Small Business Marketing: How to GET found in a crowded market


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Small Business Marketing: How to GET found in a crowded market

  1. 1. Small Business Marketing: How to be found in a crowded market Debra Murphy© 2011 Masterful Marketing® 1
  2. 2. Agenda Small Business Marketing  What’s changed and what hasn’t?  What is social media marketing?  Benefits and challenges of online marketing Marketing on the Internet Channel  Do you have a Web presence?  Have you defined you online marketing strategy?  How do you get started with the tools?  What’s your Internet marketing system?© 2011 Masterful Marketing® 2
  3. 3. Small Business Marketing What Has Changed? Buyers research service providers on the Internet long before engaging in a sales process Online third-party feedback (from people they don’t know) influences decision Perception of your expertise is based on what they find (or don’t find) Potential buyers may choose to engage with you through social networks to learn more about you Social media and the social web give you access to a world of new markets and new customers© 2011 Masterful Marketing® 3
  4. 4. Small Business Marketing What Hasn’t Changed? You still need a marketing plan  Identify your target market  Discover what makes you different  Develop / refine your brand  Price and package your services  Define your marketing goals  Identify marketing strategies & tactics to achieve goals  Execute plan© 2011 Masterful Marketing® 4
  5. 5. What Makes You Different? Understand what your ideal client really wants and deliver it better than anyone else How to differentiate:  Pick a niche within your area of expertise and become known as THE expert  Package your services in a way that appeals to your ideal client© 2011 Masterful Marketing® 5
  6. 6. Packaging & Pricing Are you offering the correct services that appeal to your ideal client? Are they packaged so they present a valuable offering? Are they value priced so that you get more money for your time but your ideal client feels good about the value these services provide?© 2011 Masterful Marketing® 6
  7. 7. Small Business Marketing What Works? Traditional: Digital (Online/Internet):  Word of Mouth / Referrals  Social Media  Partnerships / Alliances  Search Engine  Public Relations  Email Direct Marketing  Direct Marketing  Content Marketing  Advertising  Advertising  Events (seminars,  Events (webinars / tele- conferences, tradeshows) clinics, virtual conferences)© 2011 Masterful Marketing® 7
  8. 8. Small Business Marketing Benefits of Online Marketing Levels the playing field Positions you as the expert in your industry Increases online exposure Develops relationships / grows contact list YOU Encourages online WOM Influences purchase decisions Increases your reach Drives visitors / generate leads© 2011 Masterful Marketing® 8
  9. 9. Small Business Marketing Challenges of Online Marketing Requires:  A strategy on how to approach it for your business  A marketing system to ensure consistency  A definition of what makes you different to stand out from the crowd  A valuable offer (content, information) to get attention  Understanding how to sell without selling  A plan for how to prioritize time, energy and money for best results© 2011 Masterful Marketing® 9
  10. 10. Getting Started Determine your web presence Define your online marketing strategy Establish your online home base hub Identify your social media strategy Begin building your profiles Develop a system to maintain consistency© 2011 Masterful Marketing® 10
  11. 11. Do You Have a Web Presence?Do a “vanity search” – search yourname and business name – what’syour first impression?Review your brand – name, logo,color scheme Is it aligned with who you really are? Is it consistent across all your web properties?Review your website – is it up todate and easy to update?Review your existing profiles onsocial networks – are theyconsistent and project your value?Set up Google Alerts for yourname and your business name© 2011 Masterful Marketing® 11
  12. 12. Define your Online Marketing StrategyCreate a professional Search Enginewebsite/blog as the Marketinghub (or home base) Social Advertising MediaDevelop a content Websitemarketing strategy BlogDefine your online Keywords SEOmarketing activities Tele-clinics ArticleDefine a system for Webinars Marketingsuccess Email Marketing © 2011 Masterful Marketing® 12
  13. 13. Establish Your Home Base Companies that blog get 55% more website visitors and 79% more Twitter followers - Hubspot Set up your Web site / blog as your home base  Research your keywords  Implement search engine optimization  Develop a comment strategy  Develop a list building strategy  Syndicate your content to maximize backlinks  RSS Feeds  Article marketing sites© 2011 Masterful Marketing® 13
  14. 14. Content Marketing Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience - with the objective of driving profitable customer action. – Junta42 Develop a content marketing strategy  Know what you want to achieve  Identify the content your ideal prospect wants/needs  Repurpose content you already have – create new when needed  Don’t try to do it all – stay focused on a couple of content types (blogs, e-books, white papers, video, photos)© 2011 Masterful Marketing® 14
  15. 15. Social Media Strategy Research your target audience:  Where are they online?  Research shows B2C are more successful on Facebook / B2B are better at engaging their LinkedIn contacts  Listen to what they have to say Determine how you can help, educate and gain visibility Identify the tactics for engaging your target audience and attract them to you Create your complete and keyword rich profile that sets you apart and projects your human side Integrate your valuable content - blog posts, eBook, presentations, audio, video posts, advice - to attract your target market Upload a quality picture that projects YOU!© 2011 Masterful Marketing® 15
  16. 16. Select Your Social Media Tools Facebook YouTube Twitter LinkedIn Google Plus© 2011 Masterful Marketing® 16
  17. 17. Marketing with FacebookCreate a FacebookPage for your business Enables clients / prospects to get to know your business through your content Directly engages with clients / prospects Helps with visibility in search engines Get a user name for your page as soon as you get to 25 fans - © 2011 Masterful Marketing® 17
  18. 18. Marketing with FacebookAdd Like Box to your blog /websiteInvite your opt-in email list tolike your Facebook PageStart a discussion so fans caninteract with each otherAcknowledge fans when theywrite on your Page WallCreate and promote events toyour fans and friendsIncorporate your Blog postsWelcome new fans with awelcome landing tabUpdate your Page status withtips, advice and other usefulinformation© 2011 Masterful Marketing® 18
  19. 19. Marketing with YouTube Create a branded YouTube channel and post regularly Embed into blog posts Use powerful keyword rich titles to attract views and SE results© 2011 Masterful Marketing® 19
  20. 20. Marketing with TwitterConnect and network with people who: Share your industry Share your views Share quality information and ideasGet instant access to what’s being said about youor your industryAccess a steady stream of ideas, content, links,resources and tipsExtend the reach of your thought leadership –blog posts and other content© 2011 Masterful Marketing® 20
  21. 21. Marketing with TwitterTweet: About topics your followers would be interested in Ask questions and get opinions Give advice and educate followers Comment on other tweets and re-tweet something interesting Point to pictures and videos Promote blog posts (yours and others) - put context around what it is and why it adds valueCreate a balance Limit self promotion Use 80/20 rule (80% others/20% promotion© 2011 Masterful Marketing® 21
  22. 22. Marketing with LinkedIn Create a complete, compelling profile  Use keywords everywhere  Headline  Websites  Public profile (your name)  Summary  Specialties  Interests  Get a vanity URL Make the full view public enabling Google, Yahoo and Bing to index Claim and update your company page© 2011 Masterful Marketing® 22
  23. 23. Marketing with LinkedInGet and give recommendationsGroups Join or create groups of interest Participate in discussions Display your expertise whenever possibleUpdate your status with contentrelevant to your connectionsParticipate in Questions & Answers Attract a targeted audience Make connections Share your expertise and help peopleCreate & promote eventsIncorporate your blog,presentations or e-books on yourprofile © 2011 Masterful Marketing® 23
  24. 24. Marketing with Google + Edit your Google+ profile:  Upload a higher quality photo  Add a tagline (important!)  Employment information  Education  Photo scrapbook Make your profile keyword rich Link to your web properties Stay tuned – Google+ for businesses has not been released!© 2011 Masterful Marketing® 24
  25. 25. Marketing System Consistent Flow of InformationDaily: Update Facebook Page Scan Google Reader subscriptions and share content that would be valuable to your followers Check Google Alerts for mentions of your name and business name Respond to new Twitter, LinkedIn, Facebook and Google + connection requestsWeekly: Blog once a week at a minimum Scan LinkedIn Q&A and answer a few questions (use for blog post ideas) Review content for new uses (presentations, videos, screencams, articles, ebooks, etc)Monthly: Check Webmaster tools Check Google analytics for information on traffic Write a recommendation for a contact in LinkedIn, request one in return Review Facebook Business Page, update and add new features © 2011 Masterful Marketing® 25
  26. 26. Get Connected, Get Found™ Schedule time to work on your marketing and make social media part of it Don’t overlook any content you create that can be useful to your followers Set your system up and work it – the value of social media on your marketing will become evident Be realistic on what you can do with the resources you have available© 2011 Masterful Marketing® 26