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Small Company: Big Impact


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Using Social Media Marketing to Build Brand
Presented at TBTF Boot Campa
February 24, 2009

Published in: Business, Technology
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Small Company: Big Impact

  1. 1. Small Company Big Impact Using Your Website and Online Marketing Strategy to Gain Marketshare Bernie Borges – Find and Convert February 24, 2009
  2. 2. Bernie Borges Bio <ul><li>Blogger, Speaker, Podcaster, Author (publishing June 2009) </li></ul><ul><li>Founder, CEO Find and Convert </li></ul><ul><ul><li>Internet Strategy </li></ul></ul><ul><ul><li>Search Engine Optimization </li></ul></ul><ul><ul><li>Pay-per-Click Advertising Management </li></ul></ul><ul><ul><li>Visitor Conversion Strategies </li></ul></ul><ul><ul><li>Social Media Strategies </li></ul></ul><ul><li>Help B2B companies find and convert leads on the web  </li></ul>
  3. 3. <ul><li>Why Marketing 1.0 Doesn’t Work Anymore </li></ul><ul><li>Developing a Website for Two Audiences </li></ul><ul><li>Marketing 2.0 </li></ul><ul><li>Tools & Platforms </li></ul><ul><li>Personal Branding </li></ul><ul><li>Measuring Results </li></ul><ul><li>Case Study </li></ul><ul><li>Actions and Take-Aways </li></ul>Topics
  4. 4. Why Marketing 1.0 Doesn’t Work Anymore <ul><li>Outbound Marketing </li></ul><ul><li>Telemarketing </li></ul><ul><li>Email Marketing </li></ul><ul><li>Direct Mail </li></ul><ul><li>Print </li></ul><ul><li>Tradeshows </li></ul><ul><li>TV/Radio </li></ul><ul><li>Inbound Marketing </li></ul><ul><li>SEO/PPC </li></ul><ul><li>Blogging </li></ul><ul><li>Social Networking </li></ul><ul><li>RSS Enabled Content </li></ul><ul><li>Video/Photos </li></ul><ul><li>Twitter </li></ul><ul><li>Slideshare </li></ul>
  5. 5. Why Marketing 1.0 Doesn’t Work Anymore
  6. 6. Old vs. New Marketing Outbound Marketing Inbound Marketing
  7. 7. Your Website Has Two Audiences
  8. 8. Website: Serving Two Masters <ul><li>People </li></ul><ul><li>Clear Message </li></ul><ul><li>Clean Design </li></ul><ul><li>Visual Support </li></ul><ul><li>Easy Navigation </li></ul><ul><li>Call to Actions </li></ul>
  9. 9. Website: Serving Two Masters <ul><li>Search Engines </li></ul><ul><li>Text </li></ul><ul><li>Lean Code </li></ul><ul><li>“Market Focus” </li></ul><ul><li>Link Structure </li></ul><ul><li>Lot’s of Content </li></ul>
  10. 10. Search Marketing: SEO <ul><li>Heavy Lifting on Front End </li></ul><ul><li>Keyword Research </li></ul><ul><li>Focused Content </li></ul><ul><li>SEF Architecture a Must </li></ul><ul><li>Link Building </li></ul><ul><li>Get Social </li></ul><ul><li>Never Ends </li></ul>
  11. 11. Search Marketing: PPC <ul><li>Develop Campaigns </li></ul><ul><li>Segment into Groups </li></ul><ul><li>Keyword Research </li></ul><ul><li>Go for Longtails </li></ul><ul><li>Dedicated Landing Pages </li></ul><ul><li>Set Daily Budgets </li></ul><ul><li>Test Call to Actions </li></ul><ul><li>Geo Target (if applicable) </li></ul><ul><li>Be Anal About Metrics </li></ul><ul><li>Test, Revise, Measure </li></ul><ul><li>Test, Revise, Measure </li></ul>
  12. 12. Marketing 2.0 <ul><li>Think Like a Publisher </li></ul>Focus on Relationships
  13. 13. Marketing 2.0: Think Like a Publisher! <ul><li>Think Content! </li></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Newsletters </li></ul></ul><ul><ul><li>White Papers </li></ul></ul><ul><ul><li>e-books </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Videos </li></ul></ul><ul><ul><li>Photos </li></ul></ul><ul><ul><li>Presentations </li></ul></ul>
  14. 14. Developing a Social Media (Marketing 2.0) Plan <ul><li>Begin with Research </li></ul><ul><ul><li>Where does your customer “hang out?” </li></ul></ul><ul><ul><li>Ask your customers </li></ul></ul><ul><ul><li>Research your competition </li></ul></ul><ul><ul><li>Search on the social web </li></ul></ul>
  15. 15. Developing A Social Media Plan Source: The Value of Many, Neighborhood America
  16. 16. Make a Commitment <ul><li>Should you…. </li></ul><ul><ul><li>Start a blog? </li></ul></ul><ul><ul><li>Focus on social networking sites? </li></ul></ul><ul><ul><li>Start your own community on the web? </li></ul></ul><ul><ul><li>Twitter? </li></ul></ul><ul><ul><li>Video? </li></ul></ul>
  17. 17. <ul><li>Themed </li></ul><ul><li>Human Voice </li></ul><ul><li>Transparency </li></ul><ul><li>Commitment </li></ul>Business Blogging Strategies
  18. 18. Size of Blog Market
  19. 19. Social Media Tools and Platforms
  20. 21. Facebook
  21. 22. Facebook: Individual Profile
  22. 23. Facebook Groups
  23. 24. <ul><li>Fan Page </li></ul>Facebook Fan Page
  24. 25. LinkedIn Individual Profile Work History Recommendations Introductions Portfolio Valuable Links
  25. 26. LinkedIn Groups
  26. 28. What is Twitter? Micro Blogging 140 Characters Per Post Follow and be Followed Communicate Connect Inspire Educate Entertain
  27. 29. Some Famous People on Twitter…
  28. 30. Some Not-So-Famous People on Twitter 
  29. 31. Want to Find Someone on Twitter?
  30. 32. Twitter: Events & Trends Using Hashtags
  31. 33. Personal Branding <ul><li>Individual reputation management </li></ul><ul><li>Personal and professional brand converged </li></ul><ul><li>Benefits individual and employer </li></ul><ul><li>Be real, be interesting </li></ul><ul><li>Contribute </li></ul><ul><li>It’s an asset! </li></ul><ul><li>Embrace it! </li></ul>
  32. 34. Personal Branding
  33. 35. Video
  34. 36. Video: Blendtec Over 6M Views Sales Grew 700% National Media Coverage Cross Over Brand Pull SEO Value
  35. 37. Presentations
  36. 38. Measuring Results <ul><li>Relationships </li></ul><ul><li>Content </li></ul><ul><li>Alignment </li></ul><ul><li>Best Practices </li></ul>
  37. 39. Google Analytics
  38. 40. Hubspot: Facebook Lead Tracking
  39. 41. Reputation Management Tools
  40. 42. Making Time for Social Media <ul><li>Are you getting great results now? </li></ul><ul><li>Did your marketing budget increase? </li></ul><ul><li>Are your buyers easy to reach? </li></ul><ul><li>Is your brand as good as it could be? </li></ul>How do you currently allocate your time???
  41. 43. Staffing Implications <ul><li>There are many… </li></ul><ul><ul><li>Do they get it? </li></ul></ul><ul><ul><li>Who likes to write? </li></ul></ul><ul><ul><li>Introverts? Extrovert? </li></ul></ul><ul><ul><li>Staff re-allocation? </li></ul></ul><ul><ul><li>Time commitment? </li></ul></ul><ul><ul><li>Justification? </li></ul></ul>
  42. 44.
  43. 47. Case Study Stronger Brander Equity Lower Cost Sales Process Elimination of Non-Performing Marketing Activities
  44. 48. Reasons Not to do Marketing 2.0 <ul><li>Don’t have time… </li></ul><ul><li>Our staff resists it… </li></ul><ul><li>Our competitors aren’t doing it… </li></ul><ul><li>We’re going out of business… </li></ul>
  45. 49. <ul><li>Website is for Two Audiences </li></ul><ul><li>Think like a publisher </li></ul><ul><li>Focus on building relationships </li></ul><ul><li>Research the Social Web </li></ul><ul><li>Engage, Listen, Act </li></ul><ul><li>Consider Proper Staff Allocation </li></ul><ul><li>Experiment & Be Patient </li></ul><ul><li>Measure </li></ul><ul><ul><li>Traffic, buzz, brand, sales cycles, referrals, etc. </li></ul></ul>Actions & Take-Aways
  46. 50. Connect with Bernie Borges… Email: [email_address] Website: Blog: Twitter: LinkedIn: Facebook: Facebook Fan Page: