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/
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
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