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