PRESENTED BY

MARKETING FOR SALES OR BRAND BUILDING

YOUR COMPANY

HERE

Mari Smith

Mari Smith is a passionate social media speaker, author of The

New Relationship Marketing and coauthor of Facebook Marketing:

An Hour A Day. Follow Mari on Twitter @MariSmith.

2

Marketing should be about building and nurturing relationships. “Move the

free line,” give your best stuff away, add value at every opportunity, be

accessible regardless of people’s influence and you’ll naturally build a

large, loyal following that wants to do business with you. Yes, at the same

time, it’s important to be strategic and focused about your branding and

positioning and to know when to include calls to action and ask for the

sale. But, my motto for many years has been “Relationships first,

business second.”

Jill Konrath

Jill Konrath is a recognized sales strategist, speaker and author

who offers fresh strategies and practical advice for selling to today’s

crazy-busy prospects. Both her books, SNAP Selling and Selling to

Big Companies are Top 20 sales books on Amazon.

3

Small businesses need to focus on sales. They need revenue in the door

— and they need it now if they’re going to survive. While branding is nice,

it does not pay the bills. And, savvy small businesses will seriously

pursue sales opportunities with bigger accounts. Seriously. Landing one

decent size client can move a small business out of survival mode and

into growth mode. Then, they look at doing branding.

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Aaron Wall

Aaron Wall is an SEO expert and the founder of SEOBook, a site

offers marketing tips, search analysis, online business tips, and

general commentary on the evolution of the web from an

algorithmic, publishing & business model perspective.

4

I don’t think brand or sales is an either/or game (because you need some

level of brand to be able to charge premium non-commodity rates). At the

same time, it is very easy to chalk everything up to brand & then sort of

never really have it back out. Brand building is a higher level business

function. You need sales and interactions to fund the business & those

interactions help shape the brand perception (and build word of

mouth).The thing about online is the friction of the penny gap…if you

make something accessible for free & it is good lots of people will see it

and use it. From that exposure some people will want to pay for more.

Paul Gillin

Paul Gillin is the author of three books about social media

marketing, including the recently published Social Marketing to the

Business Customer.

5

Small businesses should be sales-driven. The big companies have the

luxury and budget to worry about their brand. Focus on the stuff that’s

going to keep you in business, which is selling.

Paul Colligan

Paul Colligan helps busy people leverage new media to get their

message out to more people, with less effort, and for greater profit.

He is CEO of Colligan.com, Education Czar for Traffic Geyser Inc.,

and Executive Producer for eMarketingVids.com.

6

Effective marketing is systems that automatically deliver ideal prospects,

predictably and dependably, to you. Sales is what you do when those

prospects arrive at your store, order form, etc. First marketing, then sales.

If you make the marketing about the sale, it’s not effective. Brand building

is one method of marketing – but not necessarily an ideal one.

Beth Goldstein

Beth Goldstein is an author, educator at Boston University and

founder of Marketing Edge Consulting Group. Beth has

empowered hundreds of entrepreneurs to successfully grow their

companies. Her new book is “Lucky By Design“.

7

Sales and branding are closely connected since part of developing a

brand value to customers is often through direct sales channels like one-

on-one outreach with customers. Your brand position must be completely

aligned and in sync with how you communicate your benefits to your

customers. Therefore, in building your sales efforts you must be

concurrently building your brand presence and ensuring you continue to

meet customer needs, currently and as they evolve.

Toby Bloomberg

Toby Bloomberg consults, speaks and trains on how to combine

social media with branding, marketing and other customer touch

points to build relationships.  Her blog Diva Marketing is a Forbes

Pick of Best Women Blogs on Marketing & Social Media.  She is

the author of Social Media Marketing GPS. Connect with her on

@tobydiva.

8

At the end of the day it is of course about the sweet ring of the cash

register. How we get to the sale becomes more complex daily. With the

influence of the digital world and as Brian Solias calls it, the connected

customer, sales, marketing, branding, PR, customer care merges and

blurs. We can no longer build our companies based on a silo mentality.

Without an integrated plan that creates a seamless customer experience

(online and offline) those sales bells will be few and far between.

Tamar Weinberg

Tamar Weinberg is a social media enthusiast with a passion for all

things tech and productivity. She provides consulting in internet

marketing and manages Community Support & Advertising at

Mashable. Tamar is also the author of The New Community Rules

9

It depends on your goals. Usually, it’s both.

Joe Pulizzi

Joe Pulizzi is a leading author, speaker and strategist for content

marketing. Joe is first and foremost a content marketing evangelist,

and founded the Content Marketing Institute, Junta42, Content

Marketing World and Chief Content Officer magazine. Joe is also

CEO of SocialTract, and co-author of the book Get Content Get

Customers and Managing Content Marketing: The Real-World

Guide for Creating Passionate Subscribers to Your Brand.

10

I don’t think it’s one or the other…SMB’s need both and there are certain

activities that do both. A business shouldn’t only focus on one aspect of

the buying cycle.

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