Marketing Your Business
Make it Memorable and Magnetic!
TW @brendameller @mellermarketing
IG @mellermarketing
#socialmediapie
© 2019 Meller Marketing LLC
Presented to my new connections
at Michigan Women Forward
WomanUp & Learn Detroit Summit
Friday, March 15, 2019
1
 Yesterday was Pi Day 3.14

• But really, EVERY day

is pie day for me

• Today may be pie day

for YOU!
Brenda Meller

Owner and Marketing Consultant

Meller Marketing
www.linkedin.com/in/brendameller
© 2019 Meller Marketing LLC 2
 Not a Marketer?
You’re in the Right Place

• You know you need help with marketing

your business, but you don't know where to
begin. The good news? You are not alone.

• Sure, you may be passionate about your

business, but are you connecting with your
customers?

• This session is designed for every level of

entrepreneur who wishes to supercharge
her marketing efforts.
© 2019 Meller Marketing LLC 3 on Unsplash
Photo by Alex Loup
 What You’ll Learn
1. Marketing basics

2. Activating and optimizing social media

3. How (and why) you should use

customer feedback in marketing

4. Some free marketing resources

4
© 2019 Meller Marketing LLC
 Ground Rules
• Everybody learns something
• There will be HOMEWORK
• Have fun: take pics, tweet, post,
tag me & @miwomen
TW @brendameller @mellermarketing
IG @mellermarketing
#socialmediapie

Photo by Reuben Mcfeeters on Unsplash

© 2019 Meller Marketing LLC 5
 Marketing Basics

© 2019 Meller Marketing LLC 6

Establish Your BRAND
▪What People SAY About YOU

▪What People SEE / FIND

▪The 4 P’s of Marketing:

▪Product
▪Place
▪Promotion
▪Price
© 2019 Meller Marketing LLC 7
 Marketing Items
You Need…NOW
▪ Website: Wix.com, Wordpress
▪ Business Card
▪ Social Media
▪ LinkedIn: Personal & Company Page
▪ Facebook Company Page
▪ MAYBE: Instagram, Pinterest, Twitter, YouTube
▪ Brand Standards: Logo, Color, Font, Images

Source: https://gtpie.com/menus/pies/

© 2019 Meller Marketing LLC 8

Define Your Target Audience
• Primary, Secondary, Tertiary
• Personas
• Purchase Journey

Source: https://www.wootric.com/blog/the-customer-journey-mapping-guide-to-getting-started/

© 2019 Meller Marketing LLC 9

Source: https://www.instagram.com/chatelainemag/

Define Your
Product / Services

• Now & Future

• Packages / Options / Variations
• “NOT” list
• Pricing Strategy

© 2019 Meller Marketing LLC

10
 Background &
Research
• Competitor Scan
• SWOT
• Customer Data

© 2019 Meller Marketing LLC 11

 Competitor Scan
1. Pick 3-5 of your largest ASPIRATIONAL
competitors
• They’ve invested in marketing and social media
• Their customers = your customers

2. Look on their website

3. Look them up on social media

• What’s working: engagement, comments, likes
Source: https://gtpie.com/menus/pies/
• Look at their ratings, reviews & comments
© 2019 Meller Marketing LLC 12
SWOT Analysis
Strengths Weaknesses
1. 1.
2. 2. INTERNAL:

3. 3. Unique to YOU and

4. 4. YOUR BUSINESS

Opportunities Threats
EXTERNAL:
1. 1.
2. 2. Exist in Your INDUSTRY
3. 3. Regardless if You Exist or Not

4. 4.

© 2019 Meller Marketing LLC 13

Source: www.facebook.com/Quirky-Girls-Coffee-Bake-Shop-949085518551299/
 Customer Data
• Transaction Data
• Digital “Crumbs” – Google Analytics,
Social Media Analytics, etc.
• Surveys
• Ratings

Source: http://www.achatzpies.com/

© 2019 Meller Marketing LLC 14

 Your Key
Messages

© 2019 Meller Marketing LLC 15

 You Are What You
SAY You Are
• Compared to Competition:
• Points of Parity
• Points of Differentiation
• By Audience
• By Product / Service

Source: https://www.instagram.com/dlitesshoppe/

© 2019 Meller Marketing LLC 16

 Developing Your Strategy
• How You Will Reach Your Goals
• Channels You Will Use in Marketing.
May Include:
• Website, Digital, Social Media
• Public Relations
• Advertising
• Networking, Public Speaking
• Professional Associations / Memberships
• Community Outreach
• Email
• Webinars / Events
• Samples and/or Couponing

© 2019 Meller Marketing LLC 17

 Start with SMART Goals
for your Marketing
• S = Specific
• M = Measurable
• A = Attainable
• R = Realistic / Relevant
• T = Timely

Source: https://gtpie.com/menus/pies/

© 2019 Meller Marketing LLC 18

 Creating Amazing Calendars

© 2019 Meller Marketing LLC 19

 Plan to Delight
and Engage
1. Communication Plan, including
Email
2. Social Media Content Calendar
3. Events: Live, Webinars, Demos,
Trade Shows, Speaking

© 2019 Meller Marketing LLC

20
 Getting Social

© 2019 Meller Marketing LLC 21

 Tap into
Your Social Networks
1.Tell Your Story
• Blend of personal and professional
• Be Real
• Create Social Media Karma
2.Engage like NEVA before!
• New information
• Engage by tagging
• Visuals: photo or video
• Action: use a Call-to-Action
3.To Do
• Connect on LinkedIn with your neighbor -- right now!
• This weekend: find an article related to your industry
and SHARE it on LinkedIn, Facebook, or Twitter Photo by Whitney Wright on Unsplash

© 2019 Meller Marketing LLC 22

 CONNECTING ON DESKTOP: Be ON Their LinkedIn Profile

NOTE: if the blue button is “FOLLOW” then

click the 3 dots or MORE to find “Connect”
(desktop) or “Personalize Invite” (mobile)
Thanks to
Phil Gerbyshak https://www.linkedin.com/in/philgerb/
Diane Darling https://www.linkedin.com/in/dianedarling/
Vince Fowler https://www.linkedin.com/in/vincefowler/
Chrissie Wywrot https://www.linkedin.com/in/chrissiewywrot/
John Rose https://www.linkedin.com/in/resourcefuljohn/
Marc Machlovitz https://www.linkedin.com/in/marcmachlovitz/

© 2019 Meller Marketing LLC 23

 Connecting on Mobile (App)
Be ON Their LinkedIn Profile & Look for the 3 Dots…

NOTE: if the blue button is “FOLLOW”

– click the 3 dots or MORE to find
“Connect” or “Personalize Invite”

© 2019 Meller Marketing LLC 24

 At a Conference? In a Group? Try: FIND NEARBY

Make sure location

services are on

Wait

Wait some more

One more minute….

© 2019 Meller Marketing LLC 25

 Customer
+ Feedback
SOCIAL
PROOF

© 2019 Meller Marketing LLC 26

Use Customer Feedback to
Supplement Marketing
1. Email your top 3-5 customers them to ask
them to:
• Give you a LinkedIn recommendation (1st level)
• Visit your Facebook business page and give you
a rating and comments
2. Social Proof – merchandise this feedback
• Website
• Social Media Postings
• Email newsletters
• Collateral: brochures, handouts, business cards,
vendor tables

© 2019 Meller Marketing LLC 27

© 2019 Meller Marketing LLC 28
 www.facebook.com/MellerMarketing/reviews/

© 2019 Meller Marketing LLC 29

 Free Resources
Name Website For
Canva canva.com Image creation and resizing
Pexels / Unsplash Pexels.com / unsplash.com Free stock photography
Feedly feedly.com Content curation (articles)
Hootsuite hootsuite.com Schedule postings
Buffer buffer.com Schedule postings
Google Analytics Analytics.google.com Website tracking
Hubspot blog.hubspot.com/marketing/socia Content calendar template
l-media-calendar-tools
Various Google Search Marketing plan templates
LinkedIn Learning www.linkedin.com/learning Marketing-related topics

© 2019 Meller Marketing LLC 30

Now You Know…
1. The basics of marketing and a roadmap
you can use starting today as you develop
a marketing plan
2. How to leverage and optimize your social
media
3. Techniques to analyze your business
against your competition and make your
company stand out
4. Ways to use customer feedback to
supplement your marketing efforts
5. A list of free marketing resources to help
promote your business TW @brendameller @mellermarketing

Message me on LinkedIn for a copy of these slides! IG @mellermarketing

#socialmediapie
© 2019 Meller Marketing LLC 31
 About Meller Marketing LLC
Meller Marketing provides you with an experienced marketer to fit within your budget,
on a project basis or full time when needed. I’ll give your business a marketing or social
media boost.
That’s why I created Meller Marketing: I’m an experienced marketer and I’m uniquely
qualified to help you. I’ll bring you insights and experience to help amplify your efforts.
Meller Marketing provides a variety of marketing and social media services. Read more
online:
www.mellermarketing.com SERVICE OFFERINGS
www.facebook.com/MellerMarketing/ • Social Media Management: by site or
www.linkedin.com/company/meller-marketing-llc/ for all social media sites
www.instagram.com/mellermarketing/ • Marketing Services, from 1-on-1
www.twitter.com/brendameller and coaching to complete marketing
management
www.twitter.com/mellermarketing
• Hourly Consulting and Gift
www.youtube.com/user/brendameller Certificates available

© 2019 Meller Marketing LLC 32

 LinkedIn – My Numbers
When you’re looking for LinkedIn assistance, be sure to ask for trainer’s LinkedIn
results. Here are some of my recent numbers, which help to illustrate the
effectiveness of my LinkedIn approach:

Featured blog stats

(1st day of activity)

Data as of March 7, 2019

© 2019 Meller Marketing LLC 33

 Testimonials: Marketing
“...she had the innate ability to somehow calmly pick up all
the pieces and bring to life whatever madness I’d envisioned
at the time.”
John, VP of Marketing
“Brenda has been a gift to our marketing efforts! Starting
with a comprehensive scan of our current practices, Brenda
provided us with key insights into how to best use our
marketing resources to most effectively reach our target
audiences. Brenda is collaborative, consultative and has the
ability to work productively with all team members – from
CEO to intern and everyone in between. We look forward to
the opportunity to work with Brenda again.”
Wendy, Vice President
See more: www.linkedin.com/in/brendameller
© 2019 Meller Marketing LLC
“Brenda provided social media support and consulting with a recent
HR Conference. Her insight in maximizing and incorporating
targeted social media to promote the conference was integral in
increasing registrations and awareness of the event.”
Tina Marie, Senior HR Consultant
“I cannot say enough positive things about my experience working
with Brenda. She has been working with our team for the past
several months providing marketing and LinkedIn assistance as well
as helping us with our company and personal LinkedIn pages. She
has been a tremendous help regarding best practices and
approaches to social media and marketing. She is the true definition
of a highly skilled and compassionate entrepreneur.”
Lisa, Senior Staffing Coordinator
34
 About Brenda Meller
YOU: Are there actually people out there who understand marketing, enjoy social media, and use their insights to help others?
ME: Yes. And I look forward to helping you.

What began with a passion for marketing has evolved to include a knack for social media. I first realized the power of social media when I
made a career change through LinkedIn at the height of Michigan's downturn in 2008. I’ve always loved the science and impact of
marketing, which has been amplified with social media. The difference in my approach is that I bring a solid marketing foundation with a
focus on the continuously evolving field of social media.

My Education and Training

In addition to being self taught and active on all major social media channels, I have a solid marketing education as a foundation. I earned
a bachelor of science in business administration degree with a specialization in marketing communications from Central Michigan
University in Mt. Pleasant, Michigan. In 2016, I earned a dual MBA / master of science in marketing from Walsh College.

Giving Back & Helping Others

I’m a big believer in using my talents to help others. Over the years, I’ve delivered hundreds of free workshops to job seekers as well as
LinkedIn training and coaching to those in career transition. If you follow me online, you’ll see I frequently share words of inspiration.

Other Important Facts

I’m a lifelong Michigan resident and I love coffee, chocolate, and pie.

Affiliations / Memberships
Detroit Economic Club | Troy Chamber of Commerce | Inforum | Women in Digital – Detroit | Sterling Heights Regional Chamber

© 2019 Meller Marketing LLC 35

“A year from now, you’ll wish
you had started today.”
KAREN LAMB