Effective marketing in just 10-15 minutes? Yep, seriously, this book will show you how without any experience… creativity is not required.
‘I don’t have time… I’m not a techie… I don’t know where to start…’
Marketing doesn’t have to be complicated, it doesn’t have to be time-consuming, and it doesn’t have to be expensive, but it must be done. When marketing is done well it will transform your business.
Marketing 3-4-5™ starts with the 3 reasons you do marketing, the 4 reasons people choose to work with you, and the 5 ways they find you.
Throughout the book, you learn to quickly create and distribute content using a Guided Prompt-based approach which ensures you can be effective even if you don’t have much time, aren’t a great writer, and lack creativity.
This marketing approach enables you to:
- Understand the difference between advertising and marketing
- Avoid common and costly mistakes
- Utilize prompt-based templates to engage people with authentic content
- Tap into the power of your local connections to grow your business and support your community
While you may not become a marketing superstar or marketing ninja, armed with your two unfair advantages, authenticity and relationships, you and your community will #Take Back Local.
Praise for Marketing 3-4-5™‘Marketing 3-4-5™ Simplifying Local Marketing takes the myth out of marketing and offers you straightforward strategies to help grow your business. This needs to be on every small business owner’s and Main Street Director’s must-read list.’
-Liz Parham, Director of North Carolina Main Street
‘Marketing 3-4-5™ takes the fear out of the subject of marketing and gives you the tools to execute local marketing. Brian Ostrovsky has done an excellent job of laying out the steps to help you.’
-Howard Behar, President Starbucks, retired
‘I found the book to be an interesting stream of consciousness on marketing that any business owner would find useful. It underscored the neglected issue of time and how business owners are disadvantaged by relegated marketing to quick chores instead of spending time learning its complexities. It also rips the bandage off SMBs’ increasing reliance on social media without truly understanding its strengths and weaknesses. I’d recommend it to any business owner or novice marketer as a book that can help adjust a company’s marketing course in the right direction.’
-Gordon Borrell, CEO Borrell Associates
‘A winning strategy that any small business can follow and see results over time. Brian Ostrovsky distills complex information in an easy-to-use framework.’
-Joe Pulizzi, Founder, The Tilt and Author, Content Inc.
‘As an agency marketer, the number one advice I share with every client partner is ‘no one can tell your story better than YOU.’ Brian Ostrovsky provides an approach to easily humanize your business and ‘tell your story’ in a way to help others find you with ‘Marketing 3-4-5™.’
-Cindy Sutton, Founder Spokeology
‘This approach takes the complexity out of marketing and provides you with straightforward and simple tools that get results! Most importantly it doesn’t require a lot of time… Thank you Brian and team for making marketing easy for small businesses and organizations!’
-Kathy Fargo, First Choice Signs
Daftar Isi
THE LOCAL MARKETING PLAN
EFFECTIVE MARKETING IS SOMETHING YOU CAN DO
- Marketing Myths, Misconceptions, and Half-Truths
- What’s Stopping You?
EFFECTIVE MARKETING IS MORE IMPORTANT TODAY THAN IT WAS 20 YEARS AGO
- People Have Changed
- The Balance of Power for Marketers Has Changed
- You Have a Moral Obligation to Do Effective Marketing
THE MARKETING 3-4-5™ FRAMEWORK
- Making Better Marketing Decisions
- 3 Reasons for You to Do Marketing
- 4 Reasons People Choose to Work with You
- 5 Ways People Find You
THE ROLE OF CONTENT IN MODERN LOCAL MARKETING38
- Examples Make the Best Content
- There is No Magic in Anything
MARKETING 3-4-5™ CONTENT DISTRIBUTION
- All Content of Consequence™ Should Live on Your Website
- Marketing 3-4-5™ Content Distribution Flow-Chart
CONTENT MARKETING PROMPTS MAKE BUSINESS BLOGGING A BREEZE
- The Universally Simple Local Blog Post Template
WHAT EVERY LOCAL WEBSITE NEEDS TO BE EFFECTIVE
- Website Page Considerations
- Sitewide Website Considerations
- Considerations When Introducing a New Website
REACH THE RIGHT PEOPLE AND SPEAK THEIR LANGUAGE80
- Describe Your Ideal Customer
- Generating and Promoting Customer Reviews
- Describe Your Ideal Employee or Volunteer
- How Are You Involved in the Community?
- Delivering New Value for Your Ideal Customers
PARTING THOUGHTS
ESSAY CONTENTS
- Automate Cross-Promotion and Support Local on Your Terms
- Yes, You Really Do Need an Effective, Mobile-Friendly Website
- Attract More of Your Ideal Customer by Talking About Existing Customers
- Recognizing Partners and Businesses That Send You Referrals
- Do You Use Your Website to Support Your Sales Efforts? Here’s How You Can Do It…
- 5 Reasons You Should Add a Donation Request Page to Your Small Business Website
- Why Email is Still Surprisingly Valuable
- Do You Put Too Much Trust in Social Media, including Facebook and Instagram?
- Understanding Search Engine Optimization (SEO) for Business Owners
- Some Things are Unknowable – The Fallacy of Attribution
- What I Love About Local Media – Magazines, Newspapers, and Community Resource Websites
- A Few Thoughts on Paid Media
- A List of Marketing Power Words or High Emotion Trigger Words to Make an Impact
- Ecommerce Notables
- Marketing Your Franchise, Local Agency, or Licensee Business
CONTENT PROMPTS MAKE BUSINESS BLOGGING FAST AND EASY
- Highlight a Creation or Project
- Product Overviews, Unboxings or Staff Picks
- Spotlight an Experience
- Professional Services Example
- Employee or Volunteer Recognition
- Profile a Client or Customer Recognition
- Profile a Cause or Nonprofit
- Vendor, Partner or Business Recognition Spotlight
(SPECIAL SECTION) NETWORK MARKETING / DIRECT SALES
- The 5 Types of Network Marketers
- The ‘Two Sales Problem’
- People Who Naturally Form Positive Habits Are the Most Successful
- A Web Presence That Says YOU
Local Marketing & Content Plans
Creating Your Content & Marketing Plan
Suggested Additional Reading and Information
Additional praise for Marketing 3-4-5™
Tentang Penulis
Having grown up in the small Gold Rush town of Placerville, CA, which has a quintessential Main Street, Brian saw how important community is to the people who live there and has been dedicated to helping it thrive in the face of whatever challenges arise. Starting as an MBA research project at the University of Washington’s Foster School of Business, Brian wanted to identify and solve ‘the local marketing problem’ to support small businesses and local communities. As smartphones and social media were just starting to reach mass adoption, Brian worked to create a publisher network to bolster local publications and learn from the countless interactions with small businesses and nonprofits. More than 12 years later, Locable powers nearly 200 local media websites, dozens of Main Street Programs, and thousands of small businesses around the US. More recently, Brian created Marketing 3-4-5™ which has been taught to thousands of small businesses with dozens of local workshops with Main Streets and state programs around the US.
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