The document provides an overview of marketing strategies and tactics for small businesses. It discusses the importance of defining your business, developing a unique selling proposition, understanding the 4Ps and 6Ps of marketing, choosing an effective business name, and putting yourself in the customer's shoes to improve their experience. The document emphasizes developing a marketing base that includes brand positioning, differentiation, understanding available resources, and creating an effective website. It also discusses leveraging various social media platforms like Facebook, YouTube, LinkedIn, and Twitter to engage customers and build your brand.
4. Marketing 4Ps or 6Ps?
1- Product (quality)
2 & 3- Price & Place
4- Promotion
Positioning
People
Textbook MarketingTextbook Marketing
In practice, there are details like naming…
5. What’s In a Name?What’s In a Name?
Maybe the Success or Failure of Your Business.Maybe the Success or Failure of Your Business.
A Business Name Should Be…
•Unique (Saelig)
•Topical (Travelocity)
•Short (Apple)
•Easy to spell (Not SzczepanskiIndustries)
•Available as a Web domain
•Keyword in the name (Findlaw)
•Brand worthy & appealing (Wayfair)
•Web worthy (unique & available)
6. In practice, marketing includes a devilish
number of bedeviling details. Put yourself
in your customer’s shoes.
• Phone answering/messaging
• Facility/location/access
• Attitude
• Website/URL/design/content
• Business/product name
12. Why should you consider a
very targeted niche?
• You can’t please everyone – and trying
to do so is the most common mistake
startups make
• People like a very specific solution
• No direct competition
• Targeted solutions generate brand
advocates
• And…
19. Differentiate & Break The
Rules Of Marketing
No Marketing?
• No advertising
• No sale pricing
• No website
• No Facebook page
• Poor location
• Rundown facilities
• Limited parking
• Very limited days/hours
• Very limited menu
• (Almost) always waiting
Crowd Marketing!
• Sensational food
• WOM advertising
• Impressive Web content
• Social media content
• Live social interaction
• Rave online reviews
20.
21.
22. There is a very small difference
between…
• Failing and scraping by
• Scraping by and being profitable
• Being profitable and securing your
retirement
25. Build a team!
• Get some help – most people can’t do
this alone
• Brainstorm – record all ideas without
discussion
• Lay ground rules for discussion
• Take a break of a day or two
• Record more ideas
• Discuss and select – or repeat process
till you have selected the “best ideas”
26. Knowing and using your
promotion resources
• Delighted customers
• Brand Advocates – Rob Fuggetta
• Friends and family
• People who share your causes
• Vendors, complimentary businesses
• People in your network
27. Marketing Base
• Vision for your Brand (Positioning)
• USP – Differentiation
• Knowing and using your resources
• WEBSITE!
• (Without these things, you’re cutting
your chances for success)
29. How social media has flipped the landscape
of marketing – Guy Kawasaki explains:
In the past - -
• A small number of gurus,
influencers, experts,
reporters, A-listers,
reviewers, editors,
analysts, engineers,
advisors, oracles, etc
have the monopoly on
insight and influence. You
must get their attention.
Today -
• The pyramid is now
inverted. We may reach
out to the “A-listers” (or
not) but today’s real
influencers are bloggers,
tweeters, fans, volunteer
brand ambassadors, and
other “nobodies.” When
they recognize your
product, the A-listers
have to react.
33. The Web is why you need to be in
continuous learning mode to keep up.
As Jim Rohm said, “A formal education will
earn you a living...”
34. Small Business Marketing Resources
SmartBrief Newsletters http://www.smartbrief.com/signup
Ad Age e-newsletters http://www.adage.com/register
ClickZ Newsletters http://www.clickz.com/newsletters
Online Media (many titles) http://e-newsletters.internet.com
Chief Marketer http://subscribe.chiefmarketer.com/subscribe.cfm
MarketingProfs https://www.marketingprofs.com/login/join.asp
Media Post https://www.mediapost.com/publications
Search Engine Watch http://searchenginewatch.com
Social Media Examiner http://www.socialmediaexaminer.com
Duct Tape Marketing http://www.ducttapemarketing.com
JM Internet Group http://www.jm-seo.org/free/
The E-Myth Newsletter http://www.e-myth.com
Jeffrey Gitomer’s Newsletter http://www.gitomer.com
Mashable http://www.mashable.com
YouTube http://www.youtube.com
Facebook http://www.facebook.com
Google Alerts http://www.google.com/alerts
Google Places http://places.google.com
Google+ https://plus.google.com
Google Adwords http://www.google/com/adwords
Google Analytics http://www.google.com/analytics
LinkedIn http://www.linkedin.com
Twitter http://www.twitter.com http://search.twitter.com
Yelp http://www.yelp.com/search?find_desc=&ns=1&find_loc=14450
Pinterest http://pinterest.com
36. What can I do with
social / new media?
• Put your info in more places online
• LINK those pages to your WEBSITE
• Build your Google ranking (better SEO)
• Get and give expert advice
• Inform and engage customers
• Innovate with your own promotions
37. Before the Web, Newspapers,
Magazines & Broadcast Media
Companies Owned All The
Megaphones
38. The Web and social media
have given anyone and
everyone the power to be
a broadcaster.
39. Social Media Has Put Media
Companies, Merchants & Consumers
Around The Same Table
40.
41. What did it costWhat did it cost
United Airlines?United Airlines?
• $180 million lost equity value
for shareholders
• Hundreds of thousands of
frequent flyers who have
avoided flying United since
the 2009 incident
43. Customers want engagement. That doesn’t mean
marriage. Just being responsive is all it takes.
• Reply to a question, comment or request
• Information about company, product or price
• Solution to a problem
• Prompt quote
• Product technical help
• Listen to a suggestion
• Simply being personable and responsive
45. • 1.15 Billion users (>1/2 all US adults)
• Near 1 Trillion minutes/month on Facebook
• Far more time on FB than Google
• Business/professional demographic ↑
• Start a Facebook business page:
• http://bit.ly/9ZgTZg
46.
47.
48. • >3 Billion videos viewed each day
• Free to post your videos
• Make your own YouTube channel
• Link to your website
• Post links in social media
• Leverage user-generated videos
• Use videos from your suppliers
• Reference the YouTube Creator Playbook
• http://www.youtube.com/creators/playbook.html
• YouTube will help tell your business story
• http://www.youtube.com/mybusinessstory
49.
50.
51.
52.
53. • 238 MM users, 95 MM in the US
• 65 million monthly unique US visitors
• Passive & active B2B customer access
• Powerful search capabilities
• Cross-link with your other sites
• Great for opportunity hunters
54.
55.
56.
57. • Teenagers & bored housewives
• Celebrity gossip & location check-ins
• Tweets, peeps, RTs & #hashtags
• Breaking news ahead of the networks
• World-wide 24/7 networking event
• SMBs are beginning to “get” it
58. Twitter 101
• Quite often, people’s gut reaction to Twitter is, “No one
needs to know what I’m doing” or “I don’t care what other
people are doing.”
• While this may be the surface view, Twitter is also a great
way to expand your network. In the words of Chris Brogan,
Twitter is a useful communication tool that allows you to
interact with people around the world in three ways:
1) Send a short message to a bunch of people publicly
2) Send a short message to a specific person publicly
3) Send a short message to a specific person privately
From “How to Use Twitter for Business” www.hubspot.com
60. Twitter Power!
• 200 million peeps, >50 million in the US
• 200 million tweets per day
• An older, upscale demographic
• Share useful links: http://bit.ly/fJeVTp
• Build your brand
• Give customers a reason to follow
• Add value, useful info, specials
• Consult with experts worldwide
61.
62.
63. • A baby just over 2 years old
• Built-for-business
• 340 million active users
• 600 million users
• Social Extensions critical mass is just
<200 followers for a business profile
64. Typical Startup Problems
• Consumers don’t know you exist
• Or if they do, they are not engaged
• Minimal or no traffic to your website,
office or store
• You need customers NOW
Solution?
65.
66.
67.
68.
69.
70.
71.
72.
73. Target Facebook (or
LinkedIn) Ads By:
• Location
• Industry
• Company
• Job title
• Interests (FB) - Group (LI)
• Gender
• Age
76. Use Wisely
• Know your costs
• Estimate how many people will return
• Consider the value of a new customer
• Make the offer in your “sidecar”
• Instead of Groupon, make a Youpon
• LivingSocial, Get My Perks, Eversave, and
dozens more
77. Some Social Media
Success Stories
• http://www.socialmediaexaminer.com/9-
small-business-social-media-success-
stories/
• http://mashable.com/2010/06/02/small-
business-social-media-success-stories/
78.
79. --- Julie Canning, president and CEO
of Banff Lake Louise Tourism –late
summer 2009
• "Two years ago, we launched an integrated
social media program including the weekly
Real Banff video report, a blog, Facebook
page and Twitter profile," said "When the
"Crasher Squirrel" literally popped out of
nowhere, our social media team was ready
and able to quickly take advantage of the
opportunity."
80.
81. VIRAL !
• National Geographic,The Web,
Photoshop, Banff website, blog, video,
smartphone app,Facebook & Twitter
• 80 million impressions in Sept 2009
• >200 million impressions since
82. My Tweet…
• Folks in Banff really "get" social
media, but 82 million impressions for a
squirrel? http://tinyurl.com/n8oyc3
- For photos: http://tinyurl.com/pnj6ce
- Five minutes later BanffSquirrel was
following me
83.
84.
85.
86.
87.
88.
89. There is so much to love about a small business
success story when it includes marketing genius
plus generosity: http://bit.ly/53HPF
• Operation “Hi Mom”
• Mom Goes On the Road
• Traditional and new media galore
• Non-profit donations w/link additions
• Icons for Facebook fans
• “Canvas Crazy” evangelists
91. Regardless of the
evidence…
• Many small business do not use social
media at all
• Of the others, most are only taking
advantage of a fraction of the
potential
92.
93. • Crash Davis speaks: “You know what
• the difference is between hitting .250 and
hitting .300?
• I got it figured out. Twenty-five hits a year in
500 at bats is 50 points. Okay?
• There's six months in a season, that's about
25 weeks -- you get one extra flare a week --
just one -- a gork, a ground ball with eyes, a
dying quail -- just one more dying quail a
week and you're in Yankee Stadium!”
94. Summary
• Easy to focus on your fastball
• And forget that you need other skills
• You will be facing Big League competition
• Continuous learning essential for success
• It’s a small margin between success & failure
• You need to build a team to grow
• Integrate the new tools into your business
• Or you’ll be sent packing