Download - How to Market Your Small Business in 2014
HalfmoonYogaHalfmoonYoga
B•B•Q
How to Market Your Small Business in 2014
A framework for small businessesand organizations.
© 2014
Marketing has changed
Goals and objectives
4 Pillars of Marketing SuccessGet found (discoverability)
Nurture relationships, grow your lists,increase loyalty
Use campaigns that drive action
Analytics and decision-making
Next steps
Agenda
Marketing | Goals & objectives | 4 pillars | Next steps
MarketingYou have an advantageYou can be your authentic self
marketing
Marketing
At its core, marketing is abouteliciting a physical and measureable
response
Marketing
It’s pretty simple
1. Define an audience 2. Run a campaign that targets those people
3. Elicit a physical, measurable response
Marketing
Marketing has changed.
Find
Marketing then. Marketing now.
Convert
Keep
© Constant Contact 2012
Marketing
Engagement marketing
~10%Newbusiness
~90%Currentcustomers
Marketing
Engagement marketing
newbusiness
~90%Word of mouth
~10%New prospects
Newbusiness
Marketing
Engagement marketing
~9%Word of mouth
~1%New prospects
~90%Currentcustomers
Marketing
Engagement marketingis marketing for the other 99%
99%
Marketing
Engagement is the new word of mouth
20
Marketing
Small business marketing
isn’tColor schemes
Catchy slogans
Super Bowl ads
“Pretty” emails
Marketing
Small business marketing
isGetting
measureableresults
Delivering onyour promise
Nurturing relationships
Marketing | Goals & objectives | 4 pillars | Next steps
Goals & objectives
Marketing goals
new customers, donorsReach
repeat business, supportDrive
leads and relationshipsNurture
members, advocates, volunteersEngage
donations, revenueIncrease
Goals & objectives
Get more specific with objectives
donations this monthDrive
content to tradeshow leadsDeliver
seats on a SundayFill
Goals & objectives
Get more specific with objectives
seats on a SundayFill
Goals & objectives
Is it a good objective?Three questions to ask
Will achieving this objective help my business grow?
1 2
Is this objective attainable?
3
How will I measure it, ormy progress towards it?
Marketing | Goals & objectives | 4 pillars | Next steps
4 Pillars
Getting found & discoverability
Engage & nurture
relationships
Campaigns that drive action
Analytics & making
decisions
4 Pillars
Getting found & discoverability
Engage & nurture
relationships
Campaigns that drive action
Analytics & making
decisions
Mobile
Search & SEO
Social
ListingsOpen
4 Pillars
Getting found & discoverability
Engage & nurture
relationships
Campaigns that drive action
Analytics & making
decisions
Engagement marketing
List growth & management
Loyalty
PermissionCAN-SPAM compliance
THANKYOU
BonusOff
Mobile
Search & SEO
Social
ListingsOpen
Engagement marketing
List growth & management
Loyalty
PermissionCAN-SPAM compliance
THANKYOU
BonusOff
4 Pillars
Newsletters & Announcements
Feedback & Surveys
Offers & Promotions
Events & Registration
Getting found & discoverability
Engage & nurture
relationships
Campaigns that drive action
Analytics & making
decisions
Mobile
Search & SEO
Social
ListingsOpen
Results & reporting
Analytics – “so what?”
Adjustment and iteration
Hypothesis testing
Newsletters & Announcements
Feedback & Surveys
Offers & Promotions
Events & Registration
Engagement marketing
List growth & management
Loyalty
PermissionCAN-SPAM compliance
THANKYOU
BonusOff
4 Pillars
Getting Found & Discoverability
Engage & Nurture
Relationships
Campaigns That Drive Action
Analytics & Making
Decisions
?
Mobile
Search & SEO
Social
ListingsOpen
4 Pillars
Getting Found & Discoverability
Engage & Nurture
Relationships
Campaigns That Drive Action
Analytics & Making
Decisions
Newsletters & Announcements
Feedback & Surveys
Offers & Promotions
Events & Registration
Engagement marketing
List growth & management
Loyalty
PermissionCAN-SPAM compliance
THANKYOU
BonusOff
Results & reporting
Analytics – “so what?”
Adjustment and iteration
Hypothesis testing?
Mobile
Search & SEO
Social
ListingsOpen
Marketing | Goals & objectives | 4 pillars | Next steps
Next steps
This is important
Next steps
You can do this!
Next steps
Start where you areAnd where your customers andrelationships are.
SAVE!
HalfmoonYogaHalfmoonYoga
B•B•Q
© 2014
Next Steps
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B•B•Q
© 2014
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B•B•Q
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B•B•Q
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© 2014
Next Steps
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B•B•Q
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© 2014
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