Columbus Business First May 2012

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10 Key Aspects of a Small Business Marketing Plan

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Columbus Business First May 2012

  1. 1. 10 Key Aspects of a SmallBusiness Marketing PlanColumbus Business First – May 24, 2012© 2012 Gong Gong Communications, LLC. All rights reserved.
  2. 2. Imagine that journey without a road map.from Startup, Washingtonto Success, ArkansasDistance: 2,244 milesDuration: 36 hoursDirections: 50 different turns androad changes
  3. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 15. Questions?Columbus Business First – May 24, 2012© 2012 Gong Gong Communications, LLC. All rights reserved.

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