Stress-Free Marketing for Business Owners

Stress Free Marketing for Business Owners

Donna Schilder, MCC (Master Certified Coach)

Executive, Career, & Business Coach

(562)434-7822 [email protected] www.DonnaSchilder.com

Donna Schilder (562)434-7822 ~ [email protected] ~ www.DonnaSchilder.com

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Topics Targeting a Niche That Can Afford You Asking for What You’re Worth Marketing Channels Tips for Low Cost Marketing Creating a Marketing Plan & Budget Educating Your Customers Begins With

Marketing Marketing with Your Heart


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Who Is your Target Market? Who would want your service or product? Who can afford your service or product?


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How Can You Access Them? What organizations do they belong to?

Who do they know?

Where do they hang out?

Where do they live?

What do they read?


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Take Action to Access Your Target Market Join the right organizations Target the right people when you network Speak for the right organizations Write articles for the right publications Hang out in the right places Ask for referrals from people they receive

service from Build a network of people who service them


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Asking for What You’re Worth Examine the thought that holds you back. Fear of:

Rejection Failure Embarrassment You’re not worth it

Break through the fear Talk to someone Journal about the fear and ways to overcome it Practice to get proficient Look for evidence of your worth Take a deep breath and walk through


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Ask for What You’re Worth People assign value to services based on what

they pay for it Higher level clientele won’t be attracted to a

rock bottom price Having less clients at a higher rate is less

work and complication You have to ask for enough so that you can

stay in business


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Business doesn’t just come and sit on your lap, you’ve gotta go looking for it and if you don’t you’re going to fail.

Gordon Ramsey, ChefHell’s Kitchen


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The Seven Times Factor “A cardinal rule of thumb in advertising is:

potential customers usually need to see the name of a product seven times or more before they’re motivated enough to even think about making a purchase.”

“The Seven Times Factor”, NFIB The Voice of Small Business


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Marketing Results Lag

Any marketing activity you do today may not show results for 90 days or more (up to 3 years).

So don’t get discouraged if you don’t see results right away


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Tip for Low Cost, Effective Marketing

Create a Marketing Plan & Budget Utilize more than one marketing category

creates a more effective Marketing Plan. Choose your strategies wisely Be Consistent Use data to analyze your strategies Analyze what works and what doesn’t


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Marketing Channel Categories1. Direct Contact and Follow-Up2. Networking and Referral Building3. Public Speaking4. Promotional Events5. Writing and Publicity6. Advertising

Traditional Internet Based


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Marketing Channel Effectiveness Basically, the first items are the most

effective and the least costly and vice versa. In Person Marketing Activities are effective

and don’t cost much. Advertising is the most costly and the least

effective, especially for solo-practitioner services business. You might go to a restaurant based on an add, but

would you hire an attorney that way?


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Types of Marketing1. Active – Direct Contact, Public Speaking2. Passive Personal – Articles, Books3. Passive - Ads


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Passive Personal (Books, Articles, Letters to the Editor) Articles and books that you write yourself

give the client information about: Who you are What your expertise is What you have to offer


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1. Direct Contact and Follow-up - Active Coffee with colleagues, potential, centers of

influence, connectors Canvassing the local neighborhood Free consultations Outbound telemarketing


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1. Direct Contact and Follow-up - Active Direct e-mail (personalized) Direct mail (personalized)

www.SendOutCards.com Sending articles to colleagues via e-mail


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2. Networking – Active 30 Second Elevator Speech Volunteering Networking events, professional

organizations, conferences, tradeshows Attending classes Attending public meetings Parties Jury Duty!


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2. Electronic Networking Networking websites:

www.LinkedIn.com (business) Answer questions in your field

www.Facebook.com www.Yelp.com (small business) www.Plaxo.com


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2. Referral Building –Active Asking for client referrals Obtaining professional referrals

Offering Referral Fees Building strategic alliances Referral listings


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3. Public Speaking – Active Public or private

Workshops Speeches

Conference calls Teleclasses Teleseminars


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4. Promotional Events – Active Booth at a Trade Show Booths at Events, Organization Meetings,

Open Air Markets Special events & charity events Sponsorships Donations (services, products, etc.) Open houses


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5. Publicity - Video – Passive Personal Video on Your Website

Get a student to film you Film yourself Get a professional

www.YouTube.com www.myspace.com Google Video www.Flickr.com www.Bebo.com


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5. Writing – Passive Personal Books & Booklets Newsletters Newspaper & magazine articles Newspaper columns Testimonials and Letters of Reference


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5. Writing – Electronic – Passive Personal Create a Website

Website designer Create your own website at no cost:

http://all-webdesigntemplates.info/ Contribute Software

Obtain link to your website from other websites


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5. Writing – Electronic – Passive Personal Build an e-mail list

E-Newsletter Announcements

E-Newsletter Create your own blog at no cost:

https://www.blogger.com/start?hl=en Google


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5. Writing – Electronic – Passive Personal Respond to blogs and post your website or

contact information Post your articles on article clearinghouse

websites for other people to use on their websites

E-Books


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6. Publicity – Electronic – Passive Personal Videos on youtube.com Videos on other websites Videos on your website Viral videos


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5. Publicity – Passive Personal Press releases: juicy news

Create events or editorial angles that are interesting to the press

Newspaper interviews Letters to the Editor

Specific to your business with your contact info. Print quotes (expert quotes)


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5. Publicity – Passive Personal Radio & TV commentary Print feature stories Radio & TV interviews


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6. Advertising on Your Correspondence – Passive (DO IT!!!!) Use every outgoing piece of paper or e-mail

to promote your business Make it eye-catching Name, address, e-mail, phone number, website Have a stamp made with your business

information Slogan on your envelopes and letterhead Put your picture on it!!!!


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6. Advertising – Passive Display advertising

Try several small ads instead of one big one Target the audience who can afford your

products/services Classified advertising Yellow pages Inserts/circulars Direct mail (bulk)


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6. Electronic Advertising – Passive Direct e-mail (bulk) Banner ads on Google or Yahoo Web-ads Buying Google adwords Podcasts


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6. Outdoor Advertising – Passive Door signage and building signage

Informative Effective size Eye-catching Colorful

Lawn signs


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6. Outdoor Advertising – Passive Airport signage Billboards Bus benches/boards Sky writing/airplane banners Blimps


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6. Advertising – Passive Postcards

Place in trafficked areas Brochures Stickers/bumper stickers Van or Car Sign Door-to-Door Fliers

Bag ‘Ems (562)225-5365 [email protected] T-Shirts


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6. Advertising - Paper Giveaways – Passive www.Vistaprint.com

Full color postcards for .10 cents each Rack cards .25 cents each Inexpensive business cards

Put your picture on it! Free business cards Inexpensive promotional items Refrigerator magnet giveaways

Create a useful handout that people will hold on to


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6. Point-of-Purchase Display – Passive Banners Counter displays Mobiles Multi-media CD-ROM


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6. Radio and Television Advertising – Passive but Personal Internet radio

Get interviewed Have your own show

Host-paid radio or TV show, including cable and web-radio

Commercials Infomercials Pre-movie advertising slides Product/service placement


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The Formula for Marketing Success Schedule marketing activities.

Be patient, consistent, persistent.

Analyze data and adjust marketing efforts.

Find an accountability partner.

Stress-Free Marketing for Business Owners

Business

Transcript of Stress-Free Marketing for Business Owners