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Marketing Strategies for Entrepreneurial Success

Learn effective internet marketing strategies from expert Chris Murray to drive leads, optimize SEO, track metrics, and engage target audience for successful online campaigns. Explore PPC, email, and social media marketing approaches.

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Marketing Strategies for Entrepreneurial Success

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  1. Del Chatterson Margot E. Uson Steve Kraml Michael Hiles& Associates Inc. Michael Hiles Chris Murray Vince Santaguida Gillian Leithman Morrie Weinberg & Associates Inc. Robin Whitrod, CA Morrie Weinberg Marco Della Rocca Learn more about our members at: www.psnetwork.ca

  2. Strategies for Meeting Entrepreneurial Challenges By Chris Murray Margot Uson Del Chatterson

  3. Success Strategies for Internet Marketing Chris MurrayProfessional Internet Marketing Consultant

  4. Presentation Points • Trends • Methods • Research • Metrics

  5. Where are the marketing dollars going ?

  6. Average Cost Per Lead

  7. Methods • Search Engine Optimization • Paid Search Marketing • Social Media Marketing • Email Marketing

  8. Search Engine Optimization (SEO)

  9. Paid Search Marketing (Pay Per Click PPC)

  10. Do Your Research Keywords What are prospects looking for? - Review data for search volumesand opportunities Competitors What are they doing online? - SEO, PPC Keywords, Ads?

  11. Conversion Architecture • Before marketing make sure your Website is working? • What are you trying to do (goals) • Design, the layout, your message all impact conversions

  12. Measure

  13. Collect Analytics

  14. Set and Review Benchmarks • Traditional client acquisition cost vs online acquisition costs • Lifetime value of client vs online cost of acquisition

  15. Lifetime Value of a Client

  16. Traditional Client Acquisition Cost

  17. Online Client Acquisition Cost

  18. Review and Adjust

  19. Strategies for Success Understand youropportunities Do your market research Measure, Review, Adjust

  20. Chris Murray THANK YOU. Questions?

  21. Human Resources Consultants specializing in: • People and Performance solutions • Strategies to Attract, Retain, Manage & Motivate • Services for a wide range of small and medium size businesses

  22. Winning The War for Talent Managing Three Generations in the Work Place

  23. Ideas for Managing Generations Three predominant generations in today’s workplace: Baby Boomers, born between 1946 and 1964 Generation X, born between 1965 and 1979 Generation Y (Millennials or Echo Boomers) born between 1980 and present Understanding differences leads to a more MOTIVATED and FOCUSED workforce.

  24. Baby Boomers • Predominant value is Work • Need a reason to LEAVE an employer • Enjoy associations, conventions, working with peers • Long term compensation is important • Value loyalty, commitment and dedication Motivation: Position, power and prestige

  25. Generation X • Need feedback, communication, teamwork • Need to know company goals and direction • Need a reason to STAY with an employer • Grew up independent - latch-key kids • Need Work-Life balance to raise a family Motivation: Family-friendly environment, flexibility, recognition

  26. Generation Y • The "plugged in" generation because of familiarity with computers and the Internet. • New to business, need to get quick results • Require the most feedback of any of the previous generations, often rebellious, outspoken Motivation:Constant feedback, rapid progression, tools for the job

  27. CARE Concept COMMUNICATION ADVANCEMENT CARE ENVIRONMENT RECOGNITION

  28. Communication • Over – communicate! • Communication develops trust • Company goals and progress updates • Opinion Surveys, Focus groups, Feedback • Clear business & personal objectives • Communicate company policies

  29. Advancement • Performance Management – processes • Competency-based promotions • Competitive Salaries – surveys, equity • Succession & Career Planning • Development – Focus on Core Talent

  30. Recognition • Celebrate work-related and individual successes • Say ‘Thank-you’ • Compensate strategically • Differentiate recognition • Pay-for-performance improves retention by 27% (Watson Wyatt) • Acknowledge and encourage leadership

  31. Environment • Have clear employee policies & a flexible work environment • Work group outings and events • Provide teamwork opportunities • Increase trust – High trust outperforms low trust by 168% (Watson Wyatt) • Offer appropriate benefits

  32. Old Model New Model Focus Recruit Train Supervise Retain Motivate Manage Relationships Evolve • Relationship Oriented • Two-way efforts required • Employer managed

  33. Implementing CARE Understand Company Demographics Understand Generational Differences Adapt Business Processes Continuously Develop Employees

  34. THANK YOU. Questions?

  35. Del Chatterson Creative, Practical Business Solutions. Delivered.

  36. The Seven Biggest Mistakes that Entrepreneurs Make Which ones are you making? How can you avoid them?

  37. Survey Says : • … “Cash flow” … ‘‘Marketing” • … “Not strategic” … “Not delegating” … “Not focused” …. • Small, frequent, early mistakes are OK. • But BIG MISTAKES can kill your business.

  38. #1 Too Entrepreneurial • Too Opportunistic • Too Optimistic, Impatient • Over confident, “my way is OK” • Ignoring feedback and the facts • Relying on personality, not performance

  39. #2 Lack of Strategic Direction • Lost in the Daily Details • Too much “DIY”, not delegating • Neglecting long-term strategic issues • No documented, shared Business Plan

  40. #3 “That was Easy, Let’s Do It Again!” • Making money doesn’t make you smart • What mistakes or risks were avoided? • Good time to start something new? • Is your success really transferable?

  41. #4 Focused on Profit • Monitoring Sales, Margin & Expense • But ignoring asset management • Especially cash flow, inventory and receivables • Most Undervalued Asset: Human Resources

  42. #5 Neglecting Key Relationships • Key Managers and Staff • Biggest customer not the “squeakiest” • Over-dependence on #1 client or supplier • Is your bank a welcome and willing partner?

  43. #6 Poor Marketing & Sales • “Product sells itself” • “Price is all that matters” • “Sales reps should do a better job” • Lack of market knowledge • Poor marketing communications • Ineffective sales tools

  44. #7 Distracted by Personal Issues • Neglected until they become a problem • Behaving like a rock star • Family and favouritism in the business • Personal issues affecting business performance

  45. Summary: Seven Biggest Mistakes • Too Entrepreneurial • Lack of Strategic Direction • “Let’s do it again!” • Focus on Profit • Neglecting Key Relationships • Poor Marketing and Sales • Personal Distractions Usually # 1

  46. How to Avoid Them? Balance! • Strategic Direction with Operational Detail • Entrepreneurial Approach with Analytical Input • Long-term Value and Short-term Profit • Personal Priorities in your Plan; Out of your Business

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