marketing your business: how small businesses can budget ... · want more people to know about my...

Jen Dalton, Founder BrandMirror

@BrandMirror BrandMirror Copyright 2018. All Rights Reserved.

Marketing Your Business:

How Small Businesses Can

Budget & Invest Their

Resources

Goals for Today


Identify Your Ideal Client &

Message

1

Understand Your Options for Marketing

2

Marketing for Generating

Revenue

3

2

Brand + Marketing = Business

@BrandMirror BrandMirror Copyright 2017. All Rights Reserved. 3

Measure Success


Success Looks Like…

• More people know about me when

I am out in the community

• Be memorable!

• Stand out from competitors with a

clear value proposition

• Deliver a great experience that

makes referrals easy

How would I measure it?

• More views online

• Better online engagement

• More engaged followers

• Increase in website visits

• Great referrals

• Targeted campaigns

• More revenue

DNA of a Marketing Plan


Why & What

What does success look like (be specific)?

Who & Where

Who is your audience and

where are they?

How & When

How and when can you earn interest and build trust?

5

Marketing Activities to Campaigns


Lots of Activity Client-Centric Campaigns

• Blog• Social Media Posts• Facebook Live• Magazine ads• Awards• Postcards• Community Events• Education events• Emails• Online Ads• Testimonials• Etc., etc., etc.

Realtors – NOVA (hoarders/decluttering/moving)

Estate Planners / CPAs / Law Firms(refer individuals / businesses)

Current Clients - > Referrals / Intros

Know. Like. Trust.


Know. Like. Trust.


Leadership

BrandingStorytelling

The Ability to Drive Change

What stories do you have?


“What am I to do?”

“Of what story do I

find myself a part?”

Alisdair MacIntyreScottish Philosopher

Paint a picture that is new, relevant, engaging…

…to help people know what action to take.

Increase Your Odds of Success

@BrandMirror BrandMirror Copyright 2017. All Rights Reserved.10

Effective

Enjoyment

Time

Financial $500 vs. $5,000

20 Hours vs. Team

Evidence vs. Experience

What converts by When, ROI?

Are You Earning Interest?


Type of Campaign

Outbound (One-Way)“Buy Interest”

Inbound (Two-Way)“Earn Interest”

One to One/Many In

Person Engagement

Sponsor Charity EventPay to Speak / Be Seen

Complementary ConsultSmall offsites / retreats

Speaking / Education EventHappy Hour

Client Appreciation

Online Ad Placement on Sites

WebsiteContent Creation (Blog, Video)

Content + Call to ActionEmail Marketing

Podcasts / WebinarsSocial Media Posts / Ads

Retargeting AdsOrganic / Paid Search

Offline Engagement

Mail / Postcard / EDDMTV or Radio or Print Ads

Billboards Telemarketing

Awards

Goals for Today


Identify Your Ideal Client &

Message

1

Understand Your Options for Marketing

2

Marketing for Generating

Revenue

3

12

Track & Measure Your Investment


Campaign Best Practices Average Cost Track

Monthly Social Media

Provide valueSimplify your message

Pictures / VideoClear Call to Action

Your Time or$250-$500 a month

Website visitsOpen House Traffic

CallsForms Filled Out

Monthly Blog / Video

Call to Action4-5 Points

Video overview

Your Time$300 a month

Website VisitList Building

Education Events

Monthly CoffeeFree if you Bring a FriendPanel / Partner Marketing

Your TimeSponsor Brings Coffee

Leads

ReviewsAsk for Reviews at Follow

Up / After CloseYour Time Website visits

Email Value / Simple / CTA Your time + $10 a month Opens / Clicks

Annual Marketing Budget


10% of Overall Revenue is a Solid Starting Point*This should include your time and money. Since time is money.

Business Information 2019

Overall Revenue $190,000

Small Project Revenue 20 X $2,000

Medium Project Revenue 12 X $5,000

Large Project Revenue 6 X $15,000

Rough Marketing Budget $19,000 (10% of $190K)

Cost to Acquire per Customer (what are you willing to spend?)

$100 – small$500 – medium$1,000 - large

Total Marketing Spend Based on Cost to Acquire

$2,000 + $6,000 + $6,000=$14,000

$40,000

$60,000

$90,000

Overall Revenue

Small (20) Medium (12) Large (6)

5 Types of Marketing “Buckets”


Business Brand & Personal Brand Goals

What Success Looks Like

Marketing Strategies

Marketing Campaigns / Actions

Metrics

Stay Visible –Don’t be out of sight, out of mind

I need to at least get out and make sure I am sharing relevant content and not have an empty page.

I need to attend networks I have paid for ☺

Post on social media

2-3X a week at minimum on LI and FB (Daily is better)

2 posts that are mine1-3 that are curated

Attend Networking Events

At least one big and one targeted networking event a month

Chamber / Assoc. Listing

3 new leads per eventFollow up email next day

Check in with my network

Reach out and connect – 1-2 people a week for in person or virtual coffee/meetings

1-2 people per week

1 referral/intro per week

Don’t Be Out of Sight, Out of

Mind

Actively Increase Awareness

Attract LeadsConvert

ProspectsEngage with

Clients

Give Your Brand Personality & Create Value






Metrics

Increase Awareness – I want more people to know about my company and me.

I want to double my website visits.

More face time with prospects and clients by sending content to followers.

Considered a thought leader.

I need to create more original content.

Monthly Blog with a Call to Action

Website Visits, SEO# of Shares, Views# of comments

Monthly 30’ video with a call to action

Views & SharesComments & Subscribers

Quarterly Event with a call to action (webinar, workshop, roundtable, podcast)

Community Event / Sponsor

AttendeesLeads

Reach and Reputation

Don’t Be Out of Sight, Out of Mind




Clients

Attract Through Targeted Ads / Messaging






Metrics

Attract LeadsI want to spend less time qualifying people.

Create processes to do this in a more automated way.

Post 5 Times a Month• Develop Lead Gen Content• Pre-screen Qs / form• Consult

Run a LinkedIn Ad from the company page

# Downloads# Qualified Consults





Clients

Automate What You Can + HIPO Focus






Metrics

Intentionally Convert Prospects

Amazing testimonials & increased referrals

Develop a touchpoint strategy

Automate email follow up from a form

OpensClick ThroughsConsults

Send a Thank You Note Thank You Note

Follow up potentially in 3-6 months or add them to Quarterly Newsletter

#opensClick ThroughsLeads / Engagements





Clients

Love & Serve Your Clients






Metrics

Intentionally Engage with Clients

Amazing testimonials & increased referrals

Develop a touchpoint strategy

Monthly Client Only Newsletter (Event discounts)

OpensClick Throughs

Referral Thank You Program# referrals Thank You Gifts sent

Quarterly Phone CallCompany Anniversary Thank You Card

# completedNew / Extended Business $





Clients

Capture Current & Potential Campaigns


Which of the five

marketing buckets?

What does success

look like?

Who is your

audience?

What campaigns are

you thinking about?

What would you

measure?





Clients

Ideas to Reduce Your Cost to Acquire


Project Costs

Marketing Materials

Time to Close

Cost to Do Project

Marketing “Time”

Deliver the Work

Clean Up Work

Create Evidence / Photos

Testimonials

Updating Website / Social

“Free Marketing” (Time)

Blog / Videos / SEO

Email / Newsletter

Education Events

Updated Messaging

Cold-Calling / Networking

Social Media Live

Client Appreciation

Improve Messaging

HARO

Marketing Ideas ($ + Time)

Video Shoot

Annual Appreciation Event

Re-targeting Ads

Updated Collateral

Search Engine Optimization

CRM Tracking

Virtual Happy Hours

Charity Events

Google Ads

Project Costs

$ + Time (Mktg)

Time

(“Free” Mktg)

ProfitWhat You

Charge

1.Inform

2.Influence

3.Inspire

4.Ignite

The 4 I’s (Not About You)


https://www.canva.com/

Top Types of Content1. Blog posts

2. Long form articles

3. Original research

4. Video (66% more leads a year)

5. Infographics (Canva, Piktochart)

6. Images

7. Case Studies

8. White Papers

9. Ebooks

10. Presentations

11. Webinars

12. Quizzes and Polls

13. Podcasts

14. Checklists

15. Email Newsletters

https://optinmonster.com/types-of-content-formats/

https://www.canva.com/

https://optinmonster.com/types-of-content-formats/

What are others talking about now?

Tip: String key words together to find people, jobs, content, and more


Hashtagifyhttps://hashtagify.me/

BuzzSumohttps://app.buzzsumo.com

https://hashtagify.me/

https://hashtagify.me/

https://app.buzzsumo.com/

https://app.buzzsumo.com/

Best Practices for Content Creation

Engage Your Audience

Be Consistent with Content

Don’t Recreate the Wheel

Determine Your Cadence

• National & Monthly

Calendars

• Identify Content that

worked

• Google Alerts

• BuzzSumo & Content

Gems

• Hashtags (hashtagify)

• Sendible.com

• Brainstorm Ideas

• What is your “anchor”

each month?

• What timing do you want

to have? (daily?)

• Which channels are best?

• Monthly Calendar

Template

• Reinforce your company

and personal brand

• Share reliable insights that

align with your customers

& prospect pain points

• Ask questions – poll

• Video interview

• Respond to comments

• Ask for input/feedback

• Give people images or

quotes to vote on


Editorial Calendar (Illustrative)

Content Jan Feb Mar Apr May Jun

Monthly Theme

New YearMentoring

Client Appreciation

Luck is Not Enough

InternshipsVolunteerism

Veterans Kindness & Curiosity

Conversations / Newsletter /

Blog

Mentoring & Personal Branding

Client Touchpoints

Self-Advocacy in the Right

Way

Joining a Board

Transition Out / Ageism /

Perceptions

Easiest Way to Stand Out

Website Changes

Messaging+Case Study

+Event+Blog

+Event+Blog

+Event+Blog

+Event+Blog

+Event+Blog

+Event+Blog

Marketing Collateral

+Infographic +Images

+Case Study

+Images+Case Study

+Images+Case Study

+Images+Case Study+Anniv. Card

+Images+Case Study

+Images+Case Study

My Events ContentLinkedIn

4 Week Program

ContentLinkedIn

4 Week Program

ContentLinkedIn

4 Week Program

Networking/Speaking

Events

Career Confidence

Business Women’s

Giving Circle

Applications GGF WILD Applications

Press Releases / Awards

Potential PR Nominate Client

PR for GGF PR for WILD Nominate Client



Week SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

1st Week

2nd Week

3rd Week

4th Week

5th Week

6th Week

What is your core monthly activity?

What content do you like creating?

What did your audience like the most?

What are your call to actions?

• What were the top posts?

• What do clients ask about?

• What should they ask about?

• Blogs / Video

• Images w. text (networking)

• Curating others content

• Event (Lunch N’ Learn)

• Blog

• Facebook Live

• Complimentary Consult

• Top 10 Checklist Download

• Poll / Survey / Website Visit



WEEK MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY

1st Week Blog (1st Monday of the Month)

#MotivationMonday

Share an article w. your thoughts

Shout out on Social Throwback Thursday –over a year ago

Highlight an upcoming event

2nd Week Share a video that you found helpful

Create an opt-in and post about it

Find a favorite business quote and share that #WisdomWednesday

Blog Point #1 Do a quick 30 second video

3rd Week Picture of a book you are reading

#MotivationMonday

Blog Point #2 Share a customer testimonial and give a call

to action

Highlight the most read blog or post from

the last 12 months

Share an article w. your thoughts

4th Week Blog Point #3 Highlight an employee #WisdomWednesday Blog Point #4 Direct people to sign up for your newsletter

5th Week Share a focus for clients (blog point #5)

#MotivationMonday

Highlight a speaker that you are going to see and the

related event

Create an infographic – on Canva – and share it

Develop a PowerPoint with tips - slideshare

Highlight an organization

6th Week Share a video that you found helpful

Create an opt-in and post about it

Find a favorite business quote and share that #WisdomWednesday

Thank a partner Do a quick 30 second video

• What were the top posts?

• What do clients ask about?

• What should they ask about?

• Blogs / Video

• Images w. text (networking)

• Curating others content

• Event (Lunch N’ Learn)

• Blog

• Facebook Live

• Complimentary Consult

• Top 10 Checklist Download

• Poll / Survey / Website Visit


What is your core monthly activity?

What content do you like creating?

What did your audience like the most?

What are your call to actions?

Getting Started


Success Looks Like…

• Know your budget and Cost to Acquire

• Pick 2-3 campaigns and do them well

• Review monthly and tweak your next month as needed

• Measure and manage your metrics

• Ask your prospects & clients what they need and want

• Message for your audience – not yourself

29

Content Creates the Building Blocks of Credibility.-Jen Dalton

Getting Started

marketing your business: how small businesses can budget ... · want more people to know about my...

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