Download - Market SMART · Marketing Is NOT. It is not sales ... 3 Niche Markets “Niche is rich Broad is broke”
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Market SMARTMarketing Strategies to
GROW Your Business
by Debbie Page
Presented for U.S. Small Business Administration | Seattle District Office
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Hello!
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Why is marketing so important?
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In YOUR opinion, what IS marketing?
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It is the process of educating
your ideal customer why she should do
business with you, not your competition.
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What Marketing Is
NOT.
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It is not sales….that comes later.
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The art and science of choosing target markets and getting, keeping and growing customers
through creating, delivering and communicating superior customer value.
Marketing Management
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How has marketing changed?
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So what does this all mean for you today and going
forward?
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Being customer centric.
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4 Best Practices to Being a Customer Centric Company
1. Believe the customer comes first2. Focused on customer needs and wants and
creates offerings for them.3. Focused on building relationships not counting
transactions.4. Implement and maintain a formulated strategy
focused on creating and keeping profitable and loyal customers.
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SMART Marketing Tip
● What do you do?
● Why does it matter?
● Who cares?
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3 Niche Markets
“Niche is rich Broad is broke”
SMART Marketing Tip
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You can’t afford to market to
everyone.
SMART Marketing Tip
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SMART Marketing Tip
Create an ideal customer profile a buyer persona or an avatar for each niche.
You must know who you are speaking to in all your messaging with absolute clarity.
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My ideal client persona:
Her name is Beth, she is 43 years old and owns a
service based business.
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My ideal client persona:
She started her business because she has a
PASSION for what she does and a unique way she offers her services.
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My ideal client persona:
She has had her business for at least 2 years.
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My ideal client persona:
She is generating revenue but can’t figure out where
all the money is going.
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My ideal client persona:
She is caught in a cycle of reinventing the wheel with each new idea.
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My ideal client persona:
There are no/few documented systems or
processes.
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My ideal client persona:
She wants to scale her business and does not know what is her next
best step.
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My ideal client persona:
She wakes up at night worried that she doesn’t
have enough cash flow to fund her business.
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My ideal client persona:
Can be heard saying:
“I know I can’t keep doing this alone.”“I need to understand where my money is going.”“I don’t know if I am truly profitable.”“I need to start paying myself.”“There seems to more month than money.”
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Ideal Client Persona
Why is this important?
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Creates absolute clarity in every marketing decision
and action you take.
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People don’t care how much you know until they know how much you care.
SMART Marketing Tip
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Create a well developed value
proposition.
SMART Marketing Tip
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A well developed value proposition is key to
initiating and maintaining the successful marketing
of your company, products and services.
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● Explains the value of your
product/service to the customer:
● How do you solve their problem.
● Why it’s beneficial.
● For whom it matters.
● How different from the
competition
To The Customer
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● Keeps you focused on target customer.
● Keeps product or service benefits aligned with
customer goals.
● Makes direct connections with your customer goals.
● Develop persuasive marketing that stands apart
from the competition.
To You The Business Owner
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SMART Marketing Tip
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SMART Marketing Tip
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SMART Marketing Tip
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What you measure matters - know
your ROI.
SMART Marketing Tip
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A recent survey by SurveyMonkey asked more
than 400 marketers what they know about their
brands. While 80% of them believed building
brand awareness is “extremely” or “very”
important, 76% admitted that they don’t know
what percentage of their target market is aware
of their brand. And nearly 70% said they weren’t
sure how to measure brand awareness.
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SMART Marketing Tip
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Do they know you?Do they like you?
How do your customers feel about your brand?
(Innovative/trustworthy/traditional.)
Ask Yourself
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If they know you, do they think of you
the way you want them to?
If you’re cultivating the right image,
are customers excited about what you
actually deliver?
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Who has great brand awareness?
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Who has a tarnished
brand?
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Who has GREAT brand loyalty?
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SMART Marketing Tip
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Mistakes to Avoid
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Mistakes to Avoid
You are not your audience
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Don’t delegate building customer loyalty to your
staff.
Mistakes to Avoid
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Don’t view your competitor as the enemy.
Mistakes to Avoid
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Don’t get complacent.
Mistakes to Avoid
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Don’t waste resources.
Mistakes to Avoid
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Don’t move without a plan -and don’t get stuck in the
mud.
Mistakes to Avoid
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Don’t do it alone.
Mistakes to Avoid
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What can marketing do for
my business?
Ask Yourself:
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Effective marketing can determine the winning difference that sets you
apart and makes you the only real choice.
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