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Small businesses are becoming increasingly popular as job markets and average wages continue to plummet with the global economy. A common mistake made by small businesses is that they copy the advertising styles of large companies. Steve GordonHow to conquer high-ticket sales with high-trust marketing Free Offer For New Visitors: Get my most popular E-Book, Marketing Scorecard plus my daily short, smart marketing tips in your inbox! You have no marketing strategy…you have no way to measure the results of your marketing…you’re afraid that if you don’t pay these “drive by ad men” that you won’t get any customers. You become a victim of a marketing drive by when you have no way to evaluate the offer that a media rep is bringing you.
The right marketing message – You create the message and if you create a poor one your ad won’t pull.
The right market for your business – You choose your market and the media rep can reach a market. Your Message – What compelling message you’ll tell to convince people in your market to give you money for what you’re selling. You can also very effectively use your common sense and life experience…especially if you are a member of your target market.
Knowing this, you can create your marketing map and be ready to evaluate each ad reps offer against the strategy you’ve already set.
One of my favorite questions to ask small business owners when we talk about marketing is “What’s working for you now?” and I have yet to find one who really knows…by the numbers.
Number of new leads – People who YOU have identified as potential clients and for whom you have acquired a means of contacting them—address, phone number, email address, referral introduction. Number of new prospects – People who have “raised their hands” to say “I’m interested in what you do.” They may have downloaded a free report you offer or attended a seminar or called for pricing.
Number of referrals – How many referrals have you asked for and how many have you received.
Number of sales presentations – if you make sales presentations to win new clients then track how many you make. For example, I know that for every 30 downloads of my small business marketing e-book I get, on average, 1 person who moves to the point of sales presentation. And by knowing these things, I can tell you with reasonable certainty how many clients I’ll add a month from now. I also know that my main marketing job is to send people to the top of my marketing funnel…to download my free e-book.
If a new client is worth, for example, $1000 in net profit and the ad I’m buying costs $2800. All I need to do is track the number of e-book downloads each ad generates, do the calculation and then know which marketing is working and which is not.
Because you don’t have any way to quantify which marketing efforts are working and which are not, you’re not able to make any real decisions about what to cut and what to add. You become fearful of cutting “the one” that works…and each ad rep will assure you that they’re media is the one you must be in.
Recently, I helped a client drop a $1200 a month phone book ad and Internet marketing contract. Knowing this we confidently cut the poor performing ads and put the $1200 a month into other things. It is not their job to figure out if their media fits into your strategy or to figure out if you’re getting results.
In the end it’s up to you to avoid being the victim of a marketing drive-by…resist the urge to hand over your money to every ad rep that walks into your office. The basic major marketing management decisions can be classified in one of the following four categories, namely Product, Price, Place (distribution) and Promotion.
Product: It is the tangible object or an intangible service that is getting marketed through the program. Promotion: This represents all of the communications that a marketer may use in the marketplace to increase awareness about the product and its benefits to the target segment. So how does a marketer strategize to attain success in a marketing program, using these 4 P’s? Offering specificity introduces the contextual customization of what needs to be done to address the questions raised in each of these 4 Ps of Marketing.
Technology’s increasing sophistication – coupled with the rising amount of time people spend on the Internet and social media networks – continues to drive robust efforts in the field of digital marketing. The question has been drawing the attention of thought-leaders and entrepreneurs across industries. Digital marketer Jeff Dachis, who co-founded the company Razorfish, told Forbes in January 2013 that marketing efforts should focus more on brand building instead of just driving commerce.
With rising ownership of smartphones and tablet computers, mobile is set to play a huge role in the future of digital marketing.


In essence, AR involves the addition of digital information into an individual’s physical environment.
Another mobile-driven development that is positioned to benefit digital marketing campaigns is the introduction of responsive web design (RWD).
Responsive web design automatically adapts to a device’s screen size, orientation and platform, removing the need to create separate sites for traditional web and mobile sites. With major players such as Walmart and Facebook investing more heavily in mobile commerce and advertising, the future of digital marketing seems bright. I was reading a discussion in one of the Linkedin Groups I belong to entited “Have a favorite business Quote?
Guest Blog for RMB! What to write and submit marketing content to Restoration Marketing Blog? Yesterday I talked about how clear communications are most powerful and outlined my process of clarification and simplification in communication and marketing. On this note I thought it might be helpful if I shared how I align business or social venture strategy, communication strategy with REALITY.
As a marketer I am an interdependent piece of a collective, collaborative whole that is the tribe, community or business I am apart of. Start-up businesses, however, face the pervasive challenge of limited capital and fierce competition.
It isn’t merely about posting a few ads online or setting a Hollywood-size billboard on the highway.
Keep in mind, however, that large companies engage in marketing activities to create brand recognition and long-term sales. While some strategies are avoided by many experienced marketers, there are still methods that are less used but offer great promise mainly when implemented effectively. If you allocate your entire marketing budget for a huge TV commercial, you are limiting your brand recognition to that sole source of exposure.
They can help you set up effective marketing campaigns for a fraction of the cost that other services will charge you.
Sure it sounds good…it will always sound good, because they are selling you the promise of future customers…or putting it another way…the promise of future money in your pocket.
You’ll of course blame the media you used—Yellow Pages, Pay Per Click, TV, Radio, Magazine…whatever.
Every decision I make on choosing media now has a frame of reference—Send people to the free e-book. He tracked the source if all of his customers and found that over 90% were coming from referrals and his organic search marketing. This is one of the preliminary knowledge every marketer must have and is considered to be the basics of every marketing theory, which emerged henceforth. Tangible products may be items like consumer goods (Toothpaste, Soaps, Shampoos) or consumer durables (Watches, IPods).
If the price outweigh the perceived benefits for an individual, the perceived value of the offering will be low and it will be unlikely to be adopted, but if the benefits are perceived as greater than their costs, chances of trial and adoption of the product is much greater. Promotion has four distinct elements: advertising, public relations, personal selling and sales promotion.
Our authors are educators from top QS ranked universities and practitioners from multinational enterprises. An April 2013 report from management consulting firm McKinsey & Company concluded that the constant availability of technology and information has led digital marketing to the brink of a challenging period. As Dachis told the magazine, social sites are brimming with various measures, such as the tweet, re-tweet, thumbs up, like, tip and check-in. Globally, spending on mobile advertising should top $23 billion by 2016, eMarketer has reported.
For example, augmented reality (AR) is attracting increasing interest with Google’s development of its wearable technology, Google Glass.
Of particular note to marketers, this information could include hotel locations, prices of items in nearby stores and an assortment of other commerce-related details targeted at specific users based on factors such as their location, shopping history and online preferences.
Simply stated, RWD allows businesses and organizations to design one website that works smoothly across all platforms, from smartphones to personal computers. The real job for all of us is to align the business strategy, the social enterprise’s purpose, goals and intentions with stakeholder experience and use all of our communication talents and tools to support the process. I must have an innate sense of how each of the stakeholders who are involved in the venture feel, think and how I might best engage and serve them. What is the value added: What is the business strategy, model?  What is the value and innovation we provide?
Internal Stakeholders Perspective: what is our employee’s experience, what is their take on who we are, the value we provide and how aligned is our story with their reality? Identify Experience and Communication Gaps: The  gaps between business execution, social venture execution and business communication.


Nonetheless, marketing effectively will enable any business sort or size to overcome such challenges and achieve long-term success and stability.
Capital-wise, small firms won’t be able to commit such a huge sum of their money for marketing alone otherwise they stand at risk of crippling other aspects of their business. Especially during the early phases of your business, consumers are unwilling to pay the asking price for your product or service. The great thing about using unconventional strategies is that your competitors are terribly overlooking it. Propose to publicize their products or services to your audience in exchange for them doing the same for you.
Simply ask that they spread word of your products or services to their circle of friends and relatives. If you see a competitor or a non-competitor who shares your market continually advertising in a particular media there’s a good chance it’s working for them. Your financial accounting is a look through the rear-view mirror, but you probably know what these numbers are every day, to the penny! I also know the average amount of time it takes to move from one stage to the next in my sales process. A small percentage were coming from the physical phone book ad and virtually none from the phone company’s Internet marketing division. Intangible products are service based like the tourism industry and information technology based services or codes-based products like cellphone load and credits. This may include any physical store (supermarket, departmental stores) as well as virtual stores (e-markets and e-malls) on the Internet. Advertising may include using specialty packaging to showcase products, utilizing promotional products for your company, or online ads. In there very essence, the 4 Ps of marketing is actually a framework that allows the marketer to structure the value proposition of an existing product (or a new product at the time of launch) so as to garner the highest mindshare by distinctly structuring the same. As new channels and forms of online marketing emerge, what should content marketers focus on?
Some of these quotes submitted by group members were too good not to turn into a poster… so, posters they were made into!
Because, having worked in the industry for years, I've yet to come across a great solid resource solely dedicated to an industry as large and changing as property restoration! Clearly and concisely what is the  brand promise and differentiators and are we executing them? If we were to compare ourselves against each of our competitors and the alternative ways clients get the benefits we provide, what is reality?
If their perspective is different than what we are communicating, believe  or intend for our business; we have a gap.
The  difference between what the market, our internal and external stakeholder perceive and what we intend them to experience.
This is where we get better, we don’t merely spin a different story or hum a new tune. If you cut back on price while giving the same level of quality, you’ll surely force consumers to unsubscribe from their existing product or service and sign up for your offerings. Given some in-depth analysis and thorough assessment, you may find some highly profitable means of generating sales while shaking off competitors. Word-of-mouth marketing is one of the simplest yet most dynamic methods available, not to mention the fact that it doesn’t cost cash. This is crucial as this provides the place utility to the consumer, which often becomes a deciding factor for the purchase of many products across multiple product categories. A certain amount of crossover occurs when promotion uses the four principal elements together (e.g in film promotion).
However, that is easier said that done and many marketers fumble when it comes to playing with the real life nuances and bringing out a crisp value proposition. The goal is congruency between our business strategy,  vision stakeholders experience and our communication and marketing efforts.
Every product is subject to a life-cycle including a growth phase followed by an eventual period of decline as the product approaches market saturation. To retain its competitiveness in the market, continuous product extensions though innovation and thus differentiation is required and is one of the strategies to differentiate a product from its competitors.



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