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Archive for marketing strategy

Creating Your Marketing Plan

marketing planHow to Plan Your Marketing Successfully

Marketing isn’t simple. To do it right, it requires a great deal of planning. Small businesses without massive marketing budgets have to handle this aspect of their business themselves and for many this is no easy task.

This is why businesses create a marketing plan. A marketing plan is a detailed document that includes the data you need to make marketing decisions and set a course of action that you can implement immediately. Drafting a marketing plan takes a great deal of time and work, but here are a few questions to get you started.

Who Is Your Target Market?

If you’re already selling, take a look at your existing customers. Who are they? What do they like about your company’s products? Try to recall any positive feedback you’ve gotten from them. Naturally, if your brand resonates with these individuals, it will resonate with others like them.

If you don’t already have customers, defining your target market may take a bit more work. Look at companies that offer similar products to yours. Who is buying from them? Who could benefit from your products? Try doing some market research to glean some idea of who your target market is.

What Makes Your Products Unique?

There are bound to be other companies out there selling goods similar to yours. So, what makes yours different? Why would someone buy from you and not another company? Remember here that ‘products’ actually means your offering, which includes services as well. The term refers to whatever people buy from you.

If the unique qualities of your products don’t come to mind immediately, some work needs to be done. Do some soul searching and look for the strengths of your products. If, in the end, you find that your product unfortunately resembles basically everything else on the market, how can you change it to make it unique?

What Do You Want Your Marketing to Achieve?

Every business takes for granted that it needs to market, but why? The ‘why’ is critical. You need to identify exactly what you hope to achieve through your marketing because this will guide all of your efforts and help you choose which tactics are most appropriate.

Once you know who your target market is, what’s unique about your product or service, and what you want to get out of your marketing efforts, you’re ready to get started with your marketing plan.

Have you checked out our Million Dollar Marketing Plan Webinar??

Donna Price is a speaker, trainer, author and business and marketing strategist. She founded her company, Compass Rose Consulting in 2003 after a 20+ year career in non-profit management and administration. Donna’s history is impressive. She goes beyond the world of work as an adventurer and brings bold living lessons to each of her presentations. Donna has a unique inspirational story – of cycling across the country and how you take wild ideas and make them happen. She is the author of several books including; Yes! Marketing Works, Launching Your Dreams and Employee Coaching. Donna Price works with business leaders, teams and individuals to get them moving, improve their bottom line results through effective strategy, leadership, marketing and communication.

Do You Use Guerrilla Marketing Tactics in Your Marketing Plan?

Guerrilla Marketing Tactics Can Get Attention

Everyone these days are overwhelmed with marketing messages. Everywhere we go both online and off, we get a massive dose of aggressive marketing.  Marketing messages are coming at us from every direction.

How can you cut above all of this noise and get your message to your market?

Marketers have to think out of the box, be bold, creative and strategize new ways to get their marketing message out to masses.  The buzzword ‘guerrilla marketing’ is used to refer to these tactics.

So… What Is Guerrilla Marketing?

Guerilla marketing means marketing that is unconventional. Jay Conrad Levinson, who coined the term, calls it, “The achievement of conventional goals (e.g. profit) using unconventional methods such as investing energy and ideas instead of money.”

It is intended to achieve maximum results for as little cost as possible. This makes it a great alternative for small businesses that are operating on a shoestring budget. A small business can’t pump the advertising dollars a big company has into a massive campaign, so it has to leverage its creativity.

There ARE  Risks With Guerrilla Marketing

This unconventional approach isn’t appropriate for all niches or industries. Part of the point of guerrilla marketing is to ruffle feathers, surprise people, and shake things up. In industries where security is a major issue, such as finance or insurance, it’s not such a good idea. Instead of subverting the paradigm, you could show your company to be untrustworthy.

However, for most businesses in retail, it’s a great way to pique curiosity and get people interested.

A Few Guerrilla Tactics — Let’s Take a Look.

There is no standard for guerrilla marketing since it thrives on creativity. But common methods include creating urban art, turning unused space into art, or making ads that are optical illusions. Some companies set up funny scenarios that are straight out of a hidden camera television show. For example, they might have live people in their window displays.

Other ideas include leaving interesting post-it notes or branded merchandise in public places such as cafes and bars. Humorous or eye-catching stickers can be printed cheaply and put in unexpected places. You can create flyers to hang around town that are in an interesting shape or particularly eye catching. Business cards can be made in wildly creative styles.

Free stuff is often part of guerrilla marketing. The offer of something valuable for free is always an attention grabber. Talk to other businesses and put together a package of free stuff to give away to potential customers.

Finally, a common guerrilla marketing tactic is to throw a party. There’s no promotion involved here. Just invite your customers to come and have a good time, thus building a stronger connection with your business.

The idea is to get media attention, so let people know. An effective strategy to boost your guerrilla marketing is to issue a press release each time you employ one of these tactics.

If you’re going to try guerrilla marketing, remember that the goal is to surprise and engage, not to insult, offend, annoy, or upset people. It should be done in a spirit of fun.

Learn more about our marketing planning workshops –>> CLICK HERE

What are you doing in your company that is a Guerrilla Marketing tactic?  Leave your great strategies below in the comments

Donna Price is a speaker, trainer, author and business and marketing strategist. She founded her company, Compass Rose Consulting in 2003 after a 20+ year career in non-profit management and administration. Donna’s history is impressive. She goes beyond the world of work as an adventurer and brings bold living lessons to each of her presentations. Donna has a unique inspirational story – of cycling across the country and how you take wild ideas and make them happen. She is the author of several books including; Yes! Marketing Works, Launching Your Dreams and Employee Coaching. Donna Price works with business leaders, teams and individuals to get them moving, improve their bottom line results through effective strategy, leadership, marketing and communication.

Identifying Your Business Goals

Increase Your Marketing Success With Business Goals

Before you get into marketing your business, you need to identify its business goals. Although we take for granted that a business’s goal is to increase revenue, that’s not the end of the story. There are many other types of goals companies strive to achieve.  We create a strategic plan as well as a marketing plan.  The marketing plan is based on the goals of the business.  If we market a service that is not part of our business strategy, then what is the point?  The business plan, strategic plan and marketing plan all need to be in alignment.

Product Creation

Some businesses are driven by the desire to offer excellent products that make life easier for all of us. Your business goal may be to create the most innovative products on the market. This is a wonderful goal because products are at the heart of any business’s success.  As you develop new products or services, you also want to create a marketing strategy that works with them.  A marketing plan is a constantly evolving document to accommodate the changes that occur within the business.

Customer Service

Your business’s goal may be to serve your customers and help them solve their problems. It may also be to lend help to the community or to strengthen the community of your customers. This is also an excellent choice because good customer service leads to more sales.

Customer Retention

Your goal may be to not only gain new customers and increase revenue, but to keep the customers you have. Businesses do this by creating a community for their customers and by remaining open to their feedback in order to improve their products or services.

Growth and Expansion

Maybe your business’s goal is to grow and expand, eventually moving into new markets and new enterprises. If this is the case, conducting market research to find new areas would be a major part of your overall strategy.

I find that the Internet is often a place that many businesses can expand to.  Most brick and mortar businesses do not think about creating revenue from the Internet. Yes, they think of new clients coming from the Internet or online advertising, but they don’t think about offering services directly on the Internet.  There are many ways that this can be achieved depending upon the business.

Efficiency

A major goal for your company may be to tighten up your processes. This might include challenging your salespeople to reach an ever higher sales ratio or streamlining your shipping in order to reach your customers more quickly.  One way that this can be achieved is with a goal but then regular accountability and engagement meetings.  Many, many businesses fail to check in with people on goals consistently.  When we use Best Year Yet™ with businesses, this monthly check-in is built in and what I see is an increase in productivity and follow-through on whatever the goal is.

Changing the World

Some companies have as part of their vision to enable social change. Your goal might be to make the world a better place through the use of your products and services. This is a goal for many companies that produce environmentally-friendly products or work to streamline their operations so that they’re more ecological.  There are several different models for changing the world or having a social impact.  Some businesses have a buy one/give one model, like Tom’s Shoes.  Others make a donation to a cause for each purchase or a percent of profits.  Others support mission trips.

Increasing revenue and profit isn’t the only goal of most businesses. Look at your business currently and ask yourself what other goals you have. This will help you as you plan your marketing.

Join me for the upcoming webinar Three Keys of Marketing Success to learn more about how to improve your marketing plan.

Donna Price is a speaker, trainer, author and business and marketing strategist. She founded her company, Compass Rose Consulting in 2003 after a 20+ year career in non-profit management and administration. Donna’s history is impressive. She goes beyond the world of work as an adventurer and brings bold living lessons to each of her presentations. Donna has a unique inspirational story – of cycling across the country and how you take wild ideas and make them happen. She is the author of several books including; Yes! Marketing Works, Launching Your Dreams and Employee Coaching. Donna Price works with business leaders, teams and individuals to get them moving, improve their bottom line results through effective strategy, leadership, marketing and communication.

Bizology — The SCIENCE of Building a Thriving Business

Bizology.Biz Updated and Improved…

Several years ago I wrote a business development program and created a membership site.

Memberships are incredible business models…but I digress.

My point here today is about its evolution.

I have rebuilt the membership area and added, added to it.

Bizology — The SCIENCE of Building a Thriving Business!! 

It continues — to provide incredible resources.

What we’ve really done is take other courses and add them into the Bizology.Biz program.  Some of the courses, actually many of them are video courses, including:

How to do:
–>>Facebook Ads
–>>Instagram Ads
–>>LinkedIn
–>>Video Marketing
–>>List Building
–>>Business Assessment
and more….

Bizology.Biz — will give you the strategy piece and then the tactics that you need to really implement good sound marketing strategy.

Most business leaders fail when they fail to market effectively.  And, I have been there myself. I was totally clueless.  I had to learn HOW to market effectively and HOW to implement effectively.

Without those keys in place it is hard to make a business really work for you.

Make sure that you are learning the pieces and then putting them together into effective strategy. Bizology.Biz makes your business development easier and becomes a go to resource.

Donna Price is a speaker, trainer, author and business and marketing strategist. She founded her company, Compass Rose Consulting in 2003 after a 20+ year career in non-profit management and administration. Donna’s history is impressive. She goes beyond the world of work as an adventurer and brings bold living lessons to each of her presentations. Donna has a unique inspirational story – of cycling across the country and how you take wild ideas and make them happen. She is the author of several books including; Yes! Marketing Works, Launching Your Dreams and Employee Coaching. Donna Price works with business leaders, teams and individuals to get them moving, improve their bottom line results through effective strategy, leadership, marketing and communication.

Bizology – The Entrepreneur’s Marketing Center

Bizology.Biz Updated and Improved…

Several years ago I wrote a business development program and created a membership site.

Memberships are incredible business models…but I digress.

My point here today is about its evolution.

I have rebuilt the membership area and added, added to it.

Bizology — The SCIENCE of Building a Thriving Business!! 

It continues — to provide incredible resources.

What we’ve really done is take other courses and add them into the Bizology.Biz program.  Some of the courses, actually many of them are video courses, including:

How to do:
–>>Facebook Ads
–>>Instagram Ads
–>>LinkedIn
–>>Video Marketing
–>>List Building
–>>Business Assessment
and more….

Bizology.Biz — will give you the strategy piece and then the tactics that you need to really implement good sound marketing strategy.

Most business leaders fail when they fail to market effectively.  And, I have been there myself. I was totally clueless.  I had to learn HOW to market effectively and HOW to implement effectively.

Without those keys in place it is hard to make a business really work for you.

Make sure that you are learning the pieces and then putting them together into effective strategy. Bizology.Biz makes your business development easier and becomes a go to resource.

Donna Price is a speaker, trainer, author and business and marketing strategist. She founded her company, Compass Rose Consulting in 2003 after a 20+ year career in non-profit management and administration. Donna’s history is impressive. She goes beyond the world of work as an adventurer and brings bold living lessons to each of her presentations. Donna has a unique inspirational story – of cycling across the country and how you take wild ideas and make them happen. She is the author of several books including; Yes! Marketing Works, Launching Your Dreams and Employee Coaching. Donna Price works with business leaders, teams and individuals to get them moving, improve their bottom line results through effective strategy, leadership, marketing and communication.

Reverse Cold Calling

Reversing the cold call can create a warm call instead!!

When you change the dynamic of the cold call, to one where the prospect is CALLING YOU instead, suddenly the dynamic has changed and that impacts the interaction.

It is amazing what happens.  People are calling you back instead of answering the phone.

They want to KNOW why you called.  You have reversed the cold call.

Suddenly you are able to have a conversation about whatever it is that you have to offer.

It is still NOT a sales call.

Your MISSION —>>> (Should you decide to accept it!) is to GET THE NEXT APPOINTMENT.
That’s it.  What is the next step?  Identify that right now!  What do you want the person to do next?  Make another appointment.

For me, it is a 15 minute screen share.  Interested in learning this strategy — well, it takes 15 minutes.  Would you  like to schedule that?  I need you to be in front of your computer and have access to the Internet.  That’s it!!  That is my next goal.

So, what is yours??  This is part of your marketing strategy. Putting together each step and connecting them with your NEXT step.

With our Direct Voice Mail Messenger, I am leaving a personal voice mail message on the prospects phone. They are either calling me back AFTER listening to my message or they are calling me back WITHOUT listening to my message.  I have reversed the cold calling because now they are initiating the call.  And for the most part, it is a different experience.

What’s my next step —>>> a script.  Yes, a plan for what to say WHEN they call.  My goal on that call —THE NEXT APPOINTMENT — the screen share.

During the screen share — I need to have a plan for my next step. What is my goal there?  What is the NEXT STEP I want to happen?

Every single strategy that you use should be laid out like this. Step by step by step.

Have a plan. Use it, then tweak it, then use it again and tweak it again, until it is really working for you predictably.

Donna Price is a speaker, trainer, author and business and marketing strategist. She founded her company, Compass Rose Consulting in 2003 after a 20+ year career in non-profit management and administration. Donna’s history is impressive. She goes beyond the world of work as an adventurer and brings bold living lessons to each of her presentations. Donna has a unique inspirational story – of cycling across the country and how you take wild ideas and make them happen. She is the author of several books including; Yes! Marketing Works, Launching Your Dreams and Employee Coaching. Donna Price works with business leaders, teams and individuals to get them moving, improve their bottom line results through effective strategy, leadership, marketing and communication.

Webinar: The Heart in Marketing

Join me on Tuesday March 21st at 1:00 PM (EST) for Heartfelt Marketing

Spend just 45 minutes with me as we explore key strategies for heartfelt marketing — connecting with your peeps or your tribe or people!!

Register below and I will send you the details!!




If you are like most small business owners that I know, then you find marketing to be one of your biggest challenges. HOW do you get more clients or customers? HOW do you stand out in the crowd of competitors?  HOW can your business succeed in this business environment?

You are NOT alone!! Tuesday we will spend some time exploring 6 strategies that can make a real difference to you!

I am sure that you are using some or maybe even all of these strategies, but are they working?  Are you getting new business leads?  Do you have ANY conversion?  Is it the strategy or is it HOW you are using it?  Is it making sense to your connections?

During the webinar we will be covering — yes, six strategies but we will also be looking at HOW to make them more heartfelt — more engaging.  Connecting with people — PEOPLE directly.

Reserve your seat and join me.  Can’t make it, sign up anyway!! I will get you the replay following the webinar!

Donna Price is a speaker, trainer, author and business and marketing strategist. She founded her company, Compass Rose Consulting in 2003 after a 20+ year career in non-profit management and administration. Donna’s history is impressive. She goes beyond the world of work as an adventurer and brings bold living lessons to each of her presentations. Donna has a unique inspirational story – of cycling across the country and how you take wild ideas and make them happen. She is the author of several books including; Yes! Marketing Works, Launching Your Dreams and Employee Coaching. Donna Price works with business leaders, teams and individuals to get them moving, improve their bottom line results through effective strategy, leadership, marketing and communication.

Your Reputation is On The Line

How to Assess Your Online Reputation

Have you ever checked your reputation online.  The online world provides a totally different reputation management challenge than the past. It is critical that you check yourself out and that you monitor your reputation ongoing.

reputationwordleAssessing your online reputation is easy, really. Just search for your company online and see what you find.

Make sure that when you’re looking, you check with different search engines. The different engines have different requirements for keywords and work slightly differently than the others. Because of that, you need to make sure that you’re searching not only general search engines such as Google, Yahoo, and MSN; but also the metasearch engines such as Info.com, Dogpile, and WebCrawler.

To check your online reputation what should you be searching for?

Well your name is an obvious one, especially if you’re the CEO or the President of a company; and you’ve probably already guessed that you should search for your company name as well. But along with those, also search for your brand, your product, your employees (especially those that deal with the public a lot,) as well as your brand and any usernames that you may use in association with your business.

Also remember while you’re searching your company that search engines are very often personalized right now, meaning that the results you see will probably be based on at least your location, as well as you or your company if you’re signed into that particular search engine. For example, if you’re signed into Google and search for your own company name while you’re signed in, you may only get to see results of material you’ve written, or material that you already know is out there. What you want to find of course, is the material you don’t already know about and that could be negatively affecting your business.

Once you’ve done some searching and found some results, what are you supposed to do with them? You need to track them! Create a spreadsheet that you can reference at any time, and put the following information on it, in this order: position in the search engines (was it the first, second, fourth, etc. result); the URL that has the publicity; the type of publicity (whether it’s good, bad, indifferent, or not about you); and the general sentiment behind the posting. Perform a search on each keyword (your name, your company’s name, etc.) As you search, record the first 30 results that you found on your spreadsheet, regardless of the sentiment behind them.

After that, it’s just a matter of finding the positive results and utilizing them to their full advantage; and finding negative results and fixing them as quickly as possible.

We can help you check your online reputation. Run your complimentary report today:

www.GetMyLocalScore.com

reputation

If you decide you want help let us know.  We have a full service concierge service to help you to monitor and manage your online reputation.

Complete the initial request form here:

[contact-form][contact-field label=’Name’ type=’name’ required=’1’/][contact-field label=’Email’ type=’email’ required=’1’/][contact-field label=’Website’ type=’url’/][contact-field label=’Comment’ type=’textarea’ required=’1’/][/contact-form]

Donna Price is a speaker, trainer, author and business and marketing strategist. She founded her company, Compass Rose Consulting in 2003 after a 20+ year career in non-profit management and administration. Donna’s history is impressive. She goes beyond the world of work as an adventurer and brings bold living lessons to each of her presentations. Donna has a unique inspirational story – of cycling across the country and how you take wild ideas and make them happen. She is the author of several books including; Yes! Marketing Works, Launching Your Dreams and Employee Coaching. Donna Price works with business leaders, teams and individuals to get them moving, improve their bottom line results through effective strategy, leadership, marketing and communication.

CRCOnlineMedia: New Periscope Just Out. See What’s Happening! Your Online Reputation. It’s Critical. Webinar Starting.

You are about to uncover A-level information, so forget about any other browser tabs you might have opened so far. I’ve been at it again, kicking ideas around with the Periscope peeps I came to know and cherish.

Dive into my latest broadcast shared with the World for the first time at February 1, 2016, 4:44 pm, so still fresh enough to give you a first-mover advantage if you’ll act upon it.

Don’t forget to search for “donnaprice” next time you open Periscope on your phone and join my current 4206 followers. Amazing things are coming for all those following my Periscope live streams: discounts, inside scoops, intriguing guests, and fresh perspectives to help you stay on top of your game.

Donna Price is a speaker, trainer, author and business and marketing strategist. She founded her company, Compass Rose Consulting in 2003 after a 20+ year career in non-profit management and administration. Donna’s history is impressive. She goes beyond the world of work as an adventurer and brings bold living lessons to each of her presentations. Donna has a unique inspirational story – of cycling across the country and how you take wild ideas and make them happen. She is the author of several books including; Yes! Marketing Works, Launching Your Dreams and Employee Coaching. Donna Price works with business leaders, teams and individuals to get them moving, improve their bottom line results through effective strategy, leadership, marketing and communication.

CRCOnlineMedia: New Periscope Just Out. See What’s Happening! Be Sharable.

You are about to uncover A-level information, so forget about any other browser tabs you might have opened so far. I’ve been at it again, kicking ideas around with the Periscope peeps I came to know and cherish.

Dive into my latest broadcast shared with the World for the first time at January 27, 2016, 5:38 pm, so still fresh enough to give you a first-mover advantage if you’ll act upon it.

Don’t forget to search for “donnaprice” next time you open Periscope on your phone and join my current 4148 followers. Amazing things are coming for all those following my Periscope live streams: discounts, inside scoops, intriguing guests, and fresh perspectives to help you stay on top of your game.

Donna Price is a speaker, trainer, author and business and marketing strategist. She founded her company, Compass Rose Consulting in 2003 after a 20+ year career in non-profit management and administration. Donna’s history is impressive. She goes beyond the world of work as an adventurer and brings bold living lessons to each of her presentations. Donna has a unique inspirational story – of cycling across the country and how you take wild ideas and make them happen. She is the author of several books including; Yes! Marketing Works, Launching Your Dreams and Employee Coaching. Donna Price works with business leaders, teams and individuals to get them moving, improve their bottom line results through effective strategy, leadership, marketing and communication.