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Reaching Your Market

This presentation teaches entrepreneurs and small businesses how to strategically market their company or organization from how to use the basic tools of marketing, to how to identify, create messages for, and deliver messages to target markets. Presented by Ellen Didier of Red Sage Communications, to the FastTrac class at Women's Business Center of North Alabama.

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Reaching	
  the	
  Market	
  
What We’ll Cover Today
1.	
  How	
  to	
  develop	
  clear	
  brand	
  messages	
  
2.	
  How	
  to	
  do	
  the	
  basics	
  of	
  marke<ng	
  
3.	
  How	
  to	
  further	
  define	
  target	
  markets	
  
4.	
  How	
  to	
  be	
  strategic	
  with	
  your	
  marke<ng	
  
5.	
  What	
  it	
  looks	
  like	
  in	
  ac<on	
  
What We’ll Cover Today
1.	
  How	
  to	
  develop	
  clear	
  brand	
  messages	
  
2.	
  How	
  to	
  do	
  the	
  basics	
  of	
  marke<ng	
  
3.	
  How	
  to	
  further	
  define	
  target	
  markets	
  
4.	
  How	
  to	
  be	
  strategic	
  with	
  your	
  marke<ng	
  
5.	
  What	
  it	
  looks	
  like	
  in	
  ac<on	
  
Define your brand identity. Get
beyond your services list to what
makes you different – an elevator
pitch could capture this.
Spy on your competitors:
What do they say about themselves?
How are you different?
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

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Reaching Your Market

  • 2. What We’ll Cover Today 1.  How  to  develop  clear  brand  messages   2.  How  to  do  the  basics  of  marke<ng   3.  How  to  further  define  target  markets   4.  How  to  be  strategic  with  your  marke<ng   5.  What  it  looks  like  in  ac<on  
  • 3. What We’ll Cover Today 1.  How  to  develop  clear  brand  messages   2.  How  to  do  the  basics  of  marke<ng   3.  How  to  further  define  target  markets   4.  How  to  be  strategic  with  your  marke<ng   5.  What  it  looks  like  in  ac<on  
  • 4. Define your brand identity. Get beyond your services list to what makes you different – an elevator pitch could capture this.
  • 5. Spy on your competitors: What do they say about themselves? How are you different?
  • 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. GET BEYOND THE SERVICE LIST! Paid marketing won’t work if you haven’t clearly spelled out why people should consider your company. Developing clear brand messages SECTION REVIEW
  • 8. What We’ll Cover Today 1.  How  to  develop  clear  brand  messages   2.  How  to  do  the  basics  of  marke<ng   3.  How  to  further  define  target  markets   4.  How  to  be  strategic  with  your  marke<ng   5.  What  it  looks  like  in  ac<on  
  • 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. 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. Low budget? Build your own website  smallbusiness.yahoo.com, GoDaddy.com, Homestead.com, squarespace.com  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. Make your site Mobile friendly Building a site with Responsive Design is now an option - or build a separate mobile website that can detect access by mobile phones
  • 14. 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 VistaPrint.com templates  
  • 15. Hundreds of designs by industry
  • 16. Hundreds of designs by industry
  • 18. 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
  • 19. 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
  • 21. 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
  • 22. It is about ENGAGEMENT (and SEO) WOW! DID YOU HEAR? AWESOME! COOL!
  • 23. Cross share content (and have your employees share too) to make it all work!
  • 24. CAUTION: Don’t start anything you won’t continue long term
  • 25.   Great free (or inexpensive) tools for this: •  CrowdBooster.com •  TweetDeck •  HootSuite.com •  My new favorite: www.bufferapp.com Schedule ahead:
  • 27. Make your existing customers 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
  • 28. It costs to get a new customer vs. keep an existing 2% 10% Customer   Reten<on   Costs   Customer profitability tends to increase over the life of a retained customer
  • 31. Have a professional website and a professional handout Drive traffic and awareness through networking, press releases & social media Nurture your existing customers Doing the basics of marketing SECTION REVIEW
  • 32. What We’ll Cover Today 1.  How  to  develop  clear  brand  messages   2.  How  to  do  the  basics  of  marke<ng   3.  How  to  further  define  target  markets   4.  How  to  be  strategic  with  your  marke<ng   5.  What  it  looks  like  in  ac<on  
  • 33. Identify & prioritize your target markets They can look very different and need different marketing approaches and messages to reach effectively. Good marketing is not one size fits all.
  • 34. Target market examples   Existing customers   Board members/stakeholders   Homeowners   Retirees   Small business   Government contractors   Women
  • 35. 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
  • 36. Adjust your message for each market
  • 37. Define different targets and develop customized messages for each. Further defining target markets SECTION REVIEW
  • 38. What We’ll Cover Today 1.  How  to  develop  clear  brand  messages   2.  How  to  do  the  basics  of  marke<ng   3.  How  to  further  define  target  markets   4.  How  to  be  strategic  with  your  marke<ng   5.  What  it  looks  like  in  ac<on  
  • 39. AUDIENCE   PRODUCT/SERVICE   MESSAGE   BEST  WAY  TO  REACH   General  Business   Branding,  print   design,  web  design,   marke5ng  &  social   media  consul5ng   We  can  help  you  be   more  strategic  with   your  marke5ng  so   you  get  results   Networking,  public   speaking,  sales  reps,   referral  program,   social  media   Economic  &   Community   Development   Organiza5ons   Web  design,  retail   recruitment  guides,   presenta5on   materials   We  can  help  your   community  aDract   the  aDen5on  of  site   selectors  and   retailers   Industry  Tradeshows,   sponsorships,   referral  program,  e-­‐ newsleDers,  blog   Exis5ng  Customers   All  services  –  with  a   focus  on  new   services   Don’t  forget  we  can   help  you  with  a  wide   range  of  services   Direct  mail,  referral   programs,  e-­‐ newsleDers,  calls   List each Audience… …and the service/ product you want to provide each …and the message you want to tell each …and the best ways to reach each Build your marketing strategy
  • 40. What are your options?   Associations and advertising opportunities   Sponsorships   Newspapers and local magazine ads   Trade magazine ads   Online advertising   Networking – Chamber, WBCNA, HASBAT, etc.
  • 41. What are your options?   Radio   TV   Billboard   Social media   Blogging   Direct Mail   Press Releases   E-newsletters   Speaking engagements   Promotional products   Etc. etc.
  • 42. 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
  • 43. Develop your 12 month plan and budget Do date/pricing research for print ads, events. Then plug in around those.
  • 45. Determine the best approaches to deliver your message to each target market, multiple times throughout the year, within your budget Being strategic with your marketing SECTION REVIEW
  • 46. What We’ll Cover Today 1.  How  to  develop  clear  brand  messages   2.  How  to  do  the  basics  of  marke<ng   3.  How  to  further  define  target  markets   4.  How  to  be  strategic  with  your  marke<ng   5.  What  it  looks  like  in  ac<on  
  • 47. 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   CommunityResults.com
  • 51. 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
  • 54. How do you know if your marketing is working?
  • 55. Half the money I spend on advertising is wasted, and the problem is I don't know which half. - Lord Leverhulme (British founder of Unilever)
  • 56. 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
  • 57.   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 FINAL REVIEW
  • 58. Bottom Line: You don’t have to be perfect. You just have to be better than your competitors.
  • 59. WE ARE DONE! 1.  How  to  develop  clear  brand  messages   2.  How  to  do  the  basics  of  marke<ng   3.  How  to  further  define  target  markets   4.  How  to  be  strategic  with  your  marke<ng   5.  What  it  looks  like  in  ac<on  
  • 60. Download this presentation at www.slideshare.net/ellendid4 Please connect with me! www.RedSageOnline.com twitter.com/ellendidier twitter.com/RedSageAL facebook.com/redsage linkedin.com/in/ ellendidier
  • 61. Facebook = personal and friendly
  • 62. LinkedIn – your online resume and business network
  • 64. Search for and actively participate in industry groups locally, nationally, internationally
  • 65. LinkedIn groups are a great way to monitor buzz and trends – and contribute content
  • 66. Create a page for your business
  • 67.   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 Twitter
  • 68. 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
  • 69. # and @ in action
  • 70.   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! Google+