1. Get Know-How
1.1. Knowing what not to do when it comes to marketing is as important as knowing what to do.
1.2. Let’s face it, the murky world of marketing can be tricky to navigate.
1.2.1. So get the full know-how before you go jumping into building that flash website.
2. Overview
2.1. You don’t need to be a rocket scientist to be a good marketer.
2.1.1. But neither is there a silver bullet or one-size-fits-all solution.
2.2. Every small business is different
2.2.1. e.g. Marketing plan for mortgage broker entirely different from computer reseller.
2.2.2. However, common secret to success in marketing is...
2.2.2.1. the process of building a plan
2.2.2.2. sticking to that plan
2.2.2.3. applying time and resources it needs
2.3. This map has a few tips to help you be brilliant at marketing!
3. Customers First
3.1. Put your customers first
3.2. Understand:
3.2.1. who your customers are
3.2.2. what makes them tick
3.2.3. what they really want and value
3.3. AND: stay in touch with them long after the sale
4. Target market
4.1. Know your target market
4.2. ‘Anyone who is breathing’ is not a target market!
4.3. Targeting your marketing activities fairly and squarely at the people who need and want your service or product is the secret to creating quality enquiries and getting prospects to open their wallet.
5. Goals & Targets
5.1. Set sales goals and targets
5.2. Marketing really is a numbers game.
5.3. Marketing efforts that won’t directly or indirectly bring in new business have absolutely no point.
5.4. Know what your goals are in terms of:
5.4.1. revenue
5.4.2. expenses
5.4.3. profit
5.4.4. number of enquiries
5.4.5. number of new sales.
6. Marketing vs Advertising
6.1. Understand that marketing is not advertising
6.2. Don’t make the mistake of thinking that advertising and websites are the only two ways to attract more business.
6.3. You can market your small business in literally hundreds of ways
6.3.1. so it pays to know what they are
6.3.1.1. and then eliminate the ones that won’t work
6.3.1.2. or that you can’t afford, up-front.
7. 4 P's of Marketing
7.1. Product
7.2. Pricing
7.3. Placement strategy
7.3.1. (distribution)