What Your SBDC Clients Need to Know About Marketing Today to Succeed
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What Your SBDC Clients Need to Know About Marketing Today to Succeed

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A presentation by Douglas Burdett to the annual meeting of the Virginia Small Business Development Center.

A presentation by Douglas Burdett to the annual meeting of the Virginia Small Business Development Center.

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    What Your SBDC Clients Need to Know About Marketing Today to Succeed What Your SBDC Clients Need to Know About Marketing Today to Succeed Presentation Transcript

    • WhatYour SBDC ClientsNeed to Know AboutMarketing Today toSucceedVirginia SBDC NetworkJune 5, 2013Douglas BurdettTuesday, June 4, 2013
    • Tuesday, June 4, 2013
    • If you only read onemarketing book,read this one.Tuesday, June 4, 2013
    • The marketing playbook is broken.The Marketing Playbook IsTuesday, June 4, 2013
    • ..The Marketing Playbook isBROKEN.Tuesday, June 4, 2013
    • Tuesday, June 4, 2013
    • Tuesday, June 4, 2013
    • This Is Not Our Parents World AnymoreTuesday, June 4, 2013
    • http://www.youtube.com/watch?v=TXD-Uqx6_WkTuesday, June 4, 2013
    • People hate being marketed toTuesday, June 4, 2013
    • People canavoid yourmarketingmessagesTuesday, June 4, 2013
    • People can research yourcompany or product withoutcontacting youTuesday, June 4, 2013
    • Now the buyer is in controlTuesday, June 4, 2013
    • But, there is a silver liningfor small business ownersTuesday, June 4, 2013
    • Marketing success nowhas more to do withthe size of your brain......than the size of your wallet.Tuesday, June 4, 2013
    • So what’s the secretto marketing success today?Tuesday, June 4, 2013
    • Think Like a Publisher!Tuesday, June 4, 2013
    • AlsoKnownAs...Tuesday, June 4, 2013
    • Tuesday, June 4, 2013
    • Tuesday, June 4, 2013
    • Tuesday, June 4, 2013
    • Tuesday, June 4, 2013
    • What’s the mostimportant marketingasset every businessneeds now?Tuesday, June 4, 2013
    • A solid onlinemarketing platformTuesday, June 4, 2013
    • Websites aren’t asexpensive as theyused to be.Tuesday, June 4, 2013
    • Less than$50/month*You can set up a hosted site*Includes hosting, plugins andemail serviceTuesday, June 4, 2013
    • Make sureyour siteis mobileTuesday, June 4, 2013
    • Tip: enter your URL for a free,comprehensive website analysisTuesday, June 4, 2013
    • Develop Buyer Personas(detailed profiles of yourideal consumers)Tuesday, June 4, 2013
    • [Video] David Meerman Scott on Buyer Personashttp://www.youtube.com/watch?v=9RvTszioAN4Tuesday, June 4, 2013
    • What words wouldyour prospects use todescribe the problemthey have that yourcompany can solve?Tuesday, June 4, 2013
    • Determine what long-tail keywords prospects usewhen searching for a solution that you provide.Tuesday, June 4, 2013
    • Find your keywords with this free tool:https://adwords.google.com/o/KeywordToolTuesday, June 4, 2013
    • And then blog aboutthose keywords.Tuesday, June 4, 2013
    • Blogging“No matter what,the very first pieceof social media realestate Id start withis a blog.”-Chris BroganTuesday, June 4, 2013
    • Blogging Tip• Make a list of the top 25 questions you getfrom prospective customers (or influencers)and write a blog post about each one.• Include relevant long-tail keywordsTuesday, June 4, 2013
    • Blogging BenefitsSource: HubSpot, 2013 SOIM ReportTuesday, June 4, 2013
    • Companies that blog get 55%more website traffic than thosethat don’t blog.Tuesday, June 4, 2013
    • Companies that blog get 70% moreleads than those that don’t blog.Tuesday, June 4, 2013
    • 57% of companies have acquireda customer through their blog.Tuesday, June 4, 2013
    • Once you have remarkablecontent, spread the wordwith social mediaTuesday, June 4, 2013
    • Social Media“Content is fire.Social media isgasoline.“-Jay BaerTuesday, June 4, 2013
    • CaptureEmailAddresses!Tuesday, June 4, 2013
    • DO NOT buy email lists!• Using lists that did not opt in to yourmarketing messages can tarnish your IPaddress and hinder your ability to send anyemail.• Spamming is illegal (CAN SPAM act)• Recipients will hate you.Tuesday, June 4, 2013
    • A word about searchengine optimization(SEO)...Tuesday, June 4, 2013
    • 85% of the links search usersclick on are organic - not paidTuesday, June 4, 2013
    • Which means thatgetting your site foundorganically is reallyimportantTuesday, June 4, 2013
    • Got links? On-page optimizationaccounts for only15% of SEOTuesday, June 4, 2013
    • How To Rank Well onSearch EnginesHave content so great and useful thatother sites will link to it and people willshare it on social mediaTuesday, June 4, 2013
    • Measure EverythingThen, do moreof what works,and less of whatdoesn’t work.Tuesday, June 4, 2013
    • http://academy.hubspot.com/certificationEducate yourself. It’s free!Tuesday, June 4, 2013
    • ThankYou!• www.ArtilleryMarketing.com/IncomingPresentation & Survey:Tuesday, June 4, 2013
    • Photo Credits• http://www.flickr.com/photos/pagedooley/4757032987 (clouds)• http://www.flickr.com/photos/zabowski/3430603734 (flipping the bird)• http://www.flickr.com/photos/danielavladimirova/4679740934 (shhh)• http://www.flickr.com/photos/markjsebastian/325820210 (internet research)• http://www.flickr.com/photos/antonjackson/6897860342 (wrestlers)• http://www.flickr.com/photos/malakhkelevra/4951863053/ (top secret)• http://www.flickr.com/photos/gagilas/6974761035 (typing)• http://www.flickr.com/photos/lincolnian/2341252716 (55)• http://www.flickr.com/photos/lincolnian/863664806 (70)• http://www.flickr.com/photos/big-ashb/7004347156 (57)• http://www.flickr.com/photos/erix/55243213 (speakers)• http://www.flickr.com/photos/therichbrooks/2600080329 (butterfly net)Tuesday, June 4, 2013