refresher course
Download
Skip this Video
Download Presentation
refresher course

Loading in 2 Seconds...

play fullscreen
1 / 35

refresher course - PowerPoint PPT Presentation


  • 122 Views
  • Uploaded on

Overview of six topics related to small business and small business owners

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'refresher course' - guest21558


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
refresher course

Refresher Course

Start It Right!

September Roundtable

topics
Topics
  • Marketing Plans
  • Branding
  • Effective Networking
  • Search Engine Optimization
  • Marketing & Money
  • Social Media

startitright.com

topics3
Topics
  • Marketing Plans
  • Branding
  • Effective Networking
  • Search Engine Optimization
  • Marketing & Money
  • Social Media

startitright.com

marketing plans
Marketing Plans
  • Marketing
    • Gathers and shares knowledge in the form of tools that a company can use to increase profitability
  • Marketing Plan
    • Defines what you’re going to do over a period of time, perhaps one to two years, to secure your place as a recognized company in your industry

startitright.com

marketing plans5
Marketing Plans
  • Executive Summary
    • Concise 1-2 page description and review of full plan, Written last
  • Product/Service Description
    • Detailed descriptions and reasoning, How does it fit with existing goals?
  • Market Analysis
    • Trends/Issues, Market size, Economic factors, Detailed customer profile
  • Competition
    • Primary companies / products / services, Market share, How will you move forward?

startitright.com

marketing plans6
Marketing Plans
  • Differentiators
    • How do you stand out from the pack?
  • Client Base
    • Demographics, location, seasonality, buying patterns
  • SWOT Analysis
    • Strengths
    • Weaknesses
    • Opportunities
    • Threats

startitright.com

marketing plans7
Marketing Plans
  • Objectives
    • Enhance relations, new customers, differentiate product, attain meetings, be recognized as industry “expert”
  • Strategies
    • Train staff, create system for referrals & opportunities, establish business “champion” to be the face to clients and industry
  • Tactics
    • Branding, Website, PR, Advertising, Direct Marketing, Events, Meetings, Conferences, Promotional Items, Social Media

startitright.com

topics8
Topics
  • Marketing Plans
  • Branding
  • Effective Networking
  • Search Engine Optimization
  • Marketing & Money
  • Social Media

startitright.com

branding
Branding
  • Brands are NOT:
    • Logos
    • Products/Services
    • Taglines
  • Brands ARE:
    • Singular or combinations of a name, term, sign, symbol, or design intended to identify differentiate the goods and services of one seller/group from those of other sellers/groups
    • i.e. your brand is that gut feeling and sets you apart from the crowd

startitright.com

branding10
Branding
  • Poor Brands
    • Lack consistency, are hard to communicate with, do not leave prospects with impression of products and services of your company
  • Average Brands
    • May not be consistent, does not help or hurt your company, may not think it’s relevant

startitright.com

branding11
Branding
  • Successful Brands
    • Customer knows exactly what you deliver
    • Easy to engage with customers
    • Easier to close deals with prospective clients
    • Able to charge premium for products and services

startitright.com

branding12
Branding
  • Defining your Brand
    • What are your most valuable products or services?
    • What sets you apart?
    • How do you describe your business in one sentence?
    • How does the market view you?
    • Who is your target customer?
    • What is your company personality?
    • How does that personality work with your target market?

startitright.com

topics13
Topics
  • Marketing Plans
  • Branding
  • Effective Networking
  • Search Engine Optimization
  • Marketing & Money
  • Social Media

startitright.com

effective networking
Effective Networking
  • Business Networking
    • Group of like-minded professionals who produce business activity
    • Cost-effective way to generate new business
    • Specific groups meet monthly or weekly

startitright.com

effective networking15
Effective Networking
  • Elevator Pitch
    • 30 second to 2 minute idea that is well thought out and practiced
    • Know your objective and say as much as possible with as few words as possible
    • Don’t highlight everything about your business right away, leave prospect wanting to ask questions
    • Talk about what your are familiar with, avoid slang and jargon
    • Use examples and be specific

startitright.com

effective networking16
Effective Networking
  • 5 Networking Basics
    • Be distinctive, don’t just blend into the crowd
    • Be FULLY present and engaged
    • Ask questions, have a genuine interest in the person you are speaking with
    • Reinforce what you’ve already stated and make yourself memorable
    • Contribute to the conversation, say one intelligent thing that will make people remember you

startitright.com

effective networking17
Effective Networking
  • Profiting from Networking
    • Choose to attend networking events that make sense for you and your business
    • It’s better to establish a relationship with a few prospects rather than speak briefly with too many people
    • Speak loud and clear, you have one chance to make a first impression
    • Strike curiosity in your prospects, this will make them ask more about your business
    • Follow up the next day and add a piece of the previous conversation to the follow up email / phone call

startitright.com

topics18
Topics
  • Marketing Plans
  • Branding
  • Effective Networking
  • Search Engine Optimization
  • Marketing & Money
  • Social Media

startitright.com

search engine optimization
Search Engine Optimization
  • Process of improving the volume or quality of traffic to your website from search engines
  • This is done by “natural” or “organic” search results based upon keywords and keyword phrases

startitright.com

search engine optimization20
Search Engine Optimization
  • Age of domain name
  • Domain registration length of time
  • Content is current and updated
  • Site load time
  • Website design

startitright.com

search engine optimization21
Search Engine Optimization
  • Get company input for keyword selection
  • Research competition
  • Major directory submission
  • Local search directories
  • Build link popularity
  • Google analytics / webmaster tools
  • URL Structure / Navigation / Picture Alt Tags
  • Social Bookmarking & Blog Posting

startitright.com

search engine optimization22
Search Engine Optimization
  • Ongoing process monitored and edited on regular basis, key is to increase ranking over time
  • If you are unclear about what a company is doing to help your SEO ask questions!
  • No one can guarantee #1 ranking on Google – there is no priority submit

startitright.com

topics23
Topics
  • Marketing Plans
  • Branding
  • Effective Networking
  • Search Engine Optimization
  • Marketing & Money
  • Social Media

startitright.com

marketing money
Marketing & Money
  • Message
    • Should reflect not only what product or service you deliver, but also the flavor of your personal passion
  • Audience
    • “Most likely to purchase”
    • Look at your current client base and quantify characteristics that you find in common

startitright.com

marketing money25
Marketing & Money
  • Sphere of Influence
    • Friends, Family, Organizations, Community
  • Action Plan
    • Can include e-blasts, phone calls, direct mail, social media, signage, advertisements, sponsorships and PR
    • Has been proven that it takes seven touches before someone has remembered enough information about you to make a buying decision

startitright.com

marketing money26
Marketing & Money
  • Tracking
    • It is imperative that you track your Action Plan activities and the results you produce
    • Keeps you focused
    • Lets you know what is and is not working
    • Helps you move forward with subsequent campaigns

startitright.com

topics27
Topics
  • Marketing Plans
  • Branding
  • Effective Networking
  • Search Engine Optimization
  • Marketing & Money
  • Social Media

startitright.com

social media
Social Media
  • The Big 4
    • Facebook
    • Twitter
    • LinkedIn
    • YouTube
  • Blog linked to company website is also important

startitright.com

social media29
Social Media
  • Facebook
    • Companies should have page not profile
    • Applications let you minimally customize page and also let you promote your website
    • Can post pictures, videos, links

startitright.com

social media30
Social Media

startitright.com

social media31
Social Media
  • Twitter
    • Conversations known as “tweets” in 140 characters or less
    • Good way to establish popularity and consumer base
    • Pose questions, get direct feedback
  • LinkedIn
    • Business networking site to establish industry connections and build contacts
    • Create company and individual pages
    • Participate in forums, create and join industry groups

startitright.com

social media32
Social Media

startitright.com

social media33
Social Media
  • YouTube
    • Video hosting – public tv station
    • Gives direct insight into company
    • Can do product demonstrations, tutorials, training segments, etc.
  • Blog
    • Easily publish information
    • Increases your SEO
    • Gives “face” to your business
    • Can customize design and content to specific brand standards

startitright.com

social media34
Social Media

startitright.com

questions

Questions?

startitright.com

ad