This document discusses marketing strategies and communications channels. It defines a value proposition and how to communicate it effectively in an elevator pitch. It also covers the marketing mix of the 4 Ps - price, product, place and promotion. Finally, it discusses the differences between internal and external marketing and reviews traditional and digital media options, noting that the best strategy combines multiple channels.
Nature & Roles of Marketing Channels, Marketing (Distribution) Channel, Consumer Product Channels, Industrial Product Channels, Factors affecting selection of Distribution Channel, The Communication Process, Promotion (Communication) Mix, AIDA Model, Advertising, Selection of Media, Sales Promotion, Public Relation, Personal Selling, Direct Marketing, MKIS Model, Marketing Research, Research Process.
Nature & Roles of Marketing Channels, Marketing (Distribution) Channel, Consumer Product Channels, Industrial Product Channels, Factors affecting selection of Distribution Channel, The Communication Process, Promotion (Communication) Mix, AIDA Model, Advertising, Selection of Media, Sales Promotion, Public Relation, Personal Selling, Direct Marketing, MKIS Model, Marketing Research, Research Process.
This topic is talking about stimulation marketing which is a form of marketing tools that involves the task of transforming no demand into positive demands so this ways or method are important and useful for reinforcing the market and making consumers to come to you for your goods and also for you to know what your buyers need.This is a tool that creates environment where need is felt. it helps in choosing,designing and delivering value.
As much as digital channels like social media and websites are becoming the staple for marketing, offline channels still play an important role. In fact, it is only when you fuse offline and online marketing that you can get the most out of your activities.
There will always be a debate whether businesses should focus their budget on traditional or digital marketing and some are even saying that digital is the new traditional. We think each has its own benefits and you can learn about them here.
Integrated marketing communication merupakan cara pendekatan pemasaran terkini yang sesuai dengan paradigma pemasaran yang terbaru, mengikuti arus globalisasi dengan perkembangan pesat teknologi informasi dan adanya deregulasi di pelbagai bidang.
Dalam pemasaran suatu produk baik produk yang tangible maupun produk jasa, manajemen Integrated marketing communication memfokuskan pada pengelolaan brand atau merek produk, dengan membina, mengembangkan, merek tersebut (managing brand), diperkuat dengan menjalin hubungan baik dengan pihak-pihak terkait (stakeholders relationship) yang mengarah ke customer relationship management (CRM).
Traditional lead generation has undergone substantial changes in recent years, thanks to new online and social marketing techniques. In particular, the abundance of information readily available online has led to the rise of the “self-directed buyer” and the emergence of new ways to develop and qualify potential leads before passing them to sales.
In the age of the self-directed buyer, marketers need to find new ways to reach their potential customers and get heard through the noise. Instead of finding customers through mass advertising and email blasts, marketers must now focus on being found, and learn to build enduring relationships with buyers. This massive shift has sparked a huge transformation in marketing.
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Google+:http://plus.google.com/+Bibbyconsulti...
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Creativity is not a talent. It's a way of operating.Discover how to get creative and brainstorm with creative ideas crucial for advertising. Also discover how a powerful Source defines your brand power.
Financial accounting is the process of recording, summarizing and reporting a company’s business transactions through financial statements. These statements are: the income statement, the balance sheet, the cash flow statement and the statement of retained earnings.
Here’s What We’ll Cover:
What Is the Difference Between Accounting and Financial Accounting?
What Are the Four Basic Financial Statements?
Why Is Financial Accounting Important?
NOTE: FreshBooks Support team members are not certified income tax or accounting professionals and cannot provide advice in these areas, outside of supporting questions about FreshBooks. If you need income tax advice please contact an accountant in your area.
What Is the Difference Between Accounting and Financial Accounting?
“Accounting” encompasses all of a company’s financial transactions. A well-managed accounting department will have set policies and procedures for expenses, data management and the generation of financial reports.
Financial accounting is concerned specifically with the generation of these reports, that they are based on accurate information and follow “Generally Accepted Accounting Principles” (otherwise known as GAAP). GAAP sets accounting standards in the United States for a wide array of topics, including financial statement presentation.
What Are the 4 Basic Financial Statements?
The 4 basic financial statements used in financial accounting are the balance sheet, income statement (profit-and-loss statement), cash flow statement, and statement of owner’s equity.
Illustration: the 4 basic financial statements in accounting
The Balance Sheet
A balance sheet shows what a company owns (its “assets”) and owes (its “liabilities”) as of a particular date, along with its shareholders’ equity.
Assets can include:
Cash
Prepaid Expenses
Accounts Receivable
Notes Receivable (money owed to the company within 1 year)
Inventory
Investments (including real estate)
Buildings
Machinery and equipment
Vehicles
Intangible Assets (such as patents)
Liabilities can include:
Accounts Payable
Loans Payable
Notes Payable (money the company owes within 1 year)
Unearned Revenue (a product or service a client has paid for, but the company has not yet provided)
Deferred Tax
Current Taxes
Payroll (owed but not yet paid)
Warranty Obligations
Mortgages
Shareholders’ Equity can include:
Stocks (preferred and common stocks)
Retained Earnings (money to be invested back into the business)
Comprehensive Income (profit or loss in a company’s investments during a specific time period)
On a balance sheet, Assets = Liabilities + Shareholders’ Equity.
The Income Statement
An Income Statement is a company’s net income for a certain period of time. It is a company’s total revenue minus its total expenses.
You will also hear the income statement being referred to as the “Profit and Loss Statement”.
The Cash Flow Statement
The cash flow statement documents in detail all of a company’s income and debts over a specifi
This topic is talking about stimulation marketing which is a form of marketing tools that involves the task of transforming no demand into positive demands so this ways or method are important and useful for reinforcing the market and making consumers to come to you for your goods and also for you to know what your buyers need.This is a tool that creates environment where need is felt. it helps in choosing,designing and delivering value.
As much as digital channels like social media and websites are becoming the staple for marketing, offline channels still play an important role. In fact, it is only when you fuse offline and online marketing that you can get the most out of your activities.
There will always be a debate whether businesses should focus their budget on traditional or digital marketing and some are even saying that digital is the new traditional. We think each has its own benefits and you can learn about them here.
Integrated marketing communication merupakan cara pendekatan pemasaran terkini yang sesuai dengan paradigma pemasaran yang terbaru, mengikuti arus globalisasi dengan perkembangan pesat teknologi informasi dan adanya deregulasi di pelbagai bidang.
Dalam pemasaran suatu produk baik produk yang tangible maupun produk jasa, manajemen Integrated marketing communication memfokuskan pada pengelolaan brand atau merek produk, dengan membina, mengembangkan, merek tersebut (managing brand), diperkuat dengan menjalin hubungan baik dengan pihak-pihak terkait (stakeholders relationship) yang mengarah ke customer relationship management (CRM).
Traditional lead generation has undergone substantial changes in recent years, thanks to new online and social marketing techniques. In particular, the abundance of information readily available online has led to the rise of the “self-directed buyer” and the emergence of new ways to develop and qualify potential leads before passing them to sales.
In the age of the self-directed buyer, marketers need to find new ways to reach their potential customers and get heard through the noise. Instead of finding customers through mass advertising and email blasts, marketers must now focus on being found, and learn to build enduring relationships with buyers. This massive shift has sparked a huge transformation in marketing.
www.bibbyconsultinggroup.com.au
Follow us:
Instagram: http://instagram.com/bibbyconsulting
Facebook: http://facebook.com/bibbyconsulting
Twitter: http://twitter.com/bibbyconsulting
Google+:http://plus.google.com/+Bibbyconsulti...
LinkedIn: http://linkedin.com/company/bibby-con...
Bibby Consulting: http://bibbyconsultinggroup.com.au
Nathanial Bibby: http://nathanialbibby.com.au
LinkedInsider: http://linkedinsider.com.au
Creativity is not a talent. It's a way of operating.Discover how to get creative and brainstorm with creative ideas crucial for advertising. Also discover how a powerful Source defines your brand power.
Financial accounting is the process of recording, summarizing and reporting a company’s business transactions through financial statements. These statements are: the income statement, the balance sheet, the cash flow statement and the statement of retained earnings.
Here’s What We’ll Cover:
What Is the Difference Between Accounting and Financial Accounting?
What Are the Four Basic Financial Statements?
Why Is Financial Accounting Important?
NOTE: FreshBooks Support team members are not certified income tax or accounting professionals and cannot provide advice in these areas, outside of supporting questions about FreshBooks. If you need income tax advice please contact an accountant in your area.
What Is the Difference Between Accounting and Financial Accounting?
“Accounting” encompasses all of a company’s financial transactions. A well-managed accounting department will have set policies and procedures for expenses, data management and the generation of financial reports.
Financial accounting is concerned specifically with the generation of these reports, that they are based on accurate information and follow “Generally Accepted Accounting Principles” (otherwise known as GAAP). GAAP sets accounting standards in the United States for a wide array of topics, including financial statement presentation.
What Are the 4 Basic Financial Statements?
The 4 basic financial statements used in financial accounting are the balance sheet, income statement (profit-and-loss statement), cash flow statement, and statement of owner’s equity.
Illustration: the 4 basic financial statements in accounting
The Balance Sheet
A balance sheet shows what a company owns (its “assets”) and owes (its “liabilities”) as of a particular date, along with its shareholders’ equity.
Assets can include:
Cash
Prepaid Expenses
Accounts Receivable
Notes Receivable (money owed to the company within 1 year)
Inventory
Investments (including real estate)
Buildings
Machinery and equipment
Vehicles
Intangible Assets (such as patents)
Liabilities can include:
Accounts Payable
Loans Payable
Notes Payable (money the company owes within 1 year)
Unearned Revenue (a product or service a client has paid for, but the company has not yet provided)
Deferred Tax
Current Taxes
Payroll (owed but not yet paid)
Warranty Obligations
Mortgages
Shareholders’ Equity can include:
Stocks (preferred and common stocks)
Retained Earnings (money to be invested back into the business)
Comprehensive Income (profit or loss in a company’s investments during a specific time period)
On a balance sheet, Assets = Liabilities + Shareholders’ Equity.
The Income Statement
An Income Statement is a company’s net income for a certain period of time. It is a company’s total revenue minus its total expenses.
You will also hear the income statement being referred to as the “Profit and Loss Statement”.
The Cash Flow Statement
The cash flow statement documents in detail all of a company’s income and debts over a specifi
This presentation gives a brief information about the Seven P's.
The four P's are also know as the traditional P's and the other three P's are known as the modern or extended P's.
Paid form of non-personal communication about an organization, product, service or idea from an identified sponsor, using mass media to persuade or influence an audience
During which you will be familiarized with the fundamentals you need to know as a successful electronic marketer prior to starting the execution of electronic advertising campaigns.
Instructor:
Main Topics:
What a digital marketer should know before starting?
What Is Digital Marketing?
What Is Traditional Marketing?
Digital Marketing Vs Traditional Marketing
Markets / Audiences
Audience, Segment & Persona!
Customers Types
Challenges we face with customers
Marketing Funnel
The selling techniques
Leads /Potential Customers
Stages through which customs pass
E-Commerce
User Experience
Information required for the digital marketer
AB Testing
Digital Marketing Channels
Important terms for each digital marketer
Some of the tools which are necessary for digital marketing
Requirements for Tools Integration
Digital Marketing Stages
Digital Marketing Strategy
Digital Marketing Process
Performance Tracking & Analytics
Optimization Process
Optimization Goals
Anas Ali, CDM
Business & Marketing Program Co-founder @ OmniPlanDigital Marketing Manager @ Allympiapass for 6 countries
6 years experience in digital marketing
Co-founder of:
cavvu.com
arabinno.com
life-drop.com
kadohat.com
LinkedIn: https://linkedin.com/in/anasismail/
Company reputation is built over years but it just
takes seconds to lose it because of unethical
promotions or inability to deliver to your customers. Therefore creating an effective marketing
communication mix through a well-researched strategy
will not only help your reach out to your customers but
also help you adapt to the ever-changing marketing
environment.
Marketing, such a loosely used word in the business world and a treacherous task to undertake as a business owner. Businesses make or break on their strategies and developing a thorough marketing strategy is essential to any businesses success, small or large. So many questions arise when developing a marketing strategy. Where do I spend my money? How do I differentiate myself from my competitors? How much should I spend on online assets? Do I need to hire a marketing director? The questions could go on forever but one must know marketing basics and how to leverage not only a well-defined marketing budget but time, energy, and creativity to stand out of the crowd when trying to communicate with their target audiences.
The 4 P’s of Marketing: Confessions of a Guerrilla Marketer presented by the Innovation Center will address the very fundamentals to building a marketing strategy that encompasses understanding product/service, price, place, and promotion, the four p’s of marketing. The training session will also provide insight on how to become a guerrilla marketer and to stay top-of-mind when consumers are ready to make a purchasing decision. Guerrilla marketing was founded by Jay Conrad Levinson and was developed to help provide a system for businesses that don’t possess large marketing budgets like big brands, McDonald's or Nike, to market themselves in unique methods to earn the attention of their audiences and to increases sales revenue.
View the Upcoming Workshops page to see when and where the workshop will be held next. If you are interested in hosting a 4 P's of Marketing: Confessions of a Guerrilla Marketer workshop session in your community please contact the Innovation Center's Lynn Wilson, 918-343-7622, or by email, lwilson@rsu.edu.
Marketing, such a loosely used word in the business world and a treacherous task to undertake as a business owner. Businesses make or break on their strategies and developing a thorough marketing strategy is essential to any businesses success, small or large. So many questions arise when developing a marketing strategy. Where do I spend my money? How do I differentiate myself from my competitors? How much should I spend on online assets? Do I need to hire a marketing director? The questions could go on forever but one must know marketing basics and how to leverage not only a well-defined marketing budget but time, energy, and creativity to stand out of the crowd when trying to communicate with their target audiences.
Contact Anthony William Tucker to discuss hosting this workshop in your community for your city government, chamber of commerce, economic development entity, main street association, or other organizations that contain members who are seeking branding and marketing insight. Email AWT, william@tuckerforoklahoma.com or call, 918-613-0411.
DNS Business Development Workshop
Course Overview This course is designed to provide a basic understanding of the Domain Name System (DNS) industry and business drivers to enable entrepreneurs to understand potential business opportunities in this industry. The course will focus on practical issues where appropriate, with case studies and listings of available resources and vendors in the industry. Ample time will be included for networking opportunities and identifying available resources for on-going assistance after the conclusion of the course. The course will occur over a 5 day period, with an early end on the last day to accommodate travel schedules
Presentation delivered for the Cornwall Business Enterprise Centre. Explain what is a Value Proposition and how to write it so your customers understand.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
1. • Marketing your value proposition
• Marketing strategies and the 4 Ps
• Internal and external marketing
• Which communications channel are best?
• Marketing takeaways
3. Value Proposition
A value proposition is a positioning statement that explains what
benefit you provide, for who, and how you do it uniquely well.
It describes your target buyer, the pain point you solve, and why
you’re distinctly better than the alternatives.
4. Put yourself in your customer’s
shoes
• Don’t fall in love with your product or service.
• Your customer’s needs must be satisfied.
• Step back from daily operations and scrutinize their needs. (only
3% of people return to a restaurant for the food)
• Unique might be: quality, convenience, reliability, friendliness,
cleanliness, courtesy or customer service.
• Price is never the only reason people buy.
5. Know what motivates your customers’
behaviour and buying decisions.
• Be an amateur psychologist to know what motivates customers.
• Go beyond traditional demographics (age, gender, race, income,
location) to internal and external motivations.
• Consider learned behaviour, attitude, culture, peer pressure,…
• People buy based on their desires. Cosmetics and liquor companies
know the value of psychologically oriented promotion.
6. Communicating your Value
proposition - Elevator pitch
• It’s OK to sound sales-y as long as the concept is clear.
• You can use words like original, pioneering, certified, leading,
market leader, etc.
7. Communicating your Value
proposition - Elevator pitch
Avoid STOP words or expressions that make people take a pause.
“We provide full stack integrated marketing solutions to
SME’s in Canada and the US.”
8. Communicating your Value
proposition - Elevator pitch
Avoid buzzwords, corporate jargon and whatever the latest marketing
trend happens to be.
Outside the box, streamline, push the envelope, synergy,
paradigm shift, content marketing,…
9. Communicating your Value
proposition - Elevator pitch
Use a question in your pitch.
Do you have a steady stream of new customers?
I am in the business of finding your customer. I help you
understand their needs, write messaging that will clearly
communicate your ability to satisfy those needs for them,
and chose the best media channels so they will know you
exist and where to find you.
Marketing mix
10. MARKETING MIX.
Refers to all the controllable actions and tactics a company can
use to promote its brand, product or service. This involves some
variations on PRICE, PRODUCT OR SERVICE, PLACE and
PROMOTION.
MARKETING STRATEGIES AND THE 4P’S.
11. price
Directly linked to your positioning IE: how consumers perceive your
offering.
If you offer leadership or high end products or services, you shouldn’t
discount or compete on price. You should also avoid price wars with
competitors.
If you are perceived as a commodity, you must either change the
perception via new positioning (if it is incorrect) or compete on price.
12. product or service
The best marketing is having a strong
product or service
It must solve the customer’s
problems and make their lives better.
You are not selling a product, you are
selling the benefits it provides.
13. place
Refers to the point of sale. In every industry, catching the eye of the
consumer and making it easy for them to buy it, is the main objective
of a good distribution strategy.
IE: Location, location , location.
14. promotion
Refers to all communications activities used to make the product or
service known to customers.
Advertising, word of mouth, press reports, incentives, direct
marketing, contests,…
17. external marketing
External marketing is the
action or business of
promoting and selling
services or products,
including market research
and advertising to clients
and potential clients.
18. external marketing
• Target group is customers
• Communication between firm and customers
• Includes advertising, newsletters, word of mouth
• Increase customer satisfaction/experience
• Public relations
• Keyword: relationship and nurturing
• Customer retention is vital
• Requires analysis, control and feedback
• Operational
19. Internal marketing
With an internal marketing strategy,
employees are treated as “internal
customers” who must be convinced
of a company’s vision and worth just
as aggressively as “external
customers”.
20. internal marketing
• Target group is employees
• Communication between firm and employees
• Features may include salary increase, transfers, staff benefits,
recognition…
• Increase job satisfaction
• Keyword: Partnership
• Retention of employees is vital
• Requires vision and planning
• Strategic and tactical
Best media
21. which media is the best?
Confidence in advertising
Traditional media vs digital
22. Confidence in advertising
Forrester research estimates Ad fraud alone led to an estimated $7.4
billion in losses just in 2016, and they estimate it will grow to $11
billion by 2021 if steps are not taken to prevent fraudulent online
advertising activity.
Make your product the best it can be
Make sure your messaging is authentic
Treat everyone with respect
Get your customers to talk about you.
25. Confidence in advertising
Well under half (41%) of Facebook users
trust them to obey privacy laws and
adequately protect personal data
Traditional vs digital
28. digital media
Web
Social media
Email marketing
Pay per click /Pay per impression
Buzz marketing
Native advertising
Online directories (nearest.com)
29. traditional advertising
Measured by volume: How many people can I reach?
What is the newspaper’s readership?
How many people listen to this radio station?
What is the viewership for that TV station?
Ads are purchased based on how many people you can reach.
30. digital advertising
Targeted to a specific persona instead of a blanket message for a mass
audience…
Tailor your message and get it in front of the exact audience you want.
Then, you can literally follow them around the internet with
retargeting, geo-targeting, and other tools
31. pairing digital and traditional
Some reports conclude that digital media is far less effective than
traditional media when it comes to brand recall.
Digital ad recall – 30%
Television ad recall – 60%
Purchase intent increases to as much as 80% when consumers are
exposed to brands across multiple platforms.
A successful media strategy is one that combines traditional and digital
media.
32. pairing digital and traditional
Digital and traditional advertising can easily coexist in your strategy
without crossing paths.
But they are even more impactful when you use them to complement
each other.
33. print and display
If running a campaign in a local
paper, you should mirror the
distribution with a digital
campaign. You will reach
readership in print and online.
Ad saturation will reach the same
market multiple times
34. transit and mobile
Transit ads are an excellent
method of saturating a geographic
market.
Commuters access their mobile
devices. Through geo-targeting we
can reach them with supporting
ads.
35. TV and programmatic
Run condensed versions of TV ads
on related websites.
Have viewers interact with you
while they are watching.
36. billboard and banner
Banners are the billboard of the
internet.
Strategy: grab attention with eye
catching graphic and a few
carefully chosen locations.
Message must be clear and
memorable in both mediums.
takeaways
37.
38. Marketing is a game of
assumptions
“ The less we assume and the more we ask, the more we succeed”
Create a campaign (email, social media, phone) to ask your customers
and prospects what they want and need from you.
39. Don’t underestimate the power
of a community
To build trust and help people, investing in a community is a no-brainer.
Find ways to build a following of people who help each other and help
you. Need ideas for content? Need intel on a competitor ? Ask the
community.
40. Video is the present
If you are not investing in video as a core part of your marketing efforts
to build awareness of your brand, be helpful to your customers and
prospects by giving them valuable information and engage with them
during all steps in the sales process, you will be left behind by the
competition.
41. Content marketing favors the bold
The world is increasingly competitive when it comes to
fight for attention.
Be bold and creative with your content. Don’t do the
same old boring content. It doesn’t grab attention
anymore.
42. Helpfulness should be in every Value
Proposition
You must be willing to share information to help your
core audience of prospects and customers succeed.
Once people genuinely trust that you’re here to help
them, that’s when the real sales process begins.