marketing strategies for entrepreneurs

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

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

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Agenda



www.thecountessgroup.com - 407-242-4200 – [email protected] 4

Ken CountessManaging DirectorThe Countess Group – Marketing & CommunicationsUCFBIP Partner

[email protected]

www.linkedin.com/in/kencountess

facebook.com/TheCountessGroup

@CountessGroup

407.242.4200

Contact Information


About Us

5Copyright © 2010 Constant Contact, Inc

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Resume Highlights

www.thecountessgroup.com - 407-242-4200 – [email protected] Copyright © 2010 Constant Contact, Inc

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Partial Client Roster

About Us




Let’s Get Started!

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Agenda


Essential Elements

Calibration

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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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Essential Elements

•Marketing ≠ Sales

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Product

Price Promotion

Place

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

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SWOT Analysis

From the Outside Looking In…

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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…

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Agenda




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

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Where To Invest Your Marketing $


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

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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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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• …


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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


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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.


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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?


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Decision:

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

Tip:

What are your competitors doing?


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•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



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•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



•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




•Public Relations• Radio• Television• Print• Electronic

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

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Tactics


•Blog •PowerPoint Presentation(s)•Marketing Collateral

• Brochures• Flyers• Rack Cards• Media Folders

•eBooks•Networking

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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

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Tactics





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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

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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”

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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”

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High Impact Tactics on a Budget



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Agenda




•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


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

•Plan accordingly

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What To Expect



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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!

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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!

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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

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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

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Offer #2


Ken CountessManaging DirectorThe Countess Group – Marketing & CommunicationsUCFBIP Partner

[email protected]

www.linkedin.com/in/kencountess

facebook.com/TheCountessGroup

@CountessGroup

407.242.4200

Thank You!