Digital Marketing for Small Business v3

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Digital Marketing for Small Business v3

Digital Marketing for Small Business v3

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  • 1. Digital Marketing for 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?
      • LinkedIn
      • Facebook
      • Twitter
      • Other?
    • What about mobile apps, text, QR codes?
  • 3. Some Interesting Facts
    • Welcome to the Social Media Revolution!
  • 4. A Few More Statistics
    • Social networks and blogs are the 4 th most popular activity online (more popular than personal e-mail)
      • 67% of users are active in a member community
      • 10% of all time on Internet is spent on social networks
    • 80% of companies use LinkedIn as a primary tool to find employees
    • 77% of all active Internet users regularly read blogs
    • 70% of consumers and businesses use search engines to find local businesses
    • 25% of online ads are viewed on Facebook; Greater than Google, Yahoo or Bing.
  • 5. Yet…
    • 44% of small businesses STILL don’t have a website!
  • 6. 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
  • 7. The Shift to Inbound Marketing
    • Outbound Marketing
      • Print, Radio, Television, Direct Mail, Pay-per-click
      • 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 and encourages them to come back
  • 8.  
  • 9. How do you market?
  • 10. Getting Started…
    • Reserve your “brand” name
    • Manage your reputation
    • Local Search
    • Profiles and Pages
    • Blogging
    • E-mail
    • Building Communities
    • Internet Advertising
  • 11. 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
    • DO IT TODAY!
  • 12. 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!
  • 13. Local Search
    • According to Google, 73% of all searches are related to local content
    • 43% of Internet users search for local merchants when considering a purchase – ComScore
    • How visible are YOU?
      • Use tools like Yext and AmIVisible to find out…
  • 14. “ Places” You Should Be
    • Online Directories
      • CitySearch, Whitepages, Yellowbook, YP.com, Superpages.com
    • Local Search
      • Google Places , Bing Local , Yahoo Local
    • Social Sites
      • Facebook Places , Foursquare, Yelp!
      • Encourage customers to “check in”
  • 15. 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
  • 16. Company Pages
    • Establish a page for your company on Facebook
      • Your Facebook Page is a social gathering place for clients, customers and prospects
      • 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
      • Link your employee profiles and Twitter account to the company page
  • 17. 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
  • 18. Microblogging
    • The most popular microblogging service is Twitter and it connects to many other social networks, directories, profiles, etc.
    • Twitter experts recommend that you update your status regularly
    • Services like Twitterfeed, SNSAnalytics, Ping.fm and Dlvr.it can make it easier and update multiple sites at once
  • 19. E-mail
    • An E-mail newsletter is 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
  • 20. 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
    • Create groups on popular social networks like Facebook and LinkedIn to get started
  • 21. 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…
  • 22. Social Media Advertising
    • Targets people based more on who they are rather than what they are searching for.
    • Sold on pay per click or impression basis
    • Easy to measure and manage
      • Run several campaigns in rotation and tweak
      • Focus on a promotion, event, etc.
    • Inexpensive – About 1/3 the cost of AdWords
  • 23. Putting Social Media to Work
    • Pick your tools carefully and integrate them into your work life; Start with
      • Google Reader , HootSuite , Delicious , MailChimp
    • Use a blog to write once, syndicate the rest
    • Drive prospects to your site with valuable content; Collect basic contact information
    • Limit the time you spend on social media
    • Register for local search
    • Measure your results
  • 24. For the Trail Blazers…
    • Consider building your own mobile application
    • Incorporate QR codes into your marketing
      • Put them on business cards, brochures, flyers and other direct marketing pieces
      • Add them to your direct mail campaigns
    • Build online places that offer
      • Check-ins, coupons, etc.
      • Encourage customers to post reviews
  • 25. 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 Facebook or Twitter
    • Ask about a free consultation
  • 26.
    • Please feel free to contact us:
    • Jim Locke
    • (626) 689-4491
    • [email_address]
    Follow Us: Facebook.com/ResultWorx Twitter.com/ResultWorx ResultWorx.com