Download - Developing a Strategic Marketing Plan for Small Businesses

Strategic Marketing Kristin Slice, MA

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.

Everything I learned about marketing…

A Different World

• 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

Inbound marketing-dominated organizations experience a 61% lower cost per lead . (Hubspot, 2012)

Watcha got there? I’ll take it!

Marketing versus Sales

Marketing Strategy

What is the purpose of your car ?

Where are you going?

Engine- Sales

Marketing – The Body

Marketing Strategy

Engine- Sales

Without the proper strategy your marketing could look more like this….

Marketing Strategy

• Goals• Target Audience • Unique Value Message• What tools are going to be the most effective? • Do all of the tools work together?

Example: Guille

• Background• Problem• Goal • Solutions • Results

Marketing Tools

Advertising

• Definition • When it is the most

effective? • Common mistakes

Marketing Tools

Direct Mail• Definition • When it is the most


Marketing Tools Website

• Definition • When it is the most


Marketing Tools Social Media • Definition

• When it is the most effective?

• Common mistakes

Good Marketing / Bad Marketing

Results

• Create a Strategy • Find Resources and

Research • Execute Campaign

(6-7 touches) • Call to Action / Ask for

Business • Monitor and Repeat

Conclusion