Small Business Marketing on a Budget. Trade School Vancouver presentation.

1. Small Business Marketing
On a Budget

3. Show me the money
Increase Sales
More customers in the door
Increase Revenues
Customers spend more

4. TARGET
- who are your customers
- what are their problems/desires
- where are they when they have those problems/desires
- how do you solve them
- why you/your solution
CREATE your messaging to DRIVE them to your conversion GOAL

7. content

8. “If a story is not about the hearer, he will not listen”
- John Steinbeck

9. MESSAGING
- Stay consistent
- Pick a message
- Plant a flag
- Be succinct
- Be genuine
- Core Values
IMAGING
- Evoke a response
- Attribute it
- Sharable
- Show, don’t tell
- Video
- Vine

10. Unsplash.com
Littlevisuals.co
Deathtothestockphoto.com
Nos.twnsnd.co
Superfamous.com
Picjumbo.com
Thepatternlibrary.com
Gratisography.com
Imcreator.com/free
Creativemarket.com/photos
Stocksy.com
App.snapwi.re
Getrefe.com
Filterandformat.com
Stock photos that don’t suck

11. Establish Expertise
Use your online presence to establish expertise and thought leadership
Set up Google Authorship on all online blogs
Engage with other thought leaders on Quora, Linkedin, etc
Post articles and white papers on areas your customers have questions on.

12. Rich Profiles tell great stories
Expertise is implied, not stated
• Brands you’ve worked with
• Awards and Accolades
• Link to portfolio and media
• Perfection is a lie, be real
You’re in charge of your brand.
• Profiles are your digital face
• Relatable = Likeable
• Synopsis, not a biography
• Core values, what drives you

13. TRIGGERS
Life Event
Birthday, anniversary, wedding
Time Sensitive Need
Passport, visiting guest, tax season
Seasonal
Golf, travel, allergy, home repair
Complementary Purchase
Hair/outfit, stove/cookbook

14. CALL TO ACTION
 Coupon/deal
 Referral
 Testimonial
 Follow up cta
 Email address
 Social – engagement (?)
 Event – bday redemption
 Contest – email entry
 Cause/injustice

15. Promotions

16. PROMOTIONS
 Birthday – every day is someone’s birthday
 Referrals – refer a friend, earn a discount
 Party – product launch, fundraising, holiday, staff
 Piggyback – playoffs, politics, causes
 Daily deal – Vitamin V, not Groupon.
 Social – list building, engagement,
 Content – provide valuable content in exchange for contact info
 Contest –collect contacts

17. PPPP
Product
Price
Place
Promotion
EOPLEP
The 4 ‘P’s of Marketing
The 5th ‘P’

18. Awesome People
Awesome Company
=

19. Awesome People
o Make them the heroes of your company story
o Develop their profiles
o Build their customer success stories
o Have them mentor new staff
o When they win, you win
o Attract more awesome people
o Repeat

21. “The purpose of a business is to create a customer
who creates more customers.”
Evangelize your customers
 Exceeding expectations - beyond the cliche.
 Effort, not price, is where trust is earned.
 Follow up with flowers, card, chocolates, cleaners

22. Turn poor experiences into evangelists.
• Don’t let them out the door without fixing it
• Be a great listener, repeat it back to them.
• Don’t give away the farm
• Don’t make excuses
• Use a story to make it relatable
• Don’t win, don’t be right, don’t take it personally
• Follow up

23. • Engage every single one
• Trade reviews with friends/colleagues
• Don't win, don't be right, don't take it personally
• Ask the user to remove it
Online Reviews (it’s a trap!)

24. Tools
EMAIL/CONTACTS
Mailchimp
Signals by Hubspot
Fiverr
Nimble
Cardmunch
IFTTT
Evernote
Ecquire
Trello
SOCIAL MEDIA
Hootsuite
Twitter
Facebook
Pinterest
Instagram
Youtube
PAGES/PROFILES
Unbounce
Wordpress
Shopify, Etsy, Ebay
Launchrock
About.me
Brandyourself

25. Channel Partners
• Complementary products
• Referrals groups - RTN, BNI
• Distributors
• Suppliers or customers
• people you're already doing business with.
• Honeypots
• tour busses, realtors, Costco, Home Depot, Event planners,
• Charities/non-profits
• Aggregators - airbnb, opentable,
• Bloggers and influencers

26. Penetrate
Hit them everywhere
Repeat
Without repeating. Drill it in
Measure
If it works, double down
CAMPAIGNS
Focus on one at a time
Drive all promotions to a single goal
(email signups, likes, etc)
Involve all staff and stakeholders
Work it into all sales processes

27. Once you spend it, It’s gone forever…
TIME IS
YOUR MOST
VALUABLE
ASSET,
SPEND
IT
WISELY

28. KEEP A CALENDAR
Create Value
THINK LONG TERM
Measure everyth
GREAT HABITS = GREAT COMPAN
When it works, double down

29. Sean Sherwood
SMALL
BUSINESS
Is a
STREET FIGHT
*
FIGHT TO WIN
www.mojo4business.com