Small Business Marketing:How to GET found in a crowded market

Small Business Marketing:How to be found in a crowded market

Debra Murphy [email protected]

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www.linkedin.com/in/DebraMurphyhttp://gplus.to/MasterfulMarketing

1© 2011 Masterful Marketing®

Agenda

Small Business MarketingWhat’s changed and what hasn’t?

What is social media marketing?

Benefits and challenges of online marketing

Marketing on the Internet ChannelDo you have a Web presence?

Have you defined you online marketing strategy?

How do you get started with the tools?

What’s your Internet marketing system?


Small Business MarketingWhat Has Changed?

Buyers research service providers on the Internet long before engaging in a sales processOnline third-party feedback (from people they don’t know) influences decisionPerception of your expertise is based on what they find (or don’t find)Potential buyers may choose to engage with you through social networks to learn more about youSocial media and the social web give you access to a world of new markets and new customers


Small Business MarketingWhat Hasn’t Changed?

You still need a marketing plan

Identify your target market

Discover what makes you different

Develop / refine your brand

Price and package your services

Define your marketing goals

Identify marketing strategies & tactics to achieve goals

Execute plan


What Makes You Different?

Understand what your ideal client really wants and deliver it better than anyone else

How to differentiate:

Pick a niche within your area of expertise and become known as THE expert

Package your services in a way that appeals to your ideal client


Packaging & Pricing

Are you offering the correct services that appeal to your ideal client?

Are they packaged so they present a valuable offering?

Are they value priced so that you get more money for your time but your ideal client feels good about the value these services provide?


Small Business MarketingWhat Works?

Traditional:

Word of Mouth / Referrals

Partnerships / Alliances

Public Relations

Direct Marketing

Advertising

Events (seminars, conferences, tradeshows)

Digital (Online/Internet):

Social Media

Search Engine

Email Direct Marketing

Content Marketing

Advertising

Events (webinars / tele-clinics, virtual conferences)


Small Business MarketingBenefits of Online Marketing

Levels the playing field

Positions you as the expert in your industry

Increases online exposure

Develops relationships / grows contact list

Encourages online WOM

Influences purchase decisions

Increases your reach

Drives visitors / generate leads


YOU

Small Business Marketing Challenges of Online Marketing

Requires: A strategy on how to approach it for

your business A marketing system to ensure

consistency A definition of what makes you

different to stand out from the crowd

A valuable offer (content, information) to get attention

Understanding how to sell without selling

A plan for how to prioritize time, energy and money for best results


Getting Started

Determine your web presence

Define your online marketing strategy

Establish your online home base hub

Identify your social media strategy

Begin building your profiles

Develop a system to maintain consistency


Do You Have a Web Presence?

Do a “vanity search” – search your name and business name – what’s your first impression?Review your brand – name, logo, color scheme Is it aligned with who you really are? Is it consistent across all your web

properties?

Review your website – is it up to date and easy to update?Review your existing profiles on social networks – are they consistent and project your value?Set up Google Alerts for your name and your business name


Define your Online Marketing Strategy

Create a professional website/blog as the hub (or home base)

Develop a content marketing strategy

Define your online marketing activities

Define a system for success


Website Blog

Keywords SEO

Search Engine

Marketing

Social Media

Article Marketing

Email Marketing

Tele-clinics Webinars

Advertising

Establish Your Home Base

Set up your Web site / blog as your home base Research your keywords

Implement search engine optimization

Develop a comment strategy

Develop a list building strategy

Syndicate your content to maximize backlinks RSS Feeds

Article marketing sites


Companies that blog get 55% more website visitors and 79% more Twitter followers - Hubspot

Content Marketing

Develop a content marketing strategy Know what you want to achieve Identify the content your ideal prospect wants/needs Repurpose content you already have – create new

when needed Don’t try to do it all – stay focused on a couple of

content types (blogs, e-books, white papers, video, photos)


Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action. – Junta42

Social Media Strategy

Research your target audience: Where are they online?

Research shows B2C are more successful on Facebook / B2B are better at engaging their LinkedIn contacts

Listen to what they have to say

Determine how you can help, educate and gain visibilityIdentify the tactics for engaging your target audience and attract them to youCreate your complete and keyword rich profile that sets you apart and projects your human sideIntegrate your valuable content - blog posts, eBook, presentations, audio, video posts, advice - to attract your target market Upload a quality picture that projects YOU!


Select Your Social Media Tools

Facebook

YouTube

Twitter

LinkedIn

Google Plus


Marketing with Facebook

Create a Facebook Page for your business Enables clients /

prospects to get to know your business through your content

Directly engages with clients / prospects

Helps with visibility in search engines

Get a user name for your page as soon as you get to 25 fans -www.facebook.com/username


Marketing with Facebook

Add Like Box to your blog / websiteInvite your opt-in email list to like your Facebook PageStart a discussion so fans can interact with each otherAcknowledge fans when they write on your Page WallCreate and promote events to your fans and friendsIncorporate your Blog postsWelcome new fans with a welcome landing tabUpdate your Page status with tips, advice and other useful information


Marketing with YouTube

Create a branded YouTube channel and post regularly

Embed into blog posts

Use powerful keyword rich titles to attract views and SE results


http://www.socialmediaexaminer.com/16-tips-for-successful-online-video-marketing/














Marketing with Twitter

Connect and network with people who: Share your industry Share your views Share quality information and ideas

Get instant access to what’s being said about you or your industry Access a steady stream of ideas, content, links, resources and tipsExtend the reach of your thought leadership –blog posts and other content


Marketing with Twitter

Tweet: About topics your followers

would be interested in Ask questions and get opinions Give advice and educate

followers Comment on other tweets and

re-tweet something interesting Point to pictures and videos Promote blog posts (yours and

others) - put context around what it is and why it adds value

Create a balance Limit self promotion Use 80/20 rule (80% others/20%

promotion


Marketing with LinkedIn

Create a complete, compelling profile Use keywords everywhere

Headline Websites Public profile (your name) Summary Specialties Interests

Get a vanity URL

Make the full view public enabling Google, Yahoo and Bing to indexClaim and update your company page


Marketing with LinkedIn

Get and give recommendationsGroups Join or create groups of interest Participate in discussions Display your expertise whenever

possible

Update your status with content relevant to your connectionsParticipate in Questions & Answers Attract a targeted audience Make connections Share your expertise and help people

Create & promote eventsIncorporate your blog, presentations or e-books on your profile


Marketing with Google +

Edit your Google+ profile: Upload a higher quality photo

Add a tagline (important!)

Employment information

Education

Photo scrapbook

Make your profile keyword rich

Link to your web properties

Stay tuned – Google+ for businesses has not been released!


Marketing SystemConsistent Flow of Information

Daily: Update Facebook Page Scan Google Reader subscriptions and share content that would be valuable to

your followers Check Google Alerts for mentions of your name and business name Respond to new Twitter, LinkedIn, Facebook and Google + connection requests

Weekly: Blog once a week at a minimum Scan LinkedIn Q&A and answer a few questions (use for blog post ideas) Review content for new uses (presentations, videos, screencams, articles,

ebooks, etc)

Monthly: Check Webmaster tools Check Google analytics for information on traffic Write a recommendation for a contact in LinkedIn, request one in return Review Facebook Business Page, update and add new features


Get Connected, Get Found™

Schedule time to work on your marketing and make social media part of itDon’t overlook any content you create that can be useful to your followersSet your system up and work it – the value of social media on your marketing will become evidentBe realistic on what you can do with the resources you have available


Small Business Marketing:How to GET found in a crowded market

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