I recently gave a presentation to a Bristol based networking group, The Interactive Business Club (IBC), where I provided an introduction and a brief overview on marketing a local business in 2013. The presentation will take roughly 5 minutes to read through and it will give you an overview of what it takes to succeed in your marketing in 2013. Page 5 is of particular interest - did you know just how many marketing options you have at your disposal? I hope it helps you in some way.

1. Marketing a local business in 2013
Where to begin?
Presented by Paul Kurnyta to ‘The Interactive Business Club’
18th January 2013

2. The Reality
• The marketing landscape has changed Newspapers
Radio
Magazines
Direct marketing
Cold
Internet
Social media
Interactive
One-to-one
Warm
• Now, consumers are buying less and spending less
• The ‘pie’ is smaller – businesses have to fight harder to maintain their market share
• Business owners now have to embrace and understand new marketing technologies

3. The shift in marketing
80s & 90s 2000s 2013
Advertising Too much choice!
Advertising
Sales
Lack of expertise in
how to implement and
mix them properly
Sales Marketing collateral*
Internet Lack of time
Marketing
collateral* Online Disappointing results
* Marketing collateral – brochures,
media packs, business cards, logo, etc.

4. What to choose?

5. Website Door Drops Podcasts
Blogs, Forums &
Online Groups
Online Direct Mail In-House Competitor
Research
Design & Referral Advertising &
Mobile
Branding Partners Sponsorship
Marketing Marketing
Collateral
Sales
SEO Webinars
The Networking
Business
Seminars PR
Videos Books &
E-books
Presentations
Promotions, Social Media Email Marketing
Competitions Promotional
& Giveaways Items Community & Charity Case Studies & Testimonials
PPC Tele-sales Events, Shows & Conferences

6. Back to basics
• You can’t do it all right now.
• Walk before you can run: get the basics right first before you start considering how, for
example, video, podcasts or e-books could be used.
• Break down the choices into sensible stages: give each platform the effort, time, energy
and focus that it deserves and that it needs. If you can’t do it, employ the help of someone
who can.
• Work through each stage properly.
If your marketing is not working for you right now – stop it!
Go back to basics and check that you have got these areas right.
Sometimes a fundamental change to the service, product or offering may be
required first – what sets you apart in your particular market?

7. For example…

8. Stage 1 Stage 2 Stage 3 Stage 4
Website Networking P.R. Video
Social media Seminars Webinars
Online
Direct mail Slideshows Podcasts
Marketing collateral
Email marketing Advertising E-books
Sales message Blogs/forums Tele-sales Community
Sales process/funnel Referral partners Charity
Branding/logo Groups - online
Promos/comps
Competitor research
Giveaways Stage 1
Case studies
Testimonials
S.E.O.
Events and shows Stage 4
Conferences Stage 2
Pay-per-click
Door drops
Stage 3
This example is a guide only. Options
may Resource
be grouped differently, according to your
particular business or current Allocation
marketing position.

9. The logic
Before you can start to market the business effectively, these are the essentials;
Website: one that clearly and effectively promotes the business and the core product/service
offering - website pages to be properly titled and tagged and with the relevant keywords
optimised.
Online profiles: complete and up-to-date online profiles and directory listings.
Marketing collateral: brochures/media pack, sales leaflets, business cards, logo, etc.
Sales pitch: a clearly defined and effective sales pitch – features and benefits are fine, but
what’s the real added value of doing business with you?
The sales process: what process will you take the prospect through? Presentation, follow-
up, keeping the relationship open, closing. Customer relationship management – how will
manage your prospects and your ongoing clients?
Branding: a professional image and brand that fits with the product or service.
Competitor research: gaining a basic knowledge and understanding of your
competitors and what they offer – your prospects will be doing the same!

10. Priority #1 - your website
• It’s important: it’s your shop window, forms your customers’ first impressions
and is their first point of contact.
• It’s a 24-hour sales and marketing tool. It works for your business 365 days
each year, with no holidays, no sick pay and no hassle. Invest in it!
How we used to shop How we shop today
• Local Yellow Pages • On the Internet, including social
media & other online profiles:
• Local newspapers, magazines search; refine the search;
and radio. visit top three.
• Word of mouth / recommendation. • Scan their web pages: make snap
• More loyalty. judgements and quick decisions
• Is this website easy to use? Did I
find what I was looking for quickly?
• Would I return? Is it worth staying in
contact with this business?
• Does it offer me something of value,
now and in the future?

11. Where are you right now?
Looking at your own business website and overall online ‘value proposition’,
does it work for you?
Does it really work for you?
If your website is not converting enough visitors, or
at least engaging with them, so that they return or stay in touch…
… then it’s not working for you.
Re-visit your website:
• Does it properly represent the image, brand and ethics of the business
and the people within?
• Does it clearly and easily give the prospect the information that they
had hoped to find?
• Does it offer something of value to the visitor – does it encourage them
to stay in touch, get in touch or, better still, buy from you?

12. Adding
Value

13. Adding value in a
B2C relationship
Great products or services
Regular discounts, offers, incentives, promotions,
competitions and giveaways
Offer led

14. Adding value in a
B2B relationship?

15. Adding value in a B2B relationship
Your marketing needs to have longevity, to build long-term relationships based on trust and
expertise. This requires a consistent focus and effort.
Your ‘long-term’ marketing strategy needs to:
• Solve prospect’s & customer’s problems. Build trust, based on expertise.
• Meet their ‘specific’ buying criteria. If you don’t, then someone else will.
• Help you become a resource to the prospect. What you share or give them
needs to add value to their business. Knowledge is power.
The good news is that you now have better tools at your disposal to meet these objectives...
…but only if you can get to grips with one particular area of marketing.

16. Content Marketing

17. What is content marketing?
Content marketing is an umbrella term, encompassing:
•All marketing formats that involve the creation and sharing of information,
•in order to attract, acquire and engage clearly defined and understood current
and potential consumer bases,
•with the objective of driving profitable customer action: sales and revenues.
So, to be successful in marketing in 2013, businesses have to :
•Become writers and authorities on their business and industry.
•Embrace, learn and keep pace with new technologies and
how they all work together.
•Keep their marketing fresh and up-to-date, and do it consistently.
•Do all of this whilst still running the business!
… Or you could of course, employ some to help!

18. When writing about your business or industry…
You don’t need to be an acclaimed author or a trained journalist to write and deliver effective
articles, tips, stories or general musings about your particular business
or industry.
But, you should follow these basic rules:
•Keep it business related: Your personal life is for your personal profiles.
•Always be professional : Humour and criticism are fine if you can deliver them
properly, just don't rant or express radical or controversial views. You may
do more harm than good.
•Don’t always sell: You are sharing resources, so be careful not to directly sell
each time you write. Dropping in the occasional sales message is fine, we
suggest 85% sharing with 15% selling.
•Check your spelling and grammar: Always check your spelling, punctuation
and grammar. Even if it's not a core part of your job, mistakes reflect badly
on you and the business. A discreet “second pair of eyes” is a great help here.
•Keep it interesting: You don’t always have to write pages, sometimes a quick
"top ten tips" could be just as effective.

19. It’s easier to maintain than you might think
Firstly
Dissect the business offering and create a content map. As an example, here’s what an IT
company may have;
Support
Mobile
SEO
Apps
Remote
IT Company Software
Working
Website Data
Dev. Security
Data
Transfer

20. Sharing Content – Mixing the options
A well-written, interesting piece of content can be used across multiple platforms.
Turn it into more than just a one-off posting – host the main article on your website or blog
and use other marketing platforms to drive the traffic: Use snippets of your ‘well-written and
interesting’ article to tease them in.
1 Article
Website Blog
Social Media E-Mail
Direct Mail Article Site
E-Book
Seminar/Briefing
PR Webinar

21. Your success
Whether you win or lose at this strategy will come down to one thing: effort.
Aim to do something once a month to begin with. After a few months you’ll gain momentum, it
will become easier and you’ll start to see results.
Remember, one well-written piece of content is all you need to begin with.
Like anything, it’s trial and error. Sometimes you have to get it wrong before you can get it
right.
If you know you won’t have the time or focus it requires, or if you lack the expertise and
experience to do it properly, get someone to help.
Get smarter about your marketing: use all of the tools at your disposal to improve your
marketing efforts.
Most of all, enjoy it, or…
… give it to someone who can be passionate about making it work.

22. Need a jump-start?
Marketing Strategy Meeting
2 Hours - £75
Can be delivered via telephone or video conference
for non-local clients
Covered by my guarantee:
If, at the end of our session together you don’t feel that you have received what you consider
to be value for money for the service I have provided, you don’t pay me, and you are the only
judge in the matter.

23. Endorsements
“These two hours are worth their weight in gold - his up to date knowledge into the changing world of marketing, particularly
in the field of online, social media and direct marketing for local business makes him a must to talk to.”
Mark Thwaites
Manager and Director
Lido Spa & Restaurant
“This £75 could be the best investment you make towards your marketing in 2013.”
Steve Wood
Owner and Director
Able Investigations and Enforcements
“Paul came very highly recommended and brought exactly the 'fresh pair of eyes' approach we needed in our marketing re-
launch. If anything can be taken from our experience, you have nothing to lose and everything to gain! I never thought I
would say this about marketing but, enjoy the experience!”
John Beynon
Owner and Director
Lightside Financial
“Paul is insightful, hardworking and unfailingly enthusiastic. He's been advising on Bristol IT Company's marketing strategy
for some years now and we've learned a lot and grown as a consequence.“
Amin Khataee
Owner & Managing Director
Bristol IT Company

24. Stay in Touch
Website
http://www.thelocalmarketingbusiness.co.uk/
Blog
http://thelocalmarketingbusiness.blogspot.co.uk/
LinkedIn
Paul Kurnyta
Twitter
@PaulKurnyta
Facebook
The Local Marketing Business