Marketing for SMBs: Putting your best foot forward

Agenda1. The 1 thing most SMBs ignore/neglect2. 2 key messages every SMB must know early on3. Why content is still king!4. Social media is here to stay & why that matters5. Growing importance, role for mobile marketing

@CommsConnection @sydcam_marcom

1) Marketing Strategy can’t be ignored• Represents the roadmap for your marketing

efforts • Requires some ‘heavy lifting’• Provides clarity and direction• Done well, tells you what you should, shouldn’t do

Marketing Strategy = Differentiation• Value Proposition • Positioning• Target Market(s)• Key Messaging• Unique Selling Proposition (USP)• Vision/Mission/Values• Branding

2) Message #1: Focus, Focus, Focus • Too many SMBs try to be all things to all people• Use your target markets/customers to focus efforts• Pick 2-3 marketing tactics and do them really well• Pick 1-2 social media platforms and do them well• Consistent brand messages and image

Message #2: Copycats: “Less is more” • Worst thing any SMB can do is chase latest

marketing trend/fad or try to do too much (KISS)• Strategy → Plan → Execute• Force yourself to make difficult decisions, choices• “Stand out from the crowd” (differentiation)

3) Content Marketing works! • A new take on old-school storytelling• Helps to “paint the picture” for clients/prospects• In spite of excess content today, it’s still critical• More and more customers are doing own research– Are contacting businesses later in sale cycle

How to deploy Content Marketing• Think of content as way for prospects to see a ‘fit’

for your product/service and their needs• To help them solve their problems• Most common types:• Blogs/articles• Micro-blogs (social media)

How to deploy Content Marketing• Other types of content marketing:– Use Cases/Cases Studies/Whitepapers– Webinars– e-Newsletters – Infographics– Videos

• Each serves a different purpose and target audience

How to deploy Content Marketing

Content Marketing = Thought Leadership• Position your biz as ‘go to’ place for what you offer– The ‘Authority’

• Provides competitive advantage (edge)• Spend time thinking of content ideas (calendar)• Do you have a content marketing plan?

Content Marketing Dos• Do it! it’s easy to procrastinate• Follow a plan focused on clients/prospects/TM (KYA)• Be original - create your own wherever possible • Read posts you share - make sure they’re good• Comment on shared posts – have personal spin• Continue to learn and develop your skills

Content Marketing Don’ts • Be afraid to show a personal slant • Steal anyone else’s content!• Take long breaks between posts • Ignore negative comments online • Forget to include images with posts if possible

4) Social Media is more important today• Realm of social media is bigger today vs. 5 yrs. ago• Social Listening, Influencer/Advocate Marketing,

‘Social as Customer Service/Experience’ and Social Selling are all new

• Purpose has broadened significantly

Why SMBs need to do Social Media • The reach and engagement can’t be duplicated

elsewhere for similar $$• It’s a cost-effective way to communicate with your

prospects and customers (& vice versa!)• It can provide powerful insights into what your

customers need, or are looking for

5 (Surprising) Social Media Facts1. Facebook has topped 1.59 Billion Users2. Employee (Colleague) Advocacy Programs up 191%3. Auto-Posting Leads to 70% Less Engagement4. $24 Billion was spent on Social Media Ads last year5. Adults watch an average of 66 minutes of online

video/day

5) Reality of Mobile Marketing• Mobile is here to stay!• Major ↑ in usage of smartphones, tablets• Customers are also starting to buy via mobile• Is your website mobile-friendly?– More searches being done on mobile than PCs

• Mobile as a research tool for buyers (Showrooming)

Questions??Thank you!