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Internet Marketing & Social Media for Small Businesses

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Presentation Made to Emerald Executive Associates, Eugene, OR on how small businesses can get started in Internet marketing and social media.

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Internet Marketing & Social Media for Small Businesses

  1. 1. Intro to Internet Marketing & Social Media What? Why? How? Presentation to EEA By Gwyneth Iredale
  2. 2. Introduction • Gwyneth Iredale, Account Executive, Oslund Design • Carl Oslund • About Oslund Design • Goal of this presentation – 3 takeaway tips at least
  3. 3. What We’ll Cover • What, why, how • Strategies and tactics • Examples throughout • Questions answered • Survey results
  4. 4. Internet Marketing & Social Media • What: a way to connect with your audience using new vehicles • Why: “fish where the fish are” • How: go back to basics, but use new tools
  5. 5. Back to Basics It's still all about: • Your company brand • Good design • Connections/engagement • Creating trust • Touchpoints – fish where the fish are
  6. 6. What’s New? The era of the empowered consumer
  7. 7. Internet Use WhatIs Internet Marketing & Social Media?
  8. 8. Why Use Internet Marketing & Social Media? • Stats – Mega Trends Slideshow • ROI measurement • Embrace change
  9. 9. How to use Internet Marketing & Social Media? • Start small – pick 3 • Do it yourself • Hire an expert
  10. 10. Strategy Integrate Internet marketing & social media
  11. 11. Strategy -Touchpoints • Who and where is your audience?
  12. 12. Strategy • Choose touchpoints • Across all media: – Be customer-focused – Brand consistently – Cultivate brand loyalty • Tell stories, create trust, community
  13. 13. Strategy - Plan Create a “campaign” to grow your business: • Compelling offer – lead bait • Advertise where your customers are • Engage/capture • Cultivate • Close • Measure
  14. 14. Strategy - Implement • Implement the campaign across website & social media: – Landing pages – Facebook – LinkedIn – groups and profile – YouTube
  15. 15. Lead Bait Offers should be time sensitive, limited availability, unique • Content marketing • Discount coupon • Loyalty card • Demo • Sample
  16. 16. Examples
  17. 17. Examples
  18. 18. Examples
  19. 19. Website Tactics Marketing with your Website • Modern design, good brand impression, Web 3.0 standards, “responsive” • User friendly • Engagement tools • Examples websites http://www.nike.com/us/en_us/ - learn from the pros http://9wood.com/ http://sodeliciousdairyfree.com/ - use as case study
  20. 20. Advanced Website Tactics • How do customers find your business? • Either you find them or they find you - advertise or Google, paid or “organic” • Anatomy of a search result • Earn your way to page one with “SEO” (search engine optimization) • Check your website vs competitor’s site & who’s advertising on search results - but on someone else’s computer! Google knows your patterns.
  21. 21. Advanced Website Tactics SEO on your website • Google rewards honesty • Determine your key words/phrases – broad vs narrow, “long tail” • Optimize your site architecture • Fresh, original, relevant content – blog, newsletter, social media feeds • Use website traffic tools to track
  22. 22. Example of a Good Website
  23. 23. Advanced Website Tactics - Video • Google owns YouTube – the 2nd largest search engine. Use it to post videos of: – Interviews • Management • Customer Testimonials – How to videos – Tours – Product demos – Advice, seminars • Embed video on your website • Benefit from SEO – Google likes video
  24. 24. Social Media Tactics Social Media Live Examples • LinkedIn business profile • Facebook business page • Pinterest • YouTube • Encourage interactions
  25. 25. Social Media Tactics Marketing with Social Media What to post - blog, Facebook, Twitter, LinkedIn? – New products or services – Press releases – In the News – Testimonials in non-promotional manner – Announcements – awards, new hires, promotions – Industry developments, tax laws, trends – Events – trade shows, fundraising – Community involvement – Education – studies, white papers, peer reviews – Lots of relevant photos, videos (sorry, no cat videos)
  26. 26. Examples • Pinterest • Facebook post for event
  27. 27. Examples • LinkedIn Business Profile
  28. 28. Social + Email Marketing Franz Bakery – link for live video to Facebook page – check it out
  29. 29. Social + Email Marketing
  30. 30. SEO & SEM • Off site SEO and Search engine marketing/advertising or SEM • Search engine advertising example • Pay-per-Click – “PPC” performance- based advertising • “Local SEO” - directory listings, FB, Yelp, Google Places, Bing • Customer reviews
  31. 31. SEO & SEM • Claim your Facebook Listing x
  32. 32. SEO & SEM • Manage customer reviews via “reputation management” – address negative comments/reviews x
  33. 33. SEO & SEM • “Local SEO” – online directory listings
  34. 34. Offline Tactics Integrate offline/online advertising: • Call to action w/valuable offer • Include contact info, social media • QR code that links to a landing page on your website w/offer (measurable)
  35. 35. Offline Tactics
  36. 36. Measure Campaign ROI • Website traffic – Google Analytics • Facebook Likes, viralocity/shares • YouTube Likes and subscriptions • Twitter & Pinterest Followers, retweets, repins • LinkedIn follows, post shares, likes • Landing page conversion/form completions • Referring domains • Email marketing open rates, click throughs, forwards, replies • Newsletter signups • Online sales increases • Increased sales inquiries by phone • Online sales tools shortens sales cycle
  37. 37. Measure Your Website & Social ROI
  38. 38. Summary • What, why, how • Plan your strategy • Create a campaign to “fish where the fish are” • Stick to basic marketing concepts • Choose your touchpoints • Make a consistent brand impression across all media with effective offers • Measure, adjust and repeat
  39. 39. Survey Results • Survey results on SlideShare
  40. 40. How Can Oslund Design Help You? • Branding • Marketing collateral • Advertising campaigns • Environmental design/graphics • Social media design: – Custom Facebook Business pages – Branded YouTube channel – Twitter, LinkedIn & Pinterest business profiles
  41. 41. Oslund Design’s Offer • Contact us for: – Content Marketing Tips – Consultation – Free 15 website mini-audit – Bonus – list of free tools (at end of this presentation) info@oslund.com 541 686-9833 www.oslund.com
  42. 42. Thank You Oslund Design – 541 686-9833 info@Oslund.com www.Oslund.com Because your brand matters
  43. 43. Bonus Free Tools: • Email marketing (free for low #) – MailChimp, Constant Contact • Google AdWords for education • “Plug Ins” for websites • Social Media – Facebook – YouTube – LinkedIn – Twitter – Pinterest
  44. 44. Bonus • CRM – ZoHo • Project Management – Podio • SurveyMonkey • SlideShare • Visual QR code generator: www.visualead.com

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