Your Best Solution for Small Business Marketing - eBook

“YOUR BEST SOLUTION” FOR SMALL BUSINESS MARKETING

By Corey Cowan CEO of Cowan Marketing

AS A BUSINESS OWNER, IT’S NO SECRET THAT YOU ARE LOOKING FOR A BETTER WAY TO GET MORE CUSTOMERS WITHOUT DRAINING YOUR BANK ACCOUNT There are so many different opinions on marketing today; causing business owners to either take a chance on their gut feeling or simply do nothing.

Unfortunately the internet giants like Google have made it very difficult to understand the rules to get your business (website) ranked and appear in the top 10 listing. Many businesses are at a loss and have spent many thousands of dollars, but still have gained very little ground. If your curiosity is triggered, this eBook will show you how these practical systems can be implemented to work for you.

“YOUR BEST SOLUTION” FOR SMALL BUSINESS MARKETING

Prospect “Unique Selling Point” It is your angle of persuading the customer to buy from you instead of your competition regardless of price.

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et’s start with the prospect. What makes your company stand out from the competition in the eyes of the prospect? This is the purpose of the “Unique Selling Point.” It is your angle of persuading the customer to buy from you instead of your competition regardless of price. If it is difficult to stand out above other companies, then maybe it is time to not compare apples to apples, but apples to oranges. Revealing this unique selling point gives added value to your customer by identifying what they want and at the same time, tips the scale in your favor.

www.cowanmarketing.com | Tel: 1-800-725-2418

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“YOUR BEST SOLUTION” FOR SMALL BUSINESS MARKETING

Here are some areas to look at to tune in your USP to say the right things:

Your loyal customers as well as new prospects are both good places to get new ideas and opinions through surveys.

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2 Another area is to research your competitors’ USP’s. How do they rate compared to your USP’s?

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Profiling your ideal customers can help you target their demographics. (Age, gender, ethnic background.

Maybe their interest in different sports, camping, photography, pets, music, books, romance, health, and much more).

Who are the top performers in your industry? What are they doing differently?

These sound easy enough, but how many of these areas have you researched up till now? My guess is that most businesses have probably not used any of these principals to their full advantage. One part of growing revenue is GIVING CUSTOMERS EXACTLY WHAT THEY WANT! This takes some innovating, and innovating is sometimes a painful process, but the USP is the most crucial and important entity in the marketing plan. If your message is clear with an attractive proposition that gives your customers something they have been looking for, you will turn them into raving fans.

www.cowanmarketing.com | Tel: 1-800-725-2418

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“YOUR BEST SOLUTION” FOR SMALL BUSINESS MARKETING

Platforms & Offers

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he next topic in our marketing equation is called the “Platforms & Offers.” The platform can be a website, showroom, a phone call, or even direct mail if there is a return envelope with a contact information. If you are reading this, you filled in your contact information and probably downloaded it from our website to get this offer. The “eBook” is the free offer.

How many times do people visit your website, showroom, or call in and soon leave as quickly as they arrived without you offering them anything for FREE, and before you know it, they left and you have no way to get in contact with them again?

If you were to give them a small item like a DVD, an eBook, a brochure, or a manual, the prospect is satisfied by receiving something tangible they can use, and you are happy because you can now add them to your database (an electronic filing system) by getting their email to follow up with them later.

If the offer is good, your undecided prospects will want to know more, and request the offer where you can add more USP’S to create even more incentive for them to buy your product or service. The offer can show new product lines, different designs, improved features, conveniences, tutorials on how to properly maintain a product, a coupon code, etc., or anything else that shows that you have a genuine interest in helping the prospect make the right decision. By doing this, your database can grow exponentially.

www.cowanmarketing.com | Tel: 1-800-725-2418

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“YOUR BEST SOLUTION” FOR SMALL BUSINESS MARKETING

QUICK REVIEW Unique Selling Point Clearly separates you from the competition.

Platforms Where your offers are clearly identified.

Offers States clearly what you are giving away.

You will have your prospect database (contact email list from the offers) which is where your “lead generation” happens and where you will follow up with automated emails. This is called the “marketing automation.” These emails should always want to include your unique selling points to convince them that you are the better choice! You will also want to have a customer database where you can keep them informed about new products, coupons, discounts, or you can provide special pricing for your long term loyal customers. These are your bread and butter. You have worked hard to get them and you definitely want to keep them coming back!

Marketing Automation A system created to follow up with prospects automatically.

Lead Generation Leads generated by adding prospects to the database.

By creating a free offer for something small in return, like their email address, you will see your database explode.

We have talked about the USP, Platforms and offers, and briefly talked about marketing automation, but will cover it later in more detail. www.cowanmarketing.com | Tel: 1-800-725-2418

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“YOUR BEST SOLUTION” FOR SMALL BUSINESS MARKETING

Marketing Arsenal

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he next area to cover is “marketing arsenal.” This is my favorite section to cover. Just like in a physical battle, you must also choose the right weapons in your arsenal and a strategy to implement to overcome your opponent in the business world. Measurable marketing is a very important tool of the marketing arsenal, which measures all of the elements of your marketing campaign. We have found that most businesses overspend on marketing because there is no tracking or data to measure each area’s effectiveness. Think of it as being similar to how a diagnostic machine is used to help a mechanic identify engine issues.

www.cowanmarketing.com | Tel: 1-800-725-2418

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“YOUR BEST SOLUTION� FOR SMALL BUSINESS MARKETING

Below are some of the types of marketing arsenal services that we provide.

Search Engine Optimization

Pay Per Click Marketing

SMS or Mobile Marketing

Print Advertising

SMS or Mobile Marketing

Print Advertising

Affiliate Marketing

Podcast Marketing

Social Media

Content Marketing

Direct Mail Marketing

Classified Marketing

Direct Mail Marketing

Classified Marketing

TV & Radio Marketing

Mobile Apps

Direct Response Marketing

www.cowanmarketing.com | Tel: 1-800-725-2418

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“YOUR BEST SOLUTION” FOR SMALL BUSINESS MARKETING

These are only the list of services that we offer, but we realize that your business may only benefit from a select few of these. Depending on your business, you may only need to focus most of your resources in your local community to grow your business, while another may be a strictly online service trying to gain customers throughout the world.

Many businesses already use part of the marketing arsenal, but until they use measurable marketing, it is like going to battle with limited weapons and no plan of attack. When you pair the marketing arsenal with measurable marketing, you have a very powerful tool! The key is to first evaluate the marketing strategies that you currently have, and identify which of those areas are performing the highest and which ones are ineffective. You don’t want to continue to spend money on those areas that are proven to be ineffective, so we would take that revenue and apply it to the higher performers. By doing this, you literally will spend the same money, but will have a much higher success rate.

Moreover, from the reports you will receive, you will know that your marketing dollars are being spent wisely.

A marketing consultant should always provide proof of the work that is being done and that they are trying to save you money.

www.cowanmarketing.com | Tel: 1-800-725-2418

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“YOUR BEST SOLUTION” FOR SMALL BUSINESS MARKETING

Marketing Automation

to know that while you are at work, at home with your family, or even sleeping, this system is working automatically behind the scenes to grow your revenue and increase your sales!

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Here is a rundown of the mini systems that form this complete marketing strategy. Though it is not necessary to implement all these at once, they are much more effective when they all work together, and will grow your revenue and sales much faster.

he last area is “marketing automation” which I covered briefly earlier. If you remember, the people who take you up on your free offer go into the database. This database is used to send automated messages to them. We can use emails, letters, postcards, or SMS messages to follow up with them and remind them of your USP. Once the prospects become customers we no longer tell them why we are better, but instead thank them for their patronage and keep that relationship for life! Now for the prospects, you don’t want to blast them with messages every day, but instead, a simple friendly reminder every few days that you did not forget about them and why you are their best solution. You are not going to write these out by hand and send them individually. They are all sent out automatically at pre-scheduled intervals and these can even be personalized with the person’s name as if you were writing them a personal letter. It is good

www.cowanmarketing.com | Tel: 1-800-725-2418

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“YOUR BEST SOLUTION” FOR SMALL BUSINESS MARKETING

Unique Selling Point Clearly express your USP or USP’s of why you are better than the competition. These should also be included on every form of communication to prospects that have been added to the database.

Platforms and offers

Marketing Strategy

Use your platforms with offers to lure prospects in return for their contact information. Think about it, once they opt in, they could potentially be in your database for life if they become your customer!

Marketing Arsenal Using any or all the forms of online and offline marketing to promote your business. However, this can only be fully effective if you measure your marketing. These two must be integrated for substantial growth.

Marketing Automation Once set up, this system will be working for you automatically as it gathers more prospects into the database and turns prospects into customers. It is like having a super dedicated employee working 24 hours a day, 7 days a week, year after year after year, that never retires!

www.cowanmarketing.com | Tel: 1-800-725-2418

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“YOUR BEST SOLUTION” FOR SMALL BUSINESS MARKETING

Things to Consider and Questions to Ask Yourself

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his may be a lot to take in and you may be thinking this is too complicated or too much to use for a small business. Innovation is not always easy and can take some time to initiate, but it is worth it. It is not that complicated once you get started. By using these principles, businesses have recorded 400% growth in less than a year. The question to ask is: Do you want your business to grow? If so, we encourage you to explore this system deeper. Though this may seem like a big step, you also know that even huge businesses have gone under in this fragile economy. Business owners need to continually be open to innovation in this competitive marketplace.

Consumers that used to buy on impulse are now cautious in their spending. They have the internet at their disposal to research the competition and look at reviews before making the decision to buy. That is why it is important to nurture the prospect and keep them interested until they decide to buy. ● Do I have a clear marketing message to share with prospects? ● Do I have offers that generate automatic leads? ● Do I measure my marketing and know my return on investment?

www.cowanmarketing.com | Tel: 1-800-725-2418

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“YOUR BEST SOLUTION” FOR SMALL BUSINESS MARKETING

● Do I follow up with prospects and customers through marketing automation?

These are important questions that may help you identify where you are in marketing. If you can honestly answer these questions with a yes, and your business is in the top three SEO rankings online, then you probably don’t need a marketing consultant at this time. If you are not there yet, we invite you to learn more.

www.cowanmarketing.com | Tel: 1-800-725-2418

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“YOUR BEST SOLUTION” FOR SMALL BUSINESS MARKETING

Invitation from Corey Cowan CEO of Cowan Marketing If you have read up to this stage, it means you are interested and would like to know more, so, we would like to invite you to take advantage of these resources.

1. Watch the Measurable Marketing Demo Video Click Here 2. Schedule a free 30 Minute Call with Corey Cowan Click Here

www.cowanmarketing.com | Tel: 1-800-725-2418

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