Business Development and Marketing Strategy: A Short Course for Entrepreneurs

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  • date post

    17-Oct-2014
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    Business

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These are materials I developed for a short 2 day course on the basics of business strategy and how marketing strategy fits into it, dealing with digital, traditional and new (social) media and all the nuances facing entrepreneurs today. A simple deck that some may find useful, feel free to use as you see fit, and any comments or suggestions are welcome. A lot of it is simply based on my own experience, knowledge, and opinion, it's not meant to be a definitive guide top success (no such thing exists!). Enjoy!

Transcript of Business Development and Marketing Strategy: A Short Course for Entrepreneurs

Hello there.

What is Marketing Strategy?

One component of Business Strategy

Have a Mission & Vision

Be small, think big, act huge: sustainability

Mission Statement Vision Statement

About: A Mission statement talks about HOW you will get to where you want to be. Defines the purpose and primary objectives related to your customer needs and team values

A Vision statement outlines WHERE you want to be. Communicates both the purpose and values of your business

Answer: It answers the question, “What do we do? What makes us different”

It answers the question, “Where do we aim to be?”

Time: A mission statement talks about the present leading to its future.

A vision statement talks about your future.

Function: It lists the broad goals for which the organization is formed. Its prime function is internal, to define the key measure or measures of the organization's success and its prime audience is the leadership team and stockholders.

It lists where you see yourself some years from now. It inspires you to give your best. It shapes your understanding of why are you working here

Change: Your mission statement may change, but it should still tie back to your core values, customer needs and vision.

Your vision should remain intact, even if the market changes dramatically, because it speaks to what you represent, not just what you do.

Developing a statement: What do we do today? For whom do we do it? What is the benefit?

What do we want to do going forward? When do we want to do it? How do we want to do it?

Features of an effective: Purpose and values of the organization. Who are the organization's primary "clients" (stakeholders). What are the responsibilities of the organization towards the clients?

Clarity and lack of ambiguity. Paints a vivid and clear picture, not ambiguous. Describing a bright future (hope). Memorable and engaging expression. Realistic aspirations, achievable. Alignment with organizational values and culture

Profitable growth through superior customer service, innovation, quality and commitment.

Ameren's mission is to generate electricity, deliver electricity and distribute natural gas in a

safe, reliable, efficient and environmentally sound manner. Our vision is to be the recognized performance leader of the U.S. electric and gas

utility industry. Being a performance leader means we will achieve operational excellence,

industry-leading customer satisfaction and superior financial performance.

By creating value for our customers, we create value for our shareholders. We use our expertise to create transport-related products and services

of superior quality, safety and environmental care for demanding customers in selected

segments. We work with energy, passion and respect for the individual.

Organize the world's information and make it universally accessible and useful.

A B

What is Marketing Strategy?

How?

Does every action move you along?

Customer:

You?

The 4Ps

Contain Tactics

Operate within the Strategy

Develop a Basic Marketing Strategy

Can be short

Must answer strategic questions

Common mistakes

A story

Branding

What is it?

Why is it important?

How to guarantee a good brand

The power of having a USP

QA & Break!

Lessons

Targeting

Bigger = better?

Research and Measuring

Audiences, Markets, Segments

Launching

Are you ready?

If you can’t measure it…

You can fail at success

Traditional Marketing

What is it?

What About Experiential?

Pros & Cons

Digital Marketing

(Potential) Strategic Components

Pick your Digital Battles

Why Bother?

Day One

Day 2

Digital Marketing

Do I need a Website?

Website/design building blocks

What you need to consider

Digital Marketing

SEO? SEM? Content? Adwords?

Dealing with web traffic

Is it all about Google?

Digital Marketing

What should it cost?

What should it look like?

What platform should I choose?

Newsletters/DM

Extra! Extra! Read all about… what?

DM and newsletter tools

Managing your DM lists

Newsletters/DM

When to, and when not to DM

A brief note on email…

Marketing automation?

QA & Break!

Social Media

Social what?

Some known dangers of social

Are you ready for SM?

Social Media

What is Social Media Marketing?

Linking social with traditional/digital

Social Media

What platforms are available

Using Social Media effectively

Social Media

Social “Netiquette”

LinkedIn is your best friend

Final Thoughts

• Branding is perception is reality.

• Be small, think big, act huge. Plan for success.

• Having a USP means never justifying your existence.

• BPM = sustainability + efficiency = success. Be measurement and process-driven.

• You’re not in the business of marketing, web design or SM. It just feels like it.

• Every customer can make your business better. Figure out how. Focus inwards first.

• Separate business and leisure in terms of timing, style, messaging, tone, profiles.

• Engage in safe social. Use, converse, protect yourself, never argue on social.

• Content is all around you. Gather and package it into something you can “sell”.

• But know when to stop selling.

• Learn the tools of the trade. Every one you plan to use, you should master and bend to your needs.

• Never say “if only we could…”

• There is no “B”. There is only “A”. Sorry.

Day Two