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marketing
p l a n • b ra n d • exe c u te
Finally, as part of our marketing strategy, we felt people really needed to find out our qualifications for themselves. We can tell them how wonderful we are (and hope they take our word for it) or we can show them. The term for this kind of marketing is “expert branding”. It involves taking the information that you normally reserve for clients, and dispersing it to “Prospects” as well. This can take many forms, including speaking on panels, blogging, tweeting, writing guest articles, ...or writing a Marketing Plan e-book. And thus we have our third primary channel: Expert Branding via E-book (Note that we view this e-book as a marketing component, even though we “sell” it. Bizzit Marketing is not in the business of selling e-books, yet by attaching a value to it, it helps further narrow our Perfect Prospects.) To summarize, Bizzit Marketing has 3 primary marketing channels: 1. Online: our website/banners/PPC 2. Chambers of Commerce: direct mail, advertising 3. Expert Branding: The BizzitPlanner All other marketing channels are either not relevant to us, or we only invest a small amount of time and effort there on a niche basis. Will we hire a telemarketing team to cold call small businesses? No. Will we take out an ad in various yellow pages (print or online)? No. Will we explore radio, television or instructional videos on our website? No. How will you know if you’re choosing the right channels? Quite simple, really. You’ll start having more conversations with “Perfect Prospects”. It may not happen overnight, but your efforts will begin to build momentum, if you’re truly interacting with them on their turf.
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