wbea marketing super session
DESCRIPTION
3 timely topics for small businesses looking to get more out of marketing: 1. Improving Customer Experience 2. Developing Social Media with Branding Strategies 3. Marketing on a Shoestring BudgetTRANSCRIPT
9:15 – 9:30 • Introduction• What brings you here today?
9:30 – 10:00 Improving Customer Experience
10:00 – 10:30 Developing Social Media with Branding Strategies
10:30 – 10:45 Break
10:45 – 11:15 Marketing on a Shoestring Budget
11:15 – 11:30 Q&A
11:30 – 12:00 Lunch
12:00 – 12:45 Your Choice!
Agenda
Can I get a copy of the slide deck?
Yes!
Women’s Business Enterprise Alliance – August 2012
About Me• 15 years as a
marketing copywriter & brand strategist
• Started Resonance Social Media in October 2010
• In 2012, Resonance Social Media >>> Resonance Content Marketing
What brought you here today?
Improving Customer ExperienceWomen’s Business Enterprise AllianceFriday, August 17, 2012
[YourNameHere]
What Is “Customer Experience?”
The sum of all experiences a customer has with a supplier of goods or services, over the duration of their relationship with that supplier.
Know Your Customer Lifecycle
Know Your Customer Touchpoints
Phone
In Person
Social Media
Your Website
Direct Mail
BrandConsistency
Elements of Customer Experience
• Sight• Sound• Touch/Feeling• Taste• Smell
Customer Experience Building Blocks
• Know your customer … really, really, really well
• Show customers you care—all the way through the customer lifecycle
• Be consistent across all customer touchpoints
• Take into account all elements of customer experience
Women’s Business Enterprise Alliance – August 2012
QUESTIONS?
[YourNameHere]
Developing Social Media with Branding StrategiesWomen’s Business Enterprise AllianceFriday, August 17, 2012
What Is a Brand?
“A brand is a person’s gut feeling about a product, service, or company.”
- Marty Neumeier, The Brand Gap
Houston
Austin
Defining Your Brand• What is my business’ mission?• What differentiates my business from
our competitors?• What makes me memorable?• How would my best customers
describe me?
Defining Your Brand• If I could have any celebrity
spokesperson in the world, whom would I choose?
Your Brand Attributes• Is your brand …
– Conservative or progressive?– Urban or outdoorsy?– Casual or professional?– Funny and playful or serious?– Big or small?– Leader or underdog?– Stylish and fashionable or plain and practical?– Thrifty or affluent?– Outspoken or reserved?– Dynamic or stable?– Predictable or surprising?– Stable or fluid?
Source: The Financial Brand, 7 Steps to Find Your Brand’s Personality, http://thefinancialbrand.com/14053/bank-credit-union-branding-personality-attributes/
What Brands
You on Social Media?
Your Profile Picture
Your “About” BlurbRichard Branson (Facebook):
Your Posts
Your Interactions
What Others Say About You
What Others Say About You
Women’s Business Enterprise Alliance – August 2012
QUESTIONS?
Marketing on a Shoestring BudgetWomen’s Business Enterprise AllianceFriday, August 17, 2012
Women’s Business Enterprise Alliance – August 2012
Cheap vs. Value-Based Marketing
Cheap Marketing
• Low (or no) out-of-pocket cost
• Probably lower-quality audience
Value-Based Marketing
• Low cost per prospect reached
• Probably higher-quality audience
• Your logo• Your business card• Your website/domain• Your content• Your profile picture
Where NOT to Skimp
Leverage Your Greatest Asset
Cost of keeping a current customer
Cost of acquiring a new customer
Leverage Your Greatest Asset
“Your customers’ friends are your next best prospects.”
Engagement MarketingGail Goodman,
CEO, Constant Contact
Women’s Business Enterprise Alliance – August 2012
1: KNOW YOUR TARGET
• B2C- Age- Gender- Socioeconomics- Interests
• B2B- Industry- Size- Decision Maker’s Job Title
Who Is Your Target Customer?
• Geographic• Publications, Media• Associations• Websites, Blogs• Events, Trade Shows
Where Is Your Target Customer?
• Review current customer data
• Ask current customers and contacts (surveymonkey.com)
• Review results of previous marketing campaigns
How Do You Find Out?
Women’s Business Enterprise Alliance – August 2012
2: SET A BUDGET
What goes into a marketing budget?
Marketing Personnel
Outsourced Marketing Services
Printing Ad Placement
Event Planning
& Execution
Website Design &
Maintenance
Postage for Direct
Professional Organization
Dues
• 5% of revenue to maintain your current position
• 10% of revenue to expand market share
Marketing Budget Rule of Thumb
Women’s Business Enterprise Alliance – August 2012
3: FIND THE RIGHT MIX
PrintBrochuresPrint AdsDirect MailFlyers
InteractiveWebsiteEmailSocial MediaPay-per-Click Ads
PersonalNetworking GroupsTrade ShowsReferral ProgramCold Calling/Walkins
PRSpeaking EngagementsPress ReleasesTV/Radio AppearancesGuest Editorials
Women’s Business Enterprise Alliance – August 2012
4: MEASURE & ADJUST
• Customer Data • “How did you hear about
us?”
• Discount Codes • “Mention this ad for an x
% discount”• “Use discount code XXX
when you check out”
• Tracked Phone Numbers• Web Analytics
Measure
• Do more of what has worked well
• Do less of what hasn’t
Adjust
Women’s Business Enterprise Alliance – August 2012
FREE AND LOW-COST RESOURCES
Your Current Clients
Strategic Partnerships
Speaking Engagements
Blogging, E-Newsletters, Website Articles
SCORE(scorehouston.org)
•Volunteers are working and retired executives and small business owners• Free consultations• Free resources•Workshops & seminars
(free or low-cost)
Small Business Development Center(sbdc.uh.edu)
•University of Houston / SBA• Free consultations• Business Library• Customized research•Workshops & seminars
(free or low-cost)•Online courses
Other free or low-cost resources
fiverr.com
Women’s Business Enterprise Alliance – August 2012
QUESTIONS?
Women’s Business Enterprise Alliance – August 2012
Q & A