Marketing Your Small Business in the Digital Age

Marketing Your Small Business in the Digital Age

presented for

North East Canvas Products Association

Small Business Marketingin the Digital Age

Copyright © 2013 108 degrees, llc. All rights reserved.

WHERE IS YOUR MARKETINGWhat channels do you use to reach customers?

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How can you use online marketing channels to reach MORE CUSTOMERS and reach DEEPER into your existing customer base?



SEMINAR OVERVIEWToday we will cover...

3

EVOLUTION OF SMALL BUSINESS

MARKETING

MARKETING YOUR

BUSINESS TODAY

SOCIAL MEDIA& YOURSMALL

BUSINESS

BREAK

SOCIALMEDIA

STRATEGIES

RESOURCES

Q&A

CONCLUSION

HANDOUTSkey slides provided in handout, full slides provided by email

MUTE PHONEplease turn off cell phones for the courtesy of other guests

BREAK5 minute breaknetwork, stretch, hand in questions for Q&A



MARKETING TODAYA new era in small business marketing

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WEBSITEinteractive websites that showcase products and

provide customer service

SOCIAL MEDIAconnecting with customers

where they live and socialize

BLOGSgiving your company an active voice and your

customers direct contact

EMAILmarketing that reaches all

customer types via smartphones and computers

MOBILE MARKETING

marketing via smartphones for more accessibility to customers and prospects

GROUP BUYINGbuilding brand through

massive social promotion

SEARCH MARKETING

through ads and optimization

WEBINARS & VIDEOdemonstrating products, showcase features and meet with customers

and prospects

$



YOUR WEBSITEYour home base online

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IT’S MORE THAN A BROCHUREOffer interactive options like product selectors/designers or video.

How many customers visit your website each month?

Can prospects easily contact you from your

site?

OFFER CUSTOMER INTERACTIONUse a blog or integrate your social media profile to allow customers to communicate directly.

V I S U A L S A R E IMPORTANTPoor quality images equate to a reputation for poor quality workmanship. Put your best face forward.



YOUR WEBSITEConsiderations

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Adding Interactivity Monitoring Traffic

Photography Quality Contact Information



EMAIL MARKETINGA critical part of your marketing plan

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Although a well-established online marketing tool, email marketing is not ‘old school’. It is still the most effective way to reach your customers and prospects.

• Customer email Addresses Do you currently collect customer email addresses?

• How Often Reach Out?Outside of the sales process, how often do you communicate with your customers?

• Promotional emailDo you offer periodic specials to encourage repeat business?

• Drip CampaignStay on your customer’s radar screen by offering regular information in their inbox.

• Cross PromotePartner to gain exposure to new customers.



SEARCH MARKETINGTypes of Search Marketing

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1.SEARCH ENGINE OPTIMIZATION This involves managing your site’s content to ensure it shows up in “organic” search results.

2.SEARCH ENGINE MARKETING This is the purchase of advertising space on a search engine, to ensure your site shows up in the top levels of search.



BLOG MARKETINGCommunicate and share

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PROVIDE INDUSTRY INFOB l o g s p rov i d e i m p o r t a n t i n d u s t r y information, showing your customers that you are current and informed in your field

BUILD CONVERSATIONBlogs allow you to have a dialogue with customers and prospects, answering their questions and sharing your knowledge

SEARCH BENEFITSBlogs create fresh content regularly, which help with search results.



GROUP BUYINGSocial marketing for branding

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I found a great deal that I bought online!

We saw our friend’s great bargain deal

and also purchased!

The word kept spreading and we all saw the deal too...

some of us bought it as well!

The deal is over, but the word has spread... we will watch for that

company again!

GROUP BUYING BUILDS BRAND Products and services are sold at a DEEP discount, but gaining a customer provides opportunity to build further purchases and brand recognition via social media.

BEWARE YOUR AWESOME RESPONSE Frequently we hear stories of cupcake shops that can’t fill all the orders, or stores that run out of inventory. Decide carefully what you can fulfill and limit your offer accordingly.



MOBILE MARKETING

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What you can do to capitalize on the revolution1 - CREATE A MOBILE SITE

If you don’t already have a mobile site, make sure your site is mobile-enabled. Users want a site that is easy to navigate and helps them find information quickly.

2 - SEARCH OPTIMIZE FOR MOBILEMake sure your contact information and location can be found on mobile devices. If not, be sure your site is listed with Google and other search engines.

3 - CONSIDER ADVERTISINGAdvertising via mobile apps or search can help you target the right customer when they are looking for your help.



VIDEO MARKETINGSome providers to consider

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62%

38%

• YouTubeOwned by Google, YouTube is the most-watched video site on the planet.

• BenefitsVideos are indexed by search engines for greater visibility.

31%

69% 76%

24%

53% 47%

• SKYPEOne of the top providers of web conferencing service, Skype allows free video chat between two users.

• BenefitsSimple, free download of software allows for instant video conferencing at no charge.

• Google+ HangoutsUsers of Google+ can invite up to 10 people into a ‘Hangout’ for a free video conference.

• BenefitsHangouts can be recorded as ‘Hangouts on Air’ for playback on YouTube.

• VimeoThe #1 alternative to YouTube, Vimeo offers thousands of videos in high definition.

• BenefitsVimeo is popular in business circles as well as entertainment.



SOCIAL MEDIA MARKETINGConnecting with customers

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?

WHAT IS IT?Social media refers to the interactions among people in which they create, share, exchange and comment contents among themselves in virtual communities and networks.

WHERE IS IT?Different types of social media include collaborative projects such as Wikipedia, blogs such as Blogger, social networking sites like Facebook, content communities like Youtube, and virtual worlds like Second Life.

WHO IS USING IT?The internet usage effects of social media as of 2012 are, according to Nielsen, that internet users continue to spend more time in social media than any other site. The total time spent on social media in the U.S. across PC and mobile devices was 121 billion minutes in July 2012.



TOP SOCIAL CHANNELSFor your Small business

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LINKEDINWhile LinkedIn is not the largest network with 200 million users, it is one of the most influential. LinkedIn users are professionals and executives... decision-makers when it comes to purchasing.

FACEBOOKWith nearly 1 billion users, this is the largest social media site available. While targeted mainly to consumers, businesses are able to reach out and connect via business pages.

GOOGLE+The newest player to the game, Google+ has only about 400 million users, however the integration with Google Search and connection to the Android smartphone industry makes it a powerful player.



APPLICATIONFor small business

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62%

38%

• FacebookBuild on your personal connections and leverage human contacts to increase visibility and reach.

• How does it help?Your personal connections support your business through referral.

31%

69% 76%

24%

• LinkedInBuild on professional connections and utilize network tools to increase visibility and reach.

• How does it help?Connecting with other professionals helps you find B2B sales, and referrals from other like-minded businesses looking to connect.

• Google+Utilize network features, tools and search engine integration to extend visibility and reach.

• How does it help?Visibility across search results is available for the profile or business page, and connection to the business website within the network can also boost search results.



BUILDING A SOLID STRATEGYSocial strategy for small business

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0

50

100

150

200

• Foundation = Connections Your social strategy starts with building connections, personal and/or professional. It’s a network, so you need to network. Think of it like a dinner party or business social... you have to connect with people to get something out of it.

• It’s about CommunicationIt’s NEVER about pushing or selling. Your social presence is about communication with your audience. The sales will come from knowing you are there when they need you.

• Listen more, talk less. Focus on listening to your customers and what they want. (Remember Myopic Marketing?) Give them what they ask for. Post frequently, but only with quality content.

• Share what is valuable.Don’t worry about pushing your next service special or trying to sell the latest product. Share information your audience finds valuable. Be interesting, be engaging, be enchanting.



FACEBOOK STRATEGYPersonal and business strategy

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Your Personal Profile

Build on your personal connections to foster and grow business opportunities.

Let your friends know what you do, and offer them the same promotions, specials and information you share with customers.

Your Business Page

Create accessibility to customers and prospects so that you can easily be contacted.

Provide customer service and build relationships to maintain existing accounts, and show prospects that you are available.

Your Goal

Your goal is to network, and build your relationships with customers and prospects.



LINKEDIN STRATEGYPersonal and business strategy

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Your Professional Profile

Build on your current business connections from current and past companies with a professional profile. Connect with colleagues, alumni and industry contacts. Build as wide of a network as you can, while keeping it genuine.

Professionals are looking for other professionals to connect with and refer to. Karma rules here, so give in order to receive... that includes recommendations, referrals and sharing knowledge.

Your Company Page

Create a page that showcases your company and portfolio of work. Consider posting job opportunities to attract professionals to your company that come by referral.

Connect with people who follow your business, and support them by following their company page in return.

Your Goal

Your goal is to extend your professional network and build connections with people who will support your business, as you try to support theirs.



GOOGLE+ STRATEGYPersonal and business strategy

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Your Personal Profile

Connect with peers, colleagues and industry leaders to further knowledge and/or gain recognition for your expertise.

Google+ is still a small network, making it much easier to access industry leaders who might not otherwise have the time to connect with you on other networks.

Your Business Page

Support SEO efforts for your personal identity, blog and/or website by providing/sharing relevant content and links.

Remember that information on Google+ is indexed in search, even if you do not have a lot of followers, the information will still have value in Search Results.

Your Goal

Your goal is to showcase expertise and build recognition in your niche.



RESOURCES SOCIAL MEDIAMore information for marketing your small business right

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Books

• Permission Marketing by Seth Godin• Enchantment by Guy Kawasaki• The New Relationship Marketing by

Mari Smith• The Thank You Economy by Gary

Vaynerchuk

Websites

• Social Media Examinerwww.socialmediaexaminer.comNews, information and resources for using social media more effectively

• Social Triggerswww.socialtriggers.comOnline marketing strategy

http://www.socialmediaexaminer.com

http://www.socialmediaexaminer.com

http://www.socialtriggers.com

http://www.socialtriggers.com



RESOURCES FACEBOOKLearn more about Facebook

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Facebook for Business

• www.facebook.com/business/overviewLearn the basics of setting up your business page, connecting with people and Facebook Advertising

Facebook Analytics• www.inc.com/janine-popick/3-basics-

of-facebook-analytics.htmlLearn more about how to analyze the data Facebook provides

https://www.facebook.com/business/overview

https://www.facebook.com/business/overview

http://www.inc.com/janine-popick/3-basics-of-facebook-analytics.html






RESOURCES LINKEDINMake better use of the network

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Blogs• windmillnetworking.com/blog/

This blog features articles from many industry experts and covers all areas of social media, as well as LinkedIn

Books• Maximizing LinkedIn for Sales and

Social Media Marketing by Neal Schaffer

http://windmillnetworking.com/blog/

http://windmillnetworking.com/blog/



RESOURCES GOOGLE+Work with the innovators

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People to Follow• Denis Labelle

plus.google.com/+DenisLabelle/postsGoogle team member who posts links to videos, books and links regularly

• Mark Traphagenplus.google.com/+MarkTraphagen/postsSocial media consultant who specializes in Google+ and Authorship

Books• What the Plus! by Guy Kawasaki• Google+ for Dummies by Jesse Stay

https://plus.google.com/+DenisLabelle/posts

https://plus.google.com/+DenisLabelle/posts

https://plus.google.com/+MarkTraphagen/posts

https://plus.google.com/+MarkTraphagen/posts



NEED MORE?If you need more help with your online marketing...

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Website Design Custom website design, including web applications and ecommerce.

Email Marketing Consulting, strategy and full-service solutions.

Mobile WebsitesAffordable mobile sites to enhance your online presence.

Social Media Marketing Full service marketing solutions, for as much or as little as you need.

Marketing Consults Private consults to help you determine your strategy, path and best options.

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Marketing Your Small Business in the Digital Age

Business

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