Marketing Soup
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The document outlines the importance of modern marketing for businesses, emphasizing the need for a strategic marketing plan that includes elements such as brand identity, content creation, effective communication, and social media engagement. It illustrates how over 50% of purchasing decisions are made before customers contact a company, stressing that marketing should be an ongoing and integral part of business operations. Overall, it encourages businesses to invest in continuous marketing efforts to remain competitive and relevant in today's marketplace.
Marketing Soup
- 1. MarketingSoup 81/2 Key Ingredients for Building A Healthy Business Š 2017 Pinnacle Peak Marketing
- 2. Success Today Looks Different Than Yesterday Technology has forever changed the way we do business. How we receive and seek information is very different today when compared to the past. As a result, there has been a massive shift in the customer/provider relationship â and the entire sales process. Because of the explosion of online information, stats show that more than 50% of a purchase decision is made before a prospect ever reaches out to the company they intend to do business with. And, in some industries, such as complex luxury products and services, that percentage is as high as 90+%. This is what Google calls Zero Moment of Truth, or ZMOT. This means marketing has also changed. The way to communicate the value of your company to customers, prospective clients and target audience now requires being present where your client is, 24/7/365 â providing a relevant experience in a consistent, continuous, always-on effort.
- 3. A company without marketing is like a company without electricity When your business was in the early planning stages â just a thought and a dream â what elements did you include in your budget and business plan? Often, marketing is NOT included in the business plan or budget. Unbelievably, in many cases marketing is not even considered as a vital element which will contribute to the success of the business. The value and importance of marketing is not always understood by business owners until itâs either too late or the business is so far behind their competitors that they are forced to play an expensive and time-consuming game of âcatch-upâ if they want to stay relevant to todayâs savvy customer. ? marketing office supplies rent electricity phone employee salary
- 4. Marketing is just as important to a business as turning on the lights Marketing is essential to each and every business. Realistically, there is no existing business where marketing should absent from your success planning. Marketing is a continuous and long-term investment in your company and your brand. Marketing is an activity that should be consistent, relevant and part of your daily actions. Marketing is the chicken soup for your business â a combination of elements that works to promote your business.
- 5. Marketing positions your business for the best chance of success Effective marketing encompasses many different activities that work together and complement each other, including: > planning, strategy > communications > websites > blogs > social media > content development, and more!
- 6. Discover the 81 /2 key marketing ingredients for success in todayâs fast-evolving marketplace Each marketing ingredient should work together, be aligned with your buyerâs journey, have multiple uses and complement each other based on your overall marketing strategy. 1. Marketing Plan 2. Brand Identity 3. Content 4. Communications 5. Website 6. Social Media 7. Search Engine Optimization (SEO) 8. Customer Service 8 ½. Traditional + New Media RECIPE FOR SUCCESS
- 7. #1: Marketing Plan Essential ingredient for growth How will you know where you can take your business? Or, how will you set goals and know when you have reached them? If you donât have a marketing plan, complete with strategy, and goals, consider developing one. Tips for planning your marketing: > Know your goals/sales for each quarter, and each year â budget your marketing expenses accordingly. > Plan the key marketing initiatives that best fit your specific needs â be sure all work together for maximum effectiveness and congruency. > Work to achieve the sales you projected â Sales cure all. Plan the big picture and set the budget for your marketing activities for the year. Decide the purpose for each marketing channel. Plan by quarter and work the plan each quarter. Keep it simple and make it relevant to your goals and projected sales.
- 8. #2: Brand Identity Develop your brand into your most valuable asset Many new businesses start out by rushing straight into development of the logo, corporate colors and fonts. When they bypass the brand development process altogether, they miss the true purpose and value of branding. Branding is the basis for all that you do as a company going forward. It sets the tone, voice, message and positioning for all that follows. Consider these guidelines: > Be relevant to your audience. > Have a compelling brand story. > Be consistent in message, quality, and action. Your brand is determined by others. Itâs the emotional connection your clients and prospects have with your company. Do the initial work of creating a positive emotional attachment with your brand. Donât leave your brand to chance.
- 9. #3: Content Be where your customers are 24/7/365 Content is king, queen, president and boss. Make it easy for your customers and prospects to learn all about your company, on their own. This is the value of good content. If you can answer their questions, they can make a quicker purchase decision. Create a piece of content once, leverage it over and over again: > In your website, brochures, video, webinars, white papers, newsletters, and blog posts. > In social media, infographics, email and direct mail campaigns. > In promotions, events, press releases and advertising. The benefit of creating an abundance of valuable content is that you will be able to repurpose it many times. Your content can adapt, but the heart of the message will be cohesive everywhere you use it. Maximize it for online and offline initiatives.
- 10. #4: Communications Bring vitality to your brand through storytelling Storytelling and meaningful communication is vital in your marketing. Marketing communications is about the tactics and message you use in reaching your target audience â and the way you tell your story. It includes listening and conversing with them. Communication Tips: > Connect with your target audience on a regular basis. > Listen to them. Have conversation and build meaningful relationships for the long-term. > Give your audience what they want, when they want it â and listen and respond with attentive customer care. Determine the best ways to reach your target audience  â social media, blog, direct marketing, email campaigns, brochures, or other channels. Talk to them and provide relevant, valuable information that satisfies their needs. Ask for feedback. Reach out.
- 11. #5: High-Performance Website Main ingredient: your always-on sales person Today, a company website is an absolute âmust.â Itâs one way for your customers and potential customers to search for you and learn more about how you can solve their problems with instant information, communication and conversation. A website can help grow your successful business... > Because it is your 24/7/365 salesperson > When it is user-friendly, visually pleasing, easy to read, answers prospectsâ questions and provides all pertinent information about your business > When it clearly conveys your brand image and is cohesive with all of your other forms of communication and marketing Having a high-performance, lead-generating website has become a basic requirement â just like the need for electricity or a business phone number. Make your site an interactive, mobile-friendly experience with valuable content, video and purchase capability.
- 12. #6: Social Media Stand out and grab attention with visual content Social media activities have become an integral element in the overall marketing plan. Marketing is no longer a one-way communication from a company to the prospect. With social media, you can personalize your companyâs messages. To stay ahead of the competition, social media should be an essential ingredient in your brand storytelling. Use it to: > Promote brand awareness and thought-leadership > Become a valuable tool for search and being found â before prospects find your competitors > Drive links to your high-performing, lead-generating website Social media is all about the two-way conversation and the customer relationship. It gives you the opportunity to listen and learn from your customersâŚIf you are not leveraging your social media efforts, we promise you â your competitors are.
- 13. #7: Search Engine Optimization (SEO) Your secret weapon to gain competitive advantage SEO is a marketing discipline focused on growing visibility in organic, non- paid search engine results. In todayâs world, getting your company found online is critical to success. SEO is an ongoing effort for best results, with key ingredients that include: > Relevant, customer-focused content > Researching and using the keywords your customers are searching for > Link building SEO works in conjunction with your content, website, social media activities, blogs and other online initiatives. As with all of your marketing activities, SEO needs to work alongside other efforts in order to get the best ROI and most effective results. > Title tags, meta descriptions > Social media profiles > Mobile-first strategies > Google updates
- 14. #8: Customer Service Company ambassadors for your brand Customer Service is not often connected to marketing or even considered a marketing activity in the minds of many businesses â it should be! Delight your customers by making it a core part of your marketing plan and strategy. Answer these questions to understand why Customer Service is so important to your marketing. > Which group of employees is the front line of your company, speaking directly with your customers? > In these frequent, direct communications with your customers, are they speaking and representing your companyâs message, values and beliefs each and every time? > Has your Customer Service team been equipped properly to convey your companyâs message, values and beliefs, via information and proper training? Every person in your company represents the brand in voice, message and action. Take the time to train your staff and give them the authority to deliver the ultimate customer experience.
- 15. #81 /2: Blending New and Traditional Create your special recipe for business growth Itâs smart to blend new media with traditional marketing to boost your business. Recognize how marketing has changed and embrace the new â social media, blogs, video, websites and other new channels. It takes more than one marketing channel to accomplish the job â strategize how to best utilize multiple channels of communication to be where your customers are, such as: > Email, direct mail and social media campaigns > Website, microsite, blogs, video and literature > Promotions, events, advertising, newsletters and articles Be sure your marketing goes full circle with each marketing initiative feeding into the next â and the sum of your plan is working towards achieving your goals and objectives.
- 16. ...Now, turn on the electricityâadd consistent and persistent marketing to your daily activities We have established that marketing is an essential element to growing your business. Marketing should not be an after-thought and should be at the forefront of your business planning. We have also established that marketing is as important in your budget planning as is planning to turn the lights on in your business. Marketing is the chicken soup for your business â a combination of ingredients that work to promote your business.
- 17. Marketing is a long-term investment in your business. Marketing is the means of communicating the value of your product and services to your customers, potential customers and target audience. Marketing is a set of activities that is interconnected with other functions of your business. Do not rely on only one marketing activity or channel for your overall marketing strategy.
- 18. Be strategic in your marketing plan by getting the most out of your marketing â each initiative should work together and complement each other. Your brand is one of your most valuable business assets. Planning is key to the growth of your business. Content, Content, Content â use it and reuse it often.
- 25. YES! IâD LIKE A FREE MARKETING ASSESSMENT Connect with me on social! Questions? Contact us today at 480-661-0292 Email: anna@pinnaclepeakmarketing.com Iâm Anna Brice, President of Pinncle Peak Marketing in Scottsdale, Arizona. My diverse experience in a wide range of marketing roles at Fujifilm, Sony Electronics, and GoDaddy.com and a cybersecurity start-up gives me the expertise to successfully create the perfect recipe of marketing ingredients to help your company grow. We guide companies like yours to choose and utilize their resources wisely to achieve the maximum value for each and every marketing dollar invested. Click on the button below and weâll provide a free, no-obligation, 81 /2-point Marketing Assessment that reveals how your website design and messaging stack up against the competition. Are you communicating your brand story effectively?