we are

INTEGRATED MARKETING CAMPAIGNS

On a Tight Budget

GOALS FOR TODAY

CHECKLIST

STATE OF LOCAL MARKETING

STRATEGIC MARKETING PLAN + Research+ Budget and Creation+ Deployment+ Measurement

COST-SAVING TOOLS AND TIPS

STATE OF LOCAL MARKETING

5 TRENDS1. Online Reviews and Ratings1

+ 86% of consumers read reviews for local businesses

+ 57% of consumers will only use a business if it has 4 or more stars

2. Customer reviews = Search Engine Optimization Tactic2

+ Google appears to be using high ratings and positive reviews as important signals to determine which mapped local business results get displayed most prominently.

3. Mobile Site Speed2

+ This is extremely important and will be used as a factor in determining search ranking.

4. Location, location, location2

+ Smartphones and built-in GPS capabilities make ad targeting more sophisticated.

+ Location-targeted mobile ad spend is expected to nearly double in the next four years.

5. Effectiveness of In-Person Events2

+ Local events (fairs, trade shows, etc.) and hosted events (seminars, classes and showcases) - high reward, although high effort.

1. Bright Local, 2018 Local Consumer Review Survey, 12/7/18 2. MDG Advertising, 9 Local Marketing Trends to Watch in 2019, 1/21/19

STRATEGIC MARKETING

PLAN

HOW TO BE SUCCESSFUL?

STRATEGY + PLANNING

ESTABLISH THREE GOALS

CONNECT +ANALYZE

STEP ONE RESEARCH

EXTERNAL, INTERNAL, COMPETITION

HOW TO SURVEY

CASUAL CONVERSATIONS

FOCUS GROUPS ONLINE SURVEY (distribute via e-mail,

social media etc.)

INTERNAL

ENGAGE YOUR STAFF

+ Ask the same company-driven questions about messaging, competitors and competitive edge.

INQUIRE ABOUT

+ What is working?

+ What isn’t working?

+ What issues are you seeing?

+ What would help you do your job better?

+ What tools do you need immediately?

WHETHER YOU ARE SELLING A PRODUCT OR SERVICE ...

Your people are the brand. Involve them in the process.

EXTERNAL

+ Demographic information.

+ How long have they been a customer?

+ How do they want to communicate with you?

+ How do they like to learn?

+ Where do they source their educational materials? Print, Video, Websites?

+ What social media channels matter?

+ What radio stations do they listen to?

+ What words do they use to describe you?

+ What conferences/industry events do they attend?

+ What coupon sources do they tap into? (ValPak, Groupon, Living Social, Others?)

+ How do they want to receive general information from you? Mail, Email, Text?

+ Are they willing to provide a testimonial?

+ How should you improve? What should we do differently?

WHAT DO WE NEED TO LEARN?

COMPETITION

LET’S LOOK AT THE COMPETITION

How do they look?

How do they sound?

Where will you overlap in marketing efforts?

What services do they offer that you don’t?

FIND YOUR COMPETITIVE ADVANTAGE

BUDGET + CREATION

BACKGROUND

+ Started as an online

brochure

+ The blog was added for

content / storytelling

+ Today, it is all of the above

plus a data collection and

measurement tool

WHAT IT SHOULD INCLUDE

+ Brand Recognition

+ Responsive (mobile/tablet)

+ Overview: Outline what the

company stands for, its

services and how it is

differentiated in the

marketplace

+ Quality: Content and imagery

+ Contact information on the

home page

+ Blog

+ Links to social media channels

+ Google Analytics

THE PERKS

+ Video

+ Reviews (Trustpilot, Yotpo)

+ Site Intercept

WEBSITE: THE CORE

MARKETING MODEL

Ads Digital/

Print

PR, Events,

Associations

Other, Internal,

Sales Materials

MyWebsite.comGoogle

Remarketing

pages

pagespages

pages

Google Ad Network

sites

sitessites

sites

Social Media

Incoming Traffic External Marketing

Remarketing Traffic Recycled Traffic

FEED YOUR WEBSITE

GROSS REVENUE $500,000

MARKETING 8% = $40,000

WEBSITE $10,000

EVENT/AWARDS$5,000

BALANCE $25,000 / Roughly $2K a Month Digital Investment Per Month + Google Advertising: $500

+ Social Advertising: $300

+ Email Marketing: $100 + Banner Ads: $100

Other + Printed Materials

(Postcards, Apparel): $300

+ Memberships: $100

+ External Advertising (strategic partnerships): If necessary: $300

+ Video Development: $150

+ Other Misc.: $150

BUDGETING“According to the U.S. Small Business Administration, they've suggested 7% to 8% of your gross revenue should be spent on marketing. 50% of that marketing budget should be dedicated to digital marketing in 2019.”

HOW IT WILL LOOK

+ Consistency: Continuity

Across all Channels

+ Content: Storytell

with Tight Grammar

+ Command Attention: What is your offer or call-to-action?

STEP THREE DEPLOYMENT

TIMELINE

2019 1 2 3 4 5 6 7 8 9 10 11 12My Brand Internal Preparation

Design: Marketing Components

Social Media

MODC Silver Gull

E-Blast/Newsletter

Advertising: Local

Advertising: Google

MODC Monthly Events

STEP FOUR MEASUREMENT

REFER BACK TO YOUR GOALS:

+ Growth in Inquiries, Calls, Requests

for Proposals, and Sales

+ Google Analytics

+ Social Media Engagement

+ Coupon Redemptions

+ Front Desk: How Did You Hear About Us?

ANALYZE + ADJUST

TOOLS + TIPS FOR ANY BUDGET

DESIGN+ Hire a freelancer or contact

the closest University to get the students involved or hire an intern at a lower hourly rate.

WEBSITE+ If you can’t hire a design

team, utilize WordPress, Wix, or Squarespace to purchase a templated, content manageable, and responsive (resizes automatically for mobile, tablet and desktop) design to customize.

PRINTING+ Use online printing services

like Vistaprint.com or Moo.com to produce quality pieces at a low cost.

ADVERTISING: DIGITAL AND PRINT+ Identify the publications

that fit your needs, negotiate, and request the 4X insertion rate.

EMAIL CAMPAIGNS+ Keep branding consistent.

+ Use a cost effective email marketing platform such as MailChimp.

+ Grow your list. Make it part of your sales process.

+ Do not add names to the list without consent. Blacklisting is the consequence.

STRETCH YOUR SPEND

SOCIAL MEDIA+ Keep messages short. Put

additional information on thewebsite blog andcreate a link.

+ Use URLs + Unique URLs(MyWebsite.com/Service) todrive end users to specificmessages. Use Bitly.com ifthey are to long.

+ If you don’t have a sales team,start an ambassador program.

+ Like-for-like campaigns withindustry partners.

PHOTOGRAPHY: STOCK VS. CUSTOM+ Unlimited usage rights via

iStock.com for reasonableprices or free at Canva.comor Pexels.com

+ Do not swipe images anduse them without payingfor usage rights

MEMBERSHIPS

+ Maximize the value:

• Get engaged at the committee level.

• Request mailing/contact lists regularly.

• Sponsor an event.

• Post content on social channels.

REFERRAL PROGRAMS

+ Establish a referral programwith incentives for friendsand existing clients to referbusiness.

+ Ask existing clients to provide3-5 names of people whocould use your services.

+ Never forget the value of“Please” and “Thank You,”and a handwritten note stillgoes a long way!

STRETCH YOUR SPEND

QUESTIONS

Debra Rizzi Rizco Partner/President Debra@Rizco.com

Rizco.com/hello

CONNECT WITH US

THANK YOU