An eBook for small and medium size businesses, start-up, and entrepreneur. The value and importance of marketing is not always understood by business owners until it’s either too late or the business is so far behind their competitors that they are forced to play an expensive and time-consuming game of “catch-up” if they want to stay relevant to today’s savvy customer.

1. MarketingSoup
81/2 Key Ingredients for Building A Healthy Business
© 2017 Pinnacle Peak Marketing

2. Success Today Looks Different Than Yesterday
Technology has forever
changed the way we do
business. How we receive
and seek information
is very different today
when compared to the
past. As a result, there
has been a massive shift
in the customer/provider
relationship – and the
entire sales process.
Because of the explosion
of online information,
stats show that more
than 50% of a purchase
decision is made before
a prospect ever reaches
out to the company they
intend to do business with.
And, in some industries,
such as complex luxury
products and services, that
percentage is as high as
90+%. This is what Google
calls Zero Moment of
Truth, or ZMOT.
This means marketing
has also changed. The
way to communicate
the value of your
company to customers,
prospective clients and
target audience now
requires being present
where your client is,
24/7/365 – providing a
relevant experience in a
consistent, continuous,
always-on effort.

3. A company without marketing
is like a company without electricity
When your business
was in the early planning
stages — just a thought
and a dream — what
elements did you include
in your budget and
business plan?
Often, marketing is NOT included in the
business plan or budget. Unbelievably,
in many cases marketing is not even
considered as a vital element which
will contribute to the success of the
business. The value and importance of
marketing is not always understood by
business owners until it’s either too late
or the business is so far behind their
competitors that they are forced to
play an expensive and time-consuming
game of “catch-up” if they want to stay
relevant to today’s savvy customer.
?
marketing
office
supplies
rent electricity
phone employee
salary

4. Marketing is just as important to a
business as turning on the lights
Marketing is essential to each and
every business. Realistically, there is no
existing business where marketing should
absent from your success planning.
Marketing is a continuous and
long-term investment in your
company and your brand.
Marketing is an activity that should
be consistent, relevant and part of
your daily actions.
Marketing is the chicken soup for
your business – a combination of
elements that works to promote
your business.

5. Marketing positions your business
for the best chance of success
Effective marketing encompasses many
different activities that work together
and complement each other, including:
> planning, strategy
> communications
> websites
> blogs
> social media
> content development, and more!

6. Discover the 81
/2 key marketing ingredients
for success in today’s fast-evolving marketplace
Each marketing
ingredient should
work together, be
aligned with your
buyer’s journey, have
multiple uses and
complement each
other based on your
overall marketing
strategy.
1. Marketing Plan
2. Brand Identity
3. Content
4. Communications
5. Website
6. Social Media
7. Search Engine
Optimization (SEO)
8. Customer Service
8 ½. Traditional
+ New Media
RECIPE FOR SUCCESS

7. #1: Marketing Plan
Essential ingredient for growth
How will you know where you can take
your business? Or, how will you set
goals and know when you have reached
them? If you don’t have a marketing
plan, complete with strategy, and goals,
consider developing one.
Tips for planning your marketing:
> Know your goals/sales for each quarter, and each year – budget your marketing expenses
accordingly.
> Plan the key marketing initiatives that best fit your specific needs – be sure all work together
for maximum effectiveness and congruency.
> Work to achieve the sales you projected – Sales cure all.
Plan the big picture and set the budget
for your marketing activities for the year.
Decide the purpose for each marketing
channel. Plan by quarter and work the plan
each quarter. Keep it simple and make it
relevant to your goals and projected sales.

8. #2: Brand Identity
Develop your brand into your most valuable asset
Many new businesses start out by
rushing straight into development of the
logo, corporate colors and fonts. When
they bypass the brand development
process altogether, they miss the
true purpose and value of branding.
Branding is the basis for all that you do as a company going forward. It sets the tone,
voice, message and positioning for all that follows. Consider these guidelines:
> Be relevant to your audience.
> Have a compelling brand story.
> Be consistent in message, quality, and action.
Your brand is determined by others. It’s
the emotional connection your clients and
prospects have with your company. Do the
initial work of creating a positive emotional
attachment with your brand. Don’t leave
your brand to chance.

9. #3: Content
Be where your customers are 24/7/365
Content is king, queen, president and
boss. Make it easy for your customers and
prospects to learn all about your company, on
their own. This is the value of good content.
If you can answer their questions, they can
make a quicker purchase decision.
Create a piece of content once, leverage it over and over again:
> In your website, brochures, video, webinars, white papers, newsletters, and blog posts.
> In social media, infographics, email and direct mail campaigns.
> In promotions, events, press releases and advertising.
The benefit of creating an abundance of
valuable content is that you will be able to
repurpose it many times. Your content can
adapt, but the heart of the message will be
cohesive everywhere you use it. Maximize it
for online and offline initiatives.

10. #4: Communications
Bring vitality to your brand through storytelling
Storytelling and meaningful communication
is vital in your marketing. Marketing
communications is about the tactics and
message you use in reaching your target
audience — and the way you tell your story. It
includes listening and conversing with them.
Communication Tips:
> Connect with your target audience on a regular basis.
> Listen to them. Have conversation and build meaningful relationships for the long-term.
> Give your audience what they want, when they want it — and listen and respond with attentive
customer care.
Determine the best ways to reach your
target audience ­
— social media, blog, direct
marketing, email campaigns, brochures, or
other channels. Talk to them and provide
relevant, valuable information that satisfies
their needs. Ask for feedback. Reach out.

11. #5: High-Performance Website
Main ingredient: your always-on sales person
Today, a company website is an absolute
“must.” It’s one way for your customers
and potential customers to search for you
and learn more about how you can solve
their problems with instant information,
communication and conversation.
A website can help grow your successful business...
> Because it is your 24/7/365 salesperson
> When it is user-friendly, visually pleasing, easy to read, answers prospects’ questions and
provides all pertinent information about your business
> When it clearly conveys your brand image and is cohesive with all of your other forms of
communication and marketing
Having a high-performance, lead-generating
website has become a basic requirement
— just like the need for electricity or a
business phone number. Make your site
an interactive, mobile-friendly experience
with valuable content, video and purchase
capability.

12. #6: Social Media
Stand out and grab attention with visual content
Social media activities have become an
integral element in the overall marketing
plan. Marketing is no longer a one-way
communication from a company to the
prospect. With social media, you can
personalize your company’s messages.
To stay ahead of the competition, social media should be an essential ingredient in your
brand storytelling. Use it to:
> Promote brand awareness and thought-leadership
> Become a valuable tool for search and being found — before prospects find your competitors
> Drive links to your high-performing, lead-generating website
Social media is all about the two-way
conversation and the customer relationship.
It gives you the opportunity to listen and
learn from your customers…If you are not
leveraging your social media efforts, we
promise you — your competitors are.

13. #7: Search Engine Optimization (SEO)
Your secret weapon to gain competitive advantage
SEO is a marketing discipline focused
on growing visibility in organic, non-
paid search engine results. In today’s
world, getting your company found
online is critical to success.
SEO is an ongoing effort for best results, with key ingredients that include:
> Relevant, customer-focused content
> Researching and using the keywords
your customers are searching for
> Link building
SEO works in conjunction with your
content, website, social media activities,
blogs and other online initiatives. As with all
of your marketing activities, SEO needs to
work alongside other efforts in order to get
the best ROI and most effective results.
> Title tags, meta descriptions
> Social media profiles
> Mobile-first strategies
> Google updates

14. #8: Customer Service
Company ambassadors for your brand
Customer Service is not often connected
to marketing or even considered a
marketing activity in the minds of many
businesses — it should be! Delight your
customers by making it a core part of
your marketing plan and strategy.
Answer these questions to understand why Customer Service is so important to your marketing.
> Which group of employees is the front line of your company, speaking directly with your customers?
> In these frequent, direct communications with your customers, are they speaking and representing
your company’s message, values and beliefs each and every time?
> Has your Customer Service team been equipped properly to convey your company’s message,
values and beliefs, via information and proper training?
Every person in your company
represents the brand in voice, message
and action. Take the time to train
your staff and give them the authority
to deliver the ultimate customer
experience.

15. #81
/2: Blending New and Traditional
Create your special recipe for business growth
It’s smart to blend new media with
traditional marketing to boost your
business. Recognize how marketing has
changed and embrace the new — social
media, blogs, video, websites and other
new channels.
It takes more than one marketing channel to accomplish the job – strategize how to best
utilize multiple channels of communication to be where your customers are, such as:
> Email, direct mail and social media campaigns
> Website, microsite, blogs, video and literature
> Promotions, events, advertising, newsletters and articles
Be sure your marketing goes full circle
with each marketing initiative feeding
into the next — and the sum of your plan
is working towards achieving your goals
and objectives.

16. ...Now, turn on the electricity—add consistent and
persistent marketing to your daily activities
We have established that marketing
is an essential element to growing
your business.
Marketing should not be an
after-thought and should be at the
forefront of your business planning.
We have also established that
marketing is as important in your
budget planning as is planning to
turn the lights on in your business.
Marketing is the chicken soup for
your business – a combination of
ingredients that work to promote
your business.

17. Marketing is a long-term investment in your business.
Marketing is the means of communicating the value of your product and services to
your customers, potential customers and target audience.
Marketing is a set of activities that is interconnected with other functions of your business.
Do not rely on only one marketing activity or channel for your overall marketing strategy.

18. Be strategic in your marketing plan by getting the most out of your marketing — each
initiative should work together and complement each other.
Your brand is one of your most valuable business assets.
Planning is key to the growth of your business.
Content, Content, Content – use it and reuse it often.

19. Recognizeandunderstandtheimportance
ofstrategicmarketing–notjustengaging
inaimlesstactics,hopingsomethingwill
produceresults.Ifyoudon’t,yoursmartest
competitorswill.

20. Contentcreationisavitalcomponentof
yourstrategicplanandmarketingactivities.

21. Whetheritisgoingbeyondtheordinary
tomakeyourphotosdazzle,developing
effectivesocialmediaposts,bloggingto
buildyourreputationasathought-leader,
enhancingthelead-generatingcapabilities
ofyourwebsite,creatingvisuallydistinctive
collateralleave-behindsoranyothertypeof
relevantcontent...

22. ...whenitspurposeistoanswerquestions
andsolvecustomer’sproblemsalong
thebuyer’sjourneytopurchase,youhave
positionedyourselfandyourcompanyasa
trustedresource.And,studieshaveproven
thatcustomersbuyfromthepeoplethey
know,likeandtrust.

23. Intoday’sworld,customersandprospects
expectinformationthatinstantlymeetstheir
needs–andintheirowntimeframe.Make
yourwebsiteamuchmoreusefultool
(thanastatic“brochure”site)–youralways
on,24/7/365salesperson,interactive
influencerandyourprospect’sfirst,“WOW”
impressionofyourbrand.

24. Thefutureofmarketingishuman-to-
humanatscale.It’sarecipeforsocialselling
thattouchestheheartoftheprospectby
educatingthemwithcreative,resourceful
contentandideasonmultiplechannels.
Nomatterwhatyourindustry,weareall
engagedintheemotionalintelligence
businessofbuildingvaluablerelationsips.

25. YES! I’D LIKE A FREE MARKETING ASSESSMENT
Connect with me on social!
Questions? Contact us today at 480-661-0292
Email: anna@pinnaclepeakmarketing.com
I’m Anna Brice, President
of Pinncle Peak Marketing
in Scottsdale, Arizona. My
diverse experience in a wide
range of marketing roles at
Fujifilm, Sony Electronics,
and GoDaddy.com and
a cybersecurity start-up
gives me the expertise to
successfully create the
perfect recipe of marketing
ingredients to help your
company grow.
We guide companies like
yours to choose and utilize
their resources wisely to
achieve the maximum value
for each and every marketing
dollar invested.
Click on the button below and we’ll provide a free, no-obligation,
81
/2-point Marketing Assessment that reveals how your website
design and messaging stack up against the competition.
Are you communicating your brand story effectively?