Refresher Course


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Refresher Course

  1. 1. Refresher Course Start It Right! September Roundtable
  2. 2. Topics <ul><li>Marketing Plans </li></ul><ul><li>Branding </li></ul><ul><li>Effective Networking </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Marketing & Money </li></ul><ul><li>Social Media </li></ul>
  3. 3. Topics <ul><li>Marketing Plans </li></ul><ul><li>Branding </li></ul><ul><li>Effective Networking </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Marketing & Money </li></ul><ul><li>Social Media </li></ul>
  4. 4. Marketing Plans <ul><li>Marketing </li></ul><ul><ul><li>Gathers and shares knowledge in the form of tools that a company can use to increase profitability </li></ul></ul><ul><li>Marketing Plan </li></ul><ul><ul><li>Defines what you’re going to do over a period of time, perhaps one to two years, to secure your place as a recognized company in your industry </li></ul></ul>
  5. 5. Marketing Plans <ul><li>Executive Summary </li></ul><ul><ul><li>Concise 1-2 page description and review of full plan, Written last </li></ul></ul><ul><li>Product/Service Description </li></ul><ul><ul><li>Detailed descriptions and reasoning, How does it fit with existing goals? </li></ul></ul><ul><li>Market Analysis </li></ul><ul><ul><li>Trends/Issues, Market size, Economic factors, Detailed customer profile </li></ul></ul><ul><li>Competition </li></ul><ul><ul><li>Primary companies / products / services, Market share, How will you move forward? </li></ul></ul>
  6. 6. Marketing Plans <ul><li>Differentiators </li></ul><ul><ul><li>How do you stand out from the pack? </li></ul></ul><ul><li>Client Base </li></ul><ul><ul><li>Demographics, location, seasonality, buying patterns </li></ul></ul><ul><li>SWOT Analysis </li></ul><ul><ul><li>Strengths </li></ul></ul><ul><ul><li>Weaknesses </li></ul></ul><ul><ul><li>Opportunities </li></ul></ul><ul><ul><li>Threats </li></ul></ul>
  7. 7. Marketing Plans <ul><li>Objectives </li></ul><ul><ul><li>Enhance relations, new customers, differentiate product, attain meetings, be recognized as industry “expert” </li></ul></ul><ul><li>Strategies </li></ul><ul><ul><li>Train staff, create system for referrals & opportunities, establish business “champion” to be the face to clients and industry </li></ul></ul><ul><li>Tactics </li></ul><ul><ul><li>Branding, Website, PR, Advertising, Direct Marketing, Events, Meetings, Conferences, Promotional Items, Social Media </li></ul></ul>
  8. 8. Topics <ul><li>Marketing Plans </li></ul><ul><li>Branding </li></ul><ul><li>Effective Networking </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Marketing & Money </li></ul><ul><li>Social Media </li></ul>
  9. 9. Branding <ul><li>Brands are NOT: </li></ul><ul><ul><li>Logos </li></ul></ul><ul><ul><li>Products/Services </li></ul></ul><ul><ul><li>Taglines </li></ul></ul><ul><li>Brands ARE: </li></ul><ul><ul><li>Singular or combinations of a name, term, sign, symbol, or design intended to identify differentiate the goods and services of one seller/group from those of other sellers/groups </li></ul></ul><ul><ul><li>i.e. your brand is that gut feeling and sets you apart from the crowd </li></ul></ul>
  10. 10. Branding <ul><li>Poor Brands </li></ul><ul><ul><li>Lack consistency, are hard to communicate with, do not leave prospects with impression of products and services of your company </li></ul></ul><ul><li>Average Brands </li></ul><ul><ul><li>May not be consistent, does not help or hurt your company, may not think it’s relevant </li></ul></ul>
  11. 11. Branding <ul><li>Successful Brands </li></ul><ul><ul><li>Customer knows exactly what you deliver </li></ul></ul><ul><ul><li>Easy to engage with customers </li></ul></ul><ul><ul><li>Easier to close deals with prospective clients </li></ul></ul><ul><ul><li>Able to charge premium for products and services </li></ul></ul>
  12. 12. Branding <ul><li>Defining your Brand </li></ul><ul><ul><li>What are your most valuable products or services? </li></ul></ul><ul><ul><li>What sets you apart? </li></ul></ul><ul><ul><li>How do you describe your business in one sentence? </li></ul></ul><ul><ul><li>How does the market view you? </li></ul></ul><ul><ul><li>Who is your target customer? </li></ul></ul><ul><ul><li>What is your company personality? </li></ul></ul><ul><ul><li>How does that personality work with your target market? </li></ul></ul>
  13. 13. Topics <ul><li>Marketing Plans </li></ul><ul><li>Branding </li></ul><ul><li>Effective Networking </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Marketing & Money </li></ul><ul><li>Social Media </li></ul>
  14. 14. Effective Networking <ul><li>Business Networking </li></ul><ul><ul><li>Group of like-minded professionals who produce business activity </li></ul></ul><ul><ul><li>Cost-effective way to generate new business </li></ul></ul><ul><ul><li>Specific groups meet monthly or weekly </li></ul></ul>
  15. 15. Effective Networking <ul><li>Elevator Pitch </li></ul><ul><ul><li>30 second to 2 minute idea that is well thought out and practiced </li></ul></ul><ul><ul><li>Know your objective and say as much as possible with as few words as possible </li></ul></ul><ul><ul><li>Don’t highlight everything about your business right away, leave prospect wanting to ask questions </li></ul></ul><ul><ul><li>Talk about what your are familiar with, avoid slang and jargon </li></ul></ul><ul><ul><li>Use examples and be specific </li></ul></ul>
  16. 16. Effective Networking <ul><li>5 Networking Basics </li></ul><ul><ul><li>Be distinctive, don’t just blend into the crowd </li></ul></ul><ul><ul><li>Be FULLY present and engaged </li></ul></ul><ul><ul><li>Ask questions, have a genuine interest in the person you are speaking with </li></ul></ul><ul><ul><li>Reinforce what you’ve already stated and make yourself memorable </li></ul></ul><ul><ul><li>Contribute to the conversation, say one intelligent thing that will make people remember you </li></ul></ul>
  17. 17. Effective Networking <ul><li>Profiting from Networking </li></ul><ul><ul><li>Choose to attend networking events that make sense for you and your business </li></ul></ul><ul><ul><li>It’s better to establish a relationship with a few prospects rather than speak briefly with too many people </li></ul></ul><ul><ul><li>Speak loud and clear, you have one chance to make a first impression </li></ul></ul><ul><ul><li>Strike curiosity in your prospects, this will make them ask more about your business </li></ul></ul><ul><ul><li>Follow up the next day and add a piece of the previous conversation to the follow up email / phone call </li></ul></ul>
  18. 18. Topics <ul><li>Marketing Plans </li></ul><ul><li>Branding </li></ul><ul><li>Effective Networking </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Marketing & Money </li></ul><ul><li>Social Media </li></ul>
  19. 19. Search Engine Optimization <ul><li>Process of improving the volume or quality of traffic to your website from search engines </li></ul><ul><li>This is done by “natural” or “organic” search results based upon keywords and keyword phrases </li></ul>
  20. 20. Search Engine Optimization <ul><li>Age of domain name </li></ul><ul><li>Domain registration length of time </li></ul><ul><li>Content is current and updated </li></ul><ul><li>Site load time </li></ul><ul><li>Website design </li></ul>
  21. 21. Search Engine Optimization <ul><li>Get company input for keyword selection </li></ul><ul><li>Research competition </li></ul><ul><li>Major directory submission </li></ul><ul><li>Local search directories </li></ul><ul><li>Build link popularity </li></ul><ul><li>Google analytics / webmaster tools </li></ul><ul><li>URL Structure / Navigation / Picture Alt Tags </li></ul><ul><li>Social Bookmarking & Blog Posting </li></ul>
  22. 22. Search Engine Optimization <ul><li>Ongoing process monitored and edited on regular basis, key is to increase ranking over time </li></ul><ul><li>If you are unclear about what a company is doing to help your SEO ask questions! </li></ul><ul><li>No one can guarantee #1 ranking on Google – there is no priority submit </li></ul>
  23. 23. Topics <ul><li>Marketing Plans </li></ul><ul><li>Branding </li></ul><ul><li>Effective Networking </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Marketing & Money </li></ul><ul><li>Social Media </li></ul>
  24. 24. Marketing & Money <ul><li>Message </li></ul><ul><ul><li>Should reflect not only what product or service you deliver, but also the flavor of your personal passion </li></ul></ul><ul><li>Audience </li></ul><ul><ul><li>“ Most likely to purchase” </li></ul></ul><ul><ul><li>Look at your current client base and quantify characteristics that you find in common </li></ul></ul>
  25. 25. Marketing & Money <ul><li>Sphere of Influence </li></ul><ul><ul><li>Friends, Family, Organizations, Community </li></ul></ul><ul><li>Action Plan </li></ul><ul><ul><li>Can include e-blasts, phone calls, direct mail, social media, signage, advertisements, sponsorships and PR </li></ul></ul><ul><ul><li>Has been proven that it takes seven touches before someone has remembered enough information about you to make a buying decision </li></ul></ul>
  26. 26. Marketing & Money <ul><li>Tracking </li></ul><ul><ul><li>It is imperative that you track your Action Plan activities and the results you produce </li></ul></ul><ul><ul><li>Keeps you focused </li></ul></ul><ul><ul><li>Lets you know what is and is not working </li></ul></ul><ul><ul><li>Helps you move forward with subsequent campaigns </li></ul></ul>
  27. 27. Topics <ul><li>Marketing Plans </li></ul><ul><li>Branding </li></ul><ul><li>Effective Networking </li></ul><ul><li>Search Engine Optimization </li></ul><ul><li>Marketing & Money </li></ul><ul><li>Social Media </li></ul>
  28. 28. Social Media <ul><li>The Big 4 </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><li>Blog linked to company website is also important </li></ul>
  29. 29. Social Media <ul><li>Facebook </li></ul><ul><ul><li>Companies should have page not profile </li></ul></ul><ul><ul><li>Applications let you minimally customize page and also let you promote your website </li></ul></ul><ul><ul><li>Can post pictures, videos, links </li></ul></ul>
  30. 30. Social Media
  31. 31. Social Media <ul><li>Twitter </li></ul><ul><ul><li>Conversations known as “tweets” in 140 characters or less </li></ul></ul><ul><ul><li>Good way to establish popularity and consumer base </li></ul></ul><ul><ul><li>Pose questions, get direct feedback </li></ul></ul><ul><li>LinkedIn </li></ul><ul><ul><li>Business networking site to establish industry connections and build contacts </li></ul></ul><ul><ul><li>Create company and individual pages </li></ul></ul><ul><ul><li>Participate in forums, create and join industry groups </li></ul></ul>
  32. 32. Social Media
  33. 33. Social Media <ul><li>YouTube </li></ul><ul><ul><li>Video hosting – public tv station </li></ul></ul><ul><ul><li>Gives direct insight into company </li></ul></ul><ul><ul><li>Can do product demonstrations, tutorials, training segments, etc. </li></ul></ul><ul><li>Blog </li></ul><ul><ul><li>Easily publish information </li></ul></ul><ul><ul><li>Increases your SEO </li></ul></ul><ul><ul><li>Gives “face” to your business </li></ul></ul><ul><ul><li>Can customize design and content to specific brand standards </li></ul></ul>
  34. 34. Social Media
  35. 35. Questions?