Whether you are a business owner wading through the sea of marketing tools or the lone marketer in an organization trying to keep up, there are some tried and true basics to set the foundation for marketing success.  

“Success” isn't just defined by having the latest and shiniest tools at your disposal.  Many smaller companies don't have the budget and/or staff to support them. So, what can you do to stand out from the competition in a world where the mediums to market seem daunting?

Start with the following three basic tactics.

Back to basics tactic no. 1: Messaging. Craft a concise message that focuses on what sets you apart from the competition. What is the one thing that you do differently from your competitors?  Even if it seems small, it may just be the reason they buy from you.

Equally important is to make sure that the message is known and spoken across your organization. Reinforcement is what helps to build a brand so educate your entire organization on that differentiator and elevator pitch. Go holistically to the street with the same message.

Back to basics tactic no. 2: Customer Insights. Whether you have five customers or five thousand, you should be collecting data on how your customers view you. A simple email to your top customers asking why they buy from you all the way to a survey with both quantitative and qualitative questions will help inform your differentiator. Collecting data as you grow will help you to look at past trends and, in time, predict future ones.

Back to basics tactic no. 3: Networking. Never underestimate the power of face-to-face marketing. While social media, text, and email marketing certainly have an important role, there is still great value in one-on-one communication; especially for the sake of brand recognition and relationship building. Find conferences and events that your customers and ideal prospects will be attending. Send your entire team—not just those in sales—to network. 

A great example for networking in the technology space is Tech Pint. It’s a place for technology practitioners from many different industries to socialize and learn, typically over drinks. This is relationship building at its finest as it is peer-to-peer only. It removes the direct sales piece from the equation.

Another idea is to host an event for your customers and top prospects. Whether it’s a sporting event, happy hour, or lunch and learn, adding in a brief learning component can go a long way with creating customer loyalty and new at-bats. Also, it’s scalable based on budget.

To recap, set the foundation for marketing success by knowing who you are in the competitive landscape and what your customers want, and by making sure you stay in front of them. The tools are the means to simplify the tactical and cast a wider net. Without a solid foundation, the tools just become noise.

Nicole Ponstingle is the COO and a partner at Pandata LLC, a Cleveland-based data science consulting firm.

A new survey tool launched by InnovateOhio and the Governor’s Office of Workforce Transformation will help the State of Ohio direct its spending to train Ohioans for the workforce. Currently, the state’s In-Demand Jobs List—which will utilize survey data—directs the spending of 85% of the Workforce Innovation and Opportunity Act training funds.

Speaking about the newly launched survey, Lt. Governor Jon Husted stated, “We’ve heard the concerns of business leaders, we’ve built a system that fits their needs, and now we need their help by filling out the survey, so we can invest in developing people with the skills that are most in demand.”

The survey tool was developed with businesses of all sizes in mind and is open to all registered Ohio businesses, giving both small and large companies the opportunity to have their voice heard. The tool offers a simple user experience and allows businesses to give input on the state’s current and future workforce needs.

Interested in sharing your perspective in how Ohio prepares people for the workforce? The In-Demand Jobs survey is available now here. The State’s updated In-Demand Jobs List will be published at the end of 2019.

The Ohio Chamber Research Foundation is conducting its latest quarterly economic survey of business leaders throughout the state, called the Prosperity Pulse. The Foundation is seeking input from Ohio’s business community, including leaders in Northeast Ohio. You can fill out the survey here.

The mission of the Research Foundation is to provide non-partisan, educational resources on public policy issues that impact Ohio’s economy, job creation, and long-term competitiveness. The survey is part of the Foundation’s efforts to understand the current economic conditions and future expectations of businesses in Ohio.

Your perspective of our state economy is valuable—share it here. Results of the Second Quarter 2019 Prosperity Pulse survey will be published by the Research Foundation later this summer.

Has this ever happened to you? Emma arrived at work early, got a cup of coffee and settled into tackling her highest priority task of the day. When, out of nowhere, her boss Bob approached her cubicle and asked the question that strikes fear in the hearts most employees, “Hi Emma...you busy?”

Without waiting for an answer, he indicated that some of the executives from Glitztronics were in for a project status review meeting. Andy, the team lead, had just called in sick, so Bob asked her to fill in and do a five-minute quickie overview for them—right now. “After all,” he said, “you’re the senior member of the project team anyway.”

Instant stress, panic and fear would overtake most people in a similar situation. They couldn’t say no, but would be terrified that they’d blow it and look foolish in front of their clients and their boss. But not Dragon Slayer Emma—she’s a real pro at workplace presentations.

• RELATED: Expert answers for your questions on presentations.

Impromptu presentations can be the workplace communicator’s worst nightmare, if you let them. But, having a “what if” plan for just such emergencies can save the day. 

Here’s what Emma did to slay the impromptu dragon—and how you can, too:

Slay the dragon step no. 1: React calmly. Emma first took a deep breath, smiled at Bob and told him she’d be happy to help out—exhibiting a tone of confidence and even appreciation.

Slay the dragon step no. 2: Find out the details. Emma then asked Bob what three or four brief talking points he wanted her to discuss and who specifically would be in the room.

Slay the dragon step no. 3: Gather your thoughts and get to it. Finally, Emma jotted down some quick notes and followed Bob down the hall.

Slay the dragon step no. 4: Continue acting confident. Emma projected not only confidence throughout her presentation, but also enthusiasm over the project and the client. 

After Bob introduced Emma and indicated she was filling in for the absent Andy, it would be an accurate description to say she had them at “hello.” She welcomed the clients, said she was delighted to give them a brief project status and discuss its background, current activity and next series of milestones. She asked them if that agenda worked for their needs and if anyone had any specific questions they wanted to make sure got addressed. Since she hadn’t even seen Andy’s slides, she didn’t use any; she simply did a brief review of the project and asked if they had any other questions. In her quick summary, Emma thanked them again for the opportunity to work with Glitztronics and said she looked forward to their next meeting.

So, you can all learn from a pro like Emma and Slay your Impromptu Dragon. Have a basic structure in mind that can quickly adapt to most any topic and quickly decide on content points and support facts as you walk down the hall. Project confidence, enthusiasm and enjoyment, especially if you’re faking it, and never let them see you sweat.

• RELATED: Read more by Phil Stella.

Hey, it worked very well for Emma. She got applause from the clients and glowing comments from Bob, who didn’t forget her stepping up at performance review time.

Phil Stella runs Effective Training & Communication, www.communicate-confidently.com,440-449-0356, and empowers business leaders to reduce the pain with workplace communication. A popular trainer and executive coach on writing, styles and sales presentations, he is also on the Cleveland faculty of the Goldman Sachs 10,000 Small Businesses program.  

Ohio lawmakers passed the state’s biennial budget Wednesday with bipartisan support. Notably, Ohio’s tax deduction for business income will largely be preserved. The budget deal keeps the first $250,000 of income for limited liability corporations and other business entities tax-free, as well as keeping an existing 3% flat rate on income above that.

Language will be included that make lobbyists and lawyers ineligible for the deduction. This change is supposedly meant to address one of the primary complaints with the tax deduction—that individuals can form businesses without hiring any employees. 

The deal also eliminates taxes for people in Ohio’s lowest two tax brackets, while cutting other tax rates by 4%.

GCP supported:

• Preserving Ohio’s current small business tax deduction, which is utilized by our members for reinvestment back into their companies, workforces, and communities. 
• Maintaining the 3% flat tax rate that pass-through businesses pay on earnings over $250,000.

GCP will continue to track ongoing budget developments that impact our members. 

The Governor received the budget bill late last night and is expected to sign it, with possible line-item vetoes, today.

Among the key issues GCP was engaged in throughout the Ohio budget bill process and over the course of the last several years was our members’ intent to preserve Ohio’s small business tax deduction, which is utilized by our members for reinvestment back into their companies, workforces, and communities.  Ensuring the proper treatment for a variety of business types, expenses, and investments made by business owners—to support the growth of their businesses—is a crucial focus in deliberations on tax policy.

On Thursday, the Ohio House passed SB 26 unanimously which, in part, reverses provisions that policymakers made in the operating budget bill that required lawyers and lobbyists to pay taxes on all levels of business income, even though all other businesses are exempt on the first $250,000 of income.  SB 26 aims to restore the deduction for those industries reportedly because Ohio tax forms do not require one’s occupation to be listed in the same way that federal tax documents do.  Therefore, SB 26 would also require those to list their occupations going forward on state tax forms.

Under the plan, the 100% business tax deduction on the first $250,000 in business income remains in place.  And, the bill will now head back to the Ohio Senate for review.