Every business is somewhat unique and needs an individual marketing plan. There is no one-size-fits-all. Many business owners will have already accomplished at least a few of these tasks. No business will need every service. Priorities will be different with each business. Therefore, TOPs will customize the program for each client. And it can all be done one step at a time. Together we will decide where to start and will proceed at a speed which works for the client and the budget.
Basics
- Define the product or service
- Identify the target market
- Identify the unique selling proposition
- Establish a tone for marketing; i.e., conservative professional, fun-loving, etc.
- Inventory current marketing efforts
- Determine if more extensive business planning is needed
- Set targets and goals for marketing
- This is generally an introductory service with no charge.
Internet Basics
Google is the new “yellow pages”. Consumers at all levels use the internet to “shop” before they go out the door. These steps get your business established on the internet so that your potential buyers can find you there with at least the basic information they need to get a good first impression.
- Maximize use of free Google Business listing
- Determine use of social media like Facebook, Linkdin, Twitter, etc.
- Select the most effective domain name
- Determine best website hosting
- Evaluate needed website functions
- Install a WordPress website
- Select theme and design of website
- Determine pages needed for website
- Build website pages
- Write content for initial blog entries
- Build a list of future topics for blog
- Plan for promoting the website address
- Depending on how much is already available that can be used in the website, cost would generally be $200-$1,000 not including cost for website hosting and domain name registration which is usually available for less than $100.
Internet Marketing
At this phase, we are looking to go after new business more aggressively by approaching your customer base and/or prospect list with information and offers.
- Establish system for building email list of customer and prospects
- Build an email list
- Select system for outflow of emails
- Decide format for use of email; i.e., newsletters, special offers, news flashes, etc.
- Produce outflow emails
- Get client recognized as “expert” with publication on other websites
- Building and maintaining the email list with a weekly message out can be provided for approximately $100 to $500 depending on the volatility of the list and effort needed to create the mailings.
Traditional Marketing
Here, the strategy and, therefore, the services start to vary even more. Marketing for a retail business is different from a consulting service; a restaurant different from a shoe shop, etc.
- Determine use of materials like business cards, brochures, fliers, stationery.
- Consider mailings
- Evaluate impression created by signage, offices, uniforms
- Evaluate use of advertising
- Programs for getting “free” publicity via press releases, article placement, community projects, etc.
- Fees will be quoted as programs are developed.