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Marketing Rewired in 2014


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How marketing, websites, social media, and search engine optimization have changed for small businesses in the last few years and how to become a thought leader in your industry.

How marketing, websites, social media, and search engine optimization have changed for small businesses in the last few years and how to become a thought leader in your industry.

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  • 1. By Marcy Mitchell 1
  • 2.  Internet Marketing Consultant ◦ Owner of MTECH Internet Marketing- 17 years  Web site development/ Search engine optimization  Social Media  Internet marketing consultant (PPC, SEO, Marketing plans) ◦ Internet Marketing Director for a number of leading real estate firms & community websites ( & ◦ SBDC Business Advisor ◦ Certified Marketing for Smarties Coach 2
  • 3. 1. 2. 3. 4. How has marketing changed? How have websites changed? How has search engine optimization (SEO) changed? Become a thought leader in your industry. 3
  • 4. Mass marketing gets a 2% response rate. Attraction Marketing gets 10x that rate. According to 2012 study, 1/3 of CMOs say that more than half of their budgets have shifted from traditional to digital marketing in the past year. 4
  • 5.    90% of all Colorado businesses have less than 20 employees 70% embrace social media – Merchant Circle 45% of Owners spend 5+ hours per week on marketing - Merchant Circle  SEO is most effective marketing channel  Facebook is most used social media tool Top three online sales were direct visits, organic search and paid search - Forrester report titled “The  Purchase Path of Online Buyers In 2012″ 5
  • 6. 6
  • 7. A. B. C. D. E. F. Start with the End in Mind -Know Your Audience Search & Social Integration Blogs – Increased Relevancy & Authority Calls to Action (CTA) – Targeted Landing Pages Require More Involvement by Owner Responsive Design 7
  • 8. A. B. C. D. E. F. Social Media Icons Share Buttons Like Boxes YouTube videos Email Sign Up Boxes Recent Blog Posts 8
  • 9. 9
  • 10. Sites with Blogs Receive 55% more Visitors (Hubspot) Integrate Into Site with Wordpress 10
  • 11.    Google Analytics Installed on every page of your site Track visitors, sources, conversions & more 11
  • 12.  Compelling offers with Content (Videos, PDFs,Whitepapers, Webinars)  Integrate into Customer Relationship Management (CRM), SugarCRM, Highrise, Internet Honey  Gravity Forms with WordPress, Google Analytics (simple) 12
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  • 15. How Has SEO Changed? 15
  • 16.  SEO Always changing – 500 different factors in Google algorithm  Relevance & Authority  Quality In-Bound Leads  Google and Bing include social media results  Quality Content (via updated web pages and blog) are critical  Sites that do not show up on mobile will not rank as high (Responsive Design key) 16
  • 17.  Signed in with Google – different results  Google/Bing keep track of “previous queries”  Google + and Google Places Merge  Facebook, Tweets & Linked-In included results  Web History  Geographic Position (identify IP address, map)  Social Media Connections (Google social search, Bing integrates with Facebook) 17
  • 18. 1. Create a niche blog built into your website. 2. Answer Questions on Linked-in or Facebook Groups. 18
  • 19.  Educate/Empower Your Customers through Quality Content  Offer Exclusive Deals and Events for Your Fans on Facebook or Linked-In  Identify and Reward Active Participants that Post Photos, Comments and Videos  Forget shameless self-promotion (Share Other’s Content) 19
  • 20. Not only should you provide content updates through your website and blog for better SEO, you also have to track comments, responses, and customer feedback to help guide your content (i.e. Context) 20
  • 21.       Encourage Blog and Social Media Feedback PROMPT Responsive is Key Many “Negatives” can be turned into positives Encourage Customers to be involved in product launches or services. Consider Forum or Twitter. Be Honest & Transparent. 21
  • 22.     Manages social media profiles (Twitter, Facebook, LinkedIn) Tracks mentions, re-tweets, etc… Schedule posts Pro version gives reports $5.99/month 22
  • 23. • • • • • Likes – a “thumbs up” helps boost the chance your post will show on your fans feed Shares –a fan re-posting your post to their wall for all their friends to see is a very valuable form of engagement Comments –a comment / response to your post on your page keeps people on your page Watch what other people in the industry are posting that is garnering enthusiasm Research Industry Groups and Cross-Sell Businesses and Start Dialoging on Facebook, Twitter, Blogs, Linked-In. 23
  • 24.       Start with the Big Picture and Integrate BRAND & VALUE into every channel (Social, SEO & Website) LISTEN to the questions your customers ask TRACK Time and Cost CONSISTENCY is Key Work with Professionals Who EMPOWER You REACH OUT to others for learning 24