Marketing Your Small Business In a Digital World


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Given to small business owners during this year's Small Business Month September in Sydney to help the business owners increase their online marketing efforts and gain greater sales

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Marketing Your Small Business In a Digital World

  1. 1.
  2. 2. $5,000 in sales on Gill’s first day
  3. 3. Results <ul><li>Tripled sales in the first year of MCME </li></ul><ul><li>Two thirds of the way to matching last year’s revenue this quarter </li></ul><ul><li>Just completed social media campaign for Sony at Just For Laughs </li></ul><ul><li>Regular clients keep coming back – including Gill </li></ul><ul><li>Working with new small to medium sized businesses every week </li></ul>
  4. 4.
  6. 6. <ul><li>Why Your Brand Matters? </li></ul><ul><li>The needs, dreams, wants or desires you fulfil </li></ul><ul><li>Freedom </li></ul><ul><li>Security </li></ul><ul><li>Reliability </li></ul><ul><li>Social Status </li></ul><ul><li>Love </li></ul>
  7. 7. <ul><li>WHY NOW? </li></ul><ul><li>What makes your brand desirable, </li></ul><ul><li>sought after or needed </li></ul><ul><li>TODAY </li></ul>
  8. 8. <ul><li>Brand </li></ul><ul><li>Vision </li></ul>
  9. 9. determine your brand values
  10. 10. <ul><li>Brand Promise </li></ul><ul><li>The commitment you make with yourself </li></ul><ul><li>that you share with your people </li></ul><ul><li>and deliver to your market </li></ul>
  11. 11. <ul><li>Brand Authenticity </li></ul><ul><li>The successful realisation of your brand </li></ul><ul><li>by delivering on your promise. </li></ul>
  12. 12. <ul><li>Brand Persona </li></ul><ul><li>If you’re brand we’re a person, </li></ul><ul><li>who would the </li></ul><ul><li>brand be? </li></ul>
  13. 13. <ul><li>a show without an intermission </li></ul>
  14. 14. <ul><li> Know Your Story </li></ul><ul><li>Why you do what you do </li></ul><ul><li>Who you’re doing it for </li></ul><ul><li>Where to find your market </li></ul><ul><li>What your market wants </li></ul><ul><li> How to talk to your market </li></ul>
  15. 15. <ul><li>How Well Do You Know </li></ul><ul><li>YOUR STORY? </li></ul>
  16. 16. How Does Your Brand Make Your Market Feel?
  17. 17. <ul><li>Generate Buzz </li></ul><ul><li>Social Media </li></ul><ul><li>Word of Mouth </li></ul><ul><li>Website Content </li></ul><ul><li>Special Events </li></ul><ul><li>Trade Magazines </li></ul><ul><li>Meet Journalists </li></ul><ul><li>Blog and Newsletter Content </li></ul><ul><li>Your Own Magazine </li></ul><ul><li>We’re always marketing </li></ul>
  18. 18. <ul><li>Social Media Etiquette </li></ul><ul><li>Promote others first 10 to 1 </li></ul><ul><li>Help first, sell second </li></ul><ul><li>Don’t go into the room shouting </li></ul><ul><li>Use social media to build trust first </li></ul><ul><li>Create a reputation </li></ul><ul><li>. </li></ul>
  19. 19. Marketing 101 <ul><li>Colour attracts </li></ul><ul><li>Good copywriting and storytelling sells </li></ul><ul><li>Always have a call to action </li></ul>
  20. 20. <ul><li>The Big 3 </li></ul><ul><li>A Website you can update yourself </li></ul><ul><li>A Blog to display your expertise </li></ul><ul><li>An email Newslette r for relationship </li></ul>
  21. 21. Website <ul><li>Google fishes for fresh, relevant content </li></ul><ul><li>Increase your conversion rate </li></ul><ul><li>What do you want your site to do for you? </li></ul>
  22. 22. Blog <ul><li>Brainstorm blog topics </li></ul><ul><li>Use visuals, video or podcasts </li></ul><ul><li>Be yourself and write with authority </li></ul><ul><li>Blog consistently </li></ul><ul><li>Give helpful information on your offering </li></ul><ul><li>Ask questions to engage people </li></ul><ul><li>Post your blog to other channels </li></ul>
  23. 23. Newsletter <ul><li>Consistency is vital </li></ul><ul><li>Write about others - it’s not all about you </li></ul><ul><li>Give an ebook in exchange </li></ul><ul><li>Go for opt-in </li></ul><ul><li>Let people know they can unsubscribe </li></ul>
  24. 24. <ul><li>Social Media Sentinels </li></ul> LinkedIn Facebook Twitter B2B - Business B2C – Consumers Both Services Products and services Offer comments Business minded Fun and social Promote others Join groups Questions and polls Mix scheduled with spontaneous Don’t tweet to LinkedIn Can tweet to Facebook Tweet blogs and Facebook posts Increase your network Get a vanity URL Use URL shorteners
  25. 25. Facebook <ul><li>Create a welcome page </li></ul><ul><li>Have 25 likes to make a vanity url </li></ul><ul><li>Spread out your posts </li></ul><ul><li>Link your blog through twitterfeed or cut and paste the link </li></ul><ul><li>Create a newsfeed </li></ul><ul><li>Invite responses </li></ul>
  26. 26. Linked In <ul><li>Display expertise </li></ul><ul><li>Join groups </li></ul><ul><li>Create a group </li></ul><ul><li>Answer questions </li></ul><ul><li>Connect with people </li></ul><ul><li>Increase SEO with updated profile </li></ul>
  27. 27. Twitter <ul><li>Tweet often </li></ul><ul><li>Tweet shortened urls </li></ul><ul><li>Post all updates to twitter </li></ul><ul><li>Add a comment about a retweet </li></ul><ul><li>Check your mentions and thank people </li></ul>
  28. 28. YouTube <ul><li>Add product or service demos </li></ul><ul><li>Subscribe to channels you like </li></ul><ul><li>Give videos keyword friendly names </li></ul><ul><li>Add video to your site </li></ul><ul><li>Remember: YouTube lifts your Google ranking </li></ul>