Small business marketing workshop primer for new business owners. Learn how to use the right marketing techniques to achieve your business goals.

1. How to Grow Your Small Business
Through Profitable Marketing
July 2015
Randye Spina, MBA
(203) 559-8838
randye@myaffordablemarketing.com
www.myaffordablemarketing.com

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Affordable Marketing $olutions
You may have the best
product or service, but if
you're not marketing it
no one will ever know

3. What exactly is marketing,
anyway?
Marketing is the complete cycle of bringing a
product or service to market. This includes its
name, pricing, packaging, sales strategy, target
market definition, distribution channels, timing,
branding, slogan, logo, font, even how your
business phone is answered as well as all other
means by which the right market finds out about
your product at the right time, with the intention of
making a purchase either for the first time or as a
repeat buyer.
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4. When should you market?
• Conventional small business wisdom says that at least
20% of a business owners’ time should be spent on
marketing, but really it should be…
• Always about keeping your pipeline full!
– Easy to do if you put the right processes in place so that it
becomes part of your daily business routine
• Make time even when you’re busy because this is
when you have the money + good energy to present
your business in the very best light
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Basic marketing “isms”
• Marketing is the lifeblood of any business
• On average, it costs up to 10x more to acquire a new
customer than to keep an existing one – great
Retention marketing keeps costs down
• Reach vs. Frequency – frequency performs better,
only the largest of marketing budgets can afford both
– Four $250 ads run consecutively will always outperform a one-time
$1000 ad
• 80/20 Rule – 80% of your revenue will come from
20% of your customers
– This 20% will be your best/most profitable customers over time so have
killer customer service
• Track everything so you know what worked and what
didn’t

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Why most business owners
fail at marketing
• Marketing is not the owner’s expertise
• Consider marketing an expense – it’s an investment
• Sell features instead of benefits
• Don’t do anything to market themselves
• Do too much of the wrong things
• Don’t know who their target market is or how to
reach them
• No consistent image or message
• One shot deal vs. ongoing efforts

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What NOT to do
• Nothing
• Get stuck in analysis/paralysis – doing SOMETHING
is still better than doing nothing perfectly
• Have no idea what your competition is doing
• Confuse marketing (cohesive strategic activity) with
advertising (just one tactical part of your strategy)
• Piecemeal efforts vs. having a cohesive plan with a
budget (even a small budget is better than nothing)
• Fail to ensure your strategy and execution are in
synch
• Put up a website/create social media accounts then
expect them to perform with no additional marketing
effort

8. Oopsies
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9. Competitive Intelligence?
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10. Missed Opportunity
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12. Formula for success
Marketing Formula:
+ 60% = list/audience/target market
+ 30% = messaging/verbiage/promotion
+ 10% = design/layout/graphics
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13. Target Practice
List your best target market segment(s):
1
2
3
What marketing efforts have been done to reach those segments?
1
2
3
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14. Business vs. Consumer
Segments
B2B marketing
– Has a longer sales cycle – be patient, but persistent
– On average it takes 9-10 ‘touches’ before someone makes a
purchase decision
– Target more than one person/title within a big organization
– Time is money – be sure your message is succinct and addresses
a benefit that will solve their problem
– Uses more formal and factual language
B2C marketing
– Usually a more emotional sale
– On average it takes 3-5 ‘touches’ before someone makes a
purchase decision
– Good targeting will yield the best results
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15. Strategic Marketing Elements
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Affordable marketing
techniques
• Website – A
– Run a simple SEO report before you start writing. Integrate your site’s URL in
all marketing communications (on- and off-line) to drive traffic to your site.
Keep it updated too. Link it to all your social media + blog.
• Moz.com – A
– Plug in requested information to see where your site should be listed,
then complete all the suggestions to ensure your site can be found.
• Business Cards – A
– Stash them everywhere so you always have them to hand out. Print on the back
side – for just 25% more in printing cost you double your space. Use this space
to tell your story, or create a checklist for potential clients.
• Networking – A
– Join networking organizations in your industry/geography and regularly
attend the meetings. Offer to volunteer on committees for additional exposure.
Create an ‘elevator speech’ and always have plenty of business cards on hand.
• Referrals – A
– Ask friends, family, clients, colleagues, even neighbors for referrals.

17. More affordable marketing
techniques
• Centers of Influence – A
– Develop relationships with people/organizations who can refer business to you
on a regular basis.
• Pay per click (PPC) – A
– Create a Google account and using the best SEO search
terms/keywords try PPC with a limited budget to see if it works to
create leads/sales. Test different copy/offers.
• Alternative Media – A
– Consider these other media such as movie screens, diner placemats,
shopping carts, billboards, community events, sponsorships, door
hangers, inserts, stake signs, outdoor banners, vehicle wraps.
• Trade Shows/Conferences – A
– Attend using a 1-day pass and network without the high cost of creating
a booth or even traveling. Make appointments and schedule meetings
while there to make the most of your time. Bring lots of business cards.
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18. Even more affordable
marketing techniques
• Blog/Post – A
– But only if you like to write and can be consistent. Be sure to write relevant
material directed at your target market & don’t forget to tag posts. LinkedIn
posting is perfect for B2B.
• Public Relations – A
– Build a list of appropriate newspapers, journals, etc. to send press releases.
Make sure the information is newsworthy and relevant to their readership and
you have a good chance of it being picked up. Be sure to include full contact
information so readers can contact you. Use one of many free online tools to
distribute online. This is great for SEO.
• Coupons – A/RV
– For local businesses this can be a valuable tool – both online & traditional. Be
sure to ask for category exclusivity and use expiration dates on the offers.
• Phone Message – A/RT
– Make sure you have a message on your after hours and voice mail system that
plugs your business. A short, simple message that states your company’s name,
slogan & any special promotion/new product/service. Remember, for a first-
time caller, impressions are everything. Train any staff/service appropriately.
You may also want to consider stating your cell number for client emergencies.
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Front line employees
have a bigger impact
on brand perception
than any amount
of marketing spend

20. Still more affordable
marketing techniques
• Direct Mail – A/RT/RV
– Includes both letters and postcards. Build your own mailing lists through
directories, phone books, networking, internet research, classified ads in trade
journals, etc.
• Email – RT/RV
– Use a legitimate email company. Communicate valuable information for how-
to’s, special offers, new products/services, etc. Be aware of frequency and
especially subject line. Include links to your site + social media.
• Text Messaging – RT/RV
– Choose a reputable service that provides all FTC-required legal language. Use
in the same way you would email. Great for sales notices, appointment
confirmation, events.
• Write articles to position yourself as an expert – A/RT/RV
– Free to do & easy to submit to online resources, send to local area media
outlets. If it is well written & speaks to their readership, there is a high
likelihood it will be picked up.
• Social Media – A/RT/RV
– Only works when it’s a dedicated commitment. Pick two or three that are right
for you & get educated on the best use of each one.
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And, finally…
Keep in mind there are literally thousands of ways to creatively market
your business - these are just some of the most popular, more
affordable methods.
Depending upon the goals you have for your business, your marketing
budget, and your area of expertise, strategies may include these as well
as any number of other techniques & methods that will help you meet
your business goals.
No matter what you do, do it properly, professionally &
with full intention so that it will be
successful.

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Points to remember
• Marketing is an investment not an expense
• Have basic marketing goals to begin and expand as your business
grows
• Market responsibly – don’t bait & switch, respect opt-outs, etc.
• Make use of professional/trade associations – they can be invaluable
resources
• Subscribe to all relevant industry/trade journals – most are FREE if
you qualify (visit www.tradepub.com)
• Know your competitors + what they’re doing
• Keep abreast of your industry’s news
• Every ‘touch’ to your customers is a marketing opportunity – follow
up calls, invoices, birthday cards, holiday cards, forward relevant
articles, etc.
• Save marketing pieces that YOU respond to and mimic them for
your own use

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Useful Resources
• Books
– 1001 Ways to Market Yourself and Your Small Business – Lisa Shaw
– Affordable Marketing Solutions: Proven Techniques to Profitably Market
Your Small Business – Randye Spina
- Blue Ocean Strategy – W. Chan Kim & Renee Mauborgne
– Guerilla Marketing – Jay Conrad Levinson
– Hug Your Customers – Jack Mitchell
– Positioning: The Battle For Your Mind – Al Ries and Jack Trout
– Small Business Survival Guide – Cliff Ennico
– The E Myth – Michael E. Gerber
• Associations & Organizations
– American Marketing Association – www.marketingpower.com
– Better Business Bureau – www.bbb.org
– Chambers of Commerce – check your local area directory
– Direct Marketing Association – www.the-dma.org
– Public Relations Society of America – www.prsa.org
– US Postal Service – www.usps.gov
• Other
– ConstantContact.com – inexpensive & easy to use email software
– Free-press-release.com – inexpensive press release wire service
– istock.com – royalty-free images
– PayPal.com – online payment tools
– Square.com – mobile payment tool

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Practice Exercise
Turn 3 features of your product/service into benefits. For example:
Feature = “weighs 14 ounces” vs. Benefit = “lightweight and portable”
Feature Benefit
1 ______________________ | ____________________
2 ______________________| ____________________
3 ______________________| ____________________
Now that you know the benefits (why people buy) you’re
ready to market effectively!

26. Ready to get started?
Join me on the couch for a
Marketing Session
For 60 minutes we get on the phone, brainstorm
ideas & more. I’ll ask questions, then share best
practices, tips, techniques, how-to’s – even pitfalls
to avoid – completely customized for your business.
$129 – book a session by July 31st and get an extra 30 minutes
Copyright 2015
Affordable Marketing $olutions

27. Thank you for your time
Want a copy of this presentation for reference?
randye@myaffordablemarketing.com
Copyright 2015
Affordable Marketing $olutions