Building the Case for Small Biz Marketing - Boosting Profits & Justifying Costs

© 2014 YP Intellectual Property LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property LLC and/or YP affiliated

companies. All other marks contained herein are the property of their respective owners.

© 2014 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual

Property and/or YP Holdings LLC affiliated companies. All other marks contained herein are the property of their respective owners.

practical marketing

education series

Building the case for small biz marketing

– boosting profits & justifying costs



Tina Stock | YP | Executive Director, Marketing

An entrepreneurial marketing executive with over 10 years

experience in product marketing, social media marketing, content

marketing, communications strategy, display advertising and search

engine marketing. Tina blogs about marketing at tinastock.com,

and you can follow her on Twitter @tinadstock.

About YP

• YP is North America’s largest local search, media and

advertising company.

• Our mission is to help local businesses and communities grow.

• We generate 40 billion annual impressions on the YP Local Ad Network

and have 3,000 marketing consultants helping over 570,000 businesses

get, and keep customers.

meet your presenters



Ivana Taylor | DIYMarketers

DIYMarketers is an upstart community of bootstrapping

entrepreneurs and small business professionals who

don’t like wasting time and money on marketing that (how

can I say this politely) sucks and doesn’t get results…

Ivana has spent nearly thirty years in manufacturing

companies running marketing departments and making

companies the obvious choice for their ideal customer.

meet your presenters

Marketing isn’t about what you do…it’s about who you are.

You are your best marketing machine.

• Focus on your strengths and do less marketing to make more money.

• Look like a big brand on a small budget.

• Effortlessly attract clients without looking and sounding cheesy.



Building the Case for Small Biz Marketing –

Boosting Profits & Justifying Costs

In collaboration with you.

practical marketing series

session 3





marketing simplified

How marketing can make a difference in

your small business



every 8 seconds….



Not today….



Not you….



Imagine running a

business with an endless

stream of happy, loyal and

profitable customers.



That’s you over there

– being successful.



you’ve been thinking…

more customers =

more marketing

more money





This is a lie!



You don’t need

more Marketing.



You need less!





Your customers

want an emotional

connection

with you.



3 ways marketing can make a difference

in your small business

1. More customers

2. Less marketing

3. More money



how to get more customers

FocusFocus

Focus



focus on your ideal customer

Segment

Target

Position



segment

1. Pull out a file – look

2. Place on floor

3. Pull another – similar or different?

4. Start making piles

5. Look at piles and combine similar

ones.

6. Name the piles



target



choose your target customers



position

Get chosen.



1. Who is your ideal customer?

2. What problem are they solving?

3. What is their perceived notion of how

this problem is solved?

4. How does the industry believe their

problem is solved?

5. How do you believe their problem is

solved?

5 questions to your marketing message



how to do less marketing

Match your strategy

to your style.



1. identify your strength

• Natural

• Most enjoy

• Most often



your marketing style & strategy

• Social / Relationship

• Persuasive / Direct

• Creative / Content

• Analytical / Advertising



social style – relationship strategies

• Energized by people

• Leverages relationships

• Moving contacts from acquaintances

to partnerships

• Networking

• LinkedIn

• Facebook

• Joint Ventures

Your marketing style

Where to put your focus



creative style – content strategy

• Subject expert

• Prefers one-to-many

• Routine and attention to detail

• Content marketing

• Sharing expertise

• Blogging

• Training / Webinar/ Hangout





persuasive – direct strategy

• Charismatic

• Passionate

• Influence

• Performance

• Sharing knowledge

• Creating Movement

• Email, video, webinars, speaking





analytical – advertising

• Analytical

• Process oriented

• Game

• Testing

• Tracking

• Pay Per Click





how to make more money?



how to make more money? it’s in the offer.



one-page marketing plan



marketing calendar



questions?

Thank you!

Ivana Taylor

[email protected]

www.DIYMarketers.com

http://www.DIYMarketers.com




companies. All other marks contained herein are the property of their respective owners.© 2014 YP Intellectual Property. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.

All other marks contained herein are the property of their respective owners.

register for more practical marketing.

Be sure to register for the next in

the practical marketing series:

June 19, 11:00 am PST

How Small Business Can

Connect with the Always

Connected Consumer

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Small Business & Entrepreneurship

Building the Case for Small Biz Marketing - Boosting Profits & Justifying Costs