Small Business Marketing Basics

Step By Step Course For Developing Your Market Position, Message, Media, Testimonials, Advertising, Customer Retention.
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  • Lectures 43
  • Length 2 hours
  • Skill Level Beginner Level
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 11/2013 English

Course Description

You're a new small business owner... or maybe you have been in business for a couple years and can't seem to attract the right type of customers. You are tired of trying to compete with larger retailers with seemingly endless marketing budgets... but how can your business survive?

By learning how to position your business to eliminate your competition... by creating a marketing message that speaks directly to your target market... by attracting people who will pay top dollar for your product or service!

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"After reviewing the program, we now have the knowledge, tools and resources to help start and build our business. Just knowing after completing step #1 that we have a unique market position makes all of our efforts worthwhile. We encourage every small business owner, new or established to review Gregg's program and you too will come away with helpful resources and tips to grow your business and retain customers."

Karen & Steve Simko
Owners / Yellow Creek Sausage Company

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"Gregg presents a step by step method of how to market a successful business. He brings a marketing method that is so easy to grasp and run with!"

Kelly Mccardell Cobb
Store Manager

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"This has taken our business into a different marketing direction to increase profits, attract quality clients, and retain clients at a higher level. We are very impressed with this coarse and we will be purchasing other courses in the very near future."

Kevin Clark
Owner / K&M Lawn Care

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"Gregg's program is a perfect resource to gather all your marketing thoughts and actually put them into motion. It will take some effort on your part but you will be rewarded by defining a clear vision for your business. We now take a few hours per week to work on our advertising plan and it is paying huge dividends."

Chad Hanysh
Owner / MyLoopCard Golf Advertising Scorecards

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Great perspective on marketing

"I'm just starting a business and once I started this course I stayed until I finished (4 in the morning)!

Very useful without fluff and the printouts make following along and taking notes helpful so I can put the information into action.

I defiantly recommend this course and I look forward to the results."

Matthew Romero

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Easy to follow step by step course.

"This is a very good course for a small business owner or business owner just getting started. It covers a lot of areas I was unaware of. It is very easy to follow. Good Course!"

Rachael Riddle

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Small Business Marketing Basics is a crash course for beginners or new business owners new to marketing. It includes 44 lectures in eight sections, each broken down into easy to follow steps. The course takes you through developing your Unique Market Position and Marketing Message, choosing the right Marketing Media for your target audience, how to gather and use Customer Testimonials, create your Advertising Plan, and invaluable Customer Retention Techniques.

There are work sheets at the end of each section so you can create an actual customized, workable, plan for your business as you progress through the course.

What am I going to get from this course?

  • Course Goal: By the end of this course you will have a customized plan to market your small business.
  • Course Objectives: Position Your Business To Eliminate Competition.
  • Course Objectives: Create A Compelling Marketing Message.
  • Course Objectives: Expand Your Marketing Media Channels And Track Their Success.
  • Course Objectives: How To Gather And Use Customer Testimonials To Increase Sales.
  • Course Objectives: Create An Advertising Plan That Maximizes Your Return On Investment.
  • Course Objectives: Lower Your Customer Acquisition Costs By Retaining More Customers.

What is the target audience?

  • New small business owners and small business owners new to marketing. There is no prior knowledge or technical skills necessary for this course.

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.

Curriculum

Section 1: Course Overview & Getting Started
04:25

In this lecture I walk you through the course overview and what will be dicussed in each section.

Topics discussed included:

  1. Market Position.
  2. Marketing Message.
  3. Market Mediums.
  4. Customer Testimonials.
  5. Advertising Plan.
  6. Customer Retention Techniques.

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03:00

In this lecture I walk you through getting started.

Topics discussed included:

  1. Course outline and main objectives.
  2. What is included and important.

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Section 2: Market Positioning
01:47

In this lecture I discuss market position and why it is vital to the success of your business.

Topics discussed included:

  1. What is market positioning.
  2. Who created market positioning.

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03:56

In this lecture I walk you through why finding your unique market position is important.

Topics discussed included:

  1. Examples of market position.

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04:02

In this lecture I walk you through the process of finding your unique market position.

Topics discussed included:

  1. Determine your target market.
  2. What are their demographics.

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IMPORTANT***

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This is part 1 of 2 videos.

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03:45

In this lecture I walk you through the process of finding your unique market position.

Topics discussed included:

  1. How are you different from your competitors and why this is important.
  2. What similarities do you and your competitors have.
  3. What is most important to your customers and how to use that information to properly position your business.

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IMPORTANT***

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This is part 2 of 2 videos.

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Section 3: Marketing Message
02:02

In this lecture I discuss what makes a good marketing message.

Topics discussed included:

  1. Marketing message composition.
  2. Marketing message examples.

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02:18

In this lecture I discuss how to make your message stand out.

Topics discussed included:

  1. Buying is emotional, not analytical.
  2. Features or benefits?

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01:01

In this lecture I how to make your message stick.

Topics discussed included:

  1. What should be included in your message.

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03:31

In this lecture I show examples of marketing messages that miss the mark.

Topics discussed included:

  1. Why messages don't get results.
  2. Examples/ details of good and bad messaging.

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01:21

In this lecture I discuss how to make your message come to life.

Topics discussed included:

  1. What words to use and why.

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02:39

In this lecture I walk you through the process of crafting your marketing message.

Topics discussed included:

  1. What are the key questions you need to answer in your marketing message.
  2. How to incorporate your answers into your marketing message.
  3. What makes your marketing message powerful.
  4. Create four marketing messages.

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Section 4: Marketing Mediums
02:07

In this lecture I discuss many marketing mediums that you should consider using to market your business.

Topics discussed included:

  1. Are traditional marketing methods still viable.
  2. What marketing mediums work.

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01:24

In this lecture I discuss radio as a marketing medium.

Topics discussed included:

  1. The pros of radio.
  2. The cons of radio.
  3. Tips for using radio.

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01:40

In this lecture I discuss TV as a marketing medium.

Topics discussed included:

  1. The pros of TV.
  2. The cons of TV.
  3. Tips for using TV.

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01:15

In this lecture I discuss the Yellow Pages as a marketing medium.

Topics discussed included:

  1. The pros of the Yellow Pages.
  2. The cons of the Yellow Pages.
  3. Tips for using the Yellow Pages.

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01:56

In this lecture I discuss newspapers as a marketing medium.

Topics discussed included:

  1. The pros of newspapers.
  2. The cons of newspapers.
  3. Tips for using newspapers.

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02:40

In this lecture I discuss social media as a marketing medium.

Topics discussed included:

  1. The pros of social media.
  2. The cons of social media.
  3. Tips for using social media.

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01:41

In this lecture I discuss trade publications as a marketing medium.

Topics discussed included:

  1. The pros of trade publications.
  2. The cons of trade publications.
  3. Tips for using trade publications.

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03:03

In this lecture I discuss direct mail as a marketing medium.

Topics discussed included:

  1. The pros of direct mail.
  2. The cons of direct mail.
  3. Tips for using direct mail.

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01:16

In this lecture I discuss using flyers as a marketing medium.

Topics discussed included:

  1. The pros of using flyers.
  2. The cons of using flyers.
  3. Tips for using using flyers.

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02:02

In this lecture I discuss Google Adwords as a marketing medium.

Topics discussed included:

  1. The pros of Google Adwords.
  2. The cons of Google Adwords.
  3. Tips for using Google Adwords.

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02:33

In this lecture I discuss email marketing as a marketing medium.

Topics discussed included:

  1. The pros of email marketing.
  2. The cons of email marketing.
  3. Tips for using email marketing.

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02:06

In this lecture I discuss using press releases as a marketing medium.

Topics discussed included:

  1. The pros of using press releases.
  2. The cons of using press releases.
  3. Tips for using press releases.

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00:41

In this lecture I discuss local promotions as a marketing medium.

Topics discussed included:

  1. The pros of local promotions.
  2. The cons of local promotions.
  3. Tips for using local promotions.

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05:31

In this lecture I walk you through the process of choosing the best marketing mediums to reach your target market.

Topics discussed included:

  1. What are your goals.
  2. What are your demographics.
  3. What mediums are most relevant to you.
  4. Allocate your advertising funds.

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IMPORTANT***

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Section 5: Customer Testimonials
01:29

In this lecture I discuss the benefits of gathering customer testimonials.

Topics discussed included:

  1. Why customer testimonials are beneficial and how they work.

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03:18

In this lecture I discuss how to get a quality customer testimonial.

Topics discussed included:

  1. The best way to get a testimonial.
  2. What I use to get a website testimonial.
  3. The most compelling testimonials.

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IMPORTANT***

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01:10

In this lecture I discuss how to "supercharge" a customer testimonial.

Topics discussed included:

  1. What to ask and include in a customer testimonial.

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01:44

In this lecture I discuss the testimonial hierarchy.

Topics discussed included:

  1. What are different levels of customer testimonials.
  2. Examples of customer testimonials.

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IMPORTANT***

Download the PDF or Microsoft Word Doc file below and print it so you can create your customized customer testimonial form.

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04:08

In this lecture I walk you through the process of gathering a quality customer testimonial.

Topics discussed included:

  1. Do you gather testimonials. If so, how.
  2. How to make testimonials really powerful.
  3. Create a custom customer testimonial form.

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IMPORTANT***

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Section 6: Create An Advertising Plan
01:19

In this lecture I discuss your advertising plan.

Topics discussed included:

  1. When you should advertise.

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01:28

In this lecture I discuss how to allocate your marketing funds.

Topics discussed included:

  1. How to flex your marketing dollars.

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02:40

In this lecture I discuss how to flex your marketing dollars.

Topics discussed included:

  1. Flexing your marketing dollars by month.
  2. Examples of monthly flex spending.

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05:33

In this lecture I walk you through the process of creating your advertising plan.

Topics discussed included:

  1. Prior year or projected current year sales.
  2. What percentage of sales to invest in advertising.
  3. Monthly dollar allocation.
  4. Monthly media allocation.

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IMPORTANT***

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Section 7: Customer Retention
01:21

In this lecture I discuss the benefits of customer retention.

Topics discussed included:

  1. Why customer retention is beneficial to your business.
  2. The economic impact on your business.

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02:59

In this lecture I discuss the math behind customer retention.

Topics discussed included:

  1. Why business "A" will out perform business "B".
  2. The long term impact of improving customer retention.

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01:28

In this lecture I discuss how to calculate your customer retention rate.

Topics discussed included:

  1. The formula used to calculate your customer retention.

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08:31

In this lecture I discuss seven customer retention techniques.

Topics discussed included:

  1. Reciprocity.
  2. Loyalty cards.
  3. Followup call.
  4. Social Proof
  5. Free Training.
  6. Ongoing Communication.
  7. Fast Customer Service.

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04:26

In this lecture I walk you through customer retention goals and percentage calculations.

Topics discussed included:

  1. Implementing multiple customer retention techniques.
  2. The impact of customer retention on your bottom line.
  3. Customer retention goals.
  4. Current techniques.

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IMPORTANT***

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Section 8: Resources And Wrap Up
00:34

In this lecture I discuss final thoughts about the course.

Topics discussed included:

  1. Course wrap up.

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1 page

Resource Area

In this area you will find the "Exercise" files featured at the end of each section. Download these files and print them before you begin so you can put together your marketing plan as you progress through the course. These are helpful to complete at the end of each section while the information is fresh in your mind. It is important to view the course as it is laid out because each section builds on the section before it.

A Testimonial Request Form is also included to get you started gathering customer testimonials.

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IMPORTANT***

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Instructor Biography

Gregg Zban, Founder Small Business Marketing Revolution

Gregg Zban is small business marketing professional and entrepreneur with over 30 years of “hands on”, “real world”, “in the trenches” small business marketing experience.

His portfolio includes 18 years with beverage giant and marketing machine Coca-Cola and 14 years in the high end furniture industry in a variety of marketing and managerial capacities.

Gregg is the author of the “Small Business Marketing Basics” and “Small Business Marketing Revolution” and architect of custom small business marketing systems that leverage today’s technology with local marketing and social media to help small business owners make more money fast.

He is also the author and creator of over 40 books, training courses, and apps across many different marketing platforms including Amazon, Barnes and Noble, Apple and directly through his numerous website properties.

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