Marketing on a Budget

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Steve Thomas discusses best practices when marketing on a budget.

Steve Thomas discusses best practices when marketing on a budget.

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  • 1. Marketing on a Budget March 6, 2013Presented By: Steve ThomasPresident of The Net Impact
  • 2. About the speaker Steve Thomas President, The Net Impact Vice President, Unidev President, American Marketing Association-St. Louis President, Missouri Venture Forum With over 18 years of internet strategy experience, Steve is a nationally recognized speaker, author, and entrepreneur. Contact me: Twitter: @TNIMAN LinkedIn: www.linkedin.com/stevenrthomas
  • 3. Times are changingCourtesy of Hubspot
  • 4. Top marketing mental roadblocks You think it’s hard You have limited to compete with Time/Staff large companies You have a limited You are not tech budget savvy
  • 5. The cash cost of marketing Direct Mail $3500 Billboards $2500 Local Television Commercial $1500 + Social Media FREE
  • 6. Requires investment $ T
  • 7. Why online matters Approximately of consumers search for local businesses online. Only of small businesses have a website.
  • 8. Web assets are tools =
  • 9. Donut strategy Facebook Blog www.yourfirm.com Directories Pinterest Youtube
  • 10. Center of the donut
  • 11. SEO on a budgetSEO (Search Engine Optimization) is the process of affecting the visibility of a website in a search engine’s natural and unpaid search results.The higher ranked and more frequently your site appear in search results, the more visitors you have.Basic SEO content includes visible text, images, videos on your website and links from other sites.Yes, keyword phrases count.
  • 12. Starts with goals• My web assets need to: – Validate my business card • Free to $1,000 - Low cost means low traffic • $1,000 to $8,000 –SEO and better position • Over $8,000 – Feature rich and flexible for SEO – Drive local traffic - Free • Directories, Google +, Yelp – Gain authority – Offsite content • News, blog, articles, videos, press releases – Buy traffic – Sponsored (paid) search • Google, Bing, Facebook
  • 13. Third party social media
  • 14. What Google suggests
  • 15. What Google suggests
  • 16. What Google suggests
  • 17. Local is important• 84% of all users perform local searches (Kelsey Group)• 61% of all local searches result in purchases (comScore)• 57% of online shoppers say they shop online but plan to makepurchases offline (NDP Group)• 82% of local searchers follow up offline with an in-store visit,phone call or purchase (comScore)
  • 18. Uses for social media Use Facebook to promote and engage customers
  • 19. Uses for Social Media MarketingUse Facebook to showcase your services, location, and employees
  • 20. Why create video content• Over 800 million unique users visit Youtube each month• In 2011, Youtube had more than 1 trillion views or 140 views for every person on the Earth• 72 hours of video are uploaded to YouTube every minute
  • 21. How “to” & How “not to” videos
  • 22. Post free content By giving customers free content, you show your authority Searching “Hardwood Floor Repair” yields 5,130 results
  • 23. Pinterest is hot for images
  • 24. Engage users with social media1. Ask fans what they want and try to find solutions2. Converse with your users, even if it doesn’t pertain to you3. Engage with your users4. Respond promptly to any questions your customers have Listen – Ask - Talk
  • 25. Measurable analyticsUse social media to figure out who your audience is and how you reached them.
  • 26. EffortTool Content FrequencyWebsite Text, articles, news, PR, Monthly at least images, videos, testimonialsFacebook All above Listen daily, post at least weeklyYoutube Videos As createdPinterest / Flickr Images As createdBlog Authoritative content Monthly at leastPress releases Original information about As availableNews articles youTestimonialsLocal directories (Google +) Content about you Once, then review weekly
  • 27. Uses of content Facebook Blog Article/PR about a project Directories Pinterest Youtube
  • 28. Take-aways• Consider your goals before you start – Reinforce business card – Lead/Sales quantity• Listen before you speak – See what others like you say – See what others say about you• Develop your “Donut” web assets• Think local• Stay engaged
  • 29. Thank You! Follow The Net Impact: Facebook: www.facebook.comTheNetImpact Twitter: @thenetimpact LinkedIn: http://www.linkedin.com/company/the-net-impact Download this presentation: http://www.slideshare.net/TheNetImpact