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Digital Marketing for SMBs

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Digital Marketing for SMBs. Includes search marketing, both paid and organic, social media marketing and tracking ROAI (Return On Advertising Investment)

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Digital Marketing for SMBs

  1. 1. Digital Marketing for SMBs Welcome to the Feb 2017 General Meeting
  2. 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.
  3. 3. US Aggregate Advertising Spend By Channel
  4. 4. Source: https://www.emarketer.com/Article/US-Digital-Ad-Spending-Surpass-TV-this-Year/1014469
  5. 5. Source: http://www.kpcb.com/internet-trends
  6. 6. Source: http://www.kpcb.com/internet-trends
  7. 7. Source: http://www.kpcb.com/internet-trends
  8. 8. 3 Different Kinds of Searches ● Navigational “Mail N More” ● Informational “What kinds of business expenses are deductible ● Commercial “automotive services, burnt hills, ny
  9. 9. 3 Different Kinds of Searches ● Navigational “Mail N More” ● Informational “What kinds of business expenses are deductible?” ● Commercial “automotive services, burnt hills, ny
  10. 10. 3 Different Kinds of Searches ● Navigational “Mail N More” ● Informational “What kinds of business expenses are deductible?” ● Commercial “automotive services, burnt hills, ny”
  11. 11. Search Marketing (Organic vs. Paid)
  12. 12. Paid Ads Are Gaining Ground, Dominate 1st Page
  13. 13. Actionable Advice: https://www.google.com/business/ to add, claim and/or update your business listing
  14. 14. Social Media Marketing - Facebook Average organic reach of content published on branded Facebook pages on a steady decline according to Source: Ogilvy Study
  15. 15. 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
  16. 16. The Waves of Opportunity on Any Social Network Source:Facebook Organic Reach is Dying: Here’s Why It’s a Good Thing
  17. 17. 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.
  18. 18. Tracking Results/ROI Know Your Objective
  19. 19. 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.

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