Building a Solid Marketing Foundation for Home Care Services Seven Basic Steps to Marketing Success Presented by….

Here is what we will accomplish A clearer understanding of your business, your customer and your goals Explore essential branding basics Develop ideas for tools that target customers and grow your business Inspire a mindset to create marketing strategies

Where do we start? In 30 seconds or less, tell us about yourself and your business. – Your name – The name of your business – Give one sentence about your business

What we need to move forward A defined service Concept for what makes you unique A sense of your target market Basic tools and resources to build awareness A startup budget to work with A basic desire to achieve success!

What are the goals for your company? What do you want to achieve…? In what time frame…. Make them realistic!!

Position your message Decide what you want to communicate about your company. What makes it unique in relation to your competition? What's the nature of your current target audience? These elements should play an important role in the overall message you create to referral partners. This is the message you want to repeat in all your marketing.

Performance Selection Price Guarantees Service Specialization Use technology to level the playing field!

So who is your target market? What is the profile of your ideal client or customer? How big is your market? Who else is competing with you for that market?

What are the Benefits? What is the emotional impact? What is the purpose of your service? What do your customers come to you for?

We have the basics- What’s next?!

Create the Look and the tagline

Creating a professional image for your company that appeals to your target market Business cards Brochures/flyers Website Social network? Postcards Labels Folders Others? Packaging your business

Social web and web basics Keep it user friendly! Make sure your site is simple to navigate. Make sure your message is consistent with your other marketing materials. Use key words (meta tags) so customers can find you. Build a site that allows you to change content on a regular basis. Create a reason for people to keep coming back.

A word about WordPress websites Cutting-edge websites. Quickly and inexpensively you can have a brand new website, built to the latest web coding standards and easy to manage with social web activities. There are many opportunities to build affordable websites these days. We use the latest in content management systems, such as WordPress and Joomla. Your agency should have a site that meets web coding standards and uses the most popular content management systems. -- There’s wide range of possibilities

The power of social networks Social networks fit just about every cause, interest, political action, business, religion, and common need. People are using social networks to communicate on a peer to peer level with people who desire to share information, make connections and improve their situations. Facebook- Twitter- Linkedin and more to promote your business

Now a word about…. marketing, video & mobile marketing According to a recent report published on eMarketer, the U.S. online video audience is expected to grow to 190 million people by That’s 88% of the entire online audience. recent reporteMarketer Marketing is one of the lease expensive ways to reach a wider audience. Mobile Marketing is the next big frontier to promote your service.

And now your are armed with all your basic tools… What’s next?

First impressions are vital to business success Visual appearance; your dress, the presentation of your place of business, signage Printed materials; business cards & stationery brochures, Ads, etc.. Website-social web- marketing Communications; phone messages, s, etc. Trade show displays /presentations All forms of promotional advertising And finally, your “commercial”

Advertising Strategy What do they read, watch, listen to, or click on? Always build in some sort of tracking device. What will fit your pocketbook and give the best return? Print – Newspaper, Magazine Television – Local, National, Cable Radio Googlel-facebook ads Direct Mail Billboard Sold by Column Inch Sold by length of commercial Selling method varies Sold by click Sold by size and location Sold by views per day

Your brand - develop a consistent advertising style. This is most important when building name recognition and awareness.

Growing your business with…

Community Outreach opportunities for visibility Write an article, schedule a speaking engagement, do workshop presentations. Participate in sponsorship programs, etc.. What can you do?

What is media relations? A word about press releases (Media Alerts) Send editors and media reporters information that will position you as an authority in your field Information packet about your company Story idea tip sheet to editors Possible by-lined articles Promote yourself as an expert resource

What is networking? (net’wurking) Know - what and why Plan - who and where Build - on the starting point Continue – the relationship

Building business through referrals Clients and Contact Spheres – what’s that?

Create Systems Be sure to begin your data base right away! Track your progress on charts or contact management programs. Evaluate your progress and which sources provide the “cash cows.” Use incentives to motivate people to refer you. Remember it’s a two-way street

Top seven steps to success Create the message Coordinate with the image (brand and positioning). Define and articulate unique selling prop Develop the materials - logo-website, etc.. Set up a basic referral networking effort Design and implement ways to build visibility in media and in person Review and analyze to determine positive ROI

You have the Marketing Basics! Now get ready for the opportunities ahead!!

Good luck with your marketing!!!