Small Business Marketing

Notes from a meeting I had recently for small business marketing using the 6 categories of the marketing matrix.

Preparation

• What time do you have available? What distractions are there to steel your time?
• What budget do you have?
• What skills do you currently have?
• What resources do you currently have? (Outsource availability, staffing, intellectual property, existing products)
• What is the shape of your Network? (Contacts, circule of influence, online social presence, etc)

Research

• SIPOC analysis of suppliers, customers, and production process of any new and existing products that will be used.
• Market research
• Competitor research
• Develop
• Product
• Relationships
• Web presence (social, website)
• Positioning (persona, on a ‘lucky crusade’, and statement)

Conversion

Testing. Offer. Copy. Bonding. Launch. Customer cycle (front-end / back-end), Segments, Data management.

Traffic

See the main traffic section page for information on the 5 core online marketing channels.

Tracking

Metrics for:

• Optins per source
• Customers per source

Test and select ruthlessly:

• Profitable traffic sources
• Profitable offers
• Profitable segments
• Profitable services

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