Marketing with Impact      For Small BusinessSmall Business Development Centers Conference          Monterey, October 27, ...
What You’re Going To Learn Today. • How to pick a marketing partner. (Hint:   you got to kiss a lot of frogs.) • Getting i...
My Story.• Big agency  experience working  on national brands  for 18 years.                  © 2011 Whizbang
My Story.• Small agency  experience working  with local brands for  8 years.                      © 2011 Whizbang
My Story.• Both need big ideas  that get results!                  © 2011 Whizbang
Small Business Guide to Selecting a       Marketing Partner.            © 2011 Whizbang
Are You Ready?• A small business  check list:  – You have a    business plan.  – You know what    you want your    marketi...
Are You Ready?• A small business  check list:  – You have a    marketing budget.  – You have selected    someone in your  ...
Let the Kissing of Frogs Begin.          © 2011 Whizbang
Finding Marketing Mr. or Mrs. Right.  • The right fit:     – Matching your size       and goals with       your marketing ...
Finding Marketing Mr. or Mrs. Right.  • The right fit:     – Sole practitioner       vs. agency.     – Local or national  ...
Finding Marketing Mr. or Mrs. Right.• The right experience:   – Case studies.   – Client background.   – Do they walk the ...
Finding Marketing Mr. or Mrs. Right. • The right personality:    – Who’s going to work      on your business?    – Would y...
Finding Marketing Mr. or Mrs. Right• The right details:   – Billing.   – Mark-up.   – Ownership of     marketing     mater...
Ready to Make A Commitment?• Date before you  commit.• The RFP process.  – Scope of work.  – Timing.  – Etiquette.        ...
Final Thought.• “Clients get the  advertising they  deserve.” – David  Ogilvy               © 2011 Whizbang
Questions?© 2011 Whizbang
Small Business Guide to Going           Social.         © 2011 Whizbang
The Players• Facebook• LinkedIn• Twitter• YouTube  © 2011 Whizbang
FacebookWhere the masses meet.
Why Use It?• The most popular social  media site with 800 million  users.• 68% of U.S. Facebook users  said they were more...
SLO County Stats.• 60% of all businesses have a Facebook page,  on trend with national statistics.• 51% of SLO County resi...
TwitterWhere the cool people meet.
Why Use It?• Twitter ranks 9th in the world’s most popular sites.• Connect with customers and potential customers, key med...
SLO County Stats.• Less than 1% of SLO County residents use  Twitter, compared with the 13% of all  Americans using Twitte...
YouTubeWhere people like to watch.
Why Use It?• Connect with your customers, and potential customers and  bring your business to life with the power of video...
SLO County Stats.• 60% of SLO County businesses on YouTube  have less than 4,999 upload views.• 122,165 is the average upl...
LinkedInWhere business people meet.
Why Use It?• The world’s largest professional network with  50 million users.• To network with your customers, business  c...
Ready to Jump on The Social   Media Bandwagon?
Hold Your Social Media Horses.
First You Need a Plan.
Whizbang 4Cs.•   Clarity.•   Consistency.•   Creativity.•   Commitment.
Clarity.•   Clear budget.•   Clear objective.        • Create awareness.        • Increase sales.        • Market research...
Clarity.•   Clear strategy    – Who is your target audience?    – What do you want them to      do?    – How will you know...
Consistency.• Consistent brand image.• Consistent brand personality.• Consistent posting presence.      • Hootesuite.     ...
Creativity.• Creativity with your content.   – Is your content relevant,     engaging, memorable and     actionable?• Crea...
Commitment.• Commitment to social media success.   – Posting regularly.   – Engaging authentically (a two way conversation...
Social is Just One Tactic.
Don’t Put All Your Eggs in One Basket.• Use the 70, 20, 10 rule.
Don’t Put All Your Eggs in One Basket.• Use the 70, 20, 10 rule.   – 70% of budget/resources     goes to proven methods.
Don’t Put All Your Eggs in One Basket.• Use the 70, 20, 10 rule.   – 20% goes to improving the ROI     of proven methods.
Don’t Put All Your Eggs in One Basket.• Use the 70, 20, 10 rule.   – 10% on "wild skunk-work"     ideas.
Managing Your Social Presence.
Social Media Must Haves.• Social media plan.
Social Media Must Haves.• Administration rules:  – What do you do with positive    and negative comments?  – What do you d...
Social Media Must Haves.• Moderating  guidelines:  – Let your fans and    followers know    what is acceptable    and not ...
Do It Yourself Or Hire Out?• Pros  – More authentic    engagement.  – Faster response time.• Cons  – Learning curve.  – Ti...
Do It Yourself Or Hire Out?
Profile of a Social Media Superstar.*•    Humility•    Passion•    An inclusive attitude•    Engaging•    Deep niche knowl...
Profile of a Social Media Superstar*.•    A prolific content producer•    Always add value•    100% consistent•    A prove...
Questions?  © 2011 Whizbang
Thank You!   www.whizbangideas.comwww.facebook.com/whizbangideaswww.slideshare.net/whizbangideas           © 2011 Whizbang
Marketing with Impact for Small Business
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Marketing with Impact for Small Business

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Presentation to the UC Merced SBDC Network for their Monterey Conference. It covers guiding clients through marketing partner selection and navigating social media.

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Marketing with Impact for Small Business

  1. 1. Marketing with Impact For Small BusinessSmall Business Development Centers Conference Monterey, October 27, 2011 © 2011 Whizbang
  2. 2. What You’re Going To Learn Today. • How to pick a marketing partner. (Hint: you got to kiss a lot of frogs.) • Getting into social media. (Hint: don’t have a social media presence if you’re not going to be present.) © 2011 Whizbang
  3. 3. My Story.• Big agency experience working on national brands for 18 years. © 2011 Whizbang
  4. 4. My Story.• Small agency experience working with local brands for 8 years. © 2011 Whizbang
  5. 5. My Story.• Both need big ideas that get results! © 2011 Whizbang
  6. 6. Small Business Guide to Selecting a Marketing Partner. © 2011 Whizbang
  7. 7. Are You Ready?• A small business check list: – You have a business plan. – You know what you want your marketing to achieve (besides increasing sales). © 2011 Whizbang
  8. 8. Are You Ready?• A small business check list: – You have a marketing budget. – You have selected someone in your company who’s in charge of marketing. © 2011 Whizbang
  9. 9. Let the Kissing of Frogs Begin. © 2011 Whizbang
  10. 10. Finding Marketing Mr. or Mrs. Right. • The right fit: – Matching your size and goals with your marketing partners capabilities. – Ongoing or project or consulting relationship. © 2011 Whizbang
  11. 11. Finding Marketing Mr. or Mrs. Right. • The right fit: – Sole practitioner vs. agency. – Local or national focus. – Where you fit in your marketing partner’s roster of clients. © 2011 Whizbang
  12. 12. Finding Marketing Mr. or Mrs. Right.• The right experience: – Case studies. – Client background. – Do they walk the talk. (results) © 2011 Whizbang
  13. 13. Finding Marketing Mr. or Mrs. Right. • The right personality: – Who’s going to work on your business? – Would you have them to your house for a BBQ? © 2011 Whizbang
  14. 14. Finding Marketing Mr. or Mrs. Right• The right details: – Billing. – Mark-up. – Ownership of marketing materials. – File administration © 2011 Whizbang
  15. 15. Ready to Make A Commitment?• Date before you commit.• The RFP process. – Scope of work. – Timing. – Etiquette. © 2011 Whizbang
  16. 16. Final Thought.• “Clients get the advertising they deserve.” – David Ogilvy © 2011 Whizbang
  17. 17. Questions?© 2011 Whizbang
  18. 18. Small Business Guide to Going Social. © 2011 Whizbang
  19. 19. The Players• Facebook• LinkedIn• Twitter• YouTube © 2011 Whizbang
  20. 20. FacebookWhere the masses meet.
  21. 21. Why Use It?• The most popular social media site with 800 million users.• 68% of U.S. Facebook users said they were more likely to buy on a positive Facebook friend referral.• Great for business to consumer businesses and building communities.
  22. 22. SLO County Stats.• 60% of all businesses have a Facebook page, on trend with national statistics.• 51% of SLO County residents are on Facebook, on trend with national statistics.• 382 is the average number of “likes” per page, well below the national average.
  23. 23. TwitterWhere the cool people meet.
  24. 24. Why Use It?• Twitter ranks 9th in the world’s most popular sites.• Connect with customers and potential customers, key media influencers and monitor your business’ image online.• Quickly share information.
  25. 25. SLO County Stats.• Less than 1% of SLO County residents use Twitter, compared with the 13% of all Americans using Twitter.• 471 is the average number of followers for SLO County business Twitter users, above the national norm of 400.
  26. 26. YouTubeWhere people like to watch.
  27. 27. Why Use It?• Connect with your customers, and potential customers and bring your business to life with the power of video.• Average person spends 15 minutes a day on YouTube.• Increase your rank on Google. YouTube is now the 2nd largest search engine.
  28. 28. SLO County Stats.• 60% of SLO County businesses on YouTube have less than 4,999 upload views.• 122,165 is the average upload views for SLO County business YouTube channels. The national average for business YouTube channel upload views in 715,951.
  29. 29. LinkedInWhere business people meet.
  30. 30. Why Use It?• The world’s largest professional network with 50 million users.• To network with your customers, business colleagues, vendors and other vital business associations and groups.• Salespeople thrive here.
  31. 31. Ready to Jump on The Social Media Bandwagon?
  32. 32. Hold Your Social Media Horses.
  33. 33. First You Need a Plan.
  34. 34. Whizbang 4Cs.• Clarity.• Consistency.• Creativity.• Commitment.
  35. 35. Clarity.• Clear budget.• Clear objective. • Create awareness. • Increase sales. • Market research. • Customer service. • Build your email list. • Optimize other marketing efforts.
  36. 36. Clarity.• Clear strategy – Who is your target audience? – What do you want them to do? – How will you know that it is working? • Fans/followers • Web traffic (Google analytics) • Sales • Impressions – What measurement tools will you use?
  37. 37. Consistency.• Consistent brand image.• Consistent brand personality.• Consistent posting presence. • Hootesuite. • Social oomph. • Tweetdeck.
  38. 38. Creativity.• Creativity with your content. – Is your content relevant, engaging, memorable and actionable?• Creativity promoting your content.
  39. 39. Commitment.• Commitment to social media success. – Posting regularly. – Engaging authentically (a two way conversation). – Measuring often. – Making adjustments. – Rinse and repeat.
  40. 40. Social is Just One Tactic.
  41. 41. Don’t Put All Your Eggs in One Basket.• Use the 70, 20, 10 rule.
  42. 42. Don’t Put All Your Eggs in One Basket.• Use the 70, 20, 10 rule. – 70% of budget/resources goes to proven methods.
  43. 43. Don’t Put All Your Eggs in One Basket.• Use the 70, 20, 10 rule. – 20% goes to improving the ROI of proven methods.
  44. 44. Don’t Put All Your Eggs in One Basket.• Use the 70, 20, 10 rule. – 10% on "wild skunk-work" ideas.
  45. 45. Managing Your Social Presence.
  46. 46. Social Media Must Haves.• Social media plan.
  47. 47. Social Media Must Haves.• Administration rules: – What do you do with positive and negative comments? – What do you do with off topic conversations? – What do you do with questions you can’t answer? – Who checks the wall and what time?
  48. 48. Social Media Must Haves.• Moderating guidelines: – Let your fans and followers know what is acceptable and not acceptable behavior.
  49. 49. Do It Yourself Or Hire Out?• Pros – More authentic engagement. – Faster response time.• Cons – Learning curve. – Time suck.
  50. 50. Do It Yourself Or Hire Out?
  51. 51. Profile of a Social Media Superstar.*• Humility• Passion• An inclusive attitude• Engaging• Deep niche knowledge* Via Mari Smith http://www.marismith.com/ten-qualities-of-social- media-superstars
  52. 52. Profile of a Social Media Superstar*.• A prolific content producer• Always add value• 100% consistent• A proven track record* Via Mari Smith http://www.marismith.com/ten-qualities-of- social-media-superstars
  53. 53. Questions? © 2011 Whizbang
  54. 54. Thank You! www.whizbangideas.comwww.facebook.com/whizbangideaswww.slideshare.net/whizbangideas © 2011 Whizbang

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