2012 03-20-plan your way to marketing success

Plan Your Way to Marketing Success

Don't Leave Your Business to Chance

www.synekamarketing.com.au1300 965 989

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About Syneka Marketing

Syneka Marketing• Marketing plans

• Social media

• Website design

• Professional speaking services

New businesses Small and medium

businesses Not-for-profit

sector


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The Team at Syneka Marketing

Alex MakinManaging Director

Marketing StrategyMarketing PlanningSocial MediaProfessional Speaking

Keat ChiewMarketing Consultant

Marketing StrategyMarketing Planning

Natalia PereraCreative Director

Creative DesignWebsite VisualsSocial Media

Kevin CahalaneMembership Strategist

Membership StrategiesSales Sales

Plus website and graphic designers


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About Alex Makin

Marketing and IT Experience in SMEs Board member of

several organisations Councillor for

Maroondah City Council

Mayor during 2010


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Overview

What is Marketing Marketing within your Business Developing a Marketing Plan Marketing and the Internet Social Media Tools Conclusion


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What is Marketing?

Various definitions exist but essentially:• Marketing is the process of planning and

executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organisational goals.


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Marketing for Businesses

Marketing considers how products/services can reach the desired target market• Who is your target market?

• Why are they the target market?

• What products/services are relevant to the target market?

• Who are your competitors?

• How do you reach the target market? You may have multiple target markets


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How Do You Use Marketing?

What marketing currently exists in your business?• Websites/social media

• Brochures/leaflets

• Meetings

• Networking events

• Sponsorship

• Telephone/Email correspondence These are all examples of marketing tools


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Begin With a Marketing Plan

What is a marketing plan?• Supports the vision of

your business

• Identifies objectives to achieve this vision

• Outlines actions that will fulfil these objectives

Should be regularly reviewed


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Marketing in Context

A Marketing Plan should support other plans in your business

Marketing enables you to achieve these outcomes

Actions from the Marketing Plan work to achieve these results

Business Plan

Marketing PlanOther Plans

(HR, Distribution)

Communications eMarketing


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The Planning Process

Strengths • Are what you do well

• Established abilities

• Core aspects of the business

• 'Competitive advantage'

Leverage your strengths

Key marketing messages

Syneka Marketing Diverse experiences

of the team SMEs Not-for-profits Local government

Understanding strategy

Knowledge of social media and emerging trends


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Know Your Target Market

The target market• Who are they?

• Why target them?

• Where are they?

• How do you reach them?

Connect the target market to your strengths

This creates the value proposition

Syneka Marketing Target Market SMEs

New businesses Businesses seeking

growth Not-for-profits

Incorporated associations

Our strategies build your organisation


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Establish Key Messages

Consistency is critical• Inconsistent messages

create confusion

• Branding and message must be consistent

What benefits do you provide?• How will the target

market respond? Demonstrate tangible

value

Be consistent with all communications Colour schemes Branding

What is the key message? Our expertise The value of effective

strategies We can be your

marketing department


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The elements of a Marketing Plan

Aim• What is the purpose

of the plan? Objectives

• Steps that we need to achieve the aim

• How do these objectives achieve the aim?

Aim• Increase growth of

our services Objectives

• Social Media

• Presentations

• Key Publications

• Demonstrate expertise


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Implementation and Evaluation

Strategies• What steps are

required to achieve the objectives?

• What timeframes?

• Who is responsible? Evaluation

• How do you measure the results?

Implementing our strategies• Identify presentation

opportunities

• Identify when they are held

Evaluation• Number of

presentations

• Feedback


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The Role of Technology

Do not view technology in isolation• Websites are a

marketing tool – not just technology

• Social media is a marketing exercise

• Technology is actively being used across all generations


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Online 'Word of Mouth'

'Word of mouth' advertising is extremely powerful• Sharing content is

the online equivalent

• Encourage sharing and dialogue

Remember email is also effective


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Extending Reach with Social Media

A website is one method of reaching stakeholders on the Internet

Social media is another method• Use the strengths of

each tool These tools should

be integrated with your website


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Integrating Social Media

Send website updates as:• As a Facebook Post

• As a Twitter Update

• Emailed to subscribers

Reach all stakeholders

Saves time by writing content once


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Social Media Tools - Facebook

Facebook• 10.6 million

Australians

• Build an online community

• Events• Announcements

• Organisations can have branded pages

www.facebook.com


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Social Media Tools - Twitter

Twitter• 2.5 million

Australians

• Good for quick announcements

• Can feed into Facebook

• Hashtags enable conversation

www.twitter.com


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Social Media Tools - LinkedIn

LinkedIn• 3 million Australians

• Connect with business partners

• Events• Announcements• Groups

• Can be integrated with Twitter

www.linkedin.com


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Social Media Tools - YouTube

YouTube• 48 hours of video are

uploaded every minute

• 3% of these videos are Australian

• Over 3 billion videos are viewed a day

Second biggest search engine

www.youtube.com


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Social Media Tools - Blogging

A blog is a website• Contains regularly

updated posts• Media Releases• Newsletters• Advice

• Can be written by several people in your business

• Allows comments

• Integrate with social media


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Social Media Tools - Email

Email is still important• Can automatically

send content from your website to subscribers

• Can reach people using several methods

• Include sharing options in email


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Measure Your Results

What do you want to achieve with your Internet presence?• Contact

• Sales

• Readership The Internet is

measurable• Measure visits

• Measure sharing


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Conclusion

Develop a Plan Identify what you

want to achieve Ensure consistency See the Internet as a

Marketing Tool Use the tools that are

right for you Replicate your

messages


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The Role of Technology

Do not view technology in isolation• Websites are a

marketing tool – not just technology

• Social media is a marketing exercise

• Technology is actively being used across all generations


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The Next Steps

Subscribe to Syneka Snippets

Extension of our New Year Marketing Package

Small Business Marketing Package

Not-for-Profit Communications Package

10% discount


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Further information

Syneka Marketing• Web: www.synekamarketing.com.au

• Phone: 1300 965 989 Alex Makin

• Mobile: 0409 136 213

• Email: [email protected] Social Media

• LinkedIn: www.linkedin.com/in/alexmakin

• Twitter: www.twitter.com/syneka

• Facebook: www.facebook.com/syneka.com.au

http://www.synekamarketing.com.au/

mailto:[email protected]

http://www.linkedin.com/in/alexmakin

http://www.twitter.com/syneka

http://www.facebook.com/syneka.com.au