P R E S E N T E D B Y

How to be a marketing superhero when your background isn’t in marketing.

The Pitts Family

MONICA

ELLIS AVELEEN

MIKE

ROXIE

ISABELLA

The MayeCreate Family

MONICA TYLERSTACY ERIKA

JASONKATIE JACOBREBECCA

MayeCreate Support Staff

ROXIE

QUIMBY

We solve marketing problems.

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Even the dogs.

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Mostly online.

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➔ Before you start - get your head on straight

➔ 4 ways to marketing on a dime

➔ 5 big marketing IF’s and answers

➔ Tracking crash course

Our talk today will have 4 parts.

➔ Get the work done➔ Make sure it worked

To be a real marketing superhero you have to do two things.

You have two options:You can hire somebody to get it done or you can hire somebody to get it done.

1. Marketing 101

2. Marketing is like a 401K - it starts with a goal

3. Know your target market like your best friend

4. Process makes perfect

BEFORE YOU STARTGet your head on straight.

Your Strengths

Your Assets

Your Plan

Marketing 101

Assets are the resources your company has that can be utilized to create influence.

Influence can be:➔ Bought➔ Borrowed➔ Built

What are assets?

➔ Client & Non-Client Contacts❏ Email List❏ Mailing Address List❏ Facebook Friends/Fans❏ Twitter Followers❏ Blog Followers❏ Email Subscribers

➔ Capital❏ Services for Trade❏ Funds to Invest

➔ Staff❏ Sales❏ Designers❏ Writers❏ Delivery Truck Drivers❏ Interns❏ Kids

➔ Ready Made Marketing Materials❏ Previously Designed Ads❏ Testimonials❏ Portfolio Photos❏ Ad Specialty Items

➔ Sphere of Influence❏ Strategic Alliances❏ BNI Chapter❏ Rotary Group❏ Neighborhood Association❏ Church❏ Gym❏ Country Club

➔ Location❏ Shared Building Space❏ Signage❏ Window/Display Space❏ Sidewalks

➔ Equipment❏ Printer❏ Company Cars❏ CRM❏ Smart Phones

➔ Processes❏ Checkout ❏ Sales

AssetDiscovery

Marketing is like a 401K.You have build assets now

to draw from them in the future.

P R E S E N T E D B Y

A successful campaign starts

with a goal.

P R E S E N T E D B Y

Start where you are.

Goal Setting Tips

Carefully consider your company size, strengths, assets (budget and current client list).

Review the success of previous marketing campaigns.

Set a goal that is inspiring to you but is also attainable.

If you reach your goal mid-year you can always increase it!

Know what success looks like.It comes in many forms.

Marketing Reality Check

This is not “if you build it, they will come.”

P R E S E N T E D B Y

A successful campaign starts

with a goal.

P R E S E N T E D B Y

Know your target market like your best friend (maybe better)

➔ What are their goals/challenges personally and professionally?

➔ How does your service help them reach their goals/solve their challenges?

➔ What are common objections (time, price, effort, etc)?

What problems do you solve for them?

Create buyer personas.“ideal customer avatars”

P R E S E N T E D B Y

Process makes perfectSetting a goal isn’t enough – you need a system to get there.

Document every step.Save it somewhere you can find it.Don’t live by it, live within it flexibly.

Document Your Process➔ have a brainstorming session to figure out what needs to be done

➔ break the project into milestones to signify each stage of development

➔ make a set of tasks to guide people through each milestone

➔ explain the outcomes of each of those tasks

➔ determine whose talents are best suited for each task

➔ record how are you going to measure success and know that it's working

https://mayecreate.com/blog/marketing-project-management-101/

Ask decision maker for any ideas they

have for the month

Write posts and provide images in

LoomlyCopy editor reviews

posts Posts are revised

Art director reviews posts

Posts are exported and emailed to

decision maker for approval

Decision maker approves posts

Posts are scheduled to post

Art director reviews social media

performance and reports to client

SOCIAL MEDIA

PROCESS

What happens when the person who’s supposed to review the posts doesn’t actually review the posts?

BEFORE YOU STARTGet your head on straight.

1. Marketing 101

2. Marketing is like a 401K - it starts with a goal

3. Know your target market like your best friend

4. Process makes perfect

Marketing with Purposepodcast.mayecreate.com

Free Resourcesresources.mayecreate.com

Need more?

P R E S E N T E D B Y

Marketing on a dime.Or a nickel because this photo was free.

➔ Fix your Google Business listing

➔ Add things to your website

➔ Leverage automation

➔ Jump into social media

4 ways to market on a dime.

Fix your Google Business listing 1

https://moz.com/local-search-ranking-factors

17.5%Of your local website SEO is determined by the accuracy of your listings.

Photo by Scott Webb from Pexels

Story Time - Monica Needs a Fence

A

B

C

Update your site at least 4 times a month. 2

*Wittent: https://writtent.com/blog/top-blogging-statistics-45-reasons-to-blog/

30%Website traffic increases up to 30% after publishing 21-54 blog posts.

Client Traffic ComparisonPosting 12 Projects Per Year

Client AAsphalt PavingPosting for 1 yr1,375 Sessions10.44% of site traffic

Client BDrywall ContractorPosting for 2 yrs1,012 Sessions16.72% of site traffic

Client CArchitectPosting for 3 yrs2,546 Sessions17.44% of site traffic

SERVICE SERVICE

HOME ABOUT SERVICE TEAM CONTACT

SERVICE SERVICE SERVICE SERVICE

This is your site without a “blog”

PROJECTS PROJECT PROJECT

SERVICE SERVICE SERVICE

HOME ABOUT SERVICE TEAM CONTACT PROJECT PROJECT NEWS

SERVICE SERVICE SERVICE PROJECT PROJECT PROJECT

PROJECT PROJECT PROJECT PROJECT PROJECT PROJECT PROJECT PROJECT PROJECT

PROJECT NEWS

PROJECT NEWS

NEWS NEWS NEWS NEWS NEWS

NEWS NEWS NEWS

NEWS NEWS NEWS

NEWS NEWS

NEWS NEWS

CAREER CAREER CAREER CAREER CAREER CAREER CAREER CAREER CAREER CAREER NEWS NEWS NEWS NEWS NEWS NEWS

CAREER NEWS PROJECT PROJECT

FAQs, completed work, news, blog posts, tips - ask your frontline

Leverage automated emails. 3

Email marketing offers the highest ROI for marketers$1 creates $44

https://www.campaignmonitor.com/blog/email-marketing/2018/12/70-email-marketing-stats-you-need-to-know/

Photo by Paige Cody on Unsplash

Let's talk about the magic.

NEWSEMAIL

SERVICE PROVIDER

(MailChimp)

➔ You can set up different emails to send for different categories in your feed

➔ Send it from an email they know

➔ Add a signup form to your site

➔ Add a checkbox to EVERY email form to subscribe

➔ Integrate it with your CRM

Jump into social media 4

88%Of Americans 18-29 use social media. 68% of Internet using adult Americans are on Facebook.

CAREER NEWS PROJECT PROJECT

What are you going to post about?

Which social media?

Yes Maybe

Photo by Ryan Millier from Pexels

Tell the story of how you solve problems for people.

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4 Big Marketing IF’s & Answers

P R E S E N T E D B Y

#1 - If you do nothing else you need to…#2 - If you can only invest in one thing it should be…#3 - If you need to market to past customers you should…#4 - If your target market is specific

reach them by...

IF #1If you do nothing else you need to... #1

Fix your Google Business listing.

IF #2If you can only invest in one thing... #2

Make sure your website isn’t crap.

Use Original Content.Not these lame people. Unless they work for you. 😏

Photo by Tyler Lastovich from Pexels

Make sure it’s

mobile friendly.

SERVICE SERVICE

HOME ABOUT SERVICE TEAM CONTACT

SERVICE SERVICE SERVICE SERVICE

Create at least one page for each of your services.

Google AnalyticsTells you how people interact with your site.analytics.google.com/

Google Search ConsoleTells you how Google interacts with your site.search.google.com/search-console/

Install Tracking

You need a privacy policy.

You need a cookie notification.

You need an SSL Certificate.

Keep Google Legally Happy

IF #3If you need to market to past customers... #3

Send them a letter.

Send an personalized email from someone they know.

Communicate complicated messages in video.

Don’t abuse the mediums.Focus on delivering value.

Only sell occasionally and wrap it in value.

IF #4If your target market is super specific... #4

Focus on organizations, events, online groups &

publishing targeted content.

➔ Join organizations who benefit your target audience

➔ Attend their events

➔ Focus on educating & benefitting their members

◆ Write for their newsletters

◆ Do presentations for their members

Organizations & Events

➔ Join online groups filled with members in your target audience

➔ Moderate the newsfeed and answer questions when you can

➔ Focus on educating & benefitting members

➔ Write for your target audience specifically

➔ Repurpose content

Online Groups & Targeted Content

➔ Get the work done➔ Make sure it worked

To be a real marketing superhero you have to do two things.

Tracking Crash Course

Before You Start

➔ Document review intervals➔ Success indicators (long & short term)➔ Key metrics - the data you’ll look at to

know if your marketing is working or not

Example

Posts on Twitter Blogging Event Talks Affiliate Newsletter ArticlesLinkedIn Ads

Monthly

Referrals to site from Twitter

Visitor behavior

Twitter followers

Likes and Retweets

Monthly

Blog views per month

Visitor behavior

A week after events

Website traffic jumps

Leads from talk

Monthly

Referrals to site from newsletters

Leads from org members

Bi Weekly

Clicks

CTR

Conversions

Visitor Behavior

Website Blogging Directory Listings

SessionsAvg Time on Site

Pages Per SessionBounce Rate

Traffic Source

Page ViewsAvg Time on Page

Bounce Rate

ViewsSearchesActivity

Social Media Email Marketing Paid Online Advertising

Follows/Likes# of Posts

Engagement RateImpressions

Reach

List SizeOpensClicks

Budget SpendSearch Terms

ClicksCost Per Click

Click Through Rate

WebsiteBlogging

Directory Listings

Social Media

Email Marketing

Paid Online Advertising

It all reports here.

How to Review

➔ Did you do it?

➔ What happened?

➔ Why do you think it happened?

➔ Could you do anything differently to improve the outcome?

➔ Get the work done➔ Make sure it worked

To be a real marketing superhero you have to do two things.

@MayeCreate @MayeCreate @MayeCreate

How to be a marketing superhero when your background isn’t in marketing.

PRESENTED BY: Monica Pitts

Questions?