1. Small Business Marketing:
How to be found in a crowded market
Debra Murphy
debra@masterful-marketing.com
www.facebook.com/MasterfulMarketing
www.twitter.com/MasterfulMktg
www.linkedin.com/in/DebraMurphy
http://gplus.to/MasterfulMarketing
© 2011 Masterful Marketing® 1

2. Agenda
Small Business Marketing
 What’s changed and what hasn’t?
 What is social media marketing?
 Benefits and challenges of online marketing
Marketing on the Internet Channel
 Do you have a Web presence?
 Have you defined you online marketing strategy?
 How do you get started with the tools?
 What’s your Internet marketing system?
© 2011 Masterful Marketing® 2

3. Small Business Marketing
What Has Changed?
Buyers research service providers on
the Internet long before engaging in a
sales process
Online third-party feedback (from
people they don’t know) influences
decision
Perception of your expertise is based
on what they find (or don’t find)
Potential buyers may choose to
engage with you through social
networks to learn more about you
Social media and the social web give
you access to a world of new markets
and new customers
© 2011 Masterful Marketing® 3

4. Small Business Marketing
What Hasn’t Changed?
You still need a marketing plan
 Identify your target market
 Discover what makes you
different
 Develop / refine your brand
 Price and package your services
 Define your marketing goals
 Identify marketing strategies &
tactics to achieve goals
 Execute plan
© 2011 Masterful Marketing® 4

5. What Makes You Different?
Understand what your ideal
client really wants and deliver
it better than anyone else
How to differentiate:
 Pick a niche within your area of
expertise and become known as
THE expert
 Package your services in a way
that appeals to your ideal client
© 2011 Masterful Marketing® 5

6. Packaging & Pricing
Are you offering the correct
services that appeal to your
ideal client?
Are they packaged so they
present a valuable offering?
Are they value priced so that
you get more money for your
time but your ideal client
feels good about the value
these services provide?
© 2011 Masterful Marketing® 6

7. Small Business Marketing
What Works?
Traditional: Digital (Online/Internet):
 Word of Mouth / Referrals  Social Media
 Partnerships / Alliances  Search Engine
 Public Relations  Email Direct Marketing
 Direct Marketing  Content Marketing
 Advertising  Advertising
 Events (seminars,  Events (webinars / tele-
conferences, tradeshows) clinics, virtual conferences)
© 2011 Masterful Marketing® 7

8. Small Business Marketing
Benefits of Online Marketing
Levels the playing field
Positions you as the expert in
your industry
Increases online exposure
Develops relationships / grows
contact list
YOU
Encourages online WOM
Influences purchase decisions
Increases your reach
Drives visitors / generate leads
© 2011 Masterful Marketing® 8

9. Small Business Marketing
Challenges of Online Marketing
Requires:
 A strategy on how to approach it for
your business
 A marketing system to ensure
consistency
 A definition of what makes you
different to stand out from the
crowd
 A valuable offer (content,
information) to get attention
 Understanding how to sell without
selling
 A plan for how to prioritize time,
energy and money for best results
© 2011 Masterful Marketing® 9

10. Getting Started
Determine your web presence
Define your online marketing strategy
Establish your online home base hub
Identify your social media strategy
Begin building your profiles
Develop a system to maintain consistency
© 2011 Masterful Marketing® 10

11. Do You Have a Web Presence?
Do a “vanity search” – search your
name and business name – what’s
your first impression?
Review your brand – name, logo,
color scheme
 Is it aligned with who you really are?
 Is it consistent across all your web
properties?
Review your website – is it up to
date and easy to update?
Review your existing profiles on
social networks – are they
consistent and project your value?
Set up Google Alerts for your
name and your business name
© 2011 Masterful Marketing® 11

12. Define your Online Marketing Strategy
Create a professional Search
Engine
website/blog as the Marketing
hub (or home base) Social
Advertising
Media
Develop a content
Website
marketing strategy Blog
Define your online Keywords
SEO
marketing activities
Tele-clinics Article
Define a system for Webinars Marketing
success
Email
Marketing
© 2011 Masterful Marketing® 12

13. Establish Your Home Base
Companies that blog get 55% more website visitors and 79%
more Twitter followers - Hubspot
Set up your Web site / blog as your home base
 Research your keywords
 Implement search engine optimization
 Develop a comment strategy
 Develop a list building strategy
 Syndicate your content to maximize backlinks
 RSS Feeds
 Article marketing sites
© 2011 Masterful Marketing® 13

14. 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. – Junta42
Develop a content marketing strategy
 Know what you want to achieve
 Identify the content your ideal prospect wants/needs
 Repurpose content you already have – create new
when needed
 Don’t try to do it all – stay focused on a couple of
content types (blogs, e-books, white papers, video,
photos)
© 2011 Masterful Marketing® 14

15. Social Media Strategy
Research your target audience:
 Where are they online?
 Research shows B2C are more successful on Facebook / B2B are better at
engaging their LinkedIn contacts
 Listen to what they have to say
Determine how you can help, educate and gain visibility
Identify the tactics for engaging your target audience and attract
them to you
Create your complete and keyword rich profile that sets you apart
and projects your human side
Integrate your valuable content - blog posts, eBook, presentations,
audio, video posts, advice - to attract your target market
Upload a quality picture that projects YOU!
© 2011 Masterful Marketing® 15

16. Select Your Social Media Tools
Facebook
YouTube
Twitter
LinkedIn
Google Plus
© 2011 Masterful Marketing® 16

17. Marketing with Facebook
Create a Facebook
Page for your business
 Enables clients /
prospects to get to know
your business through
your content
 Directly engages with
clients / prospects
 Helps with visibility in
search engines
 Get a user name for your
page as soon as you get
to 25 fans -
www.facebook.com/username
© 2011 Masterful Marketing® 17

18. Marketing with Facebook
Add Like Box to your blog /
website
Invite your opt-in email list to
like your Facebook Page
Start a discussion so fans can
interact with each other
Acknowledge fans when they
write on your Page Wall
Create and promote events to
your fans and friends
Incorporate your Blog posts
Welcome new fans with a
welcome landing tab
Update your Page status with
tips, advice and other useful
information
© 2011 Masterful Marketing® 18

19. Marketing with YouTube
Create a branded
YouTube channel and
post regularly
Embed into blog posts
Use powerful keyword
rich titles to attract
views and SE results
http://www.socialmediaexaminer.com/16-tips-for-successful-online-video-marketing/
© 2011 Masterful Marketing® 19

20. Marketing with Twitter
Connect and network with people who:
 Share your industry
 Share your views
 Share quality information and ideas
Get instant access to what’s being said about you
or your industry
Access a steady stream of ideas, content, links,
resources and tips
Extend the reach of your thought leadership –
blog posts and other content
© 2011 Masterful Marketing® 20

21. Marketing with Twitter
Tweet:
 About topics your followers
would be interested in
 Ask questions and get opinions
 Give advice and educate
followers
 Comment on other tweets and
re-tweet something interesting
 Point to pictures and videos
 Promote blog posts (yours and
others) - put context around
what it is and why it adds value
Create a balance
 Limit self promotion
 Use 80/20 rule (80% others/20%
promotion
© 2011 Masterful Marketing® 21

22. Marketing with LinkedIn
Create a complete,
compelling profile
 Use keywords everywhere
 Headline
 Websites
 Public profile (your name)
 Summary
 Specialties
 Interests
 Get a vanity URL
Make the full view public
enabling Google, Yahoo and
Bing to index
Claim and update your
company page
© 2011 Masterful Marketing® 22

23. Marketing with LinkedIn
Get and give recommendations
Groups
 Join or create groups of interest
 Participate in discussions
 Display your expertise whenever
possible
Update your status with content
relevant to your connections
Participate in Questions & Answers
 Attract a targeted audience
 Make connections
 Share your expertise and help people
Create & promote events
Incorporate your blog,
presentations or e-books on your
profile
© 2011 Masterful Marketing® 23

24. Marketing with Google +
Edit your Google+ profile:
 Upload a higher quality photo
 Add a tagline (important!)
 Employment information
 Education
 Photo scrapbook
Make your profile keyword
rich
Link to your web properties
Stay tuned – Google+ for
businesses has not been
released!
© 2011 Masterful Marketing® 24

25. Marketing System
Consistent Flow of Information
Daily:
 Update Facebook Page
 Scan Google Reader subscriptions and share content that would be valuable to
your followers
 Check Google Alerts for mentions of your name and business name
 Respond to new Twitter, LinkedIn, Facebook and Google + connection requests
Weekly:
 Blog once a week at a minimum
 Scan LinkedIn Q&A and answer a few questions (use for blog post ideas)
 Review content for new uses (presentations, videos, screencams, articles,
ebooks, etc)
Monthly:
 Check Webmaster tools
 Check Google analytics for information on traffic
 Write a recommendation for a contact in LinkedIn, request one in return
 Review Facebook Business Page, update and add new features
© 2011 Masterful Marketing® 25

26. Get Connected, Get Found™
Schedule time to work on
your marketing and make
social media part of it
Don’t overlook any content
you create that can be
useful to your followers
Set your system up and
work it – the value of social
media on your marketing
will become evident
Be realistic on what you
can do with the resources
you have available
© 2011 Masterful Marketing® 26