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Building a Living & Breathing Marketing Strategy for Small Businesses

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With more than 3 billion people on the Internet, digital marketing is one of the fastest, easiest and most effective ways to reach consumers today. Marketing is a living and breathing strategy that requires continual nurturing and optimization and is vital for small businesses to grow and flourish.

View our SlideShare & explore:
• What types of digital marketing and content work best to drive website visits, phone calls, appointments, leads and offline sales for local businesses
• How to make the best use of online marketing, data-driven research, product videos and educational events to justify your marketing spend and guide planning
• The ins and outs of building a fluid marketing strategy, including goal setting, ideation, program execution, potential costs, distribution channels and timing
• Why it’s critical to analyze data, test multiple variations and apply lessons from post-campaign data to optimize for future success

Published in: Marketing
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Building a Living & Breathing Marketing Strategy for Small Businesses

  1. 1. Building a Living and Breathing Marketing Strategy
  2. 2. 2 Powered by Presented by Meet the Panel Ramon Ray Small Business Technology Evangelist, Smallbiztechnology.com Raghav Mathur VP, Strategy & Business Development, G/O Digital Moderator Raymond Hennessey Editorial Director, Entrepreneur.com
  3. 3. 3 Powered by Presented by We’ll Explore: Digital’s pervasive influence over consumer behaviors What types of digital marketing drive online and offline actions for small businesses How to make the best use of content and education to justify marketing spend and guide planning The ins and outs of building a fluid marketing strategy
  4. 4. 4 Powered by Presented by Digital’s Influence Is Pervasive
  5. 5. 5 Powered by Presented by It’s a Digital World— We’re Just Living In It 54% Replaced phone books with Internet & local search 93% Online searches begin with search engines 2.6B Local internet searches performed monthly 84% Use digital tools before and during trips to stores Source: ComScore, CMO.com, Small Business Community, CMO.com, 2014
  6. 6. 6 Powered by Presented by 24% of small businesses plan to spend more on marketing and advertising services over the next 12 months Investment In Digital Becomes Top Priority Source: Cargo, September 2014
  7. 7. 7 Powered by Presented by There’s No Magic Potion for Success It doesn’t result from deploying a tactic here or there; it requires continual nurturing and optimization.
  8. 8. 8 Powered by Presented by Which Types of Marketing & Content Resonate With Consumers?
  9. 9. 9 Powered by Presented by First Understand the Digital Buyer’s Journey Source: G/O Digital “Digital Buyer’s Journey” Infographic, April 2014
  10. 10. 10 Powered by Presented by Be Deliberate to Trigger Online and Offline Actions Improve SEO 33% of clicks from organic search results go to the top of Google listings Draw Facebook users offline 54% say discounts on Facebook could motivate them to call and/or book an appointment Make websites mobile-friendly 57% won’t recommend a business with a poorly designed mobile site Increase leads with targeted email 56% have made a purchase offline as a result of email marketing messages Establish credibility and boost trust 72% say they trust online reviews and positive customer experiences are 3 times more likely to result in a recommendation Target offers by location 9 out of 10 mobile searches lead to action Source: G/O Digital “Digital Buyer’s Journey” Infographic, April 2014
  11. 11. 11 Powered by Presented by How to Justify Marketing Spend & Guide Planning
  12. 12. 12 Powered by Presented by Challenges Breed Unique Advantages • Only 4% of SMB staff works in marketing- related roles, where they influence buying decisions • 82% of SMBs earn up to $2.5 million in annual revenue, however, 78% of SMBs, digital marketing accounts for only 5% of annual revenue Time is Money and SMBs Act Fast • 64% of SMBs take less than one month to make spending decisions of over $1000 from the time a need is identified . Source: G/O Digital & Entrepreneur’s “Crossing the Digital Divide” Report, May 2015
  13. 13. 13 Powered by Presented by How to Evaluate & Hire the Right Marketing Provider TIP #1: Make sure marketing providers understand your business category, your industry and your needs. WHY? 27% of SMBs believe it’s more important for a potential vendor to understand their organizational needs/goals than it is to deliver on commitments (18%) and meet designated timeframes (5%). Source: G/O Digital & Entrepreneur’s “Crossing the Digital Divide” Report, May 2015
  14. 14. 14 Powered by Presented by How to Evaluate & Hire the Right Marketing Provider TIP #2: Look for vendors who produce research studies to illustrate how your consumers’ digital interactions correlate to purchase intent – both online and offline. WHY? 33% of SMBs are most likely to share research studies with colleagues. Source: G/O Digital & Entrepreneur’s “Crossing the Digital Divide” Report, May 2015
  15. 15. 15 Powered by Presented by How to Evaluate & Hire the Right Marketing Provider TIP #3: Ask for concrete proof of value in the form of customer testimonials and case studies. WHY? The top 3 types of information SMBs find most useful when researching digital marketing solutions are: pricing information, peer recommendations and customer testimonials/references. Source: G/O Digital & Entrepreneur’s “Crossing the Digital Divide” Report, May 2015
  16. 16. 16 Powered by Presented by The Ins & Outs of Building a Fluid Marketing Strategy
  17. 17. 17 Powered by Presented by Six Steps for Building a Living & Breathing Marketing Strategy Define your audience Make specific media choices Research vendors/ solutions Know how/ where content will be released Build production calendars based on tactical rollout Ensure that the plan remains fluid by adjusting campaigns based on analytics TARGETING STRUCTURE OUTLINING COSTS MAPPING DISTRIBUTION CHANNELS IMPLEMENTATION REVISITING THE PLAN
  18. 18. 18 Powered by Presented by Conception/Ideation Create a campaign based on defined challenges/goals. Development Build the components (e.g., SEO/PPC, mobile optimization, targeted email marketing, social ads, etc.) Implementation Execute the plan. Post-mortem Gauge what worked and what didn’t work, then test and learn for future success. The Anatomy of a Campaign Individual components should complement each other. Reinforce brand messaging throughout each stage of a campaign.
  19. 19. 19 Powered by Presented by Gauging Return on Marketing Dollars • Identify and track quantifiable metrics (conversions, sales, revenue growth). • Test and optimize repeatedly so every single marketing dollar and tactic is deployed wisely. • Analyze trends from each campaign and translate into actionable lessons for future success.
  20. 20. 20 Powered by Presented by Let’s Answer Some Questions
  21. 21. 21 Powered by Presented by More Content To Help You RESEARCH STUDY INFOGRAPHIC WEBINAR SLIDESHARE Use these additional pieces of content to guide you in allocating your digital marketing spend and annual plans. Building a Living and Breathing Marketing Strategy

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