Small business marketing consultant Patrick Giammarco, announced today his participation in the Women’s Entrepreneurial Network’s (WEN) enrichment event on October 24, 2016.
Giammarco, a Master Duct Tape Marketing Consultant, will provide simple, practical ways for small businesses to create and implement a marketing plan for their business.
“Marketing plans are the foundation of every single business. They determine how you should be positioned relative to competition, how you’re valued and how your customers are going to relate to you,” said Giammarco. “A marketing plan is the strategic cornerstone of your business, but many businesses do a poor job of implementing their plan. Even worse, they don’t have one.”
“We are very excited to be hosting this inaugural event,” commented Cindy Ursell, WEN Board Vice President. “We look forward to bringing the Toledo business community together to grow personally and professionally.”
While executing the plan has its challenges, deciding what to do and how to do it is marketing’s greatest challenge. Attend the WEN event on October 24, 2016 to hear best practices for developing and implementing a marketing plan.
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About PWG Marketing
PWG Marketing is a small business marketing firm that provides focus, control, clarity and confidence in small business marketing. PWG Marketing helps companies identify ideal clients, find and communicate a core difference, create marketing materials that educate, get found more easily online and create and live by a marketing calendar. Based in Perrysburg, OH, PWG Marketing can be found at www.pwgmarketing.com.
About Women’s Entrepreneurial Network
Women’s Entrepreneurial Network is a long-standing networking group for business owners and professionals who want to build relationships and grow their businesses. WEN members work together to help each other, contribute to charities, and promote non-profit organizations in our area. Visit www.wen-usa.com for more information.
Branding in the Inbound Age Webinar
Inbound Marketing Consultant and branding expert, Patrick Giammarco, will host a free Webinar titled Branding in the Inbound Age on Thursday, October 6, 2016 from 9-10 am EST. All registrants receive an e-book titled The Essential ABC’s of Inbound Marketing.
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Giammarco, owner of an Inbound Marketing agency, has delivered marketing strategy, content marketing and inbound marketing services to businesses around the world since 2008.
“Making a brand standout today is no easy feat and branding in the Inbound Age is a different game all together,” said Giammarco. “Branding in today’s Inbound Age means branding in the Age of the Internet and digital marketing moves so quickly that brands need to keep up or risk getting left behind,” he added. “How you brand your business today is no longer just a function of clever creative and timely ad placements, but your ability to deliver content to the right people, in the right places, at just the right times.”
Attendees of Branding in the Inbound Age Webinar will learn:
- What Inbound Marketing is
- Why Inbound Marketing is critical to the growth of their business
- How Inbound Marketing works
- What businesses need to implement an inbound strategy
Are you harnessing the power of Inbound Marketing? Join Patrick Giammarco October 6, 2016 for his free Branding in the Inbound Age Webinar. Click to register http://demo.pwgmarketing.com/register-branding-in-the-inbound-age-webinar.
About PWG Marketing
A hybrid marketing agency, PWG Marketing is on a mission to replace annoying, interruptive marketing with marketing that people love. Powered by Duct Tape Marketing and HubSpot, PWG Marketing develops integrated inbound marketing campaigns that include: strategy, branding, content publishing, public relations, social media, SEO, website development, email marketing, lead nurturing and analytics. Find us at www.pwgmarketing.com.
Many people don’t know exactly what marketing strategy is or what market strategists do. They may have some idea about the components of a marketing strategy, but few really know what goes into building a strong approach.
An effective marketing strategy has to account for a business, its industry, and current trends to create a comprehensive, actionable, and results-driven set of activities focused on one particular goal or a set of goals.
Below are 6 essential components of a marketing strategy in 2016:
- Understand the company mission. Marketing strategists need to understand a business’ short- and long-term goals to develop an effective strategy. Why does the company exist? What’s important to owners/executives, stakeholders, and consumers? Finding the drive for the business will inform every marketing tactic it uses.
- Choose an approach. Most enterprises follow a set of guidelines when building a strategy. These approaches provide a framework for success that executives and marketers can use to work from and measure over a period of time. For instance, Duct Tape Marketing is a 7-step marketing system that accounts for every part of strategy creation, from developing a plan to creating a schedule of regularity to evaluate and reach strategic goals.
- Spend time on research. A marketing strategy starts with a status quo evaluation and relies on consistent updates to tweak the approach and activities and drive results. Include research in the initial phases of strategy development, and schedule routine updates to measure success and help your company tweak. Look at the details of the target market, including personas, interests, and where it spends time online and in the real world. Also understand what competitor companies do well and where they need improvement. A comprehensive picture of the current state of affairs provides a launch pad for other activities.
- Identify weaknesses. The flaws of a company are the flaws of its marketing strategy. Marketers need to know if the business uses aging equipment, if it doesn’t have the infrastructure to continue with a digital transformation, or if it’s having internal issues. Knowing the drawbacks can help marketers focus on the benefits while consulting the company on emerging markets, industry trends, and valuable investments.
- Create an actionable timeline. A company’s strategy includes time-sensitive goals and a plan of action to get there. Create a calendar with set dates or timeframes for success measurement, tactic update dates (i.e. when to refresh content online or optimize articles for current keywords), and when to revisit the overall strategy. Identify someone to take ownership for the timeline. This person, whether a strategist or marketing champion, will play an instrumental role in ensuring the plan’s efficacy.
- Identify your brand and what motivates your audience. There are four common traits (Ego, Freedom, Social, and Order) and 12 archetypes (maverick, jester, regular guy, nurturer, innocent, ruler, sage, magician, hero, creator, lover, and explorer) your brand may fall under. Knowing your brand archetype can help you pinpoint your target consumer’s pain points and leverage your products and services to satisfy them.
Some companies may choose a simple, one-goal marketing strategy to gain market awareness. Others may run a multi-faceted plan to focus on different market segments, objectives, and measurements of success. Either way, selecting an approach and making each goal actionable will improve the likelihood of success. Revisit and change your strategy as often as needed to start seeing measurable results.
Every PWG Marketing client goes through our systematic, step-by-step marketing strategy process and a marketing plan is created, resulting in a custom Inbound Marketing Game Plan built around your business goals.
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Let’s talk about your marketing. We want to find out what’s holding you back from achieving your business goals, fully understand your current marketing strategy and the challenges your company is facing.
The only thing indefinite about your marketing strategy is the fact that you have to do it, continuously and most likely forever. Marketing never stops, even though it’s the first thing businesses cut in terms of budget when times are tough.
However, there are life cycles to certain marketing activities. You’ve probably noticed that famous brands like Coca-Cola and McDonald’s switch out their ads every so often. Even the big dogs like them, who have no trouble with brand loyalty and customer retention, understand they can only run the same ad for so long.
Life cycles are especially true for online marketing, where strategies change often. What worked a year ago might not be so relevant today.
There are marketing activities like content strategy and creation that need to be consistent and have no deadline, at least in the next few years. But for other marketing, they have a certain shelf life. That’s why it’s important to set time-bound goals and know exactly when to pull the plug.
Marketing for Multi-Channel Campaigns
Multi-channel campaigns refer to a specific message your company is trying to promote everywhere, whether it is Facebook, YouTube, Twitter, or others. This message might be about a promotional offer, a big sales event, or an upcoming product.
These campaigns should typically last 45 days. Anything longer makes them less effective, as people become too familiar with the message and lose interest. Anything shorter makes them not register in people’s mind.
It’s no secret that people want quick fixes, and at one point in time, SEO was able to provide that. It was easy to determine a few keywords to rank for and hope for the best.
Now that the game has changed vastly, SEO is not something that can work overnight. In fact, anything less than 90 days is putting a lot of expectation on its effectiveness.
SEO strategies are most commonly divided into a 6-month plan. The first month is about planning and auditing current strategies in place. Months 2 to 6 are about implementing new strategies, pushing new content, amplifying visibility on social media, and having natural links.
Most companies start seeing results between 4 to 6 months. At some point, usually after 12 months, results from SEO efforts will taper off. Then it becomes more about maintaining them.
Why Life Cycles Matter
When you define life cycles for your marketing strategy and activities, it allows you to pivot when something doesn’t work. If you are expecting 5,000 visitors per month at a certain point and you’re within 80% of that goal, that’s a good indication that what you’re doing is working. If however, you’ve only met 20% of your goal after 6 months, you know it’s time to kill whatever you’re doing and strategize again.
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