dsm-llc | sales and marketing assistance for small business

Marketing your small business – Low Cost / No Cost strategies

available to ALL small businesses

Lunch ‘n’ LearnIT Radix September 28,

2012

dsm-llc | sales and marketing assistance for small business

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

A dilemma

“Free” doesn’t really mean

“Free”

dsm-llc | sales and marketing assistance for small business

What “marketing” isClassic definition–“Processes for creating,

communicating, delivering, and exchanging offerings that have value for customers”

American Marketing Association 4

“P’s”

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If you build it they won’t necessarily come!

dsm-llc | sales and marketing assistance for small business

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

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

dsm-llc | sales and marketing assistance for small business

In a nutshell…

Marketing is the art of spending money to make more money.John Tully

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What you needA marketing plan

dsm-llc | sales and marketing assistance for small business

What you needA marketing calendar

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What you need

A marketing budget

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What you don’t need

• A huge pile of cash • A full blown marketing agency

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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

LoCo/NoCo strategy #1 - Branding -

1. Not just for big companies

2. Recognize “you” are the brand

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dsm-llc | sales and marketing assistance for small business

Brand elements - Name

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Brand Elements - Logo

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Brand Element - Tagline

It’s the real thing!

Don’t leave home without it!

Think Different!

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Others (color, shapes, sounds, etc)

Where’s the Beef

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Some small business logos

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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

LoCo/NoCo strategy #2- Inbound Marketing -

What the @#$% is Inbound Marketing?

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Traditional marketing

dsm-llc | sales and marketing assistance for small business

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

In-bound marketing

dsm-llc | sales and marketing assistance for small business

Inbound marketing

Starts with a strong website

Less about youMore about themContentGive to get

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Inbound marketing

Blogs

dsm-llc | sales and marketing assistance for small business

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

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?

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LoCo/NoCo strategy #3- Become the Expert -

Expert? Me?

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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

Become the Expert - Venues• Networking

groups• Chambers of

Commerce• Libraries• Organize your

own

dsm-llc | sales and marketing assistance for small business

dsm-llc | sales and marketing assistance for small business

Become the Expert - Venues• Networking

groups• Chambers of

Commerce• Libraries• Organize your

own

• Online–LinkedIn

Groups–LinkedIn

Answers–YouTube

informational video–HARO

dsm-llc | sales and marketing assistance for small business

Wrap-up1. 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

Thank You!