Small Business Marketing Strategy
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Transcript of Small Business Marketing Strategy
Strategic Marketing
Nancy Sanders, MBA and Kristin Slice, MA
2012© Three Dog Marketing
Marketing Stats • 60% of small business plan on increasing their
use of networking, speaking and tradeshows in 2012.
• In 2010, use of print advertising dropped by 33%; use of print Yellow Pages declined 18 %; and use of direct mail decreased 26 %.
• 51 percent of local merchants get at least one online marketing sales call a week, with 10 percent getting called almost on a daily basis.
2012© Three Dog Marketing
Everything I learned about marketing…
2012© Three Dog Marketing
• Relationship Building – People Purchase Differently – Value Based 43% of consumers report doing some type
of research before they buy (AMP Agency)
• Leveraging Tools and Resources– Creating System – Not focused on Pure Lead Generation
A Different World
2012© Three Dog Marketing
Inbound marketing-dominated organizations experience a 61% lower cost per lead . (Hubspot, 2012)
2012© Three Dog Marketing
Watcha got there? I’ll take it!
Marketing versus Sales
2012© Three Dog Marketing
Marketing Strategy
What is the purpose of your car ?
Where are you going?
Engine- Sales
Marketing – The Body
2012© Three Dog Marketing
Marketing Strategy
Engine- Sales
Without the proper strategy your marketing could look more like this….
2012© Three Dog Marketing
Marketing Strategy• Goals• Target Audience • Unique Value Message• What tools are going to be the most effective? • Do all of the tools work together?
2012© Three Dog Marketing
Example: Guille• Background• Problem• Goal • Solutions • Results
2012© Three Dog Marketing
Marketing Tools
• Definition • When it is the most
effective? • Common mistakes
Advertising
2012© Three Dog Marketing
Marketing Tools
• Definition • When it is the most
effective? • Common mistakes
Direct Mail
2012© Three Dog Marketing
Marketing Tools
• Definition • When it is the most
effective? • Common mistakes
Website
2012© Three Dog Marketing
Marketing Tools
• Definition • When it is the most
effective? • Common mistakes
Social Media
2012© Three Dog Marketing
Good Marketing / Bad Marketing
2012© Three Dog Marketing
Good Marketing / Bad Marketing
2012© Three Dog Marketing
Good Marketing / Bad Marketing
2012© Three Dog Marketing
Good Marketing / Bad Marketing
2012© Three Dog Marketing
Good Marketing / Bad Marketing
2012© Three Dog Marketing
Results• Create a Strategy • Find Resources and
Research • Execute Campaign
(6-7 touches) • Call to Action / Ask for
Business • Monitor and Repeat
2012© Three Dog Marketing
Conclusion
2012© Three Dog Marketing
Conclusion