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The Five Step Marketing Strategy

Introduction Step 3
Chris Edis - MediaPro
Why should they turn to you?
There are five critical elements to effective marketing for
small business. Remember, marketing is everything you We all have competitors, which means your customers have
do. Advertising is a very import part of your marketing but options. Why should they turn to you? In what way does
everything you do communicates a message to your potential your product or service solve their problems and meet their
customer. The key to “effective marketing” is to ensure needs better than anyone else? You need to have a clear
that you are communicating the right message, to the right and sustainable point of difference from your competition.
audience and generating a response. These five steps are the Sustainable in that it cannot be easily copied and that you
way to ensure your marketing is effective every time. can continue to deliver and maintain your point of difference.
If you’re not sure, then create one. Look for gaps or
The good news is you don’t need to be a marketing expert to weaknesses in the market that you can turn into your point of
create powerful effective marketing. And best of all, it doesn’t difference.
take long. These five steps can be done in as little as five
minutes so you can get on with doing what you do best… Key point: Look at your business from your customer’s
looking after new customers. A word of advice, do not skip perspective to gain the most powerful point of difference. Be
any steps and always do them in order. honest in your assessment of your performance and ability.
This is a chance to focus on the one key, most important thing
Step 1 to your customer?

Ideal Customer Step 4

To insure your communication reaches the right audience, A Powerful Positioning Statement
you need to know who that is. Build a profile of your ideal
customer. Be specific, make the profile as narrow as possible How do you communicate your powerful point of difference?
and even give the “person” a nickname. Even the smallest business can have the biggest impact with
a great positioning statement. Find powerful emotive words,
Key point: When you’re communicating to “no one in or even a word, to attach real meaning to your business name
particular”, that’s exactly who hears you. or brand. What word or words would your ideal customer
use to describe (or search for) their preferred supplier of your
Step 2 product or service? Is it meaningful?

What do they value most? Key point: How would your best customers describe a great
experience with you? Ask them.
The reason small businesses are so successful is that they
are good at solving their customer’s problems. Whilst these Step 5
problems may vary, you will always find one or two key needs
that are common to almost all of your customers. What are Advertising and Promotion
their main buying considerations? What is the main problem
your product or service can solve? List them and then rank Your choice of media to communicate your message is
them in order of importance to the customer. Chose one or critical. You need to match your ideal customer profile,
maybe two things to communicate. your meaningful message and your budget with media that
will work with you on a long term and consistent basis to
Key point: When you try to be “all things to all people” you continuously deliver your message to the right audience and
end up becoming “nothing to no one”. keep your business or brand top of mind.

For more information or help developing your Five Step Marketing strategy, contact your Morning Call Account Executive today
at 610-820-6633.

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