A Quick Guide to Business Marketing

Business
Marketing
A Quick Summary of Business Marketing

www.voxdelta.com
Elliott Farber www.voxdelta.com © 2016. All Rights Reserved.
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Agenda
Talking point for presentations
Introduction
Branding
Internet, Print & Media Marketing
Conclusion

www.voxdelta.com
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Welcome Message
About This Presentation
This presentation is meant to help you understand the
world of marketing and advertising yourself and/or your
business.
There is a lot to cover, so have pencils ready for notes! If
you have any questions, please raise a hand and ask! Ask
me anything, there are no stupid questions!!

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Facebook.com/elliottfarber
My name is Elliott Farber. I
started a company to help clients
present and market their brands
online!
Elliott Farber
Internet Marketer at VOXDELTA
Contact Me
My History
2007 graduated from
FAU
2010 Designed my first
Business Website
2012
Began Working in
Internet Marketing
2013
Started Working with
Laser & Beauty
NOW
Owner of
Voxdelta
elliott@voxdelta.com

www.voxdelta.com
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About My Company
WE ENHANCE
YOUR BUSINESS
3 Years old
Work with Local & National Businesses
Several Clients in Beauty/Spa Industry

Marketing Intro
The Basics of
Marketing

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Marketing = Promotion
When you start a business or start
working at a new location, nobody
will know you are there unless you
tell them!
If you do not market or promote
yourself in any way, you cannot
expect to be successful in an
industry where there is
competition.
Promotion

Why Do Marketing?
Marketing allows you to promote your
business and services to the public, and
gives you an opportunity to convince people
that they should choose you to provide the
services they need!

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Marketing Definitions
Print Marketing: Items which are printed
Media Marketing: Marketing using mass
media
Internet Marketing: Marketing on the internet
Channel: A single marketing method used to
reach customers
Marketing Glossary
Campaign: A unified marketing effort
Target Audience: People targeted as potential
customers likely to need your services
Copy: The text and wording used in an
advertisement
Conversion: When a new client is gained due
to marketing efforts

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Aspects of Marketing
Internet
Any Marketing which uses
the internet to reach
potential customers
Word of Mouth
When friends and clients tell
other people about your
business and services
Brand
Creating a Brand Identity, and
making people aware of your
Brand in a positive way
Print/Media
“Offline” marketing in the “real
world”, like billboards, flyers,
magazines, TV, radio etc.
Marketing

Your Brand Will Help
Define Your Marketing
Marketing works best when informed by
your brand identity and image. Before you
spend any money on Marketing, you
should define your brand so that your
marketing aligns with your brand.

Branding
Creating Your
Brand Identity

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What is a Brand?
Its who you are to potential customers. Think of well known companies and you will see
you hold certain ideas about companies, for better or worse.
A cohesive brand identity that is favorable in the minds of potential customers makes it
easier to earn business unlike a company they never heard of, or one they have a bad
impression of.
A brand identity is formed by the way they try to create their brand identity (desired),
and the experiences and knowledge people have in relation to your brand (acquired).
Brand = An Identity that Defines your Business

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Define these Brands
When you think of the following well known brands, what words come to mind? Say whatever
comes to your mind first.
1. Target:
2. Louis Vuitton:
3. Apple:
Define these Brands in 3-5 words / phrases

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My Answers
Here is how I defined the brands. Did I think of anything different?
Target: Affordable, Pleasant shopping experience, Friendly staff
Louis Vuitton: Stylish Products, Expensive (sometimes over-priced), Exclusive
Apple: Easy to use products, Intelligently designed, Over-priced,
What I Chose

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Creating Your Brand Identity
Like the examples before, you need to decide what words and ideas you want people to think
about your brand. Once you decide what your brand identity will be, you can build your brand!
Some desirable ideas for beauty and aesthetics businesses:
•Friendly
•Trusted
•Painless
•Beautiful Results
•Great Customer Service
•Luxurious
•Knowledgeable
•Latest Treatments
•Relaxing
•Chic & Trendy

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Once you have decided what kind of brand you want to be, what can you do to create your
Brand Identity? Here are some ideas:
•Color Palette – Choose a color palette for
you brand, and use it EVERYWHERE!
•Uniforms – Set a company dress code
•Code of Conduct – Define how
employees should act when in uniform
•Products – Choose products to stock
which fit your brand and your client base.
•Location – Where an office is located can
say a lot about a brand.
•Senses – Sounds, scents, lighting can all
be part of your identity!

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Identity: Desired vs. Acquired
For the most part, a business is responsible for shaping its identity in the minds
of potential customers. This identity is formed by reactions to marketing
material, opinions about your physical office, interactions with staff, and
experiences with the services and products offered.
A brand identity is formed by the way they try to create their brand identity
(desired), and the experiences and knowledge people have in relation to your
brand (acquired).
How Do You “Establish” a Brand Identity?

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Brand identity Examples
Wal-Mart
•Desired Identity: Megastore with wide selection of Everything, low prices, and can be
found everywhere
•Acquired Identity: Poor customer service, long lines to checkout, cheap products, poor
shopping experience
Volkswagen
•Desired Identity: Reliable cars, good performance, safe, eco-friendly
•Acquired Identity (after emissions scandal): No public trust, bad for the enviroment
How Brand Identity Impacts Your Thinking

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Define Your Identity
1. Business Name, Logo
Your business name and your logo will impact how people
see your brand.
2. Brand Identity
Decide how you want people to think of your brand, then
decide how your business will embody those ideals
3. Brand Aesthetic
The look of your office, staff, website and marketing material
should be informed by and follow your Brand Identity
4. Brand Placement, Association
Be aware of where your brand is placed! This goes for office
location, marketing placement, and staff wearing your logo.

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Branding Goals
Define Your Business
Define your brand to present a
cohesive image of your business.
Stand Out From Competitors
Don’t blend in!! Give people a
reason to choose your business.
Be Loved by Target Audience
Make sure the brand you create
resonates with your clients.

You Have A Well Defined
Brand, Now You Can Market!
Suitable for all categories business and
personal presentation farmers ensure that
we will bring the best of the market to your
kimquae ab illo inventore veritatis et.

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Marketing Your Business
Now that you know who you want to be (Brand), you can start thinking about how to
tell people about your Brand (Marketing). Basic Steps are:
1. Define your Target Audience
2. Set SMART Marketing Goals
3. Choose an appropriate Marketing Budget
4. Pick appropriate channels based on Target Audience and Budget
5. Create your Marketing Material
6. Start marketing your business!
Marketing 101 – Step by Step

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Define Your Target Audience
Knowing your Target Audience lets you
create marketing campaigns that
resonate with potential clients. You can
define a target audience by gender, age,
income, race, hobbies, beliefs, etc. Don’t
be afraid to run multiple campaigns to
reach more than one audience!
Who is your Target Audience?
Before you do anything, you
need a Target Audience!

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Set Marketing Goals
Specific: Make specific objectives to get best result
Measurable: Metrics to see if you were effective.
Achievable: “100% satisfaction” isn’t realistic.
Realistic: Resources, tools, staffing to meet your objectives
Timed: Set time frames to make objectives real and tangible.
Set SMART Marketing Goals

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Choosing a Marketing Budget
Most people going into business understand they need to do marketing.
However, many vastly underestimate the costs of marketing and do not factor in
the cost of marketing when calculating the cost of opening a business.
Marketing is not a cost…its an INVESTMENT! You should think of money spent
on marketing as an investment, where you will be getting more back than you
put out.
Determine Your Marketing Budget

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Recommended Marketing Spending
Internet Marketing
Suitable for all categories business
and personal presentation
40%
Brand Awareness
20%
Print/Media
40%

Print
Marketing
Spread The Word
About Your Business

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Print Marketing
Most marketing is print based marketing. It typically requires a designer to create the
material and a professional print shop to produce the material (business cards, flyers,
signs, etc).
Most print marketing is relatively inexpensive, making it a great way for businesses with
smaller marketing budgets to do marketing.
Be careful when choosing a print shop! Some shops overcharge for materials, and many
don’t actually print the materials themselves and outsource the printing instead.
Advertising in the “Real World”

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Print Marketing Types
•Business Cards
•Flyers/Brochures
•Window Decals/Vinyl
•Outdoor Signage
•Billboards
•Auto Decals/Vinyl
•Magnets
Types of Print Marketing
•Newspaper Ads
•Magazine Ads
•Postcards/Mailers
•Banners
•Posters
•Promotional Items (Pens, Flashlights, etc.)
•Company Scrubs/Shirts

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Marketing At Your Location
There are tons of different options when it comes to print marketing. How do you pick which
ones are right for you?
The Basics: Business Cards, Window Vinyl
The Basics +: Business Cards, Window Vinyl, Company Scrubs/Shirts
High Foot Traffic: Outdoor Signage (A-Frames, Standies, Banners, Posters)
There Are So Many Options!

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Marketing by Mail
Some printed materials are really easy to use for marketing through the mail. While
“snail mail” may not be new, it can allow you to reach a lot of people without breaking
the bank.
US Post Office has an awesome program to send postcards to every address in selected
zip codes. All you do is provide the postcards, pick your target zip codes, and your done!
You can also hire a marketing company to send flyers, brochures, etc. to specific
addresses by purchasing a mailing list and having your marketer target those addresses.
Don’t Forget About Snail Mail!

www.voxdelta.com
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Newspaper & Magazines
Newspaper and Magazine placements are a great way to market your business! The most
important thing is to decide which publications you want your ads to appear. Most Publications
can offer you readership statistics so you can understand their audience and pick the right
publication for your business. Which might work for you?
•Palm Beach Post (or the local newspaper for your location)
•Regional Magazines with related content (Palm Beach Illustrated, Palm Beach Woman, The
Palm Beacher, WPB Magazine, PBG Lifestyle, etc.)
•Church, Temple, School Publications (smaller audience, lower cost, but can be effective)
Buying Advertising Space in Publications

Media Marketing
Advertising Using
TV and Radio

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Media Marketing
Mass Media Marketing is an extremely effective means of advertising your
business. Its one of the best ways to reach a large audience. Commercials will
allow you to increase your brand visibility, and communicate with your audience
in a dynamic way that is hard to accomplish through print advertisements.
Commercials on Mass Media

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TV Media Marketing
Commercials used to be something that was totally beyond the reach of small
businesses. Today, thanks to advances in video editing software, the cost to
produce a commercial is lower than ever before. Digital Television also makes it
easy to reach a specific local audience and offers reasonable pricing.
You can air a commercial on Local Networks (Fox29, WPBF, WPTV, etc) or use
Comcast Spotlight Advertising to air commercials on Cable TV.
About Television Commercials

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Radio Media Marketing
Depending on your target audience, advertising on the radio might be an
effective way to connect with your audience. Advertising on the Radio is
typically cheaper than advertising on television.
While it would be wrong to leave this out of the presentation, I am not so sure
that radio ads are the way to go for advertising within this industry. The one
time I think radio ads could be a great idea is as part of a grand opening, to help
build overall brand awareness.
People Still Listen To The Radio!

Internet
Marketing
Gain New Clients
Using the Internet

www.voxdelta.com
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Internet Marketing
The web is important to business in today's world. You need a business website that can
help to attract potential clients to you, and inform people how to contact and locate
your business.
Many savvy business owners go even further, utilizing other internet marketing
methods like Search Engine Optimization, Local Listings, Pay Per Click ads, Social Media
Marketing, Content Marketing, and other online methods of attracting new clients.
How do you make the best use of the internet to grow your business?
Use the Internet to Grow Your Business

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Internet Marketing – In Order
The ideal order of Internet Marketing is:
1. Business Website
2. Search Engine Optimization
3. Local Listings
4. Content Marketing
5. Pay Per Click/Social Media Marketing
Which Internet Marketing is Most Important

Your Business
Website
Establish an Online
Presence

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Business Website
Your business website is like an advertisement that is always on 24/7. It should
look attractive to potential clients, as many people judge the quality of a
business by the quality of their website.
It should also align well with your brand image. This will help to prevent
dissatisfied “problem” clients you wish had never come into your business.
Lets discuss two websites offering facials to see what we think of each business.
You Must Have A Website For Your Business

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Comparing Websites

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What You Should Know About Websites
Don’t try to become a web designer in order to do one business website for yourself. Just be
aware of the basics so you can get the best website when you decide to launch your business.
What You Should Know
1. Parts of a Website – Knowing the parts of a website lets you tell a web
designer what you want
2. Features you Want – Do you want contact forms? Set Online Appointments?
3. Know your Content – Web designers need to know as much as possible from
you about your brand and services.
Some Things You Should Know

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Website Architecture
Header
Top of a website, typically contains
the main menu and logo
Above the Fold
Appears on screen when a page
loads. Attractive Graphics Required
Content
The main text of a page on a
website.
Footer
Used to display links, location and
contact information, or social icons

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Some Popular Website Features
Allows your staff to make
small changes easily
Web Editor
A link to Google Maps so
people can get directions
Google Maps
Contact forms so people
can quickly contact you
Online Forms
Allow people to make
appointments on your site
Set Appointments
Automatically push posts to
social media and show
feeds from social media
Social Post/Feed
Sell products online with
Ecommerce store
Sell Products

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Responsive Website Design
MOBILE FRIENDLY!!!
Modern websites must be built so that they
will look good on any device. Mobile web
browsing is how many people search the web,
and your site must look attractive to potential
clients. This is Responsive Website Design.

Search Engine
Optimization
How People Find You
On The Web

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Web
Analytics
Keywords
Content
Architecture
Usability
Link
Building
Optimization
Aspects of SEO

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Search Engine Optimization
I could literally talk for hours about SEO. I'm not going to do that today. So, what is the
shortest explaination of SEO? Here it goes.
SEO is a series of techniques and tools used to help your website rank high in searches
on Google/Bing.
How does SEO work? The simple answer it is weighs Relevance and Reputation. If your
page is highly relevant, and your website has lots of inbound links from reputable sites,
you will rank highly every time.
SEO in a Nutshell

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Search Engine Optimization
This is a quick example of the impact of SEO.
Searching for “laser hair removal training”
leads to LBI as the first local result and 5th
organic result.
It ranks highly for most related terms, and
Ranks even higher when a geo modifier is
Added (Jupiter, Palm Beach, etc)
Quick Example

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Keywords
helps
SocialMedia
Use
tools
Get
optimaztion
project
SEO
peoples
marketing
mind
hit
collected
traffics
research
competitors
notes
audience
understand
website
Keywords
Keywords are words and phrases
which you want to rank highly for
when people enter them into
search engines.
So if you want to try SEO on your
own, you have to make sure you’re
a page has a high relevance to those
keywords.
Be careful, as “keyword stuffing”
can lead to a penalty!

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Link Building
Link Building
Link building is the process of
getting INBOUND links to pages on
your site from other websites.
The best links will come from sites
within or related to your industry
with high domain authority.
Too many low quality links will hurt
SEO and could earn a penalty!

Content
Marketing
Creating Great
Content

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Content
About Content
Content is information and
experiences that may provide value
for an end-user/audience in specific
contexts – WIKIPEDIA
Content includes any text, ad, audio,
video, webpage, experience or app
designed to provide the customer or
user added value and higher
satisfaction – Elliott Farber

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Content
Examples of Interesting Content

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Content
Examples of Interesting Content

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Content
Leads (L) – Get New Customers
Repeats (R) – Encourage repeat visits
Sales (S) – Alert fans about latest promotions
Loyalty (Ly) – Improve brand loyalty, satisfaction
Connect (C) – Links to other social platforms/ content
Customer Service (Cs) – address your clients publicly
Educate (E) – Give knowledge on proper skin care, etc
Feedback (F) – Get ideas from the people who matter
How To Use Content

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Content
Write about new treatments you are offering
Write about best ways to care for skin post-treatment
Articles on various issues and how specific treatments offered can help
Some Quick Ideas

Social Media
Marketing
Get Social!

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Social Media
Main Social Media Networks

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Social Media
Primary Purpose - To ENGAGE your audience. If you think its about marketing and sales, think
again!
My Definition: “Social Media refers to a type of Content created for the specific purpose of
sharing and initiating a dialogue between two or more individuals.”
•Its NOT like traditional advertising
•Don’t try to sell stuff in every post
•Make posts regularly, or be a “ghost-town”
•Never argue or be rude to your clients!
Social Media Basics

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Social Media Ctd.
Driving user behavior (to make a purchase, set up an appointment, etc) should
always be a secondary goal.
Don’t talk at them, talk with them!
Be Social!
The right Social Content on right Social Networks = Social Media Success!!!
Social Media Basics

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Social Media Content From Clients
Reviews, testimonials
Q&A, FAQ on website
Forums, comments
Examples & Before/After
The Best Social Content Comes From Clients

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Social Media Meltdown!
Never Have A Meltdown on Social Media!

Need A
Professional?
We Can Help

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We Do: Web Design – SEO – PPC – Branding - Graphic
Design – Printing – Email Marketing - eCommerce
Why You Should Choose Us
Marketing takes time and effort. Hiring a pro saves lots of time
Save Time
We offer great pricing options, and provide discounts to LBI students
Save Money
We can customize our services to meet your needs and budget
Flexible Options

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Contact Us
561-346-6211
elliott@voxdelta.com
www.voxdelta.com
See You Soon....

www.voxdelta.com
THANKS FOR YOUR TIME

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