Marketing Strategies for Entrepreneurs

Marketing Strategies for Entrepreneurs
Copyright 2013 - The Countess Group
407-242-4200
info@thecountessgroup.com
www.thecountessgroup.com 1
www.thecountessgroup.com - 407-242-4200 – info@thecountessgroup.com
Marketing Strategies
for Entrepreneurs
How to Make the Most of Your Marketing Efforts
2
•Essential Elements
•Where To Invest
•What to Expect
•Ensuring Success
•Conclusion
3
Agenda

407-242-4200
www.thecountessgroup.com - 407-242-4200 – info@thecountessgroup.com 4
Ken Countess
Managing Director
The Countess Group – Marketing & Communications
UCFBIP Partner
kc@thecountessgroup.com
www.linkedin.com/in/kencountess
facebook.com/TheCountessGroup
@CountessGroup
407.242.4200
Contact Information
About Us
5Copyright © 2010 Constant Contact,
Inc
5
Resume Highlights
www.thecountessgroup.com - 407-242-4200 – info@thecountessgroup.com Copyright © 2010 Constant Contact,
Inc
6
+
+ +
Partial Client Roster
About Us

407-242-4200
Let’s Get Started!
7
•Where To Invest
•What to Expect
•Ensuring Success
•Conclusion
8
Agenda
Essential Elements
Calibration
9

407-242-4200
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?
10
Essential Elements
•Marketing ≠ Sales
11
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
12

407-242-4200
SWOT Analysis
From the Outside Looking In…
13
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…
14
•Where To Invest
•What to Expect
•Ensuring Success
•Conclusion
15
Agenda

407-242-4200
•Define/Segment Your Market
•Everybody’s a Marketer
•Messaging
16
Where To Invest Your Marketing $
•Messaging/Tactics
17

407-242-4200
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
19
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
• …
20
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
21

407-242-4200
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.
22
Messaging may be different for each.
Determine where your audience “lives”.
Where will you most effectively reach him/her?
Online? Offline?
23
Decision:
Who needs what kind of advertising for my product?
How do I position my brand?
Tip:
What are your competitors doing?
24

407-242-4200
25
•Tap into your resources
•Product knowledge
•Market knowledge
•Demographic knowledge
•They are your eyes, ears and best advocates
26
Everybody’s A Marketer
27

407-242-4200
•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
28
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, …
30
Tactics

407-242-4200
•Public Relations
• Radio
• Television
• Print
• Electronic
•Advertising
• Internet (Banner, etc.)
• Print
• Radio
• TV
• Outdoor
31
Tactics
•Blog
•PowerPoint Presentation(s)
•Marketing Collateral
• Brochures
• Flyers
• Rack Cards
• Media Folders
•eBooks
•Networking
32
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
33
Tactics

407-242-4200
•Where To Invest
•What to Expect
•Ensuring Success
•Conclusion
34
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
35
What To Expect

407-242-4200
•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”
37
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”
38
High Impact Tactics on a Budget
•Where To Invest
•What to Expect
•Ensuring Success
•Conclusion
39
Agenda

407-242-4200
•More traffic should arrive at – and stay on –
your website
•Your phone should ring more
•Your inbox should be more active
40
What To Expect
•The market will change
•The tools will change
•You will be busier
•Plan accordingly
41
What To Expect
•Where To Invest
•What to Expect
•Ensuring Success
•Conclusion
42
Agenda

407-242-4200
•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!
43
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!
45
Conclusion

407-242-4200
•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
46
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
47
Offer #2
Ken Countess
Managing Director
The Countess Group – Marketing & Communications
UCFBIP Partner
kc@thecountessgroup.com
www.linkedin.com/in/kencountess
facebook.com/TheCountessGroup
@CountessGroup
407.242.4200
Thank You!

407-242-4200

Marketing Strategies for Entrepreneurs

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (13)

Similar to Marketing Strategies for Entrepreneurs

Similar to Marketing Strategies for Entrepreneurs (20)

Recently uploaded

Recently uploaded (20)

Marketing Strategies for Entrepreneurs