Plan Your Way to Marketing Success
Don't Leave Your Business to Chance
www.synekamarketing.com.au1300 965 989
Copyright 2012
About Syneka Marketing
Syneka Marketing• Marketing plans
• Social media
• Website design
• Professional speaking services
New businesses Small and medium
businesses Not-for-profit
sector
www.synekamarketing.com.au1300 965 989
Copyright 2012
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
www.synekamarketing.com.au1300 965 989
Copyright 2012
About Alex Makin
Marketing and IT Experience in SMEs Board member of
several organisations Councillor for
Maroondah City Council
Mayor during 2010
www.synekamarketing.com.au1300 965 989
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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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Copyright 2012
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
www.synekamarketing.com.au1300 965 989
Copyright 2012
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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Copyright 2012
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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Copyright 2012
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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Copyright 2012
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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Copyright 2012
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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Copyright 2012
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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Copyright 2012
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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Copyright 2012
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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Copyright 2012
Social Media Tools - Twitter
Twitter• 2.5 million
Australians
• Good for quick announcements
• Can feed into Facebook
• Hashtags enable conversation
www.twitter.com
www.synekamarketing.com.au1300 965 989
Copyright 2012
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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Copyright 2012
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
www.synekamarketing.com.au1300 965 989
Copyright 2012
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
www.synekamarketing.com.au1300 965 989
Copyright 2012
Measure Your Results
What do you want to achieve with your Internet presence?• Contact
• Sales
• Readership The Internet is
measurable• Measure visits
• Measure sharing
www.synekamarketing.com.au1300 965 989
Copyright 2012
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
www.synekamarketing.com.au1300 965 989
Copyright 2012
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
www.synekamarketing.com.au1300 965 989
Copyright 2012
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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Copyright 2012
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