Thank you for attending the Small Business Summit and being a part of today's session, "The Good, The Bad & The Ugly: Strategic Marketing". It was Professional Mojo's pleasure to be a part of the presentation. We didn't have much time, so we thought we'd provide some extended remarks for you here. If you'd like to learn more about what we do and how we can assist, just drop us a line. Strategy 101 A strategy that integrates an organization'smarketinggoals into a cohesive whole. Ideally drawn from market research, it focuses on the ideal product mix to achieve maximum profit potential. The marketing strategy is set out in a marketing plan. Most businesses start with the basics of marketing strategy: Putting the right product in the right place, at the right price, at the right time. This is often referred to as the 4 Ps: product, place, price, promotion. In today's world, good business and marketing strategies still apply even though the tactics to achieve the objectives are wildly different than they were just a couple of years ago. For more on the basics of the 4 Ps, visit this article . Overview of Key Concepts from the Presentation: The good news is that there is more opportunity than ever before to interact and truly, authentically engage with your buyers. The bad news is that each channel requires a different strategy that should flow up into your overarching strategy. The ugly is that with more communication comes more chances to receive negative customer feedback and to miss key selling and evangelizing opportunities. You must do this and do it well. Your buyer is the most savvy ever. Outbound marketing is slowly dying and giving way to conversational, inbound marketing Your marketing strategy MUST include determining where your buyers are and how they wish to communicate Most buyers are choosing to communicate with you and evaluate you on multiple channels - and on their time frame You need to look at your marketing holistically and with an eye to integrating your messages across all channels Mobile will soon be king if it's not already Simultaneous communication is the norm and you better have clear, clean messages that are consistent across all channels Relevancy is key Stats we discussed - and some we didn't - Strategic questions: What channels are good for your business? How do you know your buyers are there? What do they expect from you when they are in your community? What will you say to them? How will you say it? When will you say it? How will you know if you have ROI from these channels? Facebook: 901 million users Twitter: 555 million users Google+: 170 million users LinkedIn: 150 million users Pinteterest: 11.7 milliion users Email: 3.1 billion registered emails and expected to grow Mobile: (Interested in a Mobile site? Contact Professional Mojo before Monday, 8/20, tell us you attended the summit and get 20% off a mobile site!) Mobile internet usage is projected to overtake desktop internet usage by 2014. (Source: Microsoft Tag ) 74% of consumers will wait 5 seconds for a web page to load on their mobile device before abandoning the site. (Source: Gomez ) 46% of consumers are unlikely to return to a mobile site if it didn't work properly during their last visit. (Source: Gomez ) 7.96% of all web traffic in the U.S. is mobile traffic. That number skyrockets to 14.85% in Africa, and 17.84% in Asia -- up 192.5% since 2010. (Source: Pingdom ) One half of all local searches are performed on mobile devices. (Source: Microsoft Tag ) Mentioning a location in mobile ads and search results can increase click-through rates up to 200%. (Source: ThinkNear ) 91% of mobile internet access is for social activities, versus just 79% on desktops. (Source: Microsoft Tag ) Conclusions The options may seem overwhelming, but you have no choice other than to engage in conversational marketing where your buyers are - it's an expectation, not a nice-to-have A well-written strategy that clearly defines audiences across channels and routinely re-evaluates your assumptions about these audiences is critical It will always be about YOUR relationship with the buyer. Always. The technology is simply a mechanism to help you reach them in different, simultaneous ways with a more authentic and personalized experience. Don't let the technology fool you or scare you. Get help with the strategy if you need it. Focus and don't over extend. It's worse to stink online. :-) To learn more about Professional Mojo or to take advantage of the 20% special on mobile sites, contact us today .

Marketing - Professional Mojo

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