small business marketing
When it’s time to plan a marketing event for your business, which is the more cost-effective option; hiring an outside event manager or using your internal marketing team?
Your first instinct might be to choose the internal marketing team. After all, you’re already paying their salary so there’s no need to hire someone else. But not so fast.
Using your internal team can cost you money in the long run. Sure, the up-front cost will be absorbed in payroll, but your ROI is likely to suffer. Here’s why.
The benefit of focus
First, let’s assume your marketing team is like every other marketing team on the planet. They’re busy managing multiple complex projects with competing timelines. If you task them with coordinating an event, they’ll be handling the details in between fielding sales team emails, writing a script for the radio ad, and setting up a content calendar for the next three months.
Meanwhile, an outside event manager is focused on your event. She takes the detail work off the shoulders of the marketing team but still collaborates with them on the big picture marketing goals.
While your in-house marketers are generalists, your event manager is a specialist. All of her energy and talent goes into a meticulously planned event that surpasses your goals.
Expertise and proven connections
Everyone has heard the axiom, practice makes perfect. While your in-house team might organize one or two events a year, an event planning professional has dozens or even hundreds of successful events under her belt. She knows what works and what doesn’t and brings you the benefit of her expertise.
Experienced event planners know where costs can be cut without skimping on quality. They use their expertise to make sure every dollar you spend gives you the highest possible return on investment.
In addition to her expert knowledge, she comes prepared with a roster of vendors, venues, caterers and other service providers who can make sure your event goes off without a hitch. She knows the best in the business and will bring them in where they can be most effective for your event. Sometimes she can even turn those preexisting relationships into discounts or special deals for you.
Event Managers keep an eye on the trends
Sure, your marketing team might know all about the latest trends in inbound marketing or how to use big data, but do they have their finger on the pulse of the event industry? Do they know what the next hot trend is and how to best capitalize on it for your business? Probably not.
A professional event planner makes it her job to know where the industry is going and what is likely to work in the future. She’ll make sure that your event exceeds attendee expectations by delivering the latest and greatest the industry has to offer.
That translates to a better overall attendee experience. Attendees walk away more engaged, better informed, and more likely to buy.
Few things strike terror in the heart of an introverted entrepreneur more than networking. Even extroverts can be put off by the prospect.
That’s because networking has such a bad name. It feels fake. It feels icky, as one of my clients put it. It feels like a bad idea from the moment you walk into the room. And it often doesn’t accomplish what we hope for.
The reason is that networking often involves little real connection. Networking, or any gathering with other people, can be great for your business, if you connect with other human beings in an authentic way.
How do you create that connection? Here are 3 tips to get you past the ‘ick’ of networking and into relationship with your fellow beings.
Talk first, share your business card later. Shoving your biz card at someone before you even start conversing is a sure way to alienate people. Have a conversation first, ask questions, and get to know them.
Pay attention. Listen when the person is talking and respond to what they are saying. Seems straightforward enough, right? Well, it happens less than you might think. We’re often more interested in what we’re going to say next and jump in without really listening. People (including you!) love to be heard, so act on that basis.
Share something valuable. When someone says something that pings your brain and makes you think of something useful or helpful you can offer, share it, right then and there. When people know you’re focused on helping them, it builds the relationship.
Bonus tip: Stay off your phone unless you’re looking up something that will be helpful to one of your new connections. Even then, don’t spend more than a minute or two on it. We’re so accustomed to pulling out our phones and using them as an escape. Instead, connect in the moment with the people actually in the room with you.
When you network or attend any event for that matter, do it with the intention of connection and you’ll have a much better experience and outcome. You may even seek out more opportunities to do so!
The 7 Secrets Of Persuasion by James C. Crimmins, PhD. has it all. Well, almost all. Crimmins steps through all the rules, or “secrets,” of persuading your target audience. It turns out the one big overarching secret is to use emotion, not facts. But what he doesn’t quite do is step through the process of putting together your very own persuasive marketing message.
We’re going to put together a marketing message, one almost any business would use. Then we’re going to tear it apart, and rebuild it using those 7 secrets.
Let’s think about our initial message. We want to tell people something positive about our business – our services, our products. Then we want them to reach out and contact us, maybe put themselves on our email list.
Now, I’m going to explain it slightly differently. We want to persuade our target audience. First, we want to persuade them to listen to our message. Then, we want to persuade them that we have a solution to their problem or situation. Finally, we’re going to persuade them that they need to be on our contact list.
The first explanation will give us one message. The second explanation will give us an entirely different one.
Let’s put together a short marketing message for a sample company. Before you start yelling, “It’s not what my business does,” please realize that you can substitute the names, features and benefits of your business for those in this generic message, and 99 times out of a hundred, the resulting message will sound perfectly fine. Obviously I’m putting this in written form, but you could also use it as a script for an audio or video message as well. Let’s take a look at our sample message.
At CleanCo, we use the Steam-o-mat 5000 to clean both residential and commercial carpet installations. When you hire us, you get:
A team with over 25 years of combined experience
Organic cleaning solutions which leave no harmful residue
A system that draws the most dirt, and the most moisture, out of the carpets we clean
A 3-month guarantee – we’ll clean any minor stain on the area we serviced free of charge
When it’s mission-critical you get your carpets cleaned fast, and cleaned well, call CleanCo. For more information and a coupon for 10% off, please visit our website.
Company name mentions at bottom and top
Call to action
Two calls to action, both weak
No hard time limit or deadline
All fact, no emotion
Two target markets (residential and commercial)
Fake professional language – “mission-critical”
Now let’s take the guts of this message, and use two different emotions to frame the message. We’re going to use as many of Crimmins’ 7 Secrets as we can in crafting each message. Please note: just because we’re not mentioning the features and benefits of our service in the following messages, doesn’t mean they don’t still apply. Since people buy with emotion and justify with reason, having those benefits is still applicable.
Pet feces. Toxic chemicals. Insect larvae waiting to infect your skin and lungs. Don’t let your carpets make your employees and visitors sick. Keep your costs down by keeping workers healthy and clean your carpets every quarter. Steam cleaning isn’t just for making your carpets pretty – you’re improving the health of your visitors, your employees, and yourself! You will enjoy a healthier workplace. You will literally breathe better every day. Call CleanCo now to schedule a visit from our expert team this week.
6 out of seven secrets (if we add a picture or mood music)
Ends with a strong call to action & deadline
No Secret #4 – Unearth info
Picture you add may not be “art” (Secret #7)
The design of your workplace is beautiful. You and your employees enjoy working here. But building a work environment is just the first step. Keep the quality of life, and real estate value, high by cleaning the carpets this quarter. You want to provide a clean, healthy work environment for yourself and your employees. Start from the ground up by calling CleanCo today. Feel healthier and happier, breathe easier, with a clean carpet under your feet. Your visitors, your employees – you will have a better work day! What’s your biggest reason for NOT steam cleaning more often? We want to know! Call now to tell us, and to schedule a visit from our expert team this week.
All 7 Secrets (with picture or music)
Still no testimonials
Your task now is to take the examples above and craft your own emotional message, aimed squarely at the gut of your target market!
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Introducing how to START Affiliate Markeitng SMALL BUSINESS in 2017. Top 10 Affiliate Networks & HELP – https://goo.gl/W4pmZT
Do you want to start your affiliate marketing business as part time? then, understand the facts behind successful affiliate marketing strategies.
This video helps you to get proper ideas about how successful affiliate marketers are making good amount of income with this small business. You can start this affiliate marketing small business with zero investment. So, start with youtube, blogspot, wordpress or other social networking sites and promote affiliate links by providing good amount of information and suggestion about particualar product.
Well, this video is not full video about learning affiliate marketing but, you can get some ideas about it. If you want to learn more about this small business then, ask your questions in comment box.
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Steve Jobs shares his amazingly different approach to marketing and how he used it to build Apple into one of the largest companies in the world.
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To me….marketing is about values. This is a very complicated world. It’s a very noisy world. And we’re not going to get a chance to get people to remember much about us. No company is! And so, we have to be really clear on what we want them to know about us.
Now Apple, fortunately, is one of half-a-dozen best brands in the whole world. Right up there with Nike, Disney, Coke, Sony — it is one of the greats of the greats. Not just in this country, but all around the globe.
But even a great brand needs investment and caring if it’s going to retain its relevance and vitality. And the Apple brand has clearly suffered from neglect in this area in the last few years. And we need to bring it back!
The way to do that is NOT to talk about speeds and fees. It’s NOT to talk about bits and mega-hertz. It’s NOT to talk about why we are better than Windows.
The dairy industry tried for 20 years to convince you that milk was good for you. It’s a lie, but they tried anyway. And the sales were falling. And then they tried “Got milk” and the sales went up. “Got milk” wasn’t even talking about the product. In fact, it focuses on the absence of the product.
But the best example of all, and one of the greatest jobs of marketing that the universe has ever seen, is Nike. Remember, Nike sells a commodity. They sell shoes!!!
And yet, when you think of Nike you feel something different than a shoe company. In their ads, as you know, they don’t ever talk about the product. They don’t ever tell you about their air soles and why they are better than Reebok’s air soles.
What does Nike do in their advertising? They honor great athletes. And they honor great athletics. That’s who they are, that’s what they are about!
Apple spends a fortune on advertising — you’d never know it….you’d never know it!
So…when I got here, Apple just fired their agency and there was a competition with 23 agencies that…you know…four years from now we would pick one. And we blew that up and we hired ChiatDay, the ad agency that I was fortunate enough to work with years ago and created some award winning work including the commercial voted the best ad ever made, 1984 (by Advertising Professionals).
And…we started working about eight weeks ago, and the question we asked was, “Our customers want to know who is Apple and what is it that we stand for…where do we fit in this world?”
And what we’re about isn’t making boxes for people to get their jobs done — although we do that well. We do that better than almost anybody, in some cases.
But Apple is about something more than that! Apple at the core…its core value — is that, we believe that people with passion can change the world for the better. That’s what we believe!
And we have had the opportunity to work with people like that. We’ve had the opportunity to work with people like you; with software developers, with customers, who have done it. In some big, and some small ways.
And we believe that, in this world, people can change it for the better. And that those people who are crazy enough to think that they can change the world are the ones that actually do!
And so, what we’re going to do in our first brand marketing campaign in several years, is to get back to that core value!
A lot of things have changed. The market is in a total different place than where it was a decade ago. And Apple is totally different — and Apple’s place in it is totally different. And believe me, the products, and the distribution strategy, and the manufacturing are totally different…and we understand that.
But values and core values — those things shouldn’t change. The things that Apple believed in at its core, are the same things Apple really stands for today.
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