A short history of marketing, coupled with strategies and techniques for today’s small business. Brought to you by www.wilhelmgroupmarketing.com

1. Presented By
Brian J. Wilhelm
Marketing Specialist
The Wilhelm Group Marketing & Business Solutions
704-323-6682
Brianw@WilhelmGroupMarketing.com

2. 1. Raise your prices.
2. Sell more to your customers.
3. Create new customers.
As raising your prices may actually diminish
your return, we look to marketing to help
you improve your business

3.  Communicating your message
 Brand recognition
 Establish or reinforce your image
 Stay front of mind with your target
market
 Attract new customers

4. Methods of the Past
 Newspaper  Flyers
 Yellow pages  Bandit Signs
 Cold Call Sales  Radio/Television
 Telemarketing  Interpersonal
 Business Reply Mail Networking

5. • They worked and some still do to
some degree
(Networking, Targeted TV/Radio, Direct Mail)
• Reinforced brand awareness
• They were the options available at the
time
• Reached a large audience

6. • Expensive (average cost per lead $322)
• Inefficient (not targeted)
• Time Consuming
• Shotgun Approach
• Did not take into account the needs of the
consumer
• Difficult to measure ROI on multiple
campaigns

7.  The internet paved the way for new
and innovative marketing techniques.
 Opportunities open for companies
ready to adapt

8.  Search Engine Marketing
 Social Marketing
 Mobile Marketing
 Direct Mail
 Group Buying
 Email Marketing
Alone, each of these methods procures
lead returns of up to 5%-Avg. lead cost
$77

9.  A good lead management system will
allow you to maximize your ROI
(return on investment)

10.  Search Engine Optimization (SEO) is the process of positioning
your website to rank highly on search results pages for the
most relevant keyword searches. SEO has the best long-term
return on investment because once your site ranks for
important keywords you do not pay for each additional visitor
to your site.
 Local Search Marketing maximizes your exposure in local
directories and online map sites including Google
Places, Yahoo Local, Bing Local, Yelp and more. Many of these
sites are also emerging as the primary source of local business
information on mobile devices. In fact, iPhone and Android app
phones are pre-loaded with Google Maps, which pulls local
business information from Google Places.
 Pay-Per-Click Advertising places an ad for your business
directly in front of the people that are actively searching online
for your products and services.

11.  Over the last few years, social has exploded. In the
US, social networks and blogs reach over 80% of
internet users. In terms of time spent, Americans
spend the majority of their time online utilizing
social. They use it to get recommendations on
products, provide testimonials of their own
experience, and evangelize brands they absolutely
love. Social is inexpensive to use in terms of
dollars, and allows businesses to reach a very large
audience.

12.  4/5 internet users visit social networks & blogs - dominating
time spent online
 70% of all adult social networkers shop online
 53% follow a brand and are more likely to refer to a friend or
family member
 Build stronger relationships w/ existing customers
 Social is better used for nurturing than prospecting
 Streamline your efficiency by posting to multiple accounts at
the same time
 Share content that is interesting to your audience - cool
facts, quotes, stories, testimonials
 Follow, Friend, Like your customers and clients
 Track Analytics

13.  Mobile marketing utilizes
applications and strategies to
maximize the reach of your message
on mobile devices such as smart
phones and tablets
 QR codes, Pay Per Click, and Maps
Listings.
 Over 90% of cell phones are now
smart phones.

14.  Many businesses have avoided direct
mail because of the cost associated with
a $.45 stamp. Every Door Direct Mail, a
new program offered through the US
Postal Service allows you to reduce your
postage cost to $.145. Now every
business can affordably take advantage
of this great marketing opportunity. In
fact, now you can have your piece
designed, printed, and mailed for the
cost of that original stamp.

15.  Average National ROI $12 for every
$1 spent
 Reach up to 5,000 residences and
businesses segmented by postal
route
 Mail pieces can be designed to stand
out among other mail items
increasing read rate.

16.  Offering of online vouchers for discounts on
your products and/or services
 Many small businesses are having great
success using services like Groupon and
Living Social.
 Group buying offers an opportunity to easily
attract new clients.
 The businesses who are having the most
success are up-selling voucher customers
ancillary products or packages

17.  Email is the most cost effective form
of online marketing. In fact, the
national average rate of return for
email marketing is $77 for every $1
spent. The hardest part of email
marketing is building a good
list. Lists can be built in a variety of
ways, but you need to be careful that
your contact list is relatively accurate

18.  10-20% of leads are orphaned within two
touches
 Email is best for nurturing and reminding
customers and prospects about your product
or service
 Recapture 30% of lost sales with an auto
responder series
 Cross sell products and services to existing
customers
 Generate referrals from existing customers

19.  When implementing multiple
marketing channels strategically,
lead procurement can be as high as
20%

20.  Design a compelling 6.5x12 postcard offering a great
incentive.
 In order to receive the offer, the prospect will have to
visit a landing page and complete the online order form
with their contact information.
 The landing page should provide content relevant to
your offer, as well as, benefits of ancillary products and
services you provide.
 Now that you have their contact information, you can
put them on an email marketing nurture campaign
preloaded with 12 months of information about your
product or service.

21.  Businesses rely heavily on group buying discount services. They
also take a one and done approach.
 Run a special incentive in order to generate as many buyers as you
can. Remember, as these vouchers are redeemed, you’re not
making anything additional than your original 25%. Be sure to up-
sell and offer ancillary products and services to make offering the
upfront discount monetarily beneficial.
 Get as much of the customer’s contact information as possible.
Most group buying services will not provide you with this
information. As your database grows, during times of necessary
cash flow , you will be able to bypass the group buying services,
offer the same discount, and double your money.
 Place you contacts on an email marketing campaign tailored to
provide additional information relative to your business and
discounts in return for referrals.

22.  Depending on your industry , gaining position on
Google and Bing can take months, and is expensive. A
less expensive route is Local SEO. Pay per click only
charges you for results.
 When a PPC or Local Maps prospect contacts you
chances are they are looking for more information.
 Even if you are able to get them in for a consultation it
doesn’t always mean that they are ready to buy your
product/service. Prepare them for your meeting by
providing them with the knowledge to help them make
a mutually favorable decision.
 Friend them on Facebook and follow them on Twitter to
begin forging a relationship

23.  Even the best of us will not close every sale. Just
because a customer does not purchase from us does
not mean that they are buying from our competition.
 Don’t burn a relationship with a customer by being
overly pushy. Instead, place them on an automated
behavioral email marketing campaign preloaded with
the information that they need to help them make a
mutually beneficial decision.
 Friend them on Facebook and follow them on twitter in
order to solidify a deeper relationship
 Studies show that this strategy can help you regain 30-
40% of your lost sales.

24.  The Evolution of Marketing
Strategies for Today's Small
Business