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Marketing Your Small Business

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Overview of Marketing Strategy and tactics for small business with emphasis on digital marketing including Search Engine Optimization and social media marketing..

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Marketing Your Small Business

  1. 1. Marketing Your Small Business By Jeff SanGeorge Connect Marketing & Design
  2. 2. Marketing “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.“ – American Marketing Association
  3. 3. Marketing Goals: 1. Awareness 2. Conversion 3. Retention
  4. 4. Traditional Media • Find a Niche • Advertising in target publications • Direct Mail • Find Ways to make Traditional Media Interactive (ie: QR codes in Direct Mail Piece) – Variable Data Printing – P.url’s, Landing pages • PR • Don’t Forget Networking! • Follow up
  5. 5. New Media
  6. 6. Why is Search Important? Rare opportunity to be in front of someone while they are looking for what you offer. (small window of time) Two ways to show up in Search: SEM: Paid Search: i.e. Google Adwords SEO: Search Engine Optimization
  7. 7. Keywords and Phrases Basis of an Online Marketing Strategy 3-8 keywords or phrases Research competition Research Keyword popularity
  8. 8. Search Engine Optimization (SEO) • 300 factors • Popularity, Authority & Relevance –(link Juice) Optimizing your site: • Onpage factors • Offpage factors
  9. 9. Onpage Factors • Page title • Header • Pictures tagged with text (alt) • Page Description • Keyword Density
  10. 10. Offpage Factors • Links to your site –Who is linking to you, what is their Popurality, Authority, Relevence? (Link Juice)
  11. 11. The Hub • Home of your online brand • Choose a platform • Website or blog? • Optimize for Conversions! • Give your content “handles” make it sharable • Onpage SEO – Friends don’t Let Friends use Flash
  12. 12. The Spokes • Outposts of your brand • Brings People and Search Engines to your Home
  13. 13. Social Media • Build Inbound Links Relationship Marketing • Engagement – Emerson’s law of Compensation • Word of Mouth strong, built on Trust
  14. 14. Customize your Facebook Page, go beyond “the Wall” (custom fbml tab)
  15. 15. Blog • Regular updates • Informal Communication • Photography • Engagement (comments)
  16. 16. Others: • YouTube • Flickr • Foursquare/Yelp • Niche Social Media Sites • Local social media sites (triadmommies.com)
  17. 17. Email Marketing • Top Rated for ROI – $43.52 per dollar spent in 2009 (emailstatcenter.com) – Inexpensive • Users must opt. in • Relationship Marketing
  18. 18. The Content Leverage What you Already Have!
  19. 19. Measure and Monitor • Google Alerts • SocialMention.com • Click Tracking: Bit.ly, Goog.le • Facebook Insights • Twitter interactions (RT’s, @replies, DM’s) • Listening and Responding • Advanced tools and ROI
  20. 20. Free Tools • Google Analytics • Google Trends • Google Website Optimizer • Google Webmaster Tools • Google Places • Google Alerts
  21. 21. (Non-Google) Free Tools • Weebly.com • Websitegrader.com • Domai.nr • MailChimp.com
  22. 22. Website Design Marketing Materials (Logos, Brochure, Advertising Design) Social Media Strategy Social Media Training Search Engine Optimization Marketing Consulting
  23. 23. jeff@connectmarketingdesign.com ConnectMarketingDesign.com Facebook.com/ConnectMarketingDesign Twitter.com/jeffSanGeorge LinkedIn.com/in/JeffSanGeorge blog: jeffsangeorge.posterous.com blog: GoodWithoutGluten.com

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