SlideShare ist ein Scribd-Unternehmen logo
1 von 8
Downloaden Sie, um offline zu lesen
Marketing Soup:
7 ½ Key Ingredients for
Building a Healthy Business
© Pinnacle Peak Marketing
A Company Without Marketing is Like
a Company Without Electricity…
When your business was in the early planning stages— just a
thought and dream— what elements did you plan for in
your budget?
• Rent
• Employees' salaries
• Office supplies- computers, printers, paper etc.
• Electricity
• Phone
• Marketing
Often, marketing is NOT included in the business plan or
budget. Unbelievably, marketing is not even thought about,
in advance, in many cases. The value and importance of
marketing is not always understood by business owners until
it’s either too late or the business is so far behind their
competitors that they are forced to play “catch-up”.
Marketing is just as important to a business as turning on the
lights.
Marketing is essential to each and every business.
Marketing is an everyday activity.
Effective marketing encompasses many different activities
that work with and complement each other, like: planning,
strategy, communications, websites, blogs, social media,
content development etc.
Marketing is a continuous and long-term investment in your
company and your brand.
Marketing is the chicken soup for your business—it is a
combination of elements that works to promote your
business and it makes your business better.
In the following pages – We talk about the 7½ key
marketing ingredients for building a healthy business.
planning
-1-
#2
Brand
Development/
Brand
Identity
#3
Content
#1
Marketing
Plan
#4
Communications
#5
Website
#6
Social
Media
#7
Customer
Service
Each marketing
initiative should
work together, have
multiple uses and
complement each
other in your overall
marketing strategy.
Marketing
Elements
#7 ½
Blending the New
and Traditional
-2-
#1: Marketing Plan
A marketing plan is essential to your business growth.
How will you know where you’re taking your business? Or,
how will you set goals and know when you reach them? If
you don’t have a marketing plan or strategy, consider
developing one.
At the very least, plan the big picture and set the budget for
your marketing activities for the year. Decide the purpose
and budget for each marketing channel. Plan and budget
by quarter and work the plan each quarter. Keep it simple
and make it relevant to your goals and projected sales.
Tips for planning your marketing:
• Know your goals/sales for each quarter, and each year
– budget your marketing expenses accordingly.
• Plan the key marketing initiatives that best fit your
specific needs – be sure all work together for maximum
effectiveness and congruency.
• Work to achieve the sales you projected– Sales cure all.
-3-
#2: Brand Development/Brand Identity
Your Brand is one of your most valuable business assets.
Many new businesses start out by rushing straight into
development of the logo, corporate colors and fonts. When
they bypass the brand development process altogether, they
miss the true purpose and value of branding. Branding is the
basis for all that you do as a company going forward. It sets
the tone, voice, message and positioning for all that follows.
Your brand is determined by others. It’s the emotional
connection a person has with your brand. It’s best to do the
initial work of creating a positive emotional attachment to the
brand. Don’t leave your brand to chance.
Here are three important considerations as you brand and
market your product/service:
• Be relevant to your audience
• Have a compelling message
• Be consistent in message, quality, and action
#3: Content
Content is king. Make it easy for your customers, potential
customers and your target audience to learn all about your
company, on their own. This is the value of good content. If
they can find everything they need to know, they can make
a quicker purchase decision.
The benefit of creating an abundance of valuable content is
that you will be able to use it often and repurpose it many
times. Your content will not be the same in all uses, but the
heart of the content will be cohesive everywhere you use it.
The content you create will be used for both online and
offline initiatives.
Create your content once and use it over and over again:
• In your website, brochures, one-sheet literature, white
papers, newsletters, articles and blog
• In social media, email and direct mail campaigns
• In promotions, events, press releases and advertising
-4-
#4: Communications
Storytelling and meaningful communication is vital in your
marketing. Marketing communications is about the tactics
and message you use in reaching your target audience —
and the way you tell your story. Remember, it includes listening
to your audience and conversing with them. After all, they are
the ones who need or desire your product or service.
Determine the best ways to reach your target audience—
social media, blog, direct marketing, email campaigns,
brochures, etc. Talk to them and provide relevant, valuable
information that satisfies their needs. Ask for feedback. Reach
out to current and potential customers to hear what they
want and don’t want in a product/service. Learn what your
audience wants, and deliver it with care.
Communication Tips:
• Connect with your target audience on a regular basis.
• Listen to them. Have conversation and build meaningful
relationships for the long-term.
• Give your audience what they want, when they want it –
and listen and respond with attentive customer care.
#5: Social Media
Social media activities have become an important element
in the overall marketing plan. Long gone are the days
where marketing is a one-way communication from a
company to the customer or potential customer. With social
media, you can personalize your company’s message and
communication with your customers. You can participate in
a two-way conversation as a result. Social media is all about
the conversation and the relationship. It gives you the
opportunity to learn from your customers…if you are smart
about listening to the conversation and embracing the
relationship. If you are not utilizing social media right now,
we promise you – your competitors are.
Social Media is…
• Another way to promote brand awareness
• A valuable tool for search and being “found”
• Another marketing channel (but it should not be your
only marketing channel)
-5-
#6: Website
A company website is an absolute “must” in today’s world.
Your customers and potential customers need to find your
company. It’s one way for your customers and potential
customers to search for you and learn more about your
products and services. Gone are the days of flipping through
the Yellow Pages—These are the days of instant information,
communication and conversation.
Having a website has become a basic requirement— just like
the need for electricity or a phone number for your business to
operate. Your website provides a level of credibility. A website
can be anything ranging from a static brochure to a living,
breathing site with valuable content, audio, video and
purchase capability. And it MUST be accessible across all
screens – desktop/laptop, tablet and smart phone.
A website can help your business…
• Because it is your 24/7/365 salesperson
• When it is user-friendly, pleasing and easy to read
• When it speaks to your brand and is cohesive with all other
forms of communication and marketing
#7: Customer Service
Customer Service is not often connected to marketing or
even considered a marketing activity in the minds of many
businesses. It should be! And it should be an integral part of
your marketing plan and strategy.
Every person in your company represents the brand in voice,
message and action. Take the time to train your staff for
delivering the ultimate customer experience.
Answer these questions and understand why Customer
Service is so important to your marketing.
• Which group of employees is the front line of your
company, speaking directly with your customers?
• In these frequent, direct communications with your
customers, are they speaking and representing your
company's message, values and beliefs each and
every time?
• Has your Customer Service team been equipped
properly to speak your company's message, values and
beliefs, via information and proper training?
-6-
#7 ½: Blending New and Traditional
Effective marketing is a mix of new and traditional marketing.
It is smart to blend new media with traditional marketing to
boost your business. Recognize how marketing has changed
and embrace the new—social media, blogs, video, websites
etc. Create your special recipe for business growth.
Be sure your marketing goes full circle with each marketing
initiative feeding into the next—and the sum of your plan is
working towards achieving your goals. It takes more than one
marketing channel to accomplish the job—so strategize how
to best utilize your multiple channels of communication such
as:
• Email, direct mail and social media campaigns
• Website, blogs, video and literature
• Promotions, events, advertising, newsletters and articles
…So Turn On the Electricity.
Add marketing to your daily activities.
We have established that marketing is an essential element to
growing your business.
We have also established that marketing is as important in
your budget planning as is planning to turn the lights on in
your business.
Marketing should not be an after-thought and should be at
the forefront of your business planning.
After reading this white paper, we would like you to walk
away with some key takeaways:
• Marketing is a long-term investment in your business.
• Marketing is the means of communicating the value of
your product and services to your customers, potential
customers and target audience.
• Marketing is a set of activities that is interconnected with
other functions of your business.
• Do not rely on just one marketing activity or channel for
your overall marketing strategy.
• Be strategic in your marketing plan by getting the most
out of your marketing—each initiative should work
together and complement each other.
• Your brand is one of your most valuable business assets.
• Planning is key to the growth of your business.
• Content, Content, Content—use it and reuse it often.
Recognize and understand the importance of marketing—
your competitors surely do.
Marketing touches the emotions of the customer—No matter
what your business, we are all in the emotions business.
planning
-7-

Weitere ähnliche Inhalte

Was ist angesagt?

Hubspot Academy Inbound Course Videos Transcripts
Hubspot Academy Inbound Course Videos TranscriptsHubspot Academy Inbound Course Videos Transcripts
Hubspot Academy Inbound Course Videos TranscriptsNeeraj Kumar
 
madmork stories brand bible (example)
madmork stories brand bible (example)madmork stories brand bible (example)
madmork stories brand bible (example)Patrick 'Mad' Mork
 
The Ultimate Guide to Creating Inbound Marketing Buyer Personas
The Ultimate Guide to Creating Inbound Marketing Buyer PersonasThe Ultimate Guide to Creating Inbound Marketing Buyer Personas
The Ultimate Guide to Creating Inbound Marketing Buyer PersonasSmartBug Media
 
Navis or portfolio
Navis or portfolioNavis or portfolio
Navis or portfolioOavis Or
 
Advanced Content Marketing Training
Advanced Content Marketing TrainingAdvanced Content Marketing Training
Advanced Content Marketing TrainingAbiodun Babalola
 
Youtube marketing b2b
Youtube marketing b2bYoutube marketing b2b
Youtube marketing b2bDonFelder678
 
Content marketing proposition
Content marketing propositionContent marketing proposition
Content marketing propositionContent Works
 
The comparative analysis of robinsons place and sm mall
The comparative analysis of robinsons place and sm mallThe comparative analysis of robinsons place and sm mall
The comparative analysis of robinsons place and sm mallChristian Bocalan
 
Fund house presentation (2)
Fund house presentation (2)Fund house presentation (2)
Fund house presentation (2)Fund House
 
The Basics of Small Business Marketing
The Basics of Small Business MarketingThe Basics of Small Business Marketing
The Basics of Small Business MarketingAbbey Finch
 
Amarjeet work portfolio
Amarjeet work portfolioAmarjeet work portfolio
Amarjeet work portfolioAmarjeet Sinha
 
8527 international marketing
8527 international marketing 8527 international marketing
8527 international marketing Muhammad Imad
 
The Good Brief - a no-frills guide to writing creative briefs
The Good Brief - a no-frills guide to writing creative briefsThe Good Brief - a no-frills guide to writing creative briefs
The Good Brief - a no-frills guide to writing creative briefsKam Fatt Chen
 
New Approaches To The Business-to-business Marketing Communication
New Approaches To The Business-to-business Marketing Communication New Approaches To The Business-to-business Marketing Communication
New Approaches To The Business-to-business Marketing Communication Nitin Bighane
 
Nonprofit Marketing 101
Nonprofit Marketing 101Nonprofit Marketing 101
Nonprofit Marketing 101Susan Burnash
 

Was ist angesagt? (20)

Hubspot Academy Inbound Course Videos Transcripts
Hubspot Academy Inbound Course Videos TranscriptsHubspot Academy Inbound Course Videos Transcripts
Hubspot Academy Inbound Course Videos Transcripts
 
Brand Plans
Brand PlansBrand Plans
Brand Plans
 
madmork stories brand bible (example)
madmork stories brand bible (example)madmork stories brand bible (example)
madmork stories brand bible (example)
 
The Ultimate Guide to Creating Inbound Marketing Buyer Personas
The Ultimate Guide to Creating Inbound Marketing Buyer PersonasThe Ultimate Guide to Creating Inbound Marketing Buyer Personas
The Ultimate Guide to Creating Inbound Marketing Buyer Personas
 
2016 laura's resume
2016 laura's resume2016 laura's resume
2016 laura's resume
 
Navis or portfolio
Navis or portfolioNavis or portfolio
Navis or portfolio
 
Advanced Content Marketing Training
Advanced Content Marketing TrainingAdvanced Content Marketing Training
Advanced Content Marketing Training
 
Youtube marketing b2b
Youtube marketing b2bYoutube marketing b2b
Youtube marketing b2b
 
PR Crash Course for Startups
PR Crash Course for StartupsPR Crash Course for Startups
PR Crash Course for Startups
 
Content marketing proposition
Content marketing propositionContent marketing proposition
Content marketing proposition
 
Enchant2Evangelize
Enchant2EvangelizeEnchant2Evangelize
Enchant2Evangelize
 
The comparative analysis of robinsons place and sm mall
The comparative analysis of robinsons place and sm mallThe comparative analysis of robinsons place and sm mall
The comparative analysis of robinsons place and sm mall
 
Fund house presentation (2)
Fund house presentation (2)Fund house presentation (2)
Fund house presentation (2)
 
The Basics of Small Business Marketing
The Basics of Small Business MarketingThe Basics of Small Business Marketing
The Basics of Small Business Marketing
 
Amarjeet work portfolio
Amarjeet work portfolioAmarjeet work portfolio
Amarjeet work portfolio
 
8527 international marketing
8527 international marketing 8527 international marketing
8527 international marketing
 
The Good Brief - a no-frills guide to writing creative briefs
The Good Brief - a no-frills guide to writing creative briefsThe Good Brief - a no-frills guide to writing creative briefs
The Good Brief - a no-frills guide to writing creative briefs
 
New Approaches To The Business-to-business Marketing Communication
New Approaches To The Business-to-business Marketing Communication New Approaches To The Business-to-business Marketing Communication
New Approaches To The Business-to-business Marketing Communication
 
The Communications Leader
The Communications LeaderThe Communications Leader
The Communications Leader
 
Nonprofit Marketing 101
Nonprofit Marketing 101Nonprofit Marketing 101
Nonprofit Marketing 101
 

Ähnlich wie PPM Marketing White Paper- Marketing Soup

Grow your business through smart, simple marketing
Grow your business through smart, simple marketingGrow your business through smart, simple marketing
Grow your business through smart, simple marketingWendy Lieber
 
Guide to developing_a_marketing_plan
Guide to developing_a_marketing_planGuide to developing_a_marketing_plan
Guide to developing_a_marketing_planKishore Pk
 
Marketing Tactics
Marketing TacticsMarketing Tactics
Marketing TacticsAFAQ
 
Key Steps To Small Business Marketing Success
Key Steps To Small Business Marketing SuccessKey Steps To Small Business Marketing Success
Key Steps To Small Business Marketing Successchrishenry12
 
Your brand business infoload 2016
Your brand    business infoload 2016Your brand    business infoload 2016
Your brand business infoload 2016Lynn van Vuuren
 
What Skills do B2B Marketers Need to be Truly Effective in 2014?
What Skills do B2B Marketers Need to be Truly Effective in 2014?What Skills do B2B Marketers Need to be Truly Effective in 2014?
What Skills do B2B Marketers Need to be Truly Effective in 2014?Klaxon
 
Your brand 2016 presentation
Your brand 2016 presentationYour brand 2016 presentation
Your brand 2016 presentationLynn van Vuuren
 
Profile7 services 2015
Profile7 services 2015Profile7 services 2015
Profile7 services 2015Profile7
 
2017 New Business Checklist
2017 New Business Checklist2017 New Business Checklist
2017 New Business ChecklistDon Koehler
 
Product2Market's B2B Marketing Guide
Product2Market's B2B Marketing GuideProduct2Market's B2B Marketing Guide
Product2Market's B2B Marketing GuideAnthony E. Byrne
 
Sakshi Gupta, BBA , Dezyne E'cole College
Sakshi Gupta, BBA , Dezyne E'cole CollegeSakshi Gupta, BBA , Dezyne E'cole College
Sakshi Gupta, BBA , Dezyne E'cole Collegedezyneecole
 
Strategic Modern Marketing Workbook
Strategic Modern Marketing Workbook Strategic Modern Marketing Workbook
Strategic Modern Marketing Workbook Veronica Stenberg
 
Retail Online and Digital Marketing Training Session One
Retail Online and Digital Marketing Training Session OneRetail Online and Digital Marketing Training Session One
Retail Online and Digital Marketing Training Session OneJessica Brown
 
Marketing Plan Basics-101
Marketing Plan Basics-101Marketing Plan Basics-101
Marketing Plan Basics-101Ron Proctor
 
Secrets of powerful B2B communications| Ed Field - Maverick Marketing
Secrets of powerful B2B communications| Ed Field - Maverick MarketingSecrets of powerful B2B communications| Ed Field - Maverick Marketing
Secrets of powerful B2B communications| Ed Field - Maverick MarketingEnterprise Ireland
 

Ähnlich wie PPM Marketing White Paper- Marketing Soup (20)

Grow your business through smart, simple marketing
Grow your business through smart, simple marketingGrow your business through smart, simple marketing
Grow your business through smart, simple marketing
 
Guide to developing_a_marketing_plan
Guide to developing_a_marketing_planGuide to developing_a_marketing_plan
Guide to developing_a_marketing_plan
 
Marketing Tactics
Marketing TacticsMarketing Tactics
Marketing Tactics
 
Key Steps To Small Business Marketing Success
Key Steps To Small Business Marketing SuccessKey Steps To Small Business Marketing Success
Key Steps To Small Business Marketing Success
 
Your brand business infoload 2016
Your brand    business infoload 2016Your brand    business infoload 2016
Your brand business infoload 2016
 
What Skills do B2B Marketers Need to be Truly Effective in 2014?
What Skills do B2B Marketers Need to be Truly Effective in 2014?What Skills do B2B Marketers Need to be Truly Effective in 2014?
What Skills do B2B Marketers Need to be Truly Effective in 2014?
 
promotion topic for imc
promotion topic for imcpromotion topic for imc
promotion topic for imc
 
Your brand 2016 presentation
Your brand 2016 presentationYour brand 2016 presentation
Your brand 2016 presentation
 
Profile7 services 2015
Profile7 services 2015Profile7 services 2015
Profile7 services 2015
 
2017 New Business Checklist
2017 New Business Checklist2017 New Business Checklist
2017 New Business Checklist
 
B2BMarketingE-Book
B2BMarketingE-BookB2BMarketingE-Book
B2BMarketingE-Book
 
Product2Market's B2B Marketing Guide
Product2Market's B2B Marketing GuideProduct2Market's B2B Marketing Guide
Product2Market's B2B Marketing Guide
 
Sakshi Gupta, BBA , Dezyne E'cole College
Sakshi Gupta, BBA , Dezyne E'cole CollegeSakshi Gupta, BBA , Dezyne E'cole College
Sakshi Gupta, BBA , Dezyne E'cole College
 
Marketing
MarketingMarketing
Marketing
 
Integrated marketing communication
Integrated marketing communicationIntegrated marketing communication
Integrated marketing communication
 
Strategic Modern Marketing Workbook
Strategic Modern Marketing Workbook Strategic Modern Marketing Workbook
Strategic Modern Marketing Workbook
 
Retail Online and Digital Marketing Training Session One
Retail Online and Digital Marketing Training Session OneRetail Online and Digital Marketing Training Session One
Retail Online and Digital Marketing Training Session One
 
Marketing Plan Basics-101
Marketing Plan Basics-101Marketing Plan Basics-101
Marketing Plan Basics-101
 
Notes imc
Notes imcNotes imc
Notes imc
 
Secrets of powerful B2B communications| Ed Field - Maverick Marketing
Secrets of powerful B2B communications| Ed Field - Maverick MarketingSecrets of powerful B2B communications| Ed Field - Maverick Marketing
Secrets of powerful B2B communications| Ed Field - Maverick Marketing
 

Kürzlich hochgeladen

Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZKanakChauhan5
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023Steve Rader
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsWristbands Ireland
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examplesamberjiles31
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarNathanielSchmuck
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 

Kürzlich hochgeladen (20)

Mihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZMihir Menda - Member of Supervisory Board at RMZ
Mihir Menda - Member of Supervisory Board at RMZ
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 
NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023NASA CoCEI Scaling Strategy - November 2023
NASA CoCEI Scaling Strategy - November 2023
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
Fabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and FestivalsFabric RFID Wristbands in Ireland for Events and Festivals
Fabric RFID Wristbands in Ireland for Events and Festivals
 
Intellectual Property Licensing Examples
Intellectual Property Licensing ExamplesIntellectual Property Licensing Examples
Intellectual Property Licensing Examples
 
WAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdfWAM Corporate Presentation Mar 25 2024.pdf
WAM Corporate Presentation Mar 25 2024.pdf
 
Live-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry WebinarLive-Streaming in the Music Industry Webinar
Live-Streaming in the Music Industry Webinar
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 

PPM Marketing White Paper- Marketing Soup

  • 1. Marketing Soup: 7 ½ Key Ingredients for Building a Healthy Business © Pinnacle Peak Marketing
  • 2. A Company Without Marketing is Like a Company Without Electricity… When your business was in the early planning stages— just a thought and dream— what elements did you plan for in your budget? • Rent • Employees' salaries • Office supplies- computers, printers, paper etc. • Electricity • Phone • Marketing Often, marketing is NOT included in the business plan or budget. Unbelievably, marketing is not even thought about, in advance, in many cases. The value and importance of marketing is not always understood by business owners until it’s either too late or the business is so far behind their competitors that they are forced to play “catch-up”. Marketing is just as important to a business as turning on the lights. Marketing is essential to each and every business. Marketing is an everyday activity. Effective marketing encompasses many different activities that work with and complement each other, like: planning, strategy, communications, websites, blogs, social media, content development etc. Marketing is a continuous and long-term investment in your company and your brand. Marketing is the chicken soup for your business—it is a combination of elements that works to promote your business and it makes your business better. In the following pages – We talk about the 7½ key marketing ingredients for building a healthy business. planning -1-
  • 3. #2 Brand Development/ Brand Identity #3 Content #1 Marketing Plan #4 Communications #5 Website #6 Social Media #7 Customer Service Each marketing initiative should work together, have multiple uses and complement each other in your overall marketing strategy. Marketing Elements #7 ½ Blending the New and Traditional -2-
  • 4. #1: Marketing Plan A marketing plan is essential to your business growth. How will you know where you’re taking your business? Or, how will you set goals and know when you reach them? If you don’t have a marketing plan or strategy, consider developing one. At the very least, plan the big picture and set the budget for your marketing activities for the year. Decide the purpose and budget for each marketing channel. Plan and budget by quarter and work the plan each quarter. Keep it simple and make it relevant to your goals and projected sales. Tips for planning your marketing: • Know your goals/sales for each quarter, and each year – budget your marketing expenses accordingly. • Plan the key marketing initiatives that best fit your specific needs – be sure all work together for maximum effectiveness and congruency. • Work to achieve the sales you projected– Sales cure all. -3- #2: Brand Development/Brand Identity Your Brand is one of your most valuable business assets. Many new businesses start out by rushing straight into development of the logo, corporate colors and fonts. When they bypass the brand development process altogether, they miss the true purpose and value of branding. Branding is the basis for all that you do as a company going forward. It sets the tone, voice, message and positioning for all that follows. Your brand is determined by others. It’s the emotional connection a person has with your brand. It’s best to do the initial work of creating a positive emotional attachment to the brand. Don’t leave your brand to chance. Here are three important considerations as you brand and market your product/service: • Be relevant to your audience • Have a compelling message • Be consistent in message, quality, and action
  • 5. #3: Content Content is king. Make it easy for your customers, potential customers and your target audience to learn all about your company, on their own. This is the value of good content. If they can find everything they need to know, they can make a quicker purchase decision. The benefit of creating an abundance of valuable content is that you will be able to use it often and repurpose it many times. Your content will not be the same in all uses, but the heart of the content will be cohesive everywhere you use it. The content you create will be used for both online and offline initiatives. Create your content once and use it over and over again: • In your website, brochures, one-sheet literature, white papers, newsletters, articles and blog • In social media, email and direct mail campaigns • In promotions, events, press releases and advertising -4- #4: Communications Storytelling and meaningful communication is vital in your marketing. Marketing communications is about the tactics and message you use in reaching your target audience — and the way you tell your story. Remember, it includes listening to your audience and conversing with them. After all, they are the ones who need or desire your product or service. Determine the best ways to reach your target audience— social media, blog, direct marketing, email campaigns, brochures, etc. Talk to them and provide relevant, valuable information that satisfies their needs. Ask for feedback. Reach out to current and potential customers to hear what they want and don’t want in a product/service. Learn what your audience wants, and deliver it with care. Communication Tips: • Connect with your target audience on a regular basis. • Listen to them. Have conversation and build meaningful relationships for the long-term. • Give your audience what they want, when they want it – and listen and respond with attentive customer care.
  • 6. #5: Social Media Social media activities have become an important element in the overall marketing plan. Long gone are the days where marketing is a one-way communication from a company to the customer or potential customer. With social media, you can personalize your company’s message and communication with your customers. You can participate in a two-way conversation as a result. Social media is all about the conversation and the relationship. It gives you the opportunity to learn from your customers…if you are smart about listening to the conversation and embracing the relationship. If you are not utilizing social media right now, we promise you – your competitors are. Social Media is… • Another way to promote brand awareness • A valuable tool for search and being “found” • Another marketing channel (but it should not be your only marketing channel) -5- #6: Website A company website is an absolute “must” in today’s world. Your customers and potential customers need to find your company. It’s one way for your customers and potential customers to search for you and learn more about your products and services. Gone are the days of flipping through the Yellow Pages—These are the days of instant information, communication and conversation. Having a website has become a basic requirement— just like the need for electricity or a phone number for your business to operate. Your website provides a level of credibility. A website can be anything ranging from a static brochure to a living, breathing site with valuable content, audio, video and purchase capability. And it MUST be accessible across all screens – desktop/laptop, tablet and smart phone. A website can help your business… • Because it is your 24/7/365 salesperson • When it is user-friendly, pleasing and easy to read • When it speaks to your brand and is cohesive with all other forms of communication and marketing
  • 7. #7: Customer Service Customer Service is not often connected to marketing or even considered a marketing activity in the minds of many businesses. It should be! And it should be an integral part of your marketing plan and strategy. Every person in your company represents the brand in voice, message and action. Take the time to train your staff for delivering the ultimate customer experience. Answer these questions and understand why Customer Service is so important to your marketing. • Which group of employees is the front line of your company, speaking directly with your customers? • In these frequent, direct communications with your customers, are they speaking and representing your company's message, values and beliefs each and every time? • Has your Customer Service team been equipped properly to speak your company's message, values and beliefs, via information and proper training? -6- #7 ½: Blending New and Traditional Effective marketing is a mix of new and traditional marketing. It is smart to blend new media with traditional marketing to boost your business. Recognize how marketing has changed and embrace the new—social media, blogs, video, websites etc. Create your special recipe for business growth. Be sure your marketing goes full circle with each marketing initiative feeding into the next—and the sum of your plan is working towards achieving your goals. It takes more than one marketing channel to accomplish the job—so strategize how to best utilize your multiple channels of communication such as: • Email, direct mail and social media campaigns • Website, blogs, video and literature • Promotions, events, advertising, newsletters and articles
  • 8. …So Turn On the Electricity. Add marketing to your daily activities. We have established that marketing is an essential element to growing your business. We have also established that marketing is as important in your budget planning as is planning to turn the lights on in your business. Marketing should not be an after-thought and should be at the forefront of your business planning. After reading this white paper, we would like you to walk away with some key takeaways: • Marketing is a long-term investment in your business. • Marketing is the means of communicating the value of your product and services to your customers, potential customers and target audience. • Marketing is a set of activities that is interconnected with other functions of your business. • Do not rely on just one marketing activity or channel for your overall marketing strategy. • Be strategic in your marketing plan by getting the most out of your marketing—each initiative should work together and complement each other. • Your brand is one of your most valuable business assets. • Planning is key to the growth of your business. • Content, Content, Content—use it and reuse it often. Recognize and understand the importance of marketing— your competitors surely do. Marketing touches the emotions of the customer—No matter what your business, we are all in the emotions business. planning -7-