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Low Cost / No Cost Marketing Presentation
1. Marketing your small business –
Low Cost / No Cost strategies
available to ALL small businesses
Lunch „n‟ Learn
IT Radix September 28, 2012
dsm-llc | sales and marketing assistance
for small business
2. What we are going to talk about
• What marketing is and what it isn‟t
• Three strategies all small businesses
can adopt
– Branding
– Inbound Marketing
– Become the Expert
dsm-llc | sales and marketing assistance
for small business
3. A dilemma
“Free”
doesn‟t really mean
“Free”
dsm-llc | sales and marketing assistance
for small business
4. What “marketing” is
Classic definition
– “Processes for creating,
communicating, delivering, and
exchanging offerings that have value for
customers”
American Marketing Association
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for small business
5. If you build it they won‟t necessarily come!
dsm-llc | sales and marketing assistance
for small business
6. What “marketing” isn‟t
“Effective marketing isn‟t easy……because
its about building relationships”
Dianne Huff
dsm-llc | sales and marketing assistance
for small business
7. What “marketing” isn‟t
Marketing isn‟t optional. “Minimal sales
and marketing expenditures inevitably
leads to a downward spiral in business and
surrenders the marketplace to
competitors.”
Sales Star Networks
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8. In a nutshell…
Marketing is the art of spending money to
make more money.
John Tully
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9. What you need
A marketing plan
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10. What you need
A marketing calendar
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11. What you need
A marketing budget
dsm-llc | sales and marketing assistance
for small business
12. What you don‟t need
• A huge pile of cash • A full blown
marketing agency
dsm-llc | sales and marketing assistance
for small business
13. What you need (revised)
• A marketing plan
• A marketing calendar
• A marketing budget
• Time and commitment
– It will take time and effort. Some can be
delegated or outsourced.
dsm-llc | sales and marketing assistance
for small business
14. LoCo/NoCo strategy #1
- Branding -
1. Not just for big
companies
2. Recognize “you”
are the brand
dsm-llc | sales and marketing assistance
for small business
16. Brand elements - Name
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17. Brand Elements - Logo
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18. Brand Element - Tagline
It‟s the real thing!
Don‟t leave home without it!
Think Different!
dsm-llc | sales and marketing assistance
for small business
19. Others (color, shapes, sounds, etc)
Where‟s
the Beef
dsm-llc | sales and marketing assistance
for small business
20. Some small business logos
dsm-llc | sales and marketing assistance
for small business
21. LoCo/NoCo strategy #1
- Branding -
#1. Think about your brand – what do
you do or more importantly what your
customers think you do.
#2. Invest in a professional logo.
#3. Brand everywhere!
dsm-llc | sales and marketing assistance
for small business
22. LoCo/NoCo strategy #2
- Inbound Marketing -
What the @#$% is
Inbound Marketing?
dsm-llc | sales and marketing assistance
for small business
24. In-bound marketing
You know “stuff”.
People are interested in your “stuff”
Make that “stuff” available!
dsm-llc | sales and marketing assistance
for small business
26. Inbound marketing
Starts with a strong
website
Less about you
More about them
Content
Give to get
dsm-llc | sales and marketing assistance
for small business
28. Inbound marketing
Social Media – places to listen, interact
and promote your stuff. (80/20 rule applies)
dsm-llc | sales and marketing assistance
for small business
29. LoCo/NoCo strategy #2
- Inbound marketing -
#1. Information you have is of interest
to other people
#2. Build trust – no snake oil.
#3. Your best prospect?
dsm-llc | sales and marketing assistance
for small business
30. LoCo/NoCo strategy #3
- Become the Expert -
Expert?
Me?
dsm-llc | sales and marketing assistance
for small business
31. Become the Expert
• Remember - People are interested in your
“stuff”
• Promote the educational aspect of your
topic
• Start with “free” – work up from there
dsm-llc | sales and marketing assistance
for small business
32. Become the Expert - Venues
• Networking
groups
• Chambers of
Commerce
• Libraries
• Organize your
own
dsm-llc | sales and marketing assistance
for small business
34. Become the Expert - Venues
• Networking • Online
groups – LinkedIn Groups
• Chambers of – LinkedIn Answers
Commerce – YouTube
• Libraries informational
• Organize your video
own – HARO
dsm-llc | sales and marketing assistance
for small business
35. Wrap-up
1. Low cost / no cost solutions are out there!
2. None are “free”. All require significant
commitment.
3. May require a change of focus (give to get,
long term, big picture) – THINK
DIFFERENT!
dsm-llc | sales and marketing assistance
for small business
Facebook is free to sign up but anyone that’s used it knows that it takes a lot of time to use it correctly for business purposes and time = money!
The four “P’s” of marketingProductPromotionPricePlace
Money or time and of course time equals money
Expenditure is relative – All these strategies are way cheaper than traditional methods.
Traditional marketing programs are/were expensive (print ads, trade shows, TV commercials). Ditto – traditional marketing and advertising agencies. Internet has leveled playing field and provided many LoCo/NoCo options
* company, product, service, etc
The “Grinding Guy” – become what your clients think you are
Traditional or “push” marketing. Direct mail, newspaper & TV ads, trade shows, Yellow Pages. Shooting an arrow into the sky and hoping that it hits something. To make it effective you have to shoot off a whole lot of arrows! That makes it expensive.
Less of a “glossy brochure” about you More of a interesting reference book for your prospective client Content is King Give to get
Main Website = static contentBlog = dynamic content
Big three. Many, many others – Wikipedia lists over 200 social media sites.