The document discusses digital marketing strategies for small and medium-sized businesses, covering topics such as search marketing, social media marketing, and ROI tracking. Participants are provided with actionable tasks, including claiming business listings and optimizing social media reach despite declining organic engagement. Key metrics for evaluating marketing effectiveness are outlined, emphasizing the importance of tracking customer acquisition costs and the lifetime value of customers.

1. Digital Marketing for SMBs
Welcome to the Feb 2017 General Meeting

2. Topics
● BPA Directory Listing - how to claim/update
● Search Marketing (organic/paid)
● Social Media Marketing (organic/paid)
● Reporting and Tracking ROI - Google Analytics
All participants will walk away with actionable tasks that they can apply right away
to generate new businesses.

4. US Aggregate Advertising Spend By Channel

5. Source: https://www.emarketer.com/Article/US-Digital-Ad-Spending-Surpass-TV-this-Year/1014469

6. Source: http://www.kpcb.com/internet-trends

7. Source: http://www.kpcb.com/internet-trends

8. Source: http://www.kpcb.com/internet-trends

9. 3 Different Kinds of Searches
● Navigational “Mail N More”
● Informational “What kinds of business expenses are deductible
● Commercial “automotive services, burnt hills, ny

11. 3 Different Kinds of Searches
● Navigational “Mail N More”
● Informational “What kinds of business expenses are deductible?”
● Commercial “automotive services, burnt hills, ny

13. 3 Different Kinds of Searches
● Navigational “Mail N More”
● Informational “What kinds of business expenses are deductible?”
● Commercial “automotive services, burnt hills, ny”

16. Search Marketing (Organic vs. Paid)

17. Paid Ads Are Gaining Ground, Dominate 1st Page

18. Actionable Advice: https://www.google.com/business/
to add, claim and/or update your business listing

19. Social Media Marketing - Facebook
Average organic
reach of content
published on
branded
Facebook pages
on a steady
decline
according to
Source: Ogilvy
Study

20. Facebook’s Office Position on Organic Reach
“There is now far more content being made than there is
time to absorb it. On average, there are 1,500 stories that
could appear in a person’s News Feed each time they log
onto Facebook. For people with lots of friends and Page likes,
as many as 15,000 potential stories could appear any time
they log on.”
Facebook’s VP of Advertising Technology, Brian Boland
See this Blog Post from Brian with more info

21. The Waves of Opportunity on Any Social Network
Source:Facebook Organic Reach is Dying: Here’s Why It’s a Good Thing

22. How to increase Facebook Organic in 3 Words
Get Friends, Family, ANYONE to ...
● Like
● Comment
● Share
Actionable advice: Post once a week
and ask friends/family to
like/comment/share. Boost posts that
perform better than average.

23. Tracking Results/ROI Know Your Objective

24. Reporting and Tracking ROI - Questions to Consider
● How much does it cost to get a
customer? (CPA)
● What is the lifetime value of a
customer (LVC)?
● What advertising are you doing
today?
● Do you understand by contribution
to each channel?
Actionable Advice: Ask every new customer how they heard of you. Begin
tracking how new customers find/choose you. Adjust media accordingly.