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Marketing Essentials for Small Business

Your Guide to Business Marketing Strategy

Language:  English
Marketing Essentials for Business is a guidebook for a busy executive or small business owner. It takes the reader through the components of a marketing strategy in straight, direct, clear language.
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Marketing strategy is the essential business planning component that small business owners oftentimes push to the bottom of the to-do list -- after sales, operations, and finance. It’s understandable. Without some background and training, marketing can seem superfluous and unnecessary. A focus on sales – and that big sales win – is more likely to get a business owner’s adrenalin pumping.But without a well thought out marketing strategy, small business owners miss out on that all-important roadmap to business success. Marketing Essentials for Small Business is a no-nonsense book that gives you the tools, tactics and foundations to get small business owners pointed in the right direction. It provides an easy-to-understand guide through strategy with a refreshingly direct approach to marketing that cuts through the jargon and clutter. While the intention is not to turn business executives into marketers, the goal of Marketing Essentials for Small Business is to provide an understanding of the key elements, so the reader understands the terms and actions that their marketing department or marketing agency is using, and can actively participate in marketing decisions. “Rowing harder doesn’t help if the boat is headed in the wrong direction” – Kenichi Ohmae, Japanese organizational theorist and management consultant

About the Author

Susan Tyson is a marketing strategist and fractional CMO focused on working with small business owners to recharge their marketing program, including strategy and planning, messaging, email automation, social media, marketing project planning and execution. She is a creative problem-solver with an operations mindset who can lead high-level strategic planning, create tactical road maps, and manage project manage execution.Ms Tyson has been a marketing and advertising professional for more than 30 years and an independent marketing consultant since 2014. She has worked with a range of large and small ad agencies and corporate entities for a widely diverse list of clients including ComEd business-to-business, Similac Welcome Addition Club consumer marketing, Carson Pirie Scott department store catalog marketing, Chicago Sun-Times circulation marketing, Budget Rent a Car business travel marketing, dealer marketing, various trade shows and conferences in the automotive space, automotive aftermarket companies, Oldsmobile 88, College of American Pathologists (CAP). Based in Chicago, Illinois, USA, Tyson earned a Master of Liberal Arts degree (MLA) with a focus on teamwork and leadership from DePaul School for New Learning in Chicago and bachelor’s degree from the same institution. She is Net Promoter Certified, Hub Spot Certified and a Constant Contact partner.

  • About the author
  • Introduction
  1. Why Marketing Strategy Matters
    1. How to use this book
    2. Who should use this book
    3. You don’t have to do this yourself
  2. Research
    1. Interviews
    2. Competitive Analysis
    3. SWOT Analysis
    4. Core Competencies
    5. Marketing Goals
  3. Assessment
    1. Target Profiles
    2. Mission Statement
    3. Vision Statement
    4. Positioning Statement
    5. Value Proposition
    6. Brand Values
    7. Unique Selling Proposition
  4. Execution
    1. Content Considerations
    2. Brand Voice
    3. Brand Tone
  5. Putting it all together
  6. Great Quotes on Strategy
  7. Appendix
About the Author

Susan Tyson