bringing the power of online meetings to everyoneWebinar: Tips for Growing Your Small Business   with Digital Marketing an...
About MeWhat I do:- Director of Marketing, AnyMeeting.- Accelerate growth through digital marketing, social media and PR.-...
Agenda• Where do we start?• Focusing on the customer: developing buyer personas• Trends: paid, owned and earned media conv...
Digital Media                New Media?                        Social Media?
Know Your Customer                New Media?                        Social Media?
Developing Buyer Personas• Buyers Success Factors   •   Rewards this buyer believes they will achieve by purchasing.• Perc...
Why Buyer Personas?Using Buyer Personas provides benefits including:• Reveals a common point of view about customers’ goal...
Why Buyer Personas?Using Buyer Personas provides benefits including:• Reveals a common point of view about customers’ goal...
Trends: Channel Convergence   Digital Media                   New Media?                           Social Media?
Owned and Earned Media Goals  •   Visibility: Content across multiple online      channels  •   Relevancy: Content found u...
Digital Marketing Channels                               Your Website                                              Blogs a...
Websites           website
Site Visits Impact Perception “A short visit to your website can change a person’s perception of your company or products ...
Blogs and Content Marketing                              blogs
What is Content Marketing?                                                 blogs“… the art of understanding exactly what y...
Blogs and Content Marketing                              blogs
Webinars and Content Marketing                                 webinars
Email Marketing for Small BizWhat is your objective?• Customer Acquisition• Customer Retention            email
Email Marketing for Small BizWhat is your objective?• Customer Acquisition• Customer Retention                            ...
Email Marketing for Small BizWhat is your objective?• Customer Acquisition• Customer Retention                            ...
Email Marketing for Small BizWhat is your objective?• Customer Acquisition• Customer Retention                            ...
Email Marketing for Small Biz                                email
Email Marketing EvolvedBest practices:   • Use the “WIIFM” rule   • Use the Five P’s for emotional response               ...
SEO: Optimization vs. Marketing                              SEM                              SEO
SEO: An Example                  SEO
Choosing the "Right" Keywords                                SEO
Choosing the "Right" Keywords                                SEO
SEO      SEO
SEOWhat is the magic formula?   SEO
SEO: Get a Google+ Page                          SEO
SEO      SEO
Social Sharing                 Sharing
4 Secrets to Content SuccessUse the F.A.R.E. Content Model:•   Frequent: Determine how often    to post to each channel•  ...
Social Sharing                 Sharing
Social Sharing                 Social
Social Networking                    Social
Social Networking                    Social
Social Networking                    Social
Social Networking                    Social
Social Networking                    Social
Social NetworkingIDG Study: 95% of consumers use social media                                               Social
Social Media: What to PostCreate a social media posting schedule that isappropriate for your business…                   S...
Video        Video
Video        Video
Video in Social Media                        Video
Video in Social Media                        Video
Video in Social Media                        Video
Newswires   Wire
Newswires   Wire
Newswires   Wire
Digital Marketing Channels                               Your Website                                              Blogs a...
Measurement and ROIMajor goals:•   Boost sales and brand awareness•   Strengthen customer relationships and loyalty•   Inc...
Q&A                            Chris Bechtel                Director of Marketing, AnyMeeting      Digital PR, Content Mar...
bringing the power of online meetings             to everyone             Sign-up Now
AnyMeeting Small Business Webinar Series: Digital Marketing for Small Business
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AnyMeeting Small Business Webinar Series: Digital Marketing for Small Business

  1. 1. bringing the power of online meetings to everyoneWebinar: Tips for Growing Your Small Business with Digital Marketing and Social Media December 5, 2012
  2. 2. About MeWhat I do:- Director of Marketing, AnyMeeting.- Accelerate growth through digital marketing, social media and PR.- Identify channels to reach, engage and convert customers.Worked with leading brands, start-ups and growth-stage firms:Speaking Credentials include:
  3. 3. Agenda• Where do we start?• Focusing on the customer: developing buyer personas• Trends: paid, owned and earned media convergence• Review of digital marketing channels and best practices for small business• How to use social media to increase awareness—and transform your customer relationships• Four secrets to content success• Metrics and KPIs: How to measure the effectiveness and return on investment (ROI) of your small business marketing efforts•
  4. 4. Digital Media New Media? Social Media?
  5. 5. Know Your Customer New Media? Social Media?
  6. 6. Developing Buyer Personas• Buyers Success Factors • Rewards this buyer believes they will achieve by purchasing.• Perceived Barriers • Reasons to question the first question.• Buying Triggers • When looking for this product/service, what triggers buyer to act.• Decision Criteria • Which 3 benefits does buyer use to evaluate against competitors.• Buying Influencers • Is the buyer the decision maker? Who else is involved in the decision?• Resources Buyers Consult • Who does buyer rely on to make decision? (Other customers, blog, website)
  7. 7. Why Buyer Personas?Using Buyer Personas provides benefits including:• Reveals a common point of view about customers’ goals and needs• Provides valuable insight into the motivations and personalities of specific buyers and users• Serves as a vehicle for helping develop an initial set of market requirements• Supports a process for prioritizing development efforts• Delivers insights into preferred marketing channels, marketing content and the context(s) for interaction
  8. 8. Why Buyer Personas?Using Buyer Personas provides benefits including:• Reveals a common point of view about customers’ goals and needs• Provides valuable insight into the motivations and personalities of specific buyers and users• Serves as a vehicle for helping develop an initial set of market requirements• Supports a process for prioritizing development efforts• Delivers insights into preferred marketing channels, marketing content and the context(s) for interaction
  9. 9. Trends: Channel Convergence Digital Media New Media? Social Media?
  10. 10. Owned and Earned Media Goals • Visibility: Content across multiple online channels • Relevancy: Content found using targeted keywords in major search engines • Engagement: Audiences subscribe to content across multiple channels, comment, and contribute in generally positive tones • ROI = Return on Investment. Revenue generated is greater than cost to generate it
  11. 11. Digital Marketing Channels Your Website Blogs and Newswires Webinars Audio, Video and Webcasts Email Social Networks SEO Social Sharing
  12. 12. Websites website
  13. 13. Site Visits Impact Perception “A short visit to your website can change a person’s perception of your company or products for better or worse.” - web usability expert Jakob Nielsen
  14. 14. Blogs and Content Marketing blogs
  15. 15. What is Content Marketing? blogs“… the art of understanding exactly what yourprospects and customers need to know then deliveringthat content to them in a relevant and compelling wayto grow your business”. - the Content Marketing Institute (CMI)
  16. 16. Blogs and Content Marketing blogs
  17. 17. Webinars and Content Marketing webinars
  18. 18. Email Marketing for Small BizWhat is your objective?• Customer Acquisition• Customer Retention email
  19. 19. Email Marketing for Small BizWhat is your objective?• Customer Acquisition• Customer Retention emailWhat should you use email for?• Build Personal Relationships• Limit direct sales pitches• Provide content that is either educational or entertaining (or both)
  20. 20. Email Marketing for Small BizWhat is your objective?• Customer Acquisition• Customer Retention emailWhat should you use email for?• Build Personal Relationships• Limit direct sales pitches• Provide content that is either educational or entertaining (or both)When to send?• Varies by industry• Perform tests for your business• Use common sense (don’t send business email on Friday at 5PM)
  21. 21. Email Marketing for Small BizWhat is your objective?• Customer Acquisition• Customer Retention emailWhat should you use email for?• Build Personal Relationships• Limit direct sales pitches• Provide content that is either educational or entertaining (or both)When to send?• Varies by industry (Weekdays 12-4 PM have highest open rates)• Perform tests for your business• Use common sense (don’t send business email on Friday at 5PM)Tools and Formats?• Make it easy to unsubscribe• Ensure format looks good in most mail clients (and mobile)
  22. 22. Email Marketing for Small Biz email
  23. 23. Email Marketing EvolvedBest practices: • Use the “WIIFM” rule • Use the Five P’s for emotional response email 1. Positioning 2. Pain 3. Promise 4. Proof 5. Plan (course of action/call to action) • Create compelling headlines • Use words that trigger interest and emotion • “Secret”, “Breakthrough”, “Limited Time”, “7 Tips for”, “Imagine”, • Include images but ensure the message comes through if images are blocked • Continuously build your list • Integrate with other channels and drive traffic to your site • Test and measure – learn what works and stick with it.
  24. 24. SEO: Optimization vs. Marketing SEM SEO
  25. 25. SEO: An Example SEO
  26. 26. Choosing the "Right" Keywords SEO
  27. 27. Choosing the "Right" Keywords SEO
  28. 28. SEO SEO
  29. 29. SEOWhat is the magic formula? SEO
  30. 30. SEO: Get a Google+ Page SEO
  31. 31. SEO SEO
  32. 32. Social Sharing Sharing
  33. 33. 4 Secrets to Content SuccessUse the F.A.R.E. Content Model:• Frequent: Determine how often to post to each channel• Authentic: Ensure you are in integrity with your business and your customers.• Relevant: Choose keywords/phrases/topics that best describe what your target audiences are searching for most frequently.• Engaging: Create content that your target audiences will be most willing to invest their time in – (i.e. educational or entertaining or both!)
  34. 34. Social Sharing Sharing
  35. 35. Social Sharing Social
  36. 36. Social Networking Social
  37. 37. Social Networking Social
  38. 38. Social Networking Social
  39. 39. Social Networking Social
  40. 40. Social Networking Social
  41. 41. Social NetworkingIDG Study: 95% of consumers use social media Social
  42. 42. Social Media: What to PostCreate a social media posting schedule that isappropriate for your business… Social
  43. 43. Video Video
  44. 44. Video Video
  45. 45. Video in Social Media Video
  46. 46. Video in Social Media Video
  47. 47. Video in Social Media Video
  48. 48. Newswires Wire
  49. 49. Newswires Wire
  50. 50. Newswires Wire
  51. 51. Digital Marketing Channels Your Website Blogs and Newswires Webinars Audio, Video and Webcasts Email Social Networks SEO Social Sharing
  52. 52. Measurement and ROIMajor goals:• Boost sales and brand awareness• Strengthen customer relationships and loyalty• Increase engagement and referralsMeasure progress through:• Leads, sales or transactions• Positive ―chatter‖• Increased traffic to website• Length of visit and repeat visit to website• Increased site registration for email newsletters• Search engine and other site referrals• Registrations for events• Requests for new products/services from existing clients• Referrals from existing clients and affiliates• Increases in media/blogger coverage
  53. 53. Q&A Chris Bechtel Director of Marketing, AnyMeeting Digital PR, Content Marketing and Social Media Strategist http://twitter.com/chrisbechtel http://twitter.com/anymeeting
  54. 54. bringing the power of online meetings to everyone Sign-up Now

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