Welcome to
Small Business University
Housekeeping
 Welcome
 Introductions
 Agenda for Today
 Breakfast, Bathrooms & Breaks
 Networking

 Questions & Disc...
What is Small Business University?
How to Create a Total Online Presence
When You Really Don’t Have the Time
Or How to Eat an Elephant
By
Brad Tornberg
Strategy
Before
Tactics
Who is
your ideal
customer?
What is your
Core
Difference?
Definition of Marketing

Know

Like

Trust
The Marketing HourglassTM

Know

Like
Trust

• Who and how, ads, referrals, networking

• Website, blog content, social me...
Fill the gaps

Know

•Who and how
•Ads
•Referrals

Like

•Web site/blog
•Reception
•Newsletter

Trust
Try

Buy
Repeat
Refe...
The Total Online Presence
Total
Online
Presence
Drives Traffic
Words to the Wise – Social Media
 Pick one or two key areas to focus
 Go Deep
 Go where your customers go – think like ...
Good Ideas
 Listen before you speak
 Optimize online content
 Claim your real estate
 Capture & segment visits
 Integ...
Listen before you speak
 Customers – Twitter Lists
 Journalists – Talkwalker Alerts
 Influencers - Alltop
 Competitors...
Listen before you speak
 Create a Google Alert for key brand, industry, client







and competitive terms.
Create ...
Optimize online content
 Ask at least ten customers to tell you what search










terms they would use looking f...
Claim your real estate


Create and build out profiles in LinkedIn, Facebook, Twitter, and Google+



Create and build o...
Capture and segment visits
 Find and signup for an email service provider (ESP) – I can recommend










Infusio...
Integrate landing pages
 Create a landing page for your eBook or

newsletter that sells the signup
 Create landing pages...
Play ratings and reviews
 Signup for and claim profiles on Yelp, CitySearch,

Google+ Local, Bing Local and Yahoo Local
...
Go online to drive offline
 Create an offline call to action such as a free

visit, coupon, or even evaluation
 Consider...
Analyze and test
 Subscribe to Occam’s Razor blog by Avinash Kaushik
 Subscribe to the KissMetrics blog
 Create a Googl...
So…..
 How many things on this list do
you do?
 How much do you still need to
understand and do?
 Get Help!
 Eating Th...
Questions, Comments, Discussion
 Free Business Evaluation & Assessment
 Brad @e3help.com
 © (732) 735-6429

 www.marke...
Small Business University Workshop - How to Create a Total Online Presence When You Really Don’t Have the Time.
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Small Business University Workshop - How to Create a Total Online Presence When You Really Don’t Have the Time.

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Small Business University Workshop - How to Create a Total Online Presence When You Really Don’t Have the Time is about marketing strategy, the marketing hourglass, and tips and tricks for optimizing on line content, landing pages, on line to go off line, and other ways to get businesses to know, like and trust you so they try your product or service, buy it and repeat the process and refer others.

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Small Business University Workshop - How to Create a Total Online Presence When You Really Don’t Have the Time.

  1. 1. Welcome to Small Business University
  2. 2. Housekeeping  Welcome  Introductions  Agenda for Today  Breakfast, Bathrooms & Breaks  Networking  Questions & Discussion  Available Resources – Tips, etc.  Feedback
  3. 3. What is Small Business University?
  4. 4. How to Create a Total Online Presence When You Really Don’t Have the Time Or How to Eat an Elephant By Brad Tornberg
  5. 5. Strategy Before Tactics
  6. 6. Who is your ideal customer?
  7. 7. What is your Core Difference?
  8. 8. Definition of Marketing Know Like Trust
  9. 9. The Marketing HourglassTM Know Like Trust • Who and how, ads, referrals, networking • Website, blog content, social media, • SEO, webinars, marketing materials, white papers Try • Workshops, evaluations, demo, DIY training, starter Buy • Service team, new customer kit Repeat • Post project review, cross selling, customer events Refer • Champion events, partner intros, peer2peer © Duct Tape Marketing – all rights reserved
  10. 10. Fill the gaps Know •Who and how •Ads •Referrals Like •Web site/blog •Reception •Newsletter Trust Try Buy Repeat Refer •Search •Expert content •Sales presentation •Webinar •Evaluation •Nurturing •Service team •New customer kit •Finance/delivery •Post project survey •Cross selling •Quarterly events •Results reviews •Partner intros •Peer2peer events © Duct Tape Marketing – all rights reserved
  11. 11. The Total Online Presence
  12. 12. Total Online Presence Drives Traffic
  13. 13. Words to the Wise – Social Media  Pick one or two key areas to focus  Go Deep  Go where your customers go – think like they do!  Don’t start and stop  Contribute often  The new world rewards authority
  14. 14. Good Ideas  Listen before you speak  Optimize online content  Claim your real estate  Capture & segment visits  Integrate landing pages  Play ratings & reviews  Go online to drive offline  Analyze & test
  15. 15. Listen before you speak  Customers – Twitter Lists  Journalists – Talkwalker Alerts  Influencers - Alltop  Competitors – Twitter Search  Industry – Quora Feeds  Blogs – Feedly
  16. 16. Listen before you speak  Create a Google Alert for key brand, industry, client      and competitive terms. Create Twitter lists for clients, competitors and key media contacts. Find twenty five industry related blogs to follow (If customers or competitors blog, add them to a folder) Investigate social settings in your CRM and add Rapportive to your email. Investigate social tools such as TweetDeck, HootSuite or SproutSocial to help monitor mentions Bonus: Add paid options like Radian6 or Trackur for deeper listening metrics
  17. 17. Optimize online content  Ask at least ten customers to tell you what search      terms they would use looking for a business like yours. Employ a keyword tool like Google’s AdwordsTool or the free or paid version of WordTracker to dig up lots of potential keyword phrases related to your business. Create a list of up to ten major themes that will be the basis of your content Start or restart a blog and commit to addressing your themes and actual customer questions three to five times a week. (Of course, I recommend WordPress) Share every blog post on Twitter, Facebook, LinkedIn, Google+ and StumbleUpon Bonus: Make two to three minute video overview of your post and submit to YouTube.
  18. 18. Claim your real estate  Create and build out profiles in LinkedIn, Facebook, Twitter, and Google+  Create and build out profiles in Picasa, Flickr, YouTube and Slideshare  Add plugins to your blog and web pages that makes all of your content sharable in social networks  Start sharing your blog posts on social networks  Start uploading and describing images, slide presentations and videos  Share a blog post on Twitter each day  Join five active groups on LinkedIn and connect with people in each group  Find twenty five Facebook pages related to your business and Like them.  Put all of your customers/business contacts you can find in a Google+ Circle  Claim your Google Places Page on Google+ Local  Claim your business location on Foursquare, Twitter, Yelp and Facebook  Bonus: Check out KnowEm and get hundreds of social profiles built automatically
  19. 19. Capture and segment visits  Find and signup for an email service provider (ESP) – I can recommend       Infusionsoft, MailChimp, Constant Contact, AWeber and Vertical Response as I’ve used each. Create a reason someone would want to give you’re their email – eBooks drawn perhaps from a collection of your best blog posts are a great place to start. A call to action. Use the chosen ESPs form creation tools to put a signup form on every page. Consider a plugin such as Pippity to highlight your email offer through a pop up function (people will tell you they hate popups, but smart popups increase signup by two and three hundred percent.) Create a weekly or monthly email newsletter with best information you’ve collected through your own reading each month. Create an autoresponder series through your ESP’s tool for each product or service Bonus: Look into tools that allow you to create content funnels such as Survey Funnel, Spring Metrics or Get Smart Content
  20. 20. Integrate landing pages  Create a landing page for your eBook or newsletter that sells the signup  Create landing pages for each product or service that offers your auto responder more information series (I use the WordPress plugin Premise on my site)  Consider creating welcome landing pages for your LinkedIn, Google+ and Facebook profiles  Look into tools such as Unbounce or Optimizely to create and track versions of pages for testing.
  21. 21. Play ratings and reviews  Signup for and claim profiles on Yelp, CitySearch, Google+ Local, Bing Local and Yahoo Local  Subscribe to the RSS feeds of your profiles on Google Reader so you can get notice with a new review appears  Bonus: Pick one or two local review sites and start actively promoting reviews. (This is done one to one when you get a testimonial or compliment, not via mass email)
  22. 22. Go online to drive offline  Create an offline call to action such as a free visit, coupon, or even evaluation  Consider adding click to call/chat/schedule to make it easier for people to engage, get help and take action.  Create a Google AdWords account and start driving traffic to your call to action  Bonus: Create a local LinkedIn or Facebook group around a topic related to your industry and start building interest with a goal of taking the group offline as well through a tool like MeetUp
  23. 23. Analyze and test  Subscribe to Occam’s Razor blog by Avinash Kaushik  Subscribe to the KissMetrics blog  Create a Google Analytics account and install the tracking code      on your site Create a list of core actions to track – things like newsletter signups, information requests, video views or social shares If you are running Google AdWords make sure you add conversion code so you can track what ads are getting the desired results Consider using goals in Analytics to track conversion funnels and paths Create an A/B test of your Newsletter sign-up page in Google Analytics Content Experiments function to start to learn how to optimize pages based on results. Bonus: Consider adding more robust tracking tools such as Spring Metrics, Omniture or KissMetrics
  24. 24. So…..  How many things on this list do you do?  How much do you still need to understand and do?  Get Help!  Eating The Elephant…the best way is one bite at a time.
  25. 25. Questions, Comments, Discussion  Free Business Evaluation & Assessment  Brad @e3help.com  © (732) 735-6429  www.marketsimplicity.com  www.e3help.com  www.ducttapemarketing.com

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