Slides from my presentation at the Home-Based Business Fair in York County, VA. Given the title, "How to Get the Word Out", I split the content into three sections. 1) How to (the big picture), 2) Get the Word (branding and messaging), and 3) Out (outreach and promotions). Enjoy!

1. How to
Get the Word
Out
Marla Schuchman www.thethreesheep.com

2. Today’s Goals:
1. Establish a baseline
2. Add to our tool belt
3. Collect our thoughts
4. Promote with intention
5. Test, measure, learn
How to Get the Word Out

3. Today’s Goals:
1. Establish a baseline
2. Add to our tool belt
3. Collect our thoughts
4. Promote with intention
5. Test, measure, learn
How to Get the Word Out

4. Today’s Goals:
1. Establish a baseline
2. Add to our tool belt
3. Collect our thoughts
4. Promote with intention
5. Test, measure, learn
How to Get the Word Out

5. Today’s Goals:
1. Establish a baseline
2. Add to our tool belt
3. Collect our thoughts
4. Promote with intention
5. Test, measure, learn
How to Get the Word Out

7. Marketing is how an
organization reaches a
relevant audience to
encourage them to
take an action that will
benefit the organization.

8. You can’t be a
pro at everything.
You can always learn more!
How to (Do Marketing)
Reality check:

9. 3) Place
Where it can be bought
2) Price
How much it costs,
how much profit
4) Promotion
How people hear
or learn about it
How to (Do Marketing)
1) Product
What you’re selling

10. 3) Place
Where it can be bought
2) Price
How much it costs,
how much profit
4) Promotion
How people hear
or learn about it
How to (Do Marketing)
1) Product
What you’re selling

11. Best practices:
• Browse many tools & make strategic choices
• Have a plan, a “living document”
• Experiment with creative campaigns
• Test campaigns, measure results, move on
How to (Do Marketing)

12. Your Brand & Identity:
• Clear – simple, easy for customer to get it
• Concise – to the point, avoid fillers
• Consistent – stick to your script
Practical Exercise: Make an FAQ list & hone your message
Get the Word(s Right)

13. Best practices:
• Learn the terms that SELL in your industry
• Research competitor & substitute messaging
• Always keep the customer in mind:
What would they understand, how do they speak?
Get the Word(s Right)

14. Personas are a Great Tool:
• Serve as example customers
• Frame conversations with prospects
• Inform email, content, post writing
Practical Exercise: Write a persona
Get the Word(s Right)

15. Out (reach)
Place Promotion

16. Out (reach)
Oh, the Places You’ll Go
• Home-based service? The “product” is you!
• Grow a wide network on- and offline
• Establishing online properties is a must:
 Website
 Google+ & Maps
 Industry directories
 Review sites like Yelp
 Facebook page*
 Other social profiles*

17. Out (reach)
Easy, Peasy Website:
• Free/low cost tools to create sites: Wix,
Weebly, SquareSpace, Wordpress
• AVOID “site-builder” tools from GoDaddy &
other domain registrars
They are crude, inflexible, and just plain ugly!

18. Out (reach)
What’s in a Site?
Less is more: 5 pages is more than enough!
Home | Services | Pricing | About | Contact

19. Out (reach)
Online Networking
• Build professional & business profiles:
 LinkedIn.com
 Meetup.com
 Angie’s List
 Industry associations
 Academic institutions
 Alumni groups
 Product forums
 Partner directories
 Chambers of Commerce

20. Out (reach)
Get Mapped
• Google My
Business
• Claim Your Biz
on Yelp

21. Out (reach)
Online Networking
• Establish authentic, relevant social profiles:
(not recommended for everyone, can be a waste of time)
 Facebook groups
 Instagram
 YouTube channels
 Twitter
 Google+

22. Out (reach)
Best Practices:
• Define a narrow/specific target audience
• Plan backwards from campaign start date
• Have measurable goals for every campaign
E.g. - # clicks, 10-min phone call, 3 email addresses, et al.
• Always include post-mortem analysis

23. Out (reach)
Promote Your Business
• Paid vs. Unpaid campaigns
E.g. - AdWords vs. Speaking Engagements
• Experiment with placement, timing, copy,
design, budget and duration
Practical Exercise: Brainstorm a creative campaign

24. Q&A

25. Today’s Goals:
1. Establish a baseline
2. Add to our tool belt
3. Collect our thoughts
4. Promote with intention
5. Test, measure, learn
How to Get the Word Out

26. Marla Schuchman
marla@thethreesheep.com
757-932-5080
www.thethreesheep.com