Marketing Strategy

Presented by Kristin Slice, MAMaricopa Small Business

Development Center

Me: Kristin Slice, MABusiness Analyst,

SBDCCertified Social Media

StrategistEntrepreneur

You:?

What marketing questions are you dying to get an answer on?

ObjectivesEnsure every participate has the basic building blocks of an effective marketing strategy.

As a business owner you know enough about best practices to ensure ROI.

Road MapBMC and Marketing

Marketing Foundation:Trends Influencing Today’s MarketingMarketing versus Sales

Putting Together a Marketing Strategy:Marketing Research Putting Together a Campaign

Executing Marketing:Tools Best Practice Monitoring

How do you feel about marketing and

sales in your business?

Everything I know About Marketing…..

BMC

Relationship Building – People Purchase Differently – Value Based

Leveraging Tools and Resources– Creating System – Not focused on Pure Lead Generation

Trends

Sales

Watcha got there?

I’ll take it! Watcha got there?

I’ll take it!

SalesEngine- Sales

Marketing – The Body

What is the purpose of your car ?

Where are you going?

Engine- Sales

Marketing – The Body

• Goals• Target Audience • Unique Value Message

Putting Together Your Strategy

Yes, Kristin that is lovely but how do I find out those things ?

BMC

Where do I start? Ask yourself these questions about the

potential customer segments you identified:

1. Is the customer well funded?2. Is the customer accessible?3. Does the customer have a compelling reason

to buy?4. Is our competition vulnerable in this

segment? 5. If we win this segment, will other segments

be easily accessible?6. Is the market consistent with the values,

passions, and goals of the founders/team?

Where do I start?Circle the 4 segments with the most Y’s

• This is just a place to start• These are all guesses

• You don’t have the answers• I don’t have the answers

• The customers have the answers• GET OUT OF THE BUILDING!

“Do’s”• “Tell me about _____ “• “What part of that is most

stressful?”• “What’s the biggest problem or

annoyance when it comes to _____ ?“

• “How have you tried to do to address [solve] that?”

• “Is there anything I missed or should have asked you?”

“Do-nots”• “Let me tell you about _____ “• “I know this is really stressful because

_____”• “I have this solution that does this

_______”• “What if we worked together to _____ ?”• “What’s your budget for solving this

problem?”• “How much would you pay to get my

product?”

BMC

Putting it Together

•What tools are going to be the most effective?

•Do all of the tools work together?

Now…NOW you can start marketing.

Example: Lupe

• Background• Problem• Goal • Solutions • Results

Marketing Tools (Channels..ish) Review

Activity

What type of marketing tools are you using /

thinking about using?

• Definition • When it is the

most effective? • Common mistakes

Advertising

• Definition • When it is the

most effective? • Common mistakesSocial Media

• Definition • When it is

the most effective?

• Common mistakes

Website

EmailBest Practices:

Professional Looking 3 Pictures of Less, 20 Lines of Text

Targeted Good Subject Lines

Integrated with marketing / social media.

Online Marketing

Monitor

Implement, Monitor, Repeat

Measure ROI

Next Steps

Implement Your Strategy!

Connect with a Counselor for Support

Make Money