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The 7 Deadly Sins of Small Business Marketing
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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. ...

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.

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    The 7 Deadly Sins of Small Business Marketing The 7 Deadly Sins of Small Business Marketing Presentation Transcript

    • Dead Simple Internet Marketing™ The 7 Deadly Sins of Small Business Marketing Presenter: Doug Hay, CEO
    • 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
    • Agenda 1 Presentation 2 Q&A 3 Ask for Slides
    • 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
    • More Leads? More Sales? Free Internet Marketing Analysis Doug Hay, CEO 1-877-226-3823  www.doughayassoc.com doug@doughayassoc.com
    • Not Embracing Marketing
    • 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!
    • 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
    • Image credit: www.technoligence.com/
    • Memo Involve all your team members in marketing
    • Marketing Strategy Research Plan Do It Track & Adjust
    • News Flash Marketing is an Investment in your success. Don’t let your accountant “save” you into business failure.
    • Integrated Marketing Strategy
    • Integrated Marketing Strategy Offline Marketing
    • Integrated Marketing Strategy Offline Marketing Email
    • Integrated Marketing Strategy Offline Marketing Email Referrals
    • Integrated Marketing Strategy Offline Marketing Email Referrals
    • Integrated Marketing Strategy Offline Marketing Email Web Site Referrals
    • Integrated Marketing Strategy Offline Marketing Blog & Content Email Web Site Referrals
    • Integrated Marketing Strategy Offline Marketing Email Web Site Blog & Content Referrals Social Media
    • New Marketing Brand Brand Brand Brand Brand Brand Brand Brand Brand
    • Not Having & Optimizing A Website
    • Memo: A billion people search on Google every day
    • How can our site get found? Your Web Site
    • Heads Up Users very rarely go past page one in their search activities
    • 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.
    • Memo If people can’t find your website, a great design won’t matter plus the biz goes to your competition.
    • 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.
    • #1 on National Search Results
    • #1 on Local Search Results
    • 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.
    • SEO Objectives 1. Improve website search engine rankings. 2. Interest visitors, hold their attention and get them to convert.
    • Memo You can’t fool Google with black hat techniques.
    • Need a call to action on landing pages Website Visitors Good Offer Sales
    • Calls to Action Call Now! 888-888-8888 Connect with Us Name: _______________ Email: ________________ Place Order Here
    • 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.
    • ROI For SEO Can go through the roof, shaming just about every other component of your marketing plan. - Forrester Research
    • Not Creating Content Like Blogs
    • 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
    • Inbound Marketing is More Effective
    • 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
    • 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
    • Think Like a Publisher Web site Video White Papers Blogs Press Releases Emailed Newsletters Case Studies Audio Articles
    • Content Marketing Blogs Newsletters Readers Social Media Leads Sales Funnel Prospects Sales
    • Technorati Media - 2013 Digital Influence Report
    • Blogs Outrank Social Networks for Consumer Influence: New Research Social Media Examiner: http://www.socialmediaexaminer.com/blogs-outrank-socialnetworks-for-consumer-influence-new-research/
    • 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
    • Blogging Success
    • Daily Blog Posts by Email
    • 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)
    • “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
    • Facebook Guru
    • Online Press Releases
    • Video
    • Every minute users upload 20 hours of video. Streams 100 million videos daily. #2 Search Engine.
    • Webinars
    • Content is king Search Engines • Search engines will crawl your website more often if you have a blog which is updated regularly
    • Memo Write great content for your target audience and the search engines will reward you!
    • Create Great Content by Blogging Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
    • Blogging Attracts More Links Source: Data from over 1,500 small businesses - http://bit.ly/XDkQV
    • Blogging Attracts More Visitors
    • Blogging Generates Leads
    • Thinking e-Mail is “Old” Marketing
    • infographic from VisibleGains
    • “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
    • Even Your Social Media Accounts Updates Use Email
    • 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
    • Is it Valuable? Create content so valuable that people will rush to sign up for your email and tell their friends.
    • Great Email Examples
    • Daily High Quality Content
    • Mari Smith’s Newsletter
    • 3 Articles Written by Others
    • Make it Easy to Subscribe
    • YOUR EMAIL LIST IS GOLD
    • Ignoring Social Media
    • “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
    • Social Media Profiles • Pick ones that are relevant to your business • Use your keywords • Be consistent
    • “People buy from people they like” - Teana McDonald, founder of My Little Diva Accessories, as quoted by The Miami Herald
    • New Marketing Brand Brand Brand Brand Brand Brand Brand Brand Brand
    • Social Media Strategy 1. Research and listening 2. Create a content strategy 3. Choose tools & create content 4. Engage 5. Measure
    • Deploy tools that will be beneficial to your business vs. “be everywhere” strategy.
    • 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)
    • Social Media is for Leads and Sales Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
    • Social Media Marketing… Givers Get
    • Ignoring Your Online Reputation
    • 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
    • Still There After 2 Years
    • Search: sony vs lg flat screen tv
    • Online Reputationrch Engines Protect your online reputation by publishing online a variety of content
    • 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
    • Use Social Media • Authoritative domains • Push out your content – blog posts, video, images
    • 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
    • Name, Address, Phone Number NAP NAP NAP NAP
    • Where to get Citations • Chamber of Commerce • Professional Associations • Online Yellow Pages • Business Indexes • Local Blogs • Social Media
    • Register With Each Search Engine Register with • Google+ Local • Yahoo Local • Bing Local
    • Answer or Not? Public Relations 101: You need to fill the vacuum with information that forwards your position
    • Take notice – they are the #1 review service Yelp attracts tens of millions of U.S. visitors each month.
    • Actions 1. Claim Your Listing 2. Encourage legit reviews with active Yelpers 3. Hold an Event (they are active Yelpers)
    • Not Knowing Your Buyer Personas
    • Your audience
    • Tell Your Story Who Are Your Buyers? • Analyze past sales • Market research • Surveys • Ask sales staff
    • People Know Other People
    • What’s in it for them?
    • Not Keeping Stats
    • Measure
    • 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
    • More Leads? More Sales? Free Internet Marketing Analysis Doug Hay, CEO 1-877-226-3823  www.doughayassoc.com doug@doughayassoc.com
    • 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.