marketing that really delivers
DESCRIPTION
Is your marketing hit or miss? Do you know if what you’re doing is actually working?Take the often-costly guesswork out of your marketing efforts and join us for a lively and interactive discussion on how to create comparable, measurable and scalable marketing initiatives that will positively impact your bottom line…and ensure your marketing is contributing to your success. Speaker: Miriam Christof, Principal, JustJump Marketing Connect with Miriam! Twitter: @MiriamChristof LinkedIn: www.linkedin.com/miriamchristof/TRANSCRIPT
Marketing That Really DeliversApril 8, 2014
Agenda
① Position your company and find your superpower
② Define goals③ Make it happen
Position Your Company
Michael Porter’s 5 Forces
Buyer PowerOutcome:
Barriers to Entry
Substitute PowerRivalry
Supplier Power
Find Your Superpower
Core Competency
A unique ability that a company acquires from its founders or develops and that cannot be easily imitated. Core competencies are what give a company one or more competitive advantages, in creating and delivering value to its customers in its chosen field.
Your Core Competency:
______________________________________________________
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Competitive Advantage
Competitive Advantage is the strategic advantage one business has over its rivals within its competitive industry. Achieving competitive advantage strengthens and positions a business better within the business environment.
Your Competitive Advantage:
__________________________________________________________
__________________________________________________________
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Positioning Grid
Low Cost Differentiator (high prices)
Specific Population
General Population
Define Goals
World Domination? Let’s Start at Square 1!
• Improve lead generation• Shorten sales cycle• Increase recurring business• Increase deal size• Sell into other departments• Create more brand awareness• Develop thought leadership• Breaking into a new market
Key considerations
• High traffic = High sales• Constant communication = constant
engagement• Sold out event = increased revenue
Make It Happen – Marketing Plans Matter
Because Of This
Creating a Marketing Plan
Key Elements of a Marketing Plan
• What divisions/departments/products or service offerings need marketing support?
• What initiatives are you running for each division/department?
• What are the goals for each initiative or campaign?• What elements are included in each initiative?• What is the path?• What are the measurements?• What is the timeline?• Who is in your team?
Goals
Path
Metrics
Important Elements of your Plan
An Important Part of your Marketing Plan:The Editorial Calendar
Or Your Blogging Calendar
Digital Analytics - Google
Google Analytics – Traffic Sources
Social Media Analytics
Facebook metrics
You made it!
Kirsten Furman and Miriam Christof
Call me at 781.366.5549
Follow me on Twitter: @miriamchristof
Visit our website: www.justjumpmarketing.com
Let’s have a coffee!