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Hi and welcome to today’s webinar, Small Business Marketing 101, I am your host Shannon John. I want to thank you in advance for being here today and taking the time to develop a marketing strategy for your business with me this morning. So let’s get started!
Please take a moment to read over our legal notice and disclaimer. It is simply stating that this webinar will not render any legal advisement or services.
So before we get started with the presentation let me take a minute to introduce myself. My name is Shannon John and I have been working in marketing since 2007. I have a degree in Journalism from University of Nevada, Reno where I studied marketing, public relations, advertising and copywriting. I have worked developing marketing strategies and plans in many different sectors of business including financial services, the higher education system, non-profit organizations and as the Marketing Manager for Laughlin Associates I currently work helping small business owners achieve their marketing goals and develop strategies to better educate the small business owner on how to get the most out of their business.
To review our main objectives let’s go over what we are going to learn today”
Who are your target customers? Is it the middle aged-business owner, young professionals without children? Are they over 50? Do they have a family? Consider their lifestyle, their interests and hobbies. Understand their lifestyle and where they might shop, what their household income would be, and how they will interpret your marketing messages depending on their age group and lifestyle.
Ok so let’s segment that group even further…think about some of the things I have listed here and start to formulate an idea of who you think your core customer might be, if you don’t already know. If you do already know, start thinking about how you’ve been delivering your messages to your target group and what is and what’s not working for you.
Consider what you’ve got going as of right now…does your company have a website? Are you conducting email campaigns for your customers? What kind of advertising are you investing in? Do you distribute any press releases or do any communication with the news or media for your business? Do you network with other business owners or groups in your community? Think about the Geico Gecko…although he has nothing to do with insurance, Geico has made him a staple of their marketing. The Gecko is a recognizable, well-known and very likeable feature of Geico’s marketing strategy and clearly it works! Before the Gecko did you know what Geico was? Probably not. Although your business may not have the same national presence, think of how you can deliver a distinct message to your target group that will make them remember you and recognize the product/service you deliver.
Small Business Marketing 101
Small Business Marketing 101 Presenter: Shannon John Marketing Manager, Laughlin Associates
Legal Notice and Disclaimer This presentation does not constitute the rendering of legal advice or services. The information being presented is intended for informational use only and is not a substitute for legal advice. State, national and international laws vary, as do individual circumstances; so always consult a qualified attorney on all legal matters.
Introduction <ul><li>Thank you for attending today’s webinar! Feel free to write in your questions at any point, I am happy to address your concerns throughout the presentation. </li></ul><ul><li> There will also be a Q & A section at the end of the webinar. </li></ul><ul><li>Shannon John, Laughlin Associates' Marketing Manager, will explore the best practices for marketing your small business to increase revenue, improve outreach to your desired target market, and ensure your company branding is effective. </li></ul>
Today’s Objectives <ul><li>Let’s not only TALK the TALK, </li></ul><ul><li>Let’s WALK the WALK! </li></ul><ul><li>Identify your target market </li></ul><ul><li>Analyze your current marketing efforts…are they working? </li></ul><ul><li>Why or why not? </li></ul><ul><li>Build relationships through networking </li></ul><ul><li>Create a solid game plan that will yield major results </li></ul><ul><li>Tap into new, undiscovered areas of marketing </li></ul>
Your Target Market <ul><li>Segment your market by assessing your current client demographic </li></ul><ul><li>Identify potential clients </li></ul><ul><li>Consumers </li></ul><ul><li>The Industrial Market </li></ul><ul><li>Resellers </li></ul><ul><li>Determine which are key to your business structure </li></ul>Identify who would want to and who currently buys your product or service and WHY !
Your Typical Customer <ul><li>Age </li></ul><ul><li>Income </li></ul><ul><li>Gender </li></ul><ul><li>Profession </li></ul><ul><li>Hobbies </li></ul><ul><li>Education level </li></ul><ul><li>Family Size </li></ul><ul><li>Homeowner </li></ul><ul><li>Marital Status </li></ul><ul><li>Geographic Location </li></ul>Segment your existing customer base to determine your “target group.”
Current Outreach <ul><li>Marketing Must-Haves: </li></ul><ul><li>Company Website </li></ul><ul><li>Email Marketing </li></ul><ul><li>Advertising </li></ul><ul><li>Public Relations </li></ul><ul><li>Networking/Relationship Building </li></ul>How are you reaching out to your current customer base? Do you have any “staples” like Geico does with the Gecko?
That All Sounds Great, But How Do I Do It? <ul><li>Buy into a monthly subscription to an email campaign software system like Mail Chimp, iContact, Strong Mail, Results Mail or you can even use EventBrite for quick updates on your events and promotions. </li></ul><ul><li>Place ads with local magazines, the newspaper, radio stations or on Facebook and LinkedIn. </li></ul><ul><li>Remember advertising only works if you’re advertising to your TARGET demographic! Do some research before you spend $$$. </li></ul><ul><li>Send out press releases for free via sites like www.PRweb.com. </li></ul><ul><li>Define your budget and stick with it . Social media is free, so try using these methods and see how much traction you can gain through outlets like Facebook, Twitter and LinkedIn. </li></ul><ul><li>Join groups and bounce ideas off of other business owners . Entrepreneurs are usually very creative thinkers! </li></ul>
Methods To Your Madness <ul><li>Remember that a single marketing trick will NOT work every time! </li></ul><ul><li>Do not try to everything at once . You don’t want to overwhelm yourself or your clients! </li></ul><ul><li>Rotate your methods and create a game plan in regard to how your reach out to your customer base. I.e. monthly emails, postcards, advertising, and phone calls. </li></ul><ul><li>Create special offers for your existing clients so they </li></ul><ul><li>will benefit if they refer new clients. </li></ul><ul><li>Try social media . Open a Facebook, Twitter, or LinkedIn account. You can even try offering a special coupon to local area residents on Groupon. </li></ul><ul><li>Hold a seminar or webinar to reach out to your clients and prospects in a new way. </li></ul>
The Power of Strong Relationships <ul><li>Reach out to other business owners in your area. </li></ul><ul><li>Find out which marketing techniques are working best for them. </li></ul><ul><li>Leverage your relationship with other strong names in your community to improve your presence, build your brand, and increase your client list. </li></ul><ul><li>Attend networking events in your town or surrounding areas. </li></ul><ul><li>Always bring your business card and be prepared to follow-up with phone calls the next day after connecting with any key players. </li></ul>
Planning Your Attack <ul><li>Define your marketing budget. </li></ul><ul><li>Determine if you can handle the responsibility or will you need to outsource your efforts to accommodate the added workload? </li></ul><ul><li>Outline your desired goals for this year and the following year. Planning too far ahead in marketing may leave you out of the technological loop. </li></ul><ul><li>Assess whether or not your website and presence on the Web needs a “facelift.” </li></ul><ul><li>Decipher which new areas you want to try out this year and how you are going to tackle any new endeavors. </li></ul>
When To Switch Gears <ul><li>If you’re resources and time are being dried up by your marketing efforts—then STOP ! </li></ul><ul><li>Try something new , something free , and something easy to use. </li></ul><ul><li>Check out www.elance.com for great freelance work at a very low cost. </li></ul><ul><li>Instead of hiring another employee, try using a Virtual Assistant service like www.mysecretstaff.com . They will complete tasks one at a time or you can use them as a monthly subscription for repeat jobs. </li></ul><ul><li>Create your own website instead of hiring an expensive designer. Try www.1and1.com . </li></ul>
Make It All Work AND Enjoy It! <ul><li>Owning your own business is a privilege ! </li></ul><ul><li>It’s time you treat it like one . </li></ul><ul><li>As the owner of your business, it is your </li></ul><ul><li>job to manage the sales and marketing, </li></ul><ul><li> but make it FUN, not a CHORE! </li></ul><ul><li>When things aren’t panning out… try something new . The world of marketing is ever-changing —you will never run out of choices, I promise! </li></ul><ul><li>Create some “me” time away from your business . Get some exercise, have lunch with a friend, grab a drink, take a class…anything really, just get away! </li></ul><ul><li>Your time away from your business will get you pumped up again, give you some new ideas and allow you to pursue other passions you have in your life. </li></ul>
Become Our Fan On Facebook and Get a Free Gift! <ul><li>Michelle Young, President of Laughlin Associates is a perfect example of a successful entrepreneur and someone who allows herself some personal time to pursue her interests. </li></ul><ul><li>This beautiful 12-month calendar painted by Michelle is yours totally FREE if you become our fan on Facebook today! </li></ul><ul><li>Let Michelle inspire you to combine business with pleasure by pursuing an outside interest that may gain you some business contacts, allow you to make a charitable donation that normally couldn’t afford, and showcase your talents in an innovative way. </li></ul>www.facebook.com/LaughlinAssociates
What’s On The Horizon? <ul><li>Check out our upcoming seminar is Las Vegas! </li></ul><ul><li>The Asset Protection, Tax Reduction and Business Growth Strategies Seminar </li></ul><ul><li>May 11-13, 2011 </li></ul><ul><li>Rio All-Suite Hotel and Casino </li></ul><ul><li>www.assetprotectionseminar.com </li></ul>