Post on 04-Jul-2020
P R E S E N T E D B Y
How to be a marketing superhero when your background isn’t in marketing.
The Pitts Family
MONICA
ELLIS AVELEEN
MIKE
ROXIE
ISABELLA
The MayeCreate Family
MONICA TYLERSTACY ERIKA
JASONKATIE JACOBREBECCA
MayeCreate Support Staff
ROXIE
QUIMBY
We solve marketing problems.
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Even the dogs.
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Mostly online.
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➔ Before you start - get your head on straight
➔ 4 ways to marketing on a dime
➔ 5 big marketing IF’s and answers
➔ Tracking crash course
Our talk today will have 4 parts.
➔ Get the work done➔ Make sure it worked
To be a real marketing superhero you have to do two things.
You have two options:You can hire somebody to get it done or you can hire somebody to get it done.
1. Marketing 101
2. Marketing is like a 401K - it starts with a goal
3. Know your target market like your best friend
4. Process makes perfect
BEFORE YOU STARTGet your head on straight.
Your Strengths
Your Assets
Your Plan
Marketing 101
Assets are the resources your company has that can be utilized to create influence.
Influence can be:➔ Bought➔ Borrowed➔ Built
What are assets?
➔ Client & Non-Client Contacts❏ Email List❏ Mailing Address List❏ Facebook Friends/Fans❏ Twitter Followers❏ Blog Followers❏ Email Subscribers
➔ Capital❏ Services for Trade❏ Funds to Invest
➔ Staff❏ Sales❏ Designers❏ Writers❏ Delivery Truck Drivers❏ Interns❏ Kids
➔ Ready Made Marketing Materials❏ Previously Designed Ads❏ Testimonials❏ Portfolio Photos❏ Ad Specialty Items
➔ Sphere of Influence❏ Strategic Alliances❏ BNI Chapter❏ Rotary Group❏ Neighborhood Association❏ Church❏ Gym❏ Country Club
➔ Location❏ Shared Building Space❏ Signage❏ Window/Display Space❏ Sidewalks
➔ Equipment❏ Printer❏ Company Cars❏ CRM❏ Smart Phones
➔ Processes❏ Checkout ❏ Sales
AssetDiscovery
Marketing is like a 401K.You have build assets now
to draw from them in the future.
P R E S E N T E D B Y
A successful campaign starts
with a goal.
P R E S E N T E D B Y
Start where you are.
Goal Setting Tips
Carefully consider your company size, strengths, assets (budget and current client list).
Review the success of previous marketing campaigns.
Set a goal that is inspiring to you but is also attainable.
If you reach your goal mid-year you can always increase it!
Know what success looks like.It comes in many forms.
Marketing Reality Check
This is not “if you build it, they will come.”
P R E S E N T E D B Y
A successful campaign starts
with a goal.
P R E S E N T E D B Y
Know your target market like your best friend (maybe better)
➔ What are their goals/challenges personally and professionally?
➔ How does your service help them reach their goals/solve their challenges?
➔ What are common objections (time, price, effort, etc)?
What problems do you solve for them?
Create buyer personas.“ideal customer avatars”
P R E S E N T E D B Y
Process makes perfectSetting a goal isn’t enough – you need a system to get there.
Document every step.Save it somewhere you can find it.Don’t live by it, live within it flexibly.
Document Your Process➔ have a brainstorming session to figure out what needs to be done
➔ break the project into milestones to signify each stage of development
➔ make a set of tasks to guide people through each milestone
➔ explain the outcomes of each of those tasks
➔ determine whose talents are best suited for each task
➔ record how are you going to measure success and know that it's working
https://mayecreate.com/blog/marketing-project-management-101/
Ask decision maker for any ideas they
have for the month
Write posts and provide images in
LoomlyCopy editor reviews
posts Posts are revised
Art director reviews posts
Posts are exported and emailed to
decision maker for approval
Decision maker approves posts
Posts are scheduled to post
Art director reviews social media
performance and reports to client
SOCIAL MEDIA
PROCESS
What happens when the person who’s supposed to review the posts doesn’t actually review the posts?
BEFORE YOU STARTGet your head on straight.
1. Marketing 101
2. Marketing is like a 401K - it starts with a goal
3. Know your target market like your best friend
4. Process makes perfect
Marketing with Purposepodcast.mayecreate.com
Free Resourcesresources.mayecreate.com
Need more?
P R E S E N T E D B Y
Marketing on a dime.Or a nickel because this photo was free.
➔ Fix your Google Business listing
➔ Add things to your website
➔ Leverage automation
➔ Jump into social media
4 ways to market on a dime.
Fix your Google Business listing 1
https://moz.com/local-search-ranking-factors
17.5%Of your local website SEO is determined by the accuracy of your listings.
Photo by Scott Webb from Pexels
Story Time - Monica Needs a Fence
A
B
C
Update your site at least 4 times a month. 2
*Wittent: https://writtent.com/blog/top-blogging-statistics-45-reasons-to-blog/
30%Website traffic increases up to 30% after publishing 21-54 blog posts.
Client Traffic ComparisonPosting 12 Projects Per Year
Client AAsphalt PavingPosting for 1 yr1,375 Sessions10.44% of site traffic
Client BDrywall ContractorPosting for 2 yrs1,012 Sessions16.72% of site traffic
Client CArchitectPosting for 3 yrs2,546 Sessions17.44% of site traffic
SERVICE SERVICE
HOME ABOUT SERVICE TEAM CONTACT
SERVICE SERVICE SERVICE SERVICE
This is your site without a “blog”
PROJECTS PROJECT PROJECT
SERVICE SERVICE SERVICE
HOME ABOUT SERVICE TEAM CONTACT PROJECT PROJECT NEWS
SERVICE SERVICE SERVICE PROJECT PROJECT PROJECT
PROJECT PROJECT PROJECT PROJECT PROJECT PROJECT PROJECT PROJECT PROJECT
PROJECT NEWS
PROJECT NEWS
NEWS NEWS NEWS NEWS NEWS
NEWS NEWS NEWS
NEWS NEWS NEWS
NEWS NEWS
NEWS NEWS
CAREER CAREER CAREER CAREER CAREER CAREER CAREER CAREER CAREER CAREER NEWS NEWS NEWS NEWS NEWS NEWS
CAREER NEWS PROJECT PROJECT
FAQs, completed work, news, blog posts, tips - ask your frontline
Leverage automated emails. 3
Email marketing offers the highest ROI for marketers$1 creates $44
https://www.campaignmonitor.com/blog/email-marketing/2018/12/70-email-marketing-stats-you-need-to-know/
Photo by Paige Cody on Unsplash
Let's talk about the magic.
NEWSEMAIL
SERVICE PROVIDER
(MailChimp)
➔ You can set up different emails to send for different categories in your feed
➔ Send it from an email they know
➔ Add a signup form to your site
➔ Add a checkbox to EVERY email form to subscribe
➔ Integrate it with your CRM
Jump into social media 4
88%Of Americans 18-29 use social media. 68% of Internet using adult Americans are on Facebook.
CAREER NEWS PROJECT PROJECT
What are you going to post about?
Which social media?
Yes Maybe
Photo by Ryan Millier from Pexels
Tell the story of how you solve problems for people.
P R E S E N T E D B Y
4 Big Marketing IF’s & Answers
P R E S E N T E D B Y
#1 - If you do nothing else you need to…#2 - If you can only invest in one thing it should be…#3 - If you need to market to past customers you should…#4 - If your target market is specific
reach them by...
IF #1If you do nothing else you need to... #1
Fix your Google Business listing.
IF #2If you can only invest in one thing... #2
Make sure your website isn’t crap.
Use Original Content.Not these lame people. Unless they work for you. 😏
Photo by Tyler Lastovich from Pexels
Make sure it’s
mobile friendly.
SERVICE SERVICE
HOME ABOUT SERVICE TEAM CONTACT
SERVICE SERVICE SERVICE SERVICE
Create at least one page for each of your services.
Google AnalyticsTells you how people interact with your site.analytics.google.com/
Google Search ConsoleTells you how Google interacts with your site.search.google.com/search-console/
Install Tracking
You need a privacy policy.
You need a cookie notification.
You need an SSL Certificate.
Keep Google Legally Happy
IF #3If you need to market to past customers... #3
Send them a letter.
Send an personalized email from someone they know.
Communicate complicated messages in video.
Don’t abuse the mediums.Focus on delivering value.
Only sell occasionally and wrap it in value.
IF #4If your target market is super specific... #4
Focus on organizations, events, online groups &
publishing targeted content.
➔ Join organizations who benefit your target audience
➔ Attend their events
➔ Focus on educating & benefitting their members
◆ Write for their newsletters
◆ Do presentations for their members
Organizations & Events
➔ Join online groups filled with members in your target audience
➔ Moderate the newsfeed and answer questions when you can
➔ Focus on educating & benefitting members
➔ Write for your target audience specifically
➔ Repurpose content
Online Groups & Targeted Content
➔ Get the work done➔ Make sure it worked
To be a real marketing superhero you have to do two things.
Tracking Crash Course
Before You Start
➔ Document review intervals➔ Success indicators (long & short term)➔ Key metrics - the data you’ll look at to
know if your marketing is working or not
Example
Posts on Twitter Blogging Event Talks Affiliate Newsletter ArticlesLinkedIn Ads
Monthly
Referrals to site from Twitter
Visitor behavior
Twitter followers
Likes and Retweets
Monthly
Blog views per month
Visitor behavior
A week after events
Website traffic jumps
Leads from talk
Monthly
Referrals to site from newsletters
Leads from org members
Bi Weekly
Clicks
CTR
Conversions
Visitor Behavior
Website Blogging Directory Listings
SessionsAvg Time on Site
Pages Per SessionBounce Rate
Traffic Source
Page ViewsAvg Time on Page
Bounce Rate
ViewsSearchesActivity
Social Media Email Marketing Paid Online Advertising
Follows/Likes# of Posts
Engagement RateImpressions
Reach
List SizeOpensClicks
Budget SpendSearch Terms
ClicksCost Per Click
Click Through Rate
WebsiteBlogging
Directory Listings
Social Media
Email Marketing
Paid Online Advertising
It all reports here.
How to Review
➔ Did you do it?
➔ What happened?
➔ Why do you think it happened?
➔ Could you do anything differently to improve the outcome?
➔ Get the work done➔ Make sure it worked
To be a real marketing superhero you have to do two things.
@MayeCreate @MayeCreate @MayeCreate
How to be a marketing superhero when your background isn’t in marketing.
PRESENTED BY: Monica Pitts
Questions?