads  Online advertising  Networking – Chamber, WBCNA, HASBAT, etc.
  40. 40. What are your options?  Radio   E-newsletters  TV   Speaking  Billboard engagements  Social media   Promotional  Blogging products  Direct Mail   Etc. etc.  Press Releases
  41. 41. How do you choose?  What can you consistently deliver? Is a monthly e-newsletter realistic?  What can you afford?  Biggest rule: Have a presence in as many places as possible within your budget: a small ad four times is better than a big ad once  Spread out your visibility over time
  42. 42. Develop your 12 month plan and budget Do date/pricing research for print ads, events. Then plug in around those.
  43. 43. Being strategic with your marketing SECTION REVIEWDetermine the best approaches to deliver your message to each target market, multiple times throughout the year, within your budget
  44. 44. What We’ll Cover Today1.  How  to  develop  clear  brand  messages  2.  How  to  do  the  basics  of  marke3ng  3.  How  to  further  define  target  markets  4.  How  to  be  strategic  with  your  marke3ng  5.  What  it  looks  like  in  ac3on  
  45. 45. Red Sage Strategy for Economic Development Market   Association membership in EDAA, NAIDA, and SEDC   Three to four conferences per year   Booth and sponsorships at conferences, be a speaker whenever possible   Rack cards – one for web, one for marketing   Direct mail – database from association   LinkedIn participation   Quarterly E-newsletters 
  46. 46. Materials for EconomicDevelopment
  47. 47. Red Sage Strategy for Small Business Market  WBCNA, HASBAT, Energy Huntsville & Chamber participation in Decatur and Huntsville – regular networking  Public speaking  Ad in Decatur Chamber newsletter  Weekly blog, Facebook, Twitter and LinkedIn  Commitment to update website and SEO  Press Releases  Award entries
  48. 48. Materials for Small Business
  49. 49. How do you knowif your marketing is working?
  50. 50. Half the money I spend on advertising is wasted, and the problem is I dont know which half. - Lord Leverhulme (British founder of Unilever)
  51. 51. Ways to track results  Train your staff to ask all new callers – how did you hear of us  Traditional advertising (radio, print ads, direct mail) tie in a trackable offer – bring this in for a discount, mention this ad etc.  Google Analytics, social media metrics, e- newsletter metrics  How many people tell you they saw your ad  Sales volume or inbound calls volume
  52. 52. FINAL REVIEW  Be consistent with your elevator pitch and core messages  Do the basics well and consistently  Be strategic with target markets  Spread out your efforts with a variety of activities over time
  53. 53. Bottom Line:You don’t have to be perfect. You just have to be better than your competitors.
  54. 54. WE ARE DONE!1.  How  to  develop  clear  brand  messages  2.  How  to  do  the  basics  of  marke3ng  3.  How  to  further  define  target  markets  4.  How  to  be  strategic  with  your  marke3ng  5.  What  it  looks  like  in  ac3on  
  55. 55. Download this presentation Please connect with me! ellendidier
  56. 56. Facebook = personal andfriendly
  57. 57. LinkedIn – your online resumeand business network
  58. 58. Ask for testimonials
  59. 59. Search for and actively participate in industry groups locally, nationally, internationally
  60. 60. LinkedIn groups are a great way to monitor buzz and trends – and contribute content
  61. 61. Create a page for your business
  62. 62. Twitter  Rapidly growing in importance  Gen-Y and tech savvy participants  Some industries more than others  Search Twitter and “research” what people are thinking about things (or saying about your brand) – great focus group  Post daily or multiple times per day
  63. 63. Using # and @ to increase visibility  Use @ to mention an organization or individual by name – this shows up in their feed (and is very desirable) @RedSageAL  Use # to highlight topics to show up in searches such as #PromDress #Marketing #Huntsville  Create your own #hashtag for an event or promotion such as #RiverFest2012 or #SageAdvice – use to create buzz at an event
  64. 64. # and @ in action
  65. 65. Google+  Small (but growing) audience  At a minimum, duplicate the posts you are posting to Facebook or Twitter – but best to build out like microsite – allows photo galleries, videos, services pages, more information than Facebook  For some local businesses – may be best way to show up on page 1 of Google!  Populate with positive reviews!
  66. 66. YouTube – seriously consider!
  67. 67. Blogging