How to market your small business on a budget for higher SEO yields and low cost.

1. Marketing Your Small Business on a
Budget
Georgia Association of Community
Care Providers
@alexputman

2. marketing keys
digital
strategy
data
seo social
content

4. company value proposition
Value Proposition clearly defined? Why you?
• Intrinsic needs identified
• Data from customer survey?
• Why this organization?
• Job satisfaction (what are they saying)?
• REAL Core Values

5. development of value
proposition
• Unique attributes of your organization
• Why should I choose x org over y?
• Rewards for success
• Will this improve key issues
• Living + playing space + environment

6. audit
• Pull up your website
• Identify a mimic company or site you admire
• What is the first thing you see
o Provide easy to read information
o Represent your service offerings
• Now pull it up on your phone

7. website
Wix.com
http://www.sevengramscaffe.com
SquareSpace.com
http://www.grizzlyprint.com
Webstarts
http://farmtablesbydennis.webstarts.com
WordPress.com
https://alexputman.com
Facebook
https://www.facebook.com/thisisrecycle

8. search engine optimization
• Open Google and search“ company name”
AND “community care provider AND location”
• Audit each site on the first 3-5 pages of search
• Focus on the 1st page (best starting point)
• Analytics on pages (daily/weekly report)
• Do this on competitors and document findings

9. analytics: website stats
visitors
daily vs weekly
behavior
new vs return
mobile vs desktop
time on page
Time yourself
(differs by page,
industry,
company)
bounce rate
20%-35%
35%+ concern
50%+ worry
acquisition
analyze data per
source (social,
organic)
leads / sales
received +
closed

10. data with surveys
• SurveyMonkey
o 10 questions
o 100 respondents
o 15 question types
• Google Forms
o Unlimited surveys / respondents
o Survey answers and data are automatically collected in
Google Spreadsheets
o Theme options / custom logo
o Add images or videos
o Embed survey into emails or website
• Kwik Surveys
o Unlimited questions + responses
o Export results
o Report builder

11. promotors: net promotor score
measures the willingness of customers to
recommend a company's products or services to
others. Gauges the customer's overall satisfaction
with a company's product or service and the
customer's loyalty to the brand.
Based on your {experience, time, projects}, how
likely are you to recommend a friend or colleague to
______ ____?”

12. measures
http://www.npscalculator.com/en

13. social media
• Shout out the platforms you use
o Why?
o Who are they targeting?
o Measure ROI?
• Facebook Chocolate For Breakfast
• LinkedIn SoCal Group
• YouTube Marriott
• Pintrest Freshfully

16. email engagement
• For every $1 spent on email marketing, the average
return on investment is $44.25
• Email is nearly 40 times better than Facebook and
Twitter at acquiring customers. (McKinsey & Company)
• You have just 3-4 seconds to grab your readers’
attention and interest them enough to open and read
your email. (Litmus)
• 64% of decision makers read emails via mobile device
• Using marketing automation can increase conversion
rates by over 50%. (Aberdeen Group)
• Emails with social sharing buttons increase click
through rates by 158%

17. email tools

21. testimonials

22. video
Tools
• Pexels: https://videos.pexels.com
• Imovie (free)
• Final Cut Pro ($299)
• Adobe Premiere Pro CC ($50-$80 per month)
• Windows Movie Maker (free)
• Wondershare ($50)
• 1080 HD camera (Panasonic G4, G7)

23. images
• Pexels https://pexels.com
• Public Domain Archive (great for vintage)
http://publicdomainarchive.com
• iStock $
• ShutterStock $

24. other content
• blogs
• webinar
• podcasts
• monthly newsletter
• claim local listings on Yelp, Google etc..

25. thank you
Alex Putman
678-557-0469
alex@hellosplice.com
alexputman1 hellosplice.com@alexputman