YOU THINK YOU HAVE A GREATMARKETING YO THINK YO HAVE …

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An eBook by 212 Media Studios YOU THINK YOU HAVE A GREAT MARKETING PLAN BUT DO YOU?

Transcript of YOU THINK YOU HAVE A GREATMARKETING YO THINK YO HAVE …

An eBook by 212 Media Studios

YOU THINK YOU HAVE A GREAT

MARKETINGPLAN BUTDO YOU?

YOU THINK YOU HAVE A GREAT

MARKETINGPLAN BUTDO YOU?

YOU THINK YOU HAVE A GREAT

MARKETINGPLAN BUT

DO YOU?

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STORY + MARKETING + REPUTATION = BRAND

You’re on social media, but are you outshining the competition? Do people in your target market think of your company first for their needs? If you can’t answer “yes” to these questions, perhaps your marketing strategy is due for a renovation. In this eBook, we’ll present a few ways to ensure your marketing is bringing the best to your business. Take time to evaluate every angle of your

marketing strategy.

YOUR BRAND’S STORYDo your materials clearly display who you are and what your company values? Assess one of the first things you put together when building your business: the mission statement. Does your company hold to it? Perhaps you need a mission revision to reflect the positive movement of your efforts.

Whatever your brand story is, make sure you’retelling it appropriately. Ponder which factors contribute to your brand. At 212 Media Studios, we firmly believe in this equation:

YOUR MARKETING PLAN HAS YIELDED SOME SALES, BUT IS IT USHERING IN THE MAXIMUM POTENTIAL?

YOUR MARKETING PLAN HAS YIELDED SOME SALES, BUT IS IT USHERING IN THE MAXIMUM POTENTIAL?

YOUR LOGOYour logo plays a central role in your brand story. Does it match your mission and message? Does it resonate with your target market? If you’re unsure, ask. Organize a survey or focus group of your ideal buyers and learn what you can do to improve.

Your logo might need minor updates—or it might need a complete overhaul. If you’re unsure where to start, ask one of our graphic designers. They love this stuff, are awesome at it, and want

to see your business succeed.

YOUR CUSTOMERSReaching the right buyer is half the battle. Getting your name out can be difficult if a few things aren’t clear. Ask these questions to help define your strategy:

1. Is your buyer persona well defined? (Your buyer persona is your ideal customer, reflecting key demographics and other data to help you target your audience.)

2. Does every employee know exactly who you are targeting?

3. Do your products and services meet your target audience’s needs and expectations?

4. Are you meeting your audience where they are comfortable?

For example, if your clientele is moderately tech-savvy, here are some factors to consider:

• Social media: Are you on the platforms where they spend time?

• Mobile website capabilities: Can they access your products on the go—without frustration?

• Mobile check-out: Can they purchase your products anywhere and at any time?

• Location: If you have a brick-and-mortar store, is it accessible and appealing to your target market?

• Price: Can your buyer persona actually afford your products and services? Is your price-point competitive

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8 MARKETING AREAS TO EVALUATE1. WEBSITE DESIGN AND USER EXPERIENCE. Is your website easy to navigate and mobile-friendly?

Remember to keep your target buyer’s age, lifestyle, and preferences in mind.

2. BLOG. If a blog doesn’t fit the interest of your target market, don’t waste your time—but chances are, a

blog will help. If you do have one, brainstorm what you can do to pique readers’ interest and provide

content that will better their lives. Give them reasons to visit your site and interact with your brand.

3. SOCIAL MEDIA. Are you active on the platforms your buyer persona uses? You

should be. Are you engaging with comments on your business’ pages, both good

and bad?

4. ADS. Advertising that’s seen by your buyer persona can be well worth the price.

But if your ads are outdated—whether print or digital—spruce things up.

Evaluate which strategies and platforms would benefit your overall goals most.

5. EMAIL AND DIRECT MAIL. What’s the click-through rate of your email marketing

campaign? If it’s not stellar, find out why and fix it. Are you seeing results from

those flyers you send via snail mail? If not, it may be time to switch tactics. Make

sure your mailings are delivered at the right times and to the right people.

6. PUBLIC RELATIONS. PR is one of the most critical aspects of marketing. Staying

on top of your social media, remaining transparent to customers, and addressing

any concerns quickly and truthfully can make a remarkable impact on your wallet.

7. INBOUND MARKETING. Are you actively attracting new people to your company and

converting them into customers? Are buyers delighted with their experiences—enough

to come back? These are the basic principles of inbound marketing. Read this case study

to see how inbound marketing changed the game for one large company in the Midwest.

8. VIDEO. Have you ever seen a compelling clip that intrigued you, making you wonder

about having an attention-grabbing video for your own business? Video makes a huge

impact. If you’re intimidated by this facet of marketing, don’t be—we can help.

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SCOPE OUT THE COMPETITIONKnowing your position in the market is important, whether your business is a brand new start-up or a veteran brand of the industry. Consider the

following to ensure you’re a standout among your competition:

HOW DOES YOUR PRODUCT STAND UP NEXT TO YOUR RIVALS’? When answering

this question, remember to assess price, quality, services, and customer service.

IS YOUR BUSINESS OR PRODUCT UNIQUE? Perhaps your opponents can offer a similar product for a fraction of the cost. Instead of losing money in an attempt to price-match, offer additional features like tutorials, free shipping, or a bonus product. Think outside the

box and determine what only you can do to raise the value of your product.

PERFORM A SWOT ANALYSIS. Examine your business as a whole by investigating its strengths, weaknesses, opportunities, and threats. These revelations can strengthen your marketing strategy and overall business plan.

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NEXT STEPSYour marketing must complement other aspects of your business plan. Here are four ways to put

your best foot forward:

1. COMMUNITY. Prioritize taking part in your community. Network with fellow businesses in your area. Be actively involved in local events, such as neighborhood soup kitchens, clean-up days, or races. Engage with people outside of your store. If your neighbors see you as regular people, not just salesmen, it will encourage them to trust your business. The same rings true with your partners. For example, if you use a specific distributor, make sure they know your business appreciates them. Send

them personal thank-yous and referrals.

2. TEAM. For the health of your business and marketing strategy, ensure you have the right staff in the right roles so your workplace is operating like a well-oiled machine. Teamwork and mutual understanding

go a long way.

3. GOALS. Write down your company’s goals and determine how and when they can be achieved. Evaluate your objectives and post them throughout your workplace. Keep the big picture in mind during the day-to-day.

4. REPETITION. Critiquing your marketing strategies shouldn’t be a one-time occurrence. Your buyer persona and market are always changing. Evaluations

should be conducted annually, if not quarterly.

NEED HELP?There is no shame in admitting you need some assistance when it comes to marketing. It can be overwhelming, especially when you’re busy running a business! Lucky for you, marketing is our business. We’d love to see your company rise to success. Let us know how we can support you in setting and achieving your marketing goals.

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MARKETING ASSESSMENTFill out the below questions to the best of your ability. Be 100% honest.

Name three flaws you can see in your marketing campaign (e.g. logo, website capabilities, signage).

What is your mission?

Does your logo represent/explain your brand?

Who is your buyer persona?

Can every employee identify your target market?

Who in your community have you networked with recently (within the last two months)?

Can you name your direct competitors and their buyer personas?

State two growth goals you’ve committed to for the upcoming quarter.

When was the last time you evaluated your marketing strategies?

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212mediastudios.com

GOAL PLANNINGTake time to write down your short-term and long-term goals. Remember to make them SMART: specific, measurable, achievable, realistic, and timely.

Short-term goals:

Long-term goals:

Are you succeeding in your marketing and messaging? Most of our clients thought so before they partnered with us and saw how we were able to help them exceed their goals and expectations. How can we help you?

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