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Coverings2011: Practical Marketing - Digital Visibility for Small Businesses
 

Coverings2011: Practical Marketing - Digital Visibility for Small Businesses

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Marketing and promoting your business matter now more than ever in a world where customers educate themselves online first. You must be digitally visible. The challenge for many small businesses is ...

Marketing and promoting your business matter now more than ever in a world where customers educate themselves online first. You must be digitally visible. The challenge for many small businesses is finding the resources [including people] to market effectively while also running day-to-day operations. How then to prioritize what you do so you don’t neglect activities that connect with customers online and offline, while also delivering business results? The solution has to do with thinking about how you deliver value to customers, while creating content that addresses customers’ needs.

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Coverings2011: Practical Marketing - Digital Visibility for Small Businesses Coverings2011: Practical Marketing - Digital Visibility for Small Businesses Presentation Transcript

  • Practical Marketing for Small Businesses : Improving Your Digital Visibility Christine B. Whittemore
    • Upon completing this program, you should know how to:
    • Learn how to assess your digital visibility
    • Think with a customer mindset
    • Develop a content strategy that integrates offline and online activities
    • Measure results
  • Christine B. Whittemore Chief Simplifier, Simple Marketing Now, LLC Social media & content marketing strategist Passionate about the retail experience & marketing to women , social media & content marketing , and helping companies make their marketing work harder !
  • The Plan
    • Examine the marketplace
      • What has changed?
    • What about your digital visibility?
      • Google Juice
    • Digital Visibility Basics
    • How to do this when you’re busy?
    • Examples
  • The Old Ways Aren’t Working
  • We live in a Digital World
    • 70 to 90% of people start the purchase process at a search window
    • 97% of local customers use online media to research businesses in their community**
    **BIA/Kelsey research Simple Marketing Now LLC – http://SimpleMarketingNow.com March 2011
  • Customers Go Online
    • To educate themselves
      • Reviews, networks, community…
    • Can you be found online?
      • With consistent profiles, keywords & content?
  • Especially Women Consumers!
    • The majority of online audience & growing!
      • Communication
      • Content
      • Commerce
      • Sense of Community
      • Convenience [i.e., 24/7]
    • Stats:
      • 84% of social media sites are frequented more by women than men*
    Source : * CRM Buyer
  • Buying Doesn’t Happen In a Void
    • Part of a bigger picture
      • Where relationships matter
        • Share context & affinity
        • Build trust
        • Expect continuity of good treatment
    • Purchase decisions are big deals
      • Context matters
      • Search for solutions
      • High expectations
    Image http://contentmarketingtoday.com/2010/08/12/content-marketing-converts-even-the-toughest-business-buyers/
  • Establishing Trust:
    • People want to buy from people they trust
      • Need to establish trust & show you care
        • Be the brand
        • Be online
        • Be human
    • They want solutions
    • They don ’ t want a hard sell
      • Suspicious of marketing claims
    • Build a relationship before they buy!
  • Digital Visibility is Critical!
    • The paradox of existence
      • If you have a physical presence, but can’t be found online, do you exist ?
      • If you can be found, will you interact , offer value, be transparent and authentic with potential customers?
  • Being Found Means…
    • Rich Opportunities!
      • Develop an online reputation before you need it
      • Create a community of fans
        • Word-of-mouth [~Fiskateers]
      • Drive pre-qualified traffic to your site
      • Appear in search results
  • (Are You Keeping an Eye on Mobile?)
  • What about You? Can you be found? 15
  • Where is Your Business?
    • Do you have a website?
      • How often do you update it?
    • Does your website tell your story?
      • Do you offer valuable and unique content?
    • How do you communicate with customers?
      • Do you gather emails?
      • Send out eNewsletters?
      • Text?, Phone?
  • Search Is Becoming Increasingly Social
    • Can you be found from a search window?
    • What about social media & social networking?
      • Can your website content be shared?
      • Do you have a Facebook Page?
      • What about a Blog?
    • Are you personally engaged with these tools?
  • Show of Hands: Which Digital Tools Do You Use?
    • Website
    • Google Places
    • eNewsletter
    • Facebook
    • LinkedIn
    • Blog
    • Twitter
    • Foursquare
  • Which Digital Tools Do You Use? Results based on survey conducted in Jan 2011
  • Have You Googled Yourself?
    • If you can’t be found online, you don’t exist…
    • What’s your ‘ Google Juice ’?
      • Good?
      • Bad?
      • Nothing?
  • Examine the First 3 Pages How many results relate to you?
  • “ CB Whittemore ”’s Google Juice
    • Relevant results Page 1 = 10
    • Relevant results Page 2 = 10
    • Relevant results Page 3 = 10
            • -------------
            • 30
    • Divide by total possible results [30]
      • Multiply by 100 => 100%
      • “ Christine B Whittemore” = 96.67%
      • “ Christine Whittemore” = 86.67%
  • Digital Visibility
    • Function of:
      • Quality & relevance of your content
      • Frequent updates [i.e., dynamic, fresh content]
      • Links to your content – because it’s valuable
      • Completed social profiles
        • LinkedIn, Facebook Fan Page, Twitter, Google Profile and Places
        • Be consistent!
    • Manage your social reputation
  • Develop a Digital Presence
    • Website
    • Blog
    • Digital Outposts
      • Google profile, Places
    • Social networks
      • Facebook, LinkedIn, Twitter, FourSquare
  • Improve Your Digital Visibility
    • Create consistent social profiles
      • LinkedIn, Facebook, Twitter
    • Link back to your website
    • Don ’ t forget
      • Google Places
      • Professional listings, directories
    • Develop a content strategy
    • Speak in terms relevant to customers
  • Focus on Adding Value
    • Banish the hard sell
    • Build relationships
      • Establish credibility & trustworthiness
      • Be there long term
    • What’s important to your customers?
      • Are you listening?
  • Show of Hands: How Are You Listening?
    • In-store surveys
    • Salespeople feedback
    • Customer service feedback
    • Google alerts
    • Yelp
    • Foursquare
    • Comments & reviews
    • In-store events
    • Do you capture emails?
    • Other social feedback tool?
  • How Are You Listening?
  • Start Listening to Customers!
    • In-store, via salespeople, installers, customer service
      • Everyone who interacts with customers!
      • Surveys: be proactive!
    • Online
      • Google alerts
      • Twitter search
    • Pay attention
    • Mine your web analytics search terms
  • Integrate It All
    • Be consistent across all of your ‘touchpoints’
      • Online
      • Offline
  • Digital Visibility Basics 31
  • No Website?
  • My QR Code Google Places
  • Website: Digital Brick & Mortar
    • Should consistently tell your brand story
      • You, your people
      • In terms relevant to customers
        • Reflect what you hear
        • What matters to customers
      • Keep it fresh/update it!
    • Pay attention to your website basics
      • Each page: unique content
      • Description, keywords
  • Digital Outposts
    • Where do your customers hang out?
      • LinkedIn
      • Facebook
      • Blogs
      • Twitter
      • Search Window
    • What matters to them?
      • HINT: it ’ s not always sales related
  • What is Social Media? Simple Marketing Now LLC – http://SimpleMarketingNow.com Copyright © 2010 John Jantsch/Duct Tape Marketing
  • Digital Social Tools and Platforms Easy to use Mostly free Enable sharing Means to an end Facilitate conversation, build trust with people Using… Simple Marketing Now LLC – http://SimpleMarketingNow.com March 2011
  • Social Tools For Conversation
  • Social is about
    • Being Human !
  • Listen First Simple Marketing Now LLC – http://SimpleMarketingNow.com March 2011
  • Social Media Matters:
  •  
  • LinkedIn: Professional Social
    • 70+ million users
      • New member every second
      • ~ 12 million daily unique visitors
      • Includes executives from all Fortune 500 companies
    • 80% companies use it for recruiting
    • Thought-leadership
      • Groups, Answers, updates
    • Create individual and company profiles
  • LinkedIn: Professional Groups Answers Updates Your profile Company page Connect in time, Geographically, Exponentially …
  • Facebook: Casual Social
    • Over 500 million users!
      • ~ world’s 3rd largest country
      • 100+ million active users access through mobile devices
    • Average user spends ~55 minutes/day
      • Connects to 80 community pages, groups, events
      • Creates 90 pieces of content each month
    • 2/3 of comScore’s U.S. Top 100 websites are integrated with Facebook
    • Consider a Fan Page for your business
      • Build relationships with existing customers and friends
      • Google Searchable
  • Facebook: Casual/Social Regular updates Interaction Minimal selling: Focus on relationship building Facebook Fan boxes, Like buttons…
  • Twitter: Affinity Social
    • 140 character micro-blogging platform
    • ~ 110 million users
    • Search engine searchable
      • 600+ million searches happen every day
    • 80% of Twitter users use mobile devices
    • 54% of bloggers post content or tweet on a daily basis 
      • Over 50 million tweets in 2010 
  • Twitter: Professional, Affinity-Based About building relationships, discovery, sharing links related to my areas of Interest: #RetailEXP #PracticalMktr
  • Blog: Printing Press/Cafe
    • Over 181 million blogs
      • 34% of bloggers post opinions about products and brands
      • 72% of bloggers share expertise
      • 1 in 5 bloggers updates his/her blog daily
      • Corporate blogging accounts for 14% of blogs
    • 60% of bloggers are 18-44 years
      • 50%+ of bloggers are married and/or parents
      • 50%+ of bloggers have more than one blog
  • Blogs: Thought Leadership Regular Updates [2x/wk]: content related to my expertise
  • Blog Content is Timeless
    • Where you tell your story in terms relevant to customers
      • Create greater meaning and value
      • Be human
      • Reach out to others in your space
      • Influence, thought leadership
      • Conversation
      • Available 24/7
      • Drive readers deeper into your website’s content
  • Foursquare: Geolocation!
    • Based on smartphone GPS
      • i.e., mobile
    • “ Check in ” to favorite places
      • Tips
      • Hints
      • Mayors
      • Discounts
    • Set up your business; reward loyalty
  • Create Your Own QR Code
    • http:// qrcode.kaywa.com /
      • Include a message
      • Link to your website
    • Add it to your store window or to other commmunications
    • Beware of Flash
    • Focus on Content
    • Consistent Keywords
    • Post frequently, consistently, relevantly on a blog
    • Create unique content
    • Listen. Listen more.
    • Banish the Hard Sell!
    • What do your physical & digital retail experiences communicate? Are they fresh?
    • Promote your digital presence offline & your physical presence online.
    • Invite visitors to opt-in for memorable email communications.
    Source: CBW MarketingProfs
  • How To Do This When You’re BUSY? 55
  • First Questions…
    • What is your business about?
    • How are you different?
      • Service?
      • Quality?
      • Knowledge?
      • Price?
    • What do your customers value?
      • How much do you know about them?
      • Do you listen to them?
  • What Is Your Business Known For?
    • Customer Service Ninja
    • Product Innovation Champion
    • Fashion Maven
    • Distribution Dynamo
    • Social Matchmaker
  • Are You Looking To Build
    • Relationships with Customers?
      • What’s important to them
      • How can you help them
      • How does your business offer them solutions
    • Who are your customers?
      • What are your different buyer personas?
        • Local residents
        • Rental companies
    • What tools do you use now?
      • How do you use them?
  • Social Outposts Are Easy to Set Up, But…
    • Most tools require:
      • Ongoing fresh content
      • Interaction and monitoring
      • Need to be integrated into other marketing and business activities
    • Success requires
      • Planning ahead
      • Time management
      • Aligning reasons for social with business goals
  • Determine
    • What’s your purpose in engaging in digital tools & social media?
    • How does this relate to your business?
      • What are your business keywords/themes?
      • What stories will you share beyond promotions and sales?
    • What’s important to your different customers?
  • Create a Content Strategy
    • That looks at your business from your CUSTOMER ’s perspective
      • Content audit
      • Customer feedback
      • Address gaps
      • Which tools are most meaningful?
      • What do they look for?
    • Remember these tools allow you to humanize your brand
  • Content Ideas
    • What’s relevant to
      • New customers
      • Potential customers
      • Existing customers
    • Design?
    • Entertaining Tips?
    • Safety?
    • Care?
      • Ask your customer service, sales reps, installers: Involve your organization!
  • Each Social Tool Differs
    • Facebook :
      • Lighthearted updates, share customer before/after, photos of community events
    • LinkedIn :
      • Group discussions, news items, status updates, Answers
    • Twitter :
      • Items relevant to your follower base, Twitter Chats, #Coverings
    • Foursquare :
      • Mobile, reward loyalty, best for brick & mortar locations
    • Blog :
      • Your publishing platform; allows you to create thoughtful content to share on other networks
  • Think “ Repurpose Content ”
    • Blog
      • How your expertise solves problems
        • Photos?
      • Invite experts from Twitter to share advice
        • Builds credibility
      • Tell story behind products you sell on website
      • What you learned during Twitter chat
    • Facebook
      • Success story pictures, before/after
      • Community events, FUN
  • Make Multiple Use of Content
    • Twitter
      • Share links to design experts articles
      • Link to blog posts
      • Participate in Twitter chats
    • LinkedIn
      • Share content in a group discussion based on how you solve customer problems
      • Link to blog posts, articles
    From Customers’ Perspective!
  • Create a Simple Strategy Document Source: Ron Ploof, Strategy Made Simple In-store eNewsletter LinkedIn Twitter Facebook Fan Page Blog Web site Content Audience Objective Channel
  • Then a Content Calendar
    • Integrate offline with online
      • Community events, in-store interactions…
    1x wk Link to business article LI Answers Blog app 3x wk Before & after pix In-store events pix Happenings in community Refer to blogpost Daily series of 3 tweets Design article links Answers to common Q Community happening Link to blogpost 2x wk Answer customer questions How to care for your product How others in the design community use your product Monthly Designer wine & cheese Monthly + recap past events + promote coming events + summary Blogposts quarterly Design Color New products Care FAQs Your community Topics LI FB Twitter Blog In-Store N/L Sale
  • Watchout!
    • Don’t post the exact same content everywhere
      • Different angles
      • Relevant for different audiences
      • Don’t SPAM!
  • Time Management: Critical!
    • Who will monitor & manage your digital presence?
      • Don’t delegate to a high school kid
        • These are YOUR customers
        • These are legitimate platforms for customer communication
    • You need social media policies that coincide with your overall business policies
        • Complaints?
        • Comment policy?
    • Use Outlook reminders
  • Planning Ahead: Critical!
    • Develop a content strategy that aligns with your business strategy
      • Content affects online and offline
      • Content strategy will guide content calendar
    • Content-based approach requires long-term, customer-focused commitment
  • Prioritize!
    • Pick your social networks based on how they relate to business goals & customers
      • Be fluent in how they work: experiment
      • Things can change rapidly
        • Pay attention to Mobile!
      • Your customers may not be involved now, but they could be tomorrow
        • Facebook phenomenon!
    • Set time limits
  • It Takes Time …
    • Especially at beginning
      • To be successful, PLAN!
        • Develop content strategy and content calendar
        • Be deliberate about what you say online/offline
    • Use tools available: repurpose
    • Start small ~ 15 min/day
      • Use Outlook reminders
  • Rules for Social Networking
    • Offer value
    • No hard sell
    • Be active consistently
    • Mind your manners
    • Be genuine
    • Don’t spam
    • Remember that your reputation is at stake
    • Think long term
  • Measuring Success
    • Lots of data available. Pick something meaningful & relevant to your business.
      • Quality vs. quantity
        • Relevant Twitter followers
      • Monitor visits to web/blog
        • Visitors from social sites tend to be better qualified and spend more time on your sit
      • Monitor referral sources
      • Interactions, comments
    • Repeat what works, change what doesn’t!
  • Examples of Digital Visibility Building 75
  • Avente Tile
  •  
  • Don’s Carpet One
  •  
  • Floorcrafters
  • Food For Thought
    • Bigger isn’t always better
      • Focus on QUALITY
    • Take time to know who your fans, followers, subscribers are
      • Interact
      • Ask questions
      • Say thank you
    • Add value so you can build meaningful relationships
  • Summary
    • Determine if you are digitally visible
    • If not, become visible!
      • Online profiles
      • Websites
      • Social networks
    • Use your online presence to build relationships with customers
      • Offer value
    • Be involved in your solution
    • Gain experience, move to next option
  • Will You Assess This Seminar?
    • Was this valuable?
      • What did you like most?
    • Would you recommend it to a friend?
      • What would you say?
    • What is most important idea you learned?
      • What will you put into action immediately?
    • What do you want to know more about?
      • Your email address for more information.
    • Thank You!
  • To Learn More…
    • Christine B. Whittemore
    • Chief Simplifier
    • Simple Marketing Now LLC
      • [email_address]
      • Tel: 973-283-2424
    • Flooring The Consumer weblog
      • http://flooringtheconsumer.blogspot.com
    • Simple Marketing Blog http:// SimpleMarketingBlog.com