1 High Speed Growth: Marketing Strategies. 2 2 The SCORE Foundation would like to thank for showing...
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1 High Speed Growth: Marketing Strategies. 2 2 The SCORE Foundation would like to thank for showing their support of America’s small businesses by sponsoring
2 2 The SCORE Foundation would like to thank for showing their
support of Americas small businesses by sponsoring this series. The
content provided in the Simple Steps for Growing Your Business
materials is intended as a business resource only and does not
guarantee a successful outcome when applied to individual business
use. To find additional resources on growing your business, visit
www.score.org and
www.openforum.comwww.score.orgwww.openforum.com
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3 Identify Your Marketing Goals 3
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4 Target customers Existing customers New customers Product or
service mix Price point Budget Sales channel Have Your Business
Needs Changed? Andrew Dunn
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5 Understand your target market: Size Income level (consumer)
Sales (business) Purchasing habits Demographics Purchasing channels
Geographic location Market Research John Christakos, Maurice Blanks
& Charlie Lazor
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6 Market Data Sources Indirect Research from Others: Trade
associations Census data American FactFinder
(http://factfinder.census.gov) EconomicIndicators.gov Fedstats.gov
National Bureau of Economic Research (www.nber.org) Harris
Infosource (www.harrisinfo.com) Hoovers (www.hoovers.com) ThomasNet
(www.thomasnet.com)www.thomasnet.com Your Direct Client Research:
Customer surveys (SurveyMonkey.com, Zoomerang.com) Internet
research Social media Focus groups Conversations
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7 Is Your Brand Clear? Branding is not the same as marketing
Branding is the image, logo and positioning of the product or
service Martina Arfwidson & Gun Nowak
9 Analyze the marketing methods used by your competition Would
similar methods work for you? John Blancher Competitive
Analysis
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10 Social Media Marketing
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11 Social media can help you: Increase sales Drive traffic to
your site or store Learn about competitors Find potential partners
Before using social media, know: What social media tools your
customers use What you hope to achieve Social Media and Your
Business Steve Sulkin
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12 Marketing With Facebook Users: Biggest social network over
500 million Wide age range of users Majority women Good for:
Consumer businesses Products that inspire fans Building community
Targeted ads
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13 Marketing With LinkedIn Users: Professionals Focused more on
individuals, less on companies Good for: Business-to-business (B2B)
contacts User groups for market intelligence Getting known as an
expert Prospecting for customers
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14 Marketing With Twitter Users: 8 percent of U.S. Internet
users* Young, affluent, urban Influencers Good for: B2B and B2C
Timely news/deals Mobile users Brand building Promotions *Source:
Pew Internet and American Life Project
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15 Social Media Tips Get personal Engage with others Be helpful
Update regularly Keep learning Use analytics Understand time
commitment Kris Wittenberg
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16 Marketing With a Website
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17 Creates awareness Helps customers find you Builds
credibility Drives sales Enhances customer service Provides
additional sales channel (e-commerce) Gives you national/global
reach Peter Argondizzo Benefits of a Business Website
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18 Determine goals Overall business strategy Overall marketing
strategy Development requirements to include: -Ease of use -Sales
-Customer service -Branding -Search Marta E. Maxwell Developing an
Effective Website
Slide 19
19 Elements of Your Website Domain name or URL (www.
yourbusiness.com) Web hosting service Website design Many providers
offer package options that include all three: GoDaddy.com IMSMB.com
NetworkSolutions.com Web.com
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20 Principles of Website Design User-focused Consistent with
your marketing message Simple to navigate Direct users to take
action
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21 Search Engine Optimization SEO = driving traffic to your
site via organic search results Create quality content Use targeted
keywords Measure results
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22 Web Analytics Web analytics can measure: Number of visitors
Number of page impressions Average visit length Most popular site
entry pages Where users come from (sites or search engine phrases)
Number of inquiries, leads or sales generated Conversion rates
Total sales volume online Average purchase per online customer Use
analytics to determine if your site is achieving your goals
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23 Online Marketing
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24 Ratings & Review Sites Feature customer reviews and
ratings of businesses Bing Local CitySearch Google Places Insider
Pages Local.com Merchant Circle RatePoint.com Yahoo! Local Yelp!
Dont forget niche sites for your industry, region or city
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25 Claim your listing and optimize it with: - Photos -
Description of business - Maps/directions - Special offers Monitor
accounts Respond to negative reviews Convert users to buyers
Learning tool Maximize Ratings & Reviews John Christakos,
Maurice Blanks & Charlie Lazor
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26 Group Deal Sites Groupon LivingSocial SocialBuy Local sites
in your community
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27 Collect e-mail addresses Post a privacy policy E-mail
options: - Newsletter: Monthly, weekly, daily - Sales or specials:
Weekly or as needed - Announcements - Event invitations E-Mail
Marketing Jennifer Behar
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28 E-Mail Resources Visit the FTC website (www.ftc.gov/spam)
for information on the CAN- SPAM Actwww.ftc.gov/spam Email
Services: Benchmark E-Mail Campaigner Constant Contact iContact
Microsoft Office Live Small Business E-Mail Marketing service
(smallbusiness.officelive.com)
36 Good promotional tool for businesses with local customers
Sponsor an event or host your own Tips: Set goals Make it relevant
Promote Gather customer info Follow up Karen Bevels Event
Marketing
Slide 37
37 Customer Loyalty Programs Keep customers coming back with
loyalty programs that can include: Loyalty cards Geolocation
websites Discounts and special offers Events Giveaways
Slide 38
38 Is It Right for You? In evaluating marketing options, ask:
Will this help achieve my goals? Will this reach my target
customer/s? Does this fit my budget? (Typically 3% -10% after 1 3
years) Do I have adequate staff to implement?
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39 For More Information SCORE www.score.org SCORE (Local
Chapter) www.scorechapter.org American Express Open Forum
www.openforum.com
