ì  How  Small  Businesses  Can  Have  a  BIG  Online  Presence  

An  industry  specific  guide  for  Promo4onal  Distributors  

Presented  by  Philip  Shehadeh  Customer  Focus  So7ware,  Inc.  

Customer  Focus  Software  

ì  Customer  Focus  So7ware  (formerly  Trade  Only)  is  a  technology  company  dedicated  to  delivering  pracCcal  soluCons  to  help  promoConal  distributors  prosper!  

Topics  Covered  

ì  How  to  compete  with  big  businesses  online  with  a  small  markeCng  budget  

ì  How  to  aGract  your  target  group  online  

ì  Online  tools  you  can  use  to  improve  your  online  markeCng  efforts  

ì  How  to  analyze  and  interpret  your  website  traffic  and  visitor  behavior    

 

Competing  with  the  “Big  Guys”  

ì  The  truth  is  –  it’s  difficult  to  compete  with  the  big  guys  (and  that’s  okay).  

ì  What  you  can  do  is  leverage  yourself  as  the  best  in  your  niche  field  or  locaCon.  

ì  Through  opCmizing  your  online  presence  by  niche  or  locaCon,  you  will  be  far  more  successful  than  if  you  try  to  sell  everything  under  the  sun  and  compete  with  the  big  guys  who  have  a  larger  markeCng  budget  than  you.  

Attracting  Your  Target  Audience  

Ask  yourself  a  few  ques4ons  

1.  What  does  my  target  audience  look  like    

2.  Do  I  have  more  than  one?    

3.  Who  are  the  decision  makers  within  the  organizaCon?  

4.What  are  they  “buying”  from  me?  

5.  Who  are  your  best  prospects  and  where  can  these  audiences  be  found  on  the  internet?  

 

Attracting  Your  Target  Audience  

ì  A  useful  customer  profile  is  akin  to  a  comprehensive  how-­‐to  guide  on  reaching  your  ideal  customers.  

 ì  What  language  would  my  customer  use  to  iden4fy  

their  current  problem?  (Think  SEO)  ì  What  is  their  greatest  hesita4on  in  trying  out  my  

offering?  (Think  credibility)  ì  What  is  the  best  way  to  engage  with  my  customer?  

(Think  Social  Media,  Email  Marke4ng,  Blogs,  NewsleJers,  Online  forums)  

Optimized  Website  OpCmized  URL  

Keywords  in  H1  Tag  

Popular  choices  with  “Buy  now”  funcCon  

You  need  users  to  take  an  acCon  on  this  page.  Whether  it’s  a  purchase  or  “Contact  us”  form  

Include  keywords  within  content  on  page  

Optimized  Website  

ì  CreaCng  a  sitemap  helps  search  engines  beGer  crawl  and  categorize  your  site  (allowing  your  site  to  be  found)  

ì  You  can  easily  create  and  verify  a  sitemap  for  your  website  through  Google  Webmaster  Tools  (it’s  free!)  

Optimized  Website  

ì  At  the  boGom  of  your  website,  list  the  ciCes  you  serve  in  the  footer  of  your  website.  This  boosts  your  SEO,  and  will  allow  local  users  to  know  that  you’re  reaching  out  to  them.  

ì  You  can  also  note  that  you  provide  worldwide  sales.  But  your  chances  of  succeeding  increases  when  you  have  a  localized  approach.  

[Free]  Online  Tools  

ì  Email  MarkeCng    

ì  Email  Signatures  

ì  Surveys  

ì  Social  Media  

ì  NewsleGers  

Email  Marketing  

ì  This  is  a  great  way  to  stay  top-­‐of-­‐mind  with  your  clients.  

ì  Constant  Contact  is  ideal  for  beginners  since  it  offers  a  60  day  free  trial  for  you  to  send  out  emails  to  select  groups.  

Email  Signatures  

ì  Update  your  email  signature  on  a  regular  basis.      

ì  Set  up  a  standard  email  signature  for  all  company  emails  and  include  things  like  a  cool  new  product,  your  blog,  events  you’re  aGending  or  a  customer  tesCmonial  video.    

Take  note  of  how  they  included  social    media,  their  website,  locaCon,  contact  informaCon  AND  their  latest  product  (which  allows  someone  to  buy  on  the  spot)!  

Surveys  

ì  Create  a  quick  10  quesCon  survey  for  your  buyers  using  a  tool  like  Survey  Monkey.  It’s  a  great  way  to  get  new  insights  on  upcoming  events  that  need  promoConal  support.  

Social  Media  

LinkedIn–Make  sure  you  are  linked  to  your  buyers  if  they  are  on  LinkedIn.  This  way  they  will  be  noCfied  when  you  update  your  profile  with  a  new  product  or  promoConal  offering.    

Facebook  –    Unlike  websites,  people  don’t  typically  visit  Facebook  pages.  Chances  are  that  a7er  the  iniCal  “Like”  of  your  page,  they  won’t  visit  it  again.  However,  they  will  see  what  you  post  in  their  News  Feeds.    

Newsletters  

NewsleJers  –  Create  a  simple  monthly  newsleGer.  Promote  upcoming  buying  Cmes  (seasons,  events,  etc.)  and  include  creaCve  markeCng  ideas  that  include  promoConal  products.    

Web  Analytics  

Important  web  analyCcs  KPIs  will  vary  from  industry  to  industry  depending  on  the  type  of  company  and  goals.  However,  as  a  PromoConal  Distributor  there  are  top  KPIs  that  you  should  be  monitoring.  

1.  Audience  

2.  Traffic  Sources  

3.  Page  Tracking  

4.  Goal  Conversion  Tracking  

5.  Cost  Analysis  

Building  Your  Online  Presence  

ì  There’s  a  lot  that  goes  into  building  your  online  presence,  from  establishing  your  goals,  to  actually  creaCng  your  different  profiles  and  accounts,  to  building  a  website  (your  home  base),  all  the  way  to  figuring  out  the  best  ways  to  engage  and  interact  across  these  different  mediums.  

Building  Your  Online  Presence  

1.  Strategize:  What  are  your  goals?  

2.   Build  a  solid  plahorm  

3.  Always  be  opCmizing  and  improving  

4.  Be  social  

5.  Build  relaConships  

6.  Track  

Thank  You  

Email  me  with  ques4ons:  Philip@customerfocus.com  

Visit  our  website:  www.customerfocus.com  

Like  us  on  Facebook:  www.facebook.com/tradeonly  

Read  our  blog:  www.customerfocus.com/usa/blog