Posts Tagged 'marketing plan'

What’s the Difference between Your Company Vision and Mission?

So what is the difference between your company’s vision statement and your company’s mission, anyway?

Mission-Vision

I get asked that question a lot, since being clear about your vision and mission is critical to defining effective marketing strategies.

Basically, your company’s vision is what you want your company to be known for, or to become. It’s long-term, and more of an image of how you want your company to be perceived, rather than a specific goal.

Your mission, on the other hand, is more immediate: why are you in business and what is your company doing right now.

Your vision should direct your long-term goals, and your mission should direct your short-term objectives. And hopefully the two point your business in the same general direction!

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Easy Ideas for Marketing Your Service Business

marketing-strategies-globe2 A lot of small services businesses struggle with marketing and acquiring new customers.  If that sounds like you, then below are a few tips to try out:

– Find local industry events or meetups that you can participate in and network with other professionals in your area of expertise. You may be able to pick up projects and establish a local reputation that way.

– Sign up for speaking opportunities at relevant local  events, meetups, and conferences. Your presentation shouldn’t be a sales pitch, but an “expert” presentation that establishes you as the go-to person in your area of focus and then include a brief sales followup to those that are interested in learning more.

– how does your website rank in organic Google search results? Write content for your website that is geared to pulling in traffic from people who are looking for folks like you – identify the long-tail keywords, and write a page for your site for each such keyword (without keyword stuffing or other black-hat stuff).

– Use LinkedIn: participate in relevant LinkedIn groups, connect to the people you already know in your field & that will give you access to other prospects also. Post updates about your company (customer case study or testimonial, info about your services, etc), keeping it “real” not spammy.

– Do you do any email marketing? You should be collecting emails on your website (offer a white paper or other information in return for their email address & use a double-opt-in form). Then have a regular customer newsletter.

– Get written up in some articles in your industry: write a press release on a newsworthy event about your company (eg, a new offering, etc), submit it through a press release site like PRWeb, and then reach out individually to journalists and bloggers in your industry – you can usually find contact information online. Just look for recent articles related to your space then reach out to those same folks. Focus on the respected publications, blogs and sites in your industry.

These are just a few ideas that can be useful for small service businesses.  If you’re looking for some more specific ideas for your business, then check out our marketing coaching services at http://www.kazooassociates.com/coaching.php

Happy Marketing!

eBook: Seven Step Marketing Strategy Process

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This new Marketing Strategy Book, “The 7-Step Easy Marketing Strategy Process – How to Maximize Business Results from your Marketing Efforts”, is worth checking out.

The program is easy to follow, and will help you prioritze your marketing activities so you are selecting those activities that will truly increase software sales and drive new business.

You can sign up for the 7-step marketing strategy program here: http://www.easy-marketing-strategies.com/marketing-strategy-book.html   The program includes a 51-page eBook, marketing plan template, marketing strategy worksheet, 7-step program checklist, helpful tips for marketing activities, and more.

Update your Business Plan for the New Decade

It’s now 2012… do you have an updated business plan or marketing plan to address the new decade?

If you’re a software company, the industry is changing with the move to SaaS, mobile apps, outsourcing and other trends. It’s important to make sure you have a current business plan to make sure you’re positioned to take optimal advantage of these changes.

Check the links to the right, and take advantage of our SaaS business plan template, or the Software Company business plan template, and get started optimizing your business today!

Using a SWOT Analysis to Fine-Tune Your Marketing

SWOT AnalysisA SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) is an effective way to make sure your marketing activities align with your business strategy.

Why is that a good thing?

It means that the money you spend on marketing is more likely to produce the business results you’re looking for (more customers, larger market share, increased revenue… whatever your particular objective is).

When you do a SWOT analysis, you brainstorm and list out your company’s

  • Strengths (what are the positive attributes of your company, product or service?),
  • Weaknesses (what are the negative attributes of your company, product or service?),
  • Opportunities (where are the market opportunities for your product or service?),
  • Threats (what are the main threats to your company?).

The SWOT analysis can help you find a way to use your company or product strengths to take advantage of market opportunities, and identify and work on weaknesses that might inhibit your ability to take advantage of those opportunities.

To be successful, it’s important to always be on the alert for market threats. Leverage your strengths to either eliminate or reduce the impact of threats, and work to address any weaknesses that may increase the criticality of threats.

Finally, prioritize marketing activities and messaging that highlight your strengths, and help you take advantage of opportunities.

For more on doing a SWOT analysis, take a look at this article: “Doing a SWOT Analysis to Focus Your Marketing Strategy.”

SWOT analysis is also included as part of our Software Company Business Plan Package and the SaaS Business Planning Package.

Update your Business Plan for the New Decade

New Year start business planning It’s now 2010… do you have an updated business plan or marketing plan to address the new decade?

If you’re a software company, the industry is changing with the move to SaaS, outsourcing and other trends. It’s important to make sure you have a current business plan to make sure you’re positioned to take optimal advantage of these changes.

Take advantage of our SaaS business plan template, or the Software Company business plan template, and get started optimizing your business today!

Who is the Audience for your Marketing Messages?

For marketing messages to be effective, you need to really think about who it is that you are speaking to. Too many marketers only think about a single audience for their message: the end customer. The end customer may be your primary audience, but they are not the only one.

marketing message audienceThere are a number of other audiences that may need marketing messages crafted specifically for them, including:

  • Online influencers, such as prominent bloggers in your field, influential websites and analysts,
  • Distribution channels,
  • Sales and marketing partners,
  • the press and media,
  • your ecosystem partners, such as complementary software vendors, hardware vendors or system integrators,
  • other key stakeholders that your end customer looks to for guidance or approval on their buying decision (this is especially important for B2B applications).

Your end customer will be influenced not only by your marketing messages directly targeted at them, but also by these other stakeholders and influencers. The more consistent messages they receive from different channels, the more likely they are to make a positive buying decision in your favor.

Bottom line: when crafting your marketing messages and marketing plan, don’t forget to build target messaging and budget marketing activities for all audiences that are important in influencing your customer’s purchase decision.

Get Your Software Marketing Plan in Order

It’s December already… a good time to be thinking about your software marketing approach for 2010. Hopefully the economy will be picking up, customers will be looking for options, and you need to make sure your product is top-of-mind when they get into a buying mood.

At Software-Marketing-Advisor.com, we have just released our detailed, professional software marketing plan template package. It gives you all the pieces you need to easily put together a customized marketing strategy and plan for your software product, and we’ve even thrown in free consulting as well. You can check out the Software Marketing Plan package here.


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