small business marketing on a budget

Small Business Marketing

On a Budget

Show me the money

Increase SalesMore customers in the door

Increase RevenuesCustomers spend more

TARGET - who are your customers - what are their problems/desires - where are they when they have those problems/desires - how do you solve them - why you/your solution

CREATE your messaging to DRIVE them to your conversion GOAL

content

“If a story is not about the hearer, he will not listen” - John Steinbeck

MESSAGING

- Stay consistent - Pick a message - Plant a flag - Be succinct - Be genuine- Core Values

IMAGING

- Evoke a response - Attribute it- Sharable- Show, don’t tell - Video- Vine

Unsplash.com

Littlevisuals.co

Deathtothestockphoto.com

Nos.twnsnd.co

Superfamous.com

Picjumbo.com

Thepatternlibrary.com

Gratisography.com

Imcreator.com/free

Creativemarket.com/photos

Stocksy.com

App.snapwi.re

Getrefe.com

Filterandformat.com

Stock photos that don’t suck

Establish ExpertiseUse your online presence to establish expertise and thought leadershipSet up Google Authorship on all online blogsEngage with other thought leaders on Quora, Linkedin, etcPost articles and white papers on areas your customers have questions on.

Rich Profiles tell great storiesExpertise is implied, not stated

• Brands you’ve worked with• Awards and Accolades• Link to portfolio and media• Perfection is a lie, be real

You’re in charge of your brand.

• Profiles are your digital face• Relatable = Likeable• Synopsis, not a biography• Core values, what drives you

TRIGGERS

Life EventBirthday, anniversary, wedding

Time Sensitive NeedPassport, visiting guest, tax season

SeasonalGolf, travel, allergy, home repair

Complementary PurchaseHair/outfit, stove/cookbook

CALL TO ACTION

Coupon/deal

Referral

Testimonial

Follow up cta

Email address

Social – engagement (?)

Event – bday redemption

Contest – email entry

Cause/injustice

Promotions

PROMOTIONS

Birthday – every day is someone’s birthday

Referrals – refer a friend, earn a discount

Party – product launch, fundraising, holiday, staff

Piggyback – playoffs, politics, causes

Daily deal – Vitamin V, not Groupon.

Social – list building, engagement,

Content – provide valuable content in exchange for contact info

Contest –collect contacts

PPPPProductPricePlacePromotion

EOPLEPThe 4 ‘P’s of Marketing

The 5th ‘P’

Awesome People

Awesome Company=

Awesome People

o Make them the heroes of your company story

o Develop their profiles

o Build their customer success stories

o Have them mentor new staff

o When they win, you win

o Attract more awesome people

o Repeat

“The purpose of a business is to create a customer who creates more customers.”

Evangelize your customers Exceeding expectations - beyond the cliche. Effort, not price, is where trust is earned. Follow up with flowers, card, chocolates, cleaners

Turn poor experiences into evangelists. • Don’t let them out the door without fixing it• Be a great listener, repeat it back to them.• Don’t give away the farm• Don’t make excuses• Use a story to make it relatable• Don’t win, don’t be right, don’t take it personally• Follow up

• Engage every single one

• Trade reviews with friends/colleagues

• Don't win, don't be right, don't take it personally

• Ask the user to remove it

Online Reviews (it’s a trap!)

Tools

EMAIL/CONTACTS

MailchimpSignals by HubspotFiverrNimbleCardmunchIFTTTEvernoteEcquireTrello

SOCIAL MEDIA

HootsuiteTwitterFacebookPinterestInstagramYoutube

PAGES/PROFILES

UnbounceWordpressShopify, Etsy, EbayLaunchrockAbout.meBrandyourself

Channel Partners • Complementary products• Referrals groups - RTN, BNI• Distributors• Suppliers or customers

• people you're already doing business with.• Honeypots

• tour busses, realtors, Costco, Home Depot, Event planners,• Charities/non-profits• Aggregators - airbnb, opentable, • Bloggers and influencers

PenetrateHit them everywhere

RepeatWithout repeating. Drill it in

MeasureIf it works, double down

CAMPAIGNS

Focus on one at a timeDrive all promotions to a single goal

(email signups, likes, etc)Involve all staff and stakeholdersWork it into all sales processes

Once you spend it, It’s gone forever…

TIME IS YOUR MOST VALUABLE

ASSET, SPEND

IT WISELY

KEEP A CALENDAR

Create ValueTHINK LONG TERM

Measure everything

GREAT HABITS = GREAT COMPANIES

When it works, double down

Sean Sherwood

SMALL BUSINESS

Is a STREET FIGHT

*FIGHT TO WIN

www.mojo4business.com