10 Must-Do Actions for Small Business to do to Beat your Competition


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The world of online marketing is a very competitive place. Without a proper plan, it is easy for your small business to get lost in the competition. How you think about marketing can affect your success.

Learn how to think about how to market your business, and how to target your message to grab your audience's attention.

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10 Must-Do Actions for Small Business to do to Beat your Competition

  1. 1. Dead Simple Internet Marketing™ Series 10 Must Do Actions for Your Small Business to do to Beat Your Competition Presenter: Doug Hay, CEO
  2. 2. Presenter: Doug Hay • Early adopter of Internet marketing & social media • 30 year marketing veteran • Sought after speaker presented at local, regional and national conferences • Lectured at two universities for the Sales & Marketing Executives program
  3. 3. Agenda 1 Presentation 2 Q&A 3 Ask for Slides
  4. 4. Our Services For Small/Medium Biz • Website design & programming • Social Media consulting, implementation & training • Small business SEO – Search Engine Optimization: Keywords, link building & content creation. • Press release writing, optimization and reporting • Blog set up, strategy, and training • Email programs • Online reputation management • Video production & marketing • Staff training Ask for a complementary consultation
  5. 5. More Leads? More Sales? Free Internet Marketing Analysis Doug Hay doug@doughayassoc.com Direct: 250-756-0306 Toll Free: 877-226-3823
  6. 6. The Marketing Viewpoint
  7. 7. Marketing Marketing is the process of communicating the value of a product or service to customers, for the purpose of selling the product or service. It is a critical business function for attracting customers. - Wikipedia
  8. 8. The Marketing Cycle • Determine customer needs • New products or services are developed • Prices are set • Distribution in place • Promotion of all kinds to create demand • Sell: Satisfy customer needs • Measure and adjust
  9. 9. The Good News vs. Big Biz • You're a small business • You‟re nimble • You're adaptable • Extra bit of TLC
  10. 10. The New Marketing Stop interrupting people and start engaging with them.
  11. 11. Image credit: http://www.gapingvoid.com
  12. 12. New Marketing Brand Brand Brand Brand Brand Brand Brand Brand Brand
  13. 13. Conversion Drives ROI • Getting the user to convert (make a purchase, download a case study, etc) is what you are after. • Use calls to action to drive conversions.
  14. 14. Research & Surveys
  15. 15. 2. Research & Surveys Story of a restaurant who blew it
  16. 16. Correct Marketing Sequence 1. Research & Surveys 2. Prepare a plan 3. Execute 4. Monitor and adjust
  17. 17. Surveys 1. Survey your customers 2. Survey your prospects 3. Survey from a purchased list (targeted audience) 4. Use survey software e.g. SurveyMonkey, Consta nt Contact
  18. 18. Past Sales 1. What sold the best? 2. What sold the least? 3. What products or services have the highest profits?
  19. 19. Get Hot Buttons From Surveys • A hot button is a cue that triggers an emotion in a prospective buyer that causes that person to buy that product. • It's a cue that causes a person to buy something or to execute some action--like purchasing something you're selling. • A hot button is an emotional pull, or even a statement that makes the earth move for someone. • It's how you talk about your product or service and speak directly to a customer's needs in terms of his or her personal buying motivations.
  20. 20. Use the Hot Buttons • From Surveys you got buttons • E.g. for a dentist in Seattle a keyword would be “Dentist Seattle” but the hot button might be “A Beautiful Smile”.
  21. 21. The Green Positioning = More Ethical
  22. 22. Ongoing Surveys One of the best survey questions ever. To an existing customer: Would you refer us to someone else?
  23. 23. Pricing
  24. 24. Lowest Price Don‟t discount yourself out of business
  25. 25. Pricing Strategy You don‟t have to be cheaper than your competition
  26. 26. The Competition You can‟t beat your big competitors with lower prices!
  27. 27. The Solution • Provide high quality, personal service • Change your product line different than big competitors • Add services – supply and install • Do services only e.g. hardwood flooring installer
  28. 28. Make Your Website Visible
  29. 29. Memo: A billion people search on Google every day
  30. 30. The Objective
  31. 31. SEO • Short for search engine optimization. • The process of increasing the amount of visitors to a website by ranking high in the search results of a search engine.
  32. 32. Internet searchers rarely look beyond the first page
  33. 33. Organic Search Results The „natural‟ or organic search results that appear in the main body of the SERP (search engine results page). Paid ads appear in the right column and sometimes at the top.
  34. 34. Organic Listings
  35. 35. #1 on National Search Results
  36. 36. #1 on Local Search Results
  37. 37. Think Like Google (it pays) • Google is a giant advertising platform but needs people to see the ads. • Google‟s goal is to deliver relevant search results – not spam. • If the searcher finds what they were looking for – they will continue using Google as a search engine.
  38. 38. Website Visitors Good Offer Sales
  39. 39. Successful SEO • The site itself must be optimized – Key word research and content strategy – Write new content for web pages using key words – Design, programming, tags, etc per the strategy and key words • Link building with new editorial content (blog, press releases, articles) which Google places heavy emphasis on.
  40. 40. Keyword Research Buy your product Build SEO Friendly Site Lead Generation Optimize Site Register Site Back Links
  41. 41. Content Marketing
  42. 42. Customers Have Choices • Ads rate low in trust factor • Junk mail is just that • Newspapers are disappearing • Skip TV ads with mute or a DVR
  43. 43. Enter Content Marketing “Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” Source: Content Marketing Institute
  44. 44. Think Like a Publisher
  45. 45. Content Marketing Blogs Newsletters Readers Computers Leads Sales Funnel Prospects Sales
  46. 46. Use Social Media Push out your content – blog posts, short messages, events, promotions, images
  47. 47. Email is Your Best Friend
  48. 48. “85% of internet users use email, vs. 62% who use social networking” - Study by Ipsos
  49. 49. “…when a group of small-business owners were recently asked which marketing activities they find most effective, 83 percent had email marketing at the top of their lists. “Email remains the preferred method of communication among consumers.” - Open Forum from American Express
  50. 50. Even Your Social Media Accounts Updates Use Email
  51. 51. Use Auto Responders • Welcome emails • Thank-you emails • Series emails
  52. 52. Create Great Email Content • Feature article e.g. “How to Use Facebook for New Business” • Summarize your blog posts • Others’ content • Make it personal
  53. 53. Email Promoting Video
  54. 54. Grow Your Email List
  55. 55. Focus on Quality
  56. 56. Under Promise, Over Deliver • • • • Better quality Longer-lasting Prompt delivery Fast response to issues • Better customer service
  57. 57. Bean Counters
  58. 58. Cut Expenses? Often when business slows down the first expense to be cut is promotion. Bad idea.
  59. 59. Reducing Promo Budgets? “I avoid clients for whom advertising is only a marginal factor in their marketing mix. “They have an awkward tendency to raid their advertising appropriations whenever they need cash for other purposes.” – David Ogilvy, Advertising Visionary
  60. 60. Source: Wikipedia
  61. 61. Let Them Trust Your Business
  62. 62. Trust Factors (Badges)
  63. 63. Gain Prospect’s Trust
  64. 64. Bottom of Web Page
  65. 65. Dr. Mercola
  66. 66. Referrals
  67. 67. Benefits of Referrals It‟s easier to get an appointment with a referral You get “trust” much faster Often it‟s easier to close the sale. Price is generally less of an issue
  68. 68. Steps in Referrals • Ensure customers are delighted with your services or products • Emphasis on customer service • Aim to exceed client‟s expectations • Ask for referrals • Ask for testimonials
  69. 69. ½ Putting it all Together
  70. 70. Integrated Marketing Strategy Offline Marketing Email Web Site Blog & Content Creation Referrals Social Media
  71. 71. Final Thoughts Strive to be amazing to work with & make the services/products you deliver beyond outstanding.
  72. 72. Takeaways Do some homework – surveys & research Create a plan Get content created Get it out – email, website, social media Regular review & adjust Be the best you can
  73. 73. More Leads? More Sales? Free Internet Marketing Analysis Doug Hay doug@doughayassoc.com Direct: 250-756-0306 Toll Free: 877-226-3823
  74. 74. Copyright Notice All materials contained in these presentations are protected by Canadian and United States copyright law and may not be reproduced, distributed, transmitted, displayed, published or broadcast without the prior written permission of Doug Hay. The names of actual companies, products or images mentioned herein may be the copyright or trademarks of their respective owners.