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Marketing Strategies for Entrepreneurs
Copyright 2013 - The Countess Group 407-242-4200 [email protected] www.thecountessgroup.com 1
www.thecountessgroup.com - 407-242-4200 – [email protected]
Marketing Strategiesfor Entrepreneurs
How to Make the Most of Your Marketing Efforts
2
www.thecountessgroup.com - 407-242-4200 – [email protected]
•Essential Elements•Where To Invest•What to Expect •Ensuring Success•Conclusion
3
Agenda
Marketing Strategies for Entrepreneurs
Copyright 2013 - The Countess Group 407-242-4200 [email protected] www.thecountessgroup.com 2
www.thecountessgroup.com - 407-242-4200 – [email protected] 4
Ken CountessManaging DirectorThe Countess Group – Marketing & CommunicationsUCFBIP Partner
www.linkedin.com/in/kencountess
facebook.com/TheCountessGroup
@CountessGroup
407.242.4200
Contact Information
www.thecountessgroup.com - 407-242-4200 – [email protected]
About Us
5Copyright © 2010 Constant Contact, Inc
5
Resume Highlights
www.thecountessgroup.com - 407-242-4200 – [email protected] Copyright © 2010 Constant Contact, Inc
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+
+ +
Partial Client Roster
About Us
Marketing Strategies for Entrepreneurs
Copyright 2013 - The Countess Group 407-242-4200 [email protected] www.thecountessgroup.com 3
www.thecountessgroup.com - 407-242-4200 – [email protected]
Let’s Get Started!
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www.thecountessgroup.com - 407-242-4200 – [email protected]
•Essential Elements•Where To Invest•What to Expect •Ensuring Success•Conclusion
8
Agenda
www.thecountessgroup.com - 407-242-4200 – [email protected]
Essential Elements
Calibration
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Marketing Strategies for Entrepreneurs
Copyright 2013 - The Countess Group 407-242-4200 [email protected] www.thecountessgroup.com 4
www.thecountessgroup.com - 407-242-4200 – [email protected]
Essential Elements
•Marketing is an essential element of any business which wants to be successful
(That probably covers everyone in this room.)
• It has a two‐fold purpose• Increase awareness• Generate demand
•How do we best make that happen?
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www.thecountessgroup.com - 407-242-4200 – [email protected]
Essential Elements
•Marketing ≠ Sales
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Product
Price Promotion
Place
Marketing“Mix”
or “The 4P’s”
www.thecountessgroup.com - 407-242-4200 – [email protected]
Essential Elements
•Marketing ≠ Sales•KSFs
• Identify Target Markets• Take An Outside‐to‐Inside View Of Your Business • Identify Opportunities & Threats
• Know Your Target Customer• Know Your Competition
• Continuously Monitor & Adapt• Respond To Unmet Needs & Changing Trends
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Marketing Strategies for Entrepreneurs
Copyright 2013 - The Countess Group 407-242-4200 [email protected] www.thecountessgroup.com 5
www.thecountessgroup.com - 407-242-4200 – [email protected]
SWOT Analysis
From the Outside Looking In…
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Opportunities Threats
Strengths
Weakness
Internal
External
www.thecountessgroup.com - 407-242-4200 – [email protected]
The SWOT analysis will reveal your firm’s strategic advantages (and disadvantages) and enable better marketing positioning of your offerings vis‐à‐vis your competitors’ offerings.
The outcome will include opportunities for market segmentation and clearer messaging for your go‐to‐market strategy.
From the Outside Looking In…
14
www.thecountessgroup.com - 407-242-4200 – [email protected]
•Essential Elements•Where To Invest•What to Expect •Ensuring Success•Conclusion
15
Agenda
Marketing Strategies for Entrepreneurs
Copyright 2013 - The Countess Group 407-242-4200 [email protected] www.thecountessgroup.com 6
www.thecountessgroup.com - 407-242-4200 – [email protected]
•Define/Segment Your Market•Everybody’s a Marketer•Messaging
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Where To Invest Your Marketing $
www.thecountessgroup.com - 407-242-4200 – [email protected]
•Define/Segment Your Market•Everybody’s a Marketer•Messaging/Tactics
17
Where To Invest Your Marketing $
www.thecountessgroup.com - 407-242-4200 – [email protected] 18
Marketing Strategies for Entrepreneurs
Copyright 2013 - The Countess Group 407-242-4200 [email protected] www.thecountessgroup.com 7
www.thecountessgroup.com - 407-242-4200 – [email protected]
What’s Important to Your Prospect?
•Get inside the mind of your customers/prospects•Find out why they would buy from you
... or why they would not
•Truly analyze/understand their needs•Solve their problem•Market the Solution
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www.thecountessgroup.com - 407-242-4200 – [email protected]
Who/What Is Your Target?• Who Is Most Likely To Buy From You?
• B2B?• B2C?
• What Does the Decision Maker “Look Like”?• CEO or other C‐level Executive• Operations Executive/Manager• Logistics Executive/Manager• …
Where To Invest Your Marketing $
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www.thecountessgroup.com - 407-242-4200 – [email protected]
More on Your Customer/Prospect‐ Demographics
• Demographics are important because they involve people, and people make up markets
• Demographics may include age, geography, educational characteristics, and diversity
Where To Invest Your Marketing $
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Marketing Strategies for Entrepreneurs
Copyright 2013 - The Countess Group 407-242-4200 [email protected] www.thecountessgroup.com 8
www.thecountessgroup.com - 407-242-4200 – [email protected]
More on Your Customer/Prospect‐ Segmentation
• The consumer market can be split into age groups, ethnic group, or buying habits. Each group has needs that can be identified.
• The commercial market may be more easily identified by industry, geography, etc.
Where To Invest Your Marketing $
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Messaging may be different for each.
Determine where your audience “lives”.Where will you most effectively reach him/her?
Online? Offline?
Where To Invest Your Marketing $
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www.thecountessgroup.com - 407-242-4200 – [email protected]
Decision:
Who needs what kind of advertising for my product?How do I position my brand?
Tip:
What are your competitors doing?
Where To Invest Your Marketing $
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Marketing Strategies for Entrepreneurs
Copyright 2013 - The Countess Group 407-242-4200 [email protected] www.thecountessgroup.com 9
www.thecountessgroup.com - 407-242-4200 – [email protected]
•Define/Segment Your Market•Everybody’s a Marketer•Messaging/Tactics
25
Where To Invest Your Marketing $
www.thecountessgroup.com - 407-242-4200 – [email protected]
•Tap into your resources• Product knowledge•Market knowledge•Demographic knowledge
•They are your eyes, ears and best advocates
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Everybody’s A Marketer
www.thecountessgroup.com - 407-242-4200 – [email protected]
•Define/Segment Your Market•Everybody’s a Marketer•Messaging/Tactics
27
Where To Invest Your Marketing $
Marketing Strategies for Entrepreneurs
Copyright 2013 - The Countess Group 407-242-4200 [email protected] www.thecountessgroup.com 10
www.thecountessgroup.com - 407-242-4200 – [email protected]
•Messaging is key to your success as a marketer•What “language” does your audience “speak”?
•How/where will you “connect” with your customer or prospect?• Tactics will be different depending on the audience
• Consumer• Business owner• Media
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Messaging
www.thecountessgroup.com - 407-242-4200 – [email protected] 29
www.thecountessgroup.com - 407-242-4200 – [email protected]
•Branding•Web
• SEO• SEM/PPC• Analytics
•Email – Constant Contact or similar•Social Media Strategy and Implementation
• Facebook, Twitter, LinkedIn, YouTube, Vimeo, Quora, Pinterest, Instagram, …
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Tactics
Marketing Strategies for Entrepreneurs
Copyright 2013 - The Countess Group 407-242-4200 [email protected] www.thecountessgroup.com 11
www.thecountessgroup.com - 407-242-4200 – [email protected]
•Public Relations• Radio• Television• Print• Electronic
•Advertising• Internet (Banner, etc.)• Print• Radio• TV• Outdoor
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Tactics
www.thecountessgroup.com - 407-242-4200 – [email protected]
•Blog •PowerPoint Presentation(s)•Marketing Collateral
• Brochures• Flyers• Rack Cards• Media Folders
•eBooks•Networking
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Tactics
www.thecountessgroup.com - 407-242-4200 – [email protected]
•Association Memberships•Community Involvement•Testimonials/Feedback•Awards and Recognition•Event Marketing
• Trade Shows – traditional, and now online, too•Webinars
•GoToWebinar, GoToMeeting, Join.me
•Podcasts
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Tactics
Marketing Strategies for Entrepreneurs
Copyright 2013 - The Countess Group 407-242-4200 [email protected] www.thecountessgroup.com 12
www.thecountessgroup.com - 407-242-4200 – [email protected]
•Essential Elements•Where To Invest•What to Expect •Ensuring Success•Conclusion
34
Agenda
www.thecountessgroup.com - 407-242-4200 – [email protected]
•Great marketing is a process, not an event•Establish a realistic budget•Establish a timeline
• Editorial calendar• Tactical execution schedule
•Create metrics •Allow time for your campaign to “grow legs”•Measure progress•Make course corrections where needed
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What To Expect
www.thecountessgroup.com - 407-242-4200 – [email protected] 36
Marketing Strategies for Entrepreneurs
Copyright 2013 - The Countess Group 407-242-4200 [email protected] www.thecountessgroup.com 13
www.thecountessgroup.com - 407-242-4200 – [email protected]
•Build and Maintain a Great Website*• Keep it fresh•Make it engaging
• Blog content• Video
•Use SEO•Social Media*
• Be where your customers (and competitors) are•Use video*• Social media is not a “spectator sport”
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High Impact Tactics on a Budget
www.thecountessgroup.com - 407-242-4200 – [email protected]
•Public Relations• Let the world know you’re out there• PR helps your search engine page rank•Make press releases “keyword rich”
•Tell Everyone Your Story… succinctly!•Leverage Your Network “to the Max”
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High Impact Tactics on a Budget
www.thecountessgroup.com - 407-242-4200 – [email protected]
•Essential Elements•Where To Invest•What to Expect •Ensuring Success•Conclusion
39
Agenda
Marketing Strategies for Entrepreneurs
Copyright 2013 - The Countess Group 407-242-4200 [email protected] www.thecountessgroup.com 14
www.thecountessgroup.com - 407-242-4200 – [email protected]
•More traffic should arrive at – and stay on –your website
•Your phone should ring more•Your inbox should be more active
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What To Expect
www.thecountessgroup.com - 407-242-4200 – [email protected]
•The market will change•The tools will change•You will be busier
•Plan accordingly
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What To Expect
www.thecountessgroup.com - 407-242-4200 – [email protected]
•Essential Elements•Where To Invest•What to Expect •Ensuring Success•Conclusion
42
Agenda
Marketing Strategies for Entrepreneurs
Copyright 2013 - The Countess Group 407-242-4200 [email protected] www.thecountessgroup.com 15
www.thecountessgroup.com - 407-242-4200 – [email protected]
•Most entrepreneurs/startups are strapped for resources, whether time, money, people, or a combination of the 3.
•Utilize fractional resources where possible so you do not miss market opportunities.
•Capitalize on your market opportunity!
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Conclusion
www.thecountessgroup.com - 407-242-4200 – [email protected]
A Goal is a Dream with a deadline
Zig Ziglar
www.thecountessgroup.com - 407-242-4200 – [email protected]
•Most entrepreneurs/startups are strapped for resources, whether time, money, people, or a combination of the 3.
•Utilize fractional resources where possible so you do not miss market opportunities.
•Capitalize on your market opportunity!
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Conclusion
Marketing Strategies for Entrepreneurs
Copyright 2013 - The Countess Group 407-242-4200 [email protected] www.thecountessgroup.com 16
www.thecountessgroup.com - 407-242-4200 – [email protected]
•1 Hour Consultation:• Review your marketing strategy• Recommend action plan
•60‐day Free Trial: • Email Marketing• Social Campaigns
Use this special link: TheCountessGroup.constantcontact.com
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Offer #1
www.thecountessgroup.com - 407-242-4200 – [email protected]
•Convert Email Trial to Full Subscription
You’ll Get:• Free Email “Website Match” template• 1 Hour of Free Coaching
to Get Your First Newsletter Out
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Offer #2
www.thecountessgroup.com - 407-242-4200 – [email protected] 48
Ken CountessManaging DirectorThe Countess Group – Marketing & CommunicationsUCFBIP Partner
www.linkedin.com/in/kencountess
facebook.com/TheCountessGroup
@CountessGroup
407.242.4200
Thank You!
Marketing Strategies for Entrepreneurs
Copyright 2013 - The Countess Group 407-242-4200 [email protected] www.thecountessgroup.com 17