Post on 19-May-2015
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NO NONSENSE Marke+ng for Small Businesses
Steve Revill, Partner – Posi1ve Momentum
But first…
If the person si9ng next to you gave you £1,000 to
spend on ‘Marke1ng’, what would you spend it on?
Defini+on
“The management process responsible for iden5fying, an5cipa5ng and sa5sfying customer requirements profitably.”
The Chartered Ins1tute of Marke1ng
…or in other words…
Fish where the fish are
Love your customers
Stand out from the crowd
…or in other words…
Fish where the fish are
A ‘typical’ buying process
Problem recogni1on
Informa1on search
Evalua1on
Decision
Ac1on (sale)
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Where are your customers looking for ‘informa1on’ to solve their ‘problems’?
3 ways to get found
Be where they are looking
Search engines
Content marke1ng
Networking
3 ways to get found
Be where they are looking
Search engines
Content marke1ng
Networking
Search engine marke+ng -‐ defini+on
“Promo0ng an organisa0on through search engines to meet its objec0ves by delivering relevant content in the search lis0ngs for searchers and
encouraging them to click-‐through to a des0na0on site.”
Dave Chaffey
…or in other words…
Understand how Google helps people find what they are looking for…
…including your business exper5se and
help with solving their problems.
It started with a click
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Experiment to get the balance right
PAY PER CLICK
Natural search (FREE)
3 ways to get found
Be where they are looking
Search engines
Content marke1ng
Networking
Content marke+ng -‐ defini+on
“Content marke0ng is a marke0ng technique of crea0ng and distribu0ng relevant and valuable content to aLract, acquire, and engage a clearly defined and understood target audience – with the objec0ve of driving profitable customer ac0on.”
Content Marke0ng Ins0tute
…or in other words…
Write stuff your poten5al customers are going to find interes5ng and useful …
... so they find you when they are looking for answers to
their problems.
30/10/2013 NO NONSENSE Marke0ng for Small Businesses
3 ways to get found
Be where they are looking
Search engines
Content marke1ng
Networking
What is the first word that comes to mind when
you hear the word “networking”?
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Be more
than interested
interes1ng
Ask more
B.G.Q.’s
Showing you are GENUINELY interested in them and their business
The other person has to pause and THINK before answering
Bloody Good Ques+ons!
Ques+oning Exercise
…or in other words…
Love your customers
30/10/2013 NO NONSENSE Marke0ng for Small Businesses
Love your customers
Know who they are
Connect and
engage Know how you’re doing
Know who they are
What sort of informa5on about your customers should
you keep a record of?
Connect and engage -‐ newsleSers
Connect and engage – social media
Listen
Learn
Speak
Big companies get it wrong…
Know how you’re doing
…or in other words…
Stand out from the crowd
Simon Sinek
● Video extract from TED Talks (removed)
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Inject some personality?
Inject some personality?
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● Will it blend – ipad (video removed)
“Because we’re a smaller company, we’re able to put out
something edgy and fun.”
Do things differently…
No nonsense marke+ng
Fish where the fish are
Love your customers
Stand out from the crowd
30/10/2013 NO NONSENSE Marke0ng for Small Businesses