Small Business Marketing on a Budget
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17-Oct-2014 -
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Transcript of Small Business Marketing on a Budget
Small Business Marketing
On a Budget
Show me the money
Increase SalesMore customers in the door
Increase RevenuesCustomers spend more
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
content
“If a story is not about the hearer, he will not listen” - John Steinbeck
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
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
Establish ExpertiseUse your online presence to establish expertise and thought leadershipSet up Google Authorship on all online blogsEngage with other thought leaders on Quora, Linkedin, etcPost articles and white papers on areas your customers have questions on.
Rich Profiles tell great storiesExpertise 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
TRIGGERS
Life EventBirthday, anniversary, wedding
Time Sensitive NeedPassport, visiting guest, tax season
SeasonalGolf, travel, allergy, home repair
Complementary PurchaseHair/outfit, stove/cookbook
CALL TO ACTION
Coupon/deal
Referral
Testimonial
Follow up cta
Email address
Social – engagement (?)
Event – bday redemption
Contest – email entry
Cause/injustice
Promotions
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
PPPPProductPricePlacePromotion
EOPLEPThe 4 ‘P’s of Marketing
The 5th ‘P’
Awesome People
Awesome Company=
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
“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
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
• 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!)
Tools
EMAIL/CONTACTS
MailchimpSignals by HubspotFiverrNimbleCardmunchIFTTTEvernoteEcquireTrello
SOCIAL MEDIA
HootsuiteTwitterFacebookPinterestInstagramYoutube
PAGES/PROFILES
UnbounceWordpressShopify, Etsy, EbayLaunchrockAbout.meBrandyourself
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
PenetrateHit them everywhere
RepeatWithout repeating. Drill it in
MeasureIf it works, double down
CAMPAIGNS
Focus on one at a timeDrive all promotions to a single goal
(email signups, likes, etc)Involve all staff and stakeholdersWork it into all sales processes
Once you spend it, It’s gone forever…
TIME IS YOUR MOST VALUABLE
ASSET, SPEND
IT WISELY
KEEP A CALENDAR
Create ValueTHINK LONG TERM
Measure everything
GREAT HABITS = GREAT COMPANIES
When it works, double down
Sean Sherwood
SMALL BUSINESS
Is a STREET FIGHT
*FIGHT TO WIN
www.mojo4business.com