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Developing a Strategic Marketing Plan for Small Businesses
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Transcript of 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
effective? • Common mistakes
Marketing Tools Website
• Definition • When it is the most
effective? • Common mistakes
Marketing Tools Social Media • Definition
• When it is the most effective?
• Common mistakes
Good Marketing / Bad Marketing
Good Marketing / Bad Marketing
Good Marketing / Bad Marketing
Good Marketing / Bad Marketing
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
Conclusion