Marketing Your Business: Make it Magnetic and Memorable. As presented at EYOU2018.

1. Marketing
Your
Business
Make it Memorable
and Magnetic!
@brendameller
#MELLERMARKETING
#EYOU #EYOU2018
Presented to my new connections
at SE Michigan Entrepreneur-YOU
Wednesday, March 14, 2018
1© 2018 Meller Marketing LLC

2. Not a Marketer?
You’re in the Right Place
• You know you need help with
marketing your business, but you
don't know where to begin. The
good news? You are not alone.
• Sure, you may be passionate about
your business, but are you
connecting with your customers?
• This session is designed for every
level of entrepreneur who wishes to
supercharge her marketing efforts.
Photo by Alex
Loup on Unsplash2© 2018 Meller Marketing LLC

3. What You’ll Learn
1. Marketing Basics & Your Roadmap
2. Ways to Leverage Social Media
3. Competitive Analysis Techniques
4. How to Use Customer Feedback in
Marketing
5. Some Free Marketing Resources
3© 2018 Meller Marketing LLC

4. Ground Rules
• Everybody learns something
• There will be HOMEWORK
• Have fun: take pics, tweet,
post, tag me & EYOU
Photo by Reuben Mcfeeters on Unsplash
@brendameller
#MELLERMARKETING
#EYOU #EYOU2018
4© 2018 Meller Marketing LLC

5. Marketing
Basics:
Create Your
Roadmap5© 2018 Meller Marketing LLC

6. Start with
SMART Goals for
your Marketing
•S = Specific
•M = Measurable
•A = Attainable
•R = Realistic / Relevant
•T = Timely
Source: https://gtpie.com/menus/pies/
6© 2018 Meller Marketing LLC

7. Define Your Target
Audience
• Primary, Secondary, Tertiary
• Personas
• Purchase Journey
Source: https://www.wootric.com/blog/the-customer-journey-mapping-guide-to-getting-started/
7© 2018 Meller Marketing LLC

8. Define Your
Product / Services
• Now & Future
• Packages / Options /
Flexible
• “NOT” list
• Pricing Strategy
urce: https://www.instagram.com/chatelainemag/
8© 2018 Meller Marketing LLC

9. Background &
Research
• Competitor Scan
• SWOT
• Customer Data
9© 2018 Meller Marketing LLC

10. Competitor Scan
1. Pick 3-5 of your largest
ASPIRATIONAL competitors
• They’ve invested in marketing
and social media
• Their customers = your customers
2. Look on their website
3. Look them up on social media
• What’s working: engagement,
comments, likes
• Look at their ratings
• Look at their customer comments
Source: https://gtpie.com/menus/pies/
10© 2018 Meller Marketing LLC

11. SWOT Analysis
Source: www.facebook.com/Quirky-Girls-Coffee-Bake-Shop-949085518551299/
Strengths
1.
2.
3.
4.
Weaknesses
1.
2.
3.
4.
Opportunities
1.
2.
3.
4.
Threats
1.
2.
3.
4.
INTERNAL:
Unique to YOU
and YOUR
BUSINESS
EXTERNAL:
Exist in Your
INDUSTRY
Regardless if You
Exist or Not
11© 2018 Meller Marketing LLC

12. Customer
Data
• Transaction Data
• Digital “Crumbs” – Google
Analytics, Social Media, etc.
• Surveys
• Ratings
Source: http://www.achatzpies.com/
12© 2018 Meller Marketing LLC

13. Your Key
Messages
13© 2018 Meller Marketing LLC

14. You Are What You
SAY You Are
•Compared to Competition:
• Points of Parity
• Points of Differentiation
•By Audience
•By Product / Service
Source: https://www.instagram.com/dlitesshoppe/
14© 2018 Meller Marketing LLC

15. Developing Your Strategy
• How You Will Reach Your Goals
• Channels You Will Use in Marketing. May Include:
• Website, Digital, Social Media
• Public Relations
• Advertising
• Professional Associations / Memberships
• Community Outreach
• Email
• Webinars / Events
• Samples and/or Couponing
15© 2018 Meller Marketing LLC

16. Establish Your
BRAND
Source: https://gtpie.com/menus/pies/
▪What People SAY About YOU
▪What People SEE / FIND:
▪Website: Wix.com, Wordpress
▪Business Card
▪Social Media
▪LinkedIn: Personal & Company Page
▪Facebook Company Page
▪MAYBE: Instagram, Pinterest, Twitter,
YouTube
▪ Brand Standards: Logo, Color, Font,
Images
16© 2018 Meller Marketing LLC

17. Creating Amazing Calendars
17© 2018 Meller Marketing LLC

18. Plan to Delight
and Engage
1. Communication Plan,
including Email
2. Social Media Content
Calendar
3. Events: Live, Webinars,
Demos
18© 2018 Meller Marketing LLC

19. Getting Social
19© 2018 Meller Marketing LLC

20. Tap into Your
Social Networks
1. Tell Your Story
• Blend of personal and professional
• Be Real
• Create Social Media Karma
2. Engage like NEVA before!
• New information
• Engage by tagging
• Visuals: photo or video
• Action: use a Call-to-Action
3. Today
• Connect on LinkedIn with your neighbor
• Find an article related to your industry
and SHARE it on LinkedIn, Facebook, or
Twitter …NOW
Photo by Whitney Wright on Unsplash
20© 2018 Meller Marketing LLC

21. CONNECTING ON DESKTOP:
Be ON Their LinkedIn Profile

22. Connecting on Mobile (App)
Be ON Their LinkedIn Profile & Look for the 3 Dots…

23. Customer
+ Feedback
SOCIAL
PROOF
23© 2018 Meller Marketing LLC

24. Use Customer Feedback
to Supplement Marketing
1.Email your top 3-5 customers them THIS
WEEK to ask them to:
• Give you a LinkedIn recommendation (1st level)
• Visit your Facebook business page and give you
a rating and comments
2.Social Proof – merchandise this feedback
• Website
• Social Media Postings
• Email mention
• Collateral: brochures, handouts, business cards,
vendor tables
24© 2018 Meller Marketing LLC

25. 25© 2018 Meller Marketing LLC

26. www.facebook.com/MellerMarketing/reviews/
26© 2018 Meller Marketing LLC

27. Free Resources
Name Website For
Canva canva.com Image creation and resizing
Pexels / Unsplash Pexels.com / unsplash.com Free stock photography
Feedly feedly.com Content curation (articles)
Hootsuite hootsuite.com Schedule postings
Buffer buffer.com Schedule postings
Google Analytics Analytics.google.com Website tracking
Hubspot blog.hubspot.com/marketing/
social-media-calendar-tools
Content calendar template
Various Google Search Marketing plan templates
LinkedIn Learning www.linkedin.com/learning Marketing-related topics
27© 2018 Meller Marketing LLC

28. Now You Know…
1.The basics of marketing and a roadmap you can use
starting today as you develop a marketing plan
2.How to leverage and optimize your social media
3.Techniques to analyze your competition and make
your company stand out
4.Ways to use customer feedback to supplement your
marketing efforts
5.A list of free marketing resources to help promote
your business
28© 2018 Meller Marketing LLC

29. Happy Pi Day 3.14
•Q&A
•Your Key Takeaways
•These Slides:
Brenda Meller
Owner and Marketing Consultant
Meller Marketing
www.linkedin.com/in/brendameller
29© 2018 Meller Marketing LLC

30. 30© 2018 Meller Marketing LLC
About Meller Marketing LLC
Meller Marketing provides you with an experienced marketer to fit within your budget, on a
project basis or full time when needed. I’ll give your business a marketing or social media boost.
That’s why I created Meller Marketing: I’m an experienced marketer and I’m uniquely qualified to
help you. I’ll bring you insights and experience to help amplify your efforts.
Meller Marketing provides a variety of marketing and social media services. Read more online:
www.mellermarketing.com
www.facebook.com/MellerMarketing/
www.linkedin.com/company/meller-marketing-llc/
www.instagram.com/mellermarketing/
www.twitter.com/brendameller and
www.twitter.com/mellermarketing
SERVICE OFFERINGS
• Social Media Management: by site or for all
social media sites
• Marketing Services, from 1-on-1 coaching
to complete marketing management