Digital Marketing for Small Business


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Digital Marketing for Small Business

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Digital Marketing for Small Business

  1. 1. Digital Marketingfor Small Business<br />Jim Locke, Principal<br />ResultWorx Technology Group<br />
  2. 2. Do you market online NOW?<br />Do you have a website?<br />Do you have an e-mail newsletter?<br />Do you have a blog?<br />Are you active on any social networks?<br />LinkedIn<br />Facebook<br />Twitter<br />Other?<br />
  3. 3. Some Interesting Facts<br />Welcome to the Social Media Revolution!<br />
  4. 4. A Few More Statistics<br /><ul><li>Social networks and blogs are the 4th most popular activity online (more popular than personal e-mail)
  5. 5. 67% of users are active in a member community
  6. 6. 10% of all time on Internet is spent on social networks
  7. 7. 80% of companies use LinkedIn as a primary tool to find employees
  8. 8. 77% of all active Internet users regularly read blogs
  9. 9. 70% of consumers and businesses use search engines to find local businesses</li></li></ul><li>Yet…<br />44% of small businesses do not have a website!<br />
  10. 10. Why Market Online?<br />The Internet levels the playing field, providing broad market reach to all participants<br />Low Cost<br />Opportunities to educate and inform clients<br />Good content improves search engine results<br />Opportunities to establish yourself as an expert in your field<br />
  11. 11. Outbound vs. Inbound<br />Outbound Marketing<br />Print, Radio, Television, Direct Mail<br />Goal: Catch the customer’s eye<br />Inbound Marketing<br />Blogs, Social Media, E-mail, Video, Podcasts, Text<br />Goal: Give the client valuable content that drives him to your site<br />
  12. 12. Digital Marketing vs. SEO<br />Digital Marketing<br />More Science than Art<br />Inexpensive<br />Content Driven<br />Easy to Maintain<br />Can be self maintained<br />Easier to Track Success<br />Search Engine Optimization<br />More Art than Science<br />Expensive<br />Controlled by Large Companies<br />Difficult to Maintain<br />Regular professional maintenance required<br />Difficult to track results<br />
  13. 13. What about Pay per Click Ads?<br />Pay per click (PPC) advertising (e.g. Google Adwords) is based on keywords<br />Dominated by large companies<br />Can be expensive<br />If you get the right keywords, KEEP THEM!<br />Only read by 25% of people who search the Internet<br />Social Media PPC is a different ball game…<br />
  14. 14.
  15. 15. Getting Started…<br />Reserve your “brand” name<br />Manage your reputation<br />Profiles and Pages<br />Blogging<br />E-mail <br />Building Communities<br />Social Media Advertising<br />
  16. 16. Reserve your “Brand”<br />Names on social networks are going FAST!<br />Reserve your business and personal brands<br />Use a service like KnowEm to check name availability<br />DO IT TODAY!<br />
  17. 17. Manage your Reputation<br />Do you know what others are saying about you and your business online?<br />Google your name and business name<br />Setup Google Alerts to monitor your reputation<br />Use tools like SocialMention to see what is being said about you on social networks<br />Respond to positive and negative comments alike – It is considered Customer Service!<br />
  18. 18. Profiles<br />Establish profiles for yourself and your key employees on LinkedIn and Facebook<br />Tip: Link to your website<br />Tip: Get LinkedIn Recommendations<br />Establish profiles (or pages) for your company on LinkedIn and Facebook<br />Profiles should be similar on all services<br />Building a Personal Identity<br />Building a Corporate Identity<br />
  19. 19. Company Pages<br />Establish a page for your company on Facebook<br />Your Facebook Page is a social gathering place for clients and customers<br />Use invitations and short term pay-per-click ads to gather at least 25 “fans” quickly<br />Get one TODAY, even if you don’t have a webpage!<br />Establish a company profile on LinkedIn<br />
  20. 20. Blogging<br />Blogging is an excellent way to establish yourself as an expert and inform and educate clients<br />Content may be syndicated to other sites (e.g. your website) which will improve your ability to be found easily on the Internet<br />All blogs and websites should include an e-newsletter and RSS feed<br />
  21. 21. Microblogging<br />The most popular microblogging service is Twitter<br />Twitter experts recommend that you update your status regularly<br />Services like Twitterfeed and can make this easier and update multiple sites at once<br />
  22. 22. E-mail<br />An E-mail newsletter is still very effective for driving traffic to your site.<br />Utilize an e-mail news service to ensure compliance with the CAN-SPAM Act<br />E-mail signatures<br />Follow Me<br />News Feeds from your blog<br />
  23. 23. Building Community<br />Use Facebook, LinkedIn or other platforms to build communities around issues or clients<br />Allow clients to interact and support each other<br />Provide information and guidance<br />Communities can be open or closed<br />
  24. 24. Social Media Advertising<br />Sold on pay per click or impression basis<br />Utilizes keywords and demographic information to target an audience<br />Easy to measure and manage<br />Run several campaigns in rotation and tweak<br />Focus on a promotion, event, etc.<br />Inexpensive<br />
  25. 25. Putting Social Media to Work<br />Pick your tools carefully and integrate them into your work life; Start with<br />Google Reader<br />Hootsuite<br />Delicious<br />MailChimp<br />Write once, syndicate the rest<br />Limit the time you spend on social media<br />Measure your results<br />
  26. 26. Resources<br />Download the Digital Marketing Toolbar<br />News, resources and information to get you started with Digital Marketing<br />Download profile worksheets and presentations<br />Learn about Digital Marketing “in plain English”<br />Much more…<br />Join our Digital Marketing Group on LinkedIn®<br />Follow us on Facebookor Twitter<br />
  27. 27. Questions<br />Follow Us:<br /><br /><br />ResultWorx Blog<br />Please feel free to contact us:<br />Jim Locke<br />(626) 689-4491<br /><br />