marketing strategies for entrepreneurs

Marketing Strategies for Entrepreneurs

www.thecountessgroup.com - 407-242-4200 – info@thecountessgroup.com

Marketing Strategiesfor Entrepreneurs

How to Make the Most of Your Marketing Efforts

•Essential Elements•Where To Invest•What to Expect •Ensuring Success•Conclusion

Agenda

www.thecountessgroup.com - 407-242-4200 – info@thecountessgroup.com 4

Ken CountessManaging DirectorThe Countess Group – Marketing & CommunicationsUCFBIP Partner

kc@thecountessgroup.com

www.linkedin.com/in/kencountess

facebook.com/TheCountessGroup

@CountessGroup

407.242.4200

Contact Information

About Us

Resume Highlights

Partial Client Roster

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Let’s Get Started!

Agenda

Essential Elements

Calibration

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?

Essential Elements

•Marketing ≠ Sales

Product

Price Promotion

Marketing“Mix”

or “The 4P’s”

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

SWOT Analysis

From the Outside Looking In…

Opportunities Threats

Strengths

Weakness

Internal

External

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…

Agenda

•Define/Segment Your Market•Everybody’s a Marketer•Messaging

Where To Invest Your Marketing $

•Define/Segment Your Market•Everybody’s a Marketer•Messaging/Tactics

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

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• …

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

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.

Messaging may be different for each.

Determine where your audience “lives”.Where will you most effectively reach him/her?

Online? Offline?

Decision:

Who needs what kind of advertising for my product?How do I position my brand?

What are your competitors doing?

•Tap into your resources• Product knowledge•Market knowledge•Demographic knowledge

•They are your eyes, ears and best advocates

Everybody’s A Marketer

•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

Messaging

•Branding•Web

• SEO• SEM/PPC• Analytics

•Email – Constant Contact or similar•Social Media Strategy and Implementation

• Facebook, Twitter, LinkedIn, YouTube, Vimeo, Quora, Pinterest, Instagram, …

Tactics

•Public Relations• Radio• Television• Print• Electronic

•Advertising• Internet (Banner, etc.)• Print• Radio• TV• Outdoor

Tactics

•Blog •PowerPoint Presentation(s)•Marketing Collateral

• Brochures• Flyers• Rack Cards• Media Folders

•eBooks•Networking

Tactics

•Association Memberships•Community Involvement•Testimonials/Feedback•Awards and Recognition•Event Marketing

• Trade Shows – traditional, and now online, too•Webinars

•GoToWebinar, GoToMeeting, Join.me

•Podcasts

Tactics

Agenda

•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

What To Expect

•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”

High Impact Tactics on a Budget

•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”

High Impact Tactics on a Budget

Agenda

•More traffic should arrive at – and stay on –your website

•Your phone should ring more•Your inbox should be more active

What To Expect

•The market will change•The tools will change•You will be busier

•Plan accordingly

What To Expect

Agenda

•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!

Conclusion

A Goal is a Dream with a deadline

Zig Ziglar

•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!

Conclusion

•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

Offer #1

•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

Offer #2

Ken CountessManaging DirectorThe Countess Group – Marketing & CommunicationsUCFBIP Partner

kc@thecountessgroup.com

www.linkedin.com/in/kencountess

facebook.com/TheCountessGroup

@CountessGroup

407.242.4200

Thank You!

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