Marketing Strategies for Small Business

Bruce Wade

What’s the Problem?

We need to fully understand and define the problem that we are trying to solve before any marketing effort can begin.

What’s the Promise?

What is YOUR promise to the world related to addressing the define problem?

What’s the Product?

What is your Product Offering that delivers on your promise?

Who are the People?

Who are the People who are experiencing the problem:

Who?Why?When?Where?

Product Marketing Specification Template

1. Features

2. Benefits4. Cost

3. Suppliers

5. Price

8. Marketing Material

7. Needs 6. Target Sector

7. Wants

9 Brand Champions

The Sales Cycle

1. Inform – creates interest2. Education – creates a need3. Sell4. Upsell / Resell

Sales Funnel

New Opportunity

Initial Communication

Fact Finding

Develop a Solution

Solution Evaluation

Negotiation

Purchase Order

Account Maintenance

Sales Funnel

Capture

Categorize

Clarify

Convert

Conversation

Sales Funnel

Define your contact pointsCreate Capture processesDevelop strategies to drive downAdd human contact as soon as possibleKeep the conversation going

Marketing Campaign Template

Campaign:

Date From:

Products:

Customers:

Materials:

Date To:

Outcomes:

Budget:Campaign Schedule:

Sales cycle

Marketing Campaigns

Name the CampaignDefine a start and end dateAllocate a budgetSales cycleProductsCustomersMaterialsOutcomesSchedule / Plan

Summary

Understand the problemKnow your ProductInteract with the PeopleCreate engaging materialBuild relationships with Brand ChampionsRun CampaignsMeasure, Manage, Adjust