4. Objectives
Ensure every participate has the basic
building blocks of an effective marketing
strategy.
As a business owner you know enough about
best practices to ensure ROI.
5. Road Map
BMC and Marketing
Marketing Foundation:
Trends Influencing Today’s Marketing
Marketing versus Sales
Putting Together a Marketing Strategy:
Marketing Research
Putting Together a Campaign
Executing Marketing:
Tools Best Practice
Monitoring
6. How do you feel about
marketing and sales in
your business?
10. Relationship Building
– People Purchase Differently
– Value Based
Leveraging Tools and Resources
– Creating System
– Not focused on Pure Lead Generation
Trends
16. Where do I start?
Ask yourself these questions about the potential
customer segments you identified:
1. Is the customer well funded?
2. Is the customer accessible?
3. Does the customer have a compelling reason to
buy?
4. Is our competition vulnerable in this segment?
5. If we win this segment, will other segments be
easily accessible?
6. Is the market consistent with the values,
passions, and goals of the founders/team?
17. Where do I start?
Circle the 4 segments with the most Y’s
• This is just a place to start
• These are all guesses
• You don’t have the answers
• I don’t have the answers
• The customers have the answers
• GET OUT OF THE BUILDING!
18. “Do’s”
• “Tell me about _____ “
• “What part of that is most stressful?”
• “What’s the biggest problem or
annoyance when it comes to _____ ?“
• “How have you tried to do to address
[solve] that?”
• “Is there anything I missed or should
have asked you?”
19. “Do-nots”
• “Let me tell you about _____ “
• “I know this is really stressful because _____”
• “I have this solution that does this _______”
• “What if we worked together to _____ ?”
• “What’s your budget for solving this
problem?”
• “How much would you pay to get my
product?”
Business Owners struggle with understanding online marketing, how it relates to their business and how to use online tools effectively. At the SBDC we work with 100’s of businesses every year, as a result we see the reality of several businesses, the pros and the cons of different tools and how to effectively use limited resources. Any online tool, from social media to video, to e-commerce are tools, they all depend on your strategy. Today we are going to start with strategy.
Business Owners struggle with understanding online marketing, how it relates to their business and how to use online tools effectively. At the SBDC we work with 100’s of businesses every year, as a result we see the reality of several businesses, the pros and the cons of different tools and how to effectively use limited resources. Any online tool, from social media to video, to e-commerce are tools, they all depend on your strategy. Today we are going to start with strategy.
Intro
Intro
Intro
Intro
Intro
Intro
Intro
Intro
(KRISTIN)
Example – Lupe: referrals from strategic partners, online marketing
Problem – relationships are not maintained
Solution – created strategy for both avenues (as a manufacturer – may be distributors or end-users) – economy – higher turnover –
Problem - Direct mail to known contact (no longer there); website out of date; heard social media was the buzz; thought that’s what she needed
New solution – create strategy; which tools, what steps leverage existing contacts
1) Vender relationship program
2) Website re-design
Results – established series of strategic partners (face-to-face and multi-media) – research and share articles, resources and information; completed website re-design
Lessons Learned
1) Marketing – it’s not always what you think it’s going to be.
2) Focus on activity
Intro
Business Owners struggle with understanding online marketing, how it relates to their business and how to use online tools effectively. At the SBDC we work with 100’s of businesses every year, as a result we see the reality of several businesses, the pros and the cons of different tools and how to effectively use limited resources. Any online tool, from social media to video, to e-commerce are tools, they all depend on your strategy. Today we are going to start with strategy.
(NANCY) How do you choose from so many options? Review your strategy! Do research/get prof’l input on what marketing tools will work for you.
Remember the car analogy! If I sell websites, you need a website and a marketing strategist will provide insight on which tools are most effective for you, including:
Create a Follow Up system.
Every tool is a single touch in a CAMPAIGN.
We’re strategists so let’s look at a few tools. If time permits we can address your specific questions on particular tools. Once you have a foundation then you can determine what marketing tools will help you achieve your goals.
Advertising
Definition - paid announcements in newspapers and magazines, over radio or television, on billboards, etc, to get more customers by advertising.
When it’s used effectively - When you have a very specific target audience with a established pattern of reading a specific publication or specific events and deals. Example “Mom’s Magazine and HR professionals”
Common mistakes- Single use, General messages, No call to action
(NANCY)
Social Media
Definition – any online platform with 2 way communication.
Social network marketing is using social media strategically
When it’s used effectively – build relationship over time. Word of Mouth.
Common mistakes-
Time
(KRISTIN)
Website/Internet Marketing
Definition
When it’s used effectively
Common mistakes
Business Owners struggle with understanding online marketing, how it relates to their business and how to use online tools effectively. At the SBDC we work with 100’s of businesses every year, as a result we see the reality of several businesses, the pros and the cons of different tools and how to effectively use limited resources. Any online tool, from social media to video, to e-commerce are tools, they all depend on your strategy. Today we are going to start with strategy.
Putting Together a Social Network Marketing STRATEGY
Once you have determined your goal, then you can put together a list of activity that need to be executed to support that goal.