Marketing a local business in 2013

Where to begin?

Presented by Paul Kurnyta to ‘The Interactive Business Club’18th January 2013

Newspapers RadioMagazinesDirect marketingCold

InternetSocial mediaInteractiveOne-to-oneWarm

The Reality

• The marketing landscape has changed

• Now, consumers are buying less and spending less

• The ‘pie’ is smaller – businesses have to fight harder to maintain their market share

• Business owners now have to embrace and understand new marketing technologies

The shift in marketing

80s & 90s

Advertising

Sales

Marketing collateral*

2013

Too much choice!

Lack of expertise in how to implement and

mix them properly

Lack of time

Disappointing results

2000s

Advertising

Sales

Marketing collateral*

Internet

Online

* Marketing collateral – brochures, media packs, business cards, logo, etc.

What to choose?

Competitor Research

Social Media

Books & E-books

Marketing Collateral

Website

Email Marketing

Community & Charity

Videos

Presentations

Seminars

Tele-sales

Design & Branding

SEO

PPC

Online

Sales

Events, Shows & Conferences

PR

Door Drops PodcastsBlogs, Forums &Online Groups

Promotions, Competitions & Giveaways

NetworkingWebinars

Direct Mail

Case Studies & Testimonials

Promotional Items

Referral Partners

Advertising & Sponsorship

The Business

Mobile Marketing

In-House

• You can’t do it all right now.

• Walk before you can run: get the basics right first before you start considering how, for example, video, podcasts or e-books could be used.

• Break down the choices into sensible stages: give each platform the effort, time, energy and focus that it deserves and that it needs. If you can’t do it, employ the help of someone who can.

• Work through each stage properly.

If your marketing is not working for you right now – stop it!

Go back to basics and check that you have got these areas right.

Sometimes a fundamental change to the service, product or offering may be required first – what sets you apart in your particular market?

Back to basics

For example…

Stage 1

Website

Online

Marketing collateral

Sales message

Sales process/funnel

Branding/logo

Competitor research

Stage 2

Networking

Social media

Direct mail

Email marketing

Blogs/forums

Referral partners

Groups - online

Promos/comps

Giveaways

Case studies

Testimonials

S.E.O.

Events and shows

Conferences

Pay-per-click

Door drops

Stage 3

P.R.

Seminars

Slideshows

Advertising

Tele-sales

Stage 4

Video

Webinars

Podcasts

E-books

Community

Charity

Stage 1

Stage 4

Stage 3

Stage 2

This example is a guide only. Options maybe grouped differently, according to your particular business or current marketing position.

ResourceAllocation

Before you can start to market the business effectively, these are the essentials;

Website: one that clearly and effectively promotes the business and the core product/service offering - website pages to be properly titled and tagged and with the relevant keywords optimised.

Online profiles: complete and up-to-date online profiles and directory listings.

Marketing collateral: brochures/media pack, sales leaflets, business cards, logo, etc.

Sales pitch: a clearly defined and effective sales pitch – features and benefits are fine, but what’s the real added value of doing business with you?

The sales process: what process will you take the prospect through? Presentation, follow-up, keeping the relationship open, closing. Customer relationship management – how will manage your prospects and your ongoing clients?

Branding: a professional image and brand that fits with the product or service.

Competitor research: gaining a basic knowledge and understanding of your competitors and what they offer – your prospects will be doing the same!

The logic

• It’s important: it’s your shop window, forms your customers’ first impressions and is their first point of contact.

• It’s a 24-hour sales and marketing tool. It works for your business 365 days each year, with no holidays, no sick pay and no hassle. Invest in it!

Priority #1 - your website

How we used to shop

• Local Yellow Pages

• Local newspapers, magazines and radio.

• Word of mouth / recommendation.

• More loyalty.

How we shop today

• On the Internet, including social media & other online profiles: search; refine the search; visit top three.

• Scan their web pages: make snap judgements and quick decisions

• Is this website easy to use? Did I find what I was looking for quickly?

• Would I return? Is it worth staying in contact with this business?

• Does it offer me something of value, now and in the future?

Looking at your own business website and overall online ‘value proposition’,does it work for you?

Does it really work for you?

If your website is not converting enough visitors, or at least engaging with them, so that they return or stay in touch…

… then it’s not working for you.

Re-visit your website:

• Does it properly represent the image, brand and ethics of the business and the people within?

• Does it clearly and easily give the prospect the information that they had hoped to find?

• Does it offer something of value to the visitor – does it encourage them to stay in touch, get in touch or, better still, buy from you?

Where are you right now?

Adding Value

Adding value in a

B2C relationship

Great products or services

Regular discounts, offers, incentives, promotions,

competitions and giveaways

Offer led

Adding value in aB2B relationship?

Your marketing needs to have longevity, to build long-term relationships based on trust and expertise. This requires a consistent focus and effort.

Your ‘long-term’ marketing strategy needs to:

• Solve prospect’s & customer’s problems. Build trust, based on expertise.

• Meet their ‘specific’ buying criteria. If you don’t, then someone else will.

• Help you become a resource to the prospect. What you share or give them needs to add value to their business. Knowledge is power.

The good news is that you now have better tools at your disposal to meet these objectives...

…but only if you can get to grips with one particular area of marketing.

Adding value in a B2B relationship

Content Marketing

Content marketing is an umbrella term, encompassing:

•All marketing formats that involve the creation and sharing of information,

•in order to attract, acquire and engage clearly defined and understood current and potential consumer bases,

•with the objective of driving profitable customer action: sales and revenues.

So, to be successful in marketing in 2013, businesses have to:

•Become writers and authorities on their business and industry.

•Embrace, learn and keep pace with new technologies and how they all work together.

•Keep their marketing fresh and up-to-date, and do it consistently.

•Do all of this whilst still running the business!

What is content marketing?

… Or you could of course, employ some to help!

When writing about your business or industry…

You don’t need to be an acclaimed author or a trained journalist to write and deliver effective articles, tips, stories or general musings about your particular business or industry.

But, you should follow these basic rules:

•Keep it business related: Your personal life is for your personal profiles.

•Always be professional: Humour and criticism are fine if you can deliver them properly, just don't rant or express radical or controversial views. You may do more harm than good.

•Don’t always sell: You are sharing resources, so be careful not to directly sell each time you write. Dropping in the occasional sales message is fine, we suggest 85% sharing with 15% selling.

•Check your spelling and grammar: Always check your spelling, punctuation and grammar. Even if it's not a core part of your job, mistakes reflect badly on you and the business. A discreet “second pair of eyes” is a great help here.

•Keep it interesting: You don’t always have to write pages, sometimes a quick "top ten tips" could be just as effective.

Firstly

Dissect the business offering and create a content map. As an example, here’s what an IT company may have;

It’s easier to maintain than you might think

SEO

Software

Data Transfer

Website Dev.

Remote Working

Support

Mobile Apps

DataSecurity

IT Company

Sharing Content – Mixing the options

A well-written, interesting piece of content can be used across multiple platforms.

Turn it into more than just a one-off posting – host the main article on your website or blog and use other marketing platforms to drive the traffic: Use snippets of your ‘well-written and interesting’ article to tease them in.

1 Article

Article Site

Blog

E-MailSocial Media

Website

Direct Mail

Seminar/Briefing

PR Webinar

E-Book

Your success

Whether you win or lose at this strategy will come down to one thing: effort.

Aim to do something once a month to begin with. After a few months you’ll gain momentum, it will become easier and you’ll start to see results.

Remember, one well-written piece of content is all you need to begin with.

Like anything, it’s trial and error. Sometimes you have to get it wrong before you can get it right.

If you know you won’t have the time or focus it requires, or if you lack the expertise and experience to do it properly, get someone to help.

Get smarter about your marketing: use all of the tools at your disposal to improve your marketing efforts.

Most of all, enjoy it, or… … give it to someone who can be passionate about making it

work.

Covered by my guarantee:

If, at the end of our session together you don’t feel that you have received what you consider to be value for money for the service I have provided, you don’t pay me, and you are the only judge in the matter.

Marketing Strategy Meeting

2 Hours - £75

Can be delivered via telephone or video conferencefor non-local clients

Need a jump-start?

“These two hours are worth their weight in gold - his up to date knowledge into the changing world of marketing, particularly in the field of online, social media and direct marketing for local business makes him a must to talk to.”

Mark ThwaitesManager and DirectorLido Spa & Restaurant “This £75 could be the best investment you make towards your marketing in 2013.”

Steve WoodOwner and DirectorAble Investigations and Enforcements “Paul came very highly recommended and brought exactly the 'fresh pair of eyes' approach we needed in our marketing re-launch. If anything can be taken from our experience, you have nothing to lose and everything to gain! I never thought I would say this about marketing but, enjoy the experience!”

John BeynonOwner and DirectorLightside Financial “Paul is insightful, hardworking and unfailingly enthusiastic. He's been advising on Bristol IT Company's marketing strategy for some years now and we've learned a lot and grown as a consequence.“

Amin KhataeeOwner & Managing DirectorBristol IT Company

Endorsements

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