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

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Refresher Course

Start It Right!

September Roundtable


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Topics

  • Marketing Plans

  • Branding

  • Effective Networking

  • Search Engine Optimization

  • Marketing & Money

  • Social Media

startitright.com


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Topics

  • Marketing Plans

  • Branding

  • Effective Networking

  • Search Engine Optimization

  • Marketing & Money

  • Social Media

startitright.com


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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


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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


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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


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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


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Topics

  • Marketing Plans

  • Branding

  • Effective Networking

  • Search Engine Optimization

  • Marketing & Money

  • Social Media

startitright.com


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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


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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


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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


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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


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Topics

  • Marketing Plans

  • Branding

  • Effective Networking

  • Search Engine Optimization

  • Marketing & Money

  • Social Media

startitright.com


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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


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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

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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

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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


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Topics

  • Marketing Plans

  • Branding

  • Effective Networking

  • Search Engine Optimization

  • Marketing & Money

  • Social Media

startitright.com


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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

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Search Engine Optimization

  • Age of domain name

  • Domain registration length of time

  • Content is current and updated

  • Site load time

  • Website design

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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


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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


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Topics

  • Marketing Plans

  • Branding

  • Effective Networking

  • Search Engine Optimization

  • Marketing & Money

  • Social Media

startitright.com


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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

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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


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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


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Topics

  • Marketing Plans

  • Branding

  • Effective Networking

  • Search Engine Optimization

  • Marketing & Money

  • Social Media

startitright.com


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Social Media

  • The Big 4

    • Facebook

    • Twitter

    • LinkedIn

    • YouTube

  • Blog linked to company website is also important

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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

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Social Media

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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

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Social Media

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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

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Social Media

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Questions?

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