The 7 Deadly Sins of Small Business Marketing

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More important than all the different marketing actions you should do are the ones that you really, really shouldn't be doing.

The internet has evolved significantly, and the best way to market your business online has also had to change to keep up. Learn what the 7 deadly sins of small business marketing are, and why you should be avoiding them at all costs.

Published in: Marketing, Business, Technology
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The 7 Deadly Sins of Small Business Marketing

  1. 1. Dead Simple Internet Marketing™ The 7 Deadly Sins of Small Business Marketing 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
  5. 5. More Leads? More Sales? Free Internet Marketing Analysis Doug Hay, CEO 1-877-226-3823  www.doughayassoc.com doug@doughayassoc.com
  6. 6. Not Embracing Marketing
  7. 7. What is Marketing Anyway? “Marketing is the process of getting a product or service from a company to its end customers from product development through to the final sale and post purchase support.” - Heidi Cohen I love Marketing!
  8. 8. Parts of Marketing • • • • • • • • • Research Surveys Product design Business model Promotion Design Website Social media Sales training • • • • • • • • Competitors Target audiences eMail Sales Customer service Referrals Advertising Being profitable
  9. 9. Image credit: www.technoligence.com/
  10. 10. Memo Involve all your team members in marketing
  11. 11. Marketing Strategy Research Plan Do It Track & Adjust
  12. 12. News Flash Marketing is an Investment in your success. Don’t let your accountant “save” you into business failure.
  13. 13. Integrated Marketing Strategy
  14. 14. Integrated Marketing Strategy Offline Marketing
  15. 15. Integrated Marketing Strategy Offline Marketing Email
  16. 16. Integrated Marketing Strategy Offline Marketing Email Referrals
  17. 17. Integrated Marketing Strategy Offline Marketing Email Referrals
  18. 18. Integrated Marketing Strategy Offline Marketing Email Web Site Referrals
  19. 19. Integrated Marketing Strategy Offline Marketing Blog & Content Email Web Site Referrals
  20. 20. Integrated Marketing Strategy Offline Marketing Email Web Site Blog & Content Referrals Social Media
  21. 21. New Marketing Brand Brand Brand Brand Brand Brand Brand Brand Brand
  22. 22. Not Having & Optimizing A Website
  23. 23. Memo: A billion people search on Google every day
  24. 24. How can our site get found? Your Web Site
  25. 25. Heads Up Users very rarely go past page one in their search activities
  26. 26. 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.
  27. 27. Memo If people can’t find your website, a great design won’t matter plus the biz goes to your competition.
  28. 28. 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.
  29. 29. #1 on National Search Results
  30. 30. #1 on Local Search Results
  31. 31. SEO Keywords • 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. SEO Objectives 1. Improve website search engine rankings. 2. Interest visitors, hold their attention and get them to convert.
  33. 33. Memo You can’t fool Google with black hat techniques.
  34. 34. Need a call to action on landing pages Website Visitors Good Offer Sales
  35. 35. Calls to Action Call Now! 888-888-8888 Connect with Us Name: _______________ Email: ________________ Place Order Here
  36. 36. Quality Web Pages The text for a web page should: • Get good rankings in the search engines • Has to read well and fully meet the needs of the visitors.
  37. 37. ROI For SEO Can go through the roof, shaming just about every other component of your marketing plan. - Forrester Research
  38. 38. Not Creating Content Like Blogs
  39. 39. 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
  40. 40. Inbound Marketing is More Effective
  41. 41. More than eight out of ten companies surveyed said they were using some type of content marketing to better engage with potential and existing clients. “The future of marketing is not about selling so much as it is about engaging. This is what resonates with customers and why marketers have embraced content marketing in such large numbers." Source: Survey, conducted by HiveFire
  42. 42. You can buy attention (advertising). You can beg for attention from the media (PR). You can bug people one at a time to get attention (sales). Or you can earn attention by creating something interesting and valuable and then publishing it online for free.” –David Meerman Scott, Best-Selling Author & Speaker
  43. 43. Think Like a Publisher Web site Video White Papers Blogs Press Releases Emailed Newsletters Case Studies Audio Articles
  44. 44. Content Marketing Blogs Newsletters Readers Social Media Leads Sales Funnel Prospects Sales
  45. 45. Technorati Media - 2013 Digital Influence Report
  46. 46. Blogs Outrank Social Networks for Consumer Influence: New Research Social Media Examiner: http://www.socialmediaexaminer.com/blogs-outrank-socialnetworks-for-consumer-influence-new-research/
  47. 47. Benefits of Blogging • Get connected with prospects • Helps make your website show up in Google • Generates leads • Key part of content marketing • Use in Social Media • Helps your reputation management • Allows you to connect with influencers • Tool to grow a following • Low cost marketing
  48. 48. Blogging Success
  49. 49. Daily Blog Posts by Email
  50. 50. Social Media Stats: • Website: Ana White Homemaker • Facebook: (Under “Knock-off Wood”): 50,000 (2012) fans • Twitter: 2,550 followers • YouTube: 30 videos Highlights: • Ana White’s blog draws nearly three million unique page views every month. • 90-95% of her Facebook content comes from fans, and she leaves it all public. • Pinterest is the #1 referring site to her blog, bringing 6,000 unique visitors a day. • In year two, the blog began bringing in enough advertising revenue to support her family. Source: http://www.socialmediaexaminer.com/how-alaskan-mom-brings-millions-to-her-carpentry-blog/ (2012)
  51. 51. “Do you have advice for other women who might aspire to a blog-to-book career like yours? I put 90% of my time into creating content and 10% into other stuff like answering emails, social media, and promoting posts. If I had started with the opposite, just 10% on content and 90% on promotion, I don’t think I would be here today. Try to create content that’s so valuable it shares itself, and then you can focus on doing what you love.” Read more: http://www.thegrindstone.com/2012/10/17/mentors/homemaker-anawhite-i-would-love-to-be-the-rachael-ray-of-diy-719/#ixzz2YT6TWQVQ
  52. 52. Facebook Guru
  53. 53. Online Press Releases
  54. 54. Video
  55. 55. Every minute users upload 20 hours of video. Streams 100 million videos daily. #2 Search Engine.
  56. 56. Webinars
  57. 57. Content is king Search Engines • Search engines will crawl your website more often if you have a blog which is updated regularly
  58. 58. Memo Write great content for your target audience and the search engines will reward you!
  59. 59. Create Great Content by Blogging Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  60. 60. Blogging Attracts More Links Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
  61. 61. Blogging Attracts More Visitors
  62. 62. Blogging Generates Leads
  63. 63. Thinking e-Mail is “Old” Marketing
  64. 64. infographic from VisibleGains
  65. 65. “Respondents spent more time per week with email than any other digital activity—an hour more than popular digital diversions such as Facebook and texting.” - May 2013 survey of US internet users, conducted by ad agency The Buntin Group and survey research firm Survey Sampling International
  66. 66. Even Your Social Media Accounts Updates Use Email
  67. 67. Discounts & Coupons 7 in 10 people say they made use of a coupon or discount from a marketing email in the prior week. - 2012 Blue Kangaroo Study
  68. 68. Is it Valuable? Create content so valuable that people will rush to sign up for your email and tell their friends.
  69. 69. Great Email Examples
  70. 70. Daily High Quality Content
  71. 71. Mari Smith’s Newsletter
  72. 72. 3 Articles Written by Others
  73. 73. Make it Easy to Subscribe
  74. 74. YOUR EMAIL LIST IS GOLD
  75. 75. Ignoring Social Media
  76. 76. “Remember: social media is social for a reason. These networks were originally created for humans to interact with other humans, not marketers to interact with leads.” - The Future of Social Media Marking according to HubSpot
  77. 77. Social Media Profiles • Pick ones that are relevant to your business • Use your keywords • Be consistent
  78. 78. “People buy from people they like” - Teana McDonald, founder of My Little Diva Accessories, as quoted by The Miami Herald
  79. 79. New Marketing Brand Brand Brand Brand Brand Brand Brand Brand Brand
  80. 80. Social Media Strategy 1. Research and listening 2. Create a content strategy 3. Choose tools & create content 4. Engage 5. Measure
  81. 81. Deploy tools that will be beneficial to your business vs. “be everywhere” strategy.
  82. 82. Better Financial Performance • Significant positive financial results for the companies who have the greatest breadth and depth of social media engagement. Source: The ENGAGEMENTdb study (www.engagementdb.com)
  83. 83. Social Media is for Leads and Sales Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
  84. 84. Social Media Marketing… Givers Get
  85. 85. Ignoring Your Online Reputation
  86. 86. Consumer Generated Content “We have officially lost control of when and where our messages are being consumed – a fact that would be obvious if we looked at our own behavior. With the ubiquity of social media and the instant access provided by the Internet, consumers are now in control of how they interact with your brand.” - Forbes, May 2013
  87. 87. Still There After 2 Years
  88. 88. Search: sony vs lg flat screen tv
  89. 89. Online Reputationrch Engines Protect your online reputation by publishing online a variety of content
  90. 90. Sequence of Getting Reviews 1. Great service/products 2. Great customer service 3. Customers willing to recommend you - not fake 4. Customers are active on the review site such as Yelp or Google+ 5. Customer posts a review 6. Avoid too many at one time
  91. 91. Use Social Media • Authoritative domains • Push out your content – blog posts, video, images
  92. 92. You Want Citations • “Citations are "mentions" of your business name and address on other webpages, even if there is no link to your website. • “Citations are a key component of the ranking algorithms of the major search engines. Other factors being equal, businesses with a greater number of citations will probably rank higher than businesses with fewer citations.” – GetListed.org
  93. 93. Name, Address, Phone Number NAP NAP NAP NAP
  94. 94. Where to get Citations • Chamber of Commerce • Professional Associations • Online Yellow Pages • Business Indexes • Local Blogs • Social Media
  95. 95. Register With Each Search Engine Register with • Google+ Local • Yahoo Local • Bing Local
  96. 96. Answer or Not? Public Relations 101: You need to fill the vacuum with information that forwards your position
  97. 97. Take notice – they are the #1 review service Yelp attracts tens of millions of U.S. visitors each month.
  98. 98. Actions 1. Claim Your Listing 2. Encourage legit reviews with active Yelpers 3. Hold an Event (they are active Yelpers)
  99. 99. Not Knowing Your Buyer Personas
  100. 100. Your audience
  101. 101. Tell Your Story Who Are Your Buyers? • Analyze past sales • Market research • Surveys • Ask sales staff
  102. 102. People Know Other People
  103. 103. What’s in it for them?
  104. 104. Not Keeping Stats
  105. 105. Measure
  106. 106. Takeaways Get your full team to embrace marketing Have a great website Create & publish quality content Engage on social media Know your target audiences Keep stats and adjust for what works
  107. 107. More Leads? More Sales? Free Internet Marketing Analysis Doug Hay, CEO 1-877-226-3823  www.doughayassoc.com doug@doughayassoc.com
  108. 108. 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.
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