from new hampshire to national in five steps lisa murray co-founder & principal trevi...
TRANSCRIPT
From New Hampshire to National in Five
StepsLisa MurrayCo-Founder & Principal
Trevi Communications, [email protected] www.trevicomm.com
• Strategic marketing communications firm.
• Storytelling that creates deeper connections with high-value customers, clients and prospects.
• Top-level strategic thinkers who also provide hands-on tactical execution.
Meet Trevi
Meet Lisa
• Branding & marketing maven
• Media darling
• News junkie
• Wordsmith
• Crazy cat (& dog) lady
• MSPCA volunteer
• Owner of too many shoes
Lisa MurrayCo-founder & [email protected]
617-835-0396
1. Plan Your Attack
“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.”
~ Peter F. Drucker
Why You Need a Marketing Plan
• If you don't know where you want to go, you won’t know how to get there.
• If you don’t know who your target audience is, you won’t know how to tailor your message.
Keeps You on Track
• Saves time by narrowing your focus on the right audience(s) for better results.
• Saves money by concentrating your marketing budget on a smaller but better qualified prospect list.
• Attracts more buyers through higher response and conversion rates.
Know Your Target Audience
• Define your target market and ideal buyer, so you know where to focus your marketing efforts.
• Define your ideal buyer:• Privately held businesses with over
$25MM in annual revenue• Start-ups in the software industry
• What are their problems/needs?
• What products/services do you offer that can help them?
What Goes in the Plan
Annual goals you want to achieve
•Detail what you will do over the next twelve months to build, enhance and maintain relationships.
Monthly activities
•Develop a monthly blueprint of marketing activities you will perform to meet the goals.
Daily actions
•Schedule daily actions on your calendar.
Don’t Overthink It!
2. Know Your Brand & Elevator Pitch
“Effective content marketing is about mastering the art of storytelling. Facts tell, but stories sell.”
~ Brian Eisenberg
What’s Your Story?
• Audiences have control over the information they view and share.
• Brands need to know how to tell compelling stories to reach them.
• See brands through your buyer’s eyes.
• Craft a story that will resonate with your audience.
• Make the buyer the hero!
Campaign for Real Beauty
• Dove uses storytelling to unite women with a sense of shared identity and evangelism:• Explanation: Society makes women believe they're
less beautiful than they are.• Meaning: You are more beautiful than you think.• Story: Dove shows, not tells, these points through
people its audience can relate to.• Ritual: Sharing the message becomes an act of
unity.
Campaign for Real Beauty
Brand Persona
• Every brand has a persona.
• Think of your brand as a person:• What is that person like? • What can you expect when you
interact with that person?
• Buyers evaluate and judge your persona before they do business with you.
Apple…Personified
3. Have an Online Marketing Strategy
“Content is King!” ~ Bill Gates
Online Marketing
• Have a good, mobile-friendly website.
• Have a strong Search Engine Optimization (SEO) strategy.
• Share compelling, relevant content.
• Get listed online.
• Increase engagement through social media.
4. Connect & Network
“The currency of real networking is not greed but generosity.” ~ Keith Ferrazzi
Be Seen, Be Known
• Be active in trade associations and networking groups.
• Use “Buddy Marketing,” to team up with a good referral source.
5. Engage in PR
Spread your message
It’s (mostly) FREE!
Competitive advantage
What Interests the Media?
• News, news and more news
• What is news? • A “first”• A trend• Something unusual or unique
• Your job? • To understand your
company/story/product/self and create news that will interest the media
• Celebrities• Kids or dogs• Human interest
stories
What Is News?
• The media most often defines news as controversy or change – not information
• Key elements of a news story:• Importance/Impact• Timeliness• Uniqueness• Human Interest
• Make your story relevant, interesting and unique
Freebie!
Help A Reporter Out (HARO)
• HARO connects news sources with journalists looking for their expertise
• Free to sign up: www.helpareporter.com
• Sources receive three emails a day with queries from reporters and media outlets worldwide
• Scan emails and respond directly to reporter through HARO email address provided at the beginning of each query
Lisa [email protected]
617-835-0396www.trevicomm.com
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