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Digital Marketing for Small Business


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Digital Marketing for Small Business

Digital Marketing for Small Business

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  • 1. Digital Marketingfor Small Business
    Jim Locke, Principal
    ResultWorx Technology Group
  • 2. Do you market online NOW?
    Do you have a website?
    Do you have an e-mail newsletter?
    Do you have a blog?
    Are you active on any social networks?
  • 3. Some Interesting Facts
    Welcome to the Social Media Revolution!
  • 4. A Few More Statistics
    • Social networks and blogs are the 4th most popular activity online (more popular than personal e-mail)
    • 5. 67% of users are active in a member community
    • 6. 10% of all time on Internet is spent on social networks
    • 7. 80% of companies use LinkedIn as a primary tool to find employees
    • 8. 77% of all active Internet users regularly read blogs
    • 9. 70% of consumers and businesses use search engines to find local businesses
  • Yet…
    44% of small businesses do not have a website!
  • 10. Why Market Online?
    The Internet levels the playing field, providing broad market reach to all participants
    Low Cost
    Opportunities to educate and inform clients
    Good content improves search engine results
    Opportunities to establish yourself as an expert in your field
  • 11. Outbound vs. Inbound
    Outbound Marketing
    Print, Radio, Television, Direct Mail
    Goal: Catch the customer’s eye
    Inbound Marketing
    Blogs, Social Media, E-mail, Video, Podcasts, Text
    Goal: Give the client valuable content that drives him to your site
  • 12. Digital Marketing vs. SEO
    Digital Marketing
    More Science than Art
    Content Driven
    Easy to Maintain
    Can be self maintained
    Easier to Track Success
    Search Engine Optimization
    More Art than Science
    Controlled by Large Companies
    Difficult to Maintain
    Regular professional maintenance required
    Difficult to track results
  • 13. What about Pay per Click Ads?
    Pay per click (PPC) advertising (e.g. Google Adwords) is based on keywords
    Dominated by large companies
    Can be expensive
    If you get the right keywords, KEEP THEM!
    Only read by 25% of people who search the Internet
    Social Media PPC is a different ball game…
  • 14.
  • 15. Getting Started…
    Reserve your “brand” name
    Manage your reputation
    Profiles and Pages
    Building Communities
    Social Media Advertising
  • 16. Reserve your “Brand”
    Names on social networks are going FAST!
    Reserve your business and personal brands
    Use a service like KnowEm to check name availability
  • 17. Manage your Reputation
    Do you know what others are saying about you and your business online?
    Google your name and business name
    Setup Google Alerts to monitor your reputation
    Use tools like SocialMention to see what is being said about you on social networks
    Respond to positive and negative comments alike – It is considered Customer Service!
  • 18. Profiles
    Establish profiles for yourself and your key employees on LinkedIn and Facebook
    Tip: Link to your website
    Tip: Get LinkedIn Recommendations
    Establish profiles (or pages) for your company on LinkedIn and Facebook
    Profiles should be similar on all services
    Building a Personal Identity
    Building a Corporate Identity
  • 19. Company Pages
    Establish a page for your company on Facebook
    Your Facebook Page is a social gathering place for clients and customers
    Use invitations and short term pay-per-click ads to gather at least 25 “fans” quickly
    Get one TODAY, even if you don’t have a webpage!
    Establish a company profile on LinkedIn
  • 20. Blogging
    Blogging is an excellent way to establish yourself as an expert and inform and educate clients
    Content may be syndicated to other sites (e.g. your website) which will improve your ability to be found easily on the Internet
    All blogs and websites should include an e-newsletter and RSS feed
  • 21. Microblogging
    The most popular microblogging service is Twitter
    Twitter experts recommend that you update your status regularly
    Services like Twitterfeed and can make this easier and update multiple sites at once
  • 22. E-mail
    An E-mail newsletter is still very effective for driving traffic to your site.
    Utilize an e-mail news service to ensure compliance with the CAN-SPAM Act
    E-mail signatures
    Follow Me
    News Feeds from your blog
  • 23. Building Community
    Use Facebook, LinkedIn or other platforms to build communities around issues or clients
    Allow clients to interact and support each other
    Provide information and guidance
    Communities can be open or closed
  • 24. Social Media Advertising
    Sold on pay per click or impression basis
    Utilizes keywords and demographic information to target an audience
    Easy to measure and manage
    Run several campaigns in rotation and tweak
    Focus on a promotion, event, etc.
  • 25. Putting Social Media to Work
    Pick your tools carefully and integrate them into your work life; Start with
    Google Reader
    Write once, syndicate the rest
    Limit the time you spend on social media
    Measure your results
  • 26. Resources
    Download the Digital Marketing Toolbar
    News, resources and information to get you started with Digital Marketing
    Download profile worksheets and presentations
    Learn about Digital Marketing “in plain English”
    Much more…
    Join our Digital Marketing Group on LinkedIn®
    Follow us on Facebookor Twitter
  • 27. Questions
    Follow Us:
    ResultWorx Blog
    Please feel free to contact us:
    Jim Locke
    (626) 689-4491