Federation of Small Businesses, Marketing Roadshow 2013 - Steve Revill

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I was commissioned by the Federation of Small Businesses to create and deliver an hour long presentation on marketing techniques for small businesses, which was followed by a presentation by Ben Kench on Sales.

I delivered 12 presentations across 6 locations in Milton Keynes, Reading, Leeds, Worcester, Coventry and Manchester.

This is the deck from the Manchester session.

Published in: Marketing, Technology, Business
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Federation of Small Businesses, Marketing Roadshow 2013 - Steve Revill

  1. 1. NO  NONSENSE   Marke+ng  for  Small  Businesses   Steve  Revill,  Partner  –  Posi1ve  Momentum  
  2. 2. But  first…   If  the  person  si9ng  next  to   you  gave  you  £1,000  to   spend  on  ‘Marke1ng’,  what   would  you  spend  it  on?  
  3. 3. Defini+on   “The  management   process  responsible  for   iden5fying,  an5cipa5ng     and  sa5sfying  customer   requirements  profitably.”   The  Chartered  Ins1tute  of  Marke1ng  
  4. 4. …or  in  other  words…   Fish  where  the  fish  are     Love  your  customers   Stand  out  from  the   crowd  
  5. 5. …or  in  other  words…   Fish  where  the  fish  are    
  6. 6. A  ‘typical’  buying  process   Problem  recogni1on   Informa1on  search   Evalua1on   Decision   Ac1on  (sale)  
  7. 7. Where  are  your  customers  looking  for   ‘informa1on’  to  solve  their  ‘problems’?   NO  NONSENSE  Marke0ng  for  Small  Businesses   30/10/2013  
  8. 8. 3  ways  to  get  found   Content   marke1ng   Search   engines   Networking   Be  where   they  are   looking  
  9. 9. 3  ways  to  get  found   Content   marke1ng   Search   engines   Networking   Be  where   they  are   looking  
  10. 10. Search  engine  marke+ng  -­‐  defini+on   “Promo0ng  an  organisa0on  through   search  engines  to  meet  its  objec0ves     by  delivering  relevant  content  in  the     search  lis0ngs  for  searchers  and   encouraging  them  to  click-­‐through  to     a  des0na0on  site.”       Dave  Chaffey  
  11. 11. …or  in  other  words…   Understand  how  Google  helps  people   find  what  they  are  looking  for…     …including  your  business  exper5se  and   help  with  solving  their  problems.  
  12. 12. It  started  with  a  click  
  13. 13. 30/10/2013  
  14. 14. 30/10/2013  
  15. 15. 30/10/2013  
  16. 16. 30/10/2013  
  17. 17. Experiment  to  get  the  balance  right   PAY  PER   CLICK   Natural   search   (FREE)  
  18. 18. 3  ways  to  get  found   Content   marke1ng   Search   engines   Networking   Be  where   they  are   looking  
  19. 19. Content  marke+ng  -­‐  defini+on   “Content  marke0ng  is  a  marke0ng  technique   of  crea0ng  and  distribu0ng  relevant  and   valuable  content  to  aLract,  acquire,  and   engage  a  clearly  defined  and  understood   target  audience  –  with  the  objec0ve  of   driving  profitable  customer  ac0on.”     Content  Marke0ng  Ins0tute  
  20. 20. …or  in  other  words…   Write  stuff  your  poten5al   customers  are  going  to  find   interes5ng  and  useful  …     ...  so  they  find  you  when  they   are  looking  for  answers  to   their  problems.  
  21. 21. NO  NONSENSE  Marke0ng  for  Small  Businesses   30/10/2013  
  22. 22. 3  ways  to  get  found   Content   marke1ng   Search   engines   Networking   Be  where   they  are   looking  
  23. 23. What  is  the  first  word     that  comes  to  mind  when   you  hear  the  word   “networking”?  
  24. 24. 30/10/2013  
  25. 25.      Be  more   interested   than   interes1ng  
  26. 26.      Ask  more   B.G.Q.’s  
  27. 27. Bloody  Good  Ques+ons!   The  other  person  has  to  pause   and  THINK  before  answering   Showing  you  are  GENUINELY  interested  in   them  and  their  business  
  28. 28. Ques+oning  Exercise  
  29. 29. …or  in  other  words…   Love  your  customers  
  30. 30. Connect   and   engage   Know  who   they  are   Know  how   you’re   doing   Love  your   customers   NO  NONSENSE  Marke0ng  for  Small  Businesses   30/10/2013  
  31. 31. Know  who  they  are   What  sort  of  informa5on   about  your  customers  should   you  keep  a  record  of?  
  32. 32. Connect  and  engage  -­‐  newsleSers  
  33. 33. Connect  and  engage  –  social  media   Listen   Learn   Speak  
  34. 34. Big  companies  get  it  wrong…  
  35. 35. Know  how  you’re  doing  
  36. 36. …or  in  other  words…   Stand  out  from  the   crowd  
  37. 37. Simon  Sinek   ●  Video  extract  from  TED  Talks  (removed)  
  38. 38. 30/10/2013  
  39. 39. Inject  some  personality?  
  40. 40. Inject  some  personality?   ●  Will  it  blend  –  ipad  (video  removed)   NO  NONSENSE  Marke0ng  for  Small  Businesses   30/10/2013  
  41. 41. “Because  we’re  a  smaller   company,  we’re  able  to  put  out   something  edgy  and  fun.”  
  42. 42. Do  things  differently…  
  43. 43. No  nonsense  marke+ng   Fish  where  the  fish  are     Love  your  customers   Stand  out  from  the   crowd  
  44. 44. NO  NONSENSE  Marke0ng  for  Small  Businesses   30/10/2013  

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