GROWING (OR CREATING) YOUR MARKETING DEPARTMENT CJ Maurer, Complete Payroll, 2019
WHAT DO WE WANT MARKETING TO DO FOR US? Branding Advertising & PR Website & Content Social Media Lead Generation IPPA Presentation 2019
Influence. IPPA Presentation 2019
What is Marketing? Sales Marketing Service Clients First impressions Branding Attentiveness Experience Empathy Website Helpfulness Story Honesty Content Communication Referrals Attention to detail Email subscriptions Follow-through Testimonials Timeliness Social media Rituals Evangelism Relevancy Advertising Rapport Up-sells Follow-up Public relations Expectations SEO Extra credit Partnerships IPPA Presentation 2019
GROWING YOUR MARKETING DEPARTMENT. (Or at least your marketing function.) IPPA Presentation 2019
HOW DO YOU WANT TO BE KNOWN? Build your entire marketing strategy around what you do that other's can't or won't - at least not as well as you can. This is your brand. But your brand is more than your logo and color scheme. Your brand is a standard of behavior that your entire company commits to. IPPA Presentation 2019
Values Drive Action COURTESY SIMPLICITY We're friendly when we answer the phone. We Single point of contact. An entire department have a funny on-hold message. We send our dedicated to transitions. Free and unlimited clients cards. We hand-deliver the first payroll. software training. Free custom reports. GUIDANCE CARE We're constantly publishing helpful content. We have a variety of gifts and rituals with our We have an email newsletter. We alert our clients and prospects. Our content - website, clients about important labor law updates. collateral, etc. - resonates with our audiences. IPPA Presentation 2019
STUFF THAT WORKS NO MATTER WHAT IPPA Presentation 2019
CONTENT Produce content that bridges the gap between what your target audience cares about and what your company does well. Create as much as you can as frequently as you can for as long as you can. IPPA Presentation 2019
EMAIL NEWSLETTERS Take your best or most relevant content and email it out once or twice a month. Start with your clients, partners, employees and friends of the business. Then try to grow this list over time. IPPA Presentation 2019
VIDEOS Studies have proven that people would rather watch a video about a product or service than read an article by a significant margin. Videos educate people while also endearing them to your brand. IPPA Presentation 2019
PRODUCT MARKETING Present your products with more polish and importance and they'll be more likely to be received that way by prospects and clients alike. It's also wise to create at least one website page for every product. IPPA Presentation 2019
A GREAT CRM Find a CRM and/or Marketing Software Platform that allows you to send emails, schedule social media posts and manage/communicate with your contact database (among other things). IPPA Presentation 2019
Questions? IPPA Presentation 2019
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