Stress-Free Marketing for Business Owners

Stress Free Marketing for
Business Owners
Donna Schilder, MCC (Master Certified Coach)
Executive, Career, & Business Coach
(562)434-7822 Donna@DonnaSchilder.com
www.DonnaSchilder.com

Donna Schilder (562)434-7822 ~ DSchilder@aol.com ~ www.DonnaSchilder.com
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Topics
 Targeting a Niche That Can Afford You
 Asking for What You’re Worth
 Marketing Channels
 Tips for Low Cost Marketing
 Creating a Marketing Plan & Budget
 Educating Your Customers Begins With
Marketing
 Marketing with Your Heart

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Who Is your Target Market?
 Who would want your service or product?
 Who can afford your service or product?

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How Can You Access Them?
 What organizations do they belong to?
 Who do they know?
 Where do they hang out?
 Where do they live?
 What do they read?

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Take Action to Access Your Target Market
 Join the right organizations
 Target the right people when you network
 Speak for the right organizations
 Write articles for the right publications
 Hang out in the right places
 Ask for referrals from people they receive
service from
 Build a network of people who service them

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Asking for What You’re Worth
 Examine the thought that holds you back. Fear of:
 Rejection Failure
 Embarrassment You’re not worth it
 Break through the fear
 Talk to someone
 Journal about the fear and ways to overcome it
 Practice to get proficient
 Look for evidence of your worth
 Take a deep breath and walk through

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Ask for What You’re Worth
 People assign value to services based on what
they pay for it
 Higher level clientele won’t be attracted to a
rock bottom price
 Having less clients at a higher rate is less
work and complication
 You have to ask for enough so that you can
stay in business

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 Business doesn’t just come and sit on your
lap, you’ve gotta go looking for it and if you
don’t you’re going to fail.
Gordon Ramsey, Chef
Hell’s Kitchen

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The Seven Times Factor
 “A cardinal rule of thumb in advertising is:
potential customers usually need to see the
name of a product seven times or more before
they’re motivated enough to even think about
making a purchase.”
 “The Seven Times Factor”, NFIB The Voice of Small
Business

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Marketing Results Lag
 Any marketing activity you do today
may not show results for 90 days or
more (up to 3 years).
 So don’t get discouraged if you
don’t see results right away

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Tip for Low Cost, Effective Marketing
 Create a Marketing Plan & Budget
 Utilize more than one marketing category
creates a more effective Marketing Plan.
 Choose your strategies wisely
 Be Consistent
 Use data to analyze your strategies
 Analyze what works and what doesn’t

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Marketing Channel Categories
1. Direct Contact and Follow-Up
2. Networking and Referral Building
3. Public Speaking
4. Promotional Events
5. Writing and Publicity
6. Advertising
 Traditional
 Internet Based

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Marketing Channel Effectiveness
 Basically, the first items are the most effective
and the least costly and vice versa.
 In Person Marketing Activities are effective
and don’t cost much.
 Advertising is the most costly and the least
effective, especially for solo-practitioner
services business.
 You might go to a restaurant based on an add, but
would you hire an attorney that way?

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Types of Marketing
1. Active – Direct Contact, Public Speaking
2. Passive Personal – Articles, Books
3. Passive - Ads

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Passive Personal (Books, Articles, Letters to
the Editor)
 Articles and books that you write yourself
give the client information about:
 Who you are
 What your expertise is
 What you have to offer

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1. Direct Contact and Follow-up -
Active
 Coffee with colleagues, potential, centers of
influence, connectors
 Canvassing the local neighborhood
 Free consultations
 Outbound telemarketing

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1. Direct Contact and Follow-up -
Active
 Direct e-mail (personalized)
 Direct mail (personalized)
 www.SendOutCards.com
 Sending articles to colleagues via e-mail

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2. Networking –
Active
 30 Second Elevator Speech
 Volunteering
 Networking events, professional
organizations, conferences, tradeshows
 Attending classes
 Attending public meetings
 Parties
 Jury Duty!

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2. Electronic Networking
 Networking websites:
 www.LinkedIn.com (business)
 Answer questions in your field
 www.Facebook.com
 www.Yelp.com (small business)
 www.Plaxo.com

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2. Referral Building –
Active
 Asking for client referrals
 Obtaining professional referrals
 Offering Referral Fees
 Building strategic alliances
 Referral listings

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3. Public Speaking –
Active
 Public or private
 Workshops
 Speeches
 Conference calls
 Teleclasses
 Teleseminars

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4. Promotional Events –
Active
 Booth at a Trade Show
 Booths at Events, Organization Meetings,
Open Air Markets
 Special events & charity events
 Sponsorships
 Donations (services, products, etc.)
 Open houses

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5. Publicity - Video –
Passive Personal
 Video on Your Website
 Get a student to film you
 Film yourself
 Get a professional
 www.YouTube.com
 www.myspace.com
 Google Video
 www.Flickr.com
 www.Bebo.com

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5. Writing –
Passive Personal
 Books & Booklets
 Newsletters
 Newspaper & magazine articles
 Newspaper columns
 Testimonials and Letters of Reference

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5. Writing – Electronic –
Passive Personal
 Create a Website
 Website designer
 Create your own website at no cost:
 http://all-webdesigntemplates.info/
 Contribute Software
 Obtain link to your website from other
websites

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Passive Personal
 Build an e-mail list
 E-Newsletter
 Announcements
 E-Newsletter
 Create your own blog at no cost:
 https://www.blogger.com/start?hl=en
 Google

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Passive Personal
 Respond to blogs and post your website or
contact information
 Post your articles on article clearinghouse
websites for other people to use on their
websites
 E-Books

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6. Publicity – Electronic –
Passive Personal
 Videos on youtube.com
 Videos on other websites
 Videos on your website
 Viral videos

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5. Publicity –
Passive Personal
 Press releases: juicy news
 Create events or editorial angles that are
interesting to the press
 Newspaper interviews
 Letters to the Editor
 Specific to your business with your contact info.
 Print quotes (expert quotes)

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5. Publicity –
Passive Personal
 Radio & TV commentary
 Print feature stories
 Radio & TV interviews

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6. Advertising on Your Correspondence –
Passive (DO IT!!!!)
 Use every outgoing piece of paper or e-mail
to promote your business
 Make it eye-catching
 Name, address, e-mail, phone number, website
 Have a stamp made with your business
information
 Slogan on your envelopes and letterhead
 Put your picture on it!!!!

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6. Advertising –
Passive
 Display advertising
 Try several small ads instead of one big one
 Target the audience who can afford your
products/services
 Classified advertising
 Yellow pages
 Inserts/circulars
 Direct mail (bulk)

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6. Electronic Advertising –
Passive
 Direct e-mail (bulk)
 Banner ads on Google or Yahoo
 Web-ads
 Buying Google adwords
 Podcasts

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6. Outdoor Advertising –
Passive
 Door signage and building signage
 Informative
 Effective size
 Eye-catching
 Colorful
 Lawn signs

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6. Outdoor Advertising –
Passive
 Airport signage
 Billboards
 Bus benches/boards
 Sky writing/airplane banners
 Blimps

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6. Advertising –
Passive
 Postcards
 Place in trafficked areas
 Brochures
 Stickers/bumper stickers
 Van or Car Sign
 Door-to-Door Fliers
 Bag ‘Ems (562)225-5365 Sreeve1@verizon.net
 T-Shirts

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6. Advertising - Paper Giveaways –
Passive
 www.Vistaprint.com
 Full color postcards for .10 cents each
 Rack cards .25 cents each
 Inexpensive business cards
 Put your picture on it!
 Free business cards
 Inexpensive promotional items
 Refrigerator magnet giveaways
 Create a useful handout that people will hold on to

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6. Point-of-Purchase Display –
Passive
 Banners
 Counter displays
 Mobiles
 Multi-media CD-ROM

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6. Radio and Television Advertising –
Passive but Personal
 Internet radio
 Get interviewed
 Have your own show
 Host-paid radio or TV show, including cable and
web-radio
 Commercials
 Infomercials
 Pre-movie advertising slides
 Product/service placement

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The Formula for Marketing Success
 Schedule marketing activities.
 Be patient, consistent, persistent.
 Analyze data and adjust marketing efforts.
 Find an accountability partner.

Stress-Free Marketing for Business Owners

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